Any business today needs to be driven by both facts and feelings. The problem is that most organizations are driven by one or the other, but not both. When you are missing one of these two key pieces, a void is created that eventually becomes a vacuum to the success of your business.
Watch the first episode of the Russ Perry Show to find out the formula for a fruitful, balanced business and multiplying factor for continued success.
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Each week we release an Action Guide filled with relevant exercises from the latest Russ Perry Show episode to help you expand in all core areas of your life: body, being, balance, and business. This very first Action Guide will help you define your business’s mision, vision, and values so you and your employees can feel more emotionally connected to your business. Download it now!
What’s up everyone? My name is Russ Perry. As you can tell because you’re probably watching this, all one person, thanks Mom, from my fan page, we are launching a new weekly series called The Russ Perry Show and let me do a little preview on what we’re going to be doing today.
Basically my game plan is to open up the world of pickles, aka Design Pickles, as well as a lot of other things I’m gonna be getting involved in. So today is our very first episode and I’m super excited. We’re gonna be talking about a concept that I’ve been really loving. Actually I was in Thailand last week presenting on it, talking about facts and feelings. That’s right, we’re gonna talk about feelings. Don’t get too uncomfortable.
And then we’re actually get a little detailed in the weeds, bringing in our Marketing Director at Design Pickle, which is where we’re at now in case this is the first time your watching this. And we’re going to look at our trade show strategy. We’ve done probably 10 events this year. It’s been a roller coaster experience and we’re gonna unpack a lot of the details around how we’ve been marketing with our events.
And then, at the very end of the episode, I’ve got a little surprise for you from the man, the myth, the legend himself, Gary V, and the day I was able to spend with him a couple weeks ago in New York City. So that’s what I have in store for you today.
Welcome to The Russ Perry Show. (bouncy, bass thumping beat) All right and we’re back. We actually have a new studio set up. We used to have a monitor over here. Now my monitor is right here so if you’re ever catching me going like this, it’s just because we haven’t adjusted or I’m not really sure on the timing here. So welcome to The Russ Perry Show.
So last week, I went out to Thailand. I went to this amazing conference called “DCBKK” and what DCBKK stands for is the Dynamite Circle, which is the name of this business group I’m in and then BKK was Bangkok, where the event was.
So I got invited to speak at this conference, which was an awesome experience for me. In fact, it was kind of a bucket list item because the Dynamite Circle, if you’ve never heard of this forum… It’s a private members only forum, you have to apply and it’s an incredible group. I don’t know how many people are in this forum, maybe a couple thousand of individuals that are just all about a core set of values.
Commonly, they have online businesses, they value location independence, travel, global mindsets and view-sets. And when I was a prisoner of my own making back in 2014, not quite sure what I was going to do, I knew my creative agency was crashing down around me and I had to figure out my next steps.
I discovered actually a blog podcast called the Tropical MBA, like Tropical Master’s of Business Administration. I think that’s what MBA stands for. Is that what MBA stands for? Okay, Janett, our video-wiz producer actually has an MBA, I believe. You have an MBA, right?
– [Janett] Similar.
She has the uh, the other business degree. She has some business degree. Anyways, so Tropical MBA is this cool podcast. Definitely check it out. Two guys, Dan and Ian run that and then they have the private forum. So this forum was where I first sort of unloaded my discontent with the current business situation I was in and actually one of the first posts I made in this forum was, “I don’t even know what I’m gonna be doing in my life.”
Well fast forward more than three years later and Design Pickle has really grown up inside that group and so they invited me to come out and to speak. So the whole presentation was about an hour long and I’m not gonna give that to you. I have a smaller time window here today, but today I wanted to talk about a concept of facts, and feelings and a little formula that has be concocted around these two things and actually was first introduced from the business program, the mentorship program, the leadership program that I’m in Warrior. And this concept is simple.
Any business today needs to be driven and run by both, facts and feelings. The problem is, is most organizations have one or the other and when you have one, but not the other, it creates a void and a vacuum. Let me explain.
Facts are probably the easiest to understand. With facts, we wanna be driven by data. Facts mean we’re looking at what’s truthful, we’re looking at the reality in front of us. At Design Pickle, the facts and the data and the truth that we’re looking at on a daily basis are simple. We look at new signups, we look at cancellations, we look at new revenue that we’ve gained and we look at data, in terms of our web traffic and the leads that we’re generating. Those are all facts that we’re looking at on a consistent basis.
A cool tool we use to determine a lot of our growth and our revenue facts is called “Baremetrics.” It’s a tool that we’ve been using based on our merchant process that is stripe, we can combine those two. So facts are great and probably for you, if you’re watching this in a business context, you have some sort of facts that you’re tracking in your business. If you’re not, well that’s a terrible problem because you don’t know what reality is unless you’re looking at these facts. But facts are great.
The flip side of that is also true. You need feelings, you need emotion, you need connection. So for us, we lead the feelings conversation with our mission, our vision, and our values. You’ve probably heard those terms before, especially if you’ve done any kind of business training. For example, our mission, vision, values are simple.
Our values are that we’re friendly, we’re smart working, we have a service mindset, and we lead with truth. So friendly, smart working, service, and truth. Those four values, they’re like the guide posts of the feelings and the emotional side of the business.
Our mission is to be the most helpful, creative company in the world and our vision, which is that statement at the top, is to be the… To change lives through creativity. Had to think about that for a second.
So if you don’t have mission, vision, values right now, you are a void of emotion. You are running a business without emotion and I’m not just talking about emotion, like this or ahh, let’s get emotional. It’s the framework in which you can go to the touchy, feely side that we all engage with as human beings. A business is an entity that’s driven to create value and that value is in the form of money and the more value we create, the better we are at creating value, the more profits that we have in business.
Now that’s great, but that is emotionless. That’s soulless and what sucks is we are so often confronted in our organizations and businesses that lack this awareness that guess what, to create this value, what do you need? You need people and so that’s where the emotional side of the equation comes in. And so you have your facts, the data you’re tracking, all the stuff that you’re looking at and then you have your feelings. And we just don’t want to go for any kinds of feelings, we actually want say, hey, let’s create a framework within this context and let’s actually talk about mission, vision, values.
So a lot of people end up getting caught up in mission, vision, values because they think it’s some big, corporate mantra or they’ve worked in corporation that didn’t even care about it.
We’ve had a conversation around our feelings from day one in the form of the mission, vision, values. So those two things combined together is super powerful.
Now let me get my high-tech, my high-tech demonstration tablet here. Aka, my iPad and let me show you this kind of, like, equation that I have. See if you can focus in on that. I know we’re not like live focusing here. Are we on auto focus? Okay, cool, great. All right, so let’s look at them.
So basically you have facts and feelings. Now, facts, just like a regular… We’re gonna go 1-0-1
multiplication for you. If you have anything times zero, it’s zero. So if you have a lot of facts,
then you’re gonna have zero. Zero results. You’re gonna be a cold, heartless organization and you’re not gonna get very far because you’re just gonna be churning out people and no ones gonna want to work for you.
Now, if you have a lot of feelings, but could care less about facts, well then the same thing is true. You’re gonna be able to recruit a ton of people and everyone’s gonna be super warm and fuzzy. However, you’re not gonna grow as a business because you’re not tracking the data and the numbers to know what’s working, what’s not.
Now there’s one other piece of this equation here and this is an exponential kind of caret. I know it kind of doesn’t really look like it. It’s like one of those caret ears and that’s focus. So let’s say you have a little bit of facts and a little bit of feelings. The game changing multiplier on all of this is your focus. How long can you sustain attention going down a direction? And the longer you go, it’s like exponential growth.
You know, exponential growth is like this. It takes, if this is time and this is results, t and r. Man, I gotta get… This is episode one, guys, so I’m gonna get better at writing. But your growth doesn’t happen, doesn’t happen, doesn’t happen, doesn’t happen. Then all of the sudden, boom, it explodes. This focus is your exponential multiplier for results. So, you wanna have facts and feelings in your equation and then you add on that exponential growth factor of focus and you get your fruit.
You know, alliteration, I’m being trained in Warrior. It’s a program I’m in. They love alliterations. So facts, feelings, focus, fruit, but the fruit is basically the results. Now this is a masterful equation and it’s something to be thoughtful as you’re trying to create bigger results in your business, in your life, wherever it might be.
So we’re gonna come back to this conversation here in a little bit. So that’s it. That’s what I… I flew to Thailand to speak at a keynote on this topic and you guys get the Reader’s Digest version. Facts times feelings and raised to the power of focus gives you huge results.
Now, we’re gonna come back to that. I’m gonna actually bring my Marketing Director in after the short break here in a second and we’re going to talk about our trade show strategy, but before we get to that, I wanted to tip you off on a new season of a show we’ve launched here in Design Pickle called Originals.
So Originals is done our Customer Success… Head of the clients, head of the experience, Alex Guevara and we already have season one. You can go to Originals.show to see season one, but we’re actually launching a brand new season here soon with better guests, better production value, better audio, and we’re interviewing creatives in every field. People that are doing awesome, creative things. It’s not just about creative design. So here’s a quick sneak peak of what’s coming on for season two of Originals.
– [Alex] Originals Season Two is on its way. Starting December 15th, join the conversation with the creative minds behind brands like Chicken Soup for the Soul, Digital Marketer, Ambitionally, and Y Travel Blog. Eight new episodes you don’t want to miss. Coming out every Friday starting
December 15th on Youtube. Subscribe now to never miss an episode.
– [Russ] All right, we are back. What’s up Jim?
– [Jim] Hey…
– [Russ] You are the first guest ever on The Official Russ Perry Show.
– [Jim] I’m honored.
– [Russ] So what’s up everyone? This is Jim Pedicone. He’s our Marketing Director here at Design Pickle and I wanted to bring you in today because we just had a brief… I gave kind of a quick overview of this conversation around this formula that I’ve been playing around with on how to get big results in business. And let me just show Jim, you know, he was outside. He brought a cleaning cloth. Sorry if my screen was a little dirty. We’re still learning and working out the kinks here at The Russ Perry Show. Come on, open! Here we go. So I have this equation for the audience here. Facts times feelings raised to the power of focus equals fruit, meaning like big results. So we’ve had quite a year of trade shows.
– [Jim] You can say that again, yeah.
– [Russ] We’ve had quite a year of trade shows.
– [Jim] Thank you. We really have, we really have, yeah. It’s been amazing this year. We’ve grown tremendously. The events have been fun. We’ve met a lot of people, but I’ll tell you what, I’m tired.
– [Russ] Yeah, so to rewind… Let’s rewind because what I wanted to do is I just wanted to have a quick conversation about kinda what works, what didn’t work, and what we might do differently. And in particular, if anyone’s considering live events for their marketing strategy, we just have a ton of experience. So what I want to do is share some of that experience. Maybe kind of ask you a few questions around it. So, rewind back to 2016 and let’s talk about our very first event and like, big event. We did a couple smaller ones before that, but frame up what the event was and kind of why you think we had the results that we had from that first event,
Content & Commerce, back in September in 2016.
– [Jim] The end of September 2016, yeah. It was the Content & Commerce Summit by Digital Marketer. This was in Orlando, Florida. This was the first time that they were having the Content & Commerce Summit and an event on the East Coast. And so we were fortunate enough to have the opportunity to be the head sponsor of it and since it was the first time they were doing the event, it was a tiny fraction of what it now costs, even a year later. And so we decided to go for it because we had already seen a lot of business from Digital Marketer
just from Molly Pittman mentioning us on stage, while she was doing her presentation about Facebook ads.
– [Russ] Timeout. So I’m gonna try to be like a podcaster because you’re saying a lot of stuff the audience probably doesn’t know. So, Digital Marketer is an online marketing website. DigitalMarketer.com. You can check that out. Great place to get foundational knowledge and what Jim was saying is they had a previous conference earlier in the year, 2016, and how we even got tipped off about Content & Commerce was one of their executives had mentioned us during one of her presentations and we had big spike in signups. So if you are looking at events, one of the first things to do is to try to identify your target audience and for us, that target audience was self-identified for us because… Here, scoot up a little bit so we’re kinda even distance from the camera. Uh, first episode. So, you want to find where your audience is at and for us that was easy because we basically had a client of ours presenting at another conference saying, “hey you should check out this service, Design Pickle.” Okay, un-times. Go back to it.
– [Jim] And it was in a case study format so it was really practical, really applicable to the audience and so, we saw some many sales coming in and these were high quality customers that we thought Digital Marketer, that companies following their community would be a really great audience for us to target. So we took advantage of the sponsorship. We went out there and it was extremely successful. We blew it away.
– [Russ] Now, there’s another layer of detail on this story. When you’re looking at sponsorships, you kinda got two options. One is the rogue option. 10 by 10 booth. Table top. Banner. Here it is, whatever the cost is. And then shows always have like premium sponsorships. We were looking at something bigger but at the last minute, the top sponsor for Content & Commerce dropped out and we got a call from their sponsorship team saying, “hey, by the way, if you want to sponsor this…” I think it was we we’re committed to 15,000 dollars and then this was 25,000 dollars. Is that the right pricing?
– [Jim] Something like that.
– [Russ] Around that. So it was a jump for us, but it was massive event visibility because we were effectively the presenting sponsor of the conference. Now, in hindsight, and I’m gonna fast forward to today, that was the best decision we made at any conference, was to be the presenting sponsor at a conference with a ton of marketers at it. It was our exact demographic of people who use Design Pickle and it was the exact high visibility… I mean we were hosting the party. We had stacks of drink tickets hanging out. We had a bar in our booth every day.
– [Jim] Everybody’s lanyard had Design Pickle around it.
– [Russ] Yeah, so if you’re thinking about event sponsorship, from our experience, you want to try to be the biggest fish in the pond and that could be tough because let’s say you’re like an electronic consumer product. To be the biggest fish of E3, the electronics conference, you’re looking at tens of millions of dollars, probably, in sponsorship and event costs. So that’s gonna be a different game. You wanna look at where the equilibrium is and event size, as well as sponsorship and try to find that sweet spot, which we did at Content & Commerce.
– [Jim] Yeah, it was kind of perfect and it gave us a lot of optimism.
– [Russ] So we had this killer results and then we get super pumped for events and we commit to all of 2017 doing a ton of events.
– [Jim] Yeah.
– [Russ] Where did go wrong because I don’t want this to be a… We could go on for like two hours on this topic, but we started off strong. We had a couple really good events out of the year. Another Digital Marketer event, Traffic & Conversion, was awesome. We had a good showing at Leadpages, or sorry, Clickfunnels, at their conference. Leadpages was just recently, which sucked ass. That was a terrible conference. And now we are on this high for the first three shows throughout the year and then, mwrrrrrr. Things start to decline.
– [Jim] We hit April and the Infusionsoft Conference here in Phoenix, Icon. It was happening and for that one, we looked back to Content & Commerce where we were a larger sponsor and thought, okay that’s, that’s gonna do it. Only this time, at Icon, there were maybe half as many people as we thought there would be and every booth was spaced out 50 feet from the other. There was hardly any traffic walking by each booth. It was just too scattered.
– [Russ] It was a weird set up. So let’s continue on and I’ll throw out some best practice takeaways. Then we go to the non-profit conference in Washington, DC. We’re like, non-profits wanna use our service. Let’s go to Washington, DC and sponsor that one.
– [Jim] Yeah, we’ve got a lot of non-profit clients that love the service, that benefit from it. So we thought we would do a couple niches so we went after non-profits and then a month later, we did a church conference.
– [Russ] And what was the, like, why didn’t those perform as well, in your opinion?
– [Jim] I think there are a few things. Like the non-profit, both actually… One key thing obviously is getting in front of the decision maker and at the non-profit conference, it was a lot of in-house marketers or people that don’t necessarily make the decisions or have the ability to make purchases. And so it was a lot of leech in and then trying to follow up, which for us, isn’t ideal because with that first event we were able to get a return on how much we spent, return on the investment at the show. It was pretty amazing. So that was our benchmark.
– [Russ] Yeah, so to sum it up, I mean again, we could a whole massive… Maybe we will at some point like–
– [Jim] Deep dive.
– [Russ] Deep dive on it. The couple factors to consider. When you’re looking at trade show marketing, the ROI has to be immediate, at least in our opinion. Now if you’re selling a six figure product and your sales lead times are six or 12 or 18 months, trade shows take on a whole different meaning and frankly, we don’t have experience with that. We have experience in actually selling something right now and making that money right now. So, for us, successful is like, can we ROI at the show based on the investment we’ve made to get to the show. So if we spent 25,000 dollars, we need to sell 25,000 dollars worth of Design Pickle. Cause our cost per acquisition is higher, our time is invested into it, and if we don’t make that ROI back right then, then why are even there, you know? We could just do online ads, which are easier, they’re more targeted, they’re scalable. We can take the 25K and put it to our advertising strategy, versus the events. So we had a couple of those out of the gates. I mean, boom, we had our Content & Commerce and then we were like, let’s do more events, yeah!
– [Jim] Funnel Hacking.
– [Russ] We did Clickfunnel, Funnel Hacking, that wasn’t as big. And then we had Traffic & Conversion, like yeah, events and then it tanks. So the takeaway on those is you gotta know what the experience is and the reputation of the show. A couple of the shows, we totally missed the boat on the attendees and the sophistication of the show. I mean, Infusionsoft’s gonna be out of business in a few years and so everyone knows it and no one’s going to the shows, they’re laying off everybody and we were just so committed, like they’re local, we’re like all right, let’s do it, but we didn’t see the writing on the walls. Leadpages, that was another show that was awful. Heard it from all of the vendors. Converted was the conference. Good speakers, in terms of, you know, Jim spoke at it, but the show was confusing, they didn’t know who they were marketing to, the attendance was really low, and it was in Minnesota.
– [Jim] Minneapolis, yeah.
– [Russ] Minneapolis, which I hear is a cool town, but I don’t know, maybe not a hotspot for event recruitment.
– [Jim] It was a cool venue, really awesome.
– [Russ] So you gotta know your audience. You gotta know the show because you are literally leasing attention at a show. When you do trade show marketing, you’re renting attention and how much you pay is how much attention you’ll get. And so you need to know who’s gonna be there, you need to know who’s the decision makers that are there, if that’s what’s important for you. It’s no different than a storefront on a street and you’re renting an ad in that storefront. If no one’s walking on that street or it’s just 75 year old grandmas and you’re not selling to 75 year old grandmas, then it’s gonna be a waste of money. So you gotta know what it is, the experience, the show, the attendees, and then at the end of the day, this is the biggest takeaway, once we’re done with that show, we’re done. We don’t own any equity in that experience at all, as if we were having our own show. Like, one reason why were creating this show is so we can have an asset that we can cut up and slice and add and do transcriptions and all sorts of stuff, which we don’t have, at least not normally when you go to the trade show.
– [Jim] Right, right.
– [Russ] All right Jim, what’s one.. What’s one final takeaway or tip for someone who’s thinking about doing some even marketing?
– [Jim] Order forms.
– [Russ] Ha ha, yes!
– [Jim] Physical order forms. Now we created the carbon list, the two part carbon list order forms–
– [Russ] Can you grab one really quick? Do you have one available?
– [Jim] I’ve got them in my office.
– [Russ] Go grab one in your office. I’ll tee it up while you get one. So yeah, so we literally went super old school with how we take sales out at events and we made the carbon copy order forms and here’s the reason why. You’re talkin’ at an event and you want to give something to someone, but a brochure that’ll get mixed up, but you’re like, hey, we have this event offer. Here is the order form. Here is the order form. Here is what we’re going to sell you, but you have to bring this back before the end of the show. So how have these gone?
– [Jim] They’ve gone extremely well. (laughs) I received an order
form from Sixth Division at an event over two years ago and it was something I knew I needed, that would help me solve a major problem that I was currently facing or challenge I should say and if I didn’t have this order form in my hands, in front of me, I might have… My brain probably would have gone some other rabbit hole and I would have forgotten about it or it would have become less important to me. By sitting there, staring at it, like this is a good idea, this is a good idea and I kept reminding myself of it because it was in my hands. I pulled the trigger.
– [Russ] And then their scarcity. You gotta bring it back by the end of the show. You know, there’s all sorts of stuff and it makes it super easy. Let’s say you don’t have senior level people at your booth, they have all the content and the information that they can use in terms of guiding the sales conversation. So, order forms it is. All right.
– [Jim] And they don’t have multi-color like this either. We tested out a million different variants. (chuckle) Actually, the simpler, the better.
– [Russ] Just plain-jane. And Design Pickle can design for you. Anyway, all right dude, thanks a lot!
– [Jim] You’re welcome.
– [Russ] Take it easy.
– [Jim] Enjoy. Cheers.
– [Russ] All right, so there you have it, a little trade show recap. And to recap the show, this is our pilot episode, but what we’re gonna be doing every week is simple. We’re gonna be diving into a little bit of a lesson. Hopefully I’ll get the hang of the pad and all that kind of stuff and then we’re just gonna have a second segment, whether it’s an interview, case study, details, just things goin’ on. There’s a lot happening in the Russ Perry world between a Design Pickle, which is a seven figure, soon to be eight figure, sass-type service business. I have a new book coming out. I’m traveling. And so every week, I’m gonna be tuning in here with you to share what we’re doing and just get behind the scenes and have a real conversation. So I appreciate you and the time you spent today. If you’re watching this on the replay, love to hear you post a comment, ask a question if you need. Tell me what you want to see. Now, a little treat for you.
So last, about two weeks ago, it’s been a blur, I was in New York City at VaynerMedia speaking with Gary V. You know who Gary V is? He’s this guy. You’ve probably seen him somewhere on Instagram or Twitter or Facebook. He’s a legend of genius content marketer, a legit dude. Very, very influential in terms of even just this show and getting this rolling. I actually got to spend some time with Gary and one of the biggest pet peeves that I personally have are elitist designers shitting on Design Pickle because they think that they’re better than us or they’re better than our designers and they’re better than just, you know, pretty much everyone, including their own clients. This ego that they have. So I got into conversation with Gary and he had a few words to–
Next week 12:30 Mountain Standard Time, which is 11:30 Pacific Standard because we’re switching time zones. So 11:30 PST. 2:30 EST. 12:30 MST. I’ll leave ya with Gary V. See you next week.