#473 – 10 Essential Elements to Create & Sustain Brand Identity – Part 2
2020

 
 
00:00 / 34:39
 
1X
 

Chris Burress:
Hi, and welcome to the SEO Podcast: Unknown Secrets of Internet Marketing! My name is Chris Burres, one of the owners here eWebResults.

Matt Bertram:
Hi, my name is Matt Bertram. I’m the unicorn hunter.

Chris Burress:
The unicorn hunter. Yeah. He’s got the-

Matt Bertram:
Grower. Trainer, trainer, trainer.

Chris Burress:
Trainer. I like a unicorn trainer. That’s good.

Matt Bertram:
Unicorn trainer. Yeah.

Chris Burress:
Yeah. I mean, you could even be a unicorn poop collector, because apparently that’s like ice cream or something …

Matt Bertram:
That is fundamentally fantastic commercial opportunity.

Chris Burress:
Yeah. “You, too, should be a unicorn poop collector. We’ve got a training program just for you”

Matt Bertram:
“And you can eat out of-”

Chris Burress:
“Scoop all the poop you can!”

Matt Bertram:
Gosh. You just can’t look away from that. It’s so awesome.

Chris Burress:
It’s just like an ice cream dispenser. Be careful of your eyes. We are broadcasting live from Houston, Texas. And Matt and I, we are your results rebels.

Matt Bertram:
Results rebels!

Chris Burress:
I got to jump into this review.

Matt Bertram:
Yeah?

Chris Burress:
Got the review here and It’s from Johnny Costa, and it says, “Punch in the face to you guys.”

Matt Bertram:
PITFS.

Chris Burress:
“I’ve started listening to your podcast for a couple of months.” And he just submitted this January 20th, that was like three days ago! And it says, “I can only say you guys are awesome. So much knowledge and mastery shared by you. I can’t recommend you enough to all my marketer friends. Keep it coming. We are waiting for the kickoff of the podcast in 2020.” We’ve made it by the 23rd. “Just thank you. Really.” PTIF to you, Johnny. We really appreciate you doing that. And we know, guys, we’re marketers.

Matt Bertram:
This is the kickoff of 2020.

Chris Burress:
This is the kickoff. We know, as marketers, you were probably just trying to give us that nudge to go like, “Hey dudes, don’t forget the podcast.” Because we are 23 days into the new year. And yeah, PITF to you, Johnny. We really appreciate you taking the time.

Matt Bertram:
And really, we love talking and communicating with other marketers. I actually had some really high-level SEOs in earlier this week and we were exchanging some ideas. There’s been a lot of algorithm changes with GMB and I absolutely love that. One of the things that we’re starting to get a lot of requests for is trainings, right? And workshops and we’ve heard you and that is on the agenda for 2020 is masterminds, workshops, more in-depth education to translate or communicate or transfer I guess some of that knowledge, information mastery to you. Not just on SEO or PPC, or strategy, but even fundamental structuring of how you want to grow an agency. Okay? That’s what I got a lot of requests for is there’s a lot of people out there with a lot of great knowledge but they get overwhelmed so quickly and they’re like, “How do I scale?”.

Chris Burress:
And I think there’s room even for some coaching because for my other business, My Vital C, I’m looking for Amazon experts to help in the Amazon arena. And I got on the phone with this guy and I went to his website and I gave him three tidbits. Like, “Your website should say Amazon.” Like, “It should say Amazon. Maybe you want to use a logo, maybe you don’t want to use a logo. That’s a different issue. But at least if somebody lands there on the homepage …” Because I’m looking at it and it looked like a standard digital marketing agency, and he literally only does Amazon. Actually, cool tidbit. He says all of his employees have their own Amazon stuff that they’re selling.

Matt Bertram:
That should be a requirement.

Chris Burress:
Yeah.

Matt Bertram:
Right.

Chris Burress:
And he’s like, “Some customers don’t like that because they’re in “Are in competition”.” Potentially.” But I’m like, “Yeah, I want that. You guys need to have side project.” A lot of the people here have little side projects. They have their own blogs, that adds value to the company overall.

Matt Bertram:
You referred somebody to me that we referred to that team and we are developing partners. So if you’re really good at something, we are open to partnerships. One of the things we’re probably going to do is some kind of vetting process to make sure that that when people come to us for recommendations, if it’s not our core strength and we refer it out-

Chris Burress:
We want to have confidence in that referral.

Matt Bertram:
We want to have confidence that’s not going to come back on us. So that is something we’re doing. I think that that will probably be associated with some kind of mastermind or something like that. But bottom line is, this guy, so he came to mean, showed me what he was selling. He was selling plastic forks or something like that and like-

Chris Burress:
Wow, that sounds really low margin.

Matt Bertram:
Very low margin.

Chris Burress:
Isn’t that no margin?

Matt Bertram:
But here was the kicker. So I’m not the Amazon expert even you are especially not who we referred him to, but his budget was extremely low and he was like, “I’m competing against Amazon Basics.” And I was like, ” So you’re spending money on the Amazon platform on plastic forks and spoons to-

Chris Burress:
To outperform Amazon.

Matt Bertram:
… “To outperform Amazon Basics.” And I go, “I’m just going to fundamentally tell you that I think that that’s a losing strategy, and I would stop that immediately.”

Chris Burress:
Immediately. Yeah, save your money.

Matt Bertram:
And I was like, “That’s really my recommendation to you, but I have somebody that I can refer you to that may be able to help you more.” But I’ve seen fundamentally you need to increase your basket price to at least $500 if you’re going to be selling stuff online because he was talking about Facebook, he was talking about [inaudible 00:05:31]. Actually, he was talking about SEO and I was like, “SEO on plastic forks?” And then I pulled it up and I was like, “DA80.” And the budget was like two, 300 bucks and I was like, “Man, this is the wrong strategy. I would continue to sell on these different platforms. I would sell a different product mix. I would figure out how …”Actually, he sold a certain type of product and I was like, “You could actually outrank that product for its name.”

Chris Burress:
Right.

Matt Bertram:
“Okay? But also, how are you a differentiator?” We were talking about USP’s last podcast. Like-

Chris Burress:
Go check it out.

Matt Bertram:
But fundamentally I was looking at this thing and when I work with companies I try to put myself in their shoes and say, “Knowing what I know-”

Chris Burress:
What advice would I like to have, yeah.

Matt Bertram:
What would I do? What would I do in their shoes Knowing what I know, trying to grow their business? And I was like stop.

Chris Burress:
Shut it down. Shut it down. Yeah.

Matt Bertram:
I was like, “Stop spending money. You’re never going to-

Chris Burress:
You were like Mr. Wonderful on Shark Tank. It was like, “Look, you should just stop. I forbid you from ever doing this business again. You should never sell a plastic fork ever again.”

Matt Bertram:
Against Amazon on Amazon’s platform. That goes back to people selling competing things. That’s just what triggered it for me. I was like, “That’s just a losing strategy.”

Chris Burress:
Yeah, yeah.

Matt Bertram:
Yeah.

Chris Burress:
All right, so this is part two of our two part podcast and that podcast is … I’ve got a sheet somewhere, hold on. I’ve got to find the front of the sheet so that I can mention it. It’s 10 things that you must have, right? 10 must have elements to develop your brand identity by Mr. Ron Lieback and-

Matt Bertram:
[inaudible 00:07:03] right.

Chris Burress:
… Search Engine Journal is where we found this article. We love the guys over at Search Engine Journal. They do some pretty amazing stuff and they keep us with lots of content that we can share with you and then add our own tidbits. So we covered the first five in the last podcast. That was podcast 472. Now we’re going to cover the next five. Number six is no, me, me, me talk, be genuine and add endless value. So I can’t agree more with be genuine. I can’t agree more with add endless value. I mean, endless is kind of hard to do but add … I mean, we do that on the podcast, right? We’re continually delivering value in this podcast, continuously.

Matt Bertram:
so I actually have … Well, I’ve found out from existing clients that we have that the primary … Because these are bigger marketing agencies or are not marketing agency, sorry, like in-house agencies so they know how to do what we’re doing and the primary thing that they’re wanting from services, because we’ve just recently started to break out the strategy was the loyal conversations of picking our brains.

Chris Burress:
Right, right.

Matt Bertram:
Okay? Of, “What do you think about this? What do you think about that?” And I actually had someone tell me, he was like, “Yeah, I’m buying services and I like what you’re doing and that’s great, right?” The execution’s great. But really how you see attacking this campaign or this marketplace and just kind of the one-off conversations is-

Chris Burress:
Where the real value is.

Matt Bertram:
… Is where the real value, because they know a lot of this stuff but trying to stay cutting edge. Right? So I think that in this current marketplace or economy, it’s like you give value first, right?

Chris Burress:
Yeah.

Matt Bertram:
And people want to see it, so show it. Right?

Chris Burress:
Right.

Matt Bertram:
So I know there was one other component, right? To what you were saying, right?

Chris Burress:
Yeah. So one of the things he says in here, and I’m not sure that this is true, “Past a accomplishments are an essential element to building a strong brand identity, but it shouldn’t be the focus. When a brand brags about their accomplishments, it’s a sign they are stuck in the past.” You should be bragging about your accomplishments.

Matt Bertram:
How do you do it?

Chris Burress:
Now, they should be updated.

Matt Bertram:
Okay. Fair enough, yeah.

Chris Burress:
So it’s the accomplishment that we did yesterday and the one that we did yesterday. But I don’t think bragging about your accomplishments in any way. I think if you brag about really old accomplishments, and that means different things in totally different industry.

Matt Bertram:
So those awards of best marketing agency 2014, we should we take those down?

Chris Burress:
We should take those down, yeah. Take them down, out with the old fax machine and destroy it with a hammer à la office.

Matt Bertram:
Oh, my gosh. Yeah, we can make office space video.

Chris Burress:
And then to follow that up, he says, “The brands that will garner the most brand identity strengths are those that offer innovative services and products and communicate it with a focus on the future over the past.” And I think that’s a profound statement. I really like that, but I do think they’d go … Like, you should always be bragging about the past because that’s the thing, I’m literally vetting an Amazon vendor and an affiliate vendor right now and I’m at the stage where, “What have you done for other people?” That’s the stage I’m …

Matt Bertram:
The past predicts the future or the likelihood. There’s some metric or data point, or quote that’s associated with that.

Chris Burress:
Well, the usual quote is that past performance is not a prediction of future performance when you’re talking about a stock or a bond or whatever.

Matt Bertram:
Oh, oh, oh.

Chris Burress:
That’s the most famous. At least that I’m aware of.

Matt Bertram:
I feel like it is. I feel like it is the predictor, past performance is a future predictor, yeah.

Chris Burress:
In a business and in a service? Yeah, absolutely.

Matt Bertram:
Yeah.

Chris Burress:
Right, and let’s be realistic. Even though there’s this statement which says I think it’s even a federally required statement, past performance is not indicative of future success or whatever. Why are we looking at the past results of a particular stock or particular bond? Because we’re expecting that what it did in the past, it’s going to do in the future.

Matt Bertram:
Yeah, and I think case studies, I think testimonials, I think they all have their place. I think maybe what he was saying was how do you display them? Because we’re talking about a brand, think about your brand and how are you presenting that information? I do think that storytelling, I think that the art of the possibility is absolutely part of that story too, but it’s a balance, right?

Chris Burress:
Yeah.

Matt Bertram:
So …

Chris Burress:
Fill them with confidence about the past and then them a vision for the future. I think those are things that are really important. All right, number seven, focus on positives. Now he quotes Zig Ziglar and like-

Matt Bertram:
Oh, well. You know?

Chris Burress:
Yeah, anyone who quotes … Yeah.

Matt Bertram:
Anything Zig Ziglar said, I would take it.

Chris Burress:
Positive thinking will let you do everything better than negative thinking will. There’s really good results-

Matt Bertram:
Data that shows that it’s 20% or even 10% if you just think positive going into something you’re going to do better on it. Crazy.

Chris Burress:
Yeah, is when we have the corporate training. One of the things that we do to make sure our team is fresh, on focused, and delivering great value to our customers is bring in world-class trainers. And one of them talked about when you have a positive mindset, when doctors have a positive mindset, they actually accurately diagnose conditions with 30% higher accuracy.

Matt Bertram:
That makes sense but blows my mind.

Chris Burress:
Yeah, it’s crazy, right? Because, well, yeah we always assume doctors are a fixed scientific entity and in reality they’re humans like everyone else. So-

Matt Bertram:
Well, going into the doctor’s you got to think about surgeons and you’re like, “Where on the bell curve of the graduating class were you?”

Chris Burress:
Where on the bell curve and-

Matt Bertram:
Not all doctor … It’s not a commodity. Okay? When you go to a doctor, it’s not a commodity or a plastic surgeon or whatever.

Chris Burress:
You want the expert. The crème de la crème.

Matt Bertram:
You want the expert, and really what I’ve found as we’ve started doing marketing for a lot of these guys is they have a reputation among other doctors and there’s a word of mouth associated with that and people have different opinions of other people. Okay? And if you’re just looking, okay? Online, okay? As a consumer you might not see some of that stuff and it’s really quite scary. So I think that you want … Well, you want to put the best foot forward, but you also got to be a little careful with marketing. Okay? Don’t take it for face value. I mean that book, Influence, okay?

Chris Burress:
Yeah.

Matt Bertram:
That came out by Cialdini was actually talking about how to watch out for some of these things.

Chris Burress:
To train you how to not fall prey to these techniques.

Matt Bertram:
But companies took it and say, “Oh-

Chris Burress:
I’m going to use that.

Matt Bertram:
… “I’m going to implement these.”

Chris Burress:
It’s perfect.

Matt Bertram:
So I mean, I don’t have my be a good human shirt on anymore but really think about what you’re offering and make sure the value proposition matches up with that I think is super important and don’t boast beyond what you can deliver, right? Or that’s going to affect your reputation.

Chris Burress:
One of the things that he talked about here is leave the negative criticism to news writers. Focus on the positive future. And I got to tell you, with My Vital C I’m in a situation where there’s a guy in the industry who says he’s selling a product that has the raw ingredient and actually doesn’t have the raw ingredients.

Matt Bertram:
See that’s what I was talking about. Stuff like that.

Chris Burress:
And I labored over what do you do? because in general, when you go negative you bring the whole industry down and we’re the industry leader, for sure. I don’t want to bring the industry down. Then I actually ultimately decided to do a video which proved very simply and very accurately that he doesn’t have any C 60, in this context, in his product. There’s none in it and it’s easy to prove, but I did it and put it out there because he’s not actually in my industry. He’s claiming to be in the industry and he has the potential if he goes out and hurts somebody to actually get the industry shut down and that’s the only … And I could say a lot of negative things about a lot of other vendors out there and I choose not to, because I like to believe they’re doing the best they can and although they may have an inferior product, what value do I bring to the industry just going, “His is bad. His is bad or hers is bad.”

Matt Bertram:
Well, yeah, I don’t really like when I’m talking to people for a product or service that build themself up by cutting other people down. Now, one of the things that you were talking about that I was rolling around in my head going, “Is this the same thing or not?” Okay? So there are some industries out there like cybersecurity and stuff like that is raise the awareness of the current issues that people might not be aware of.

Chris Burress:
You mean scare the crap out of people. That’s the best marketing strategy. And then offer a solution.

Matt Bertram:
And then come up with … Then offer the solution and really people are, I don’t know if it’s three times more likely, but people are three times more likely if I have the data right.

Chris Burress:
There’s a number, yeah.

Matt Bertram:
There’s a number to move on fear.

Chris Burress:
Significantly more likely to-

Matt Bertram:
Yeah, significantly more likely to move on fear then on the potential of gain, and they’ve done all these studies of like, “Would you rather lose the 10 bucks or lose the five bucks versus the potential of gaining 10?” And people are so risk-averse and so really there is some PR guerrilla marketing strategies out there of certain things that you raise the awareness of the certain issue of the product or service that you’re offering.

Chris Burress:
Like that- Yeah.

Matt Bertram:
Like Preppers or whatever that are … There’s a big e-commerce industry of preppers.

Chris Burress:
For preppers, yeah.

Matt Bertram:
Right? And they’re constantly posting and pushing out all the volcanoes that are going off and end of the world like-

Chris Burress:
It’s on its way.

Matt Bertram:
Yeah, exactly.

Chris Burress:
More evidence.

Matt Bertram:
Yeah.

Chris Burress:
Yeah, and so those work in those environments and there may be situations and know that you perform better when you’re positive and that your industry performs better when you’re positive.

Matt Bertram:
I agree with that. I agree with that, yeah.

Chris Burress:
Me too. Number eight, make promises and then stick to them. Right, so-

Matt Bertram:
That’s just fundamental.

Chris Burress:
It is. Right?

Matt Bertram:
Yeah.

Chris Burress:
Because it doesn’t take long for people to realize, “That company makes promises and then actually doesn’t deliver.” Right? It also doesn’t take long for them to realize that that company makes these promises and then they actually deliver and they deliver with great communication and a team that’s worth raving about. Make those promises, stick with them. Powerful brand identity constantly makes promises and sticks to them. Authenticity streams loyalty, turning customers, clients, patients, and readers into fans. And really there’s a great book called Raving Fans, which talks about how do you convert a typical customer into a raving fan so that you no longer really need a marketing department, right? Because all of your customers are out there singing your song of praise and sending customers your direction.

Matt Bertram:
So one of the other things that I know doesn’t necessarily fall in here, but again, it was another kind of trigger of how my brain’s connected. Like you talk about something that makes me think of something else. So I go on all these kinds of random tangents sometimes, I’m sorry, but they all are relevant and tied back to some degree. Not the aliens and the … But what I can tell you is before you invest in marketing and SEO, and online PR, make sure you have a good product. Make sure you have a good business model because I think that this is potentially another Dan Kennedy, but if you do that marketing and let people know you’re just letting people know-

Chris Burress:
How bad you suck.

Matt Bertram:
How, yeah. Essentially that. How bad you are at delivering that product or service. So fundamentally before you start doing marketing, make sure that you have that good product or service. Now on the flip side, there is some books out there, one’s called Content Inc. and it talks about building an audience, which you were kind of talking about and then finding a product or service to sell into that. But really fundamentally when I look at startups that fail or don’t fail, like venture-backed, whatever is the people that are working on a need right now and they’ve found actually a solution to that need, those are the products that spread and people want to use. When there’s a legitimate problem, there’s a legitimate solution and then you apply marketing magic, right?

Chris Burress:
Right.

Matt Bertram:
To it.

Chris Burress:
“Magic.” Yeah.

Matt Bertram:
Boom. That’s when it transfers and hits like wildfire and you have these hugely successful businesses and unicorns.

Chris Burress:
Yes.

Matt Bertram:
See I talked about the universe. Look at that.

Chris Burress:
You brought it all back.

Matt Bertram:
I didn’t think I was going to be able to do that. I wasn’t even thinking about that, honestly.

Chris Burress:
So number eight, make promises and stick to them.

Matt Bertram:
Yes.

Chris Burress:
Number nine, extend your brand at every opportunity. At first, I thought he was like, “Hey, now you’ve got a brand, make a new product.” Which is by the way, bad decision. Typically that type of growth or that strategy-

Matt Bertram:
It dilutes it potentially, yeah.

Chris Burress:
… Ends up causing problems. But he’s really talking about, “Hey, it needs to be in your email signature. It needs to be on your business card.”

Matt Bertram:
Sent from iPhone?

Chris Burress:
It needs to … Sent from … Oh, yeah.

Matt Bertram:
There’s a whole case study on that.

Chris Burress:
Sent from iPhone.

Matt Bertram:
Yeah. I mean that was just brilliant, actually.

Chris Burress:
Yes. So you want to make sure that you’re extending it into every place that you can. If you’re going to, I don’t know, throw up some commercial on LinkedIn you want to make sure that it’s got eWebResults branding on it, right? You’ve got to make sure-

Matt Bertram:
So you’re telling them if they’re going to run a commercial, they need to make sure to have-

Chris Burress:
So it’s got our branding.

Matt Bertram:
… Our branding on that?

Chris Burress:
Yeah.

Matt Bertram:
Oh, okay.

Chris Burress:
Everyone. We’re going to be everywhere really quickly just-

Matt Bertram:
I just wanted to clarify because that’s-

Chris Burress:
… as long as you guys work with me. I was trying to do that subtly so they’d be like …

Matt Bertram:
I’m just processing this information.

Chris Burress:
Someday they’d be like …

Matt Bertram:
I was like, “Okay, yeah. Do that, do that. Yeah, yeah, yeah.”

Chris Burress:
“Look at my commercial. Why does it say eWebResults on it? That’s what Chris said to do.” Think of every single area when you are represented and extend your brand to that area. And that goes to we’ve talked I think in the previous podcast about showing up at a location with a really great website and then you show up at the location and make sure that that brand, that you have continuity through the location. So yeah, everywhere you can you need to have continuity of branding. Then finally, 10 remember this is an article I found that was 10 must have elements to develop your brand identity. PITF to Ron Lieback. Number 10 is don’t forget to evolve. By the way, this may not apply to any-

Matt Bertram:
This applies to every-

Chris Burress:
… Industry more than us. It does to every.

Matt Bertram:
This applies to every industry in my opinion.

Chris Burress:
Yeah, and some more than others, right?

Matt Bertram:
This is what I’ve seen. Businesses start with whatever they know or business owners [crosstalk 00:21:55].

Chris Burress:
Whatever differentiation they have. Like, really. Solution, differentiation.

Matt Bertram:
And they build on that. Okay? Or they get stuck in that and like look at, what is it? Kodak. Kodak.

Chris Burress:
Yeah, yeah.

Matt Bertram:
Kodak. IBM had some issues. Microsoft had some huge issues until they re-established, they didn’t evolve with the times.

Chris Burress:
With the internet, yeah, yeah.

Matt Bertram:
With the internet. People saw certain things as fads, but yeah, the reason we do the podcast really is to stay up to date. Right?

Chris Burress:
Yeah.

Matt Bertram:
And that’s why you started it 10 years ago to stay up to date with the constantly moving target of SEO. SEO is hard. It’s getting harder and you’ve got to continuously know what changes are being done to know how to help boost the visibility of businesses online. But I can tell you that if you don’t evolve, most businesses that I see aren’t using the internet or don’t understand how the internet impacts them and they’re getting left in the dust. Okay? That’s what really … And there’s this widening gap of businesses that are leveraging new technologies and businesses that aren’t, and what I see in a lot of businesses, they start with whatever’s new or whatever they know at the time and then 10 years go by and they haven’t changed at all and they’re just operating like it’s antiquated. Does that makes sense?

Chris Burress:
That may be what-

Matt Bertram:
Is that what he’s talking about? I don’t even know.

Chris Burress:
Well, that may be what Ron was talking about when he says if you’re only talking about the past, right?

Matt Bertram:
Okay. Yeah. Yeah, yeah.

Chris Burress:
Because if you’re stuck and you’re not evolving, then you only have the past to talk about. So I think they kind of-

Matt Bertram:
And he talks about Apple and Tesla, and then he’s talking about the Beatles so …

Chris Burress:
Intertwine. Yeah. He had a whole piece of-

Matt Bertram:
And psychedelics. I’m just really confused so like-

Chris Burress:
… Getting more interesting all the time.

Matt Bertram:
I need to know. We need to get him on a podcast or something. I need to know what makes this guy tick.

Chris Burress:
He says, “The strongest brands are going to change with the times.” Right? So as times change, the strongest brands will change. His conclusion. When people have multiple choices, they naturally refine their needs and become extremely picky. Yep? I think that’s true and the goal is to create a business or personal brand identity so strong that you’re the only choice. That could even be a quote out of your book here at some point, like really close. You want to make sure that you’re the trusted advisor so that you’re the only person that somebody would go to.

Matt Bertram:
Well, there’s a lot in that statement that we could parse out and unpack. I think that there are data points that suggest if people understand your brand early on there’s a higher weight to them selecting it. That’s really the fundamental point of branding of people recognize you so they’re more gravitated you, but now people are using user reviews there. There’s so many different components of that but if you build a strong brand, you’re selling value, you’re not selling a commoditized service and everybody should be in that or it’s a race to the bottom, and efficiencies and execution and all those things are important. But why do people buy Gucci? Why did people buy Louis Vuitton? Why do people buy Apple? Well, it’s a great product or service or whatever. I talked a lot about products, but also why are the iPhones white when they were the cords, right?

Chris Burress:
Right, right.

Matt Bertram:
Because all of them were black.

Chris Burress:
So they could stand out, yeah.

Matt Bertram:
So you’re making a statement and I think that that goes back to the fundamental definition of what a brand is, is when you wear this shirt or when you drive this car, what the marketers are trying to do is associate it with a feeling. Okay?

Chris Burress:
Yeah.

Matt Bertram:
They’re saying if you drive this car, this is your ideology.

Chris Burress:
You’re going to feel this way.

Matt Bertram:
This is what you believe, or you’re going to have this positive experience, or you’re going to be able to whatever. All these commercials, like they don’t even make sense really because they’re not selling the features of the-

Chris Burress:
They’re selling the feeling.

Matt Bertram:
They’re selling the feeling. Drinking Coca-Cola is a feeling.

Chris Burress:
Dos Equis.

Matt Bertram:
Dos Equis like-

Chris Burress:
Like, it’s not … [inaudible 00:26:00] say, “You will feel like the world’s most interesting man when you drink Dos Equis.” It’s like, “Look, the world’s most interesting man.-

Matt Bertram:
And this is what he-

Chris Burress:
Over here. There’s Dos Equis. It’s just guilt by association.

Matt Bertram:
And I, and I think that … So stay relevant, the business’s brands evolve and the businesses evolve and then it really I think is associated with your identity and brands that you wear are reflecting to the world who you are, what you care about and your value structure, and to try to unpack that here in a summary thought it would be extremely difficult. But yes, it’s a good … Is this his summing up sentence?

Chris Burress:
Well, this is [inaudible 00:26:45].

Matt Bertram:
Yeah? Let’s hear it.

Chris Burress:
The goal is to create a business or personal brand, we got this, so strong that you’re the only choice. This takes time, patience and loads of discipline. And one of the things that kind of resonated with me for that is this podcast, right? We’ve been broadcasting since 2009 delivering value to internet marketers and businesses since 2009, and are continuing to do it now going into 2020, now going into podcast number 473 and that’s time, patience and loads of discipline, which permeates throughout the rest of eWebResults.

Matt Bertram:
I agree with that.

Chris Burress:
And that’s a core thing to our brand. I mean, if you’re interested in hiring an internet marketing agency, we’ve talked in the past about, “Hey, what are they doing to keep really good people? But also what are they doing to make sure they’re on top of the latest trends in the industry?” And that’s one of the big reasons.

Matt Bertram:
And I think that that’s how the expertise is shown and communicated and also the goodwill and value as it is given. But really we are a lot of times, okay? We got a referral, okay? With the largest agency here in Houston, I will not mention their name, but we are crushing them in PPC, which that’s what they built their whole company on with clients that have [crosstalk 00:28:03].

Chris Burress:
That’s their focus.

Matt Bertram:
And I’m going to build a case study, I’m going to get a video testimonial and we’ll see how it goes because I want to stay positive. But bottom line is crushed like 100% better.

Chris Burress:
Yeah.

Matt Bertram:
Like-

Chris Burress:
Literally 100% better.

Matt Bertram:
Literally, basically they spent $66,000 in AdWords with this other agency, they spent 33 with us and at the end of the year we were within six leads of them. Okay?

Chris Burress:
Yeah.

Matt Bertram:
That’s a legitimate-

Chris Burress:
100% better. 100% savings.

Matt Bertram:
That’s 100% better.

Chris Burress:
Yeah.

Matt Bertram:
So we got a large company that’s launching in the US market and they want to base themselves in Houston. So they’re looking for a
[inaudible 00:28:40]
space agency, and they looked around and this is over in the UK of two agencies, us and-

Chris Burress:
Them.

Matt Bertram:
Them.

Chris Burress:
The other one.

Matt Bertram:
Them.

Chris Burress:
Them.

Matt Bertram:
Them. And guess who they called first?

Chris Burress:
Yeah.

Matt Bertram:
Us. Right? And I think that there’s something to be said there and I think that you need to think about your USP and kind of trying to tie together all these different concepts of what makes you you and make sure that you’re continuously working on that brand and communicating what you want to attract. And then you’re going to find those right customers and you’re going to deliver that right value if you’re constantly evolving and improving who you are, what you do and how you communicate.

Chris Burress:
Yeah.

Matt Bertram:
That’s my summery [inaudible 00:29:24].

Chris Burress:
I like that summary.

Matt Bertram:
Yeah?

Chris Burress:
That was really good.

Matt Bertram:
It wasn’t prepared. It was just kind of-

Chris Burress:
Off the cuff.

Matt Bertram:
… Off the cuff. Yeah.

Chris Burress:
That was good. You should do that more. You should try things without planning more often. All right. So I don’t know if we covered
[shyco 00:29:41]
in this podcast. I think if you could do us a small favor, shyco, which is …

Matt Bertram:
Share, like, follow.

Chris Burress:
Shyco boom us. So that-

Matt Bertram:
Oh, shyco boom.

Chris Burress:
Shyco boom.

Matt Bertram:
Yeah, that was coined last podcast.

Chris Burress:
Last podcast. Way back on that last podcast. Shyco boom us, help us spread the word. We don’t get paid to do this podcast.

Matt Bertram:
We’re trying to though. We’re looking for sponsors because I’ve been on a couple other podcasts that they have sponsorships. So we’re open to sponsorships, I know-

Chris Burress:
And we … Yeah.

Matt Bertram:
I guess Sam Rush has reached out to us in the past. We’re going to develop that. We’re setting up a Patreon account. So if you want to buy us a cup of coffee. So Chris says that he wants you to pay us in reviews. I understand that. I also like cold hard-

Chris Burress:
Would like cash

Matt Bertram:
You know, [inaudible 00:30:22] cash money.

Chris Burress:
Cold, hard cash.

Matt Bertram:
You know? And we are looking for sponsorships, we are developing the brand, evolving as it is. Changing some different kinds of formats that we’re going to be putting out content. And if you want to get involved in that or you want to sponsor, now we will not just take your money. Okay?

Chris Burress:
Yeah.

Matt Bertram:
It’s got to be a good product or service that’s going to add value to marketers and audience. So affiliate products and different listing tools, third-party tools that you can use. We’re definitely open to that sort of thing and even there’s some brands out there in other areas that we don’t service and if you’re delivering a quality product, like we definitely … If we have clients that we can’t help, we want to send them your way.

Chris Burress:
Yeah.

Matt Bertram:
So we are open to sponsorships. We will be having a Patreon on account, on bestseopodcast.com. Reviews are good too.

Chris Burress:
Still very important. And spread the word.

Matt Bertram:
I just wanted to insert that because I haven’t said that before.

Chris Burress:
You have multiple options.

Matt Bertram:
Yes, you have multiple options.

Chris Burress:
Yes, to encourage us to continue.

Matt Bertram:
But give us reviews. They are helpful and a lot of the consulting we do, we don’t charge for it. We do have a paid consulting session, but we want to help you. We really do and a review for 20, 30 minutes at a time I think is wonderful and I very much appreciate it. And we thank you really for all that you do and you helped us create what we’ve created. So, yeah.

Chris Burress:
And you can actually just go to ewebresults.com/g+ and that will take you literally right to the screen.

Matt Bertram:
See? You see that evolving and changing with the times thing?

Chris Burress:
Yeah.

Matt Bertram:
G plus is dead. It’s dead. It’s died.

Chris Burress:
That’s the old one. So it’s got to be GMB, yeah. No. It’s got to be GMB. G plus works though. Go try it.

Matt Bertram:
GMB, we got to change. Yeah.

Chris Burress:
Well, we do have, I don’t know, 400 podcasts that mention G plus.

Matt Bertram:
Well, it’s just a redirect, right?

Chris Burress:
Yeah, it’s just a redirect. If you have a referral, somebody who’s interested in internet marketing, send them to us. They pay their bill, we’ll pay you or we’ll give you credit towards services or-

Matt Bertram:
Just there’s options. Just we’ll work something out. We really can’t go through the list of everything.

Chris Burress:
Yeah, and if you are interested in growing your business with the simplest, largest marketing tool on the planet.

Matt Bertram:
The internet.

Chris Burress:
Call eWebResults for increased revenue in your business. (713) 592-6724. You can find us on our website. eWebResults.com.

Matt Bertram:
You know what I was going to say after you said that, I was going to say just do it.

Chris Burress:
Just do it.

Matt Bertram:
and then I was like, “We’re going to get sued.” I was like, like just go, take action, take massive action.

Chris Burress:
Do it.

Matt Bertram:
Yeah, just …

Chris Burress:
Grow your business. We help …

Matt Bertram:
So I’m going to just take the just off. Do you think they own, do it?

Chris Burress:
Do it.

Matt Bertram:
Do it like with a big period or … Okay. Here’s the interesting thing. I saw this little … Random.

Chris Burress:
Yeah.

Matt Bertram:
It’s called explained on Netflix, but it talked about exclamation points and the history behind exclamation points.

Chris Burress:
Oh, yeah. I saw that.

Matt Bertram:
Yeah, it was crazy and it was like someone came up with this, it didn’t last because a explanation point can mean a lot of different things. But it was a question Mark with the exclamation point in it and it was this whole marketing thing and I, it was called a something bang. Or wherever.

Chris Burress:
Yeah, I did see that.

Matt Bertram:
You know what I mean?

Chris Burress:
Yeah.

Matt Bertram:
And so I was like, “We could just say do it and then that thing.”

Chris Burress:
Thing.

Matt Bertram:
Like the…

Chris Burress:
The question mark, exclamation mark which was a something.

Matt Bertram:
Yeah, thing and then it’s like, “Nah, that’s not copyrighted.”

Chris Burress:
Maybe we should copyright it.

Matt Bertram:
Who knows?

Chris Burress:
Hey, this has been great. Thank you guys for tuning in. Thank you for making us the most popular SEO and one of the most popular internet marketing podcasts on iTunes. That is because of you. We really appreciate you and it’s iTunes and all the other platforms, of course. Until the next podcast. My name’s Chris Burress.

Matt Bertram:
My name is Matt Bertram.

Chris Burress:
Bye-bye for now.

Matt Bertram:
Bye-bye for now.