In this episode, Stacy sits down with Terry Hale, who is an expert in commercial real estate investing as well as an author of educational curriculums and trade and business magazines. The two discuss how Terry has used educational marketing to build his brand and gain a multitude of clients.
Hollywood Branded Refresher Episodes
Check out some of the past episodes we’ve covered on our Marketing Mistakes podcast
- EP205: Getting Real About Real Estate Investing with Lane Kawaoka | SimplePassiveCashflow.com
- EP203: Creating a Passive Income From Real Estate with Dr. Jeff Anzalone | DebtFreeDr.com
- EP243: The Benefits of Planning with Tim Fitzpatrick | Rialto Marketing
Hollywood Branded Content Marketing Case Studies
The following content marketing case studies below provide even more insights.
- Celebrity Investments In Businesses
- How To Create A Safety Net With Celebrity Endorsement Investment
- Creating a Passive Income with Dr. Jeff Anzalone
The Path To Becoming A Certified Influencer Marketer With Hollywood Branded
Get ready to learn a ton of how-to’s and the tips and tricks of our trade, as you advance your influencer marketing game!
- Full-Length Training Videos
- Transcripts – Infographics
- eBook Guides
- Case Studies
- Hollywood Branded Surveys
- MP3 Downloads
- Animated Videos
- Additional Educational Material
- Quizzes & Exams
- Certifications In Influencer Marketing
We GUARANTEE that this class series will provide you with the foundation to make campaigns successful for your brand.
Welcome to Marketing Mistakes and How to Avoid Them. I’m Stacy Jones, the founder of influencer marketing and branded content agency, Hollywood branded. This podcast provides brand marketers a learning platform for topics first to share their insights and knowledge on topics which make a direct impact on your business today. While it is impossible to be well-versed on every topic and strategy that can improve bottom line results, my goal is to help you avoid making costly mistakes of time, energy, or money. Whether you are doing a DIY approach or hiring an expert to help. Let’s begin today’s discussion.
Terry Hale (00:31):
Welcome to Marketing Mistakes and How to Avoid Them. Here’s your host, Stacy Jones.
Stacey Jones (00:35):
Welcome to Marketing Mistakes and How to Avoid Them. I’m Stacy Jones and I’m so happy to be here with you all today. I’m going to give a very warm welcome to Terry Hale. Terry is a commercial real estate wealth trainer and an expert in commercial real estate investing. An author of educational curriculums, numerous trade and business magazine articles and speaker at live events attended by up to 200,000 people. With over 20 years of real estate investing related marketing training and teaching experience, he’s been featured on such radio broadcasts as CBS radio and CNBC. In other words, he knows commercial real estate, but he also knows marketing. Today we’re going to do a deep dive into Terry’s own marketing framework, which has been built around educational marketing that has become the backbone to his branding strategy and how he gets clients. We’ll learn what works from Terry’s perspective, what should be avoided and how some businesses and people just miss the mark. Terry, welcome. So happy to have you here today.
Terry Hale (01:30):
Thank you so much, Stacy. Such a pleasure to be here.
Stacey Jones (01:33):
What I always like to do is start off by asking what got you to the point you are, this guru of commercial investing, today?
Terry Hale (01:46):
Being the fact that I’m a native Californian out here, it’s one of these places where you got to make money to survive. It’s a very expensive place, like many places around the nation of course. I come from a long list of contractors who are swinging the hammer out here in the hot California sun and started doing a ground up development project for a very wealthy individual. It wasn’t so much the actual vehicle that he drove or the clothes that he wore or the jewelry that he had. It was the freedom and lifestyle and the security. That’s something that really I gravitated towards. Asking that person for help and him becoming a mentor, showed me some ways to get into commercial real estate. I started working with this gentleman and working for this gentleman, supporting him in his dreams and endeavors.
Terry Hale (02:37):
Unfortunately it brought me down the path of conventional wisdom of getting bank financing. I did get my financial legs and everything was great, but here shortly five years or so, I went to a bank and was all independent on my own. And they just told me, sorry, Terry, we like you, but we can’t give you a loan. I asked why. They said because your debt to income ratio, it’s no good. You support too much debt, not enough income. And the reasons for that Stacey is because I was fine using standard retail knowledge. I was not using a non-conventional methodology. Where I was at that point was I had to actually reverse engineer everything that I was doing. I started using different strategies and techniques. What’s brought me to where I’m at today. They say there’s riches in niches and that’s exactly what I did. I’ve authored many books, self published.
Terry Hale (03:29):
We’ll talk about this. Two best strategies for profit with commercial real estate. We’ll talk about branding wealth by design on my podcast. We’ll get into all that, but that’s a little overview, a quick little summary of how I got to where I am today. People really wanted to learn what it was that I was doing. I got introduced to this information marketer and I always looked at the people in information marketing, like guys on late night TV and stuff. And I was like, well, I don’t want to be that guy. A teacher, trainer, coach, mentor. What’s all that? I think it was the judgment but I was very confident what I was doing.
Terry Hale (04:08):
I was negotiating millions of dollars worth of commercial real estate and tens of millions of dollars in commercial estate for my past mentor or so. I was very comfortable anyway. I got pushed out onto a stage in front of thousands of people and it was in Jacksonville, Florida. This gentleman introduced me and because I helped them negotiate this deal. After that, he took a liking to me flying around on his private plane and ended up co-authoring a book with him. He showed me how to actually put together a manual. This was back in the day where I told everybody, I said hey, my goal is for you to have an MBA. And they’re like, what? Yeah. Manuals, books and audio. That’s what I’m selling you.
Stacey Jones (04:55):
I like the MBA. That means I’m thoroughly MBA’d up then.
Terry Hale (04:58):
Right. You and I both. I ended up really sharpening my skills by just really immersing myself into the education platform because I wanted to make sure, Stacy, that if I was going to get out there and teach people something that I could be able to be the best at what I was going to be doing. The best performer. That was really important for me.
Stacey Jones (05:22):
That’s interesting. You said you want to be the best performer. A lot of people think that they can just get up on stage and that they can speak. And that’s not really the case for everyone. There is training there’s practice, there’s honing the skill. How’d you go about that? How did you become the best performer besides your natural proclivity to be that anyways, I have a feeling.
Terry Hale (05:46):
Yeah. Well, I mean, that’s the thing. I’ve been around celebrities pretty much my entire adult life. As I started moving forward, and granted, I’m 25 years into this. I do have a lot of skillset because I’ve been practicing. When I started off, I wasn’t so great. What I did was I started going to events and started watching people. I started looking at their mannerisms, how they’re walking and talking and watched how they’re performing. It is a performance. It truly is. I went to this one gentleman’s performance. I’ll never forget. It was at the Jacob Javits Center in New York. That’s where I was living at the time. This was very early in my career. I remember watching his talk and he was telling a joke. And as he’s telling the joke, he grabbed a water.
Terry Hale (06:34):
And at that point he took a sip of water and put the water down. And I went and I watched him. I watched his performance the whole entire day. I went back as he was on at like 11 o’clock, then at like two o’clock, then at like four o’clock. I went to each one. He told the joke at the same exact time and took a sip of water at the same exact time. At that point, I realized that it was just a scripted pitch. If you do it over and over again, you can get really good at it. Just the way actors do it.
Terry Hale (07:04):
They study their script, they practice, and then they go and do it. And then obviously that comes with a little bit of, you got to be able to refine, but at that point that’s what I was doing. I became a natural at it. I felt real comfortable in my skin and there was a reason for that. I give that credit to my wife, Lisa. I’ve been with Lisa since 1999 and at that point, I was a little shaky. And she came in and she said, Terry, there’s one thing that you’re forgetting. And I said, what’s that? And she said, they need you more than you need them and it changed my world.
Stacey Jones (07:40):
They’re not looking for your flaws necessarily. They’re actually just trying to learn from you.
Terry Hale (07:44):
And then at that time I stopped doing that same type of talk and I started being Terry. If I’m the best at, at who I am and what I do, I’m going to make a horrible somebody else, but I’ll make a perfect me. And so once I realized that and I got comfortable with that, people started seeing me as a person and I started being more human and more real. I do trainings every Tuesday and every Friday, we were just talking about before the call.
Terry Hale (08:13):
I do Tuesday training and something called deal flow Friday and I actually make live calls to brokers and sellers to my clients that are on the call live with me. And the reason why I do all of this is to show them that, Hey, you know what, there is room for error and get to the no as fast as possible so you can get to the yes. Do business with people that want to do business with you. It’s kind of like you can’t sell something to someone that can’t afford it kind of a way. You can only offer something to somebody that can actually accept it and that wants it.
Stacey Jones (08:43):
I tell our team all the time, a no is just as golden as a yes because a no is going to save you time and allow you to move on and get past it. Just not hearing that. And also if you get a no in my business, you know that you’ve actually gotten a decision maker. Because up until that point, if they’re not capable of saying no, maybe, possibly, or they’re not getting back to you or they’re dancing around, you’re not drilling down to someone who actually has the power of yes.
Terry Hale (09:12):
Right. I agree. A hundred percent. Yeah. I don’t mind no’s. A no just means, Hey, you need more clarity. A lot of times people don’t speak for purpose exactly. They can ramble on and just stay on what it is that they’re offering. Sometimes people need to hear it multiple times. You’re obviously a marketing expert, so I’m not sure how many times you need to touch people before they say yes, but in my business regardless if it’s brokers and sellers, or we can turn the table over to our marketing talk now, dealing with clients, getting clients in the door. I know you shared with me that a lot of your listeners, they’re in that space. Getting clients and bringing new clients in, I got to touch these people quite often to keep their interest and really say what it is that I’m saying in multiple different ways because everyone’s personality is different. Some people learn differently. Some people hear things differently. It’s just about articulating what it is that you’re saying and speak for purpose and clarity.
Stacey Jones (10:13):
And that’s why you have books, so things written. You have video, you have audio, you have all these different approaches so that you can appeal to the different ways people learn.
Terry Hale (10:22):
Right? Correct. Correct.
Stacey Jones (10:25):
I know you obviously have built quite the brand. For all of our listeners, you have to understand. The first thing that happened when Terry and I connected, right before we dialed in and started recording away, is he walked me around his office. Obviously through Zoom, but to show me his brand. The business he is. Who he is. And even behind him, you can see he is Terry Hale. That is who he is. It is his company. It is his podcast. It is on his doors. It is everywhere within there. Who he is, it’s on his cup. There too. If you’re not watching right now, it’s on his cup too. He has truly enveloped himself with his branding, his messaging, and it’s become his core because his core is who he is. What’s outside is reflected inside. You keep on getting that experience with him. That’s part of building a brand and especially if you’re doing so in a service business or where you’re working with people where you are selling something that other people are buying in based on you as an individual.
Terry Hale (11:28):
A hundred percent. I couldn’t have said it better myself, Stacy. It is so important that you identify who it is that you are. I set something up and I know not everybody’s got a visual here, but I’m going to excuse myself real quick and stand up and grab something because I want to show something to you. Although the artwork’s great on this and all and people were calling me the real deal for a very long time. But as you can see, certain marketing is good and certain marketing is better.
Terry Hale (11:54):
And so you got to make sure that you hit it right. This just went through kind of a trial and error run and what I’m holding up, it says real deal, Terry Hale. And it’s got me with a podcast and it’s more of a cartoony kind of picture of me with dollar signs all around. It’s not that it was a bad design or a bad logo. It’s just that you got to identify who it is that you want to be and that you want to represent as yourself. This here for me, is something more along the lines of streamlined business. Someone that it reaps attention.
Stacey Jones (12:29):
It’s a little classier and higher edge. What it is, it’s like a silver circle with a black ring around it with his wealth by design, and then his name Terry Hale in the middle. It’s silver with the T-H. So it’s just more elegant than the other, which was the dollar signs and the cartoon.
Terry Hale (12:46):
Right. Exactly. And so that level of marketing and branding just brings who I am out, which is someone that’s got a very high level of integrity and a lot of respect. I’m extremely polished so this obviously look and feel is better for me than something else like that.
Stacey Jones (13:04):
Yeah. And you’ve probably changed your clientele based on that too, or you’re honed in. Your office is based in Malibu. You’re looking at high end commercial investors. You’re not necessarily working with people who are as much so as your day to day starting out. It’s just a little bit more of a polished clientele that you are catering to.
Terry Hale (13:25):
Yeah. Noted as a accredited investors for the most part versus people that are non-accredited and they meet something called a three one role and they have money. I take all the guesswork out of it. And that’s something that’s huge in marketing. So if you get out there and you say, Hey, you can learn my strategies and techniques that are nonconventional because I do teach seller financing where you don’t have to use your own capital. But if I tell people, Hey, you don’t need any of your own money or capital, well, then I’m going to be attracting those people that don’t have any money or capital. That’s not what I’m attracting. So I’m definitely going after different clientele.
Stacey Jones (14:04):
You started off and you were speaking and you figured out that being you and being real was your core. And that was the best persona for you to be wearing because that’s what people related to you best. When did you start extending that out into the writing of the books, the audio, all the different layers. I think you started with speaking of an extended from there. Or did you start with writing? Where did you start?
Terry Hale (14:31):
Right. So I did start speaking. Because of my success and I was in the real estate seminar space, and I met this information marketing genius who’s done over $50 million in business, flying around on private planes and everything. I gravitated towards that obviously. And so co-authoring a book, he actually sat me down. This was back when they actually have these recording devices that use something called tapes if you remember.
Stacey Jones (15:01):
Tapes. Like those things that would melt in your car if you left them in too long. those things?
Terry Hale (15:05):
Yeah. Or when they come out, you got to use the eraser to put the film back in.
Stacey Jones (15:10):
I was a devastated teenager at one point. I grew up in Texas and left my entire tape collection in my car and came out to it melted. I have some memories.
Terry Hale (15:21):
He sat down and we went through a whole pack of these tapes. I believe there was like 12 tapes or whatever it was. Couple packs of them. We talked through it. This was the secret sauce behind the scenes. We talked through it and I thought we were going to be writing and we never wrote. It was talking. Now they have all kinds of dictation software and you can do it on your phone with Siri. But back then, what we did was we actually taped it and then we had it transcribed and then he went through it, read through it, and then he pulled information on topics out. He would say, okay, this topic. And then we would talk about the topic. It was really interesting because when people are professional writers, they write like they talk.
Terry Hale (16:06):
It was really genius in that fashion. And then of course, what we would do from there is we would create that manual and then he would go and hold a four day seminar. I learned how to do this so I started doing it. What I did was I made bullet points of my talk and I didn’t record it on a recorder. I would actually go and rent a hotel space. I put hundreds, if not thousands of people into a room and I would get up there and I would have an actual projector and I would have slides and I would sit there and show some slides and then I would have the old school stock projector. You’d have the film that would go under it which projected out. And I would sit there and I would train for four days. Four full days and I had somebody in the back recording it. Typically have two, three video cameras on me. I’m showing the audience, bringing people up, doing case studies, doing all this talk. I would turn that into an audio set. And then also a video set, these things called DVDs.
Stacey Jones (17:08):
Not a thing that doesn’t exist really anymore.
Terry Hale (17:13):
I know. The Mac I’m on right now, it doesn’t even have a slot for it. The air book. We were kind of joking on our talk earlier about MBA, which stood for manuals, books and audios. At that point, how I would actually monetize that is, and I did eight different events on eight different topics. One on self storage investing, one on multifamily investing, one on negotiations. All these different topics and different niche trainings that I would teach. Like seller financing, master lease, escalation of interest costs, subordination. All these different techniques. I got a mound of stuff and the printing bill was very expensive, but we would print all this stuff out on DVDs and CDs and have these materials.
Terry Hale (18:02):
We’d shrink wrap them and we would sell the material at different events. So now what we would do is go around the nation and we would hold events and we pack the house and I’ve shared the stage with all the big names of course. What we would do is we’d sell it for five grand. And for $5,000, what do you get? You get all this material sent to you along with two tickets to a future event. And then at the future event, they would come in. And then at that future event, what I would do is I would offer a high-end mentorship program. And that high-end mentorship program, I would teach them one-on-one exactly what it is that I do. Where they don’t ever have to even open up any of the manuals. And that was kind of the marketing that we were doing and it worked great.
Terry Hale (18:44):
And I did CBS radio, as you mentioned in my intro. I did a lot of CBS radio and what I would do at that CBS radio show is I’d actually pack the house. It’s called a preview event. It was a three and four hour preview of that. And at that preview event, that’s where I would actually sell the material and the two tickets to a four-day event. The psychology of the human brain, like we just mentioned earlier Stacy, is that people need to see you several times before they actually become a buyer. They have to be comfortable. They got to trust you. I always tell people, Hey, listen to me as to like me. To trust me to do business with me. It’s a trust game and that’s exactly what marketing for me is all about.
Terry Hale (19:21):
Anything that I put into publication, anytime that I’m speaking or training or doing live events, it’s all about the trust game for me. Is to get people to the point where they feel comfortable, that they want to move forward. And that has to come with massive amounts of credibility. Because if you can’t show testimonials and proof of what it is that you’re doing, people need to vet. One chance at a first impression. If you have one flaw, they’re judgmental and they can go the other way. And that goes in any line of business, regardless if it’s commercial real estate, or if you’re selling marketing, or you’re selling media buys, whatever it is that you’re selling. There’s really no competition if you’re on top of your game.
Stacey Jones (20:01):
Yep. Same thing with our agency. With product placement and influencers and celebrities. This is something that we started doing back in 2012, a little behind where you are, but I’m at 25 years also, same issue. I just learned the educational angle, stumbled upon it actually, and integrate it. That first year, I was writing like a blog a week. I’m like, I’m writing a blog a week. Great. Getting it done. And then it was going into two. And then it was going to three. We’re up to at least five plus and countless other things that we do. But it built into 30,000 people who follow us now. What happens is when someone looks online and they’re interested, Hollywood brand is a very niche space. We do pop cultural partnerships.
Stacey Jones (20:45):
That’s not for everyone, but if you are a brand that’s looking for that, it is for you. We want to be Google-able and find-able through SEO. And all that blog, all of that content, it not only allows us to be found when someone’s searching for us, same thing as you with everything that you’re producing, but it establishes incredible expertise and trustworthiness because you if you’re sitting here and you’re showing and your painting and you’re teaching and you’re sharing your secrets of how someone can do something and make something work, it builds levels of trust like no other out there. It is the secret sauce to marketing today.
Terry Hale (21:21):
A hundred percent. I look at some really great marketers that are out there and what I do is I find out exactly who’s doing their marketing because it’s not always just the person that’s claiming as being the marketer. Who’s the person behind the curtain? Who is that? Who’s pulling the strings? I got in touch with a gentleman, his name is Richard and I hired him on and I always say, hire the professionals, let them do what they do best while you focus on what you do best. I consider myself a master negotiator, extremely polished speaker, trainer, coach, mentor. But when it comes to marketing and that type of stuff, I’m good putting content together because content is king and we push all types of videos and all that great stuff. We got funnels and all kinds of great stuff that’s out there.
Terry Hale (22:06):
But one of the things that I was lacking was the know how to get more reach, to get more lift. How do you do that? What’s the best? What’s my secret sauce for that? I want to share it with all your listeners, is when I got with Richard, Richard said, look, one thing that we need to do is keep it short and sweet, straight to the point. We’re going to create a full, complete funnel, an online funnel, that way when anybody searches for you, they can go in many different ways. And when they go through the funnel, there’s going to be not just an offer, it’s going to be a Goodwill approach. We’re going to get out there and we’re going to offer content to people for free. And then just let them sign up for a strategy session to talk with you.
Terry Hale (22:46):
Let’s not sell anything. That’s the best thing that someone can do is just give content don’t sell. I have people come to me that joined my mentorship and they come and they join because I’m not selling them. It’s not a hard sell. Nobody wants to be closed. Nobody wants to be pressured. I put together a really, really compelling script that basically says, how long have you been interested in this for? I put it back on them. What do you want to accomplish? It’s not about me. It’s about them. They’re seeking me because I’m a problem solver. And because I’m the problem solver, what I can do is bring that situation to get them to where they want to be. For that reason, people joined without being closed. I don’t close those people.
Stacey Jones (23:35):
Yeah. It changes the conversation when you don’t have to sell. And where if you just want to give a quick 32nd recap of who you are, what you do, and then you just want to teach and help and educate and provide and lead people to the knowledge that they’re asking for. It’s a total game changer in conversations
Terry Hale (23:57):
A hundred percent. And another thing is these testimonials that I see a lot of these folks doing, I just don’t do testimonials. I just do case studies because testimonials to me, not only have they always been a little cheesy, but you don’t know if they’re hired actors. But when you actually show a case study and you show a situation, this person came to me and here they are today, and here’s what they accomplished, and this is how they did it. You’re telling them how they did it and what they did through action steps and people see themselves through their eyes. And all of a sudden now it not only becomes believable because these are real steps to success, but they feel like, Hey, I’m starting from that same position and now I can achieve it.
Stacey Jones (24:44):
It makes it relatable. They don’t feel like they actually have to be bazillionaires before they start working in commercial real estate investing.
Terry Hale (24:53):
Yeah. And that’s one thing. My niche is pretty tough compared to others. People that are out there and maybe teaching the house buying business for somebody. That’s a lot easier relating it to real estate or anything else for that matter. For me, my job is pretty hard as far as sharing my strategies and techniques with people because someone who’s just new to the business, a lot of times they can’t see it in their head that they can get out there and purchase a 300 unit self-storage facility that we can buy with seller financing at a million dollars and it could be worth 3 million. And they can make themselves a couple million bucks. And that’s kind of one of those things where it’s a unique niche that I’m in. But when I work with folks that are accredited investors it makes my life a lot easier by getting to those folks. It’s just about vetting your audience and understanding who they are and getting in front of the right people.
Stacey Jones (25:45):
It’s funny. There are certain topics and finance and investing, whether it’s real estate or commercial, definitely one of them, where people are at dissease. They don’t understand it. They aren’t comfortable. They don’t understand the reach. They think that they actually have to have all the money in the bank to extend themselves. They don’t understand about how they can leverage. There’s a lot of I’m assuming misbeliefs that you actually correct along the way when you’re painting the picture of how people can do X, Y, and Z.
Terry Hale (26:16):
A hundred percent. My biggest hang up that people have, there’s three, one hangup is time. I think that goes pretty much across the board for everybody that’s looking to get into any venture. Do I have the time to do it? I have to show these people the mistake that I made about hiring professionals and letting them do what they do best. We’re not doing management, marketing, and collections and operations. We’re basically transactioners, If you will. We find the projects, we pre-screen them, evaluate them, structure them, negotiate them and then we facilitate by hiring the professionals. Once I have to get that across to everybody and say, look, it doesn’t have to be in your backyard. I buy and sell projects all across the nation and I rarely leave Malibu, especially during the COVID times. Convincing them of that is one, it’s the time. And then it’s the credit and the money and you’re right. You can leverage. We do things with creative structures where, it’s called non-recourse structures, where we’re not actually ever using our personal credit. Why would you want to anyway for an investment?
Stacey Jones (27:19):
Yeah. I’m sure you also have people who are like, why would I ever invest a million dollars into this 300 storage unit? I’m going to have to be managing those people.
Terry Hale (27:29):
Yeah. Making collection calls.
Stacey Jones (27:31):
Right. What happens when they leave their stuff in the storage unit? What do I do then? Do I call pawn, hoarders, hunters, whatever. Storage junkie Wars, what do I do?
Terry Hale (27:43):
Right. Get the old storage wars out there. It all comes down for me with marketing and getting in front of the right people, Stacy. It’s important for me to go after the right audience. Some of the mediums that we use, obviously I’ve mentioned a lot of CBS radio and that kind of a broadcasting outward, but the flaw with that is a lot of times it’s streams across the world. It’s not hyper effective where a lot of times if we do other type of back when Facebook allowed you to control your audience, it was very easy. We made a lot of money and we made a lot of contacts because Facebook and Instagram allowed us to get out there on the social platforms and even LinkedIn and push the right message to the right person. Obviously they tightened all that up now.
Stacey Jones (28:38):
Getting even harder like in the last month and weeks ahead. It’s getting really difficult for people to use these platforms that they’ve spent potentially hundreds, if not millions of dollars building their audiences on and now actually being able to dial into them anymore.
Terry Hale (28:54):
Everyone’s trying to figure out the algorithm and you can’t. Unless you maybe work for Google behind the scenes, but I’m sure you signed some paperwork that gets you in trouble. If everybody had the answers, it would make things a lot easier. But since that’s not the case, again, back to content and getting goodwill content out there is just the best thing that anybody can do in their business. That and I encourage all your listeners if they haven’t, it’s very easy to self publish a book. My book, it’s 110 pages. The reason why it’s 110 pages is because I want them to digest it in one sitting. Because if you read a couple of pages, you put it down and all of a sudden something goes on top of it and it disappears, out of sight, out of mind. They don’t go back to it.
Stacey Jones (29:43):
Who cares if they read one chapter. You want them to get to the end.
Terry Hale (29:49):
Want them to get to the end. When we actually put together these types of these types of books and I’ve done close to a dozen of these books, we put it together with a call to action. That’s something along with the sense of urgency. You want to give solid straight to the point, meat and potatoes type of content, regardless of what industry someone might be in. But that’s my approach and how I find that it works best. And then you also want to give them what we refer to as a shameless broad. I don’t mean to be ugly by saying the word broad but shameless broad was kind of a joke. And what we do though, is we offer them something. Saying thank you, giving appreciation, showing respect. And by giving them something, they need to go to actual website. When they go to that website, what do they see now?. More content
Stacey Jones (30:34):
And they register and you capture their email. And now they’re part of your inner circle.
Terry Hale (30:39):
Everything that most of your listeners already know. And what’s great about that is once you do capture their information, then you want them to get into it again so you can actually white list them so they actually received your emails. And that’s another big thing about email marketing when we do our email marketing. I had a very large list and what I found was that the open rate was okay, but it wasn’t great because people were not even receiving the email in the right space. So what we did, and there’s all different types of marketers that can put this together for anybody is we went and started cleaning up the list. And even though we were only now taking it from a massive list to a shorter list, we segment the list and then we’re sending information as relevant to those people.
Terry Hale (31:23):
And by doing so, our open rate went through the roof, which is great and then we can get more people on. I do also lots of webinars, which are a live. Training calls and I do them in a different fashion. Everyone else out there is doing PowerPoint for visual stimulation. What I do is, I put the camera on me and just like I’m speaking with you here Stacy and I have a whiteboard behind me, which is right over here to the right in my office, which I shared with you. I go unscripted and just real. I have my bullet points of what I’m going to be teaching about and I just go for it. People dig it. And then close to the end of the call, I call it the close, but we’re not closing anybody.
Terry Hale (32:07):
But what I say is, Hey, if you like, what you’re hearing and you want to engage with me, just put your number in the go-to webinar control panel and I’ll reach out to you and we can have a casual conversation and see if we’re a fit. And I tell him, I say, I don’t work with everybody, but if this is for you, we can get together and we can make things happen great. Just pop your number in there. No one else can see it. I don’t rent, sell or share your information. This is just for us and I create relationships with people like that.
Stacey Jones (32:34):
Again, you’re not ready right now. Maybe you will be on the next call that you’re on.
Terry Hale (32:38):
Yeah. Absolutely. I had a gentleman who recently joined me that said that he followed me for about six months before he took action because it took that person that amount of time. And I had another client just recently that saw me one time, I spoke with them one conversation and they joined. That’s the thing about understanding the market and understanding your offer. Everyone I encouraged to stay true to what it is that you are offering. Don’t bend. Don’t discount. If they’re not for you, it’s okay. Because so many people do that. All of a sudden, they say, I need to do a cafeteria approach where I can let people get in at a lesser dollar amount and try to work this strategy. I just don’t do that. It’s either you’re in or out and that’s it. I don’t ever discount or devalue myself because it gets to your core. You want to make sure that you understand exactly what your worth is.
Stacey Jones (33:33):
This applies to any business. This applies whether you’re going out to consumers or going out to other businesses as a service business. Even with our agency, when we started that newsletter and the reason why we started the blog, we turned it into the newsletter and we kept on growing that, is we would have countless proposals that we do. We had these rocking conversations. They were so awesome. We connected on the phone. They showed us there’s. We showed ours. Everyone was loving each other and then we spent hours, days, putting together proposals that were customized and fantastic. It captured the spirit of what we talked about and then it was crickets. Would not hear from them possibly ever again.
Stacey Jones (34:18):
And when we changed what we did, where we added drip campaigns and emails with education, with things that were automated when we were enrolling them in our processes, we use HubSpot so that it’s not me or our team member frantically trying to remember every last person we’ve ever talked to and, Oh, we should go touch them. You create sequences and you have this automated way of reaching back into the people’s lives, but doing so, not salesy, but touching them with more education, more helpfulness that they can always opt out of. What we saw was that a year later, 18 months later, six months later, whenever they’d come back to us instead of just being gone, because they weren’t ready for that conversation. Most people aren’t actually ready the first conversation you have. They need that time sink in, think about something. If you’re there and you’re reassuring them and you’re touching them, you’re their go to when they are ready.
Terry Hale (35:15):
I agree. That’s the thing. I related to brokers in my business for commercial real estate. They give this false hope. They tell the owners, Hey, we can go ahead and achieve this price point and then it sits on the market stagnant for six months and all of a sudden the price drops. And then it finally trades. The same thing goes with what I find on my customer base and clients that come through. A lot of times they’ll go and start feeding into chasing the next shiny thing. And then they go with my so-called competitors that are out there that had mediocre broken systems. They pay a fee, they join it. They have instant failure. There’s a full disconnect. It wasn’t what they thought it was going to be. There’s no support and support is huge.
Terry Hale (36:05):
In my business, I monitor my email. My email is [email protected] and I monitor it because that’s where I’m at. I’m all about supporting people in their dreams and endeavors to help them achieve success. I think I justify that because it’s not a charity event. When I partner with people, it’s on a limited partnership basis. We’re moving forward together to make money and build wealth. The same thing goes with my so-called competitors that are not providing that. I think if you give huge value add, like you said, in content and support, it changes the dynamic of that deal a hundred percent.
Stacey Jones (36:44):
Well, Terry, how can our listeners learn more about you? Where can they go? You have a brand so I bet you’re able to be found online.
Terry Hale (36:52):
Yeah. And fortunate for me, I own Terryhill.com. They can just go to my name, which is right here. Terry T-E-R-R-Y, Hale H-A-L-E.com. And they can always shoot me an email to the email I just dropped, which was [email protected] If you go to my website, you’ll see all about me. See tons of videos, tons of content, and who knows, maybe you’ll be intrigued to do some business with me too.
Stacey Jones (37:20):
This has been fantastic, really enjoyed speaking with you because I really do think you have encapsulated how you do educational marketing to a T. Not everyone can, and not everyone does. Those on the speaker circuit, your Tony Robbins, your different individuals who are out there, they figured this out. They have the audio, they have the CDs, but now DVDs now and whatever you might want to have. It doesn’t mean that it’s just one type of individual, one type of business, this transcends industries and it’s the same makeup, the same capabilities across anything where you’re trying to get people to understand your business and become clients.
Terry Hale (38:03):
Right. Yeah. I appreciate you having me Stacey and I agree with you a hundred percent. It’s all about content is king as we were talking and getting out there. Putting the message to the market and making things happen. I had a great time. Thank you so much for having me on the podcast here.
Stacey Jones (38:19):
Of course. Well, thank you again, Terry, so much. And to all of our listeners, thank you for tuning into another episode of Marketing Mistakes and How to Avoid Them. I look forward to chatting with you this next week.
Thank You For Tuning In!
There are a lot of podcasts you could be tuning into today, but you chose Hollywood Branded, and we’re grateful for that. If you enjoyed today’s episode, please share it, you can see the handy social media buttons below and the left side of the page. 🙂
Also, kindly consider taking the 60-seconds. It takes to leave an honest review and rating for the podcast on iTunes, they’re extremely helpful when it comes to the ranking of the show.
Lastly, don’t forget to subscribe to the podcast on iTunes, to get automatic updates every time a new episode goes live!