Simple Offline Strategies for Brick and Mortar Growth

Hi, my name is Debbie. Welcome to the six figure

shift show. This is title simple offline strategies

for brick and mortar growth. In this episode,

we sit down with marketing strategist Mark Newsome,

also known as Mr. Marketing, to uncover surprisingly

simple low tech strategies that help brick and

mortar businesses boost revenue by 25 percent

or more. Mark shares practical, cost effective

techniques. business owners can use immediately

to find hidden profit centers, create long term

repeat customers and grow without depending on

complex tools. As always, Debbie subtly waves

in expert coaching insights to reveal untapped

opportunities for growth. If you're a small business

owner looking to shift into six figure success

using smart, straightforward marketing tactics.

This conversation is a must listen. Now, Mark

gave me five topics. Small business owners and

service providers have to stop treating their

businesses like glorified one night stands. So

what is your response to that? Thank you for

allowing me to be a guest. But think of it this

way, ladies and gentlemen, you see this happen

way too much. I was guilty of it myself at one

time. So I'm not above the fray. If you don't

realize it. Debbie will share with you and I

will share with you. It's typically now, if you're

using traditional marketing strategies, whether

you're marketing on or offline, by the way, let

me make that crystal clear. Whatever your term

is, it's typically gonna cost you 500 % more

in upfront costs to generate a first -time customer.

Debbie, we've all heard this, correct? Here's

what I'm saying to you. You spend all that effort,

all that time, all that money, all the resources,

all the assets. You get a customer. And what

do you do? You drop them like it's hot and run

off and chase the next retail customer. That's

treating your business and service like a glorified

one -night stand. Well, you say, well, what's

the answer, Mark? You drill down. In other words,

once I get Debbie to trust me enough to purchase

from me, now I try to get her to repurchase.

I try to get her to refer. I try to get her to

come back more often. You're drilling down. This

way here, When she refers somebody, I'm leveraging

her trust factor to her inner circle, be it professional

or personal. If she says, hey, have you seen

this movie, or have you read this book, or have

you listened to this podcast, or have you whatever,

you and I are 500 to 1 ,000 % more likely to

take it seriously. Well, that's what you need

to be doing with your customers. Your current

customers have a tribe, an inner circle, personal

and professional. When they say thumbs up, people

listen and when they say thumbs down, people

listen. So don't just get a customer and drop

them and immediately run after the next retail

customer. This is a huge mistake and for a small

business or a small service provider, especially

if you're just starting out. And when I say just

starting out, Debbie, I'm not talking about your

first three months. I'm saying maybe you're 18

months into the journey. This is costing you

way too much money. I like to say it like this,

Debbie. It's almost like you're heating your

house with $20 bills and you got the window open.

You're gonna go broke really fast. So drill down

into those customers. You call it total lifetime

customer value. That's a term, ladies and gentlemen.

After this show is over, I want you to go to

Google and YouTube and say, what is lifetime

customer value? Watch a couple of videos, three

or four minute videos. You have the concept down

and then you start applying it. Very good. Thank

you. but what i'm hearing is this requires a

certain type of mindset so if i'm just running

to the next customer and i'm not focusing on

what i need to do for myself and what i need

to do for my employees because i help my employees

and my employees help me it's a two -way street

whether it is making goals or worrying about

myself or being selfish only caring about myself

and that's not a win -win that's going to be

a lose -lose That's something that's very good

and very important. And I think every salesperson

should try to really understand that if they

can, because I want to have a win win because

I want to make money. The company makes money

and then everybody makes money. And to me, that's

the bottom line is that I'm in business because

I want to make money. And if I'm not, then my

business is not going to survive and it's going

to go under water quickly. Let's discuss not

being victimized for using social media. What

do you think about that? What's your reason?

Ladies and gentlemen, here's the thing. Debbie,

you're on social media, correct? I'm on social

media. You should be rocking social media. But

ladies and gentlemen, I kind of partly blame

the guru and guruettes out there who are trying

to make being online and being successful online

sound like a snap and a piece of cake so they'll

say stuff like, you don't need a website. Now,

while technically that's true, Here is the caveat,

ladies and gentlemen. Don't ever forget this.

Unless your last name is Zuckerberg, you and

I don't own these social media platforms. I like

to say it like this, Debbie. We're glorified

tenants, and they're the landlords. It's like

sleeping on your in -laws couch. You never know

when they're going to come home and say, Debbie,

I love you, but you got to go. Now, when that

happens, where is that going to leave you? Homeless.

So if you're online, it's great to be on social

media, but ladies and gentlemen, you need your

own, I like to say spot, Debbie, for lack of

technical terms. I have a self -hosted blog.

So that means people can find me online and I

don't have to worry about whether or not I broke

some, inadvertently broke some rule. That happened

to me on a social media platform, ladies and

gentlemen. Long before I had my self -hosted

blog, I was humming along, creating content on

this one particular platform. And lo and behold,

one of my coaches tried to warn me. She said,

Mark, you need to have your own self -hosted

blog. I didn't want to learn WordPress, Debbie,

so I fought it. And I said, and one day I logged

in and it was a notice and said, your account

has been shut down because of violation of one

of the terms and policies. Debbie, they never

defined it. They never said what I did. They

just said, this is our platform, pal. You broke

the rule. You're out. About four months later,

they reinstated the account. I've never posted

any content to their sense. But the point I'm

trying to make to you, ladies and gentlemen,

you need your own opt -in email list and you

need to not. What you try to leverage social

media to do is to get people off those platforms

onto your own opt -in email list. If anybody's

told you email's dead, ladies and gentlemen,

run in the opposite direction because that's

nonsense. You need your own email list and you

need your own website, whether it's an e -commerce

site or, in my case, a self -hosted blog. Don't

get the free platforms for WordPress. They're

both free. Pardon me. I don't confuse people.

You have dot com dot org. I have a self hosted

wordpress dot com site. If you get dot org bottom

line, don't get the one at WordPress. It says

Mark Newsome dot wordpress dot. Don't do that.

Get your own self -hosted blog, which means you're

gonna need a domain name, registered domain name,

and then you and I stay in control. Ladies and

gentlemen, you see all these people on these

TikTok, LinkedIn, Instagram, X, they could wake

up tomorrow and their 500 ,000 followers on this

platform or that platform, gone. I guarantee

you in the time we're doing this podcast together

somewhere in the world, Somebody's had your account

shut down for the first second or third and final

time guaranteed So you and I have to remain in

control and the way you're gonna do that get

your own opt -in email list of subscribers and

Stay away from the free email providers and what

I mean by that. It's okay if they offer a free

trial But you want to end up paying for your

account so you stay in control. That was good.

Thank you so I want to be able to know my Ways

of advertising and understand it one hundred

percent and be able to protect myself i know

hopefully that nothing can really happen because

everything that i've done all the work i've done

with. Website social media that can go out the

window and i don't wanna see that happen i can

lose my business that way and that's another

thing that requires a mindset because to me.

That requires research if i want to do it myself

in not even if i want to pay somebody to do it

i really want to be able to understand what they're

doing and also one day they might like hand off

the platform to me and say you can finish it

or help me with it or something like that these

are all extra things that i want to do i don't

wanna depend on somebody else as even up to somebody

else to run my company. That just requires laziness.

And then a lot of times that will turn into greed

because then I just want more and more and people

to do things for me. So then I'm not doing anything,

but I'm making money and I'm making money off

these people. So then I just want to make more

money and then it turns into greed. So there's

a lot of situations here. Thank you for that.

Let me say one other thing because you touched

on something really important. I want you to

think about this. There are a lot of people.

I've noticed this on LinkedIn. It could be on

the other platforms, too, because I'm Primarily

on LinkedIn. I have an ex -account, but I'm not

as active. LinkedIn is where I'm at, but I wanted

to say, I said that to say this. Ladies and gentlemen,

all of the content you and I post on social media,

if they shut your account down temporarily or

permanently, that stuff is gone. Do you understand

that? You mentioned about all the hard work.

It's almost like you work for a company 20 years,

they fire you, you get no severance pay. You

get nothing. They just shove you out the door.

There are a lot of people I've noticed this with

the Millennials. They're only rocking social

media I've asked several of them that I've gotten

to know on LinkedIn Do you have your own website

and they say no and I asked why not and they

say I don't need it And I don't go any further

Debbie. I just think well, that's what you think

They are convinced their accounts aren't gonna

get shut down why they believe this I don't know

So ladies and gentlemen, it's imperative you

like she if you want to stay in control and be

in business then you gotta do the things that

business people and entrepreneurs do and one

of the things they do not do is set themselves

up so they're out of control. And if all you're

doing is social media, you don't have control.

You are playing musical chairs and sooner or

later the music's gonna stop and you're gonna

be caught without a home. Yeah, it's called the

social media addiction. How to systematically

generate 25 to 40 % more gross profits without

constantly having to add outrageously expensive.

for first time customers. What's your response

to that? Now this, ladies and gentlemen, you're

going to laugh when you hear this because we're

all familiar with this. First of all, as you

all know, if you don't know, you're going to

find out that first time customer, because there's

no trust factor. They don't know you and I, you're

glorified strangers. It's like you ever heard

the old saying, trying to get people to buy online

the first time they come to your website or first

time they hear you on a podcast. That's like

going to a social event, meeting a complete stranger.

and within 30 minutes proposing marriage. Now

you'll hear that just as ridiculous. That's exactly

what is the same concept of you and I trying

to sell somebody right out of the gate. You drive

traffic to a sales page. They don't know you.

They don't trust you. They don't know anything

about you. Other than the fact you're asking

them for money. Think about that. So I said that

to say this. Who has not experienced this, Debbie?

You drive through or walk into an iconic fast

food restaurant and you say can I have a quarter

pounder with cheese and strawberry shake and

they automatically come back with and say would

you like fries with that that simple six word

phrase just added an additional 10 to 40 percent

gross props because remember every day all over

the world somebody either walks in or drives

through this iconic fast food restaurant who

remain nameless but they all do it It's called

an upsell. Some people call it an add -on sale.

Here's the point. When they say, would you like

fries with that? 10 to 40 % of the people who

come through the establishment say yes. Now notice

what happened. They just sold you and I another

product at retail price, mind you. They didn't

have to go back on television. They didn't have

to do radio. They didn't have to do billboards.

They didn't have to do In a newspaper, you and

I were right there and they just made a logical

offer. Amazon does this all the time. For those

of you who shop on Amazon, you buy something,

they say, hey, if you like that, you might like

this also. That's called an ad on sale. Now,

before anybody sends you a note in the chat or

later on, they say, but I don't sell hamburgers

and shakes. You don't have to. You need to find

a relevant product or service. If I say to you

peanut butter, How many people you think would

say jelly as a response? So if you buy peanut

butter, you're probably going to get jelly. If

you buy jelly, you're probably going to get peanut

butter. So the point is, don't let them go somewhere

else to get the other product. You'll sell it

to them. If you don't have any additional products

and service, now you're getting into something

a little more sophisticated, but not difficult.

We call it joint venture and collaborating kind

of what Debbie and I are doing. Like for instance,

I don't have a podcast audience. She does. So,

I try to figure out a way to get on shows like

hers so I can get in front of her audience. That's

called leverage, ladies and gentlemen. In fact,

let's say Debbie and I are sitting across. Debbie,

do you have a favorite place where you like to

go get a mocha or a cappuccino or any of that

stuff? Let's say she and I are sitting in Starbucks

chopping it up and she says, one more. I really

like some of your ideas and strategies. I'd love

it if you came on my podcast and shared it with

my audience. And I go, really? Wow, I'd love

to. Do you see how i've gone from one to one

to one to many the same amount of time? The same

effort 10 times the results in terms of exposure

That's called leverage When you say would you

like fries with that or whatever the offer is?

And you got it ladies and gentlemen. Here's another

word that you don't hear a lot, but you better

start implementing it Testing now us fancy consultants

debbie. We call it a b split testing You offer

this, you offer that, and you gauge and you let

your audience, you don't tell your audience,

you ask them. And they will tell you, do they

prefer the pentamento peas or the Irish cranberry

sauce? Then you'll know. And if you don't have

these things, you collaborate with people who

have them. It's called the back end. So in other

words, I might not have the product, Debbie has

it, so she suggests, hey Mark. I'll let you give

this low -end front -end product of mine or service

away to your customers as an additional bonus

and it exposes her to new people rather than

her going out there running ads. This is a powerful

strategy that's right in front of your face.

If people are coming into your business or going

online on your business, if they're coming to

your website buying, you should have something

called an order bump. Order bump basically means

when they get to that Check out page. There's

a little arrow kind of going like this. We've

all seen them. They're saying hey, I got a little

paragraph get this extra little thingy and it's

normally a discounted price. You should have

either order bump on the page or if you're doing

it physically you have and pardon me. That's

my legs making this thing shake W. F. But the

point is you should have an additional offer

and let me just say one other thing because this

right here ladies it was a multi -billion billion

dollar opportunity. If you or any of what we

call your vendors, suppliers do mail order, you

need to have your market tested, extremely time

sensitive offer. I call it a profit booster inside

their outgoing mail. So when their customer opens

it up, they get what they ordered. And then there's

an extremely time sensitive offer from you via

them. So you're writing endorsement as well.

And they say, this is normally 89 bucks, but

I can get it for 69 or 59, but I gotta do it

by this date. Just like, would you like fries

with that? That fast food restaurant doesn't

get everybody, but you know what? They get enough

that the executives, their kids go to the best

colleges on the planet, they drive the best cars,

and they live in the biggest houses. Would you

like fries with that? And one other thing, Debbie.

This iconic fast food restaurant that came up

with this concept of, would you like fries with

that? And I'm not saying they invented it. I'm

saying they have perfected it. They didn't sit

on their laurels. They found a way to make an

additional 30 to 60 % profit. How? When you and

I say yes to would you like fries with that?

And by the way, when I say, would you like fries

with that? They might say, would you like an

apple pie with that? Would you like something

else with it? When they say, would you like fries

with that? And we say, yes, they come back with

two simple words, Debbie. And they say, supersize

you. Look what just happened. Bam. And again,

they're not discounting their price. They're

getting retail on the on the French fries or

whatever you want you and I buy and on the supersize.

One product led to two additional sales times

X amount of customers per day around the world

due to math, ladies and gentlemen. There I'm

off my soapbox, Debbie. That was good. I used

to manage stores and that was exactly what we

did. That made the company a lot of money, but

we worked on commission. So that is a lot of

extra money, too. Exactly. Really a win win.

I always like to say that you're a born salesperson,

which means that people that are in sales, really

good at sales, are born with liking to talk a

lot, used to Get used to talking to strangers

all of the key things that a salesperson does

being an extrovert something that introverts

do not do so that some of those qualities. You're

born with some you can learn but i really good

sales person a lot of times are born with those

qualities whatever industry you're in it could

be retail. Or a company executive position services

anything there's always something that's always

an additional product or an additional service

for something that i can offer why because company

does not sell just one thing it's very rare.

They sell more than one thing even if it's just

a little thing like a warranty or like an extra

serve small service like that but again. This

comes down to am i going to be dedicated enough

to the company and even to myself to go out of

my way to offer these things to my customers

which is takes a second to do but am i really

gonna do that and that's what i wanna ask myself

and if the answer is no. Then to me i wouldn't

waste my time on the job i wouldn't waste my

time doing that because that's just gonna be

completely waste of time if i say no then maybe

i could do something to try to say yes help myself

in some way motivate myself in some way educate

myself. But if i'm really gonna say no and i

really don't want to. To me it's just it's just

not worth it i might want to get a job where

just answering the phone or something that's

all i'm doing this is some qualities you might

not be able to control but there are a lot of

things there that just by changing your behavior

in your mindset. Can really make a difference

and it could be a matter of survival at that

point next topic is how to consistently generate

first time customers. for literally pennies on

the dollar without having to spend a nickel on

outrageously expensive traditional and ad campaigns.

In a sense now, this may sound like a contradiction

because the last one said, hey, you don't need

to do that. Now we're saying, hey, how do you

get first time customers without going in a hole?

I'm going to kind of go around robbing here,

Debbie, but we're going to bring it home. Ladies

and gentlemen, I want you to follow this. Let's

suppose Debbie runs a retail appliance store.

No, no, she's a jeweler. She sells some of the

best looking bling in town. Everybody knows,

but they think she's a little bit on the high

side. She's kind of got an upscale thing going

on with her clientele. First thing, she should

come on her podcast rocking a $5 ,000 necklace

and some $650 earrings, which by the way, retail

actually hard costs cost her half. but she sells

them at full retail. So when she's on camera,

the women, I'm telling you, the women are checking

her out and she's gonna get some DMs saying,

oh, I love your earrings, I love your necklace,

blah, blah, blah. So here's what Debbie does.

And this is what you should do if you're a retailer,

even a service provider. Every month, Debbie

holds a free drawing. So when you walk into her

store, she's got this cutout of this beautiful

$5 ,000 necklace and he's $650 diamond study.

In other words, she wants to attract her audience

to jump on her list. Why does she want to do

that? Several reasons, but here's the most important

reason. First, she's going to leverage your in

-store traffic. She's also going to leverage

her vendors and her suppliers. If her suppliers

are women. She's gonna offer them some bling

at cost like she might say you can get a $2 ,000

necklace for 50 % of the retail price on my hard

cause but you got to do two things and they're

like they're all ears what she says you join

my list my opt -in email list and Be when you

come to pick up your bling you drag a friend

with you who's at least 18 now They say Debbie.

I was always taught in sales and I'm sure you've

heard the same thing They say everybody in the

network marketing industry is notorious for this

everybody knows at least 25 people, locals. Well,

she's got the vendor and now the vendor's friend,

theoretically that's 50 people. Debbie knows

on average 30%, three out of every 10 of those

are gonna become customers either of hers or

her competitors within the next 90 days or less.

That's why she ethically bribes them to drag

a friend. Now when she does her free drawing,

here's what she does. She has two, get it, follow

this, ladies and gentlemen. Most have one grand

prize winner. No, not Debbie, because Debbie's

a really smart, sophisticated marketer. She has

two guaranteed first prize grand winners every

month. One male, one female. The gentleman can

win a $5 ,000 Rolex watch. Now here's the point.

Let's say she's been doing this for three years.

Her local list. opt -in email list after four

percent unsubscribed for whatever reason or x

percent doesn't matter she still got 36 ,732

people on her opt -in email list i'm just making

these numbers up ladies and gentlemen for example

purposes now here's my point she doesn't need

to go on outrageously expensive prime time radio

and prime time tv does she no she sends a series

of extremely time sensitive email messages and

she says hey we're about to put up a quarter

percent of our inventory on closeout meaning

it's going away and we got to make room for the

new stuff in order to really show how much we

appreciate you a being on our list and b being

a valued customer and c giving us testimonials

and b referring us new business if you'll come

into the store with a friend who's at least 18

you get x percent off come by yourself like say

she says you get 30 percent off no no 40 percent

off up to $3 ,000 or X. Come along, 10 % up to

$200. Now, if you're serious about saving some

money on some bling, Debbie, you know they're

going to take that second option. Drag a friend.

They're going to text, call, girl, you're coming

with me. I'm going to tell my boy, hey, man,

I'm going over here to check out this lady's

bling. She's having a closeout sale. She says

just for dragging a friend who's 18, I can save

even more. Come on, we're going. So here's the

point. This is what I want you to think about.

When they drag a friend, that's the same as the

fast food restaurant saying, would you like fries

with that? She's ethically bribing you to go

out there and save her money. Now here's what

I wanted to get at Debbie. I don't know the numbers

you've heard, but I know you've heard them. They

tell us in sales when you do, especially when

you do traditional, outrageously expensive radio,

local prime time radio, the drive by and all

that crap. No offense to the people who sell

that now. When I say the word crap, I don't mean

that derogatory sense. But the point I'm trying

to make is they say it's going to take between

7 and 21 what they call touches or exposures.

Ladies and gentlemen, I want you to take how

to calculate. Let's just split it in the middle.

Instead of 7, instead of 21, we're going to go

with 14 in the middle. If it's costing you $650

a touch and it's going to take 14 of them, Before

you generate that first -time customer so you

can always see you're in the hole She's eliminated

90 % of that because she said mark just for going

out and bringing me a potential new customer

I'll hook you up with a better price and some

more bling and let's say I'm a commercial real

estate broker I'm selling these multi -million

dollar properties Debbie sharp. She said mark

Want you to come into the shop with a friend?

She says and I got some special Rolex watches

the presidential watches over here and cost between

10 and 15 grand She says I want you to take a

look at these so I look at that $15 ,000 watch

that's whoo that is nice And she says I tell

you what because you brought a friend if your

friend you're up mark I'm already on her list

she says mark if your friend joins my list before

you to leave the store I will let you have that

$15 ,000 Rolex at my actual hard cause 50 % $7

,500 what? and she said i'm gonna do one better

you put up three thousand dollars down and then

you make payments what no interest i'm in now

here's the point when i'm out there showing these

multi -million dollar properties in the future

and it's summertime so i got on a short sleeve

shirt and i'm waving around my fifteen thousand

dollar rolex do you think i'm gonna get some

hey man i really like your watch where did you

get it questions and debbie tells me mark the

moment you send me three customers You stop whatever

the balance is that you owe me. You don't owe

me anything. Am I going to hustle a little bit

extra so I can get out of paying her the balance?

She just netted three customers, 25 people, 75

people times point three due to math people.

You see where I'm going? This is how you can

generate new customers for literally pennies

on the dollar. And if I'm married, which I'm

not, but got a girlfriend, she says, Mark. Have

your girl come in and bring a girlfriend. I'll

hook them both up with $3 ,000 worth of necklace

and earrings at my cause provided they join my

list and they bring a friend. Do you see how

she's building an army for pennies on the dollar?

Debbie, I hope they can see that. Yeah, thank

you. And that was a good point. So Unfortunately,

the statistic is the average person focuses mainly

on the first impression of the person. Like you

mentioned, watches and the actual statistic that

a psychologist will tell you. First impressions

are about, count for about 5 % of what you do,

the business that you do with the person, if

you're a friend with the person. Whatever you're

trying to accomplish the first impression is

a very small part of the encounter but we consider

a lot of that to be a very large. Percentage

and that's because that's the world that we live

in that's the environment that we're in and then

you also talked about networking so. That's very

important also. And I think that's another word

for what you were saying and you were talking

about upselling. So again, this, a lot of this

is based on your mindset. If you make money,

your company makes money and then your company

might give you a bonus. So it might, then it

goes back to you. I really want to think this

is good for a business owner or an executive

to really understand this. because they could

teach their employees this also. And they could

also teach their employees because they're the

ones that are running the company and they want

to make money. They want to make money for their

company. They want their company to stay in business.

So they could teach their employees what to do,

how to upsell, whatever the executives process

is going to be. They're going to teach their

employees that what's going to happen after that,

the employees are going to be more positive.

And then they're going to take that attitude,

that behavior home, and then they're going to

influence their family just from their boss wanting

to make more money in a positive way. How to

routinely turn expensive one -time customers

into an avalanche of long -term repeat customers

for a fraction of the traditional upfront cost?

This is one of my favorite, because it all kind

of ties into everything we're talking about.

Let's suppose I run mom and pop, in other words,

non -franchised local bakery. I'm competing against

the big names, one of them she named early on.

Here's how we're going to do that. Let's say

I have a plastic big gulp. You can buy whatever

you want, but if you get it in this big gulp,

extra large plastic cup, it's going to cost $11

.99. Now again, this is the concept, ladies and

gentlemen. Don't get hung up on the numbers or

the price and get the concept. Here's the way

it's going to work. First time Debbie comes into

the store. She buys she said i'll have an extra

large cappuccino and i'm supposed to be known

my little shop supposed to be known We got it

going on with the cappuccino. She's heard so

she wants to come in check it out for herself

So she buys the cappuccino for 11 .99 or x whatever

it is 7 .99. It doesn't matter when she brings

the cup back from now on she only plays 3 .99

or 2 .99 now if my cappuccino is halfway decent

or my gourmet coffee or my Cocoa or my iced tea

or whatever it is if it's halfway decent Where

is she more likely to come back to with that

cup as opposed to go and pay in retail every

time at the fancy? Franchise places a certain

percentage those people come back to me now I'm

not trying to make money off a large Cup of whatever

I want the back end. What do you mean mark? the

pastries, the donuts, the dozen bagels, and all

that. That's where I'm going to make the money

when she comes back. But I use that as a carrot

to get her to come back. Do you see how a printing

company could use this? A cleaning company could

do this? And when I say cleaning, I'm like, where

you get your clothes clean? Man, this is powerful.

And if you get the concept, you could go out

and give away, like, say, all the businesses

in my local area. that I know personally, I go

in and say, Debbie, when I come in here next

time, how many people in here are gourmet coffee

drinkers? She said, all five of us. She's like,

she runs a hair salon. She says, all five of

us love cars. I just give her the cup upfront,

give all five of them the cup. And now let them

pay the lower price when they bring the cup back.

Because I'm banking on the fact every day or

every other day, they're coming into the store

to get their large whatever. Ladies and gentlemen,

this is a powerful strategy. that if you're not,

and if we had time, let's say this was a four

-hour workshop Debbie and I were doing, we could

easily hook some stuff in the front of that and

the back of that and blow this thing out of water.

But this should be enough to show you that you're

potentially sitting on an untapped gold mine.

And if nothing else I said makes sense, Debbie,

I sincerely hope what I'm sharing here now makes

sense to your audience. So I get a coffee in

the morning at this one store and I bring my

cup because I'm eco -friendly. So I don't want

to buy cups and then throw things out when I

have nice mugs in my house. So I go to one store

and they give me a discount because I bring my

cup and it's a pretty big discount. It's like

50 percent. One day I was near another store,

which is very similar to that one. And I go in.

with my cup and they go, no, there's no discount.

And I was like, oh, really for bringing my cup,

I can give me any discount at all. They're like,

no, and I've never heard of that before. So I

don't go back there. It's that simple because

this is basic marketing. This is marketing 101.

This is literally like teaching a baby how to

walk. This is such a simple. concept to understand

and anybody could do this in any business it

doesn't matter what business you are just take

these businesses in this industry that we're

talking about and just insert your own and then.

You can do it that way you can apply it that

way and that will help because not only is it.

about the behavior and the way that the employees

act in the way that they care it's about that

i want to be able to have. Employees that are

efficient and positive and knowledgeable and

that does not happen unless i the executive or

the business owner is that way and i'm not only

teaching them that. I'm teaching them a way,

certain ways, different, whatever the business

is teaching them exactly. I'm going to take that

and apply it to the rest of my life, to the other

companies that I work in. And not only am I going

to give them a positive influence, who knows,

one day I might get a promotion, one day I might

own the company. You never know. So this can

go in a lot of different directions. We could

talk about all the directions and all these that

it could go into for a very, very long time.

But these concepts, these five discussions that

we have just had separate concepts are very,

like I said, very, very simple to understand.

But the question is, as a business owner and

as an executive, are you doing this because you

are the ones that are influencing your employees?

Your employee is not going to say, oh, I want

your company to have increases this month. So

therefore I'm going to do this for you. I've

never seen it. I've never seen that before. So

it's up to the company, the business owner to

understand all of these basic concepts. And if

they don't understand it, then there's a lot

of research, very easy, free things. that they

can look up, they could teach themselves, they

could get a coach, somebody like me, somebody

like Mark, and all these will help them, and

these things are very important. Thank you. That

was powerful, what you scared, because you're

really showing the macro, and I think most people,

they can't see the forest for the trees. This

is like super condensed, ladies and gentlemen.

If we had four or five hours or eight hours,

we could really, like she could hit it out of

the park, but I wanted to share something with

you. Every time a major brand, I'm just picking

a name out of a hat, Apple, They get ready to

introduce a new phone or whatever it is. People

are lined up around the block the day before,

hours before. If you're a local mom and pop,

non -franchised bakery, coffee shop, you show

up there early in the morning. Remember, we live

in the social media age and you pass out your

big gulp cups. The first one, you can sell a

first one at half price because remember you're

trying to bank on them coming back. So you say,

You show up, hi, I'm Mark's Coffee up the street.

What do you want? Cocoa, coffee, whatever you

got. You say, now when you bring this cup back,

we're just two blocks over there. Now you only

pay $1 .99. Now, first of all, all these people

sit out of there. Everybody probably doesn't

drink coffee, but the point is, they're going

to pull out their phones. They're going to start

hashtagging. They're going to let the world know.

So you're getting a first time customer for almost

nothing. You show them, you give them the cup,

tell them to come back, and they're going to

save a discount from now on. And number two,

When they take that cup to their tribe, job,

their own business, whatever, somebody's gonna

say, Debbie, what's the deal with that cup? She's

gonna tell the story for you. You don't need

all these fancy ads, but here's what I wanted

to share with you, ladies and gentlemen. I have

a question I call the magic question. Debbie,

is it okay if I periodically refer you new business

and customers? Sure. Did you hear that, ladies

and gentlemen? Did she hesitate? Did she say,

well, let me think about that more? No, now.

When you ask that question, ladies and gentlemen,

you don't ask this question of complete strangers.

It's people you already have an established relationship

with, like your vendors and your suppliers. So

you say, and by the same token, Debbie, as long

as it doesn't take away from anything you're

currently doing or will be doing in not so distant

future, are you okay with periodically returning

the favor? Sure, definitely. Ladies and gentlemen,

did you hear that? Not you heard her words, but

I'm going to translate this really quick. What

she is saying is, Mark, not only is it OK, but

I'm going to give you access to my current network

and my future network, which is going to be X

times better and more productive. You get access

to that, too. That's called the magic question.

Is it okay if I periodically refer you to a new

business? If they say what you have in mind,

you say, you know, I haven't worked out all the

details yet, but I just wanted to know if you

were open, I'll get back to you. If you need

help, there's at least two people you know to

reach out to. But the point is, that magic question

swings the door of opportunity to hinge wide

open. Take advantage. It's not about recessions

and all this stuff, ladies and gentlemen. No,

don't listen to that nonsense. You and I got

more opportunity out here than we're ever gonna

be able to take advantage of. That's a fact.

That was good, too. Thank you. So I always say

outside forces don't matter. It's all about the

mindset and it's all about your thinking and

what you really want to accomplish in life. And

I truly believe that I hold myself back because

there's no limit that I can do. And I feel this

pretty much for everybody. So I put my limits

on me and that's the way that. i succeed or i

don't succeed the business owners of huge businesses

the biggest businesses on this earth they don't

put limits on themselves they know that they

can do anything they want. The sky is the limit

and that's how they got to where they are but

that just depends on whether i can see that can

think that what my mindset is. and what i am

willing to learn how much i'm willing to educate

myself and this is the things that i do some

of these examples and then mark just explain

to you his side of the coin so if you take both

sides and put them together it's like super duper

when when and this is one of the reasons why

i do these types of things and we also mentioned

the networking and this helps marketing too.

That's what me and Mark are doing also, right?

Is that we're networking because he's going to

get on his social media to watch my podcast and

vice versa. And that's what we're looking for.

The statistic on the amount of people that watch

podcasts is over the top. It's like five billion.

It's unbelievable. It's completely over the top.

Think about if you want to take these things

that we talked about. as a business owner, as

an executive and put them together and truly

do something to help your company. And it will

always be a win -win. There wouldn't be any example

where there wouldn't be unless the company like

goes out of business, like somebody dies or the

place burns down. There's not, not a lot of things

that I could think of that would be a lose -lose.

This was a good conversation. So do you have

anything in closing that you would like to say?

You always have your doubting Thomas's. Ladies

and gentlemen, any of you out there convinced

any of this won't work, you put up the cost and

let me keep 100 % of the profit. That's my open

challenge to you. I've yet to have any takers

for some reason. That's what I was just going

to say. Thank you very much for your time. Be

well. You too. Thank you so much. It was my pleasure.