EP4 4510TV Podcast – Marketing with GLENN TWIDDLE

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Best selling author and speaker, Glenn Twiddle sat down with Scott Lachmund to talk about marketing any business in 2020 (nearly no puns were used).

“And then if you’re any bloody good at what you do.., all the money’s in the repeat business over a lifetime of living in an area,” Glenn Twiddle explained in the podcast above.

“And for most people in most areas, that’s five to seven years of loyal customer patronage.

“And that’s where all the wealth is in, is in all those repeat visits, all for the cost of acquisition of a client, of a buck to 10 bucks (advertising investment).”

Listen to the Marketing with GLENN TWIDDLE PODCAST


Read the Marketing with GLENN TWIDDLE podcast TRANSCRIPT

Scott Lachmund: Hi, Scott Lachmund for the 4510TV podcast series and today’s episode four. Thanks for joining us and to our listeners, I hope you’ve enjoyed the first couple of podcasts that we’ve produced and stick with us on this journey through the podcast series of 4510TV. Now-

Glenn Twiddle: And lower your expectations for today.

Scott Lachmund: There we go. That’s a good way to introduce our guest today. On today’s episode, we want to bring you marketing in the year 2020. So marketing yourself, marketing your business, and what that landscape looks like to improve clientele and attract people to your business if you are locally here in business. But our guest today, the real estate millionaire maker, world famous Glenn Twiddle. Let me go through our guest just quickly. Author, previous real estate agent, sales manager, sales trainer, real estate principal, business owner, clinical hypnotherapist, keynote speaker, events specialist attracting world-class guest such as Sir Richard Branson, Arnold Schwarzenegger, Gary V, the Altman Brothers from Million Dollar Listing and Dr. Eric Thomas, motivational speaker, most watched motivational speaker in the world. Glenn Twiddle, welcome to our podcast.

Glenn Twiddle: Jesus mate, you found an old bio if it includes the hypnotist bit. But yes, that’s us and although, I’ll tell you mate, it reads a whole lot better than the reality. Although you forgot to mention Scott Lachmund because at the event with Dr. Eric Thomas mate, it was an honour that we had Scott Lachmund himself actually join us on that lineup. So you are among that alumni.

Scott Lachmund: Among the alumni. Now you’ve trained and mentored thousands of real estate agents in the capacity of a sales trainer through the REIQ, Coldwell Banker, number one real estate franchise in the world, Alto Real Estate, Ray White, Excellence for LJ Hooker, Richardson & Wrench and many others and all those various training services, sales products, the ability to lead and capture the imagination of people that you work with and training an ideal addition to develop themselves in their businesses purely through marketing. And now you’re also becoming a social media expert in the world of Facebook. So, the marketing guru, I’ve talked you up.

Glenn Twiddle: Yeah, Jesus. I can’t wait to hear what I’ve got to say.

Scott Lachmund: Let’s talk about all things marketing and although you’re in the real estate space traditionally at the moment, I think there’s some real takeaways for people listening to this episode about marketing in general. So I’ve said who Glenn Twiddle is, do you want to add anything?

Glenn Twiddle: Mate, just that I suppose the real estate space has just been the niche with which I’ve applied these skills because by necessity the way I was taught was horrible. Right? It was just horrible. I mean if any business owners are watching, it’s like if there’s ever a client centric person watching this, they are taught to prospect by just going out and making cold calls and doing all this painful stuff and I couldn’t deal with it. So I had to become a marketing guy because this whole… Our numbers were this, our KPIs were we had to speak to 400 people a week and I couldn’t do it. So I’d pull up stumps at about 150 connects spoken to is per week, 147 of those were telling me to P off or F off, in some way shape or form telling me to go away to get three maybes and maybe one potential piece of business.
And I just couldn’t handle 99% of the time me being told to sod off. So I needed to find a way to get those three maybes to call me. And it’s a weird thing to be celebrating, but me being a bit of a sooky la la who couldn’t handle rejection resulted in me travelling the world and investing every penny I had and a whole bunch of pennies that I didn’t have, in order to find out how to get those maybes to call me without having the no’s annoying me with rejection.

Scott Lachmund: Yep. Yep. So for businesses locally and for us real estate, it was a matter of picking up the phone and dialling hundreds of hours and finally getting a breakthrough. But there’s so much more to marketing your business now in the year 2019 and soon 2020 that you’d have to say a lot of the marketing focus has gone online and being visible to your customers, trying to attract clients to your business. That’s really the niche that people have to understand.

Glenn Twiddle: Yeah. Well it probably hasn’t changed that much though, in that the only thing that’s changed is the media and the internet itself is nothing more than a big giant media. And then there’s platforms on that media like at the moment, Facebook is the one for our particular demographic, both yours in the real estate space, both mine when I’m trying to attract the 25 to 55 year old real estate agent or agency or principal licensee. They happen to be on Facebook. But if you and I were marketing to adolescent or young girls, if we’re not all over TikTok and Instagram, then we’re not in the game. So it’s just simply about finding the media that our consumers have their eyeballs on. And that hasn’t changed since the 50s when the media happened to be the radio for example. Or when television came in and that media segued from newspaper to radio to television.
We are in the same game. It’s getting attention wherever those eyeballs or ears just happen to be and it just happens to be on this media now called the internet, called a phone and none of us want to use the phone as a phone anymore because people want to actually phone us we go, “Oh couldn’t you just text me, mom?” Even people we love, we don’t want to answer the phone as a phone. So it’s just simply the same thing and it doesn’t have to be more complicated than that. We still need to use good copy, good attention-getting visuals. Nowadays we might use video but it’s the same thing. We need to get attention with our words, our videos and our sounds or whatever the case may be. Put that into a delivery mechanism and get it from our business to the eyes and ears of our consumer. That’s still consistent. The only variable is now we have to click some buttons on a mouse to get to a phone rather than dial a newspaper and say, “Here’s the classified ad that we need to run this weekend.”

Scott Lachmund: True that. Now, I was just going to lead onto what media platforms you use to market your business, sales, coaching, events, et cetera. You’ve probably rattled off a couple, but in more recent times, what’s your biggest platform success?

Glenn Twiddle: Yeah, well a lot of people are asking me, what’s next? Because at the moment it’s Facebook, Facebook, Facebook, Facebook, Facebook because that’s where… See, and that’s how it happened. We were all, all us 30s, 40, and 50 somethings, we somehow found this thing called Myspace and we dabbled with that because we were chasing the kids. “What’s this Myspace all about?” We all left that when the kids left Myspace and they all went to Facebook. So all us oldies chased them to Facebook. As soon as the kids realised that the oldies were at the party called Facebook, they all left and left us old. And so our demographic is all over Facebook.
So everyone asks me, where am I advertising? Most of my marketing budget for me is Facebook. Most of the marketing budget for the clients that I am empowered to help and paid to help is Facebook because that’s where the, let’s just say the Gen X, the tail-end of Gen Y, the Boomers, that’s where those three demographic, say 30 early 30s to retirement, we live on Facebook. So for the younger generation might be an Instagram or a TikTok or a Snapchat, but the world is addicted to its phones. There is absolutely no doubt about that. So those are the platforms we need to know where our audiences is glued and really that’s just asking 50 of our customers. You want to know what advertising platform? Spend half an hour with 50 of your customers, ask them and they’ll tell you real, real quick which one they spend all their time with.

Scott Lachmund: Where they look or where are they looking?

Glenn Twiddle: Yeah. But for so many businesses, if you just start on Facebook, hard to make an argument against it because even if your age is skewing a bit younger, you can tell Facebook to only advertise to those 18 to 24 year olds or whatever the case may be. So it’s hard to make a case against old Facebook. You’d think I’m getting paid by them, they have annoyed me more than anything by their constant changing in the rules and constant not abiding by their own rules. Literally on the last weekend I got scammed by a fake Gary V account. You mentioned my friend Gary Vaynerchuk. I got scammed by an unbelievable offer that was a combination of Gary V, Grant Cardone, and Ty Lopez. It turns out it wasn’t, was just a total scam. I opted in for a dollar offer, introductory offer with a dollar 50 upsell. I got whacked on my credit card for 600 bucks. So Facebook is the bane of my existence, and yet I recommend everyone put all their advertising dollars into it.

Scott Lachmund: You mentioned the big man, Gary V, arguably the most watched social media expert in the world.

Glenn Twiddle: Certainly in marketing for sure.

Scott Lachmund: Recently, he kept it pretty simple. Ignore Snapchat, ignore this, ignore that. Get on Facebook and keep pumping Facebook. So for someone in his positioned that also looks ahead to invest in the future, he’s saying, keep it simple and go where your audience is. So it’s exactly what you’ve said, Glenn. Thanks again for our audience joining us, podcast number four in our 4510TV series. So I’m in a business, I know I need to be online, Facebook, social media seems to be the the avenue to use. Again, I don’t have a budget to market. I can’t put up a $5,000 billboard next to the train station for everyone to see. Where would I best spend marketing dollars, if you had a new business today, Glenn, your efficient chip shop in Caboolture, let’s say, where would you spend your marketing dollars?

Glenn Twiddle: Beautiful. I mean, that’s the thing about silly looking old Facebook. I tell you, they need to put me on the payroll. Zuckerberg help a brother out. The beauty of Facebook is they’ve designed it so they don’t want to employ salespeople or customer service people, to their detriment because that annoys us if we’re going to spend a significant amount of money, but what they’ve done is they’ve tried relatively successfully to make it so that it’s hands off for them, meaning the user can quite intuitively do some very basic things and run an ad and when you say if I’m a business, so long as it’s geographically located, sure if you’re trying to advertise to all of Australia or all of the world, you’re going to have to do some courses to learn a little bit more of how to use it.
But if you’re a local geographic fish and chip shop or of course a real estate agency like yourself here in a 4510, or any business where your customer radius is a couple of kilometres away. I can’t go past Facebook because for one to three cents per view, like we think about, I look at my letterbox drop and I look at all of that junk mail that comes in every single week, a big chunk of it. And for just a simple flyer that might cost 100 bucks for a thousand to print it off, so that’s 10 cents per flyer to print, plus 5 cents per flyer to deliver it, at least 15 to 30 cents per flyer to just be simply not looked at and thrown in the bin.
For one to three cents, so about 10% maximum of that cost, you can deploy your marketing message, whatever you are going to put on that flyer, you can deploy that into the Facebook timeline where it’s actually going to be looked at because you know that we’re not watching the junk mail, we’re not watching TV. I ask audiences who watches Netflix or Stan, everyone puts their hand up. So that means every penny of TV advertising is virtually wasted because even if people are watching free to air TV, the minute the commercials on, they’re picking up their phone and tweeting out what they just watched on the footie or whatever the case might be. So all of that traditional advertising money is completely wasted. That means Facebook is under-priced. So me even giving this advice is to my own detriment because while it’s this cheap, I’m pushing all my chips in because there’s no other media that is as viewed and as watched and as under utilised by the big boys like the big brands that still use radio, TV, newspaper, junk mail, magazine and all of that, it’s a beautiful thing for the small local business fish shops.
So if they just jumped on Facebook, did a little video about why their fish is the greatest fish in the world, even if they did something kooky like jumped on there with a big graphic and a sign and any cheap graphic designer could superimpose a graphic that is their title intro or something that-

Scott Lachmund: This big?

Glenn Twiddle: It could be, they could even print it out if they wanted to go guerilla or they could just superimpose it on the video that says “voted the world’s best fish and chips”. Now, big legal caveat, I have no idea if this is legal. “Voted the world’s best fish and chips.” And then a little thing saying, a little asterix that says by the fish and chip owner’s kids kids and only the fish and chip kids were surveyed, right?
But it was voted by the kids as the world’s best fish and chips. That’ll get more attention to drive people into that fish and chip shop than all the fliers in the world. And it’ll cost them one cent. So if one in a hundred people who see it say, “Voted the world’s best? Even if it is by the kids, you know what? I’m going to try it out.” Then it’s cost them a buck to drive a new customer into that fish and chip shop. Or if it’s one in a thousand, I mean, think about this, even if it’s only one in a thousand people who see it, and you can target that to be only locals. And if one in a thousand people come in, that means it costs 10 bucks.

Scott Lachmund: And traditionally it’s going to be a $20, $30 family fish and chip pack order.

Glenn Twiddle: And then if you’re any bloody good at what you do, if you’ve got half decent fish and chips, all the money’s in the repeat business over a lifetime of living in an area. And for most people in most areas, that’s five to seven years of loyal customer patronage. And that’s where all the wealth is in, is in all those repeat visits, all for the cost of acquisition of a client, of a buck to 10 bucks.

Scott Lachmund: Incredible. Local businesses, please take note of this episode. You’re hearing from a marketing genius guru Glen Twiddle.

Glenn Twiddle: I don’t know about that.

Scott Lachmund: Yeah. Do yourself a favour as always on our podcast or whether it’s our 4510TV commuting videos, we’ll have some links trailing this podcast and this production and it’ll be all links back to Glenn to follow him further. And who knows, even though real estate related, I’m sure you could get in front of a heap of businesses and sales teams and teach them these methods and just breaking it down to the basics mate. And for the local businesses, as simple as that, we’re talking fish and chips. But it could be anything that get in front of the media. And that word, hyper-local, we’re all for and I’ve always been an advocate for 20 odd years, an advocate of local business, shop local, buy local, support local. And this is how we do it. We keep our marketing tailored to the hyper-local audience and that’s where things will revolve in our community.
We’ve attracted customers to our business, we’re doing some online marketing with social media. Now, how do we further prove that we are the go to business in our area? Would that be through, we talk about testimonials and client reviews. Let’s talk about online reviews and testimonials.

Glenn Twiddle: Let’s certainly. The two ways I like to, I suppose prove that I’m great or that the business is great or the fish and chip. I love the metaphor. There’s really… Well, there’s three ways that you can prove to someone that the fish and chips are any good. The first way is the business owner can tell the public that they’re great. That’s the first way. Now it’s the easiest way because you don’t need any extra assets. You can just look at a camera like you’re doing here, you can put it into an ad and say, “Hey, we’ve got the world’s best fish and chips. Hey, come and try it out.” Way number two is if someone else told someone you know, “Scotty, you’ve got to go to the fish and chip shop. It’s bloody amazing. You’re not going to believe it.”

Scott Lachmund: Word of mouth.

Glenn Twiddle: That’s the testimonial. That’s the online review. I prefer a video testimonial because there are companies in the States and they haven’t really permeated down here in Australia yet, but there are companies in the States and this does my head in. I hope it never starts happening here. There are companies in the States that you can employ that will do nothing but all day, every day, just sit there and post negative reviews about your competitors. I’m like, “Ah, no.” If that continues, what that means is what happens right now, which is we trust the Yelps and all those sites that are kind of review… We’ll stop trusting them if it becomes commonly accepted practise that those reviews are not to be trusted because there are companies out there whose job is to put up negative reviews. Even if the job is to put up positive reviews, if it’s fake, it’s a horrible idea no matter what.

Scott Lachmund: It’s going to lose its credibility.

Glenn Twiddle: Hence video is great. Even though you could pay an actor, you can probably smell an actor. You can’t smell, you can’t fake someone trying the fish and chips and absolutely saying, “My God I can’t believe that that tastes like what my granddad used to cook…” or something, you know what I mean? No video was great. So someone else saying that your product is amazing is the second way to prove that it’s amazing. But the third and best way to prove your product is amazing. Let’s give some of it away. “Here you go, try it. What do you think?” So, it’s kind of like, I thought to myself, if I was going to convince the world that I could fly, how could I do it? I can say, “Man, seriously, I can fly.” He’s going to go, “Yeah, yeah.” You might have a one in a million chance someone who says, “Maybe you can.”

Scott Lachmund: And one of your mates, Richard’s aeroplanes is the only way you can fly.

Glenn Twiddle: Yeah, right answer. Sir Rich. But then the next wise, if Scott said, “You know how he said he can fly? I know that that’s ridiculous, but he really can. I’ve seen him do it.” Well, you might convince 10, but the best way I’ll do it is just start flying around the room. Prove it. Show him. And the best way you can show him is whatever it is that you do, for me, come and let me do a speech for your company and I won’t charge you a penny. They can go and implement. Like when we did it with yours and I literally turned on some ads at the start of the speech and then by lunchtime what did I do?

Scott Lachmund: Created some leads and new business.

Glenn Twiddle: Handed them to the most enthusiastic young man in your company because he was sitting there on the edge of his seat. Big smile on his face, handed him two appraisal leads by lunchtime. So prove that you can do, give away the fish and chips. If you’re any good at your hairdressing or fish and chips or whatever, because think about hairdressing is a good one because… Not that I would know, but I understand that when you find a hairdresser that you really trust, I’m guessing it takes, and I’m looking at part of our production team right here, you trust your hairdresser, right? And to get you away from your hairdresser, if I offered you a 5% discount, there is no way you’re going anywhere, right? But if I said, “Listen, we’ve got a new company we want to review, come in, it’s going to cost you nothing. There’s a free paraffin dip for your hands, a free supermodel male who’s going to be muscles and rub your back and you’re going to tell hubby that that’s not…”
All of this good stuff, it’s going to cost you nothing, free, everything you want. I might coax you away from your hairdresser for one trim maybe, and only if it’s amazing might you come and try that again and try that again perhaps. But think about that, if you are able to coax and seduce someone away from that customer, it’s a hundred bucks every six weeks for the next five years. Is it worth giving away that first one? Well, if you’re any good, here’s the way the go broke. Be rubbish at what you do and give away the first one. Then you’re going to go broke real, real fast. Good, you may as well get out of business fast, so give it away and find out if you’re any good.

Scott Lachmund: There it is. That’s another takeaway for our listeners. How do we, and just for people watching the video, because we’re doing podcast as well as-

Glenn Twiddle: Yeah, I feel Joe Rogan-y here man, I tell you.

Scott Lachmund: So we’re on to lots of media and, and this is the important, it’s one of your lessons that I’ve learnt over the 10 years or so I’ve been following your lessons, Glenn and implementing in our business. But we’re trying to be on all platforms possible because if someone can’t see us on Facebook, they’ll see us on a video, they’ll see us on a podcast. That’s why we’ve introduced this new series to 4510TV. So we’ve got to this stage where in local business, we’re on our marketing, you’ve given us some great tips on where we should be and in front of that audience and that customer experience, that’s a whole new podcast on its own I think, people in the future talking about CX or customer experience, but you’ve just suggested the best way to promote and highlight or amplify that customer experience is the testimonial video that yes, “I went to fish and chips on King and it was the greatest that I’ve tasted and I’m happy to put it on record, blah blah blah.”

Glenn Twiddle: And it’s best if there’s, if you can get some genuine emotion in there, then that’s undeniable.Now, hard to kind of get a genuine emotional connection about a fish and chip shop but maybe every out of every 20, one will be so good.

Scott Lachmund: There’s one fish and chip shop in particular opened up near my place and I got the works burger because everything on the menu, I’ll try the works burger. That’s a good test for a new shop, right? Well, it was the works burger. You know when you eat a hamburger and it’s dripping and there’s beetroot and that’s a decent burger when it’s dripping and making a mess all over me. Not a real good first date dinner, but I’d be more than happy to get another one of those works burgers, stand in front of our mates shop and go, “This is a works burger.”

Glenn Twiddle: Yeah. So even the way you just described that then, you’re all visceral and you were telling the story. That’s better than all the McDonald’s photos that you could take where it’s looking all pristine, you know?

Scott Lachmund: Yeah, no, that’s what you want. Mate, we’re moving along because we like to try to keep our podcast within that 30 minute range.

Glenn Twiddle: Oh god, we’re in trouble.

Scott Lachmund: We’re in trouble. We might have to break into two episodes. How are you staying ahead of your competition now? When I say competition in your space as a trainer, educator, marketing guru, you put on events, et cetera. How is Glenn Twiddle staying ahead of the competition?

Glenn Twiddle: Well in many areas and in many businesses, the good news for us, certainly for me, definitely for you, you know what? Only in a local level is this true for me. It’s absolutely true for you. But Justin Harold, he’s a guy who I did an interview like this with many, many years ago and he said to me that the biggest asset talking about my clients had, meaning real estate agents. The biggest asset they’ve got is the mediocrity of their competitors. So now I don’t consider my competitors mediocre because in many cases I learned from them. But the good news for me is I don’t have very many competitors locally here in Australia. A lot of the people who I’ve learned from are overseas. Now in the real estate space I learned from some amazing mentors here in Australia, but I don’t teach what they do because what they do, they do really, really well and folks like yourself have gone to those competitors.
So the way that I stay ahead is I benchmark what everyone else is doing and this is what I recommend for our clients to do. I did a secret shop of real estate agents in order to help my clients benchmark the level of skill, service, and customer experience that my clients were up against. And now that we’ve got the benchmark, when we found that those benchmarks were actually quite poor, I didn’t have to help Scott get to be terribly amazing, even though you are, you’ve gone above and beyond or whatever, but it doesn’t take a whole lot to be head and shoulders above your competitors.
So what I would say is benchmark what you’re up against, figure out how to make yourself 10 times better or at least double as good as anyone that you’re at and then tell that story 10 times more often. So the two things are, you’ve got to be there first. So, that means you’ve got to be a better marketer of what it is that you do than you are at doing it. Because when do we find out that that amazing burger that’s dripping down our hands is amazing? It’s after we’ve bought it. So, that means you’ve got to be better at driving me into the fish shop than you are at performing the service. But once I’m in there, it needs to live up to the story.

Scott Lachmund: The promise.

Glenn Twiddle: So you need to have both

Scott Lachmund: And recently, you’re doing a million things at once, mate. And thank you for your time here in Caboolture. You’ve flown in from Tasmania, South Australia, Northern Territory on Friday. I watch where you, your frequent flyer points are out of control, but let’s get back to Caboolture and what I was going to say is one of your podcasts at the moment you’re interviewing, and I think today as well, with Jeff Joette and you’re talking about mindset and health and wellbeing outside of the business space, which is a topic again all on its own.
Last week’s podcast, you talk about comparison and when I say what do you do to stay ahead of your competitors? I want to be very clear. We’re not talking about comparing ourselves with our competitors because when we start to do that, it’s a rabbit run or a mouse on a roller cage chasing nothing. The substance of that podcast was, don’t compare. You’ve set it perfectly, benchmark what you’re currently doing and if that’s what everyone’s doing at the moment, what are we going to do that’s better than that? So we’re not comparing our results, we’re not comparing our income, we’re just comparing how can we do it better than them?

Glenn Twiddle: Yeah, that’s a tough one because you’re right about that. Is that my man Jeff and I’m still a work in progress of this. When I spoke to Jeff last time, you’ve got to be where… Benchmarking from a customer experience perspective so that you can design your customer experience services so that they’re head and shoulders above your competitors with constantly watching them and having your eyes sideways rather than… I mean Jeff calls it scoreboard watching. So, no basketball player is going to sit there watching the scoreboard and be the greatest of all time.
And so, one of my friends and clients, Adam Gould, he went from outside of the top 10 into the number one spot in Remax, one of the biggest companies in the world. And he was recently getting some awards. He was at the awards and he was sitting there watching the top five going, “Oh wow, that’s pretty good. Pretty good. Pretty good.” When he got to number two, he thought, “Wow, whoever got number one’s really kicked butt because he or she, whoever that is…” And he didn’t even think he was in the top five. And then his name was announced at number one. So that’s how little he was watching the scoreboard. He didn’t even know that that number one spot that he was sitting there in his own mind going, “Wow, they must be done great,” was him.
So that’s the thing is once you’ve… And he is absolutely set the benchmarks of customer service and that’s what we did. I’d go to his office, we’d figure out where these competitors are. And then once we’ve got a plan, we’re just all in on execution of that plan without sitting there sideways, glancing at our competitors, we need to know what they’re up against, but at least once we’ve done that, what Jeff says is, “Make a plan and set your goals. Then once those goals are set and you’ve got a plan in place, detach from those goals and focus on exactly moving forward and playing the ball in front of us so to speak.” And Jeff’s a great guy for me to keep that attitude in place because it’s not natural for me. A lot of this stuff isn’t natural for me.

Scott Lachmund: I followed that podcast in particular and it’s like, “Wow, does this fit real estate?” Because real estate and I for one, we have a habit of possibly chasing that ego, chasing that goal, chasing the numbers against someone else and to step back from that comparison, focus on what we’re doing, keep doing what we’re doing because obviously it’s working after 25 years of success in Caboolture being the number one agent, et cetera, et cetera. Just another message here, when we’re looking for our customers, when we’re looking to market, stop the comparison game and try to find your point of difference and market that and really get in that track.

Glenn Twiddle: Well, a friend of mine, Scott, called Larry Winget, he introduced me to a friend of his called Joe Calloway, who’s written a bunch of books and he’s telling his story about a tyre mechanical kind of place over in the States. And one of their customer service experience things was they pull up and they’ve got the bit where the customer pulls up and they purposefully put the office a little bit away and their CX, I’ve never heard that term they use before, their customer experience thing is they run to the car for no other reason than to make the customer feel important. So can you imagine just how different that is? How simple that is? They run to get your car-

Scott Lachmund: The keys.

Glenn Twiddle: So they purposefully just differentiate themselves. It says nothing about the quality of the service and all of that, but they literally make you remember that you go, “Wow, that’s how important I am. They running to the car.” So how can we do that? How can we be different? And then focusing on that customer’s experience and how they drop their jaw and go, “Wow, that was better than I expected.”

Scott Lachmund: When they have the wow experience, then market that wow experience, et cetera. Mate, we’ll wrap it up shortly. Now, if you’re interested and you like the cut of Glen’s gib, let’s say that. I’ve told you how good he is and world famous for marketing and the association of world famous people that you’ve attracted into your business. Let’s look in, I was going to say the pun and the joke, 2020 vision. We’ve already said at once. What will marketing look like in the year 2020?

Glenn Twiddle: I think marketing, it looks the same in 1960 because some of my inspiration, I’ll go to a finalist for this thought leader of the year, which to me brings connotations of a unique thought, innovation, original ideas. I’ve never had an original idea in my life. It’s just that I look to other countries, other industries, other eras, and I look back to some of the headlines written in the sixties, seventies, and eighties and I get inspiration. Now of course you got to update them to today’s parlance, to today’s language, but I believe 2020 will be more of the same. It’ll be marketing messages that are designed to get attention, that are designed to influence and persuade someone to look at you for the first. You need to get that attention. Well, it’s the old formula AIDA, out of Glen Gary, Glen Ross, attention, interest, desire, and a call to action. So we need to get their attention. We need to get them interested and then desiring what it is that we want. We’re going to tell them how to take action to do it and that’s going to be the same.
The only thing that may tweak, and I don’t think it’s going to change in 2020, is where we deploy that message. To me, that’s the only thing that’s changed since I’ve been an adult and I became an adult when I was 18 in 1989 when I was working in a cinema and I was promoting, I remember we were promoting movies like Terminator 2, King Ralph and all of these movies in the early nineties when I worked at the cinema and it hasn’t changed one bit. It’s get attention on whatever product it is that you’re purveying in the marketplace, show the consumers why it’s worth trying, when you deliver it, make sure it is great, and the only variance is where we do that.
Right now it happens to be on Facebook and whether that is TikTok in the future, if TikTok or Instagram does age up, it hasn’t as yet, but if it does so be it. We’ll just take our message and the audience that we’ve built on Facebook. We’ll just deploy it onto the next thing, but you don’t have to second guess that it’s going to happen on TikTok, you wait for your audience to move there and for most businesses, by the time your audience moves and it becomes apparent, if you just go there relatively quickly, you’ll be years ahead of most of your consumers. So don’t worry about trying to second guess them. Just get into it where they are now and worry about whether they go to Spotify, TikTok, Instagram or YouTube or whatever is next. Worry about that when your audience goes there and then follow them.

Scott Lachmund: Yeah, perfect. For small business around town and nationally, locally, around the world, I think there’s some great key messages there from Glenn Twiddle, marketing guru for the purpose of today’s podcast, episode four on 4510TV. Really appreciate your time, I know you’re a busy man, but hopefully this gets across our platforms and inspires some business and even individuals to how they could market themselves better and pretty much just sum it up. Just get yourself out there and get visible on any platform possible. That’s the secret to marketing.

Glenn Twiddle: And don’t let perfect get in the way of done. Take action, even if it’s imperfect. One of my guys said about sales letters, but this is true of any implementation. It’s a good sales letter, so hence a good marketing piece on the eyes and ears of your consumer is better than a perfect marketing piece sitting there in your brain or on your hard drive.

Scott Lachmund: And no one sees it. Okay, we’re wrapping up now. You’d mentioned giveaways before, the hairdresser giving away a beauty treatment and a hair thing, and I’m looking at Andrew, our production manager can’t wait to get to the hair salon, this kid, but we’re doing giveaways. So I do have copies of Glenn Twiddle, I mentioned he was an author, Punching Above Your Weight, Glenn Twiddle and pretty much your story or your timeline of success to date.

Glenn Twiddle: Yeah, with a few lessons in there as well, Scotty. Be careful, you might learn something too.

Scott Lachmund: A few lessons, but yeah, just looking at it and I had the page here, but the pictorials for our videos, because we are on video as well. Podcast people can’t see this, but pictures and videos or pictures of where you’ve interacted with world famous people. Incredible.

Glenn Twiddle: Maybe that’s the subject of our next podcast and certainly the life that I never dreamed possible. All the result of implementing some of the principles we’ve talked about here today, mate.

Scott Lachmund: I’m going to give that book away, Punching Above Your Weight, Glenn Twiddle for a podcast listener. Drop us an email through our contact us page on 4510tv.com and come and collect the book from Morayfield Road at our Richardson & Wrench, officers who proudly sponsor and power our podcast series. So Glenn for the video, thank you sir for your time.

Glenn Twiddle: A pleasure my man.

Scott Lachmund: And let’s get this out there to the masses.

Glenn Twiddle: All right, an honour. Thanks guys. Rock and roll.

Scott Lachmund: Thank you.

Andrew McCarthy-Wood

Radio Announcer, Freelance News Video/Photographer/Journalist and Media/Marketing Consultant.