Think Like a Media Company

Different forms of media on way markers

Customers pick YOU before your product.

Do you want to build a faceless drop shipping company that has huge customer acquisition costs OR a long lasting sustainable business that delivers revenue consistently?

I’m perfectly fine with those who have drop shipping businesses or generic e-commerce shops. If you’re making a living…good for you. Maybe you’re making big bucks and living the dream…good for you. For me these successful businesses are few and far between.

I’ve seen more success by building a brand, a trusted name and playing the long game opposed to something that hits big when it first starts, then customer acquisition costs start eating away the bottom line and before you know…POOF! The business is gone.

Your business. Your media company.

I spent a decade working in the media industry and I’ve seen it drive revenue. And I’m talking BIG revenue. The same sales structure most media companies use can be applied to your business no matter how big or small.

A few general ideas:

  1. Market yourself/product. More on that HERE. You have to spend money to make money. I’ve had BIG budgets and I’ve had tiny budgets, but I’ve always had a budget to acquire customers.
  2. Hammer down your ideal client and profile them to accelerate your sales (this one is more complicated). You have to know who’s buying from you and why. Then tap into that reasoning to speak directly to like minded individuals who will become your customers. Punch in your email at the bottom of this page to get my newsletter where I’ll be sending out how to define your ideal client in the coming weeks.
  3. Tell your story. More on that HERE. Please STOP following what others are doing and tell me about YOU. I don’t care about what your product can do for me. Tell me about you FIRST, then I’ll listen to whatever else you have to say. Remember, buyers pick you before the product.
  4. Give back to your customers and community. More on this below.

Inward Marketing

If you’ve heard the term inbound marketing, INWARD MARKETING is not it. I’m not even sure if inward marketing is a term, but it is now!

Quick note – if you don’t have any paying customers yet – then focus on marketing yourself. If you don’t have the dollars (you should find something…anything to marketing yourself) you can use the guerrilla marketing approach. I touch on that briefly here.

Instead of using your ad dollars to drive new customers and build your brand awareness by purchasing traditional (billboard, print, radio, tv) or through social media you turn those dollars inward and give back to your existing customers.

I worked with a Lexus dealership years ago and this is exactly what they did. Dealerships typically spend tens of thousands of dollars on advertising every month. This dealership took those dollars and put together exclusive concerts, deals, spa packages, trips, charity functions etc…but only for their customers. You had to be in the club in order to receive the perks.

You better believe word-of-mouth started to travel as this dealership’s existing customers were like chickadees spreading the the message. If you wanted to get pampered and treated like a God, then this dealership was the place to get your Lexus. Soon people were coming to them asking how they could get in on the perks. The answer was simple, buy a Lexus from us.

This simple concept was honed during my 10-years in the radio industry. We constantly ran promotions that benefited our listeners (aka customers). With the Lexus dealership – we took what I did in the radio industry, copied it and pasted it to the benefit of Lexus owners.

You need to start thinking of yourself as your own TV, radio station, magazine, social media company, etc…It may sound like a lot of work, but you’re probably already doing most of it. For your business – this is an amazing way to share your stories, your personal beliefs, and further connect you with your potential customers. You may not see giant sums of customers at first, but with time your CORE fans will develop that personal connection with you, and next thing you know – you’ll start to see your brand grow through referrals, and satisfied customers who come back time-and-time again.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Any questions? Need to dive in further on a subject? Sign up with your email addy below and get info direct to your inbox. It’s also your personal gateway to me (if you care about getting personal).

Processing…
Success! You're on the list.

Valentine’s Day Gratitude

Photo of heart shaped text I Love You

If you’ve been following my posts regularly you’ll know I usually sign off by saying “Love you.” Now, I don’t really love you because I don’t really know who you are. Although I can assume we’re somewhat like-minded because you wouldn’t be reading my non-sensical madness unless your brain was wired like mine.

Anywho, my family recently lost someone who was close to us. She was 30, and died after a couple year fight with cancer. It hit my wife particularly hard because she worked closely with this gal for years. With both my wife and I inching closer to our mid-30’s it really put things into perspective.

I’m extremely focused on the future, that I sometimes lose sight of what’s happening right now. Empathy is also not one of my strengths, but that’s a story for another day.

What’s the point?

With Valentine’s Day being this Friday, I’ll let you in on something I’ve been doing for the past 13 years. I met my wife in College over 13 years ago. For our first Valentine’s Day I didn’t know what to get her. For whatever reason, the thought jumped into my mind to write her a letter and stuff it in her locker.

I’ve continued this tradition for the past 13 years with the exception of stuffing a letter into a locker. I usually leave it on her pillow or sneak it into her purse or boot (I try and be creative). Anyway, the letter is basically acknowledging what I’ve loved about her from the past 365 days.

It’s a time to reflect on the special bond we share, and gives us a chance to appreciate what we have in the present.

In recent years – I’ve started this practice in my business life. Every year around Valentine’s Day I call a few people (instead of a letter) who have been instrumental in my business and/or personal life, and tell ’em I love them and thank them for how they’ve shaped me.

  1. It’s a simple gesture to make others appreciate what they’ve done. After all, don’t we all want some sort of recognition?
  2. On a selfish level – it feels good to do it…really good. Hell, Oprah made a career out of giving away free stuff just so she could feel better.

We could do a deep dive into the psychology of giving compliments and/or gratitude, but all you need to do is compliment one person right now, and you’ll instantly feel better. Try it.

You never know

You might like it. The reaper could be coming for you in an hour, a week or 50 years from now, so keep swinging and every now and then take some time to reflect on what you’ve done and who’s helped you get there.

My wife and I’s friend barely had a chance to fulfill her dreams. And we never got the chance to thank her on the impact she made on our lives.

Make a list of those who have impacted your life, business or both. Give them a call, write them a letter, direct message them, whatever…It’ll benefit you, it’ll benefit your business, it’ll benefit your life.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. Be on the lookout for a survey link coming direct to your inbox. I want to know why you continue to read my ramblings. Aren’t signed up yet? Do so below…

Processing…
Success! You're on the list.

Why Run A Super Bowl Ad?

nil, helment, money, trophy, Super Bowl

$435 million! That’s the estimated ad spend from this year’s Super Bowl. Not too mention – you probably saw numerous non-official sponsors piggy backing off the big game. If you read the first line more than once, and wondered “Why the hell would anyone spend money on ads?” You’re not alone.

Anheuser Busch InBev (aka Budweiser and a few other bevies) spent roughly $41 million according to some estimates. While the ad spend numbers are staggering, so is the number of eye balls. 100’s of millions tuned in across the globe (the majority, obviously, being in America).

Why do businesses run these super expensive ads?

On the surface it looks crazy expensive. $41 million dollars! That’s more than some countries annual GDP. So, let’s breakdown why these businesses do it, and how you, YES YOU, can take advantage of it.

  1. Sunday’s game averaged over 100 million viewers in the US alone. So, if you take the $41 million spent by Anheuser Busch and break it down per person. That’s less than 50 cents a person on ad spend. Not bad. Plus, all the other views online after the game.
  2. This my sandbox hear me roar! These businesses belong at the big kids table because they can spend with the big kids. It’s the same reason why you dish out cash on a luxury vehicle or spend the extra cash on a house in a gated-community. You’re trying to say, “I fit in with this crowd.” Whether or not that’s true doesn’t matter. Perception is reality.
  3. Topical. You’re expected to get a present for your wife on her birthday because it’s topical. You can also give her gifts at other times of the year, but if you don’t get one on her birthday…well you’ll never have to get her a present again (although maybe that’s what you want). You spend money on a Super Bowl ad because there’s a ton of hype around the event. Everyone knows a shitload of people will be watching and it’s almost expected that some big businesses advertise (aka Budweiser and its Clydesdales).

How does this help you?

You know there are going to be people watching and it’s pretty much all people are talking about leading in to Super Sunday. You can’t spend like the big guys, but you can spend around it to get eyes on you and get a little bit of the Super Sprinkle effect (I just made up that term).

If people are talking about it – YOU should be talking about it. Why did I write this post around the Super Bowl? Because people are talking about it. Can you spend some advertising dollars around the game on social or in other forms of media? You can’t use the trademarked names like Super Bowl and promote your business, but you can use things like Big Game or Game Day!

In my radio days – we would always run a promotion around the Super Bowl. We’d have it on the air for two weeks before the game riding the wave of hype. We didn’t have the rights to the game nor did we have the rights to “Super Bowl”. However, our customers (aka listeners) were talking and thinking about it.

You could also do the anti-version for those who aren’t interested in football or watching the commercials. A local dance studio had a couple classes going on during the game, where you could “Dance Your Ass Off” instead of downing nachos and beer.

Plan out your year

It’s extremely important you have dates like the Super Bowl and holidays (Valentine’s Day is coming up *wink *wink) on your calendar every year. Even if you can’t spend like the big kids, you can and should be talking about it with your audience. Whether it’s two people or two million.

Do you have an e-blast ready to go before, during or after the game (or holiday)? Do you have social posts ready? Are you blogging about it? Are you live on Insta while you down chicken wings and have grease all over your face?

If your audience is there or thinking or talking about an event, holiday, game, whatever…you should be talking about it too. Get a calendar, mark down the important dates and make sure you have some sort of marketing game plan built around them. Here’s a sample of a promo calendar I did up back in February 2012. All important dates and local events are listed, so we could map out a game plan ahead of time.

February 2020 has a leap year. Is this something your audience will be talking about?

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more tidbits to super charge your marketing game plan – sign up for my list below. Punch in your email and get ready…OMAHA!…OMAHA!…HUT! HUT! HIKE!

Processing…
Success! You're on the list.