What Expert Authority World™ is saying about the show:
- Crisp and interesting interviewsby Joel Goobich from United States
As someone who created one of the first podcasts dedicated to video marketing, I was very impressed by your recent episode about using video. Your interview style is crisp and interesting
- If you are in business, this podcast needs to be on your playlist.by Macstephen1 from United States
Mario has a great conversational style that helps his guests shine. This show is a must if you have an entrepreneurial spirit. It provides thought provoking content that will help any businessperson in their quest for success.
- New Subscriber here and on your YouTube Channelby Angela Brown Oberer from United States
Wow Mario you have a real knack for interviewing. You ask great questions and have a fun way of keeping the conversations lively and interesting. After listening to your episode with Owen Video I subscribed to your podcast and then I hunted you down on YouTube. High Five and great job!
- Very Professional & Engaging Show!by Mitche Graf from United States
Mario is extremely engaging and can hold your attention, and is a great interviewer! He has some great guests that really get into the details of running a successful business. Keep up the great work Mario!
- Great Contentby Pilar S. from United States
Excellent! LOTS of advice from experts. The most recent episode talks about speaking–a must-listen for anyone who presents or is thinking about presenting.
- Great content!by @Mentally_Strong from United States
I really enjoy your podcast each time I listen. The content helps any entreprenur level up with they do. Keep it up and thanks for each episode.
- Professional and Informativeby Bruce at Mindfulness Mode from Canada
Mario Fachini is an excellent interviewer and has terrific guests on the show. I highly recommend this podcast.
- Great Podcastby Amber Fuhriman from United States
I love the topic of this podcast. The episode with Tod Lindsay is super super helpful!!
- Great find!by Reed Stiles from United States
Great message and content. Stumbled upon this due to the cool logo, stayed for the content.
- Great show and great host!by Laurapowers44 from United States
Love what Mario offers! So glad he is doing his show and providing all this helpful info! Keep them coming!
- Walks the walkby Me15463 from United States
Mario encapsulates everything he talks about on the show. Be sure to tune in to this!
- Honest and authenticby Deano3622 from United Kingdom
Wow, just come across this podcast. Mario is such an awesome guy. He comes across so honest and genuine. Loved the content. I honestly don’t know where you find the time?! Keep it up Mario, love how honest and real you are!
- Walks the walkby Me15463 from United States
Mario encapsulates everything he talks about on the show. Be sure to tune in to the this!
- Great and insightful!by Karty12345 from Australia
I really enjoyed this podcast, so much relevant content. Thank you!
- So much Value..!by Alex Dali Rizo from United States
Great content, I really recommend this to any Entrepreneur looking to excel in their path, Mario brings topic experts to teach and inspire your day
- Inspirational Intentional Informationby 10Kforte from United States
This podcast shares the stories from people that are doing whatever it takes to rise up and help others along the way. “What Are You Made Of” is one of the many messages shared on the podcast. There are so many takeaways that are applicable to anyone. I really enjoyed listening.
- Wow!by Tyscoaching from Australia
Just listened to the 'rescue site AED Program' episode! If you love epic stories and inspirational people, this is the podcast for you!
- Motivation on Tapby AnthonyPGarcia from United States
Mario brings on some of the most impactful entrepreneurs to hear from. He dives into the key performance factors of their business. He extracts information very well and keeps the show flowing very smoothly. Definitely a show to subscribe to!
- Starting a Movementby JustMe2say from United States
There are many areas of business and entrepreneurs have an opporunity to gain some insight with this podcast. Excellent interviews!
- Great Podcast For Entrepreneurs!by The Big Game Hunter from United States
Full of knowledgeable guests and useful information that will help you accomplish your goals in business and in life!
- Mario Truly Care About His Guestsby Podcast Junkies from United States
Having met Mario and spent time with him at Podfest I can truly say that he is passionate about his show. He’s genuine and that clearly comes through in his own story and what he brings to every interview.
- Put your thinking cap on!by Sergeson from United States
This is probably one of the most information dense podcasts I’ve listened to in many moons. Each episode could easily be expanded out into 2 or 3 hours. Mario does a great job of asking the right questions to get his guests to reveal great tips, tricks and advice. Sure a lot of information can be applied to an entrepreneur but I found a lot of advice applicable to my personal life. This podcast is definitely worth my time to listen to and I’m looking forward to more episodes to come. Great job!
- Relavant for anyone!by HarloB from United States
I really enjoy Mario and his shows. The Stress and Anger in the Workplace episode was great because it cut to the chase of all the issues around this topic. Great interview!
- Mario nails it!by Mickiezada from United States
I've listened to Mario for a long time...his podcast is well produced, his guests are influencers and authentic authority, and chock full of insights and inspiration for entrepreneurs. Love it!
- Mario is the real dealby jamesnewcomb.io from United States
I’ve known Mario personally and professionally for over a year now. He is genuinely interested in helping people succeed, and consistently over delivers in his interactions and valuable advice with fellow entrepreneurs, podcasters, what have you. In this era of showmen who “give value” only if they think they’ll get something in return, Mario stands out as a man among men. Listen to his show and learn what true leadership and value in the marketplace mean.
- Listening On My Entrepreneurial Journeyby FromLisa2 from United States
I was surprised when I stumbled over the servant leadership that shows up in these episodes. It's collaborative. It's focused on relationships with clients versus transactions. I especially enjoyed the episode on getting clients without "selling" because it's more about genuine relationship building.
- A Giftby Lisa Vogt from United States
Mario uses all his talents, gifts and abilities to produce this life affirming show. It's incredible that we are able to grow our abilities and develop our talents and gifts just through subscribing and listening. Thank you Mario!
- This show is ON FIRE!by tibor.mindsethorizon from United States
Love your show Mario! Your niche is close to mine but I focus more on mindset and manifestation in a business setting. I tuned into episode #103 with Karen Brown which is dope! Keep up the great work!
- Entrepreneur Must Listenby HWoodwriter from United States
If you’re an entrepreneur this is a must listen show. So many inside tips and thought processes behind moving your business forward. Mario does a great job with the guests by asking the right questions at the right time. He and his guests give the information you need to grow your business and leadership skills.
- What a show!!by CWLuecke from United States
Man, do I love interviews with world-changers! Mario does an excellent job gathering the cream of the crop for his show and giving insightful interviews. Check it out!
- Loved it!by Seodrigo from United States
This interview was very enjoyable. Mario brought on a wise guest by the name of Michael Lauria. I loved the interview and Michael's perspective on the topic. He had wonderful insights and around min 31, he hit something very profound. Excited to share what I learned today with others. Way to go!
- Great listenby trinity3712 from United States
Good listen. Great range of guests and topics. Something here is you keep listening will help you in many areas of life and leadership b
- Great Knowledge!by Jon Vroman FRD from United States
Great show Mario! So much valuable information in one episode!
- Excellent show, very imformative!by Shaolin Soprano from United States
Mario loving the podcast bro, great content, immense value. Enjoying these interviews!!!
- Helpful Information!by The Medicare Nation from United States
Love the valuable information on these episodes! Lots of tips & tricks for every Entrepreneur to use. Kudos Mario! Diane Daniels Host of Medicare Nation
- Love Mario’s Attitudeby marisaimon from United States
Mario’s heart shines through his interviews, making these fun and positive, and the people he brings on offer such a wealth of knowledge.
- Lots of Great Info!by DarlajPowell from United States
Mario provides lots of great info and advice in this 7 day a week show.
- Great Content!by LanceJohnson_ from United States
Mario does a great job of share valuable information that every entrepreneur could use and apply to their journey. Great work! 🙂
- Important information!by Allmenow from United States
Very engaging information. Mario draws out experiences and knowledge from his guests. Loved the show!
- Difference-Makerby Unlimited Beliefs from United States
Mario is a master at bringing out, shining a light on, and internalizing the difference-making mindset. His knowledge and experience and mission enable him to synthesize information into diamonds for all of us! What you want is accessible by taking in this show!
- Excellent Informationby Stallion golf from United States
Great advice and information with a wonderful blend of topics! Loved the episode with the british healthcare professional and the ideas shared on how to make the industry better.
- Motivating and valuable informationby Calvin Javier from United States
Great insight on mindset from business leaders and entrepreneurs making things happen. Definitely worth your attention. Will be listening and learning more!
- Good informationby FIRE NATION! from United States
Engaging interview with a british health pro, I was surprised to hear the similarties and the application she has for making healthcare better
- Greatnessby MiaSportFanatic from United States
Have had the chance to listen to one show so far but man, we should be paying for this information. Lots of greatness. Thanks for the heart to serve.
- Listen to the experts - and thrive!by The Marketing Book Podcast from United States
There's a lot of advice out there these days but, sadly, a lot (and I mean a LOT) of is from people with little to no expertise. That's not the case with this gem of a show. Listen to what the experts say and profit from the experience!
- Show is amazing!by JohnnySwim32 from United States
I love learning about mindset and how to master my thoughts. This show provide the tools!
- Great show!by Jefferson_79 from United States
Great information for all businesses.
- Good value!by Audrey purplele from United States
Great information that applies to any business! I really felt he provided value for my time.
- Interesting Topicby Eric Oler from United States
Interesting topic. Great interviews. Keep up the hard work!
- Helpful Advice from Expertsby ichuck2 from United States
Mario talks to experts in a wide range of subject matters and asks good questions to pull out helpful advice.
- What a great show!by Christopher List from United States
Mario really brings out the best in his guests. The police dog trainer had such a great story. Can’t wait to hear more!
- Great!!!by tommye w-c from United States
Great podcast, awesome guests, incredible host!!!
- Fun & informativeby Saoirse Sky from United States
Some people want something fun, others want something informative. This podcast gives you both!
- Great show!by CJThomas6 from United States
Very inspirational show! Appreciate the advice and thoughts shared by the host and his guests!
- Great podcastby Rosie81200 from United States
Great podcast! Love hearing about the guests’ journeys and what they learned from them.
- Never Stop Learning!by Terri in Fairhope from United States
Tune in to this great podcast and host! You're probably really good at what you do (top of your game...an Expert Authority), but there is always more to learn...streamline processes and gain more freedom in your life. It's not always about the bottom line. This one is worth a listen!
- Amazing!by KatieBrooksIV from United States
If you're looking for inspiration, tune in to listen to Mario and his top notch guests. I find that I am always much more motivated after listening to an episode of Expert Authority Effect!
- Wonderful show!by @IV-Heather Tieben from United States
Mario is a great host & puts on a wonderful show. The quality of his interview guests and entire production is impeccable, I couldn't recommend Expert Authority Effect more!
- You Will Not Be Disappointed!by Composer 1853 from United States
Mario does such a great job of engaging his guests from several different disciplines.
- The hardest working man in Podcastingby EOFire.com from United States
Mario brings the HEAT with real energy and FIRE...don't miss the meteoric rise of this show! ~ John Lee Dumas
- Great interviews and guests!by Mel Good Karma from United States
Thanks for hosting such great interview guests. Look forward to hearing more and kudos on so many a week and also videos!
- Fantasticby Jason A. Duprat from United States
Awesome podcast, going to be adding this one to my list. Interesting topics with great interviews, good sound quality.
- Enjoying!by Slordan from United Kingdom
Enjoy listening to Mario and how he opens up the conversations to ensure it’s as relevant to us as listeners!
- Nice variety and interesting topicsby emjgreen from United States
Love the variety of topics presented here on this show. Looking forward to listening to more of Mario's show.
- Super Marioby jamesnewcomb.io from United States
Mario is the real deal and BRINGS IT to his own podcast and everywhere he interacts in the world. If honesty and vulnerability bother you, please move on to the next podcast.
- Great Content! Great Interviews!by No BS Mompreneur from United States
Wow! Really enjoy listening to all these fabulous expert authorities!! Lots of valuable take aways that I can implement into my life. I will continue to listen and share with others!! A+++
- A great addition to build authority and create an impactby Cloris Kylie from United States
A great addition to build authority and create an impact. Also, a different twist on the topic. Engaging. 5 stars!
- Filled with motivation and ideasby Thomas O'Grady, PhD from United States
Mario does a great job interviewing and pulling the stories behind people's stories or success. Good pleasant listen. If you are in a journey of your own, these episodes will give some things to bring into your on life.
- spartancvby spartancv from United States
Great job following your passion, your purpose and creating this podcast to help serve others! Keep up the excellent work.
- This podcast is the bombby Posturedoc from United States
Mario always crushed it, and this podcast is another example of his amazing insights and knowledge!! Great work.
- Wow - love the video show.by Thehighenergygirl from United States
Thank you for the encouragement and tips on how to succeed on video and the repurposing idea.
- Motivating and Inspiring!by KatyJoyWells from United States
Mario brings such enthusiasm to his shows and his content is fantastic. I’m always learning new things to implement or new ways to grow, thanks Mario!
- What a great show!by Gene_HPLN from United States
Awesome podcast! Mario brings great topic, great guests, and it is very easy to listen to. I definitely recommend for anybody interested in business success!
- It's greatby Ian Ryan from United States
Just had a chance to check out your most recent episode appreciate the great insight! Great delivery from the host & can’t wait to dig into future content.
- Love it!by Brendan @ Entrepreneurs&Coffee from United States
I love that this interview podcast doesn't feature the same old folks that everybody has on their show. Keep it up, Mario!
- Amazing!!!!by Lindsey Russo from United States
This show is so impactful! Hearing from the experts and how they take authority in their space is so amazing. Looking forward to more episodes!
- Learned what I didin't even know I neededby Camilla-Jean from United States
Great info. I love the Q episode because I get just quic interst snippets that may get me thinking about where my business might go.
- Fabulous Interviews!by Life&RelationshipCoach from United States
Mario does a fantastic job interviewing really interesting and successful business people who explain how they got to where they are - tips you won't want to miss when your trying to grow your business! Keep up the great work Mario! Coach Riana Milne
- A+ Showby Gisele_Oliveira from United States
I love this show. It's so entertaining and I learn a lot from the interviews. I highly recommend this show if you want to level up his game as an authority.
- Inspiration, transformation, success stories!by Chabo101 from United States
The title of this review should just be enough but it is just more than that. Its life lessons, its listening to personal struggles and how they over came those struggles. Love to hear from people that change the world through their struggle and the lessons that i learn from them are just more than amazing. I love this.
- Great interviews!by AlyciaDarby.com PodcastManager from United States
These interviews are well done and his guests are prepared to give really specific insights and stratagies... great podcast, Mario!!
- Inspiring story of courageby StrongHeart<3 from United States
I love that she found gratitude in her circumstances. lorie is an inspiration
- Powerful!by The Food Heals Podcast from United States
Mario's interviews cover a variety of topics and provide great value in all areas of your life! Episode 15 discusses how change is temporary and transformation is permanent which was really powerful for me. I love this message! Thank you!
- Great content!by Blakeob85 from United States
Great answers to common questions many entrepreneurs have! Thanks Mario for sharing your and your guests' insight!
- Real Actionable Tactics!by MattBMaverick from United States
What I like about Mario's podcast is that he pulls out actionable tactics from his guests that we, the listeners, can actually use. Great show!
- Great Listen!by Real Estate Investor from United States
Mario and his guests provide useful techniques to succeed in any business venture. The interview style promotes learning through real life examples of his guests. Great listen!
- Great interviews!by Matt B 1818 from United States
Love hearing these interviews and learning from people who are top in their industry. Mario is a great host and is not afraid to share his emotion!
- Love itby Duffash from United States
I love hearing interviews of successful business women and taking away what I can learn from their journey. Mario is a great host! I have enjoyed what I have learned so far. Congrats on the launch of your new podcast!
- Strong, professional, enthusiastic!by pm legs from Canada
If you're looking for an interviewer who's going to take you to investigative places to help you be your best you, through your professional life, you'll love listening to Mario!
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Charity Music: Bringing Instruments to People In Need
For the underprivileged who don’t have the luxury of being able to afford any instrument that they want, whenever they want… Charity Music gets donations from all around the country and redistributes them to people who need them. Check out CharityMusic.org.
What You’ll Learn In This Episode
[01:40] Tony’s inspiration to become a consultant
- From laid off to consultant
[4:08] How he chooses who to work with
- Open-minded people who want to take action
[5:39] Strategic Marketing Formula
- How to get BIG results for your marketing
- Simple tool to get greatest results
[16:31] What made Tony decide to write a book
- His marketing influences
- Gaining an advantage against competitors
[22:12] Taking the 5% action to get 80% of the sales
- What Tony teaches to get more sales
- 80/20 for contractors
[26:18] How to increase lifetime customer value
- Offer long-lasting construction
- How to upsell / cross-sell to make more revenue
[29:02] Fastest Path to the Cash for Contractors
- Getting more bids
- How to follow up with bids
Mario Fachini [0:01]
I am excited to be here with you tonight. I have a great guest and you’re going to learn so much from him. Tony Bernard, he is a contractor, marketing expert, Amazon #1 International Bestseller, certified Power Marketing Consultant. He’s going to come up right after the break. Let’s say thanks to our sponsor.
SPONSOR-Charity Music [0:17]
Charity Music has been providing musical instruments and music education to at risk and disadvantaged youth wishing to explore their hidden musical talents. To learn more information, go to charitymusic.org. Once again, that’s charitymusic.org.
Mario Fachini [0:34]
Well, everybody here is the man, the myth, the legend, Tony Bernard,
Tony Bernard [0:39]
How you doing today, Mario? Great to be here. Fantastic day today, and I want to give you and your clients and prospects value today. Help them in whatever business they may be in. This stuff is universal. Great to be here.
Mario Fachini [0:52]
Well, I’m excited to have you, Tony. Like I was saying when you know, we met a couple years ago, and you were launching your book and telling me all this stuff you did and the people you’re helping, like you had on the video. And I appreciate the shout out. I, ever since day one sincerely, always knew that you were great with business and you had a heart for giving. But you had a family, you know, you had a great family and great family values. Because one of my core values is surrounding myself with like-minded people. And, of course, you want to be around business movers and shakers, all the cool people and all of that. But some of them, it’s like they’re really great in business, but they’re kind of greedy, and they’re kind of freakish. And, that’s not the case with you so, I’m excited to have you on the show. And, let’s just jump into it.
Tony Bernard [1:38]
All right, thank you.
Mario Fachini [1:40]
So, I… one of my favorite questions I ask people is: Why? What is the inspiration behind Tony Bernard? What made you go ‘you know what I want to do my own thing’? What made you want to start your company?
Tony Bernard [1:55]
So back in… I’ve always been in construction, I started in 1980, and, you know, it’s a great rewarding industry. And, it’s got… its cyclical, you know, goes up and down with the economy and such. And in 1991, I got laid off. That was a little blow, you know? Not been coming on and to get laid off. So I had some skills, and it was in the construction industry. So, I ended up becoming self-employed about that…. at that time, I just go for it. And I got a couple of good consulting gigs right off, and that… that’s what started it all off being self-employed. And I’ve been pretty much self-employed ever since. It’s been very rewarding.
Mario Fachini [2:39]
And, you’ve got to help a lot of people. I was watching your video and looks like you’ve worked with some pretty big companies in over 18 billion in projects. What’s it like working on something like that?
Tony Bernard [2:51]
It’s…I’ve been very fortunate. I don’t, you know, try to I don’t try to say it to be braggadocious. But, I just been fortunate from many different aspects to be able to work on such large… some large projects, actually some smaller projects. And, the beauty of that is you get to see the different size of companies and how different companies operate. And that’s just been all a plus for me, I use it as an asset. Some people will say, ‘Well, if you know, you need to be doing things the same way all the time’. No, no, that’s not the right way. Right? You’re doing the same thing every day in and day out, it’s going to get you the same results. And I’ve adopted that motto actually on my… one of my business cards. So…
Mario Fachini [3:34]
That’s the definition of insanity. If I’m not mistaken, isn’t it?
Tony Bernard [3:38]
Correct? Yeah. Doing the same thing day in and day out and expecting different results? That’s insanity. Yes, thank you.
Mario Fachini [3:45]
So, you’ve worked with all the companies and you are one of the most humble people I know, there’s… even if you were trying to brag and do that, there’s no way that it would even come off that way because, you know it’s not not about you, it’s about the people, you can help and the results you can get them. So, if you could, for a brief moment speak to that. Who do you help and how do you do it in a way that no one else does?
Tony Bernard [4:08]
So, you know, there’s actually… personally, I like to work with open-minded, action-taking people. But how do I help people? There’s a lot of great consultants out there. And in any industry, you’ve got some great ones and you got some not as great ones- I’ll just put it that way, okay. And, you need to figure out who you… who you would work with best when you want to hire someone. And that’s actually I’m going to kind of segway into… a different way of saying this is you need…. I look at it as you need to reframe some questions that we have in our mind, but… so I help open mi…I will come back to this… like help open-minded people who want to take action, that’s who I’m looking for because if they know it all, and they want to tell me how to help them, then then they’re not the right fit. And that’s okay, they’ll do their thing and I don’t really want to work with them, because they know it. And, that’s great. But they didn’t con…, you know, they contacted me for a reason. So, I just want open-minded people, and we can get them some tremendous results. That’s all. That’s what I’m looking for, bottom line.
Mario Fachini [5:18]
With the results, you aren’t getting them, what… what is something that someone can expect to… if they reach out to you and they go: ‘I’m a contractor, I need help with marketing my contractor business’, what type of results should they expect?
Tony Bernard [5:39]
Well, as you know, everybody’s different. You know, you can have… you and I can list… go listen to the same information and come back with a couple different interpretations of it. So you gotta… we gotta be careful about that. But, when you use something that’s kind of got a proven track record. And let me get into a couple of specific examples here. I got a company like one company A and I won’t even pick the industry. I utilize a thing called ‘strategic messaging formula’ and what that does is it grades, and can give you the likelihood success of a particular marketing piece are at. Now, most marketing pieces actually get a two out of 10 or 20. Now it’s not good.
Mario Fachini [6:28]
That’s like my grades in high school.
Tony Bernard [6:31]
Great, great point, if you your child came home or grandchild came home and they had a 20 on a report card, what would you do?
Mario Fachini [6:40]
I personally invited my friend over and ate an apple, I had an 18%. But most people would probably be pretty upset.
Tony Bernard [6:46]
Right? So, you’d want to get them some help you know your child or grandchild, yet most businesses except a 20. But it’s because they don’t realize that it’s that bad. They’re just going with the newspaper salesperson or the website design person and just going with it. They don’t that and that’s a whole other thing. But let’s continue on this here, as far as… I have this… this strategic messaging formula, and you grade your ads, or marketing pieces and when these people… when we revise the ads, and I’m going to look at the specifics here, a 2 went to an 8.8. From a 2 to like four times as better. Okay. Now, what does that really mean? No, we can grade this thing until the cows come home. But what that really meant was: the person was getting 39 calls a month from the ad, it went to 108. Once this formula was used. Exactly, exactly. And the profits increased about 277%. 277%. That’s tremendous, but that all was, I shouldn’t say the word ‘but’– and that was because they do increase the conversion ratio, they’ve decreased the time to get the clients on board. And, they were able to increase their price because of the demand for their services. So, that’s a win-win-win scenario.
Mario Fachini [8:14]
I mean, literally a win-win-win.
Tony Bernard [8:16]
One other example, if I may quickly here. Another ad for a different company scored again, at two out of 10 or a 20. The ad was rewritten using the strategic messaging formula and it went from their… ad went from 70 calls a month to 955 calls a month.
Mario Fachini [8:36]
Is that it?
Tony Bernard [8:37]
Yeah, that’s it. So, that’s only a 1,364% increase in call volume per month. So, obviously that… that… that did a tremendous amount for that single business. And this proven formula is it’s just, it’s unbelievable. Actually, that’s only one of the chapters in my book that we’ll talk about later, perhaps Oh…
Mario Fachini [8:59]
Wow, that’s phenomenal.
Tony Bernard [9:00]
Mario Fachini [9:00]
So, that’s really great. So you have your program, you have your training, and you follow those steps with your clients. That’s fantastic. So… what… who is your favorite… the best success? I mean, I don’t know who these people are and I know for privacy, you probably can’t say. It’s… these were specific results you’ve got for two people, but who’s your best success story? Is it one of these two you kind of alluded to or is there may be a third that you go, you know what the strategic marketing formula is just part of it, here’s what happened when we did the whole shebang.
Tony Bernard [9:33]
These are case studies that I use to show the power of marketing, because marketing is your greatest leverage tool. Where else can you get 10, 20,30, 40, 50, 100, 200, or even 1,000% increase? And oftentimes, it’s just with some minor tweaking of things. Now, we’re in the same mindset all the time. And we’re in a grind, and we’re doing things. That’s why it’s oftentimes good to hire somebody outside with a different mindset to just kind of make a couple adjustments, and bam, it happens. So, as far as the specifics, I really can’t get into that right now. But I use these case studies. And then in my book, I’ve got a couple things in there to help people because, again, it’s it’s not we don’t need to do life-changing events, it’s… I have another thing that I call the ‘slight edge theory’, or not slight edge theory, ‘slight edge marketing’, ‘slight edge concept’, and just I’ll just touch on that for a minute. The difference between first place in second place in golf, tennis, horse racing, is just minor, minute, little bit. Percentage wise, it’s oftentimes less than 1%. But yet, the reward is two, four, ten times as much. That’s what this… the same thing with marketing, just a slight edge advantage. And that’s what, you know, people, people like you and I can bring to the table.
Mario Fachini [11:01]
Yeah, I’ve told my clients that and especially, you know, when the Olympics are going on, they’re like, ‘well, how much of a difference does the website make’? Or the LinkedIn or the Facebook or this that the other thing. You know, I promote using live video and I go, it could be the difference between bronze… bronze, silver or gold. One tenth or one hundredth of a percent.
Tony Bernard [11:21]
Great point. Great analogy. Yes.
Mario Fachini [11:21]
So, you know, like we’re doing live right now and it’s awesome. And you know, nothing… It’s so smooth and seamless. But there’s people that don’t use video and I question myself, because I’ve been seeing people putting polls out there and everyone I saw that put a poll, it said, what would you rather have long form text, or video and it was a resounding 71 to 72% preferred video versus reading a whole lot. Now, that’s not to say it doesn’t have its place because, you know, if you do a long… I love doing long post on LinkedIn, because people will read them. But, you can also put video and um, how are you using video with your clients and your contractors to maximize their profits?
Tony Bernard [11:21]
And that’s a great point. Now video… but you can do a slide presentation, PowerPoint presentation, and just read it. Okay, because a lot of people obviously, being on camera, people can get nervous and stuff and… and it can be nerve wracking. But that’s… that… that comes over time and you just slowly get into it. But doing a PowerPoint presentation, it can help set you apart from the next person, whether it be whatever type of business you’re in, it doesn’t have to… we’re talking more about contractors here, but these principles that we’re talking about today are pretty much universal. So the video can be better utilized for you know, your clients, contractors, any type of brick and mortar business, local business, you’re just being seen on… In life, you know, you don’t have to be an actor and glamorous, just everyday stuff, show me how to how to do something, a quick video on how to do something as a great opportunity to show yourself and it gets you…when you… when you’re in that position, it helps you to get out of the mindset, well, I gotta speak perfectly and all this. What it does is it just…you’re in your element, you’re doing what you do, and you’re showing somebody how to do something that can be great. The video is like you said, like 71/72% it that are higher is that’s that much of a demand.
Mario Fachini [13:34]
I remember when I did my first book on video marketing years ago, right, I had some stats coming up, you know, in this year, you know, the stats are going to be higher, and it was two, three years down the road. And we’re past that now, but I mean, if you… hear a… here’s what I tell people when they go ‘well, which one’s better this or that’? What’s your power media? Like you’re saying, I love the tip you just shared. Because people go ‘I don’t want to be on video, I don’t want to be on video’, but like you said, you can just do a slide presentation and you because it’s nothing more than technically a moving picture, it doesn’t mean it has to be you; it doesn’t mean it has to be a Hollywood film, whatever you’re most comfortable there, you know, just pick up the phone, and ‘hey, I’m over here. I’m on a construction site. I’m on the job site. And you know, here’s something we ran into, you should consider before doing your next job’.
Tony Bernard [14:25]
Mario Fachini [14:25]
That’s… thanks for sharing that. So Tony, let’s get into some of the content from your book. Why don’t you take it away with your ‘profit pillars’.
Tony Bernard [14:31]
Profit Pillar number one in my book is ‘marketing mindset’. And, I got a couple different points that I talked about here. But, what I want to talk about is the use of ‘platitudes’. You know, people use platitudes, and I need to define that for you: words or phrases that are devoid of any real meaning a statement that expresses an idea that’s not new. So, when you look at Yellow Page ads, or Google ads, display type ads, typically, you’ll see like gets the construction industry, you’ll see gets the job done right the first time, 20 years of service, largest selection, highest quality, best price, number one, state of the art artist, and then this one here that I… that is a showstopper is ‘lowest price’, don’t ever go with that, you’re cutting your profits. That’s the least one you ever want to monkey with. And I alluded to this one earlier: ‘fragmented marketing’. That’s another thing. I’m presuming that these people are well- intentioned, the newspaper sales person, the website salesperson, the SEO salesperson, the Yellow Page sales person, they’re all coming in and trying to get your…get you to buy their services, but are they working on your behalf? For your best interest? No. And they got their own idea about marketing. You should have a core message that you want them to disseminate. And that’s where hiring someone who can come in set the same clear message is being brought to all these same people across all these different media types. So, it’s very important to have non-fragmented marketing, ‘concise marketing’
Mario Fachini [16:23]
You know, you’ve had… you said you started in nine… not started in ’91, but that’s when you started your company. You were in the industry before, correct?
Tony Bernard [16:31]
Mario Fachini [16:31]
So you had all these years of knowledge and expertise before you published a book? What…What made you want to publish the book and what has it done for you, since you have published it?
Tony Bernard [16:43]
I’ve read a bunch of marketing books. I was a student of Anthony Robbins, and still am. He turned me on to Jay Abraham back…..mid 80s, late 80s. And I’ve done a lot of his programs and studying. And then of course, is a bunch of others, more current people, Frank Kern, and stuff like that. Jimmy Harding is a great guy. And there’s a bunch of others as well. And the thing about marketing is, it’s such a leverage tool that you can use, by investing so much… a relatively small amount of money in marketing, and getting these huge returns that I spoke up just a little bit ago, it’s just massive. So, I thought about doing a book, and a lot of people think that we’re doing the book, right, but to just sit down and bang out a book, it’s… that’s monu…, it’s mind blowing. It’s… it’s overwhelming, right? So, there are people like yourself that can help people with that. And I decided that I needed to write a book. And the reason why is because all things equal, and anybody in this that is watching this, think about this: you have your product or service that you’re… you provide. If you give someone the product or service in a proposal format, or you advertising you’re saying, ‘hey, look, here’s my product or service, and here’s the price’. But then this other… well let me to reverse this. That’s what your competitor does. Now, you come along, and you give them the same basic product or service. But you give them a book with it. Okay, versus just a business card. Who’s, who do you think they’re going to buy from? Who’s in a better position? So what it does is, it makes you stand out light years, or way so much different than anybody else in your business, industry…. or industry. So, by just having a book, you can do that. And there’s a there’s, it’s not as difficult as you can… you would imagine. When you talk to someone, like Mario that can help you do a book.
Mario Fachini [16:53]
Okay. Love the knowledge you’re sharing. I’ll take a second and touch on what you were saying. When I did my first one, ‘Video Marketing for Business Owners’, I was not…remember when we are talking about the 20% and all that? I wasn’t joking about that. I had literally had an 18% in school, I failed English seven times. So what, the idea of writing books and everything, it wasn’t really the top of mind. I actually in one of my classes, we were supposed to do an English paper. I didn’t do anything the entire semester. And I was like, how can I still get credit? I convinced the teacher… Well, I asked and persuaded you can’t convince anyone of anything. I go, ‘you know, it’s been a busy semester. You know, that’s why the papers not done. How would you like if I gave a presentation to the class on the subject matter in place of the paper’, and he was thrilled. Actually put, he put me in touch to rewrite our chapter in the book, the class was on web design and I knew my strength was presentation. So, I totally didn’t have to write the paper, he gave me a double A plus. I pass the class. And I didn’t spend nine… nine weeks or 12, or whatever that I don’t even know is rarely there. But the point is, what is your power medium? And even if you aren’t good at writing, if you have a level of expertise, there’s… there’s things you can do to get it out there. So, I like what you’re suggesting with the frequently asked questions. And that is a good segue. We’re going to go to the sponsor. And then when we come back, we’re going to go and touch on your frequently asked questions, because I know you have them ready and people ask you the same ones, just like any business. Thank you for touching on that. So, stay tuned, and we’re going to go to Charity Music.
SPONSOR-Charity Music [21:00]
Charitymusic.org is making a difference in so many lives of people and kids around the country that I remember when I was starting and playing piano and wanted to play sax. And it was like, ‘Yeah, I want to play alto sax’, and it’s like, well, we need to get the instrument but, there are thousands of dollars, you know, not everyone can afford to just shell out thousands of dollars and you might not even be playing in a year or two. That’s why I’m so thankful for the gift of music program that charitymusic.org provides for entry level startup musicians and opportunities to schools and other deserving nonprofit organizations that could not otherwise afford to implement such programs. In addition to the free sheet music, there are over 25 various musical instruments to choose from at a substantially reduced rental rate. Schools that could previously not afford a music program, they’re quickly discovering that with the ability to take advantage of charitymusic.org, they can create a music program, and it’s well within their budget. So whether you’re looking to rent the instrument, or you’re looking to outright buy it, contact charitymusic.org that’s charitymusic.org and you can learn more.
Mario Fachini [22:06]
Guess who’s back?
Tony Bernard [22:07]
Mario Fachini [22:08]
It’s us, you’re ready to rock and roll for the second half, Tony?
Tony Bernard [22:12]
Alright, so this is a slide that shows the information about ‘follow up’. And I work hard to help my clients understand things that are difficult. So, I make things easy for them. 48% of the time, there’s zero follow up by either the salesperson or the company. Okay, well, that’s fine information. And then it goes to 25%. There’s one follow up, and then it’s 10, 12% is two follow ups; 10% of the time is three follow ups. And then only 5% of the time is there, five or more follow ups. Okay, well, that’s… that’s information, obviously, it declines about 50% each time, zero follow up is 48% of the time yet, that’s when 2% of the sales happen. 2% of sales happen, 48% of the time is no follow up. Let’s take it to the other end of the spectrum. And, what that saying is 48% of time, there’s 2% of the sales, zero follow up all the way to the other end of the spectrum on the far right. If you follow up four more times, yet, that’s only when 5% of people do it, that’s when 80% of the sales happen. Think about that, 80%. So, if you’re in whatever type of business, you’re in brick and mortar or a contractor, or whatever you may be, if you have zero follow up, look at the money you’re leaving on the table by not following up. That’s what this says. And it really tells the story. I love doing graphs on data, things like this. And clients really love it too. So bottom line, and I like to use the extremes to show things, right? zero percent of the time, excuse me, 14% of the time, there’s zero follow up, that’s when 2% of sales happen. You go to the other end of the spectrum. Four more follow ups, that’s when 80% of sales happen, is that a no brainer, folks? Start following up. Now, what is follow up? It can be as easy as just calling up the people that you’ve given some information to and asking them if they have any questions. Don’t call them up and keep hounding them about buying and all this just call them up you have any questions we’d love to help you out, have love to help you make a decision, love to educate you, do you have any questions about this aspect of that aspect. It’s about continuing to educate them. That’s the raw and easy way of doing it. If you get more sophisticated, you can have automated follow up systems that’s not dependent upon your salesperson or your office person calling. It just happens automatically. And there’s all kinds of systems for that when you get to that level. But first, just picking up the phone and calling. That you’re greatest leverage starting tomorrow morning too as a matter of fact, or today, depending on when you listen to this.
Mario Fachini [25:06]
Wow, Tony, that is some great information and I appreciate you for sharing that with the audience. That reminds me of when I was starting off and trying to get my first couple of clients. And I was like I really, really want to help them. But I don’t want to be a pest and I think that’s everyone’s reservation. But, the fact of the matter is, if you can really, truly help them, it’s unethical not to help them and push through. And I’ll tell you that majority of the time I was like, they’re not going to get anything; that they’re not calling in. And you just think nothing’s going to happen. It took one phone call, one email, one just reaching out whatever may be stopping by whatever the case was. And it was like, ‘Oh my gosh, I am so glad you emailed, called, stop by whatever I was just thinking about you. Let’s go talk some more’ or you know, ‘let’s go finish that deal’. Or, you know, ‘let’s sit down’, it was never a hard sell. It was just people are busy. And they absolutely need to be doing that follow up. So, follow up is important. You know, you got to follow through, you got to follow up, and you will close the sale. But, let me ask you, Tony, what’s the number one way contractors could maximize their customer lifetime value?
Tony Bernard [26:18]
In my industry, in the construction and contracting industry, you want to build something that’s going to last, so we don’t really have a good lifecycle thing of… it’s not a consumable item, where you, you know, you’re going to come back and buy more of it later on and such. But, a good example of a lifetime value is in my industry, who would be the next person that would logically be involved. Now, say a roofer, you could have a gutter contractor, if you don’t include gutters with your roofing, you can refer them to a gutter contractor, gutter to green, get the drainage off the roof, a carpet installer, okay? Well, in a few years, you’re perhaps going to want to have those carpets clean, to make them look better, much longer. So, the initial contractor that did the installation of the carpet could refer a carpet cleaning company. So, that’s an example of getting more lifetime value out of a customer. Because as a referral, you may get a little percentage of the sale or something, I’ve got a way that a contractor can actually get paid to provide the estimate. Now, of course, you’re going to offer free estimates and you give that and you provide that, okay, I’m not saying don’t do that. But, in providing them more value, you can actually get paid for your estimate. And I’m not going to give that secret away. That’s kind of one of the bonus program, bonus items that I provide in the program, easy way that you can actually be paid to provide an estimate and it really helps the client, okay, that’s the key, they’re going to actually want to buy it from you. It’s not a profit center is just something to help pay for the gas and again, it’s about helping them.
Mario Fachini [28:16]
So Tony, tell me about your book. What’s one strategy you’d recommend for anyone considering business book publishing?
Tony Bernard [28:23]
My book? Yeah, thank you Mario, you actually you gave me a nice testimonial for my book and I appreciate that. That’s something that you want to, you know, when… if you do a book, we spoke about that earlier, but get some testimonials and put it in the front of it. Right? Why not? You should actually have them for your proposals and stuff in your work and on your website, it’s a good place to display them. Not even actually on another tab. You can have them on another tab yet all and of themselves, however, but you’d want to put a little short quote every so often on your page. So, that’s a key – testimonials.
Mario Fachini [29:02]
All right, Tony, shortest path to the cash. What’s one thing contractors could and should do to increase their profits the fastest?
Tony Bernard [29:12]
Okay, so shortest path to cash? Again, I’m going to suggest that it’s follow up. And why? Because you, you… in my industry anyways, you’ve probably got some bids out there and you’ve got some stuff that you put out there- follow up with people. Okay, just call them up and ‘hey, you got any questions? Is there anything I can help you with? Clarify something for you?’ That is quick. It’s Hello, quickest path to cash. I want to provide them with a couple bonuses. I’m going to give you a copy of my book, a PDF copy. And actually a flip copy. It’s like a book. I’ve got two versions of it, a PDF and a book copy. Love to share with you. There. Yeah, there you go. Excellent Mario, Thank you. Tony@marketingblueprintforcontractors (with an s) .com. You email me there and you’ve got to say, ‘please PDF copy Mario’. I want to give Mario the credit here, so to speak. Great guy and I enjoy doing this with him and I want to give him the credit is due for promoting this as well. I want to give you another bonus here, if you qualify, that is. I just, I just love helping people. Would you rather do business with Company A, B or C? A has one star, one review? Company B has three stars, two reviews? Or would you rather do business with company see who has 241 reviews, and a star rating a 4.8? Google loves reviews and consumers do as well. 97% of consumers look for online reviews; 85 percent of consumers trust online reviews as much as personal recommendations. Can you believe that? 85% of consumers! And then the bottom 168% of consumers left a review when asked, I have a review tool that will help you get four and five star reviews. And, I want to give it to you for free for 30 days free trial, if you qualify. I can’t give it to everybody. I’ve only got a certain amount every month that I give out but when you request the book, I put that text information and put it in this graphical information. So, bottom line, I want to help you get good Google reviews. And I got a service that does it. I’ll give it to you for free, if you qualify. I’ve only got a certain amount each month and I’ve actually given some away to the Chamber of Commerce. For this month, though, I might be able to help… I can squeeze in a few more. Tony Brad ‘Marketing Blueprint for Contractors, the subject must be ‘Please PDF copy Mario’ – that’s kind of a weird way of writing, but in the body of it, please put ‘apply for Google review tool’. And then we’re going to talk and see if I can provide it to you for free, I most likely will be able to, but I need to make sure that you qualify and again, I’ve got a certainly certain amount I do each month for free. And this will help you get Google reviews. Who doesn’t want Google reviews? You need a consistent steady flow of four and five stars, one for Google juice to help you with searches and to to help you possibly get in the three pack, if you aren’t already there. That will work in your favor. Plus, consumers want to see current reviews not year or two old reviews because that doesn’t… that makes it look like you’re not… you’re not still on the top of your game. You need to be on the top of your game, both for Google and consumers.
Mario Fachini [33:00]
Tony, I want to say thank you for coming on the show. It’s been great to have you here. I love the information you shared. And, for anyone that wants it, you know they can get it and you provided it. Thank you so much for coming on.
Tony Bernard [33:12]
Awesome job. Yes, thank you, Sir. You did a great job and thank you.
Mario Fachini [33:13]
Looking forward to talking with you again. Thanks again, and we’re going to go to the sponsor.
Tony Bernard [33:16]
Awesome job. Yes, thank you, Sir. You did a great job and thank you.
SPONSOR-Charity Music [33:27]
Charitymusic.org does so many great things, but one of my favorites that they do is the sound booth which provides hands on opportunities nationwide for children of all ages to touch, feel and actually attempt to play over 50 different instruments. Under the supervision of the music mentor volunteers, participants can also learn about the various families of musical instruments. The music mentor volunteers typically consist of owners and employees from local music stores. Many of the sound booth participants actually advance into musical school programs and or private lessons. To learn more, check out charitymusic.org.
Learn More About Tony
Tony Bernard an Amazon #1 International Best Selling author and creator of the book and program ‘Marketing Blueprint For Contractors’ (MarketingBlueprintForContractors.com), The Fastest and Easiest Ways to DOUBLE YOUR PROFITS in 90 Days or LESS!
This is easy done because we use a Proven Proprietary Marketing method called “Strategic Messaging System!” It grades the 5 Critical Elements required for any display ad or marketing piece to be successful. This grade indicates the expected success of the item.
Did you know that MOST marketing materials are a 2 out of 10 (20%). That is VERY POOR performance, yet business owners acceptable it! In the book Marketing Blueprint For Contractors you’ll see the 5 critical elements and just how simple they are yet very powerful.
MORE about Tony
Started in Marketing in 1986 as a franchise owner of the Success Motivation Institute (SMI), and studied with great mentors to hone his skills, including Jay Abraham, Dan Kennedy, Frank Kern, Brendon Burchard, Jimmy Harding, and Corey Rudl to name a few.
Combining his international consulting experience made becoming a Certified “Power Marketing Consultant” the perfect addition to round out Tony’s skills set and bring about the ultimate combination of systems, tools, and marketing psychology for today’s changing business climate.
In addition, Tony is CEO of Cornerstone Marketing Company (CornerstoneMarketingCompany.com) and Founder of Blueprint For Successful Projects (BluePrintForSuccessfulProjects.com). He started private consulting back in 1991 including international assignments, working primarily in the Construction Industry for the past 35 years and has had the good fortune to work on over $15 Billion Dollars’ worth of projects.
“The use of our ‘Strategic Messaging Formula’ virtually guarantees your company will double profits in 90 days or less, PLUS dominate your local industry in less than a year because it is based on our Proven Proprietary Marketing System.”
“Success can be achieved by three major factors: 1) Asking better quality questions, 2) Adopting & adapting best practices from other companies and industries and 3) Proper implementation. Remember, Doing what you have always done, will get you what you have always gotten. NOW is the time for change!” Says Tony Bernard.
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Resources to Profit Your Business
1) Video Marketing for Business Owners: The Ultimate 7 Step Guide to Become the Expert, Authority, and Celebrity in Your Niche
2) Business Book Checklist: The 5 Reasons Every Business Needs a Book Including Yours
3) Marketing $upercharger – Learn the difference from the $1 bill to the $100 bill and how you can stop leaving the other $99 on the table today with all sales
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