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Carol Roth on The Entrepreneur Equation – Part 1

Carol RothWe were so happy today to visit with Carol Roth on our show. Among many other things, Carol’s an investment banker, business strategist and deal maker who has helped clients from solopreneurs to multinational companies raise more than $1billion of capital.

You may have seen her on Fox News, MSNBC or Fox Business. She has her own TV show in development and she’s the author of the fantastic new book, The Entrepreneur Equation, which is why we want you to meet her.

Listen to the podcast to hear:

  • Carol’s secret to doing it all
  • what her “spinach in your teeth” philosophy is
  • why the failure rate for small business isn’t acceptable
  • the key to approaching a new business for greater success
  • Carol’s “FIRED UP system” to help you assess the timing of your startup
  • why you probably don’t need to worry about someone stealing your idea

Carol has some incredible special offers if you pre-order her book by February 18, 2011. We highly recommend it to you!

To listen to Parts 2 and 3 of our interview with Carol Roth, click here.

Direct link to The Bigg Success Show audio file | podcast:
http://traffic.libsyn.com/biggsuccess/00671-021511.mp3

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Get a Brand Over – Part 3

brandoverToday, we continue our discussion with John Tantillo, The Marketing Doctor. John is a behavioral research psychologist with over twenty years of marketing experience. He is the President of the Marketing Department of America and regularly appears on Fox News and Fox Business News. Last time, we discussed the difference between a makeover and a brand-over. Let’s get back to the conversation …

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marylynnLet’s talk about social media strategy. Say you’re a small business owner. You don’t necessarily want to get on Facebook and have a Fan Page with only ten people. Would it be better to just be yourself on Facebook and tell people about your day, rather than setting up a Fan Page for your business?

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johnYeah. I would say to first get accustomed to it. As a matter of fact, my Facebook Fan Page for the Marketing Doctor just started last week and I’ve been on Facebook for a year or two. I preferred my personal page where I described what I liked and disliked, linked to my blogs and things like that. You just have to take the first steps. Like anything else in life, once you overcome the inertia, magical things happen.

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georgeWe met you online, John. We met you through another good friend, Jim Bouchard, who we also met online. It’s amazing how powerful these tools are in placing every individual, every small business, close to par with large businesses.

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johnYou could say that again! A small business is much more nimble to change. It’s the difference between a forty-foot sailboat and a multi-ton carrier trying to change course. If I could talk a little bit to the contact with Jim Bouchard, it was very serendipitous. I met his wife Alex on Facebook. She asked me to look at her husband’s web site and critique it. So I did, which was unique according to Alex. From that, Jim wrote back and thanked me. The point is that I didn’t think I was going to meet Jim through Alex. It was nothing like that. I was trying to assist. Through that assist, we’re here today. We never would have met if it weren’t for social media. It’s like going to a cocktail party but not leaving the house!

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Thanks John so much for sharing your wisdom with us.

We recommend that you get to know John better by checking out his site. He blogs, consults, speaks and offers great marketing tips for free in his online classroom.

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Thank you for reading our post today. Please join us next time when we’ll discuss making money multiply magically. Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00475-090409.mp3

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Get a Brand Over – Part 2

brandoverToday, we continue our discussion with John Tantillo, The Marketing Doctor. John is a behavioral research psychologist with over twenty years of marketing experience. He is the President of the Marketing Department of America and regularly appears on Fox News and Fox Business News. Last time, we discussed the difference between a makeover and a brand-over. Let’s get back to the conversation …

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marylynnJohn, let’s say you have a brand and it’s not working. You need a brand-over. How would you do that if you’re an existing business?

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johnThe first thing you have to do is reach out to your customers. This rebranding, or brand-over notion, comes from the marketing concept. It is not “build it and they will come” ala health care that’s being promoted. It’s find out what people want and give them what they want. For example, let’s say you have a car wash and you think hot wax is what everyone wants. But you’re not getting the number of people you want through your car wash. So you ask your customers, “Why aren’t you coming to my car wash?” They say, “It’s the hot wax. It interferes with my paint job.” Ah! What does that tell you? You shouldn’t be using hot wax, even though people in the business have told you that hot wax is great. Ask your customers. Stay in touch with them so you can give them what they want. How do you get somebody to like you? You tell them what they want to hear or give them what they want. That’s the secret.

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georgeThat’s how I got Mary-Lynn! Companies have kind of gotten this, John, although they don’t always deliver upon it. As individuals, isn’t it important to understand that a brand is a promise? We have to be careful about what we promise to be absolutely certain we can deliver it.

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johnAbsolutely. There’s nothing worse than promising a consumer something you don’t deliver. I’ll give you an example of this. Many years ago, in the New York area, there was a beer called Peel’s Beer. Their advertising was so clever that it generated a lot of initial sales. The problem was nobody liked the beer. They promised a great beer but they didn’t deliver a great beer. Not a good thing.

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george
Maybe they should have positioned it as the beer you drink after you’ve had a few?

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john
There you go! Are you sure not in marketing?

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marylynnJohn, you always offer a “Tantillo Takeaway” on your blog. I’d say our takeaway with you today is “know your target market.”

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john
That’s always the secret. Who is your target market?

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georgeYou recently had a great post about institutional communication versus individual. The example you gave is that John McCain now has more followers on Twitter than the White House. So the individual has power with new media that institutions don’t have.

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johnThat is correct. It’s driving the heck out of these Washington media types that the blogger, or the candidates themselves, can go directly to the voter. If we’ve learned anything today, it’s that the game has changed. You have to be on top of all the new social media. I’m 58 years old and I’m on Facebook with over 3,400 friends. I’m on Twitter and LinkedIn. I even went to my old high school web site and now I have a page there. The point is that you have to use every marketing tactic you can possibly use in today’s world. It’s funny. It’s the very reason President Obama became President Obama. He was sophisticated. Now, in the institution of the White House, maybe he feels that he has to move on or do things more traditionally.

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marylynn
He’s also more edited now than he was before.

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john
No question about it.

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marylynnLet’s talk about small business owners. We hear all the time that they don’t have the time to get out there and utilize these new media tools. They don’t even know how to get started. What would your suggestion be to them?

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johnYou have to do it. Enlist young people – high school students, college students home for break or friends of your own children. It doesn’t have to take a lot of time. To give you an example, I started Facebook about a year or two ago. I didn’t really do anything. Then I went down to my favorite place in the world – God’s waiting room – Miami Beach, Florida – at Christmas time. I’d picked up a book in the library, about how to market yourself on Facebook. It’s been an increasing positive function – how do you like that, George – in terms of Facebook friends ever since. I love it. And hey, if I can do it, anybody can do it. You have to make a little bit of time. It’s a good reason to go on a vacation where you don’t think about your business, but about yourself in terms of the business. It’s a little different. I’ve found it fun and exciting. You have to make it part of your day. It’s like doing cold call sales. Nobody likes to do it. But, at one point, when things aren’t moving, you just have to go and do it. You have to make time.

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Thanks so much for joining us today. Next time, we’ll wrap up our conversation about John. We’ll discuss social media marketing tips. Please join us! Until then, here’s to your bigg success!

Subscribe to The Bigg Success Show in iTunes. 

Direct link to The Bigg Success Show audio file:
http://media.libsyn.com/media/biggsuccess/00474-090309.mp3

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What's Hot in 2009: Questions

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Get a Brand Over – Part 1

brandoverWe were pleased to have John Tantillo, The Marketing Doctor, as our guest on The Bigg Success Show today. John has over twenty years experience in the marketing industry and is the President of Marketing Department of America. He’s also a behavioral research psychologist who you may have seen on Fox News, Fox Business News or heard on a radio station somewhere around the country. Let’s get to the conversation …

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marylynnJohn, your mantra is “Go Brand Yourself” using the principles that companies use to create your personal brand. So many people today are trying to do that. What are some of the tips you give them?

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johnFirst and foremost, you have to be yourself. I just dislike this concept of a makeover. I believe in brand-overs. With a makeover, you conform yourself to what others think you should be. A brand-over is finding out who you are, what your strengths are, and then promoting the heck out of that. Go brand yourself! That’s really the secret. I guess that’s the psychologist in me.

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Subscribe to the Bigg Success Weekly – it’s FREE!

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marylynnWhen you were talking about that, I immediately started thinking about Susan Boyle. She’s had a huge makeover. What do you think about that?

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johnIt’s obvious that it was a makeover and not a brand-over. All the handlers were telling her to do this and do that. That’s the worst case scenario. I’ll give you a good example of this. When I first went on Neil Cavuto’s show about two years ago, the geniuses were telling me that I couldn’t wear a bow tie. You can’t wear a hat. You have to make a decision between wearing a bow tie and a hat. I looked at them and said, “You’re crazy. You’re all nuts. That’s my signature, That’s my brand! Those are my brand characteristics.” So fast forward two years to a week ago, I met Neil Cavuto in the hall. He said, “We have to get you back on the show.” I said, “Sure, Neil, anything you say.” Here’s the point: I get back to my office and I get a call from The Strategy Room where I appear regularly at Fox. They were telling me that people from Neil Cavuto’s show had called wanting to know about the guy who wears the bow tie and the hat! But that’s me. Now if somebody would suggest to you, George, that you wear a bow tie and a hat, you might not feel comfortable. That would be a makeover. It wouldn’t be sincere. Figure out what you want to communicate and then promote the heck out of it.

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georgeCome to think of it, John, I could use a complete brand-over! So how do you find your brand?

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johnIf you wanted to do what I call a brand-over, George, you would ask Mary-Lynn, “What do you think my brand is? What are my positive attributes?” Then you go to the next ring – your friends. You ask them what they think your brand is. The last group is your colleagues. Based on that data, you begin to shape your brand. Is there any discrepancy between the brand others see you as and the brand you see yourself as. If there is, do you want to make the change if you’re not being successful with your present brand?

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marylynn
It seems pretty simple, but it’s not.

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johnNo, it’s not, because sometimes we don’t want to hear what people are going to tell us. But it’s the best way to make yourself a better professional. It’s not just listening. It’s also evaluating whether they are realistic and whether you can integrate their suggestions into your brand.

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Please join us next time when we continue our discussion with John. Among other things, he’ll tell us the advantage individuals have over institutions today.

Thanks so much for the gift of your time today. Until next time, here’s to your bigg success!