Internet Marketing for the company ImproveMyCreditUSA.com, A Great Interview Part 1 of 4 - Unknown Secrets of SEO E-Webstyle Number 28

Episode34 min2009-10-27

ImproveMyCreditUSA.com director of marketing Joe Orsak shares that small businesses should identify one clear differentiator, speak to audience pain, and delegate outside their expertise, including SEO, to specialists.

Cover art for Internet Marketing for the company ImproveMyCreditUSA.com, A Great Interview Part 1 of 4 - Unknown Secrets of SEO E-Webstyle Number 28
Key takeaways

About this episode

We hear part 1 of a 4 part interview series, we get some great information from Joe Orsak. Joe is a marketing expert and owner of ImproveMyCreditUSA.com. He gives us great advice on posturing your business, from a marketing perspective, to satisfy what your customer really wants. Joe points out that 4% of businesses survive the first 10 years, we point out that SEO can help to make your company one of the survivors.…

Questions this episode answers

What does ImproveMyCreditUSA.com do and who are their customers?

ImproveMyCreditUSA.com is a credit repair company that works primarily with mortgage brokers and real estate professionals. Those partners refer clients with bad credit, the company repairs it, and then returns the clients to the partner. Their core promise is 100% communication throughout the process.

What is the Golden Triangle in SEO mentioned in this episode?

The Golden Triangle is a well-known eye-tracking study in which an independent research organization attached devices to watch how people's eyes move across a website. The study found that website visitors focus on the upper left area of a page, which is the opposite of how people scan print ads.

What statistic about small business failure does Joe Orsak cite?

Joe states that 96% of small businesses fail over a 10-year period, with 80% failing within the first five years. Of the remaining 20%, another 80% fail in the next five years, leaving only a 4% chance of success over 10 years.

In their words

the only thing an entrepreneur is is a salesperson. Yes. Fixes problems for money, and you can only fix a problem for money if you can sell your fix for that problem.

Joe Orsak

once you, as a, as a business owner, can really latch onto the thing that sets you apart, right? Don't tell me you're the fastest, all that stuff. Tell me why and know it.

Joe Orsak

opportunity often isn't. Opportunity. Opportunity. It's distraction.

Host
Terms defined in this episode
Golden Triangle
An eye-tracking study result showing that website visitors focus their eyes on the upper left area of a webpage, identified by an independent research organization that attached devices to watch people's eye movements.
100% Communication Promise
ImproveMyCreditUSA.com's core differentiator: proactively updating referral partners on every step of a customer's credit repair progress, with software controls letting partners adjust the volume of updates they receive.
Drop Test
A concept described by Chris Burris where you drop a piece of literature on the floor or push back from a desk to see what is readable from a distance in two to three seconds, testing how well a design communicates at a glance.
Read the full transcript (6,160 words · 31 min read)

Hi, and welcome to the Unknown Secrets of SEO Podcast. Hi, welcome to the podcast. Thank you for joining us for another fun-filled edition. My name is Chris Burris, owner of eWebStyle. And this is Paul Hanson, the sales manager of eWebStyle. And we are joined today by Joe Orsak here. This is awesome. This is our first interview on our podcast. Our first visitor. Oh, wow. I'm honored. Yeah, excellent, excellent. I would say introduce yourself, Joe, but... Not yet. We have other things. We've got to follow our agenda. We can't get off track here. Not from the first moment, anyway. And actually, we want to give a shout-out to Melanie for suggesting that we do an interview. Yes. And it was actually within days that I met Joe. And Joe and I really clicked and were like, hey, let's get you on the podcast. This is going to be lots of fun and of a lot of value. Go, Melanie! Yeah, Melanie at LushPad.com. They sell modern furniture. And thanks for submitting a request for a website analysis. You will have that shortly. So everybody take a look at her website and take a look at ours and fill out a request for a website analysis. And Melanie, just for the visual, I was doing the rock and roll horns, you know, the hand thing. You couldn't see that. That's right. I was giving you some rock and roll finger love there, you know. Ow! All right, Joe. You're lucky because you're here for our You Like Spanking Me podcast. I got it. Here we go. This podcast is a You Like It When I Spank You, Little Bad Girl, Don't You podcast. And so apparently Michael Duvall got caught on tape. He was cheating on his wife, and he has this whole line, and we just had to... Who is this guy again? He's a senator in California or something. I think in California. It was a call, I believe, yesterday. He had openly admitted to having extramarital affairs. And the guy got recorded talking about

his extramarital affair, and he got recorded saying how he likes to tell this woman, who is like 20 years his junior, you like it when I spank you, you little bad girl, don't you? And this gets recorded. Yes. Did he get recorded at an acorn office or something? I think he might have recorded at an acorn office. Yes! Our other news item for today is, apparently, if you need any advice about how to set up a large Guatemalan prostitution ring, just have that... With minors, no less. With minors. 12 to 14 or something, I think. Just head down to your local A-court office, and they'll give you some advice. Why do they give advice? What's going on with them? I don't know. But they got caught on tape with some undercover cops giving advice on, hey, you should put yourself on your tax return as a performing artist. With air quotes. Yes. Great performance, ma'am. Here's your 20 bucks. I'll see you tomorrow. And the other advice was, make sure to include some of the young girls as your dependents so that you can get tax returns. Write them off. So the lesson of the day here, I guess, then, is if you're going to go over your specific details of what you like to do during your extramarital affairs, speak clearly into the microphone when speaking to a lobbyist. It's been great. We want to make sure we get every detail about what you do and how to do it. Yes. As is typical, a crazy news day with the eWebStyle podcast. So we covered last time. We want to talk about that a little bit. We went over two tools. We went over a keyword analyzer tool and a meta tag analyzer tool. Some really great information. Really great. You can actually get a lot of good information about your website and where you're at and maybe where you want to be by using those two tools. That was the last podcast? That was the last podcast. That was podcast 27. Seven. I

actually really need that. Yeah. For five dollars. Seriously. That wasn't a plug. So go back and listen to podcast 27. That's going to have the keyword analyzer tool. You and Joe will be checking it out apparently. That's right. That's right. I know. Sorry. I told Chris I was going to give you a report. Thank you. Some sort of report information. A website analysis. That's right. Awesome. I'm going to give you analysis. A six point analysis. Speaking of that, we still do have our free website analysis on our website. Go to our website. Go to our SEO page or our web design page. You can either call us and we'll get that set up for you or there is a link to a form where you can submit your domain name and some information so that we can get back in contact with you. That report is a six point report and it's still free. We'll get one of those to you as well, Joe. All right. Well, let's get into the meat of our podcast. Joe, apparently you're the meat of our podcast. You're looking pretty tasty. I was going to add a tasty morsel. I am. So, Joe, can you just for our audience give a little bit of background about yourself, kind of your history and then get into a little bit of the company. I know you really focus on one thing at a time. That's great. And so, start off with you and then your company. What do you guys do? Well, it all started off in my dancing at the go-go bar days. This is a good story. You got to learn about it. No. You know what? In one form or another, I've been in sales all my life. I started my first business when I was 10 years old and mowing yards. It wasn't a Guatemalan. It wasn't. Ironic. Nor was I a part of a Guatemalan sex ring. As much as I was trying to hook that up with the 12, 14-year-old girls that were in my

neighborhood at the time, none of them would write. Lawn mowing, you said? Yeah, lawn mowing. Yeah, so I ran into a lot of gualamalan. No. I'm sorry. I'm not going there. Anyway, boy, I digress. That's terrible. You did get one sentence out. That was good. That's a start. Anyway, so I've worked my way up doing different businesses. I've been an entrepreneur my whole life. That's, you know, I never could do the work for somebody else thing. I had my years of corporate America, you know, shoots off to the side, but by and large, my whole life I've done an entrepreneurial thing. By the way, for those who don't know, you know, entrepreneur means a lot of things to a lot of different people, and when you really break it down, the only thing an entrepreneur is is a salesperson. Yes. Fixes problems for money, and you can only fix a problem for money if you can sell your fix for that problem. So that's how an entrepreneur is a salesperson. Well, I definitely believe in this statistic that says, and I mean, it's true. I mean, it's a fact. It's a fact of, you know, business statistics out there that the government has that 96% of small businesses fail over a 10-year period, 80% within the first five years. Of the remaining 20%, another 80% fail in the next five years. Wow. So there's a 4% chance of success over a 10-year period. Wow. Which is pretty crazy. I ran an IT business for 10 years. Competition. Yeah. Get out. And I have a love-hate relationship with computers, I really do, and I did it for so long. I don't think there's anyone who works with a computer who doesn't have a love-hate relationship. The thing that will really set you free in that realm is to understand that computers are made by humans. Yeah. It's kind of this fallacy that you have in your mind that it's a piece of machinery that should function and do its thing. Exactly. Exactly the same. Exactly the

same way every time. But it's made by humans. I mean, you know, stuff randomly breaks and fails because of human error and just et cetera. Anyway, I have, you know, so my background, I've ran a lot of different business operations and have had experience in growing businesses, just managing to survive over 10 years. You know, just that statistic alone, I was in a 4% bracket, so I felt like I accomplished something just by doing that. A 4%-er. A fellow 4%-er. Congratulations. I studied marketing in school and went to the University of St. Thomas and also just a junior college, North Harris, now something else, Lone Star College District or whatever it is, I don't even know. So, great school, by the way, but my, you know, the wonderful thing about being a tech nerd is the value of Google. Yeah. You know, we live in an information age and I don't have to pay $80,000 for a marketing degree, you know. Right. There's tons of wealth of knowledge out there that can be had if you're the bookworm type and you like to read and study. And you no longer have to go down to the public library. If we're honest, it's always been available, you just had to actually put on your tennis shoes and go get it. Yes, exactly. Now it's piped right into your house or office. Exactly. Some of the younger people listen to this like, library? Library. What's a library? I thought that was Google. Yeah. Yes. Exactly. Google the library destroyer. Although, a lot of people go to the library to access the internet. At least it's going to continue to serve some purpose. A very large book filled kiosk. Yeah. There you go. Yes. So, you know, my background is just a conglomeration of bits of knowledge from all sorts of different sources. Some traditional and mostly not traditional. I've had a habit of, despite being a professional musician for a number of years, and as much as I love music, I gave up listening to music when

I drive because it's just way too valuable of a time that was lost. There's a tip for you. Yeah. Yeah. I mean, nobody on the planet loves music more than me. Right. You know, I've actually had tests, you know, it's on a psychological standpoint that, you know, I have my music interest is massively spiked. Off the charts. Yeah. Off the charts. So, it was genuinely a sacrifice to give up listening music when I rode into work. But, it was 30 minutes a day that I spent one way in a car, so an hour at least. Right. Of time that I could gain knowledge. And so, I've used that time to... So, you're a big audio book or podcast. Yes, yes. Huge. A podcast. Yeah, absolutely. Huge, huge. So, do you listen to our podcast? I can promise you I'm going to. I will now. At least number 27. I was going to say, number 27 for sure. I have a definite interest in that. So, what kind of entrepreneur are you up to these days? I'm now the director of marketing for a company called Improve My Credit USA. We grew out of... And your website is Improve My Credit USA? Yeah, imagine that. It's ImproveMyCreditUSA.com. I definitely, you know, one of the marketing tips that I would contribute today is the old saying, keep it simple, stupid. Right. I can walk into a room with my company shirt on and nobody has to ask me what I do. Right, right. Unless they couldn't read my logo or something, you know, but, you know, in an information age, I think, obviously, we're overwhelmed with information. Right. And we're also shorter and shorter attention span. You know, a lot of marketing data out there will tell you that in a given ad, you have three to four seconds to grab someone's attention. I think that's definitely true. Yeah. I always talk about when we do either a website or some sort of printed piece, what I call the drop test, which is if you drop that

literature, you know, on the floor or if you just push back away from your desk, what can I see from a distance that makes, that draws me in, that makes me want to read that particular website from a distance or that particular piece of literature? And that's probably about two to three seconds. I think that's exactly right. So, and I mean, there's all kind of data, too, on how people view that information. And it's really ironic that, or neat to me, it's, you know, my geek background, when studying human behavior in a print ad, people read from bottom right to top left. I did not know that. Wow. I didn't know that either. Which is, because typically, that's where people have put telephone numbers and contact information. Oh, you're right. Yeah. So, which is, I don't know if it's the heart, horse before the cart, the cart before the horse, whichever way it went. Have we been trained to look there? Yeah. Have we been trained to look there or if that's just what psychologically we do? But, so when you do a print ad, you typically want to put your contact information bottom right corner. That makes sense. It's kind of the reverse. There's a thing, a very famous search engine optimization article called The Golden Triangle, which an independent research organization went in, and they actually attach some devices and they watch the eyes of people. I don't know if you've seen that article. Yeah, I have. I was going to mention that. It's, we have, that's on our website in a couple different places, but if you look at what people look at in terms of the golden triangle for a website, it's actually the upper left, you know, which is more traditionally what you think. Yeah. And then it's interesting that it's kind of the reverse for a print ad. That's good information. That's very cool. I'm going through this magazine. I'm like, wow, everybody has their contact information in the bottom right. Yeah, imagine that. Everyone seems to know. Wow.

Except us. I didn't know that. Now we know. I was like, when he said that, I was like, wait a minute. I know, I saw someone's contact information in the bottom right yesterday. So if there are any graphic artists out there or anybody who does web design and then obviously that often translates into doing printed material, understand that, you know, you may be gearing your website for top left down to bottom right on a printed piece. It's, you know, make sure the information's in the bottom right. That's great, great information. I love that. So I know that, what's your kind of typical marketing? I know web isn't your particular focus, at least that's what I understand. What's your typical marketing kind of paradigm and then we can get into kind of search engine optimization stuff? I mean, probably the biggest tip, the biggest thing I can tell any business owner, and it's the number one failure to me from a marketing standpoint, and this goes back to the whole keep it simple, stupid thing, is speak to your audience's pain. Right. And you and I had talked about this previously, that if you ask the typical person why I should use you, they kind of repeat the same blasé, you know, hyperbole that, you know, I'm wonderful, I have great, you know, customer service, I'm faster than anybody type of stuff that you hear in radio ads and everywhere else, you know. And let's be honest, we kind of expect that anyway. Yeah. Like any company we want to work with, that's a given, so thank you for, now you're playing the game. Yeah. What is it that you're really offering? Exactly. I think that's what you're getting to. Exactly. And if you are faster, if you, you know, your thing is, I have to, you know, I need XYZ widget, and the average wait time for XYZ widget is seven days, and you can produce it in five, quickly communicate to me why you can do it in five. Right. Right. You know what

I'm saying? That you can beat the competition by two days. And what it is that you do. We are the fastest in the industry, hands down, because we have delivered this new technology that allows us to bring it to you in five, not seven days. Excellent. And get that across to me fast. You've got, you know, seconds to do it. Apparently three. Yeah. If we're going to put it in print, you better be able to, yeah. The fastest, guaranteed, five-day delivery, blah, blah, blah. You know, in Houston, Texas, we have a famous furniture store guy. Everybody knows him. If you're in Houston, I guarantee you, you know the guy. Mattress Mac. Mattress Mac. Exactly. I was going to say, Paul Hanson. I had the opportunity. You have a weekend job? You have a weekend job as well? It's all right. Come clean. I'd pull mattresses out of the house. Yes. Remember, when you need tax advice, go to Acorn. That's right. Yeah. You can maybe write out my furniture as a dependent. I'll sell them a lot of furniture. It's a spinoff business for their prostitution. For their entertainment. That's right. For their entertainment. Performance. Performance of art. Performance of art. That's hilarious. That is awesome. Yeah, Mattress Mac is well known. And, you know, he does so much. His number is 10%. 10% of gross goes back into advertising, which I think is nice. It's a great, clean number. And you just know that you're going to spend that money on advertising. Oh, yeah. At least. I'd be surprised if he didn't spend more. But, you know. Anyway, what I was going to say about him is that from day one, he was on the TV doing one of those horrible commercials way back when on WWF, man. And I actually remember those original commercials. They almost didn't allow him to air those. Yeah. They were so bad. They were so bad. He was like, I paid my money. You are airing those. Yeah. I remember he'd say, save you money. Oh, yeah. And

he'd throw money in the air. And I was a kid. Oh, yeah. Well, he came on and he would say, no, no, no, back order slips. Yeah, I remember that. No, no, no, back order slips. Buy it today. Get it today. You know. And so he was speaking to his audience's pain. Nobody wants to go to a furniture store and spend $3,000, $5,000 on a new living room set, whatever else, and then wait six weeks for it to come in. Right. Right? Yeah. If I have the option to go down and spend $5,000 and then get it the same day. Hmm. Isn't instant gratification something like that marketer's gain or two? I'm going to do that. Yeah. Exactly. I'm going to do that. So, you know, that's probably my biggest tip. Speak to that pain. In our industry, we have the 100% communication promise. And the biggest complaint that we heard from the mortgage professionals, the real estate professionals out there, was I used XYZ Credit Repair Company before I would send a customer over there, and I never heard anything back from them. I didn't know what was going on with them, and I'd have to call them to try to find out what was going on, and then I never did see them. I never got the customer back. Yeah. Okay. So, from day one, we started speaking to our audience's pain. Okay. Right? So, what I'm hearing, just for kind of clarity, is you guys clean credit. You work with mortgage brokers, mortgage companies, so that you'll help clean the credit of the people who have approached those mortgage companies, and then it makes sense you want to give them back, of course, to the mortgage. Absolutely. It's a very symbiotic relationship. Right. You know, they need a customer with good credit. We need a customer with bad credit. It's symbiotic. They have all the customers with bad credit. Exactly. Exactly. And what I'm hearing is it's very symbiotic when it's done right. Exactly. And when it's done with 100% communication, which

is what you're talking about. We literally communicate, our goal is to communicate too much. Right. We communicate so much that we actually had to program it into our software to allow our end users, or I shouldn't say our end users, our referral partners, the ability to turn that communication down. Dude, tone it down. Yes. I'm getting updates on everything that's going on with my customer. I don't need that much. Okay. Wow. So, you know, and some of our users, or I don't even know what to call them, our referral partners, you know, want that. They absolutely want to know, hey, if I send you a referral, I want to know that you got that, that you got that email, that you got that information, that you entered it, that you called them. I want to know when you called them, that you're on it. So, others start off there and then say, we want to back that down. You know, I know you're calling them now. I know you're on top of it. Just let me know when, you know, progress is made. Yeah. When, when they can, when their credit's clean and I can come back and get them. Exactly. Or something. Yeah. And we've given them the ability to have their own account where they can go to our website, log in, and view the progress of their customers. So, all of that is designed to everything in our company. And this is, this all goes back to, I'm not just, you know, sitting here doing an infomercial for my customer, I mean, for my, for my company. And your company name again? Yeah. Improve My Credit USA.com. All of that. Once, once you, as a, as a business owner, can really latch onto the thing that sets you apart, right? Don't tell me you're the fastest, all that stuff. Tell me why and know it. Right. Because when you know what your thing is, it'll transform your, your company. Right. Right. Once we had the 100% communication promise in our head, everything

that went closer to more communication, better communication, faster communication, that's what we, exactly. That's what we gravitated towards. We have a thing on our, our homepage to where you can click on, it says, have a question, click to chat with an agent now. Right. Right. And they have those out there, you know, and various companies offer them. Well, we went with one over other ones that allowed me to set up my mobile phone and any number of other people in the company that we wanted to pay for that option to where if we're not in our office and logged into the software, it automatically just rolls over to our iPhones so that if we do have someone that hits our website who wanted to speak to us, it just comes up on my phone like a text message. Wow. That's sweet. Yeah. I've never heard of that. Yeah. It's really powerful. Yeah. So we are literally right there able to communicate all the time. Wow. And I've had someone hit my phone at 10 o'clock at night. Right. Right. Now you have the option to, you know, decline and it'll, it'll take a message. Right. Right. They'll say, you know, an operator's not available, leave a message. But for us, that was all the things that spoke towards the 100% communication promise. Right. Yeah. Which was our thing. That's our thing that sets us apart from everybody else. We're going to do it better than anybody else. Nobody can touch us in the industry and I can say it with 100% confidence because I know it's true. Right. And so when I'm out talking about my company and I'm in front of a mortgage person or a realtor and I start talking about that stuff, it becomes evident within seconds that that really is us. Yeah. That's what sets us apart. Are there a lot of companies that target like you do, that target the mortgage industry to help clean credit? Yeah. There's a, there's quite a few actually. I mean, first of all, if

you just Google credit repair, you'll get over 20 million hits. And I would think that's, most of that's targeted towards the end user as opposed to, because I think, I think you've got a great marketing idea, which is let's, let's partner, let's not spend our effort trying to find the one-offs. Let's spend our effort trying to find the people who are going to refer us, you know. Yeah, absolutely. At least five a year or potentially five a month or whatever. Oh yeah. I mean, we have, we have people that, we also have a referral program where we pay, you know, it's not much. I mean, we don't charge that much up front to begin with. But we have a little referral fee in there and we have people that make a decent little, you know, check from us every month, you know. Excellent. And it's not their primary focus, nor should it be. Right, right. You know, but it's, hey, it's, you know, it's extra buck and who can't use some, you know, spare change. Yeah, absolutely. Especially in today's market. You brought up a good point before we started the podcast about the primary focus, like that's not our primary focus, nor should it be. Yes. And, you know, we're not, mortgage brokers are credit repair guys focus on, and I thought that was an awesome point. Absolutely. I don't know how far we're in time-wise, but that's definitely another huge point to me. Well, go ahead. We've got plenty of time. We're going to, we're actually going to break this up, this podcast, this interview into two separate podcasts. So, yeah. If you've got a good point, make it. Yeah, absolutely. You know, one of the, again, from a marketing standpoint, you know what, I shouldn't even say from a marketing standpoint, you made a great point that being an entrepreneur is just being a salesperson, right? From an entrepreneurial standpoint, more so than marketing, one of the most common mistakes I see, and because it's an industry we work with so much,

the realtors that we work with, because they are solo, an individual. Right. You know, it takes a good while for the average realtor to expand to the point where they have assistance and, you know, and grow an office. Enough business to start growing an office. Exactly. Exactly. So, they're very frequently just individuals. And like anything, any business, 20% of the realtors are the ones making the money, 80% of the ones are just goofing around out there, and, you know, they also sell Mary Kay and, you know. Whatever. Whatever. Yeah, exactly. Nothing against Mary Kay. I use it every day. Yes. Great for my skin. I don't. I was going to go ahead and put that out there. He's got to leave us hanging like that. Did you see that? Where's the cricket? We need cricket sharks. Anyway, one of the most common mistakes. Be careful, because this is the You Like Spanking Me podcast. Oh, yeah. Yes. That's true against one. I don't like spanking me. I'm just going to go ahead and put that out there in case there's any people I know listening. I don't like spanking you guys. So, you're saying when you have to spank me, you don't like it? Yeah. I do it because, you know, there's a check, and, hey, what you got to do, and... Acorn, I got to figure out how to hide that check, by the way, because that's... I don't know what to do with that check. Yeah, because I'm claiming that. Steer clear of the lobbyists. No, you know, the biggest, one of the, and I say the biggest piece of advice, this is, you know, right there along with keep it simple and speak to the pain. That's number one for me. That is absolutely the number one thing. You have to have that. If you can't, before you go into business, if you can't tell me, before you start the business, why you are different than anybody else, then you just need to get behind somebody else who already has a great

product, go to work for them, because if you believe in it enough that you want to start, you know, doing that, then you should just get behind somebody who already has a great product and help them improve it, and you'll succeed and do well. Right, right. But if you can't tell me why you're better or separate or different than somebody else out there, you have no reason to be in business. Period. Right, right. You know, if that's harsh, then I'm sorry. Right. Then the next thing is focus on that. Do that only. Right. I get approached on a regular basis with all sorts of spin-off ideas and, you know, things that complement this, you know. You know, sell, hey, you know, the people that are your customers also are typically the people who need, you know, cell phones that are inexpensive or whatever, you know, and so you could mention that. I'm like, uh, no. Yeah. It has nothing to do. I'm not going there. Yeah. You know. We are all about 100% communication, but we don't need to give them a cell phone to accomplish that, right? Absolutely, you know, and so that kind of ties into the whole search engine optimization thing is that, you know, within marketing, there are tons of areas of expertise. Right. And I have to know what my limits are. Right, right. Right? What my strong points are as a marketer. Right. And whenever I come up weak, I need to look for a better means to put that out there. Right. To somebody else. So what I'm hearing is just like those individual mortgage brokers who might want to take on that role of doing credit repair. That's not their area of expertise. Absolutely. You know, that gets them distracted from what they're supposed to be good at and supposed to be growing. Same thing with you. Anything in terms of marketing that is outside your comfort zone is, you know, why go up that learning curve if there's other resources. You know, experts like eWebStyle that

can help you or, you know, or other companies. You know, whoever it may be. Absolutely. Utilize those experts. You know, one of the things that I think kind of summarized was one of the things that you were saying is opportunity often isn't. Opportunity. Opportunity. It's distraction. You're right. And so you've got to be careful of, you know, if it seems like an opportunity, make sure it gels with that kind of central focus that you have. Absolutely. And then the other one is take advantage of experts. You know, you don't want to go into a court, you don't go into a courtroom without a lawyer. You don't go in, meet with the IRS without Acorn. I mean, without an accountant. Oh, man. Nice tie back. So all of those things, you know, you utilize those experts when you can. So. I have a great story for you on that. Okay. To illustrate the point. Um, Henry Ford, um, uh, was liable in the papers, an ignorant man. Right. Uh, and, uh, he sued the newspaper that, uh, made that statement. And so in their defense, their attorneys, uh, call him up onto the stand and proceed to just up one side, down the other, you know, what's this historical fact? Who did this? You know, trying to illustrate that he was an ignorant man. Right. That he was uneducated. Right. Right. And because he, he wasn't educated. Right. In the traditional sense. He didn't have a college degree. He had a very, you know, low degree of, of, uh, schooling. Right. And after a while of going through this process, uh, uh, uh, he just shut the guy down and he said, young man, let me ask you a question. He said, on my desk, I have a board and on that board, I have 20 buttons. And at any given moment, I can push one of those buttons and have an expert in any particular field I want in front of my desk with the answers to the various questions you're asking me. So let

me ask you, why would I clutter my head with that information when it's at the touch of a finger available to me? Already. Yeah. Right. And just shut the guy down. Right. That's an awesome story. That is. And the point being is that Henry Ford was Henry Ford. Right. Right. Obviously he went on to be quite successful. Right. Right. He's not an expert historian. He's not a pharmacologist. Exactly. And, you know, know what you do and kick tail at that. Yeah. And don't clutter your head with useless information. I shouldn't even say useless information, but information that you don't need to have in your head. Right. Right. Right. Right. I don't like when we were talking about this, you know, before the podcast, I don't want to clutter my head with the specifics of Google Analytics. Right. Right. Right. I really don't. I don't have an interest in it. It doesn't, you know, fascinate me. It doesn't, you know, make me passionate. Right. You know? There are things from a marketing standpoint that I do like and I am fascinated by. Right. You know, how people look at ads and that kind of thing. Yeah. I was interested in it. I wanted to know that. And so I spent time reading about it, you know, because it was human behavior stuff. And that human behavior aspect of marketing is what does make me tick from a marketing standpoint. So when it comes to how the functionality of search engine optimization works and all that sort of thing, I just didn't have an interest. And so it's at that point that I look for somebody like you guys to do that. Excellent. You know? Well, I think that's a, we're right at the 30-minute mark. And so what I'm hearing is you should use eWebStyle. I don't know. You said a whole bunch of stuff and I just kind of bored it down. No, what he was saying was I'm going to follow eWebStyle on Twitter and I'm going to listen to their podcast and

I'm going to join their Facebook group and then I'm going to do this and I'm going to do all that. Yeah. I'm glad you mentioned that because we are on Twitter. You can follow us on Twitter, twitter.com slash eWebStyle. There's no dash on the Twitter. So it's just E-W-E-B-S-T-Y-L-E. You can replay that. I know it's fast. We also are on Facebook and you can actually get directly to our Facebook page if you go to our website, eWebStyle.com and then put a slash Facebook. So I think that makes sense. That will actually pop you directly. We've got a redirect going directly to our Facebook page. And send us any comments if you've got any ideas. Of course, Melanie, it's clear, had a great idea of interviewing people. Yes. Thanks, Melanie, again in Canada. Joe, well, thank you now and we're going to continue on and do another podcast for podcast number 28. Excuse me. This is 28. We're going to do 29. Melanie, great idea. If you've got any ideas, send us an email at podcast at e-webstyle.com. And we're going to continue our interview with Joe and Joe's company is improvemycreditusa.com. So until the next podcast, we'll see you. Bye-bye for now. Bye-bye for now.

Matthew Bertram, host of The Best SEO Podcast
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint

Matthew Bertram is an AI keynote speaker, creator of DIG® (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.

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