Archives For Justin

When I want to step up my social media game, I don’t read a blog post. I read a business book.

There’s no shortage of great blogs out there to choose from. In fact, one might say there’s TOO MUCH amazing content to consume…

TOO MANY “how-to” posts…

TOO MANY “scientific guides” to read…

TOO MANY “perfect timing” round-ups to follow…

All of the “how-to” stuff is good, but there’s a step BEFORE the tactics that’s critical to your success (and it AIN’T finding the “perfect” time to tweet).

Here’s why I start with business before creating one single pixel of social media content.

1. Social media and business are interwoven.

Your social media content will never be as effective as it could be unless you are clear on what you want to accomplish. “Creating good content” is not a goal. “Creating good content to drive traffic to landing page which drives sales and increases revenue” is a goal.

2. Business books provide the “WHY-TO” before the “HOW-TO”.

if there’s one gripe I have with social media blogs, white papers, and ebooks, it’s this: they launch into the tactics without explaining the strategy. I call strategy “above-the-neck” thinking. I call tactics “below-the-neck” action. You need a brain to inform the movements of your body. Good business books always start with the “WHY” before moving to the “HOW.”

3. Business leaders are not confused on ROI.

From a measurement perspective, social media is just like any other communication channel in your organization. Effective business leaders are not confused about effectiveness. If the resources they invest in certain initiatives don’t measure up, they ditch them and try something new. Digital marketing can and should be held to the same standard as any other department in your organization.

4. It’s all about money.

Listen. I’m a pie-in-the-sky optimist if there ever was one. But the reality of life is this: money talks. Business leaders (and their books) get this. It’s not dirty or shameful to talk about money. Another truth: in 99% of cases, a majority of your social media should actively contribute to revenue generation.

5. Good business books teach me how to connect with people.

At its core, social media is an avenue to connect with people. Good business, at its core, is finding meaningful ways to connect with people. They’re the same thing. When I communicate more clearly in business, I win. When I communicate more clearly through digital content…same thing—I win. In the end, it’s all about people.

If you’re looking for a good place to start, here’s a list of books I HIGHLY recommend you consume with intensity IMMEDIATELY:

Start with Why by Simon Sinek

Rich Dad Poor Dad by Robert Kiyosaki

Zero to One by Peter Thiel

Secrets of the Millionaire Mind by T. Harv Eker

Choose Yourself! by James Altucher

80/20 Sales and Marketing by Perry Marshall

Challenge: Tweet at me and tell me ONE point you either agreed or disagreed with!


We’re always rushing around to get content to our audiences. Produce! Produce! Produce! is all we’ve been hearing for a while now. How do we keep it up?

We straight-up DON’T. We can’t keep producing content until we’re blue in the face if we’re not certain that it’s making a difference to our business. We have to STOP and take the time to think about our goals, our audience, and how to reach them. Without strategy, we’re just creating more work for ourselves with NO RESULTS. Ain’t nobody got time for that.

Think about the changes Google has made to Panda: it’s not about quantity. More than ever, it’s about quality. We need to create killer content to get up there in search ranks. How do we do that? How do we figure out what content is really going to resonate with our audiences?

Well, first, you have to know who those audiences are. Which is why we have people like Jason Yarborough of Social Fresh to help us do that. Jason stops by the show today with a brain-exploding bonanza of information for your ear hole. He preaches the good word that digital marketing isn’t just courting, it isn’t even dating anymore, it’s being in a serious relationship with our community. And I say “Amen!” (I literally say it in the podcast.)

Jason (aka Yarby) talks about taking the time to research and to truly listen to what your audience and influencers are saying before jumping in. When he’s consulting, he says up front that anything worth launching takes six to eight weeks to get it ready to rock. He doesn’t want to hear “but we don’t have time” because it’s all about whether or not you’re willing to take the time to make what you’re doing top quality. I’ll say it again: It’s not dating, it’s a serious relationship.

If there’s one thing I’m taking away from my talk with him this week, it’s that “you can make a lot of noise and make no difference, but you can be as quiet as a mouse and make all the difference in the world.” Listen up for some straight wisdom on how to make that difference to your audience.

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Your brand = who you are. Your brand standing out = more business. More business = more $$. Who doesn’t want that?

We all want our brands to stand out from the crowd so that people say, “Oh yeah, I know that company. That company rocks.” How else do you rise above the noise and get people to notice you? How else do you get your audience fired up about you?

But a brand isn’t just a cool logo and the colors on your website. Yeah, design is incredibly important, but even more important is knowing and projecting who you really are as a company. What do you believe? What do you want? What’s your culture? Until you can answer those questions, your brand isn’t going to truly shine.

That’s where the tough love comes in. It’s so much easier to skip over the tough questions and get right to the fun design stuff. But you’ve got to be willing to dig deep to get at the heart of what you’re doing and why you’re doing it. Otherwise, your brand is just a cool (meaningless) logo.

Badass chick Krysta Masciale is our guest today, and she’s here to punch you in the mouth with some serious knowledge about branding. Krysta believes your brand is a big deal, and it needs a lot of your attention and energy, which is why she’s the CEO of B!G DEAL BRANDING. She’s here to provide us with some amazing insight into her business and why it’s so insanely important.

In addition to telling us about her kickass company’s process, Krysta gives us some serious clarity on how she started and grew her business. She didn’t try to amass thousands of Twitter followers, and she doesn’t use Facebook for business at all. She targeted specific groups and influencers who needed and wanted what she had to offer. And now she’s rocking so hard, she can say no to potential clients who she doesn’t think are on the same page about kicking their brand into high gear.

She can say NO, people.

I don’t want to give it all away, you’ll have to tune in for some other nuggets of wisdom. Get to listenin’, because as it says on B!G DEAL’s website, “No one has time for BS when perception, trust and money are on the line.”

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