Jeff Steinmann: Welcome to another episode of the How to Quit Working show. Now today, we’re going to be talking to David Newman. Now, David is the author of Do It! Marketing and he’s going to give us some really kind of radical and very, very cool and welcome advice about marketing. And I can’t wait to talk to him and have you listen to all the great stuff that he’s got to say. David, welcome to the show.
David Newman: Hey there, Jeff. It’s great to be here.
Jeff: I’m so glad to have you. David, one of the things that we talk about a lot on the show is job security or maybe I should say financial security. How do you really get financial security in your life? And David, when I was growing up—and I think most of our listeners when we were growing up, we were taught that job security comes from finding a big company to work for and doing a good job, going to college, getting that good job, getting settled in and doing good work for them. Isn’t that right?
David: That is the old school template. Absolutely.
Jeff: So what’s the new school template?
David: Well. Jeff, every single component of that, if you flip it upside down and do the 180 degree opposite is probably your better key to financial security. So obviously, as a marketing speaker and as an entrepreneurial coach, my philosophy is that you start your own business whether it is an independent business, a service business, a product business, a franchise, and lots of different opportunities for entrepreneurship. But then, if you build a following, build a following, build a tribe, build folks to whom you are indispensable, that is really the key to financial security and to creating your own job security and we’ll dig in to a lot of those strategies and tactics and templates later, I’m sure.
But that’s it in a nutshell. So working for the man does no longer equal job security. In fact, working for the man probably leads to more job insecurity. The only difference is that now, you simply don’t see it coming. There’s so many folks who had been blindsided on layoffs and upsizings and downsizings and rightsizings and upsidedownings. Just because you can’t see that tsunami coming does not mean that tsunami isn’t there and that you’re safe. So I think we’re entering really a new era of entrepreneurship where people are riding their own ticket. Not only are they riding their own ticket, they’re building their own airplane to take the flight and so, it’s sort of come full circle.
Jeff: Awesome, awesome. Now you said, build up a tribe or a following of people to whom you are indispensable. How does that get me financial security?
David: Well, part of what I write about in the Do It! Marketing book is that if you don’t like the word marketing, you don’t like the word sales, don’t worry. You can throw those out the window. Because the new definition of value, value in your career, value as an executive, value as an entrepreneur, value as anybody is offer value, invite engagement. So the more you can be helpful to that population of customers, clients, prospects, influencers, the more you can be helpful, the more you can serve them, the more you can give them ways to improve their condition to better personally, professionally, whatever industry you’re in, whatever product or service you’re providing, even if they don’t buy.
And one of the things I talked about also in the Do It! Marketing book is what I call Happy Meal marketing. And here’s how Happy Meal marketing works and this is one way that you can be of value to your folks immediately. So the folks that buy from us, the folks that hire us to do our professional service, the folks that buy our products, the folks that basically invest in us. They get a beautiful seven-course meal. They get the steak, the potatoes, the asparagus, the little mash potatoes, the little carrots on the side, beautiful white table cloth, silverware, wine. Endless. Beautiful. Even people who don’t buy though should get a Happy Meal.
So what does that mean? That means that nobody leaves hungry. Even people who don’t do business with you, who don’t come in to your store, don’t buy your products, don’t buy your services, don’t buy your programs. They should be better off just for having had the interaction with you. Just for having had that marketing interaction with you, they should have some take away. They should have some advice, insights, recommendations, value nuggets, something that they can take away so that two things happen. Number one, when they are ready to invest in your type of product or service, you are going to be the obvious go-to choice. Even before that, they are going to talk about you, they are going to refer you and recommend you because even though they didn’t buy, you were so helpful to them that you stood head and shoulders above all the competition.
Jeff: Okay. Now does this only work in certain industries?
David: I’ve seen it work in every imaginable industry. I don’t care if it’s business to business, business to consumer, big company, small company, manufacturing, distribution, industrial. You can name the most crazy, offbeat industry. Chemicals, specialty chemical manufacturing and making custom machine shop racks. You name it. I’ve had all these folks in my audiences and all these folks’ clients. It works everywhere.
Jeff: Okay. Well so, David, there’s probably people out there who were thinking, I don’t know about this David. I don’t know if this would work for me because my situation is so unique. Can you give us an example of maybe one of those kind of more off the wall situations that you’ve encountered where this technique worked?
David: Sure. Well, so I’ll give you one that was very big on the internet a couple of years ago. And maybe even some of our listeners have seen it or heard about it. It’s the Will It Blend series of YouTube videos. This is a company called Blendtec. They make what you might think is the most boring product, okay? It’s industrial blenders. So if you’re making ice cream, you’re making yogurt, you’re making cake batter, you’re going to buy this big industrial Blendtec blenders. It’s all business to business. It’s all industry. This is all done through procurement and purchasing. Not a lot of creativity in that industry. Not a lot of fun, not a lot of innovation. It’s hey, we’re buying five blenders. How much can you cut the price? It’s almost like a commodity business.
Jeff: Sure, sure. It sounds really boring.
David: It sounds really boring. What they did is they say, well we have this powerful, state-of-the-art blenders. How can we get some attention? How can we generate some interest and some buzz and get people talking about our product? And what they decided to do is to do this YouTube video series called Will It Blend. And they would do things like they would take a brick and they would put it in the blender. And they would film this. And they would film it at full speed, then they’d slow it down in slow motion and all kinds of fascinating things happen. So it’s very visually compelling. They took a new iPhone when the iPhone was brand new back in 2007, 2008.
Jeff: I saw this. Yes, now I know what you’re talking about.
David: They took the iPhone and hey, will it blend? And they took this $300 state-of-the-art phone, put it in the blender, started the cameras rolling and filmed this poor little iPhone being totally shredded and chopped to little micro, micro pieces. And so, but this took off like crazy. And if you go right now today to YouTube and you do a YouTube search for Blendtec or Will It Blend, you will see that the series of videos—and there must be like a dozen or more of them—they’ve had millions and millions of views in the most boring industry for the most boring products in front of the most boring buyers. Of course, those YouTube videos reached millions and millions of people way beyond their customer base and that was the point. That was the point. Because they now stand out and they’re no longer just selling boring industrial blenders.
Jeff: Well, and that’s such a neat example because I’m sure most of our listeners are having the same experience that I’m having because they’re thinking oh yeah, I totally remember that from Facebook when they were putting the iPhone in the blender.
Jeff: Yeah. So that’s really cool. Well, David, how does somebody figure out what kind of fun, cool, creative things they should be doing to give everybody that experience?
David: Well, I think that’s a great question and there’s really two slants to my answer. I think slant number one is what kind of marketing and specifically where online and offline will you find your best and most probably buyers? So you got to go where the buyers are. You got to go to the target reach environment in your industry, for your profession, for your region, whatever it is that you’re selling whether it’s a product or a service or a program. Who are the influencers? Who are the end buyers? Who are the economic decision makers? Who are the recommenders? And then figure out where those folks live. What do they read? What blogs do they go to? What ezines do they read? What websites and portals do they recognize and respect and trust?
And then, figure out looking at you, if you’re a single entrepreneur or if you have a small team that’s doing this, looking at you and your team, what kinds of marketing activities do you find easy, effortless and enjoyable? And that is so important because a lot of times, as entrepreneurs, we assign ourselves marketing tasks that we think we should be doing and this could be marketing or sales or business development, any aspect of the getting clients process. We assign ourselves these tasks that we hate, like cold calling. It’s like, oh, I got to make 100 cold calls a day. I hate cold calling. And the phone weighs 100 pounds and you’re not motivated.
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Here’s the problem with that. Think about what’s the opposite of easy, effortless and enjoyable? Well, the opposite is difficult, hard and painful, and you don’t want. You don’t want marketing, sales, and business development activities to be difficult, hard and painful because you simply won’t do them. And the bottomline fact is that as entrepreneurs, as folks who are looking for how to quit working, marketing and sales and business development is job one. What that means is, you got to wake up every single day, rain or shine, happy or sad, if you like it or not, and you have to market your business. So if those jobs that you’d given yourself, those marketing and sales activities are not easy, effortless and enjoyable, you’re not going to do them and then your marketing and sales results will suffer.
Jeff: Wait a minute. So are you saying I don’t have to do stuff that I don’t want to do?
David: That is part and parcel, my friend, of how to quit working. If you wanted to keep doing stuff that you hate, you’d stay in your corporate job. Come on, you know that.
Jeff: Very, very good point. Well so, what if I can’t stand Twitter? And that’s not a hypothetical, that’s a real situation, David. I cannot stand Twitter. I get it. I understand the appeal of it for some people. I simply cannot stand it. But everybody says it’s the big thing.
David: You got to be on Twitter. That’s the mantra. You got to be on Twitter. Oh my gosh. If you’re missing out on Twitter, you’re missing out on everything.
Jeff: Left in the dust.
David: I have great news. And I’ve great news for you, Jeff. I’ve great news for all of our listeners. Nobody has to be on Twitter.
Jeff: Do we have to be on Facebook?
David: Well, let me just give you a free and clear, do not pass-go, do not collect for $200. You do not need to be on Twitter. You do not need to be any place that you don’t want to be because what’s really important is are you where your prospects are? And then question two—very closely tied to this—are you reaching those prospects in ways that you enjoy? So I’ll give you some examples. There are people that you and I both know who love networking. They just love in-person networking, going down to the chamber, going down to their trade and professional association, whatever it may be.
Jeff: I call them networking force.
David: Well, but for some people, it’s really effective. I hate it. You would never catch me dead at a networking event unless I’m at the front of the room doing a paid presentation for that group. But in the room, in the chairs, never. Because I hate it. I’m not good at it. I don’t enjoy it. When I’m forced to do it, I dread it. So, but there are people who love it.
So, if you’re a person who loves in-person networking, shaking hands, kissing babies, meeting new people, you should assign yourself networking strategies. If you love technology, on the other hand, you’re a propeller head and a chip head, you should be using online or technology methods of marketing and reaching out and prospecting. So you should be all about your website and fooling around with your SEO and doing your plug-ins and getting involved in social media and putting up Facebook pages and running online contests and squeeze pages and all that crazy stuff.
If you love speaking, like Jeff, obviously, you love speaking because you have this fabulous radio show. I love speaking because I love being your guest, use speaking-related strategies. So radio, podcasting, doing live presentations in front of groups. Finally, if you love writing, then use writing strategies. Use blogging and guest blogging and articles and ezines. Use the strengths that you have. I have yet to meet an entrepreneur who says, well, I hate networking, I hate people, I hate writing, I hate technology, I hate speaking and all I want to do is hold myself up in the cave and do my work and be left alone.
Now, there may be a couple of programmer type dudes or actuaries or people who deal with dead people, who may be undertakers but the vast majority—if I said, Jeff, here’s your spectrum of choices. You’d say, oh my gosh, there’s five or six things right in that list that I love to do and that’s what’s going to be effective for you as long as you aim those tactics, where your prospects are, where your next batch of clients is going to be coming from, and you do it strategically.
And this is why I tell folks, this is in the Do It! Marketing book, it’s in every seminar that I give, I say, you will get better and more results if you do less marketing. Not more, but less. Because you can take that fewer number of tasks that you really enjoy and you can commit to them. And you can do them better and more frequently and with more consistency and passion and you can really build up some momentum. It’s tough to push 10 rocks uphill. If I give you one or two rocks, you can go miles with those one or two rocks. Pushing 10 rocks uphill, you might not get 50 feet.
Jeff: This is fascinating. Now you just said something that is completely the polar opposite of everything that I see on Facebook and blogs every single day and you said, do less.
David: Oh, yeah. Do less.
Jeff: Not do more.
Jeff: What a welcome message I think for everybody in this space when every other day, it seems we’re bombarded with—I think, I really think there’s a new social network every single day. There’s some new thing that we’re supposed to be doing. And I think I love your message of pick some things that you really like and do those and things that really speak to you. And it’s okay to not do other things. David, what’s one of the biggest mistakes that you see people making in marketing and entrepreneurship and the work you do with clients and any other interactions you have?
David: Well, I think whether you’re an executive who’s currently working for a company and looking to quit your job, whether you’re an existing entrepreneur who’s out there making a goal of it right now, I think the biggest mistake is forgetting the fact that the work of your work is not your primary job. So if you’re running a cupcake shop, making the world’s best cupcakes is not your primary job. If you’re running an accounting firm, accounting and bookkeeping is not your primary job. If you’re running a consulting firm or a training firm, consulting and training are not your primary job. What is your primary job is marketing and selling.
And so many people—I’ve got a chapter in the book, Jeff, that’s called the S word. And the S word of course is sales. Because so many entrepreneurs are like, I love what I do, I just don’t like the sales part. The sales part is yucky and slimy and makes me feel like I’m a high-pressure used car salesman. And I think again, that’s a mindset. So we have to start changing our mindset before you can start to collect the skillset that will make you much more effective in enrolling clients, engaging customers and getting the kind of attention that you want to get for you and your company and your company’s products and services. So, that’s mistake number one is… that’s right, the biggest thing I see is folks neglecting their job as marketer in chief and sales person in chief.
Jeff: That’s awesome. No matter what you’re doing in business, what your business is, your top job is marketing and selling it.
Jeff: Cool, cool. Well, David, tell us a little bit about yourself. You’ve written this great book called Do It! Marketing and I’m totally sucked in. I can’t wait to get my copy. As soon as we finish recording this interview, I’m going to buy it. But tell us a little bit about yourself. You haven’t obviously always been an expert in business and marketing. What’s your journey? Did you ever work a full time job?
David: Oh, totally. Well, in fact, I’ve got a “how not to quit working” story. Especially for any of our married listeners who may have a spouse who you really should keep more informed about the decision than I did. So, here’s the very quick sketch, Jeff. I did come out of a corporate career. I spent about 10, 11 years doing corporate consulting and technology consulting, management consulting for big Fortune 500 companies. I worked for a company called Towers Perrin which is a big management consulting firm, global, but I was here in the Philadelphia office. I also did some work for a software vendor called PeopleSoft that was later acquired by Oracle.
And so now, that’s… so big company, kind of big technology, big professional services. One day, about 13 years ago, almost exactly 13 years ago because my last day was December 31st and we’re taping this now here in January. I just… I said, you know what? I’m quitting my job. And it was a beautiful job by the way. So don’t get me wrong. Six figures, stock options, bonuses. Remember, this was the end of 2001, early 2002. So pre-crash, stock options meant something. I was rolling. I was great. I come home, I say, honey, I’ve decided to quit my job. So again folks, don’t do like I did it because huge mistake. She said well, we may have had a little conversation about this before you pulled the plug, before you made the decision.
Jeff: Now when you said this, was this after you had actually pulled the plug?
David: Well, yes and no. Not really. I mean, I gave her a little bit of notice. I gave my wife notice before I gave my job notice. But I kind of brought it to the table as a done deal. It wasn’t under discussion. It was, this is what I’m going to do and here’s why and so forth. Again, gents, ladies, if you love and respect your spouse, don’t do it this way. Do it in a more collaborative, conversational way. Maybe save yourself some crazy headaches like I did not do. So then, but then Jeff, to answer your main question as how did I come to being such a “marketing guru” today—and by the way, I hate that term and I use it tongue-and-cheek.
Here’s the story. Here’s how. When I started my entrepreneurial career, I made every possible mistake there is to make, and I mean every single one. Overspending, underspending, trusting the wrong people, nightmare partnerships totally gone off the rails. Being a jack of all trades, master of none. No niche, no target market, no clear distinction in the market. So, believe me, what I tell my clients and my audiences is, I’ve made every mistake, I’ve made the good ones twice. The only reason you should listen to me is because I have a Ph.D. in the school of hard knocks. I made all the stupid mistakes so that you no longer have to.
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Jeff: Awesome, awesome.
David: And it took me literally, it took me about three years. It’s about… maybe late 2003, early 2004 to get my head screwed on straight. And then when I doubled down and said, you know what, I’m all about speaking, training, consulting in the areas of sales, marketing and business development. That’s when things turned the corner. That’s when I got clarity. That’s when my income went up dramatically. That’s when success started to come. It’s like—I’m sure a lot of your guests, Jeff, and probably you too—it’s like oh, I’m a five-year, 10-year, 14-year overnight success. No one’s an overnight success, folks. So take yourself off the hook on that. I happen to be a 14-year overnight success.
Jeff: Yes. And it sounds like one of the keys for you, David, you admit that you were jack of all trades, a master of none. But one of the keys was that you did pick and hone in on your marketing efforts. And you said speaking is a big one. What are some of the main things that you used to promote yourself?
David: Oh. Well, so, I again, I’m drinking my own Kool-Aid, right? So there’s only two. I’ve picked two primary strategies. One is what I call a showcase strategy and it goes by various names so showcase a free sample or a… I think Andrea Lee calls it the Pink Spoon strategy because when you go to the frozen yogurt shop, you taste the yogurt with the little pink spoon. So call it what you will. It’s basically how do I showcase myself in front of my target market so that they go, hey, this is a smart guy. Maybe I want to buy his book. Maybe I want to hire him as a coach. Maybe I want to bring him into our company to speak or do seminars. So, the more that I can showcase, the more that I can use that pink spoon strategy or that free sample strategy, the more business I get. So that’s number one.
Second strategy is I’m huge on internet marketing. I’m one of those techie nerds. I’m one of those propeller heads. I was up literally last night, Jeff. I was up until 2:30 in the morning, thoughts my website, playing with the graphics and the layout, writing copy. I love that stuff. I love it. Now, should an entrepreneur be doing that for him or herself? Do as I say, don’t do as I do, famous last words. No. I should not be up at 2:30 in the morning my website but I love it.
And so, internet marketing strategies, SEO, content marketing, blogging, online videos, doing shows like these with fabulous folks like you, Jeff, this is all part of my mix. But all of it is focused on—it’s either an internet marketing strategy or it’s a showcase strategy. And I guess you could say what we’re doing now together is both, really. So it’s a perfect… it’s a one plus one equals three. But the more that I do of this, I’ve taken myself off the hook. I don’t send a single piece of direct mail. I don’t go to a single trade show. I hate networking events. I would never pick up the phone and do a cold call.
So, even as we get bombarded as entrepreneurs, come to this program, come to this, buy this new software, enroll in this new magic money-making system. You have to come to this once-in-a-lifetime event, it’s going to be filled with blah, blah, blah. I’m like, dude, you know what? Because I have that north star, and because you now have that north star, if you know that your two strategies are X and Y, you are not going to be pulled off base with A and K and B and 36 and 47. So you just stick to your guns because these are the two things that I love doing.
I was looking forward to our call here all week. And I love doing this. I love with the website until 2:30 in the morning even though I shouldn’t be doing it. But I’ve picked my two. And I would challenge our listeners, you pick your two and you stick with them like white on rice and the floodgates will open and your business will take a dramatic, and I mean dramatic turn for the better.
Jeff: Now, that’s awesome advice. And one of the things that I was going to ask you is, how do you resist the temptation when you see that thing on Facebook that’s going to triple your profits in five seconds or make you $10,000 every single time you tweet? How do you resist that?
David: Wait a second. Could you please send me the link to that $10,000 per tweet thing? It sounds pretty good right now.
Jeff: Well, I exaggerate but not much.
David: Not much. Exactly. Exactly right. Well, I think… so there’s two. I have only one benefit in addition to what our readers would have as a benefit or our listeners, rather. The one benefit that we all have is our rational brain. So, if something seems too good to be true, and… and here’s the plus, and it’s not in line with the strategies that you’ve made a commitment to following through on, then it’s not a fit for you. The only other benefit that I have that maybe some of our listeners don’t have is I’m in the marketing field myself.
And so, Jeff, you know that you as a marketer, me as a marketer, we’re sort of immune because we’ve seen all the pitches. We know all the slimy players who are out there. We know all the come ons and the scams and so forth. So I’m a little bit more jaded, little bit more callous, little bit more immune or little less susceptible to a lot of these instant make-money-in-your-jammies, make money or make $10,000 in the next 17 minutes. But a lot of people fall for that. And clearly, there wouldn’t be this whole wave of internet scammers if it weren’t working for them. So sadly, I think we need to educate our listeners and our followers that you know what, the shortcut is often the long way. The shortcut is the long way.
Jeff: Such great advice. And as you were talking, I was remembering, now I am not exaggerating and I am not making this up. This morning, I am pretty sure on Facebook, I saw the headline that says, my cellphone makes me $4,000 a day.
David: Oh, yeah. Well, mine makes me 5.
Jeff: Well, excellent. Excellent.
David: Totally. I’m all on board with that one.
Jeff: Yeah, yeah. So, this is awesome, Dave. Well, tell us a little bit about what is your life like on a day-to-day basis? Because you’ve built a life where you’re doing something. We can just tell from the passion on your voice. You love what you’re doing. You are excited about this. You have picked marketing techniques that you love and that you love them so much that you stay up until 2:30 in the morning working on the stuff. Not because you have to, because you want to. So what is your life like on a day-to-day basis?
David: Well, I think you bring up a great point, Jeff. I know this is one of your philosophies and one of the themes of your show and of all the things that you do, which is we’re really running a lifestyle business. So, if you can craft a lifestyle first, and then build the business around that lifestyle, again just like the marketing strategies, need to be easy, effortless, and enjoyable, and you’d look forward to them. Even your worst day, your worst day working for yourself is going to be better than the best day working for the man if you do this the right way. Right?
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Jeff: So true. So true.
David: So I’ll typically get up—I usually get up pretty early except when I go to bed at 2:30am. So my usual wake up time is 5am. But between 5 and 7am, I’m generating some kind of content. So I’m either blogging or doing my editorial calendar or putting my newsletter together. Some kind of content is being created or being sent out between 5 and 7am. 7am, I’ll kind of get ready, shower, all the usual kind of morning routine stuff, get dressed, have breakfast then somewhere around 8:30 or 9, I’ll come back in the office. I usually have coaching calls so I’ve got some marketing mentor clients. I’ve got some group coaching folks that I work with so I’m usually pretty well block scheduled.
I usually skip lunch which my wife is not happy about. I’ve got a supply of like, Larabars and Clif bars and Kind bars here in the office and some cans of V8. So you’ll often find me snacking on a Kind bar and a V8. I do have to admit, Jeff, and I’m not sure if we share this in common or not, I drink a tremendous amount of coffee. So I’m up here in the northeast, we’re in Philadelphia. I drink a lot of coffee. I talk fast. I think fast, boom, boom, boom, boom, boom. People go, oh my god, how do you not drive yourself crazy? Well, I’ll tell you how. I’m alone in the office. It’s me and the dog and the dog has gotten accustomed to my manic ways after a whole pot of coffee.
Jeff: Here’s the thing. When you measure your coffee intake in pots and not cups, that’s when you know you’re a big coffee drinker and that’s me, too.
David: You see this? Because I knew we were on the same page with this. Absolutely.
Jeff: Yes, definitely. Definitely. And it’s like, it’s 1 o’clock for me, it’s about 2 o’clock for you. So we’ve had most of our coffee for the day.
David: Fully caffeinated.
Jeff: Yeah, so that’s why we got all kinds of energy.
David: That’s it.
Jeff: Then David, I got to ask you a question. Now, you talked about when you approached your wife about leaving your job and starting your own business and maybe that wasn’t the best way. Are you still married to that same woman?
David: Oh, yes. We’re on 28 fabulous years. She is awesome and she has totally ridden the entrepreneurial rollercoaster with me. Here’s another… Jeff, here’s a great topic for you, and this could be a series of things. How about entrepreneurial spouses?
Jeff: Yes. Yes.
David: Oh my god, right? I mean, talk about saints and people who are like, looking at you going, what are you thinking? Are you crazy? Are you nuts? And this is even when things are working, by the way. When things are working and you’re making a nice living but you’re in your pajamas at 2 o’clock in the afternoon. It’s like, is this guy really working, or is he kind of just homeless and wealthy?
Jeff: Well, living David. What do you think that your wife’s—I know she’s not here with us unfortunately, but that’s an awesome topic and I think the next time I have you on the show, I think we should have your wife join us. But what do you think your wife would tell other entrepreneurial spouses?
David: Wow. That’s a great question. Well, I think she would probably say that she doesn’t agree with a lot of—well, that’s not true. She doesn’t agree with some of my decisions. She doesn’t agree with some of the things that… when projects or programs or speeches or whatever it might be. However, she is 100 percent endlessly supportive. And she’s my right hand. I show her, she’s my proofreader, she’s my conscience. She’s my sort of north star as far—and her name is Vanessa. I say, if Vanessa likes this, I think most of the folks I’m trying to reach will like it. If she kind of scrunches up her face and goes, ewww, I don’t get it. Because we’re so close to our own material.
And the other thing that I want to say is… especially for folks who might be in the coaching or consulting or training or expert industry, if you yourself do not have a coach or a consultant or a mentor that you turn to, I would look at that as maybe a little bit of an integrity issue because if you’re selling, coaching and consulting and training and mentoring programs, you better believe in it to the extent where you’re willing to invest in yourselves. So that’s the other thing is that Vanessa’s also a great coach and a great mentor but I also have paid and still currently pay several different coaches and mentors who I know have the wisdom and the guidance and the experience and the expertise that I can tap into because I’m too close to my own stuff.
But getting back to the spouse conversation, endless support, not always unconditional agreement is I think the… that’s the spousal contract, the entrepreneurial spouse contract is endless support and but not always unconditional agreement.
Jeff: Excellent, excellent advice. David, you mentioned that you made some mistakes early on. What’s the biggest mistake that you made?
David: Nightmare partnership from hell. So here’s another—here’s a great book recommendation, by the way. It’s an older book but it’s still on Amazon. You can still get it. It’s called Go It Alone. Go It Alone.
Jeff: Okay. We’ll link that up below.
David: And this guy says that every entrepreneur, no matter what you’re building, you could be building an aerospace company. You could be building the planes that go to the moon. Nobody needs partners. Everything that you think a partner can bring, whether it’s a complementary, supplementary skillset, capital, talent, money, resources, connections or Rolodex, et cetera, anything that a partner can bring, you can get from a consultant, an employee, a 1099 contractor, anybody. Anybody. Partnering is the very, very, very last thing you should do.
And so it’s funny, a couple of years after this partnership nightmare from hell—I think I’m allowed to say that because we’re on the web here. Because like, FCC going beep.
Jeff: You can say worse, actually.
David: I can say worse than that but I’m not going to even though this particular guy really deserves it. So anyway, a few months after, this all blew over. There was a cover story on Ink magazine. It had one big, giant word on the cover. It said, Partnerships. And it was the partnership issue. And the subhead on the cover was Don’t. And then the subhead under that, if you don’t want to listen to that advice, then turn to page 38. And then you’ll have all of our resources and advice and guidance on how to do a partnership right. So things like… so again, just to delve into my own craziness, no partnership agreement. No written partnership agreement. No division of labor, no division of equity. All these stuff. And again, stupid, stupid, naïve, first time to the ballpark, goofball mistakes.
And it’s funny, I don’t blame my partner. I don’t blame my ex-partner. I blame myself for being a moron and for being naïve and for having this blind trust. You never want to get married on a first date. There’s movies made about this. You end up in Vegas with like, no teeth and a dog pooping on your head. So don’t do that, people. Don’t do that.
But I’ll tell you, it was so affirming. These two sources, the Ink magazine cover story about partnerships don’t and if you don’t want to take that advice, turn to page 38 and then this book, Go It Alone, nobody needs a partner, folks. You can get what you think you need from a partner, from a lot of other sources. The company is yours. The show is yours. It’s 100 percent your game and just get the people on board that can support you and work with you and build your team around yourself, but no partners.
Jeff: That is amazing advice. And one of the biggest mistakes that I think I see, one of the biggest mistakes that I see people making is partnering with people for commodity skills.
David: Oh, totally. This guy knows how to build a website. Oh, really? Well, I guess no one else knows how to build a website except your partner.
Jeff: You can get a website for 2500 bucks. And that’s a pretty nice. But one of the things that you said that was so interesting is you said you don’t blame your partner. You blamed yourself, and you used some pretty harsh language on yourself that I won’t use on you. But the point is that you’re taking responsibility. You took the responsibility. It doesn’t matter how much of an asshole this guy may have been. You are taking the responsibility and you’re saying, nope. I’m in control.
David: You bet. Totally.
Jeff: And that’s one of the huge keys to success. David, what is the… before we get to talking a little bit about your book, what is the biggest piece of advice that you want to leave our listeners with?
David: I think whatever your entrepreneurial journey, whether you’re still working or you’ve already quit working, you’re about to quit working, your main job is to expertise yourself. And that, with that word expertise is it simply means position yourself as an expert to your target market.
In the Do It! Marketing book, I give you a three-step process and I’ll give it you now. I call it 3PR. It stands for personalized professional public relations. Three legs to that stool. Leg number one is public speaking. So if you can find a local, regional, national group, whatever it may be, Lion’s Club, Kiwanis Club, Rotary Club, your local chamber, your local trade and professional association for the industry that you want to serve, find the speaking opportunities in front of that target reach, target market buyer audience.
Leg number two is publishing. And publishing could simply be publishing a blog or an ezine or industry articles that land on the CEO’s desk of that client or prospect who you want to influence and do business with. It could be lots of different publishing strategies. And then number three is if possible, if this fits your game plan—I’m reluctant to even say it—social media. Find a couple of social media channels that you enjoy and I’ll tell you why so that the whole benefit and outcome of this expertising 3PR campaign, speaking raises your visibility. Publishing raises your credibility and the social media component raises your shareability or your spreadability. That would be the best advice that I can give in a nutshell.
Jeff: That’s awesome. Now, if we want more detail on that, can we get that in your book?
David: You absolutely could.
Jeff: Where could we buy that at?
David: The book is available all over the planet. So the book’s called Do It! Marketing. It’s on Amazon, it’s on Barnes & Noble, it’s at your favorite independent bookstore. It’s a real bookstore book. It’s not one of these I’ve got 500 books in my basement. It’s a real bookstore book. You can literally get it anywhere books are sold. And then if folks want some free resources, my website of course, doitmarketing.com. There’s a blog, there’s a podcast. There’s all sorts of free templates and tools and downloads. And there’s some specific companion tools, Jeff, on my website that go with the book at doitmarketing.com/book.
Jeff: Awesome. So doitmarketing.com/book. You can get the book on Amazon or at our favorite independent bookstore. And we will link that up below to the website as well as to Amazon so that our listeners can go and get Do It! Marketing which is what I’m going to do as soon as we end this call. I’m going to go buy that sucker because I’m so intrigued by some of the awesome ideas that you gave us. David, I want to thank you so much for being on the show. You have been a blast to the amount of passion and excitement and energy that you brought to the show and that you bring to marketing and entrepreneurship is just awesome and something that we need so, so badly in this world. So thank you for that.
David: Hey, Jeff, my pleasure.
Jeff: Awesome, awesome advice from David Newman. I love the fact that David just came right out and gave you permission to stop doing or not even start doing all those things that you don’t like to do and focus on two things. He referred to your north star. So when different marketing is coming at you about oh, you need to do this. You need to get on Facebook. You need to tweet. You got to run some ads or you got to put a book on the Kindle because that’s how I made a million bucks in 10 minutes or whatever it is.
When all those things come at you, you look to your north star. Your north star, which is your plan, your two things that you do. And the two things, the two main marketing things that you picked to do and that there are things that you like doing so you’re not going to dread doing them. You’re not going to hate doing them. You’re not going to not want to do them. Because let’s face it, starting a business is a heck of a lot of work. And if you don’t like what you’re doing, you’re not going to do it. And if you’re going to spend a lot of time doing something, make it something you like, for goodness’ sake.
So anyway, great advice from David Newman. Go check out his website at doitmarketing.com. Doitmarketing.com or check out his book on Amazon which is Do It! Marketing and that’s where he goes into a lot more detail on all of the things that he talked about on today’s show.
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And as always, thank you for tuning in to the How to Quit Working show. And until next time.