Entrepreneur | Create a Needle Moving Advertisement

Audio Transcription

Get ready to enter the Thrivetime Show! We started from the bottom, now we’re here. We started from the bottom and we’ll show you how to get here. We started from the bottom, now we’re here. We started from the bottom, now we’re here. We started from the bottom, now we’re on the top. Teaching you the systems to hear what we got. Cullen Dixon’s on the hooks, I’ve written the books. He’s bringing some wisdom and the good looks. As a father of five, that’s where I’mma dive. So if you see my wife and kids, please tell them hi. It’s C and Z up on your radio. And now, 3, 2, 1, here we go. We started from the bottom, now we’re here. Started from the bottom, and that’s what we gotta do. What is going on, Tulsa? This is Trey Clark in your ear with Dr. Robert Zellner and Taylor Hall, the general manager with the Tulsa Oilers hockey team. And today we are here. It’s a Wednesday. Dr. Z, are you excited about this Wednesday? I’m excited about it. Hump Day. Taylor, are you pretty pumped up about this Hump Day aura? I’m jazzed up big time, Clay. Alright, great. Alright, well if things get rowdy, we might have to send somebody to the penalty box. So we’re going to see if there’s some sort of fight that breaks out during today’s hockey-themed Thrive Time Show broadcast. We can only hope. We can only hope. Now today we are talking about the six steps for creating a needle-moving advertisement. Now Taylor, I want to start with you here. I want to start with you, give the folks a little bit of a context. But how many people can the Bank of Oklahoma Center hold for a typical game night? For a hockey game play, we can seat 17,000 people. And so is it kind of your all-consuming passion to fill that thing up with maximum capacity every time? Absolutely. So as we talk about advertisement, I mean you’ve been doing this a long time. How long have you been the general manager? This will be my ninth year as a general manager of the Oilers. Okay, now minor league sports are kind of known for being a world where a lot of different interesting advertisements or specials are used to draw a crowd. And once people come out to the game for the first time, people are hooked. Hockey is awesome to watch live. So I want to ask you over the years, what have been some of maybe, maybe what’s been a memorable or one of your favorite promotions you’ve ever done? Do you have a favorite promotion that’s ever just kind of come to your mind there? Oh, Clay, we’ve done a bunch of different things over the years, but we love to have the ones that bring a lot of people out to the game. And typically when we use a promotion that has our sponsors get tickets out to clients and employees that they have, those tend to work the best for us. So have you ever done where you’ve wrestled a bear in a cage? Would you do that, Taylor? I’ve never wrestled a bear in a cage, Dr. Z. That’s one I’d like to add to the list because I think that would be fun. I mean, who doesn’t want to see a grown man wrestle a bear? I mean, that’s just fun. I want to see that on the ice, too. On the ice, too. Now, I will say this, for anyone listening right now, what’s going to happen is, you have a business. Maybe you’ve already started a business. Maybe you want to start a business, but what’s going to happen is, at some point, you’re going to have to say, I need customers. And I need a lot of customers. I can’t just take my idea and run around feeling good about my product, or my invention, or my service. I need some customers. You’re kind of laughing over there. I’m kind of laughing because it’s Captain Obvious. I mean, you know, I know you’re Captain Clay, but I didn’t know Captain Obvious. Well, okay, now here’s the thing is, I mention this because a lot of people listening, I’m not sure who this is for, but someone’s listening right now, and you go, I have no idea how to get people to call me, okay? So we’re going to go into our six steps. Our step number one is you have to know your target audience. So Z, I want to start with you. I want to ask you this here. You have an optometry you’ve got an optometry center, an optometry clinic. You have multiple different businesses and each business that you’re involved in has a different target audience. But let’s hone in on the optometry. Who is your target audience for the optometry? Oh, soccer moms. Soccer moms? All you soccer moms out there listening on your drive home today, I am coming for you. And how did you determine, or how long did it take you I guess, to determine that soccer moms were your target audience and not maybe soccer dads? Well I guess soccer dads, well what happens typically in the family is that more times than not, and this isn’t, you know, of course there’s not a blanket statement for all these things we’re going to be talking about today, but more times than not, it’s the moms that control the health care in the household. What does that mean? That means that they make the appointments for the kids, they typically bring them in, they bring themselves in, and then their husband needs an appointment, and they call and make it and tell him when it is and where to go and all that good stuff. So, for the most part, moms kind of drive the health care bus, if you will. Alright? And so knowing that that’s how the majority of families run that’s why I targeted that bus driver. Now I will tell you just examples of what not to do but I have I’ve done a lot of these early on in my business when I started my first company called DJ Connection out of the dorm room at Oral Roberts University. My thought was I’m gonna market to who I know. Now the problem is if you’re a dude and you’re in college who do you know? I mean who do you live with in the dorms? Who are the people? Dudes. Dudes. Hey bro, hey bro man, you know, we could sure use a DJ this weekend, bro. Exactly, and everyone had this big game-changing event that they said, listen, if you’ll do this event, this frat party, this event, this big sorority gathering, if you’ll do this, if you’ll do this event, I can tell you it’s going to get your name out there. Yeah, bro. It’s going to be huge, bro. And meanwhile, I wasn’t getting in front of the ideal and likely buyers, but ultimately I discovered after about a year and a half of poverty, maybe two years, that weddings, I’m serious, that weddings were the niche. Weddings book over and over year after year, and before we sold it, I mean, many times we would do 80 weddings on a weekend. I mean, weddings, those are things that people are willing to pay for they’re willing to pay for a wedding DJ So I encourage if you’re listening right now ask yourself Who is your target audience and I have a notable quotable for you? I love I love notable quotables, but I have another one here We go this is from a guy by the name of Chet Holmes And he was the former business partner of Charlie Munger who’s Charlie Munger Charlie Munger Charlie Munger is the former business partner He’s the current business partner of Warren Buffett So if you if you know about Warren Buffett, then you know about Charlie Munger. This is what he says. He says, compared with all potential buyers, there is always a much smaller number of ideal buyers. So ideal buyers are cheaper to market to and yet bring much greater reward. These ideal buyers are called best buyers. In some cases, the smaller group of best buyers account for the majority of a company’s revenue. In spite of this, most companies market the same way to everyone. It’s time to create a special initiative to specifically attract these buyers. So Taylor, I want to ask you, in your years as being the general manager, who have you found to be your sweet spot? Or who is your target audience for hockey attendees, hockey game attendees? Clay, that’s very easy. That’s the people that have come to a game at the BOK Center. I mean, it’s a huge difference for us to get somebody there, live and in color, and to see and feel the atmosphere of one of our games. Time and time again, people come to us and go, wow, I had no idea it was this exciting. And these are people that aren’t even hockey or sports fans. They’re just looking for something exciting to do here in Tulsa, and with all the competition that we have for entertainment these days, it’s really difficult. And folks have really been entertained by the atmosphere and the stuff that we have going on during our games. Now Z, you like hockey too. You like going to some hockey games. One time I went to a fight and a hockey game broke out. It was pretty cool. I was like, okay, he’s got the puck. All right, I do. Hey, hey. Well, I want to ask you this. For somebody who’s never been to a hockey game, I’ve been to several Oiler hockey games, and for someone who’s never been, what are maybe two or three things that when you go to a hockey game that you’re going to experience that are just unlike any other sport? Well extremely fast paced as compared to any other sport you’ll see. It moves extremely fast. There’s not a lot of time in between. It’s very, very physical. It’s just about like NASCAR on ice. And we’ve got lots of stuff going on and I challenge anybody that’s never been to a game to come out and check it out because a lot of times we’ve had folks that have come and not known who we played, what the score is, and left and had an amazing time. It’s really hard to pin down. I think it’s a combination with the speed, the physicality, and all the things that we’ve got going on during a game. Now Z, I moved to Minnesota when I was 12. Minnesota. Vikings. Yeah, I moved up there when I was about 12 years old. And I go up there, and I was raised in Oklahoma. So Oklahoma, we don’t have just a whole… Tulsa’s becoming more and more of a hockey town, but when I was growing up, I didn’t know I was exposed to it. I go up there and I watch my first minor league hockey game, and one thing happened about five or six minutes into the game that blew my mind. What was that? Some guy named Sven or Bjorn, I’m not really sure, but it’s some sort of Scandinavian guy, just walks up to another guy or skates up to another guy and just punches him in the face. And then he punches back, there’s punching going on. I don’t know if you remember, but the Pacers, back in the day, one of their players, Ron Artest, went into the stands and fought fans. He fought fans and players. He got suspended for a year and a half. But in hockey, when he fought another player, he was in the penalty box for how many minutes there, Taylor? Five minutes. Five minutes. So he gets five minutes of time out to think about it, and then he’s back out there again. Fighting is legal in hockey. Just explain for the people who don’t know, what’s the thought process behind making fighting totally acceptable in hockey and not in soccer? Because in soccer people are faking injuries all the time. A guy barely gets touched and he’s just laying there. And then a magic spray comes out and they’re all better. But in hockey, what’s the logic? Well, really fighting is its way of policing itself. If you know you’re up against a guy and you hit him the wrong way, you’re going to have to drop the gloves. That tends to settle a lot of guys down. The referee is there to supervise in case something really gets out of hand. But a lot of times, and you’ll notice, there’s not that many fights in the games. We love it because I think all the fans love to see the fights and the gloves come off. But it’s its way of hockey policing itself with the fighting. Have you ever had the entire team fighting at one time? Has that ever happened? Oh, yes. Many, many times. So the whole team’s in the box? The league really, yeah. Not the whole team’s in the box. Usually the guys that start to get thrown out because you’ve got to finish the game. But they have really stiff penalties if more than one person is fighting at a time. But if two guys square off, it’s five minutes. They go to the box, think about it, come back out, and you can do it up to three times a game before you get kicked out. I have something to add to the fighting part of this. Oh, sure. I’m very proud to report this, by the way, and that is that my auto auction, Z66 Auto Auction, we have a gentleman who’s in charge of my sales team, Doug Pernack, who was a former hockey player, and he holds the record. I challenge anybody out there to Google this right now. Doug Pernack holds the record for the most penalty minutes in a game. I mean, he got penalized longer length of the game. What, there were 60 minutes and he got penalized like 80 minutes or something. It’s pretty crazy. And I want to pile on with the Doug Pernack stories here. I actually had an opportunity to DJ his wedding back in the day at the golf club of Oklahoma. No way. True story. Oh wow. And that’s where I first heard about his legendary fighting skill. This is a guy, unbelievable, you can see him today at Z’s auto auction, right? Not at the Oilers games, correct? Right, that’s right. He’s past his playing days. Okay, well here’s the deal, Thrivers. If you now know who your target audience is, up next we’re going to teach you how to deal with the importance of putting a sense of urgency on every special that you offer. Using that exploration data, creating that sense of urgency. Coming up after the break. Hello Tulsa, it is Wednesday and you are listening to the Thrive Time Show. I’m your co-host, Clay Clark, joined here as always with the incredible Dr. Robert Zellner. Sir, how are you doing? I’m doing great, Clay. Great day. Wednesday, come on. It’s a beautiful hump day, and we have a guy, we are joined with a legend, a myth, a really a marketing maven. Mr. Taylor Hall, the general manager of your Tulsa Oilers. Taylor, how you doing? Yo, yo, Clay. Great to be on with you guys. Well, hey, we’re excited. We’re talking about six steps to create a needle moving advertisement. We’re talking about six steps that you can apply to get people through the door, to get customers to call you, to get people to show up, to get people to buy your stuff. Now move number one was you have to know your target audience. You have to know… Clay, I’m going to ask you a question. Let’s say I’m in my car and I’m driving home. I’m listening to the Thrive Time Show and I hear you say, I’ve got to figure out my target audience. How does a guy do that? We have an awesome worksheet available for you at thrive15.com. All you need to do is email us info at thrive15.com. For all the thrive15.com subscribers, we have a worksheet where you can go through it. And if you’re not a member, I’m just going to give you a couple quick little cliff notes. You want to figure out, are they men or are they women? What zip code do they live in? How much money do they make? What are hobbies and interests that they have? You want to find the common denominators that they share. And I can just tell you, it’s so painful when you’re marketing a product to the wrong audience. Oh, I hate that. Here’s kind of the example here. Recently my wife and I made a decision about a year and a half ago. We said, we’re going off the grid. We’re going off the grid. We’re moving into the woods a little bit. We’re going to be kind of like, almost like end times preppers, but we still go into the city and work, you know. So we go out there, we’ve got chickens, we’ve got, you know, we’ve got lots of cats, we’ve got ducks. It’s just a fun little area. And we started shopping at this beautiful place called Atwoods. Have you been to Atwoods before? Oh yeah, where a man feels like a man. And you own a ranch out there, Z’s… Rockin’ Z Ranch. Rockin’ Z Ranch out there. I’m 25. In Glenpool. So how often do you… do you go to Atwoods like once a month? I try to go more often than that, but it depends on the season. If it’s nice weather, I find myself out there more, obviously, than in bad weather. So I try to get out there… I’d like to go once a week, but probably once every couple weeks I’m out there. I love that place. And they know I love that place and they keep mailing me over and over because they know that I’ve bought stuff there before. So I’m getting mailers for these discounted rubber boots that you can just hose them out and I’m going that’s a sweet, that’s the kind of thing I need, you know. And they have a discount on weapons and discounts on bows and arrows, discounts on chicken feed. They’ve got the whole game going. They have a special right now for rabbits, Z. Special for rabbits right now. Well, you better get some. Yeah, and so that’s the whole thing, is they know their target audience. They know who’s buying from them. But what tips would you have for somebody listening who has no clue how to figure out who their target audience is? Well, that’s why I was kind of going down that way, because I think that that’s one of the most important things in advertising. Like you just said, if you have the best ad, you could spend the most money, and yet if you’re not getting in front of the people you need to get in from, boom, that’s a big fat zero. And those of you watching on Facebook live, see me holding up my hand doing the big fat zero. Otherwise, being a hero now, you do like you said, you get the worksheet and you work through it. A lot of it is, you know, the steps. I mean, is it guys, is it women, is it old, is it young, what’s the product you’re selling? And really to think about that and then to make sure that where you’re advertising, you’re getting in front of those eyeballs. I have a funny story for you about family members and Uber. You know Uber, the old app where you get on there and you can… I use Goober a lot. Goober? Yeah. What’s Goober? Have you ever heard of Goober? No, no. Have you heard of the Goober app? I have not. Well, the Goober app is when your son uses your car and your gas and drives you and charges you about 10 times as much as Uber does. It’s called the Goober. It’s called the Goober. Genius. Yeah. It’s pretty good. Unbelievable. Well, Uber, I was trying to explain Uber to somebody, and it was just funny, these family members are trying to process it, because they’re saying, what’s Uber? You know? And I go, well, Uber, what you do is it’s like an app on your phone, and you click a button and they go, well, what’s an app? And I’m like, well, an app is like a program on your phone. Talking about living off the grid. And you click it, and when you click it, there’s going to have like a car show up to pick you up. You know, these different drivers who are pre-qualified, they can show up. And you know if they’re good or not based upon the reviews. And it’s, well, who gives them the reviews? And then it’s the community. All on Uber. Yeah. Now, what’s Uber? And you’re just trying to explain. And you’re realizing this person is still using the flip phone. You know, they’ve got the phone. And they totally don’t see the need of, how do you feel safe? How would you know? And all I’m saying is that that’s a great app to market to millennials and to people I would say who are very technologically aware. Most people are adopting Uber obviously it’s very successful but they’re not gonna run ads in like a local newspaper focused on people who are north of 60. They’re just not gonna do that with Uber. It’s the wrong audience. They’re not gonna partner with AARP. Yeah absolutely. Now the next thing you want to do is you want to set an expiration date. You’re listening to the Thrash Time Show on Talk Radio 1170. So step number two is you want to set an expiration date. You want to make sure that your offer has an expiration date so that your target audience will have a sense of urgency. There has to be a sense of urgency. If someone sees the ad they have to take action quickly. And there’s a notable quotable I want to read to you. It says, without a sense of urgency, desire loses its value. Well who said that? That’s Jim Rohn. Jim Rohn, best-selling author, he says, without a sense of urgency, desire loses its value. So Taylor, I want to ask you, you run different specials throughout the year. You had one going recently where I think you could buy, was it four tickets for 20 bucks? Was it four tickets for 20 bucks? Four tickets for 20 bucks. And what’s the one where I get the hat? What do I have to do to get a hat? Well, you just have to do the same thing. We have different offers, different times, and you buy, I think it was three tickets a hat trick pack three tickets Three goals of the hat trick and hockey So we kind of went off of that and you had today to be able to buy it and if you didn’t that offer was Gone, so it’s like a flash special like it was only good for a limited period of time Absolutely, but when you put out that special people bought lots we sold lots of them. Did you bring us any hats today Taylor? I did not the clay’s already got a lot of hats. You don’t Z. I’ll get you one. Well, thank you. I appreciate that. I don’t have any Tulsa eyeswiller hats. A lot of people don’t know this little fun fact. It’s unverifiable. A lot of people don’t know it, but it’s a fact that some might doubt. But I’ll tell you what. Dr. Z could have been a male model. Stop it. He could have been. Stop it. He chose not to. He had offers. Well, yes. I was going to be a radio model. I was a hand model, but I got cut. My hands apparently just didn’t quite have it. That’s unfortunate. Were they too massive or what? Yeah, they were just for display. I don’t know. I was told I went to one of those modeling auditions and they said, your face is for radio, now your hands, we might work with that on second thought. Not so much. I don’t have a modeling career ahead of me. But I want to ask anybody listening right now, rhetorically, I want you to ask yourself, what is a special that you could run and what is an expiration date? Or how could you put a sense of urgency on it? So I’m going to throw out some examples to kind of get the mind turning right now. Papa John’s has specials that I get in the mail and they say if I buy this and I buy that then I get a free this and it’s good until Thursday. We’ve got a Papa John’s special that after every one of our games, if we win, you get 50% off online the next day. Are you serious? Wow. It’s a new deal. Really? Wow. If you win. If we win the game, for the next 24 hours, you can get 50% off any of your order online through Papa John’s. So your players are playing to feed Tulsa, basically. That’s what we’re doing. That’s the new promotion. Feed Tulsa. Win games. Tulsa Oilers. That’s the whole deal. Yeah, sorry. If we don’t win this game, Tulsa’s going to go hungry. Now, when we come back, we’re going to be talking specifically about how to set a compelling sense of urgency from one of the marketing wizards, from one of the kings of advertisement, a guy that Tulsa knows, Dr. Zellner, is going to be teaching us some specific moves to really get your phone ringing. There’s a lot of optometrists out there, but there’s one that you know, and it’s Dr. Robert Zellner. He’s going to be teaching you some of the moves he’s used over the years to create that sense of urgency that’s made him a household name in Tulsa. You know, I want to rant just a little bit as we’re going off. Expression day on food, you know. My wife, when it inspires her, she throws it out. Why? What is going on, Tulsa? You are listening to the Thrive Time Show, Tulsa’s only local business radio show. You can watch us live on Facebook Live, or you can listen to this episode again at thethrivetimeshow.com. But either way, we are here and live. My name is Clay Clark. I’m joined, as always, with my co-host and partner, my good friend, Dr. Robert Zellner. Sir, how are you? What’s up, Radio World? How’s everybody doing on your drive home on hump day? Now, for everybody just tuning in, Z, we have a very special guest with us. Can you kind of tell the folks in Tulsa who our incredible special guest is today? Well, he’s a general manager. General meaning the top dog of our, we say minor leagues, is it minor league team? Minor league hockey team. Minor league hockey team. The only professional hockey team in Oklahoma, by the way. Wow, the Tulsa Oilers. Now let me ask you, what team does your team feed into? If a player on your team is really doing well, what’s the NHL team that you guys are affiliated with? If you compared us to baseball, we would be considered AA. Our NHL team is the Winnipeg Jets of the National Hockey League, and the Manitoba Moose is the AHL of the AAA team. Our teams feed right through Winnipeg, Manitoba. Manitoba Moose! Wow! A! A! A! You betcha, Bjorn! Now let me ask you this. Can you… We’re going to go up north, don’t you know? You know in Minnesota people always say, for cute. Have you ever been around a Minnesotan and heard them say, for cute? Oh yeah. They go, oh, for cute. I don’t know what that means. What does that mean? I don’t know, they just do it. It’s like, oh, for cute, Bjorn. You know. You want to go up north? It’s like, north, you don’t put the H on there. Up north. And you say A a lot, too. I made the same thing as A. It’s what you do. A. I’m a Canadian. I want to ask you, how much power do you have as the Canadian general manager of the Tulsa Oilers? Can you cut anybody? Can you sign anybody? I mean, could you make Z a player for a day? Yeah, can I come out and be a player? We could make Z a player for a day. I could make Z a player for a day. Wow. Can I suit up? He looks like he’d be a good goalie, I think. I want that to happen. He is very well. I want that to happen. Z, I want that to happen. Player for a day. All right, so here we go. I got that mask on. Did you guys wear the full mask? The goalies. Only the goalies. I’d probably wear it if I was just skating around out there. I would. It’s so scary, dude. Because he’s a model, that’s why. A model! All right, let me ask you. So, Zeke, you have run some unbelievable ad specials over the years. I love listening to your Christmas specials you do every year, your Christmas commercials. I love them. But talk to the people listening right now who are thinking about creating a great advertisement. They’re kind of looking for some ideas. Coach us through some of your favorite promotions you’ve done over the years or some ideas. You want to know my very first super move? Yes. My first super move. I want to know the super move. 25 years ago, 25 years ago. Tell it to us. Well, here’s what I figured out. I figured out that everybody secretly, secretly wanted colored contacts. Colored contacts? Colored contacts. Contacts that are colored? But they were kind of afraid just to commit. They wanted to have them and they kind of wanted to play with the color of their eye, but they just didn’t want to like, you know, all in, commit, that’s the only thing they have. Hey man, can you put that plastic in my eye and then kind of bring it back later if it didn’t work out? Man, you look good with brown eyes. Two different colors is natural. I don’t actually have any contacts in right now. I don’t want to pay attention. So what I did was is I packaged together a deal. You packaged together a deal? What kind of deal did you package together my friend? Well, what I said is this, Okay, you’re listening to the thrash time show on talk radio 11. What I said is this is that for everybody that comes in buys a pair of colored contact lenses, I’m going to give you a clear pair free. That has to be huge, has to be huge. And you get the eye exam follow-up, everything included for $99. So I did a price point. I did the two pair. You buy one, get one free. BOGO as they call it. That’s kind of an old move, but it’s still successful. The BOGO makes the business huge? The BOGO. It’s a bomb to the up, Hans. So that was my move. Everybody loved it because they could come in, they could play with the colored pair and have those to wear when they wanted to kind of spice things up a little bit, you know what I mean? And I had the clear pair, you know, to be kind of safety valve. I wear these every day. What if someone comments on them, blue eyes, we didn’t need that blue eyes, you know, or whatever. So that was my first super move and it was huge. It was absolutely huge. It pumped up the sales. Now I want to bring this up for anybody listening right now. I’m going to give you three different moves that you can play with that don’t actually affect your bottom line at all. One is the guarantee. Now some people can say, hey, you know, I have a guarantee. I guarantee that if this happens, you get your food free. So right now, Buffalo Wild Wings is doing a deal where if you wait for more than 15 minutes, period, your food’s free. So how could they do that? How would that business model work? Well, it doesn’t work, but it causes you to go, hey, we’ve all been out to eat where we’ve had to wait a ridiculous amount of time and we’re tired of it. So we think about, you know, that’s a hesitation. I don’t want to go out to a place and have to wait for 30 minutes. So now if I go there, that takes away that risk. There’s that reward. So again, you can make a guarantee. The second move you can do is you can do a kind of a buy one, get one free, which is the BOGO you spoke of. The BOGO, the buy one, get one free. That’s the whole idea. If you buy this, you get that free. You know what? In retail, you see it everywhere. You get two avocados, you get the third one free. And what it does is it pushes people to buy more. It’s a beautiful move. It’s a beautiful move. And the other move is you take a day, you take a day of the week or something that’s like a not desirable thing, and you give that priority. So you say, Tuesdays, we’re having this incredible special because Tuesdays is the day that your restaurant is slow. I got one for you. Go for it. OK, dollar beer night for us every Tuesday night at the BOK Center for our game. For cute A. Oh, don’t you know. One dollar. Normally a beer is eight dollars, and on Tuesday nights it’s a dollar. One dollar? One dollar for a beer. One US dollar? One US dollar. Hey, bud, we need to go to the Oilers game with Leif and Bjorn. We missed it last night. We should have been there. So seriously, it’s a dollar. A dollar. What’s the catch? There’s no catch. Come on. You may have to stand in line for a little bit. What’s the catch? You may have to stand in line a little bit, but it’s a dollar bear. They probably use a really small cup. Isn’t that what you do? It’s a little baby cup. It’s a decent sized cup. I think it’s a 16 ounce cup. Oh wow, that’s a regular sized cup. So here’s the deal. If you are listening right now, we know that you are a discerning listener. You could be listening to a lot of things right now, but you’re wanting to know how to start or grow a successful business. And we’ve taught you how to determine your target audience. And we’ve taught you how to determine your target audience. And we’ve taught you how to determine your target audience. start or grow a successful business. Okay? And we’ve taught you about how to determine your target audience, how to set that expiration date. But coming up next, we’re going to be teaching you about how to use facts to sell. How to use facts. When you tell the truth, and you have compelling facts, people will buy more. Coming up next, learn how. What is going on there, Thrive Nation? You are listening to the Thrive Time Show. I am your co-host with the most, your voice of choice, Captain Clay Clark, and I am joined here with a man who really needs no introduction, but he’s a man who’s taken the letter Z, he’s put it all over Tulsa like he’s Zorro. It is your very own most trusted optometrist in the world, potentially. It’s Dr. Robert Zellner. I love Zorro. I love the movie Zorro. Just this whole idea behind Zorro is just so cool. And how he kind of hid his identity, and yet he was going around doing all these do-good things. I mean, it was like the original superhero. I feel like the good deeds that you do, you do a good job of kind of hiding those. You don’t talk about those too much. But I feel like you missed the part about hiding your identity. I think it’s very hard for you to go anywhere. Because I’ve been out to eat with you. Everyone knows who you are, my good friend. Everyone knows the Zellner. Well, and you know why? Why is that? Exactly what we’re talking about today. Hockey? No. Advertisement? No. Getting off the grid? No. Yes, advertisement, yes. Okay. So that’s the thing about it is that everybody, well not everybody, but a lot of people recognize my name because I’ve spent a lot of money over 25 years getting it out there. And that’s what advertising supposed to do you know I? one time was listening to a Oh a guy with practice management guru And he said part of part of his move was you got to have an elevator story Elevator story an elevator story you’re an elevator story is see let me get ready I want to marinate on this for a minute. I want to marinate here. We go. I’m ready I’m ready to marinate go ahead go okay well the elevator story is like let’s say Taylor someone walks up to you and says, what do you do? And you say, I manage a bunch of really strong dudes that like to fight. And they go, what? What does that mean? And then you take them to the next floor. And you say, yeah, it’s controlled fighting. We actually, you know, it kind of polices the guys when they’re doing it. They’re like, what are you talking about? What kind of fighting is this? Yes, and then you can take them to the next level. And then pretty soon you’re talking about hockey, right? And then next thing you know, they’re coming to the game. So it’s this elevator story of when you meet somebody, for example, like Clay could say, like in the DJ business, you know, you could say, when someone says, what do you do, you know, your first thing, kind of hook them. My first move I like to tell people back in the day when they would do that, I’d say, well, what do you do? I’d say, I take events from ordinary to extraordinary. There you go. And they go, what? So then the curiosity peaked and they go, they keep going. Right. I bring the sound, the lights and a mic. And then next thing, you know, your party’s going to the next level. America’s best DJ. Yeah. They said, what are you doing? You say I’m a DJ. Then they lose interest. They walk away. By the way, people still do that today when they hear I’m a DJ, they go. So you’re a DJ. Let me explain to you that the pecking order, I talk about this often, but it’s very important for anyone listening right now that you understand the pecking order of what happens as an entertainer. The very lowest level is the guy, when you go to the state fair, who runs that thing. What’s the thing where you go faster? The Tilt-A-Wheeler, though. You go in a circle, and it’s all about going as fast as possible. Oh, yeah, yeah. It’s called the Himalaya. The Himalaya. The Himalaya. And what you do, that’s the lowest level of entertainer. You go, do you want to go faster? And everyone goes, no! Yeah! And you just say, I want to go! And you just go. And then if you get promoted, you become a heckler. Oh, like that, like dunk the clown. Yeah, and you’re basically going, hi, you could even hit me with a ball. Come on, I guarantee you could not hit me with the ball. Go for it. Come on, come on, little girly man. And you just try to taunt people to throw the ball. Then you move up to a disc jockey at clubs. Wow. I used to teach at the Yucatan Liquor Stand. Yucatan Liquor Stand. Oh yeah. And you’re… Ladies and gentlemen, it’s Thirsty Thursdays here at the always incredible Yucatan Liquor Stand. We have a volleyball tournament for the 40 plus division. It’s a huge… And you just… You’re all excited. And it’s these people who are like, can’t physically jump, and you’re trying to convince them to join a volleyball league. And then you move up and you become a wedding DJ. The next level, the next level Z, is a radio show host, and then the next one is a politician. So right now we’re almost there. You’re listening to the Thrive Time Show on talk radio 117. I’m excited to move into that next level. We have a special guest today. Oh, wait, no, hold on, hold on. I didn’t finish my point. So this practice management guru was saying, hey, listen, what’s your elevator story? And they had about a dozen optometrists in there, and we’re all sitting around this table, and we sponsored by, I think, Bosh and Lone, flew him in to help coach everybody up and to teach them how to market and how to get their name out there and all that good stuff. And so that’s what he was doing. And when he got around to me, he said, OK, let’s work on your elevator story. And I didn’t want to be rude, but I was kind of going, if I meet someone and I tell them my name, I want them to know I’m an optometrist. I get my elevator story out there on the airwaves through advertising. You see what I’m saying? And you’re committed to it. I’m committed. I mean, it’s not a thing where you run ads for like a week and then you, you know, we’ll see if it works. Then you stop. You’re a guy who week after week, year after year, you’re just pounding the airwaves with your optometry goodness. Yes. Well, I hope it’s good. Most of the time, right? Right, Dave? Yeah, all the time is good. So you’re right. I like that claim. My goodness. There you go. I’m sticking with that. You know what? That’s my story and I’m sticking to it. It’s your goodness. Now, we’re talking about set number three for advertising, really helping you build these ads that are going to move the needle. And then that step three is facts. You must be able to support every claim you make with facts. One, because of certain legalities, I mean, you’re required to. But in addition to that, there’s this thing called the law of credibility. Z, do you want to know what the law of credibility is? Do you want to know what it is, my friend? Yes, I would love to know what the law of credibility is. Well, there’s an author, a best-selling author, he wrote this incredible book called Soft Selling in a Hard World. And he says, don’t say anything you can’t prove. That’s the law of credibility. Don’t say anything you can’t prove. So as a fact, I’m just going to tell you this. As a fact, I used to tell people, if you hire DJConnection.com, if you’ll hire us to DJ for your wedding, I promise you it will be the most fun reception you’ve ever been to. And if not, I’ll refund your money.” And people said, really? And a lot of times that was a, really? You promised me the most? I said, yeah, because most people, you know, they’ve been to a wedding where they brought in the cheese, they brought in the chocolate fountain, they brought in a minister, they brought in decorations, they brought in up lighting, the DJ is weak sauce, we all go home early, it’s done. But a great entertainer can really take it to the next level. So I want to ask you, Taylor, what’s a fact about the Tulsa Oilers experience that you try to communicate in your advertisements? What’s a fact? When someone comes out to an Oilers game, what’s a fact of something they’re going to experience at an Oilers game that’s a mind-blowing game changer? You’re going to be entertained. And what that means to… it means something different to everybody. I mean, there’s some people that are there to see the fights. We get a lot of kids that come and they love to get free stuff, see the mascot. We have ice girls. We have a lot of different things that cater to the kids. We’ve got some great hockey players out there, some young and up and comers that if you’re a real sports fan and want to appreciate the athleticism, we’ve got that too. If you want the dollar beers, we’ve got that and plenty of them. On Tuesday, right? On Tuesday. Every Tuesday. Now I want to bring this up because as a non-avid hockey fan, but a guy who’s gone to some games and really had a good time, it’s kind of like you have a bunch of linebackers. Most of the guys are kind of built with that linebacker. There’s some tough guys out there. And they’re skating. I don’t know how fast they’re going, but it’s like in football, they have these collisions where a cornerback, maybe one of the faster players on the team, or a running back, these guys’ receivers are fast. You can imagine that level of speed times what? Two? Yeah, they’re going as fast as 25 miles an hour on the ice. And the difference with a hockey player compared to a football player, the football players play 16 games a year. Our guys play 72. So a lot of times, instead of playing one game a week like the football teams do, our guys play four to five games a week during the hockey season. They’re like football players on ice. They’re not quite as big. Most hockey players are anywhere from maybe 180 pounds to 220. But pound for pound, they’re some pretty incredible athletes. Well, if you’re listening to this right now, what I want to encourage you to do is to come up with some facts to support your claim. So I have three ideas here for you, and Z, you can pile on with any additional ones. But one, gather case studies. Like if you’re a marketing firm, show how you’ve grown a business. I have a marketing firm called Make Your Life Epic and we just show people, hey look, we’ve teamed up with this business and they’ve grown this much. We’re five times less money than anybody else and companies grow. And here’s the facts. Here are actual examples, documented, evidence-based, statistical proof that it works. It’s a case study. Another is testimonials. Get your people who love you on video saying, you know, talking about their experience. It works so much better when people are telling their story than when you’re trying to sell your story. Get testimonials. Gather those things. And the third is do some third-party research. I mean if you have a product like as an example thrive15.com. That’s the online business school, the online business coaching platform that Dr. Z and I have started together. If you Google Thrive15 right now and Forbes, you’re going to see that Forbes Magazine, Forbes says that Thrive15 is one of the best resources to learn how to become an entrepreneur. It’s Forbes, an outside third-party source says it. Z, what’s another kind of example of a fact that you could use, that you like to use with your businesses when you’re marketing? I’m kind of going through my different businesses and thinking about that. I think one of the facts that I use on my DME company, the DME company is called A-Z Medical. Can you explain what DME means real quick? Durable Medical Equipment. Okay. Okay. So we do a lot of the CPAP machines. So if you, you know, we have a sleep center, and so if you have a hard time sleeping, you need the thing. One of the facts that I like to talk about, and we like to talk about, and we’re very proud of, is that we use the best machines. We use the best machines, and we will let you re-fix your mask as many times as you need to find the right one that’s comfortable. You know, a pillow one, one around the head. And I’ll pile on, you have mountains of testimonials of people who said, hey, these procedures helped change my life. And I’m going to tell you this, drivers, if you’re listening right now and you’re struggling to move the needle as it relates to selling and getting more customers, you want to stay tuned. We have some more super moves coming up after the break. What is going on, Tulsa? It’s Wednesday. You’re probably in a car driving home and you’re wondering, what is this audio phenomenon that I have found? What is this audio goodness? Well, I’ll tell you what it is. It is the best, the absolute number one show, your place to go if you want to learn how to start or grow a business. It’s the Thrive Time Show, and I’m joined, as always, with really the man with the plan, and a guy who just knows how to make money multiply. It’s Dr. Robert Zellner. How are you, sir? Oh, I’m great. And we have a very special guest, Mr. Taylor Hall with the Tulsa Oilers, Tulsa’s only professional hockey team, Oklahoma’s only professional hockey team. Go Oilers! Oh baby! Hey, hey, hey, I’ve got a grievance. What is the grievance? I’ve got a grievance. I’ve got a grievance. We’ve been on almost an hour today. And there hasn’t been one single fight in the studio. That’s true. And we have the general manager of the Oilers. You know, we haven’t been… Time to drop the gloves right now. Let’s get… Someone drop some gloves. Okay, well I’ll get into an argument with you guys. Are you guys ready to argue? Yeah. Okay, here we go. Absolutely. Okay, so step number four to create this needle moving advertisement. Step number four is social proof. Now social proof, it says, it’s always better for your previous customers to tell about their real experiences than it is for you to attempt to sell. Let me repeat, social proof. It’s having people from the social realm prove what you’re saying. It’s always better for your previous customers to tell about their real experience than it is for you to attempt to sell. So I know there’s somebody listening right now, and this is what you’re doing. You’re going, I would never ask my friends for a testimonial. I would never. I’m the most humble person in the world. I would never. And I’m telling you what, you’re going to absolutely struggle financially if you don’t have testimonials out there to support your claims. Now Taylor, you’ve got a lot of people on camera right now, a lot of people that you’ve recorded over the years, explaining how much they love the hockey experience. But from your experience being the general manager, why is it so important to have fans on camera actually sharing about their game day experiences at the Oilers Ice Center, or actually at the Bank of Oklahoma Center. Clay, there’s a lot of people that have never been to a game here in Tulsa or a hockey game ever and I think what happens with the testimonials, it just creates somebody that shows a little interest in possibly attending one of our hockey games, a little bit more opportunity for them to want to come after they’ve heard somebody’s, what their experience is going to be like. Some people are worried that it may not be very family-friendly, it may not be good for the kids. It’s great to hear from the mothers and their experience and why it was great for the kids. And also, you know, what’s it like to actually be at a live hockey game? If I don’t like hockey, why would I want to go to a game? I’m a football fan or a baseball fan and I think testimonials have really helped us along the way with folks talking about and answering those type of questions. I feel like testimonials are really like gift wrapping. You know how if you give your wife a gift or you give somebody you care about a gift and you just give it to them in the target bag itself, you just keep it in that bag? It’s not perceived nearly to be as valuable as if you go through the process and the labor of actually gift wrapping it. And so what I want to do is I want to read a notable quotable from one of my favorites out there. It’s Michael Levine. Who’s Michael Levine? Who is he? Michael Levine is a Thrive15.com mentor, okay? But he’s also been the publicist of choice for Nike, for Pizza Hut, for Prince. For Prince? You mean the purple guy? Yeah, Prince, the purple guy. Michael Jackson, Charlton Heston. This is like the PR, the public relations guru. I’m going to read this to you. He says, if you give somebody a present and you give it to them in a Tiffany box, it’s likely that they’ll believe that the gift has a higher perceived value than if you gave it to them in no box or a box of less prestige. That’s not because the receiver of the gift is a fool, but instead because we live in a culture in which we gift wrap everything, politicians, corporate heads, movie and TV stars, and even our toilet paper. What are we talking about? I’m talking about if you have a website right now and you don’t have testimonials on it, you gotta do something about it. You’ve gotta get testimonials. It just shows people, that social proof shows to people that your product is in fact the hot sauce. So Zee, I wanna ask you this because this is where we wanna fight. We’ve got this thing called Google. You’ve heard about Google? Oh yeah. Okay. So people are, the kids, the kids are using Google. The kids today. Those kids. They’re using this thing called the Facebook. Those kids. Yeah, they’re out there using this thing called the Yelp. They’ve got these smartphones. And what they do is when they go into a business and they’re not happy, oh, you know what they do? Because back in the day, this is what we used to do. But this is all this is how you did it old school. When you went to a restaurant and the food wasn’t good. Well, you did the waiter would come up to you and he’d say, Hey, how’s the food? And you’d say, it’s great. And then you’d get in the car and you would just complain the entire way home. You’d got never going back. And you would just know Harvard wrote a book. There’s a book called the service profit chain. Okay. It’s a Harvard case study and they found that most people would complain to five or six people about how much they disliked it. Oh yeah. Now though, the kids today, no no, they’re not talking. You know what they’re doing? They’re writing reviews online. Now check it out. When people are happy, they’re not this is what happens. Some people are super happy, very very happy with the service. Very few people say, oh yeah, I’m going to get on my smartphone right now and I’m going to just show some bromance, some romance for this restaurant. I’m going to go on there and just write how much I love it. I love, dear restaurant. The cheesy cheese dip was so awesome. That guacamole was incredible. Dear, dear Mr. Restaurant. I’ll probably dream about that cheese most of the night. Oh, I don’t have an account. No big deal. I’ll make an account. Yeah. And then when I get that account made, I’m going to just write how much I love that business. Ah, every day, over and over. You know what? People don’t do that. What they do is they only write reviews when they’re mad. The trolls are in control. And they call it transparency, but what I would call it is you’re giving people who are anonymous a platform. I hate it. So anonymous people go up there and they just rip. So they go to an Oilers game, they buy photos from my wedding photography business, they go into the elephant in the room for a haircut, and you know what? We’re not perfect. Elephant in the room, our men’s grooming lounge, I’ll tell you this, you come in, the first haircut is a dollar. If you’re a dude, dollar, first haircut. If you’re a lady, it’s $5,000 because we don’t service women. You’re listening to The Thrash Time Show on Talk Radio 11 Central. But for $5,000 we may but for me it’s a men’s only grooming lounge. You really do not have that on your it can’t be posted anywhere is that posted? No but I’m just telling you if you’re a lady you do want to experience the elephant in the room for $5,000 we may consider allowing you to get your haircut there but it’s a dude only place it’s a dollar okay dollar for the haircut and we screw up I’m just gonna say this we screw up. We survey all of our customers, we have mystery shoppers, we have checklists, we have systems. I went in there on Saturday, actually on Saturday to encourage the team, we have mystery shoppers that go in there, I am obsessed. We have audio, visual, we have cameras in there for security, we have all that, and we still make a mistake about 2% of the time. And I wish we never did, but you know what happens is, is when someone’s upset, old school, they would just go in the minivan and complain. Now they go on that Facebook and they write that review. And so what we’re going to talk about is having a proactive approach to getting that social proof. And someone listening right now, you’re going to say it’s unethical. Well, here’s, I’ll tell you what, this just, it blows my mind. It just frustrates me so much. The other day we’re having an office meeting at the optometry clinic, right? Right and I I told him I said hey listen Why don’t we as a team? Encourage patients that had a wonderful experience to get online and write about it. Oh my gosh It’s so unethical like it’s that you’re telling someone to write a review and to make it even more More ethical I said listen, and if they mention your name specifically on that you did a great job I’m gonna give you a financial incentive, so you’re gonna like pay me to get people to write reviews? That’s so unethical. You’re so dirty. So we had this meeting and it was like, yeah, all right, yeah, yeah, yeah. And it just so happened that one of the guys was getting let go the next day. And so he- By the way, you let go of all the best people. What you do is you look around for the top performer, the guy who gets it done, captain shows up early. That’s the kind of guy that you as a capitalist pig want to fire. You want to fire the best people. The A players. A players. We want average. We want average. Yeah. So anyway, he gets let go the next day. So of course, the night before we had the office meeting about that, what does he do? He gets on and just trolls away. All of a sudden we get like 87 Facebook negatives. It’s an unethical culture. We get all these negatives from him. Of course, we did a little reverse engineering and figured out that it’s this guy and his energy now to just smear us in the mud. And how many times as competitors, how many times as jilted employees, how many times it’s, ugh, you’re just like, oh no. I have a fun, fun story. I wanna pile on with this. Back in the day, we had a lady who worked for a photography company called Epic Photos, Tulsa.com. And if you’re listening, if you’re this person, I want you to enjoy this story as much as I do. But this person was like a bottom feeder in the office. Like the worst. The worst of the worst. So I said, hey, we cannot deliver. So you promoted her and now she runs the thing. Yeah, to customer status. But I said, hey, you cannot miss deadlines, you know, because we promised the brides a two-week turnaround time. So it’s like the night of the two weeks. And she’s like, I can’t get to the FedEx store on time You know I’m going this is the issue is not the the space-time continuum and your vehicles inability to drive faster It’s you have failed to prepare. This is the third warning if it happens again. You’re fired. So anyway. I fired the lady No, she does. Oh She made a gmail account as a dude and writes like a four-page dissertation about The unethical owners who also own a photography business, they just hate their customers and all they care about is profits. I know for a fact that the owner of the business has said that he hates underperformers. I have audio of it and I just want everyone to know that. She’s writing, well luckily we have some discerning customers out there. One guy writes, well if anybody like you worked for this business, I’d fire you too. How much time do you have on your hands to write all these reviews? Yeah, exactly. Exactly. So I’m just telling you this as an action item. If you’re listening, you have to go to customers that like you and say, hey, will you share your honest feedback about how we’re doing? You have to do it because if not, that lack of proactivity is going to cause you to only have negative reviews. Well, now, after the break, Clay, after the break, make sure you come back. Make sure you do not waver, because I have a super move. I have a super move, a certified super move, that 25 years ago I started it, and it is awesome. Tell us now! Don’t make me wait! Nope, nope, not enough time. To the number one, and actually the only, Tulsa’s only, local business radio show. So number one by default here. It’s the Thrive Time Show I am Clay Clark your co-host with the most and as always I am joined with America’s optometrist America’s Entrepreneur it’s a kind of America’s optometrist turned entrepreneurs. It’s the tycoon of Tulsa. It’s dr. Robert Zellner How are you sir? I’m great. You know I’m like Belichick to your Brady. You’ve got the golden arm, the golden voice, and I’m just here trying to keep the guardrails up and keep you out of the ditches and stop deflating balls. That’s all I’m trying to do. You know, the thing about the NFL this year, it’s been very hard for the Patriots because we’ve had two of our really best players suspended because they keep enforcing the rules. That’s just crazy. Now if they would stop enforcing the rules, we’d have more guys playing. Our Patriots would have many more stars. But we’re still winning. We’re still winning. We’re still getting it done. And we have a very special guest with us, Mr. Taylor Hall, the general manager from your Tulsa Oilers. Taylor, how are you doing? Yay, yay, yay. Go Oilers! They are the best professional hockey team in Tulsa. Number one. Oklahoma. Oklahoma. Don’t you know. Now, Z, you told us before the break you had a super move. You had a move that people need to listen to. They couldn’t miss out. Some people literally have already gotten to their destination. They’re in their driveway at home going, I can’t turn it off. Their wife’s waving at them. Hurry up and give him the super move. Come on, give it to me, Z. Give him the super move, Z. Well, when I started 25 years ago, what I did, talking about social proof right here, I started making radio commercials. And what I did is I got the DJ, the on-air personality I believe they’re called now. Yeah to endorse me what? No, no, no, no, no, no, no, no, they already had an audience people already loved them people listen to them every day They felt a connection to them already and so by their personal endorsement, you know, they’d send their wife in and say hey listen Come into the office and and go through the experience with your set of eyes You you’ll probably find something that I might not even think is cool, you’ll think it’s cool because for whatever reason. And so they bring their kids in, their wives or their spouse, and then they would go through the process and they’d say, oh my gosh, that is so cool, blah, blah, blah, blah, blah. And then on the commercial, they would give their endorsement and that was that proof. That’s that proof you need. I just got a question that came in via email to info at thrive15.com. We had a question that just came in from a listener. Okay. And he says, bro, is that ethical, bro? Bro, bro, is that ethical? Yes. Well, let me, let me, uh, bro, let me tell you this. Yes, it is ethical. Is it ethical? Yes. And I pay, I pay those DJs money to endorsement for, yeah, they charge you extra and they do it, but it’s worth it. Now, rumor has it. I was reading on, uh, I was going like rumors, mcRuberson.com and I was reading about Michael Jordan and rumor has it that he was actually paid to wear that underwear to wear the Hanes underwear rumor has it he was paid to do that. I just thought he did it because it was comfortable. And he was paid to drink that Vitarade? Yeah I mean he’s paid to do a lot of things here so again that’s a move that’s a move think about the celebrities that you know or the people who have a a a following a fan base and think about how you could get them to endorse the products and services that you are selling. Now coming up next here, this next move, step number five, is the offer. You must make a succinct and compelling offer. I’m going to repeat that one more time. You must make a succinct and compelling offer. So Albert Einstein, one of the leading marketing geniuses of our time, no, no, Albert Einstein, this is the winner of the 1921 Nobel Prize in physics. OK, he’s the guy who’s the famous for developing the theory of relativity, which I’ve read multiple times and I still don’t understand. But he says this, he says, if you can’t explain it to a six-year-old, you don’t know it yourself. And one of Albert Einstein’s great deals was he could convince people to invest and fund his ideas because he could explain it on a simple level. So Taylor, I want to ask you, for all the listeners out there who are listening, we have a lot of very smart listeners here at 1170, a lot of elite minds, but what is an offer? What’s a succinct and simple offer, or a few offers that you’re making right now for everyone in Tulsa to encourage them to come out and check out a Tulsa Oilers game? Well, our first one, Clay, is Family Funday, which every kid 12 and under gets a free ticket. What? That’s it. Family Funday? Family Funday. How does that work? Every Sunday free ticket for every kid 12 and under. You’re listening to the Thrash Time Show on Talk Radio 117. So if I want to take advantage of this offer, what do I need to do? You need to call 918-632-PUCK. Woo! That’s it right there. Call that number. 7825. Can I just go around the neighborhood and gather kids up? You can. I can just go around the neighborhood and gather kids up and take them to a hockey game and it would cost me zero dollars for their ticket. They’re under 12. Exactly. Wow. I’ve never thought about that as a viable business model, but that might be a move. Just rounding kids up, you know, ethically, but their parents can be there, sign the waiver. Do they have to? Probably. Now, I want to ask you, you have another offer right now. What’s another offer you have going right now on on Tuesdays, I believe, for all the Oiler fans out there? Every Tuesday night, dollar beer night. Oh, come on! Dollar Beer Night every time? You come to the game, you can buy dollar beers all game long. It sounds like a voice from heaven. Can you repeat that one more time? Dollar Beer Night at the Tulsa Oilers. And that’s a 16 ounce cup. That’s the real deal. Wow! This is your conference talking. You’re thirsty. Next Tuesday, you’ll be there. Hydration for the oiler nation. OK, now I want to ask you, now you have another thing. Apparently if you win a game, if you win, now talk about lack of optimism here, but if you win a game or when you win a game, when you win all of your games, every time you win, what is another gift or another promotion you have going all year long? We win, you win. So if the team wins the game, what happens? You get a free ticket to another game. Oh my goodness, that’s incredible! And you did something with Papa John’s too, didn’t you? Papa John’s, we win a game, you get 50% off pizza the next day. Off your whole order, actually, an online order. There’s a code on our website, and you just log in to any Papa John’s locally here and you get 50% off your order the day after we win a game. I don’t want to be sacrilegious ever, but I will say I’m not going to pray that you win every game, but I’m going to hope strongly that you win every game. I’m going to be wishing and hoping and encouraging because that’s a great deal. I could feed my family at half the cost all year if you just never see me. Because you’re playing 72 games, is that right? 72 games and nobody’s eaten enough pizza here in Tulsa. Unbelievable. Yeah, Tulsa is one of the thinnest cities on the planet. As long as you don’t Google that. Don’t Google that. Don’t research that. Okay, but seriously, as far as an offer, I want to give you another notable quotable that blows my mind. This is one of my favorites, Z. This is one of my favorite quotes. I don’t get to use it very much. Well, unpack it. It says, if it doesn’t sell, it isn’t creative. What? What does that mean? That’s from David Ogilvie. Now, this guy, who’s this guy? He was known as the father of advertising. Basically, back in the day, you know, the Dove, Dove soap, Dove moisturizing soap, he was the guy who came up with all their marketing slogans that moved the needle. But what he’s saying is a lot of times, people come up with these creative ideas. They want to have such a witty and creative idea that when they finally craft that advertisement message, nobody understands what the heck they’re talking about. You have to make sure that your ad is understood on a third grade level. So as an action item right now, if you’re listening, think about the products and services that you offer and think about how can I, how can I communicate that effectively and on a third grade level? Do you remember what he said about the Dove soap? Do you remember the tagline? Do you remember that? Well, I do. I have it in my notes here because I have a very, very short, very terrible short memory here. But he says this. He says, Only Dove is one quarter moisturizing cream. Only Dove is one quarter moisturizing cream. Because that’s what you soap for. Yeah, for the moisturizing benefits. That’s why I do it. Now, coming up next here, Thrivers, we’re going to be talking about step number six, the love-hate relationship that will exist with your competition when you run an effective ad. If you run an effective ad, you’re going to make your competition mad. Stay tuned. Tulsa, what is going on? I’ll tell you what’s going on. You’re in your car right now, or you’re listening to your AM radio, and you have found the premiere, the number one show to go to, to learn how to start or grow a business. It’s the Thrive Time Show. host, Captain Clay Clark, and join as always with America’s number one optometrist turned tycoon, Dr. Robert Zellner. How are you, sir? Tycoon? Wow! You really are a tycoon. Wow! Not in a Howard Hughes kind of way, but not in a psychological explosion where you’re so good at everything that you just can’t handle the gravity of your success. You’re a very measured level of success. You’ve had some huge success, but you’re still sane, and that’s what I love about you. I don’t know. You stumped me there. You stumped me. It’s hard for you to stump me, but every now and then you’ll pull one out and you’ll stump me. Now, we’re talking here today about creating these six steps for needle moving advertisements. We’re joined here with Taylor Hall of your Tulsa Oilers, Oklahoma’s only professional hockey team. Taylor, how are you, sir? I’m fantastic, Clay. Alright, we’re talking about move number six. Move number six. And this is the love- hate relationship. Okay, you want to make sure that your ad is so aggressive that customers love it and that your competition hates it. Now, Walt Disney said this. Walt Disney? I’ve never seen his shows. What kind of show was he on? Did he have his own show? Come on. Walt Disney. Walt Disney World. He says this. I have been up against tough competition all my life. I wouldn’t know how to get along without it. Now, that’s Walt Disney. He’s saying, hey, I embrace competition. I like it. I like the competition. Now, here’s another example, okay? Michael Jordan. Michael Jordan was such a competitor, basketball. He’s a very, very competitive basketball player, arguably the best basketball player in the history of the planet. Shaquille O’Neal tells a story. I’m quoting Shaquille O’Neal. He says this. He said, I’m coming down. I’m going to dribble in between my Michael Jordan said to Shaquille O’Neal this. So Shaq’s explaining what Jordan said to him. Jordan said, I’m coming down. I’m going to dribble it between my legs twice. I’m going to pump fake and then I’m going to shoot a jumper and then I’m going to look at you. And that’s exactly what he did. The thing about Michael Jordan is that he was super competitive and he had to come up with different games to keep himself motivated. That’s what I love about capitalism is that as I’m trying to earn your business, at Elephant in the Room, our men’s grooming lounge, we’re doing a promotion right now. We’ve been doing it for years, but it’s $1 for your first haircut. So can I just, you have three locations, right? Yeah. Can I get a dollar haircut at each one? You could. It’s just for your first haircut, though. So I guess technically you shouldn’t do that. But if you did and you wore a Ronald Reagan mask, no one would have any idea it was you, you could probably get away with it. It would be harder to cut your hair though underneath the mask. But here’s the deal, we put up those signs, it just happened this Saturday, we put up our signs, we put up our signs for the $1 haircut, and we have a competitor that steals our signs faithfully every week. They faithfully every week, they’re committed to it, they will steal our signs. Maybe they’ll sell them back to you at a discounted rate. Dude, it’s like $300 of banners and signs, it happens every week, but you know what? It moves the needle. It works. It irritates the competition. I used to get super emotional when my competition hated me, but now I wear it with a badge of honor. So Z, I want to ask you for anyone listening right now who they’re getting all worked up because they’re running an effective ad and they’re starting to get some hate. They’re starting to get some, some competition who’s attacking them. They’re getting mad at them. Talk to me about how you, how you would encourage the entrepreneur to process the emotions of being hated by your competition. You’re listening to the Thrash Time Show on Talk Radio 117. Well I like the fact that you said you wear it as a badge of honor. I love it. Because if, and that’s what I tell people when they come in and say, hey I want to do some marketing. I say, well are you prepared for what’s going to happen? What do you mean? I just, people, people will love me. People will come in. People will buy my services. People will give me money. I said, well, there’s a flip side to that. Every coin has two sides. That’s heads. Let’s discuss tails. What? Well, your competitors will not be happy. Let me tell you this. We have a marketing firm called Make Your Life Epic where we help companies, you know, get at the top of Google and build websites and basically just take your marketing and put it on steroids. And someone asked me at a speaking event, they said, how does your marketing firm stack up to such and such? And I said, I don’t know what they’re doing, but I know we’re the best. We’re at least half the cost, five times faster, guaranteed. No one’s going to, for $1,500 a month, no one’s going to do what we do, period. No one’s going to do it, I guarantee it. Well, it hacked off a guy in the very, very back of the audience who I’ve known forever, I went to college with the guy, and he comes up to me afterwards and says, you just told an audience of my peers that your company was five times better than mine, and 50% less, or whatever, and I said, we are. And I’m just telling you, that’s how it is. I mean, that’s just. See, if you guys were in the hockey, it’s not called a pitch, it’s a hockey field, hockey arena? A rink. A rink, a rink. So if you guys were in the hockey rink, you could have just dropped the gloves right there and you could have just gone for it, right? Well, you and Tulsa, Taylor, I want to ask this because you are marketing in Tulsa. You’re trying to get the sports fans, and not even the sports fans, the people who are looking for entertainment, you’re trying to compete for their dollars. How competitive is the marketplace in Tulsa right now as it relates to entertainment and things to do in Tulsa? How competitive is it out there? I mean, it’s the most competitive it’s ever been, Clay. I mean, we’ve got college sports, we’ve got other professional teams, we’ve got restaurants, we’ve got casinos that have entertainment going every night. Hugely competitive for us. So tell me this, why is the Tulsa Oilers the best thing going, the best entertainment out there, period? Well, first of all, we have the most exciting live entertainment experience you’re ever going to have. I mean, hockey is, if you’ve ever been to a live professional sports game, hockey is the best. It’s fast. It’s furious. It’s super physical. It’s an incredible experience if you’ve never been. The other thing is that we play in the nicest facility in Oklahoma. The BOK Center is a state of the art facility that, for a live entertainment event, it’s second to none. That’s awesome. Now, Tulsa Oilers Hockey. What, what, you guys have scheduled, you guys, you guys got your, where can I go and find out when your next game is? You got a website? What do you, what do you have? You can go to TulsaOilers.com is our website, and you can also call our our office number at 918-632-PUCK. Now coming up after the break here, we’re going to be teaching you some specific moves, some final moves to help you move the marketing needle. And trust me, if you implement these, it will irritate your competition. Hello, Tulsa, you are listening to Oklahoma’s number one business radio show. Perhaps the best business radio show on the planet, in my humble opinion. I am your co-host, Captain Clay Clark. And I am joined, as always, with Dr. Robert Zellner, America’s number one optometrist, and perhaps the universe’s most incredible optometrist-turned-business tycoon. Wow, I tell you what, it just keeps getting better. Every segment, it just keeps getting better. You notice that, Taylor? It’s a lot of hype. It keeps elevating. I love it. It just keeps elevating. What I’ve been studying is the dark art of hyperbole. Ah, it’s working out. Yeah, Donald Trump’s polarity, I’ve been working on that, trying to get that hyperbole in there. Now we’re joined today with a guy who really, he’s making things a little bit cooler. You know how you’re, do you ever hang out with somebody and they always are just a little bit cooler than everybody else? They’re pretty cool, they’re pretty chill, they’re pretty awesome, they’re just kind of a beautiful man? We’re here with Taylor Hall of the Tulsa Oilers, the coolest guy that I know. Taylor, how you doing? Fantastic, Clay. I love it. It keeps getting better. It just keeps getting better, I tell you what. Now we’re talking about the love-hate relationship with your ads, okay? So set number six is if you’re going to launch an effective, needle-moving advertisement, if you’re trying to right now make an ad, a marketing piece that’s going to make people call you, and who’s not? Who wants to make an ad that’s safe? I’ll tell you who wants to make an ad that’s safe. Weak entrepreneurs. I meet a lot of these people, they’re weak sauce, and I’m sorry that your kids are skinny, and you don’t have any money, and your wallet’s thin, and you’re struggling, and you’re gonna shut down your business because you’re afraid of doing some serious advertising, but if you, my friend, if you wanna grow your business, then you’re gonna get up all in this business, you’re gonna execute this move number six. You’re going to make an advertisement, it’s going to create a love-hate relationship. What do I mean love and hate? Your customers are going to love it. Boom. But the competition is going to hate it. Boom, embrace it. And I met with a group of doctors one time from San Antonio and they said, hey, listen, we want to do what you’re doing up there in Tulsa. You know, we want to dominate this market down here in San Antonio. There was three of them. Three of them. Three of them. And so I said, okay, you guys prepared to do that? You guys prepared to make an ad that’s going to just tick off, piss off your competition. And one of them was like, oh, no, we can’t do that. It’s so scary. No, we go to the same continuing education classes with them. No, some of their kids play soccer with my kids and oh, I’ll have everyone upset. They have more competition. So you’re talking about you have to become basically like the brave heart of business. You’ve got to get serious, you’ve got to get focused, you’ve got to be committed to… They may take our lives, but they’ll never take our freedom! So you’ve got to bring it. And you’ve got to, instead of freedom, you’ve got to say, our customers, our business, our money, they’ll never take it because we’re taking it from them. You know, one thing you’ve got to understand is, for the most part, all the people out there listening, you’re thinking, I’m going to start my own business, and I know these guys are going to help me, and that’s so awesome, but I’m going to tell you one kind of little factoid right now. Okay. Is that whatever business you’re getting ready to start, odds are, odds are, they can already get that done in Tulsa, or whatever city you’re in. In other words, when you start to elephant the room, where people are walking around going, oh my God, my hair is crazy, there’s no place to cut my hair. Let me tell you my version of the truth. There was men running around going, I can’t find a decent haircut. The lines are ridiculous. I’m reading old people magazines. I’m going in for a haircut and I’m waiting 27 minutes reading an old people magazine in a weirdly decorated place and I’m tired of it. I want a decent haircut and I want a place for dudes. I’m so frustrated. That was the dialogue that I was hearing. But let me tell you what, that’s not what the marketplace was saying. So we had to market, market, market out there. One dollar, one dollar ads. What? Z, I want to preach it. I want to preach it. Z, I’m ready. I’m just getting myself. We realized that the Tulsa marketplace, that the men out there in Tulsa had a little extra lettuce on their head. Let’s hear it for the men! They needed to chop that mop. They were tired of going to a place where their wig kept getting messed up. They didn’t want to go to a place to get that nasty 1980s perm. They wanted to go to a place where they could look like a dude with a new attitude. They wanted to get that style, that high style, that profile. They wanted to take their haircut to the next business. And you know what we gave them? What? We had dressed the elephant in the room. See, you know what we gave them? What did you give them? We gave them the elephant in the room men’s grooming lounge. There were three locations To give you hair salvation all over this nation. It’s absolutely it’s gonna change your life It’s like I give you eternal life, but it’s gonna make you look better in front of the ladies And that’s really what life is all about. That’s what it really all boils down to really at the end of the day What would what are we doing? We’re trying to look good good in front of the ladies You’re listening to this thrash time show on talk radio 11 cents, which is pretty much why my life is a failure. All right, no, but seriously. Now Taylor, you’ve got an offer right now that you’re doing right now for the Tulsa Oilers, and there’s somebody listening right now, and they’re going, I want to buy Tulsa Driller tickets! And you’re going, hey, hey, save that budget for the real game, the real game in town. Spend it all. There’s enough business in town for all of the Oilers tickets. Take that money and redirect it from the Drillers to the Oilers. Is that what you’re saying, Taylor? Well, Clay, first of all, we love the Drillers. I love the Drillers. I go to the games. So I don’t look at it exactly that way, but we are the winter sport and the Drillers are the summer sport. How many fights have you seen in a Drillers game? Come on, tell me. Zero. Well, no, that’s not true. There’s been a few. Oh, okay. But these are the guys who’ve spent it for six months. They get kicked out, though. Yeah, but we get a few every time with you Oilers. Absolutely. Guaranteed fights. Here’s the offer, Cliff. Okay, tell us the offer. Okay. $80 value, $80 worth of tickets for four people for $20. What? Repeat that one more time. I’m just trying to process it mentally. You get four tickets for twenty dollars eighty dollar value and it was a little bit late what if you don’t go to an oilers game you’re gonna end up going to another sporting event in this is what’s gonna happen to this is what you’re gonna hear this is how it’s gonna go down this up to sound what your experience will be like if you don’t go to the oilers games we got a lot carl lewis Can you see? Every other team. And the Rockets, they’re playing! That’s what’s going to happen if you don’t go to an Oilers game. You spend your money on those other sports. I’m telling you, in all sincerity, we love all the sports. We just want Taylor Hall to have all of your entertainment dollars. That’s all we’re asking for, is just all of it. Just all of it. Just all of it. I think that’s very reasonable, by the way. Only the first 17,000 people we can accommodate. So we’ll turn you away after that. Now I’m going to tell you this. I’ve been in the wedding business for a long time. Getting ready to exit, Z. Ready to drop the mic from the wedding business. Oh, think of all those brides out there that’ll be like, I so want Claire to be part of my wedding. Every once in a while I run into someone who knows that the photography business I started was their wedding service. Most people don’t even know that I was involved in there and involved in it But in the wedding business our photography business I have three moves that I’ve used for years and they’re guaranteed to irritate the competition I love them because because the customers love it. So here we go. One is the price match so I say if you shop around town and you look at all the features and all the benefits and all the a plus B you just Bring me a copy of what they have and I’ll match it and then I’ll include something else extra. And they go, what do you mean? I said, well, if they’re going to do two photographers for $2,000, I’d like to do two photographers for $2,000, and I’ll throw in a wedding video at your reception. Wow. And they go, how are you making any money? And I say, well, my first key is to make sure the competition doesn’t make any money. Then my number one goal is to take all the money after that. Is that ethical? I don’t think that’s ethical. It’s probably not, but it works. Is that ethical? Now, the second move is I’ll beat any price. I love that move. I’ll beat any price. Beat any price by $200. Just beat it. And that’s a move people don’t like. And the third, the third is I like to say, hey, listen, epic photography is the best. And here comes the fact train. Epic photography is the best photographer this year, that year, this year, that year. Oh, by the way, here’s 55 pages of testimonials. Some people go to our PR firm and our marketing firm, Make Your Life Epic, they always ask me, is it good? And what I do is I send people, I’m not exaggerating, I send people a 57-page testimonial sheet. It’s growing all the time, but it’s 57 pages of testimonials with the cell phone numbers of customers who are happy to go on record saying that we’re the best. And every time I do it, it irritates my competition and makes my customers happy. Z, do you see anything wrong with those three moves? No, not at all. In fact, I encourage those three moves and I want to encourage you out there as you start your business, make sure you understand that they’re not going to give it to you. Your competition’s not going to come and pay your house payments, they’re not going to come and pay your car payments, they’re not going to pay for your kid to go to school. You’re going to have to go out there and take it out of their little kung fu grip. Now Clay, we covered a lot of material today. A lot of great stuff for advertising. Would you give a little recap? Well here’s the deal. If you are listening right now and you ever wanted to grow a business and advertise effectively, you really need to implement these six steps. Step number one is you have to know your target audience. You have to know your target audience. Step number two, you’ve got to have an expiration date. Step number three, you’ve got to use facts when you’re selling. You can’t just make stuff up. Step number four, you have to use social proof. Step number five, you have to have an offer. Step number six, you got to have that love-hate relationship Zeke. One thing that you said earlier about knowing their target audience, if they could come on our website and they get a worksheet that could help them walk through that. Tell me about that website. What’s up with that? Here’s the deal. You and I, years ago, we started thrive15.com because we wanted to build the world’s best business coaching experience the world’s best business School period you bet best you meet you mean better than the university of listen the best It’s $19 a month not a hundred thousand dollars. You don’t graduate with student debt none of our thrivers have accumulated Student debt it is the world’s best business coaching platform and it’s downloadable to video version of what you just saw today, templates, you can come to in-person workshops. Z, it’s a game changer and a mind expander. Drive15.com, get on, check it out. Alright JT, so hypothetically, in your mind, what is the purpose of having a business? To get you to your goals, so it’s a vehicle to get you to your destination. And would you need profits to get there? I mean, when you have a business that’s successful, in your expert opinion, would you need profits to get you to your goals? Yeah, because if you have a $15 million business, but you have $15 million in expenses, it’s kind of pointless. Holy crap. All right, so the question I would have here for you, if you could take like, I don’t know, 10 minutes or less and see if you could save $3,000 a year by reducing your credit card fees. Would you do it? Yes, absolutely. Holy crap! Why would somebody out there who’s listening right now, who has a sane mind, why would they not go to Thrivetimeshow.com forward slash credit dash card, Thrivetimeshow.com forward slash credit dash card to schedule a 10-minute consultation to see if they can reduce their credit card fees by at least 3,000 bucks a year. Why would they not do it? Yeah, why would they not do it? Maybe because they don’t understand how you set the website. This tree is a symbol of the spirit of the Griswold family Christmas. That’s clear. Okay, so that can be true. So I encourage everybody to check out Thrivetimeshow.com forward slash credit dash card. Thrivetimeshow.com forward slash credit dash card what would be another reason why someone would not be willing to take 10 minutes to compare rates to see if they could save $3,000 or more on credit card fees maybe they think it is a waste of time and then it won’t it’s not possible there’s somebody out there that’s make it more than $3,000 every 10 minutes and they’re like nah that’s not worth my time it’s probably some someone out there. Okay. They would think that. Well I’ll just tell you folks, if you’re out there today, and you’re making less than $3,000 per 10 minutes, I would highly recommend that you go to thrivetimeshow.com forward slash credit dash hard. Because you can compare rates, you can save money, and you know, the big goal, in my opinion, of building a business is to create time, freedom, and financial freedom. And in order to do that, you have to maximize your profits. Holy crap. Now, one way to maximize your profits is to increase your revenue. Another way to do it is to decrease your expenses. It’s a profit deal. It takes the pressure off. JT, is there any other reason why somebody would not be willing to take 10 minutes to compare rates to see if they could save a total of $3,000 a year on average. I am at a loss and I cannot think of any other. Shampoo is better. I go on first and clean the hair. Conditioner is better. I leave the hair silky and smooth. Oh really fool? Really? Really, fool, really! Stop looking at me, swan! Let me tell you a good story here real quick. I actually, years ago, compared rates with this company here called IPS. It’s Integrated Payment Services. And I scheduled a consultation. I don’t know if I was skeptical. I just thought, whatever, I’ll take ten minutes. I’ll compare rates. I can’t tell. You can tell me I’m a doctor. No, I mean I’m just not sure. Why can’t you take a guess? Well, not for another two hours. You can’t take a guess for another two hours? And in my case, in my case, my particular case, I save over $20,000 a year. Holy crap! Wow. Which is, you know, like groceries when my wife goes to the organic stores. Find everything you need today? Yeah. Great. Okay. Oh God. Everything okay ma’am? It’s just that you’ve only scanned a few items and it’s already 60 bucks. I’m so scared. Okay, I’m a trained professional ma’am. I’ve scanned a lot of groceries. I need you to stay with me. It’s just that my in-laws are in town and they want a charcuterie board. This isn’t going to be easy so I need you to be brave, all right? What’s your name? Patricia. Patricia, all right. I need you to take a deep breath. We’re about to do the cheese. You know, that’s the difference between eating organic and not organic. So because my wife eats organic, I had to take the 10 minutes needed to compare rates to save the $20,000 a year on credit card fees just for one of my companies. One question, what’s the brand name of the clock? The brand name of the clock, Rod. Do we have it? The brand name of the clock, it’s an elegant from Ridgeway. It’s from Ridgeway. Left. Left by. By the clock. And still the fireplace. I encourage everybody out there, go to thrivetimeshow.com forward slash credit dash card. You schedule a free consultation, request information. A member of our team will call you, they’ll schedule a free consultation. It should take you ten minutes or less. And they’re going to compare rates and see if they can’t save you more than $3,000 a year off of your credit card processing. You were hoping what? I wouldn’t owe you money at the end of the day. No, you don’t owe us money. Because at the end of the day, the goal of the business is to create time, freedom, and financial freedom, and in order to do that, you need to create additional profits. The number of new customers that we’ve had is up 411% over last year. We are Jared and Jennifer Johnson. We own Platinum Pest and Lawn and are located in Owasso, Oklahoma. And we have been working with Thrive for business coaching for almost a year now. Yeah. So, what we want to do is we want to share some wins with you guys that we’ve had by working with Thrive. First of all, we’re on the top page of Google now, okay. I just want to let you know what type of accomplishment this is. Our competition, Orkin, Terminex, they’re both $1.3 billion companies. They both have 2,000 to 3,000 pages of content attached to their website. So to basically go from virtually non-existent on Google to up on the top page is really saying something. But it’s come by being diligent to the systems that Thrive has, by being consistent and diligent on doing podcasts and staying on top of those podcasts to really help with getting up on what they’re listing and ranking there with Google. And also we’ve been trying to get Google reviews, you know, asking our customers for reviews. And now we’re the highest rated and most reviewed Pessamon company in the Tulsa area and that’s really helped with our conversion rate and the number of new customers that we’ve had is up 411% over last year. Wait, say that again. How much are we up? 411%. Okay, so 411% we’re up with with our new customers. Amazing. Right, so not only do we have more customers calling in, we’re able to close those deals at a much higher rate than we were before. Right now, our closing rate is about 85%, and that’s largely due to, first of all, like our Google reviews that we’ve gotten. People really see that our customers are happy, but also we have a script that we follow. And so when customers call in, they get all the information that they need. That script has been refined time and time again. It wasn’t a one and done deal. It was a system that we followed with Thrive in the refining process. And that has obviously, the 411% shows that that system works. Yeah, so here’s a big one for you. So last week alone, our booking percentage was 91%. We actually booked more deals and more new customers last year than we did the first five months. Or I’m sorry, we booked more deals last week than we did the first five months of last year from before we worked with Thrive. So again, we booked more deals last week than the first five months of last year. It’s incredible, but the reason why we have that success is by implementing the systems that Thrive has taught us and helped us out with. Some of those systems that we’ve implemented are group interviews. That way we’ve really been able to come up with a really great team. We’ve created and implemented checklists that when everything gets done and it gets done right, it creates accountability. We’re able to make sure that everything gets done properly, both out in the field and also in our office. And also doing the podcast like Jared had mentioned that has really, really contributed to our success. But that, like I said, the diligence and consistency in doing those, and that system has really, really been a big blessing in our lives, and also, you know, it’s really shown that we’ve gotten the success from following those systems. So before working with Thrive, we were basically stuck. Really no new growth with our business. And we were in a rut, and we didn’t know. Okay, the last three years, our customer base had pretty much stayed the same. We weren’t shrinking but we weren’t really growing either. Yeah and so we didn’t really know where to go, what to do, how to get out of this rut that we’re in. But Thrive helped us with that. You know, they implemented those systems, they taught us those systems, they taught us the knowledge that we needed in order to succeed. Now it’s been a grind, absolutely it’s been a grind this last year. But we’re getting those fruits from that hard work and the diligent effort that we’re able to put into it. So again, we were in a rut, Thrive helped us get out of that rut, and if you’re thinking about working with Thrive, quit thinking about it and just do it, do the action, and you’ll get the results. It will take hard work and discipline, but that’s what it’s gonna take in order to really succeed. So, we just wanna give a big shout out to Thrive, a big thank you out there to Thrive. We wouldn’t be where we’re at now without their help. Hi, I’m Dr. Mark Moore. I’m a pediatric dentist. Through our new digital marketing plan, we have seen a marked increase in the number of new patients that we’re seeing every month, year over year. One month, for example, we went from 110 new patients the previous year to over 180 new patients in the same month. And overall, our average is running about 40 to 42% increase month over month, year over year. The group of people required to implement our new digital marketing plan is immense, starting with a business coach, videographers, photographers, web designers. Back when I graduated dental school in 1985, nobody advertised. The only marketing that was ethically allowed in everybody’s eyes was mouth-to-mouth marketing. By choosing to use the services you’re choosing to use a proof and turnkey marketing and coaching system that will grow your practice and get you the results that you’re looking for. I went to the University of Oklahoma College of Dentistry, graduated in 1983 and then I did my pediatric dental residency at Baylor College of Dentistry from 1983 to 1985. Hello, my name is Charles Colaw with Colaw Fitness. Today I want to tell you a little bit about Clay Clark and how I know Clay Clark. Clay Clark has been my business coach since 2017. He’s helped us grow from two locations to now six locations. We’re planning to do seven locations in seven years and then franchise. Clay’s done a great job of helping us navigate anything that has to do with running the business, building the systems, the checklists, the workflows, the audits, how to navigate lease agreements, how to buy property, how to work with brokers and builders. This guy is just amazing. This kind of guy has worked in every single industry. He’s written books with like Lee Crockerill, head of Disney, with the 40,000 cast members. He’s friends with like Mike Lindell. He does Reawaken America tours where he does these tours all across the country where 10,000 or more people show up to some of these tours on the day-to-day. He does anywhere from about 160 companies. He’s at the top. He has a team of business coaches, videographers, graphic designers, and web developers. They run 160 companies every single week. Think of this guy with a team of business coaches running 160 companies. In the weekly, he’s running 160 companies. Every 6-8 weeks he’s doing Reawaken America tours. Every 6-8 weeks he’s also doing business conferences where 200 people show up and he teaches people a 13 step proven system that he’s done and worked with billionaires, helping them grow their companies. I’ve seen guys from start-ups go from start-up to being multi-millionaires, teaching people how to get time freedom and financial freedom through the system. Critical thinking, document creation, making it, putting it into, organizing everything in their head to building it into a franchisable, scalable business. One of his businesses has like 500 franchises. That’s just one of the companies or brands that he works with. So, amazing guy. Elon Musk, kind of like smart guy. He kind of comes off sometimes as socially awkward, but he’s so brilliant and he’s taught me so much. When I say that, Clay is like, he doesn’t care what people think when you’re talking to him. He cares about where you’re going in your life and where he can get you to go. That’s what I like him most about him. He’s like a good coach. A coach isn’t just making you feel good all the time. A coach is actually helping you get to the best you. Clay has been an amazing business coach. Through the course of that, we became friends. My most impressive thing was when I was shadowing him one time. We went into a business deal and listened to it. I got to shadow and listen to it. When we walked out, I knew that he could make millions on the deal and they were super excited about working with him. He told me, he’s like, I’m not going to touch it. I’m going to turn it down because he knew it was going to harm the common good of people in the long run. The guy’s integrity just really wowed me. It brought tears to my eyes to see that this guy, his highest desire was to do what’s right. Anyways, just an amazing man. So, anyways, impacted me a lot. He’s helped navigate. Anytime I got nervous or worried about how to run the company or navigating competition and an economy that’s like, I remember we got closed down for three months. He helped us navigate on how to stay open, how to get back open, how to just survive through all the COVID shutdowns, lockdowns. I’m Rachel with Tip Top K9, and we just want to give a huge thank you to Clay and Vanessa Clark. Hey, guys. I’m Ryan with Tip Top K9. Just want to say a big thank you to Thrive 15. Thank you to Make Your Life Epic. We love you guys. We appreciate you and really just appreciate how far you’ve taken us. This is our old house. Right. This is where we used to live years ago. This is our old neighborhood. See? This is nice, right? So this is my old van and our old school marketing. And this is our old team. And by team, I mean it’s me and another guy. This is our new house with our new neighborhood. This is our new van with our new marketing, and this is our new team. We went from four to 14, and I took this beautiful photo. We worked with several different business coaches in the past, and they were all about helping Ryan sell better and just teaching sales, which is awesome, but Ryan is a really great salesman, so we didn’t need that. We needed somebody to help us get everything that was in his head out into systems, into manuals and scripts and actually build a team. So now that we have systems in place, we’ve gone from one to ten locations in only a year. In October 2016, we grossed 13 grand for the whole month. Right now it’s 2018, the month of October. It’s only the 22nd, we’ve already grossed a little over 50 grand for the whole month, and we still have time to go. We’re just thankful for you, thankful for Thrive and your mentorship, and we’re really thankful that you guys have helped us to grow a business that we run now instead of the business running us. Just thank you, thank you, thank you times a thousand. The Thrive Time Show, two-day interactive business workshops are the highest and most reviewed business workshops on the planet. You can learn the proven 13-point business system that Dr. Zellner and I have used over and over to start and grow successful companies. We get into the specifics, the specific steps on what you need to do to optimize your website. We’re going to teach you how to fix your conversion rate. We’re going to teach you how to do a social media marketing campaign that works. How do you raise capital? How do you get a small business loan? We teach you everything you need to know here during a two day, 15 hour workshop. It’s all here for you. You work every day in your business, but for two days you can escape and work on your business and build these proven systems so now you can have a successful company that will produce both the time freedom and the financial freedom that you deserve. You’re going to leave energized, motivated, but you’re also going to leave empowered. The reason why I built these workshops is because as an entrepreneur I always wish that I had this. And because there wasn’t anything like this, I would go to these motivational seminars, no money down, real estate, Ponzi scheme, get motivated seminars, and they would never teach me anything. It was like you went there and you paid for the big chocolate Easter bunny, but inside of it, it was a hollow nothingness. And I wanted the knowledge, and they’re like, oh, but we’ll teach you the knowledge after our next workshop. And the great thing is we have nothing to upsell. At every workshop, we teach you what you need to know. There’s no one in the back of the room trying to sell you some next big, get rich quick, walk on hot coals product. It’s literally, we teach you the brass tacks, the specific stuff that you need to know to learn how to start and grow a business. I encourage you to not believe what I’m saying, and I want you to Google the Z66 auto auction. I want you to Google elephant in the room. Look at Robert Zellner and Associates. Look them up and say, are they successful because they’re geniuses or are they successful because they have a proven system? When you do that research, you will discover that the same systems that we use in our own business can be used in your business. Come to Tulsa, book a ticket, and I guarantee you it’s going to be the best business workshop ever and we’re going to We go back eight years ago. Think about the number of clients you had back then versus the number of clients you have now. As a percentage, what has been the growth over the past eight years, do you think? We’ve got to inspire somebody out there who just doesn’t have the time to listen to their call. I would go up and down from about $10,000 a month up to about $40,000, but it’s an up and down roller coaster. And so now we’ve got it to where we’re in excess of 100 clients. That’s awesome. And so I would have anywhere from 5 clients to 20 clients on my own with networking, but Without the systems, you’re going to be victimized by your own business. For somebody out there who struggles with math, if you would say that your average number of clients was 30 and you go to 100, as a percentage, what is that? I have doubled every year since working with you. So I’ve doubled in clients. I’ve doubled in revenue every year. That’s 100% growth every year I’ve worked with. So I’m looking, we’ve been good friends seven, eight years, and I’ve got doubled five times. Which is just incredible. I mean, the first time you do it, that’s one thing, but when you do it repeatedly, I mean, that’s unbelievable. We’re working our blessed assurance off this year to double. We’re planning on doubling again. We’re incorporating new, some new things in there to really help us do it, but we are going to double again this year. I started coaching, but it would go up and down, Clay. That’s when I came to you, as I was going up and down, and I wanted to go up and up instead of up and down. And so that’s when it needed a system. So creating a system is you have nailed down specific steps that you’re going to take, no matter how you feel, no matter the results, you lean into them and you do them regardless of what’s happening. You lean into them and it will give you X number of leads. You follow up with those leads, it turns into sales. Well, I’ll tell you, if you don’t have a script and you don’t have a system, then every day is a whole new creation. You’re creating a lot of energy just to figure out what are you going to do. The best executives, Peter Drucker is a father of modern management, he said, the most effective executives make one decision a year. What you do is you make a decision, what is your system, and then you work like the Dickens to make sure you follow that system. And so that’s really what it’s all about. So with a script here, we have a brand new gal that just came in working for us. She nailed down the script and she’s been nailing down appointments. Usually we try to get one appointment for every hundred calls. We make two to three hundred calls a day on that script. So she’s making how many calls a day? She’s making between two and three hundred calls a day. And our relationship is weird in that we do… If someone were to buy an Apple computer today, or let’s say a personal computer, a PC, the computer is made by, let’s say, Dell. But then the software in the computer would be Microsoft, let’s say, or Adobe or whatever that is. So, I basically make the systems and you’re like the computer and I’m like the software. It’s kind of how I would describe our relationship. Tim, I want to ask you this. You and I reconnected, I think it was in the year 2000 and, what was it, maybe 2010? Is that right? 2011 maybe? Or maybe further down the road. Maybe 2013? 2012. Okay, so 2012. And at that time I was five years removed from the DJ business. And you were how many years removed from tax and accounting software? It was about 10, 11 years. We met… How did we meet? What was the first interaction? There was some interaction where you and I first connected. I just remember that somehow you and I went to Hideaway Pizza. But do you remember when we first reconnected? Yeah, well, we had that speaking thing that… Oh, there it was! So it’s Victory Christian Center. I was speaking there. My name is Robert Redman. I actually first met Clay almost three years ago to the day. I don’t know if he remembers it or not, but I wasn’t working with him at the time. I asked to see him and just ask him some questions to help direct my life, to get some mentorship, but I’ve been working with Clay for now just over a year. The role I play here is a business coach, business consultant. I work with different businesses implementing best practice processes and systems that I have learned here by working with Clay. And the experience working here has, to put it real plainly, has been just life-changing. I have not only learned new things and have gained new knowledge, but I have gained a whole new mindset that I believe wherever I end up will serve me well throughout the rest of my life. Since working with Clay, I have learned so much. I mean, I would like to say almost everything about business in terms of the different categories. I haven’t learned it all, but I’ve learned all about marketing. I’ve learned about advertising. I’ve learned about branding. I’ve learned how to create a sales process for organizations in any industry. I’ve learned how to sell. I’ve learned how to create repeatable systems and processes and hold people accountable. You know, how to hire people. It’s almost like every aspect of a business you can learn, I have learned a lot in those different categories. And then, again, the mindset that I’ve gained here has been huge. Working here, you can’t be a mediocre person. You are a call to a higher standard of excellence, and then as you’re called to that standard here, you begin to see those outcomes in every area of your life. That standard of excellence that you want to implement, no matter what you’re involved in. I would like to describe the other people that work with Clay, are people that are going somewhere with their life. Marshall, in the group interview, talks about how, you know, the best fits for this organization are the people that are goal-oriented. So they’re on their own trajectory, and we’re on our own trajectory. And the best fits are those people where there can be a mutually beneficial relationship, that as we pursue our goals, and we help the business pursue those goals, the business helps us pursue our goals as well. And so I’d say people that are driven, people that want to make something of their lives, people that are goal-oriented, they’re focused, and they’re committed to overcoming any adversity that may come their way. Clay’s passion for helping business owners grow their businesses is unique in that I don’t know if there’s anyone else’s that can be as passionate You know whenever a business starts working with clay It’s almost as like clay is is running that business in the sense that he has something at stake You know he’s just serving them They’re the one of his clients But it’s as if he is actively involved in the business. Whenever they have a win, he’s posting it all over his social media. He’s shouting it across the room here at Thrive. You know, he’s sending people encouraging messages. He can kind of be that life coach and business coach in terms of being that motivator and that champion for people’s businesses. It’s again, unique because there’s no one else I’ve seen get so excited about and passionate about other people’s businesses. The kind of people that wouldn’t like working with Clay are people that are satisfied with with mediocrity, people that want to get through life by just doing enough, by just getting by, people who are not looking to develop themselves, people who are not coachable, people who think that they know it all and they’re unwilling to change. I would say those are the type of people, and in short, anyone that’s content with mediocrity would not like working with Clay. So if you’re meeting Clay for the first time, the advice I’d give you is definitely come ready to take tons of notes. Every time Clay speaks, he gives you a wealth of knowledge that you don’t want to miss. I remember the first time that I met Clay. I literally carried a notebook with me all around. I was looking at this notebook the other day, actually. I carried a notebook with me all around, and I just took tons of notes. I filled the entire notebook in about three or four months just from being around Clay, following him and learning from him. And then I would say come coachable. Be open to learning something new, be open to challenging yourself, be open to Be open to learning something new, be open to challenging yourself, be open to learning and adjusting parts about you that need to be adjusted.