Betties Book Brief – Magnetic Marketing

Magnetic Marketing Book Brief

Another month, another Book Brief! This time, we’ve read Magnetic Marketing: How to Attract a Flood of New Customers That Pay, Stay, and Refer, written by Dan S. Kennedy. This read had such an abundance of value that it may be our longest Book Brief yet! From general rules to rules of copy and creating your offers, we’ve picked our top takeaways and share them with you below.

Magnetic Marketing Key Points

  1. Know your customers’ psychographics. What are their habits and hobbies? What is causing them pain right now as it relates to your service? What do they secretly and privately desire the most? The last question is the deeper reason that a client chooses your service – touch on that to really speak to their deepest desires.
  2. Match your target market to your budget. Trying to market to every single adult in Detroit could cost $300k when our budget is only $600. Shrink your target market to the resources you can commit to and be repetitive with.
  3. What do your customers really want? An auto shop repairs cars but customers don’t want auto repair – they want to not have to be at the auto shop. When they have to, they don’t want it to disrupt their lives. As a lawyer, the number one thing you sell is an advocate. You may be the only person showing up in court that believes in them and is willing to advocate for them. No matter your niche, they want to know you’re on their side!
  4. Create an irresistible offer. When the Stratosphere in Las Vegas was equivalent to a Motel 6, they had an ad for a 2 night, 3 day stay in a deluxe suite + a bottle of champagne, unlimited drinks, and $600 to gamble with – all for $396.

Rules to Follow

  1. There must always be an offer.
  2. There must be a reason to respond right now.
  3. Instructions must be clear.
  4. There must be tracking and memorability. For every dollar spent, you must be able to clearly identify how much comes back as a result.
  5. Brand building should not cost a penny. Ever.
  6. Follow up. No excuses.

Creating Strong Copy

  1. Strong copy is written backwards. Start with customer interests, desires, frustrations, fears, thoughts, feelings, and experiences – then journey forward to reveal a solution tied to your business.
  2. Write to your audience like you are sitting across the table talking to a friend. Use the same passion and speak from your heart with emotional appeals.
  3. Be bold in your claims and promises. Zig Ziglar says, “Timid salesmen have skinny kids.”
  4. Split test the same copy with different headlines. Test, monitor, adjust. Gradually achieve the best possible results.

Always Have an Offer

  1. Every piece of content should have an offer attached.
  2. A 10 year old should be able to understand it.
  3. Every offer should be an irresistible value.
  4. You must include a discount or premium.
  5. Always explain your offer: “My team thinks that I am crazy to extend this promotion but I want to build our portfolio of mobile websites. After December 10th, the price goes up by $500 so take action today!”
  6. You offer should give a sense of urgency. An offer isn’t an offer without a deadline!
  7. Include a call to action – Fill out this form, click below, etc.
  8. Assume all of the risk and offer a guarantee.

Whew! That was a lot of great information and we are really excited to start implementing some of it into our marketing.

What’s the most valuable takeaway you’ve gained from this book? Clearly we couldn’t narrow it down so we would love to hear your thoughts! Leave us a comment on this post or on Facebook.

If you love reading our Betties Book Briefs each month, jump on the email list to receive them straight to your inbox before everyone else.

Betties Book Brief – Sell or Be Sold

You know the drill by now we’re sure, but just to reiterate, every month the Back Office Betties team reads a new book and shares the value we’ve found in it. We love this opportunity for personal and professional development! This month, our virtual receptionists dove into the extremely valuable writing of Sell or Be Sold: How to Get Your Way in Business and in Life by Grant Cardone.

Grant Cardone uses humor and experience to sell you on why and how your beliefs and convictions allow you to excel in sales. If you’re not selling them to someone else, they’re selling you with them! We’ve come up with an extensive list of takeaways for this resource that can truly help anyone, entrepreneur or not.

Sell or Be Sold

  1. Everyone is a salesman. Regardless of your profession, learning how to sell can benefit you in any area of your life.
  2. A commission doesn’t have to be cash. It can simply be that you are getting your way.
  3. Objection of price really means they’re having other objections. Is this the right service for me? Is this company going to take care of me? Will I really even enjoy the service? Am I better off buying something else better that might come out next week? Will this be a mistake like other decisions I’ve made?
  4. Offer a better solution. If someone says, “it’s too much money”, they really mean it is too expensive for the solution being offered.
  5. The customer is never the problem. Salespeople are the problem 100% of the time. Give the potential new client (PNC) a product that solves his problems.
  6. Always agree with the prospect. If a prospect states that they need to think about it, agree with them before selling. For example: “Absolutely, this is an important decision and you’ve got to make sure you’re hiring someone who is going to take the best care of you. I don’t blame you for wanting to think about it and I’d like to help you and guide you in the right direction. I know that after doing your research you’ll find that I’m the best at what I do and you won’t be in better hands with anyone else. I know you’re eager to move forward and get things going – spending time interviewing attorneys can be so time-consuming! The sooner you make your decision, you’ll be able to rest easy knowing that a great lawyer will take care of all of the hard work for you.”
  7. Problems equal opportunities for future sales.
  8. You will lose 100% of the sales you don’t ask for. Don’t be afraid to keep selling and asking for a sale. Give value, give value, ask for the sale, and be consistent – even when you’re inconsiderable. Grant responded to someone who felt pressured with, “Please do not mistake my enthusiasm for pressure! I know this will do xyz for you and that’s why I’m so enthusiastic. Now let’s do this.”
  9. Go to lunch every day with a prospect. At the very least, call and say, “Hey, I had something cancel. Are you available for lunch today?” Most of the time they’ll say no but you’ll be top of mind and they’ll remember those times you called and invited them out.
  10. Learn from every opportunity. Take full responsibility to avoid the negativity of doing the opposite. Examine what went wrong and walk away thinking about how to get better rather than sitting with rejection.
  11. Unreturned calls and emails don’t mean anything. They don’t mean that your prospect is not interested, they just mean not right now. Keep at it and stay in front of them.
  12. Debrief after sales calls. If someone asks something you’ve never heard before, write it down and come up with something to respond with in the future.
  13. There’s always time for learning. “If you can’t find an hour in your day, you are not in control of your day.”

Thoughts on this read? Do you agree or disagree with our takeaways and the sales advice given by Grant Cardone? Let us know over on our Facebook page!

Betties Book Brief – Street Smarts

It’s time for another Betties Book Brief and we are extremely excited to chat with you about the book we read in August. Street Smarts: An All-Purpose Tool Kit for Entrepreneurs was written by Norm Brodsky and Bo Burlingham and is a no-nonsense comprehensive guide full of tips that you can actually implement today. With 104 raving reviews on Amazon, we had to see what the hype was about and we were pleasantly surprised at how enjoyable of a read this book actually was.

Street Smarts is full of anecdotes that really offer a been there, done that point of view on many pitfalls small businesses face. We’re excited to share our favorite takeaways below!

6 Key Points We Loved in Street Smarts

  1. Don’t discount your extra capacity just because it’s available. Rationalizing that you’d rather have some money than no money is never a good idea and ultimately a really bad decision.
  2. Always negotiate quietly. Listen to what the other party wants, haggle and be flexible on it, then come back to what matters to you and offer “I’ll give you X, but I’ve got to have Y.”
  3. You cannot do business with everybody. This is the number one rule in business. One word that you must master is “No!”.
  4. Small, high-margin customers > large, low-margin customers. No single customer should be more than 10% of your business and large customers as a whole should be less than 30% of your business.
  5. Raise prices regularly. Don’t piss off your customers by doing this too much, but avoid the sudden hike in prices later on because you didn’t raise them a little at a time earlier.
  6. Don’t buy a business that grossly undercharges. Keeping an existing customer base during a sale is hard enough. If your first order of business has to be raising prices, you’ll be in for a rude awakening.

Have you read this book?

What did you think?

Did you come up with any great takeaways that we haven’t listed here?

Let us know!

Radical Candor – July’s Book Brief

As you know, the Betties team reads an enticing new book each month in order to share our notes and takeaways with you. This month, we read Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott.

This guide to being a better boss offers a simple ideation that you have to both challenge and care. Without one or the other, your management style is severely lacking and not nearly as effective as you hope to be. Kim Scott has a reputation of leading at Google as well as Apple, where she developed a class on how to be a good boss. Her real-life stories and insightful advice truly round out her expertise in being an effective manager to give us this fabulous book.

Some of our most valuable takeaways include:

1. Every team needs rockstars and superstars.

A rockstar is like the Rock of Gibraltar and you can always lean on them and depend on them. They are steady and brilliant at what they do and they are not gunning for the next promotion. A superstar does an equally great job but they will go absolutely crazy if they are still in the same job a year from now. Use this to build a strong team that will grow with you.

2. Create a path for growth for frontline workers.

Give them a path that comes with better wages and opportunity, without having to be a management path. Make it more attractive than the management path, because people will often gravitate to that thinking it’s their only choice. This is how to nurture your superstars.

3. Avoid a shit sandwich.

This goes against everything we have always been taught but there is no good bad good balance that should be sought out. Praise the good and be candid about the bad. When you force yourself to package something like the s*** sandwich, it’s insincere and people will see right through it.

4. Encourage discussion of problems.

This is where creativity is at its finest. When you tell people to bring you solutions, it shuts down the creative process of having that discussion around the problem. Create a process for suggestions with something like a vote up or down, then provide feedback to your staff on what happened to their idea.

5. What can I do (or stop doing) that will make it easier to work with me?

Ask this of your subordinates, and during skip meetings, ask team members the same question of their manager. Always work to improve in the way you manage your staff.

6. Make it your personal business to find out the hopes and dreams each of the people who work under you.

Whether it’s business or personal, if you find out what they want to do and then can coach them or somehow tie that into what they are doing now, it gives them purpose. For example, a girl at Google wanted to run a spirulina farm (which is a far cry from her work at Google). Her manager listened to her dream and offered to mentor her on being a leader. When she’s ready to leave and start that farm, she will be a capable leader.

Have you read Radical Candor? 

How has it helped you improve your management style?

Betties Book Brief: The Happiness Project

This month, our team at Back Office Betties had the privilege of reading The Happiness Project: Or, Why I Spent a Year Trying to Sing in the Morning, Clean My Closets, Fight Right, Read Aristotle, and Generally Have More Fun.

The Happiness Project is rarely described as a book or a blog. More often it’s described as a “movement”. This book takes you on Gretchen Rubin’s year-long journey to answer the question “What do I want from life, anyway?” The simple answer? “To be happy.”

The Happiness Project is great for people that are on the go, lead busy lives, and generally just don’t have the time to dedicate to a lengthy tutorial on how to live your best life. Each chapter is packed with useful information and provide abundant stopping points if time constraints require you to tackle a few pages at a time, or you simply want to reflect after taking in these words of wisdom.

We’ve compiled some top takeaways for you which will be beneficial in your daily pursuit of happiness below:

1. Spread happiness and be near people who spread it too

“In a phenomenon called “emotional contagion,” we unconsciously catch emotions from other people – whether they are good moods or bad ones. Taking time to be silly means that we’re infecting one another with good cheer, and people who enjoy silliness are one third more likely to be happy.”

2. Challenge and growth are the keys to happiness

“Challenge and novelty are key elements to happiness. The brain is stimulated by surprise, and successfully dealing with an unexpected situation gives a powerful sense of satisfaction. If you do new things – visit a museum for the first time, learn a new game, travel to a new place, meet new people – you’re more apt to feel happy than people who stick to familiar activities.”

3. Working towards a goal makes you as happy as achieving it

“The challenge, therefore, is to take pleasure in the “atmosphere of growth,” in the gradual progress made toward a goal, in the present. The unpoetic name for this very powerful source of happiness is “pre-goal-attainment positive effect.”

“Enjoy the process.”

4. It’s normal to search for happiness even if you’re already prosperous financially

“As countries become richer, their citizens become less focused on physical and economic security and more concerned with goals such as happiness and self-realization. Prosperity allows us to turn our attention to more transcendent matters – to yearn for lives not just of material comfort but of meaning, balance, and joy.”

5. Being productive takes focus but brings happiness.

One great way to free up some time to focus on your own Happiness Project? Hire virtual receptionists from Back Office Betties at your law firm! You can only focus on so much every day. By using a virtual receptionist, you have more time and energy to focus on going to court and dealing with other aspects of your practice and life. You can leave your law firm’s phone calls to our competent, well-trained, and courteous virtual receptionists!

Betties Book Brief – You Are a Badass

This month, the virtual receptionists at Back Office Betties had the privilege of reading You are a Badass: How to Stop Doubting Your Greatness and Start Living an Awesome Life by Jen Sincero. This book is filled with great insights, and we’d strongly recommend that you read it! But if you don’t have time to crack open a book in your busy life, you can still get a few of the top takeaways by reading this blog post.

Here are a few of the things we learned from You Are a Badass that we’d like to share with you today. Enjoy!

Work on Rewriting Your Subconscious Thoughts
According to Jen Sincero, we should all stop blaming our choices on our subconscious thoughts. It’s possible to rewrite these thoughts and, in turn, change your behaviors. Try to figure out the source of the thoughts that are holding you back in life. You can turn your whole day around by changing your thinking patterns!

Make a Habit of Meditating

Meditation is an easy way to start practicing mindfulness. At the beginning of your day, take a few minutes for yourself to focus on your breathing. Don’t devote any mental space to work or any of your other concerns. This is an opportunity to declutter your mind. By meditating, you’ll be more productive and focused throughout your day.

Express Gratitude Daily

Unfortunately, it’s easy to complain. But when you’re expressing negativity, you’re only encouraging a cycle of ungratefulness. It will continue to be easy for you to see the negative things in your life. Instead, try to express gratitude on a daily basis. It will be challenging at first because you’re so wired to focus on the negative side of things. But if you make a habit of expressing your gratitude, you will have an easier time seeing the bright side in everything.

Surround Yourself with People Who Will Elevate You

Clear your life of toxic people who are bringing you down. There’s so much negativity around us as is—the last thing we need is to be investing time in relationships with negative people. Instead, foster relationships with people who will encourage your personal growth.

Live in the Moment

Stop multitasking! It isn’t productive. Stop using social media as an excuse to not be present. Not only does it rob the people you’re with of spending time with you, but it also robs yourself of getting the most out of an experience. Put down your phone, stop letting your mind drift elsewhere, and truly be present!

One great way to live in the moment and declutter your mind? Hire virtual receptionists from Back Office Betties at your law firm! You can only focus on so much every day. By using a virtual receptionist, you have more time and energy to focus on going to court and dealing with other aspects of your practice. You can leave your law firm’s phone calls to our competent, well-trained, and courteous virtual receptionists!

Betties Book Brief

Want a massive social following in your business?  Who wouldn’t!

Back Office Betties had the great pleasure of reading One Million Followers by Brendan Kane and we just had to share it with all of you!  Kane gives great insight on how to take advantage of many different social media platforms.  His growth hacks for your business and your brand make this book a must read.

Betties Take-a-Ways

This book has a wealth of knowledge!  Here are our top 5 take-a-ways pertaining to Facebook:

  • Facebook is used to share more content than email or any other online social platform. No matter how many followers you have, Facebook only shows content to 2-5% of your audience.  What’s the determining factor?  How engaging and relevant your content is.  Your content must resonate with your audience.
  • Create ads specifically to get more likes/followers on your page. Be careful not to limit your demographics when testing ads.  A great example was given about Chatbooks in the book.  They wanted to target mom’s 45 years or older who liked scrap-booking, photography, and motherhood in a Mother’s Day ad.  Instead of age targeting, they used a broad range on age and found that younger people were sharing the ads with their moms to start a conversation.  This in turn created an organic reach to the intended demographic.
  • Have a great headline with a great hook point. Ask yourself, if your potential customer is walking down the street and passes a newsstand with 100 articles, what headline would they stop to read?  It should be relevant, interesting, and meet the needs of your audience.
  • If you do ads on Facebook, do not raise the spend limit if the ad is doing well.  Facebook will reset the cost in auction and your costs will increase.  Instead, duplicate the ad and create a new one.  It’s recommended to have a budget of $11 to $25 daily on ads.  For the most part, your page ads should not cost more than $0.10 per ‘like’.
  • Use the 80/20 rule when posting.  Make sure 80% of the time your content is share worthy and 20% of the time your asking for a sale or promoting your business.

Believe us when we say this is just the tip of the iceberg on all the information given.  It also features in-depth interviews from marketing experts, celebrities, and influencers.  This book could be helpful taking your firm to the next level you’ve been wanting!

Back Office Betties

Are You Unstoppable?

March’s Book Brief highlight is Unstoppable by Dave Anderson! This amazing book is all about how your mindset, when coupled with action, can greatly change your performance in your career. Dave Anderson breaks down the 4 different types of employees:

  • The Undertaker: Performance is below baseline, and they achieve nothing meaningful. This can include high achievers who win by violating values.
  • The Caretaker: They do just enough to get by and collect a paycheck.
  • The Playmaker: These people have what it takes to become Game Changers but aren’t quite there yet. Playmakers are more motivated by external factors, excessive affirmation, and personal glory. They have to celebrate every win and are more wrapped up in their own success rather than the success of the team.
  • The Game Changer: They are intrinsically motivated, they do ordinary extraordinary well, and are great cultural fits. They are committed to self -improvement, they want feedback from others, and they don’t see themselves as victims but products of their daily choices and efforts.

Are You A Game Changer?

So clearly, we should all be striving towards being Game Changers, but that can be easier said than done, especially without guidance. Well,

fortunately for us, Unstoppable provides a roadmap to Game Changer status:

  • Start with the “why”. What do you want to do? Do you want to inspire others? Do you want to help others succeed? What motivates you and pushes you? What inspires you?
  • Live life in the zone. Know where you excel and spend time in this zone perfecting those skills. This is called the zone of excellence. You should spend more time in the zone of excellence. When you leave your zone, snap back into it faster.
  • A.P.E– Attitude, Passion, and Enthusiasm. Having a good attitude, passion, and enthusiasm for what you do will determine how well you do it. The more A.P.E you have, the more dedicated you will be.
  • Have mental toughness. Have faith that what you are fighting for is worth every ounce of effort. Faith is what gets you back up when you fall. Faith turns criticism into helpful feedback. It’s what keeps you moving toward your goals!

Being a Game Changer isn’t easy, nothing that involves practicing discipline over your mindset is. But having discipline is what turns unexceptional into extraordinary, and there is no other way we should be living our lives!

Back Office Betties

Free PR for Your Law Firm

At Back Office Betties, we do a ‘Betties Book Brief’ to keep our approach fresh and implement ways we can improve.  This month we chose, Free PR: How to get chased by the press without hiring a PR firm. This book teaches you how to perfect your pitch, build media relationships, and get buzz-worthy coverage, without having to spend a fortune on running ads or hiring a PR firm. This book is an amazing resource for small and large businesses alike, because who doesn’t want to master the art of free PR?!

Emily’s 5 Takeaway’s

For me, this book had 5 important takeaways that I wanted to share with you all in hopes it will help you in your pursuit towards becoming your own PR company.

  • You MUST find out where your ideal clients are hanging out. Do the research and find out what blogs do they read, what podcasts do they listen to and what events do they attend? I reached out to several of my clients and attorney friends to ask this question and was blown away by the answer. I thought I knew the ‘who’s who’ of the legal world, but I now know otherwise. There are dozens of specialty conferences, podcasts and blogs that I didn’t have on my radar.
  • Create new angles and pitches for each medium. Use popular buzz words and news to create angles that weave in current news.
  • There are five major story archetypes such as: Culture, Overcoming Adversity, Customer Story, Leveraging Technology, and The Future.
  • Keyword tools will make this process easier! Check out BuzzSumo, Google Trends, or SEMRush. These analytics tools provide information about keywords and search volume.
  • Yes, it is possible to get published in 7 stories a month! Read Free PR to learn how former COO of 1-800-GOT-JUNK, Cameron Herold fired his PR company and tackled PR in-house with incredible results (can we say Oprah?!).

I hope this has inspired you to read the full book and take in all it has to offer!  This book is a powerhouse full of great information that can change your firm forever! Get out there and start mastering the art of Free PR!

Grow A Prize-Winning Pumpkin In Your Business

The Pumpkin Plan by Mike Michalowicz is a fantastic study about the symbolic relationship of growing enormous pumpkins and how that relates to building a successful business.  As you may expect by the book title, the metaphors used in this book are spot on.  Michalowicz uses his own entrepreneurial experiences to pair it with the methods used by farmers who grow the biggest pumpkins in the world and explains the relationship between the two in detail.  This book comes HIGHLY recommended, especially by the staff over here at Back Office Betties.  Michalowicz preaches in his book that to build a successful business, you just need to analyze small details that end up making profound changes.  In the next few paragraphs, I want to share a few of those important business lessons discussed in the book so you can apply them to your business.

Ordinary Pumpkins Are Forgotten

The first valuable lesson Michalowicz teaches in his book is that ordinary pumpkins are always forgotten.  He uses this symbolism to remind you that as a business owner it is paramount that you differentiate yourself from your competition.  He goes on to explain that if you are average at everything your competition does but fantastic at one element they aren’t nearly as good at, your product will sell like crazy.  By being exemplary in something your competitors aren’t, it will be easy for consumers to rationalize buying your product, even if it is sold at a slightly higher price.

Stick To Your Specialty

The second valuable lesson from The Pumpkin Plan relates to specializing in an area and sticking with it.  The quote from the book, (which happens to be an amazing quote), reads: “The Dalai Lama may be knocking at your door, begging to buy shoes from you. But if you make hats (and not shoes), you still need to kill off the relationship”.  This quote demonstrates to business owners that you won’t be able to help everyone in your business, so don’t try to.  Stick to your specialty, sell your best product, and learn from consumers how you can better innovate.  If you have your hands in too many pots, then you will never excel at any of them.

Customer Service

The third lesson from The Pumpkin Plan relates to how to treat your customers. The adage of “the customer is always right” is not true according to Michalowicz.  He implores readers to stop and think about this statement. Is everyone who wants to do business with you right and you’re wrong?  If that is true, how do you serve all of them well without ever being correct?  The answer is you don’t, because the customer is NOT always correct.  He argues that quality consumers are much more important than the quantity of consumers, so don’t try to do business with everybody.

Time To Pumpkin Plan

These are just three key takeaway lessons from Mike Michalowicz’s book.  If you are a business owner who is finding that their business is sputtering or underachieving, then this book should already be in your shopping cart.  Just remember, it’s the little things that get some pumpkins to grow from an average weight of 8-10 pounds to the world record weight of 2,624.6 pounds.

Back Office Betties