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bjbj2 Marketing Show Episode #54 Clay: Hello everyone, my name is Clay Collins James: m
James Lepine. Clay: and in this episode of the Marketing Show, we re going to be giving
you our top marketing song of the week. We re also going to be telling you the 5 traits
of a self-centered I shouldn t point to myself. That s very N-L-P That s bad the 5 traits
of a self-centered marketer, but mark my words here. If you are doing any of these, the chances
that your company is profitable or that your marketing is working is actually low. So these
are the 5 traits actually of not just a self-centered market, but a poor marketer. That s what you
have to look forward to in this episode of the Marketing Show. Okay, so we re about to
bust out the 5 traits of self-centered poor marketers, but before we do that, what do
we want to do James? James: We want to give a couple shout-outs to folks who commented
on last week s episode, who left an insightful comment, or you know, just complimented us
on the job that we re doing here. We re totally vain so we ll take that. So we re going to
give a quick shout-outs to those folks. Clay: Or people who just were like thinking, had
their thinking caps on, said some smart stuff. James: Right. Clay: Cool. James: Here they
are. Hello everyone, it s that time of week. Oh yes, it s time for the Marketing Show Shout-Outs.
Brian T. Edmondson; Clay Collins. Look familiar? Dolly Garland, a customer of ours. Hello,
Dolly. E.A. Wade. That s my fianc e on the left, Helen Shearer. Katie Walker, that s
my sister. Kerry Traylor, another customer of ours. Leslie Moore; Laurie Connell; Melissa
Wood; Mike Kawula and his daughters; Nancy Adcox; Nancy Leigh Demos; Shana Payton; and
Tom Shivers. And now it s time for The Anons. These are people who don t have a picture
uploaded. We re going to call them The Anons. Jennifer Connell Askew. Juanita, Ruth One.
She is our fist commenter of last week s episode. Congratulations Juanita. Julian Sweeney, Austin,
Tucker, Carol Somebody, Katie Somebody, Donnie Somebody, David Somebody, Rosalea Somebody,
Mark Somebody, rutaylor, PK, Libby Flick, Lauren Flick, Buckmark, and finally teresauler.
If you d like to be featured on next week s edition of the Marketing Show Shout-outs,
you know what to do. Leave a comment in the comment section below, and if you don t want
to be featured in The Anons portion, be sure to leave a link to a picture as well. This
has been the Marketing Show Shout-outs. All right Clay, so what is trait one? Clay: Dude,
James, I will get to that in like 30 seconds James: Okay. Clay: but before I do that, the
Marketing Show song of the week. Props to anyone who gets the reference s kind of an
obscure copywriting reference in there. If you understand why this is the marketing song
of the week, if you get it, you get some kind of prize. James: Some prize. Clay: I don t
know what it is. James: Yeah, we ll figure it out. Clay: All right, so like Wey are clearly
professionals. James: You bet. Oh, nice. He put the shades on. Bonus shades? Clay: All
right. James: Anyway. Clay: So trait number one of a self-centered marketer is the inability
to say what you do in less than 20 seconds, and this really isn t about an elevator pitch.
This isn t even about being able to market your product in 20 seconds. This is literally
about the inability to actually just say what you do in less than 20 seconds. The other
day, I was at this thing with entrepreneurs. The CEO, the president, or the former CEO,
the co-founder of Yes to Carrots was there, and when people asked him what he did, he
said, You know what? I m the co-founder of the United States second largest natural beauty
products company. Right? So just like that, boom! Out of his mouth. He wasn t like, Well,
we re kind of was doing this thing, you know, like oh, we re kind of our Like seriously,
some people get on like just these tirades James: Right. Clay: at this point like where
He was just like boom, out of it, or like another guy who was there was the guy who
started the geek squad and he s also the CTO of Best Buy. s going to be leaving soon, but
he s like yeah, I started the geek squad. We re fast and effective, and really kind
of cool branded like electronics repair company that comes to your house like boom, out of
his mouth. But like some people, you ask them what they do, and it s like you might as well
just like go eat dinner and then come back because they re just going on. James: Right,
they re just Yeah. Clay: But like You know, like when people ask me what I do generally,
I just say, You know like we have a digital publishing company or we have a marketing
training company, some version of that like I just get it out in a sense, but some people,
oh my God. James: Go on and on and on, yeah. Clay: So you just want to kill yourself. You
want to stab yourself in the eye, right? James: Right. Clay: So, you know, another example
is Christian, I think Mickelsen, he s got a company called Coaches to the Clients, like
literally, people ask him what he does. He s like, Yeah, I show coaches how to get clients,
right? So you just That s just one sign right there. It s just that if you can t do that,
chances are that you are over thinking your marketing, and you re probably poor. That
s what I m saying. James: Uh-huh. You re probably not getting a lot of work done. Clay: Right,
right. All right James, what s number two? James: Number two is you think you re in a
new market or you think that your business is different, right. So this kind of ties
back into number one, but it s this people who are like yeah, well, my business, it kind
of post from here, it kind of post from here, and they do this little trick on their desk.
Clay: Yeah, James and I were talking about this, so like these are people that like they
re convinced that they created a new niche or category. James: Yeah, right. Clay: And
that only happens like once every like it d happen so infrequently, but like here are
the people. Here s how you know like when you re talking to one of these people, right.
Have you ever talked to one of this people who are like you re sitting in the table and
you re like oh, you know, like maybe you re a networking event or something, and they
re like oh, what do you do? And they re like They start like rearranging things. They re
like, Well, what I really do, you know, and they ve got to like rearrange stuff in order
to explain what they do. James: Yeah, totally. Clay: And this is kind of a version of the
first one, but like then they start doing like object lessons. Well, we actually, you
know, and then we re thinking out of the box, stuff like that. Those are kind of cheesy,
but James: But they do that. Clay: but they do that kind of James: They do. Clay: thing.
So the chances are you are not in a new market. Chances are Or if you re in a new market,
it s because, you know, there s no one in that market. There s one person that market
into you, and you re the only one who s buying that kind of thing. James: Hit us with number
three. Clay: Okay, so number three is that your products and your business are about
what you want to give, not about what others want to buy. So I often say that the active
giving is in a lot of ways a self-originating act. None of us here is self-centered, but
a self-originating act, and the act of receiving, like the act of marketing, getting paid. You
know, making sales is an other-centered act, right. When someone pulls out their credit
card, they have desire, that act of getting paid originates outside of you. So when people
are so focused on what they have to give often, they completely ignore the fact that there
are customers out there that want things, and they want very specific things, and they
re probably not even thinking about what they want in the language that you re using to
describe what you do. James: Right. Clay: So, you know, we often talk about the pillow
talk test, which Kevin Asians came up with this. It s really good. It basically goes
like this like if you re not talking in the same language that your audience is using
when they described the problem, chances are you re at a huge disconnect, so like if you
have a book called The Five Secrets of, you know, Financial Security, right, like most
people don t stay up at night talking to their loved ones, You know, I would really love
Five Secrets for Financial Security. They usually say like, You know what? I d really
like to pay the house off, or d really love to get out to death. So just remember, giving
is a self-originating act, but receiving money is not a self-originating act. That is an
act that originates outside of you so you need to be other centered. This is really
about serving the market. This is about service so you can service yourself or you can service
others, so whichever, you know. Just James: Choose wisely. Clay: choose wisely. James:
Yes. Clay: But here s what I want to say. Generally speaking, you know, when it comes
to people talking about, you know, the other-centered or self-centered thing, with regards this
whole like, you know, asking someone what they do and like they re completely Here s
how you know that you re dealing with one of these people is when you re dealing with
someone who cares a lot more about expressing what they do then they care about like watching
or monitoring you, right. So like if you ask me what I do, and you re completely your eyes
are glazed over, right, so a good marketer is constantly like modifying what they re
doing to make sure that I m engaging your attention, right. James: Right. So that perk
up, and go oh, yeah. Clay: So chances are, you re a horrible marketer if you re not able
to read subtle social cues such as the other person being completely bored by what you
re saying. James: Yeah, totally. Clay: So if you can t do that, you re probably poor,
and that s probably reflected in your marketing, which is concerned with what you have to say,
not with actually gaining traction with one s desires of other people with you know, if
you re, you know, then s completely divorced and you re not engaged with one s desires
of other people. Anyway, that object lesson s over. James: Thank you. Okay, so trait number
four, yeah, trait number four of a self-centered marketer Clay: What is it? James: is when
you care too much about your website looks, and we ve talked about this idea a little
bit before. It s kind of the idea of obsessing over your logo, obsessing over the look and
feel, kind of hovering over, being like a helicopter parent over your designer. Oh yeah,
if you could change this, and Actually, let s go with this picture of me instead. If you
re doing this, then Clay: So chances are, if you re designer hates you or if you have
the subtle sort of opinion James: Right. Clay: if you are getting the signal that your designer
is frustrated with you Like most designers are reasonable people and they deal with lots
of clients. If you are exceptionally difficult to deal with, chances are that you are a self-centered
designer that you re making your websites about You know, it needs to accomplish more
than it really needs to accomplish, and again, it s about you being obsessed, trying to make
everything perfect, you know, you caring more about what you have to say then the person
on the other end, they re not listening desire on them because most people aren t obsessing
about your website like you are. James: Uh-huh. Yeah, you know, that kind of reminds me of
Eugene Schwartz. We talked about him in a previous episode, author of Breakthrough Advertising.
Clay: His stuff is like a brick to the head. James: s amazing. Clay: Yeah, it s amazing.
James: Yeah, you have to read it. If you re interested in marketing you have to read that
book. Anyway, he talks about how you can t create desire with your copy. Narrator: I
bet you folks don t have one of these. Female: I want that. James: You can harness, you can
channel existing desire. Clay: You can amp it up. James: You can amp it up, but you can
t create it out of thin air, so while you re all worried about, you know, getting your
website perfect to create some kind of desire in people, just forget about it. It s not
going to happen. Clay: Yup. James: Okay, so we have one more to go, trait number five.
Clay: Trait number five of the self-centered marketer is that they spotlight their self
on the website. So when you have a website, you can or just any kind of marketing materials,
you can focus. You can shine the light on one of three things: one, you can shine the
light on you, right, like it s all about me on the website. James: Right. Clay: Your face
is everywhere. People who are in this camp like James: They do this kind of pictures,
you know. Clay: Right. So people in this camp are usually like showcasing like the guru
that they studied under. They ve got like a long string of initials. There s got a picture
of them like in the lab coat or something like that. James: Their about page is in third
person. Clay: Right. They re like James Lepine studied that, you know. James: Right. Clay:
And they wrote it, you know. James: Yeah, yeah, totally. Clay: Okay. So you neither
shine light on the first category, which is you. Second, you can shine the light on your
product. So these are the people where they ve got huge displays of like the 200 CDs that
come with it in a big booklet, so they re like we had these amazing graphics design,
and just like see all the stuff there is, right. So they re shining the spotlight on
how great their product is. They think that you re buying the product because the product
is cool, not because you have an intense desire to get something very real in your life handled.
James: Right, right, right. Clay: And the third category is that you can shine the light
on your customer s wants. So you re shining the light on their wants, and not wants generically,
right, not their wants like let s say we re life coaches, okay. James: Okay. Clay: So
like, you know, we re going to help you accomplish your big goals for 2012, right. You wouldn
t say that kind of thing because it requires people to fill in the blanks, right. James:
What are my goals? Clay: So we ve said this before like if you ve got, if you re writing
a travel book like you wouldn t say the ultimate travel guide to that place you ve wanted to
go for the last year, you know, or to like your dream location, right. Another example
if you re creating a cookbook. You wouldn t say like how to cook your favorite meals
that you ve always wanted to learn how to like you d say no, like here s a guy to Portugal,
right. Here s the guy to make Italian food. You wouldn t say, you know, like it s not
like MadLibs. Your marketing shouldn t be MadLibs where people have to like fill in
this stuff, like you got to say like you ve got to focus on the outcome that you can create
make your market one, so like I ll help you You know, say six or eight years by retirement
like I ll help you You know, I ll help you go to Portugal. I ll help you get fit before
your wedding, and you know, get below a certain percentage body fat or like whatever your
target market ones, that s what you re shining the light on; the people who make it about
them, right, first and then secondarily, the product, and then third, the actual wants
and needs of their customers. Those are the people who tend to do very poorly, poorly,
terribly with their marketing. James: Okay, so let s think about this Do we have time
for an example for you guys out there? Clay: Well, I don t know. Sure. James: All right.
So let s think about this if you have a shovel. Let s take a shovel, and you can either choose
to focus on the fact that you ve studied under the top shoveler in the world. You ve dug
a million holes in your lifetime and really just highlight all the great things about
you, or you can highlight your shovel and go this is the best shovel in the world. This
wood was made from acacia trees, and it s the nicest, you know, wood possible. There
s steel Clay: Acacia trees. James: Is that even a kind of tree? Clay: I don t know. James:
Okay, acacia wood. Anyway, so you can come up with and you can just describe the shovel
for days and days. Here s why the shovel is amazing. Or you can say, If you buy this shovel
you can dig a hole and create trees or plant trees in your backyard, and you can focus
on them. Clay: Right. People want to buy a hole, not a shovel. James: Yup, so sell them
the hole. Clay: Okay, anyway, you know, just to conclude here, you know, if we drive anything
home here, it s that when you focus on yourself, when you do self-originating marketing, the
chances of you making sales, being profitable, and doing very well is very low. When you
spend the bulk of your time getting outside of yourself and folk seeing on the needs of
others, not being self-centered, and really monitoring how people are reacting to your
marketing, you know, you re going to do well. Anyway, thank you so much for watching the
Marketing Show. We appreciate your comments, your feedback, your shares. We appreciate
all you do. My name is Clay Collins. James: m James Lepine. Clay: And if you re an h[tU
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