EP 230: Strengthening Your Family and Your Business with Jay Feitlinger | StringCan Interactive

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If you target your marketing to entrepreneurs or decision markers at brands, agencies or production companies, then my audience wants to hear from you

In this episode, Stacy sits down with Jay Feitlinger, who is the CEO and founder of StringCan Interactive, a digital marketing agency. He is also the author of “FAMILY 2.0: Harness Business Principles to Reboot your Family in 4 Days,” a book that helps entrepreneurs strengthen their family and their business. The two discuss what mistakes to avoid in developing a digital marketing strategy, and Jay’s experience in balancing life in the office and life at home.

 

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Transcript For This Episode:

Stacy Jones (00:01):
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, of course, to share the 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 (00:31):
Welcome to Marketing Mistakes (And How To Avoid Them). Here’s your host, Stacy Jones.

Stacy Jones (00:36):
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 a friend of mine, Jay Feitlinger. Jay is the founder and CEO of StringCan Interactive, a digital marketing agency launched in 2010 in Scottsdale, where he and his team help grow businesses that focus on offering products and services that improve people’s lives. Jay has actually spent over 20 years of his career focused on connecting businesses to their right audiences and is the author of Family 2.0: Harness Business Principles To Reboot Your Family in 4 Days, which I bet we’re going to talk a little bit more about in this podcast, where he outlines plans to help entrepreneurs strengthen their families and strengthen their businesses. Today, we’re going to talk about the biggest mistakes people make when creating their digital marketing strategy, and there are a lot of them. We’ll learn what’s worked from Jay’s perspective, what should be avoided by most companies, and how some businesses just entirely missed the mark. Jay, welcome. I’m so happy to have you joining me today.

Jay Feitlinger (01:39):
I’m so excited to be here. Thank you.

Stacy Jones (01:42):
Well, for all of our audience members, just to listen and understand right now before I deep dive in and have Jay explain a little bit more about himself, Jay is starting his own podcast, or he’s considering starting a podcast. And he decided that the best way, when we were talking about brainstorming of what he could do, that he should experience my podcast and all the different things that we do in order to get someone onboarded as a speaker and a guest. So he’s been getting to experience that and we’ll find out later on what he thinks about that, but to start off, can you share with our listeners a little bit more about what got you to where you are today, where your life revolves around digital marketing and helping businesses?

Jay Feitlinger (02:29):
Sure. Great question. So I think for me… Actually, this is my eighth company that I’ve launched and obviously I’ve had a couple failures and learning from that, but also some pretty big successes. But what I found consistently throughout all of them is understanding my audience and how to properly market and sell my business is really what made my companies do well or not. And so I just really quickly got passionate about how to really understand your audience, how to build a really smart strategy around how to grow your business, and really figuring out what people need. And so from that, I leveraged that through all my past companies and I found I was really good at it and I really enjoyed it. And so I turned into me actually creating a business, doing that now for other organizations. I’ve been doing that now for over 20 years and I’m really blessed that I found the job that I love doing.

Stacy Jones (03:28):
That’s awesome. In all of the businesses, I think that you’ve dived into and I’ve gotten to watch you change tactics along the way, a couple of times-

Jay Feitlinger (03:40):
Shiny objects?

Stacy Jones (03:42):
Shiny objects, yes, you’re constantly-

Jay Feitlinger (03:42):
Entrepreneurs

Stacy Jones (03:43):
[Crosstalk 00:03:43] he’s the ADD, shiny object, let’s take a look over here. But all of them though, have always been focused around digital marketing, whether it’s been inbound marketing, whether it’s been content marketing. What is your happy place? Where do you think the sweet spot for marketers are in general that they really need to get a good understanding of to start when they are working on their business and saying, “I need to do digital marketing.”

Jay Feitlinger (04:12):
Awesome question. I think so not super sexy, but I think extremely valuable is strategy. I always use the analogy, which is cliche, but would you build a house, not having an architect in place? And so What I find often is people that get into digital marketing, or any kind of marketing, if they just jump in and look at the shiny objects and just try various different things, they have no clue what they’re doing and why they’re doing it. And then if it’s working or not, they have no idea because they don’t have any metrics to compare it against. And so that’s probably my advice to give everyone is strategy before tactics first, and actually I built my entire company based around that philosophy.

Stacy Jones (04:56):
And once you get the strategy down because I mean… And when I say, “once you get your strategy down,” it’s not like it’s overnight strategies.

Jay Feitlinger (05:03):
Yes, never.

Stacy Jones (05:05):
It’s constantly changing and evolving. What is the next step that a business needs to start thinking about with digital marketing? Is it that they need to be like, “Okay, I have my strategy down, now it’s time to figure out websites and Google and Facebook advertising or inbound marketing.” Or, where do you go from there?

Jay Feitlinger (05:26):
Yeah. So I think so what my advice would be is first and foremost, focus on yourself, look in the mirror. I think that so many companies use the silly phrase everyone wants to buy from me or everyone should buy from me and that’s not really the case, no matter what company you have. And so I think, again, back to you when you teased me before about the focus is so many organizations just try to do too many things and often they fail because of that. And so my recommendation first and foremost would be is look in the mirror and decide what makes you and/or your company special.

How are you different? How can you be the best in the world at something, a product or a service offering? And then really once you have that understanding and you build the foundation of your company around that mission and vision and values, then it’s really all about who wants to buy from you. Because again, not everyone should be your customer. There are actually people out there that should not buy from you, that we call actually negative personas. So I think really then diving in deep around creating connection between your company and your audience, I think that would really be probably the most important step from there.

Stacy Jones (06:37):
And you are definitely walking in the steps of what you’re preaching because at one point you had a big focus, and totally if I have this wrong, but you were focusing on companies who were very fitness and lifestyle, who were service industries, catering to-

Jay Feitlinger (07:01):
Families.

Stacy Jones (07:02):
… Families, that was always-

Jay Feitlinger (07:02):
Exactly.

Stacy Jones (07:04):
… Families. And that’s still in the long lines of what you’re doing now with products and services that are improving people’s lives. What got you there? What got you to realize that instead being the digital agency that would work with all businesses that are out there, what made you decide that this was your path?

Jay Feitlinger (07:24):
Yeah. Wow. Powerful question. I guess in that one too, I guess so for me… I’ve had a couple of personal things in my life where I just saw close friends and family pass away or go through serious life changes and divorces and whatnot. I just realized my gosh, life is way too short. And as an entrepreneur prior to my last company, I had I was a typical entrepreneur where I just was like, the more that work, the harder I work, the more money I’m going to make, the more I can provide for my family. And I just worked myself to near death. It was exhausting and I was miserable and I really wasn’t happier, the more money I made and the more people I hired and the more clients I sold.

And so I just started really figuring out that whole work-life balance, silly phrase, and obviously who wants to focus more on work than life but it became an important thing for me where I wanted to create balance and be present in whatever I was doing. And so I actually took a step back from my company and focused more on my family, which I actually turned into my book, which I’m sure we’ll talk about in a little bit, but I had such a massive joy from focusing on how to really improve my own family life. I’m like, “Why can’t I have it all? Why can’t I have a great family life and a personal life and also a great business.” And so what it came down to is I started analyzing all of our clients and we had a lot of different clients and we were mostly focused around businesses that were focused on improving lives and very family oriented.

The challenge was we’re really spread way too thin and there were clients that we were working with that really weren’t bringing us joy. And so we started analyzing the clients that we loved the most and they all fell more into like this wellness category and less about going after families. And so about three years ago, our team went all in around that where we put ourselves out there and say, “Look, we specialize in the wellness industry and we love working with companies that really care about improving lives.” So it wasn’t a big departure from what we were doing before. We just got laser focused around that idea and then we honed in on exactly the companies we love working with, what their offering is and what their personalities are.

So our team can really connect and be an extension of their organization. And so I feel like the more I practice what I preach around being clear and focused on who you are and what you want to do, the better we are at our company and the more profitable we are, more efficient we are, the happier we are. My team is just really enjoying our company and working with our clients and so because of that, our end product that we deliver to our clients is better because of it. So I really believe in some of those cliche mindsets but it’s working very well for me and my team.

Stacy Jones (10:30):
And I would have to say… So Jay and I belong to a group called Agency Management Institute that you get together with other CEOs, founders of the agencies, and you basically get naked in front of each other figures. Thankfully, you share your book and your businesses, what’s working with your company, where things are upside down, where you think you’re failing, where your employees think you’re failing all of these different things. So I’ve been really enjoying watching Jay’s. He gets to watch mine too steps and growing and changing and I think that this has been the most calm and settled and happy in the feedback that I’ve heard from him when he actually made this change of having this focus, instead of being like, “Well, all things inbound, HubSpot.” Now we’re all things, family focus now. So great that you’ve actually found your core niche.

Jay Feitlinger (11:28):
Yeah. Again, I just… It’s scary. At my core, I’m a typical entrepreneur. I’m very opportunistic and I love solving problems and I love helping people and so every once in a while, at least a few times a month, we get a call from somebody that I’m like, “Oh my gosh, we can help this person and this company so much.” Actually, last week we had three of those examples and all three of them we down, which is really hard to do.

Stacy Jones (11:56):
Okay.

Jay Feitlinger (11:58):
And I just… At first I want to throw up. When that happens, especially working with [Shaina 00:12:04] who oversees our sales and marketing efforts and we have these conversations, but then when we need make the decision to stay true to what we’re trying to accomplish, and then we tell the person. We actually gotten some pretty impressive feedback to them like “Wow.” Like, “Really impressed by you guys. I actually want to work with you even more now.” Which is actually is a really problematic thing sometimes. But I think I began… I think because we’ve been so good the last couple of years on making our company efficient and profitable and healthy, and then supporting our clients in the same mindset, we haven’t had the need anymore to have to bring clients on. Now it’s more of a want, and it’s just a really nice position to be in where I don’t feel scared anymore and worrying about, Oh my gosh, we have to close one or two new clients next month.
We’re just doing a really good job and staying focused and people are just are finding us because we’re putting the word out there, which is why I really wanted to do a podcast. I feel like we have a really compelling story to tell around our focus. And it’s obviously there’s so much noise out there in the digital marketing space we get lost. And so I’m excited about the idea of learning from you and doing a podcast here in the near future about just telling our story.

Stacy Jones (13:20):
Oh, what you’ve gotten to learn from me so far is just how to get onboarded. That’s about it

Jay Feitlinger (13:25):
That’s the hardest part probably. It’s like half the battle

Stacy Jones (13:28):
It is, but I will say we have a really easy turnkey way of doing it that I think works. And I actually went to great detail and Jay, I will share this with you as well in the future, but we have a podcast where… I have a podcast that just talks about with another, how to actually create a podcast, how to get people onboarded, what are the steps to do it. And it’s just so easy if you automate as much as possible. So since Jay happens to be all digital marketing, he has to be, has to be a fan of gen. So I’m going to say call schedulers are a key, email sequences are a key. And all of those things help so much and having project management boards and things that your team can actually watch and click and continue on and move. We use Monday. It’s a game changer. It changes absolutely everything and allows us to not have a business that is on a podcast, but instead actually have a business and happen to have a podcast. So it’s really, really helpful to have that.

Jay Feitlinger (14:32):
I appreciate that. Thank you.

Stacy Jones (14:34):
And so why I wanted to actually have you on you are this is guru again, besides of all the things you’ve done to evolve your own business and self and bringing you into this fantastic role that you’re at peace and happy with your clients and your team is delighted. What are some of the issues that seen along the way that your customers or potential customers have had when creating digital marketing strategies? Like what is it that people do when things just go sideways, when they should be able to just keep on going straight? I know we talked about the most important thing being strategy is your base, but what else happens with people with digital marketing?

Jay Feitlinger (15:15):
Yeah, I have a… Honestly, a story in store. I’ve been doing this now again for 20 plus years and I’ve worked with hundreds and hundreds of companies of all different, different types and sizes. So I have a lot of stories to share there, but I already mentioned. I just wanted… I do want to mention again just so we’re on the same page, but first and foremost, again, it’s your mission, vision and values. So I think there is being clear about what you want to do and how you’re special and not just a bunch of words that you copied off somebody else’s mission, vision, values board. The second thing is on the customer side. So I can’t tell you how many times I’ve been in front of my clients and we talk about your ideal customer and the CEO or the CMO is everyone.
Everyone’s our customer, and I’m like, “Really everyone? Like a three-year-old is your customer?” And then they obviously think I’m being super condescending, but I’m trying to make a point. The more you can focus on who would really benefit from your offering, the easier it will be to tell them your story. That’s really there and then from there… Now, to answer rest of your question is the channels. You alluded to that you know, about 15 minutes ago is once you better understand your customer or your client, it’s [inaudible 00:16:29].
Again, a lot of times companies come to us and they see the shiny objects. They’re like, “Oh my gosh, there’s the new thing out there called Tik Tok,” or whatever that the newest, latest, greatest thing is. We need a plan and how to leverage Tik Tok to get another a million dollars of business next year. And we’re like, “Why?” You’re a wealth management organization, your ideal customer is 52 years old. They probably know what Tik Tok is and they’re like, “Well, everyone’s on it. We need to be on it.” And so we try really hard to use data, to help tell that story, to be like, “Look, we’ve interviewed your customer base, we’ve surveyed your current customers. We’ve done both primary and secondary extensive research and here’s what we found. The customer journey starts with X and then it goes to Y and then it goes to Z.” And we tell that story and we help them understand these are the channels that you should invest your time in.
Start with the things that are going to work and then build upon there from there because if you have a one or two or three marketing person team, you can’t possibly be on 10 different social media channels and do blogging every single week and run a website and email and Google ads, all the are things that you think you should do. And I think from there, I think it’s really about… Once you have the attraction side figured out as far as channels go, now it’s about how are you going to convert them? I love using the analogy that not everyone’s ready to get married and jump into bed on that first date, except maybe some and people I know.

Stacy Jones (18:04):
Some people are willing to jump in bed on the first day I think.

Jay Feitlinger (18:07):
I’ll keep this one PG nothing that more than another conversation we could have and get weird. But I think that people need to receive and get value before they want to give which give, usually means their contact, their phone or their email information. So you can reach out to them to become a marketing qualified lead, or a sales qualified lead. And so I think there is, is what are the pain points and motivations that your ideal customers have and then how do you provide that information to them without them feeling they have to go through a 15 step process to get a data.
People are uncertain, especially nowadays. And they want information and make a decision on who are the companies that are on their short list. So from there, we’re thinking about the conversion mechanism of what is the asset you’re driving them to and giving it a very consistent brand experience with things like your website and social media and whatnot. And then from there it’s nurturing. Sorry, I’m just going through down the funnel there is, once you get their information, is how are you nurturing them and thinking about that. And then last but not least I would say is in metrics.
So, again, we’ve seen so many companies out there that might spend $100,000 a year in marketing, or multi-million dollars a year in marketing. And then they’re like, “We’re not happy.” And it’s like, “Well, what are your goals?” I don’t know. What’s not working. I don’t know. I’m like, “Then what are you unhappy about?” It just doesn’t feel good. So is it the quality of leads, the quantity of leads? They can’t answer these basic questions.

Stacy Jones (19:43):
It’s not enough. [crosstalk 00:19:45] dollars are not pouring down because it’s not working.

Jay Feitlinger (19:51):
Exactly. That’s not a key to the bank. And so again, what we try to do hard is thinking through, “Okay, well, your business is here and you want to go to there, what is the gap that we have to accomplish or address to get you to that point as fast as possible in the most healthy and efficient way manner possible.”
But if you don’t have smart goals in place that are realistic, then I think you’re just basically throwing spaghetti at the wall and seeing hopefully what sticks. And so we try to really be smart about that with our clients and say, “Look, today you’re getting 11 leads a week and you want to spend $10,000 a month in marketing for you to expect in a week to go from 11 leads a week to 1000 leads a week to get your goals to happen is probably not very realistic with the budget and the brand you have in place.” And so we try really hard to use data to help tell that story so they don’t feel overly frustrated. I think those are the key piece that we try to work with our clients on and it seems to work well as they understand the value of those various different steps versus launching a random Google ads campaign tomorrow, and having no clue what keywords and reason why you’re doing it.

Stacy Jones (21:03):
Right. And I think that the shotgun approach is what most people enter into the market with, unless they actually do that thing that you said at the very beginning, which is that S word of strategy.

Jay Feitlinger (21:15):
Yeah. Not very sexy, again. I think your point there though is like… I’m not saying it has to be aim, aim, aim, aim, then shoot, you can do aim, aim, shoot but there is that mechanism of the silly analogy of changing your tire as you’re driving, there is a little bit of value in some of that testing mindset, but if you treat it like a test, you can try out other ideas. But if you try too many things out, it’s just, you’re going to spread yourself way too thin.

Stacy Jones (21:48):
What is the most wacky, sideways, digital marketing idea that you’ve ever heard that you think has worked for someone? Just anyone? I know, I totally just-

Jay Feitlinger (22:03):
The wackiest idea?

Stacy Jones (22:05):
… Wackiest. Something that you were like “Really?” But it actually worked.

Jay Feitlinger (22:09):
Actually, I don’t really call this wacky, but it was a recent one that I thought it was super fun. So we have this amazing clients who produce a very high end cookie product for corporate gift giving called Noms. And we were trying to think of some creative ways to tell their story and they’re very comfortable and being human with our brand. The challenge you probably can imagine is everyone is trying to sell a corporate gift giving right now. It’s like the craziest time of year. And so our team spent a lot of time with them brainstorming different things that we could do. And so actually to your point, we actually created a campaign of what is the wackiest and weirdest gift you’ve ever received from someone. And then basically I create an email campaign, sent it to their current and prospective customers and create an engagement.
Because again, as you know, most times newsletters are all about here’s this promotion, click here and buy. Very infrequently are they reply and tell us your thoughts. So we wanted to find a creative way to do that. It worked a lot better than we expected, but it was really super fun then is as their team was very comfortable on sharing that story. So what we did was we had this whole strategy for this it wasn’t… Like it wasn’t just… We didn’t randomly come up with this idea. So strategy one was build this campaign, strategy two hope that people respond and luckily they got a lot of responses. Strategy number three then, or step number three was create a video for you actually to read all the things that you heard and turn into a really silly video that you actually, again, can share to all of your customers to close a loop.
And as you know, on a B2B space, sadly, your brand could be amazing and you could have the most thoughtful social media posts and you put it out there with your 45,000 fans and you get nine likes and one comment. And it’s just the most discouraging thing in the world if you’re a brand where you spend so much time and money on building this idea that you’re so proud of, and no one seems to care. Obviously, as we know in digital marketing, it’s less about the audience and more about the algorithm of Facebook or Google, not showing them or whatever the platform might be, the ad or that content. But on that post, they shared, they got even more engagement from people watching the video and then sharing the video because it was so much fun. And then they responded to people and told them the story.
And it just… It created this really interesting loop. And it actually drove some pretty healthy traffic to our website from people that are like, “Wow, these guys are super fun.” As you know people like buying from people. It’s like the H2H, human to human strategy versus B2B and B2C nonsense we all keep talking about. So, again, that actually was last week. So you almost stumped me there. I’m like, “Oh my God, I have nothing to say.”

Stacy Jones (25:03):
That was a good one tough.

Jay Feitlinger (25:04):
Yeah, it was a very… Your question was very timely. I’m not sure if he might’ve saw that video is why you asked that question.

Stacy Jones (25:11):
No, I did. I actually… It fits perfectly because my mother, the other night was asking me if she should get a puzzle for her neighbors. I’m like… I’m not a puzzle person, so I’m like, “Can’t you get them cookies.”

Jay Feitlinger (25:22):
I can get you a coupon code for them because they’re awesome. That’s really funny, but I think there again, it’s like… I think your question is pretty smart. It’s how you think through this can still be strategic even if it just… Even is super fun. It doesn’t have to be boring but obviously it’s all about understanding your audience because luckily we knew that their customer base is all about relationships and they love that kind of more edgy type of content. But, obviously, if you’re a brand is a lot more serious, it might be a little risky to do some of that.

Stacy Jones (26:00):
You have to be able to be the Poo-Pourri type of embracing brand versus-

Jay Feitlinger (26:07):
Yes.

Stacy Jones (26:07):
… Who is going to be clorox and tidy bowl man. Yes.

Jay Feitlinger (26:10):
I’m curious what was your wackiest story? Do you have one?

Stacy Jones (26:13):
For digital marketing or just in general?

Jay Feitlinger (26:15):
Any marketing I’m curious, any wacky [crosstalk 00:26:16].

Stacy Jones (26:17):
Oh, gosh I think it’s… I think not really the wacky. I think I’m really just intrigued on digital and viral marketing right now. I am so still watching. It’s not wacky, but it turns wacky because brands are always like, “How do I go viral?” And there’s no magic way to go [inaudible 00:26:39] viral, right? Go viral. But I think happened just now with Tik Tok and Ocean Spray with their cran raspberry, where there was a guy who drank the cran raspberry while skateboarding because his truck broke down, he put it on Tik Tok, it got hundreds and thousands of followers. And then he was doing it to why I’m going to blank on the name of this really, really popular 1970s band at this very moment. But he was doing it to the song and that’s perfectly for Tik Tok and then one of the band members actually replicated it and then the CEO of Ocean Spray jumped on and he-

Jay Feitlinger (27:25):
That’s so fun.

Stacy Jones (27:26):
… On his skateboard and then Tik Tok, he was trying to battle the whole down with tic talk. That’s been going on for the last couple of months, took this moment of Americana and they put it on as a TV ad and then they got the other band members and she joined in on roller skates. And so that’s a wacky brand campaign, but that made Ocean Spray sell out of their cran raspberry across this country.

Jay Feitlinger (27:53):
Wow.

Stacy Jones (27:54):
But that was not orchestrated by anyone and the only orchestrated part was Tik Tok made a TV campaign out of it and appeal to Americana and got more embraced as an American brand by doing so. So I think that would go along the lines of something that I would say is a little wild wacky and very cool. And the fact that ocean spray stepped forward, they got the guy a pickup truck.

Jay Feitlinger (28:18):
Oh, My God that’s so cool.

Stacy Jones (28:19):
And they did a PR stint around it. It’s a really, really phenomenal case study of a brand recognizing that there was something viral and being able to capitalize on it. So that would be it. But now you wrote a book, I want to jump in and talk about that and so that people can find out what is that about and where can they purchase this book so that they too, as entrepreneurs and business owners can actually have a hope in hell of balancing their life a little bit better and families.

Jay Feitlinger (28:49):
I’m still working at it. So I have not fully solved this one, but I alluded to it before. I guess I’ll be brief as possible, but high level, I think other entrepreneurs and business owners or business leaders could resonate with this where you’re put in really long hours and it’s lonely on top sometimes and it’s just hard and you get home and if you have a family, husband or wife whatever the situation might be and kids, they get leftovers. And that really was my situation is as this company was growing a lot faster than I expected and the harder I work, the more we grew. And I just felt like that’s what I should be doing. And so for the first, I don’t know, five or six years of this company, I was just…
I love this job and I was so invested in it and I’d get home at crazy hours at night and my family was like, “You aren’t even here.” And I’d be home and I’d be checking my phone and email and just non-stop working. And then, my wife who I wanted to stay married to on a dinner dates basically said to me that I feel like we’re more like roommates than we are husband and wife.

Stacy Jones (29:59):
Okay.

Jay Feitlinger (29:59):
Which is not something that I think anyone wants to hear from their spouse. And as I mentioned before I love her and I wanted to stay married and I really wanted to work at it. So as I always do, I love solving problems, and I’m like, “Okay, when it comes to my company, I’m really good at analyzing a problem and coming up with a process to fix it.” So that’s what I did the next day. I woke up and I analyzed the problem and I came back to her like the next day, he was super excited with this amazing plan to fix all of her concerns and it made things worse. I was so discouraged because she’s like, I’m not your employee. And I’m like, in this last weekend, you told me two big zingers and I just feel defeated. And so it was hard for quite a while. And for weeks I was really struggling with this and I’m not a quitter, obviously, as you know.

Stacy Jones (30:55):
Yes.

Jay Feitlinger (30:59):
And we just had a lot of solid stuff there that I wanted to rebuild back in our relationship and so I retooled all the ideas and said, “Okay, there is something there from my business learnings that I can leverage.” I just need to find a way to make it a more family oriented, super fun, and it’s a benefit to everyone in my family, not just to me, because not just about me solving my problems. It’s the whole family improving our relationship. And so my family is a fan of vacations as probably most people are. And so I was very honest with my wife.
I looked in the rear view mirror, mirror myself. I noticed what I had to work on some stuff I focused on that first. And then I focused on me and her and getting aligned. And then our base, our family went away and that year we did a four day family vacation where I facilitated this really fun experience to get us aligned about our challenges and our family mission and what we want to accomplish the next year. And I did this really fun vision board with everyone. It just was a really fun experience.
And so I reported about that to my entrepreneurial friends. And they were like, what is this? And they got all excited about it. And I mentored about 20 or 30 of my friends with my process. And then every year I fine tuned it. And the next thing you know, I had a friend of mine that was actually going to possibly get divorced that went to this program, my process and actually it did not. And it really helped them. And it just was… It was really a proud moment of my life. And he’s like, “Jay, more people need this.” And I’m like, “Okay.” He’s like, “You just write a book.” And I’m like, “In what time? I just spent years. I’m trying to do more with my family. I don’t have time.” And he’s like, “This is too important. You have to make it work.”
So I chat with my wife and we agreed that I’ll just get up a couple of hours early each morning and I’ll write a book. And I know a lot of book writers will say it takes two months to write a book. It took me unfortunately 10 months mainly because I didn’t have the time available, but I did it and I put it out there and it’s done really well. I never intended to be a book writer, but it’s really a proud moment for me that I have this out there where husbands and wives, they’re buying this and they’re trying out that with their families or if they don’t have kids, they’re doing it alone. And they’re just talking through the hard stuff which is all about communication and relationships.
And I guess back to you, I’m closing the loop back to you when you were first questions to me, what got super exciting to me is how well this connects into my business because it’s all about working with business owners and marketing leaders on bringing improvements to their lives. And that’s what the book is all about. It just happens to be about family, but the essence of the book ties in all of our clients and I literally follow the exact same format in the book and we do with our clients obviously in a more professional way. And that’s really what the Family 2.0 books is all about

Stacy Jones (34:04):
And where can people get this book

Jay Feitlinger (34:06):
It’s on Amazon.

Stacy Jones (34:08):
Perfect [crosstalk 00:34:08] everything is on Amazon.

Jay Feitlinger (34:09):
Yeah, of course. You can search for my name or the book or you actually can go to my personal website which is jayfeitlinger.com, is F-E-I-T-L-I-N-G-E-R.com and I-

Stacy Jones (34:22):
And it will be on the show notes too.

Jay Feitlinger (34:25):
Thank you. I appreciate that.

Stacy Jones (34:26):
Yes.

Jay Feitlinger (34:26):
So on there, I do a blog once, twice a month from my personal site, also my business sites, which is stringcaninteractive.com. But on my personal side, I have a link to the blog. I’m sorry to the book or I can just go to Amazon and type in Family 2.0 or Jay Feitlinger and it’s available there on Kindle and soft and cover and whatnot.

Stacy Jones (34:48):
Awesome. And then where can people find Stringcan? How can they find you besides the book and besides your personal life, how can they find you?

Jay Feitlinger (34:56):
Oh, My God, just Google StringCan Interactive. You could find our websites. We are located in Scottsdale Arizona, we do have clients actually around the world. Actually one of ours is in Romania of all places. And really if a company out there is a wellness type of organization, everything from fitness to food and everything kind of in between, we’re available to provide strategy and digital marketing lead generation services.

Stacy Jones (35:28):
Well, Jay, I really enjoyed having you on today. It was fantastic to catch up. We have to actually catch up ourselves a little bit more too. So thank you for so much for coming the show.

Jay Feitlinger (35:39):
It was my pleasure. I really enjoyed today. Thank you so much.

Stacy Jones (35:41):
You are welcome and then for everyone who was wondering what the heck I was talking about in regards to ocean spray, talking about Fleetwood Mac, it just the name went… But it went back and it’s this long actually became number one on the billboard charts because of this. So Ocean Spray won, the guy won, he got a free truck. He’s actually made a ton of money. He’s moved into a house instead of from the RV he was living in and Fleetwood Mac started making money again because their song came back on the charts. So viral marketing is very cool. You just can’t make it happen. You can just jump on it and try to catch the tail of it.

Jay Feitlinger (36:15):
I love that.

Stacy Jones (36:16):
Again, thank you so much and to all-

Jay Feitlinger (36:16):
Thank you.

Stacy Jones (36:19):
… And to all of our listeners. You are welcome. And to all of our listeners, thank you so much for tuning in today to Marketing Mistakes (And How To Avoid Them.) I look forward to chatting with you this next week.

 

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