Marco Torres 00:00
The survey in itself gives people the opportunity to vent. If they're not happy with you, that's what they really want. They want to be heard. So, they, you, you want to give them the opportunity to vent with you. So you have a chance to fix the problem versus them just being upset and posting stuff all over the internet -
Most business owners and entrepreneurs are secretly sick of hustling. And if you are too, you're in the right place. Welcome to the Hustle Less Profit More Podcast with me, Mickey Anderson, where we're revolutionizing success because you should have it all. Business Success, lasting wealth, freedom, and fulfillment. Join me on this quest to uncover the keys to defining and achieving success on our terms, so we can all hustle less and profit more.
Mickey Anderson 00:57
Marco Torres is the founder of marketingboost.com. He has helped 1000s of business owners worldwide boost sales and scale their businesses by as much as five-fold through the use of incentive-based marketing. He teaches entrepreneurs how to source sales and market through the use of value add incentives instead of discounts. His Facebook group is home to more than 27,000 active business owners who are raking in the sales with his advice and amazingly affordable subscription program. In today's episode, we talk about what value add incentives are, how you can use them in your business to increase sales, and why they work so well. I hope you enjoy this episode.
Mickey Anderson 01:38
Beautiful. All right, well, first, I'd love to get started and for the audience to learn a little bit more about you and how you came to be so incredible with marketing and scaling businesses on such a high level.
Marco Torres 01:51
Thank you for having me. Well, I've been an internet marketer since the very early days, I think I started playing around with the internet in 1994, trying to figure something out. By the time ‘96 ‘97 came around, I was really heavily in it, and, and shoot, I guess they called me a spammer back then before they used to call it spam. They didn't even have a word for mass emailing like I was doing back when,
Back when everybody loved AOL back then, everybody had their AOL account, we all got those discs in the mail, or in your case, it was your mom, because -
Mickey Anderson 02:28
I'll take the compliment.
Marco Torres 02:31
And, so I've been around a while, developing and watching the evolution of online entrepreneurs in the, in the, by the time the year 2000 came around, I sold myself into a position with a big corporate, or travel company, and built their entire online machine, which eventually started doing $200 million a year in sales. And in by the time 2008, you know, between 2000 to 2008, we did over a billion dollars in sales generated from the internet with that company. And I've gone on to do a lot more than that with my other clients and other businesses that I have launched as well. So hopefully I can add some, some ideas that folks can take away today that relate with a small business a solopreneur, just getting started, I think we've got some proven ideas that I've been through that I can share that would possibly help somebody.
Mickey Anderson 03:28
Amazing. Well, you know, when we're talking about the internet and marketing in general, the first response I hear from most people is it's so crowded, there are so many people playing the game, so much competition, how do I stand out, especially when I have zero budget, and no idea what I'm doing? So when you're dealing with a newer brand, trying to build a brand identity, trying to gain some awareness? Where do you start?
Marco Torres 03:56
That's a great question. And one of the key things, you know, first of all, I would say for anybody who is getting started as an entrepreneur, my personal belief is there's never been a better time. Yes, it's very crowded. Yes, everybody is, you know, more solopreneurs, home-based businesses than ever, but there's also never been so many tools available affordably to quickly build your website, build your sales funnel, build your sales quiz, build, you know, automate everything from appointment setting, to email marketing, text messaging, voicemail. I mean, it's all there. It's all affordable. So now it's what else can you do to stand out from the crowd, and I'm a big believer in what I call incentive-based marketing. And I'd like to just, first of all, make sure everybody knows what that is. Would that be okay to kind of explain what I'm talking about?
Mickey Anderson 04:46
Marco Torres 04:47
So what do I mean by incentive-based marketing? I'm gonna use two of the biggest examples that everybody would recognize them. One is that the McDonald's Happy Meal. That's an incentive for parents to pull into McDonald’s versus Burger King or anywhere else, because they're going to be able to fulfill that child screaming in the backseat, you know, “Are we there yet? Are we - “ They’re gonna be able to distract that child with the toy that comes into the thing, and instead of worrying about the price, McDonald's realize it could get people to take their mind off of the price of how much is the burger, the soda, the smack in the fruit, you know, and what have you combined, and instead just package it together. But by throwing in that little toy now it became the where we don't think about the price, we think about the price. And we're giving the kids the Happy Meal. So you need to think about what's my adult Happy Meal, right? Now, here's another big example. Amazon, what did, what did Jeff Bezos do? A few years ago, it was genius. He came up with an idea that if you, you bought his Amazon Prime product, which gave you, you know, videos to watch and what have you. The key thing was, the incentive was you got free shipping. I didn't even, when I first bought it, I didn't even want streaming video book. You know, it was very early on. It was like, “I got TV, why do I care about streaming video, I wasn't even on Netflix watcher” in the early days of that. But suddenly, I was like, “Wait a minute, free shipping for 99 bucks a year. Okay,” Bam! And then you find out, “Well, these are also some good videos available and good streaming, and good other stuff that he threw in the mix.” But what did he end up getting so many of us to do millions worldwide, we got locked into Amazon with the free shipping thanks to paying for Amazon Prime yearly. So he got a fee from us yearly for the prime. And he got us hooked on the free shipping, which meant we were now shopping on Amazon forever. So, versus everybody else. So, it was just genius now. So that's what I talked about is how do you come up with incentives, whether that you build them yourself, whether you borrow them from colleagues, by networking, and leveraging relationships. And so here's somebody you know, for example, you know, let's say you're a business coach, or you've written a course that you're trying to sell, well, maybe you've got a colleague who's also written a course. So now you can say, buy my course and get my colleague's course included free, or what have you. And then you do the same for him, you let him you know, leverage your course. So, now you both have a bonus to add. As an example, I'm just saying, you know, come up with ways to add more value add, rather than discounting, which is the big mistake that many of us want to want to in order to try to compete, we think we need to be the lowest price. And that doesn't work for very long, because then someone's going to come around and say, “Well, I'll do it cheaper than you,” and then someone else and then it becomes a race to the bottom. And believe it or not, discounting as little as 10% off, you know, could mean you've got to double sales to end up in the same place as far as net profits concerned. So you know, discounting a little bit could mean a huge chunk of what is supposed to be profit, which is what you're in business for. So, you want to kind of stay away from that and find ways to add incentives.
Mickey Anderson 08:06
The thing I love about the Happy Meal example, which I never thought of until now, is not only is my kids super happy when we go to get a Happy Meal, but now no other restaurant will do, they have set an unbeatable standard. Because no matter where we go, how good the food is, my kid doesn't get a toy. And so we have no choice but to go to McDonald's every time. And it's the same with Amazon. I love the way that through incentives, they essentially bought customer lifetime loyalty.
Marco Torres 08:37
Mickey Anderson 08:39
So, for a startup who's looking at coming up with this idea, this Happy Meal idea for their business, but they have no money to invest. You mentioned strategic partnerships, which I love, are there any other ways or things that we can think of that we can add on to deliver more value and incentivize customers?
Marco Torres 8:59
Well, if I can plug my own company -
Mickey Anderson 9:00
Yeah, let’s do it. Yes!
Marco Torres 9:03
- That would be one of the key features, I developed in 2017, my partners and I, we launched a product called marketingboost.com, or it became marketingboost.com a couple of years later as we rebranded ourselves. But here's what we did, and this came about by accident, to tell the story so you can relate and this story is something that any business owner out there can use also because we all need referrals, we all need read reviews, we need video testimonials, we need written reviews, and we need them coming in constantly, in order to stand out from the crowd, to be able to have social proof that we're, you are what you say you are, and that people will like and trust you based on the fact that many others have already been there. So you want to try to develop these testimonials and to get them, you've got to solicit them. So here's what happened to ARCA. We were in, the in the travel space with one of our travel websites that it was doing really, really well. But we weren't scratching our heads going with we only had more video testimonials.
we could leverage those into 10s of 1000s of additional sales. But we were scratching our head going, “What can we do to motivate people to actually go that extra mile and film a selfie testimonial while on vacation, from the pool, the beach, the bar, the, you know, and brag about the hotel brand.” So we came up with an idea. And we say, well, it will be expensive, but let's give it a try. We're gonna give them a bonus trip, we'll give you a, while you're on vacation, you will, if you do the video testimonial for us, we'll give you a bonus trip of three nights in your choice of Orlando or Las Vegas. And, and that took off. I mean, before we knew it, we had hundreds of these video testimonials coming in. And then, and there are 1000s I mean, today we have over 30,000 video testimonials more than any other travel website in the world. And that leveraged you know, over time, we leverage that into over a million travelers with that one travel site. And so but here's the key that any business owner can use, we did a survey when we expected the client to be at their peak of happiness, which was day two, day after checking. So as soon as they checked in after checking, we'd be sending them an email and a text message, automated Of course, and we would ask them, “Hey, by now you've checked in how's the hotel living up to your expectation? How are we doing on a scale of one to five? Where do you put us?” And if they gave us a four or five, we would be “Wonderful. We're thrilled that you're joining the hotel, we'd like to ask you a huge favor. Would you help us spread the word about that hotel and their brand and ours and if you'll still a he'll go the extra mile and filming selfie video from the beach to pool, the bar, the restaurant, whatever you like best brag about their brand brag about ours will reward you with that complimentary trip I mentioned.” And boom, they started flowing in. And then a few months later, we had all those people raising them. Now we're using those we're leveraging them all over the website. Now a couple of months later, all these people were raising their hand they want that free trip we promised. So now we're having to dig into our pockets to pay for those free rooms. And we're like, “Ouch, this is expensive. How can we solve this problem?” S,o we went back to our travel partners and said, “Hey, you've got a problem. And we know we can fix it. You've got rooms that go unsold.” I mean, “Yes, your hotel is full on certain weekends, holidays, peak seasons, special events. But for the majority of the year, 70% of the year, at least 30% of your rooms go empty, you know, would you agree?” And they did. And he says, “Well, we can help you fill those rooms. So instead of having zero revenue, I mean you still have, they all still have the mortgage payments to make. They've got electric bills, front desk staff, maintenance crews, whether that rooms empty or not, they got a lot of fixed costs.” So they agreed to give us these rooms for next to nothing for free. Where they would get, we messaged them, “You're going to get some money, these people are going to spend money at the restaurant, the bar, the pool, the spa, the casino, the gift shop, the excursion desk, they're going to book extra nights at the hotel, they're going to, you know, upgraded room types.” And so we had a few hotels agree in Orlando and Las Vegas, and now we're fulfilling those free trips we were giving away at no cost. And we thought to ourselves, “Can you imagine if we solicited hundreds of more hotels worldwide we could we'd have another standalone business,” which is what eventually became what we do today at marketingboost.com, we give our members, it's a subscription-based model. We're not the first to be involved in the travel-incentive business. But we totally turned it upside down and revolutionized the industry. One, we made it a win for the resorts. We made it a win for the Marketing Boost member because it's incredibly affordable. And we, it's a win for the consumer who received the incentive, because there's no hoops to jump through, no timeshare presentations. No, no.
No literally no hoops. It's easy to use. They activate the certificate by paying the government taxes that are due it. Yes, that's the only thing as part of the disclaimers by the way we teach our members “Hey, just three simple disclaimers. One, airfare is not included food and beverage is not included. And neither are the government taxes and fees.” So, the most of our members allow the client to pay the government taxes and fees, and then they have 18 months to log into an online platform, pick their dates they want to go, select the participating hotel they want, book it, get instant confirmation on their way. Now that does mean, because we're filling empty rooms that they're not going to get Christmas week, they're not going to get Thanksgiving, they're not going to get Fourth of July, Memorial Day weekend, and so forth. So there's about 32 weeks out of 52 weeks a year available that all the destinations. So that's one of the key incentives we offer plus hotel savings vouchers that come in increments of 100 to three and $500 Hotel savings cards and restaurant savings cards. So, what we do with those three categories of incentives, we teach our members how to add value to whatever your call to action is, stand out from the crowd with the WoW surprise and delight factor basically, and, and have the adult Happy Meal, so now it's your brand has
The toy, the prize that your competitor doesn't have. And, and that way you can say, “Hey,” when you, you know, “Hire me as your business coach.” And you can build loyalty in there too. And scarcity because you can say, “Look, I only have a few of these have an incredible relationship with our travel partner redeemvacations.com. By the way, this is your marketing members secret, your client never knows about marketingboost.com.” That's, that's your market, that's your mastermind marketing secret, the client gets everything from a brand called our travel brand called redeemvacations.com. So, where I'm going with that is, you say “I've got a special relationship with our travel partner. And I've got a few of you these I can do this with but if you if you hire us this week, by the, before the end of the week, and you stick with us for six months, on your six-month anniversary, I'm going to reward you with six days and five nights in your choice of Hawaii or Cancun.” For example, you might dangle that carrot for them to stick with you for three months, six months, or to reach a quickstart program. If you're a multi-level marketer, you might say, “When you join with me, and if you hit these goals in the first 30 days, you put x amount of people in front of me,” and you know, and “I'll put I'll make the presentations,” but you know, your upline is going to help you. But if you can get these people to come to your opportunity meetings and say, “Look, you get started and hit the goal and put 10 people in front of me and we put two people in your group before the end of the first 30 days, you're gonna get three nights in Las Vegas audits,” and so on. And so I can just keep on giving you case studies one by one -
Mickey Anderson 16:35
The thing that I love about this setup, is you had a problem. But so did your customer or your consumer. And you were able to take both problems and connect the dots and find a solution where both people got what they needed in a really natural, but also really rewarding way. And that, like the, the takeaway that I'm getting today is don't just look at my problem, don't just look at the issue that I have not being able to fill seats, not being able to get new leads, and whatnot. But also connect that to either a strategic partner's problem and the consumer's problem and find a creative solution where the consumer feels like they're getting a gift and a reward. But it helps both of us. I love that.
So, what I want to take this a little bit further, because loyalty is one of those things that, that feels like it should happen naturally. Most business owners assume that once they get a customer, they're staying for life. But that's not always the case.
So I'd love to know more, about how once we've gotten them in with the incentive, once we've gotten them started on that relationship, how do we keep them long term?
Marco Torres 17:43
Well, obviously, you've got to be delivering decent product and service along the way. And that should be one of your priority goals is how do you, you know, make sure you're following up doing surveys making sure your clients are, you're delivering, right, you got to really try your damnedest to deliver. But then it's additional, you know, rewards, engagement,
And you know, again, is one of the reasons why I had a client that I was thinking about just the other day. He's a photographer, wedding photographer, and he promises, he found us because we have the remember I told you we had the incentives to start in increments of 123 and $500. And he tested everything so he would give people, “Hey just book an appointment with us and we'll give you a $500 hotel savings card for booking and no obligation appoint you know quote get a quote.” So the way we really put these two incentives together for your call to action is really either you buy you get, or you inquire and you get but he's tested it, where he, you know, he had you got less activity with a with a $500 incentive it sounded too good to be true with versus when he changed it to we'll get you $100 hotel restaurant I mean a hotel savings voucher for booking there's no obligation quote, and, and zoom call. And then once you got them on the call, you know and part of the signup process, he said, “If we come to, if we can come out, you know, we can end up working together, we'll have that two or $300 Hotel savings card.” And then once he had him on the phone call and everything else and making the in-closing on the sale, he could bump that up to $500. And if they bought the super, the full package which included the videography, the, the photos, the, the memory book, the whole kit and caboodle, he would throw in “Hey, we'll give you the free honeymoon, we'll give you a five-night trip in Cancun or Hawaii.” And you know, bam, he went from generating you know, about 2500 revenue that he was averaging, to back up to almost $4,500 in revenue by by packaging it this way and also generating more many more clients but to answer your question on loyalty, and another idea here is again, offering the incentives based on taking
More actions, or, or starting with what I call a miniature a mini or micro incentive to go with a micro, micro call to action. So let's say you're an online retailer, your average transaction is $100. You know, you don't want to give away a five-night trip to Cancun with $100 purchase, it just doesn't make sense. It doesn't sound believable. So, therefore, you might create a loyalty point system. And you're saying, “Look, you know, any purchase of $100 or more gets $100 Hotel savings card good at over a million hotels worldwide, saving you off compared to the expedience of the world.” But then you might throw create a point system that says, “Well soon as you reach $500, or more or $1,000 in purchases, whether you do it all in one day, or over the next six months. When you get to $1,000 in purchases or 1000 points, we will reward you with your choice of three nights in, you know, five nights in Cancun, or five nights in Puerto Vallarta, or Cabo San Lucas.” And now you've got this sexy, Happy Meal offer. And you've got a reason to keep marketing to them, and letting them know you've paid, you've got you've got 200 points earned, you've spent $200 So far, you're $800 away from five nights in Cancun on the beach, luxury hotel, you know, triple eight, fire diamond resort, yatta yatta yatta. And, and now they're like, you know, you've got a reason to keep marketing, keep sending them those text messages and emails gone. You know, “Hey, you're only 100 away, you’re $500 away, you're doing it all the way through $100 away and get them coming back to your shop and buying online and making the next purchase so that you can reward them.
Mickey Anderson 21:39 Ad break
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Marco Torres 22:18
And you know, contests are good as well, because you can, you can revive an old database just by doing running a sweepstakes contest. I've had people grow their Facebook followings mind you listen to this idea. They do. They do like contests on, on everybody who joins their Facebook group, they'll do this viral contest thing for every, for every person you invite to join the group, you get another chance to win this week's contest, we're giving away, you know, three nights in Myrtle Beach. And then after, on Saturday, they pick a winner and they do a live show on Facebook. And they, you know, give them this, the incentive. And then they say “Next week, it's three nights in Miami. So keep on sharing, keep on growing our group and yada yada.” And their groups. One guy went from zero to 10,000 followers in his Facebook group in less than 90 days. And of course, now he's the authority in that group. He's the expert, he's monetizing the group Little-by-little by providing content and information and luring them into his webinars and his product sales. And eventually you can be you know, building that following and, and you're, you know, presenting yourself as that expert and building, you know, like trust and eventually a purchase.
Mickey Anderson 23:29
You know, it sounds a lot like you're you're leveraging our internal desire to win games.
Like gamification process, I love that because all of us want to win.
And the chance to win, like when you look at it in terms of risk, like entering yourself into a contest, or joining a Facebook group, the risk is very, very minimal, but the rewards is significant. And I love that there's just this continued push and drive not only for you, but you want to see your friends and family win too. So you're gonna bring them in on it as well. So, you're just bringing in more and more people and warming them up having fun, and eventually allowing them the opportunity to purchase from you.
Marco Torres 24:10
Exactly, and there's no Marketing Boost is just again, let me just this disclaimer, we, we are not the magic bullet Marketing Boosts is not the magic bullet, it's going to take you from zero to hero and you know, make you a million dollars. It could, but it's not necessarily that I've seen that happen I can tell you a story of a guy who's made over a million dollars using our incentives, and another one over $500,000 in four days. But the point is we're usually not the magic bullet, but we are one of the tools that you can use and build complete campaigns around it. Or you can just sprinkle them in occasionally in your business to create, you know engagement, and fun, and a reason to you know, be on your webinar, and stay till the very end you might be saying “Hey, we're giving away two trips.” At the end we “On every one of our webinars we give away a trip to Cancun, or you know Hawaii, or Cancun -
or whatever. “So, make sure you stay till the very end, and stay engaged on the webinar, because when you're participating, you might be the one we select as the winner,” and so on. And then, and you know you after the webinar, you could contact everybody, if you felt like it, and say, “Look, you're you're a winner, you know” boom “I wanted to contact you personally, let you know you're a winner.” Now, because you've got, you can, as a Marketing Move member, I didn't cover this earlier, you can give away as many of them as you'd like for the, for, with our membership. Now we do teach you, don't normally give them away like candy, because it kind of brings down the value. So you want to keep urgency and scarcity. But it works. And like I told you, that guy made 500,000 in 4 days, what he did was, he had a subscription model, and hundreds of people paying him $97 a month to access his tips on wind by cell stock and, and cryptocurrencies and what have you. And then he came out, we found Marketing Moves, and he came up with a campaign to get people to pay for six months in advance or to become an annually paid member. And he said, “If you pay for 12 months in advance, you get your bonus of six days and five nights in Cancun or Hawaii. And plus, you get the 13th month free.” So he threw in his own added value, incentive extra unit extra time. And he said, “If you pay for the year to advance, you'll get five nights and your choice of Cancun, or Hawaii. And if you pay for six months in advance, you get your choice of Orlando or Las Vegas, and which of the four top destinations I just mentioned there.” But at the end of the day, he ended up generating about 300 of them that paid for a year in advance, and another 150 that paid for six months in advance. And combined, it was almost $500,000 in four days. Now, that's an ongoing part of his process. After they, after they use his service on a monthly basis, they see the value and his product hits them up with the promotion to pay for a year or six months in advance. And just, I mean, I'm just scratching the surface on many of the different types of case studies of people that have really just killed this.
Mickey Anderson 26:58
Yeah, you know, I want to talk a little bit about reputation. Because from the outside, it seems like any business that has the ability to reward and incentivize their customers in a beautifully elaborate, you know, wonderful way, it feels like it would naturally give them some authority, can you speak to build that how we can build our reputation and leverage these loyalty programs?
Marco Torres 27:21
Yeah, here's another way, two ways, one, that I forgot to mention earlier. And it's a great way to build your personal brand and authority. And that is to lead-by-giving and you could be, you could be taking your salesman hat off, and just be supporting local nonprofits, or national nonprofits based by sponsoring a fundraising events. And doing that by giving them the marketing. For example, a half a dozen complimentary hotel stays in various destinations. And you'd tell the nonprofit “Look, you can sell you can you know, auction these off, sell raffle tickets for these complimentary hotel stays, you can, you all the money raised, you get to keep all I'm asking for it at the day of the fundraising event, we'd like to do the disclosures. So people understand that airfare is not included food and beverage not included. Neither government taxes fees. And then by the way, it's a little bit about my elevator pitch I want I'm an expert in real estate, I'm your plumbing expert. You know, if you're whatever you need for the business coach,” whatever you do,” now you give me your elevator pitch. But people are seeing you now as well. You're the philanthropist the authority, you can afford to give away these complimentary trips to support this cause during the event “I want to come up and meet you give me your business card. What do you do? And let me understand, you know, what do you how you help in real estate, if I'm buying, selling or whatever,” and you're gonna be generating leads without even, you know, without even hardly trying, plus everybody who wins the trips, you're gonna be able to deliver those, and chat with those people about your products and services as well. So it's a way to do it, to set yourself up to the authority. Now, another of the reputation side of the fence. There's well I talked earlier about generating reviews, right? So that's one way Secondly, I've seen many a member of ours use the Marketing Boost incentives to actually solve customer service problems, or to reduce them, or even get them to take down a negative review. So let's suppose your team dropped the ball somewhere you really you know, you were late on delivery ship the wrong product. Who knows whatever you did, now your clients is about to shake you, they want their money back they want to write negative reviews. They want to you know, just kill you if they could. So,
So what do you what could you do? Well, first, you got to try to fix the problem and promise them, “Look, let's hit the reset button. Give us a chance, please. We're gonna ship you the right buy. We're gonna, we're gonna, yada yada yada, we're gonna fix it. And on top of that, just for your aggravation. I'm gonna give you a complimentary hotel, stay in, you know, Atlanta, Miami, Branson, where would you like to go? I'd like to try, to try to solve this problem by giving you a complimentary hotel stay on us. I mean, it won't include air
Fair one, include food and beverage or government taxes, I do my disclosure. But you know if I can fix this problem for you, and I, and I give you this complimentary hotels day, after we fix the problem, and given you the incentive, would you be willing to pull that review down,” and you'll find that people are more than willing to take it down, once you've fixed the problem, maybe return their money, and on top of that gave him the incentive. Now ,you've, you've, you've got rid of that negative review, which trust me, if you don't get rid of those or you don't, if you're not soliciting new positive reviews, a few negatives can live on the internet forever and kill the rest of your ongoing business. So, you know, if you're not asking for reviews, you're likely only going to get the negative ones. Because if you're doing a lot of volume, once you start growing, it's obviously it's impossible to satisfy everyone, you're gonna have some complainers, and about the craziest things. But you can at least either, either offset that by generating and soliciting more, you know, constantly positive reviews, via a survey form, I always recommend doing the survey so that you're only soliciting a written review or video review from people that are that have told you that they're thrilled with you. And if they're not thrilled with you, if they gave you that one, two, or three, instead of a four or five as your score, then you need to know that too. You need to, you need to know “Oh, we're dropping the ball here more than once this keeps happening, what's you know, and fix it?” Now you've know that you're having this problem. So you can get with your team and you can solve the problem. But for those that are happy, those are the ones you're going to make it easy, you gotta send them, “Hey, would you do us a HUGE favor and you know, post a review here and send them the links you where you want the reviews?” We throttle them. This is another, another idea, throttle the requests and solicitations. Would you please post it here on the Google reviews for us? Would you post it on site jabber Trustpilot. So you're sending people to different places, different third-party review sites to post these reviews that you want, you might even give them make it easy and give them samples of what you'd like them to say. Again, make it easy, make it a no-brainer. Now they're posting these reviews for you just because you asked. And you're, you don't have to sign up for all those third-party review services. But you're flooding Trustpilot with reviews, site Jabber, Google Facebook, and that, you know, Google will have no choice. But to just, you know, lift your brand up, because you've got all these other third-party review sites posting positive reviews for you, that in itself is going to help lift your URL to get more, get on that top page of Google as well. So you know, just some of the thoughts there on how incentives can be used to solve problems, solicit reviews, and reward your happy clients.
Mickey Anderson 32:43
Yeah, the thing that you mentioned that I really want to highlight is when it comes to surveys and reviews, the great thing about collecting surveys on a regular basis is you can catch the negative review faster, and it's not plastered all over online, so you can deal with it privately. And then once it's solved, or anytime you receive a positive you can direct them to a third-party site. But you have a filter when you're serving regularly, where people have the opportunity to express how they feel before plastering your name all over the internet
Marco Torres 33:14
All over. Exactly. The survey in itself gives people the opportunity to vent. If they're not happy with you, that's what they really want. They want to be heard. So they, you, you want to give them the opportunity to vent with you. So you have a chance to fix the problem, versus them just being upset and posting stuff all over the internet. And by then it's, it's difficult to get people to you know, remove that, change that they're like, “Yeah, you can still fix it, you can get my money back and do whatever but I'm leaving that post because everybody should know you guys suck.”
So it’s hard. You know, and then you, you definitely want to get the survey first.
And, and then if you, if you are getting a lot of negatives, you've got work to do.
You've got to work on fixing the problem was, otherwise the survey itself won't be enough.
Mickey Anderson 34:06
Oh, I love it. When it comes to delivering value in advance. I know we talked a little bit about lead generation, and I'd like to kind of get back to that because this is the stage which most of our audience members are at they're trying to get more leads and qualify more leads. And when we're doing that with incentives or delivering value upfront, one of the things I hear all the time is, but if I'm giving too much value upfront “Are people really going to stay in by” and I'd love to know your take on delivering value in advance of a purchase.
Marco Torres 34:35
Oh I, I definitely believe in, you've got to give people a reason to start liking and trusting you, and so whether that be your you know your Facebook group where you're delivering, or delivering a lot of like content, and, and ideas or whether it's your eBook that you wrote or your, your white, you know your white paper, why you're the expert and authority and why people should be considering doing it.
thing with you. And then as you're doing that, you know, like, for example, we have a lot of people that use our incentives to get people to book that no-obligation zoom call, one of the most powerful tools we've never had before you know, is this zoom was a brand new relatively new company and this type of technology, we're now we get, we don't have to drive all over town for every appointment with somebody. And we're all used to zoom or all, we can accept it as the way we're going to listen to sales presentations. So you, you, you need more appointments for you or for your sales staff. You can be using the micro incentive like a restaurant savings voucher or, or hotel savings card to, “Hey, book A NO OBLIGATION appointment, we want to reward your time, we know your time is incredibly valuable, we think ours is as well. But if you'll book an appointment and show up on time,
we're going to reward you with $100 Hotel savings card good at a million hotels worldwide for your next hotel booking just for our opportunity to see if we're a good fit and working together.” And what you'll find is one, people you know, that's another incentive or reason to book that appointment with you. But more importantly, you're going to, all your reminder emails and text messages whatever, to show up for that appointment or in reminding them about the reward the McDonald, your, your McDonald's Happy Meal, you're going to be reminding them why you want to one of the reasons why you want to show up for this appointment, is I'm going to reward you. And then, believe me, that can make a huge difference. I mean, we all have, okay, we get zoom appointments, but then we all have the problem of no-shows, which can be pretty dramatic. And if you've got a lot of no-shows, I mean, just imagine if you eliminated the no shows how many more sales could you or your sales team be making? So that's another example. In Home appointments, solar companies, Home-Improvement companies use these, you know, hey, we're gonna reward you with a, if you and your spouse will be home. You know, nobody wants to do one-legged sales presentations. We call them one-legged when it's only husband or wife. So they might say, you know, “Hey, if you and your wife are both home at four o'clock, as we've agreed to, when our solar guy gets there, we're gonna reward you with a $200 hotel savings card, whether you put our solar panels and or not just for listening to our opportunity, you're gonna get a $200 hotel savings card, just for make sure you're awake zone, and we'll see you at four o'clock.”
Mickey Anderson 37:19
I love it. Because you know who's gonna spend the hotel gift card or the savings card? Right?
Marco Torres 37:23
And you know who’s gonna say yes, or gonna give daddy approval for the investment of the home improvement or not.
Mickey Anderson 37:32
Oh my god, I love it. When it comes to lead generation don'ts, the big mistakes you see that happen often I know a lot of us will choose not to act out of fear of making a mistake instead of risking it. And I'm sure you've seen a lot of mistakes, I've made a lot of mistakes and seen a lot of mistakes as well. What are some common mistakes that you see that business owners and solopreneurs should know of, so they can avoid them?
Marco Torres 37:58
Well, it’s, it's really, that's a hard one to put your finger on, because it's so vast on what industry what type, but it really, I wouldn't say it's, it’s, you know, you have to be willing to spend a little bit of money, the good thing about even Facebook ads, they're harder to be effective than they were a couple of years ago. I mean, with my companies, between 2010 and 2021, we spent over $70 million on Facebook along with all of our brands. And ever since iO, iOS 14 and 15 You know, the Apple made changes to the privacy policies, Facebook doesn't have the same targeting techniques or tools that it used to have, it's harder to be effective on Facebook, but it still works. And, but it's you know, and, and the beauty of is you can test $25 You know, at a time. You can do small campaigns and do test a B testing. You know, see what kind of leads are you generating any leads, and is as you start to get them, you can start you know, growing you know, adding to the budget, you can start adding your customer base and become a, you know retargeting, you can begin to do lookalike audiences, you know, again, you when you come out of the gate, they won't let you put in a lookalike audience, you need to prove you're an advertiser, and then you can start taking lookalike audiences like what, well, who signed up for your, you know, people that signed up for your lead generation or before or who's actually purchased from you, or who joined your Facebook group. Those lists can be plugged in as, as lookalike audiences and give you a better, give Facebook, more tools. They need to find more people similar to the ones that are taking action with your service. But it's, you've got to, you've got to test, test, test. And the other big mistake I think most people make, too many small entrepreneurs make. I preach this all the time. And that is, stop trying to do everything yourself. You, if you're serious about a business, you've got to think big enough no matter what
Your budget, and you cannot do, you've got to build a team of people around you, even if they're on Fiverr, or you know, on different because it's now, it's another reason why it's so easy to be an entrepreneur today, there's so much talent available all over the world for amazing prices that you can, you can get people to do your graphics for you. So you're not trying to become a graphic artist, and you're not also trying to be your own Facebook ads guy. And you're not also trying to be the builder of your website, and the one who's putting your automation together, and the one who's, I mean, if you're gonna, if you're gonna do everything, you're gonna be good at nothing. And you will, you think small, you'll stay small. So my gut, what I've learned over the years is anything I do every day over and over, I want to try to build, turn it into a business process that I can delegate to somebody to do. And as soon as that's one thing off my plate, I can think the next big picture, “What do I want to accomplish, what's next on my list” that I can do, turn it into a process, and then delegate it out again, or hire somebody to help me figure this out, let's put this into a process. And then either this person is going to keep doing it, or I'm going to find somebody, once I've got a system in place, I might be able to find somebody more affordably. And I've got over 150 agents in the Philippines, for example, and another bunch in India, and more in Australia, and more in South America. So we have, you know, 24-hour-a-day crews that are literally around the world. And I mean, it didn't start like that started with, you know, one virtual assistant so to speak.
Mickey Anderson 41:35
Yeah, I love that, I think a lot of us skip over the delegation and automation phase and try to like grasp on for as long as we can all of the pieces. And I think a lot of it is that we fear we don't know how to train someone else to do it, or we don't know how to choose the right person for the role. Do you have any tips when someone's getting started on building their team, how to choose what to delegate first.
Marco Torres 41:59
That's also a little bit of trial and error. And what I've done is I, you know, I'll put an ad on Fiverr or other things, and I'll interview the people coming through, I want to get on a zoom call with them, and tell have them show me what they've done before, what how. And when you're on Fiverr that you know you do a search for specifically what you're looking for somebody to do, whether it's if it's you know, spreadsheets and data entry, then that's what you put on there. “I need somebody who's an expert in, in, you know, Google Spreadsheets, yada, yada,” and then you're going to interview them, and you want to make sure you can communicate with them, if they don't speak good enough English, or you can't communicate with them and move on. I mean, you don't want to be struggling with somebody who's who you can barely talk to, you know, do you want to be able to have a relationship that they, you can talk with them both written and
verbally, so that they can become a true assistant for you. And, and start small, give them a project or two. And if they, if you've just realized this is, this feels like it's not getting anywhere, then it probably isn't, you know, go with your gut, go with your gut, if it's not getting anywhere, don't keep throwing money at this person, just like you know what, thank you very much. I got what I needed, you don't have to insult
I got what I needed. And then what do you know, go back and re-interview some more people, like anything else is not easy to find, you know, really good talent. But then again, it's not that hard, because on these third-party sites like Fiverr, and others, there's, there's reviews, you know, they, they, you're going to pick somebody who's already got a number of clients, or who's had clients in the past, and you're gonna see what others have said about him. And so, you know, reviews are powerful for yourself, and they're powerful for whatever you're looking through to work with.
Mickey Anderson 43:46
Yeah, that just reinforces the surveys and reviews, right? Along the customer journey. And, and the thing that really piqued for me in this conversation that I want to remind the listeners of because it was a really great kind of sprinkling of value is when you're going to survey or get a review, choose a peak happiness time. When is your customer experiencing the most happiness? And ask for the review? Then do it strategically?
Marco Torres 44:11
Mickey Anderson 44:13
I bet, Marco, well, thank you so much for your time. For our listeners who are excited and want to learn more about Marketing Boost and want to learn more about you Where can they find you online.
Marco Torres 44:21
You can go to marketingboost.com, and by the way, I never mentioned the price. I mean, it's only $37 a month if you don't mind me plugging that, it’s only $37 a month to be a member of Marketing Boost and have access to everything I've talked about unlimited incentives for complimentary hotels stays, restaurant vouchers, and the hotel savings cards for your listeners. Today. I got a special offer you go to marketingboost.com forward slash podcast. You can get 30 days for only $1.
marketingboost.com forward slash podcast gives you 30 days for $1. Boom!
Mickey Anderson 45:00
Yes, yes, listeners, description in the link will be there for you. Marco, thank you so much for your time. I so appreciate it.
Marco Torres 45:08
You're very welcome. Thanks for having me.
Mickey Anderson 45:17 Outro
Thank you for joining me in another episode of the Hustle Less Profit More Podcast. Thanks to our Season One sponsor, Stere Pursuit Marketing and Communications. You can find show notes and resources at hustlelessprofitmorepodcast.com. If you enjoyed the show, don't forget to rate and review us where you get your podcasts. Join us again next time to uncover more of the keys to achieving success, wealth, fulfillment, and freedom. Thanks for listening!