Personal branding and content material advertising and marketing are each key elements of small enterprise progress and improvement. On this week’s episode of The Playbook, host Mark Collier, space director for the UGA Small Business Development Center, welcomes Ramon Ray, a serial entrepreneur, motivational speaker, occasion host, and a number one knowledgeable on private branding and small enterprise progress. Ramon is additionally the founding father of ZoneOfGenius.com and SmartHustle.com. Today, he is going to share useful data on what it takes to achieve enterprise.
Transcription:
Mark Collier:Welcome into The Playbook, Ramon.
Ramon Ray:Hey Mark, I’m excited to be right here in Mark’s Playbook. Thanks for having me right here. It’s good to fulfill you a while ago-
Mark Collier:Absolutely.
Ramon Ray:… and thanks for letting me have some worth to your neighborhood. I recognize it.
Mark Collier:Well, thanks, man, I recognize it. I imply, what your subject material experience lies in, Ramon, is so essential to all enterprise homeowners, I consider. But earlier than we get into that, inform me slightly bit about your background and your historical past and what led you as much as the enterprise that you just’re in at this time.
Ramon Ray:Sure. I imply, I had a protracted stint proper in my early faculty years of working on the United Nations.
Mark Collier:Fantastic.
Ramon Ray:And I did that, Mark, simply to get a job to get some cash. I utilized for the secretarial administrative help sort place, and I received that job. And we have been nonetheless utilizing white sheets to appropriate handbook typewriter, nonetheless that timeframe when that was cool. We had some carbon copy issues to do. Not that I’m that previous, I’m virtually 50. So I might spend some profession doing that, and then the entrepreneurial bug bit me.
Mark Collier:Okay.
Ramon Ray:I feel typically it was like asking any individual, “Why do you want strawberry ice cream?”
Mark Collier:Yeah.
Ramon Ray:I don’t know if there’s a solution besides God or how we have been created, however that thirst of liking to create.
Mark Collier:Yeah.
Ramon Ray:Knowing that I had a ability and a expertise, that I may monetize it, that simply excited me. So that led me to the trail of getting a know-how consulting enterprise, very small, simply me, which I dissolved. Then I began a weblog, smallbiztechnology.com, and offered that after 20 years. So that in 2019 within the occasion enterprise, and offered that a number of years after I began it a while in the past, and then smarthustle.com and not too long ago offered that and launched zoneofgenius.com. So form of that’s right here I’m at this time, an individual with, I’d wish to suppose past the tutorial expertise, however such as you, actual world experience-
Mark Collier:I really like it.
Ramon Ray:… in what it takes to develop a small enterprise.
Mark Collier:I really like it, man.
Ramon Ray:Wasn’t that useful?
Mark Collier:All proper, So let’s get right down to the meat of it, man. Personal branding is so essential. So let’s start with, what is your definition of non-public branding and why do you consider it’s so essential to enterprise homeowners?
Ramon Ray:Yeah. I feel there’s two issues that come to thoughts with me in a framework that I typically share and I feel one is, ask for a smile earlier than you ask for a sale. That’s the facet of, it’s not yeah, the sale’s essential, however I can’t get Mark’s cash. I may, however ideally, I couldn’t get his long-term cash except I used to be his good friend or had him smile or giggle or like me. My good friend John Jantsch, I’m positive the guide Duct Tape Marketing, proper?
Mark Collier:Yep, yep.
Ramon Ray:He talks about no, like, and belief.
Mark Collier:That’s proper.
Ramon Ray:So that’s one framework of ask for a smile earlier than you ask for a sale.
Mark Collier:Got it.
Ramon Ray:And then the second a part of that, form of the cousin to that, and I speak about this in my guide, Celebrity CEO, that the cousin to that is the facet of construct a neighborhood of followers. They haven’t purchased from you but, however they’re simply followers. They like us, they clicked on, they commented, they got here to our webinar, Build a neighborhood of followers and nurture them to a sale.
Mark Collier:There you go.
Ramon Ray:So my level being private branding is what do folks know of you? Because the small enterprise homeowners, Mark, we will faux we’re Starbucks, Coca-Cola, BMW, however myself, Mark, I don’t child myself. People are coming due to Ramon. I’m not Mercedes. That’s simply it.
Mark Collier:All proper. No, that makes excellent sense. And I’ll inform you one other factor that’s form of leapt into the forefront, Ramon, is using video in enterprise. So, that’s going to result in my subsequent query. I imply, video use has simply exploded. Some folks know find out how to use it proper, some folks not so effectively. But why, in your opinion, do you consider utilizing video and enterprise is so essential? And what’s a few of the greatest approach to make use of video?
Ramon Ray:Yeah. And to those that are on the market, Mark, typically, a query folks ask me, is that, Ramon, what if I don’t like video? I don’t like how I look. And that is an actual factor. We can chuckle at it, however I’m positive folks, I do know individuals who it’s a critical factor. They received this right here, this factor that they don’t like about themselves and they disguise and I respect that. But I might encourage individuals who really feel, or Ramon, I simply am shy. I’d encourage you to attempt to recover from it a bit.Easier stated than carried out. Me and Mark are most likely extroverts and we will simply seize a digital camera and go wherever. But the explanation why, as a result of it humanizes your model, Mark.
Mark Collier:It does. It does.
Ramon Ray:The dialog we’re having at this time, we may do it solely audio.
Mark Collier:Right.
Ramon Ray:Sure. That may work. Or we may simply have a meme up me and Mark and put, Good Morning USA, however nothing beats the smile, the top shifting, fingers shifting. That brings folks nearer. Oh, I like Mark. I like Ramon. So that’s why I feel video, think about it on scale, whether or not you’re doing Instagram, Twitter, Facebook, YouTube, any regardless of the platform could also be, issues like this, folks get to see you and examine you out only a bit higher than simply pure audio.
Mark Collier:Yeah, that makes excellent sense. Video. I’ve associates of mine who do podcasts and I’ve associates that do video. And now that I’ve carried out each, I might totally agree. Video is, you’re capable of ship a lot extra. Like you stated, the smile, the hand gestures, every little thing else that goes with it, so positively [inaudible 00:05:57].
Ramon Ray:And Mark, as , proper. From the video, you possibly can take audio. From the video You can take a meme. From the video can clip it.
Mark Collier:No, that’s true.
Ramon Ray:So video form of is that prime degree factor the place every little thing can move from that. You can take your 10 movies and do a guide.
Mark Collier:Yeah, no, completely. So now we’re going to peel again a number of extra layers although. Content advertising and marketing. Again, let’s discuss in regards to the fundamentals. What is content material advertising and marketing and why is it so essential to small companies?
Ramon Ray:Yeah, content material advertising and marketing, Mark, as I see it, and I really like your ideas on this. Of course, that’s the highest degree. Video advertising and marketing is part of content material advertising and marketing. But I feel, pay attention, how do you elevate consciousness in your model?
Mark Collier:That’s true.
Ramon Ray:Let me begin there. You can do it word-of-mouth. You can get a billboard, you possibly can spend what, three level one thing million and put a Super Bowl industrial collectively and no matter that is. Number of the way you may get consideration and get visibility for it. But the facet of content material, this system all of us have now-
Mark Collier:Yes, we do.
Ramon Ray:… the place you’re scrolling, scrolling both to giggle, be entertained, or my child’s sick, typing that right into a search engine.
Mark Collier:That’s proper.
Ramon Ray:Or maps or some model of it. So the purpose being, you need your small business to be within the dialog. You need your small business by means of search engine optimisation or by means of nonetheless it is. It’s social media that persons are discovering you. So that’s why I’m a agency believer, I feel there’s loads of various kinds of advertising and marketing you are able to do, however after I consider content material advertising and marketing, Mark, I consider electronic mail e-newsletter, a weblog, utilizing social media, this rounded out of issues will assist maintain you within the forefront of your potential buyer’s thoughts. Then after they’re prepared to purchase you’re the one which’s been pinging them, placing them in electronic mail information that on daily basis, find out how to be wholesome, find out how to have higher sleep. When they’re prepared for the answer you supply, they’re going to purchase from you, ideally.
Mark Collier:No, that makes excellent sense. Keeping your self related in your potential buyer or shopper’s thoughts, in order that it’s so essential.
Ramon Ray:And can I inform you a narrative, Mark?
Mark Collier:Please, please do.
Ramon Ray:I used to be in search of Facebook advertiser. Thank you. I used to be in search of an advertiser to do some Facebook promoting only a few days in the past. And he’s a buddy I do know, however I’m on his electronic mail listing. So going again to the facet of content material, there’s lots of people I may have appeared, however he stored offering data and worth in his content material.
Mark Collier:There you go.
Ramon Ray:And so after I was prepared to rent, I stated, “Let me strive him out.” So thanks. I simply wished so as to add that instance.
Mark Collier:No. Most essential. What do they are saying it’s important to give earlier than you count on to obtain.
Ramon Ray:Right.
Mark Collier:And loads of that is wrapped up in what sensible entrepreneurs do, that they provide you slightly bit, sufficient to indicate you what they’ll do, and then if you’d like extra, you buy it from them.
Ramon Ray:That’s proper. You go along with your greenback.
Mark Collier:I imply, the underside line is these of us, their operating companies aren’t operating charities.
Ramon Ray:Not in any respect. I do know. I’m positive not.
Mark Collier:All proper. Well, talking of that, excellent segue to my subsequent query. You have now launched your fifth enterprise.
Ramon Ray:Yes, sir.
Mark Collier:Zone of Genius. So why is it do you consider that’s your most impactful enterprise? And inform me slightly bit about it.
Ramon Ray:Yeah. And who is aware of what the long run will maintain in 10 years?
Mark Collier:Absolutely.
Ramon Ray:Maybe they’ll have a treatment for some large illness, Who is aware of, however right here’s the factor, Mark, and I’ve began a number of companies and I’ve worn the small enterprise flag we do collectively and a lot of our friends and colleagues. And I feel enterprise is essential. I really like it.
Mark Collier:Oh, it is.
Ramon Ray:Yes.
Mark Collier:It is.
Ramon Ray:And I feel what excites me, Mark, about this new path I’m on with zoneofgenius.com, is that it opens me as much as the world of non-public improvement.
Mark Collier:Got it.
Ramon Ray:And what we’re making an attempt to do is to assist small enterprise homeowners, our tagline, Live life fulfilled, because-
Mark Collier:I like it. Live life constructed.
Ramon Ray:Thank you, I received a vote for Mark. Because you are able to do all of the speeds and feeds of find out how to use Twitter, how do you do Facebook? And these issues are good. I’ve books right here from Geno Wickman and Traction and all of the books that you just most likely know, proper?
Mark Collier:Yes, I do.
Ramon Ray:But, sure, however I do discover, Mark, what is Mark’s private life? What is Ramon’s private life like? That’s proper. Am I match? Am I wholesome? How’s my household? My private funds? If you select religion, issues like that is what we wish to get into the mindset. And not simply mindset of an entrepreneur, that’s an enormous a part of what we speak about, however even simply are you going by means of some childhood trauma? So is that useful, Mark? So I hope that on this journey of Zone of Genius, that we can assist discuss to the enterprise proprietor past the enterprise finish, which most of us are comfy with, however not your soul actually, however your self. That’s what I’m taking a look at.
Mark Collier:Absolutely. Absolutely. I imply, as a result of for those who’re not caring for your self, your well being, your loved ones, you’re not going to have the vitality or the capability to do effectively in your small business. So you’re spot on there, Ramon. You’re spot on there, man. All proper.
Ramon Ray:Absolutely.
Mark Collier:All proper. They all the time say, considered one of my favourite sayings, hindsight is 20/20. So for those who have been stepped outdoors of your self and may discuss to your youthful self, youthful Ramon, what enterprise recommendation would you give to your youthful self?
Ramon Ray:Wow. That’s query. Probably so much, however I feel I’ll share the highest 47. How a lot time do now we have?But I might say one of some issues, Mark, that involves thoughts for me is to be taught a bit extra about finance and numbers.
Mark Collier:Oh, completely.
Ramon Ray:I’m guessing that’s a robust level of yours, possibly.
Mark Collier:Yeah.
Ramon Ray:For me, it’s a weak space. I’m a advertising and marketing man. I do know advertising and marketing like no person’s enterprise. I’ll personal that, private branding, video content material however I simply want, possibly to not be a guru of it. I don’t wish to be a CPR bookkeeper, however I feel I’ve missed a bit in not studying it. Balance sheet, money move, revenue and loss. And I can speak about it. I’m not inexperienced behind the ears. I began 5 firms. It’s simply, I want earlier I might’ve paid extra consideration to it. Things like, Mark, you’re speaking to the man who doesn’t pay the IRS till April fifteenth. You know what occurs then. You find yourself owing $30,000, $40,000, $50,000, $75,000-
Mark Collier:Oh, sure, you do. Yes you do.
Ramon Ray:You see what I’m saying?
Mark Collier:I’ve written these checks myself, so I perceive.
Ramon Ray:So I want that I might’ve been simply extra disciplined in that space or being extra, let me suppose. Is there a greater technique to construction a deal, than simply slide my bank card and doing 20% curiosity at $25,000? So it’s labored for me. Because all of us, I feel what we’re weak on, we compensate with different issues, however that’s the recommendation I’d give my youthful self.
Mark Collier:No, that makes excellent sense, man. Perfect sense. All proper. Life steadiness, that’s one of many buzz phrases we talked about at this time. And I feel you’re a household man like I’m. So how do you steadiness your duties at house and your duties in enterprise? What are a few of your greatest suggestions and tips there?
Ramon Ray:Sure. It’s not straightforward, however I feel that one factor I heard from Lisa Price of Carol’s Daughter who offered her enterprise to an enormous billion firm a while in the past, however is that she stated typically I used to be a foul mom and CEO. Sometimes I used to be not CEO and a greater mom.
Mark Collier:There you go.
Ramon Ray:And level being one or two issues I’ve carried out, and there’s a number of issues, however I feel one or two issues I hone in on is explaining to my household, particularly my kids, how dad, in my case, might be mom, however how dad in my case, earns enterprise in what I do.
Mark Collier:There you go.
Ramon Ray:Me on this podcast with you at this time explaining to my two yr previous, “Hey, pay attention, right here’s why I would like you to be slightly quiet. I’m impacting this gentleman’s viewers,” speaking to a smaller child, “so I would like you to be quiet for half-hour, 40 minutes, so I can do what I do, then that can allow us to go play.” So that’s one factor I’ve tried, even to my spouse, that means, or it might be your husband, in the event that they’re not in enterprise, Mark, they might not perceive. Wait a minute, you mowed Mark’s garden. He stated ship him an bill and he’ll pay you in 50 to twenty days. Why not quick? You received to clarify that to individuals who don’t know enterprise.
Mark Collier:That’s level. That’s level. Yeah, that’s level.
Ramon Ray:Yeah.
Mark Collier:All proper. I like it, man. So as a 5 time enterprise proprietor, I’m positive you’ve received some suggestions for not solely beginning a enterprise, however making certain longevity as a result of what I discovered, Ramon, is there’s a heavy emphasis on beginning companies, however there’s not sufficient good data on how do you keep in enterprise. And from my perspective, beginning a bunch of companies is not impactful if these companies aren’t maintaining their doorways open. So what are a few of your greatest suggestions and tips for not solely beginning a enterprise however making certain it has some longevity?
Ramon Ray:Yeah. Jim Collin’s guide Flywheel, it’s extra like a monograph. I feel they name it a skinny little factor. Yeah, I’d get that as a result of the flywheel of the enterprise, what are the important thing issues that make it work? I feel that’s one. Two, that’s a cousin to programs and processes. Understanding that. Three, being actually dialed in on who your buyer is. Four, follow-up. That’s one other factor. It’s not Mark’s enterprise. “Hey, Ramon, I referred to as you about sending me-
Mark Collier:Good level.
Ramon Ray:… transport me the wire hangers that I paid for.” That’s my job-
Mark Collier:That’s proper.
Ramon Ray:… to remember.
Mark Collier:Good level.
Ramon Ray:So these are some things that I might say. I feel your crew. Do you might have a crew that may maintain all these issues I simply stated going? So I may point out extra, however I feel it sounds simplistic, however you’re proper. Starting it. I may promote one cup of lemonade. I may promote a thousand cups of lemonade comparatively straightforward. But to get Mark to purchase lemonade once more and once more, to then have a take care of possibly a sports activities crew to scale it extra, to have the suitable crew member that may function on their very own, that takes loving the boring stuff.
Mark Collier:Absolutely. Absolutely. Ramon Ray, serial entrepreneur, motivational speaker, occasion host, and different superlatives that can go unnamed. Want to thanks, sir, for taking the outing of your busy day to return on my program and simply form of share a few of your nuggets of knowledge and sound recommendation that you just’ve gained by means of years of expertise and operating and beginning profitable firms, man. Best of luck to you sooner or later, and I’m positive I’ll be seeing you at a future occasion.
Ramon Ray:Indeed. Thank you, Mark. Appreciate all you do.
Mark Collier:All proper.
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