The Jody Maberry Show Jody Maberry

I recently received not one, but two of the same type of marketing pieces. I hate to say it, but it wasn’t the best marketing I have seen. It got me thinking, what makes a good marketing piece? I have Cassie Tucker back with me again to dive a little deeper into what makes a good piece and what these landscaping companies can do to improve on their attempts at getting their services out to the public.
Check out what others in your industry are doing and learn from it. Determine where your future clients are going to find info on the services you offer. Once you identify where make sure you are there. Maybe it is on review sites or inside local Facebook groups. Wherever it is, make sure you have representation.
It is ok to change your marketing focus by season. Often, people are looking for services at certain times. Make it simple to find you. Spend time getting to know people. Take the initiative and network with individuals in complementary industries. This is a great way to get your business in front of those who need your services.
Last, remember that experience is key. The best advertisement you can get is word of mouth from happy customers. Make sure your messaging is key, and you equip your team to provide consistent service. You can have the best marketing possible, but without providing consistent customer service, you may as well be tossing business cards tied in a bag with a rock.
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Lee Kitchen is back for our follow-up episodes where we flip the script, and my guest becomes the interviewer. Lee came up with a fun set of questions, and I can’t wait to answer them.
First, when you were young, what did you want to be when you grew up? I had a top three that were about as different as you can come up with. But they all make sense in their way.
Second, if you were a Disney tour guide, what four attractions would you make sure your guests saw? Well, you will have to listen for the suggestions, but I will let you know you need a park hopper pass to see them all…or stay for multiple days.
Third, in eight years as a park ranger, how many yogi bear jokes did you hear? A lot. But there was something I was asked or told many more times, and it might surprise you.
Lastly, I let Ken sneak in a bonus question…and I’ll give you a hint…the answer earned me a label of “squirrel guy”. I hope you enjoy these questions and answers today. I know I did.
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One definition of insanity is doing the same thing repeatedly, but expecting a different result. Today, most industries have a rapidly changing landscape, and it is not enough to approach questions and problems from the same angle. Lee Kitchen is here unpacking the concept of Design Thinking and how you can set yourself apart by learning to look at your situation from a different perspective.
Lee Kitchen is one magical dude. After a 32-year career with Disney, he now brings his experience and knowledge to companies everywhere. He is a speaker, consultant, and trainer who specializes in challenging the approach we take to problem-solving and transforming it into a journey of discovery.
All too often, when presented with a problem, the baseline approach is to tackle it head-on. The linear approach seems to be a default in many industries. Design Thinking is a structured way of thinking that takes an abstract or sideways approach to tackle an issue.
There are four aspects to Design Thinking: scoping, empathizing, ideating and inspiring and idea developing. Scoping is all about taking apart your challenge and reassembling it in a way that ensures you are tackling the "right" challenge. Once you identify the correct challenge, you can’t simply rely on the data; you must humanize it. Dig deep with your customers and make sure you are approaching your challenge with the end in mind. Once you have your idea and your research, get everyone together, not just the experts. Brainstorm and hear from everyone involved. The last piece is making sure you have the infrastructure in place to implement your decisions and gain traction.
It is important to be challenged in the way you look at things. Breaking out of what you have always done and looking at situations from a new vantage point will keep you from being left behind.
Resources:
Magicaldude.com
Connect with Lee on LinkedIn 
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We live in a competitive world. For every skill or discipline, there is a number of practitioners. So what can you do to set yourself apart and make the best offer possible? Dan Cockerell returns to share the lessons he has learned over the past three years.
Dan Cockerell is the former Vice President of the Magic Kingdom at Walt Disney World. His podcast, Come Rain or Shine, centers on creating and maintaining a magical culture in any organization. He is a speaker, consultant, and coach and has a lot to offer when it comes to submitting pitches and making offers that are irresistible.
When you submit an offer or a pitch, it is important to differentiate yourself from the beginning. Respond quickly to inquiries. Clearly explain your methodology and what you do. Don’t try to sell; try to understand. Ask questions and then use their answers to help form what it is you can do for them. Dan submits a custom video for requests to help potential clients clearly communicate what they will receive from him. Lastly, give a tiered cost structure. At least two options, three if you can. Don’t alienate clients by giving them a one-and-done offer.
When you commit yourself to understanding how to serve, you will be able to submit the best possible offer and set yourself apart from the competition.
Resources:
The Perch Membership Community-Special Offer: $1/first month; $49/month after 
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It is an honor to have Colonel Kevin Benson with me. Col. Benson is highly decorated. His military career spans 30 years, during which he was the Director of the School of Advanced Military Studies and has become an Adjunct Scholar at West Point. As impressive as his career has been, even more, impressive is the extreme wisdom and humility that guides him.
The poem ‘If’ by Rudyard Kipling ends with a challenge to fill the “unforgiving minute with sixty seconds worth of distance run”. Col. Benson took this challenge to heart, pursuing his Ph.D. as a means of filling that unforgiving minute.
It is important to take the opportunities we have been given and refuse to rest on our laurels, no matter how impressive. Like those who have gone before, it is our responsibility to challenge ourselves and give back. Passing on what we know to the younger generation helps them to succeed as well.
One of the best ways we can grow is to move beyond asking what or how questions. We need to be asking why. Asking why helps us to uncover the reasoning behind past decisions. When we can understand the context of the moment, we can understand the decision that was made and what the end goal was.
Past or present, we can always find the opportunity to learn from others. Embrace that you aren’t the smartest person in the room. Everyone can contribute, and you can learn from anyone and everyone if you set your mind to. A humble leader refuses to throw anything away but evaluates and takes in the ideas presented. The way we approach the minute sets the standard.
Resources:
Red Teaming by Bryce Hoffman
Colonel Benson on Twitter
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Once again, it is time for a guest on the show to turn the tables and ask me three questions. Col. Kevin Benson returns with a few thought-provoking questions that I am excited to answer for you today. Listen until the end, he also unpacks a special extension on our previous conversation about filling the unforgiving minute.
First, how did you come to conclude that conducting podcast interviews was your chosen line of work? This is an interesting question. Would you believe it, like many things, stemmed from my love of parks?
What delighted you about being a park ranger? This is an easy answer. What is more appealing, dealing with numbers or being in the outdoors?
Last, what is a path that you thought about taking but didn’t? If it weren’t for a three-month car trip, I may have ended up working for one of the most stable and well-known companies in Illinois. I’m grateful for that trip.
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