In today’s episode, Stacy sits down with Michael Buzinski, who is the CMO of Buzzworthy Integrated Marketing, and the author of the best-selling book The Rule of 26. The two discuss the difference between DIY-ers and buyers, as well as the necessary connection between authenticity and marketing. Michael also gives his insights on using call-to-actions, and designing websites. In addition, he also shares why he believes that recognizing your competitive advantage will allow your businesses to better connect with its perfect client. Stacy and Michael also touch on the difference between serviced-based businesses and service-centric businesses.
Hollywood Branded Refresher Episodes
Check out some of the past episodes we’ve covered on this topic:
- EP 250: What to Know When Building an App for Your Business with Eric Colbert | Spark6
- EP 247: Obtaining Corporate Credit to Grow Your Business with Andrew Rey | Flow Business Funding
- EP 230: Strengthening Your Family and Your Business with Jay Feitlinger | StringCan Interactive
Hollywood Branded Content Marketing Case Studies
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- 7 Reasons Why We Blog – Besides The Sales Results We Get
- How Blogging Helps B2B Brands Get Sales And Customers
- 10 Tips For Running A Highly Successful Business
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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 for us 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.
Speaker 1 (00:30):
Welcome to Marketing Mistakes and How to Avoid Them. Here’s your host, Stacy Jones.
Stacy 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. And I want to give a very warm welcome to Michael Buzinksi. Michael is the CMO of Buzzworthy Integrated Marketing, where they focus on the integrated marketing needs of privately owned businesses. Whether that be through website design, Google ads or SEO, they help their clients build a stronger online presence and have helped over 750 service-based businesses. Michael has also been recognized by the American Marketing Association for his work as a visionary marketer, and is the best-selling author of The Rule of 26, where he shares insights on how to double a website’s revenue for those service centric businesses I mentioned. Today, Michael and I are going to be chatting about ways that businesses and entrepreneurs can gain a better understanding of digital marketing, and how they can increase their online presence in a way that’s simpler and more profitable. We’re going to learn what works from Michael’s perspective, what should be avoided and how some businesses just miss the mark. Michael, welcome, so happy to have you here today.
Michael Buzinski (01:38):
Thank you, Stacy. That was an awesome intro.
Stacy Jones (01:41):
Before we dive in, I always like having our listeners learn a little bit more about our special guests. So can you share with us how you got to where you are today, where you have now written a best-selling book, which is congratulations, right?
Michael Buzinski (01:54):
Thank you very much.
Stacy Jones (01:55):
And your digital marketing expertise has something to do with that, which I’m sure we’ll dive into. And then you’ve also created a business platform where, you and I were talking before the show about service centric versus service based businesses, but you’ve created an opportunity to help hundreds and hundreds of businesses better find their own perfection in this world of marketing so that they could grow.
Michael Buzinski (02:21):
Stacy Jones (02:21):
So how’d you get here?
Michael Buzinski (02:23):
Oh, how long is this podcast? Do you know how you fall into things? I slowly in the matrix of falling got I’m at today. I was actually an Air Force brat as a child and moved around a lot. And I got into sales and marketing in California where I did most of my growing up. And worked for some very large corporations, ran up a couple of corporate ladders, found out that wasn’t for me, but I needed to get out of California and then discover the rest of the world. So I became the third of my family to join the Air Force. During that I got more exposure to the world and also failed at becoming a famous rockstar, which was actually my childhood dream. So not getting there, I got out of the service and I started my own recording studio. And that’s how Buzz Biz started, that was my first public company.
Michael Buzinski (03:21):
And then within a year I realized that surviving off of starving musicians was a horrible business plan. And so I pivoted quickly into media production for small to medium-sized businesses. And over the years we became a full creative agency and we’re actually a multi seven figure creative agency with a big staff, big facility, the whole nine yards. But I found myself getting pushed further and further away from the people I was trying to help, where I were actually wanting to go. And so just a few years ago, I created Buzzworthy Integrated Marketing. And so now I have a media production house that still does that award-winning media production for people who need video and audio and graphics and all of that other stuff, but really I focus now on the digital marketing for service centric businesses. So if somebody’s selling themselves to somebody else or their services, people serving people, that’s where my sweet spot is, that’s where the most passion is from our business owners and it’s where I get the most rewards from their successes.
Stacy Jones (04:23):
Awesome. If anyone just heard a large snore, that was from my cocker spaniel, who’s at my foot. So just that was not Michael, nor that was not me. So that’s a journey.
Michael Buzinski (04:35):
It was a journey.
Stacy Jones (04:38):
Military brat to aspiring rockstar to digital guru. That’s pretty much your whole line that you’ve gone.
Michael Buzinski (04:47):
There, yes. It actually started on a farm, I was actually a farm kid before high school.
Stacy Jones (04:51):
There you go.
Michael Buzinski (04:51):
So it even goes further back.
Stacy Jones (04:55):
So with what you were doing, we started off the conversation and I realized my intro, we were adjusting a little bit on your bio of saying something that was service-based versus service centric. And I missed a spot to update that.
Michael Buzinski (05:08):
Stacy Jones (05:10):
But that’s okay because I want us to dive in, what is the difference between a service-based and a service centric business?
Michael Buzinski (05:16):
So I have recently learned that service based businesses are usually the service base is like home services. So mainly HVAC, heating, and plumbing as the main service based. Some will put in electricians, but that’s about it, right there. And so I was actually on another podcast and they were for service-based business. So I got all excited. I’m like, oh cool, we have people talking about people, serving people. So it was this whole synergy going on, and all this stuff. And then this guy gets on and he’s like, “Yeah. So these HVAC guys and blah, blah, blah, blah.” And I’m like, okay, I’ve worked with a lot of heating and cooling companies, this is fine. Yeah, we can roll with this. And both of the hosts come from HVAC, heating and plumbing. And so after the show, he’s like, “Yeah, we use that term in our industry. That’s our industry.” I’m like, I’m going to have to re word the subtitle to my book.
Stacy Jones (06:16):
But I think that a lot of people listening who are entrepreneurs of service companies that are oriented, whether they’re lawyers.
Michael Buzinski (06:25):
Stacy Jones (06:25):
Whether they are consultants, whether whatever it might be, they think of themselves as being service-based.
Michael Buzinski (06:31):
Stacy Jones (06:31):
So that’s an easy thing to be like, “Interesting.” It’s all about words today.
Michael Buzinski (06:36):
17 years and never heard it. And then all of a sudden, that’s how they’re marketing their industry now. So I’m like, okay, “I can roll with that.” But yes, I don’t think that we’ve missed anybody in that, but I like to be a point on with my wording. I’ve been wordsmithing for a few decades now. And so service centric gives it a little bit more focus and anybody, regardless if you’re a service-based or a lawyer or medical or anything like that, you’re going to go, “Okay. Service centric. Okay, I’m that, I’m that. Oh, I got this.”
Stacy Jones (07:10):
Yeah. Well, we had the same thing. Because my agency, Hollywood Branded does entertainment marketing partnerships, and we do product placement. And for years I had people be like, “Oh, so you can help me with product placement in the grocery store.” And I’m like, what are you even talking about? That’s not a thing. Oh no, in their industry, that’s a thing.
Michael Buzinski (07:28):
That’s merchandising though, isn’t it?
Stacy Jones (07:30):
To me, it’s merchandising. But to them, it’s product placement. I’m like, well, no wonder my mother, literally 25 years ago, when I said I was going to go into product placement said, “Why are you actually working at grocery stores, putting products forward?” And I thought she was just off her rocker, but nope. No, she actually was more clued into some lingo than I was.
Michael Buzinski (07:48):
Well, there you go. Wow, there you go. I always think of product placement in movies. Like there’s a can of Coca-Cola, bing.
Stacy Jones (07:58):
Yeah, and if there’s a movie that has a grocery store we do product placement in the grocery store.
Michael Buzinski (08:02):
Oh, very nice. Yeah, you don’t even think about that part. Yeah, that’s funny.
Stacy Jones (08:06):
But, so that brings us to words, the importance of words. And a lot of the things that you’re doing are digital marketing. And so it’s all going to be word based because you know, it’s video, it’s text, it’s you are getting across the message of what your clients are looking to do. And so how do you approach, what is the first step? Do you go in and you’re like, “Okay, we’re going to create a mammoth website for you, put together a digital strategy. You can start doing some Facebook advertising, Instagram, we’re going to overlay some banner ads. Let’s start shooting.” That’s probably not it.
Michael Buzinski (08:38):
And get some product placement in your ads.
Stacy Jones (08:42):
Michael Buzinski (08:42):
Why not, right?
Stacy Jones (08:43):
Michael Buzinski (08:43):
No, no. Well when we were a creative agency, and this is the trap creative agencies get in, is that they do, they want to go big, right? That’s what they want. And if they get a client can come along on that ride with them, you really do create these huge movements. But for the most part, small to medium-sized businesses, especially service centric businesses don’t have the cash to lay out such an elaborate production, if you will. And really large websites, I’m going to work back to your question here, large websites are only good if you have a lot to talk about. And for my lawyers, unless they have a big partnership where there’s seven or eight lawyers that have an individual focus for each one of them, then yeah, you could start out with the larger one, but normally websites for service centric businesses start a little smaller.
Michael Buzinski (09:39):
So where I start is in the authenticity. Because really marketing, regardless of where you’re doing it, has to do with your competitive advantage. And if you can’t differentiate yourself from your competitors, whether it be local, whether it be industrial within your industry, or nationwide, it doesn’t matter. I don’t care how few of you are or how many you are, you always have to make yourself other than a commodity. Right? So if we used dentists, how many dentists do you know? I know a lot. I know I have a friend who has an agency that only works with dentists. That’s how many dentists are out there. I’m like, good, if you get enjoyment out of that, that’s great. These dentists need it, right? But how do you make each one of those dentists very special?
Stacy Jones (10:29):
Michael Buzinski (10:29):
Because if you don’t find that competitive advantage, you never can connect with your perfect client. And that’s where my, my sweet spot is, let’s find where your most profitable and rewarding business comes from. Because I learned very early on, all money is not good money, and it is good to fire bad clients. I don’t care how much you need to pay rent, sometimes I remember losing clients that I thought I could not live without and realized that I should have fired them long before we parted ways. And so that really is where we start, is what is your story? And then we can decide how we want to tell it, where are we going to tell it and to whom we’re going to tell it to.
Stacy Jones (11:13):
And so when we’re dialing in to the fact that you are a bestselling author, Rule of 26, right?
Michael Buzinski (11:22):
Stacy Jones (11:23):
What are the rules that support that? What is the approach that you need to actually do, to keep in mind, as you’re figuring this out of who your perfect customer is, how to get rid of the crappy ones, and who you are actually as a business?
Michael Buzinski (11:42):
So all of that, me answering your last question was really talking to one of the rules. There are three objectives within the Rule of 26. So let me start with what the Rule of 26 is first, and then we can go from there. So the Rule of 26 is a 15 second website marketing strategy. I found that a lot of creative agencies and ad agencies and digital agencies, agencies in general, like to spend a lot of time because they get paid by time, creating strategies. And they’re very strategy centric instead of objective centric. Objectives feed results, strategies feed ideas, right? And within those you create tactics. So the Rule of 26 states that if you increase your unique traffic, your conversion rate, and the average value per client you get from your website by 26% each, you get a compounded output of 100% more revenue, or doubling the revenue from your website.
Michael Buzinski (12:45):
And I created this because I wanted to show service centric businesses who usually tell me, “I don’t get any business from my website. We survive on word of mouth and referrals.” I’m like, ouch.
Stacy Jones (12:58):
That’s a problem.
Michael Buzinski (12:59):
Yeah, I equate it to farming, right? So you farmed it, right? But a great farmer can lay an awesome crop and have a bad season with one flood, with one drought, with too many hot days, harvesting.
Stacy Jones (13:14):
Michael Buzinski (13:14):
Right. Oh, COVID yeah, whatever it is. Right? So it’s like you are now not in control of your destiny. You cannot scale at will. Websites allow you to do that and so I needed to find it very easy and digestible way of showing business owners who don’t need to learn marketing, but just understand how simple it can be to get there.
Michael Buzinski (13:37):
And so that what we were talking about before feeds into that average value per client, average revenue per client. Because if you’re serving your niche where you’re getting the most profit and most rewards from serving your perfect client, you’re going to be able to charge more and you’re going to be able to retain your clients longer, right? And so that’s one of them. And in conversions, we look at the website, do they have a website now? Are they even tracking conversions? Right? A lot of people don’t even know what they’re getting from their website, except for, “Well, I think we get a couple of emails every once in awhile.” No, how many people does it take to get somebody to reach out to you? That’s a conversion rate, right? And then once we understand that we can push traffic in. And in that traffic, we need to make sure it’s good traffic, not garbage traffic. We don’t need to waste our time with bad leads, because it’s just going to bring your conversion rate down. It’s going to burn your resources, time, energy, and money.
Michael Buzinski (14:38):
And so that’s where I come in and make sure that all of those cylinders are hitting all in sinkers.
Stacy Jones (14:46):
And I know we can use tools like Google analytics.
Michael Buzinski (14:48):
Stacy Jones (14:48):
That there’s no fee to, so that anyone out there, all of our listeners, they can add Google analytics to your website. If you haven’t, you should.
Michael Buzinski (14:56):
Stacy Jones (14:57):
It’s step one. Even if you have Google analytics, you can be like, oh my gosh, look at all these people are coming to my website and nothing’s happening. They come and they bounce, and what’s a bounce? They’re gone, they’re here.
Michael Buzinski (15:09):
Stacy Jones (15:09):
So how are you helping your clients understand what actually gets some sticking power and how to actually channel that marketing messaging to impact their brand?
Michael Buzinski (15:23):
You asked a lot there. That is a huge question.
Stacy Jones (15:25):
Michael Buzinski (15:26):
I thank you for that. So the first thing is, when we look at our analytics is that nine times out of 10, you haven’t filtered your analytics down to actual human beings. There are these things called bots that come and crawl our websites every day, thousands of them a month. And they can add a couple thousand unique visitors to your site. And they can also add a lot of sessions and page views to your site. What these bots are doing is they’re aggregating information from your website for their search or whatever they’re collecting data for. So that when somebody is looking for things that your website talks about, you are going to be more opt to show up in those searches, right? Well, you’ve got to filter those out. In my book we actually talk about it and I actually do that for people, it’s free.
Michael Buzinski (16:16):
So if you don’t understand how to create or connect analytics and, or even set up what your conversion is, because that’s the second side of what you just said. Well, we don’t know what the numbers are saying, the numbers are saying, we’re not converting. Well, did you even set up your conversions correctly? Did you identify what a valuable conversion is, right? What action on your website does a user take that you consider a pro a step into a profitable relationship with that user, right? So between those two right there, just identifying good traffic and clean data and identifying what actually needs to happen to be considered a conversion, then we can start looking at well, why aren’t people doing what we’ve identified? If you’re in fact not getting conversions, right? So in that, that’s a whole nother Pandora’s box of why your visitors are not converting.
Michael Buzinski (17:15):
But if you gave me an example, we could probably go into it, but there’s so many reasons why people don’t. But the biggest reason I would probably say is that you try to say too much too fast, or you ask too many times too soon. So you have a website that comes up and it says, “Hey, we are an orthopedic physician center, call for an appointment.” Why? Why would I call you? Yeah, I need an ortho, I get that. But I’m looking for the one going to make my knee better. And I need to understand why you are that person or your team is that team that I’m going to trust my mobility with, right? So asking too soon.
Michael Buzinski (18:00):
And then you have the other way where people will rant on and on and on and on and on about themselves and then never ask for a call to action, right? And there’s two things wrong with that. One, you didn’t give them an end point to where you tell them what you want them to do next, right? And two, you talked about yourself.
Stacy Jones (18:19):
Michael Buzinski (18:20):
Fastest way to drive people away from your website is continue to talk about yourself. Those are the two big ones.
Stacy Jones (18:28):
So what you’re trying to say here is that when someone comes to your website, that they care not about themselves and the end result, they only care about whatever you’re trying to shove down their throat, they’re not looking for solutions? They’re not looking for ideas?
Michael Buzinski (18:44):
Right, exactly. People are selfish that the reason that they’re searching is because they have an issue or they have a desire. So they’re defining out whether you are going to solve their problem or deliver what they desire, right? And so if you make it about them and you can see it right on my website, I practice what I preach, right? The first thing I talk about is that most businesses are frustrated that they can’t get a predictable revenue from their website. And we have a process of creating that predictable website for them. And the next thing we talk about is how we can help you. And right across the top is a needs-based menu. I need help with a website, I need help with search engine optimization, I need help with social media, I need help with reputation management. All of the tactics that go into the Rule of 26 and in doubling our revenue. But make it about them.
Stacy Jones (19:45):
Michael Buzinski (19:46):
Stacy Jones (19:46):
Michael Buzinski (19:47):
You, you, you. Talk to them, have a conversation, you have a sales person that’s called a website that works 24/7, 365, never takes vacation, doesn’t ask for a raise and doesn’t take sick days, and you get to program exactly what it says every single time. Why aren’t you taking advantage of that?
Stacy Jones (20:09):
Well, I think a lot of the reasons why people are not taking advantage of that is an error that they have where they think that giving away information and insights for free are then just going to enable that person who’s coming to visit them to just do it all by themselves. And the rough thing here is they’re always going to do it by themselves if they never had an intention to purchase from you.
Michael Buzinski (20:31):
Stacy Jones (20:31):
So why don’t you establish credibility and expertise by showing what you got and getting people to be comfortable and competent that when they bring to you their royal mess of whatever they have.
Michael Buzinski (20:43):
Stacy Jones (20:44):
That you are that provider, that service professional, who’s going to get them unwound from it and set up correctly.
Michael Buzinski (20:52):
Right. And that notion has been disproven time and time again. And I’ll use Haus as a great example. Haus and Pinterest is another one where you can find out how to do all of the cool crafts or all the cool upgrades to your house and remodeling and all these things, right? And then why is it that they list the professionals who did the design, or professionals who can install the cabinets that you love, and the professionals who do this and do that? Because when most DIY-ers get about halfway through, realize that they’re way over their head, and now they’ve got to get professional help. Right? So even if somebody came in as a DIY-er which is not your perfect client, so you don’t want them to reach out to you, because they’re going to be a waste of your time.
Michael Buzinski (21:37):
Do not try to convince somebody who they are not, right? If you’re not a buyer, don’t try to convince them that they’re a buyer, go to somebody who actually wants your help, right? And you do that by offering up a lot of free information, right? Me, I have my book. My book is the information that gets you in the door. Do I ask for a little bit of money for it? Yeah, because my perfect client is willing to invest. Because to be successful in marketing does take investment. It’s your investment, it’s your business. You’re going to get the lion’s share of our work, right? And there are other professions that are like that. You’re probably one of them, right? So you want to get any of the DIY-ers out of the way with all the simple stuff. And even if they can get to a certain point and then they’re like, okay, now I’m at a point where it makes sense to hire that professional, let’s do that.
Stacy Jones (22:30):
Well, the little thing I did because all of us who own businesses, we’re our own worst enemies. We’re good at sabotaging ourselves and we all like helping other people, typically. That’s why we’re doing what we do. And we get a charge from it. We’re all lit up, and we’re like, “Woo hoo, I’ve done it, I love it, and I helped you. I got a plan.” And it really sucks when someone doesn’t want that rescue and they don’t want that plan.
Michael Buzinski (22:55):
Stacy Jones (22:56):
And so then you say unto yourself, trying to give it away for free because you got the idea, you got it for free. What if I just give a little bit more for free? What if I give this? And what we ended up doing, because I was very good at sabotaging myself, I still catch myself, is we created an online learning platform that people could subscribe to. And there’s free content, as well as we have over 1500 blogs that people can get to for free.
Michael Buzinski (23:18):
Stacy Jones (23:18):
But we recognized it so that there was literally how to do what we do.
Michael Buzinski (23:23):
Stacy Jones (23:24):
So that if you wanted to have a class and get certified and be your own DIY-er, and you’re a small company, and you can’t afford our services, great ,more power to you. We’ll be here when you have managed to get to be really big and need the big guns to come in to help you.
Michael Buzinski (23:38):
Stacy Jones (23:39):
And so I challenge our listeners to come up with ways, to protect yourself, to look to see where you’re giving away the farm, not the farm that Michael grew up on, the other farm. And that you can actually come up with even alternative ways to make money potentially, from this, whether it’s through coaching or classes or doing that thing that gives you that role, like inspiration, or ooh, I am helping the world.
Michael Buzinski (24:05):
Stacy Jones (24:05):
But you’re not sabotaging your business and your employees at the same time.
Michael Buzinski (24:09):
If you think about it, look at big, big, multi eight figure coaches out there like Russell Brunson and his click funnels, right? I don’t know if you guys are familiar with that, but basically he and a couple of friends, he started out selling the instructions to potato guns. Okay? And this is a wrestler in college.
Stacy Jones (24:29):
Potato guns need instructions.
Michael Buzinski (24:31):
Yes, yes. Before you blow yourself up, right?
Stacy Jones (24:34):
You don’t just load a potato in the gun and pull the trigger and have it shoot out and explode.
Michael Buzinski (24:38):
Right. And this is back in the day of DVDs where he would send a DVD to your house so you could put it in your DVD player and blah, blah, blah. Right? So he’s come full circle, now he has a platform where you can build these sales funnels on his platform, right?But he has a set of books, so three books that basically tells you what he teaches in his 20,000 a person Masterminds. Okay? Because there is a certain level your perfect client needs to be anyway. So if you came in as a DIY-er, so you listened to a Russell Brunson talk and you’re like, “Wow, I want that.” Okay, well I have books back here. You start reading the books, you’re like, this is way over my head. I need more help. You can immediately, you’re self referring yourself, right? Your self qualifying as a done for you.
Michael Buzinski (25:29):
You keep reading the book because, well, no actually, I think I got this. I’m good, I’m going to keep moving here. I’m going to start doing some of these things. And that’s great, you’re a DIY-er, right? But then there’s that point where it’s like, man, I gotten through the books, I’ve made some progress. I still need a little bit of help. And now he has programs that they can slot into there. So every coach out there has a way of creating that. We do it for ourselves. So our DIY-ers can plug into the programs we use with our DFY clients and use the same tools to get results on their own at a fraction of the price, because they’re trading their time for it.
Michael Buzinski (26:07):
But our people who are doing DFY, they’re the people that have more money than time, they’re trying to buy their time back. And they also know that the experts doing it are going to do it faster, they’re probably going to do it better and they’re going to come up with stuff they never thought of, right? And every one of these coaches that you’re talking about has the same opportunity for their audience.
Stacy Jones (26:27):
Yeah. And using me as an example, this is a little different, because it’s probably more your professional service versus your centric handyman.
Michael Buzinski (26:36):
Stacy Jones (26:36):
But like handyman, right?
Michael Buzinski (26:38):
Stacy Jones (26:38):
We need to build new bookshelves and cabinetry in our house.
Michael Buzinski (26:42):
There you go.
Stacy Jones (26:43):
And I went on a deep dive of looking at different companies or individuals, or just having to understand how is this cabinetry going to be built? I do not want to build this, it’d be a disaster. I could do it, but it would be a disaster.
Michael Buzinski (26:56):
Stacy Jones (26:56):
I can do anything, it will be a disaster. But seeing the diagrams, seeing how something’s put together gave me reassurance that at least when I start having a conversation, I don’t feel like a horse’s ass. And that I actually am able to sound somewhat intelligent and know what to be looking out for that just doesn’t seem right based on my short time of diving in. And that’s what really people are looking for from these business websites.
Michael Buzinski (27:25):
I think that you hit it spot on. I think that’s a great point, just to understand some of the lingo. So when people are pitching you their services, you kind of understand what they’re talking about. Because you don’t understand what you’re buying, you should never buy it, right? And as service providers, that’s our job too is to break it down to the lowest common denominator. And to have that empathy that maybe not everyone understands everything the way you do. I see it on websites all the time, especially medical, they talk way over people’s heads. It’s like, you have to be at a fourth or fifth grade level, okay? Fourth and fifth graders don’t know anything about biology yet people. So if you’re selling medical services, talk English to them. They do not want to hear any Latin unless it’s already there in the, in the plain sight for everybody to see, right? And so, yeah, making people feel smarter after they read your stuff can serve you just as well.
Stacy Jones (28:24):
So Michael, how can our listeners find you? How can they buy your book? How can they dial in and be like, “I need a little polish on my website.”?
Michael Buzinski (28:33):
Sure, I make it really simple. I put everything in one website, it’s called buzzworthy.biz, that’s B-U-Z-Z-W-O-R-T-H-Y dot B-I-Z. At the top, you will find my book, it is available on Amazon ebook and paperback. For your audience. I am offering to anybody who is willing to purchase the ebook, if you email me at [email protected] buzzworthy, that’s buzz with two Z’s. [email protected], a snapshot of your purchase, I will mail you a signed copy of my book absolutely free.
Stacy Jones (29:10):
Okay. That’s a really nice offer because we were just talking about it beforehand. And sometimes having a tangible thing that you can dog ear, circle and highlight is nicer than just trying to read something on your cell phone.
Michael Buzinski (29:24):
Yes. But I mean, who wants to mark up such a pretty cover? I’m just kidding. Awesome. Yes, everything’s there. And if you have any questions about anything we’ve talked about, I’ve given you my email. That is my direct email. I answer every single one of those myself.
Stacy Jones (29:45):
That’s fantastic. So what is the next step that your book reveals? You said that there’s three basic foundations, so you don’t have to go through all of them. So leave people learning, waiting, and learning a little bit more. But what else is really important to keep in mind?
Michael Buzinski (30:00):
So one of the things that I point out in the book is that digital marketing is not successful in the void on its own, okay? It does not perform in a vacuum, okay? A lot of people try to rely wholly on and put all their eggs in that basket. And in business, we know don’t put all your eggs in one basket, solopreneurs suffer that the worst, because they are the egg in their own basket, right? And so one of the stories I talk about is guerrilla marketing. And when I was just starting out, I actually grabbed about 500 tri sided BIC ballpoint pens. And on one side I put my logo, my business name and logo. On one side I put my slogan, back then it was Be Seen, Be Heard. And then on the other side, I put my website and people were like, “Why don’t you put your phone number on there?” I was like, because I’m going to leave these everywhere that people don’t know who I am. And they’re like, what are you talking about?
Stacy Jones (31:03):
Why are they going to call you?
Michael Buzinski (31:04):
Yeah. And then why are you going to go call? Well, and the barrier, when you call somebody usually have a purpose. Right? And it’s like, what are you going to call somebody to go, “So I got your pen here and so what do you do?” You’re not doing that.
Stacy Jones (31:17):
Michael Buzinski (31:18):
But they’ll go to a website and stalk you, cyber stalk you, and that’s great. That’s what you want. And it took me about 16 to 18 months later, I was handing them, anybody needed a pen. I would let them keep it after they used it, I signed bills at restaurants. Or if I was filling out a form in a medical place, wherever I could use a pan, I always left it behind.
Michael Buzinski (31:39):
And in about 16, 18 months, I started seeing my pen in places I’d never been before.
Stacy Jones (31:45):
Michael Buzinski (31:46):
That’s circular. Yes it did.
Stacy Jones (31:49):
Michael Buzinski (31:49):
And it was, and the great thing is, is like, well, be seen, be heard, I wonder what that means? And then they go and they look it up and I actually had some people come in with their pen. They’re like, “So I just want you to know this worked.” And they tried to give me back my pen. I was like, at that time, I actually had some fancy, fancy pens for my high-end clients. And I actually said, well, thank you. And I handed them a really nice pen and they’re like, oh crap. They’re never throwing that away.
Stacy Jones (32:16):
Well, that’s a cool way of taking something digital and bringing in to the real world.
Michael Buzinski (32:20):
Right. And there’s plenty of ways. There’s thousands of ways of doing that. And one of the pieces I put in my book as far as traffic is your biggest ally, right? A conversion rate is great to fine tune the traffic that you’re bringing in.
Stacy Jones (32:36):
They’ve got to get there first.
Michael Buzinski (32:37):
They’ve got to get there first. So everything you do, I brought on a new CPA accountant. A CPA who does fractional CFO services out of Chicago, right? And he’s like, “I’m brand new. I used to be in a firm. We used to do dah, dah, dah.” And then he’s like, “Okay, I need to get this website and start selling.” I was like, “So what are you doing besides digital marketing?” And he’s like, “I don’t have anything.” I was like, “Well, we need to.” “Well, it’s COVID, it’s Chicago. We’re locked down.” I said, “There’s thing called LinkedIn. You can literally get on a sales navigator for $89 a month and identify your perfect client and then reach out to them, reach out to a hundred of them a week and try to get those conversations, follow them, comment with them, network with them like the good old days.”
Stacy Jones (33:26):
Michael Buzinski (33:27):
Right, and be social. And I almost used a bad word there. But yes, be social use it as it is intended and create those relationships. He forgot that that’s how we met. I reached out to him at one point on LinkedIn and we got a conversation going and he started looking at my LinkedIn profile and he started watching some of my videos and read a couple of my articles and then all of a sudden he messaged me and he says, “Hey, listen, do you know what? I think I’m with a digital marketing firm that’s not doing anything you’re talking about. And I can feel it, because I got zero sales after five months.” Like, yeah, we probably should talk some more then. And so that’s where right now, because of COVID, we are pulled toward the digital, but if you can find ways to be human about it and not bots and automation and all these other gimmicks out there, you’re going to do so much better in the long run.
Stacy Jones (34:26):
And so Michael, any last words, parting advice to our listeners that you hope they’ll take home and take to heart?
Michael Buzinski (34:35):
I think that the one thing that we discussed today that people just can never hear enough of is authenticity. If you are selling a service that you and or your team is providing, you have the unique opportunity of being human and to be human is to be unique. And so if you can be authentic into why you’re unique, you’re going to do yourself and your potential clients a huge service in telling that story. Don’t try to be anything anybody else wants you to be, and always be true to yourself. Because when you do that in your marketing, you will always win.
Stacy Jones (35:16):
Good thing to remember. And so for all of our listeners, thank you for tuning in today. Michael, thank you so much as well.
Michael Buzinski (35:27):
Thank you, Stacy.
Stacy Jones (35:28):
And for everyone, I look forward to chatting with you on a future episode of Marketing Mistakes and How To Avoid Them. And since we talked about it today, if you do have interest in product placement, celebrity influencers, anything along those lines, we have a chock load of classes at Learn.HollywoodBranded.com, ton.
Michael Buzinski (35:49):
Stacy Jones (35:49):
Free classes, paid classes. So certainly go over there and you can check out my attempt to protect me from those who are still in the DIY world. And Michael, I really do think that shed on a lot of light on how people need to switch their perspectives and re approach their service centric businesses to make sure that it’s not about me and it’s more about how I can help you.
Michael Buzinski (36:18):
Well I’m glad to have served.
Stacy Jones (36:20):
Thank you so much again.