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!

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Six Figure Sales: Control your Sales Process Like A Barber

Barbershop, Six Figure Sales, Guy With Bow Tie
Barbershop

Your whole Six Figure Sales process should be about control. You have to own YOUR business. Your commission is your business. Your sales…are your business. Don’t leave it in the hands of someone else.

I met my new barber at the new shop that recently opened up a few minutes from my house. The barbershop is a part of a small chain in the city, and right at the front of the desk where you pay is a stack of business cards (branded with the barbershop chain’s logo) with each barber’s name and the shop’s number, email, address, blah blah blah.

However, instead of handing me one of those cards at the end of my appointment. My barber pulls out a card from his back pocket, hands it to me and says, “Anytime you need a cut and are wondering if I’m free, just shoot me a text at this number and I’ll schedule something for you.” His card includes his name, Twitter, Instagram and personal phone number.

SMART! He’s controlling his sales process.

Next time I book – I’m for sure going direct to him, rather than go through the barbershop chain’s website where I have to remember my log-in name, password and all that jazz.

My barber is limiting the paths to enter.

If I want a buzz – I’ll shoot him a text and he’ll book me in. Convenient for me, and extremely beneficial for him. If he moves to a different shop or opens his own he has all the contacts he’s built up. He won’t be starting from scratch, because he controlled his sales process.

Do you rely on your company’s CRM to maintain your prospects? Or do you own them?

Are your prospects or clients married to your company or YOU? It should be the latter and you do this by controlling your sales process like a barber.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. For more on owning your sales process sign up for my newsletter below. You’ll get free tips, templates and some random thoughts sent straight to your inbox.

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Investing In Yourself…and Business

wallet, no money, marketing
Marketing dollars?

How much should I invest in myself or my business? First off – you should have money to market your business and / or yourself.

Do you have a sales budget aka how much revenue do you expect to make this year? What’s your salary? What’s your expected commission?

Good. You have that number. Now – at a bare minimum – take 2% of that number. There’s your marketing budget. It would be best to have 10%, but let’s start with 2%. The same goes when trying to figure out how much to invest in yourself.

Oh you don’t invest in yourself? START!

Read a book, invest in a course, invest in a gym membership, a magazine subscription…do it.

So you have a budget now. What do you do with it? Whether it’s $500 or $500,000 find as many things as possible that you can own.

What do I mean?

Marketing dollars are often spent throwing money at this thing, and that thing. IT’S BETTER TO OWN SOMETHING! Take your $100, print some sales letters (here are some of my personal B2B examples) or brochures you did up in Word, and deliver them to every single apartment in the complex beside your business (or to every house on a street located near your business). Then do it again a week or two later. You need to hit as many people over the head with your message. The tricky part is ensuring the message MATTERS TO THEM. More on that here…

(Remember – I don’t give a shit about you, until you can do something for me. Whether it’s nourish me, allow me to keep extra jingle in my jeans, or help me out in some way, shape or form.)

You need to do this repeatedly. SOOOO many of you try something out once, don’t see results, and then say, “Well, that didn’t work.” Of course it didn’t work. Repetition Repetition Repetition.

Remember how you were taught in school? It probably went something like this… At the beginning of the class (or semester) your teacher would tell you what they were going to teach you, then teach you it, then review what they taught you. Repetition Repetition Repetition.

This is how our brains have been programmed since kindergarten, so start using the philosophy in your marketing. Find something you can own. Then repeat repeat repeat.

It sometimes takes me 12 – 15 contacts until I make a sale. I repeat, repeat, repeat my process. And you know what, when I call, walk into an appointment or see one of my prospects at an event…they immediately KNOW WHO I AM. It should be the same way with you and your business.

If you’re buying radio ads (for example), and you don’t have money to throw around like the ‘big guys’, again find something you can own. Maybe it’s an hour every Monday over the next few weeks. Maybe it’s an entire week. Whatever it is, find something you can own, then repeat repeat repeat.

1) Find money or find time to focus on marketing
2) Find something you can own
3) Repeat Repeat Repeat

Tell me ONE marketing opportunity you have at the moment (print, direct mail, radio, tv, social media, whatever…) and leave it in the comments below. I’ll tell you how to EXPLOIT that opportunity with repetition. I’ve purchased nearly every type of media, and used as many media channels as possible to further the brands, and people I work with (including myself). For being a loyal reader it’s the least I can do.

Love you,

Jordan ‘The Guy With The Bow Tie’ Rycroft

Ps. If you didn’t catch this further up the page – check out my personal one pagers I hand out or leave after a presentation.

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Start Using This Sales Tool Today – “How Do I Get To The Next Level?”

next level, ladder, climb, business

It’s the climb…

How many times have you heard “Needs Analysis”? I used to hear it daily, as this was always on my sales manager’s mind when it came to meeting with any prospect. I used to have a laundry list of questions, 9 times out of 10, supplied to me. “These will help get you closer to closing the deal,” said the sales manager. Meanwhile, my eyes were rolling so hard you would have thought I was dead.

Your prospects time is limited. If you’re able to get in front of them (in person, video chat, phone, whatever) don’t waste your time going through a laundry list of questions that makes it seem like an interrogation. Hit ’em with the Force Field Analysis, and maybe just maybe they’ll give you a hug.

Within minutes you’ll put the focus on your prospects business and you will immediately uncover their pain points. It’s the fastest Survey Monkey survey ever. At the very least, you’ll position yourself as a sales person who’s different and an ally for your prospect rather than a nuisance. 

This is also a great way to qualify your prospect. Maybe what their business really needs is something you can’t offer them. This gives you the chance to part ways amicably. This could also open the door for you to refer them to someone you know who can help them.

Best case scenario – it opens the door for you to help them out and get closer to signing the deal.

Force Field Analysis, Guy With The Bow Tie, Jordan Rycroft

Action step: Test out the Force Field Analysis on yourself. 
Take a piece of paper, and draw a horizontal line. Mark it as “Day 1.” Then draw three arrows going up from that line, and draw another line. Label it “Today.” Then ask yourself, “What are three things that took you from Day 1 to where you are today?”

Then draw another horizontal line above the “Today” line, and label it “Next Level.” Draw three arrows down from this line, then ask yourself, “What are three things preventing me from getting to the next level?”

This will clear your mind, and allow you to focus in on what’s really important. Then circle one of those items you wrote down that’s preventing you from getting to the next level and devote your time to it. Maybe it’s investing in yourself, which you’ve already done by doing the Force Field Analysis. The Force Field Analysis may not be the right thing for you, but I’ve found it to work time, and time again for my clients and myself. I’ve even done it on the back of a golf scorecard and on a napkin at a pancake breakfast. You can damn near do it anywhere, which makes it an excellent tool for your sales toolkit.

If you need more direction on this or if you’re stuck trying to analyze yourself – shoot me an email at effumarketing@gmail.com. Or leave a comment below. I read every message, and I’d be happy to help, as long as you aren’t an asshole.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

PS. If you want more tips like this direct to your inbox – sign up for my newsletter below.

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What You Can Learn from Donald Trump

The Donald

Love him or hate him – you know him, and that’s the whole point about branding. Whether it’s your personal brand or business the opposite of love isn’t hate…it’s indifference. Just his name elicits feelings for you right now. He makes you feel something. That’s what you have to do if you want to make a splash in this world.

Some takeaways

Putting your opinions of him aside – you can’t doubt the personal brand of Donald Trump. Granted he was born with name equity there’s plenty you can take from The Donald.

  1. Find your niche and preach. You don’t have to be everything to everybody. Just find a few people who believe in what you’re saying or doing, and continue to nurture them and tell them (or even believe) the things they want to hear.
  2. Don’t back down. If you believe in your ideas, don’t back down from naysayer’s. The amount of people who have discredited Donald Trump is, as he would say, HUGE! However, he continues to stick to what got ’em here… A loud mouth and take no shit mentality. You may not like it, but his supporters LOVE it.
  3. Zag when others Zig. When he first made the claim he was going to run for President, everyone laughed. Then he went on a tear and got the Republican nomination, and you know the rest. He did it by going against the system. He time and time again, said that he was an outsider, a businessman and not a politician. Even the word politician gives people chills, so he was smart (yes, I said smart) to go against the grain and call out the politicians and find his own lane.

Your ideas don’t have to be popular to the masses. Find your tribe, preach, believe in yourself and you’ll eventually find a niche of followers to exploit.

By doing this, you will position yourself as an expert or even THE expert in your field. People like following and believing in experts.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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How to play the entrepreneurial game

It’s been awhile since I last wrote, so here’s a quick update:

The online store my wife and I started is doing well. We’ve grown to be the largest online-only dress shop in Canada using the tools / techniques I described throughout the course of this blog.  There’s a ton of information here for you to sift through to help get you started on your entrepreneurial journey.

Aside from that – I’ve learned so much in the past year, and below is quick summary on how to play the game.

Put in the work

Sorry kids, there’s no such thing as sitting on a beach and watching the money roll in. You have to put in the work. You have to grind, hustle, struggle, believe, beat yourself up, and then figure out how to succeed. There’s no such thing as ‘passive’ income in this life.

Do whatever the hell you want – even if you change your mind

What I’ve wanted to do with my life has changed about 12 times over the past couple years. I wanted to be a radio star, a sales star, a magazine publisher, a golfer, a restaurant owner, a marketing consultant, an entrepreneurial coach, a video game player and more. I’ve tried it all, and only a few have stuck.

I found by trying to do all the things that pop into my head, I finally figured out what I really wanted. Right now, I’m playing video games online (check it out here), helping my wife with the biz, golfing and working a 9-5.

If you can work a 9-5 to generate some more income…do it

The money was tight for a couple years after starting a business and trying to get a magazine off the ground. My wife and I did both within the same year, and the finances were tough to navigate. We persevered and did what we had to do to make a dime. I took up working retail, and finding odd jobs to pay off our living expenses. That’s right – no venture capital here.

Then I finally decided to grab a cushy 9-5 to ensure our finances were stable. It’s a job where I make good enough money (for now) to live comfortably, and I don’t have to take my work home with me. When I leave – I leave. So many people get caught up with work consuming their life. STOP IT! Leave work at work. No one will care, trust me.

Play the game

When you have established yourself as a hard worker (or at least you look like you’re working hard) it’s soooo easy to find a job. Use existing contacts, friend, family whoever to get your foot in the door. From there – coast. Do whatever you can to ensure your finances are stable, so you can play / start a business in the evenings and weekends.

I busted my ass for 5 or 6 years to make a name for myself, now I’m trying to coast and focus on the things I really enjoy outside my 9-5.

Get a gimmick

There’s no other way to put it. I slapped on a bow tie, and instantly distanced myself from the competition. Whether it’s hunting for a job or writing this blog. Find something you can do to separate yourself. Unfortunately, being YOU isn’t enough anymore. You need a gimmick. Wear bright red shoes, place a flower in your hair, wear bright shirts…whatever it is find something to make you literally stand out in a crowd.

The above is a quick run through of what I’ve learned in the past couple years. It was a tough grind, but there is a light on the other side. I’ve seen it, I’m living it. If you need some help – feel free to drop me a line at effumarketing@gmail.com. To always stay connected make sure you’re signed up to get every updated by dropping your email below.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft

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Why Your Online Store Isn’t Making Sales

This is a common question I see on message boards and through the grapevine of entrepreneurs. It also is a cause for concern in the bricks-and-mortar world, but let’s stick with online.

Anyone, anywhere can have a store. No longer do you need vast sums of money for a lease, employees and stock. You can do everything behind a screen. With that – the amount of online stores hawking goods from dresses (EverRose.com – plug, plug) to backpacks to cheeses is endless. The world is flat in this regard. However, just because it’s relatively easy to set up. It doesn’t mean it’s profitable.

no sale, no sale sign

Here’s why you’re not making any sales

1) Your online store is too cumbersome. You’ve read too many blogs about what you should have on your store, and instead of creating a simple process for those who buy – you’ve confused your would be buyer with link after link after link. Your product(s) should be the first thing people see when they visit your store. You should also have some info on shipping and returns, and a page that reflects who you and your business are (if you want to add a personal touch).

2) Your product photography looks like crap. You can’t sell a shitty looking product online, just as you can’t sell a shitty product. Here are some quick DIY photo tips.

3) No one knows you exist. I hope you’ve read this far as this is probably the most important item on the list. You can’t expect sales without people knowing about you. You need to market yourself. Hook up with bloggers or influencers in your line of work. My wife and I hook up with fashion bloggers to promote our product to their masses. We also buy advertising (funny thought), and it works.

4) If you have traffic to your site, and you’re still not making sales – check the options above. If you’ve done all of the above then you probably didn’t research your product upfront. If you haven’t tested to see if your idea works through family friends, then your idea is probably not going to work to others. Just because you think it would be cool to run an online t-shirt store, it doesn’t mean people are going to buy from you. Ask your friends and family first – see if they would buy. My wife and I’s online dress shop did this, and our first few customers were family and friends. From there the word spreads.

The above should point you on the correct path. I could write an endless post on why you aren’t getting sales, but the points above are the most common reason. You can always ask me to take a look too. I’m always free to give open and honest feedback.

Love you,

Jordan ‘The Guy with the Bow Tie’ Rycroft