The Pop Quiz, Monday is a fun little exam that we love to give to savvy business people. The examination is not a surprise after all since the interviewee already knew about the questions in advance. However, we can always pretend and have fun with the scenario of a young entrepreneur sitting in class nervously biting on their pencil. They are ready to take a pop quiz on a chapter that they were supposed to read the night before. Instead, they played Metroid all night on their SNES (Oops, this was me in high school). The real purpose of the pop quiz is that this is a fun way to introduce business tips from real-world experiences that you cannot learn in a classroom. We want to thank our interviewee for being a good sport and volunteering their time to answer a few questions to help our community grow from their knowledge.
I want to introduce you to our guest today who will be taking our Pop Quiz, Monday.
Can you please tell everyone your name?
What is your job role?
Founder of Successwise, rebellious marketer and business coach
Tell us about your company?
Successwise teaches small-to-medium sized businesses how to scale rapidly using marketing. We do this by providing clarity and simple frameworks for marketing success.
What do you love most about your job?
I love working with a variety of businesses and helping them to turn around from struggling to thriving or doing well to doing phenomenally.
What motivates you to get up everyday and go to work?
When you love what you do, you never work a day, and I love what I do. I enjoy working on new marketing strategies and ideas for businesses across the globe. No day is ever the same.
How do your co-workers inspire you?
My team enable me to create leverage and to achieve far more than I could ever have on my own. We work hard, but we also have fun doing it.
How do you have fun at work (team building, pranks, etc..)?
My entire team works remotely, so it’s not a traditional office. We’re quite easy going and they’ve suggested I create Allan Dib t-shirts with my face on which I think is a great idea. I’m game to wear them.
What are some of the challenges of your job?
One of the challenges I face is time zones. I live in Australia, whereas many of my clients are in America. So finding a suitable time to hold one-to-one training or my MBA online training can be challenging. However, I do provide a transcription for those who miss a call.
What are some lessons learned from a past project that you can share with us?
Mistake #1 — Hoping my excellent service and word of mouth would grow my business
I figured if I focused on delivering outstanding service to my customers that word would spread and business would begin to boom. The only problem is that relying on word of mouth to grow your business when you don’t have much money is like buying a lotto ticket and hoping this time you’ll win. It could take years, and statistically, the odds are against you. In fact, between 50–90% of entrepreneurs will be back working for the idiot bosses they initially tried to get away from. So while I had customers who loved me, I didn’t have enough.
Mistake #2 — Hoping a few random acts of marketing would change my fortune
I decided I need to do a little marketing to grow my business. Admittedly, I had no clue about creating a marketing strategy and implementing it effectively. I figured if I put an ad in a business magazine the calls would start flooding in. I couldn’t have been more wrong! I spent a couple of thousand dollars that I didn’t have on an ad with our phone number, logo and a stock photo of a creepy looking guy and I didn’t get a single bite. So I tried the following month again, except this time I made the logo bigger. No luck that time either.
Lesson #1 — Direct response marketing is the key to rapid business growth
I created lead-generating ads which didn’t sell my service, but instead entertained and informed, and got potential customers to sign up to my newsletter. I then mailed them regularly with useful tips, ensuring that my company was always top of mind. I built up trust and in a short time a few customers became a few more.
What advice would you give to some one who is starting out in your industry?
Firstly I’d tell them to read my book. More importantly, I’d say don’t obsess about your product. Obsess about marketing your product.
Thank you for taking our pop quiz today. You get an A+ for effort. You can learn more about our interviewee and their business by visiting them on the web: