VidBit: The Referral Engine

The Referral Engine by John JantschEvery small business owner gets their start through referrals – from family, friends, or the first paying client. Over time this word of mouth advertising helps the company grow and expand… and ironically lose site of the power of the referral – or become unsure how to cultivate them as the size of the company means less face time with each customer. The Referral Engine: Teaching Your Business to Market Itself by John Jantsch is a fantastic book for those looking to create a structured system of creating referrals. John is also the author of the well known book Duct Tape Marketing.

More sales are welcome, but the best part of referred prospects are that price becomes less important, as John puts it, “when your business comes highly recommended by a friend, the role of risk is minimized, and that fact alone moves the significance of price comparison down the list.” He talks about how non-referred prospects may instead think to themselves, well if I’m disappointed with the result… at least I won’t overpay!

Are you sick of having to justify your price – or worse… negotiate away your margins? This just might be what you’re looking for.

Below is a brief video by John to give you a taste, however if you want specific actionable strategies you’re better served to pick up the book for yourself. Highly recommended.

VidBit: Evil Plans – Having Fun On The Road to World Domination

Evil Plans - Having Fun On The Way To World DominationThis is not really like any book I’ve ever read, and that’s ok. You may even not like it (but I did!), and that’s ok too. Hugh Macleod, the author, cartoonist and blogger, sums it best:

“It has never been easier to make a great living doing what you love. But to
make it happen, first you need an EVIL PLAN. Everybody needs to get away from lousy bosses, from boring, dead-end jobs that they hate, and ACTUALLY start doing something they love, something that matters. Life is short.”

This isn’t a book to read through all at once. It’s broken up into short sections of only a page or two each, and a couple of his remarkable cartoons. Fantastic little 5 to 10 minute marketing, branding, advertising, and purpose “gut checks” that will make you think – and take action.

Here’s an example of the type of humor with built-in insight you can expect to find:
Sample comic from Hugh MacLeod

Big thanks to Holly Haener for turning me on to this one!

VidBit: Why It’s OK to Borrow (The Toaster Project)

Toasters prove that it's ok to borrowNormally VidBits are quick overviews of fantastic books and insightful talks by their authors, but today I wanted to show you something a little bit different. Have you ever met someone you thought was extremely creative? Here’s the truth – they were, at least partly, borrowing from something else around them. Stealing if you see the world with a glass half empty point of view. Heavily influenced if you like your glass half full.

“He who is most creative conceals his sources the best.” – Anonymous

“There is nothing new under the sun.” – King Solomon

Of course, duplicating an idea outright is usually stealing… but finding a new application for an existing process or product that no one has thought of yet? Fair game. That’s why I study other industries like airlines, automakers, and consumer packaged goods companies so closely. To borrow from the large amounts of capitol and time they have invested into finding answers to similar problems!

Perhaps you still think I’m endorsing intellectual theft, and that exceptional individuals (like yourself) are able to create breakthrough ideas in a vacuum and you don’t owe partial credit to another source? Take a look at the video below to see for yourself how everything we do builds off each other, and why there is an image of a toaster in this blog post.

It is this acknowledgement of the necessity in sharing of ideas that leads me to talk so openly with anyone who wishes to do so. If you’re still trying to do it all, and do it by yourself - why?

Want to learn more about the man behind the toaster project?

VidBit: The Tipping Point (& Spaghetti Sauce)

The Tipping Point by Malcolm GladwellI’m sure you’ve read books, columns, or at least heard of Malcolm Gladwell. If you haven’t read any of his work I recommend you start out with The Tipping Point. Malcolm is a master at making the complex simple, and the simple complex – but most of all you are always learning something new.

Here in this video, Malcolm is going to share with you what Steve Jobs and the inventor of modern spaghetti sauce have in common… Give up? They both realized that asking people what they want, doing focus groups, and surveys just doesn’t work. In the year 2000, no consumers knew to ask for a small portable device that could hold thousands of songs – and yet that is what Apple was hard at work on. The trouble is, that people lie (if only subconsciously) about what they really want and how they really feel.

So what about the inventor of modern day spaghetti sauce (and, it turns out, a lot of other modern consumer packaged goods)? You’ll have to watch to find out. If you feel inclined – comment back how you think this may (or may not) apply to real estate and new home marketing/sales. I’ll add my own comments later. Enjoy!

VidBit: Delivering Happiness: A Path to Profits, Passion, and Purpose

Delivering Happiness: A Path to Profits, Passion, and PurposeWhat kind of person would offer new recruits $2,000 to quit before training classes were over? Or encourage his employees to help customers order a pizza at 2am? A successful entrepreneur and customer service and company culture visionary – Tony Hseih, the CEO of Zappos.com. In 2009, Zappos.com was sold to Amazon.com for $1.2 billion.

His insights are all valuable – and applicable – to your business. They may run contrary to the way most companies are run, but that probably only serves to prove that he’s on to something BIG.

“…we ultimately came to the realization that a company’s culture and a company’s brand are really just two sides of the same coin. The brand is just a lagging indicator of a company’s culture.”
- from Delivering Happiness