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The Entourage’s Jack Delosa reveals how to become a market leader

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The Entourage’s Jack Delosa reveals how to become a market leader

Twenty years ago, there were really only three ways to get eyeballs and ears focusing on your business; rent commercials on television, buy ads in magazines, newspapers or billboards, and reach ears through paid spots on radio. That was it. And guess what this meant?

It meant that the companies with the highest advertising budgets could reach the most people, making it an uneven playing field for the rest of us. But then the world changed. The internet came along, and suddenly, we were able to speak to people at scale – provided that we had something valuable to share. As a result, the entire landscape of how we market and communicate dramatically shifted.

No longer were we using interruption-marketing, which is “Stop! Listen to me. Buy from me.” We are now in an era of relationship-based marketing, which is “Let me add value to you. Let me demonstrate that I understand you. Let me show you that I understand your problems, and let me prove to you that I have the solutions.” We stopped talking ‘at’ our audience, and we started talking ‘with’ our audience.

Now, the question that has arisen in this era of relationship marketing is: how do you become the most visible brand in your industry, making you the obvious choice for consumers? The answer: build relationships with our audience in a way that is scalable.

The best and most efficient way to build relationships with your consumers is through emanating and disseminating high-quality content that speaks to their hearts and minds, such that you are building relationships at scale. Here’s the process that can enable you to do so.

Step One: Build an Attraction Model

As mentioned above, gone are the days of ‘Buy this now!’ interruption marketing. If you want to become a market leader, then your focus has to be on creating and continuously strengthening relationships with your audience. We do this using one powerful principle… Recency and frequency.

The Recency And Frequency Principle say that when a consumer makes a buying decision, the brand that is front of mind is the one that has communicated with them the most recently and the most frequently.

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Everything we do as human beings are motivated by two forces:

  1. The need and desire to avoid pain or anticipated pain – i.e. something that may cause physical or emotional pain now or in the future.
  2. The need and desire to obtain pleasure, or anticipated pleasure – i.e. something that will bring you pleasure now or in the future.

From what time you set your alarm this morning, to what clothes you decided to wear today, to why you started your own business, to why you decided to have or not have a family is your way of either moving away from pain or moving towards pleasure or both. There is no macro or micro decision that is not motivated by these two forces.

The same is true of your customer.

These forces are the key to speaking meaningfully to your customers, as they encompass your audience’s deepest frustrations, fears, wants and dreams. 

You want to be the business that is not only speaking to their customers’ wants but also speaking meaningfully to their frustrations, fears, and dreams. If you do that, the size of your audience, and the relationship you have with that audience, will grow exponentially. 

Step Two: Lower buyers’ resistance and increase buyers’ intent through a structured marketing sequence

In between finding your perfect prospect and getting them to buy from you, there is a canyon of events that needs to occur to get them from point A to point B. What you need is a marketing system that elegantly and effortlessly moves prospects through a journey which lowers buyers’ resistance and increases buyers’ intent. We are all in the business of building relationships at scale. And this doesn’t happen instantaneously. 

To achieve this, follow each of these three steps.

#1 Embed elegant call-to-actions (CTA’s)

Imagine a situation where you’ve come across someone you admire, and you feel an attraction towards them, but when it comes to building upon that initial connection with them, they come on too quickly and too strong. If you have experienced this situation before, you’ll know that when someone is too forthright in their approach, it changes the dynamic of the connection straight away. It can ultimately deter you from pursuing the connection further.

The same is true for marketing. You need to focus on building the relationship authentically and not ask too much, too soon.

Once you have attracted an audience, nurtured them, and moved them to your own land (usually, this is email), you have permission to talk to them, but you don’t want to abuse this. It is crucial when contacting your audience through email, text, social media or any channel that, when you ask them to take action, you do so in a way that is authentic. 

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The worst thing you can become in your customer’s eyes is a commodity. When your customer wants to stop spending or reduce costs, if they simply view you as a commodity rather than a genuine relationship, you’re out. 

#2 Optimise your landing page

A lot of marketers will spend significant amounts of time developing content, capturing an audience, nurturing them and then sending them onto their landing page, only to find that they are not converting the traffic. Why? Because the landing page isn’t speaking to the hearts and minds of the customer.

There are two ways for you to optimise your landing page:

  1. Use the principle of Green Brain: Start by ‘green braining’ the wording, imagery, and offer.  Using green brain language, imagery and offers means speaking to the emotional and creative side of your consumer’s brain, rather than solely the logical and rational side of the brain (the red brain side).

Green Braining is so effective when it comes to accelerating decision-making because human beings make decisions emotionally and justify them logically. 

  1. Always be testing: 

Growing a business is not rocket science. Growing a business is about looking at what matters. 

Start by A/B testing two landing pages with different headlines. If B converts at a higher rate than A, get rid of A and create a new version to continue testing. This applies to every element of your landing page; headings, sub-headings, imagery, CTA language, and length of the page. Test one element at a time, and whichever version converts better stays, and the alternative goes.

Please make a note of this: You should always, always be A/B testing.

#3 Reassure your customers

The biggest roadblock your prospect encounters at this point in their journey is that when they get close to buying (or giving you their name and email for service businesses), there’s a question that comes up in their head. And that question is this, “what happens on the other side?”. 

When you first started out in business, you didn’t have any customers. And as such, you got in the habit of marketing in a way that didn’t incorporate success stories and testimonials from happy purchasers. Well, it’s now years later, you’ve got happy customers, and if you’re still in the habit of marketing without leveraging these case studies, this is killing your conversions. In order to help lower buyers’ resistance and reassure your customers, show them examples of people who have bought successfully from you previously. They are your walking, talking, breathing demonstrations of what happens to people when they buy from you, giving your prospect visibility of what happens ‘on the other side’.

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Reassurance may be case studies, success stories, testimonials, product reviews or Google star ratings – anything that shows your prospects that what you’re promising is being delivered. 

About Jack Delosa:

Jack Delosa builds businesses.

He is a 5X AFR Young Rich Lister, 2X best-selling author and the founder of Australia’s largest business coaching and training provider for entrepreneurs, The Entourage, which has a community of 650,000 members. Since 2010, The Entourage has helped its members add over $2 billion in value to their businesses. Under his leadership, The Entourage was previously awarded the 4th Best Place to Work in Australia, and the Top 50 in Australasia, by Best Places To Work.

Prior to The Entourage, Jack was the co-founder and CEO of MBE Group, a company that assisted SMEs in raising money from investors. MBE Group became one of Australia’s fastest-growing companies and enabled its clients to raise over $300 million in capital.

Visit The Entourage

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At collapsed Baltimore bridge, focus shifts to the weighty job of removing the massive structure

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At collapsed Baltimore bridge, focus shifts to the weighty job of removing the massive structure

BALTIMORE (AP) — Teams of engineers worked Saturday on the intricate process of cutting and lifting the first section of twisted steel from the collapsed Francis Scott Key Bridge, which crumpled into the Patapsco River this week after a massive cargo ship crashed into one of its supports.

Sparks could be seen flying from a section of bent and crumpled steel in the afternoon, and video released by officials in the evening showed demolition crews using a cutting torch to slice through the thick beams. The joint incident command said in a statement that the work was being done on the top of the north side of the collapsed structure.

Crews were carefully measuring and cutting the steel from the broken bridge before attaching straps so it can be lifted onto a barge and floated away, Coast Guard Rear Adm. Shannon Gilreath said.

Seven floating cranes — including a massive one capable of lifting 1,000 tons — 10 tugboats, nine barges, eight salvage vessels and five Coast Guard boats were on site in the water southeast of Baltimore.

Each movement affects what happens next and ultimately how long it will take to remove all the debris and reopen the ship channel and the blocked Port of Baltimore, Maryland Gov. Wes Moore said.

“I cannot stress enough how important today and the first movement of this bridge and of the wreckage is. This is going to be a remarkably complicated process,” Moore said.

Undeterred by the chilly morning weather, longtime Baltimore resident Randy Lichtenberg and others took cellphone photos or just quietly looked at the broken pieces of the bridge, which including its steel trusses weigh as much as 4,000 tons.

“I wouldn’t want to be in that water. It’s got to be cold. It’s a tough job,” Lichtenberg said from a spot on the river called Sparrows Point.

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The shock of waking up Tuesday morning to video of what he called an iconic part of the Baltimore skyline falling into the water has given way to sadness.

“It never hits you that quickly. It’s just unbelievable,” Lichtenberg said.

WHAT HAPPENS NEXT

One of the first goals for crews on the water is to get a smaller auxiliary ship channel open so tugboats and other small barges can move freely. Crews also want to stabilize the site so divers can resume searching for four missing workers who are presumed dead.

Two other workers were rescued from the water in the hours following the bridge collapse, and the bodies of two more were recovered from a pickup truck that fell and was submerged in the river. They had been filling potholes on the bridge and while police were able to stop vehicle traffic after the ship called in a mayday, they could not get to the construction workers, who were from Mexico, Guatemala, Honduras and El Salvador.

The crew of the cargo ship Dali, which is managed by Synergy Marine Group, remained on board with the debris from the bridge around it, and were safe and were being interviewed. They are keeping the ship running as they will be needed to get it out of the channel once more debris has been removed.

The vessel is owned by Grace Ocean Private Ltd. and was chartered by Danish shipping giant Maersk.

The collision and collapse appeared to be an accident that came after the ship lost power. Federal and state investigators are still trying to determine why.

Assuaging concern about possible pollution from the crash, Adam Ortiz, the Environmental Protection Agency’s mid-Atlantic Regional Administrator, said there was no indication in the water of active releases from the ship or materials hazardous to human health.

REBUILDING

Officials are also trying to figure out how to handle the economic impact of a closed port and the severing of a major highway link. The bridge was completed in 1977 and carried Interstate 695 around southeast Baltimore.

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Maryland transportation officials are planning to rebuild the bridge, promising to consider innovative designs or building materials to hopefully shorten a project that could take years.

President Joe Biden’s administration has approved $60 million in immediate aid and promised the federal government will pay the full cost to rebuild.

Ship traffic at the Port of Baltimore remains suspended, but the Maryland Port Administration said trucks were still being processed at marine terminals.

The loss of a road that carried 30,000 vehicles a day and the port disruption will affect not only thousands of dockworkers and commuters, but also U.S. consumers, who are likely to feel the impact of shipping delays. The port handles more cars and more farm equipment than any other U.S. facility.

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Collins reported from Columbia, South Carolina. Associated Press writers Sarah Brumfield in Washington, D.C.; Kristin M. Hall in Nashville, Tennessee; Adrian Sainz in Memphis, Tennessee; and Lisa Baumann in Bellingham, Washington, contributed.

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The Texas attorney general is investigating a key Boeing supplier and asking about diversity

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The Texas attorney general is investigating a key Boeing supplier and asking about diversity

DALLAS (AP) — The Texas attorney general has opened an investigation into a key Boeing supplier that is already facing scrutiny from federal regulators over quality of parts that it provides to the aircraft maker.

The office of Texas Attorney General Ken Paxton said it began looking into Spirit AeroSystems because of “apparent manufacturing defects” in parts that “have led to numerous concerning or dangerous incidents.”

In a statement Friday, a Spirit spokesman said, “While we do not comment on investigations, Spirit is wholly focused on providing the highest quality products to all our customers, to include the Boeing Company.”

Paxton asked the Wichita, Kansas-based supplier to turn over documents produced since the start of 2022 about communication with investors and Boeing about flaws in parts and corrective steps the company took.

The request goes into detail in seeking internal discussions around Spirit’s efforts to create a diverse workforce “and whether those commitments are unlawful or are compromising the company’s manufacturing processes.” Paxton asked for a breakdown of Spirit’s workforce by race, sexual orientation and other factors, and whether the makeup has changed over time.

Since a Spirit-made door-plug panel blew off an Alaska Airlines Boeing 737 Max in January, some conservatives have tried to link aviation safety to diversity at manufacturers.

Paxton is a conservative Republican who this week agreed to pay $271,000 in restitution to victims and take 15 hours of training in legal ethics to settle felony charges of securities fraud. Paxton did not admit wrongdoing in the 9-year-old case.

The Federal Aviation Administration launched an investigation into Boeing Spirit after the Alaska Airlines incident. An FAA audit of manufacturing procedures in Spirit’s factory gave the company failing grades in seven of 13 areas.

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Boeing is in talks to buy back Spirit, which it spun off nearly 20 years ago, as part of a plan to tighten oversight of manufacturing in its supply chain.

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Boeing plane found to have missing panel after flight from California to southern Oregon

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Boeing plane found to have missing panel after flight from California to southern Oregon

By CLAIRE RUSH and LISA BAUMANN

 

PORTLAND, Ore. (AP) — A post-flight inspection revealed a missing panel on an older Boeing 737-800 that had just arrived at its destination in southern Oregon on Friday after flying from San Francisco, officials said, the latest in a series of recent incidents involving aircraft manufactured by the company.

United Flight 433 left San Francisco at 10:20 a.m. and landed at Rogue Valley International-Medford Airport in Medford shortly before noon, according to FlightAware. The airport’s director, Amber Judd, said the plane landed safely without incident and the external panel was discovered missing during a post-flight inspection. No injuries were reported.

The airport paused operations to check the runway and airfield for debris, Judd said, and none was found.

Judd said she believed the United ground crew or pilots doing a routine inspection before the next flight were the ones who noticed the missing panel.

A United Airlines spokesperson said via email that the flight was carrying 139 passengers and six crew members, and no emergency was declared because there was no indication of the damage during the flight.

 

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The Asante Rogue Regional Medical Center is pictured in Medford, Ore., on Jan. 4, 2024. The first lawsuit filed Monday, Feb. 26, 2024, brought amid reports that a nurse at the southern Oregon hospital replaced intravenous fentanyl drips with tap water seeks up to $11.5 million on behalf of the estate of a 65-year-old man who died. (Janet Eastman/The Oregonian/The Oregonian via AP)

 

“After the aircraft was parked at the gate, it was discovered to be missing an external panel,” the United spokesperson said. “We’ll conduct a thorough examination of the plane and perform all the needed repairs before it returns to service. We’ll also conduct an investigation to better understand how this damage occurred.”

The Federal Aviation Administration also said it would investigate.

The missing panel was on the underside of the aircraft where the wing meets the body and just next to the landing gear, United said.

The plane made its first flight in April 1998 and was delivered to Continental Airlines in December of that year, according to the FAA. United Airlines has operated it since Nov. 30, 2011. It is a 737-824, part of the 737-800 series that was a precursor to the Max.

Boeing said, also via email, that it would defer comment to United about the carrier’s fleet and operations.

In January a panel that plugged a space left for an extra emergency door blew off a Boeing Max 9 jet in midair just minutes after an Alaska Airlines flight took off from Portland, leaving a gaping hole and forcing pilots to make an emergency landing. There were no serious injuries.

The door plug was eventually found in the backyard of a high school physics teacher in southwest Portland, along with other debris from the flight scattered nearby. The Department of Justice has launched a criminal investigation.

On March 6, fumes detected in the cabin of a Boeing 737-800 Alaska Airlines flight destined for Phoenix caused pilots to head back to the Portland airport.

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The Port of Portland said passengers and crew noticed the fumes and the flight landed safely. Seven people including passengers and crew requested medical evaluations, but no one was hospitalized, officials said.

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Baumann reported from Bellingham, Washington.

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