So baust du ein Business ohne dich als Flaschenhals

0:00You want to remove yourself from marketing. Now marketing is a larger term but fundamentally it's acquisition right? If the business relies on you to get customers which is very common in founder companies like you're the bread winner, you're the promoter, you're the one who brings the business in. Um this is one of the biggest risk factors in business because this is why you can't leave and when you do leave the revenue goes down and it's very scary because everything relies on you. And what's tough is that it it feels good in the short term to have everyone rely on you right? It feeds your ego. makes you feel important because you're like I'm in I'm irreplaceable. I'm a special snowflake.

0:33I am a unique human being with unique skills and therefore I am important. But the idea is that you actually in order to make an important business, you need to become less important. Like if you want to help more people, you can't help more people. And so for me, obviously, like I've had plenty of businesses that were face driven. Um, but if your face gets the customers, you are the key man. And so this is kind of the three-step simple way of kind of getting out of this.

1:03Well, easier said than done, but fundamentally this is what we do. So number one, well, let me let me zoom out. There are seven different ways that you can install systems into the business to capture media and marketing on your behalf without it having kind of quote direct to camera founder ads. Okay, so I'll give you a couple of them. So one of them is that you probably have some sort of place where your customers gather, right? Maybe it's an online community like a school or whatever. In those communities, you should have a standard process weekly where you screenshot people saying nice things about you. Then all of a sudden, all those screenshots become ads that get pushed to you every single week. The next thing is having incentives for customers to leave testimonials. So you could have things that are unlockable.

1:52You can have certain amount of credit. You can have uh tiers of service you can give them trials to, which by the way is a double whammy. So you give someone a trial of a higher level of service if they uh provide a testimonial. It allows you to ascend customers who love your stuff and get more marketing. Bingo, bingo. Um, the next one is something I call life cycle ads, which basically you probably already have functions in the business that already occur, which is you probably record your sales calls, hopefully. You record your onboarding calls for, you know, a new customer. Uh, you record delivery checkpoints and maybe if they have a good experience, you would record some sort of testimonial from them. Great. Now, the thing is is that means that all of this stuff already exists within your business. And so, when you have a testimonial and someone says, I these guys are great, you just say, "Cool.

2:32We're going to look back through our CRM, look back through our scheduling and pull the recordings from their sales call to their onboarding to each of their touch points. And then what happens, you can compress that into a timeline that also becomes another advertisement. Pretty sweet because instead of saying, "I was here and now I'm here." Show them here of them actually being scared, being not sure, hesitating before signing up and then all of a sudden getting this amazing outcome. The next thing you probably already do is you have some sort of key moments of client deliverable. Whether that's like you do a ribbon cutting or you do a reveal of their new kitchen or they get on the scale if they're losing weight or there's obviously with businesses there's revenue or there's monthly financials or whatever. There's always moments where something can happen that is has emotive, right?

3:14Emotive as in emotional. And so what we want to do is just put a a process in place where we can incentivize the person to document that moment uh to then create more clutter for us. And so hopefully you're getting getting an idea here. Like another process you can put in place is that your customer support if you have a customer support line is that you can pay a customer support person five bucks for every person that they get like a mini testimonial in chat format from. Right? You resolve something. Oh my god, these guys are amazing. I love this product. It's fantastic. I highly re recommend it to anybody. Great. Screenshot that. Right?

3:43And I'll give you five bucks for every one of you to do. I'll give you another one. You you guys get like I have done this before. I'll give you another one. All of you guys have Google reviews, Yelp reviews, Trust Advisor reviews, u Amazon reviews. It depends on where your product sits, but like you probably have some place where people have reviewed you, right? And think here's what's crazy. You probably have hundreds, not like one or two, you probably have hundreds of like local businesses have a few hundred reviews. It's not like uncommon to have this. What's crazy is that those reviews rarely get made into marketing.

4:16Why? Now, here's an even crazier one. You can take the hilarious one stars and take a page out of um Liquid Death's marketing book and just say like, "Hey, if you're one of these people, you won't like our stuff." And if it's if it if it clearly casts out the wrong type of person, it will pull in the right type. And it's also hilarious marketing. And so, I think I just gave you six or seven different uh processes that you can install in a business that all get ads and marketing to come to you. If you wanted to go even further, you could build an affiliate program out. You could use Tik Tok shop and sell a widget and then whitelist those ads in the modern era and use those as your marketing. Right? All of these are things that you can do to remove your face from your market.