Weekend Favs October 19

Weekend Favs October 19 written by John Jantsch read more at Duct Tape Marketing

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week.

I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.

  • Upscale Pics – Enhance low-resolution images using AI.
  • Crisp 3 – Unify external and internal communications through this multichannel messaging app.
  • Sendspark – Send personalized videos quickly and easily to prospects and customers.

These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape

The Self-Reliant Entrepreneur Reading: October 17

The Self-Reliant Entrepreneur Reading: October 17 written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with John Jantsch on The Self-Reliant Entrepreneur – October 17

It’s time for another episode of The Self-Reliant Entrepreneur. Once a week, I’m sharing a reading from my new book, due out in October 2019. The book is structured around 366 daily meditations for entrepreneurs. They begin with a quote from some of the great authors of the mid-19th Century, which I then place in a modern context for today’s entrepreneurs and business owners.

The excerpt below is from the October 17 entry.

Today’s Reading: Creating History

“The student of history is like a person going into a warehouse to buy cloths or carpets. They fancy they have a new article. If they go to the factory, they shall find that their new stuff still repeats the scrolls and rosettes which are found on the interior walls of the pyramids of Thebes.”

Ralph Waldo Emerson – “Uses of Great Men” The Oxford Book of American Essays, ed. Brander Matthews (1914)

Spanish-born philosopher George Santayana popularized the adage, “Those who cannot remember the past are condemned to repeat it.” In a 1948 speech to the House of Commons, Winston Churchill paraphrased the quote slightly when he said, “Those who fail to learn from history are condemned to repeat it.”

Both meant this as a warning to those who did not study the failings of past as a guide to the future.

What if you saw your entrepreneurial journey it in a much different light? What if by recognizing that your “new stuff still repeats” you created your own history?

Starting today, could you look at content creation and journaling in the way that a documentarian might? Could you start to document every aspect of your journey as a way to learn from yourself, learn from your mistakes, your triumphs, your daily observations of the mundane as well as the thrilling?

You have much to teach yourself by stopping and taking note, and there’s a very practical element from a brand standpoint. Sharing your journey and using your documenting practice is one of the strongest ways to connect with your audience and invite them to join you on your journey.

Challenge Question: What’s the hardest part about being an entrepreneur? (That might make a great blog post.)

Want to learn more about The Self-Reliant Entrepreneur? Click here.

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Ahrefs.

Whether you work for a big brand, run your own small business, or do freelance work—it doesn’t matter—getting traffic to your website is hard. Ahrefs is the all-in-one SEO toolset that makes it easy.

Ahrefs’ tools show you how your competitors are getting traffic from Google and why. You can see the pages and content that send them the most search traffic, find out the exact keywords they’re ranking for and which backlinks are helping them rank. From there, you can replicate or improve on their strategies.

They have a 7-day trial for only $7; head over to ahrefs.com to sign up.

From the Ground Up Interview – The Self-Reliant Entrepreneur

From the Ground Up Interview – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

Marketing expert and author John Jantsch sat down with Jordan Stella of UpCity for an interview in their From the Ground Up series. Jantsch discussed his own entrepreneurial roots and how that relates to his latest book, The Self-Reliant Entrepreneur, due out on October 22, 2019.

The book is structured as 366 daily meditations designed to help entrepreneurs find meaning and purpose in their life and work, and it features quotes from transcendentalist authors framed with thoughts from Jantsch himself, informed by his own entrepreneurial journey.

Check it out – From the Ground Up: An Interview with John Jantsch of Duct Tape Marketing

What All Businesses Need to Know About Website Design

What All Businesses Need to Know About Website Design written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Chris Martinez
Podcast Transcript

Chris Martinez headshot

Today on the Duct Tape Marketing Podcast, I sit down with Chris Martinez, the CEO and co-founder of DUDEAgency.io.

Martinez has been working in web design for years, first as the founder of WebsiteIn5Days.com, which was focused on creating websites and providing digital marketing support to solopreneurs. With the creation of DUDE, Martinez now focuses on digital marketing firms (DUDE actually stands for Digital Updates Done by Experts).

In this episode, Martinez shares some of his vast knowledge about website design. From the best way for a small business to get their first website up and running to the elements that any business must include on their pages, this is the episode to listen to if your website could use some help (or hasn’t been created yet!).

Questions I ask Chris Martinez:

  • What’s the role of the website for small businesses? 
  • What are the must-have elements that any business website needs?
  • What are the options business owners have when it comes to creating their brand’s website?

What you’ll learn if you give a listen:

  • How to strike the balance between design, content, and SEO.
  • Why website design is never really finished, and what that means for business owners.
  • How to create a cohesive on-boarding process for new clients.

Key takeaways from the episode and more about Chris Martinez:

Like this show? Click on over and give us a review on iTunes, please!

This episode of the Duct Tape Marketing Podcast is brought to you by Intercom. Intercom is the only business messenger that starts with real-time chat, then keeps growing your business with conversational bots and guided product tours.

Intercom’s mission is to help you provide simple, quick, and friendly service for your customers. When you can give your customers the one thing they’re looking for, you’ll generate amazing results for your business.

Want to learn more and take advantage of a 14-day free trial? Just go to intercom.com/podcast.

Transcript of What All Businesses Need to Know About Website Design

Transcript of What All Businesses Need to Know About Website Design written by John Jantsch read more at Duct Tape Marketing

Back to Podcast


John Jantsch: Hello. Welcome to another episode of the Duct Tape Marketing podcast. This is John Jantsch and my guest today is Chris Martinez. He is the current CEO and co-founder of DUDE Agency, dudeagency.io. An outsourced web development firm in Tijuana. Mexico, so, Chris, thanks for joining me.

Chris Martinez: Thank you so much for having me.

John Jantsch: So let’s talk about websites in the big picture. For businesses, particularly small business, I have a lot of small business owner listeners, what’s the role of the website today? What’s its job?

Chris Martinez: I think that there’re several jobs, but overall, if you’re looking big picture, it’s got to be a revenue generator for you. It’s got to be a way that you can capture and then with some other software integrations, nurture leads and eventually convert those people into paying customers.

John Jantsch: I read a statistic the other day that said something along the lines of 82% of people that visit your website are, first of all, doing it for the first time, and secondly, won’t take any action that first visit. I mean if that statistic’s true and I think that we can all agree to some extent it is what does that implicate for somebody building or somebody using a website in their business?

Chris Martinez: I think it’s very, very accurate. I think it’s very accurate for the majority of people who have websites. I also think it’s reflective of just the world in general because the first time that you meet somebody you don’t really … If you were to walk into a store for a first time, you never knew who they were a lot of the times you don’t buy anything. People are trying to gather information and then once they have some information and they feel they can make an educated decision, that’s when they get further down into the funnel and they’re ready to make a buying decision.

John Jantsch: So with that in mind, if somebody comes to you and says, “I want a website,” and they don’t have any real ideas in mind, in your kind of checklist of how to design a site, are there some must-have elements that at least for today you would tell pretty much, obviously, different industries have some different things, but for the most part, are there some elements that you think need to exist in some way on every website?

Chris Martinez: So that’s kind of a loaded question and I’m going to give you a plug right now because it absolutely has to start with a strategy, right? You do need basic fundamentals of your message, identifying your market and then having some sort of offer. And then once you have those fundamentals in place and you have their overall strategy, then you can start going into the website and you can basically transfer all the things that you created as a part of the strategy to the website. So in terms of things that you absolutely want to have, I mean you have just a couple of seconds to capture somebody’s attention when they come to your website for the first time. So you absolutely need to be able to communicate to them what it is that you do, how you help them and what that person is supposed to do next.

Chris Martinez: And I’m kind of swiping that from Donald Miller, sorry. I almost a Dennis Miller. Donald Miller in StoryBrand because that’s a lot of what he says is like, “Passing the grunt test,” and so those are three elements and that’s more along the lines of copy. But in terms of layout and design, you absolutely want to have those three things above the fold, meaning before somebody has to scroll down a website, that’s what that visitor is going to see. And then a call to action, a primary call to action and then a secondary call to action.

Chris Martinez: And then as you scroll through the other things that we recommend are like testimonials and social proof. A very, very simple explanation of how you help a client go from point A to point B, so ideally it shows your three or four-step system. And so that’s basically it. I also like a simple thing is images, right? You want images that show real people. So real images are always going to outperform stock images and you want to show images of people who look and seem like your ideal client.

John Jantsch: So over the years, design trends seem to come and go. So homepages are very small, they had a lot of navigation, options on them, and essentially it was like an index page. That’s what we actually called them, right? And so the goal was somebody, “Here’s every option,” like a table of contents, “go find what you’re looking for.” Today, it seems like we have the long scrolling kind of journey page. You see times when people use a lot of stock photos and now it seems like we’re into a lot of illustrations that are very light and airy and a lot of white space. How do you manage as a design firm? How do you manage the fact that or balance maybe the fact that that people want to kind of see … They want their site to look updated, but then we’re jumping on one trend to the next, I mean, is there some sort of balance or I guess another way to ask that is are there trends that are driving your design today?

Chris Martinez: Yeah, design definitely matters. It’s really hard to pinpoint if you do X, Y, and Z, you’re going to hit the ball out of the park every single time. Every business is a little different. Every industry is a little bit different. Design does matter. But what matters most is your ability to convey how you help people. So let’s look at the flip side of one of the most ugly websites in the world that crushes it, Craigslist. Now, everybody has used Craigslist for the most part, and if you’ve never heard of Craigslist, please go type in craigslist.com or.org and look at it. It’s the ugliest, most simple website ever. But it absolutely conveys what it is what they do and it helps people get what they’re looking for. So at the end of the day, you do have to show people how you help them, whether that be through a video or actual text or even like a podcast interview. And that is what really is going to help you to generate more leads and sales.

Chris Martinez: And then the other thing that you want to think about is how are people coming to your website? So maybe they heard you on a podcast interview and they’re like, “Oh, my God, the story that John just told is amazing. I’m really, really excited.” So when that person comes to your website, they’re already a little bit further down in the funnel so the design might be different or the impact that the design has might be different based on where that person is coming from. If they heard you from Yelp, it’s a different story. If it’s the first time that they’ve ever heard you because they Googled you and your name popped up for a marketing agency, then that person’s going to be at a different stage. And so design matters, but there’re all these other things that you need to take into consideration as well.

John Jantsch: So that leads me right to my next question. I think there was a time when people would say, “Let’s go get a website.,” as it was kind of a separate element of everything else they were doing. They had all their other channels and I think a lot of websites were designed that way. I remember, in the early days, people would have sites, they wouldn’t have their logos on them, they would be different colors. I mean, it was like nobody actually talked to anybody else at the business when they designed the site. But today, I mean it’s clear that you can’t have a useful website without a ton of content. You can’t have probably a useful website from a marketing standpoint without considering search engine optimization even in the design phase. I mean, so how do you balance design content and SEO? Because I think they almost have to be done together, don’t they?

Chris Martinez: Yeah. So the easy answer is to hire somebody who knows what they’re doing. Because if you’re a business owner, it’s very, very difficult for you to be able to implement all these things yourself in addition to running your own business. But everything does need to work together and it needs to be congruent in conveying your message. So for design, for example, I’m not a designer. We have a lot of designers here and I’ve hired many of them, amazing ones. And so there’s a thing called color theory and basically, color theory is that different colors convey different emotions. So depending on who your client is or company that you have in your value proposition, you want to have certain colors that reflect and convey emotions to that perspective visitor.

Chris Martinez: In terms of copy, I mean, copy is unbelievably important because people are going to read what’s on the page and that’s one of the ways that they’re going to determine whether or not you can help them or not. And then in terms of development, designers can design amazing things or you might have some concepts in your brain as to how you want things to function on the website, and a developer has to come in and be actually able to make those things come to reality on a website. And then from the marketing team, “How are we going to drive traffic? How are we going to optimize things and basically, get the most leads that we possibly can and making tweaks and changes as we go along the way?”

John Jantsch: And now a little word from our sponsor. Intercom wants more of the nice people visiting your website to give you money. So they took a little chat-bubble in the corner of a website and packed it with conversational bots, product tours, NPS surveys, all sorts of things that amplify your team and help you reach more nice people. Intercom Customer Unity got 45% more loyal users with Intercom in just 12 months. Go to intercom.com/podcast to start making money from real-time chat. Then see everything else Intercom can do. That’s intercom.com/podcast.

John Jantsch: Okay, so we’ve talked a lot about the importance, the overarching importance of a website, and so I think that puts a lot of pressure on getting it done. So you actually you have a certain model for working with business owners and you work with a lot of agencies. You’re a partner of Duct Tape Marketing. Let’s just kind of briefly define what are kind of the options out there for somebody trying to get a website built? So they realize maybe they’re starting a new business and so they’re starting from scratch. What are the many options that they have available to get a website built?

Chris Martinez: I mean, I like to say that there’re really only three options. You can do it yourself, you can hire an in-house team to do it or you can outsource it and basically contract an agency or your local web development company to be able to build that for you. And most people when they’re starting out, they opt for option one, which is doing it themselves or hiring a company to be able to do it for them.

John Jantsch: Well, and really over time, it’s gotten easier. I mean, you’ve got WordPress as a core, CMS and there’re lots of themes and there’re lots of page builders, so in a lot of ways getting it done, I mean just physically getting it done has gotten a lot easier. But again, I think the question comes down to getting it done well is one consideration. And the other consideration for a lot of business owners is, is that a good use of your time? I mean, I know I used to actually put together WordPress websites and I mean, you can go down a black hole and two days have passed and you haven’t eaten, you haven’t drank any water. I mean, if the site’s done, but maybe that wasn’t a good use of your last two days. So I’d like to give you an opportunity to kind of explain your model at DUDE Agency because I think it’s a bit of a hybrid.

Chris Martinez: Yeah. So we work with digital agencies. So those companies that are building out the websites, they’re typically very, very good at the strategy and they’re very good at selling, so they work with the local businesses and they come up with this overall plan. And then where they struggle is they have a hard time in the operations and actually getting these projects completed on time and on budget. And that’s basically where we come in and we give the agencies, the people as well as the processes so that they can take on more projects and get these projects done profitably. And so our process is basically, we run a subscription-based model. We have a team of people, my company’s like you mentioned in the beginning of the show, our company is actually located in Tijuana, Mexico, which nobody ever thinks of when it comes to web design and development. And when most people think of Tijuana, they’re thinking of other things that we won’t talk about, but we all know what they are.

Chris Martinez: So yeah. So we give these agencies a team of people to help them set up and implement. So the strategy’s already created, the instructions are given to us and then we’re able to build everything out and any tweaks and changes that need to be done we have our team here in Tijuana to be able to help get all those things done. And one thing I do want to mention is that a website is never finished. It’s always a work in progress, not just like fixing tweaks and changes. Actually on my own website yesterday, for some reason a button was showing really, really strange on the website.

Chris Martinez: So I sent a little a support request over to my team and I said, “Hey guys, can you fix this?” And they were able to fix it really right away. Those little things happen all the time. But on a bigger scale, once you start driving more people to the website and you start collecting data because that’s another function of a website. This website that I should’ve mentioned is it’s a data collection center. So once you start to collect data, then you can make updates and changes to the site to help improve what we call conversion, getting more leads.

Chris Martinez: So maybe your offer that you had up there for the free consultation is just bombing and so you want to change it. And so maybe instead of free consultation you change the verbiage and it could be meet your new consultant, or maybe you change it all together and it’s like download an eBook and then it goes into something else after that, after you’ve built a little trust with that perspective visitor. So all those tweaks and changes are gathered by an agency and then interpreted into, “Hey, this is what we need to do to optimize,” and optimization is always, it’s always ongoing so it never really stops. And so all those support tasks, technical and design-related, those are the things that we help agencies with.

John Jantsch: And you mentioned a support ticket. And one of the things that I think I is, in my experience, I’ve worked with a lot of business owners and we’ve come into websites that in various different ways and some needed a total overhaul, some needed new content, some had been around forever and they were on this old platform. And I mean it didn’t ever seem like two of them are alike. How have you been able to streamline the process or actually create process that has allowed you to really move pretty rapidly through what sometimes can be a clumsy process?

Chris Martinez: Yeah, this is one of the things that I nerd out on and that I really, really get excited about that most people are like, “God, get this away from me,” But it’s like standard operating procedures, right? And being able to see, “Okay, these things might all look different, but how can we identify what’s similar within all of them so that we can create standards and processes for that?” So one of the things is standardizing your onboarding process. So the way that you’re collecting information from the customer, and this actually can apply to any business.

Chris Martinez: If you have a new client let’s standardize the way that we’re collecting all the information that we need so that we can start implementing the solution. I mean I’m talking about scripting it out, asking the same questions, inputting the information the exact same way with every single client and new client project. And then once that gets conveyed over to whoever’s going to start that implementation process, having that person do that process the same way every single time. And basically, just breaking down all those things into very, very small, manageable steps.

John Jantsch: So I think process is great, but how do you also fight the inevitable client or two clients that say, “Well, we just want to do it this way. I mean this is how we’ve always done it.” And then you don’t want to lose the business so you bend a little and next thing you know you’ve got 10 different variations of the process. Have you been able to wrangle that in?

Chris Martinez: Yes, and I believe that that starts in the prospecting and sales conversation. So when you work with somebody, you want to establish yourself as the expert. I’ve torn both of my Achilles, believe it or not, and so I’ve had two very, very different experiences. The first time I tore my Achilles on my left leg, I had absolutely no idea what that process was like. I didn’t know that there were different doctors with different skill sets. I didn’t know that there were different procedures. I didn’t know that there were different ways to rehab it. So I went into the first guy and it was a disaster. I mean, I play soccer, I’ve played soccer my whole life and my recovery with that was over two years. It was horrible.

Chris Martinez: The second time I did it, I went into the doctor knowing exactly what I wanted and I told the doctor, “Hey, I want this type of procedure,” and then he said, “Perfect. I understand exactly what you’re looking for. We’re going to do this, this, this and this and this and we’ll have you up and walking again within 10 weeks,” and I was like, “This is fantastic.” Now, I did not question the second doctor’s procedures at all because he completely understood what I was looking for and he had the social proof to back it up that he could give me the results. He could have told me to eat a can of lima beans every single day and I would have done it because I had that much respect for his expertise. And he had the proof. On his walls, he had all these pictures of professional soccer players that he had worked with.

Chris Martinez: And so that’s the type of relationship that you want to establish with your new client even before they become a client. So that then they know that you’re the expert and they’re essentially hiring you because of your expertise. And the big thing with clients is that in many ways they want to be told what to do, but they just want to feel like they’re a part of the process. Nobody wants to feel they’re there having information jammed down their throat. And so you could actually build that into your onboarding process by asking them, “Hey, so when we initially spoke, you said you’re looking for this, this, and this. Tell me a little bit more about that.”

Chris Martinez: And then once they give that to you, now they feel like they’re giving you information. You might actually disregard everything that they say, but still, they feel like they’re a part of this process. And now as you move into the next stage, you can basically deliver your solution that you know is going to work and then also say, “Hey, and this is how we integrated in your recommendations or your requests.” and now they feel like this is a teamwork type of project.

John Jantsch: Yeah. And I’ve always contended that you get ideal clients by teaching them how to be ideal. And if you have a process that you know is going to deliver value, that if they adhere to it, then I think you can get pretty confident about saying, “No, we know this is good for you.” And I think you’re right. I think, if we don’t guide clients they just assume that it’s up to them, to design the process, and so I wholeheartedly agree. So, Chris, where can people out more about you and your work at DUDE Agency?

Chris Martinez: Yeah, so you can go to the website at dudeagency.io and then we’re also on Facebook, facebook.com/dudeagency and then Instagram dudeagency.io and then also on YouTube too. So we have a lot of really cool videos, fun as well as educational and stuff. And then we also have our podcasts on our dudeagency.io website, and I do know a certain somebody who is going to be on that very, very soon, so it’s a great, great listen. Yeah.

John Jantsch: Awesome. Yeah. Thanks, Chris. And, of course, we’re going to see you at the Duct Tape Marketing Consultant Network Summit in October and Savannah. Yeah.

Chris Martinez: I cannot wait. Cannot wait.

John Jantsch: Yeah. Looking forward to it. So thanks for stopping by and we’ll see you soon.

Building a Business Your Team and Customers Love

Building a Business Your Team and Customers Love written by John Jantsch read more at Duct Tape Marketing

Marketing Podcast with Seve Farber
Podcast Transcript

Steve Farber headshotOn this episode of the Duct Tape Marketing Podcast, I chat with author, speaker, and leadership coach Steve Farber. He is the founder and CEO of The Extreme Leadership Institute, where he helps leaders in the business, non-profit, and educational worlds grow and learn to inspire.

He’s written four books about leadership and business, including his latest, Love is Just Damn Good Business: Do What You Love in the Service of People Who Love What You Do.

Farber and I discuss the foundations of his most recent book, and he shares how integrating love into your business model can inspire employees and win you loyal fans. Then, he gives leaders a framework for cultivating love in their own businesses.

Questions I ask Steve Farber:

  • When you say “love” in the title of a business book, what do you really mean?
  • How do you make love a discipline and a practice in business?
  • What’s the link between loving what you do and creating a business your customers love?

What you’ll learn if you give a listen:

  • How the structure of modern life influences the way people approach their work.
  • What the LEAP model is and how you can apply it in your business.
  • Why focusing on impact can help you find the love in your own business.

Key takeaways from the episode and more about Steve Farber:

Like this show? Click on over and give us a review on iTunes, please!

Klaviyo logo

This episode of the Duct Tape Marketing Podcast is brought to you by Klaviyo. If you’re looking to grow your business there is only one way: by building real, quality customer relationships. That’s where Klaviyo comes in.

Klaviyo helps you build meaningful relationships by listening and understanding cues from your customers, allowing you to easily turn that information into valuable marketing messages.

What’s their secret? Tune into Klaviyo’s Beyond Black Friday docu-series to find out and unlock marketing strategies you can use to keep momentum going year-round. Just head on over to klaviyo.com/beyondbf.

Building a Business Your Team and Customers Love

Building a Business Your Team and Customers Love written by John Jantsch read more at Duct Tape Marketing

Back to Podcast


Klaviyo logo

John Jantsch: This episode of The Duct Tape Marketing Podcast is brought to you by Klaviyo. Klaviyo is a platform that helps growth-focused eCommerce brands drive more sales with super-targeted, highly relevant email, Facebook and Instagram marketing.

John Jantsch: Hello and welcome to another episode of the Duct Tape Marketing podcast. This is John Jantsch and my guest today is Steve Farber. He is the founder and CEO of the Extreme Leadership Institute. And he’s also the author of a book we’re going to talk about today, Love is Just Damn Good Business: Do What You Love in the Service of People Who Love What You Do. So Steve, welcome to the show.

Steve Farber: Thanks, John. It’s great to be here with you.

John Jantsch: So there’s been a lot written over the years about this idea of do what you love. And actually I think one of the great distinctions that you have added to this is in the service of people who love what you do. And I think a lot of people get that equation wrong.

Steve Farber: Yeah, I think you’re right. Do what you love is, it’s a nice to have, right? And we all aspire to that, I would guess. I don’t think there’s many human beings that would say, “Nah, I’m really not interested in that.” But this whole notion of that’s all it takes, that’s the end of the story, if you can reach that everything is taken care of, is really not accurate. So for example, if all I’m doing is what I love, right? That’s it. And I don’t care about the impact of what that is on anybody else, as long as I’m doing what I love. That’s just another way of saying narcissism. So you know, doing what you love is important, but for what purpose and toward what end. So do what you love in the service of people who love what you do, I believe really creates the full context for that. So yes, I’m doing what I love, but I’m using that, I’m tapping into that, I’m harnessing that in order to give great value to you. To you, my colleague, to you, my employee, to you, my customer. So yes, I’m doing what I love, but I’m using that to give great value to you. And if I do that to its fullest, what’s going to happen is you’re going to reciprocate, you’re going to love me in return. And that’s where our great customers come from, among other things.

John Jantsch: Yeah. I can think of half a dozen things that I love to do that no one would pay me for. But one of the things that I think is missed, and I think maybe I want to pull this out of you a little bit because over the years what I’ve experienced is that it’s almost cyclical. You’re going to love your… If you’re doing something for people who love what you do, it’s going to increase you’re loving what you do. And think that a lot of people… You know, I tell people all the time that are looking for, how do I find that thing I love? I tell people all the time, “Get good at something and I bet you love it.” And I think it’s the same way here. Get good at serving some ideal client delivering tons of value and it’s actually going to increase how you love your business.

Steve Farber: Yeah, I think it’s a really important point. You know, we like to kind of sort things out and to make them into a nice, neat, linear kind of a formula or a process and it’s very organic, right? So, like you said, if I’m doing work that I’m not particularly fond of, right? But I’ve been doing it for a while and I’ve gotten really good at it. And then I start to notice that, well, you know, I really enjoy being good at this and I like the impact that it’s having on people. And maybe I’ve made some great relationships at work and maybe I get letters from my customers or clients telling me what kind of difference I’ve made in their lives. And then pretty soon as it starts to dawn on me, you know what? I really do… At first, maybe it’s, I’m rather fond of this. And over time it can become more of a passion, right?

John Jantsch: So I’m sure you have to defend this all the time, if you’re going to put love in the title of a business book that you know loves this kind of soft thing. I’ve actually experienced it to be really hard, but I don’t think you’re talking about the greeting card kind of love are you?

Steve Farber: No, I’m not talking about love as a sentiment, but more like love as a practice in a discipline, right? So saying the words is easy, writing the card is nice and it makes people feel good to get to get a nice card, and I think that’s something we should all do. But in business it’s not simply about going through gestures like that. It’s about really, I like to call it, operationalizing love as a business practice. So what we have to answer is what does that look like? What does love look like in our business? Or what should it look like? If I want to create an environment, for example, that people love working in because I understand that people that love working here are going to do better work and they’re going to attract other people like them. They’re going to be my best recruiters.

Steve Farber: And I’m going to attract and retain the best possible talent, right? If I want to create that kind of environment that I believe we all should, then I’ve got to ask the question, what do I need to do differently to show the people that work with me, for me and around me, that I love them? And that I appreciate they’re working here and that I value their contribution. What do I have to do in terms of how I engage them in making decisions and the physical environment and our policies and procedures. It filters into all of that. So you’re right, love is not soft, it is hard and it takes discipline and it takes practice. And yeah, I suppose there’s a bit of a risk in slapping it right there on the front cover of a book. But, you know, that’s the… I’ve been doing this for 30 years, John, this is the conclusion that I’ve come to, it’s inescapable. It’s inescapable. So why not just put it out there and sound the trumpets, et cetera.

John Jantsch: Yeah. And I’m on board, I’ve been saying it for 30 years as well. However, probably like you, I remember it was till about 15 years ago that you didn’t get a lot of eye rolls still, even with business people, hardcore business people that thought, you know, show me the money, show me the numbers on this kind of stuff. But I’m finding more and more people and maybe it’s a symptom of the fact that there seems to be no division between work and play and family. And it’s like, it’s all kind of run together today. And do you feel like that dynamic has actually made it easier for people to accept this idea of something that maybe was seen as, “Oh no, I love my family and I love my church and my…” That kind of stuff that was over there. But now I cross over the door into the business and I’m a different person and it seems like that’s gone away a little, hasn’t it?

Steve Farber: Yeah, I think it has. I think we’re progressing along those lines. And having said that, for your more mature listeners who may remember Tom Peters, and I wish that everybody would, but the younger generation doesn’t know him as well. I was vice president of Tom’s company back in the ’90s, from ’94 to 2000. So Tom Peter’s is arguably one of the greatest management thinkers of our day. And we were talking about this stuff back then in the early and the mid-’90s. That people want to do meaningful work and they want to love their work and we should create an environment that people can really do incredible things. And so the concept is nothing new but then using the word love overtly out front as a challenge to people, that’s still a little bit new.

Steve Farber: So what I’ve found is what is… I think you and I have experienced the same thing. There is very little eye-rolling that happens in response to this when it’s put in the right context, all right? I mean if I were to come out on stage in one of my keynotes and say, “Listen man, you know, the solution is all you need is love. Just, just love everybody and let’s, let’s all be happy all the time.” It would empty the room, but that’s not what this is. So, the argument, if that’s the right word, is our competitive advantage comes from having our customers and clients love what we do for them. That’s it. I mean, we should all know that by now. Anything short of that, there’s no loyalty. Right?

Steve Farber: So then let’s back it up one more step. The only way to really create that kind of experience for customers in a meaningful and sustainable way over time is to create a culture or an environment or a team or a company that people love working in. And I can’t do that. As a leader, as an entrepreneur, as a business person, as a colleague, I can’t create or contribute to that kind of culture that people love working in, unless I love this, the team, the company, the values we stand for, the customers that we’re serving, myself first.

John Jantsch: Yeah. And like so many things related to love. I mean it’s pretty hard to fake it. You know, you’ve got some great case studies of companies that have shown ROI, shown proven results from taking this point of view. But I’m sure you’ve also worked with or talked with organizations that are, “Yeah, we’re on board. You’re right. This makes sense. Everybody’s going to love our company now.” So how do you actually do that? As opposed to just having a meeting about it once a quarter.

Steve Farber: Yeah. So that’s the thing. It is about doing it, not having done it or having talked about it at a meeting and checking it off of your list. That’s what I mean when I say it’s a discipline and a practice. Right? So really what it starts with though, I believe it does start with laying the expectation out there, right? We get to say to your team, we want to create an experience that our customers are going to love, is a very different challenge from saying we want to improve customer service, right? So, if you’re on my team or brainstorming together and I say to the team, Hey, how can we better show our customers that we love them? We’re going to get a different quality of idea then if we say, how do we improve customer service?

Steve Farber: So the languaging is important, but it’s just the start, right? So then the question is, well, if that’s really what we want… So if you want to create an environment that people love working in, for all the reasons we just talked about, then what should that look like in the way that we do business, in the way that we contribute to this culture, in all of the nuts and bolts and the very fabric of the way that we do business. And that’s something that we need to work on consistently over time. It’s not something that you’ll slap the copy of love is just damn good business on everybody’s desk and say, read it and voila. You know, we’re all a bunch of a… You know, now we’re all driving around in Volkswagen bugs and beetles and you know… That is not what this is, it takes practice and discipline over time. And when I find really interesting about this, John, is that our collective expectation as business people, and I’ve seen this in in North America, I’ve seen it around the world, our expectation is that people see that love has no place at work.

Steve Farber: Yet. And I can’t prove this scientifically, but anecdotally I will tell you that most people that I talk to and work with, they already get this. They already knew this. They just thought that maybe something was wrong with them, right? They already had this impulse and this idea and this kind of tendency, but they’ve been conditioned to believe that it has no place at work. So we’ve got this weird kind of dynamic going on that everybody thinks that everybody’s going to be resistant to this idea, but really very few people are. I mean there are certainly are some and there are always going to be some people that say, “You know what? This is not going to happen in our business. I pay people and they do their job and that’s it.” And that’s cool. That’s cool, I’m just not going to end up working with those people most likely. I’m not in the business of convincing anybody of anything.

John Jantsch: Yeah, I think it’s going to be people who love what you do, right?

Steve Farber: Yeah, I think. So really, I’m not in the business of convincing anybody, but I am in the business of confirming what a lot of people already know and just haven’t known what to do with it.

John Jantsch: I want to remind you that this episode is brought to you by Klaviyo. Klaviyo helps you build meaningful customer relationships by listening and understanding cues from your customers. And this allows you to easily turn that information into valuable marketing messages. There’s powerful segmentation, email autoresponders that are ready to go, great reporting. You want to learn a little bit about the secret to building customer relationships, they’ve got a really fun series called Klaviyo’s Beyond Black Friday. It’s a docuseries, a lot of fun, quick lessons, just head on over to klaviyo.com/beyondBF, beyond Black Friday.

John Jantsch: So you have a bit of a model that you call LEAP, as kind of the pillars of this. And maybe briefly you could, L-E-A-P, tell us what those stand for. But then I’d like you to kind of come back and say, okay, if I’ve got a successful remodeling business, for example, a local business, how do I bring LEAP into play now? So first unpack LEAP and then let’s go into kind of how that would work in a real business.

Steve Farber: Sure. And by the way, you know this whole model is built on observations of real business. So, this was not created in an ivory tower, saying, well what sounds nice and that people would buy, right? This is observation, trying to encapsulate what I’ve learned in 30 years of doing this work. But LEAP, it’s the roadmap or the framework, it stands for love, that’s the first foundational element to this, energy, audacity and proof. Love, energy, audacity and proof. I first wrote about this model in my first book called The Radical Leap, which came out in its first edition way back in 2004. So this model has been out there for quite some time, lots of companies and individuals have been using it to great success in their business. So there’s an action element to all this.

Steve Farber: So if I take love, energy, audacity, and proof and put it into an action phrase, it’s cultivate love, generate energy, inspire audacity, and provide proof. So love is what we’ve been talking about here so far. It’s really the foundation for this whole thing. Energy is the juice, the enthusiasm, the engagement that we bring to bear on everything that we do. Audacity is a pretty highly charged word and I define it as a bold and blatant disregard for normal constraints in order to change things for the better. So it’s not think outside the box, it’s more like what box? Right? And then finally, proof is everything from the results that we get… So, you know, as business people, our proof is largely in the bottom line, certainly. But proof also has a personal element to it, am I proving that I mean what I say and I’m not just saying it. I mean what I say and I prove that through the consistency and congruency between my words and my actions. I say something, you see me do it. It’s the old walk your talk, practice what you preach, lead by example, kind of a thing, right?

Steve Farber: So love, energy, audacity, and proof. So in a business like a remodeling business or any professional services company or any fortune 100 company for that matter. The question is whatever it is that you are working on, so if it’s the business as a whole or a particular project, can I cultivate the love for this project, idea, business, et cetera? Can I generate if… Let me think of it this way, if I can cultivate the love for it, generate the energy necessary in order to get that done, inspire myself and others to be audacious in this pursuit with generating big ideas and taking bold action, and provide proof along the way that I’m making progress, whatever it is that I’m trying to do, I have a better chance of succeeding in it. Right?

John Jantsch: Absolutely. I will tell you by observation, I’ve worked with thousands of businesses and increasingly this idea of love and energy and even proof, I think make a lot of sense to anybody who’s trying to run a business this way. The one that really struck me is I see very little people thinking, at least proactively, about the potential impact their business is having on the world. In some, occasionally after the fact, “Wow, we didn’t mean to, but we sure helped a lot of people.” You know? It seems like. And I think that… Well, again, this is just personal bias, I think that idea for a lot of existing businesses probably has more potential than any component of this because I think it’s so radically different than how most operate.

Steve Farber: Yeah. So I think that varies from company to company for sure. But just to give you a little confirmation of your instinct there, John, I did a survey… This has been maybe at least five years ago now. I just went out to my list and most folks are at least relatively familiar with that LEAP framework. And I said of these four, love, energy, audacity, and proof, what do you feel you need the most help with? And audacity came out number one, by a factor of like three to one. And I think… So there’s a lot to, as we like to say nowadays, unpack there, but audacity involves risk, right? It’s challenging the norms, it’s going beyond the status quo. And risk by definition is a scary thing. If it didn’t feel scary, we wouldn’t feel like we’re taking a risk.

Steve Farber: I mean, a risk means there’s no guarantee of a positive outcome and that scares us. Right? And the only way to really have a huge impact and be innovative and be a market leader is to take risks. Again, we know it intellectually, every business book that’s ever been written tells us that we need to do that. But there’s a difference between the intellectual understanding and the actual experience of it, right? So the connection there is, if I really love this idea, I’m much more likely to take a risk in order to carry it out. So there’s a very strong connection. You know, love and fear are kind of two sides of the same coin here, love is the motivation that gets me to step up and the fear associated with audacity is what the experience feels like and kind of some of the things that I need to do.

Steve Farber: So if you expand that to its fullest, the most audacious thing that we can do, as business people and as individuals, is to strive to change the world for the better. To have that impact that you were just talking about. And a lot of companies don’t… If I’m going to remodel somebody’s kitchen, for example, I’m not thinking about changing the world. I’m thinking about all the stuff that I’ve got to get done, hopefully, on time and within the budget. Right? And if we could do that, man, that’s really something.

John Jantsch: Well, that’s proof. That’s what I mean. Yeah. That’s proof that we do [crosstalk 00:20:05]-

Steve Farber: And very important. Right? But here’s the thing with a little bit of added perspective, okay? So listen, if I remodel this person’s kitchen, am I changing the world? Well, maybe not world with a capital-W but I’m damn well changing the world of their family and I’m having an impact by doing phenomenal work for them. And if I do phenomenal work for them and their family feels that for decades to come, are you going to tell me that that’s not going to impact my business in terms of my reputation and the word of mouth and referrals and all that stuff? Of course it is, but we just think… We limit ourselves. So we limit our own view of our capability to change at least our piece of the world for the better and those small-w worlds, as I like to refer to them, they add up and we are having an impact. So you don’t have to be Gandhi, Martin Luther King, Mother Teresa change the world. You could be Bob or Jane, the interior designer, that changes the world of their customers. And that’s a phenomenal thing.

John Jantsch: Well, I do marketing consulting, and over the years, my best clients are ones that I started actually looking for them as a behavior, were the ones that were trying to change their industry. They were trying to raise it up, they participated in it, they were on committees, they were in their association. And I think that that’s not much of a leap to have a pretty significant impact on your industry. But I think it’s more of the point of view of that’s one of our goals rather than just getting through the day.

Steve Farber: Yeah, exactly. It’s like, I think just like anything else, people get involved in causes and associations for any number of reasons. And there are those people that will do that for networking, they want to make the connections. And there’s nothing wrong with that, but you can always tell the difference. For somebody who’s involved in… Let’s just say an association for example, involved in an association because they want to make contacts that will help their business and those that want to really leverage the collection of people there to do something phenomenal. You could tell the difference. And I think the more we tap into that part of ourselves or culture that part of ourselves, the more possibilities it opens up for us in business and in our communities and beyond.

John Jantsch: Speaking with Steve Farber, he is the author of Love is Just Damn Good Business. So Steve, why don’t you tell people where they can find the book and of course find more about your work.

Steve Farber: Sure. Well, the book of course is available wherever fine books are sold, including, of course, Amazon, et cetera. And you can find me at stevefarber.com and if you can remember my name, you can find me pretty much anywhere. So on Twitter it’s @stevefarber and Instagram is Steve Farber and LinkedIn is Steve Farber and Facebook of Steve Harvey. You get the picture. So yeah, I’m very easy to find. And on the website at stevefarber.com we’ve got a lot of great resources, video and audios, and the blog lives there and I’ve got digital learning experience and lots of really great stuff. So I invite you to come and check it out.

John Jantsch: Awesome. Well thanks Steve for joining us and hopefully we’ll run into you soon out there on the road.

Steve Farber: Thank you, John.

Basics of On Page SEO

Basics of On Page SEO written by John Jantsch read more at Duct Tape Marketing

A great SEO strategy is focused on getting your entire website to rank well. Rather than using generic keywords across all of your pages, you can tailor your SEO page-by-page, giving each individual webpage the best shot at performing well in SERPs.

That’s what on page SEO is all about. When you focus on these SEO elements on each page of your website, you can spread the SEO wealth and work to get multiple pages ranking for specific, targeted keywords. Here are the elements of on page SEO that every business should be thinking about.

Create a Legible URL

Every URL on your website should be short, sweet, and keyword-rich. Establishing the keywords for your homepage and main product pages are usually straightforward. Your homepage will likely be your business name. Your product pages might feature the names of the specific products. Your contact page should say just that in the URL.

Things sometimes get a bit more complicated when you’re creating URLs for content pages. How do you name each blog post? What’s the best URL for your latest podcast episode? The same basic principles apply here.

Keep the URLs as short as possible. Write them in plain english, avoiding number or letter sequences that might represent dates or mean something to your team behind the scenes, but that will read as gibberish to an outsider. And include relevant keywords in a way that makes sense. Don’t simply stuff keywords into URLs for the sake of hitting an arbitrary keyword goalpost.

Craft a Keyword-Rich Title

Each page on your website should also have its own title. Don’t get your title confused with your blog post headline; they’re two different things. Your headline is what appears at the top of your post, whereas your title is an attribute that affects your search engine ranking.

A title is the blue header that appears in Google search results, so you want it to be matter-of-fact and contain a relevant keyword early on. While blog post headlines should be created to entice the reader and draw them in, your title should cut right to the chase. What is this page about? The title will be read by both human prospects and customers as well as Google’s robots, which are looking to understand the content of your page.

There are a number of tools out there designed to help you create an effective SEO title for each of your website’s pages. If yours is a WordPress site, I’d highly recommend the Yoast plugin.

Write an Enticing Description

Your description is the other half of your SERPs metadata. While your title is the blue link that Google searchers click on to travel to your page, the description is the blurb underneath that gives them more information about what they can expect to find on the page.

As I said above, your title should be matter-of-fact; it’s the description where you can get creative and really work to draw the reader in. I like to think of descriptions as an ad for the page itself. In SEO strategies of yore, people tried to stuff as many keywords into descriptions as possible, thinking they’d trick the search engines into ranking the page higher based on their keyword-heavy word salad.

In reality, it’s the descriptions that are written for your audience, not search engine bots, that will win out. When your descriptions draw readers in, they click on the blue link. And actual attention from real readers is better than sneaky attempts to cram keywords in where they shouldn’t be.

Descriptions are another metadata component that the Yoast plugin can help with. The plugin allows you to change the description for each page, so that you’re not stuck with generic information that Google pulls from your site.

Include SEO Elements in Images

Images can do more than add visual interest to your website. By doing a little bit of behind-the-scenes work on your images, you can put them to work for your SEO strategy.

Whenever you include an image on your website, give the file a keyword rich title. If you run a lawn care business and are including a photo of a garden you worked on, rather than leaving the image file as the date the photo was taken, change it to something like “[Business name] garden care Denver Colorado.”

The same approach should be taken when including Alt text on images. Alt text is designed to help search engines understand what an image is about. A rich Alt text description that includes relevant keywords is yet another way to signal to search engines just what this specific page on your website is about.

Focus on H1 Headings

When you think about how you want to organize your on-page content, you should consider both human and robot audiences.

Think about how to divide the content up in a way that makes it easy for readers to understand. Let’s return to the lawn care company example. Say you’re writing a blog post about how to eliminate common lawn and garden pests. Before you write the post, create an outline. Where do you need to start when it comes to explaining this topic? What basics should you include for those who know nothing about lawn care? Consider the most sensible order in which to present the information.

With the lawn pest example, maybe you start by outlining signs a reader’s lawn might have a problem, with descriptions and photos to help them figure out just what kind of pest might be causing their particular issue. Then, you can detail specific courses of treatment for each type of pest.

Once you’ve decided how to divide up your content for reader usability, you want to think about how to organize that information in an SEO-friendly manner. Your headline should become an H1 heading. Your sub-points should be H2 headings, and bullet points can help organize information under each subcategory. While this strategy for organizing content makes it easier for readers to skim and settle on the information they’re looking for, it also helps Google to better understand your content.

Include Internal and External Links

A well-optimized page will include both internal and external links. Including internal links to other pages with relevant content can help Google to better understand how all of your content is related. When you include internal links, make sure the anchor text has keywords in it. That can boost your rankings with search engines.

Some people are hesitant to include external links on their site. Won’t that just drive traffic away from me and to someone else’s business? In reality, high-authority external links create a better user experience and are good for SEO. When you can draw a connection between your brand and a well-established and respected business’s page, it benefits you in the eyes of both your prospects and search engines’ algorithms.

On page SEO is a critical component in your overall SEO strategy. It’s all well and good to have broad SEO goals for your site, but you also want to optimize each page individually to give it the greatest chance at standing out in SERPS in its specific area of focus.