Marketing Essentials: Targeting Your Message and When to Execute – TPP9

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Learn the key elements of a marketing plan, from vision to executing to-do items. For solopreneurs and small- to medium-sized businesses.

Jen:                           Hello and welcome to the Third Paddle podcast. This is Jen McFarland back today with …

Twila:                       Twila Kay.

Jen:                           And today we’re gonna talk a little about putting the cart before the horse when it comes to your marketing and your branding and your technology.

Twila:                       Um hmmm. This is a deep deep subject here folks.

Jen:                           We talk a lot about saving money and I think that this is one of the places where people are like if I just do this, if I just get my name out there, I’ll just keep throwing money at this, I’ll keep throwing time [00:00:30] at this cause I can make my own social media graphics.

Twila:                       Right.

Jen:                           You know.

Twila:                       Well, what they’re doing really is they’re hearing from everybody else, “Look. Just do it. Just put something out there. It doesn’t have to be great. It doesn’t have to be perfect. Good is good enough. Just do it. Just get something out there.” And there’s no careful thought. There’s no careful planning. There’s no careful strategy done and so they start putting stuff out there and then they’re like, Oh wait a minute. What am I doing? [00:01:00] Who’s this for?

Jen:                           Exactly and that’s what we’re gonna tackle today on the podcast so for all that and more, keep listening.

Speaker 3:             You’re listening to the third paddle podcast, recorded at the Vandal Lounge in the beautiful Southeast Portland Oregon. Why the third paddle? Because even the most badass entrepreneurs get stuck in business shit creek. Tech strategist Jen McFarland and business strategist Twila Kay are your third paddle, helping you get unstuck.

Jen:                           [00:01:30] Okay, so Twila why don’t you get us started here. Why don’t we just talk about the parts of a marketing plan?

Twila:                       Sure. You know a marketing plan does not have to be difficult to put together. I actually, for us, just recently put together a one-page marketing plan and really it can be that simple and there’s like five, six components that you absolutely need for your marketing plan. There’s one, you need the mission. And you [00:02:00] can write a marketing plan for your overall company and brand and then you can write a different one page marketing plan for each one of your products or services or each one of your podcasting or blogging, then you could write a marketing plan specifically for that as well. Because each one of those strategies, each one of your products and services are probably being targeted to [00:02:30] a certain niche customer, to a certain target market and there’s a certain purpose which is the first part of a marketing plan is your mission. It’s the mission of the marketing plan.

Why does this even exist, so for instance when I was putting together the marketing plan even for the third paddle podcast, I had to look at what is the mission of the podcast not just for our customers, our overall mission [00:03:00] of helping entrepreneurs and savvy moneymaking CEOs to get out of shit creek with their tech and business, but it’s also to … what we want, the results we want and we have the goal of becoming serious radio talk show. And so the purpose of our podcast is to be launching pad for us to accomplish in the future to accomplish that goal. So you have to look at the mission not [00:03:30] just what your outward mission is, but your inward mission as well. What is the purpose of your brand, that product, that program, or even that marketing strategy, that promotional strategy that you’re using?

Jen:                           I think I really appreciate that because sometimes when I’m thinking about my own marketing for my own brand Foster Growth, I get too wrapped up in some of the details which is what I tend to do and when I can really vision it and [00:04:00] think about the mission or even just the tactics that I want to use and the mission or the reason for why I’m doing it.

Twila:                       The why.

Jen:                           Yeah, when you can focus on the why, it really makes it easier to drill into how you want to do it.

Twila:                       Absolutely and who you want to do it for because if you don’t know your why then you can’t really quite figure out that ideal client avatar who you’re doing it for because that why ties in …

Jen:                           [00:04:30] To that client.

Twila:                       To that client, to who that person is that you’re really doing this all for and if you haven’t figured those two things out before you ever start any type of social media or any type of just putting together some type of blog or program or whatever and putting it out there because people are telling you, “Just put something out there. Just get it out there. It doesn’t have to be perfect. It doesn’t have to be …” No. It doesn’t have to be perfect. Good is good enough, but it does [00:05:00] have to be carefully thought and carefully planned so that it aligns with your brand, with your message, who you’re serving and why you’re serving them.

Jen:                           Well when I work with people on their online presence, the digital presence that they have for the business, right? I work with a lot of people who are up leveling successful and they want to take it to the next level and I’ll ask them, so who is this for? You know whether it’s their website or a landing page or even an overall strategy [00:05:30] and nothing makes me crazier when they say, “I want all the people.”

Twila:                       Yeah because look, we’ve heard this before, right, but I just recently heard this from Michael Hyatt, love Michael Hyatt. Michael, if you’re listening cause I know you are bud. I love what you just said the other day and it’s, “If you are marketing to everyone, you’re marketing to no one.” No one.

Jen:                           No one. And I’ve told clients that before [00:06:00] and they say, “Okay. That’s still what I want.” And it’s very difficult because the results won’t come because if you don’t know who you’re speaking to then who’s listening.

Twila:                       Specifically who you’re speaking to as well, right? Specifically I mean we were even talking about the other components of your marketing plan and some of it is the media part and that means where are you going to [00:06:30] promote your product, your service, your brand, whatever it is that you’re developing the marketing plan for. Is it gonna be in trade journals? Is it gonna be newsletters? Is it gonna be blogs, speaks, you know speeches and talks? Is it gonna be on podcasts? Where are you actually going to put forth your message?

Jen:                           Right and I’m always looking for alignment so if I’m putting together some sort of digital strategy for [00:07:00] somebody who’s wanting to go into new audiences, be in front of new people, really sell products you know and this costs money when people are talking about technology and the digital strategies and then they’re telling me that they’re going to go speak to people that have nothing to do with what we’re talking about …

Twila:                       Right it’s out of alignment. There’s no rhyme or reason, but they’ve heard that that’s what they need to be doing. They need to be going and talking to these people, but …

Jen:                           Or they need to go speak.

Twila:                       [00:07:30] They need to go speak and do you really? Are the people that you’re trying to reach, would they be in the rooms that you would be speaking in?

Jen:                           Right.

Twila:                       Maybe. Maybe not and so you really have to think about that. You know we recently had an e-women network summit with our founder Sandra Yancy here in the Portland area in Vancouver and I heard her loud and clear the other day when she said, As a [00:08:00] multi-million dollar entrepreneur, her top priority is careful, thoughtful planning, that everything they put out, even a social media post is carefully thought and strategically planned. It all makes sense. Everything is aligned. Everything is running off of something else. It’s in tandem with something else and it all makes sense and it’s because [00:08:30] you take the time to stop and say, Why am I doing this? Who am I doing it for? And then what needs to be done?

Jen:                           Right and then assigning that out so that the tasks are followed up on and completed which is you know basic project management, really.

Twila:                       Really.

Jen:                           But and yet people don’t plan all of that out and you see it.

Twila:                       They don’t. They put the cart before the horse.

Jen:                           Exactly.

Twila:                       They just start going out there and doing because everybody’s telling them you just [00:09:00] got to get out there, you gotta start or they have that clutch inside that’s, “I gotta start making money. I gotta do whatever I need to to make money.” And so they’re out there hustling just trying to make the money and nothing makes sense, nothing is well thought, nothing’s well planned and then they come back a year later and they’re just like I don’t even know what I’m doing. People don’t know who I am. I don’t know what I’m doing. Sure, I’m making a few dollars, but nothing makes sense.

Jen:                           Well, there’s a couple things about that. Like [00:09:30] even a broken clock is right twice a day, right? So that’s one and the other thing to is, you throw spaghetti at the wall and yeah, some things stick, but if you don’t have a reason, like if you’re literally just throwing spaghetti at the wall something’s gonna stick but you won’t know why and you won’t know how to replicate that.

Twila:                       Right and many people don’t even stop to think or to put in their marketing plan what their brand voice is, [00:10:00] what their brand archetype is and what their brand identity is and a lot of people don’t even know the difference between those three.

Jen:                           Oh right.

Twila:                       They don’t even understand that branding itself has many different levels and many different categories and to figure out your brand voice it’s are you going to be humorous? Are you gonna be stuffy? Are you going to be fun and lively and energetic or is your brand voice going to [00:10:30] be more polished and corporate and reserved? You know you have to figure all of that out and then you have to figure out, okay what’s my brand archetype? And am I that person or are we that brand that’s gonna share our struggle and our story of how we are growing ourselves that we’re just starting as an infant in this really …

Jen:                           Like a hero’s journey …

Twila:                       Right, like a hero’s journey, exactly. Or are you gonna be the Sherpa, the one [00:11:00] who went through the uberous journey, you’re on the other side. You took the mountain climb. You climbed the mountain and now you’re gonna teach other people how to do the same or are you that wise sage, that wise adviser who, this has been your brand’s expertise or your personal expertise for years and years and years and so now you’re sharing everything that you’ve ever learned [00:11:30] and ever experienced and so you really are that expert, that go to expert that someone can come to for that.

Jen:                           And I love that because I have a blog post … I feel like I say this every single episode cause I probably do. The title of it is, Branding, it’s more than your logo because I have a ton of people who come and say, I need branding. I want a logo and so it’s, but I love those archetypes that you were just going through because in the blog post I talk about you [00:12:00] know, how it’s more than your logo, how it’s how you talk to your customers, how it’s how you show up.

Twila:                       It’s the personality of the brand …

Jen:                           Personality … I kind of go into that, but I don’t go into these archetypes you know and I think that that is like upper level thinking around it.

Twila:                       It is because let’s face it and then the last thing you want to consider after all of this is when you want to start thinking about logo and colors and those type of things but many people put even that [00:12:30] cart before the horse and just start, “Well I need a logo cause I need business cards, so I gotta do a logo.” And they see some pretty business card on Vista Print and think, “Oh that’s a really cool design, I’ll just go with that.” And they haven’t really put together that thoughtful and careful planning and strategizing of what all of those things really stand for, what they signify, and do they signify what you want it to to the people that you’re wanting to reach. I mean all of [00:13:00] this goes back to who am I doing this for and we recently went through this for the third paddle and the reason why we chose yellow as our main color is because our brand voice is humorous and fun and energetic and …

Jen:                           And tacos ..

Twila:                       And tacos, of course. There’s a lot of jackassary on this, so …

Jen:                           And tacos.

Twila:                       And so if we would have picked some color like brown, that doesn’t speak fun [00:13:30] and lively and energetic and humorous.

Jen:                           There is only one brand that can successfully use brown. Can you name it?

Twila:                       UPS.

Jen:                           And that’s it. They do all these studies on the psychology of color. That’s another blog post where I actually just put the infographic at the bottom, you know about how red, blue, all of these things, but the latest color study came out and said that brown is the least appealing to men and women and it basically said, so unless you’re UPS, don’t think about it.

Twila:                       [00:14:00] Don’t even think about it.

Jen:                           Don’t even think about it, right. And what astounds me is that, and I don’t really do branding anymore, but when I did it in my previous career as a designer are the number of brands out there that aren’t really considering their customers in the planning of a brand or the colors and how they’re going to respond.

Twila:                       Correct. Their customers or even their very own brand voice, their brand archetype [00:14:30] and their brand personality. They’re not taking any of that into consideration when they’re choosing fonts, logo design, colors and then they wonder why their customers aren’t connecting with them.

Jen:                           Right.

Twila:                       Because you haven’t taken the time to figure all that out, you just put the cart before the horse and got yourself a logo and picked whatever colors you thought you love.

Jen:                           And then guess what, when you put the cart before the horse, you’re wasting money.

Twila:                       Absolutely. And [00:15:00] time.

Jen:                           And time. Precious time because, well nobody has a lot of extra money to burn but if we’re talking about smaller businesses, you know SMBs so small to medium size businesses, there’s really not a gigantic marketing budget. You are not Coca-Cola that can make huge mistakes and go back.

Twila:                       Right. You’re not to the point where you can set aside 20% of your gross annual revenue as your marketing budget yet. You’re not there. An entrepreneur or small to mid-size [00:15:30] businesses, they’re just living day to day and if you say okay this is gonna cost you $2000 dollars, they look at, do I have that $2000 in my bank account right now that I can pay for it or not?

Jen:                           Well and then the risks are just really high. I was reading Inc over the weekend and they had a statistic in there that 90% of brands fail. 90%, that’s a nine zero.

Twila:                       Yeah.

Jen:                           That’s a lot.

Twila:                       That’s a lot. A lot.

Jen:                           So the stakes are really high and they’re talking in there about product branding, [00:16:00] a lot of start ups, that’s really who the target of Inc. is and if you consider 90% of the products that go out to market fail and then you weigh that against, and I’ve worked with many new businesses that don’t put in the time to really consider if they’re connecting, with those stakes on the line you gotta do the research.

Twila:                       You’ve got to. You’ve got to do that thoughtful, careful planning and strategizing [00:16:30] before you put the cart before the horse.

Jen:                           Okay, so what …

Twila:                       You gotta bring the horse into the gate first. My Idaho is showing.

Jen:                           Your Idaho is definitely showing. Okay, so let’s talk about that for a minute. What does that look like? What is this horse that we’re bringing in before?

Twila:                       Well it starts with even looking first at your why. Well actually there’s one thing even before your why and that’s the what. It’s your vision. What are [00:17:00] you actually trying to accomplish and I sit down, that’s the first thing that I do with my clients is map out their vision first and the reason why I do that is because the why has to meet what they’re trying to accomplish and then everything under that has to match. It doesn’t, it’s really sad to me, it pains me when clients come into a VIP day with me and they say, “Okay, this is what I think I should do. I think I should [00:17:30] podcast. I think I should do this. I think I should do that.” Boom. Boom. Boom. So I want you to help me put all that together.” And then we start, I back them up with step one.

What’s your vision? What are you trying to accomplish? In five years, in three to five years, what do you want to be known for? If you were to have to leave your legacy over the next five years, what would that be because if it’s your vision is to spend more time with your family, your vision [00:18:00] is to have more freedom, your vision is to whatever and you put things that you want to do that don’t align with that and don’t give you that, you’ll never do them. You’ll never accomplish your vision then, so it all starts with the vision.

Jen:                           Or you don’t accomplish the things on your list.

Twila:                       Correct.

Jen:                           Like you either don’t accomplish spending time with your family and having a lifestyle that you can have anywhere or you chase the family and the lifestyle and leave [00:18:30] the career goals behind.

Twila:                       Correct. You put the cart before the horse. You’ve gotta start with a vision. And then you start with why. Why do I want that vision? What purpose is it going to serve in my life? What is it going to give to me?

Jen:                           Or to your customers?

Twila:                       Or to your customers? And to your customers? Do you have to do it both? What’s it gonna do for you as a company? What’s it gonna do for you as a person? What’s it going to do for your customers? What’s it gonna do for your team? What’s it gonna do for your customers? You have to sit [00:19:00] down and think about all the players.

Jen:                           When I hear what other people are telling me, my clients, businesses is that they skip over the why and the what and they go straight to the how.

Twila:                       Right.

Jen:                           People don’t care about your process. Your process doesn’t matter. It’s like if you are a business coach and you tell everybody the process of what you go through or me as a tech strategist, [00:19:30] my website doesn’t really detail what my process is, it’s more online with results.

Twila:                       Look the how will always change. I mean look at how many, we were just talking about this earlier today, look at how many social media strategists, social media coaches are now fumbling and don’t know what in the heck they’re going to do because the how of what they’ve been doing is all changed now that Facebook changed and LinkedIn changed and now we have the new rules [00:20:00] for email marketing that is coming out, international rules for email marketing and spam and all of that coming out now and it is changing how the process of what every strategist and coach teaches. So you can’t hang your laurels on your how. You just can’t.

Jen:                           You can’t and that’s why the vision needs to be big enough …

Twila:                       Yes.

Jen:                           That you can pivot your how …

Twila:                       Yes. I heard Brenden Burchard say this quite a while back [00:20:30] and I love it. “You shouldn’t niche your business. You should niche your marketing.” And it makes so much sense. So many people are just thinking okay, I have to just narrow this down. I can only talk about this one thing. Well no, you can talk about three or four different things as long as they’re all relative of course, but you can talk about three or four different things, but you have to niche your marketing to a certain target market. That’s your niche. You niche who it’s for. [00:21:00] Not what it is. Does that make sense?

Jen:                           It does, but I think I should have cleared with you that we say niche on this podcast.

Twila:                       Oh, sorry. Well, you know … my Idaho is showing.

Jen:                           No. Your Canadian is showing.

Twila:                       My Canadian is showing.

Jen:                           At Thrive Academy all of the Canadians say niche you know and then all of the Americans are like, it’s niche. You know? But I couldn’t agree more and the reason you niche down your marketing is again getting back to, if you market to everyone, you’re marketing to no one, [00:21:30] so you niche down and how far you niche down is amazing. Like if you have more, cause you can only serve so many people … It’s different. We’re not talking about Coca-Cola and Nike that literally can be like, Just do it and … We’re talking about small to medium size businesses or people who don’t have that reach.

Twila:                       Right. Right. And don’t have the money to have that reach.

Jen:                           And don’t [00:22:00] have the money cause it takes millions of dollars to have that kind of reach.

Twila:                       Millions.

Jen:                           So we talk about niching down. I know people who serve women in their 50’s who have knee pain, yes?

Twila:                       Which is a specific target market. I know a guy who, right on the banner of his webpage it says, I help loving, yet overwhelmed fathers and husbands.

Jen:                           And that’s a small market.

Twila:                       That’s a small market. It narrows … [00:22:30] It’s not necessarily a small market, but it narrows it down to where when that loving, overwhelmed father or husband sees that, he knows that guy is for him.

Jen:                           It’s him.

Twila:                       It’s him he’s talking to.

Jen:                           It’s people that are at that place that they’re willing to accept that that’s them.

Twila:                       Correct.

Jen:                           And so the question that happens after that is people say, What if I am a woman in their 40’s with knee pain, are you not going to help me? And the answer is, [00:23:00] as a business owner, it’s up to you, but we’re talking about your marketing and so really, yeah you’re probably gonna help that person, you’re just not gonna market actively to that person because the broader you get on who you market to, the harder it is to capture those leads for who your wheelhouse client is.

Twila:                       Correct because the knee pain of a 30 or a 40-year-old is going to be very different from the knee pain of the 50 and I can only tell you that in absolute certainty because I’m 52 [00:23:30] and I had knee pain at 30 and I had knee pain at 40 and I had knee pain at 50 and I have knee pain at 52 and it’s very different at all of those stages, so if you’re talking, I help women between the ages of 30 and 50, I still don’t know if you’re for me because at 30 things are different than at 50.

Jen:                           And so, what you do if you have content and approaches and tactics that are really relevant to people within that age group. You’re hitting [00:24:00] different social media. You’re talking about different things. Your marketing is completely different and if you catch a few people, maybe you speak and there’s a 30-year-old in there and you’re resonating with them then I would say absolutely, you go work with that person, but it doesn’t mean that you change your marketing unless you really want to change the focus to only helping people in their 30’s.

Twila:                       Correct. Correct. And then maybe you’ll get the 50-year old who feels like she’s 30.

Jen:                           Which is who I hope to be.

Twila:                       But the point [00:24:30] is you have to niche down your marketing, not who you are or what you do because what you do will change and who you are will change as you go from that struggler, the one who’s in the hero journey right now, then you’ll move into Sherpa and then you’ll be Sherpa for a while and then you’ll move into sage. And who you are will even change.

Jen:                           Exactly.

Twila:                       And what you do will always change because technology changes, theories [00:25:00] change, ways of doing business, ways of being change. There’s always revolutionary information coming at us and things change on a daily basis, so you can’t hang on those things.

Jen:                           Well and I think to the misconception that happens sometimes when I’m working with people and I’ll say, it’s not time for that particular technology approach isn’t meant to put somebody down, it’s meant to say, [00:25:30] I want you to grow enough that you grow into that.

Twila:                       Right.

Jen:                           But if you spend $400 dollars a month on click funnels today when you don’t have a funnel, it doesn’t …

Twila:                       It doesn’t make sense. You’re gonna run …

Jen:                           It doesn’t make sense.

Twila:                       You’re gonna run out of money. Maybe you need to spend $400 dollars on hiring somebody who can help you put that funnel together.

Jen:                           For example.

Twila:                       For example.

Jen:                           You know and start with a different product …

Twila:                       Right.

Jen:                           Because ClickFunnels is great if you have multiple funnels and you want to replicate it over and over and over again.

Twila:                       Right.

Jen:                           [00:26:00] If you just want to have a funnel or if you’re not even sure what a funnel is, there are other ways that you can start to incorporate a sales methodology that costs less and deliver the same results for someone who is starting as opposed to putting all your chips in on a high-end product that isn’t necessary.

Twila:                       Correct.

Jen:                           And so in a marketing plan, it’s about positioning and for me, the technology is always about [00:26:30] positioning. If I know your three to five-year plan then it gives me the opportunity to find products that you can grow into as a business.

Twila:                       Right.

Jen:                           And your marketing plan should be able to do the same thing if it’s looking at your vision and your ultimate goal then it’s all about following the plan …

Twila:                       And it’s all about the trajectory.

Jen:                           And the trajectory …

Twila:                       Of the plan …

Jen:                           Since people can’t see my hand. I’m like ta-da.

Twila:                       The trajectory.

Jen:                           I’m like the trajectory and I’m like making this [00:27:00] upward arm symbol, but it is about like systematically making those steps up that mountain to become the sage and about having the technology that supports that.

Twila:                       And the business strategies, the growth strategies …

Jen:                           The marketing strategies …

Twila:                       To support that, the marketing strategies, the growth strategies, sales strategies, to support all of that …

Jen:                           But I would say that a lot of it too is when you go to speak to somebody like us, a lot [00:27:30] of it is about being willing to do more than crowdsource.

Twila:                       Correct. Yes. I totally agree.

Jen:                           And to listen to to the people who are in the field and working and have that knowledge that they can share with you about researching a product for functionality that will allow you to grow so that you can move something forward.

Twila:                       Correct. Yeah. Absolutely. And you know, back to our plan. [00:28:00] You know the next part speaks to that because as you’re figuring all of that out, then you have to figure out okay, where am I gonna be? Where am I gonna market this? Where am I gonna put this stuff out to? And if you don’t know what people you want to talk to and where they are, then you’re throwing spaghetti at the wall trying to figure out where to put this out to. If my ideal customer isn’t on LinkedIn, why [00:28:30] would I use LinkedIn? If my ideal customer isn’t sitting at the conferences that I want to speak at, why would I speak to them? If they’re not reading the journals or the blogs that I want to write in or write for, why would I do that?

Jen:                           Exactly. For example, women in their 50’s with knee pain, Are you gonna go to local bars and speak?

Twila:                       Probably not. Am I gonna go to a marketing conference and speak about [00:29:00] that? Probably not, but would I go to Kaiser Permanente or United Healthcare and do one of their workshops and seminars or would I go to companies with employees that have a significant amount of employees that are 50 years or older? Would I team up with a Medicare specialist and put on seminars at assisted living homes? Absolutely because that’s where my customer would be.

Jen:                           Exactly and that’s all things [00:29:30] that can be researched. These are all things that can be considered that you can throw in the hopper. Just because you want to speak doesn’t mean you just speak to anybody.

Twila:                       Correct or anywhere.

Jen:                           Or anywhere.

Twila:                       Correct. You have to be where your people are so you have to figure out who your people are and then figure out where they are and then go do that. Where are they consuming their information? And how do I get on those publications then or in that medium? And we hear, well [00:30:00] I got a thing in my inbox today that tells me I need to be doing Facebook Ads. Are your clients even on Facebook?

Jen:                           I know and the thing that is so cool to me as a researcher, if you don’t know how to research some of these things, or you think, I don’t know if I can trust it, there are some big think tanks that spend a lot of time researching social media. The Pew Foundation, for example, has done multiple studies that tell you …

Twila:                       An amazing job …

Jen:                           An amazing [00:30:30] job. They tell you how much money people are making, where they live, how old they are, so if you want to tackle social media, you know …

Twila:                       All of that information is out there, you …

Jen:                           That information is there.

Twila:                       You have to take the time again to do the careful thoughtful planning and strategizing and researching and development. You have to put your horse before the cart.

Jen:                           So you can hitch it up.

Twila:                       So you can hitch it up and you can take a safe, sound, long ride.

Jen:                           Well I mean [00:31:00] and getting back to shiny object syndrome, I mean one of the ways that you defeat that is if you’ve done your research and then that thing ends up in your inbox, you’re less susceptible to looking at it and going, I’ve really got to do that Facebook Live video.

Twila:                       Correct.

Jen:                           Cause I’m convinced that women in their 90’s are on Facebook.

Twila:                       Correct. And that’s who I help.

Jen:                           And that’s who I help.

Twila:                       Or that women in their 50’s with knee pain are on Facebook.

Jen:                           They might be.

Twila:                       They might be. They might and [00:31:30] that’s our point, right? They very well could be. We’re not saying not to do anything. We’re just saying really look at it and we’ve talked about this on one of our previous episodes with a discerning eye. Really take the time to do that. Stop putting the cart before the horse. Stop being in reactionary mode and be in strategy mode. Is that really where you need to be? Is it really where you need to be spending your time and money on? And that’s the next part of a marketing plan?

Jen:                           [00:32:00] Are we gonna talk about leadership now?

Twila:                       Money.

Jen:                           Oh money. Yeah.

Twila:                       Money.

Jen:                           Okay. Money.

Twila:                       Money. Money. Money. You have to have to have to, I don’t care who you are. I don’t care if you’re a startup, if you’re a solo entrepreneur, if you’re a small to mid-size business owner, if you’re a large corporation, large companies know this. They do it well. You have to put a budget together and it doesn’t mean if you’re, if you don’t have [00:32:30] money coming in, you still have to put a budget together. You still have to know what you’re willing to spend on certain things in your business because without doing that like you said before, something comes in your inbox and you’ll just go grab it or you’ll get it or you’ll do it and you’ll spend money and time on it and it’ll all be wasted. But, if you actually sit down and you put your budget together, first of all, it’s gonna scare you because you’ll realize that, “Oh I have to go hustle to actually go make [00:33:00] money cause I’m spending a lot of money already without any return on it.”

Jen:                           Correct.

Twila:                       But second of all, it guides your decisions and that’s what planning does. It guides every decision you make. It guides every piece of content you every put out. If you haven’t put together your vision and your why and your people and your how you serve them then what content do you know to put out there. I have so many clients that go, “Well I don’t even know what to put on [00:33:30] social media.” And I can tell right away they haven’t done that pre-work because they don’t know what to put on social media cause if you did all of that work up front you’d know exactly what to be saying on social media to people. You’d know who you’re talking to and what you need to talk to them about. So you have to do that with your money to. You have to figure out what am I gonna spend that money on and guide your decisions on what technology you’re gonna buy into, what strategies you’re gonna buy [00:34:00] into, what type of coaching and consulting help and support you’re gonna buy into. Are you gonna pay for Infusion Soft or you gonna go with ActiveCampaign?

Jen:                           Or something else?

Twila:                       Or MailChimp or something else? I mean it doesn’t matter, right? It guides. It’s your compass to guide every decision that you make.

Jen:                           And the truth is if you think we don’t, the two people co-hosting by we if you think we don’t have coaches, [00:34:30] you’re wrong. Everybody needs a coach and a mentor and somebody to help guide them, so when we say surround yourself with people, we’re not speaking about, oh you need to be our client, we’re saying, surround yourself with knowledgeable folks because that’s what successful people do.

Twila:                       Yes. It’s the first thing they do.

Jen:                           You know the thing that really struck me about Sandra Yancy’s talk the other day was that she wants to surround herself with people more successful than her.

Twila:                       [00:35:00] Yes. She’s in a mastermind with Sarah Blakely for crying out loud.

Jen:                           I mean, so … Well, there are eight billionaires in Texas and she’s made it her mission to meet every one of them.

Twila:                       To meet every single one of them. Mark Cuban has come to her office and sat with her …

Jen:                           And sat with her …

Twila:                       And helped her …

Jen:                           So that she can acquaint herself with big thinkers.

Twila:                       Yes.

Jen:                           And learn about how they think differently, so when we talk about surrounding yourself and doing the research and doing the work, this work is so that you can learn, [00:35:30] so that you can be a better leader, so that you can take flight in your business and go further.

Twila:                       Correct.

Jen:                           This isn’t because there’ some assumption that you don’t know everything, but I will tell you, you don’t know everything and I don’t know everything and Twila doesn’t know everything. It’s the acknowledgment of that that helps propel you.

Twila:                       Right.

Jen:                           The acknowledgement that you don’t know everything and you need to take time from all of the busy work that you fill your day with sometimes [00:36:00] to actually research the stuff out and figure out how you connect and who you connect with, who you enjoy working the most with, and then what makes those people tick so that you can then devise a strategy and a logo and a brand and colors and talk to those people in the best way possible.

Twila:                       Right. And that is really what makes up a marketing plan. Your next step after all of that is to take all of that and turn it into tactics. What’s the to-do list?

Jen:                           [00:36:30] And that’s when we start getting into all the things that we love to talk about, right? The how …

Twila:                       Right. The how … The to-do list. Okay, so I know I have to blog, I have to podcast, so what’s my to do list to do that. I know that I have to make a budget and do that, so what do I need to put on my to-do list to do that, so when you wake up knowing exactly what you need to do every day to accomplish what? Your vision.

Jen:                           Well I’ll be gosh darned.

Twila:                       It all starts there folks.

Jen:                           I think [00:37:00] we’ve pretty much beaten this horse.

Twila:                       I think we have.

Jen:                           We’ve done did it.

Twila:                       We done did it. We done hitched the cart and let’s go take a ride.

Jen:                           Oh my God. Your Idaho is so showing right now.

Twila:                       My Dad would be proud of me.

Jen:                           Your Dad would be so proud of you right now.

Twila:                       He would be so proud of me right now. Yes.

Jen:                           And so with that, we have a favor to ask of you. I think you know what I’m gonna ask, Twila, I’m gonna ask people to subscribe.

Twila:                       Well, I’ll be darned.

Jen:                           I’ll be darned. And so what we’d love for you to do is to subscribe. [00:37:30] So click that subscribe button in your Itunes and if you feel so inclined, please please leave a review and let us know how we’re doing and send us an email so that we know what it is you’d love for us to cover.

Twila:                       And that’s at info at …

Jen:                           That’s right and if you go to our website that’s where you can find the buttons for subscribing and for playing the podcast and we also have excellent show notes.

Twila:                       We do.

Jen:                           We actually have full transcripts.

Twila:                       [00:38:00] We do. You can get all the resources, full transcripts. Anytime we talk about someone, we link to them. Anytime we talk about a certain resource or tool, we link to it. So we have great show notes for y’all.

Jen:                           It’s fabulous and if you go and subscribe and download all the episodes, you will listen to the greatest outtake, okay it’s the only outtake we’ve done, but the last episode we do have a nice outtake where Twila gets to bust on me and you get to learn [00:38:30] what percentage of the time I’m speaking Idaho.

Twila:                       Love it.

Jen:                           I mean it’s super good.

Twila:                       Love it … I mean you couldn’t … super great.

Jen:                           Super great, so with that, we’re gonna close down the third paddle on this episode and we’ll be back next week with more sage wisdom and advice.

Twila:                       That’s right.

Jen:                           That’s right. Only the best for you guys at the third paddle.

Twila:                       And no more horse business.

Jen:                           I can’t promise that.

Twila:                       Right.

Jen:                           I can’t either. Cause I’m from Idaho.

Twila:                       [00:39:00] You guys have a great time.

Jen:                           Thank you and subscribe and we’ll talk to you next week.

Speaker 3:             Thank you for listening to the third paddle podcast. If you like our show and wanna learn more, check out our website at or leave us a review on Itunes. Send questions or topic ideas to and don’t forget to tune in each week to get even more technology and business tips to help you navigate business shit [00:39:30] creek. The third paddle podcast is sponsored by Foster Growth Online at and Twila Kaye International online at www.Twila

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