#dogoodwork Raul Hernandez Ochoa

Raul welcomes Jason, the founder and creative director of JH Media LLC, which is known for producing over $20 million of profitable sales for clients annually through proprietary methods of ad creation, audience selection, and scaling. 
The conversation begins with a friendly catch-up and quickly moves into a deep dive into the nuances of creating, maintaining, and scaling profitable offers. Jason emphasizes the importance of understanding the entire process behind making an offer work, rather than frequently changing offers based on little data—a common mistake in the industry. He discusses the problem of marketers overvaluing their contribution to the process without acknowledging the other critical components.
Who’s The Guest?
Jason Hornung is the founder and Creative Director at JH Media LLC. His proprietary methods for ad creation, audience selection, and scaling are responsible for producing $20 million + of profitable sales for his clients EVERY YEAR. He is known as the “guru to the gurus” because he’s the mastermind behind hugely profitable campaigns for marketing legends such as Mike Dillard, Frank Kern, Ryan Deiss, Neil Patel, Grace Lever, Sam Ovens, and more!

Episode Highlights
The significance of learning and evolving in the advertising industry. The challenges of consistently updating and reviving offers in the market and Jason elaborates on the common mistake of changing offers too frequently based on insufficient data. The importance of understanding the entire process of making an offer work, and how many people don't comprehend the different components that contribute to successfully executing a business model. The necessity of spending a sufficient amount to test an offer while also making intelligent decisions based on the actual performance data gathered through testing. The creation of intellectual property (IP) from agency work and Jason shares his insights on the importance of developing real expertise before positioning oneself as a guru or thought leader. Tracking and data accuracy issues.
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoa https://dogoodwork.io/ Connect with Jason Hornung https://academyofadvertising.com/ https://jasonhornung.com/  
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Raul interviews Mike Moll, the founder of Market Me about his transition from being an agency owner to a solopreneur sales coach. He shares his passion for helping entrepreneurs and business owners through building the right business systems in place. Mike believes that his experience highlights the importance of authenticity and transparency in business. By sharing his experiences openly, he has attracted clients who seek genuine connections and sustainable growth strategies. Finally, he believes that we can liberate ourselves to pursue our fullest potential if we recognize that our experiences do not define our worth or capabilities.
Who’s The Guest?
Mike is the founder of Market Me, a consulting firm focused on helping entrepreneurs and business owners connect with the businesses that need them. Driven by his passion for helping other entrepreneurs, Mike launched a coaching program in 2020 that focuses on product development, pricing, sales, and marketing. He has gained a reputation for using lean marketing to help his clients make more money.

Episode Highlights
Mike Moll is the founder of Market Me, a consulting firm focused on assisting entrepreneurs and business owners. His primary motivation stems from his passion for helping other entrepreneurs by building systems that set them up for success. In 2020, Mike launched a coaching program that focuses on product development, pricing, sales, and marketing. He has gained recognition for his expertise in lean marketing, helping clients make more money. Mike transitioned from being an agency owner to a solopreneur sales coach. The interview highlights his journey as an entrepreneur and his shift in career focus. Market Me offers valuable services to entrepreneurs and business owners looking to improve their strategies. Mike's coaching program aims to empower entrepreneurs with essential skills for growth and success. His innovative marketing approach has set him apart in the competitive coaching industry. The interview showcases Mike's dedication to supporting the entrepreneurial community and fostering growth.
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoahttps://dogoodwork.io/ Connect with Mike Moll Website: www.mikemoll.co Instagram: https://www.instagram.com/themikemoll/ Youtube: https://www.youtube.com/channel/UCZB3weeqktVNPhGDJa4Slbw Linkedin: https://www.linkedin.com/in/themikemoll    
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Raul interviews Aaron Parkinson, CEO of 7 Mile Media. Aaron shares valuable insights into business growth and sustainability in this podcast interview. He explains that businesses need to diversify and plan long-term for survival, differentiating between short-term 'offers' and long-lasting 'businesses'. He suggests adopting a holistic marketing approach and supporting rapid growth with a sturdy infrastructure, especially for eight-figure businesses. 
Who’s The Guest?
Aaron Parkinson is a digital marketing pioneer. He currently serves as the CEO of 7 Mile Media, a full service agency for education based businesses. Aaron has over 20 years of experience and has helped generate over a billion in online sales. He currently sits on the Traffic And Conversions Agency Advisor Committee, is a faculty member of Digital Marketer, and hosts the Podcast: Sales Velocity.
Episode Highlights
How Aaron helps his clients dominate their industry and how he continually evolves his practices to achieve this goal The wide variety of clients they have at present and how his team applies their skills to help clients find their target audience Their process of onboarding a new client and how they manage expectations for long-term growth The need for clients to reinvest their profits into the business for the first 12 to 16 months in order to yield exponential returns later on Benefits of partnering with a fractional CFO and how this leads to a better understanding of their clients' finances Advantages of having a holistic approach in dealing with clients Importance of building relationships at scale rather than focusing only on product revenue The difficulties of pricing their services to match their values while considering the financial capability of their clients
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoa https://dogoodwork.io/ Connect with Aaron Parkinson https://7milemedia.com/team https://ky.linkedin.com/in/aaron-parkinson-99044610 
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Raul interviews Lucia Piseddu, founder of The BD School, who discusses the importance of authenticity, personalized outreach, and providing value in business development. She criticizes impersonal automation, advising companies to invest time and effort to understand their audiences. Lucia also emphasizes the need for high-quality, practical teachings in her school to ensure students are up-to-date with market trends. Additionally, she acknowledges the significance of personal involvement for business growth and guidance. 
Who’s The Guest?
Lucia is the founder of The BD School, the first educational platform entirely dedicated to business development. They are on a mission to help BD pros around the world improve their skills and get great results in their jobs.
Episode Highlights
The necessity of being genuine and presenting original thoughts and ideas rather than copying others The persistence of spam and the importance of working smart over volume Approach taken by The BD School, starting with extensive research before crafting the first email How she began The BD School The challenging time when she considered looking for a traditional job as the stress of running the school became overwhelming Trust-building and maintaining the quality of the courses Importance of being practitioners themselves in order to provide quality education The need to stay updated due to fast-paced business development trends
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoa https://dogoodwork.io/ Connect with Lucia Piseddu https://www.thebdschool.com/ https://www.linkedin.com/in/iamluciapiseddu/ lucia@thebdschool.com  
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Raul interviews B2B software marketer Derek Weeks as he shares his belief in human-centric marketing, which he discusses in his book "Unfair Mindshare". He emphasizes the importance of providing value through community-led initiatives and attaining an unfair advantage in crowded markets. He counters the traditional viewpoint of CEOs that marketing should drive sales, instead advocating for building trust and community. As an example, he shares how his DevOps community offered free resources, generating engagement, valuable leads, and significant revenue in the long run. Derek also referenced a successful B2C community model that could work in B2B settings. He argues for a balance between being helpful and pitching a product and stresses the importance of authenticity and trust in fostering customer loyalty. 
Who’s The Guest?
Derek Weeks, the founder and CMO of Unfair Mindshare, is an award-winning B2B software marketer. He is a four-time CMO and VP Marketing with over 30 years of experience in both Fortune 100 tech companies and venture-backed start-ups. Derek is also the Amazon bestselling author of Unfair Mindshare: A CMO’s guide to community-led marketing in a product-led world. Derek joins us from Bethesda, Maryland where you can find him rooting for the Ravens, smoking meat, or driving his kids to football and ballet practice.
 
Episode Highlights
The premise of Derek’s book, which promotes the idea of running more marketing teams, integrating them with demand gen and brand programs The benefits of building a community including gaining extensive knowledge about the market and the behaviors and personas of people An example of how to integrate community led marketing with brand and demand gen activities The importance of running authentic Community Led Marketing (CLM) The balance between automated, machinery-driven marketing and human-driven marketing. The benefits and the reach of larger communities How it's not about not pitching at all but about making sure your interactions with the target market are authentic and helpful for a majority of the time before you make a sales pitch
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoa https://dogoodwork.io/ Connect with Derek Weeks Web: https://unfairmindshare.com/ LinkedIn: https://www.linkedin.com/in/derekeweeks/   (please DM me) X: @weekstweets  
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Raul interviews Tracey Saenz, a marketing expert, who shares valuable insights about agency relationship management and strategies for brand development. She stresses the necessity of treating an agency as an extended team, maintaining open communication and establishing clear expectations. Organizations, depending on their size and needs, must properly communicate their operating procedures to the agency to prevent confusion or missed deadlines. Tracey highlights the importance of recruiting different types of agency professionals to meet unique company needs. Crucial documents such as a brand playbook and a messaging framework should be prepared to facilitate effective agency involvement. Overall, she underlines the critical role of clear communication, mutual respect, and aligned expectations in nurturing successful agency relations.
Who’s The Guest?
Tracey Saenz is a marketing leader who has grown and turned around brands for over 20 years. She’s launched challenger brands, created new product categories, and expanded leading brands into new markets. As a team leader, she has nurtured decades-long relationships with team members and agency partners.
 
Episode Highlights
Tracey’s personal journey, moving from running her own agency to being part of a team to her current role at a B2B software platform Market shifts due to the pandemic and what the future looks like for startups in the business landscape Strategic approach to go-to-market and her focus on non-coercive marketing that prioritizes customer wants and needs Strategies for managing agency relationships, starting from vetting and onboarding to managing deliverables How to operationalize campaign development, breaking down the process from initial idea to launch and measurement The importance of defined roles and responsibilities Setting expectations when you begin a relationship with an agency and emphasize the importance of maintaining transparency and open communication for a successful partnership The need for quality players, especially for smaller brands trying to stand out, suggesting that such quality may be worth paying for
Episode Resources
Connect with Raul Hernandez Ochoa https://www.linkedin.com/in/dogoodwork/ https://twitter.com/rherochoa https://dogoodwork.io/ Connect with Tracey Saenz LinkedIn: https://www.linkedin.com/in/tsaenz/    
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