Marketing Jetpack – COVID-19

TRANSCRIPT OF INTERVIEW:

David Krauter:

Hey, Pete. Good morning. Quick explanation why I’m putting this together, this is going to be really short sharp call. Basically, what I’m doing I had a think the other day obviously while in isolation that I’ve got so many clients that are doing really well, I’ve got so many mentors that I’ve drawn upon all these years, and I’ve got some great connections. I just thought I’d make that available to our clients. This morning with me I’ve got Pete Godfrey. He’s been a longterm mentor of mine. Pete, how far back do we go?

Pete Godfrey:

Mate, it would have to be 10 years I’d say at least.

David Krauter:

10 plus years. I was a young whippersnapper then, had no clue at all about what’s going on. I’m so thankful of Pete. He’s the one that taught me marketing 101 and more advanced stuff as well. He’s really helped me understand that I shouldn’t just be an SEO gig, a website gig, I should be a marketer first. That’s what we’re going to talk about today. There’s a lot going on in the world, a lot of crazy stuff happening. Pete’s just going to talk a little bit about how to do marketing the right way and what we can do during this time. Pete, what’s been going on in your world? What’s some of your main things that you see happening and how people should respond?

Pete Godfrey:

We’re living in interesting time. There’s a lot of businesses hurting, there’s a lot of opportunities. In saying that, there’s businesses that are shutting shop because the government has shut them down. There’s other businesses that are still going, but they’re finding it tough. There’s other businesses that are thriving because there’s so many opportunities. The main thing is at the moment, don’t panic. There’s a few things you can do. I mean, fielding the calls last week, Dave, as you can imagine, people are booking calls with me that they want answers. It gets back to reinvention. You’ve got to reinvent some parts of your business. I’m not talking about reinventing the whole business, but I’m talking about reinventing some parts of the business to adapt to these change in circumstances like I noticed the gyms. I’ve been saying to one of my gym members, “You’ve got to take those classes online. Take your tribe with you. Start doing the training and stuff like that online to a group.” It won’t replace what they had, but it will keep the income coming in. Same with I’ve got a Nature Path client. They’re doing more one on ones online now, Dave, through Zoom.

Pete Godfrey:

They’re also doing group things where they can put 40 or 50 people on the call as well and do it that way. Teach some good healthy stuff to their patients and audiences as well. The main thing is to be agile to adapt, Dave.

David Krauter:

Yes, and you just said teach. I think that’s really what I’m getting at the moment. Rather than focusing on making the sale, on revenue activities, it’s really … this time’s more about teaching and building your tribe as you like to call it. There’s no doubt we will. We’re Australians, we’re pretty resilient. When you’ve got that audience, you’ve captured that audience by teaching, then you can go hard again once things have blown over, once businesses are recovering, and you’re still right there in front of them.

Pete Godfrey:

Well, now’s the time not to … the worst time to stop marketing is now.

David Krauter:

Yes, I’m just going to make some points as we speak.

Pete Godfrey:

The worst time to start marketing is now. You need to be in front of your audience. Also, you need to reach out to the customers that you’ve got as well and tell your story. If your business is hurting a little bit, let them know that. People will support you and make offers.

David Krauter:

Yes, and be vulnerable.

Pete Godfrey:

Yes, tell your story. Let them know what’s going on in your business. If your business is hurting a bit, let them know. Make them an offer. My shopping habits are changing a bit too. I’ve always done this but it’s more than ever now I’m going to the local butcher, I’m going to the local fruit shop instead of going to the big Kohl’s, Woolies, and what have you because these people need our support. If you tell you story to your tribe, to your customers, they’ll support you through these rough times as well. You need to be able to adapt, you need to be able to think, and that’s why I’m doing a lot of hour calls with people, they’re booking in hour calls with me. I’m just going through their business, Dave, and seeing what part of their business we can reinvent. What can we change so that business survives and thrives through the next coming months? As I tell them, as I said just before, mate, now’s the worst time to stop your marketing. You need to be out there, mate.

David Krauter:

That’s the thing, Pete. You know me, there’s two things I do. I work on my business and I work on my clients’ businesses. I’m not out there doing videos like this. This is brand new to me, I don’t really do videos like this. I’m not the guru. I’d rather have a predictable stream of leads that come in. Then, I jump on the phone and I teach that way. I’m not the big guru type. When we’re isolated like that, that’s the only way that we can get our message out because what I think people are … the mode that they’re in is more so they’re gathering information, they’re still isolated at home, so they got more time than ever on their hands. They still want to grow their businesses, so now’s really the time to get that message in front of them. As you said, you got to adapt to the times. The bottom of the funnel where people are ready to buy, that may not be the right moment. I’ve got to flip my funnels around the same way as well.

Pete Godfrey:

Well, Dave, it’s all about making sales and getting through these tough times. For some businesses as I said at the start, some businesses are thriving. Say if you’re dealing anxiety or something like that, you can help a lot of people because there’s a lot of fear there. I think what you’re doing, this short shop little training videos for your clients because there is a lot of fear there, there’s a lot of uncertainty, so you’ll be able to get these videos out to your clients, mate, and let them know there’s always something they can do. They can keep marketing and get some good ideas through you, the mentors, and stuff that you’re going to bring on in the future. The main thing is not to get overwhelmed with the fear because fear locks you down, you can’t think, you can’t move forward. What we can do as business owners is to focus on the things that we can control, we can control our mindset, we can control our actions, we can control how busy we are, and we can control what type of marketing we’re going to do. We can reach out to our customers. I’m doing that a lot now the last week or two as well. Reaching out to my customers, my old clients, my members letting them know I’m here. It’s business as usual. If they need me, I’m here.

Pete Godfrey:

The main thing is I know it’s uncertain times, I know there’s a lot of fear, but you can’t let that consume you. If you need to watch the news, just watch it once a day. You don’t have to listen to every … they’re going to recap it every night, you don’t have to listen to every update.

David Krauter:

Yes.  In your mind. Yes, that’s the key thing. This is what I love about you. Yes, you’ve been my marketing mentor, but you more so have been my mindset mentor. I love that last point, don’t get overwhelmed with fear because that’s really what the news are doing at this point in time. Even Trump’s called them out. Like you said, it’s what we focus on that will really prosper. If we focus on the bad stuff, if we focus on just isolating ourselves, not doing anything, that’s what’s going to prosper, that’s what’s going to grow. As an adapting, reinventing, what can we do different, what can we change? That’s brilliant, mate. I love it.

Pete Godfrey:

How could I help my customers more? What do they need at this time? There’s ways to do this. If you’ve got a bit of time now, if you sit down for a couple of hours, or the listeners work out what you’re doing in your business, what can you offer? Make an offer to your customers, reach out to your customers. What part of your business can you reinvent? It’s going to take a little bit of work and it might not be perfect. I’ll tell you what, you’ll get through this and come out the other side even stronger, especially if you don’t stop marketing. Keep marketing.

David Krauter:

That’s the key, isn’t it?

Pete Godfrey:

Keep getting those leads in, keep doing your quotes if you’re in that type of business, whatever.

David Krauter:

Pete, to finish off really quickly, one you said worst time to stop marketing. Two, adapt and reinvent. Three, don’t get overwhelmed with fear. To wrap it up, a lot of our clients, they sell widgets. It’s physical products or it’s a service that they deliver, they don’t sell information like in the information marketing business, so a lot of them think they can’t teach, they can’t go out there and help. What’s the key to overcoming that mindset? What can someone do who sells widgets? We actually share this client, he sells lighting, festoon lights. The last thing on people’s minds to buy lighting for their garden at the moment, but how can that mindset be overcome so he can effectively stay in front of his audience, tap into Facebook ads, and things like that to build his audience, to build his list so when the time comes, he’s forefront and they remember him as being that thing that took their focus off this? How can he do that?

Pete Godfrey:

Well, I spoke to him just the other day, mate. He’s doing YouTube videos on how to beautify your home and stuff like that, how to make your home look good through these lights, how to set them up, how to do that. All the stunning new looks and stuff like that. I told him basically and it was tongue and cheek, but I was really serious. I said, “If people have to stay at home, they want a nice looking place with these festoon lights.” He actually got a lady last week, a sale last week. The lady actually said that, “Well, I’m self quarantined and I want my backyard looking good.” I said, “Well, you get that. You get that as a case study, you put that out there, that’s your message, and you’ll get some people in.” Before I go, mate, here’s one thing. Sometimes, business owners assume that all their customers are broke. That is not true. There are so many affluent people out there who can ride this thing out, they can sit at home for months at a time, they’re not going to go. They’re going to just be fine.

Pete Godfrey:

They’ll be spending money, they’re spending money on things to beautify their home, they’re spending money on online training. They’re spending money on their mind, they’re spending money on health. They’re spending the money. Yes, there’s people out there that they’ll be doing it really tough. My heart goes out for them, but never assume that everyone isn’t doing well because there’s a lot of people doing really well and they’ll still spend money if you make them the right offer.

David Krauter:

That’s good. Again, that’s a limiting belief thinking that everyone’s not going to spend and grow their business. I got an inquiry yesterday from Tupperware if you remember them. It’s because they realized they need to adapt during these times. They need to turn up the marketing to stay in front of their customers. People are still going to buy, I 100 percent believe that.

Pete Godfrey:

I’ll leave you with one thing, mate. Kennedy said it years ago, “Adapt or die.” Now, Dan Kennedy has been my main mentor for 20 years. He said all those years ago, “If you’re in the same business in five years time as you are today, chances are you won’t be in business.” Business is about adapting. Now more than ever we’ve got to be ahead of the curve. That’s why I’m working with [Nature Path 00:13:41], I’m working with gym owners, I’m working with this and that, and we’re getting ahead of the curve so their income can still be going right through this even if they have to shut down their clinic, even if they have to do this stuff, they’ve already been ahead of the curve, they’ve got the online stuff where they can do the one on one consultations online, they can do the group training online, so it’s always been about adapting and reinventing. It’s just now more than ever you need to do it quickly and you need to spend some time on it. That’s about it, man.

David Krauter:

Cool. I love that. Just to recap as we said, one, don’t stop marketing. That’s the number one thing that I’ve learned. I started our business just as the GFC hit, so I saw the companies that came out of that, they were at the forefront in all their marketing still. Obviously, the marketing tone needs to change. I wouldn’t probably go down the fear angle, but you’ve got to adapt, reinvent, and keep that mindset strong. Don’t get overwhelmed with fear. I love it, Pete. Mate, thank you so much for jumping on. Anyone that wants to learn a little bit more about Pete, he runs a great podcast called the PeteGodfreyShow.com. Highly encourage you guys to go have a listen to that. If you liked what you just heard then in the last 10 minutes, you’re going to love what you get in a full hour with Pete because he goes deep into different subjects that he’s working on. Pete, what’s the latest that you’re doing on there at the moment?

Pete Godfrey:

Well, mate. I’m keeping them brief, down to 20 minutes. The website is PeteGodfreyShow.com. There’s a 175 or so shows up there. They’re all free, so your audience can go there, listen, and they can learn a bit about marketing, sales, persuasion, and all that good stuff.

David Krauter:

Great stuff. This is what it looks like here. Perfect. All right, mate. We’ll leave it there. Thanks again for jumping on. Looking forward to seeing where we end up in the next three to six months. I might do these kind of calls regularly if our clients are loving what we’ve done. Looking forward to talking again, mate.

Pete Godfrey:

See you, mate. Bye.

David Krauter:

Cheers, bye.

About the Author

David Krauter

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David Krauter founder & head of SEO & strategy at Websites That Sell is responsible for growth, innovation and generally keeping Websites That Sell and clients at the forefront of the ever changing Internet landscape.

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