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Each week I'm listening to the world wide web for good marketing information that is actually worth your time.

An SEO Tool Kit

SEO gurus are a dime a dozen and many times they say things that contradict other SEO gurus. So who do you trust? When it comes to SEO, I trust the guys that have proven what works and what doesn't work.

Neil Patel is a voice that I trust. In this blog post he lists eleven things he is calling the SEO tool kit.

Marketing in Lockdown and After Lockdown

Eric and Neil lay out some of the ways that marketing has changed since the lockdown. We have been indoors for a few weeks now this has produced many opportunities for doing things in new ways. From shifts in messaging to lower marketing standards, lower costing ads, and sweeping up recently laid off talent The link below is to a short podcast that explains this stuff.

Are You Giving Your Best Business Relationships Gifts?

What kind of gifts have you been giving to your best customers, vendors, employees, or the people that you love? This week Don and J.J. invited John Ruhlin, author of Giftology, to share his seven steps to giving gifts that will help you grow your business. John explains the art of giving gifts and how it helps your business in the marketplace. This one is worth the listen. I got lots of ideas while listening. Click here to listen to the podcast.

Ideas for Using Audio Twitter

Did you hear? Twitter is rolling out an audio feature where you can record your voice for 140 seconds. Only the biggest and baddest accounts have access to it now, but soon you'll all be able to do it. I wonder if the President is going to use audio twitter? I mean... he should cause he's so good with audio... right?! I digress... Gary Vee has some cool ideas about Audio Twitter and you can see and hear them on this post.

This Week on Radio Headspace

Monday June 15 Happiness Isn't a Destination

Tuesday June 16 Let Go of Great Expectations This is some of the best advice. I'm always telling the people I love that if they don't want to get all upset and undone, they should think about what could or might happen before it happens and set their expectations accordingly.

Wednesday June 17 Fight Club Rules Apply

Thursday June 18 What's the Rush?

Friday June 19 Please Don't Stop the Music

That's all for last week. Thanks Andy and Headspace team.

Featured Image by Robert Bye

There really is A LOT of great marketing information and news that happens in the course of a week. I've tried to curate what I think you might like to read or listen to.

Neil Patel starts us off with the 4 Ps of Marketing.

The 4 Ps of marketing… You’ve probably heard about them from a friend, a textbook, or even at school. I know it sounds like a boring topic that’s common sense, but there is more to it than meets the eye. And no, it’s not just for large companies… the smaller you are, the more important […] The post The 4 Ps of Marketing: A Step-by-Step Guide (With Examples) appeared first on Neil Patel. Read more here

Who doesn't love Tim Ferris? We can all learn something from Tim

In episode #1412 of the Marketing School podcast, the guys give you three actionable lessons every marketer can learn from Tim Ferris! They talk about how Tim’s success can in part be attributed to his experimental nature, use of data in the content he produces, and willingness to keep learning! Tune in and hear what you can learn from Tim Ferris. The post 3 Actionable Lessons Every Marketer Can Learn from Tim Ferriss | Ep. #1412 appeared first on Marketing School Podcast.

Learn more here.

Want to scale your business $10M?

In this week's episode of Building a StoryBrand, Don talks to Curt Richardson. Theres also some good banter between Don and JJ.

Listen here.

Gary Vaynerchuck's video team is amazing. He never disappoints!

There are two ways you can “build the tallest building in town”. You can either spend all your time and energy focusing on you making your building the tallest, or you can go around and try to tear everyone else’s building down. Anybody that is trying to tear you down is hurting inside. The post How To Build The Tallest Building appeared first on GaryVaynerchuk.com.

Watch the video here.

Pivot Podcast Episodes

This week on Pivot. On Tuesday Kara and Scott talk about Amazon and IBM moving away from their facial recognition technology because of algorithm's known racial biases. They also discuss Biden's petition to Facebook and Mark Zuckerberg to change his hands-off approach with political speech on the platform. They talk about HBOMax taking down "Gone with the Wind" and whether platforms should give more context to historic racism in film. And, as Starbucks shuts down 400 stores in North America, they talk about what the future is for brick and mortar giants.

Listen to Tuesday June 12 here.

On Friday, Kara and Scott talk about a new lawsuit waged by Amazon warehouse workers alleging the company did not follow CDC protocol well enough to stop the spread of COVID-19. They discuss Alexis Ohanian's decision to step down from Reddit's board of the directors in order to leave space to elevate a black person to his empty seat. In Friend of Pivot we hear from Mike Masnick of tech dirt to talk about Section 230, as Trump battles with Twitter.

Listen to Friday June 9 here.

Need More Headspace? I know I do.

I love this podcast. I love listening to Andy. It really puts me in a good headspace. Haha! See what I did there?

This week on Radio Headspace podcast:

Jonathan Stark and Rochelle Moulton on Selling Services

This is a great podcast and I love that they start off on a subject that is near and dear to me... clarity in your messaging.

Listen here.

Each week I'm publishing this curated blog post to share information that I find really valuable. Many of the things you see in this blog series are things I use in my business. They work and you should explore them further.

Google's New Algorithm: Page Experience

Don’t worry… your traffic hasn’t gone down (or up) because of the Page Experience algorithm update hasn’t rolled out yet. But it will in 2021 according to Google. Due to the coronavirus, they decided to give us all a heads up on the future algorithm update and what it entails… that way you can adjust […] The post Google’s New Algorithm: Page Experience appeared first on Neil Patel.

Read more here

Neil Patel and Eric Siu have sent over 41 million emails... here is what they learned

In episode #1400, we talk about what we’ve learned by sending out 41.1 million marketing emails. Neil speaks about how and when to scrub your list depending on its size, and shares recent metrics for open, click, and deliverability rates he has received from his 500K+ subscriber list! Eric also shares a great strategy for […] The post What We’ve Learned by Sending out 41.1 Million Marketing Emails | Ep #1400 appeared first on Marketing School Podcast.

Read more here

Need a good marketing intern? I know I do.

In episode #1401, Neil and Eric share how to get a good digital marketing intern! If you, like them, want hungry, humble and smart new members on a growing team, hiring interns is a great way to do this and can benefit everyone in the process! Tune in to hear about the best avenues to explore to […] The post How to Get a Good Digital Marketing Intern | Ep. #1401 appeared first on Marketing School Podcast.

Read more here

If you like this information and don't have time to keep up with a bunch of blogs and podcasts then opt-in below. I'll send you a weekly email with valuable information from the best digital marketers in the world.

When you bring together the power of story and a business framework you have a winning combination. A marketing philosophy that is a sure paradigm buster in the marketing world... StoryBrand is really taking the marketing world by storm.

StoryBrand is a marketing philosophy and framework that was created by Donald Miller. The framework is made up of 7 parts. The StoryBrand framework is designed to help businesses understand their customer's stories and then clearly communicate how they help their customers. The StoryBrand philosophy is designed to create clarity for businesses so they stop confusing their customers and stop wasting their marketing dollars.

I've spent that last 2 plus years as a StoryBrand Certified Guide. I've been successful and I've seen this framework work time and time again, making business owners light up with "Aha Moments" and often say, "where has this been and why did I not know about it?"

Keep reading as I explain the 7 part framework and much more about Storybrand.

The StoryBrand 7 Part Framework

The StoryBrand 7 part framework, also known as a "BrandScript" is the best place to start if you want to StoryBrand your business. The BrandScrip was created when Don Miller went away to see if he could figure out why his marketing wasn't really working for his life coaching seminar.

At this retreat, Don Miller put together the power of story and a framework that would help him clarify his message. Miller boiled the story formula down to 7 components:

  1. A Character
  2. With a problem
  3. Meets a guide
  4. Who gives them a plan
  5. That calls them to action
  6. That results in success
  7. Or failure

A Character

Every great story has one primary hero. With StoryBrand, the hero is the character. For you and your business, the hero in the story is your main customer. It is imperative that the character only wants one thing. When our character wants multiple things the story gets confusing and your marketing gets cluttered. An example from the movies that works here is Jason Bourne. Jason Bourne really only wanted to discover his past and find out who he really was.

With a Problem

The story comes to life when a character has a problem. The rest of the story is about how the character solves that problem and how the problem is making the character feel. Almost always there is a philosophical problem that also exists. So, your character has an external problem, an internal problem, and a philosophical problem.

The external problem is the clear thing you solve. If you sell lawn service, the external problem is... I need my lawn cut. The internal problem is how your ugly lawn is making you feel. It could be frustrated or emasculated. Philosophically, it is just plain wrong for your character to have a yard that looks bad.

Meets a Guide

The guide is the person showing the hero what to do to win the day. Luke Skywalker had Yoda. Katniss had Haymitch. The hero of the story always needs a guide to show them the way. In the original Rocky it was Mick, in Rocky II it was Apollo Creed.

Here is the big paradigm shift for business owners. Your customer is the hero... you are the guide. Start presenting yourself as the guide. If you are the hero you are in direct competition with your customer. Your customer wakes up every day as the hero in their own story, and they are looking for a guide. Be the guide!

Who gives them a plan

In keeping with the movie theme, in every great movie, the guide gives the hero a plan. Usually, it is something pretty simple and easy. That is exactly how it translates to business. You should give your character an easy step by step plan. Stick with three steps.

Step 1: Schedule a Call

Step 2: Onsite Assessment

Step 3: Set Your Business Free

We are trying to convey to the character that it is really easy to do business with you.

That Calls Them to Action

If you don't call your customers to action, they won't take any. This doesn't have to be super salesy and pushy. It could be a simple "Buy Now" button in the top right-hand corner of your website, or whatever your version of "Buy Now" is. Just like in the movies, the hero is called to action. Yoda tells Luke to "use the force". You have to call your customers to action.

That Results in Success

You have to use language and images that remind your character what success looks like and what their life could be like if they do business with you. When you do your BrandScript you should brainstorm all the ways that your character's life can be transformed for the better. Write all of those words down. Look for images that portray success. These can be smiley happy people or people using your product or service.

Or Failure

Failure is real. We have to talk about failure so that our customers don't forget what might happen if they don't do business with us. Since we're using a BrandScript and have done the research on our customers we'll know what failure looks like for our customers. When we stop talking about our customer's potential failure they stop listening.

Caution: Too much failure will cause your, customers, to tune you out. Failure is like salt in a cake, too much and it will taste awful, too little and everyone will know something is missing.

Will StoryBrand Work for My Business?

This is a common question when it comes to StoryBrand. Many companies and entrepreneurs often think their business is too complex, or it just won't work for them. Nothing could be further from the truth!

The answer is, absolutely yes! StoryBrand will work for your business. If you deal with humans then StoryBrand will work for you. I've been a StoryBrand Certified Guide for over 2 years now. I have not seen an instance where StoryBrand did not bring clarity and accelerate business execution.

StoryBrand says on their website, "If you use words to sell, you need StoryBrand." Also from the StoryBrand website, here is a list of B2B and B2C categories where StoryBrand is perfect:

Financial AdvisorsFortune 500 CompaniesRetail
Tech CompaniesConsultantsSmall Businesses
Real Estate AgentsStartupsNon-Profits
Service-Based CompaniesRestaurantsSolopreneurs
ManufacturersMedical professionalsGovernment agencies
BanksSports teamsand more... !

As a StoryBrand Certified Guide, I have helped clients in these industries:

  • Insurance
  • Metal Fabrication
  • Concrete Construction
  • Counseling
  • Architect
  • Auto Parts Manufacturer
  • Executive Recruiter
  • Non-Profit
  • Commercial Real Estate
  • Life Coach
  • Real Estate Agent
  • Video Editing Specialist

Is There Proof That StoryBrand Works?

Actually there is proof! Dr. J.J. Peterson, as a part of his Phd, studied this question. He started with three positions:

  1. StoryBrand improves profitability
  2. StoryBrand improves employee moral and confidence
  3. StoryBrand saves time and money when creating marketing collateral

J.J. learned that the only factor that directly affected these three areas was the level of implementation in all areas of marketing. In other words, the companies that actually implemented StoryBrand in all areas of marketing saw improvement in all three areas.

The size of the company didn't matter. The type of company didn't matter. The type of StoryBrand workshop didn't really matter, and whether or not they were for-profit or non-profit didn't matter.

The only that mattered was how much they actually did StoryBrand.

Click here to download J.J.'s paper.

What does it cost for StoryBrand?

The answer to this question is... it depends. It depends on what you're looking for. The entry-level for StoryBrand is the book, Building a StoryBrand by Donald Miller, and it goes up from there to a live workshop. From the live workshop, you'd be looking at hiring a StoryBrand Certifed Guide to help you execute your implementation of StoryBrand.

The book: Building a StoryBrand: Clarify Your Message So Customers Will Listen $17-20

The book is a #1 Wall Street Journal Bestseller and an Amazon Best Seller. The book is well written and easy to read. You can buy it here.

Best selling book by Donald Miller

Business Made Simple University: $275/year

StoryBrand launched Business Made Simple University (BMSU) in 2019. BMSU is a great investment and very economical. The price is $275 per year per user. You get access to the messaging course which is the online version of the StoryBrand live workshop which sells for $2,995. So, the BMSU platform is a real steal. You can buy it here.

The StoryBrand Live Workshop: $2995

This workshop is really well done. Don Miller, JJ Peterson, and Koula Callahan are the main speakers and teachers. This workshop is a great way to block off a couple of days and go clarify your message. It's held in downtown Nashville and you'll walk away with a clear message for your business and a clear structure on what you need for your sales funnel.

At the workshop, participants are taught how to apply their newly clarified message to all of their marketing. Participants develop their one-liner, which helps them introduce the company. They also create the words for a web page, write marketing emails, create sales pitches, lead generating assets, and more.

This is me at the Sept 2019 Live WorkShop. StoryBrand has a cool photo booth set up where you can take your own photos.
This is me with Eric Newsome (SB Certified Guide), and Nathan Hall (SB Certified Guide)

The live workshop is a great experience and you'll get some great business knowledge if you go. If you'd like to go you can register with this link.

Hiring a StoryBrand Certified Guide: $1500 to $20,000 and up

StoryBrand has an amazing database of Certified Guides. All of the guides who are certified have gone through the live workshop and spent two full days with Don Miller and this team. During the 4 days together, the guides are taught how to help execute the StoryBrand Framework. Many of the guides you'll find in the database are talented marketers in their own right. They possess the skills you need to develop world-class marketing for your business.

Clarify your message webpage
StoryBrand's database of Certified Guides www.clarifyyourmessage.com

You can use the filter to find a StoryBrand Certified Guide that specializes in exactly what you need and by proximity to you. Many guides have all the technology you need to work remotely, but if you like working with a guide face to face, you can find one close to you.

Who Created StoryBrand?

Donald Miller wrote Christian memoirs before getting into writing business books and workshops to help companies clarify their messages. The journey to StoryBrand started with a workshop Don ran called Storyline. Don went away to a cabin in North Carolina to work on the lack of growth for his Storyline conference.

While at the cabin, Don came up with the 7 Part Framework that he eventually would call the BrandScript. The BrandScript helped Don clarify his marketing message and his conferences went from 350 registrants to selling out at 2,200 registrants in just a couple of years

After Don saw the success and ease of marketing Storyline, he knew it would help other businesses. He created a company called StoryBrand and began hosting workshops to help others clarify their message.

Donald Miller and Mitch Alverson

The Building A StoryBrand Podcast

The podcast is how I first learned about StoryBrand. I love the podcast and listen weekly. Don is a good interviewer and he and J.J.'s weekly banter and discussion is priceless. The episode you should listen to in order to get what StoryBrand is all about is episode 65. Here is the link to the episode on Spotify.

Conclusion

I hope this post gives you a look into StoryBrand. If you need help with StoryBrand... click here to book a call with Mitch.

What should a website cost in Dallas Fort Worth?

Your website and online presence are very important. They can mean the difference between a successful business and a hobby. 

A website that you can be proud of, that converts browsers into buyers, and is easy to take care of should cost you between $1000 and $20,000. In this post, I’ll go into detail about why there is such a range in pricing on new websites.

Solution 1: Do It Yourself $1000

Wix and Squarespace are the winners here. With both solutions, you can be up and running in a few hours. They both offer hosting and domains all wrapped up into one bundle. They both offer beautiful modern templates that you can choose from.


Wix

With Wix, you can actually start for free. You can get a website and choose from 100s of templates and get hosting for free ninety-nine! That sounds amazing, but here’s why you wouldn’t want to do that.

  1. Your free website will have the Wix brand on it. That’s not cool. You have a brand. Promote your brand, not Wix. 
  2. Free hosting is...well...free. Hosting is important and anything that you can get for free isn’t going to be the best.
  3. Your domain is MEGA IMPORTANTE! If you’re just starting out...you’re going to want a domain that is custom to you. You don’t want a domain that includes “Wix”.

If you’re going to go with Wix, bypass the free plan and upgrade to one of the premium plans. They go like this:

  • Combo plan is $13/month
  • Unlimited is $17/month
  • Pro is $22/month
  • VIP is $39/month

All of these plans remove Wix branding and the major differences is the amount of storage and video space you get. With VIP you get better support.

Wix also offers eCommerce sites and those plans look like this:

  • Basic Business $23/month
  • Business Unlimited $27/month
  • Business VIP $49/month
  • Enterprise $500/month

All of these plans accept online payments and Wix doesn’t take any commissions. That’s cool. Don’t be confused by that though...your payment processor is going to take at least 2.9% of transactions. You can see more about these plans here.

Squarespace

Squarespace’s offering is a little easier to understand. They have four plans.

  1. Personal $16/month
  2. Business $18/month
  3. Basic Commerce $26/month
  4. Advanced Commerce $40/month

The SS eCom options are integrated with Xero.


These sites come with a lot of options. One main difference between Wix and SS is that SS offers unlimited storage on all of their sites and Wix doesn’t. They both offer professional email options and some money to go towards ad spending. Don’t let the ad dollars they are throwing around lure you in...you can go through a few hundred dollars in ads quicker than two shakes of a lamb’s tail.

Both are decent options if you need to get started fast. But don’t fool yourself...you’ll spend at least 8 hours of your time getting these sites up and ready to represent you, and even then most people just aren’t quite happy with the end result.

Counting in what your time is worth and the monthly fees you can get to $1000 pretty fast for these websites.

Solution 2: Squarespace Done With You $2500

Using a template along with a professional agency is a good option. The guys at Storysite.co have templates that are ready to go. The process here is pretty simple.

Step 1: You buy a template. You can shop templates here.

Step 2: Add your content. You just follow their step-by-step video to add your text, images, and other stuff. 

Step 3: Meet with a Storysite.co designer. You’ll get a 1-hour design session to get ideas, feedback, and help with final tweaks.

Step 4: Launch your site. You can get up and running within a week. If you need more help later, they have monthly support plans available. 

How I get to $2500. The guys are Storysite.co charge $1500 for their templates. I’m guessing you’ll spend at least 8 hours working on getting your site as you want it. I’m guessing your time is worth at least $100/hour, which puts you at a total of $2500.

Solution 3: WordPress DIY $1000

We recommend WordPress as your Content Management Solution (CMS). It’s the number CMS int he world. It’s fast. It’s secure...when maintained correctly. It’s best for SEO, and it is the most versatile platform by far. You can build your own WordPress site. The way I started was with a WPCrafter video. Here’s a link to one of Adam’s videos. The reason I have you at $1000 is because of the real-time it takes to build a website. I bill clients at $150 per hour. I’m betting your time is worth close to the same. So, if you spend 8 hours on your website (honestly, I think you’ll spend more than that) and you value your time at $125/hour then you’re at $1,000. 

Solution 4: WordPress Done For You $5,500 - $20,000

Why the big jump from $1000 to $5,550? Well, you’re moving from Done with You to Done For You. For more progressive entrepreneurs and businesses who understand the value of their time, this option makes a lot of sense.

This process is amazingly simple.

Step 1: Online discovery meeting where you answer a series of questions about your customers. Notice the questions are about your customers and not about you.

Pro Tip & Paradigm Change: We help you tell your story in light of your customer’s story. The days of making your website and marketing collateral all about you are done. Unless you don’t want to convert.

Step 2: We go to work and create a wireframe that contains all of the copy, icons, and stock imagery. This includes your homepage (up to 10 sections),  your About Us page, and another page that you choose. The extra page could be a blog or services page. 


Step 3: You review and provide feedback

Step 4: We design and build the site out.

Step 5: We do quality control checks, including grammar checks, spelling checks, link checks, technical SEO checks.

Step 6: Go live! We host all of our sites on Flywheel. Flywheel is premium hosting where you receive 24/7 support, daily backups, and a databased optimized for WordPress websites.

Check out a few happy clients who have let us build their sites. 

Why the price range up to $20,000? Well, there are agencies here in Dallas Fort Worth who will charge you up to $20K for the exact process I just spelled out. The main difference between me and the larger agencies is I don’t have all of the overhead they have.

You’re getting a beautifully designed WordPress website that is built using the best page builder in the business. You’re getting premium hosting. You’re getting a proven process that will deliver your site to you in less than 3 weeks. All for $5,500.

Book a discovery call or click here to purchase a new website today.

Growing your sales is top priority. Your current website and online presence could use some work. We've helped hundreds of companies like yours create amazing presence online using our proven process.
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