Bert Martinez | The Most Effective Marketing for Small Businesses

We’re having conversations with ourselves all the time. Unfortunately, says Bert Martinez, often that self-talk is negative… and impacting your ability to achieve goals and build your business.

Bert, who consults with Fortune 500 companies, as well as small businesses, shares his simple technique for achieving a positive mindset that helps you solve problems and push past obstacles.

He also talks about the type of marketing small businesses should avoid and the one that actually makes them money – and it’s affordable, too.

Listen in to find out…

  • How to recognize when your ego is getting in the way – even sabotaging your success
  • Strategies for delivering real value to customers (which you probably aren’t doing now)
  • What really motivates people to buy – and how to harness it
  • A step-by-step process for creating life-changing affirmations
  • And more

Listen now…

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Transcript

Steve Gordon: Welcome to the Unstoppable CEO podcast. I’m your host Steve Gordon and today we’ve got a great interview for you. I’m speaking with a true marketing Jedi and I hope by the end of the interview he’s going to tell me how I can get that title too because it’s awesome. I’m talking with Bert Martinez. He helps companies like Google and CBS as well as over 1,000 small businesses discover their marketing problems that have stalled their growth and he helps them uncover lost and hidden opportunities that could be worth millions. His latest book Dominating Your Mind is showing everyday people how to crush their fears, destroy their doubts so that they can be unstoppable and that’s a word that we love to use around here. So Bert, welcome to the Unstoppable CEO.

Bert Martinez: Steve I’m so thrilled to be here. Thank you so much for having me.

Steve Gordon: This is going to be fun. I hope at some point here you teach me how to be a Jedi because I think that’s just awesome. I love that title. Just give us a little picture of kind of the journey you’ve been on. What got you to this stage of your career?

Bert Martinez: Absolutely. I started my “marketing career” when I was about, I want to say 16 or 17. And this is back in the day in Houston, Texas. It was with a health club that eventually got bought out by Balleys. But marketing started with me back then and so as a sales rep for this company we would put out these things called lead boxes. And people have probably seen them. This is where you’re in a shop or some place and you’ll see “Register to win a free health club membership.” And these lead boxes were the way that we generated our own leads. So I did that for a few years, and I want to say when I was about 30 years old … Actually a bit younger. I think I was 28, is the actual age. Came an opportunity when there was a client who sold English as a second language. So we employed these lead boxes again. We took these lead boxes and we put them in all these Hispanic neighborhoods and shops and we blew out some huge numbers. And as a consequence of the numbers that we were able to generate Steve, I like to tell people I was able to retire right as I turned 28.

So I started when I was 27 and this was one of my first big hits and we had a tremendous success with this company and I was able to walk away from my corporate job. And ever since then I’ve continued to hone in my marketing skills and I believe that everything, at least in the entrepreneurial world, really comes down to how strong or how weak your marketing is. And that’s it.

Steve Gordon: I love that story. It always amazes me when I talk with other marketers and I listen to how people got started and so often there’s this really simple, elegant thing that they did that had great success that sort of got them turned on to marketing, got them understanding marketing and how it works. What a brilliant little strategy. And I hope there’s somebody out there who’s listening to this right now who’s taking notes and saying “I could morph that and implement it in my business. That’s awesome.”

So you’ve now moved on from that and I know you’re an author, you’ve helped big companies, you’ve helped lots of small companies, you’ve got podcasts. You’re really doing lots of different things. And I know everything probably wasn’t all rosy. I know you had that great early success but we all run into these roadblocks. And I know your latest book Dominating Your Mind really deals with mindset and how to move past those. So kind of walk us through your approach to mindset and just staying focused on being persistent and being unstoppable.

Bert Martinez: Absolutely. So I’ll let you on the other side of that story there. So here I am, 28, super successful, making tons of money, and by the time I was 29 or 30 I’m filing bankruptcy. And that was all due to mindset. Besides marketing, mindset is the other side of that coin and mindset is in anything that you do whether it’s entrepreneurial or health and fitness or relationships or overcoming whatever holds you back, fear. But Dominating Your Mind explores what I had to do to get mentally ready, mentally tough, emotionally resilient, whatever you want to call it, to overcome my own shortcomings. And when it all is said and done fear is the thing that always holds us back. Tony Robbins said something, and he says all our fears come down to basically these two things. On some level I’m not good enough and if I fail I won’t be loved. So that’s the ultimate fear that holds us back is that on some level I’m not good enough and therefore I won’t be loved.

One of the great things about podcasting is that you get to meet different people and so over the years of doing my show I’ve had the chance to build relationships with people who have really achieved tremendous levels of success and maintained it. Or have overcome ridiculous, ridiculous things. I have one gentleman who I interviewed, gosh five years ago, maybe six years ago, maybe even longer, and him and I became friends. He was a billionaire, had 4,000 employees, had a Gulfstream, I think it was a Gulfstream 40, which is a pretty big jet. And he had this awesome life and he ended up losing it all because of a partner and his life is amazing. Like I said I became friends with him and I got to kind of get tutored about the way he thinks and how you get to this point. And bottom line is we as humans have this conversation in our heads 24/7 and we’re always talking to ourselves and unfortunately most of that conversation is not good. And that’s what kills most of us.

As opposed to you get somebody … Arnold Schwarzenegger. His conversation is usually positive. This billionaire, Bill Bartman was his name, he passed away a couple years ago. His conversation was usually positive. And that’s ultimately the difference between those people who are making, let’s say $100,000 a year versus the guy who’s making 500,000 grand a year. That conversation in their head is just that different as opposed to the guy who’s making 500,000 a year versus the guy who’s making $5 million a year. Again, it’s a different conversation in their head. And they’ve learned how to deal with fear and it’s that simple. It’s not easy, but it is that simple.

Steve Gordon: I can imagine that there are people listening right now going okay, yeah, this is all great but how do I do it? If I’m in that group where maybe I’m making low six figures but I want to get my business or I want to get my income to high six figures, seven figures and all this other stuff, what are the things I need to be thinking about? I mean people talk about mindset all the time but walk us through how that transformation tends to play out for people.

Bert Martinez: Sure. I’ll use myself as an example. When I started realizing … So here I was super successful, filing bankruptcy, had at that point a couple of homes, and when I looked at what caused this I was able to pin it down to again, the conversation in my head. And the conversation in my head at that point was I’m awesome but it wasn’t awesome from a place of realistic or humility. It was a place of an ego gone bad or ego gone wild. So I’m thinking I’m awesome and I can do this and I can do that. So I’m taking risks that I shouldn’t have taken and so I’ve put myself and my family in a bad place. So when I started reorganizing myself I really wanted to start modeling people that had achieved, maintained success, had achieved and maintained a relationship, had achieved and maintained health. Because these are things that were important to me. So I started changing my conversation in my head.

And I’ll give you a simple scenario or a simple label for all this. It’s really, call it affirmations. Somebody might be rolling their eyes and saying “Man, I don’t believe in affirmations”, or “Affirmations are dumb.” Well, call it whatever you want. I always call it this conversation in our head. That’s an affirmation. If you’re the kind of person who’s saying man I’m always running late, guess what, that’s a conversation that’s running in your head and that’s one of the reasons you’re always running late. That has become part of your persona and the same thing for the person who says I never have enough money. And if you’re one of those people who says “I don’t have enough money”, it’s because your conversation in your head and your persona are trying to make that happen. As opposed to if you say something to yourself, “I’m frugal with my money. I love to earn and save my money.” Then your subconscious mind, your persona, will start to try to match that conversation in your head and again it’s not easy because if you’ve been doing negative affirmations or negative conversation for five or 10 years or 20 years or whatever, how old you are, to change that may take more than a day or a week or a month.

But it’s basically that simple. And so I started writing down the affirmations that I want to embed and my world started to change. And then I ended up getting a client that was … They were doing I think $3 million a year and the president of the company hired me against the advice of the vice president. And the vice president was not really … First of all he didn’t think that my consulting was necessary. He didn’t think that I could really do any kind of change. It just so happened Steve that they had three sales team and the vice president said “Well, if Bert is any good we’ll just give our worst sales team and if he can work with them and have some significant improvement there then we’ll see what we do with him from there.” So here I am, I got the worst sales team, and the first thing I did the first week I was there is we created some affirmations. I got the sales team together and I explained to them how affirmations work and why I believed in them and basically persuaded them that we should try it and so as a team we came together with some affirmations that the team believed in. That they want to embed, that they wanted to live up to.

So within three months the worst sales team had surpassed the second best sales team. So now we’re in second place. In six months we became the number one sales team in the company. I believe we set seven or eight different sales records. We set records for how many appointments were set in a week. We set appointments for the biggest contracts. We set appointments for the most amount of revenue. We set records for winning the most awards in one quarter. I mean we crushed it. And it was all because of again, a very simple device called affirmations or you want to call it mantras or you want to call it whatever you want to call it. We changed that sales team and interestingly enough I’ve kept in touch with that sales team. They all have left that company to start their own business.

Steve Gordon: Wow.

Bert Martinez: Anyway, so that’s basically it. It’s a real simple device. Not necessarily easy. And Dominating Your Mind is kind of my experience and it’s a very interesting thing how our minds work and I’m constantly, constantly getting to a new level. I’ve come to understand that there are certain ways that you think or you talk to yourself in certain areas where you are not just an expert but you do it easily and you’re gifted about it. And everybody has these areas and that’s because for whatever reason you just have a different conversation about that item or that subject matter and it just comes easy to you.

Steve Gordon: Let’s make this practical for everybody listening. What would a good affirmation look like? How would you build it? Would it be around sort of visualizing something that you want or you want to be in the future? Is it around an activity? How do you put these together when you’re working with someone?

Bert Martinez: It can be on any subject, any event, any goal that you want to achieve. I build an affirmation multiple different ways. But you start in the present tense as opposed to saying I will lose weight or I will eat healthy. A good affirmation is present tense. I eat for health and energy. That’s a different conversation. That’s a different focus. It’s not about losing weight. It’s not about whatever. It’s about eating for health and energy. Because ultimately if you say to yourself I want to lose weight, I don’t know if that’s the most, I would call it empowering type of affirmation. So for me it’s got to be present tense and what are the real benefits that you’re trying to achieve? Because we could all lose weight because of a special event coming around or maybe we want to get back to our slimmer selves. But ultimately it comes down to changing the conversation that we’re having about food, changing the conversation we’re having about fitness, about working out. So I eat for health and energy is a different conversation. I work out to have more energy for my children might be a really great affirmation.

So let’s make it more practical to our listeners today who are entrepreneurs. You might make an affirmation that we deliver more value than our clients expect. And so what does that look like? How do you deliver more value? So the great thing about affirmations Steve is that if you’re not doing it … You cannot say it and not do it because then you’re going to be out of integrity. You’re going to be lying to yourself. And that’s different than saying it for the first time because it might feel like a lie. For instance if you’ve never eaten for health and energy, saying that for the first time might feel a little weird, but taking the action such as maybe getting rid of processed sugar in your house, starts to fulfill and make that a real affirmation. It doesn’t make you a liar. So as an entrepreneur a good affirmation might be I make 100 cold calls a week. I don’t care about the results. To me that’s a very empowering affirmation because we know that if we’re on the phone and we’re calling people 100 times a week something good’s going to happen.

That could be another affirmation right there. If I’m calling 100 people a week, something good’s going to happen. Versus I’m going to call 100 people so I can make 10 sales. That may not be as empowering because you cannot really control the behaviors of the people you call. You with me on that?

Steve Gordon: Yeah. Completely. And I love the way that you frame this in the present tense. The weight loss thing kind of struck a nerve with me because I’ve just gone through the last 60 days or so in a weight loss challenge at the gym where I work out and went into it in actually pretty good shape and I started by changing the way that I thought about how I ate and really just reframing, not so much what I was going to eat, but I started saying … There’s this really great burger place where we like to go. And love a good hamburger. Especially with a beer to wash it down. So I’d start going to this place and when I’d get there to order I’d say well I’m the kind of person that when going to a place like this I choose the healthy option. And I started just describing to myself using that I’m that kind of person that, and then fill in the blank, and I got to tell you it worked wonders. I’m down 15 pounds. Probably in better shape than I was when I was 20. I love the way that you framed it and getting that present tense I think is really important.

Bert Martinez: It is. And I love the way that you said that about yourself. I’m the kind of person that does this. I’m the kind of person who makes 100 phone calls a week. I’m the kind of person who isn’t afraid to ask for the money. That simple phrase would empower you to, in your case, to choose a healthier option, to ask for the money, to step out of your comfort zone because you’re the kind of person that does x, y, z. I love that.

Steve Gordon: And just to kind of bring this home for everybody listening. What began to happen as I would do that, and now that we’re having this conversation I now realize I need to expand this to other areas of my life. But as I would do that of course the first few times it was difficult to make that decision. And it wasn’t just at this one place, it was any time we would eat out and I’d have to make that different decision. After about a week or a week and a half, saying that actually started to really change my expectations when I would go into a restaurant. And thankfully so because at a business trip not long after that … I am notorious for eating terribly on business trips. And I was good all the way through. Which most people that knew me would say that’s really out of character. But this one little thing in that short period of time really began to work on me and so I think …

And I wasn’t seeing necessarily the results at that stage. Weight loss. But I was seeing the impact that it was having on behavior and that of course precedes the results. So I love the way that you framed this. I think this is really powerful. I think we probably went deeper down the rabbit hole than we expected to on this particular topic but I think it’s really foundational if you’re going to grow your business and particularly be successful in marketing, which is I know what we want to talk about next.

Bert Martinez: Sure. I had the chance many, many years ago to sit down with a gentleman named Wayne Huizenga. Which you’re in Florida, you might know that name but a lot of people out of Florida know who Wayne Huizenga is. So for you guys who you’ve never heard of Wayne Huizenga, he took $1,000, bought an old trash truck and within 24 years sold that trash company called … Oh, dang it. What is the name?

Steve Gordon: Waste Management I believe.

Bert Martinez: Thank you. Waste Management for $2 billion. And he said that one of the reasons that he was able to do what he did is because he says a lot of his competitors were afraid to take risks. They were afraid to do this and they were afraid to do that and so he wasn’t. He was willing to risk it. So in 24 years he sold that company for $2 billion. Now check this out. Then he got involved in this company called Blockbuster and in 12 years he sold Blockbuster for two plus billion dollars.

Steve Gordon: He got out at the right time too.

Bert Martinez: He got out at the right time. Bless his heart. And then what’s interesting is he got involved with a company called Auto Nation USA and in six years sold that company for a couple of billion dollars. So there’s a pattern there. This guy was all mental. Just a fun guy. But man the guy was mentally strong. Just really believed in himself and just believed in his ability. So I want to wrap … I don’t know how much more time we have in this section, but for those who are listening I do want to throw this out there that my two favorite affirmations is I have the ability to reach my goals and then followed up by I’m moving towards my goals today. So these two affirmations, again, help build yourself belief, your self-esteem, and I’m moving towards my goals today is really about helping you get up and start focusing on how are you moving towards your goals today? What are you doing to move towards your goals today? But I love Wayne Huizenga. I learned so much from him in a very short period of time.

Steve Gordon: Yeah, it’s a great story and I love those two affirmations. And we’ll link to your book Dominating Your Mind in the show notes. We’re going to take a quick break. We’re going to be right back with more from Bert and we’re going to take a little bit of a detour here and talk about marketing. How you can apply all of these mindset ideas and plug them into your marketing so that you can go get clients and build your business. We’ll be right back.

Hey everyone, welcome back. This is Steve Gordon and today I’m talking with Bert Martinez and Bert that was some powerful stuff you shared on mindset and as you said it’s very simple. Not necessarily easy to do, but very simple to understand and I think simple ultimately to implement if you stick with it. And I think that’s the foundation for what I’d like to talk about next which is marketing and growth for a business. And I know you’re an absolute expert at that and what you shared with us right at the beginning, you talked about some really simple yet practical and profoundly successful marketing techniques you used early in your career and now I know you do lots of different things in marketing.

Marketing’s really dynamic right now. What do you see right now as the key thing for a business owner to be focusing on?

Bert Martinez: Great question. I want to just explain to people, there are two types of marketing out there. There is what’s called branding or brand marketing. And brand marketing is, you might see a slogan for Coca-Cola that says Coke is the real thing. Now that dates me because they haven’t used that slogan in probably 30 years. Coke is it I think is what they’re using nowadays. And when you go to a ballgame you might see Coca-Cola flashing somewhere in that ballgame arena. But it’s just brand. It’s just putting the name Coke out in marketplace and keeping it in what’s called top of mind awareness. TOMA. T-O-M-A. And that’s great if you have a ridiculous amount of money to throw away. However the other type of marketing is what’s called direct response marketing, which is how you make money and also how you build your brand. So brand marketing does not make you money, but direct response marketing will also build your brand.

So direct response is something like buy three cases of Coke for $10 while supplies last or until Monday or whatever, some limited amount of time for them to take action. So if somebody is a Coke fan then they see this advertisement and they’re going to take action. That is a direct response ad. Another direct response ad that you see on all websites is something like “To get this information for free give me your name and email address.” That’s a direct response marketing. And that’s what I focus on because that makes money. Everything else doesn’t.

Steve Gordon: Yeah, I’m with you. I’m a big believer in direct response marketing. Branding is important. I think branding speaks a lot to really the experience of your business. But that really should be created through marketing that’s also paying the bills. And it’s funny I see these companies go around and they’ll spend 50 grand or 100 grand in a heartbeat. Heck, I did it. Early on in my career before I knew anything about marketing, in my first business, I got convinced by an advertising agency to spend 50 grand on full page magazine ads. One per month in this business magazine here in Florida. It was a lesson. It was a very expensive lesson at the school of hard knocks. Because we got absolutely zero dollars return from it.

But yeah, I think for most businesses direct response marketing is far more accessible than trying to go out and do anything crazy with branding. It just takes too much money for that to be successful. I remember talking to a friend of mine in advertising and she used to run a lot of branding campaigns for companies and she said yeah, in a local market if you want to a branding campaign and really see results you really want to be able to step up with 100 grand and put it on the table to invest in that campaign if you really expect to see results and that’s an awful lot of money for most businesses.

Bert Martinez: It is. It is. And look, what you and I are doing right now is a type of brand marketing. When you were on my show that’s a type of brand marketing and that particular type of brand marketing is what I like to refer to as authority marketing. So is it helpful? Yes. Because when you’ve been on a podcast, when you’ve been on TV, when you’ve written a book, or you’ve been included in a magazine, that helps with social proof, it helps build your authority in that topic, but I don’t know about you Steve, I know that you work with a lot of consultants and I’ve never had any of my clients ask me “Bert, have you been on a podcast?” Or “Bert, have you written a book?” Or “Let me see one of your articles that you’ve written.” When somebody who doesn’t know me or they’re trying to figure out if they want to hire me, they ask for results. “Do you have three to five clients that I can talk to who can substantiate that you’ve delivered results for them?” Yes I do. Here they are.

That’s all they care about. Or maybe they’ve landed on one of my ads, they’ve acquired a piece of my information, and from there they decided I like this guy, I’m going to maybe have a conversation with him or I’m going to hire them. But seldom do people ask me for any of those branding type of materials. They want to know if you can deliver results. Period.

Steve Gordon: Yeah. Absolutely. For something like a podcast, for me where it fits in … Really two places. Number one, it’s a great way to build one on one relationships. I’ve been on your show. You’re now here. We’re getting to know each other pretty well. So it’s great to build relationships that will ultimately support doing business in some form. So we use them a lot for that. And the other thing that I like about them is that it allows for discovery. I’ll never forget, years ago I was in a mastermind group run by Dan Kennedy. And Dan’s sort of the king of direct response. Or claims to be anyway right?

Bert Martinez: Oh he is. I think he’s probably one of the best. Him and Bill Glazier. Go ahead.

Steve Gordon: Yeah. And Dan spent probably an hour and a half talking about the power of discovery. He said “This is one of the reasons I write books.” I mean at that time at least he was releasing about three books a year. Sometimes it was a refresh of a book he’d previously released or a new edition. But he said the reason that he did that was because there is some real power in somebody being able to simply sort of discover you and for him that discovery was happening in a bookstore or it might with a lot of those books I think he was being published through Entrepreneur Press and they tend to put full page ads in airline magazines. So it’s a good audience, good place for him. A lot of business owners that are on business travel flying and somebody might just flip through and discover him there. And his contention was that the whale clients would tend to respond that way more than if they got a direct mail package. Not always.

So that’s how that fit in and I think podcasts sort of fulfill that role as well. They sort of allow you to be discovered and they complement anything that you might do in direct response. So one of the things I love to do with podcast interviews, and we’ll probably take the interview that I did on your show and build it in, is that after someone gets into our world from a direct response ad, they’ve responded to lead generation and they’re now in our world, one of the things we love to do is then over time send them all of these podcast interviews that I’ve done. And little by little they’re hearing other people say nice things about me and I get to explain how we do things and our philosophy. So then from that standpoint if you begin to think strategically all these things really can fit in with direct response I think in a really powerful way.

Bert Martinez: Yes. And I want to make this distinction. Here is what you are doing. I want to make everybody aware of this. What you’re doing with this podcast and what you’re doing when you write an article or Dan Kennedy when he writes a book, what you’re doing, you’re delivering value in exchange for your consumer’s time. And that’s why I kind of separate that. When you’re able to deliver value through podcasting or a CD or an audio or a book then as you mentioned the customer gets to know who you are and they can decide whether they like you and stuff like that. As opposed to a brand ad that says I’m cool, remember my name. There’s no value in that. But delivering a book, a podcast, an article, there is value in that because somebody listening to this is going to say “Man, I just learned something about direct response versus branding.” We delivered value. I just learned something about mindset that I wasn’t really thinking about. We delivered value. And they’re going to go back to you and say “Hey Steve, I really liked that. Can you help me with this?”

So any time that you and I can deliver value, we are ingratiating ourselves, we are becoming part of the conversation if you will, in that prospect’s mind. Again, back to what you were saying as far as discovery goes.

Steve Gordon: Yeah. I think it’s so important. I see this mistake being made. I’m sure you see it all the time too. Is that a lot of businesses will go, particularly ones that are selling really expensive stuff sometimes, they will go sort of straight for the sale and they skip over the process of developing authority and of delivering value in advance of a transaction. And then they turn around and they go well, we’re really having a hard time competing on price, and those two realities are very closely linked.

Bert Martinez: Yes. Absolutely correct. I mean look, my wife and I have been blessed with five kids. Two boys and three girls. Never did I understand … I’ve always heard hey, boys are different than girls, the way they think. Never understood that until I had three girls in my house, four if you consider my wife. And here’s what’s interesting, back to this whole price thing. For lack of a better term, all the women in my house have bought really expensive shoes or purses or outfits that they could not afford because the benefit, IE, it made them feel sexy, it made their butt look good, it really made them feel powerful. So they will spend money on clothes that they can’t afford and they will wear not only expensive shoes but painful shoes, because it brings them the value they’re looking for. And then to take that to the other extent is this. My wife has a hairdresser that she trusts without reservation. And that hairdresser ended up moving an hour away from where we live. She drives an hour to go and get her hair done by this person.

So it doesn’t matter how much it costs, it doesn’t matter how inconvenient it is, if they believe that you can deliver the value, if they can see the benefit, and if you have the relationship, back to what you’re talking about Steve, people will move heaven and earth to get to you.

Steve Gordon: Yeah, it really is astonishing to see the behavior people exhibit around buying things. And if you really stop and sort of look, it’s quite the education. That’s one of the great things that I’ve found since I really began studying marketing dating back to the late ’90s and my first business when I knew nothing. Just beginning to observe what makes people buy because it’s never completely logical. There was all these other considerations and as you begin to understand that you can then kind of put yourself in front of those buying decisions. At least in front of the ones you want to be in front of. And do it really intentionally.

Bert, I know we’re getting close to the end of our time. We’ve talked about direct response. Any kind of final thoughts on marketing that you want to share with folks?

Bert Martinez: Well, I would say, back to the mindset, one of the hardest mindsets to get away from is the price mindset. You want to change that to the value mindset. So I want to talk about this real quick. In my mastermind group somebody brought up this idea and we all experienced this aha moment. The question was has anybody in the group ever sold a million dollar contract? Not a million dollars in a year, but have you ever sold one sale that was worth a million dollars or more? And in my group nobody had sold a million dollar widget. So I thought why haven’t we sold a million dollar widget? Now obviously if you’re selling, I don’t know, an e-commerce … If you have an e-commerce platform and you’re selling, whatever, a bunch of different stuff like Amazon does then this may not apply to you. But if you’re a consultant, what is the difference between having $100,000 contract versus a million dollar contract. And Steve it’s going to be mindset number one. Number two, it’s going to be who you’re marketing to. And then three … No, I’m sorry. Yeah, who you’re marketing to because you got to know who your persona is, you got to know who you want to target. And then thirdly that message.

So out of our mastermind group there was a sub-sect of that group because I said we should have a goal this year to sell a million dollar contract. So we’ve been on track to sell a million dollar contract and we started putting the value proposition so me and a couple other people in our group could sell a million dollar contract. Of course you just have to have the desire and the mindset to say “Hey GE, I want to be a consultant for you and I want you to write me a million dollar check.” And it will happen. So if I was going to throw out any nuggets out there, any tips, I would definitely go back to do you know who your ideal client is? Whether you’re selling a $50 product or a $50,000 product, who is your ideal client? And does your message match that client? Are you finding that client or is the client able to find you where they’re at?

So back to what you were talking about as far as discovery. Is your article somewhere where they’re going to stumble upon it? Are they going to stumble upon you on a podcast that they’re listening to? And if you don’t know then maybe you should start with a survey for the clients that you do have or start getting somebody to help you put that together. So this is one of those areas where people I think mess up the most. And that is they do not know who their clients are. And from there they don’t know who their ideal client is and they’ve never taken the time to build that out. So that to me is key, is if you believe that you can deliver value then you probably want to choose the ideal client that you want to deliver value for and everything should be built around that. And that makes life easier, it saves you time when it comes to marketing, and it helps you focus on where you spend your energy.

Steve Gordon: I love that. That’s just a brilliant way to sum it all up and thank you for sharing that and kind of bringing it all together. We’re going to link up your book, Dominating Your Mind, because I know there are folks who are going to be interested in that. How else should people go find you or reach out to you if they want to learn more?

Bert Martinez: Sure. Thank you. Since you mentioned Dominating Your Mind, they can go to dominatingyourmind.com and they can get the book for free right now. They’ll pay a little shipping and handling but if they buy it on Amazon they’ll pay $20 plus shipping and handling so it’s … They get the book for free at dominatingyourmind.com. If they want to talk to me directly or want to find out more about me, they can obviously google my name or they can just go to Bert, B-E-R-T, Martinez, M-A-R-T-I-N-E-Z, and they can come to my website, they can kick the tires, whatever they would like to do they can go to bertmartinez.com. So Steve I want to thank you so much for letting me come and hang out at your place today.

Steve Gordon: Yeah Bert this has been fun and we’ll link to your website and we’ll link to the site with the free book for everybody. So if you didn’t catch all that, not to worry, it’ll be in the show notes. You can get the link there. And Bert it’s been a pleasure and really grateful that you invested a little time with me today.

Bert Martinez: Steve it’s been a pleasure and I’ve learned so much from you being on my show and again, thank you for letting me come spend some time with you and your audience.

Steve Gordon: Absolutely. We’ll talk soon. Take care.

Bert Martinez: You bet.