Jennifer R Glass: Ditch Expensive Ads & Get Customers On-Demand

Welcome once again to the guy who knows A Guy Podcast, pota Palooza edition.

My name is Michael Whitehouse, the guy who knows a guy and our guest.

Today, this episode is Jennifer Glass who's gonna be talking to us

about how to ditch the expensive ads and generate customers on

demand without expensive marketing.

So if you like spending a lot of money on ads and marketing,

this is not the episode for you.

If you do not like spending a lot of ads on ad, a lot of

money on ads and marketing, this might be the episode for you.

So welcome, Jennifer.

Thank you so much, Michael.

And yes, I don't know many people that enjoy just spending

a ton of money, but yes.

That is true.

Well, yeah, there's copious consumption, but that's usually for

like Lamborghinis and fancy Yeah,

exactly.

Designs with

bags and whatnot.

Not like, look how much money I spent on Facebook.

Exactly.

Yeah.

So, so tell me a little about how you got into this and then, uh, what, what are

some of the ways that we can not spend a lot of money on customer acquisition?

Absolutely.

So, uh, simple answer how I got into this was, uh, back in the

age of the dinosaurs, right?

I mean, 20 years ago.

Ooh.

Um, yeah.

So long ago, you know, as people would say, were you afraid?

Were you sad when the dinosaurs died?

Now, but in all seriousness now, 20 years ago, I started my business in

the credit card processing space.

And I was going out there.

I was helping businesses just get set up to accept credit and

debit cards as a form of payment.

And over the course of time, my clients kept on coming

back and saying, I need help.

I need help.

I need help.

So I kept on coming up with different solutions for I need help.

People said, I need help getting set up online.

I need help over here.

I need help over there.

What can you do?

And we kept on creating new solutions for them and eventually people were

saying we still needed more help.

So I started coaching them and what I was doing then was I was working with them and

I.

Who made me realize I can have a much greater impact on the businesses that

I wanna work with, as well as my own, uh, situation by focusing on the,

uh, business coaching or the business mentorship and letting the other

services be the ancillary offerings instead of the coaching being an

ancillary offering to the payment side.

And so by doing that, I started creating even more opportunities

and getting out there.

I wrote a couple of books for those of you that are seeing

this, um, uh, podcast episode.

I see a couple of the, uh, books behind me.

There's even more on my Amazon page where you can get even

more, um, information there.

But the whole thing is though, is that it's really designed

to help businesses grow.

We all hate spending money on things and just throwing money against the wall and

hoping that something is going to stick.

We know way too many of us have tried that.

Right.

I mean, I don't know any small business owner who hasn't said at

least one time, I'm just gonna try it.

Yeah.

And you know what happens?

Quickest way to lose a fortune is to do it wrong.

Mm-hmm.

So how do you ditch the expensive as generate customers on demand

without expensive marketing?

You start focusing in on the basics.

You really go back to what works.

Here's two really quick examples.

Find the people that are already talking to the exact same

client that you want to talk to.

Mm-hmm.

If you know, as an example, if you are in the bridal market, so you're a florist,

you're a jeweler, you're the afic, you're the catering hall, you're the dj, the

photographer, the baker, the candlestick maker, everyone that's involved there.

You have a built-in audience.

Mm-hmm.

You also have a built-in network of everyone you can

possibly be partnering with.

A joint venture or strategic partnership is an incredible

way at growing your business.

It can be formalized or it may be loose depending on how everybody

in that event chain wants to do it.

But if you can make it work where everybody benefits, think about

the lowering of the bridezillas.

They're not gonna be going crazy because you are working with all of those vendors.

Mm-hmm.

To make sure that the solutions are going to be there instead of the problems

as opposed to the other way around.

Here's another tip.

Look at the people that you've been speaking with in the last 30 to 60 days.

How many of them have you spoken with in the last five days?

If you haven't, go back and find those people and reach out to them.

Too many folks give up after the first two or three attempts at

reaching someone and saying, eh, they're probably not interested.

If you simply give up because people are not responding to you, you're losing out.

We are all busy.

You are busy.

Mm-hmm.

Think about that.

All of the sales messaging, all the sales calls, the text

messages, the Facebook messages, and everything that you're getting,

you're probably not responding too.

You think though, that your client, your prospects are just waiting

for you to reach out and say, Hey, Jimmy, I finally heard from you.

Let me connect with you.

Yeah, no, we are all busy.

You need to be following up with them, but do me a favor and do yourself a favor.

Send them something that is not from you.

In other words, a news piece, a thoughtful article that you saw on LinkedIn,

in the media, whatever it may be.

You can say, Hey, Jimmy, here is a piece that I saw.

It made me think of you and your particular situation in the business.

Put your little spin on it.

As an example, the Federal Reserve raised the rates, or they didn't raise the rates.

I have no idea what happened, um, as of the day of this recording, when

that actually, you know, what happened.

But you can still say, will that impact your business?

And have an open conversation.

That is another point of contact.

You can really be having these points of contact without it being salesy.

And by doing that, you create additional value.

Think about your competition.

They're not doing that.

Yeah.

You immediately get in an instantaneous leg up over your competition by

doing that, so go ahead and do that.

Those are two amazing tips that you can use right now to

start growing your business.

Yeah, and I, I, I love that, that last concept about

provide information of value.

I've over the last few years been doing that through an email list, which is

a, you know, a little more technical.

Technical and a little bit more work to do it.

But the email list was always built around the concept of how do I

provide content that people will want to receive something that they

might almost be willing to pay for.

Not that I structured it to charge for it, but you know, the kind of thing

where it is not just like, uh, more of these emails, but like, oh, an email.

I would like to read this and.

It's, you know, you'd think that'd be kind of obvious, like send people content

they want to get, but yet most people are using email or social media or anything.

It hasn't occurred to them to share valuable content people will want.

And so whether it's on the phone, calling back the client, be like,

Hey Jennifer, I'm just calling to checking in to follow up.

Or it's sending out those emails and be like, here's my latest special it.

People unsubscribe from those or, or hit the spam button or

shove 'em in the promotions tab.

But if you do something valuable, then they wanna get that and then since

they want to get it, then you have that natural, yeah, the number of people

who replied to an email completely off topic to what the email's about

and be like, Hey, since you're here, we talked about that other thing.

So yeah, it is about providing that value in the content so that they

want, you know, they want to receive it and keep that conversation open.

Absolutely.

That's one of the major values when you keep that line open.

Yeah.

Yeah.

And I'm, I'm, and I was glad I talked about the, the

joint venture collaboration.

I like the example you used 'cause we often talk about it in terms of, you

know, coaches, author, speakers, trainers.

But it works in the real world too, not just in our, in our weird virtual world.

That

Exactly.

Um,

thank you.

Yep.

Yeah, it actually is also great 'cause it keeps, it means.

I loved your point about avoiding the Bridezillas because you can eliminate

their headaches by making sure they're working with trusted partners.

'cause other, you know, if you're the DJ and the florist screws up, well

you might still get yelled at while they're upset about the florist.

Right?

Yeah.

Uh, um,

you know, we actually, with one of my clients who's a florist, we created

a trusted, trusted vendor list.

Mm-hmm.

And what we did was we took that entire event chain.

And we put in all of those providers and then we even gave backups and we knew the

ones that play nicely with each other.

Mm-hmm.

Because it reduced all of the anxiety.

Yeah.

So the bride just had to say, I'm engaging one of them, and then the

rest are just gonna work right there.

Um, and you had the backups just in case the primary was unavailable,

so you immediately had the backups.

Everything helps to go smooth and it's amazing how that makes a huge difference.

Yep.

And that's a huge differentiator too, because you said,

you said a florist, right?

Yes.

So no.

Usually it's like, oh yeah, my florist was great.

The flowers are beautiful, but if it's, oh, my florist was great.

They introduced me to every other vendor we needed for the event.

You absolutely need to talk to this Flo.

Well, I already have a florist.

Yeah.

I don't care.

You need to talk to this florist because they'll solve every

other problem you have as well.

Exactly.

And I don't if they're 10% more, you need to work with them, they're going to solve

every other problem you have as well.

Yes.

And that's the whole thing, you know, reduce the headaches.

Nobody likes getting 'em.

Mm-hmm.

Yep.

And, and I, I think a, a key point there too is.

Because the, the, the beam counter would look at that and say, well,

we're maintaining this whole list.

We're sending all these business, all these other people that there

aren't sending us any money for it.

And we're, and we can't charge more than you know, anyone else.

So why are we wasting this time, money for it, not realizing there will be customers

who will come because of this program.

And they may not say they came because of it, but that's still why they came.

And so to realize that.

That things don't always show up, you know, right there on the top line.

But that doesn't mean they don't matter.

Exactly.

Yeah.

Um, so I noticed you have a, a series of books called, it's

the Bottom Line That Matters.

Tell me about that.

Yeah, so the first book for those of you again, that are seeing this, um,

video, the first book is all about, um, the traditional marketing world.

So the joint venture strategy.

And the, uh, drip campaign or nurture sequence that I mentioned is mentioned

in that book, because those are two out of the, um, eight strategies that we

talk about in the book to really help you continue growing your business.

And then over here you see the digital marketing book, and that

is all focused all on different online strategies you can be taking

to really be growing your business.

So things like.

Looking for affiliates, right?

Too many of us think, I don't need affiliates or I don't know how to

even start an affiliate program.

There's a conversation about affiliates right there.

There's a conversation about SEO search engine optimization and why it is so

key, uh, for our websites to be found.

There's a conversation or an.

Topic in there about reviews.

Online reviews are so key in today's world.

Do you know, by the way, that online reviews make a huge

impact on your SEO score?

Too many folks have absolutely no idea about that, and it is incredible when

you have good reviews and recent reviews, the amount of juice that the search

engines give you as opposed to take away.

On the flip side.

Mm-hmm.

So you want to be doing that.

There's a lot of those kinds of things that are out there.

And then I have another book all about, um, having a, um,

mindset, right?

Mm-hmm.

Having a winning mindset because we know how key it is.

The difference between the millionaire mindset and the

pawper mindset has a huge impact.

On business.

And there's a lot of different ways that you can look at where that is.

And then there's another book that we put out.

Um, we actually did three of them in the last several weeks.

Um, one is on overcoming, um, imposter syndrome.

Mm-hmm.

Where we all face it at different times.

Sometimes it's greater than others, but how do you actually

slay imposter syndrome?

Another one is on the importance of accountability.

If you don't have an accountability partner.

Or you're not actually voicing your goals, you're not going to be getting as far.

And then another one is on cashflow hacks, right?

All of us can use a little bit more cashflow coming in and

understanding how we can do that.

So those are just some of the books that are out there as an

example from what we've got.

Great.

That's, uh, that is quite a, quite a series.

Yeah.

And, and that mindset stuff is, is definitely really key.

'cause I definitely encountered business people and I've watched them step over

opportunities because either their own insecurity or just this negativity, you

know, once they adopt this, this attitude of, you know, ah, system is rigged and

they're out to get us and none of this stuff works and I'm not gonna do anything.

And you know, sure enough, if you don't try anything, it's never gonna work.

Exactly.

So yeah, there's definitely a, a powerful mindset component there.

Um, so yeah, so we talked about ditching the expensive ads and, and, uh, working

with partners and re-engaging the audience We have, um, which think is kind of one

of the, one of the key points you add is once you've brought someone into your

universe is to keep working with them and not just keep acquiring new ones.

Uh, and then.

So those are powerful points.

And, uh, is there anything else that you'd like to touch on that

I haven't asked you about yet?

So there's a couple of things that I would just throw out there

in addition to what I mentioned.

Um, if I can, and I'm gonna go completely out of the business side of things

and just really stressing, I wonder the left field words of kindness.

Kindness is so important.

Um, if you think about the quote unquote invisibles mm-hmm.

In our society, the guy who collects the shopping carts in the store, you

know, supermarket parking lot, the cashiers, the housekeepers, and hotels,

all of those folks may be considered invisible because of the job they have.

However, they're not invisible.

They're still people.

And the way that we can really show them that they are people is by

going over and saying, thank you.

Have a nice day.

Mm-hmm.

We can say good morning.

We can say Good afternoon, good evening.

And if I'm quoting the Truman Show, then goodnight too.

Yeah.

The whole point is what are you doing that is going to be making a

difference in other people's lives?

Think about simple, small things you can do that do not cost you a dime.

Mm-hmm.

The impact that that has.

If you want to be growing your business, if you want to be growing

your following, if you want to be growing the things that you are

doing, it starts with small actions.

Start going out there and getting more comfortable saying Please, and thank you.

Getting more comfortable saying, have a nice day to all of those

people that you think it really doesn't matter to because it does.

The more that you can be putting good into the universe, the more good is

going to be coming right back at you.

There's so much power in that idea.

I want you to think about that tomorrow morning when you wake up,

who can you say good morning to?

Do you still get the newspaper delivered?

And do you see the paper boy bringing it over?

You can say thank you.

You see the mailman dropping off your mail?

Thank you.

Whatever it is, there's tons of opportunity that you can do

and, uh, you know, go for it.

Yeah.

That, that's, that's such a powerful point that it's, um, 'cause sometimes I think

people fall into the, the scarcity trap of they, they're only gonna pay attention to

the people who can do something for them.

Not realizing that when you do something for.

Humanity, then it will come back

again.

That's part of the millionaire mindset.

Yeah.

Yeah.

Doing things for, for especially people who can't seem like

they can't do anything for you.

'cause you never know how that's gonna come back in the right way.

And so, yeah.

And in my, in my networking, I mean.

For me, it's kind of a hobby, making good connections with people,

and I do it, um, not to show off, but you know, for fun feels good.

Um, but it, you know, it's a habit I gotten into and when I was first

getting into business, I had nothing, didn't have much to offer other

than I would meet a lot of people and I'd make those connections.

And, you know, sometime later I'd meet someone who I'm like, oh, I'm

surprised they're taking my call.

I'm so excited to meet them.

We'd get on the call, they'd say, yeah, a bunch of people

have told me I need to meet you.

And I'm like.

Is there someone else in this call?

Me me.

But it's because I helped a bunch and not in big ways.

I'd introduced 'em to, you know, someone I met at the last networking call.

Um, not, not life changing, but I made some effort to help everyone I met.

And you know, since most people make no effort to meet anyone that, to help anyone

they meet, unless they can get something out of it, it means they remembered me

outta the 10 people they met that week.

'cause I was the only one who did anything for them.

And again.

It shouldn't have been a lot.

It was, I sent an email making one introduction or something.

Maybe I made two.

Yeah.

Um, but to them that was like the nicest anyone was to them all week.

So, um, it really stands out as those small acts will really,

will really set you apart.

Uh, and even if nobody else sees them, you know, the divine,

whatever divine you, you.

Account two, um, knows, the universe knows so.

Exactly.

Yeah.

You know, unlike you with the same introductions and everything out there,

let's just make those connections, get that value, and whether or not

somebody returns the favor, that's not what I'm interested in's how can

I really be making that connection?

Yep.

No, that's great.

Uh, so you have connections.

How can people connect with you if they wanna learn more about what

you're doing and get your book?

Absolutely.

So, um.

Best thing I would say is, um, Michael, in the show notes for the

episode, we'll give you all of the links and everything so that everyone

can click and, um, connect with us.

That would be the best way.

I can give you a whole bunch of links, but nobody's gonna remember them.

So it'll all be in the description and the best way to reach out and

all of that, so you too can, um, get even more value outta what we do.

Sounds good.

All right, so it's down there in the show notes and or description,

depending on where you are watching slash listening to this.

Well, Jennifer, it's been great to, uh, great to talk to you and learn from you.

Thank you for being on the show and joining us here in the auditorium, and

uh, I'm sure I'll see possibly on one of my summits or who knows where else.

I appreciate you.

Thank you so much.

All right, thank you.