Experts Speak
Experts Speak

Episode · 2 years ago

Episode 8: Get "Bowled Over" with Sales Tips from Marketing Expert Mark Bares

ABOUT THIS EPISODE

Welcome to the Experts Speak Podcast hosted by Brand Strategist, Michael DeLon!

On this episode, meet Marketing Expert and author, Mark Bares of Mark Bares Copywriting and Grow Bowling 365. He's the author of Five in a Row which is a guide on how to create 5 star reviews and massive profits. As a business owner and copywriting guru, Mark also manages 8 kids and knows what it takes to juggle your time and grow your business one small step at a time. Tune in as Mark explains how to stop chasing shiny objects and start focusing on your MESSAGE to potential buyers. Get great advice and tips from a marketing insider on today's episode.  

You can find Mark online at http://www.markbares.com/influence.   

Or get his free book at: http://growbowling365.com/free-book/

Don't forget to visit us at www.PositioningExperts.net to learn more.  

Welcome to the experts speak podcast with Michael de Lan. Each episode features a leading expert who shares helpful insights, practical tips and memorable stories that will inspire you, educate you and help you enjoy more success, freedom and purpose in your life. For the next few minutes, enjoy listening to experts speak with Michael de Lan and welcome to another episode of experts speak. I'm Michael D lawn, your host, and today we are talking with a friend of mine and somebody you're going to really enjoy getting to know, mark bars. Mark, how are you today, sir? In Great Hw are you doing? I am fabulous. It is a great Spring Day and Little Rock and getting ready for a great weekend. So, anyway, that's not why we're here to talk. We're here to talk about you and your business and get give our listeners mark some background on you, just they don't know you like I know you. So give us a little bit background, personal but also business wise, because you you run some businesses that are really intriguing. And then we're going to talk about what I really want to talk about. All right, sounds good. Name's mark bars. I. I'm not live in northern Wisconsin, so I'm in the North Woods of Wisconsin. Love it up here, being a doors and in the woods and winter we have which for one week in summer the next week and winter the next week after that. I live here with my wife and Eke kids. We have seven boys, one girl, awesome for me, two to nineteen. Yep, like it's a little crazy in the house and I'm a little interesting back story. I've educated in electrical engineering, I own a Bowling Alley and a barn or restaurant and I also do marketing and copywriting for all different businesses. So currently in our small town and Wisconsin here I own, like I said, it's a third generation business, so it's a bowling alley, bar and restaurant and banqoot hall, and that sort of got me into marketing because when I took it over...

...for my dad, really wanted to grow the business and I started studying marketing and I fell in love with it and grew the business like crazy. We grew the business I think was about thirty three percent over two years gross revenues and that's when I just sort of went down the the marketing path and I do a lot of copyating for people around the country and around a pulling marketing business also. So that's everything I'm into, along with raising the kids and taking care of my family. All like the good stuff. So that's awesome thing. got like two or three full time jobs then that's that's one thing I love about you. Never a dull moment around r but what and that's great. Thanks for that background and and hopefully everybody caught it as the love of marketing and how you got into it with your own business group. Thirty three percent and a couple of years. That's great growth. And now you're helping other business owners around the country, bowling alleys and bowling centers, I guess, through your online program because that you're that's one of your niches. But also you've wrenched out to help normal business owners, I say, understand copywriting. So that's really what I want to talk about, is the importance of copy and I really want you to unpack for us how somebody can go from hey, I need to get some leads and some clients, whether I'm using radio, TV, direct mail, whatever it is, facebook. What are some of the the key components? Where should they start? And and bring your expertise to bear here, because I know business owners struggle with copywriting. Sure. So one thing is don't chase every shiny object, because a lot of people end up just spitting their wheels. There's new whiz being thing on the internet and they chase after that. You know what's was really important? Most important thing is your message and the place that you start is I...

...can't remember who said this, but I have it up on my on my wall and I see it every day whenever I talk to a client or eaving to my kids. They always have these different business ideas that we see. Begin with the end in mind and when you do that, everything sort of falls into place and it helps to create hate the message and the marketing that you need and to write the copy, because people usually start on the wrong side of it. You know, they start with something maybe that they want to sell. You don't want to start there. You want to start with the beginning, with the end of mind. So figure out who you're talking to, who are you going to talk to? Once you do that, you know who's going to be going to be buying your service or buying your product, and really drill that down because one once you do that, it becomes a conversation conversation that you're having with that person. And some businesses might have more than one who, and that's okay. Let's start with one of them, one of your who's, talk to them and then you can you can build a other other Lee generation funnels and campaigns that will lead them to your product or to your service, but it starts with the WHO. That's good. You mentioned so many things. They're one thing I want to I want to talk about is multiple who's right and multiple funnels. And you and I have been around somebody in the coaching program we were in who is masterful at all that, and every time she would talk she would say, but don't do this this complex thing. Start really simple, and she would boil everything down into an email sequence that had three or four emails. She's like, start there and then build upon that. And that's really what you're saying is I may have three or four clients. I don't Mike Business, we do, but I need to narrow it down, talk to one, build a funnel for one and then replicated. Is that what the good strategy? Absolutely, and it becomes so easy because when when you do that, when you when you build your first fall right and make it simple. It could...

...be, you know, a three or four email all responder off of facebook add or something like that. So you build the facebook add, you thinking about the WHO. You know, you really, you know, dial that in. What's and when you do it, you think about what's keeping them up at night, what's what's their problem, because it's always problem and solution. So you do that for that one who, you create the APP, you create the Aut responder campaign and then when you want to replicate that, you just look at the next who and you don't have to write all new copy for everything. Just look at what you have and you have a conversation with a different person, but all the principal parts are all going to be there. The subject line might change a little bit. Instead of, you know, talking to you know, dentists, you might be talking to lawyers, and then you think about one of their problems and you just change bits and pieces around and sometimes you have to rework the cocky a little bit more than that, but it's not reinventing the reel every time. And that's the power of you know, when you bring the automation and and copy, the powerable that is you can really multiply these yeah, and and so you talked about automation there, because for some business owners they would have auto responder systems. I'm not I'm sure what an auto responder is. So talk a little bit about that and using systems as simple as mail chimp to do yeah, like this, and all the way up to what we use as infusion soft right, so kind of help help people understand what are you talking about and how does it work? Yeah, so automation is it's there systems that, if there's all different types of automation, their systems that do work so you don't have to so if somebody request information, the system sends out an email or a letter or something like that. And in fact it doesn't have to be necessarily a digital system. I mean if you have a system in place where you have, you know, one of your assistance that sends the email hand, technically that's a system. But we really like to create our automated...

...systems that run on autopilot, that you don't have to think about. So you can set up, with a little bit of Tech Work, you can set up, you know, mail chimp or you know, tied in with with different integrations to send out timed emails. So somebody comes into your funnel, they request some information from you and you know, over a course of a number of days and weeks, however, you set up the funnel, you send out emails automatically. Automatically happens. Now that's really simple. You can get much more complicated and you can add in one of the some of the cool things are adding an SMS. So you add in text messages or you add in Facebook Messenger. You know, a box that you can add in there. Or you can even go, you know, really deepen. If they click a link, they go down, they get different messages or if they request this information or they have maybe you have a question here on the front end of your funnel and you're asking them different questions and you can send different messages or different things, O would, depending on their interests. And it can go way deeper than that. But start small, starts simple, and just set up an auto respond your sequence when somebody requests information, because honestly, we're all busy and you can't let that stop people getting leads. So let technology do that work for you. Yeah, that's awesome. That's a great simple system. You just explain. I just build a system over the last couple of days, a brand new funnel, at what was a brand new funnel, until I realize I'd already created one a year ago and I took that one from a year ago and model that and about seventy percent of my work was done. I had to go in and make some changes. And that's really what you're talking about is once you get the first one done, now you replicate at you go and make some changes. Oh, I now have two systems working for me, drawing leads from, in your example, attorneys in one end and maybe financial planners on the other end or something right, and they all drive really to the same thing, and...

...it's just it's not it's not rocket science, but when you're like us and you've got a thousand things to do and technology is not my sweet spot, it can be a hassle. So talk to us a little bit about how you help business owners. And well, let's talk about that first, and then I want to talk about more copy as far as from a lead generation magnet to a landing page to the email how, the how that has to be consistent. But before we get there, talk to us about how a business owner sitting here listening to this going wow, that's complex. How how would you help somebody? So you know, we it's a little intimidating. So when you're you're thinking about this stuff, I mean some you might not even know what you know. This might be the first time you heard of the work funnel, right, and funnels very simple. You get leads in the top and you get dollars out of the bottom. But there, you know, lots of different ways of setting up. So it can be very intimidating. It's but it's a pretty easy, pretty simple process where we have a conversation and we talk, we sort of dig deep into the WHO's, because then you got it. Like I would say, begin with the end of nine. So we start with the WHO's, the WHO and once we figure out what the WHO is and droll it down and we just do that through conversation. You know, a couple of conversations on the telephone. I asked a bunch of questions that sort of dig down to the source and figure out what we're really looking at, and then I put together a bit of a report and so I have all the information that I need to craft messages for that WHO. And we talked about you know the services and what that transformation is. So it's, you know, in the end it's really copywriting. Is Really about finding a problem that somebody has, because you you have solutions to people's problems. So we really want to dig, dig deep into what those problems are and that's where we spend a lot of time. And then we talked about the transformation and the solution. And then what's sort of...

...the hard thing is a lot of people don't know how to take, you know that turn it into copy and then turn it into something that's usable with, you know, the landing pages and the auto responders, the email, all that kind of stuff, and I take care of sort of all that stuff together. And, like I said, I have sort of a diverse background. I Love Copywriting, I love marketing, but I'm also sort of a herd, so I enjoy creating the systems that make it all work. So it's it can be very intimidating and big, but I sort of just boil it down and then we make things simple for you to get them implement it quickly, and that's, you know, quick at massive action and getting done fast. Is is really the key to success, because if you sit there spending in our wheels, nothing ends of happening. That's right and and you said so many things. They're mark. And you know, our process in helping business owners become authors and create their own podcast is we've developed systems where we do all the hard work. Right, they show up on phone calls and for Wa law in a couple months they have a book or they have a podcast and we we do all the work and we've eliminated all that confusion. You do the same thing for clients around marketing, because you're right, writing copy is challenging and getting that WHO and understanding them and getting the right message and then trying to type that out and says this going to resonate. Well, okay, great, I get that. Now I got to figure out if on going facebook or direct mail or whatever you can. You can chime into that and help that. But then I've got a landing page and email sequences that all have to line up. So I want to talk. Have you talked about that? Is Getting that? Once you get the message, that's great. Now you've got to write it and you've got to make sure there's consistency so when somebody sees that, let's say a facebook ad and then they go to a landing page. There has to be congruency there, otherwise they're going to bail right. Oh yeah, I in fact I just had a clientos working with and we were driving people to a Webinar and...

...the facebook ads were working great, the emails were working great, but they didn't want to build a landing page for the the Webinar. We just use in the zoom registration page and there were their conversion rate. We got in there, but the conversion was great. was terrible because there was no consistency. See, would it's really important to have consistency in message and in visuals to both of those things, whether when you go from the ads, whether it's facebook or direct me or both, to the landing page, to, you know, the Web Webinar registration page, to the follow up, the emails you follow up with all that, you have to have a consistent message and consistent, you know, even visuals to a point, because you need P it's like a greasy slide. You want them sliding down and they see something that's inconsistent, they end up bailing because you know it doesn't feel right, something's something's not right. So having that message and that's again, while you begin with the end of mind, because you can have everything sort of lined up because you know where you're going with it all, because you know what your end result is and who that end result is. Force you can have all your messaging and all your images and everything from the front end of the funnel to the to the back end of the funnel. They're consistent, they line up. You know, it's great that. The image that just came to my mind is a great comedian and if you listen to a great comedian, they have the end in mind when they start telling you that joke. You don't know where they're going, but you're enjoying the whole process, anticipating this punch line that's coming sometime and then they give it to you and it's great. That's how great marketing should be. It should be a joyful journey that you're taking somebody on and at the end they're elated and all through the process it's been trust building and educational and fun. Hopefully. Oh yeah, absolutely. And you know, you said you know, the trust is...

...so important because a lot of times you taking you're getting cold leads in and you need to need to get them to you know. No, I can trust you, and the consistency all the way through is really important to that, because if there's no consistency, you know there's there's no trust. It's funny, I wrote up a book on customer service for restaurants and bowling bulling centers and because in the end customer services just customer retention, and in there we talked about how consistency leads to trust and trust leads to relationship, and that's once you get them in. So even when they're in with your business, you know having you know, consistency is important, but it's really important on the marketing side to to have consistency straight through because if not, there's no trust. That's great and I'm glad you brought that up because I talked to business owners every week who are really focused on that, what I call that front end of marketing, getting new leads, and they don't focus on the back end of marketing, and which is that retention. After somebody becomes a client, retaining them to get more sales but also referrals and keeping them part of the family. How could somebody do that with maybe an automated system? Oh absolutely. You know, I love building these kinds of things out. It's it's not the super sexy thing that everybody wants. Everybody wants to lead, but you really should be going after and focusing on just as much as new leads is, you know, getting your old clients coming back and getting referrals, because those it's so much easier. You already have a relationship with with them, you know, they already know I can trust you and even if you haven't done in a while, you can, you know, really unite that, you can re engage them and you can create, you know, system to make that happen, whether it's with email or direct mail or sm best. You know, just staying in contact with them is so...

...important. Fact, if you have an email list, if you're emailing to them once a month, you probably shouldn't be emailing to them at all. You have to relationship. If you have a friend, you don't, you know, call them up, you know, once every couple of months usually, you know, have a conversation once a week with them. I'm a Bollyon right, so I have both people coming in having fun with with each other, you know, every week or every other week. They have a relationship with each other. That they nurture and it's the same thing with marketing. You need to you need to nurture the relationship even after the sale, because they're otherwise you're leaving tons of dollars on the table. Yeah, absolutely, and I was in you and I use in ferience off and they have all kinds of systems and things. I was in poking around the day and they have systems in there that you can integrate and they have companies out there that would automatically, based on criteria I would set up, send a handwritten thank you to you. They could send gifts to you at certain time. So I could set it up that when somebody becomes a client, that infusion soft automatically would send them some gift, twenty dollar gift cart or something, whatever I would deem and then a two weeks later they could get a personalized thank you for becoming a client. And I thought, now that's really cool, because that systematizing process where you're getting not just emails but you're getting physical things in the mail that somebody else is doing. I just set it up and pay for the shipping. I thought that's pretty brilliant. Yeah, and you know, the other really cool thing is nobody else is doing that. You'll be in a category of one because nobody else is doing that. And then you know they have other things, automations you could do too. Somebody visits your your website and they already in your system, you can shoot off a text message or email or something like that. Just not even say hey, I saw you on her website. That's for creepy, but they're they're look checking you out. So stay top of mine and just send them a message saying hey, I've been thinking about you maybe at Oh that's that's crazy,...

...because I was just thinking about you. So there's a different types of things you can do. So it's yeah, it's cool stuff. It is, it is. And so let's refocus, because you and I, you know, being marketing guys, we can go all over the place. Let's bring us back into copywriting and the importance of having a clear message and that consistency on web pages and and talk a little bit about web pages and how important it is as you're designing a web page or even a landing page, designing it from Mobile. Oh Yeah, important is that today? Well, it's I I don't have the statistics right in front of you. But so many people are on mobile nowadays and you have to have things laid out properly because back in the old days of desktops we always talk about I don't know if you ever heard of above the fly. I know you have, Michael, but if you're your listeners, have ever heard of above the fold? Back in the days of letters, and letters are still important, you always want to have your headline and the grabbers above the fold, you know, so they open they see it there. That's the first thing that they're going to see and it is going to get them to what everything else. Well, on desktop computer you could do above the fold too, because it's what they'll see up on top. On mobiles a lot different because the space is so crammed so limited. You got to it's important to sort of layout the copy and the and and have the headlines and the grabber and everything else so people will scroll through and continue to go through to the call to action. So it takes a little more for us and you got to check things out a little bit more and make sure everything is is looking properly and and wind up properly everything is congruent. You even just within a web page, between the desktop of the mobile to get people through to the call to action. Yeah, well, I know I had to call you one one day on a landing page I was doing because the graphics, as I was scrolling on my phone, the graphics were showing up before the words and I was like...

...how do I fix that? And you know, in like one email you're like here, do this and it worked. But I had to do that. I also had to look at the size of the font because it looked great on my desktop but on my phone it looked like, you know, I was blind and I had so all of that is that finesse that you're talking about that most business owners don't even think about because we're so busy running our business. That's why we need somebody like you to to really diagnose what what we're doing, and I think I you know, one of the things I love about you, mark and what you do is you're not just a copywriter, because we could hire just a copywriter and you give me the copy. Now I have to go over and have my web design team figure that out and then I have to go to my email team. You're able to put all this together, so you really streamline the process and you. You pull things out of my head to get me to that WHO, which is so important, because we just want to throw a message out there. But if I throw used at the wrong people, it's not going to work right. No, no, yeah, and you know it's tough because, you know, it's certain like when you're building this stuff, it's there's there can be, there can be a lot of different people involved web design, there's copywriters, ful film and houses. See Rum to all this kind of stuff, and it's like building a house. And if you have higher contractory, some contracts, everything, it takes a lot of time. You Got Accord me a lot of things. So what I like to do is, just like I said, it's, you know, fast and furious. Let's let's get things rolling, get things done and get things moving. And we can, you know, we're very responsive and see what's working what's not, and you know, rather than working through a lot of different people, we can work with you and get everything up and rolling, you know, quick and see what's working what's not and make adjustments to it on a fly. Yeah, and and the other thing that I want to throw out here, because a lot of business owners may not know this, is you can have your website, that's that's beautiful and doing everything, and you could run a campaign using landing pages that are totally separate from your website. It might look like your website, but it doesn't have to be connected to that at all, is right? Is that? Hey? Yeah, you don't. You generally...

...don't want them connected to your website because the people spend a lot of money, a lot of time building this beautiful website, which we could have a whole other conversation about that, because a website should be more than just a business card online. It should be Lee Generational, and most websites are now. But you don't want when you when you have send somebody to a landing page, you don't want them bouncing to your website because you have a specific purpose for getting them to that landing page and you spent money to get them to their landing page and you want to convert them on that landing page. So have any having any other distractions that would take them away from that is not what you want to do. So you can have a look like your website. You have congruency there, but you don't want to have the links to have them bounce away from your landing page, because there you want them there for purpose. You want them to fulfill that purpose of conversion to your whatever it is your called actions. Yeah, and that's great, because there's a difference between a website and a lead dinner and landing page, and I'm as I build my landing pages, I figure your options on that landing page are too. You can either opt in and then what I want you to do, or you can close it out and go somewhere else. Yep, they and, but but if you said set it up right, you can remark it to them. So, you know, you can put facebook pixels on there and then have a, you know, retargeting campaign, because they're there for a reason. Just because they didn't, you know, convert at that moment doesn't mean they're not going to convert. So there's you know, there's other little tricks you can do to that are port and you know, if any of your your viewers right now don't have a pixel on your website, a facebook Pixel, please just go and and get that done, because that you don't even need to use it right now, but you're going to be collecting data from your website that you can use it a later day so go get a just quick sidebar tip. Get a pixel on your website as...

...soon as facebook Pixel. That's awesome. And if you don't know how to do that, call mark, because he's he called recklar. I'll help you do that for free. I'll punch in the right direction just to get that on there, because your every day that goes by without a pixel on your page is it's a day of wasted people visiting your son. So get that done and that's awesome. And you know, you've talked so much and it's so easy when we're talking about copywriting and lead and lead capturing with with magnets and all that stuff, to forget that what we're really about is building a relationship with somebody and this is just the the door to that relationship is that lead generation magnet or that landing page to get them into our system so that we can communicate to them and with them to build that relationship because they know about us or say through a facebook add they're going to start liking us as they get into our funnel and start getting emails from us or videos or whatever that funnel and tails. Eventually they're going to trust US enough to do business with us. That's that relationship. Then they become a customer and now they're on that back end and that whole back in marketing system that you talked about kicks in and they're going to sit there and go. Nobody markets like this. Yeah, yeah, you turn from just, you know, satisfied customer to a raving fan and there's a huge difference, and not only in you know just the type of customer that they're going to be, but the dollars that come through your door are. It's amazing. Yeah, so I would I'm want to encourage our listeners to connect with you, and but I want them to do it for a specific reason, because when I talk with business owners, and I ask a lot of questions as well, they come to me and they're wanting to spend money on a certain aspect and I'm always like why? Why do you want to attract more clients? Well, because I want to generate more revenue. And I say, have you what are you doing with your current email list? Do you have email list? What are you doing with your current customers? Are You doing anything? Well, no, we don't do anything with those. I'm like, what if we focused on that just a little bit? Because, as you mentioned earlier, you...

...can probably get somebody's revenue up, possibly even faster, because these people already know you. Right. Oh yeah, absolutely. And and just re engaging those lists. It's not as hard as as you think, as you might think it is, it's pretty pretty simple to reengage. And then, you know, I can I can work with people to to stay engaged with them, and whether it's writing the copy for them or teaching them how to write copy, or being combination of both. It's you can go beyond that and, you know, direct mail pieces or, depending on how much information you have, you know, sms or even even facebook. You can do, you know, targeted facebook marketing just to your current customers and, you know, communicate to them on facebook and lots of different ways. So there's there's lots of things you can do to nurture that relationship and it's sold poor it is. So I want to encourage our listeners to reach out to you, mark. How would they get a hold of you? By the way, we have talked about that. Oh sure, so you can go to my website. It's mark at Mark Barscom, or by emails mark at Mark Barscom. It's still a little different it's German names, so it's M R K the a RS, sort of like bears, work bearscom. You call the work bears. I can call a lot worse than that. So my website, Mark Barscom, had to go to mark barscom influence. You'll you can set up for a free consult with me and get on the phone and talk about Your Business and see if there's if you know, I just give you some tips over the phone or if there's anything else you want to do. If you were having to talk to about that, always sending email mark at Mark Barscom. That's awesome, so do that. That's going to be on our website as well. But I just know you know you are like that. That one stop shop and you've got a lot of information on a ton of experience and you can very simply, once you get that message, put...

...together some systems and and gets, get people some pretty quick wins, and that's that's what's motivating. I think that's what scares a lot of people is going out into the big blog of facebook around on marketing is hard to get a win because they don't have the systems in place. You just really streamline that and whether it's facebook direct mel or whatever, but you're don't ask ask the right questions to make them think and go huh, maybe there's a different way, because really begin with the end in mind. I'm wanting to generate greater revenues and net profits. That that doesn't always happen with getting New People in my funnel. There are other ways to make that happen, and in your master at that. So that's why I want people to connect with you. That's why I wanted to have you on the podcast today, because you really are an expert at not just customer service but at marketing in general and setting up systems that work so we don't have to. I appreciate that about you, mark. Thanks for squeezing me in and taking some time today. It's my pleasure. I was marketings. I love talking about marketing, so thanks. You can the opportunity. Well, you're welcome and I'm sure we'll do this again because you just got a wealth of information. But for now let me encourage you to reach out to to mark and have that free consultation set up that facebook pixel on your website. If you don't know how, reach out to him. He'll help you, no cost, no obligation and then you'll just build a relationship with one of the best guys that I know of around marketing and just in general. So, mark, thanks again for being with us. Take care of yourself, buddy. We'll talk to you again soon. Those banks legal secure body. Thanks for listening to experts speak with Michael Dulan. If what you've heard today was helpful to you, reach out to our expert guest and see how they can serve you to bring you more success, freedom and purpose in your life.

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