Welcome To the Join Up Dots Podcast – Does Marketing Work
Introducing “Does Marketing Work”
Today’s podcast episode is a questions ans answer sessions based loosely around the concept of marketing online.
One of the listeners, as you will hear on question one feels that the only way to grow a business is by amazing marketing.
Focusing your budget in many different directions to gain customers…bringing them into your funnel to maxmise sales.
And we say “Yes” we totally agree with you…however we do feel that there is a better way to do it.
Enjoy the show
Dear David and everybody at Join Up Dots,
I have been listening to your show on and off for the last couple of years, and often hear you droning on about how marketing doesn’t work.
As someone with a marketing degree i would be keen to see what your real views are on this subject as I think marketing is the only way to build a successful business.
Hi David, i heard you say that you get a lot of people send you shitty emails and I cant understand why.
I think the show is the best out of there.
So dont listen to them nasty people.
Now for a quick question if you would be so kind to answer.
I have been thinking of starting my own business teaching people how to pass the driving theory test easily.
I have helped a few friends over the last year and they say my memory methods have helped. Do you think that this is something worth pursuing.
Clarissa Martella, St Albans, UK
Hi David…..if you could go back in time and do things differently what would it be.
Hi David, thank yo so much for sending me the video response.
It has gone into my celebrity folder.
Where do you get all the ideas that you use to make things swing for you?
Jenny Baxter, Rochester
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Full Transcription Of Podcast Episode
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream of settling. Join Up Dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK. David Ralph.
David Ralph [0:25]
Yes, hello there. Good morning here. Good morning, everybody and welcome to Join Up Dots. Thank you so much for being here as always, and something’s wrong with my ears. I can’t hear anything. So I’m just speaking Normally, I have my headphones in so I can kind of hear it back in my ears. But for some reason, I can’t hear anything at all. But hey, there’s worse things in the world at the moment so I won’t I won’t dwell on it because I know a lot of you are in self isolation. I don’t normally sort of sign or times dime Join Up Dots. I’m variable But somebody might come to this show 20 years down the line and think what the hell’s he talking about? But if this is quiet, this is serious. I don’t. I gotta be careful of what I say here because I know I’m gonna get 1000 million emails, people, you know, criticising me. But I don’t understand why. Apparently 650,000 people a year die of follow, and the percentage that are struggling at the moment is so small. If anyone could tell me I’m totally ignorant, be happy to send me emails Join Up email@example.com is it just because it could spread more than 650,000? Is it? I don’t know? I don’t know. But it does seem strange, but everything is closing down everywhere and people racing around the world, trying to get black market toilet rolls and god knows what. Just be safe, be sensible, and do what people tell you. Now I’m very fortunate. I know No unfortunate but I kind of self isolate anyway. I mean, Join Up Dots headquarters. And I’m looking out over my garden and the sun shining and I’ve got a little bit of a cold but nothing major. But you do think every time you wake up in the morning and you can’t fit up oh my god, oh my god is it is this the starting bit? Who knows but if I do get it I will I will report I will be like a roving podcast reporter of health around the world. Send me your messages and I will share I’ve just been watching actually while we’re talking about it the the rock stars to pop stars, doing live concerts on Facebook to keep us entertained. And yesterday’s one was Chris Martin from Coldplay, which was good, it was fun. But then I saw john legend and I don’t know much about john legend, but he was class. He was really classy. I thought to myself, my God, not only can this guy sing, he can play full songs and he was good. So a big a big round of applause for the guy.
doing their thing and trying to inspire awesome be positive and motivated and all that kind of stuff, you know people people can slag you off for doing these things as I always dream in these big mansion with the big piano and stuff, but they’re, they’re doing stuff. Okay. Now, what we’re going to be talking about today is questions and answers. Yes, it’s the question and answer session of Join Up Dots. And we’ve got 1234 looks about five or six emails here. Now probably four. And here we go. This is questions and answer you asked the question and I will answer to the best of my ability as the host of Join Up Dots. So did David and everybody at Join Up Dots from Kona, me Valley or my veil? I’ve been listening to a show on and off for the last couple of years and often hear you droning on about how marketing doesn’t work. Do I drone do I drone on and Don’t think actually, but I say that marketing doesn’t work. I will hold firm to that corner. But okay, I mentioned it because people come to a podcast, it doesn’t mean that they’ve heard other podcasts. So if I just think to myself, okay, I can’t mention this again, even though it’s really important, because somebody might get bored of it, then the people that are coming in I’ve never heard of Join Up Dots my area for the first time, and it could be important to them, Carter, it cannot anyway, as somebody with a marketing degree, Oh, here we go. Here we go. So you’ve got an opposing view, but that’s fine. That’s fine. Otherwise, I would be keen to see what your views are on this. Well, my real views are what I’ve been saying. I don’t lie on the show, as I think marketing is the only way to build a successful business. Well, Connor, I agree. I agree with you totally. I think there’s a different way of doing it and I would explain now, so many people market a product and what they do is try to blast it. out to the world to try to get us aware of that product. classic example is movies. Now, movies will always be on the side of buses, and they’ll be on posters, and they’re all over the place. And very often I see these adverts go past me as I’m driving my car, or I’m walking along, and I think oh, so and so’s got a new film. Now, the one that I saw yesterday was called up a wild with Harrison Ford. And I saw this bus go past. And so I thought, Oh, yeah, yeah, I was some thoughts got a new film out. Oh, he’s doing Indiana Jones soon. And now that was as far as it went. I just thought that I’ve got no intention of going, but it’s made me aware of that product. Now, with marketing, I think that we can do it a better way. Karna I think that we can actually put the message in front of people that actually want fat. Now, set in a different way. If you imagine that all online. business and ventures is broadly spread between two key areas. One solving a problem, ie a pain point, and leading towards pleasure. You could argue that the film would be a pleasurable thing, if I want to go to it so it would fall into that category. Now, the majority of successful businesses more often than not tap into the solving a problem. People have got an issue in their life, they’ve got a problem, and they need a solution. Now what I’m seeing in Canada in Join Up Dots coaching and through all my business people, I have spent a load of money on marketing through Google ads, through Facebook through all the sort of forms of advertisement advertisement, and I find I get very little results back because I am trying to put something in front of People who aren’t necessarily right for it at that time, okay, now, let’s spin that on its head. Are you with us corner with your marketing degree? And hopefully I’m not droning on. Hopefully you’re hanging on to this. Okay. So you walked out of your house. And somebody said to you and you just had breakfast, big breakfast, and somebody says to you, right? Oh, have a burger is a burger. I’ve got three burger. You probably would say no, no, it’s not. No, I’m not interested. Now, two hours down the line when it’s lunchtime if that person came along and said have a burger, you’d go Yeah, thanks very much. Because it’s right for that time. Now, with marketing, I find it very difficult. borderline impossible to get the message out at the right time for the visitor. Okay, so there’s an awful lot of expense that is wasted and I think somebody wants say, 50% of my marketing Budget works. I just don’t know what 50%. And I think it’s true. So I think a better way of doing it is by getting a detailed avatar, a detailed customer profile, and start building up relevant content that will solve a problem and will push your products in front of somebody who’s googling on a keyboard. Okay, so we’ll take the burger. Hopefully you’re sticking with this. We’ll take the burger scenario, if somebody types in what is a burger? That is just a question. That is just an awareness. Okay. We’ve got to look at how we can tailor that content, but makes them actually think, okay, where can I get it? And I think about online, there are three key areas as awareness. There’s thinking and there’s buying the very first bit is people just kind of looking around and saying, oh, okay, I’ve never heard of a burger before and by The next ones are the people go You know, I’ve heard about this three or four times now it looks really really tasty. Where can I get one and then the very last group is the buying ones. Now if I take my marketing strategy as I teach with all my customers and my clients and my coaching people, we try to develop a detailed plan of the buying customers First of all, and it’s very easy to do if you think about what that customer is actually looking for, and then looking for a solution that they can bring into their life to solve that problem. Okay, now with the burger for example, if I typed in book a sellers near me, we know that they’re moving towards the buying side of the business because I actually asked him where the location is okay very different from a moment ago when I said what is a burger bear now saying, guess sellers near me. Now you could take it to how much does a burger cost? Where is the cheapest burger salad? All these inquiries are leading somebody to make an informed decision. And your product can find the solution best solution, right when they want it when they Google. Now, I have made so much money over the years, focusing in on that concept of how can I create the most detailed buying content for people so that when they Google and they find me, then bang, I’m in front of them. Now the beauty of this as well Connor is the fact that the more detailed you get, the less customers you need, because the more customers buy, and by getting a spreadsheet, and knowing where you’re gonna land on page one of Google or page two, whatever which content to build first, you can build this structure GA. So you start with the buying ones. But then you can of course, start with the thinking customers next. And think how can I take these people that are only thinking and move them through to the next stage of actually buying? So the last stage, the awareness, how can I take these people who’ve never even thought that they’ve got a problem, or they need this solution, and move them through to the thinking stage, and then the buying stage, and we can do it in so many ways, we can look at location, we can look at ownership, we can look at price, there’s about 200 different ways that we can tailor content to be buyer specific. Now, I don’t think that’s possible, on Twitter, on Instagram. Now you might come back on them and say, yes, it is and I can show you exactly how to do it. Then you go for it, mate, you come back and you tell me exactly how you do it. But I think that by using the data that Google gives us by drilling down and thinking about what the customer is actually asking, we can put our product back in centre. And it’s proven time and time again. All you do is you know what the problem is. And you find the people that are asking for the problem or the solution to the problem. Okay. So that’s, that’s what I think, I think. And hopefully I made sense to people, okay? It’s not about just blasting it out and putting it in front of people’s eyes. It’s about finding the people that are actually looking for it. Now, through Join Up Dots. I’ve got five coaching clients at the moment, and they’re all building very different businesses. And once we get to the point of building out the spreadsheet, and knowing where the three levels of strategy is, you can see the penny drop and you can see them realising that actually, it’s all data driven. You don’t have to struggle. You just have to get the right people to the Right search result at the right time and put yourself in front of it. Okay, if you want any help from that corner, I don’t think I droned on there but maybe I did maybe I’ve got a drone II voice, but I’m just drop me a line and I’m happy to go through it with you a little bit more. And as I say, if you’ve got an opposing view, come on, Join Up Dots as a guest and we can help you as a marketing expert, and it’ll be a delight to connect with you. Okay, so the next question Hi, David. I’ve got a sore throat. I heard you say that you get a lot of people send you shitty emails and I can’t understand why it says Clarissa martella I think the show is the best out there. A best out of there. Okay, the best out there. Thank you. Thank you very much Chris Lewis. I don’t think he’s too bad it needs work. You know, sometimes I I haven’t got the the passion in views as I’m telling ya. I try my best I try my best. So don’t listen to them nasty people. She says now for a quick question if you’d be so kind to answer it. been thinking of starting my own business teaching people how to pass the driving theory test easily. I’ve helped a few friends over the last year and they say my memory methods have helped massively. Do you think that this is something worth pursuing too bloody right? I do. Clarissa I think this is great because it works on many different areas. All tests have a pain. You know, my son’s just passed his driving test on the third go. It was a hill to get him through it. He just had a struggle to get through the test. He struggled with his maps as well. We got him through that. And anything that can help people pass is solving that problem. People want to do something they want to learn to drive, they want to pass a test. And so if you’ve got some kind of Jedediah memory method, you can either do it as one to one and charge a premium. You could do it as a video course that people download. You can market it just build a driving theory test, you know, pass your driving test, very easily.com Simple as that. And I think that’s a really good one. I think that’s a really good one. And as I say, listen back to the question before, because you can mark it back really easy. And find the people that are actually on their little keyboard typing it in struggling van looking for you, you know, and that’s a key thing, people. That’s why I keep them say, if you can find the people that are looking for you, you have pre courseware already you really are because you’ve got to have something that they want. And that’s why we often say to people, let’s do something that’s already out there. Let’s start making income based on something we know that works because other people are making money on it, instead of trying to be totally creative and finding something that they haven’t seen before. Okay, right. I just need some water.
Unknown Speaker [15:49]
Oh, I could do
David Ralph [15:49]
the goggle game couldn’t I could do the goggle game. But hey, I used to get told off the bat so I might not. Right, David. If you could go back in time and do things differently. What would it be? JOHN Duke from Massachusetts, what would I do differently? Oh my god, there we go. coughing the coughing started, what would I do differently? I think I would reach out for help quicker. I think I would. I would listened. Yeah, I think this is what I would do. I would listen to people that’s actually done it. It’s very easy when you start something to sit around with, with idiots that you work with and people in the pub, and they say to you, that’s not gonna work. What you should do is this and what you should do is bad, but actually they never do it themselves. I would just zone in on people that have really done what I want to do. And even if it means paying or working for them or whatever, I would mind that information because you will speed through like a rocket. And also what else would I do? I would hold firm to my convictions. I think looking back on it. I got swung by different opinions which I shouldn’t have done I should have just sort of held firm and that’s it where they just get your head down Do your work, but find the people that are already doing what you already want john john jute from Massachusetts. I love that name. That sounds like a big powerful beefy man. Not that I’m overly into big powerful beefy men, but I have my HR check while I can get well okay, what’s the last one? Jenny Baxter from Rochester. Jenny, I think you’ve dropped a line before that name rings a bell. Hi, David. Thank you so much for sending me the video response. That’s why I remember is gone into my celebrity folder. Haha. There you go. I’m a celebrity to Jenny Baxter. Where do you get Oh, and I’m going to come back to this right. I’ve talked about celebrity. I want to say hello to Tomas. And moreover, now I’ve just been in Iceland, and I made a comment on the show but If anybody sees me walking around Iceland, with a very small blond haired woman come up and say hello. And I was in Reykjavik and I was wrapped up in all my coat and stuck, was it bloody freezing? And I was just walking along with my wife. And we looked in this window, and these people came along, and I just heard them go. And this is the part of the show that if you could go back in time, and they did the Sermon on the mic to me, and I turned around, and it was Thomas and Maura, so thank you automatics. And so thank you again guys. And thank you for spending a little bit of time with us. And thank you for drinking the beer but I bought you expensive in Iceland. It really is. But no, it was an absolute delight. And I was shocked. I was shocked because you say that you say you know if anybody recognises you but you got your podcast host you know, it’s very rare that that will happen. But yeah, thank you so much. That was good idea back to Jenny Baxter in Rochester. Yes, he’s going to my celebrity. Probably But where do you get all the ideas that you use to make things swing for you?
Most of them is through guests. When guests are on the show when they’re talking about things that I haven’t heard of, I will delve into that’s why you got the video response I guess was on the show. Then markets this brilliant system called bom bom video if anybody wants to make their email marketing really fly and just build up really personal connections with people, you can just click a little chrome icon in the email and it records a video puts it straight into the email so much quicker than actually typing it and then people get to see you at the same time as listened to you. So that was a great one from a Steven patching nearly I think his name was from bom bom video, and I highly recommend that company. But yeah, everything else is I don’t do a lot of looking around online. I just kind of listen to people and if something seems simple to me, that it’s not too complicated because I think once it gets too complicated, it doesn’t work. work then I’m gonna at least try it. A lot of it doesn’t work when I do it it doesn’t quite fit for things but certainly things that I can bridge the gap between myself and new guys and because without you I wouldn’t be here anyway you know so it’s really really important. That’s where I get my ideas from from the guests and they all have great ideas that they share with us for products and their own derring do well until next time, thank you so much for being here with me on Join Up Dots. Once again, please stay safe wherever you are. Don’t know how long this this battening down and this lockdown is going to take us but certainly I’ve just read the Glastonbury in June is cancelled and it’s only March now. So God knows you know I’m going for a long row at literally all my weekends that I’ve had planned but we’ve been doing it every month so gone now. So I don’t know what I’m gonna do out but then walk around me special underpants in Milan but I will podcast I will podcasts and send it out to you. So thank you guys for dropping us a line. Thank you for everybody listening, Connor call me Val. I agree with you that marketing is about how you grow a successful business. But I think that marketing degrees and nothing I do, but come on the show, tell me I’m an idiot, tell me I’m wrong, and it will be a delight to have you as a guest, putting your point of view forward. But until next time, as always, thank you for being here. And I’ll see you again. Bye bye.
David doesn’t want you to become a faded version of the brilliant self you were once to become. So he’s put together an amazing guide for you called the eight pieces of advice that every successful entrepreneur practices, including the two that changed his life. Head over to Join Up dots.com to download this amazing guide for free and we’ll see you tomorrow on Join Up Dots.