Marketing For Architects

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Let’s begin by asking a question. What’s the hardest part of growing your business? And just take a quick second to think about that answer because this book is going to answer and give you the solution to your answer.

My name is Jonathan DeCollibus and I’m the co-founder of Superior Digital Partners.

We are going to talk about the short story of Meetings On Demand. As a co-founder, as a business owner, the most important thing I ever did, as a business owner was to learn how to generate meetings on demand.

This transformed everything for us before we did this we were okay, we were getting by, we were closing deals but, were not great, and the result of doing this has turned our previous monthly revenue is now our daily revenue, and we currently have a full pipeline of meetings months in advance. We have a predictable system that allows us to do that over and over again.

Now, when we began meetings on demands, here’s what happened. The first thing we had a custom flow of quality conversation, and we were talking to people who would pre-sold on us, and they were pre-sold on working with us, and they were pre-sold in our philosophy. They were pre-sold on our process, and they were pre-sold on our premium fees, which is a, I’m sure you will agree, a great combination and they we proactively looking to solve a problem, and they had the resources, means with which to solve those problems and they were ready to begin.

Now, previously I believed that influence was the only key to business success. I studied extensively, in fact, I even wrote a best-selling book called “Unlimited Influence”, and I think we’d all agree that influence is important. You have to be able to convey what you do. You have to be able to convey it in a way that shows the superiority, that show the difference that you bring, that shows the benefits of working with you versus the alternatives.

I think we agree on this.

Now, the question that begs us to take a step back is, how do you generate these viable meetings in the first place?

If you’re reading this, your firm deals in services that are based on high trust, high dollar amounts, and its relationship based. So, that’s a tricky situation to be in because most of the marketing advice that’s out there is geared towards impulse purchases, low-ticket, quick sale with no lasting relationship.

At the end of the day, really – it’s just about the product, it’s not about the relationship, it just about getting the product into somebody’s hands. Anybody who has $3.99. So, there’s a strategic mismatch that we have to understand in our decision in marketing.
Now, our firm has been known for a long time for being an old-school work ethic firm, since day one we’ve been known from our hard work, and if you’re reading this, I’m sure you have as well.

We believe everything takes diligence, persistence, commitment, consistency and a winning strategy. These beliefs are old school, sure. More than classic small town beliefs, they are key to winning in the big leagues.

We believe in integrity, it is the core of everything that we do, and we also believe that good things take time. We believe in these core values, and we began to apply them to the marketing.

And we were in for a big surprise. We did all the tried and true ideas, all the tactics, we tried everything and at the end of the day, at the end of the week and month and year… we were just scraping by.

And what we came across that changed the whole game for us is what I’m about to show you in this book.

My desire, my purpose, my objective is that it would reduce the learning curve and what took us years, what took us years to accumulate will be in your hands in a very clear, concise and applicable way.

My goal here is that we can shorten the amount of time and increase your return on investment, by giving you the strategy that leads to better results, faster, without having to go through all the pain and the loss of capital that we did to get to the point that we are at today.

Because at Superior Digital Partners we are obsessed with the truth, we are obsessed with how it actually is, not how we would want it to be.

Myself, my co-founder, everybody in our office has this belief that we have to know how it is, we have to know the facts, we have to know what works and what doesn’t work, in order to be pragmatic in do what works, because in order to change how it is we have to know what is first and we have to operate from that basis.

So, we began with this obsession and we still are still obsessed with this idea of finding the truth, uncovering the facts.

At first, it was the bitter guide led us down the difficult path, because though we did have some sporadic success, we had to wait for it, and we had essentially to put our hands on our pockets and wait for to people to come to us.

Maybe you’re in that position right now, where a lot of the work you do, a lot of the client base is based in the world of mouth category, is based on who do you know, who they know and how good are they in convey what you do.

So, a lot of times you’re in the intermittent land called “Word Of Mouth Purgatory” and you’re waiting for the results to come. If you’re anything like me, that’s a very undesirable place to be.

So, we moved from Phase One to Phase Two, which was all the tactical approaches.

We went to the libraries, we read all the books, we went to the online libraries, we watched all the videos, we did all the tactical things that we saw, the tactical hand to hand combat strategies. Networking, events, seminars. We even tried cold calling, and we were still in that same position.

We were putting a ton of energy, a ton of investment but, we weren’t getting the results we were hearing everybody talk about. Imagine how annoying and frustrating this is, when you are at the same time hearing people talking about the so-called “Full Pipeline”.

“We have a full pipeline, our calendars are jam packed”, When you hear these things you dismiss it, I know I did. For me, it was a heap of garbage. I thought I was, and I said it as I thought it was.

I said, “This is just trash, this is not reality”, because it didn’t match my experience, and I didn’t believe it was possible, I didn’t believe it was possible for us and I had no belief that it was possible.

It makes sense when you think about it, because of my experience – we were trying everything, we were doing everything that was supposed to work but, our experience was, “nothing was working”.

We were still in that sporadic success where we had scattered results rather that steady stream of high quality meetings with quality potential clients.

So, I don’t blame you if you’re thinking the same thing right now. Because trust me, that’s exactly what I thought, in fact, I had it down to an A) and a B).

I thought first of all, we either have to be A) a call calling machine, meaning you have to be like that boiler room type of shenanigan where everybody has a phone book by their side and you have a phone duct taped to their ear, and they’re nonstop, 24 hours a day, interrupting people during dinner time and just annoying people to death until you got somebody to buy.

The thought was either that – or B) you have to be the lucky networker, lucky marketer.
When you’re going out there and by some chance experience, you met somebody, you talked to somebody who just happened to be well connected and they just so happened to be able to connect you to a superstar network of people who wanted to throw money at you.

And I’m sure if you’re like me, your business is not just a game – your business is not a casino.

I’m not a gambler and I never have gambled – I believe in strategy.

I’m a very logical person you might say, I believe in things that are proven, and I love to put money into things that are proven, but when somebody starts talking about luck or high volume aggressive tactics said are very low response, it turns me off.

So, because for me my business is to support my family, to provide for my family, to provide for my office, to provide for my clients, to truly serve and leave an impact, to create a legacy. Maybe that sounds far-fetched and gradios – but that’s truly why I’m in business.

So, I’d like to talk to you about how it affected us having these two beliefs.

The first one is that we had sporadic growth, we had no reserves, we had very little cash in the bank, and we were charging low fees when we were on the bottom of that totem pole. We had slim margins and we had a dried out network.

So, of course, it leads to being desperate, being frustrated, feeling overwhelmed, you feel burnt out, you feel restless, you feel anxiety, why is that?

Because when you started out in business, when you started your firm day one, nobody told you about the marketing side of things. You learned the skills that were required to serve your clients but, you didn’t learn, unfortunately, most of us didn’t, well I didn’t – you didn’t learn the core ability of how to generate new clients, and how to generate meetings that lead to new clients.

So, we began to ask a new question, “Is there is something fundamentally wrong with us?”

Do we need a new site? And we did, and guess what? No change. Do we need a new logo? We got a new logo and no change still. Do we need a new face, new brand, new this, new that, new gadget, new widget… none of it had any effect.

As a business owner, I’m sure you can agree with me that it doesn’t feel good at all, it doesn’t sit well with us.

And so what we did discover is yes, volume does work at a certain level, and I’ll give you our numbers here. We were sending out (in fact, we had to have our own dedicated server) at one point, 10,000 emails a day, and guess what? It does work.
You send out that many emails and you will get one or two meetings. You will and it’s just a fact.
Now, are those meetings high quality? That’s debatable, do those meetings convert? Also debatable, but the fact is that yes, the truth is volume will work if you blast out enough messages and you do enough advertising.

Volume itself without strategy will work.

It’s unsustainable, undesired and it’s a low ROI.

I’m a businessman at my core and ROI, metrics is everything. We measure every single thing, and frankly, it wasn’t something we wanted.

So, we began to ask ourselves another question, which maybe you can relate to, “Is this the way we want to live?”

Is this the way we want our business to be? Is this the way we want our firm to exist? This sporadic success, scattered clients coming from basically nowhere. We didn’t know where our next client was going to come from.

So, of course, the answer for us was no, like I told you, thousands of dollar being spent, a thousand of hours being invested in this, we came across what I am going to share to you today, which is the Meetings On Demand strategy.

And the Meetings On Demand strategy is a predictable and inevitable source of fresh capital.

And for me, as I’m writing this, it sounds like these cheesy affirmations hearing people saying, “I have a predictable source of fresh capital”, and it doesn’t sound like something that is solid, tangible and real, but for us it was. And it is to this day.

And is something that became reality once we began to implement the very marketing that I’m about to share with to you right now.

So, it took us from an empty calendar – all the way across the spectrum to a book solid calendar with weeks and months in advantage of meetings lined up back to back. Every executive in my office with a full schedule. A constant flow of potential clients.

This does sound very pie in the sky. If you’re thinking that I’ll give you a quote from yours truly, which is, “It sounds great, but it’s awfully idealistic. Sounds great on paper, I love the idea, but it sounds really idealistic, not realistic.”

If that what you’re thinking, if that’s what you thought in the past, I don’t blame you for thinking that because I thought the same thing myself until I discovered Meetings On Demand.

What Meetings On Demand gave us was the ability to be selective, the ability to do our best work with every single client, the ability to work with people that actually have chemistry with.

What an idea!

The ability to target and choose specific companies out of a massive ocean of companies. And say, “We want to work with this company”, and doing that.

It gave us the ability to command premium fees, it gave us the ability to predict our growth, to predictably grow our business over time, without having to guess, without having to wonder if we could do this long term.

They gave us the certainly to say, “This is where we are, this is where we want to be in a year”, and to bridge that gap using a predictable system.

It also gave us the ability to have an office where the environment is vibrant, because of my office thanks me – my office thanks me the fact we have projects that fit what they want and fits their highest skills and their highest talents. And they can be paid very well to be what they do best. And the benefit of doing that is that we have an environment where everyone is doing their best and they are being compensated very fairly for doing what they do at the highest level.

And our network is another topic. It grows daily. When I say network what I mean is the amount of people who are rallying for our attention, the amount of people who are asking to become clients – it grows every single day.

Our pipeline is so full, if you’re really into economics this is going to seem very basic statement to you, but I’ll say it anyway. When the demand for what your do exceeds your ability of fill that gap, you can charge more, and you can choose who do you want to work with, and gives you a lot of power to truly do your best work.

And our sales team, they have an endless supply of lead that is pre-sold and pre-qualify, imagine that? There’s none of that desperation, we’re able to work from inspiration and value, and our best and highest skills and talent, not from a desperation, and reaching and needing.
I’m sure you’ve talked to someone who absolutely needs your business, and it comes across.

And I’m sure you’ve talked to someone who has a skill that can tremendously benefit you, and that conversation is completely different because they operating from their highest value, not from their highest need.

It leads to the fact that we are consistently and highly profitable. I don’t say this to impress you, I say this to impress upon you that creating a pipeline for your business, affects more than just you, it affects more than just your bottom line.
This affects your family, this affects your office, this affects your ability to serve your clients.
Being worried and waiting, and being reactive as to where the next client was going to come from, costs you, it always costs your, and it has cost people and it would cost you in many different shades and forms and shows up in many ugly ways.

Let’s compare that, let’s juxtapose this and we’ll talk for a second briefly about the opposite.

So, what’s the opposite of doing this?

Let’s talk about our own experience, I’m not going to tell you what you might experience, I’m going to tell you what we actually experienced. We were living in an unstable environment.

And that’s nowhere anybody wants to be at any time in their career. We were forced to sit on our hands, and we were held captive, by our own firm, by the desire to serve other people. We felt that we were locked, and we were just jailed in by the marketplace.

And if it was a good environment well maybe we would have a good month, and if it was bad, we would have a bad month.

It was feast or famine, and potential clients feel this. Trust me, I touched on this a second ago, potential clients feel this and they run from this. We saw it with a lot of clients when we were going through that phase of not having enough business.

We were in a position where people could sense the neediness, and some would even tell us.

When people feel that you need the business more than they want the business, it’s a bad combination. It never turns out right.

And the worst part is that you’re forced to placate, and you’re forced to accept every single prospect. With that means that you’re operating at very low fees, we couldn’t change what we were worth. I couldn’t pay my office what they were worth, I couldn’t pay myself what I was worth – and we were operating at a very slim margin, which is not something that is sustainable, it’s something that you can do for a while but, it doesn’t really last.

And the fact is that negotiation and our competitors were determination our fees. It’s really as simple as that. We would spend hours and hours building proposals, and when we presented our solution, it lead to negotiation. Does that sounds familiar?

Our competitors were determining our fees, we just assumed that what they were charging is what we had to charge because we didn’t have many options, we don’t have a lot of leads coming in, our pipeline was empty and dry.

So let’s talk about world class marketing. World class marketing floods your business with cash-flow, it’s just as simple as that.
So, years ago I was in the market for business training (much needed wouldn’t you agree?) and I was trying to eat up as much information as I could. I was going to events and seminars soaking in all the information that I could.

And I got an email one day from a gentleman that I really respect, he said, “Hey Jonathan, I’m putting on an event in your city, I’d love to have you there. I’ve got fifteen spots for the event, we’re going to go through this, this, and this benefit and each seat cost $8,000.” So as we do weighted the investment, and I weighed the benefits. And I thought to myself, “OK this pans out, let’s do it.”

So, I looked at it, and yes, the benefits I would receive highly outweighed the investment I would make. I picked up the phone, called his office, spoke to his assistant and five minutes later I wrote them a check and we got the tickets to the event.

I sat in the event for three days, and I can tell you to this day, I was a tremendous investment and I want to point out something here about why I call it world class marketing.

I was already proactively seeking a solution. Price was not my criteria, my criteria was, “Can you solve the problem?” And when the answer was yes and I looked at the investment, it was outweighed by the benefits, this is going to pay off…and it was a natural fit.

And that is what good marketing is, it finds proactive people – and creates a solution that is a natural fit for them.

The other story is from the gentleman, Tony Robbins. I’m sure you’ve have heard of Tony at some point. I listened to his tapes back in the day, I love his books, and I consume a ton of his content. I loved what he had to say, and I really benefited by it – and it had to be very empowering for me.

So, one day I open my inbox and I had an email from this woman named Kathrine and she works with Tony Robbins, and she goes, “Hey! I’ve got this event that we’re doing in Los Angeles. I’d love to invite you to come to the event, we’re going to have some amazing people there, it’s going to be…” Blah, blah, blah. Benefits, benefits, benefits, and more benefits.

So, I took a look at it and the price point per seat, it was $3,000. I said, “You know what? This is going to be great”. I bought a ticket for myself, I bought a ticket for my dad, we went there and it was memorable, it was enjoyable, it was such an amazing experience. I’ll never forget it.

We’re we thinking about the price? No, we didn’t. I mean, we were sitting right behind Oprah Winfrey. We were enjoying a spectacular time, we were bettering ourselves, we were achieving the outcomes that we’ve wanted – we were achieving the objectives we had in mind, and we achieved by far.

Did we think about the price? No. Did we think about benefits? Yes.

Because of his marketing that he had in place all those years ago, (and still has in that place, by the way), Tony goes after people who are already fans of what he is doing.

And I’m sure, if you’re particularly sharp, you might have already thought about this next bit.

You might say, “Well, Jonathan, but you didn’t just say that you were already big fan of what he does? Of course it was an easy sale.”

Think about that for a moment. You’ve just uncovered a valuable piece of information.

When you go after people who are inclined to make decisions, who’ve already shown themselves to make decisions that are in line with what you are offering – conversion is very simple.

It takes away a lot of the heavy lifting when you go out to the right people in the right way.

The third story is Egypt story.

My wife and I were traveling and we were planning a new leg of our trip, and I said, “I’ve never been to Egypt, let’s do something new, I want to go to Egypt.”

So, as we do, we opened up the, the, all of those type sites, and we started scrolling through and looking at the results of the hotels and experiences that were there to be had.

But, this story is quite fascinating because it shows how a single company without the millions of dollars that has to spend every month, was able to be overcome in their industry and gain our business.

So, the company was a small resort in the city of Sharm El Sheikh in Egypt. It’s a beautiful city by the crystal clear coast and it’s right on the beach. We looked over the pictures, we read their story and it was absolutely tantalizing.

There was snorkeling there, you could take a refreshing dip in ten or fifteen pools. It was all-inclusive, all you can eat at gourmet restaurants, which was for me a big bonus, if you know my relationship with good food.

It had all these amenities, all these benefits, all these beautiful sites to see, all those experiences just begging to be had. So guess what we did?

Instead of going with what we could have probably gone with – a $15 a night hostel – instead, we choose this beautiful resort that was high ticket.

Were we proactively seeking what they had? Yes. Were they positioned currently? Yes. Did they have the massive marketing budget of No, they didn’t.

But, yet we went to their site, we saw what they had, their story was compelling, their position was unique and we just went ahead – it was a natural fit.

And boy did they deliver.

I remember when I was weightless, snorkeling in those beautiful warm waters. I was looking at the rainbow colors of all of these schools of fish who were flying by me. I saw thirty foot below me, a couple stingrays floating above the coral.

At night, when we were listening to live music and we were able to engage with the others who just like us had made the decision to visit this magical place, we talked, we laughed – we loved every moment.

It was one of those memories that was magical and still lives in my memories to this day.

It was good marketing that was the ability for that small company to overtake it’s shark sized competition. And to completely fill the pipeline with high paying clients, in what some would say is a rough economy – simply by using good marketing.

My point is that world class marketing is different than your average run of the mill marketing since there are several facts that make this possible.

The first being that “Key individuals are reachable.”

Think about that for a moment. What it does mean that key individuals, people who want what you have and have the resources and means to pay you what you deserve are “reachable”.

It means freedom, it means possibility. It means that you can be connected to massive rivers of cash-flow if you have a system that gives you access to these individuals.

It means that you can serve the market at an unprecedented level. It means that you can expand your business to the point where you don’t have to worry about getting clients in the next 3-5 years and you can focus on building a legacy, a name that won’t be forgotten.

Let’s move to fact number two which is “Key individuals are looking for something better.”
That’s one of the primary characteristics that we look for in our marketing. We’re after people who want something of quality. We’re after people who want premium services. Not cheap services, but premium results, premium services. We’ll talk about that more in the section on the quality quadrant.

The third fact is that “Key individuals are very open to talking with us.”

Very open. That’s been our experience when you have world class marketing.

Key individuals open up and they tell you, “Hey, here’s my situation, here’s where I’m at, here are the problems that I have, here are the issues that we’re dealing with”. They very open, and they’re very transparent, because world class marketing creates that trust and that openness where you’re going to get them to interact with you.

Because with the right factors that we’ve just talked about, with the right checklists and checkpoints in place to make sure they are being enforced, and that we are following the right laws.

I mean think about a pilot… before the plane takes off, they have a checklist of what they go through, if you have ever flown private you know what I’m talking about. They say “X Technical Term” and the co-pilot says “Yes”.

“Is this in place?”

“Yes, that’s in place.”

“Is that in place?”

“Yes, that’s in place.”

Why wouldn’t we do the same thing with marketing? Why wouldn’t we do the same exact thing? Why wouldn’t we have checkpoints and checklists and go through laws we follow?

When you can do that, marketing can become a source of profit.

But there are a few nasty myths that keep us from enjoying that profit and they keep those results just out of reach from us.


The first myth is just to focus on more leads.

You’ve heard that a million of times, “Maybe you just need more leads”. You talked to somebody about marketing, maybe you’re at a networking event – somebody is telling you over a badly mixed drink,
“So, I bought six thousand leads last month”, and you ask,

“How did it work out?”, you ask.

“Well…we’ll see, we don’t know yet.”

(This means it didn’t work out, by the way)

Leads are not the answer, you just don’t need leads and you don’t need quantity for a fact, you need quality and myth number two is closely related.


“You just need to go out there and talk to more people.”

“It’s a game of averages”, and I’m sure you’ve heard that before. The truth is that it’s very sound advice because it is a game of averages.

But, averages or numbers if it is not combined with strategy is a slippery slope, because the less strategy you have, the more numbers you need. Remember how we were sending 10,000 emails a day? Was that a numbers game, or a strategy game?

If you actually need more numbers – I’d have you consider that you have a serious strategy problem – not a volume problem.


I’m sure you’ve heard this, I’ve heard it. I think there’s a couple people who go around talking about marketing like it can be a part time hobby, like golf or tennis.

The truth is this, marketing is not a part-time activity. Marketing is the heartbeat of your organization. You can’t have your heart beating three hours a day, it has be there full time, operating at full health – while you are awake and while you are sleeping.

And if you’re doing marketing part-time, there are negative repercussions and implications of doing that.


You’ve heard the phrase, dig the well before you’re… what? Before you’re thirsty. Why would it be any differences in business?

Part of the problem with marketing when you need to is that that very need clouds your judgment and throws you off kilter.

It clouds your judgment because it increases the emotions and it blurs your ability to strategically think, to look at statistics and analytics and make sure things are actually on track.

But, don’t think world class marketing is a walk in the park, there are challenges.


You and I will go through something called the Quality Quadrant later on which will show you exactly which person you have to go after and the 97% of people you can do away with.

For now, just think about this. Imagine getting back 97% of your marketing budget because it was never spent on the wrong people. I wonder if you have spent any amount of time and money engaging with people parading around as serious players. They requesting RFPs, RFQs, RF… fill in the blank… all to lead to a dead end. Imagine getting all that time back.

That’s the power of knowing how to identify the golden 3%.


Have you ever stuttered, lost for words or simply said the wrong thing when you had a perfect prospect in front of you? Probably not.

Why it is that we are ok with marketing doing that? Once you have someone in front of you who is a great fit – world class marketing gets the right message to them, in terms of language and semantics, yes – and in terms of psychological terms, hell to the yes.


To be positioned as the voice of truth and reason when they interact with your offer is not an easy thing to do – especially when every Tom, Dick and Harry is on every street corner offering you the “6 Principles of Positioning”.

I’ll let you in on a little secret, if you’re doing what everybody else is doing to position yourself, you will be positioned just like them, which is essentially business suicide.

I’ve seen tremendous investment in a marketing campaigns. They could be regional publications, they could be on radio shows, radio ads, TV ads, online, offline – you name it.

But, there’s mid-level positioning. Positioning just like everybody else.

Right message? Yes, check that.

Right market? Check that.

Superior positioning? No check, Very bad.


This challenge is one that most people do not even know is a challenge, because of the fact that is not even brought up. Someone can spend their entire marketing budget for 10 lifetimes and if you don’t do this – they will be outdone by my smallest client with a tiny fraction of the budget.

I’ve talked to architects who know how to generate leads. Maybe they took a course, or went to an event that “taught” them how to get leads.

They come to me frustrated out of their minds.

“I have these so-called ‘quality leads’ – and they are limp, cold, dead fish!”, one architect told me.

I don’t blame these people, they have been told that you should generate leads and call them up.

“Generate lead, have meet.”

It’s very primitive. This is Flintstone marketing. Dinosaur marketing.

And this can work for low-ticket items, definitely not for architecture and design.

Nurturing is where people have had the chance to interact with you, without taking up your time.

Where people get to know you, and we build on “celebrity” before someone speaks with you.


By the way, if you want to look at Rolls Royce and their early advertising, they did a phenomenal job of setting the buying criteria correctly.

I’m going to show you a real life example of this.

Here’s our criteria for how you should choose a marketing firm.

We began with criteria number one which is, “They better know your niche”.


Okay, you better know your niche because you can know the business of a boat, you can know the business of a ship but, if you don’t know the ocean, you don’t know where you’re going, and if you don’t know the tides, and if you don’t know the weather and the environment, you’re not safe.


If we were as a nation to randomly choose someone’s out of the streets to represent our nation in the Olympics, we would lose every single time. We wouldn’t be even able to compete.

But in business we don’t do that somehow. We sort let the emotions get the better of us and we don’t check and see if they have a proven track record of success. You better be working with somebody who had approving track record in their field.


I hate black-box talk. Here’s what I mean. When I ask, “How will you get me the result?” And I hear buzzwords like, “secret formula”, “we don’t give it out”… I shut down.

When I hear complexification (yes, real word) – I also shut down.

As Einstein said, “If you can’t explain it simply, you don’t know it well enough.”


As I said a few minutes ago, we are all about the facts, how it is – not how we want it to be, remember?

We breath, we sleep, we eat metrics and analytics.

Does it work on a micro level? If it doesn’t work on a small scale, it will not work on a large scale. Only in marketing do people think more money invested in a rotten apple makes it a good apple.

You should be able to ask someone about their metrics of success. How do they know that something is working? How do they know that something is not working?


What this means it’s exactly what it says, because there is so many downsides to working with one man army.

The first one is, what happen if somebody gets sick? What happen if he goes on a trip? What happen if he loses his interest? What happen if XY or Z? Fill in the blank.

Then you have the problem of missing checks and balances. Remember the pilot and co-pilot, going over their checklists?

There’s a proverb, “Make war with a multitude of counselors”.

Part of the reason that we’ve been successful as a company, is that we’ve adopted what Ray Dalio the billionaire wrote in his book Principles.

He says, ”You need to have an opened an honest feedback within the company.”

We have checkpoints, we have checks and balances in the context of brutal honesty within our firm.

You need to make sure there are checks and balances. And I do understand every firm has to start practicing with someone to get their name out there – you just don’t want somebody to be using your firm as their guinea pig. It’s not really worth it.


If you only had a hammer, every problem transforms into a nail. There better be more than one tool, they better have more than one approach, one methodology and one strategy. There better be more than one. I have seen more architecture firms misdiagnosed and damaged simply because the disease was made to fit the medicine being sold.


And I include that in that because if you’re talking to a marketing firm, and you sense that desperate reaching – if you sense that desperate need to obtain you as a client, what does it tell you?

It tells you that you probably the only guy you’re talking to this week, rather than the tenth guy they’ve talked to today.

Having good marketing for themselves is an excellent indicator, excellent criteria, of their ability.

Give them bonus points if they charge premium fees and are not desperados.
If you can approach your core market in their window of decision and say, “This is how you choose a firm like mine”. And then you lay out the the criteria objectively that you should use in order to make this decision.

When you do this it achieves a host of valuable objectives.

It educates them, and it shows them how to think – it protects them, and positions you.

This is what we call a strategy, not a tactic. Achieving multiple objectives with one action.


So let’s talk about the power of a recipe. Think pizza, not chocolate cake.

If you want pizza – the power of the recipe is that you simply buy the ingredients, follow the recipe, bake it for the time they say to cook it for.

When you open up that oven door, friends gathered ‘round your kitchen – you have a smile on your face – because you’re not going to be surprised with a chocolate cake, you’re going to have a cheesy pizza.

That’s what these iron laws of marketing are all about (not pizza). They are a recipe, a recipe which doesn’t care who we are, and doesn’t care anything about us.

Marketing works – regardless of we are or what level of service is behind the marketing. Marketing is binary and that’s why I love it. You can’t fake results. It just works or it doesn’t, and these laws I’m about to show you… we cannot take credit for them because we didn’t invent them, we didn’t come up with them.

The only thing that we can, of course, take credit for is discovering them or uncovering them, and we paid that price in blood, sweat and dollars. It cost us years and thousand of thousands of hours, and a thousand and thousands of dollars in testing. From experiments and using metrics, testing metrics, testing this against that, A-B testing, sophisticated analytics.

Looking at the results and making judgment calls based off the raw, real numbers. It’s the ultimate expression of evolution. Only the intelligent survive.

As Stephen Hawking said once, “Intelligence in the ability to adapt to change.”

These laws, though we did not create them, they do have consequences that are tangible and visceral. Because what we uncovered are reals laws that work.

Take the Law Of Gravity for example – drop a steinway off the top of a New York City building, is not going to slow down, just because it was made beautifully.

These laws are the same as they have consequences regardless of who we are, regardless of the value that we can bring the people, regardless of who we are.

Good people can use them – bad people can abuse them.

I will expand briefly on the benefits to adhering to these iron laws of marketing.

The benefits are that you will have a constant flow of high paying clients. The calendar will be booked solid and you’ll be talking to people that are pre-qualified, pre-sold, and who have a desire to work with you because you are positioned in their minds as the authority, as the voice of the truth.

If this rings a bell, if this resonates with you, you’re going to really appreciate the following laws.


Integrity, the ability to deliver, the capacity to handle the amount of business that come in. You must have the capacity to deliver on your promises. Incidentally enough, this is one of our own criteria that we look for, when we choose between two or three clients.

We choose the one that has the greatest capacity to deliver, because those are the ones that we can help the most.


Going after people who are proactively seeking your solutions, proactively seeking your services, it’s really the natural fit. And ignoring the rest.

Instead of trying to put a circle into a square hole, you can just go after people who want what you have, and they want it tremendously.

You also want to be going after people who have the resources and means. Just imagine you’re talking to this somebody, just imagine only these two. They have the resources the means to pay your premium fees, and they have the desire to work with you.

Furthermore, they’re aware of their problem, they’re aware of the situation and they’re aware that you are the best fit. That’s what happens when you adhere to the law of audience.


You’ve heard the people say that we give the gift that we want. We don’t give the gift that the other person wants.

Don’t think it’s any different in marketing, it’s not.

Bad marketing tells people the thing we think they want to hear. Superior marketing tells people what they what they actually need to hear in a relevant, value-adding way.

Those are two different strategies, with two different results.

Understanding and getting into the mind of your market and be able to enter to the conversation that is already going on, gives us tremendous power in building relationships – because there is very little resistance to the inner conversation and core level desires that we have.

Once we identify and enter the conversation, rather try to force a new conversation, we strap a rocket to the back of our marketing. We accelerate the process, build more trust and close more profitable deals.


This is about the difference that you bring to the table, what makes you unique, what makes you superior than the options that they have. How can you become that icon that people can stand behind because you stand for what they stand for and you stand against what you stand against?

It’s an advanced level of marketing that psychologically lines up values and lines up beliefs between company and market. By doing this you attract people who match up to your values, match up to your beliefs and you’ll also attract people who have deep chemistry with you.

All that said, you can’t just go out there and “position your brand”. That’s like saying, “build a house”, there’s more to it than meets the eye.

This is about making sure that people are warm before they talk to you, simple as that. What that means, is that they need to interact with your work, with your philosophy, with your process, your backstory – your personality – before actually having one on one contact with you and your firm.

We have nine different ways of doing this – and we have many different ways to get the right people to interact with your work in a way that they can see your philosophy, see your positioning, see who you are, see what you stand for, what you stand against – clearly and swiftly.

We have systems that allow them to interact with the quality of your work without even interacting with you, without eating up your time.

You have to get positioned before they interact with you, because when this does not happen – you conversion drops, your fees fall through the floor – because you have to play the game of negotiation and competition.


This is a question of Add vs Ask.

You have to begin with a message, an offer – ad copy – that starts the conversation with adding value. I am sure that you have seen adverts that comply with this law – but most ignore it completely.

“Give us your information!”, one asks.

“Give us your feedback!”, another calls out.

“Give us this – give us that.”

Ads that ask are ads that fail. You have to have an ad – that actually ADDS value. Not asks for value.

One of my clients describes this to me this way, he said, “I’m so tired seen ads that are trying to take from me!”

Let’s talk about working from inspiration or desperation. Working from neediness or from abundance.

If you’re working from inspiration and you begin with value, you actually begin the conversation with something that is relevant, upgrades their experience of life and business.

And people actually convert very high if you actually lead with value.

The law of generation state that you must lead with the value that is both relevant and specific to where they’re at right now.

That is not possible to do if you’re a) targeting everybody with your ads or b) if you don’t truly understand where there are at in that specific moment.


You’ve heard me say this phase on my Youtube Channel – attract the best, repel the rest.

I love this phase because there’s a myth, there a belief out there that is very wrong. It is this, you should try to attract everybody.

That belief comes from a position of scarcity, meaning that there are not that many people out there, so we better take what we can.

“You can’t choose – you have to be chosen. You ‘win’ projects, they don’t win you.”

Not true.

If you want to succeed in your marketing strategies, you have to be in a position of polarization – where you are in a position of qualifying prospects and making the choice yourself – rather than trying to qualify TO prospects and hopefully be chosen.

You have to be in a position where you attract the best, and when I say “best”, I mean, the people that you can absolutely serve at the highest level.

Two, you have chemistry with them.

And three, they have to be able to easily afford your highest fees.


It was the great Earl Nightingale, the father of self development, who had a saying about this – he said, “You don’t stand in front of your woodstove and you put your cold hands in front of it and say, ‘Give me heat and I’ll give you wood.’”

If you do that what’s going to happen? You’re going to standing there with cold feet and frozen fingers the whole winter.

Fire needs fuel and the same thing goes for marketing.

It’s impossible to have a profitable marketing system that costs nothing. Never like that has ever happened in the history of marketing and never will happen.

Good marketing is never free.

The definition of investment, in my opinion, is that it must be strategy-based. If you’re rolling the dice, that’s gambling. That’s not a strategy. If you don’t know what you’re doing, and you just tried a lot of things – that’s called experimenting, that is not called investing.

A strategy also has a system to measure and keep things accountable.

As you can probably tell from what I’ve said so far, we are metrics-based and I will recommend the same for you.

Become metrics based, know your numbers, know your dollars in and dollars out.

Which leads me to the final law.


I’m a fan of profitability. I love knowing that you can turn advertising into profit. I love knowing that you can create wealth and cash-flow in your business simply by knowing how to market effectively.

I’m so tired of hearing this following conversation.

Prospect: “I did some marketing last year.”

Me: “Oh great! How did that work out for you?”

Prospect: “Well, not that good.”

Hear me out on this.

Marketing equals profit, no profit equals expense.

If it’s not producing profits for you then is not marketing.

Most companies have never done marketing, they’ve done experiments. They’ve done things that are very high in expenses, but they’ve never done actual marketing.

You must be able to test and measure at the micro level – because what works on a small scale, will also work on a large scale. If we throw more money at something, is not going to magically get any better.

That’s where “Big Advertising” make their profit over the past five decades years. Advertising firms had been paid under the ability to put out ads – not on their ability to convert.

Again, you (or your agency) should be able to test at a micro level and measure at a micro level.

These nine iron laws are just the beginning of the game. We have identified 43 laws that one day – we’ll put into a book or a seminar. For now – take these and turn them into profit. Turn them into cash-flow.


Today’s topic is about this whirlwind, this dangerous and elusive whirlwind called, “word of mouth marketing”.

And word of mouth is a very interesting topic to discuss, because when we talk about word of mouth the one thing that always comes up is, “Hey, it’s free! It doesn’t cost anything, right?”

And there’s that belief that there’s no money involved in word of mouth – because, after all, is just “word of mouth”.

Another thing is people have this hate/love relationship with word of mouth because in many cases word of mouth is what has built up the firm to what it is today.

So let’s take out all of the smoke and mirrors, let’s remove them, and let’s just focus on the fact that for many organizations, for many firms, for many architects, word of mouth has been the sole way of generating business up to this point in time. Word of mouth and referrals has been the only strategy.


Let’s go over a little bit about why I started out saying this was a whirlwind? Well it is because you start here, and you generate the leads, you close the leads, and then what happens is that you actually service the leads, and you are right back to square one.

You are constantly out there in this whirlwind. You’re tossed around in this vicious cycle. You constantly are out there, generating, talking to people, going to conferences, putting out lunch and learns, and handing out the old business cards.

This is interesting, because this is similar in many ways, to the very method that a small child uses to get around. They crawl on all fours, right?

Imagine you are crawling, your hands are on the ground, your knees are on the ground, and you’re waddling from one side of the room to the other – yes, that’ll get you from point A to point B.

But just because it gets you from point A to point B doesn’t mean that it is the best way to get around.

Children don’t stay crawling – it’s just a first phase of transportation. At some point – they get tired of it – and they stand up and learn how to walk.

Word of mouth is to marketing what crawling is to walking. It works – and sometimes you have to do it – even as an adult – but it is not – nor should it be the sole method of getting clients.

I would have you consider that word of mouth is just one of the ingredients of the dessert. It is not the entire dessert.

Imagine going to visit your friends or family for dinner, and after dinner they pass you a heavy bowl, full of sugar.

They say, “This is dessert! Enjoy!”

You would say, “Wait, you are joking – right?”

The fact is that in business, most people stay with the things that they initially started with without evolving – because it feels safe. But then they scratch their heads and say,

“Why are we working ourselves into the ground but we’re not really exponentially growing?

We’re the principals, the owners!

Why are we still actively involved in rain making and business development?”

What if you bought a new iPhone and instead of running with the latest software it was running off old software from 2005? You’d take it back, right? You’d demand that your phone have the latest and greatest software.

Why do we buy new phones, new computers and new software? Why don’t we go on Ebay and buy the old Blackberry from 2001 or the PALM Pilots? Why do we buy the upgrades on our software and hardware?

The question we have to ask is one of tolerance. We have to decide. Are we going to struggle and use the old tech that got us here – or are we going to adapt and upgrade our systems so that we can compete in the new world we are in today?

Some people talk about word of mouth like is this high and mighty thing. In reality, really what it is, is a necessity when you are first starting out. It’s necessary to having to use the bathroom. But you never start out your day, pump your fist up in the air and say, “Hey, today’s going to be a great day! I’m going to be in the bathroom all day long!”

No, it’s part of your day but is not supposed to be your whole day. Same thing goes with word of mouth.

Enough with the metaphors, let’s start talking about the first and most dangerous aspect of word of mouth, which is FREE.

Everybody says, “I like it, it’s free!”

If somebody is based on word of mouth marketing, and I say, “What is your budget for marketing? What is the monthly spend on marketing?”

People normally say, “Well, nothing, we’re not spending anything”.

You’re in for a little tasty morsel here, because if you are a professional, which I know that you are, you charge for your time, right?

Think about your hourly billable, or at least think about what you would be willing to work for somebody else for per hour. What’s that hourly rate that you charge, or you would charge?


Put a number on it. And for the purpose of this experiment, I don’t care if you are going to put measly $100 per hour on it, let’s still talk about this in terms of an hourly rate.

It can be $100, it can be $500, it can be $1000. Whatever you charge to put it there now.

Now we are going to multiply this by the important factor which is, how many hours. How many house of word of mouth, going out there, talking to people, going to events, going to conferences, putting on seminaries, talking to different people, handing out the old business card – how many hours of doing that does take to generate a meeting?

What I have seen as a pattern in architecture is to keep cash-flow and projects flowing at a reasonable pace – meaning that you are maintaining, not growing, but to maintain the level of business that you’re at – you need to have at least 40 hours per week.

That time needs to be invested to generate meetings, to keep the pipeline full of new projects.

Of course, 40 hours for one meeting is probably a little bit aggressive, right? Let’s shave that down and let’s talk about a number that might seem more realistic.
By the time that you get out there, get to the chamber meetings, get to the rotary meetings, shake hands, go to the mixers, and all the activities associated with word of mouth… would you say that is reasonable to say that you have spent five hours?

If you are spending a minimum of 5 hours to get one meeting, one single meeting… let’s do the math, you’re astute, you’re sharp, you know where I’m going with this.

One meeting equals $500. That’s if you’re charging the measly $100 an hour, which I hope that a professional at your level is not.

This is a tasty morsel, it’s something that is a unique understanding and new perspective – because most people have never actually taken a good look at what their marketing cost them.

When we talk about word of mouth marketing is, as proven here, it is not free. Even if it is for one hour, you’re still putting out a hundred dollars per meeting, which, if you can go out there and do word of mouth for one hour and get a highly qualified lead to take a meeting with you, kudos to you. Keep that up.

Like I said, I’m not going to tell you “Stop doing this!”, I’m not saying “Don’t ever do word of mouth, just stay in your office all day long” – I’m not saying that.

But I’d have you consider that the entire dessert should not be just a bowl of sugar. It should be a little bit more elaborate, it should be a bit more complex than that.

Let’s begin with this. We just talked about the time investment, but I also want to talk about something very interesting that comes up, and we have a really great way of quantifying this with what we call the “Quality Quadrant”.

And I’ve shown this to hundreds and hundreds of architects and every single time that I show this to somebody the lights go on and they go, “Oh, I get it. I see why it takes us so much effort to generate new business”.


So, let’s begin with the first part of this quadrant.

N stands for ‘no need´. There are four kinds of meetings, the worst kind of lead, the worst kind of meeting that you could get is with somebody who has absolutely no need for what you do, at least in the next two to three years.

They’re not going to be doing anything remotely close to needing of what you do and is just a waste of your time.
Also, no need could also mean that they don’t value what you do and they would much rather go with a much cheaper version. For example, if you’re designing high-end custom estates, and you’re talking to somebody who just wants to put an additional 300 square foot addition to the back of their track home – there’s not a values alignment, there’s not a natural fit. You and I would say there’s no need.

Another one is, let’s say, that you work in the commercial world and you’re in the green or the sustainable side of things, and you’re talking to someone who just wants to build factory, they just want the function of the factory. They don’t really care if it’s green, if it’s net zero they don’t care, they just tell you, “design me the factory, and let’s get it over with”.

Another values indicator would be with design. There are people who value high-end design, and intense art integrated into the project; and there are other people who just simply want function.

There’s a lot of different ways that this can be quantified.

Moving on to the next one. These are the four types of leads, the four types of meetings you can have.

Number two, second to the worst, is H.

This is somebody that is happy with their current provider, is happy with their current options, they have a pre-existing relationship with someone who does “the same thing that you do”.

That means that in their mind, they believe that the service, that the value that you would be adding already exists in their business and in their life. That’s number two. In many cases, a lot of the people in this quadrant tend to believe that taking on a new relationship is risky because they already have what they want.

Let’s cross over to the better side of the island, in terms of marketing. This is the third quadrant. D stands for people who are disappointed with their current options.

Maybe they’re been treated poorly, maybe they’ve had a lot of bad experiences, maybe people don’t understand them; maybe the people who they’ve interacted with really have never taken the time to listen and to say, “What do you actually want out of this partnership together?”

These are people who are very open many times to learning about what you might have. That would be an interesting meeting to have, wouldn’t it? With somebody who is in the market, they’re currently with somebody but they’re not happy about what they’re getting, or maybe they viewed somebody else in the past and they’re just not that happy, maybe they’re picky, maybe they want that high-end level of design and nobody seems to understand what they want.

And then the fourth, and by far the most profitable is the P, which stands for Proactive.

Let’s talk about that for a moment. What I mean when I say proactive is people who are proactively seeking what you offer. I mean the people who in their heart of hearts, when they go to bed at night, and they get on their knees and they pray before they go to bed, and they say: “Good Lord, please send me…” And fill in the blank with what you do.

You are the answer to their prayers because they’re proactively looking for you; they are scouring the internet, they´re scouring their network, their rolodex for someone exactly like you.

They’re a decision maker with an immediate need, who have the resources and means to work with you.

By and large, when I bring this up people always ask, “Jonathan, this is amazing, and I would love to talk with these people, where do I find them?”

That is the most common response that I get when I make this drawing. People scratch their heads and ask, “Where are these people and how do I find them?”, and that’s a great question that you should be asking.

Now, here is the problem with word of mouth.

Word of mouth cast very large net, and please do not be under the assumption that all of these are equal proportions. 50% of the people in your specific market are going to be in N category, 40% are going to be in the H category, 7% are going to be in the D category – and only 3% are going to be in the P category.

So, if you get a mixed bag, most of the people that you will speak to, most of the people that you end up shaking their hands and talking to them for 30, 45 minutes at some networking event they’re going to be in that category of No Need, or they’re Happy with their current provider, or thirdly they’re Disappointed, and lastly, your final 3% is going to be spent with the people who are Proactively seeking.

This is typically at 3% at max, so you’ve got 97% tied up in the rest. Which leaves you with 97% of your time being invested in filtering through these people who either have no need for what you offer, the value systems that they have been clashing with what you offer or there was somebody else that was scratching the itch for them and they just don’t see a need for it and it is hard to get them to pay attention.

That’s the problem when you really take a look at it – apart from the fact that it is tied to your personal time – is that you’re spending 97% of your time with the wrong people, and by the time that you get to the actual potential clients you’re invested at a high level.
Like I said, if you can do all of this, filter through 97% of the bad eggs and find the 3% in the span of 5 hours I’m highly impressed. If you can do this in the span of 20 hours, I’m still highly impressed.

As I said, and I will continue to say this over and over again, it takes at least 40 hours a week of manpower. 40 man hours going out there and filtering, following up, setting meetings and talking to every single person in the bag. Because you have to filtering out people who are not a good fit, just to identify those who are a good fit.

Let’s talk about the all juicy question here which is, is there’s a way that we can find and connect only with the people who are proactively seeking (we’ll get to that in a minute).

The point, the purpose of this short section is to show you that if you’re under the impression that word of mouth is free, you need to reassess the costs you’ve been paying. And the secondary purpose is to show you that yes, it is old school, but now that you’re not in the first year of your business, you have to take a more strategic approach to your marketing. You have to look at this in a very objective way, removing yourself from the process and ask,

“If I was an alien looking at my firm, the way that I run my firm, would I be scratching my big green head asking, what the heck is going on here? Why would they be doing this?”

From the logical standpoint the answer is very clear, you probably already understand by now that it makes no sense… and then fall back on the fact, “This how we built our business.” Yes!

And again going back to the software metaphor, going back to crawling like toddlers do, hand and knees, or making that dessert purely out of sugar. That is how things start, but things have to evolve, everybody around you is doing this right now. Architect firms are beginning to awaken to the fact that there’s a better way and the ones who don’t are going to go extinct.

You don’t have to only focus on the people who are proactively looking for what you have – but if we were to have a conversation about marketing, if we were to have a conversation about building your pipeline, and filling your pipeline with quality projects that have substantial, significant cash flow, that carry over and overlap between project to project… then we have to take a more logical approach to this.


Through the years of talking with architects I can tell you that one thing that comes up every now and then. Well, let’s be frank, it happens quite a bit, and that’s why I’m going to take just a minute to address this, and that is the question of, ”Is it wrong to be skeptic? Is this a bad thing?”

Let’s be honest about skepticism.

In terms of marketing, I’m going to show you a way to rethink marketing in the most logical, objective way. I’m going to show you how be a good skeptic.

Because being skeptical about something is not necessarily a bad thing – as long as you know how to be skeptical. And if you know how to use this tool, it can actually be an asset, it can be something that propels you forward rather than detains you and it can actually add quite a bit of profit to what you do.

I’ll show you exactly what that definition is in a second, will actually lead to more profit in the context, especially, of marketing. Let’s take a look first and foremost at what this means.

When we talk about what does skepticism means, we have to take a peek at where it originates from. As you may already know, in ancient Greece, there were philosophers who called themselves Skeptics.

This was their identity, that was their religion if you will. That was way back in 270 BC, and those of you who are history buffs can let me know how far off I am on that. The point of it is that the word skepticism, or skeptic, is derived from the Greek word, skepsis.

Follow me on this, because I’m going to show you the power of being a skeptic.

The word skeptic means to examine, to inquire, or to consider. Examine, inquire, and consider. Think about that.

What we have here is the framework for something that is quite powerful, because one of the core tenets of good marketing is to examine, and to enquire, and to consider, and to take a deep look at the numbers and critically measure the results. We’re measuring what’s going in, and what’s going out, what is our ROI, what are we spending, and what is coming in based on that investment.

Imagine we’re having a Q&A session after one of our live events and someone raises their hand and says the following.

“Jonathan, I am a skeptic at heart, I am a little bit skeptical about marketing actually working for architects.”

I’d have that person consider that, really, the only reason that skepticism might stop you from doing something is just because you haven’t taken the time to analyze it, to examine it, to inquire about it, to consider the possibilities.

I’d have you consider a couple of things. The first thing is when we talk about skepticism in terms of marketing, what they’re really telling me is one of two things:

“The marketing I tried in the past has not worked for me.”

They’ve actually done something, they’ve actually made an investment, and guess what? They lost money on the investment. This by the way is completely understandable. If you haven’t lost money in marketing at some point, you probably haven’t done any marketing at all.

At some point you are going to lose some money in marketing, it is part of the game. It’s like, say, “you are going to be a boxer and you are never going to get hit”. Well, guess what? It happens to everybody.

Let’s talk about the other reason why someone would be skeptical about marketing.

The first part is that they haven’t made any money.

Reason two could be that they have not tried it and are simply afraid to fail.

I think that if we take a deeper look at this, what we’re really seeing is what we will call a fear of failure. Essentially saying, “I don´t know if it would work, but what if I do it and it doesn’t work?”

That fear of failure. The problem is that fake skepticism is rooted in emotion and not in logic, so there’s no logic, just pure emotion. In effect that person is holding a mask in front of their face saying, “I am actually scared, but I’m not going to tell you I’m scared, I’m going to use the word skeptical because it sounds better”.

Let’s start with this – if you have tried marketing and you have fear of failure – I’m not going to be diving into how to erase marketing fear because if you don’t understand the fact that in marketing sometimes you lose money, there’s not much I can do in the time that I have right now, and I’m not a psychologist.

If we’re talking about how do you handle marketing that has not worked you’ll get a lot of value out of the next minute of reading.

Many times, business owners don’t have any benchmark of success and failure that they can reference. There’s no cut and dry data to look at. What happens when you have no benchmark?

As the great Steven Covey said, “If you can’t measure it, you can’t manage it”.

You must be able to measure something in order to manage something, in this case, marketing. If you want to manage marketing, you have to have some sort of metrics in order to define whether or not you have a successful marketing strategy or something that is completely off target.

Let’s talk about how we analyze marketing, and how do we know when something is working vs when something is not.

Let’s say that you try something, and is not working; you’ve tried it and didn’t work.

You actually put in the investment and ended up losing money on your investment. That is my definition of marketing not working, by the way, because marketing has one purpose, and that multiply your investment.

It’s just another investment platform.

When marketing doesn’t work we have to do a couple things. There are a series of questions that give us clarity.

Before we ask the questions we have to go in and take a look at the facts, which is essentially, What the heck happened?


So, take a minute and write down the basic facts, and let’s not talk about anything else other than the facts.

What was the investment strategy? Simply: How much did we spend?

Obviously, if it didn’t work – there’s very little or nothing coming back.

What was our deadline? What was our timeline? What was our objective, what were we trying to achieve by doing this marketing? Meetings? Leads? Projects?

What was the ROI we were trying to achieve? How much did we want to make back from the investment we made?

What strategy did we use? Did we understand the strategy?

You want to analyze the big picture – because what that will do is that it’ll take your emotions out of the way, really activate the logical mind and get the macro objective facts.


Question number one is, “Why didn’t this work?”

The answer that you get for this is going to be what I like to call a three-phase question.

Meaning we’re going to follow it up with another “Why?”

For instance, for answer number one if you said,

“It didn’t work because we didn’t get any leads”.

Then what we will do is that in the question number two ‘why?’ we will say,

“Why didn’t we get any leads?”,

And you might say, “Nobody was engaging with our ads”.

Let’s dig deeper, Why was there no engagement with the ads?

By asking why three times, you will quickly identify that is not that marketing didn’t work, and is not that marketing, in general, doesn’t work; is that the strategy that you used didn’t work.

Next, what we are going to do is make sure we are not generalizing. We are going to separate the strategy from marketing as a whole. One bad person doesn’t mean all people are bad, right?

What that new perspective means is that we are going to make a big distinction between what you did and the other possibilities that are out there.

And don’t limit it to three “Whys”, by the way! If you get down to the third and you are still coming up with more reasons, then by all means, keep on going down until you identify the root cause.

If you can identify the root cause you can identify the bottleneck; if you identify the bottleneck in the strategy, then you’ve identified the problem that can be resolved.

What we want to do is, in a very logical way, activate the analytical and non-emotional mind, and we want to avoid the bias generalizes everything. And what generalization really means is throwing out the baby with the bath water; it is painting with such broad strokes that you are not able to see the picture.

So what do we do at this point? You´ve analyzed it, and you say,
“Thanks Jon… now I’m depressed. Not only do I have all the facts in front of me, showing me that my marketing strategy completely failed, but in the top of that I’m taking a look at all of the terrible reasons of why this didn’t work”.

What you have to do at this point, so you don’t stay in that bad place is do what I like to call a BQ: ask a better question.

Whatever you did in the past was based upon a question, and it was based upon an assumption. If the assumption was wrong it is sort of like a domino that affects all the other areas of your marketing.


Just one thing that happens wrong at the assumptive level will affect something ten dominoes down the line.

The way that we resolve this is we really have to identify what were we assuming before, and then we have to change the approach by asking a better question.

And I know many of you, I’ve talked with many of you, and I know what you’ve told me in the past: “I’m not a marketing specialist. I’m an artist, I’m the designer, or I’m the principal of this architectural firm, marketing is not my world”.

And great, and so be it. I’m not going to push you to become a marketing expert if you don’t want to be a marketing expert – but this section is for the people that want to talk about analyzing and really understanding how marketing works (and how it doesn’t work) because the problem is that when people label yourself as a skeptic they are not willing to go down this path.

I would have you consider that those people are not skeptics at all, but are actually just fearful.

The willingness that you have to go down this path, and to really analyze and take a look at what worked, what didn’t work – that will allow you to replace that defense mechanism of saying, “I’m just a skeptic”, and it will allow you to break through that and enter into a higher quality experience of business and profits.

A higher quality experience meaning this, your marketing will begin to perform at a profitable and predictable level. Because as you refine, and continue to refine the process, change things up, refine, test results, refine again and again- things improve.

And while we are on this topic right now, we have to talk about the options you have.

There are two ways of doing this. One of them is figuring it out on your own, the second is with a recipe.

The question that you have to ask yourself is:

Am I a marketing person? Have I spent the last decade or more studying marketing? Testing ideas and spending money in marketing? Have I spent a significant amount of money, time, effort in marketing?

And if the answer is yes, guess what I will recommend. I will strongly recommend that you would go this route of DIY, which is basically figuring out the recipe on your own. Because you know what to look for and you know how to test and measure and make changes based upon those KPIs.

Now for those of us who love chocolate cake but we’re not the professional chef – what we do is go to somebody who has a recipe, and when you go to somebody that has a recipe and you say, “hey, what’s the recipe for the best chocolate cake out there?”

At that point, you have what’s called a real actionable solution, because you have a real actionable system that is predictable and that is scientific and duplicatable.

The problem when people do things by the seat of their pants is that you end up wasting a lot of your resources in that process. In the end, people are wasting time and wasting money.

If you want to analyze and go through all of this yourself, do it by all means. It’s one of the most amazing journey’s that I personally have ever been on. You get to see human psychology – why people make the decisions that they make – why people decide to this or decide to do that.

You become the source of power in your business.

All this being said, I think is a healthy exercise for everybody who’s gone through terrible marketing, because it will teach you some lessons and will protect you from being derailed in the future.


Hey, guys! Jon DeCollibus from Superior Digital Partners. Got a story, got a tale today of two farmers, farmer number one, farmer number two. Farmer number one, the way that he would water his crops would be that he would go get a bucket, he dip it into the nearby lake, bring it back, dump it on his crops, go back, back and forth, and back and forth, and back and forth, and back and forth until his entire crop was water for the day, which was usually by late afternoon, early evening, and then at that time he would put away his bucket and he would pull out his plow, and he would begin to plow and weed and do all of the farmers kind of jobs that there are to do out there.
Farmer number two, and actually I’m going to make his lake a little bit smaller, just to be the equal size to the other guy, farmers rights and all. So, farmer number two was a little bit different, he decided to take about a month of his time before planting time, before spring and he built a pipe, all the way from that lake, all the way to where he was going to plant his crops, and in the middle he put a valve with an on and off switch so what he would do is every single morning while the other farmer was running back and forth and hauling and putting the water and dumping it, he was exhausted. Farmer number one, this guy was tired. There’s his face right here. He was tired, he wasn’t having a good day, he wasn’t enjoying what he was doing, but more than that he wasn’t effective at what he was doing, and he wasn’t doing it in an efficient way because he just didn’t have a system that was profitable.
He did have a system but it wasn’t very profitable. Farmer number two, his marketing, and you know where we’re going with this, I’m just going to call a spade, spade. His marketing system was essential to flip a switch from off to on, and he was able to grow his crops tremendously because he had this watering pipeline in place. So, now, why am I bringing this up? And why would I spoil the entire metaphor which you had no idea what it was about, which of course you did, by saying it’s marketing? It’s because this is called a pipeline in advance
This is called automated marketing, and when you have a system that works, here are the benefits of having a system that works: you, of course, have leads, of course, have meetings, but you have these. At least thirty days in advance. How would your business change if from this month to next month, you already had meetings that were booked in and your calendar was stuffed to the gills with high-quality meetings? What would that be worth to you? Of course, you know it would be valuable, but apart from just sort of the luxury of having it, what’s the big problem with not having it? I’ll have you consider that the problem of not having a pipeline is that your business is unpredictable, does it bother you that your business is unpredictable? Does it bother you that if your business has to grow and if your business will grow? It falls squarely upon the shoulders of the person. In this case it might be you or somebody else within your organization who has to go out there for 40 hours a week and, ”knock on doors, go to networking events, go to conferences, doing all of these sporadic things, carrying that bucket, filling up with water, bringing it back, dumping it on the crops, going again. It’s hectic, and the problem with having a business that is hectic is that you cannot control the business, it’s like a wild dog. If you can’t control it, you can’t call its name and it will come to you. It’s hard to say that you really have this under control.

Having a pipeline is more than a luxury, it’s a necessity, because the problem with not having a pipeline, it impacts every single area. By the way, let’s take a quick caveat because I guarantee that you’re probably hearing these drills, and these ambitious guys hammering in our office right now. Yes, we’re doing renovations, but I guess we’ll have to leave it as it is. The problem is that this is something that you are at a crux right now, because in your business you either have one of three decisions to make: one is to go for more, one is to go for the same, and the other is to go for less. There really is no middle ground here because if you’re going to try to stay the same, it’s going to be a very difficult game to play because if you’re going to be playing the, ”I’m going to try to maintain what I did for the last three years game”, you’re going to really have to realize that you have to invest more this year that they had to do last year. You’re going to have to invest more in this particular time in history because the target market that you’re going after is getting obliterated by more than three thousand advertisements per day. Everywhere that they turn, I mean, think about yourself, every word that you turn, you go online, you go offline, you go to the Starbucks, you go wherever you go, there are a million different points of contact between you and advertisers. People are becoming numb to advertising, they are becoming numb to standard marketing, they’re becoming numb to these things, so if you have this desire to remain the same the problem is you’re going to have to invest more, just to maintain. So, what I’ll have you consider is that you’re going to have to invest more anyway, why not invest just that little bit more and grow your bottom line, grow your profits, make your business something that falls on your control, not out of your control. This affects your cash flow.
If you think that having a 30 days in advance pipeline is just a luxury and it’s just something that it will be nice to have, you’re forgetting something, the projects, the clients you bring on today, yes they may be with you for a while, but what are you going to do to create that certain[?] cash flow that will overlap and carry you over? The problem is, if you don’t have this pipeline you’re going to be living in this, it’s called ‘feast and famine’. When you’re up here is great, when you’re down here things are not so pretty, you have to start holding back on the goals you have for the business, you have to start bringing things in. What’s the opposite of expansion? Contraction. Down here you’ll have to be contracting, and up here you’ll expand briefly only to, in the next three months, have to contract.
So, my point here is that if you want to escape that cycle, that rollercoaster of feast and famine, and feast and famine, reactivity to what’s going on the marketplace, and if you want to create a predictable pipeline, a pipeline is 30 days in advance and that solves that problem for you. With high-quality meetings from this month to next month this time next month, if you have a meeting just lined up, lined up, lined up. Ask yourself this question: will this be nice to have? Or is this something that we need to have?
If this is something that you decided that you need to have if this is something that you put your foot down and you say: ‘you know what? we’re tired of the feast and famine rollercoaster. We’re tired of having to play with the market fluctuations’, if that’s the case leave a comment on the section below and we’ll get back to you. We’ll set up a time when we can go over the situation, and help you filter out through all of the nonsense that is out there and get you down to the key areas of impact that will make this not just a dream, but a reality that you can experience today.
All right, guys! This is Jonathan DeCollibus, thanks for sticking with me, watching this video. Please share, subscribe, like this thing, comment on it. We put a lot of thought and preparation into this things, and we hope that you enjoy and get value out of them! Thanks for watching, bye.


So, when we did the “why you hate marketing? Part I” it was a big hit because everybody was sort of resonating with all of the depth that we went into in that video. If you’re interested in watching that video, I’m not going to belabor it, just go ahead and look down either in the description below or just go on to our blog and you’ll see the “Why your marketing? Part I”. But in part II, what I’m going to do is I’m going to actually break this down into two different areas and I’m going to show you specifically the, not just the reasons, but I’m going to take you below underneath the surface, and actually show you the root cause, the core of that hatred that you have towards marketing. So, let’s dive right into that.
So, the first thing is the reason why you hate marketing, because there’s no ROI. Indirect or direct, the reason that marketing has been in existence for since the dawn of business is because, you know, marketing is essentially an investment, so there are dollars in and there are dollars out. So, the dollars incomes in step 2 so, it really should be phrased like this, there are dollars out in the form of a marketing expense which leads to dollars in. And that’s really simple as it ever has been and, it’s as simple as it actually has to be, it’s not a complicated topic, but apart from no ROI no return on investment. The second biggest reason that we’ve seen that people absolutely despise loathe and hate marketing with every aspect and every cell of their being is because of this next concept that we call “the black the black box”.
The black box is when there’s a secret system, and there’s this essentially there’s this black box that you cannot get into and so, people say, just trust us we’re going to do our thing and you know, we are good, we’re going to handle all the marketing for you and, it’s essentially this “black box”, it’s impenetrable. There’s no way you can, you ask them a question and essentially is sort of like that mean character of the of the matrix when he’s dodging the bullets, it’s essentially that most marketing companies, and it’s not saying it’s a bad thing, it’s just how they have chosen to run their company, but the problem is when you hide your process it. My perspective is that the more transparency you have, it just sort of leads to the fact that you actually have a machine that works. So, again, there’s no, you know, if there’s a black box around the process, that in and of itself causes hatred because people started going do I I’m investing in this, and it’s not producing, why the heck is it not working? And then, when they try to tap at that box, they say “well no, this is our, this is our process, this is what we do and, you know, why don’t you do what you do and we will do what we do best, right?” And so, that’s sort of the second big reason.
The third and final biggest reason that people including myself, hate marketing is because of the fact that most of it is cheer claims, its claims, and promises. So, what do I mean by that? Well, what I mean is that the majority of the things you will ever hear from somebody is this sort of a deeper level from the black box is that you essentially are talking to somebody who’s just giving you straight up claims. It’s like hey, we know here’s a magical good sounding thing and I’m going to say this and this is going to happen and then that is going to happen.
You know, one of the things that you should be aware of is any type of claims or promises because marketing is business, right, and as you know, in business anything can happen even if you have a tested system. Things can always go awry and the more and more complex and advertising get and the more expensive it gets, and the complexity and the more of a cacophony of noise in terms of marketing that people keep on hearing in the marketplace today. The more that you are going to need to have some room for that testing phase and for the fact that there are no guarantees in marketing as in life so, you have to begin from the promise that yes, this is a good system, but we need to have tested in a building phase. So, claims and promises now, this is what we might call sort of the blade of grass. This is what we see above the surface, and this is the result of a deeper core issue and there are three routes to this.
The first route is a lack of a system, and the reason is because the biggest part that bothers everybody is really right here it’s that there’s no ROI, there’s no return on the investment, and if you trace that back to the base of its route at the base of no ROI, what you really have is you have a faulty system right, or you have a system that’s really something that’s not really in place as sort of something that people are figuring out as they’re going. Rather than having something that is that’s process, that’s instituted with laws and checklists just like taking off a private jet. You would never take off any kind of aircraft without having a system in place of checks and balances check, let’s make sure this works, that works, fuel levels, wind, internal-external, there are so many different aspects that have to be monitored on that. So, that’s the first route cause.
The second root cause is there’s a lack of metrics and one of the things that people notice instantaneously, it really begins on the very first call that we have together. Before we even do anything is we explain the metrics that we use. The keeper for its indicator that tells us whether or not we’re doing our job right and these have to be small enough and micro enough so you can at any given point in time especially the earlier the better, but that you can take a look at the metrics and say okay, here’s where we were supposed to be at right, so you’re supposed to have water line level, and then, of course, take a look at what’s happening right now, and the reason why most people hate marketing is because there’s no real system in place, and because of the fact that the metrics are largely ignored and not even talked about. It’s sort of like Stephen Corby say, “you can’t measure it” and that leads me to the third part. You can’t manage it or is it MGMT? There you go.
There’s no management and the monitoring of the of the initial creation is different than the monitoring of even a successful ad campaign, it doesn’t matter how successful an ad camping is, you need to have constant monitoring, constant overview to make sure that every single piece of that pie is being watched because the problem is that it’s a very complex ecosystem and, if there’s one domino on the left side of the ecosystem that goes off, it could be that butterfly effect leading to the fact that all the other areas will become affected as well, right, and, this could be things even unrelated to what you’re doing in your industry, it could be things that are just related to the ad platforms, things that could be related to the environment, and what’s happening out there on these eight different platforms.
There are rules that change those things that change, and that’s why there´s need to be that constant management. So, when there’s no system or there´s a back system and there’s no metrics, right, and there’s definitely no management, there´s going to be no ROI, and which that leads to black box which is essentially, “hey, this is our hidden process, we’re not going to tell you anything about that”. And of course, tons of claims and promises without any of that realism there because the fact of the matter is that once you’ve gone through this a dozen times, you’re very well aware of the fact that you have to go through the metrics and the testing and testing is such a big part of it that most of the time people are essentially glossing over that by just saying, “well, marketing is marketing, it’s going to work right out the gate”. No it’s not, you have to have a testing game plan in place and that’s why number two that we talked about if you’ve gone through any of our presentations, you know what I’m talking about, but law number two essentially is the law of testing, and that basically says that that it works on a small level, lost work on a large, level and, by throwing more money at something that’s not working. You´re not going to magically make it work. So, anyway, all that to say this if you hate marketing, you know what they say, right? Don’t hate the game, hate the player. In this case, don’t hate marketing, hate the system that failed you. Hate the lack of metrics that you didn’t have to look at. Hate the lack of management that wasn’t there because marketing in and of itself, if it’s done incorrectly, will destroy your business.
If marketing is done correctly, there’s no ceiling to the growth you can achieve so, guys, with that on mind, hope this has been valuable. Thanks, bye.


Hey guys, John DeCollibus here with superior digital and today’s video is about the first purpose of marketing. There’s a lot of things that people think marketing does, and creating profit only happens at this core level. If we’re taking a look at this is sort of like a jawbreaker those old candies, the jawbreakers. Imagine the very core of that jawbreaker. That’s exactly the part that we’re talking about, which is the highest core use and purpose of marketing. This is where marketing turns into profit, and I need to be very clear, all other attempts to use marketing in that red and in that yellow sphere are essentially going to result in failure, and it happens every single time. So, here’s what I mean by that.
We have four core areas of marketing in terms of generating leads so, we call this “the quality quadrant”. The quality quadrant and what this does is this tells us the quality of the lead that we can generate for you. First of all, we have the begin which is people who have no need. No need can be described as frankly, they don’t want to do anything with you ever because they don’t ever have any projects like what you have or in the near future or it could be a mismatch in values. Meaning that let’s say that you’re an extremely high-level designer, and they are looking for something that’s purely functional. They just want to build a warehouse, and it doesn’t matter what it looks like it just needs to be that square box. Obviously, these guys are a bad fit.
Number two is people who are happy with their current options. When I say happy with their current options, what do I mean by that? What I mean is that people who are working with somebody have a pre-existing relationship that currently is scratching the itch that you would be taking care of. Many times, people who are in this type of relationship already, they are quite conservative in their approach in terms of new relationships. They would see a new relationship as being quite risky so, again, not a high-quality target here. I’m moving forward what we call the fun side of the island, the profitable side of the island. Not ideal, but there is some value to having these guys as leads, and that’s the third one, which is people who are disappointed with their current options and, when I say disappointed, I mean exactly that they are working with somebody or they have worked with somebody before, they probably didn’t listen to. They probably weren’t taking care of well, just apart from the deliverable, that probably was a lot of relationship tension and problems in that area so, hence they are very open to hearing something new. And then, of course, the most valuable and the highest, and the highest profit, and this is where real marketing, real true, authentic real marketing.
Profitable marketing focuses only on this last quadrant, which is people who are proactive. These are people who are proactively seeking what you offer. I need to really be clear about that because there’s a big question that comes up, and it hasn’t failed me every single time that I’ve made this short drawing, people always ask me, “Where do we find them? Where do I find these proactive people?” I would have you to consider that that is the core purpose of marketing.

The core purpose of marketing is to connect you with people who are proactively seeking you. Let’s say this is you, this is the people who are proactively seeking you, this is the core of marketing. Marketing does not deal converting people who don’t want to be converted. Marketing doesn’t go after people who are happy with their current options. And even more so, I think you could probably say that some marketing goes after this, but is quite a low-level marketing because a lot of times if somebody is disappointed, yes it could be the fact that their service provider or the quality of service that they had was absolutely terrible, but a lot of times there may be other issues, there are people who are very disagreeable, people who are not a good fit for anybody. They’re just they’re a terrible fit, but these people over here, who are very open, and who are looking for something better. Who is looking for that quality design or looking for that quality service, and who have the resources and the means to do that, that’s the point of marketing. So, when we talk about the core of marketing, this core right here. The purpose of marketing is to connect you with people who are proactively seeking you is that simple. So, I’m going to just show you here and we’ll wrap up in a minute, I’ve got to run, but before I take off, I just want to give you this brief understanding.
There are three levels of people out there, and we can talk about this in terms of the quadrant and we can also dive in a little bit deeper just in terms of this, if your marketing is going after these people right here, who, when they see your offering they go, “well, it’s that would be interesting but no, no, no, no, no”. I don’t want it for whatever reason. Maybe they’re not an antagonist, but they just don’t want it. There’s no there’s not that burning desire. So, marketing in the best of the best marketing goes after this niche only most marketing that’s done by professional, and that comes from a proven system. You will probably get a sliver of people in the mix who, when they see what you have, they go, “well, that’s a nice to have”.
What you want, and for the purpose of the best in highest conversion, you want people who are at the point of need. When do they see you offering they go “you know what? I´ve got to have that” When they took a look at your portfolio they don’t go, “that’s a nice design”, they go, “I need to have that design”. The purpose of marketing is in most people has it wrong, right. Most people would say that marketing is about taking somebody through this journey and converting them. You even hear that that phrase of conversion, “hey, let’s convert people from people who don’t want it to get them interested and get them to really want it”
There’s a problem with that, and the problem is that you have to overcome so many barriers. At this level, right over here, you have to overcome the values barrier because even if somebody has the need and their values are not aligned, if someone wants to have a square box build for a warehouse and, you’re a top-on- the-line commercial architect, you design museums, you design, modern buildings, well guess what? They are going to look at you and laugh because they’re going to say, “I don’t need that”. The values are aligned. So, you can spend a ton of marketing budget, okay, trying to move people from this point to this point and you probably could convince somebody, but, as they say, “a man convinced against his will, remains of the same opinion still”. The same thing goes here.
Number two is if you get people to this point to where they go, “well, I do like design”, versus form they’re just sticking to that same example. What you then have to overcome is the whole plethora of issues that come along with that because, you’re essentially having to drag them, right? You’re having to drag them across the across the football field whereas in this case, if we are only going after this sliver over here, we can afford to spend more and get much a much greater return.
So, we can actually get all of this, all of this all of this waste of spend that would have been wasted on these guys down here and we can just focus that like a laser beam, like the rays of the sun, going through the magnifying glass only on the people who are already predisposed.
The core purpose of marketing is not to convert; the core purpose of marketing is to connect you to the people who are already proactively seeking you, who have the proclivity and the resources and, the means to work with you.
All right guys, I’ve got to go, take care.


Hey guys, Jon DeCollibus here with superior digital partners. I’m here talking today about something that is going to illuminate, turn the lights on and put you back in the driver’s seat, and put you back in control of your business. And, I’m going to show you the hierarchy of solving business problems, okay? Then, there’s a couple of core issues. There are three core problems that everybody faces regardless of the business that you’re in. Regardless if you’ve been in business for two months or 25 years.
The faster that you can understand the order and the sequence of solving these problems, the faster you will be able to get your business into a place of profitability, and when I say profitability I’m sure you’re profitable right. If you have the doors open, you’re obviously profitable but, what I mean by profitability is that you have this predictable profitability. Predictable profitability means that your business is running in a way that expands, and grows, and not just in an upper trend, okay?
The thing that we want to eliminate first of all is this issue down here, right? This area. When we talk about cash flow many of you may be familiar with this, it’s that feast or famine right, fist or famine. The rude cause of feast or famine, if you want to solve the feast or famine issue, if you never want to have to worry about where your next client is going to come from, the way that you solve the cash flow problem is by solving the pipeline problem, and so, when we talk about the pipeline problem or the way the phraseology that I like to use is a predictable pipeline.
When you create a predictable pipeline 30 days in advance when you have high-quality meetings set up with people who are proactively looking for what you offer, and well, guess what? You’ve solved that lower level problem because now, you have a pipeline, you have a cash flow where you are no longer having great months and bad months or having to take on clients and projects that you’re not necessarily enthralled about. The best part about it is that it creates a new problem because now if you have 30 days in advance with meetings booked with high-quality potential clients, and it’s happening on a consistent basis, the next thing you’re going to want to solve is you’re going to want to solve the issue of effectiveness.
Essentially, how do you get the biggest bang for your buck? How do you have less meetings and more clients? LMMC. How do you have less meetings and get more clients? That’s a tricky one. So, the way that you solve that problem, the way that you solve the pipeline problem, so essentially how do you have a good pipeline, but not have to spend your entire day talking to new people because that’s a lot of time that happens, is somebody will finally get out of that feast or famine and they think well, hey, as long as I have volume of leads, a high volume of leads, then the game the game’s over. That’s the only thing I want and I talk to people like that all the time and, in fact, I used to be that way myself until I discovered, hey then you get to that position of having all these meetings lined up in advance and you’re feeling good about yourself, you’re excited and then, he starts getting in all these meetings, and there’s that disappointment that sets in because it started getting well. I thought this was going to be heaven, I thought this was going to be the end all be all right. Well, guess what? Predictable pipeline is great, but what you really need to have is to have all these pieces of the puzzle to be together, is you need to have authority positioning, authority positioning and (there you go there’s a great drawing here; that’s why I’m not an artist) right you have that authority positioning (looks like a 2 years old growing this up)- you’ve got that authority positioning, and the problem is that we have three level of positioning right.
The first level of positioning right here is what we call “the random positioning”, and so, if you have 30 meetings a month; let’s say one meeting every you know, one or two meetings a day, so 20 work days and say, you know, give or take you end up having 20 meetings a month. So, you have 20 minutes a month and when people sit down and talk to you, they’re just sort of getting to know you they’re saying, “who really is this company? Who are you? They sort of approach the conversation, and I’m sure you’ve been there, where you sit down with somebody, and it’s happened to me many times in the past, that’s how I come, “no, I’m not pretending to be better than anybody here”, I’ve definitely been there myself, and it’s not a fun place to be. So, you sit down with somebody, and essentially, you know, that show American Idol or Americans got talent, always get the next step, but, you’re essentially on stage, and essentially they say, “good, well, we have to buzzer here, and dance show us your tricks, and if we’re impressed, then we will take the conversation from here”. So, there’s a lot of firms that are happy to live here because they frankly have never thought of anything beyond that, and they’ve never been exposed to anything beyond that. So, you know, when I talk about this type of positioning, I always refer to it as they can see the chimney smoke from your building outside of town, but they never actually been to your office. So, they kind of, they know you exist because of the fact that obviously you’re having a meeting with them, but as far as they know and as far as is actually relevant for the conversation well, you may as well, just be a random stranger off the street. So, there’s that.
Then, we have position number two, which is what I like to call “being mixed in”. So, just imagine a big bowl of marbles, and they’re all black, they’re all white, it doesn’t matter they’re all the same color. Essentially from the client’s perspective, it’s like hey there’s a big bowl of black marbles, it doesn’t matter which one I get, they’re all kind of the same thing. They’re all just the same thing. So, the problem that you get here is, the biggest problem of being a commodity –which is essentially what that mid positioning is- when you’re lumped in with everybody else, when you have that that positioning where everybody sees you as the same, and when they see you as sort of the black marble next to another black marble. The problem with that is that people tend to see there a ton of supply because from their position there’s a ton of black marbles in the bowl, and there’s a little bit of demand because from their perspective it’s like, “man, there’s one of me, I’m sitting here and hey, lucky me, I get to choose out of all these black marbles”. Funnily enough, and you’d think this is a bad thing, but there are actually groups that I’ve talked to, that have thought of that as being the ultimate positioning. They go, hey, we are lumped in with the best, we’re sort of lumped in with her, all the top architects, and that’s interesting because the problem is, they will in the same breath they won’t tell me that.
Well, but we’re also having issues because people tend to want to drive our prices lower. They want to drive. We end up going through some sort of negotiations on our fee structure, and they want us to do things in a very rapid pace of time, and they talk down to us and there’s this whole list of complaints if you want to call it that. It’s actually just the reality of it.
So, there’s another issue that comes up when you’re in this mid-level positioning and, that is that like I said, this basic supply and demand economics; at the end of the day you’re still dancing, you’re still dancing and you’re still having to be the effect. You’re not the cause of the relationship, you’re not the person who’s moving things forward, you’re the person who is having to dance and, you’re in a reactive position when you’re here because, when you’re here at this level you are having to react to their demands and obviously, as you already know, that’s not a good place to be.
So, again, this is really where most firms will fit into in one of these two categories there, either in that random firm that maybe you have or have not heard about or there’s that issue where you’re just one marble in the bucket with all the other marbles and there’s no difference between you and them from the client’s perspective. Now we have what I like to call “authority positioning”, and when you have authority positioning, what you have is you sort of have something which is like a kind of flipping the script because if you think about it in terms of the opposite, you have a bunch of clients, and they’re like the black marbles in the bowl, and you’re sort of taking a look at each one and you’re saying, “hey well, why would want to work with you?”
You’ve switched the economics around at this point because at this point you have become something that is different, something that is better, something that is greater, something that is (and I’ve got a video coming out on this, by the way, that’s kind of explain all this in extraordinary detail) but the end result of this is that because you’ve switched the economics. What happens when you have only one of you and a ton of people who want you. Do prices go up and down, right? Obviously, they go up. Are people less excited to work with you or are they more excited to work with you? Is there a waiting list? I mean, think of the positioning of those exclusive restaurants. I used to live in Santa Barbara, and one of the interesting things is that when you go to some of these high-end restaurants, there’s that prestige around it. If you’ve ever been in Montecito or any of these areas, you know there’s a very exclusive high-end type of restaurants and if you want to go to any of these restaurants, you sort of have to, either know somebody there or you have to, book in an advance, and there’s always a waiting list and, “well hey, we’ll see if we can fit you in”, and people are happy to deal with that quote inconvenience. They’re happy to be in that position, they’re happy to play along with the game of, hey, there’s a lot of demand and there’s not that much supply, there’s only a limited amount of spaces in the restaurant.
So, if we think about the exact same thing in your business, I mean, if you if you want to talk about other types of or designers, not just architects, but if you want to talk about clothing designers, right. If you have something that has made hand design by the top designer at any exclusive high-end designers in terms of clothing, the prices are going to be high, and people are… Guess what? Happy to pay those prices, and it turns into something where people by the mere fact of working with you, they are able to. It becomes a bragging factor because hey, we had so-and-so design our home, we had so-and-so work with us for the design of our building, for example. So, again, taking a big step back and looking at this from the perspective of somebody who truly wants to give your clients the greatest experience possible.
If you’re living down at this level, at this random level or this mixed in level, the client’s experience is going to suffer, the client’s experience is going to suffer greatly, and up here, the client’s experience goes through the roof like, this is rated 1 to 100, this is a hundred, this is thirteen, this is three. So, the client’s experience goes through the roof here because all of a sudden, they’re part of the exclusive club. They had the privilege of working with you. So, again, this type of positioning from the clients perspective and the client appreciates it.
Again, you solve this problem, you solved your pipeline problem because you had to talk to less people to get more clients so, again, that solves the fact of you don’t have to necessarily need as many meetings or as many leads to have amazing cash flow, so you solve the cash flow problem from being this to being something that grows exponentially, and that grows continuously and grows on a predictable level. So, what happens when you have all these three pieces in place? Well, there are a couple things that happen.
One of them is that you will want to automate. When I say automate, what do I mean by that? What I mean is that you will want to expand your business in terms of removing yourself out of the picture, so, what that might mean is hiring more people; what that might mean? You know, expanding into new locations by scaling. So, automation and scaling. Automation meaning sort of the administrative work and the day-to-day activities. Those are things that at that point, you can delegate those things because you have all these other things in place, and in terms of scaling, it also gives you the opportunity to grow in scale.
We have clients who go from this city and then, they go. Okay, great, well, we were well established here, now let’s move to the state, let’s move into this larger geographic areas or you know, pick and choose, and some people even choose to start taking on projects, different countries, and it can really be exciting because, at this point, the sky’s the limit because once you have everything below this point solved, you’re in control.
When you’re here, you’re not in control. There’s very little control when your basic problem that you’re trying to solve is cash flow. You’re basically swimming doggy style in the ocean, and there are big waves as it comes. Sometimes you’re going to be okay, other times; you’re going to be in dire peril. So, solving that problem essentially puts you in the boat. So, now you’re in the boat, guess what? You’re still in the middle of the ocean, and then, once you’re at this level, this is essentially putting you in a military grade. Think of something like a cruise ship, but it’s military grade; it can handle the waves, it can handle the ups and downs, and essentially you are at the helm, you are in control and you re no longer having to deal with: a) the ups and downs of the cash flow; 2) you’re not having to worry about where’s your next drill going to come from, and 3) when you have meetings with people, you actually have more business, more clients, more projects than come out of less meetings. So, it’s a great place to be, and once again, you want to automate, great, you want to start delegating things, and start really expanding in terms of removing yourself out of the picture, and building a true business that runs without you or, do you want to scale your business and grow into different areas? You can choose to do both of those, and it’s up to you.
All right, my friends, I appreciate this time that I had with you because obviously, we’re busy here. So, when I can carve time out the time, I’m happy to do that. Go leave me a comment in the description below, make sure to subscribe like this if you want more content like this. Guys, I appreciate it, take care. Talk soon.


Hey, guys! John DeCollibus here, co-founder of Superior Digital Partners, and we’re going to be talking today about the most controversial, the most polarizing, the most interesting, you might say, a topic that we can talk about. Because we’re going to be turning modern marketing on its head. And you heard me right, we’re going to be turning it on his head, because if you’ve been involved in any marketing in the last 15 years, you would know for a fact that there is a set of metrics and a set KPI’s that people are using to determine whether something is successful.

Generally speaking, modern marketing has a beard off the path of the old school concrete results. We’re so far off the path that modern marketing is propagating this idea that is mixing correlation with the causation, and is just putting it all in the blender, and hoping, and praying that somehow, someway, we are going to get some sort of profit out of this marketing, and that’s why most marketing today does not work. It simply does nothing, it simply does not work. And I’m not even going to be talking today about a lot of the very obvious reasons why it doesn’t work, I’m going to show actually, I’m going to peel the layers of this onion a little bit.

We’re going to take a deeper look behind that curtain. We’re going to be taking a look, a deeper look, a deeper peek behind the curtain of this stage called modern marketing. We’re really going to see that the main actors in that play are not what they appear to be, and by doing this we’re going to be opening up the floodgates, and I’m sure I’m going to be getting a lot of hate mail from this, because people are so attached to these metrics I’m about to show you right now, these indicators of success, these IOS’s, these indicators of success that are absolutely wrong in every way, shape or form.

Let’s begin here. The first big problem that we see comes shrouded in the form of social proof. When people talk about this phrase right here. “Hey, we’ve done some marketing for you, look an all the likes that you have! look at all the like we’ve got you! We’ve got you a ton of likes!”, and people propagate this idea of ‘likes’ as if likes was a currency you could take to the bank and pay your people with. Just imagine taking your ten thousand likes and paying your top producer, “hey, we’re going to give you a bonus this month on likes. Here are 10,000 likes for you”. Nobody accepts likes as currency because guess what? likes are not a currency.

Number two is followers. Everybody wants to talk about followers. “Oh, you know, we’ve got twenty thousand followers on this or that social media! We’ve got a million followers”. Listen, again, if followers equal dollars then yes, I think that followers are great, but we’re bearing off that path, aren’t we? Because when you take a look at likes and followers, I mean, we are not teenage girls trying to get some sort of social proof with our friends here, we’re running a real business. In real business it has to do with something completely different, am I wrong here?
The other big one is this, site hits. You’ve got all these new site hits, people are going to the website. They’re going on to your site, and you know what my most common response is to that? Having been somebody that’s had a ton of likes, a ton of followers, and a ton of site hits, thousands, upon thousands, upon thousands of site hits, so what? So what? I don’t care, I simply do not care. These are vanity metrics. These are things that people like to look at and they end up playing this comparison game, you’re constantly logging in to their analytics and saying, “hey, what’s our statistics for this month?” What’s our statistics for this month? What planet have we gone to where likes, followers, and site hits?

By the way, this is all so far just attacking social media in digital, well guess what? We’re going to go ahead and take a little bit of a transition to the real world, because maybe you might be saying, “well, listen, if only I was the best selling author. If I were the best selling author, I would have so much credibility in the marketplace. People would be falling head over heels, businesses would be skyrocketing”. Guess what? Also speaking from personal experience, any of these things do not magically transform your business. And the list can go on and on, because these things do not co-relate or contribute to success in any way; now, if you want to become the best selling author to sell books, and make income out of that, well great, but that’s not a metric for what I like to call success.

I’ll show you another one, reviews. “Oh, we’ll get you all these positive reviews”. Listen, positive reviews are nice to have, and by the way, all these things will boost your ego quite a bit, but now we’re going to take a little trip to what I like to call ”the old school part of town”. And we’re going to talk about the quality metrics, the quality metrics that actually matter to you, and if you can hold yourself, you can hold your marketing company, if you can hold your business to these standards, and use these standards I’m about to show you as the measurement of success, and to measure, to be the ruler, the yardstick to if you are or if you are not a successful business doing successful marketing. If you can use this and you can apply, this things will change and they will change rapidly, as Steven Covey said, “what gets measured gets managed”. If you are managing your likes, and your followers, that’s what going to get managed, that’s what’s going to be improving.

The first metric that we have to look at, leads. The quality of leads. There are a few sub-metrics here, the first one being the quality of leads, the volume of leads and the predictability of those leads. I have another training on that, you can find it on our channel, or on our blog. But leads should be a measurement stick likes are worthless. Leads, the quality of leads, high volume of them, and they’re coming in predictably, that’s power. Leads are fuel for the business. If your business does not have leads, your business is hungry, your business is running on a low, low tank, and we’ll easily be overtaken. That’s number one.

Number two, meetings with these people. Meetings with potential clients. You should have a strict and careful monitoring that’s happening at the meetings in your business. Is a fact, is a fact: if you are not actively looking at the meetings within your business… and you are looking at a few things. The first thing is the conversion ratchet. This means how many meetings does it take to turn into one client. How many meetings with a different lead, how many unique meetings does it take to turn into a client. Because, like we’ve talked about before you can have that thing jam-packed, you can be running around and running around constantly having tons of meetings, and still be at the same level.

Quality of meetings is tremendous. Is there a natural fit? Is there that chemistry? Is there that ”hand and glove”? Are you meeting with people who are proactively seeking you out?
A natural fit, proactively wanting to work with you. Are they hungry? Are they calling you constantly? Are they reaching out to you? Are they the ones who are asking for a meeting with you? There you go.

And of course, the third metric that you must measure is the number of clients. Are they paying you your highest fees, or are you having to play at the level of the ”competitive RFP”? There’s blood on the water, there are sharks everywhere and you’re losing your profits, or are you actually winning? Are you actually taking home some solid profit?

So, what I’m going to have you consider is to take a look at both of these metrics, side by side. The vanity metrics, the quality metrics. Take a look at your business today, and you can effectively scrap all of these, forget about this. The only thing that matters, the only one thing that matters is, are you getting a high volume, of high-quality leads, predictably? Are you converting at high ratchet, with people that are a natural fit? or proactively seeking you? are they paying you your highest fees? and do you have a high number of them? That’s it.

So, next time that you walk into a meeting with your marketing company or with your director of marketing, or with anybody who wants to talk to you about marketing. Before the conversation even begins you should be bringing out the context of which you are to measure success and be ruthless in sticking to this, because the moment that you start living in this world, right over here, you begin living in the world of being paid minimally, and having to pay people maximum dollars for minimum results, or no results.

Forget about this, focus only on this. All right, my friends, I’ve got to run into a meeting right now, I hope you are doing well. Thank you for watching, leave a comment in the description below, and we’ll go from there. Thanks!


So, many of you have heard us talk about the quality quadrant, and of course we have an HDP, and of course stands for people who have no need, for what you offer, or there’s a values conflict. Each stands for people who are already happy with what they currently have, so maybe meaning that they have a current existent relationship with the past 25 years with their brother in law, who does, quote “exactly what you do” and therefore, in their mind, taking for something new, would be consider a risk.
And of course on the other hand we have people who are on this side, disappointed with their current options, and disappointed with what’s currently out there, maybe they’re being treated badly, maybe they’re not being appreciated, or listened to, there’s a whole variety of reasons why people can be disappointed. And of course, the most valuable one, for us, is this one, which is the proactive person, the person who is proactively seeking, scouring the web, scouring the internet, scouring the network, trying to find a solution to a problem.
What you’ll see here is, is that there are two big categories, if you will, some macro big-picture category. On the left-hand side, there are people who are basically opportunity focus, if you talk to somebody who has no need, they’re essentially looking at… basically, whatever struggles you bring to the table, is consider as a new opportunity, and sort of, the extra cherry on top it’s not a need to have, it’s something that may be nice to have, it would be nice but it’s not something that is actually imminent, something that they would place a high value on, and the problem is, some marketing attempts to get people who are on the left hand of this quadrant, and magically bring them over to this side, and as you know, after having gone through several of our videos, I’m sure that the process of marketing it’s not to convert these people, these people are not even in our sides, they’re not even part of our thinking process, the people who you’re going after are the people who perceive the value that you bring as a solution to the problem that they have.
That’s where these two categories would have come in, because, on both hands side, because if you’re going to explain the current investment of working with you, to somebody who’s on the left-hand side of the quadrant, it basically falls on the fears, there’s not much value built there, and if you build that even bigger and talk about some of the benefits of what to offer, again, their mind is nice to have, it says that would be nice a nice pace to have, wouldn’t it? But it’s not that they have this obsessive desire to possess. And of course, even if you push it to the end of the greed you have some superpower persuasion abilities and influential capabilities to communicate, you only get them to the point when they go “well, that’s interesting, I’d be nice to have now, but we’ll get back to you latter” or “we’ll talk it over, and we might do a little bit of shopping around” or they may want to do it with you but they don’t want to enter into this massive negotiation, because the laver edge on their side it’s not even there, they have no driving problem, that’s the common denominator, they have no driving problem.
And then of course on the other hand, if you bring somebody in on this side of the spectrum, this side of the quadrant, their problem-focused, and of course, the definition of our allied really solved the problem, and when you talk to them about the benefits, they categorized that under the banner of need, and when you’re talking about getting it done, it’s like “yes, this is something that is a when question, and not an if question”. The purpose of going through this with you here, the purpose of me even bringing this up today, and bringing this to your attention, is because of one big idea, which is this, the purpose of marketing it’s not to though out a big net and try to convert everybody over to this side, we want to lever the existing momentum, and simply get people a nudge in the right direction. The difference, now say this again, it’s not to convert people, but to find people who already have that momentum, and give them a nudge in the right direction.
That being said guys, I hope this has been helpful to you, and I hope this has shown to you some of the big differences between, average marketing on this side, or just going out there and hoping and praying that things work out, versus the fun side of the island, the profitable side of the island or you find people that are proactive, and who have built the momentum, and who are self-driven in terms of making things happen. At that point, all that you need is a little nudge in the right direction and therein.
Okay guys, take care and thanks for watching, as always subscribe, leave me a comment in the description below, if there’s any questions or comments, if you agree or disagree, let me know. Take care guys.


Hey guys, Johnathan DeCollibus here, the co-founder of Superior Digital Partners. Today’s video is going to address the common frustration, the proverbial itch, the proverbial irritation, the absolute point of anger in many cases that many owners, principals feel when you’re talking about your architecture firm.
It’s this process called this lovely RFP and people call it “ArfP” they call it “ArfQ” they have a hundred and twenty different points of calling it something different. At the end of the day what it is, is over here you have the client, that’s your sophisticated client and it sticks through your form, you can thank me for that later. What you really have here, you might be wondering what this chicken scratch is on the page, that’s why I’m not a designer or an artist, and it’s because I don’t know how to draw. What I’m trying to illustrate here is a bucket full of marbles, that would be all of the different options that your potential clients are perceiving as their current options of where they can go, what they can do, in terms of finding a solution for their project and finding the right designer, finding the right person who can really deliver and actually create something for them.
What we normally have, is we have this RFP, this Request for Proposal that can send out to people that maybe you are in a short list or maybe you’re just selected out of the bungee. At the end of the day, you’re in a very competitive environment and you’re in an environment that you happened to compete with, by the way, if you can take a quick look over here you can see there’s that one gold marble. The gold marble is you, you’re mixing with everybody else, your potential clients don’t know the differentiators, they don’t really know. In most cases, they’re not as educated and they don’t have your background, they don’t know why you’re better, why you’re different, why you’re superior, why you’re unique and the advantage is that you bring to the picture. The only thing that they know is what architect equals architect equals architect, and the problem with that is that then the biggest problem is that you end up turning into a commodity. When you’re a commodity there’s a lot of things that happen. The first one is the insult draped in and mask by the phrase RFP because most of the time RFP’s are going out multiple firms and its designed essentially to create the environment that’s as competitive as possible to dry the prices the lowest as possible, and to really eliminate your unique features. Think it about as the face of your firm, somebody is blurring out all the faces and they essentially say, well, just choose because we’re all robots anyway. So, you essentially are a commodity and what we want to do is, well just dive a little into this before we move on into what we want to do. When you are a commodity the problem is that you end up playing in a very high negotiation environment, it’s a very competitive environment.
Number two is you often have to sacrifice, you have to sacrifice a lot of the things that you would want to do in terms of delivery, because your focus so much is upon, hey let’s get this deal, let’s get this contract. That at the end of the day, let’s just be honest, you have to conform to with exactly what the client wants, rather than to express the uniqueness at that your firm has, and then of course, thirdly and in my opinion, the worst, is that you have to be chosen instead of being the selector. You have very little selectivity and you’re essentially in a reactive position because you’re the one who’s waiting, hope and pray that the God’s of architects smile upon you, and they reach into the bucket and hopefully, they would choose you. This is a very accurate representation and the reason I know is accurate is the conversations that I’ve had, not only with my clients but with hundreds and hundreds of architects and designers around the globe. It doesn’t matter whether you’re in South Africa or in California, the process is really slanted against you and the process is not in your favor.
What is the purpose of good marketing? What is marketing do? Good marketing flips the scrips and that’s what this is about. How do we flip the script on the RFP? In many cases , and this is one of the common complaints that I’ve heard from designers is that depending on the size and sculpt of the project, you will spend a significant amount of time, you’ll spend a significant amount of energy and expertise, and you also will spend significant amount of money to do that because guess what? RFP means that you have to deliver a proposal. But I’m not saying to drop your proposal, I’m not saying you’ll never need proposals, no, but what I’m saying is that the process of this, when you have the proposal it’s a conversation of when versus If, because most of the time when you’re having a conversation in the context of RFP, it’s a conversation about. If it’s like, hey why don’t you dance for us and we’ll evaluate your dancing and if we like the dancing then maybe possibly we’ll choose you. So what I would have you consider is that you expended in many cases, tens and hundreds and even more hundreds of thousands of dollars in this processes of creating our RFP that we never won, but we’re instead giving to somebody else. If you read our blogs on Linked in, you’ve been in our videos here on YouTube, you know that I hate using the word “Win” when we’re talking about a project because guess what? You’re not winning projects. If you are as good as you’re telling me you are, the client is the one who’s winning and you know that.
This is all just in your frustration. How do we take this and turn this into something, a solution that actually produces for you, because if we can eliminate the competitors, if we can help you come in premium fees that would be a good thing? Because when you come in premium fees you can deliver higher value, when you eliminate the competitors you can actually work on, your focus can be primarily upon dealing with the clients and focusing on the client which leads to a higher client experience, what’s really means that the client is happier and they talk about you more and guess what? We’re talking about a wooden up work trending cycle. Let’s dive on it, I’m going to show you how you can become the golden globe, how can you become that golden marble out of the entire mix, and in distinguishing yourself completely, so you can flip the script on that RFP once and for all.
The first thing we have to talk about, if you want to do this, is you have to educate. There are a hundred and ten psychological reasons for doing this, I’m not going to dive into them right now because I got to go to a hearing in a few minutes. What would I say is when the education of the client is the first interaction that they have, things begin to change because if your prospect are prosing you saying, hey, dance for me, they’re jugging and you’re dancing. When you’re educating your clients, what are you doing? You’re showing them how to appreciate what you do, and how to not only appreciate what you do but how to approach the entire industry. If your potential clients work to understand the seven criteria’s for chosen a highest and custom residence designer, guess what? If you’re the one that’s teaching them how to do that, could you eliminate the competitor that are alone? Of course, you can. But not only that, once you’ve educated someone that leads to respect and that’s a tremendous thing, because one of the big things that the clients tell us is, hey Johnathan, this client meeting that I’ve been having, I don’t know what you’ve been telling them beforehand, but they’re coming to me like this, I’m a Leonardo DaVinci kinda respect. They’re not treating me like they used to treat me, which is as a commodity. Education and… I probably do a video on this in the future to show how exactly to do that, that’s step one.
Step number two, and you’ll know this one, exclusivity, this could be branded upon every person’s desk in your office, and this should be on the front of your mind at all times. Exclusivity, what is that means, of course, it rude of that meaning to exclude, and what is that really means? That’s sort of the opposite of the RFP normal type process, we’re just going out there and trying to blast out hundreds of RFP and let’s see how many we can get and then we just chose the one that we like the most. In that point, you have to be a very inclusive person, a very compline person to actually go along with that. We’ve had the privilege of working with very high and world rename designers and the one common denominator they all have it’s a very exclusive and is not a chicken before the egg kind of thing, it’s an actual strategic move that they’ve done. They weren’t exclusive after they became famous but, they were exclusive before. That would lead me to believe in many ways that there’s a connection, it’s a causation, it’s not just a correlation, this is a cause to the effect of getting to that procedure and being able to charge higher fees, commanding highest fees, because when you’re at a high level, when you’re at this massive levels of recognition what happen is that people use phrases and things like waiting less, and we’ll put you on line, every big brand that’s worth its gold, does this? Every big designer, every big architectural firm, does this? It’s only a myth that small guys were not doing this because they think we’re all… I’m not worth being exclusive and again, there are 13 ways that we do this, I could show you how to do that in a very specific process, because it does need to be done the right way because you want to exclude most of the people, just like most of the buyers are trying to exclude most of the proposal they put out there for.
Educated, be exclusive and thirdly, this is going to be an interested one the expensive command premium fees. If you compeer this to the majority of the firms that are out there, most of the time, they’re having to play games, they’re having to dance on stage with twenty other architects, hopefully, they are going to know who’s chosen. You different shading yourself at a massive core Steve Jobs level when you began to educate first, versus go on stage and dance and hoped to be chosen. Most firms that there are out there are inclusive, you say, hey, wherever you need would do, and we work with most of our clients have a pretty good range of work that we do for them. You sort of go after them and you’re just being everything to everybody and what happens when you’re so inclusive is that you began to water down the messages, you began to water down why you’re in the industry, to begin with. You began to come diluted and the problem is that people don’t pay for dilution, they pay for concentration. Exclusivity, burn it on to your desk, write it on the walls of your firm. Be exclusive.
What’s the third thing? RFP’s force you to be competitive. Competitive is a fancy way of saying that you’re getting ripped off and you’re doing things cheaper than you want to, and you’re essentially having to pay your people less than what they deserve because of the fact that you are quoted, I’m doing a big area quotes in here vainly in the air, you’re a quote competitive. You don’t want to be competitive, that’s a myth. You want to be unique and different and you want you to be the best whether we’re talking about sports, whether we’re talking about films an celebrities or whether we’re talking about any different area. The highest performers, the top performers in all areas of business, entertainment and art are never focused on their competitions, they’re always taking their Q’s alternatively and that’s why you need to be expensive, because if you’re being honest with yourself and have you considered that the many times you’ve had turned blind eye to what you actually want to charge because you’re in that environment
Okay, guys like I said, I’m busy I’ve to take off right now, I’ve got a client coming in but anyway. I hope this being hopeful and I hope this helps you to turn that deem around, to flip the script, eliminate the competitors, command premium fees and a long lead architecture.


Hey guys, Johnathan DeCollibus here, the co-founder of Superior Digital Partners. Today’s we’re talking about two paths to success. One path you’ll see it’s very difficult, it’s ruined with money pits, and there’s a lot of guesswork, a lot of a trial, and the other is based in a process and in a system. So, If you take a look on your right-hand side of your screen, what you have here is a basic diagram that shows you a couple issues that happen when people try to figure things out in marketing, in what we call the DIY method, it looks like it is PIY but DIY, you’ll understand what I’m saying.
When we talk about the DIY method, the first thing that we have to look at is this phase right here, and this phase over here obviously, there’s a lot of investment of time, money, resources and energy that goes into essentially in figuring out how to make something work. What happens here is that a lot of times people never leave this phase because of the fact that A) is very disturbing because you don’t see any or very little results. On this first phase here, if you’re doing things yourself in marketing even if you hire somebody who’s have a history in marketing, if they don’t know specifically how to market it exactly what your offer, and they don’t have a proven history of doing that, in many cases you’re essentially starting from square one. So, what happens is that this first period here is basically a lot of guesswork, and obviously guesswork is essentially closing your eyes, throwing darts at the dart board, and hoping and praying that they hit. There’s a lot of issues that happen in this first phase but, here’s why most people never actually break through this next phase, which is the second phase of testing, which is what we can call the refined phase. In the refined phase what you’ll do is to add it the massive investment that you’re making, there would be a small piece of that pie that’s actually paying off. What happens obviously is that you have to have a system of meticulous testing to show the cause of that small sliver of success, and then what you have to do is to isolate that piece and find the cause, isolate the cause and then duplicate that cause over and over and over. That’s essentially the process that leads you into this final phase, which is where you actually start getting a predictable return on your investment.
This is the DIY method and you might say, well Johnathan… Johnathan, Johnathan we know what you’re doing here, superior digital partners is a marketing company. So, of course, is in your interest to just supposed the DIY with the pro, because hey guess what? More people believe this, then I guess that means you’re going to be benefiting from it. In one sense I plead guilty and I say, absolutely right! Of course I’m doing that, this is my own former marketing, part of what we do is educate but, I think on a deeper level, if one of your clients in architectural world say, hey we’re going to actually figurate that ourselves, we’re actually going to be doing the designs ourselves, we’re going to handle owning ourselves, we’re going to handle the entire thing ourselves. It doesn’t matter necessarily what area of life or business we’re talking about here. There’s a period here of investment, and that period of investment is what we’re referring to when we’re talking about de DIY. The way that we structure our business, in a way that I would recommend to in structure yours is to repeal the DIY wires, who repeals the people who want to do the thing themselves because obviously, they’re not very conducive to eat down for your service, are they? There’s sort of anticipate of that
Let’s talk realistically about the… by the way, juts to be fairer once you’re at that this level, I’m going to switch to that pen, things can go up and you can actually start making some progress if you have a disciplined way to test and measure. Here’s what you need to test and measure, that’s easy, and let’s zoom in here. To test and measure plus, you have to isolate your success plus, duplicated the cause of that success. Those are the 3 phases that you have to go through and if we’re being honest about this, this is not just a full-time job, this is a full-time job of hiring a director marketing plus, having to pay for them to go through this entire phase.
That’s really why we would recommend… and here’s why if I need to have a luxury custom home design I’m not going to do it myself, I might have a couple of ideas that I might like, but I’m definitely not going to sit down there an go through the years and years and years because if we’re being honest about this, this is not an overall process, there’s a lot of time that goes on in here. What we’re talking about is to do this properly, there is a big investment of time, there is a big investment, that should be a plus, big investment of energy because you have to manage that stuff meticulously to measure, because essentially what you’re doing is you’re creating a recipe, it’s like saying Hey, why we don’t make the world’s greatest lasagna? Okay great, make the world’s greatest lasagna, but guess what? That takes time, energy and focus. There are a hundred and fifty different areas that we have to be tied into to be able to make the world’s greatest lasagna that actually is going to be eatable. The issue with that is that it takes time, takes energy, It takes meticulous focus, but on the top of that it takes an enormous investment, because unlike the lasagna that which will cost you a couple of dollars to test things out, when you’re working on marketing things are expensive, and they’re more expensive today that they’ve been ever. Marketing today is not cheaper than ever, it’s more expensive than ever. That’s partially due to the fact that there are more businesses than ever that are trying to veil the attention of your potential client, that’s number one, but number two is that your potential clients are being bombarded from every angle possible, and that leads to the fact that it takes no just a better form of marketing, which can actually capture their attention but, actually being in that place were you can target them, It takes more investment.
That being said, and by the way, I’m not going to deter you for going down to this path because ByO means like I said, we do not want to work with organizations that are in a DIY wire. By the way, if you want to follow this formula here ByO means go for it, test and measure, isolate the success and then duplicate the cause of that success, that’s all you have to do. We’ll take a little trip to the other side of the island, where we are going to talk about having a pro handle, your marketing. There’s going to be a phase of further testing, because yes, all though there is a small overarching principal, if you know how to make the world’s greatest chocolate cake, I don’t know why I’m using this food references so much but, if you know how to make the world’s greatest chocolate cake and then somebody comes in and they say, you know I want you to use white chocolate and I want to have some caramel on top. Okay, that’s a slightly different version of the same thing so, we’ll take a little bit of further testing to make that other perfect recipe. So, when somebody comes in to work with marketing firm, there’s going to be a period of testing and of creation and again, testing, measuring but, you’re not having to start from ground zero, where the DIY wire start from ground zero and where the DIY wire is essentially having to strewn yellow at the wall and finding that whatever is going to stick, it have to go through a lot of yellow to make something stick. When we’re talking about this it’s less refining a few ingredients, refining a few different areas of that in order to make things profitable but, again this time window is much smaller and the energy needed on that is much smaller also, the investment needed is much smaller
So, essentially if your goal is to get X or Y, let’s say that’s one or two new clients per month, or five or ten new clients per month if you’re a bigger organization like our clients. Then, you have to ask yourself what is the most logical path, and this is something that I personally had to go through myself, because when I was beginning in business much like many logical permutes, you were in that Nobel prize-winning mentality, were essentially you want to be the first person to discover the DNA. You want to be the first person to reinvent the wheel and essentially take credit for that. That’s a big part of what drives a lot of business into the ground, because instead of taking a big step back like I had to, and I had to go out. When I talk about working with a pro, working with somebody who is the best of the best in the industry trust me, this is something that we had shield out ton of money to make this happen, because this whole phase over here on this side, this whole red phase, we lived at that point for quite some of the time. That’s how it commands so very clear on that, there’s no only have I seen it with myself personally but, I also have seen it with people that I’ve known as well. The funny thing is that your able to shortcut the learning curve, and people say that there are no shortcuts in life and I definitely agree with that, in the way that you cannot cheat the system, but I think there is a system that you can learn how to utilize and thankfully other people have figured it that out. It’s like figuring at the combination of a combination locked. Give it enough time, you could figure it out but, wouldn’t be better to talk to somebody who just knows on the combination lock. Okay, you do with three clicks right, one click left and one more click right and the thing pops open.
That’s what we’re talking about here. So, you have to ask yourself, what is your end results? Is your end results that you want to have somebody within your own firm, who has essentially reinvented the wheel and if that’s the case then great, just be aware of the price tag attached to that. Be aware of the lab coats and the late night testing two hundred different chocolate cakes that came out hoping to find the right mixture of flavors and ingredients but, if you end result is, Hey we want to get this ORI by X date then, it’s a clear-cut. Work with a pro, find a pro and people might say, hey Johnathan you’re positioned this in your favor, yes I am, but that’s only because we are a pro.
So, what I would say is, this is important because there’s a lot of interesting ideas out there, there’s a lot of even books out there in courses and, hey here’s how you do this, here’s how you do that. What I would say is that you should understand the process but, don’t approach this in a way that’s going to eat all of your time, because if you do marketing right, your pipeline would be so full of business that you won’t ever want to look back at wanting to do any of this stuff yourself. This is minuscule compared to the grander bigger picture, the macro picture that you’re here to do. So, all of this to say, when you work in the world of marketing or you work in any other world at all within your business, work with a pro, if you want the end results you want is this particular O or Y in this particular date. If you were happy with being able to test and measure, isolate the areas of success and then duplicated this yourself, and your willing to essentially sit there with a lack and test, 3 click forward and 10 clicks back, and if you’re willing to go through that monotony ByO means do it. If you want something better, want something to streamline you should, By Omens, get in touch with a pro, and here’s how you know you’re talking to a pro. A pro, and if you want to shorten this here, pro has a process, a pro has a PROcess and if you’re talking to a pro you should be able to see the process. I’m a big firm believer that there should not be any black boxes, I’ve talked about this many times. There shouldn’t be a black box, you should be able to understand the process not do the process, have somebody else to do that, talking to a real pro, they should have a process.
Okay guys, with that I’m out of here. My pleasure again talking to you from this brief time we had together. Thanks for watching, let me know in the comments section below what are your thoughts, your questions and we would go from there. Please like, subscribe, share this with other people that you know, we’re benefits from hearing. Thanks, guys.


Johnathan DeCollibus here, Cofounder of Superior Digital Partners. Today’s video is on why traditional marketing will never work if you have a high-value relationship-based trust, based service. If you’re an architect check, check, check because you’re correct in your understanding, if you say that traditional marketing does not work for you, and if you have a hard time envisioning traditional marketing working for you. You’re ahead of hundreds and possibly thousands of marketer who would think otherwise because traditional marketing it could be the old school seminars, it could be radio, it could be TV, it could be publications, and it could even be websites social media.
Most of these methods of traditional marketing have one called action, and that called action is purchase, and it drives people insane because, it only works in one scenario, if you’re selling something that is not high ticket and it’s not relationship based and it’s not trust based, if you’re selling a 2$ iPhone app use traditional marketing, I would support you in that indever, but if you’re going after a high profile client with a sophisticated purchase, a sophisticated transactions that are complex and it has multy levels to that deals that transaction happening. Then you have to use what we call superior marketing, and superior marketing is responsible for every single large big-ticket transaction that you’ve ever been involved in your business life and in your personal life because superior marketing goes after something very, very different. You might think of it just from a grocery glass that, wow, this is… you’re adding so much time to the picture, you’re adding so many steps to the marketing process, why would you do that? The reason is, that this is the… think of it as the access code, think of this as the combination of the proverbial combination lock that is locking you away from your clients. So, this would open up the door to a potential client to become aware of you, and to do business with you and, actually benefit from what you offer.
So, let’s talk about this. The first thing that I want to address is this area here in the back where the line is drawn. The context of these two missing steps, that most traditional marketing would never ever use, it’s this, involves volume over here a little bit just to make sure this is clear. So, what we’re talking about here is these two steps, the two missing ingredients that traditional marketing ignores neglects and is unaware off. The first two steps, the first one is AR. And AR stands for a relationship, and again bare mind had me considered that every single large transaction that you’ve ever been involved in within your business life or your personal life, is a direct result of superior marketing, because it went after a relationship in the context of adding value to you. They were building a relationship first in for most, which makes sense because after all, we’re all going after a relationship based sales. Wouldn’t make sense if we would be going after a relationship but, it’s not just a sort of take-take relationship, it’s a beginning and leading with value relationship, which is a relationship that is marked by the likes of all luxury brands, all high-in firm. All sophisticated marketers, every single high-in firm that you’ve ever interacted with, at any point in time strove and that the beauty of superior marketing, it’s that actually creates a relationship.
Sometimes people think, oh no marketing just do that. The reason is that they’re using this model, truthfully marketing model, drive to the sale, drive to the sale, drive to the sale and guess what? I’ve been on that side of things before, and I’m sure you have as well. People are going after you, they’re going after me, trying to get me to work with them in some high-in consulting deal, they want me to pay them some significant amount of investment but, they’re just going for that sell, there’s no relationship, they don’t care who is who I am, they don’t care what my needs are, they don’t care what the bigger picture is. And again, that’s exactly why traditional working never works for the sophisticated clients so, again… building a relationship and good marketing, superior marketing, would build a relationship first. That is the trademark if you will Ove superior marketing.
Number two, positioning, and I’m sure having watched other videos that we’ve done on positioning you’re very aware of this fact, that in positioning there’s only one position that you want to have and that is the position of authority. The position of the authority is where you’re not mixed-in with everybody else, you’re not just a random firm. If you think of it as that ball of black marbles, and you don’t just want to be one of those marbles because you’re then a commodity. So, again good positioned and against traditional marketing doesn’t build positioning, there are no steps of positioning here. It’s just going directly to that transaction. And they might know something like, hey you know fluttering and crowberries or something but, still leading to this, there’s no relationship and there’s no positioning, and don’t forget, this is also positioning and relationship building in the context of adding value. So, in the context of doing something that only high-level firms have the luxury of doing which is to give before you give before you take, to add value before you ask value. And guess what happens. When this is done correctly when these two steps are done correctly within the context of adding value. This needs to be done in a very specific way, by the way, don’t think you can just try to build a relationship or build positioning. It has to be done in a very, very, very specific way. Again, we’re dealing with sophisticated transactions complex clients but, when this is done correctly, the natural fit, the natural results, the next step, the next logical step that people take is to work with you. You might say, hey john if this is the case then why don’t all these traditional markers do this? Great question, I’ll answer. Because this period right here it takes three things, number one takes a system. You have to have a specific way to do this, this is not just a random process, and this is something that is not left to chance. So, number one there’s a system in place. Number two reason is it why traditional marketing doesn’t do this. Not only they don’t have the system, they’re unaware of that system, because of number three, which is it takes a larger investment and years, and years, and year of trying in there, in the labs, working, spending hundreds and hundreds and thousands and thousands of dollars in a spent, in marketing budgets to understand, to unlock this but, once you unlocked this is, this is the Holy Grail. This is the Holy Grail of the superior marketing, and once you going to get this, and implemented this and uses this. At this point marketing will work for you but, not just any kind of marketing, it’s the superior marketing, and this is the kind of marketing that brings in sophisticated clients.


Jonathan DeCollibus here, the co-founder of Superior Digital Partners, and today we’re going to be uncovering something that’s important to you, if you don’t want to be left behind, if you don’t want to have a shabby appearance and a shabby reputation on online, and if you really want to capitalize on the marketplace today. First and for most, we are going to talk about the Holy Trinity of the new world of business. Let’s talk about how thing used to be first. Back in the day, people would talk to God, they would talk to the authority in their lives, be a God. There’s a grandparent figure, there’s sort of a mentor figure, and the people would go to, and they would bring their question to, and they would ask very specific and very precise question to in order to get guidance directions, and to be pointed in the direction of, hey where do you go? What would I do? And without going into all the technical things, you can search on Google and find out how many millions of searches takes place every hour but, the fact that the matters is this is what people are going, I’m sure you already do this yourself.
People are using all kinds of technology to do this, there are integrations now that are being put into your phone, there are being put into your home, that allow you to access this search intending to essentially connect you to that called God or the theoretical that mentor figure, and maybe you’ve experienced some in your personal life, where you’ve gone out there and I think the most common one is the medical issue where you have that weird pain in your leg and you’re like, you know what? I’m going to ask Google, so you get on Google and your typing in Hey my leg hurts, what’s going on? And then, you essentially are directed to answers.
For the longest time, people thought that this was just something that was for personal use. There are books now that are published and that are available online that you can read offline, that you can read. That actually shows you the massive percent of business questions and business-related topics, B-to-B type of searches that are happening, because you might say, Johnathan our core consumer is not just this person, we’re selling to a corporation. That’s very much a candid say, Hey, we sell to the government, and the government is made out of people, but without even talking in terms of that I just want to talk about in terms B-to-B aspect of this.
If you’re in a world where your main consumer is a business use Google and you better be showing up on Google, that’s number one, because if you’re absolutely there and when people search for something, if the answers are not directing them to you, this is very much akin to back in the days when people would talk to that mentor figure, to that grandfather figure and you would say, I want you to do this, you should go over here. The sort of that confuses that type of images I have in my mind right now, this Buddha images right where somebody is coming up they’re asking this person to be very intimate questions. The same things it’s happening with Google, it’s happening every single day. Not just that though, we’re noticing that there’s a crowded shift, the messages are shifting because right now I can guarantee you that you have a cellphone that has a full screen on it within arm’s reach, maybe in your pocket, maybe in your desk but, but its within arm’s reach, and its within arm’s reach most of the day.
So, that leads me to part number two. Once people talk to the called God, and they ask the God the questions. What happens is that the God sends them to an authority which is a website, and you can think of your website as being your office, You can think your website is being your office and is where people who don’t know you have the chance to interact with you to see your philosophy, your process, your story, your procedure and maybe even your pricing model, is up to you. It’s exactly the same way that you would have your own office. But more than that, people are beginning to make judgment calls upon whether or not to work with a business depending on what they see on the websites, and they might say, “Hey Johnathan! We work in engineering, we work in a very unique space and nobody is going to our website, or if they’re going to our website is not to make a decision, they just go to our website to wherever reason they might have”. The fact that matters is that the resource is showing is that people are going over seventy percent actually of people who are in or they need to be decisions making process in training actions that are over a hundred thousand dollars, that they are going and they’re making their decisions based upon the website they see when they go to your website.
Do you want to have a shabby office? What if when somebody walked to your office and there was a door hanging off its hinges, and the place hasn’t been painted in seven years, there were dings and dents in the wall, some of the fairest looking people were hanging around the back, it just would n’t be a very good website. When I say, the fairest people hanging around in the back, there is a good amount of website that actually had been hacked and they have actually viruses on this websites but, people don’t know about it just because of the fact that they don’t look up to their website more than once a month. But the end user, the potential client that is going on your website would get an alert from his or her browser saying, Hey, be careful on this website, because this website might be hacked. Keep that image on your mind and ask yourself, do you want to have a shabby office? Do you want your office to be a beautiful, glistening, modern, amazing place that brings comfort and reassures your potential clients that their making the right decision? Or do you want to have a website that essentially conveys, and, hey, we barely still in business and we’re hanging out by the skin of our teeth because of course there’s that first impression, but there’s more than that. There’s a comparison in fact, which is that they also going to your competitor’s websites. If they’re going to your website you may have a superior service, you may care more, you may have a unique difference that makes you completely unique, completely different in the world but, when they go one on your website it doesn’t convey that, and they’re going to your competitors website they might have a mustache, trolling crazy maniacs and doctor evil as it were, whose not going to do a good job for them but, he’s got a great website and guess who are they going to go to.
So, I would have you considered that you even have a moral obligation to have a beautiful presence online because your potential clients will go to your website to make this distinction and to make this determination. I’d had you considered that the social media, that most of us for so long have been so resistance against, is turning into the new family and friends. I’ll tell you what I mean by that. If you take just Facebook alone if I would’ve asked you how many people on Facebook were over 65 in our actions. Meaning, they were daily every single day, multiple times a day, and gaging with other users. How many of these people over 75 would you recognize on Facebook? We’re just using one social media, there’s many out there. The answer to that is that there are over eighteen million men, just men, and there are more women than men. There are millions and if you take that number into a count, you’ll understand that there are millions of these people who are online, who are what we would consider senior citizens and who are actively using this. This would show you that the things are changing, and there are changing dramatically and you don’t want to be left behind. What I mean by that is that you don’t want people talking any stop about your competitors, and leaven them positive reviews, connecting with them, developing new friendship and relationship, joying groups that they created, adjusting content that this competitor is creating and that they are curating, specifically for conceptual social media.
If we take a big look at this just in terms of social, the new social is Facebook, twitter, linked in, YouTube, Google, all of these things that they might have an interaction with Instagram, all these different platforms, and they will change, they’re not always going to be the same. My space was sort of the big one for a long time but, they all changed but the core will never change, the core community is only expanding more and more as you know, people want to be connected more. Again, let’s circle this back into the B the B world, you might say, “Jon? Hey hello? Who’s going to be going on a social media to talk about B to B conversation? There are hundreds and hundreds of thousands of B to B transactions that are taking place every day that we started on social, because again that’s sort of the new world of moth, and it sort leads to this little circle over here. This is not even a small algorithm to make it because the world that you have access to when you live just in an offline world, the world of moth alone. The problem with that is that you’re limiting your access to the market, and if there are two companies, there’s one company that’s living this primordially in this world of moth, and there’s another company that is living in both worlds because I’m not saying it to cross this halt, no my friend. I’m saying don’t cross, I’m saying integrate into the updated global picture because the purpose of all these things, the world mouth Google website social is to devolve that relationship, that’s the purpose.
Don’t become a website-track and come and don’t say, hey well this doesn’t work in our industry because you would be left behind. Things are changing now so rapid, that highly complex sells very sophisticated sells, just the fact that recently Microsoft spent several billion dollars requiring Linked in, and they were out beating other people who tried to buy Linked In, they were out beating them. There’s a reason why a genius company like Microsoft would do that. It’s because of the fact that there is a tremendous amount of dollars-in dollars-out that’s happening in a B to B level every single day in all this three.
What’s the point of all of this? Do you want to capitalize on the market? Of course, you do. Do you want to be that little organization that has the shabby falling apart office with the broken windows and the board, and the falling off doors, the craziest and fairest people hanging out in the back? No, you don’t want that. Of course you don’t, and of course, you don’t want to be left behind. The issue is that if you want to capitalize on this, you have to do it in the correct way. I do say the correct way that’s underline it’s bold, it’s very important because if it’s not done in the correct way all of these three things will work against you. If you don’t shop on Google, and then you try something that goes against the rules of Google’s algorithm, you would be put on page fifty and you’ll never be let back in. If your website looks terrible, people will go to your site and then be repulsed. If you have little to no presence on social media or you have negative reviews on social media again, the impact of that is tremendous, and it’s tremendously going to impact what your business does in terms of the future in terms of growth. This stuff takes time and you’ve got to do it the correct manner using the system that actually works, because there is a bloodthirsty set of waters out there with a lot of sharks in those water, and you got to know how to navigate those waters in order to survive and actually to dominate those waters.
That being said guys, I hope this being hopeful to sort of give you that macro big picture, and I’ll give you a little inside into why I’m talking so fast, is that I got a meeting that I got to run to, I hope this being hopeful for you, leave me a comments in the area below. Let me know if you agree with me. If you disagree with me, if you have any questions or thoughts let me know, and we’ll get them to answer for you. All right guys take care, bye-bye.


Johnathan DeCollibus Cofounder of Superior Digital Partners here, with a short video due the time I’ve got to run so, we’re going to make a quick video. Answering the question of how do you have a very simple, very inexpensive marketing strategy?
That has a very high and response in a sophisticated complex sell. When we’re talking about relationship-based sells, trust-based sells, I’m going to show you exactly how to make this work. So, the first question that most people talk about, when they talk about marketing is what I like to call the AIL conversation, because we’re essentially sitting in front of you and this goes, Who? Who do you want to work with? Who do you want not to work with? Who this, who that? And it’s a very boring conversation that really doesn’t do very much other than eat up a bunch of your time. So, let’s just use an example of commercial architects. Their demographic is landowners and developers, am I right or am I right? Well, I am partially right, because while that is true, you could give the whole range of marketing to this demographic and have a very, very limited bad response, and I’ll tell you why. Because you would be throwing it in the fourth quadrant versus just the one quadrant that actually matters. So, let’s walk through here, let’s talk about number one which is at stands of no need and also stands for a sort of… If there’s a need but there’s conflict of value meaning let’s say that you’re very design heavy architect, you’re art is the core base of what you do. A no need would be somebody who just wants to have a little warehouse build and they did care what it looks like. It could be shit metal, it could have rough edges they don’t care, they just want what the box. Again, you can give them the most complex, expensive marketing out there, and they would have no response or worst, a negative response.
Let’s talk about number two. Which is the happy people, they’re happy with their current options, they’re happy with the current scenario, happy with their current situation, why is this important? Because when they’re happy, just like you and I, you and I are happy, what happens? We tend to see new relationship just being risky. New ideas are kind out there, I don’t want to do that, things are going good, don’t rock the boat. If it ain’t broke don’t fix. So, they fit in that category and again, you can waste a lot of money or open down the spectrum, sending them a variety of things and you’re going to get little to no response. So, again that’s where… just talking about demographics in general, because by the way these two guys make up a vast majority over 90% of the marketplace is in this category.
Let’s talk about number three. The disappointed people. Disappointed with their current options, they’re being let down or they’re not being listened to, they have a list of complains so long it would make your mother a lot angry than even hear about it. So, in this case, when I’m talking about and I say disappointed, most of the time when I’m making this presentation in front of a lot of audiences, people say, hey that’s probably good where do we find them? No, you don’t want to be gone after people who are disappointed, because while they maybe solve their problems, most of the time they’re just people who are very difficult to please, and that’s around seven percent of the marketplace, they’re very difficult to please and they’re always going to be disappointed no matter what you do.
That being said, you can throw the whole book to them, very expensive marketing, you can send them two thousand dollars package in the mail Box they’re not going to impress and they’re not going to respond, and if they do respond, you’re stuck with a very difficult to pleased client. By the way, I got to rap, up yourself. We’ll move on to the very last which is number four, which is the proactive potential client. A proactive potential client has a few very unique and specific characteristic. If you’re taking notes write this down.
The first one is, I’m not going to write it down here because I don’t have space, the first one is that they are scouring their network, they’re scouring the world of decks, searching the internet, they’re looking for a solution, that’s number one. Number two is, they have their resources and the means to handle the problem now. If you would’ve asked them, is this a later thing or sooner thing? They would say, it is a stoner thing. It’s something that needs to be taking care of now. The Beauty of this type of client is that it’s something that you can throw a very simple offer, very unexpansive marketing works very well on somebody who’s already almost there. A little nudge is all you have to do, you don’t have to bring them all the way to cross the entire spectrum.
Now, the challenge is that this only a three percent of the marketplace. So, affects only to a three percent of the marketplace, and you better have a good marketing system and place that can lead through the crowd and confine them, and identify them and get to raise their hand.
That being said guys I’ve got to go, I got clients coming in here, and I’m juggling one hundred and three balls at the time. I’ll catch you guys later, I hope this being interested, leave me a comment on the descriptions below and be sure to subscribe as well. Talk to you soon, thanks.


Hey guys, John DeCollibus cofounder of Superior Digital Partners. Today’s video it’s going to talk about the oxygen of your business, and think about that for a second. The oxygen of your business. Think of your business as a living organism. Without oxygen, without this one piece of a pie that I’m going to talk about today, there is very little that your business would be able to do to survive.
So, I was talking about some of the elements here, the first element is, there is a rise in the cost of business, and there is a rise in the cost of living. And that’s something that is well established if we’re talking terms of marketing if we’re talking terms of software, computers, and staffing insurance, taxes, etcetera, etcetera, etcetera. The list goes on, you’re well aware. Things are not what they used to be. Used to be that you could be advertised, and do TV commercials and radio, for very little money. It used to be that you could do all these things, in terms of renting office space, in terms of buying furniture for the office, and all these different things. Hiring people, and salaries were much lower. Things continue to escalate, and they continue to rise. Now, the interesting fact is that, if we take a moment to look at the other aspect of your business, we truly have to do with the flow of serious leads.
That, when I say the oxygen of your business, this is exactly what we’re talking about right here. Because if that flow is right above your cost business, and it’s rising along with the current cost of business, the current cost of living, then things are okay, and you actually have something that’s firmly reliable and will provide you a piece of mind, because you have provision for the future. You actually have something that is going to continue to provide for your business, for your bank account, and give you the cash flow that you need to continue to do business now and in the future, in a predictable, consistent way.
The problem is that with the demands of business, they’re just going up, and the issue is that most businesses are doing nothing in order to raise the flow of business, and to fill the pipeline, in a cordon with a bare minimum to keep pace with, because you want to be keeping pace with the flow and the rise of the demands of your business. Things are more expensive now than they’ve ever been. If you haven’t raise your fees, that’s one area that you got to definitely take control over, raising the fees, but guess what? You cannot raise your fees if you have a limited amount of serious leaks that are coming in, and here’s what I mean by that. You need to have an abounded of serious leaks, you need to have an abounded of people who are in your pipeline, in order to have the economy, the economics in place, of supplying the demand that wasn’t you to be able to raise your prices.
This has really been glass ceiling that is keeping you uncovered this points in time, is because if you take a look at the lifetime of your business, the most simple way to do that (I’m going to see if I can erase this thing over here), the most simple way to take a look at the lifetime of your business, is to take a look at the current flow of leaks. Where these leaks are intersecting or this flow of leaks in the current flow leaks intersects with the rising cost of business, that’s the lifetime of your business. For many organizations that may not be more than a year or two. And I just know this, because of the amount of conversations that I have, myself personally, I’m having at least 30 of 40 conversations with different businesses, myself personally, per week. This happens weekend – week out, and you would be astounded, you would be amazed, you would be flabbergasted to understand the amount of scarcity, in terms of the pure oxygen your business needs to operate.
Most businesses are operating at a deficit, in terms of flow. So they really need to be up here, but they’re operating down here. And the problem with that, is that for many organizations, it’s not even on an upper and trending circle, they will say “well, I’ve had one or two meetings a month from the past couple years” and if things are not going up, they’re staying flat line or they’re going down. Is that simple? You must take control of this because this is the oxygen of your business. Imagine, for a moment, when a person is drowning underwater, the one thing that would save their life is to have an immediate source of oxygen, an immediate, constant, amount of oxygen. Because that’s how living organism work and the same thing goes to your business. If the business is deprived of the flow of serious leaks, the flow of oxygen to your business, your business is going to be truncated, there’s no way that your business will be able to have the energy to sustain itself, not just in five years, but I’m talking about, even within the next six or twelve months, because your competitors are becoming more, and more aware of this, and they’re going out there, and they’re taking the trunks of the market that are being left wide open for them, because one of the people would say “well, it’s difficult to market” “marketing really doesn’t work in our industry”, and they have a whole slope ideas.
At the end of the day, it doesn’t matter what all these limiting belief starts, grab the oxygen mask and put in on your face, that’s the number one thing that we have to fix in 99% of businesses, and even if you tell me, “Hey Jonathan, by the way, this is something that I do all the time”, our problem is we can’t hire high-quality people. I just can’t find these high-quality people to hire, we’re always scraping around trying to find high-quality people, guess what? You need one thing, which is money. You need more money in order to steal away from your competitors their top producers so that you can walk out to them and say “hey, what are they paying you? We’ll pay you a hundred percent of what they’re paying you” because we can afford to do that.
This is the oxygen of your business; the flow of leaks will determine the breaking point and the length of your business. You have to look at it subjectively, and truly ask yourself the question “how many leaks are we getting per month?” and then ask yourself the next question “Is there an upper trending circle? Is that going static or is it going down? Over the last twelve months”. Those are the vitals, imagine that you’re going to see the doctor, they check your vitals, what do you check into your business? Check the vitals. This is the key. If you want the ability to grow and scale your business, you must take a big step back, and look at the flow of leaks. Fix the flow of leaks, that would create cash flow, and cash flow solves all problems within the business environment.
All right guys, with that, I’m out of here. Leave me a comment in the section below and I look forward to hearing what you have to say. Make sure of subscribe and share with people who you know would be appreciative of this type of content. All right guys, talk to you soon. Bye-bye.


Johnathan DeCollibus is here, co-founder of Superior Digital Partners. I have a question for you. Does it bother you that you have an extraordinary service? Something that is superior, and it’s better and unique, and different, and serves the potential client better than if they would go to somebody else. This is, in essence, service that’s above and beyond. Does it bother you, that your current clients love you because you go above and beyond, because you are customer client project focused, and everything you do within your business, is a focus upon being the best, going above and beyond, going the extra mile? Does it bother you that you have all this? All the service, and then in the big picture of things, your potential clients have no idea. Where your potential clients are living, is essentially in the dark. They’re close enough to essentially, in the real world, does it bother you that your potential clients don’t have access to this knowledge? Does it bother you that your potential clients have to work with lesser options, and they have to create relationships, they create disappointments that essentially is serving the middle-lower level because there are issues that they continuously have to face, because of the fact that they’re not working with you, right?
This is the purpose of marketing, the purpose of marketing is to solve that problem. Because, if your clients, and think about this from an ethical stamp point, from a purely ethical stamp point, if you can offer something better to your clients, and you’re not telling people about it, and because of that, they’re going to somebody else who’s a worse option, is that right? Is that the right way to go by your business? Hiding what you do, locking it inside of a black box, so that nobody has access to it except for the people who are within your word of mouth range, right? Essentially locking the glory of what you have to offer inside of this temple, and not giving anyone access to it. It seems like a noble thing, but it’s like having the cure for cancer, and not telling anybody about it. If you have the cure for cancer, would you like to spread the word of mouth? Of course you wouldn’t, of course, you wouldn’t.
By the way, if you do hear construction in the background, we’re having renovations done here, so that’s what’s going on. But, think of your service, they see it from the position of your potential clients, who are out there, and one of the big things that we teach while we do live events, is the fact that you are the answer to someone’s prayer, there’s someone out there, right now, who is on their knees, praying to their god, saying “please, please, bring me…” and then they say exactly what you do.
The fact of the matter is that there are people out there right now, number one, who are proactively looking, but they don’t know where to look, they might be looking all around, but they have no idea, and all of their searches are leading them to lesser opportunities, lesser options, right there there’s a Dr. Evil character that we always talk about, the mustache, toweling, a villain. What it’s happening is, that if we don’t proactively connect with people who are proactively seeking, what happens is that they end up going with lesser options. It happens that the purpose of marketing, at the end of the day, it’s not the highest service who wins, at the end of the day it’s not this guy who wins, if the guy who just figured out to connect to what people are looking, that’s it. I’m going to just take that, and just through it out very, very, very clearly.
So, we have service, and then we have marketing. And obviously, service trumps marketing, if you have something that’s better to offer, well then that’s the superior, you’re at the top, but here’s the real issue, is that in the real world, apart from all the fury of it, when you have your potential client, the potential client doesn’t go with the person with the highest service, it never happens, the potential client is gravitating always, like the pol of gravity. When you throw something in the air, it always goes down to earth. The law of gravity always wins, so the law of marketing is that the potential client will always go to the person who knows how to market better, regardless, this is irrelevant, that’s a scary preposition, because your potential clients right now, may be going to people, and in fact, most of them are, they’re going to people who don’t have the long term relationship at heart, they’re going to people who maybe just wanted to get the project, who maybe just wanted to get the client sign on, they don’t care about sitting down, listening, understanding, what is the client’s needs? They’re just very good marketers, so, what we do here, at Superior Digital, is we find people who have the world’s greatest service, and we bring the element of marketing to the picture, so that the combination, the partnership, this is the prophet factor, we bring the marketing, you bring the service. Our highest invest skill, is the skill of marketing, your highest invest skill, is the skill in what you deliver, and we can combine these two, we can attract the potential clients to your service.
Okay, guys, with that I’m out of here, it’s been a busy, busy morning here and I’ve got to run. But I hope this is been helpful, leave me a comment section below and be sure to subscribe and share with people who would benefit with this kind of content. Okay guys, take care, bye.


Johnathan DeCollibus is here, co-founder of Superior Digital Partners. I have a question for you. Does it bother you that you have an extraordinary service? Something that is superior, and it’s better and unique, and different, and serves the potential client better than if they would go to somebody else. This is, in essence, service that’s above and beyond. Does it bother you, that your current clients love you because you go above and beyond, because you are customer client project focused, and everything you do within your business, is a focus upon being the best, going above and beyond, going the extra mile? Does it bother you that you have all this? All the service, and then in the big picture of things, your potential clients have no idea. Where your potential clients are living, is essentially in the dark. They’re close enough to essentially, in the real world, does it bother you that your potential clients don’t have access to this knowledge? Does it bother you that your potential clients have to work with lesser options, and they have to create relationships, they create disappointments that essentially is serving the middle-lower level because there are issues that they continuously have to face, because of the fact that they’re not working with you, right?
This is the purpose of marketing, the purpose of marketing is to solve that problem. Because, if your clients, and think about this from an ethical stamp point, from a purely ethical stamp point, if you can offer something better to your clients, and you’re not telling people about it, and because of that, they’re going to somebody else who’s a worse option, is that right? Is that the right way to go by your business? Hiding what you do, locking it inside of a black box, so that nobody has access to it except for the people who are within your word of mouth range, right? Essentially locking the glory of what you have to offer inside of this temple, and not giving anyone access to it. It seems like a noble thing, but it’s like having the cure for cancer, and not telling anybody about it. If you have the cure for cancer, would you like to spread the word of mouth? Of course you wouldn’t, of course, you wouldn’t.
By the way, if you do hear construction in the background, we’re having renovations done here, so that’s what’s going on. But, think of your service, they see it from the position of your potential clients, who are out there, and one of the big things that we teach while we do live events, is the fact that you are the answer to someone’s prayer, there’s someone out there, right now, who is on their knees, praying to their god, saying “please, please, bring me…” and then they say exactly what you do.
The fact of the matter is that there are people out there right now, number one, who are proactively looking, but they don’t know where to look, they might be looking all around, but they have no idea, and all of their searches are leading them to lesser opportunities, lesser options, right there there’s a Dr. Evil character that we always talk about, the mustache, toweling, a villain. What it’s happening is, that if we don’t proactively connect with people who are proactively seeking, what happens is that they end up going with lesser options. It happens that the purpose of marketing, at the end of the day, it’s not the highest service who wins, at the end of the day it’s not this guy who wins, if the guy who just figured out to connect to what people are looking, that’s it. I’m going to just take that, and just through it out very, very, very clearly.
So, we have service, and then we have marketing. And obviously, service trumps marketing, if you have something that’s better to offer, well then that’s the superior, you’re at the top, but here’s the real issue, is that in the real world, apart from all the fury of it, when you have your potential client, the potential client doesn’t go with the person with the highest service, it never happens, the potential client is gravitating always, like the pol of gravity. When you throw something in the air, it always goes down to earth. The law of gravity always wins, so the law of marketing is that the potential client will always go to the person who knows how to market better, regardless, this is irrelevant, that’s a scary preposition, because your potential clients right now, may be going to people, and in fact, most of them are, they’re going to people who don’t have the long term relationship at heart, they’re going to people who maybe just wanted to get the project, who maybe just wanted to get the client sign on, they don’t care about sitting down, listening, understanding, what is the client’s needs? They’re just very good marketers, so, what we do here, at Superior Digital, is we find people who have the world’s greatest service, and we bring the element of marketing to the picture, so that the combination, the partnership, this is the prophet factor, we bring the marketing, you bring the service. Our highest invest skill, is the skill of marketing, your highest invest skill, is the skill in what you deliver, and we can combine these two, we can attract the potential clients to your service.
Okay, guys, with that I’m out of here, it’s been a busy, busy morning here and I’ve got to run. But I hope this is been helpful, leave me a comment section below and be sure to subscribe and share with people who would benefit with this kind of content. Okay guys, take care, bye.


John DeCollibus here, co-founder of Superior Digital Partners. In this conversation where we have this deep dive calls with our clients, its part of our onboarding process. I’m going to let you in on one of the secrets that we use, one of our strategies that makes your business the price. Think about that for a moment, just imagine for a moment. Think about the top designers in the world. Think about the top countries, the top restaurants, the top fill-in the blink. Can you just go in, and just by the mere fact of you wanting to go in, you can go in and do business with them.
There are levels to this. The first level is, and by the way, you might be wondering what this box is, before I dive on it and tell you exactly what we’re going to do here, I’m going to show you what’s this box. This is me drawing a rhomb, like a blueprint [Laugh] I know you’ll probably laugh at this, but again, I don’t pride myself for being the best artist, I pride myself for being the best marketer. Let’s talk about a couple things, the first one is, that when we talk about being number one charging high fees in a way that has no resistance. Think about a time that you may have significant purchase, and there was little to no resistance, you didn’t think about bargaining down, or haggling, right? Haggling on the price. You might think “well, this is an interesting thing, this is part of the industry”, maybe it is, maybe it isn’t. Reality is what you are going to make it, and if there are firms out there, who are doing essentially the same type of service that you’re doing, and they don’t experience this for me anyway even if it weren’t a closer look. Because if you want to be a very high and five-star type firm, then we have to look at the core areas of human psychology.
There’s this inflect, you can think of this as the supplying demand, this is demand, this is supply, so, the more than that demand goes up, and the less supply there is… Okay, this is me drawing again, beautiful draws. The more the demand goes up, the more supply goes down, you tell me what happens to prices. Basic economics. Prices go up, prices always go up and that’s just something that happens naturally. The other thing is that prices go up, and resistance goes down. Resistance goes down. And on top of all that, we have the desire, which goes through that rough. But again, flip around this whole topic and just talk about how most people run their business, and they’re basically, they have an endless supply, you know, “Oh yes, we’ll do any project, anything, for anybody, we’ll just do, we’ll go after it. You give us a project and we’ll do it” I have conversations with people, and I have to gently chastise them saying, “wait, wait, wait”, do you want to be known as a hackable trade master? No. Do you want to be known as a generalist? Or you want to be known as a specialist? Do you want to be known as an exclusive, hard to reach, difficult to work with the person? Who has a waiting list and it’s expensive and you’re the price at the end of people’s journey of trying to find a good designer? Or you want to be the bomb lowest level person out there who takes anything, right? And what are you afraid of that?” everybody says “No, of course, we don’t want to be that way, but it’s just the way the industry is” No, it’s not the way the industry is.
So, we’re going to take a little bit of walk here, I’m going to show a couple things. So there’s the door. Any high-in event and any high-in event think about the carpet, that type of events. If anybody just walks out the street, what’s the very first thing that happens? Everybody says, at the door, you have to say your name, you have to have that secret passcode, you have to have the paper, the ticket, so that yes “I am qualified to be here” right? Think of that as having an invite-only, and you might say, “Johnathan, we don’t do events”. I’m not even telling you to do an event, all that I’m saying is that there are things that we can module, and that we can learn, and that we can cross-pollinate from different fears, and we can apply them to their business, and get the exact same result.
Again, invitation only, what does that mean? This means qualified yourself. Qualified, [Laugh] it came out like a koala. You need to qualified, people need to qualify themselves to you, and the problem is, I was having a conversation with a phenomenal firm, I’m not going to mention their name, but they were mentioning they keep on being treated like they were commodity, and they’re annoyed, frustrated and angry because every single time, they put in the 2 to 5 weeks of work that it takes to create the response to an RP. They essentially are treated like a commodity, and again, whoever ends up the quote “winning” the client, again, terrible, terrible use of the English language, to use the word “win”. We’re the one who’s giving the value, but the problem is, they were expressing to me, there were three principals that we were talking with, and he said, “Johnathan, I cannot perceive another different way around this”. And then I name-dropped one of our clients that were very, very well known design firm, and I said, do you think anybody can work with them? Do you think, just anybody gets in the door? Do you think they have the same problems of being commoditized? And being treated like trash? Essentially, is what he was telling me and I said, “Do you think that this XYC firm deals with those kinds of problems?” and he said, “no, but that’s because they’re ex-company” and what I told them, what’s following is… This is not a chicken or an egg situation, it’s a very, very, sequential, logical, when you think about it, because, we as humans, we want what we cannot have, and a quick way to essentially have that, is to qualify.
So, number one, qualify. You can do invite only, that’s sort of just say, sort of a trigger word to give you that picture, not everybody is let behind that red velvet roll, you have to have something unique and different about you. And we don’t just teach this, I practice this within our firm, and you can go to our website, go on to our linked-in, and you can see that we don’t have qualifications that we have on front, and it’s not that we are being rude, arrogant, because of the fact that these are the people that we can actually best serve.
That’s number one. So, you have got to have something at the door that would stop people from just wandering in. And again, think about this the exclusivity that you have, is in direct proportion, to your pricing. So, the more exclusive you are, the higher that your price is. The less exclusive you are, your price goes through the floor. The pathway to being exclusive is to have standards, that’s essentially what I’m talking about here, is have standards. And again, you’re going to be amazed, because of the very first four, five times that you do this if you’re going to be wondering “oh man, am I going to ruin this deal by doing this? Am I going to sabotage this potential project, potential client? Am I going to harm my name?” Actually, it’s funny, because you actually end up doing the opposite, you actually end up increasing your chances of somebody working with you because what happens is that when you say “okay good, they listen. There’s a great party inside, we’re having a lot of fun inside, things are great inside, we have a great system inside, and service, and value, and we can transform and do things for you that nobody else can. That being said, I just want to make sure, why are you here? And what makes you different? Why would we want to work with you?” And we don’t need to phrase it that way, there are very elegant ways that we teach our clients to phrase these things, but as long as the idea is communicated that not just anybody can Walsh just right in, and work with us, at that point you become a very exclusive high-in firm.
So, there’s that. And again, think about any higher restaurant that’s in your city, if you want to just go on a Saturday night, take your husband or wife, or significant other, or business partners, or me [Laugh] to dinner there, think about that for a moment. Can you just Walsh right in? Can you just, “oh, hey john, c’mon in, take a sit” right? Most of the time, when there’s somebody at the door, “hey, do you have a reservation?” simple question. Very simple question. Why do you think they do that? Even if they’re empty and they have nothing inside, the fact that they do that allows them to charge more fee, and charge more for their services.
Again, think about something that’s very non-exclusive. Think about the Dollar Store, think about Walmart, think about Target or Targe some people say. All of these places, are not exclusive, yet don’t need a membership, you don’t need to prove anything, you don’t need to prove to income, you don’t need anything. But how many times have you gone through, and followed up on an RFP, and you get to the very end, and then they go “well, thank you for putting this together for us, but we’ll have to think about it” or “It’s a little bit above our budget, maybe we don’t have that kind of budget in our radar, we don’t have that kind of income right now, we don’t blah, blah, blah right now”. Essentially, by qualifying, you set the standards, you set the frame that this interaction is a high-value interaction. This interaction is worth more than any random interaction you could have.
If you think about it like, getting a Visa, to go to a country. If you have to get a visa to go to a country, to go travel there, think about that. It places a higher value on the country. If you want to become a citizen of the country if I just want to go and become a citizen of France, can I just walk right in and say, “hey, I like snails, let me in”. They’re not going to let me in, “I’m sorry my friend, you cannot be here”. Right over the accent I hope you’re not French, and if you are I hope I didn’t offend you with that, and if you did, sorry about that. I have the most highs of affection for my French friends.
That being said. Let’s take a look at this. We have an invitation only, and number two, this is wrong, you have boundaries. You have boundaries. And what do I mean by that? There’s a simple freeze that would help codified this for you. That is having a code of effects or a code of behavior, and when somebody doesn’t hear that, you just let them now “hey, listen, that’s not how we do things here” If you go into a high-in restaurant, and you’re dressed in shavy shorts, the worst shorts in the world, by the way, are cargo shorts, so if you walk into a fancy stay callas, and you’re wearing cargo shorts and a ripped T-shirt, unless that you are a major celebrity, they’re not going to let it slide, they’re going to slam that door and say “hey, change and come back” or “I’m sorry, we’re full right now”. They will come up with a tone of burgers because they have boundaries, with which they use to protect their brand, all high entities are doing this. To ignore this is to set yourself up to be a commodity. Because again, think about Walmart. Do you want to be on the shelves of Walmart, or do you want to be on the shelves of a very exclusive high-in invitation-only type of scenario? Right.
Again, you may still have to obviously respond to an RFP, but the way in which it is done, the context in which you do it, it’s going to change the game. So, I hope that makes a lot of sense to you because the more buriers you use in front of people, the more buriers you use to get inside, guess what? It becomes all right to hear, and small letters, bragging rights. Bragging rights. You’re going to amplify the client experience, you’re going to amplify the client experience. You’re going to make their interaction with you something that they’ll talk about over dinner with their friends. That they drag it out. “Oh, I can’t believe that we got so into to our design work”. First that you’re just being so, you know, “we just paid so much money to this firm, blah, blah, blah”. Does anybody ever complain about the price of a Louis Vuitton handbag? They don’t. They don’t do it. It never happens. Why is that? Because they knew, going in it was going to cost an [Inaudible] and they were ready to do it, and they knew that by doing this, it was going to be an experience, an exclusive experience that not everybody had access to. By just having open doors, you’re harming your brand. You’re harming you preset. I don’t care how much you spend on your website, I don’t care how much you spend on those all other things that you do in terms of marketing and this or that, big the bigger office, all this kind of stuff. If just doors are open, walk out in. You’re sabotaging your business, and it just happens over, and over, and over, and over again.
Number three, this is something that only very, very high-in firms do. Only the best of the best do this. Only the best of the best do this is that they educate. They educate the prospect, you educate the prospect. What happens when you’re taught something? Number one is, you get a level of respect, which is phenomenal, but apart from that, whatever they think about this topic, in your mind, in their mind I should say, in their mind whenever they think about this topic, they educated them about, you are the icon. There’s a great phrase “if you’re not first, you’re last”. And there’s a lot of organizations that are mimicking this. They’re trying to “oh, we do education” No, go above and beyond. Because, if you can educate somebody, it’s also possible isn’t it? That you could also educate them on the value that you bring, and all the distinctions that you bring. Your superiority. The differences in the imbalances, that you’re bringing their favor.
So, guys, with that being said, think about this, I’m not going to tell you what to do in your business, if you want to have open doors, have open doors, but at least be aware, at least be aware of the consequences. At least be aware that by doing this, and by having your business this particular way, wide open doors, you’ll drag down prices, the law of economics will work against you. The law of economics will always win, will always prevail. The law of economics my friends. So, get that supply, get that demand, work it to your advantage, let’s increase buying desire, let’s decrease an illuminate buying resistance and strive your prices through the rough.
All right guys, with that, hope this is being helpful. Leave me a comment, be sure to subscribe, share this with other designers and people you know who would benefit from it. With that, I’m out of here.


John DeCollibus is here, co-founder of Superior Digital Partners, and today we are going to be talking about “The Channel Secret”. Yes, the mysterious, the interesting, the fascinating, intrigue around how to become unique, how to uncover your unique difference. Now, I’ll tell you why this is important. When you take a look at yourself, and you take a look at your competitors. You, here’s you. And here’s good old, Mr. Jones, your competitor. If we were to take a look at the services that you offer, the deliverables that you offer in a perhaps processes, and you know, some of the specifics of what you do. Well, from the client’s perspective anyway. And there may be some actual relevant differences, but from the client’s perspective, they would say, “Well, your competitor does the exact same thing. Your competitor does this. I get the same in the result of this. I would do this”.
So, the issue, and the big problem that is faced here, and the thing that causes distress, and the thing that causes frustration is that you are trying to become unique by trying to distinguish the things which are identical, or that at least are perceived to be identical. So, what I’m going to show you today, and the reason why this is called “The channel secret”. I could have used, you know very easily, Louis Vuitton, Bugatti, Lamborghini, or any big luxury brand. The interesting thing that you are going to notice is that we are not going to be talking about how to become… Let’s say this is the scale: This is absolutely terrible service, this is the top 1% of the one 1%, this is average. I’m not going to be talking about how to become slightly above average, I’m not going to even be talking about how to become the top 80%. What I’m going to be talking about, and I’m going to zoom in here, is how to become the top 1% of the top 1%.
There’s a very good list of reasons for doing that. Apart from the fact that you can charge more, you can command premium fees above market prices, and people happily and gladly pay that to you. Apart from that, there’s a plethora, a cornucopia of tremendous benefits that come along with being that top 1% of the top 1%. If you’re interested and if you’ve ever felt like you’re a commodity, and that people in your marketplace treat you like a commodity and people go into pricing and negotiations and haggling over your fees. Well, you’re going to love this, because here’s the first thing that we’ve got to talk about. This is really what I like to call the brutal and cruel truth about being redundant.
The first thing that I want to say is, everybody always says they are client-focus. Across the board, everybody says, “Hey, we are client-focus”. And if you were to go incognito and go listening, be a fly on the wall when your competitors are talking about what they do, you would hear them say the same things probably that you say, “oh, you know, we give a lot of soft touches”, “we are always in touch”, “we always make sure that you’re taking care of”, “we are all about you” “when you rise, we rise”, “when you fall, we fall”, “It’s our best interest” and blah blah blah. But my point is, well, cross the board, everybody, pretty much, who is above average, would basically be saying the same thing in terms of their client focus, and there’s another interesting little catchphrase that people say, which is “we are service oriented”. We’re service oriented. That’s such a great phrase. Service-oriented.
Again, you’ve got to look at that with a real straightforward, objective perspective and ask yourself: “oh, aren’t we all service oriented?” Again, one of the interesting things that you’ll see about this, is that not only are they universal in terms of, that most people do this, the whole universe is essentially doing the exact same thing. Essentially it’s this big common denominator. And if you all have that same common denominator, it makes it very, it makes the challenge of finding your differences, something very unique. And I’ll tell you why this is important. Because, when you have this common denominator with your competitor. This is you, and this is your competitor. The problem is that’s, from the client’s perspective. This is very important by the way. The client’s perspective. It doesn’t have to mean its reality. From the client’s perspective, they go “Well, they look the same. Therefore, they are the same”. We can exchange the word “look” for “sound” or anything else, “they look the same”, “they sound the same”, “they feel the same”. We are hearing the same thing from both groups.
Therefore, well, they basically are the same thing. And what happens is, and this is probably the worst thing to be [inaudible] is as a commodity. You think about things that are commodities, the common denominator with a commodity is that there’s only one thing which actually makes a difference. You can think about if you’ve ever been in the Middle East. You know, if you’ve ever been in the markets of Markesh in Morocco for instance, and you’re walking through, people are very open, to what? To negotiating. And there’s a reason for that. It’s that they understand that you understand that everything that they are selling is a pure commodity. It’s just a commodity. Everybody else has the exact same thing. Now, that being said, maybe there is a way to circumnavigate and to bypass all of this terrible experience that comes with being a commodity. Because, again, we started out this conversation talking about “The Channel Secret”. And again, I could have used Louis Vuitton, I could have used Lamborghini, I could have used Bugatti, I could have used any massive luxury brand that is dominating the market, on up markets and on down markets. You think people buy less Luis Vuitton purses when the markets are down? You think people are ever complaining in the store about the prices or trying to haggle them down, trying to get a good deal? No, it doesn’t happen. The only places that that happens are places where things are perceived to be a commodity.
Let’s move on. Now we’re going to be talking about the actual solution, because again, if this is the scale, and again, down here being some of the most terrible firms out there, the guys that are just terrible, you know, they’re providing horrible service. In any half sort of this window up here, which is sort of average and above. Just basic average and above. Nothing extraordinary. Nothing mind-blowing. And then way up at the top, you have this section over here which is considered to be most top firms. This is… most firms that are considered to be a top firm, and I’m sure that a couple of names are coming to your mind right now. They’re in this category. What I want to talk about is how do we position you and get you up to this top position. On the big scale things, you’re above everybody else, at the very least in terms of market perception.
That being said, let’s dive in, and I’m going to show you how exactly to do that. The first thing that I’m going we are going to do is that we are going to take a look at “Who”. And this really sets the stage for how this process is done. We always begin with “who”, who is that ideal highest paying client? Who’s your ideal highest paying client? Just take a moment and think about that yourself. Now, normally when we do our deep dive calls with our clients, we actually walk them through this entire process. We guide them through this in a little bit more depth that I can right now. I’m kind of little bit tight on time. But think about “Who”, which is kind of an interesting question because most of the time we already know who that is. But what we don’t do is that we don’t follow that up with this part over here “What do you stand for?” What do you stand for? And simultaneously, “What do you stand against?” The interesting thing is that this is actually something which can be 100% unique to your firm, regardless of the fact that… Again, think about Channel. If you have a Channel bag and have a Louis Vuitton bag, let’s talk about what they actually deliver, and we’ll take a moment to break away. We will come back to that. But I want to talk about this two purses. This is purse number one, and you can thank me for this amazing drawing later. And this is purse number two, which is Louis Vuitton. So, e have the Channel and we have the Louis Vuitton. Let’s make a list of the things which they do. Do both of these purses hold things inside of them? Yes, they both hold things inside of them. Are they both made out of leather? Most of the time, yes. Even the materials are the same. Are they both made of high-grade material? Yes. Are they both very fashionable? Yes. Are they both expensive? Are they both beautiful? Of course, the answer is yes. If you take a look at this, and you can take a look at it yourself, and you can take a look at your competitors. And you would ask yourself, “hey listen, there’s a parallel here. We do a lot of the same things that they do, and from a deliverable standpoint, we do the same thing. And if you want to take this in an even further level, we can have a Honda, a vehicle. And then you also have, on this side, let’s say, Lamborghini, because it’s sort of the icon of the luxury and the expensive stuff. We’ll talk about, you know, does a Honda get you from point A to point B? The answer is yes. Does a Lambo get you from point A to point B? The answer is yes. What else do you need a car for? The argument might be made. What else do you need a car for?
We can discuss this for hours, and hours and hours. In fact, whenever we do live events and we talk about some of these things, we actually do sort of rent about these things for hours and hours, and it’s very interesting and there’s a lot of jams and gold nuggets, we can pull from this and apply to your business. But from this basic standpoint, if they look at the usefulness, the deliverable, something that gets from point A to point B, they both do the exact same thing. What we have to do is, that we have to take a bigger look at this and if you want to distinguish yourself and be at the very top game, we need to, first of all, figure out who we are going after keep that as our compass in terms of helping us understand what is the most strategic way for us to position ourselves. But of course, beginning with this: What do we stand for? What are the things that we value that might even be polarizing? Don’t be afraid of being polarizing. Again, what do you stand for? And what do you stand against? There’re 38 questions I can ask you that can help you uncover that.
Let’s move on to piece number two, which is something also unique to you and your firm, which is: “what is your story? What’s your backstory? Because your story is something that nobody else can copy. They might be able to have the same type of service that you offer, they might have similar office size or staff size, or capabilities that you have; and they might be going after the same market that you’re going after. But maybe your story is different, and maybe if you’re very honest with yourself, there’re elements of your backstory that you have not shared so far with people. That they have no idea about, and if they did, they would have an instant connection with you. An instant connection with you. Very interesting. Again, there are about 13 or 14 different principles that we could be uncovered in terms of how to piece out the specifics of your story. How to tell the story in a unique way. But I think that at this point, we are just trying to show you the core ingredients that help make you different.
Then, we’ll move into this, which is number 3. And again, something that is very, very difficult copy, and we call this “Your seasoning”. Your seasoning. And in this one, I will actually elaborate a little bit. Because of the seasoning. When you want to think about a Louis Vuitton bag versus a Channel bag. When you think about how all these things work. The way that they work is the same. But when you walk into a Louis Vuitton store, there’s a different flavor. There’s a different seasoning. There’s a different essence that you get, and a different feeling that you get. A different experience that you have than when you walk into a Prada store. Let’s talk a little bit about the seasoning and the elements of the personal seasoning of your firm, the first one being the images that are associated. The images that are associated with your firm. Do you use a set of images? Do you use a set of maybe its symbols? Different things that are associated with your firm. Again, this combined with a good marketing strategy will make you impossible to beat.
Number 2 would sound, and when I say sounds, I legitimately mean actual sounds, but I also mean phrases and catch phrases, and things that you say and things that you repeat, and slogans and mottos and things of that nature, which all elicit from someone a feeling, an experience, an emotion perhaps, and also it might even be listening memories. We have images, we have sounds, and we also have, let’s open this up here, we also have tangibles. Again you’ll have to forgive the noise in the background. I keep on saying that we are doing renovations, there’s noise in the background. But let’s move on. Tangibles. What are the specific tangibles that you can give to people? Do you give people specific things to hold in their hands? Is there anything that has the physicality that you can bring to the table that makes you unique, that makes you unforgettable, that makes you completely different and superior to all of your competitors? Because again, if you take a look at this, these three elements: What you stand for, what you stand against, your story and the seasoning. If you take a look at this, you’re going to see very clearly that it doesn’t actually matter what the deliverables are because everybody at the end of the day, if you’re in an industry, it’s because you deliver your similar deliverables. But what we are talking about here is something deeper, which is: How do you become the top 1 percent? How do you become “the Channel” of your industry? How do you become that type of group? And how do you do that in a way that is sustainable and that is very, very, difficult to undermine?
Okay guys, with that I’m out of here. I hope you’ve enjoyed this as much as I’ve enjoyed making it. Leave me any comments in the description below. Be sure to subscribe, like this, share this with anybody that you know who would benefit from listening to this. Thanks, guys. Take care. Bye-bye.


Hey guys! Jon DeCollibus found a co-founder, superior, digital partners. Today we are going to be discussing something very, very important and it’s going to be really raw communication between you and right now because I’ve had hundreds and hundreds of conversations over the past six months with designers, architects, top of the line in terms of deliverable nobody cannot do you in terms of the service you provide, in terms of the end result that you bring. And yet, and yet. When we take a look at cash flow, things go up and they go down and up and down and there is this feast, and there’s femen, and there is no real consistency in the cash flow. Sometimes in the year, you are doing phenomenal. Business is booming. Other times you have to lay people off, you have to pull back, you have to start saying no to the things you need to do in your business. You have to start saying no to the things in your family, and your personal life, but you need to do and you want to do for the shirr fact. There’s a fail, there’s a failure happening within the flow of clients. So, this video, this conversation, this time that we have right now, breathe as it is. I’m going to be speaking to you and perhaps the most open and transparent way that I’ve ever done with you in the past, and the reason for that is that I feel that I’m doing you this service by not explaining this, by not underlining and by not highlighting fact with the reality of why as a great designer things are not depending out at the highest level that you want because for many of you, this up and down and up and down, is called industry, right? And this is what people think, this is how our industry is. There are times that we do fairly well, and there are other times that we don’t, and that’s business, right? You think this is good, you think to pull in seven figures a year plus in new contracts, in new projects is good. You think that this is a reality, you think this is the way the things have to be.

And a lot of this has to do with the fact you’re relying on repeat clients. You’re relying on word mouth, and the reason why is because this is the fact you’ve been fed. This is how it is, in our industry, in the service based industry, this is how it is. In the designer world, in the architecture world, this is how it is. Sometimes you win, when you’re only RP or when you are that short list. Sometimes you win, sometimes you lose, and that up and up and down is just part of the game. What I’m here to talk you about right now is the reality that architects and designers are able to experience and are able to tap into and are able to live and experience.

If you are designer, you are an architect, there are one or two paths that are going to be your experience. The first one is that you are going to be left behind. Number two is you are going to adapt. There is a quote that has been attributed to dying sign, and he says that the definition of intelligence is the ability to adapt. The definition of intelligence is the ability to adapt to change. Why do I bring that up? What am I talking about intelligence and adaptation over talking about business? It’s because they that business is being done and the design of business, and the business of design. It is completely changing, and it is shifting and morphing and evolving, and mutating before varies. And I have to consider that by staying within the boundaries of word mouth, and past clients and referrals and repeat business. You are going to be left behind, and have to consider that what left behind means that you will be out of business and these past clients are going to go to the firm who is going to be most adapted to change. People want to think of business as this clean, lap environment. We’re no back curious is a low end, right? It’s sanitary of an environment and for those of you who’ve been in business for more than 10 years, you should be aware of the fact that business has more in common with war and with chess strategy where it says zero or some game. There is only one person who will get the client, and in the case especially in the world of design, you’re either going to be left behind, you’re either going to be left behind in the dust of your competitors, or you are going to adapt, adapt are a more rapt in peace than your competitors.

So, what am I talking about? What I am talking about here is that at the bottom of this experiment, we have referrals, right past clients, repeat business. Some of the highest quality in terms of new business, I mean who doesn’t like getting a referral coming in from somebody who is, you know, who’s on business for you, or business with you in the past and they refer somebody who is very similar with them with this resources and means. This is great and I am not saying that you should be dropping this, I am saying that you need to look at something bigger. Number two is we have word of mouth, right? Where you’re going up to conferences, you are going up to advance, you are essentially doing manual labor in exchange for the opportunity to do business with somebody. And the problem with that, the issue, the twist in the story is that these two areas are no longer, is at least two areas are no longer what striving most of the new business. In fact what we’ve seen is that you used to take 40 hours per week in terms of making word of mouth work for your meeting, you have to have a person who is completely dedicated and devoted 40 hours a week to going after and going to advance speaking on panels talking to people going to all the chambers and the lotteries. Being out in the community nonstop. Over the past 5 years that number has turned into 80 hours, maybe you need more people out there, essentially two people out there every single day who are dedicated and to focusing on the word of mouth, focusing in all these aspects of your business in terms of depending out cars face to face drumming up the possibility of a meeting with a new client.

What has been happening over the past 19 years, but we’ve really seen the pickup in the last 5 years of this is in the world of digital marketing, and you might say, “Jonathan we are in the design world people don’t make this kind of decisions online”, and you are absolutely right. Well, my point to you is we’re not talking about the point of decision here, we’re talking about the origin of the conversation. If the origin of the conversation is referrals or word of mouth. Those are great, keep on doing that. But if that is the solved thing that you are doing you will be left behind, you will be left in the dust of the firms who are going to be dominating in the next 20 to 50 years. For the next 20 to 50 plus years, this is only going to begin bigger and bigger. Within the next 5 years, this is going to be dominating most of this most of experiment because more and more people are not even trusting what they hear on a face to face industrial meeting, and they do what they do diligence were online. It used to be that and if you’re in something as obscure as historic architecture renovations. You know it’s just about who you knew, what short list you were on and who in the city knew about you. Things have changed, people are now sitting in boardrooms with iPads open for what reason because they’re searching, they’re doing, they do diligence online. Google, agree with me or not, Google is the new god of this era. So, when people have a question, they used to go talk to at work, now people go and check the reviews. They go check out the portfolio for themselves, they go and see what other people are saying about you online because on a face to face level, people have a certain amount of face that they have to see, so people would not be as honest. They’re not going to be as honest when they’re talking about you face to face. Somebody else.

What the online world has brought is the level of anonymity which leaves you radical honesty, because they have nothing to lose. They have nothing at all to lose by being radically honest about their experience and what they think about you. So, if you’re just talking terms that reviewed alone that’s that, but also people are making decisions that are based on what they see online. It used to be.

The reason why things are not going in that upper trend, but why things tend to go very much in this up and down, up and down. The reason why things go up and down, up and down, up and down first is having this steadiness within the business of cash flow projects it’s because they’re still pipelined. If you don’t have a pipeline, you will live in this world. If you do have a pipeline, you will live in this world and it’s becoming more and more evidence that utilizing the tools of the future finding people who are proactive a case we have the end age the P, right? They have no need, this is what most words of mouth go into, talking to people who have no need, people who are happy with their current options. How many times have you entering a conversation with people and invested it to our peace, our accuse and our whatever’s? With people who really at the end of the day would not ever going to be a good fit with you, because there was a values conflict perhaps or you were currently using somebody else who is scratching the edge. Of course, we have people who are disappointing their current options. Think about that for a moment, people who are disappointing with their current options. What is that mean? That means that they’re very difficult to please and that’s way around 7% of the market. If you’ve got 50% here are 40% here. So, what about this 3% if you had a way to direct people who are proactively seeking, who have the resources that means they’re scouring the network trying to find a solution for an immediate actual need, and they’re a natural fit for the kind of work that you do. And if you could direct them, to see your portfolio, if you could direct them to interact with your business, interact with your brand, to see you as you truly are and to see the true value that you bring to the picture. Why wouldn’t that work? They don’t make these decisions online, I agree with you, they are not going to make these decisions online. Nobody is going to look at your portfolio and write you a check. This is your portfolio here, no one is going to look at this and copy all the rent and give you money, it doesn’t work that way and that’s not the purpose of your portfolio, and I think you understand that. What’s going to happen, however, is if you get someone who is proactively seeking, they’re scouring the internet, they’re scouring network, trying to find a solution for an immediate actual need. They have the resources, they have the means, they are a natural fit, they love to design that you do and we put them in touch with your portfolio, and we give them an easy way to set up a meeting with you.

Then, out of that meeting, we’ll come to a contract, right? The problem is that taking this offline and essentially cutting your portfolio out of picture and marketing to everybody in all of the other categories; they have no need they’re happy with their current supply or they are just very difficult to please. If you throw out all of this to this big net and you essentially are going to be spending a lot of time, a lot of energy having to see through everybody, and then wants to do that, you’re going to have to find somebody who is interest, you’re going to have to send them to you anyway. They’re going to have to see your portfolio anyway, they’re going to want to do it and guess what? Even if they don’t tell you, they are going to look for you online and they are going to look at your competitors online, and guess what? Is not the one who actually is the best, is the one who is the best perceived, okay? I need a very much an underline that very much highlight this. The clients will go not to the person who is the best. This is a fantasy world and it never happens that way. Very, very rarely does that work. They go to the people who are the best-perceived option. They very rarely go to the best option. What they do is they go and the people do their diligence over 76% of the bit to be transactions over 100,000$ are made using online due diligence, and the problem is that if your clients part of me, if you are a competitor, is the one who’s the best-perceived option. If your competitor is the best-perceived option, if he’s just out there, he looks better than you, he has a better-looking portfolio, a side is new and his position in a way that, you know he has got videos on his website, he has got, you know, people understand his story, you want to stand but what he stands for what stands against. They’re familiar with the images, and the icons, and the sounds, and the freezes and are associated to his brand. And you’re simply the best option, you will be left behind. And again I told you I am not going to point a bunch on this, I am going to be as honest with you as I can on this. You mean I like it right now, but the fact that matter is the proof is in the putting. Every large transaction you’ve been involved with over the past 5 years. Personal business has and deals online due diligence every single one. If things are transforming, things are changing and they’re moving faster and faster into that arena.

Again the reality that used to exist as if you are simply the best option, you could use word of mouth that would just sort of be probably work because people would go to your office and then they would actually talk to you. The way things happen now is you got amazing designers who are spending weeks and weeks and weeks and weeks putting together all investor and their proposal responding to an hour of P. they are treated like trash, they are treated like a commodity, they are treated like garbage, essentially what you are treated in most cases is okay well things for putting together this proposal for us, we would take a look at it and we’ll let you know what we think. That is not the way you should be operating. The way to operate this is to flip the script, to flip that entire script on its head right to where it used to be, that there is this big bucket here full of designers, and you have this client who goes through and he gets to choose whoever he wants to work with. In many cases that still is the reality of it for most architects and designers, the problem is… Here is your problem, you have to flip that script to where you have a pipeline full of potential clients who are seeking you out and who are essentially being brain watched by you brand who love you, who adore you and this stick for it’s you and you can choose and be selective. Yes, you will have a proposal.

Our goal is to make this you, so you have a bucket of clients, of potential clients who are in that proactive stage, where they are scouring the internet, they have an immediate actual need. They have the resources, they have the means, they are a natural fit with what you offer, they would any of these people in this group would be a phenomenal fit for you. And then out of that mix, you take the initiative and you say good. Why should we work with you? And again and maybe a better grocery for your firm so you don’t need to freeze you that way, but I’m showing you this big picture that you must flip the script. If this is the client and you are one of these groups that are in this mix, you essentially are going to lose most of your proposal, and the reason why people don’t have this pipeline of proactive clients to work with is for a very simple reason. If you want to know what that is, the reason is and again we are going to be brutally honest with this, the reason is you have no real marketing. If you think word of mouth is marketing, if you think that referrals and past clients and having repeat business is marketing, that’s not marketing. Marketing is when you have quality, when you have volume and when you have predictability. With word of mouth already told you, if you are going to use word of mouth and you won’t have quality, you want to have volume, and you want to have predictability you need 80 man hours a week just to make things to move forward. Referrals, they are great but, how many referrals have you received over the past 12 months? Have you received five meetings a month? Ten meetings a month? If the answer is no, if you’re below five meetings a month I would have to consider that’s not marketing. If you have past clients who are coming back to you, are you having five meetings a month? Ten meetings a month? If you are below five meetings a month, if you’re below that, that’s not marketing. It must be above five meetings a month if you are struggling because you are having one to two meetings a month with new potential clients. We have to change the game because you would either be left behind or you have to adapt. These are not marketing strategies, these are simply business development strategies. You shouldn’t throw them away, you should keep this, but you have to implement marketing strategies that give you at least five meetings a month. If you can get five meetings a month or more with quality, serious, proactive people, and you can do that predictably, that’s marketing.

The ability that you have to adapt to the changes that are coming and that has already come in the world that beat to be and beat to see and design. If you truly can adapt to that, you will survive. If not, like I said, you would be living within this up and down world where sometimes things are great, sometimes things are bad. Sometimes things are great, other times you are just waiting for more business, right? Predictable. Let’s talk about predictability. Predictability means that you know we have all these meetings coming in each ads representing five meetings a month. We know no matter what happens, we’ve got five more meetings coming up the next month very minimum, very minimum. If you don’t have five meetings a month, consistently over time, you will be left behind, and the problem is that the reason behind this is that you’ve never seen it happen first hand. You’ve never seen it happened first hand, therefore you have been indoctrinated by your own experience and your own fears. This won’t work. Maybe you’ve tried something in the past, maybe you’ve actually tried some marketing in the past, and open the link in this videos you can actually listen to, and learn how to actually make the distinction between good marketing and bad marketing, but the fact that matter is just because you have tried something that has worked in the past does not mean that marketing does work, it just simply means that you’ve tried the wrong thing. Because if I ask you how many things you have tried and, have you tried 10 things? Have you tried 15 things? Have you tried 100 things? Have you tried a thousand things? How many things have you actually tried that you call marketing? Again marketing is something is something you’re just going to delivery at least very minimum on five with potential, serious, proactive quality potential clients per month. We have the resources and it means to work with you. And again I’m not going to force this upon you because the way evolution works, is that you either adapt or you get left behind, and there is really nothing within evolution that allows for people to be, you know called, and there has really been no time in history were we survive because your ability in this case weakness is, you know, not adapting being inflexible. The most iconic firms that you know of, the same dings, the big firms against lures right all of this bohemist and some of the icons of an industry that you know of, that you have seen operate out there the big bohemist out there. You have already seen how, for example, things go against going after tons, and tons, and tons of architects. Why they do it? By the way, they are not doing it in a way which is I would call very, very ethical if you will. In terms of the fact that they’re buying this massive capacity and they are paying this much for it because just having capacity alone it’s no longer valuable, what’s valuable is the ability to market because if you can market, gansler is not going to be paying that much for you, but gansler is going to be needing to pay a ton more for you, if they even have the opportunity to talk to you, but the reason why you see this buhemist you are just going through an just eating up tons, and tons and tons consolidating firms left right around you is because of the fact that most firms are not progressing, they are not evolving, they are driving into the future starring into their weird view nerd. If we take a look this is the future, this is your real vineyard, your real vineyard has word of mouth and referrals. The future is digital, and the fact the matter is, the fact that you are watching this right now at something that’s digital you are not in front or face to face, the fact that you are most likely on your phone right now or at least have a phone within arms and research you have done in Google search in the last 24 hours on is proof that what I am telling you is not fantasy but reality.

So, guys with that and I know this has been more hard, right? Because I have to be this way because we’ve been a delay which is built in what they would come, not true. If you build it, the only thing that you have is you spent time and energy building something. If you build the skills and the capacity, and the vision, and the ability to deliver value, it is not automatically mean that people will come to you and throw the money at you, it is not mean that at all by any strategy imagination. So, I know this is hard and I know that you might be saying managing, you sort of lending on the butter-heavy on this toast, you are being a little bit stronger than you are on this. The fact is it’s my obligation to do that, if I don’t tell you this truth, nobody is going to be telling this you, no one will tell you this and the people who do tell this to you they don’t have the actual strategy behind it and the experience behind it to bring in those quality meetings that you need. So, that being said, guys. I hope this has made you contemplate and understand this process. Do me a favor, leave me a comment in the description below, let me know something you have tried in marketing that has failed to you, let me know something in marketing that you’ve tried that is absolutely sucked and it’s been expensive and that has never delivered actual results for you. I want to hear these things, but I want to know what things you are trying out there, and maybe we can have a conversation about some strategies that actually work. All right guys with them we got to jump to a meeting, hope this has been fun for you and made you think. Take care guys. Bye.


John DeCollibus here, co-founder of superior digital founders. Today we’re talking about trends versus the all mighty, strategy, and this is a battle that has been going on for a very, very long time. And you’ll hear us many times discuss the different trends that are happening, the different updates and down takes and the volatility that happens in terms of the way that things are expressed, in terms of, for example, digital marketing versus the word of mouth. A lot of times, the problem is that people end up separating from strategy, and they essentially, only focus on the actual tool or the tactic, or the trend. So, we have tools, we have tactics, and we have trends. What I’m going to show you here today, is something we’ll just hope will clarify, and really get grounded, in exactly what you need to know, because yes, there is a lot of noise out there. Just type it on YouTube “marketing” and “the latest marketing strategy”, you’re going to hear people talk about Instagram, about Google AdWords, about YouTube, about this, about that, SCO versus paid to advertise, and essentially, what you’re really talking about, is a very, very complex cacophony of voices that are out there, and people end up getting confused. So the purpose of this video is to bring absolute clarity to shine the light on this entire topic. We’re going to start right after that, we don’t have a lot of time today, so I’m going to make this brief to the point, and I’m also going to make it as precise and as applicable and practical as possible.
The first thing that we have to look at, is the metaphor because metaphors are a phenomenal way of condensing very complex topics into something that is very easily understood. We’re going to begin in this might just be because of the fact that I am on a very, you might call it, restricted diet right now, so there are forms of fantasizing about this chock-o, very okay with spells, chock-o… chock-o-late… chocolate cake. When we’re talking about the chocolate cake, and that would be represented in this cylinder off to the right. If we talk about chocolate cake, that would be in result of what you’re going after.
Now, when we talk about the tools, and the tactics, and the trends that are out there, what we really have to focus on, is the strategy. What do I mean by strategy? If you want to think about strategy, as the recipe for the perfect most fluffy, tasty, velvety, smooth, rich, chocolate cake possible. If you have the recipe for the most amazing chocolate cake. It doesn’t really matter whether or not the trends turned out the people who want a square chocolate cake, or if they want a triangle chocolate cake. It doesn’t actually matter, because ones you have the substance, the strategy, the secret, the recipe, of how to make a chocolate cake, you essentially are set up. It doesn’t matter in what shape this turns out to be in, whether or not the trans and the market tends to shift quite a lot. In fact, especially when we’re talking about the way that buyers, and the way that decision makers approach big decisions, and when I’m talking about big decisions, I’m talking about anything over 5,000$ in terms of investment.
If we’re talking about large transactions, it doesn’t really matter in terms of what shape the cake is, it doesn’t matter whether or not, this month is a triangle, next month it’s a square, and the third month it’s a cylinder. What matters is, do you have the recipe to make a substance called “chocolate cake”? What I’m really saying here, is that, in terms of priority, what’s most important, is knowing the strategy. Because the tactics will change. Think of it as driving a car, we’ll do one last metaphor here and then dolls beyond this drawing. So, think about it as a car, this is actually a truck now that I think about it, so this is a person driving a truck, and for those of you who are designers and sketching is your forte, you’re probably laughing at me, but hey, that’s okay. Think about as driving a car, we can talk about the tools, and the Trans, and the different things that happened in terms of the marketplace, as being the territory. If you drive your car on the freeway, if you know how to drive your car on the freeway in California, chances are high that you also know how to drive your car on the freeway in Texas. And chances are that also, you can drive it in New York, or in London. Things are obviously that there are small changes that happen, but as long as you know the strategy of how to manage the vehicle, the territory is actually taking secondary root, the place where you’re actually driving your car, it’s not as important as the fundamental knowledge of, can you drive the vehicle? That’s why they have these things simple, they called it, “international driver’s licenses”, right? So if you’re in London or you’re in different place, as long as you have the international driver’s license, you can essentially drive, and people throughout the world understand this fact, that’s why the laws are structured that way, so the same thing goes here.
Let’s talk a little bit about strategy, and what specifically I mean when I say strategy because this is very important for everyone to have a very, very clear understanding of the strategy, and what I mean by strategy. First thing, and the most important thing, and this is number one across the board, it is a matter really, what’s happening out there, in terms of what tender, what tool or what tactic it’s being hyped. What people are talking about its being the latest and greatest, the most important thing that you obviously have to look at, is one of my favorite words, one of my favorite acronyms, which is ROI. So, ROI essentially is how much did we put in, and how much did we get out, so there’s an in and out ratio. And you’re essentially measuring, we put in 10,000$, and we get back 100,000$. That is the focus of ROI, it’s essentially what’s in return for our investments. That’s, of course, a good strategy, so this is very much [inaudible] saying “the chocolate cake has to taste good” if it tastes salty, and it tastes like lasagna, the ROI it’s not working, so essentially, can you get a result? That’s question number one.
Number two, a strategy, this is deeper, this is a little bit more intensive. It must be based on a human psychology, and what we can do this is, we can underline this even further by talking about the universal principles. So, really is it rudder within the universe of human psychology, because guess what? That is not going anywhere. That’s going nowhere fast. The one thing which we have seen is that no matter what changes, if somebody is having a face to face conversation, or if they’re interacting with your portfolio online, or whatever type of scenario we’re talking about in terms of marketing, or sales, human psychology is based in some very, very, universal principles and have been around for millions, millions, millions, millions of years, and they have not changed, and they probably will not change for the next millions or millions of years ahead.
So, again making sure that whatever you’re using is based and rooted in these called principles of human psychology, some of them might be that we want things that we cannot have. Number one, is that, when there’s, again, basic, supply, demand. Again, manipulating the supply and the demand in your marketplace, positioning your firm as the top firm, making things more expensive, all of this things, and I can be going out and doing 300 point expansion on this, there have been books that have been written on this, I’ve been written book on this. At the end of the day, this is a very, very deep topic, but you have to answer the question, which is “are we rooted in the universal principles of human psychology?” That’s number two.
Number three what makes something a strategy is this next portion, which is predictability. Predictability is another one of my favorite words, because when something is predictable, the thing about something as predictable as it is scientific, and the definition of science, is that it could be duplicated. Essentially think of it this way, if you just have a one-stop promotion, promotions are not predictable, because you can run your business on a one time promotion, or on being the cheapest, you have to have a predictable strategy that you can count on, that’s dependable and scientific, that allows you to do this over, and over, and over again, just like the chemical reactions within a laboratory.
Again, let’s take a step back and look at this big picture of strategy. On this side, we’re going to talk about a little bit about the tactics, the tools, and the trends. Whenever there’s a new trend that comes out, the first thing that we have to do is, we have to bend that tactic, bend that trend into this form. We have to understand the basic principles of marketing, and we have to understand how to make it work, we have to understand how to make it work in a predictable way, and if you can archive that, if you understand this, it doesn’t matter what happens over here, and there would be a lot of cacophony happening over here, there will continually be a new platform, there will continually be a change in the algorithm, there will continually be changes that happen. The changes are not to be feared, the changes are to be adapted to.
Again, the definition of intelligence, I think this was attributed to the great late Albert Einstein, is that he said, “Intelligence is the ability to adapt, to change”. When we take a look, the real key to being able to adapt to change, the real key to be able to be this ultimate form, that no matter what the market throws at you, you are on top of it. You are constantly adapting, and you’re constantly at that bleeding edge to where you’re ahead of the curve, you’re ahead of the trends, you’re ahead of the things that are happening. It seems like magic, and that’s one of the things that our clients love about working, is that they say, “It doesn’t seem to matter what happens”, it matter what changes come in this big algorithms on Facebook links and YouTube, Google, Instagram, all these different things, because the funniest part about it, is that if we talk about my space. Myspace is something that was way in the past, and we’ve all forgot about it. What was the last time somebody talked about my space? It doesn’t actually matter because my space it’s almost irrelevant to us nowadays. And guess what? Facebook will get to that point, you give it enough time and things will change, things will evolve.
There will be new platforms, and there will be new trends, and there will be new digital things that come out, but at the end of the day if you have something that is rudded within human psychology, the universal principles, and that produces an ROI at a predictable rate that you can say “ok great, we do this, that happens”, and it happens every single time, then you have a strategy. Then you have a strategy, so what I would have you consider, is that you would do well in ignoring most of the noise that’s happening within news, YouTube, all of these different things where people are talking and they’re just sparing out all these ideas and Trans, and things are changing blah, blah, blah. And they talk to you a hundred miles an hour, it sounds confusing and it is.
I will have you consider that the way to success, the way to become the ultimate superior intelligence firm and adapt to change easily, is to build a strategy and go back to the basic. Go back to the things that work. And once you understand that, you will be in a great position. Because one of the things that we’ve noticed is that every single change that happens within all of these tools, tactics, and trends that happened out there, are all essentially rudded in human psychology. So, there’s a reason why that is a piece of what we called strategy, because, for example, there were some changes that happened recently. The last few months, within Facebook, and essentially what they did, as they said “well, we’ll begin limiting the amount of reach that these massive, crazy, huge media out less have on Facebook, and we’re going to be bringing it back to friends and family, and we’re going to be rewarding people who get more engagement”.
Again, what is that? That’s a basic principle of human psychology, which is that we are social creatures. We’re social creatures, so, therefore, what you all see as a: buying large, and yes, there would be exceptions but buying large, you can predictably predict with a crystal ball what is going to happen in terms of trends of the future, is things would move more, and more, and more, to the basic, universal, human psychology principles, of how we are built as human being. Because this big, massive firms and companies, public companies that are traded out there, that own this platforms, you have to understand something about that, they have a lot invested in making sure they have a longevity.
Every single change that Google makes, it’s going to be a move more into human psychology. Every single change that they make in their algorithm is going to be something which is going to, at the end of the day, reflect a better user experience. And if, by the way, they violate that, for whatever reason, they violate these universal principles of human psychology, guess what? They’ll go out of business. Therefore, they would become a relevant anyway, therefore you wouldn’t even be using them. But again, this co-principles, this is what would bring peace to you in times of chaos. This is what would bring order in times of confusion, you must have a strategy if you’re working, and you’re doing it all in-house, you’re doing all your marketing in-house, or you have somebody else doing it for you, that is irrelevant. You must have a strategy that is at the epicenter of your marketing, and that is absolute, the core KPI, the core metrics that you should be using to measure how things are being done.
All right guys, with that I’m out of here, leave me a comment in the description below, make sure to smash that subscribe button, so you can get more content just like this. More of this whiteboard sessions. I love having these times with you guys, leave some comments, hit the like bottom, and I’ll talk to you soon. Thanks, talk to you soon. Bye.


John DeCollibus here, co-founder of Superior Digital Partners. We’re going to be showing you today the basic construction of the perfect design firm. Here’s the issue at hand, because we rarely see all three of these elements in one firm, because of the fact that most people are so involved in the day to day world win that is involved in the business of design. In the world of design, there are two main categories that we see that are overplayed. Think of it as two muscles that bare most of the weight, and there’s sort of that third leg that rarely, if ever, carries any of the weight. Essentially what you have, if you have a designer who has been investing most of their time doing project management, doing the actual design work and also doing the word of mouth marketing. This is the picture of a small and ineffective firm.
You might think of this type of firm as the type where the guy’s wearing 30 different hats, he’s very stressed out, he essentially has no peace of mind, and he’s really not able to perform at his best, because instead of focusing on one area, like a laser being, he’s focused on all three of the areas. So we’re going to make a quick trip down, memory lane here, we’re going to ahead and talk about what a truly strong integrated firm looks like, because what happens most of the time, most firms are fragmented, rather than integrated. So, this is really the picture that we’re going after here. When you have a firm that is integrated, that is strong, that has all areas working at one, so you think of it as a car that only has two tires working. It puts a lot of pressure on those two tires that are working because the others that are not working transfer a ton of pressure and weight onto the back of the one that is actually working. And that’s what really happens in most fragmented firms. If you have a fragmented firm, you have a firm where things are out of balance, things are not focused, things are not working in the way they need to be working in order for them to be a true powerful, profitable, predictable firm.
When we talk about integration that means to you, when you have an integration firm, it means that you can focus on your particular strengths, and you bring people into your firm who can focus on their particular strengths. Many of you, you might already have all these departments in place, but things are not actually operating in an integrated, seamless and congruent way. You know the word integrated also has that root word for integrity, if you feel like your firm is out of integrity, and it’s not as strong as it could be, this is going to be a very interesting, delivery, profitable, few minutes for you, because I’m going to show you exactly how to integrate your business, so that you can live in a profitable, predictable place of power, where you do what you do best and you bring people around you that do what they do at the highest level, really creating an ecosystem of power versus having an ecosystem that’s out of balance.
Without any further do, and I hate that phrase, but I will use it right now. We have a designer. The work of design. This is what cracks the corner of what you do in your firm. The actual design, and then we have number two as project management. This is somebody who goes in and essentially is working on the technical processes and making sure that everything is going according to plan, having communication with clients, etcetera, etcetera. When you only have these two in place, what you have is happy clients. When you get people, you actually have happy clients, you know, if that makes sense. There’s not going to be a heavy stream of clients, but when you do get a client, they’re going to have a smile on their face, they’re not going to be sad, they’ll be happy. Because you’ve actually been taking care of, and you’ve got a good system replace in terms of delivery. That’s really what this top part is, it really has to do with delivery, and every business is like this, it’s not just unique to your particular business, somebody has to do the actual deliverable, and somebody has to manage that actual deliverable as well, so that’s when these two pieces come in.
Now, here’s the interesting part, is that when we talk about the lack of marketing, what happens is that if you get a good marketing system in place, it will give you the resources to hire a good project manager, and it will also give you the resources to do what you do. The reason of why most of the time, why you have terrible project management, or you have issues that come up and put a lot of stress on you, and a lot of pressure on you, that’s really unneeded. You can really just take a deep breath, and understand that is very, very unneeded because marketing creates more projects and more projects create more resource that you can use to hire top of the line people, to actually handle all of the aspects and areas of your business.
So, once we integrate a good marketing plan, and marketing has three quality features that we need to be talking about, anyway have to be aware of. Number one is quality, and I’ll define that as people who have no need, people who have current options, we have people who are disappointed with their current options and people who are proactively looking for what you offer and have the resources and means, and they’re a good fit, they have a lot of momentum, and only need a little nudge to get them to work with you, and pay you the highest fees that you command. So, good marketing goes after quality, which is this final category here, the proactive person. Also brings you value, good marketing will bring you a high volume of high with high leads, so volume is, that means that you’re getting a lot of people, who were in that fourth category, you’re getting a lot of these people, and you’re getting enough to float your business with cash flow, and as you begin to float your business with cash flow, you open up doors to hire better people, to attract more talent.
A lot of people complain to me, “Jonathan, I just only wish we could hire better people”, it’s kind of those conversations that we get into with our clients sometimes, they would tell us “I just wish we could hire better people”, guess what, you don’t have the resources to bring up better people, because you’re not new at marketing. And it’s not a chicken before of the egg scenario, it’s very sequential, the syntax of this is very much alphabetical. If you do this, then you can get this, and it always works in that way.
That being said, the third factor of Superior Marketing, is you get predictability. Predictability means that something is scientific, meaning you can take it to the bank, meaning, you can duplicate it, meaning you can bank on it, and when you have a marketing that you can bank on, that means that you can actually do things and plan and grow, expand your business, because you have a way to fill that pipeline, and keep that pipeline hacked full with high-quality people. So, that’s the beauty of this strategy, you fix this, and by fixing this, you fix this, and you also fix this. It reliefs the pressure, it takes the pressure off of you, it makes you feel better, do better, look better, works better, attract better clients, and at the end of the day, when you close your eyes at night, you know that there’s a win or win for everybody. Your clients have the best firm possible to work with because you have the highest quality, your resources, and you have the highest most skilled, most talented team whose working with you on a longer basis rather than on a quick, short basis because you now have the cash flow, and lastly and most importantly, you as the principal. You as the designer. You’re able to live in a place of power, where you have a predictable business that has worth with or without you doing everything. You should know how everything works, but you shouldn’t have to be doing and be involved in every single detail.
All, right guys, you’re hearing a lot of passion, you’re hearing a lot of speed in my talk right now because I got to run out guys, somebody run in here just a minute, and I’m trying to create this out while I got a couple minutes with. You do me a favor, jump on here, leave me a comment, tell me what you’re thinking, get on that subscribe button, hit the subscribe button so you can encourage me to put up more content like this. Like this and share with people who you know will benefit as you have from listening to this so far. Thanks for watching, talk to you soon.


Hey guys. John DeCollibus here, co-founder of Superior Digital Partners. Today’s topic is one of extreme controversy, because there’re people out there right now who are trying to sell you the exact opposite idea of what I’m trying to tell you right now in this short video that follows and the topic today is the debate, whether or not you should be a DIY marketer, meaning that you go out there, and I’ll explain exactly what that means or if you should have someone do it for you. Done for you or DIY.
The discussion today really has to do with first and foremost, the actual target that we are going after. I’ll have to explain to you and just be ultra-transparent with you. I am a businessman, and the business that we offer, the service that we offer is a “done for you” service. So, you might say, “Johnathan, if you’re going to be advocating, “done for you”. Well, aren’t you being biased? Well here’s an interesting fact. At my core, if DIY worked, can you guess what industry I would be in? I would be in the industry of teaching people how to do things for themselves, and there is a big reason for that because if that worked. I would be the one, the first and foremost guy out there marketing the DIY, and I would be pushing it and telling you, “buy my course, buy my course, buy course”, and of course, “buy my course”, but this begs a question because if DIY doesn’t work, then why are people promoting it? But the interesting fact of this is, that when we take a look at the facts, and you make this decision on your own, okay? We’ll talk about this in detail, but let’s make a first basic agreement on what that target actually means to you. What does this mean to you? Hitting that target. Does that mean getting 10 meetings a month? Does that mean getting five meetings a month with proactive motivated people who have the resources and means to work with you and already are fans of your work, already are essentially pre-sold in the conversation? And when you talk to them, it’s a conversation of when they will begin working with you, not if they will begin working with you. If that’s your target, and if your goal is, ok, great, if we had 10 meetings per month or maybe even 10 meetings a quarter, which is very easy to achieve. Just to sort of put this in perspective, it’s very easy to achieve 20 to 30 meetings a week.
That being said, I mean, there’s a lot of business to go around, but all that being said, let’s use this sort of, because this is a very, in my opinion, and in our experience this hyper achievable, this is something we can almost achieve in our sleep. So, let’s talk about 10 meetings a quarter. So, let’s say that 10 meetings a quarter is your goal because you want to turn over two new projects per quarter, which by the way is, again, a very, very, very conservative conversion show, which is essentially a one out five conversion. Very, very conservative conversion show. Most of our clients are getting at least one out of two at least, and that has to do with a lot of factors that, you can click on the description below on links of other videos that explain the quality of leads that we offer and the quality of meetings that we can get you. But again, what we are talking about here, is that we have two different ideas. Two different and opposing ideas. One of them is “get it done for you” the other is “Do it yourself”.
Now, the big question we have to ask here is, which one of these three things? And here’s a criteria that we have to use: Q, number one, V and P. So we’ll talk about Q first. So Q, essentially this means quality. So the quality of the lead that you’re going to get. So ask yourself the question, “If I do it myself?” Maybe you have done it yourself in the past. Maybe you’ve done a lot of your marketing in the past. Maybe you’ve gone to a course, or to an event that taught you how to market. What types of leads where you getting? There are four quadrants. First one is people who have no need, meaning that, they essentially have no need or what it means is that they may have a need but they have a value’s conflict, meaning that, let’s say that you’re a very high-end costume design heavy firm, and this person just want to have a box built. They just want a box. That’s not good. I can’t stand behind that.
Number two is people who are happy with their existing relationship, meaning that they may be working with their brother-in-law for the past 25 years, on every single contract they needed, they always gave it to him. And more than that, their wife would kill them if they hired anybody else. So these people are not a good fit. Let’s talk a little bit in terms of percentages, just to sort of make this clear as a bell. Pardon me, this is actually wrong. You would have, about 50% of the market would fit in this category, 40% would fit in this category. And now we’ve got to talk about what happens on this side of the island.
We have people on this site who are disappointed with our current options. Disappointed with their current options. Think about that for a minute. Okay. Disappointed. Now, yes, sometimes the fact of the matter is that we’re talking about terrible service on the side of the firm they’ve been working with. Maybe they were being ignored. Maybe they were being listened to. Maybe the persons were just walking all over them. Blah, blah, blah. There are a hundred reasons why. But 99% of those reasons are going to be on the side of the costumer, not on the side, on the side of the client I should say. Not on the side of the firm. So again, you have about seven percent of the market, which is very difficult to please type of market, and they’re very just, what’s the word I’m looking for? Just impossible and almost obnoxious. No matter how high you jump, no matter what you do for them, they’re not going to be happy.
So again, thinking about the “Do it yourself” type of marketing that you’ve done in the past, have you considered that most of the people you have talked to have fallen under this categories? And then we have of course the last and final three percent, which is the most valuable part, which is people who are proactively seeking exactly what you offer. What that means, is that they have pre-built momentum, they have an immediate actionable project that needs your service. They have the resources and the means. What does that mean? The means that you can charge your highest fees, you can command a premium fee to work with you, and they would happily pay it. It also means that they have a value’s alignment between what you offer and what they want. There’s a great chemistry between the two of you. So ask yourself, in our DIY marketing what type of quality are we getting? And just be very clear with yourself and be very honest with yourself about that.
Number two is V, which stand for the beautiful volume. You need to be having enough volume to be able to convert that one out of three, or even more in a one out of two like our current client’s do. One out of two meeting turning into a client. So, if you’re the goal is to get two new projects per month, and your current conversion show is one out of two you need four quality meetings per month. And that leads me to number three which is a predictable way. What does that mean? It means is scientific and you can duplicate it. Scientific, meaning, it’s like a laboratory, there’s a chemical reaction, there’s that all baking soda and vinegar. You’re never putting in baking soda and vinegar, it just turns flat, and it just turns in like a soup. No. There’s always a reaction. That’s what I mean by “scientific”. It’s predictable, which means you can put your money in there and actually bank on the results.
These are the three elements: Quality, volume, and predictability. If we talk about your experience in the DIY marketing world where you essentially go take a course and somebody teaches you: “hey, here is, you know…” The greatest thing, which I love hearing, by the way, is this phrase: “Hey, aye mate, I’m an ex-architect and I’ve figured out the secret to building the biggest architecture firm in the world, so here, take my course and learn how I stopped doing it and now I’m teaching you” [Laugh] Right? There’s always that, and for me personally, as someone who has devoted his life to marketing and business and sales, and turning business into this booming expansive thing, what I see when I see someone who is just teaching, and they don’t it for themselves but they say: “Oh, we can do this. Just take our course” and you go: “Well, are you doing it for you? Where’s your proof that this works? Or are you just teaching me?”
Well, again, and I’m not going to badmouth people. Oh, yes I will badmouth people because guess what? This is life. If you have a terrible, terrible course that doesn’t teach anybody how to do anything, well guess what? Guess what my friend? I will badmouth you because I will protect the people who follow my stuff. Deal with it. But anyway. So there’s that DIY thing right? Just imagine that you’ve gone through DIY and I’ve got a lot of my clients who have previously come from that world, where they went to the course, and you know what they tell me, is they go: Johnathan, number one, we don’t get this. We get a lot of this, we get a lot of this, we get a lot of this. Very weirdly that we get this. Because those systems are not… somebody teaches you a couple thousand dollars to sell a course to you, and give you a bunch of “to-do” list, essentially it’s what you’re getting. They’re selling you the course, they’re not selling you the result. They have nothing tied, in terms of accountability, in terms of your results. Their job is to make you feel good, and their job is to give you a to-do list, that’s it. And of course, in terms of value, there’s no value. In terms of something being predictable, it’s definitely not predictable. The only thing that is predictable about it, is that it doesn’t work.
That being said, why do I say all of this? I say look, if this work, I would be telling you to do this, I would be selling you this. We would be putting together courses today, to get you involved in this DIY world, because guess what, if it worked, and it was the best option for you, I know that that would be the best thing to sell to you, therefore, I would be selling it to you. But we don’t put roll blocks in front of you, the way that we work, are we say “what do you want?”, “what is the outcome that you want?”, “You want 10 quality proactive meetings per corner? Great, we’ll do that. You want 10 a month? 10 a week? We’ll do it” “You want to turn two projects per corner? Two new projects a month, two new projects a week? We’ll help you do it”, “you’re currently converting one out of five, we’ll get you to one out of two conversions” that’s what we can do, because guess what, we have an entire agency with people behind us who are skilled in this world, but here’s what happens. Just ignore all of this for a moment if you will, and let’s talk about a little bit of extinctions, between the DIY and they have done for you. So, what is the DIY, the first thing that we’re going to ask you to do, is we’re going to say, invest in our course.
There’s only investment in a course, so you have to sit down and write them a sizable check, to get access to a to-do list. If you like getting to-do list, and having people tell you what to do, and taking away more time from your day, we’ll then guess what? This is probably the best method for you. And I’m not being [Inaudible], I’m actually being honest with you. Therefor some people, doing it yourself, because they just have a tiny, tiny, tiny firm, and they have no desire for actual growth, they just want to learn more about marketing, then do it. So, you pay this, and you get a to-do list. You also have no accountability. What do I mean by no accountability? What I mean is that you essentially are riding alone, you are the lone ranger, you are essentially, whether or not you win, or you lose, guess who already got paid. They already got paid up front. It doesn’t matter, they have nothing writing on your performance.
Number two is, you have less free time. Because guess what? You think that that to-do list it’s going to do itself. It’s not going to do itself. Obviously. You have to get out there, and somebody have to do it, therefore, you have less free time. Which means what? It means more work. And guess what kind of work it means? More work that’s not associated with your passion or with your education. If you’re watching this, the chances that you have invested a lifetime design is massively high. More work? Are you kidding me? More work on things that do not [Inaudible] to your highest invest of your time. More risk. You end up taking on more risk, because of the strategies that they give you, require more investment. So you’ve already paid them up front, but now you have to invest, into actually putting that to-do list to work. Because it’s not just things that you do, my friend. Is things you actually have to put down your credit card, and pay more things, so you already got multiple points of investment, in terms of time, money, and energy. And your risk is up higher than before. What they’re essentially saying, is “hey, this is the picture” and again, I would be brutally honest, I will also share with you the way we work. We are not cheap. We are very expensive. And there’s a reason for that, is that we actually are free, because we pay for ourselves.
That being said, let’s take a look at the done for your model. The done for you model the way that we do it. Because also, an investment up front. You invest, we handle everything else. What does that mean? The first thing is, you get an accountability. There is heavy accountability, there’s a weekly meeting that happens, or we get together with you and say “here are the inquiries that are coming in, here are the meetings that are coming in, here are the projects that are happening, what do you think? How do you feel about that? Compared, unjudged the posed to the goals and the outcomes that we set together. How we’re doing. And guess what. A lot of this is less than emotional question that it is a logical question. Because everything that we do it’s written in stone. Meaning, we say “ok, great, you want to archive this?” we write that out, it’s in the agreement, and then after that, we begin to perform. And guess what? You cannot BS with the numbers, you cannot lie with the facts. The truth is the truth and the numbers do not lie.
Number one, so there’s the accountability, by the way, this passion you hear my voice is because, I’ve had so many clients who’ve come to me, after going through this DIY nightmare, they’ve gone through this whole DIY nightmare, and they have essentially said “oh my god, oh my god, I am not a marketer, and I essentially took on a skill but they extended twenty years to be fine. And I essentially, went to the to-do list, I invested all that extra time, I’ve skipped dinner with my family, I skipped my free time to go golfing, and I invested in this, I got no result”. With us, you get more projects, because you’re talking to this people on this side of the quadrant, on this corner of the quadrant, the proactive person who has the resources, who has the means, who has an immediate actionable project that you can do work upon, they pre-sale on you, there’s already fans of your work, there are fans of your brand, fans of your process and philosophy, and a sonic question of, if it’s a question of when they would begin the project. More projects, which means, more profit. It also means, less time invested in this process of marketing. We handle it all for you, because we have a proven system because we have accountability. There’s less risk.
This is something, regardless of, if I was doing this, regardless if I was on this side, or this side. Just look at the facts. Again, the facts do not lie. I’m not going to push you into either of direction. You look at both sides of this, and you can make a decision of your own. Do you have a system, that gives you quality meetings with proactive people at a high [Inaudible] predictably? Or do you have something which is essentially a fancy to-do list, which essentially gives you more time invested in your business that you have to invest marketing, going out there and trying out, and essentially, hoping and praying that that recipe would turn out right? Like I said, I have had so many clients who’ve gone through the DIY method, it does not work. I have yet in the thirteen years I’ve been doing this, I have yet to hear of one success story.
I have clients, who have actually made video testimonies for these DIY courses that are out there because they were essentially asked at the end of the course “hey, do you like the course?” So your attendant event, you go there, and at the end of the event, before you’ve even attempt or anything, they say “how you think this is going to work?” So, of course you pump out and spend a lot of money there, the whole environments there, you sort of have that vice to say “yes”, so of course, they would say yes and then those exact same people would have reached out to me, and when I confronted them about it, they say “well, I’ve got some to take those things down and they don’t take them down. I’ve asked for my money back, they don’t give me my money back”. This things simply don’t work.
That being said my friend, I hope this has been enlightening, and I hope that you can truly understand, if this work, I would be doing this. I’d be in this industry. It simply does not work though, however. That is why we’re in this world. Because the only thing which I give a what about is these three letters right here. Return on investment. You’re going to invest anyway, and you already are investing. May as well, maximized, get an actual return on that investment.
Okay guys, with that, I’m out of here. I hope this has been helpful to you. Please hit that subscribe bottom. Hit that like bottoms, and smash that like the bottom, as they say, share this with somebody who you believe will enjoy this and takes kind of value you just got from it. That being said, thanks for watching. Take care.