Rachel Ray + Hot Sauce = Marketing Gold

If you’re a business owner, a service or sales professional, or a marketing type and you’ve ever struggled with increasing your sales through better marketing, you’ll want to take these wise words from Rachel Ray to heart.
While appearing on the YouTube show Hot Ones from creators First We Feast, Rachel Ray dropped a piece of marketing and sales gold on viewers. The show, which features celebrities and others eating progressively spicier hot sauces as rated by the Scoville scale, often results in guests unintentionally letting down their guard due to the increasing heat from the sauce and wing combinations. For entertainment purposes, it’s worth a watch, but the Rachel Ray episode in particular offered a glimpse of something deeper.

Whatever your opinion about Rachel Ray’s personality, shows, meals, or anything else, there is no denying her marketing and business savvy. She’s made herself a household name with numerous brands licensing her likeness on various products ranging from kitchen utensils to pet food. And her career as a celebrity really only took off in her late 30s, making her a further rarity in today’s youth-driven media. So take her words to heart: they’ve built an empire.

Image courtesy of Wikimedia Commons

In this particular episode (you can watch the full episode here, or just skip to the quote directly), Rachel eats the hot sauce directly, without the aide of any wings, and delivers the following, “I just think… any way you can express to people how easy something is so they attack that thing, that’s a successful marketing campaign.” Given the timing of her statement, it’s a reasonable assumption that she’s speaking about her core beliefs and operating principles (the hot sauce sure is effective at getting people to let their guard down, but “Marketing Hot Sauce” is another topic for another day.)

So let’s unpack her statement because there’s a lot there.

First – the focus is on the four crucial words ‘how easy something is’. That’s the core answer your marketing needs to provide. Most people and most companies struggle to create good marketing because they fail to give prospects an understanding of how easy it is to take action. If your marketing is overly complicated or makes your products and services feel overly complicated or complex to implement, then you’re likely turning off your prospects and wasting your marketing dollars.

Second – that focus should extend to the entirety of the campaign, and not just your outward facing marketing. If your prospects respond to your marketing and then find that it’s difficult to take action or to move forward in your client acquisition process (i.e. going to your landing page and then becoming confused about what to do next, etc), you’ll again prevent them from progressing into becoming a client.

Third – it’s not just about taking action, but taking decisive action. Look at the words “so that they attack that thing.” Ultimately, great marketing (and great marketing systems, funnels, and follow-up) don’t just make it easy for people to respond, they inspire them to take motivated steps towards accomplishing that “easy outcome”. That means great direct response marketing ultimately sends your ideal prospects into an action taking frenzy, not just lackadaisical response. When your marketing inspires people to attack their goals (and implement your solutions in their plan of attack, of course), those people are happier and more likely to have success than the prospect casually pursuing a solution with no real motivation or desire. So make it easy, and make it desirable. Your prospects will thank you by taking action.

Fourth – there’s no one right answer to marketing. Every market is different, and the words “any way” imply doing whatever it takes to reach your ideal prospects and connecting them with your message. In this particular content, Rachel is referring to the evolution of younger consumer preferences for faster consumption of cooking recipes and videos. Marketing is fluid and dynamic, and you need to adapt the core of your message (a.k.a. the recipe, in this example) to the preferences of your prospects in order to reach them the way they want to be reached. When you make the effort to adapt your marketing to meet your prospects where they are, they appreciate it because most (if not all) of your competition isn’t going to that length.

The Clock Is Ticking

Visitors often only spend seconds on a website before deciding to leave or take action. Make it easy for them to take action.

Just A 50% Bounce Rate

A 50% bounce rate on your marketing funnel landing page means that half of the cost and effort of driving that activity was entirely wasted.

Conversion Points Deliver Answers

Your KPIs are the real indicator of whether or not your marketing and systems resonate with your prospects. Proper analytics is crucial to identifying the parts of your marketing that aren’t working and implementing improvements that make a difference in your bottom line.
Just as Rachel’s statement about marketing contains a lot of information and wisdom packed into a short sound byte, growing your business effectively requires distilling your message and marketing process into something simple and easy to consume that delivers beyond expectations with layers of planning and execution. If you need help getting the marketing, the message, the medium, or the method ironed out and in predictable, profitable order then get in touch with Champion. Your bottom line will thank you.

An Open Letter To Any Business Owner Working With A Marketing Agency Legally Founded After July 4th, 2015

Are you and your business being ripped off by “agency opportunity” types?

If you’ve been advertising online, you’ve probably noticed that prices keep going up and valuable metrics and measurable KPIs (a.k.a. results) keep going down. And odds are, you might not be getting the answers you’re looking for when you ask your marketing agency why things all of sudden went haywire or why results aren’t like they used to be.

If you didn’t know, one of the most popular niches in “digital marketing” is teaching people how to do digital marketing. This type of training and teaching is sold to people who have little or no business experience and do not know how to market, advertise, or structure a business – but they want to make money online.

And in the summer of 2015, courses offering this type of training flooded the digital marketing landscape. The course promoters offer things such as template websites, contracts, forms, scripts, and sales pitches.

These courses offer to teach people how to swindle hard-working, honest, ethical business owners out of their hard earned profits in exchange for minimal value delivery. Countless pop-up advertising agencies were born in the middle of the night, making wild promises to susceptible business owners who just wanted to keep making an honest profit amidst increasing market competition in nearly every industry.

Staples of these courses include:

-Templates that offer to eliminate any kind of actual work done on behalf of the “agency”

-Tips and tricks for how to literally do ZERO work for clients (outsourcing everything, taking their money off the top) and still banking big profits (a.k.a. taking your hard earned profits for themselves for something you could do yourself, in-house, or outsource for a fraction of the cost)

-Teachers and “gurus” who typically have never sold or marketed anything other than “make money opportunity” types of products and courses making wild claims and promises about the simplicity of making money successfully executing online marketing (a.k.a. they have rarely, if ever, made any money outside of teaching people “how to make money”)

-Techniques that are “flash-in-the-pan”, non-proven across multiple niches or industries, brand-damaging, lacking in long term focus of sustainability, or worse, flat out illegal or unethical

-Hype, over-promotion, and tons of affiliate marketers touting “the next big thing” to bring “money in by the truckloads”

These courses and trainings operate on the premises that “knowing literally anything” gives them an advantage over small business owners like yourself who “know nothing”. After all, it’s easy to throw out a bunch of technical sounding babble to seem qualified and to ask for money that YOU have had to earn for your business.

And at Champion, plainly, we’re sick of it. These people are ripping off you and your business without a care in the world. You work entirely too hard as a small business owner to see your profits taken by incapable clowns acting as glorified middle men. So what can you do?

Educate Yourself

There are loads of ways to educate yourself against these “agencies”. But the easiest way to educate yourself is simply to look at some of the agency opportunity sales sites. You’ll notice they all offer some variant of the same basic trappings.

Here’s “how to start your own digital marketing agency in 10 days” on Udemy. Price: $11. Here’s the link. https://www.udemy.com/start-your-own-digital-marketing-agency/

Even worse, some of these people simply do a google search for free information on how to start their business. You can see examples here, here, here, here, here, and here. Your own simple Google search will yield pages of the same, with tons of suggestions for similar searches.

https://www.entrepreneur.com/article/300681

http://www.serped.com/start-digital-marketing-agency/1682

https://www.forbes.com/sites/johnrampton/2016/01/04/how-to-start-your-own-content-marketing-business-in-2016/#7ebbe1ec3a74

https://www.udemy.com/how-to-start-a-successful-social-media-marketing-agency-work-from-home/

https://www.thebalance.com/how-to-start-an-online-marketing-business-1794233

https://www.wikihow.com/Start-a-Marketing-Business-For-Free

Now ask yourself this question – would you trust someone operating off of $11, or even worse – free, advice with YOUR business? Didn’t think so…

Get Numbers.

Data drives digital marketing. Period. Which means your “agency” should have enough access to data to perform a relatively accurate market assessment, needs analysis, and probable performance expectations. While certainly nobody can make a guarantee about specific numbers or metrics, if your “agency” can’t give you a ballpark estimate for your ROI and explain how they arrived at those numbers, run for the hills (and make sure not to cut them another check or cancel your auto pay before they take one more penny from your pockets!)

Trust Your Gut.

Something seems off? It probably is. Does the work seem likes it’s been done by an overseas outsourcer? It probably has been. Do you feel like you’re setting your money on fire with nothing to show for it? You probably are. And it’s probably best to bail out, ask for a refund, and move on to an actual agency with real sales and marketing know-how and workers based in your country.

Want Better Results?

Call Champion. We’ll help you determine what kind of results you should be getting in your business, and you can decide if you’re happy with where you are – and what to do about it.

Stop Getting Ripped Off And Start Getting The Results You Deserve

Why Most Small Businesses Fail In The Fight Against Corporate Giants (And What You Can Actually Do About It)

Quit Bringing Water Guns to War

Sure, you’re familiar with the phrase “don’t bring a knife to a gun fight”, but most small business owners would be flat out lucky to have so much as a knife to fight with in the war against the corporate entities that threaten their very existence.

Think about it: the knife to a gun fight analogy worked when it was twobad hombres in the old west dueling it out in the street. Presumably, they were both on relatively equal footing to begin with, so deciding to pull a knife when your enemy is using a gun would make for a fairly quick surrender, or worse.

The key here, is that both “bad hombres” stood on relatively equal ground at the start of the duel. In the case of Small Business David versus Corporate Goliath, most small businesses are bringing a water gun to an all out war for market share that large corporate entities are in the business of pursuing day in and day out.

Corporate Goliath has a veritable war-chest of options: full-fledged, dedicated departments for marketing, sales, HR, R&D, etc. and a board of dedicated C-Suite Generals commanding and driving their forces with ultimate goal: the bottom line as it relates to shareholders, owners, or other governing interests.

And most small businesses respond to these corporate “wars” for marketshare with the equivalent of a water-gun: a half-hearted attempt that ultimately leads to abysmal failure and fear of what might happen in the future on the battlefield of business.

Pick Your Battles Wisely

You can’t fight on every “battlefront” and win. There are battles you shouldn’t even consider (lowest prices, etc), battles you might win in the best of circumstances (TV & radio promotions, etc), and battles you can win in surprisingly dominant fashion (email marketing, etc).

So where do you want to fight? Because the only places that make sense to invest your hard earned time, energy, resources, and willpower into fighting are the battles where you can score victories for your business. Score enough of those victories and they eventually add up to a profitable, sustainable, and successful enterprise.

A few battles small businesses can win, and win big:

  • Customer Service
  • Quality of Your Product/Service Delivery
  • Warranties/Guarantees
  • Convenience
  • Branding Personality & Culture
  • E-mail Marketing
  • Digital Advertising
  • Direct Mail
  • Search Engine Optimization
  • Trade Shows
  • Direct Sales
  • & lots of others depending on your unique business niche!

You can’t win them all, but if you choose wisely, and especially if you can put together the right combination, you can win more often than not and do so in a surprisingly predictable, and profitable manner.

Fight Like Hell

But, and this is a sincere word of caution, when you choose to go to battle, you actually have to GO TO BATTLE. That means committing to fighting 100%. The absolute worst thing you can do is to show up to a battle and refuse to get involved. Bring your full attention, bring your full resources, and throw everything you have into winning the battles that you choose to fight.

…If you commit to better customer service, be unrelenting in your serving of customers.

…If you commit to winning SEO, be unrelenting in your pursuit of search engine domination.

…if you commit to advertising online, be unrelenting in your digital advertising.

You get the point.

You can only win the battles you 100% commit to fighting, so give it all you’ve got.

Double Down On Your Strengths

There will always be areas you can improve, and you should certainly do your best to shore up your weaknesses. Consider, however, what it would do for your business to leverage your strengths and multiply your results rather than simply shoring up a few weaknesses. Big wins and massive gains can be had by concentrating on doing what you do “well” even better and at a higher volume.

Own Your Niche

There is something your audience wants that only you can provide, and when you find the people who want that one thing, your business will explode. You might even call this “your winning formula”. This formula works when you align your marketing efforts with your most responsive audience and your ability to fully leverage the products and services you provide. Your winning formula will have you winning battles time and time again over the corporate giants who are too clunky to adapt and too bland to truly connect with your audience.

So Now What?

So you’re ready to abandon your water guns and you’ve decided to commit to finding the right weapons to fight winnable battles for your business, and that’s awesome. The question now becomes, which battles do you fight? What makes the most sense for the resources at your disposal and the organization you’re growing? How do you leverage the value of your unique offerings?  What is the exact right niche to dominate? If you need help with any of these, schedule a consultation to get help by clicking below.

Upgrade Your Water Guns To Real Ones