The MOST Dangerous Number

As with most advice shared with you as a kid, rarely do you understand what it means until later in life…

One I heard more than a few times growing up was, “Don’t put all your eggs in ONE basket.”  

As a kid, my mother used this proverb when she’d see me spending time with only one or two of the same friends. 

Or when it came to college applications, and my decision to only apply to the University of Florida as a transfer student, (as that was my dream school). 

Thankfully I got in, but what devastation I would have felt (she realized this as well) if I wouldn’t have been accepted. Waiting another semester before applying to any school would have been my only option, as I had already decided not to return to Rochester Institute of Technology. 

After college, when I started in sales, my managers would heed this same warning when it came to clients. 

ONE is dangerous. 

If you’ve ever read anything by Dan Kennedy, or had the opportunity to hear him speak, you may have heard him say this: 

“The most dangerous number in business is one.” 

He couldn’t be more right. 

Think about only having one client, one supplier, one distributor, one salesperson, one product, one marketing strategy… 

Would your business survive if you were solely dependent on that one thing and suddenly it disappeared? 

As I started my own businesses, the danger of the number “one” always remained front and center in my mind, especially when it involved direct revenue streams (marketing and sales).

I want to focus on this particular area because contrary to what you might think, (and with all the emerging marketing channels and options available out there), business owners are just NOT diversifying their marketing. 

This absolutely mystifies me. 

I talk with business owners all the time and I’m shocked every time one of them tell me they rely solely on Facebook (for example) for all their lead generation initiatives and depend on one strategy to reach all their revenue goals.

Meanwhile, I’m thinking…

Don’t they realize what’s happening as far as iOS privacy changes? 

I wonder how much their conversion rates and CPL has increased, or if they are even aware…

How many more restrictions will it take before their “sure-fire” channel and strategy come crashing down? 

Don’t get me wrong…I kind of get it. 

It was absolutely thrilling to experience that home-run winning strategy or that killer breakthrough that single-handedly propelled my business forward… 

It was tempting to invest all my energy and money in that “one” sure-fire revenue generator. 

But I would always remember the danger of the number “one”. 

Never invest all of your energy, attention, or resources in just one thing or place… 

If it disappears you’ll be left with nothing. 

Let’s take a closer look at that “one” sure-fire strategy…

 There’s no reason to stop doing it. In fact, you’d be foolish not to continue running it. 

The smart play is to cover your bases and take advantage of the new opportunities right in front of you. 

The opportunity could be to start testing another strategy. Or channel. Or vehicle in addition to what you’re already doing.   

Back in the day when I started my first business, I didn’t have a lot of money to put towards marketing. 

But what I became very disciplined at, is continually re-investing a portion of that revenue earned from the strategies that were working into different channels until I found another one that worked. 

I’d continue to do this over and over again. I got to the point of running multiple “sure-fire” campaigns at once and always having one or two “tests” running simultaneously. 

When one stopped working as well, or stopped working altogether (and trust me, one will), I would put it on the back-burner and focus on the other channels and strategies that were working. 

Always be testing.

The key is to make sure that you are never left with just one strategy or channel that you are completely dependent on. This is how to set your business up for long-term growth.    

There’s actually a name for this approach…

Integrative Marketing or Multi-Channel Marketing.  

By diversifying your marketing and integrating multiple channels into your overall approach you’ll also:  

Reach more of your target audience.

You know as well as I do… Our prospects and ideal clients aren’t just in one place. When you expand your reach, you can attract more of your target audience. 

You’ll also re-engage prospects and clients that might also be on those various new channels you develop a presence on. 

Plus, when you utilize multiple channels, you get the added advantage of leveraging them to help boost the other. It’s a great way to coordinate efforts and cross-promote. 

The key to leveraging multiple channels successfully is to first ensure they are the right channels. 

Then make sure your message is congruent and consistent across the board. 

I’m sure you can imagine just how vital these two elements come into play when you start running ads across multiple channels and platforms. 

Not sure how your ad and traffic results measure up? 

Want expert guidance on how to optimize and maximize your ad spend?

Our team manages tens of millions of our client’s ad dollars every year. 

We perform a 30+ point inspection/audit process called an Ad Audit where we identify any and all gaps from the first touch point to the last.  

Many of our clients instantly cover this audit investment just from one or two improvements we uncover for them. 

To your success, 

David

Business Nitrogen

The Mind Reading Myth

One of the greatest challenges that we struggle with as Entrepreneurs (and something I’ve had to learn a few hard lessons from over the decades) is how to effectively transfer ideas over to my team. 

All too often we have these amazing ideas that we want to execute… 

Oftentimes these amazing ideas have absolutely nothing to do with the long-term goal and strategy…They are often short-sighted and simply satisfy a need in the short-term. 

We’re running a million miles a minute, juggling multiple priorities, and most times we simply throw out our ideas with the least amount of explanation or detail and assume our team has exactly what they need to execute what we envision in our mind.   

We also assume they know where it fits into the overall picture. 

They put all their effort into giving us exactly what we communicated that we wanted. 

And then we see it. 

Our reaction of “This is not what I asked for” immediately produces a look of bewilderment and disappointment upon their faces because the LAST thing they want to do is let us down… 

Them: They just poured their heart and soul into exactly what we communicated we wanted. 

You: You become frustrated, and end up doing it yourself or starting all over again.

Time and energy is wasted. 

Disappointment is felt by everyone. 

Projects aren’t completed on time.

Eventually, you find yourself with a revolving door of team members coming and going because they simply just stop engaging. 

Why? Because they start to feel an overwhelming frustration and sense of failure. 

Then comes utter defeat and they either leave or you let them go.

Here’s one of the biggest lessons I had to learn the hard way…

Your team does NOT know exactly what you are thinking unless you clearly communicate it.  

They are not psychics. 

They are not mind-readers. 

If you find yourself in this situation more than you care to admit, it's time to start looking at how YOU communicate. 

If you find yourself continuously disappointed in what’s being produced for you, or you find yourself constantly micro-managing, or you start taking responsibility away from your team (no longer empowering them, but criticizing and devaluing them) …                         

Take a moment to really think about how you can start communicating better about what you're thinking, needing, and wanting so your team isn’t trying to fill in the blanks with what they perceive you want.  

Earlier this week I was talking with a good friend of mine (who also happens to be a fellow Entrepreneur). He wanted a “retro” video created to attract a certain target audience. The goal was to elicit a feeling of nostalgia and trigger an emotion in their heart when they saw this “old school” video. 

He explained how he really wanted something different– Something that really resonated with the target audience on an emotional level. Something that would stand apart from what everyone else out there was doing. 

After sharing his idea with his team, they said, 

“This is incredible! We got this!”

So they went on to create exactly what he asked for. It was different, it was retro, it was moving. It encompassed every element he had asked for and then some (as he sent it to me to watch). 

He then told me he told his team he was disappointed because it wasn’t at all what he asked for. His next remark was, “They missed the mark 100%”. 

From where I was standing, I told him I thought it was absolutely amazing, and I couldn’t figure out why he wasn’t completely floored by it! 

If anyone else heard the instructions he gave, and anyone else saw the results, they would have agreed it was a complete understanding of what was communicated. 

He responded with, “I’ve got to get this done in the next few days. I'm just going to have to do it myself, it wasn't what I wanted”.

The following week (days past the deadline)… 

He ended up filming his own video. A video that looked exactly like what everyone else was putting out there. 

Again…Time and energy wasted, all involved are disappointed, the project wasn’t completed on time, 

PLUS, the second video (at best) was mediocre (in my opinion). 

If this sounds all too familiar, here are a few things I’ve found that really help me (and my team):  

1. Slow down to speed up. 

After sharing ideas my team, I set time aside to brainstorm and collaborate with them. This not only results in additional clarity, it always seems to produce even better ideas, and options that I would never have thought of alone. 

2. Give examples. 

I give the team examples of what I like and what I don’t like when it comes to particular projects. Most Entrepreneurs are “visual” learners, so use this communication strategy as an opportunity to help convey what you’re thinking, and what you have in mind.  

3. Practice reflective listening.

At the bare minimum, make this a requirement. Reflective listening is when the person who is listening has the opportunity to to reiterate what they heard to ensure it’s what you meant to say. 

After you communicate your idea, ask your team to take a moment to analyze what you just conveyed. Then ask them to reflect the message back to you. Confirm that they either properly understood or not. If not, give them more explanation. 

When you exercise these effective communication tactics, I’m think you’ll find the new found confidence in all the talented people on your team.  Plus, they will feel empowered again and that’s when amazing things will happen within your team structure and within your business overall. 

To your success,

David

click funnels expert

The Gummy Candies Manufacturing Process

A starch molding process is a common way by which gummy candy is manufactured in an industrial setting. In this process, the candy is first made and then loaded into starched lined trays. These trays are then cooled overnight. Candies formed after cooling are removed from the trays and packaged. Now, let’s look more closely into the steps involved in the industrial production of gummy candy.

The manufacture of gummy candy starts with pharmaceutical compounding. Professional factory workers, called compounders, physically pour the correct amount of gummy raw materials into the main mixing container based on the given set of instructions for the candies. Mixing containers are large tanks equipped with heating and cooling capabilities. The compounding step is usually completed in an hour or two, depending on the type of the gummy candy. Upon completion of the compounding process, the batch is sent to QC (quality control) labs to ensure that the candies meet the requisite specifications.

The first step in quality control involves the evaluation of the quality of raw materials. Testing involves assessing various characteristics, such as the form, odor, color and taste of the raw material. Many other characteristics, like the viscosity of the oil, pH of the liquid, and particle size of the solid are also studied by qualified chemists and technicians. The usual testing procedure involves comparing them with the company-specified or industry-specified standards. QC testing ensures that the ingredients produce good quality of gummy candy.

After passing the stringent QC test, the gummy candy batch is pumped to a starch molding machine called a Mogul. The Mogul performs multiple tasks pertaining to the making of a gummy candy automatically. It starts with cooling the trays filled with a mixture of gummy candy ingredients. The trays, after cooling, are sent through the conveyor belt into the final part of the assembly, called the starch buck.

Upon reaching the starch buck, the trays are emptied into a sieve, which is a vibrating metal screen. The sieve filters out any excess starch from the candy. The filtered pieces of candy then move along the conveyor belt for additional decoration or coating and are finally packed in their specified packaging.

Challenges In Gummy Candy Manufacturing

Presently, the priority of gummy bears manufacturers lies in increasing the speed, efficiency, and safety of the manufacturing process. Especially in the case of the starch molding stage, safety is a major concern, as starch dryers pose an explosion hazard. The US government has recommended the use of spark-proof switches, blast walls and other such safety methods to minimize these hazards.

gummy bear machine

Authenticity and Transparency

There’s no doubt about it. The consumer market has evolved exponentially with the multitudes of products and services available to us. 

Take a product like milk for example … 

There once was a time when the only kind of milk available was whole milk (sourced from a cow) and the only way to get it was from a milk delivery service.  

It eventually became available at local markets, including the introduction of different fat variances (skim milk, 2% milk, and whole milk).  

Then organic and A2 specific cow options arrived, followed by more and more competing brands. 

Somewhere in that timeline was the onset of different source choices of milk. Soy milk, goat milk, rice milk, oat milk, coconut milk, hemp milk, almond milk, etc. 

Let’s not forget all the different variations to some of those milk sources too (vanilla, plain, chocolate, unsweetened, etc.)

You get the idea. 

Choices, choices, and then more choices.  

Here’s a fun fact that might surprise you …

The average adult makes more than 35,000 decisions per day.  

Hard to believe? 

Now think about all the decisions you make on just ONE product … Again, going back to the one example of milk.

You may think to yourself: What’s the best value? Which is better for me and my particular circumstance? What’s the better brand? What size do I need? 

With all the options available to us for nearly every product out there in the marketplace, it’s almost impossible not to become overwhelmed. 

So much so, there’s actually a name for it. 

It’s called the Paradox of Choice.  

It’s a phenomenon that is quickly becoming an increasing concern in our world of seemingly endless access to such a vast array of products and services. 

What’s really interesting, is contrary to what we might believe to be the case, according to this paradox, the more options (or choices) we are given, the harder it is for us to make a decision. 

In fact, in some cases, a decision is NOT made at all by the consumer out of fear of making the wrong choice.

As a business owner trying to sell your product or service, where does that leave you in such a fierce and competitive market? 

The answer is simple. 

It leaves you with a BIG opportunity.  

An opportunity to capture your market and make your company, product, or service the only choice in your prospect’s mind. 

And it's not as hard as you may think to accomplish this. To a varying degree, it's as easy as just being yourself … 

It’s called being Authentic. 

When a consumer feels the brand/company is authentic and transparent, brand trust is established. 

Transparency + Authenticity = Brand Trust 

You’ve heard me say this time and again. 

The importance of TRUST. 

It’s vital piece to the sustainability and growth of any business.  

Why? Because it’s a critical competitive differentiator in the marketplace, no matter what product or service you offer.  

Now what do I exactly mean by transparency and authenticity?  

When a brand is transparent, it reveals important information to the consumer market about their operations, their goals, their core values, their mission, etc. 

This kind of transparency allows the prospect to align with their company or brand. 

When they feel aligned, they resonate at a higher level with their company or brand. 

One element of transparency may be simply giving the buyer confidence to buy from you without worry.  

Amazon is a great example of this. 

Part of why Amazon has managed to gain such a huge foothold in so many markets is because of their no-hassle return policy that is communicated clearly and simply. No fine print, just no-hassle. Period.  

But it’s not just about talking the talk — it’s also about walking the walk.  This is where authenticity comes in.

A company cannot be authentic without first being transparent. 

A company really has to live by their core values and stand behind their promises 100% to really prove they are authentic. It’s as simple as that. 

Can you stand behind your brand promise 100%? 

How transparent and authentic is your company or brand from where your ideal audience resides?  

Here are my 4 tips on how to achieve transparency and authenticity quite effortlessly: 

1. Let your audience know who you are.

In order to build a relationship with someone, you need to know who they are. The same holds true for your prospects. So be real. Tell your story. Share your experiences. The more real you are, the more your audience will resonate with you. 

Another great way companies do this is by giving their audience a behind-the-scenes look inside your company. 

In a recent newsletter, I talked about how our team incorporates SNAPs into our weekly meetings. So, we decided to record an actual team meeting and post it online to show others how to integrate something similar with their team. We received so much positive response and praise from viewers. First, it gave them the opportunity to feel more aligned with us, and our company values. 

Second, they appreciated that we practiced what we preached, which leads me right into #2… 

2. Practice what you preach.   

This is one of my favorites, because it's one of our core values here at Business Nitrogen. It’s darn near impossible to align or even resonate with a company that doesn’t even“buy in” to what they are promoting or communicating. I already gave you an example of this above. Another great example can be found in a short article a colleague shared with me. It’s worth a quick read: GANDHI STORY 

3. Do what you say you’re going to do. 

With the rise of online reviews and social media as trusted recommendation sources, more than ever you better ensure you’re honoring your promises to customers. You’d be surprised how many companies fall short in this area. Just by clearly communicating your promises AND honoring them puts you in a higher bracket, which in turns gives you an automatic competitive advantage. 

4. Be congruent and consistent. 

 This begins with the first touch point your prospect sees (whether that be an ad or a video, etc.). Your messaging should not only be crystal clear, it should be consistent across the board on every medium and marketing vehicle you utilize. 

Start reviewing your website, your social pages, your ads, everything! Ensure your message and communication is consistent and congruent. But not only that, make sure it’s genuine and in complete alignment with your core values, your brand principles, and your promises. 

All it takes is one inconsistency and a seed of doubt is planted in your prospect’s mind. Doubt breeds dis-trust. 

Keep in mind this doesn’t just apply to touchpoints your prospect or customer sees … It also applies to their experience. Maybe your messaging is 100% dialed in, but your customer service team isn’t. 

Bottom line: Ensure everyone on your team (on every level) is communicating the same messaging you are displaying and promising. 

There's no doubt that transparency and authenticity together are a significant driving force when it comes to growing and scaling any company.

When trust and loyalty are achieved, growth naturally follows. Customers make repeat purchases, or leave a great review, or refer friends and family. 

When in doubt, just think of some of the brands you are loyal to and refer to others. What do they do to earn your trust?  

To your success, 

David

clickfunnels certified

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Though the advantages of information and communication technology are immense, there is a downside too, particularly in relation to cyber and transnational crimes. Apart from these, shielding other intangible assets such as devices, creations, architectural blueprints, and computer software, should also not get ignored. They can counsel you with the right things and show you a way out of all the disorder that surrounds your life after an accident. This way you will not be misguided by anyone and you can get what you deserve

The majority of the time this isn't because of malice or avarice, it is because the case is very complex and requires many legal hoops to be jumped through. There are various entities performing various investigations in New Hampshire, without license. Property disputes are cases where landlords need to hire a lawyer to manage the issues

This can be property that was acquired by one of the spouses before the marriage; and it also can be, among other things, property which was acquired during the marriage and which also falls under one of the exceptions to community property in Louisiana. In all the above cases, the case needs to be filed and processed by a wrongful death lawyer. In addition, this skill or ability should in some way benefit the United States. Wrongful death lawyers come across a wide range of cases all of which include death of the victim of the case

The problem for this is that the probability of wining the case with that lawyer is lesser as compared to the probability of working with your personal legal counsel. This will cause animosity in any industry but it does not mean that all Lawyers burn their bridges, if that were true there would be no firms or partnerships. The person can consult the highly qualified professions without paying the huge amount of money for the discussion of his/her legal issue. Go online and do some exploration and try to compare different lawyers, their expertise and of course their rates

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7 Reasons to Hire A Marketing Consultant for a Small Business

By: Kayla McDonald 

Hiring a marketing consultant is a good choice whether your organization needs support with social media, website design, or advertising. To help companies in creating a solid foundation for business growth,  Marketing professionals combine their business skills, such as strategic thinking and problem-solving, with technical expertise. They can help you develop a marketing strategy to reach ideal customers.

What Is a Marketing Consultant?

Depending on their skill set (such as Event marketing or Web design) and industry  (such as consumer products or B2B services)  a marketing consultant may concentrate on a specific niche. Regardless of their area of expertise, these experts should be able to improve your marketing efforts! However the process of finding a suitable fit for your organization can be daunting, so here's a list 7 qualities to look for when hiring your next Marketing Consultant.

1. Accountability Partner - Entrepreneurship can get lonely. A whopping 86.4% of non-employer businesses are sole proprietorships. Hiring a marketing consultant is beneficial because they can serve as an accountability partner, ensuring that projects are completed and goals are reached.

1.  Personalized Coaching Experience - There's no one size fits all solution when it comes to marketing. A good marketing consultant honors each client's unique journey, giving you the opportunity to build on the knowledge and skills you already have.
   
   

1.  Develop a Clear Understanding of How the Internet Works - This allows you to stop throwing spaghetti at the wall hoping something sticks! Furthermore, a marketing consultant can help you to gain a clear understanding of how the internet works and how it can be leveraged to your advantage.
    

1. Gain a New member of your professional network - Having a marketing consultant who is knowledgeable and experienced in their field can give you peace of mind when it comes to applying strategies with proven results!

2. Uncover Your Blind Spots - It sounds obvious, but you can’t fix what you can’t see. You likely don’t realize what's holding you back. A marketing consultant can help you identify those problem areas that are unknown to you.

1.  Clarity - Many of us are dealing with "information overload" which means you’ve heard so many ideas, that you don't know where to start or what to choose. Marketing consultants help businesses evaluate their current situation and set clear plans of action.

1.  Flexible Scheduling - Since everyone is not full-time self-employed most Marketing agencies offer evening and weekend hours for clients to work around their work schedule. In addition, you can work remotely as marketing sessions are conducted through phone or video conference. 

In conclusion, small business owners can find the support and guidance they need in working with marketing consultants. These professionals can offer a fresh perspective on your brand and customer’s experience that may have been overlooked. Compact Digital Marketing has experts who are sensitive to your unique business needs. We want to teach you how the internet works, as well as provide you with key insights into current trends and technologies for business grow! Contact us today.

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