Hey there. Welcome to today's episode. My name is Brandy Shaver, and today we are covering PART TWO of the '90 Day Marketing Plan' for your business with Cody Butler.
Cody is widely accepted as one of the world's leading experts on small business marketing and business growth. He's been featured on Fox, ABC and NBC, and has consulted for multinational companies as well as sporting stars and marketing celebrities.
Cody's work with over 5,000 businesses to date and his latest project 'The 90 Day Marketing Plan' is designed to help small business owners exactly like you create an effective marketing plan, even in these difficult times.
1. Adding value
BRANDY: So following on from last weeks blog, lets talk more about adding value.
Cody, what does that mean for, like, let's say a network marketer, let's get a little bit more specific so that they can understand what that means for them.
CODY: So let's say I'm recruiting, let's say that the task of the marketing here is to recruit people. It's like understanding what that person really wants.
And it's not necessarily money! I ran a conventional business, as a restaurant owner for a number of years with hundreds of employees coming and going over a period of time and the question I always ask myself is what motivates this person.
And it's very rarely money. You know, sometimes people, they're looking for some significance. It might be some someone who is not getting the attention they need from their spouse at home.
So they come into the workplace to get that.
BRANDY: That acknowledgement, validation.
CODY: Yeah. There are a dozen things that motivate a person and money is only one of them.
BRANDY: Money is probably further down on the list. If you really took the time to understand each person.
CODY: That's right. Some people are there because they want connection and relationship.
That they're lonely, they're bored. So it's like, what is value to each individual person is going to shift.
So as a figurehead in the business, as a leader in the business, your first and primary job is to figure out What is motivating this person? What is driving this person forward? Are they looking for connection? Are they looking for significance? Are they looking for income? Are they looking for freedom?
What are they actually looking for? And then that's what value is going to look like for that person. Just to throw money at people is insulting.
If I just reached out to you and said, 'Hey, you know, let me be on your podcast. I'll give you a thousand dollars'.
BRANDY: Yeah. I would have been like, 'Hmm, interesting'.
CODY: It can be insulting, possibly. Whereas if you go, 'Okay, well, let's see, where can I add some value to your listeners? Where can I add some value to what you're doing?'
BRANDY: Yeah, absolutely.
CODY: That's where the relationship really starts to be established. And that's where the real magic happens down the road. We've got to look at this like we're investing.
BRANDY: Longterm deal. Not just the sprint, we're going for the marathon!!
CODY: Yeah. So being a great leader is really about figuring out what does this person need and then providing that.
And that is the value for that person. So again, like figuring out a very targeted niche helps with this because if we're looking for a specific avatar, let's say we're looking for distributors and the main need for that distributor or in our avatar, we could put the main need is this person values connection?
This person values engagement, this person values X, Y, and Z. That way when we're creating assets on mass to where we can scale up and create volume, we're creating value to one specific type of person.
You've got a hundred distributors and 10 of them are motivated by connection. 10 of them are motivated by money. 10 of them are motivated by freedom. 10 of them are motivated by significance.
It's like really difficult to scale up at that point. So again, getting back to step one, figure out who you want to be working with.
And that's part of it. I want to be working with people that enjoy connection. I want to be working with people that find their significance in the connection, or I want to be working with people because again, if we define it, we can find it.
2. Follow Up
CODY: That would be the second tip. Then the third part is following up, following up, following up.
So I think probably the biggest mistake that everybody makes is they don't understand the language. They understand NO to mean NO. What NO actually means is NOT RIGHT NOW.
BRANDY: Not right now. It's not the best fit for me right now.
CODY: Again, you know, using yourself as an example, I could reach out say, 'Hey, would you like to have me on your podcast?' And you look at your schedule and you're booked out for three months and you say, now's not great Cody or whatever. It's like, well, you're not saying no, you're saying no, now's not a good time for me.
BRANDY: Yeah, let's schedule you for later, Cody, not right now.
CODY: Maybe you only book three months in advance or whatever so to reach out in a month, reach out in two months, reach out three months, there's going to come a point.
So statistically speaking, 50% of people who inquire about a product or a service will engage or buy that product or service within 18 months.
But of those 50%, only 15% will actually make that purchase or engagement in the first 90 days.
So of your universe of prospects, only 7.5% will actually engage with you in a meaningful way in the first 90 days.
So if you don't have a process to follow up with those people on an ongoing, consistent basis, you are leaving literally like massive amounts. 85%!!
BRANDY: Yeah. I actually just had this conversation with my team yesterday.
You've done all the work to get them to take a look at what you're doing and to come into your world and then you don't follow up.
You're just lighting your dollars on fire. Right? Like, you might as well just throw out the trash because you left all the money there, because like you said, only a small percentage of us make RIGHT NOW decisions.
CODY: It's a small percentage. So again, yeah. Just looping back around. It's very lighthearted stuff like that. I mean, just loop back around, so, okay.
So you know, now's not a great time to have me on your podcast, I'll be back around next month.
Next month... Is now a good time? No, all right, no problem. I'll check back with you in a few weeks if that's cool.
Now a good time? No, all right. Check back. What about now? Yep. Okay. I've got an opening.
At some point you're just gonna go, 'If I book you in will you just go away'
BRANDY: Haha, that's awesome
CODY: A great example. I mean, to give some tangible numbers on that.
So with myself, for example, I use email extensively. That's how I communicate with prospects. That's how I communicate essentially with people that want to stay in contact with me.
So the first 90 days, the value of that email is around $19.70. Day 560, which is 18 months down the road, that email is now worth $98 and some change too.
BRANDY: That's awesome. That's pretty good interest on that money of yours.
CODY: And that's through having an ongoing follow-up sequence through those 18 months just saying, Hey, you know, where can I add some value?
Hey, can I help you? Hey, here's some information you might find useful. Hey, check this video on YouTube. Hey, I found this article I think is pretty cool.
BRANDY: Yeah. And I think one thing too, that people overlook, Cody, that we might want to point out is that when someone spends time with you, when they actually spend time with you, whether it's 10 seconds or 10 minutes, that time is their only asset they can't get back.
So just think of it that way. Every time somebody's watching you or seeing your posts or whatever, they're investing in your bank, they're like dropping their coins every time they watch a minute or two of your content.
So it's important for people to understand, because in this industry that we're in with network marketing, people expect these right now results, right?
We're so accustomed to this microwave society, right? Like I could put a steak in the microwave or in my Instapot and eat it three minutes later and it's done. And it's amazing, right?
That's not how business works. Any business, not just network marketing, but any business you've got to invest the time and the energy and learn the skill sets to grow it.
So that's one of those things that you want to point out is time is their only asset they can't get back. So if they're spending it with you, it's pretty dang valuable. So don't think that it's not.
CODY: That right. And with your outreach too, don't make the mistake of thinking that people will go through your email sequence sequentially.
So I always approach, in my email marketing, as this email that I'm sending out now is the first contact this person has ever had with me.
So it might be 18 months into the email follow-up sequence, but I always think mindset wise, I'm approaching like this could very well be the first contact this person has ever had with me.
So it needs to be as good as the first email. Most people put their prospects through the seven day gauntlet that they send out great content (If they're even doing follow-up, if they're even doing email)
BRANDY: Or not doing followup!! That's the key there, Right? I think the average is what? Most people follow up two or three times. And the average followup when someone buys something is between 12 and 20.
CODY: Yeah. I don't know the exact number, but I do know it's a lot!!
BRANDY: Yeah, it's a lot because when I heard it, I was like 12 times! Holy cow. I'm not even following up 12 times. Right?
Cody, you know, even when people comment on your stuff or they see a video, you know, six days later, maybe they'd gotten into your challenge and you'd follow up with them. And they're like, 'Wait, what? I don't even remember getting it?'
That's the society we live in. Right? Like we're clicking on things and we're watching things and we have so much information coming at us all the time that sometimes we don't even remember.
So I love that you're approaching your follow-up with, 'This might be the first time they're actually having that contact with me' So keeping it always great and valuable for people. That's awesome.
CODY: Absolutely. I get asked all the time, 'How often should you follow up?' I send an email most days to my subscribers and you know, maybe you like that, maybe you don't.
BRANDY: I actually send emails to mine almost every day.
CODY: Yeah. How often should you follow up? The question is, does the email, does the video, or does the piece of content leave the person closer to where they want to be than when you found them?
And again, that gets back to the value question. If every time you got a letter in the post from me, it had $20 in it, you'd be checking your post every day.
BRANDY: I'd be like YESSSS Cody sent me another email. Haha
CODY: You couldn't send too many letters to a person or you couldn't send too many emails to a person if there's $20 in it every time!
BRANDY: That's absolutely true.
CODY: So I think about it like that again, when I'm sending out a piece of content, I'm asking myself, Who does this serve? Does it serve me? Or does it serve the person that I'm sending it to?
If it's self serving, then don't send it. If it leaves the prospect closer to where they want to be than before they got the email, before they got the video, then send three a day.
Nobody's going to get tired. I'm on email lists where it's always valuable. They send a lot of emails, but it's always valuable. And I don't necessarily open them all.
Or I don't even open very many of them, but I stay on that email list, even though I'm getting one or two or three emails a day, because I know that when I do decide to open that email, there's going to be a lot of value in it. There's going to be something useful.
BRANDY: There's going to be something in there that's going to serve you. And that's the kind of relationship you want to create with your followers.
I know a lot of you are like, 'Oh, he's talking email and automation and all this stuff'. And you're like, 'Whoa, that's way over my head. I just got started. I'm just using my personal profile'.
Your personal profile or your personal social media pieces that you're putting out, It's the same thing. If you're going to be building on social media at all, every piece of content that you put out, you have to do it for them because nobody cares what you want.
They don't, they don't care what you want. Right. They only care what they want. So that's the key right there is serving that person and having that be valuable, no matter what it is.
Even if it's a story, write about your struggle, about building your business, about, you know, getting vulnerable with people is another way to create that connection. But always having that be the key. So cool. I love that Cody.
CODY: Absolutely. Right. And you know, to talk about that a little bit, the automation side of things. Yes, it can be overwhelming. Yes. It can be difficult but here's how you start with it.
You start by being aware that it's there and you start thinking about it a little bit. So for example, like I want to get better at video and that's overwhelming and scary for me. I don't know anything about a camera.
I don't know anything, but you know, I start out with just a little thought and then it becomes an idea. Then it becomes an obsession and then it becomes action.
Everything that takes shape with your business first starts as an idea. Right? And listen, you can drive from New York to Los Angeles in pitch black, with 20 meters of light.
That's all you need. You only need to know the next 20 meters of the journey. You don't need to know every step, every twist in the road, every turn, every junction, every crossroads that you're going to cross between New York and Los Angeles, it would just be so overwhelming. You would never start the journey.
BRANDY: True. I'd be too scared.
CODY: But the reality is you only need this much light coming out of your headlights and you can make that 5,000 mile journey. That's all you need to know.
BRANDY: What else have you got for us, Cody? Anything else you want to share before we tell them how they can find more about you and kind of what your big thing is that you're doing right now?
CODY: Yeah, so really it's like, figure out why you're doing what you're doing. That's the really big thing. So people know what to do, they're just not doing it.
So generally when I start working with some of the prospects, they say, give me more tools, give me more tools. And I'm like, it's not a case of giving you more tools.
First, we need to figure out why you're not doing what you already know how to do.
I always use the example, God forbid, if someone got a call saying, 'We've got your child, you need to make $1 million in the next year with zero assets and it has to be a hundred percent legal and you can't use any of your existing assets. You've got one year exactly starting right now'.
My money is on you to make that million dollars!! You're making that million dollars! You're getting up early. You're staying late. You're doing the tasks that you ordinarily don't want to do, but are going to be impactful.
And you are going to find a way to make a million dollars. You know, why is that? Because the 'why' you're doing it has now become bigger than yourself.
BRANDY: Oh yeah. It's been all consuming, bigger than yourself. I love that.
CODY: Yeah. The 'why' is bigger than your own fears. People tend to lean into what they're good at.
When they feel they need to grow, they tend to lean into what they're good at. So I'm good at this certain thing, so I'll lean into that. But it's not what you're good at that's stopping you from growing, it's what you're not good at that's stopping you.
BRANDY: Exactly. It's those skill sets that you've got to learn and everybody sucks when you first start, I challenge you to go back and find my first live video. You'd probably die laughing!!
CODY: But the reason people are not good at it is because they're fearful or it's something they don't want to do. When the 'why' becomes big enough, they then start to act in that area that they're not good at.
And they start to improve their skills and sure enough, the results come. So figure out your 'why', make your 'why' big enough and make your 'why' bigger than yourself.
BRANDY: And realizing that nobody is ever going to be good at anything right at front. Right? Like if I decided to build a house, I wouldn't even know where to start.
I don't even know how to dig a hole with a backhoe. I wouldn't even know how to turn it on. So I'd have to learn that skill first. Right? Nobody's good at everything when they first start.
5. Every Master Was Once A Disaster
CODY: Every master was once a disaster.
BRANDY: That's so good, Cody. Every master was a disaster!!!!
CODY: But people are generally good at something because they were bad at it. And they needed to develop that skill. So I was horrible at marketing at one point. And the reason I'm good at it now is because I studied it, and studied it, and studied it, because I was horrible at it.
And it was a skill that I realized at some point, that I'm never going to grow my business without mastering marketing, I can learn systems, I can learn people management, I can learn inventory management, I can learn accounts, I can learn ABC and D, I can learn a hundred things, but without marketing, marketing is the money part of my business.
So I went on a 10 year obsession to get really good at it. And it's the same with everybody, people just look at people that are good at stuff and think, well, they were born that way or they're natural. It's not! Every master was once a disaster.
BRANDY: That's right. You cannot compare your day one with their year 30. Right. It's just not fair. So that's cool Cody.
So what are you doing? I know people are going to want to know how to find more of you, how they can get ahold of what you're doing. Tell us how we can do that?
CODY: So I've just launched a new book called the '90 Day Marketing Plan', which does exactly what it says on the label.
So it takes you through 90 days of planning and executing in your business from where you are now to actually having a consistent, steady flow of leads and sales coming into your business. And it takes you through that in a step by step, a 12 week process. So chapter one is week one, Chapter two is week two etc.
BRANDY: Awesome. So it's more like an action manual, not just a 'How To' kind of thing. It's going to give you the 'What To Do' as well.
CODY: Exactly. So it's going to take you step by step, how to actually create a plan in your business. Because most people, they just don't know where to start. They don't have a plan! It's like without a plan, you're not going to go anywhere.
BRANDY: Yeah, true. How do they get it then Cody?
CODY: So it's available on Amazon. So just search Cody Butler or 'The 90 Day Marketing Plan' on Amazon, or go to the90daymarketingplan.biz. I'm also easily found on social media. Codybutler.com. I'm on Facebook etc.
BRANDY: He's not hiding. You just have to type in his name apparently. Right. Codybutler.com or go to 'The 90 Day Marketing Plan' on Amazon and you'll be able to have it shipped straight to your house.
That's awesome, Cody. Well, I sure appreciate you sharing value with my followers inside this episode, it was great to chat with you and to nail down exactly, I don't know if you know this, but Cody gave you exactly what it takes to build your business in this little, teeny tiny training that we just did.
So imagine what he's going to give you inside of that book. How long did the book take you to write Cody? Just so I can be curious about that?
CODY: 22 years.
BRANDY: 22 YEARS! Wow. That is awesome. This is gonna be an incredible book.
CODY: It took three months to put pen to paper, but 22 years of experience.
BRANDY: 22 years of experience. That's cool. You know, and the fastest way for people to get results is actually learning it from someone else who's done it.
So I love that you've put that together. I'm excited. I'm going to go get my copy now. So thanks Cody.
I appreciate you being here and we will chat with you next time.