Lessons - Marketing That Broke All the Rules | Mike Mandell - Principal Attorney at Mandell Law

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All listeners can save 30% off their first order. Just head to cornbreadhemp.com slash success and use code success at checkout. That's cornbread hemp.com slash success code success for 30% off your first order of these amazing gummies. In this lessons episode, learn how small businesses can leverage social media to drive engagement and leads without a huge marketing budget. Discover the key strategies to create valuable viral content and the importance of building a personal brand online. This is something that I think a lot of small business owners, midsize business owners can learn from you. Even large organizations where I really believe a CEO or an executive should put themselves out there. You look at you look at some companies like Duelingo like Duelingo absolutely killed it right with their marketing but a lot of companies don't. So I think that if you are doing it in the legal profession, which is obviously like a stuffy old school, you know quote unquote boring category industry, then most other businesses could probably do this if they put themselves out there. What were the first things that you had to think of when you created your first like what was that first piece of content you created? Did it suck? I'm sure it wasn't great. Like what was that thought process? Yeah, it sucked. It definitely sucked. But it was, if I can remember correctly, gosh, it was, it just was not filmed exciting. It was just spouting out the information. It was before I really, you know, the last three years I've, I've essentially focused in on learning the algorithms, learning all these tricks, you know, through trial and error of social media. And there's really a formula to it when you, when you analyze enough people and enough things, you start to understand especially with the short form content, which is what we, we use the most and what has been the greatest thing for getting leads in business is, is you start to notice the things that work and the things that don't. And in the beginning, there's a lot of things that don't. And, and now, you know, I feel like I know how to pump these things out. And, you know, we, we even have a course where we are teaching people from all different backgrounds, all different industries, this type of stuff, because it is a formulaic in some sense. There's a formula to follow, and there's the, the part of having to be yourself and, and create something different so that you stand out, and, and you're not just a copycat. But within that is, is kind of the formula that you can see on all shorts. That's so interesting, because you, you do blend both, right? You blend your personality plus you blend industry specific knowledge. And in your opinion, you think it's like a 50, 50 split, or is one more important than the other? Like, could you, could you take somebody that has no personality, put them in front of a camera, and if they edit it the right way, can you make that person go viral? Yeah, I mean, we, we have students that we, you know, it's all about playing into your characteristics. I have students that, you know, said, I want to be like this person, and that's just not who their personality is. And they said, I can act like them. No, we don't want you doing that, you know, play, if you're soft spoken, then be soft spoken, you know, talk, you talk lighter, you, you give your, your value differently. The key is to give value, right? And we talk about value as being to educate, inspire, entertain. And if you can do one of those, then you're probably going to have some successful content. If you can do a combination of those are all three of them, you're increasing your chances of that content being viral. And so with, with my content, you'll see a lot like it's obviously educational, but we tried it and put in that entertainment value as well. And that's why they, they tend to do better than, you know, everyone else out. And, and you know, when you first started going viral, because even the way you grew is like phenomenal, right? Many people don't grow to the size that you're at in, in 10 plus years of creating content. So what, what do you think the, because obviously you have a little bit of a formula, but now you, now you know what works and what doesn't. So, you know, hindsight's 2020, when you're looking back outside of the editing, because I, you know, you look at your clips. And if anybody has not looked into your content or doesn't follow you on TikTok, please go obviously, you know, check out like a lot by Mike, Mike Mendel, but you have to see the way you edit. Very quick, very, you, you jump from scene to scene like it's, it's, it's, it's, it's really, it's really captivating. It keeps you, it keeps you, you know, it keeps you paying attention. But outside of that, it's obviously educational. Is there, is there certain topics that are like more emotional, that drive more engagement or what's the outside of the, the quick edits and the, and the, and the, and the helpful topics, like what else is it that makes it truly viral? Yeah, I mean, look, we have our style, which from the beginning has been, you know, edited a certain way. I can tell you who looking back on it, you know, it's created more work for, for me, because there's a standard that we have to always put out. But there's other creators out there, other lawyers, other people in different industries that simply put up a green screen and, you know, talk to themselves. There's, and they get views. There's ways of doing it without having to do this crazy editing. That's just our style, which is, you know, why I say you want to create your own style and something that fits within your framework. A huge shout out to bank on yourself for supporting today's episode entrepreneurs. Here's the retirement secret that Wall Street doesn't want you to know while you are pouring everything into growing your business, they want you gambling your future in their 401k casino with no guarantees. As a business owner, you already take enough risks, why gamble with your retirement, too. It is time to discover the financial strategy smart entrepreneurs are using to protect their wealth. 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You can get a free report that reveals how you can bank on yourself and enjoy tax-free retirement income, guaranteed growth, and control of your money, just go to bankonyourself.com-slash-sgot and get your free report that's bankonyourself.com-slash-sgot. Bankonyourself.com-slash-sgot. But I believe you said the question was, well it was like, so you ask me again, so you have the great editing, but you also have the helpful content. Is there anything else like the certain type of topics that are more emotionally charging than others, you guys? Yeah, the topics. Yeah, the topics you want to think about things no matter what your industry is from a standpoint of what would be useful for someone that they can act on right now. The concept that we use that helps drive business and get leads and clients is that we're not directly selling to people. We're not saying go call me, do this and buy this. No, we're just giving value and then people come, right? It's kind of like the velvet hammer where we like to call it. You just kind of lightly tapping people on the head and then when something bigger comes up, that person gave me all these good tips. They gave me all these good tips that I could use and I was able to use them right away, but now I got this big issue. I need the real estate agent for that or I need the tax guy, CPA for that. Whatever it is, that's what you want and the alternate to the velvet hammer is a real hammer. If you hit someone over the head with a real hammer, it hurts. It's not a good outcome. That's the kind of concept there. I give examples like if you're a bankruptcy lawyer, you could be boring and talk about new bankruptcy laws. No one cares about that. No one can act on that, right? But if you say, hey, this is how you can increase your credit score or these are some tips to help pay off your debt, you know, still related to bankruptcies, but at the same time, real value that people can use right then and there. And then if they do go bankrupt, guess who they're going to call, right? But hopefully your tips help them. Why is it there? No, that was going to just ask like just on that point. Like lawyers? Okay, so I always hear personal injury lawyers. I always hear personal injury lawyers on like radios and whatnot. And it seems like these are like the most archaic marketing strategies in the world. And they always have a jingle and it's always like, and I don't know why lawyers do that. And it's not a solid. I mean, like if you go to a big law firm, you'll probably if you if you go to their website, it'll probably be retargeted with paid ads and a much more complex strategy. But some lawyers, they just use the most old school marketing tactics. Well, the thing is is that those marketing tactics do work, right? They they still work the radio ads, the billboards. I mean, I can I'm here in LA and I can drive down the street. And it's almost like the lawyers put the billboards on the same side of the street or facing each other like you have a billboard there. I'm going to have one here against you. Like it's just crazy. But the thing that the old school way of advertising is old school for reason. And that's because, you know, you can put out television advertisements, radio advertisements, billboards. It's a one way street. It says, Hey, call me. Hey, do this, right? But with social media, you're creating a two way street. You're you're putting out content of value, but also opening up dialogue. You have the opportunity to talk with someone who goes, I don't understand this or I want to learn more information. You don't get that, you know, the same way with with a billboard. You're you're literally just shouting at the person, right? So that's the thing that, you know, when it comes to small businesses, midsize businesses, if you don't have a huge marketing budget, the key is to be using social media. You know, I the all social media costs is your time, right? You just need an iPhone. You know, we teach this in our course as well. Like all you need is an iPhone and some time. That's what I started out on. You know, verse, you want to do radio ads, you want to do paid advertising online, you want to do any of that stuff that's not organic, you got to have a big bankroll for that, you know? So this is the easiest way to get, you know, the outcome you want without having to spend the money. Thanks for tuning in. If you found this valuable, don't forget to hit that subscribe button so you never miss an episode. And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode. See you in the next one.