1 00:00:05,000 --> 00:00:06,559 Speaker 1: Welcome to Money Making Conversations. 2 00:00:06,640 --> 00:00:08,360 Speaker 2: It's the show that she is the secrets of success 3 00:00:08,440 --> 00:00:11,960 Speaker 2: experience firsthand by Marketing and Brandon expert Rashan McDonald. I 4 00:00:12,039 --> 00:00:14,400 Speaker 2: will know he's giving me advice on many occasions. And 5 00:00:14,400 --> 00:00:17,440 Speaker 2: in case you didn't notice, I'm not broke. You know 6 00:00:17,480 --> 00:00:21,240 Speaker 2: he'll be interviewing celebrity CEOs, entrepreneurs and industry decision make 7 00:00:21,239 --> 00:00:23,119 Speaker 2: because it's what he likes to do, it's what he 8 00:00:23,280 --> 00:00:25,919 Speaker 2: likes to share. Now it's time to hear from my man, 9 00:00:26,400 --> 00:00:28,680 Speaker 2: Rashan McDonald money Making Conversations. 10 00:00:28,960 --> 00:00:33,400 Speaker 1: Here we go, McDonald welcoing backing money Making Conversation master Class. 11 00:00:33,400 --> 00:00:36,240 Speaker 1: As you know, the interviews and information that this show 12 00:00:36,320 --> 00:00:39,279 Speaker 1: provides are for everyone. It's time to start reading other 13 00:00:39,280 --> 00:00:42,240 Speaker 1: people's success stories and start living your own. My guest 14 00:00:42,360 --> 00:00:45,919 Speaker 1: is the director of Small Business Success at Constant Contact. 15 00:00:46,120 --> 00:00:49,200 Speaker 1: He's also a speaker, host and podcast obsessed with helping 16 00:00:49,240 --> 00:00:53,280 Speaker 1: small business owners find time for online marketing since two 17 00:00:53,320 --> 00:00:56,800 Speaker 1: thousand and six. Please welcome to Money Making Conversations Masterclass. 18 00:00:57,080 --> 00:00:58,640 Speaker 1: Dave Shahrast how. 19 00:00:58,480 --> 00:01:01,440 Speaker 3: Are you doing, sir? I am doing great, Rashaan, thank you 20 00:01:01,480 --> 00:01:02,880 Speaker 3: so much for having me with you tonight. 21 00:01:03,080 --> 00:01:05,760 Speaker 1: Well, you know, I, you know, I would like to 22 00:01:05,760 --> 00:01:08,400 Speaker 1: believe I'm a marketing and branding expert. You know, I 23 00:01:09,120 --> 00:01:11,480 Speaker 1: people tell me that. I tell myself that to build 24 00:01:11,480 --> 00:01:14,039 Speaker 1: my own confidence and as part of my resume. What 25 00:01:14,200 --> 00:01:18,160 Speaker 1: exactly in your version is marketing when you when you're 26 00:01:18,160 --> 00:01:22,280 Speaker 1: looking at a product and and how and what is defined? 27 00:01:22,360 --> 00:01:25,320 Speaker 1: Why do you define marketing? I should ask you that question, sir. 28 00:01:25,920 --> 00:01:27,760 Speaker 3: All right, that's a great question. I think you know, 29 00:01:27,840 --> 00:01:30,520 Speaker 3: and in simplest terms, and you know, I'm typically talking 30 00:01:30,560 --> 00:01:32,560 Speaker 3: to small business owners, and I say it like this 31 00:01:32,640 --> 00:01:35,399 Speaker 3: because of that, because I think oftentimes, you know, small 32 00:01:35,440 --> 00:01:39,679 Speaker 3: business owners are business owners first marketers by necessity, right, 33 00:01:39,680 --> 00:01:42,679 Speaker 3: So these aren't folks necessarily with the business degree or 34 00:01:42,720 --> 00:01:44,960 Speaker 3: the marketing degree and all of that. And so I 35 00:01:45,120 --> 00:01:48,080 Speaker 3: just described it like this. Marketing is really all about 36 00:01:48,480 --> 00:01:52,920 Speaker 3: communicating with the people that have an interest in what 37 00:01:52,960 --> 00:01:55,080 Speaker 3: it is that you do and what you offer, right, 38 00:01:55,120 --> 00:01:58,760 Speaker 3: And that's that in its simplest terms, it's that, right, 39 00:01:58,840 --> 00:02:02,720 Speaker 3: And so it's really thinking about how do you communicate 40 00:02:02,720 --> 00:02:05,880 Speaker 3: on a regular basis build those relationships because we know 41 00:02:05,960 --> 00:02:08,440 Speaker 3: people do business with people they know like and trust, 42 00:02:08,919 --> 00:02:10,760 Speaker 3: and how do you do that on a consistent basis, 43 00:02:10,840 --> 00:02:13,200 Speaker 3: so that your business is top of mind and people 44 00:02:13,200 --> 00:02:15,880 Speaker 3: think about you when they're looking for what it is 45 00:02:15,880 --> 00:02:18,720 Speaker 3: that you offer, or when somebody says to them, hey, 46 00:02:18,760 --> 00:02:20,600 Speaker 3: do you know somebody that does such and such or 47 00:02:20,639 --> 00:02:22,160 Speaker 3: has this type of thing, and they're going to think 48 00:02:22,200 --> 00:02:24,200 Speaker 3: of you first as well. So at the simplest level, 49 00:02:24,200 --> 00:02:26,200 Speaker 3: it's really about that, just communicating your. 50 00:02:26,080 --> 00:02:29,040 Speaker 1: Network up and that's doing it constantly correct Dave, not 51 00:02:29,160 --> 00:02:30,919 Speaker 1: just doing it every once in a while, because a 52 00:02:30,960 --> 00:02:33,200 Speaker 1: lot of people miss that boat too. They don't realize 53 00:02:33,240 --> 00:02:35,880 Speaker 1: that marketing and I always tell people if you drove 54 00:02:35,919 --> 00:02:38,679 Speaker 1: by a store like Target, and then if you drove 55 00:02:38,680 --> 00:02:40,360 Speaker 1: by the seven days a week and four days a 56 00:02:40,400 --> 00:02:42,519 Speaker 1: week the sign never came on at night, you would 57 00:02:42,560 --> 00:02:44,880 Speaker 1: go you would you would think there's a problem over 58 00:02:44,919 --> 00:02:47,880 Speaker 1: they're going or Target has issues. It has to be 59 00:02:47,919 --> 00:02:50,240 Speaker 1: that sign has to be consistently on at that time 60 00:02:50,280 --> 00:02:53,520 Speaker 1: at night so people can get a rhythm and eventually 61 00:02:53,600 --> 00:02:56,639 Speaker 1: go in. Because everybody doesn't go in when they drive by, 62 00:02:56,720 --> 00:02:58,480 Speaker 1: they will go in when they feel the need to 63 00:02:58,520 --> 00:03:01,680 Speaker 1: go in there or sell. Balking tool is putting in 64 00:03:01,720 --> 00:03:05,959 Speaker 1: place to invite them into the business. Are the experience correct? 65 00:03:07,000 --> 00:03:09,840 Speaker 3: Yeah? Absolutely. That's a great point. And I think a 66 00:03:09,880 --> 00:03:11,760 Speaker 3: mistake we often see people make a lot of the 67 00:03:11,800 --> 00:03:15,960 Speaker 3: times is that, I mean, you've probably experienced somebody listening 68 00:03:16,040 --> 00:03:18,079 Speaker 3: has gone through this where you're like, oh, I've got 69 00:03:18,080 --> 00:03:19,880 Speaker 3: this thing going, I'm going to talk to somebody about it. 70 00:03:19,919 --> 00:03:21,920 Speaker 3: I'm gonna say something about it. But then you're not 71 00:03:21,960 --> 00:03:24,120 Speaker 3: there any other time, and then you're like, oh, well, 72 00:03:24,120 --> 00:03:26,200 Speaker 3: there wasn't much of a response to that, right, And 73 00:03:26,480 --> 00:03:30,160 Speaker 3: it's often because you haven't been consistent, you haven't been 74 00:03:30,160 --> 00:03:33,600 Speaker 3: showing up, and you haven't been there keeping your business 75 00:03:33,600 --> 00:03:36,240 Speaker 3: top of mind, starting to build those relationships. And it's 76 00:03:36,280 --> 00:03:39,880 Speaker 3: through that. It's that consistency that then when you ask 77 00:03:39,960 --> 00:03:42,360 Speaker 3: for something, when you're providing value, right, you're doing these things, 78 00:03:42,400 --> 00:03:45,400 Speaker 3: and you ask for something because you've been there, that's 79 00:03:45,440 --> 00:03:47,400 Speaker 3: what makes that thing work better. 80 00:03:47,600 --> 00:03:47,760 Speaker 1: Right. 81 00:03:47,800 --> 00:03:50,200 Speaker 3: And oftentimes, I mean you see this when people, you know, 82 00:03:50,400 --> 00:03:53,080 Speaker 3: people often talk about like an overnight success or something 83 00:03:53,120 --> 00:03:57,440 Speaker 3: like that. Right, What we don't see is all the 84 00:03:57,520 --> 00:04:00,880 Speaker 3: years of consistent effort that somebody put in to get 85 00:04:00,880 --> 00:04:04,000 Speaker 3: to that point. We just see the success part, right, right. 86 00:04:04,040 --> 00:04:06,680 Speaker 3: And so there's really it's the same thing with marketing, right, 87 00:04:06,720 --> 00:04:10,920 Speaker 3: It's a consistency. It's showing up, it's being there, and 88 00:04:10,960 --> 00:04:13,600 Speaker 3: at a certain point that you really start to see 89 00:04:13,600 --> 00:04:15,720 Speaker 3: that take hold because then people are really kind of 90 00:04:15,760 --> 00:04:17,480 Speaker 3: noticing and you're showing up there all the time, and 91 00:04:17,960 --> 00:04:21,760 Speaker 3: the reality is, you know, unfortunately you have to say that, like, 92 00:04:21,960 --> 00:04:24,360 Speaker 3: not everybody is thinking about your business as much as 93 00:04:24,360 --> 00:04:27,800 Speaker 3: you are. And you know, right. 94 00:04:27,680 --> 00:04:30,120 Speaker 1: Right, that's important people say that. You know, just because 95 00:04:30,120 --> 00:04:32,720 Speaker 1: you love that hamburger, don't mean everybody gonna love that hamburger, 96 00:04:32,760 --> 00:04:35,599 Speaker 1: you know, because some people might say, I prefer Turkey 97 00:04:35,640 --> 00:04:38,080 Speaker 1: burgers or I prefer you know, Phish burgers, and so 98 00:04:38,360 --> 00:04:41,359 Speaker 1: it's important that you understand that there's a percentage of 99 00:04:41,400 --> 00:04:43,680 Speaker 1: the public is not going to buy your product or 100 00:04:43,680 --> 00:04:46,200 Speaker 1: don't see value in your product. So that means that 101 00:04:46,279 --> 00:04:50,600 Speaker 1: you have to target your product to that audience consistently. 102 00:04:50,880 --> 00:04:52,440 Speaker 1: And that's where I think a lot of people either 103 00:04:52,440 --> 00:04:56,840 Speaker 1: get frustrated or they don't understand how marketing actually work 104 00:04:57,240 --> 00:05:00,359 Speaker 1: or how you know, you know they acting. I would 105 00:05:00,400 --> 00:05:02,960 Speaker 1: love when you open the door of your first day 106 00:05:02,960 --> 00:05:05,719 Speaker 1: of your business that is a live waight outside we 107 00:05:05,760 --> 00:05:09,000 Speaker 1: were all. That's the dream of every entrepreneur, no matter 108 00:05:09,040 --> 00:05:11,680 Speaker 1: what you do but it doesn't happen that way. What 109 00:05:11,800 --> 00:05:14,440 Speaker 1: does happen is consistent marketing. And that's why I was 110 00:05:14,480 --> 00:05:16,720 Speaker 1: excited to bring you on the show because of the 111 00:05:16,720 --> 00:05:19,240 Speaker 1: fact that you work for a company will use a 112 00:05:19,279 --> 00:05:23,800 Speaker 1: small business director of success at Constant Contact. What exactly 113 00:05:23,880 --> 00:05:25,039 Speaker 1: is constant contact? 114 00:05:26,200 --> 00:05:29,239 Speaker 3: So constant Contact. We're a business that really we're driven 115 00:05:29,240 --> 00:05:31,680 Speaker 3: by this mission of helping small santal and we do 116 00:05:31,760 --> 00:05:36,200 Speaker 3: that by providing online marketing tools that are designed specifically 117 00:05:36,240 --> 00:05:39,080 Speaker 3: for small business owners. You know I mentioned earlier business 118 00:05:39,120 --> 00:05:42,040 Speaker 3: owners first market to buy necessity. You don't need a 119 00:05:42,080 --> 00:05:43,839 Speaker 3: degree or you don't need to hire a team to 120 00:05:43,839 --> 00:05:46,000 Speaker 3: figure out how to use our tools that are designed 121 00:05:46,080 --> 00:05:48,320 Speaker 3: to be easy to use, something that you can do 122 00:05:49,000 --> 00:05:51,760 Speaker 3: and if you need to, you can actually pick up 123 00:05:51,800 --> 00:05:53,640 Speaker 3: the phone and talk to somebody and will help you 124 00:05:53,800 --> 00:05:55,920 Speaker 3: with something if you need that guidance as well, because 125 00:05:55,920 --> 00:05:59,480 Speaker 3: we know time is of the utmost importance for small 126 00:05:59,480 --> 00:06:01,800 Speaker 3: business owner is wearing many hats and sometimes you just 127 00:06:01,839 --> 00:06:03,680 Speaker 3: got to get something done and you don't have the 128 00:06:03,720 --> 00:06:05,520 Speaker 3: time to go, you know, search and figure out how 129 00:06:05,520 --> 00:06:06,800 Speaker 3: to do it if you don't know how to do it, 130 00:06:06,839 --> 00:06:08,599 Speaker 3: and so we try to provide that for pre bill 131 00:06:08,640 --> 00:06:11,120 Speaker 3: as well. And so really the idea is in the 132 00:06:11,200 --> 00:06:14,160 Speaker 3: name Constant Contact. Right, we were talking about consistency and 133 00:06:14,200 --> 00:06:16,920 Speaker 3: marketing all the time. It's about how do you stay 134 00:06:16,960 --> 00:06:19,960 Speaker 3: in touch with those most important people for your business 135 00:06:20,400 --> 00:06:23,360 Speaker 3: and you know, again keep your business top of mind, 136 00:06:23,400 --> 00:06:25,520 Speaker 3: how do you communicate it and build those relationships? And 137 00:06:25,560 --> 00:06:27,480 Speaker 3: that's we provide the tools to help people do that. 138 00:06:27,600 --> 00:06:29,760 Speaker 1: Cool. I'm talking to Dave. He's the director of Small 139 00:06:29,760 --> 00:06:33,320 Speaker 1: Business Success at Contest Constant Contact. One of the thing 140 00:06:33,360 --> 00:06:35,160 Speaker 1: that I really enjoyed when I was looking at your 141 00:06:35,160 --> 00:06:38,599 Speaker 1: bio was that your background is social media marketing because 142 00:06:38,680 --> 00:06:42,480 Speaker 1: emails and social media marketing, you know, those are two levels. 143 00:06:42,520 --> 00:06:45,719 Speaker 1: Because you know, there's television out there, there is radio 144 00:06:45,720 --> 00:06:48,200 Speaker 1: out there. Sometimes your budget can't hit those lanes. They 145 00:06:48,240 --> 00:06:50,679 Speaker 1: can't hit you like those lanes, but when it comes 146 00:06:50,680 --> 00:06:54,200 Speaker 1: to emails and social media, that can fall in your budget. Now, 147 00:06:54,520 --> 00:06:58,200 Speaker 1: when you look at Constant Contact, is that an email 148 00:06:58,240 --> 00:07:00,200 Speaker 1: based platform. 149 00:06:59,800 --> 00:07:02,679 Speaker 3: Or what is it? Yeah? So I think the core 150 00:07:02,800 --> 00:07:04,960 Speaker 3: of our platform is about email. I think if you 151 00:07:05,000 --> 00:07:08,800 Speaker 3: think of any digital or online marketing strategy, really email 152 00:07:08,880 --> 00:07:10,400 Speaker 3: is the core of that. Right, That's the thing that 153 00:07:10,480 --> 00:07:12,600 Speaker 3: kind of drives everything that you do. You know, you 154 00:07:12,640 --> 00:07:14,840 Speaker 3: bring up social media. I think that's a great channel 155 00:07:14,920 --> 00:07:19,000 Speaker 3: for engagement and reaching new people. But the issue with it, 156 00:07:19,040 --> 00:07:22,040 Speaker 3: of course is that you're kind of playing on rented land, right. 157 00:07:22,120 --> 00:07:25,600 Speaker 3: So whatever channel you decide to spend or focus your energy, 158 00:07:26,080 --> 00:07:29,440 Speaker 3: you know, it's all these days really driven by algorithms, right, 159 00:07:29,480 --> 00:07:33,440 Speaker 3: and so or if a site goes down or something happens, 160 00:07:33,560 --> 00:07:36,600 Speaker 3: like you have no control over that. And what we 161 00:07:36,680 --> 00:07:39,520 Speaker 3: often recommend is, yes, like use those channels, but always 162 00:07:39,560 --> 00:07:42,120 Speaker 3: do that with an eye towards bringing people closer to 163 00:07:42,200 --> 00:07:46,320 Speaker 3: your business and into a space where you own that contact, right, 164 00:07:46,360 --> 00:07:50,080 Speaker 3: And so that means either an email address or an 165 00:07:50,160 --> 00:07:53,880 Speaker 3: SMS number a text number that gives you the ability 166 00:07:53,920 --> 00:07:57,400 Speaker 3: to then say, okay, I want to contact people at 167 00:07:57,400 --> 00:07:59,080 Speaker 3: this time, and it allows you to reach the customer 168 00:07:59,120 --> 00:08:02,720 Speaker 3: directly in a place where they've invited you, like giving 169 00:08:02,760 --> 00:08:04,800 Speaker 3: you that contact information. So you're going to have a 170 00:08:04,800 --> 00:08:08,040 Speaker 3: better relationship there as well, just from the start, and 171 00:08:08,240 --> 00:08:10,480 Speaker 3: it allows you to do that on your terms, and 172 00:08:10,560 --> 00:08:13,440 Speaker 3: you own that list as as the phrase goes, right, 173 00:08:13,480 --> 00:08:15,280 Speaker 3: the money is in the list. It's those people that 174 00:08:15,360 --> 00:08:18,560 Speaker 3: you can contact on a consistent basis that are going 175 00:08:18,600 --> 00:08:20,400 Speaker 3: to be more beneficial to you at the end of 176 00:08:20,400 --> 00:08:23,000 Speaker 3: the day. And it's really about using each of these 177 00:08:23,040 --> 00:08:28,320 Speaker 3: tools in unison together to again keep your business top 178 00:08:28,320 --> 00:08:28,640 Speaker 3: of mind. 179 00:08:28,880 --> 00:08:31,880 Speaker 1: You know, it's really important that because we're talking about 180 00:08:31,920 --> 00:08:35,920 Speaker 1: marketing now, Dave, and when I was managing Steve Harvey 181 00:08:35,960 --> 00:08:38,520 Speaker 1: we created the Steve Harvard Morning Show. We had an 182 00:08:38,559 --> 00:08:43,480 Speaker 1: email database of about about eight hundred thousand emails and 183 00:08:43,640 --> 00:08:47,160 Speaker 1: uh and and then we then then social media exploded. 184 00:08:47,760 --> 00:08:50,600 Speaker 1: Everybody got gotta get Twitter, you gotta get a Facebook, 185 00:08:50,640 --> 00:08:53,600 Speaker 1: gotta get it, Instagram, gotta get all that. And what 186 00:08:53,720 --> 00:08:56,360 Speaker 1: I discovered this is Rishid McDonald. I'm just saying, I'm 187 00:08:56,360 --> 00:08:59,920 Speaker 1: an authority, is that somebody might like you, follow you 188 00:09:00,040 --> 00:09:04,640 Speaker 1: because of a hamburger, a dress, a movie that you posted. 189 00:09:05,920 --> 00:09:08,880 Speaker 1: There's so many reasons why people can like you or 190 00:09:08,960 --> 00:09:12,920 Speaker 1: follow you. What I've discovered, and you can really validate 191 00:09:12,960 --> 00:09:15,880 Speaker 1: this if it's true. When someone makes a conscious effort 192 00:09:15,880 --> 00:09:18,600 Speaker 1: to put in their name and an email address, that's 193 00:09:18,640 --> 00:09:21,680 Speaker 1: a different type of person than a person who likes 194 00:09:21,679 --> 00:09:24,600 Speaker 1: something or follows something on social media. That's a much 195 00:09:24,640 --> 00:09:29,040 Speaker 1: more I think investment that they're making in the email, 196 00:09:29,040 --> 00:09:32,680 Speaker 1: and that's much more valuable, I think asset than a 197 00:09:32,800 --> 00:09:33,760 Speaker 1: social media person. 198 00:09:33,960 --> 00:09:35,080 Speaker 3: Am I wrong when I say that? 199 00:09:35,200 --> 00:09:36,040 Speaker 1: Or can you correct? 200 00:09:36,080 --> 00:09:39,120 Speaker 3: You know, you're one hundred percent correct. I'm over here 201 00:09:39,120 --> 00:09:41,480 Speaker 3: shaking my head, which plays really well on the radio. 202 00:09:41,559 --> 00:09:46,040 Speaker 3: But yeah, like that's it exactly right. Like it's it's 203 00:09:46,080 --> 00:09:50,760 Speaker 3: that act of somebody raising their hand and then opting 204 00:09:50,880 --> 00:09:54,360 Speaker 3: in to receive messages for you. It's almost like like, 205 00:09:54,440 --> 00:09:57,920 Speaker 3: think of it like this. It's somebody walking into your 206 00:09:57,960 --> 00:10:00,679 Speaker 3: store and saying, hey, I want to buy something, right 207 00:10:00,760 --> 00:10:02,360 Speaker 3: or I want to learn more about what it is 208 00:10:02,400 --> 00:10:04,880 Speaker 3: that you have here. And that's a lot different from 209 00:10:05,200 --> 00:10:09,280 Speaker 3: somebody if we use social media. As you know, the 210 00:10:09,360 --> 00:10:11,480 Speaker 3: litnus here is like somebody just driving by the store 211 00:10:11,520 --> 00:10:13,440 Speaker 3: and like looking in the window. They've actually stopped the 212 00:10:13,480 --> 00:10:16,760 Speaker 3: car and they've come into the store, right, somewhat similar 213 00:10:16,800 --> 00:10:19,120 Speaker 3: to that, and so that's why that's so much more powerful. 214 00:10:19,120 --> 00:10:21,680 Speaker 3: And you know, you mentioned some big numbers here, you know, 215 00:10:21,720 --> 00:10:24,120 Speaker 3: in terms of eight hundred thousand, which again i'd love 216 00:10:24,160 --> 00:10:25,920 Speaker 3: to talk about, like what are some of the things 217 00:10:25,920 --> 00:10:28,559 Speaker 3: that you've seen with that, But I think it's also 218 00:10:28,559 --> 00:10:31,280 Speaker 3: important to recognize that you don't need to have eight 219 00:10:31,320 --> 00:10:34,480 Speaker 3: hundred thousand right, depending on your business, particularly if you're 220 00:10:34,480 --> 00:10:37,040 Speaker 3: a local business, a small business owner, you know a 221 00:10:37,080 --> 00:10:39,760 Speaker 3: couple one hundred people, you know, you know some a 222 00:10:39,840 --> 00:10:42,040 Speaker 3: thousand people. Sure, the more you have, the better you're 223 00:10:42,040 --> 00:10:43,880 Speaker 3: going to do it in a certain pace. But sometimes 224 00:10:44,280 --> 00:10:46,200 Speaker 3: you know, one hundred people on your list can be 225 00:10:46,320 --> 00:10:49,079 Speaker 3: very valuable to your business, depending on the nature of 226 00:10:49,120 --> 00:10:49,640 Speaker 3: your business. 227 00:10:49,880 --> 00:10:51,880 Speaker 1: And that's what I want to talk to about, because see, 228 00:10:51,920 --> 00:10:55,640 Speaker 1: people get caught up in the you know, the celebrity numbers, 229 00:10:55,679 --> 00:11:00,360 Speaker 1: the million you know I call the blinding body Kardashian members. 230 00:11:00,440 --> 00:11:02,360 Speaker 1: You know, you think you got to have all those 231 00:11:02,400 --> 00:11:06,559 Speaker 1: type of numbers to be successful, all the tremendous engagement 232 00:11:06,600 --> 00:11:10,640 Speaker 1: of views, of shares and all that. Because Antoia, that's 233 00:11:10,640 --> 00:11:12,520 Speaker 1: what I said. I that's why I was excited, because 234 00:11:12,520 --> 00:11:14,600 Speaker 1: I know I was going to talk to someone who 235 00:11:14,679 --> 00:11:17,760 Speaker 1: had invested knowledge of what social media is and also 236 00:11:17,880 --> 00:11:21,720 Speaker 1: has a clear understanding of the email relationship in creating 237 00:11:22,080 --> 00:11:25,839 Speaker 1: the business relationship that happens because of the fact that 238 00:11:26,200 --> 00:11:28,280 Speaker 1: when you send that email out and I'm just this 239 00:11:28,320 --> 00:11:31,600 Speaker 1: is my recommendation to small businesses in general, is that 240 00:11:31,679 --> 00:11:33,240 Speaker 1: I threw out the number eight hundred thousand. I just 241 00:11:33,280 --> 00:11:35,200 Speaker 1: threw that number. This is Steve Harvey. Okay, he's on 242 00:11:35,200 --> 00:11:37,360 Speaker 1: the radio five days a week. He can get a 243 00:11:37,400 --> 00:11:39,920 Speaker 1: number like that. But you don't need a number like that. 244 00:11:40,360 --> 00:11:43,400 Speaker 1: You can need a but you need to start start 245 00:11:43,520 --> 00:11:46,559 Speaker 1: developing it. And like you said, when I was as 246 00:11:46,600 --> 00:11:48,680 Speaker 1: a stand up comic years ago, I would go into 247 00:11:49,040 --> 00:11:52,679 Speaker 1: cities and I put my little cards down and ask 248 00:11:52,720 --> 00:11:55,280 Speaker 1: people to fill out their names. And then when I 249 00:11:55,320 --> 00:11:57,680 Speaker 1: came back into town, I was sitting out mailing lists 250 00:11:57,960 --> 00:11:59,440 Speaker 1: and letting people know I would come and they would 251 00:11:59,440 --> 00:12:04,520 Speaker 1: show up. And so really the bare bone basis is 252 00:12:04,800 --> 00:12:08,760 Speaker 1: the relationship that emails can create for a growing business, 253 00:12:08,840 --> 00:12:11,480 Speaker 1: and as the business grows, it allows you to market 254 00:12:11,520 --> 00:12:14,240 Speaker 1: it consistently based on the product of the type of 255 00:12:14,240 --> 00:12:15,400 Speaker 1: business that you've created. 256 00:12:15,520 --> 00:12:19,040 Speaker 3: Correct. So I love what you're saying here, right, And 257 00:12:19,080 --> 00:12:22,000 Speaker 3: if you think about just the dynamic of it, right, 258 00:12:22,040 --> 00:12:25,960 Speaker 3: where someone has given you their information and you're able 259 00:12:26,000 --> 00:12:28,320 Speaker 3: to reach them in a place where right, it's like 260 00:12:28,360 --> 00:12:30,240 Speaker 3: our inbox, right, and it's kind of like a more 261 00:12:30,280 --> 00:12:33,120 Speaker 3: personal space. Right, It's like where we typically get messages 262 00:12:33,160 --> 00:12:34,839 Speaker 3: that are kind of one to one and you can 263 00:12:34,920 --> 00:12:38,080 Speaker 3: really start to make those connections with people and it 264 00:12:38,160 --> 00:12:40,120 Speaker 3: sounds like this is what you're doing right, like yeah, 265 00:12:40,679 --> 00:12:43,040 Speaker 3: and you can organize people in a way where you're 266 00:12:43,040 --> 00:12:45,040 Speaker 3: saying like, Okay, I met these people in this town. 267 00:12:45,080 --> 00:12:48,160 Speaker 3: I met these people in this town, and then you know, 268 00:12:48,240 --> 00:12:49,839 Speaker 3: you can let start to let them know like, hey, 269 00:12:49,840 --> 00:12:51,280 Speaker 3: I'm going to be in your town at this time, 270 00:12:51,320 --> 00:12:53,360 Speaker 3: and they feel like you're talking to them in many ways. 271 00:12:53,400 --> 00:12:56,280 Speaker 3: And that's why people, you know, show up because you're 272 00:12:56,320 --> 00:12:58,800 Speaker 3: able to again reach them where they are in that inbox, 273 00:12:58,920 --> 00:13:01,400 Speaker 3: in a place that's personal. You're able to kind of 274 00:13:02,080 --> 00:13:05,559 Speaker 3: you know, segment, you know, make a smaller list of 275 00:13:05,600 --> 00:13:07,439 Speaker 3: people that you want to talk too, specifically so you 276 00:13:07,480 --> 00:13:10,040 Speaker 3: can target them. But it's really about at the end 277 00:13:10,040 --> 00:13:13,400 Speaker 3: of the day, building that relationship. You know. And again, 278 00:13:13,640 --> 00:13:16,840 Speaker 3: as I mentioned earlier, we do business with people we know, 279 00:13:16,960 --> 00:13:19,800 Speaker 3: like and trust. Come to your show, they start to 280 00:13:19,840 --> 00:13:22,480 Speaker 3: feel like they know you, they like what you've done, 281 00:13:22,960 --> 00:13:25,720 Speaker 3: like it just adds to all of that, which again 282 00:13:25,960 --> 00:13:27,680 Speaker 3: makes it it easier over time. 283 00:13:27,760 --> 00:13:30,000 Speaker 1: Tool No, don't go anywhere invited. When we come back, 284 00:13:30,040 --> 00:13:32,440 Speaker 1: we're going to ask Dave about what's driving the current 285 00:13:32,480 --> 00:13:35,760 Speaker 1: spike in the small business. What are the percentages the 286 00:13:35,800 --> 00:13:38,480 Speaker 1: open rate percentages that you should be shooting for when 287 00:13:38,520 --> 00:13:42,679 Speaker 1: you have an email mailing list. Also recommendations on launching 288 00:13:42,720 --> 00:13:46,240 Speaker 1: your business and top marketing tips for entrepreneurs. So a 289 00:13:46,240 --> 00:13:48,200 Speaker 1: lot of information. When you come back from this break, 290 00:13:48,320 --> 00:13:51,119 Speaker 1: I am talking to the director of Small Business Success 291 00:13:51,280 --> 00:13:53,920 Speaker 1: at Constant Contact. I call them Dave. 292 00:14:01,559 --> 00:14:05,199 Speaker 4: We'll be right back with more money Making Conversations Masterclass 293 00:14:05,200 --> 00:14:10,000 Speaker 4: with Rashawn McDonald. Welcome back to the Money Making Conversations 294 00:14:10,080 --> 00:14:15,520 Speaker 4: Masterclass hosted by Rashaan McDonald. Money Making Conversations Masterclass continues 295 00:14:15,559 --> 00:14:20,400 Speaker 4: online at Moneymakingconversations dot com and follow money Making Conversations 296 00:14:20,440 --> 00:14:23,280 Speaker 4: Masterclass on Facebook, Twitter and Instagram. 297 00:14:23,680 --> 00:14:26,560 Speaker 1: As we start these small businesses, and because the big 298 00:14:26,600 --> 00:14:28,520 Speaker 1: business has got the money, they got the budget, they 299 00:14:28,600 --> 00:14:31,840 Speaker 1: got the manpower. But as we start an idea and 300 00:14:31,880 --> 00:14:33,960 Speaker 1: idea has to have a plan tied to it. And 301 00:14:34,040 --> 00:14:36,280 Speaker 1: you always hear people talking about their friends, family and 302 00:14:36,360 --> 00:14:38,720 Speaker 1: church members. You know, the great thing about a mailing 303 00:14:38,760 --> 00:14:40,920 Speaker 1: list is that those church members can be part of 304 00:14:40,960 --> 00:14:43,000 Speaker 1: your mailing list. Your friends can be part of your 305 00:14:43,000 --> 00:14:46,000 Speaker 1: mailing list. Your friends can add their friends to your 306 00:14:46,000 --> 00:14:49,160 Speaker 1: mailing list, which means that expands your network, which means 307 00:14:49,160 --> 00:14:52,040 Speaker 1: that you have value your tentacles, I like to call it. 308 00:14:52,360 --> 00:14:54,600 Speaker 1: And so when I talk to you Dave in regards 309 00:14:54,600 --> 00:14:57,200 Speaker 1: to and Dave is the director of Small Business Success 310 00:14:57,200 --> 00:15:00,680 Speaker 1: at Constant Contact, the driving what is having a current 311 00:15:00,760 --> 00:15:03,120 Speaker 1: spike in new small businesses currently? 312 00:15:04,480 --> 00:15:06,520 Speaker 3: You know, I think there are a few things going on, 313 00:15:06,600 --> 00:15:08,480 Speaker 3: and I think if you look at the I think 314 00:15:08,480 --> 00:15:11,360 Speaker 3: the US Census Buro is looking at about like five 315 00:15:11,400 --> 00:15:14,320 Speaker 3: point five million new business applications in twenty twenty three. 316 00:15:15,240 --> 00:15:16,960 Speaker 3: And then as we kick into the new year here 317 00:15:16,960 --> 00:15:19,120 Speaker 3: you're seeing things happening right now because there's typically a 318 00:15:19,120 --> 00:15:22,560 Speaker 3: seasonal spike in January, right, But there are a few 319 00:15:22,600 --> 00:15:24,840 Speaker 3: things that I think are at play here that new year. 320 00:15:24,920 --> 00:15:28,760 Speaker 3: As I mentioned, I think we're also seeing some places, 321 00:15:28,800 --> 00:15:31,360 Speaker 3: you know, bigger businesses have some layoffs and things like that, 322 00:15:31,400 --> 00:15:34,360 Speaker 3: and people are kind of in this position where, you know, 323 00:15:34,360 --> 00:15:36,520 Speaker 3: if the events of twenty twenty have taught us anything, 324 00:15:36,560 --> 00:15:40,400 Speaker 3: it's it's there's just really this realization that really nothing 325 00:15:40,440 --> 00:15:44,320 Speaker 3: is guaranteed, right, Jobs aren't guaranteed, what's going on in 326 00:15:44,320 --> 00:15:47,440 Speaker 3: the world isn't guaranteed. And I think that's a wake 327 00:15:47,520 --> 00:15:49,600 Speaker 3: up call for a lot of people where they're feeling like, hey, 328 00:15:49,680 --> 00:15:52,840 Speaker 3: you know, this is a this is an opportunity for 329 00:15:52,840 --> 00:15:56,080 Speaker 3: me to do something for myself, right And if there's 330 00:15:55,880 --> 00:15:59,960 Speaker 3: then that inkling, this is something where I have control, 331 00:16:00,280 --> 00:16:02,800 Speaker 3: I'm not, you know, when I'm putting in the hours, 332 00:16:02,840 --> 00:16:05,600 Speaker 3: I'm doing them for a purpose that's not to serve 333 00:16:05,640 --> 00:16:08,160 Speaker 3: someone else, but to serve myself and to serve my family. 334 00:16:08,720 --> 00:16:11,160 Speaker 3: And I think there's something in that attitude and that 335 00:16:11,240 --> 00:16:15,760 Speaker 3: determination and grit of people that you know, take that 336 00:16:15,800 --> 00:16:18,480 Speaker 3: step to start a business that's just coming to the 337 00:16:18,520 --> 00:16:21,240 Speaker 3: forefront here. And I think we're just seeing that in 338 00:16:21,360 --> 00:16:22,400 Speaker 3: terms of the numbers. 339 00:16:22,840 --> 00:16:25,200 Speaker 1: You know, the numbers. We all play a numbers game. 340 00:16:25,360 --> 00:16:28,280 Speaker 1: And the magic word that keeps popping up in the 341 00:16:28,320 --> 00:16:31,640 Speaker 1: world that we live in that is ai AI. You 342 00:16:31,680 --> 00:16:34,360 Speaker 1: know how is that? How is that playing a role 343 00:16:34,480 --> 00:16:37,800 Speaker 1: into our Because I'll tell you this. When I started 344 00:16:37,800 --> 00:16:40,080 Speaker 1: my mailing list back in the day with Steve Harvey 345 00:16:40,080 --> 00:16:42,560 Speaker 1: and I, we had to have your first and last name. 346 00:16:43,080 --> 00:16:46,440 Speaker 1: We'd ask for your birthdate, we asked for your your 347 00:16:46,520 --> 00:16:49,400 Speaker 1: phone number, we asked for your address, we asked for 348 00:16:49,400 --> 00:16:52,680 Speaker 1: your male or female. We've asked for your level of education, 349 00:16:53,120 --> 00:16:55,720 Speaker 1: we asked for your income, and I also asked you. 350 00:16:55,720 --> 00:16:57,120 Speaker 1: You know, of course, if you gave me your address, 351 00:16:57,120 --> 00:16:58,920 Speaker 1: I found out I knew what city and state you 352 00:16:59,040 --> 00:17:02,560 Speaker 1: live in. Is an AI basically all you need is 353 00:17:02,640 --> 00:17:04,240 Speaker 1: just a person email address. Correct. 354 00:17:06,080 --> 00:17:08,520 Speaker 3: Well, you know, I think we're getting to those places 355 00:17:08,520 --> 00:17:10,520 Speaker 3: where AI can help kind of fill in some of 356 00:17:10,560 --> 00:17:14,200 Speaker 3: the blanks for sure. But I think what's really interesting, 357 00:17:14,240 --> 00:17:16,479 Speaker 3: and you mentioned all of those things that used to collect, 358 00:17:16,480 --> 00:17:18,480 Speaker 3: and I think those are still, you know, really good 359 00:17:18,480 --> 00:17:22,520 Speaker 3: things to gather, because I think there are a few 360 00:17:22,560 --> 00:17:25,080 Speaker 3: ways AI really comes into help here. I think, you know, again, 361 00:17:25,119 --> 00:17:27,679 Speaker 3: it's it's always like a time thing, right, and so 362 00:17:28,080 --> 00:17:30,720 Speaker 3: you're able to create content faster. I think about some 363 00:17:30,760 --> 00:17:32,760 Speaker 3: of the ways we apply it at Constant Contact, and 364 00:17:32,800 --> 00:17:35,159 Speaker 3: so you know, it can help you create, you know, 365 00:17:35,240 --> 00:17:37,440 Speaker 3: an email about a promotion that you're having at your 366 00:17:37,440 --> 00:17:39,800 Speaker 3: restaurant or at your store, or whatever the case may be. 367 00:17:40,520 --> 00:17:43,159 Speaker 3: It also allows you if you think about using like 368 00:17:43,200 --> 00:17:46,720 Speaker 3: the AI components and some automation, so like email automation 369 00:17:46,880 --> 00:17:50,240 Speaker 3: together it really helps you kind of send more timely 370 00:17:50,359 --> 00:17:55,119 Speaker 3: content and then really get recommendations and ideas for things 371 00:17:55,119 --> 00:17:57,119 Speaker 3: that you may want to try next to help you 372 00:17:57,160 --> 00:17:59,600 Speaker 3: even get better results. But I think you know to 373 00:17:59,600 --> 00:18:03,080 Speaker 3: your point about collecting all that information. As you start 374 00:18:03,119 --> 00:18:07,200 Speaker 3: to collect information and have more data, that's where AI 375 00:18:07,359 --> 00:18:11,399 Speaker 3: really comes in. I think the most interesting part is 376 00:18:11,440 --> 00:18:14,399 Speaker 3: because it's able to process a lot of data in 377 00:18:14,480 --> 00:18:16,760 Speaker 3: ways that you know, humanly like you get you just 378 00:18:16,840 --> 00:18:19,520 Speaker 3: don't have the ability to process it that fast and 379 00:18:19,560 --> 00:18:23,160 Speaker 3: then make predictions as to things that you should do 380 00:18:23,520 --> 00:18:27,280 Speaker 3: or what would be the next best message to send somebody. 381 00:18:28,000 --> 00:18:30,760 Speaker 3: And that gets really interesting again depending on the nature 382 00:18:30,760 --> 00:18:32,960 Speaker 3: of your business. So this is I'm thinking more along 383 00:18:32,960 --> 00:18:34,920 Speaker 3: the lines of like e commerce at this point. Right, 384 00:18:34,920 --> 00:18:37,080 Speaker 3: So if you're selling physical products or those types of 385 00:18:37,080 --> 00:18:40,239 Speaker 3: things where you know, like, let me give you an 386 00:18:40,240 --> 00:18:43,359 Speaker 3: example here. Let's say like you sell coffee, right, and 387 00:18:43,720 --> 00:18:46,800 Speaker 3: you have one customer that drinks one cup like me, 388 00:18:46,960 --> 00:18:50,160 Speaker 3: I'm laying with coffee. But then you got another customer 389 00:18:50,200 --> 00:18:52,640 Speaker 3: that that that you know, drinks five cups a day. 390 00:18:53,560 --> 00:18:58,000 Speaker 3: There's going to be a vast difference in how soon 391 00:18:58,119 --> 00:19:00,880 Speaker 3: someone is going to need to replenish their cop be supplied, right, 392 00:19:01,560 --> 00:19:04,639 Speaker 3: And so AI can start to process data like that 393 00:19:04,760 --> 00:19:07,280 Speaker 3: and start to say like, hey, it looks like John 394 00:19:08,600 --> 00:19:11,159 Speaker 3: is going to need coffee before Dave is going to 395 00:19:11,240 --> 00:19:15,040 Speaker 3: need coffee, and so I'm going to send messages to 396 00:19:15,119 --> 00:19:19,040 Speaker 3: keep Dave kind of like you know, helpful educational messages, 397 00:19:19,080 --> 00:19:21,520 Speaker 3: things to keep them engaged, that type of thing. And 398 00:19:21,600 --> 00:19:24,879 Speaker 3: I'm going to send you know, the buy now or 399 00:19:24,880 --> 00:19:27,520 Speaker 3: time to replenish type of thing email a little later 400 00:19:28,080 --> 00:19:30,520 Speaker 3: than John, who I'm going to send that you know, 401 00:19:30,680 --> 00:19:34,080 Speaker 3: three weeks from now, because that's based on his drinking patterns, 402 00:19:34,080 --> 00:19:36,280 Speaker 3: this is when he's probably going to need to buy more. Right, 403 00:19:36,480 --> 00:19:38,760 Speaker 3: So you can really start to because like there's this 404 00:19:38,840 --> 00:19:41,920 Speaker 3: promise in email marketing that marketers talk about all the time, right, 405 00:19:42,000 --> 00:19:44,639 Speaker 3: is this idea of sending the right message to the 406 00:19:44,680 --> 00:19:46,760 Speaker 3: right person at the right time, like that whole thing. 407 00:19:46,840 --> 00:19:50,800 Speaker 3: And and oftentimes we do that still kind of to 408 00:19:50,880 --> 00:19:53,600 Speaker 3: a whole group of people. But when you start thinking 409 00:19:53,640 --> 00:19:57,240 Speaker 3: about what AI can allow you to do, it's using 410 00:19:57,240 --> 00:19:59,600 Speaker 3: that automation as well. You can really start to live 411 00:19:59,640 --> 00:20:03,480 Speaker 3: into that and do that on an individual basis where 412 00:20:03,480 --> 00:20:06,119 Speaker 3: you're you know, you're really sending the right messages to 413 00:20:06,440 --> 00:20:10,280 Speaker 3: individual people. And I think that's really where it's most interesting. 414 00:20:10,119 --> 00:20:12,720 Speaker 1: Right, you know it's really interesting is that you know 415 00:20:12,960 --> 00:20:16,040 Speaker 1: the open rate, that's that's the tailtale sign and the 416 00:20:16,160 --> 00:20:19,760 Speaker 1: value of a mailing list is that opening rate? What 417 00:20:19,880 --> 00:20:22,119 Speaker 1: is what is a good open rate? And what? And 418 00:20:22,160 --> 00:20:24,680 Speaker 1: then because you have bouces and bouce means that's a 419 00:20:24,680 --> 00:20:27,120 Speaker 1: bad email and you know you should remove it from 420 00:20:27,160 --> 00:20:29,040 Speaker 1: your stack or so if you have depending on the 421 00:20:29,080 --> 00:20:32,160 Speaker 1: brand or the setup you have, sometimes it's automatically removed. 422 00:20:32,600 --> 00:20:35,200 Speaker 1: But what is a good open rate that we should 423 00:20:35,240 --> 00:20:38,760 Speaker 1: be shooting for? And how often should someone sent out 424 00:20:38,760 --> 00:20:40,800 Speaker 1: of the email blast a week? 425 00:20:40,920 --> 00:20:41,120 Speaker 4: Oh? 426 00:20:41,160 --> 00:20:43,080 Speaker 3: I love those I love those questions. All right, these 427 00:20:43,119 --> 00:20:45,200 Speaker 3: are great questions. So a couple of things to think 428 00:20:45,240 --> 00:20:48,800 Speaker 3: about here. I think you know, on average, across all industries, 429 00:20:48,840 --> 00:20:51,840 Speaker 3: I think a constant contact we're seeing with our customers 430 00:20:52,720 --> 00:20:56,199 Speaker 3: open rates to be around thirty six percent. Typically in 431 00:20:56,280 --> 00:20:59,080 Speaker 3: the industry that has been around twenty percent. And there's 432 00:20:59,080 --> 00:21:03,000 Speaker 3: like some inflation in there, I think primarily because of 433 00:21:03,119 --> 00:21:05,479 Speaker 3: there are things going on with like Apple devices and 434 00:21:05,520 --> 00:21:09,320 Speaker 3: things like that where they're opening emails but not necessarily 435 00:21:09,359 --> 00:21:12,200 Speaker 3: it's not actually a person opening the emails, so there's 436 00:21:12,200 --> 00:21:15,600 Speaker 3: like some inflation there. So I think what you should 437 00:21:15,640 --> 00:21:18,640 Speaker 3: do is and you can actually if you search constant 438 00:21:18,680 --> 00:21:21,840 Speaker 3: contact open rates, you'll find you can find across all industries, 439 00:21:21,920 --> 00:21:24,680 Speaker 3: or you can look at a specific industry and see 440 00:21:24,680 --> 00:21:27,320 Speaker 3: where those averages are. Now, I want to say this 441 00:21:27,400 --> 00:21:30,400 Speaker 3: with a caveat those averages are good to be trying 442 00:21:30,440 --> 00:21:32,720 Speaker 3: to give you a gauge on hey, how am I doing. 443 00:21:34,520 --> 00:21:39,080 Speaker 3: But the goal should be to work your own averages 444 00:21:39,119 --> 00:21:42,120 Speaker 3: and try to beat those right, And I think that's 445 00:21:42,160 --> 00:21:43,959 Speaker 3: what's important. I think we can. You know, to your 446 00:21:43,960 --> 00:21:46,760 Speaker 3: point earlier, when you're thinking about social media and seeing 447 00:21:46,800 --> 00:21:49,159 Speaker 3: all of these large numbers of followpers, it's easy to 448 00:21:49,200 --> 00:21:54,400 Speaker 3: get distracted by those things when that's actually that's somebody else. 449 00:21:54,480 --> 00:21:56,359 Speaker 3: You need to really refocused on yourself. So I think 450 00:21:56,400 --> 00:21:59,600 Speaker 3: that's one thing. So if you're in there, that's a 451 00:21:59,600 --> 00:22:04,560 Speaker 3: good game. You mentioned we were talking about open rates 452 00:22:04,560 --> 00:22:06,280 Speaker 3: when we're talking about how often a cent, So I 453 00:22:06,280 --> 00:22:08,560 Speaker 3: think this is another thing where it depends on a 454 00:22:08,640 --> 00:22:12,280 Speaker 3: number of factors. At the very least, and use these 455 00:22:12,320 --> 00:22:14,240 Speaker 3: as a gauge as well, because you want to kind 456 00:22:14,240 --> 00:22:16,480 Speaker 3: of try different things to see what works best for 457 00:22:16,560 --> 00:22:19,080 Speaker 3: you and your audience. But at the very least, we 458 00:22:19,119 --> 00:22:21,400 Speaker 3: try to say to people you know, at least send 459 00:22:21,520 --> 00:22:25,120 Speaker 3: once a month. That's probably we're used to email now 460 00:22:25,160 --> 00:22:26,920 Speaker 3: it's a little bit different from back in the day 461 00:22:27,240 --> 00:22:30,399 Speaker 3: when this first kind of started. But what you're trying 462 00:22:30,400 --> 00:22:33,080 Speaker 3: to do is so you can probably send a little 463 00:22:33,080 --> 00:22:35,119 Speaker 3: bit more frequently, but what you're trying to do is 464 00:22:35,119 --> 00:22:38,200 Speaker 3: to find that right path of being consistent. Most people 465 00:22:38,200 --> 00:22:39,960 Speaker 3: that I've talked to and have seen a high level 466 00:22:39,960 --> 00:22:43,280 Speaker 3: of success try to send on a weekly basis. But 467 00:22:43,320 --> 00:22:46,040 Speaker 3: if you can't do that, maybe every other week or 468 00:22:46,080 --> 00:22:47,560 Speaker 3: maybe it is once a month, Right, you get a 469 00:22:47,600 --> 00:22:50,199 Speaker 3: weigh that with what you can actually do based on 470 00:22:50,280 --> 00:22:53,760 Speaker 3: what your other responsibilities are. But again, the idea is 471 00:22:53,800 --> 00:22:58,080 Speaker 3: to have something that's consistent because it's that consistency again 472 00:22:58,119 --> 00:22:59,480 Speaker 3: that is going to keep you top of mind and 473 00:23:00,119 --> 00:23:02,720 Speaker 3: showing up. And we've seen this play out so many 474 00:23:02,720 --> 00:23:05,600 Speaker 3: times with people. I can share a story with you 475 00:23:05,600 --> 00:23:07,760 Speaker 3: here if if there's some time here. But this is 476 00:23:07,960 --> 00:23:11,600 Speaker 3: a real estate agent who he's been sending a weekly 477 00:23:11,680 --> 00:23:15,760 Speaker 3: email since two thousand and seven, and in that email 478 00:23:15,800 --> 00:23:18,960 Speaker 3: he shares his expertise and his analysis of the housing market, 479 00:23:19,000 --> 00:23:22,440 Speaker 3: all of that kind of stuff, and since twenty seventeen 480 00:23:23,400 --> 00:23:27,679 Speaker 3: he closes one hundred deals a year and he doesn't 481 00:23:27,680 --> 00:23:33,240 Speaker 3: do any prospecting. Why because he shows up in people's 482 00:23:33,240 --> 00:23:38,880 Speaker 3: and bucks every week consistently and offers them advice on 483 00:23:38,920 --> 00:23:40,879 Speaker 3: what's going on in the market, lets them know, and 484 00:23:40,920 --> 00:23:43,160 Speaker 3: then whenever they want to buy or sell something, who's 485 00:23:43,160 --> 00:23:44,240 Speaker 3: the first person they think of? 486 00:23:45,119 --> 00:23:45,239 Speaker 4: Right? 487 00:23:45,359 --> 00:23:46,879 Speaker 3: Right, So, and we've seen this across. 488 00:23:46,680 --> 00:23:49,720 Speaker 1: It becomes like a family member, a friend, an advisor, 489 00:23:49,880 --> 00:23:53,040 Speaker 1: a confidant because that name's familiar, you know. It's like 490 00:23:53,080 --> 00:23:56,000 Speaker 1: it's like going to your favorite coffee shop, your favorite restaurant. 491 00:23:56,080 --> 00:23:58,440 Speaker 1: You go in because you feel comfortable. 492 00:23:59,040 --> 00:24:01,760 Speaker 3: Yes, exactly, And it's just knowing it's it's there. It's 493 00:24:01,800 --> 00:24:04,480 Speaker 3: being that you're looking forward to it at a certain point. Right. 494 00:24:04,520 --> 00:24:06,720 Speaker 3: And it's the same with people listening to your show. Right, 495 00:24:06,760 --> 00:24:09,040 Speaker 3: It's like people know the show is on at a 496 00:24:09,040 --> 00:24:10,760 Speaker 3: consistent time and time, so they come and they listen 497 00:24:10,800 --> 00:24:12,959 Speaker 3: to it. It's the same kind of thing. And so 498 00:24:13,520 --> 00:24:15,959 Speaker 3: it's that consistency I think is the number one factor 499 00:24:15,960 --> 00:24:19,000 Speaker 3: that helps you determine. But you got to weigh it 500 00:24:19,040 --> 00:24:22,560 Speaker 3: with what can you do and commit to so that 501 00:24:22,600 --> 00:24:24,040 Speaker 3: you can show up consistently. 502 00:24:24,160 --> 00:24:27,560 Speaker 1: They let me tell you I usually take phone calls. 503 00:24:27,320 --> 00:24:31,040 Speaker 1: This segment was so engaging. I didn't take any phone call, 504 00:24:31,080 --> 00:24:33,639 Speaker 1: which means if you are comfortable, I want to invite 505 00:24:33,680 --> 00:24:36,680 Speaker 1: you back on my show next month because I think 506 00:24:36,720 --> 00:24:39,520 Speaker 1: we've only just scratched the surface of what I'm trying 507 00:24:39,560 --> 00:24:44,200 Speaker 1: to educate my audience about marketing and especially this constant mark, 508 00:24:44,200 --> 00:24:46,560 Speaker 1: because we haven't even gotten into Yes, now you have 509 00:24:46,680 --> 00:24:49,880 Speaker 1: the open rate, it's open, but they have toge again, 510 00:24:50,080 --> 00:24:53,480 Speaker 1: engage into your what you've sent. We haven't even gotten 511 00:24:53,480 --> 00:24:56,359 Speaker 1: into that portion because there's another click that has to happen. 512 00:24:56,560 --> 00:24:58,520 Speaker 1: They can open it, but they also have to click 513 00:24:58,600 --> 00:25:01,000 Speaker 1: which you sent them. I'll become engaged with what you 514 00:25:01,040 --> 00:25:03,119 Speaker 1: sent there. So I just know that we need to 515 00:25:03,160 --> 00:25:05,280 Speaker 1: talk more and I want to. I want to appreciate 516 00:25:05,280 --> 00:25:07,879 Speaker 1: you calling in. This the first time we've communicated, and 517 00:25:09,000 --> 00:25:12,720 Speaker 1: I mean, I'm just overjoyed that the information that my 518 00:25:12,800 --> 00:25:15,679 Speaker 1: audience is getting from this relationship that I've created with you. 519 00:25:15,800 --> 00:25:18,480 Speaker 1: And if you have time, please come back next month. 520 00:25:19,359 --> 00:25:20,720 Speaker 3: I would love that. Thank you so much. 521 00:25:20,960 --> 00:25:23,960 Speaker 1: Cook. This is Dave. He's the director of small business 522 00:25:24,000 --> 00:25:27,560 Speaker 1: Success at Constant Contact. We'll be back with more money 523 00:25:27,600 --> 00:25:30,440 Speaker 1: making conversation. This is it. I gotta say goodbye, thank 524 00:25:30,480 --> 00:25:32,359 Speaker 1: everybody for listening to the show, and I'll be back 525 00:25:32,440 --> 00:25:35,119 Speaker 1: next week. This is Rushan McDonald. Keep listening and we 526 00:25:35,160 --> 00:25:38,320 Speaker 1: will keep giving you great advice. Again. Thank you, Thank 527 00:25:38,320 --> 00:25:43,800 Speaker 1: you Dave for coming on the show. Bye bye, thank. 528 00:25:43,600 --> 00:25:46,000 Speaker 4: You for joining us for this edition of Money Making 529 00:25:46,040 --> 00:25:51,359 Speaker 4: Conversations Master Class. Money Making Conversations Masterclass with rough Shan 530 00:25:51,440 --> 00:25:54,560 Speaker 4: McDonald is produced by thirty eight to fifteen Media Inc. 531 00:25:54,880 --> 00:25:58,159 Speaker 4: More information about thirty eight to fifteen Media Inc. Is 532 00:25:58,200 --> 00:26:02,200 Speaker 4: available at thirty eight fifteen media dot com. And always 533 00:26:02,240 --> 00:26:04,240 Speaker 4: remember to lead with your gifts.