Trajectory

The problem with advice is that people love to "should" on your ideas, but they aren't the people you should be listening to. Kate and Kyle give practical ideas on how to seek out advice from the right people.

There are six different ways you can compel your future clients to pull the trigger on buying from you. The more of these you can use in your marketing, the higher your conversion rate.  Kate loves that Kyle finally brought a list. It makes him look prepared.  1. Scarcity:  Bonuses go away or the option to buy disappears. 2. Authority: Like when people walk up to you on stage after a talk, you've demonstrated authority.  3. Community: The tribe will lead them to buy 4. Anticipation: It's coming! This is great for events and other date-related marketing activities, like launches, previews, and new editions.  5. Reciprocity: That feeling you get when you feel like you got so much value for free that you want to contribute. Freemium models are using this tactic.  6. Social Proof: Look at all the brands this expert has worked with! I see people I know at her conference! People are sharing the brand and messages... Get Trajected! 

Kate and Kyle argue about whether or not marketing automation is working.  Kyle admits he's been using Kate's email address to sign up for random marketing emails. 

Kate loves her scheduling app and Kyle loves his too. But they are different. Maybe we should battle?  Scheduling software can make you more accessible to your clients or team. As Kyle always says, "If you're easy to love, you're easy to share." #winning Kyle thinks you should pay for the free tech tools you love to use. What the... ?! Find out the easiest shortcuts for scheduling and for video conferencing users, Zoom.us etc. Because if you're easy to love, you're... oh wait we covered that.  Kate wants to make sure ya'll are using Evernote. The functionality is different than Google Drive. Kyle uses it to replace notes he used to create in MS Word.  Kyle also NO LONGER uses MS Word for contracts, agreements and sales docs.  What's the tech that you love? 

Kate's company is hiring. Kyle is thinking about applying.  There's a difference between hiring and recruiting. Large employers with entry level jobs hire people. But specialized companies use the term recruiting as it related to finding key employees who they call talent.  When you're looking for talent, you're not hiring. You're recruiting. And this is marketing. 

Do you have a mentor? Several, perhaps?  While you're looking up, remember that others are looking up at you. Why not bring them up with you? This episode is all about Mentorshipping: Mentoring your audience in a more personal way.  So that whole thing about, "Don't look down?" Look down and help them up.

People buy things after they read words that convince people to buy things.  You've been working on your visual identity but totally missed the importance of good copywriting. Kyle recently discovered the value of having compelling copy and now he sees poor copy everywhere. He hired Victoria, she worked her magic with words, and now you've got to meet her.  This is all about story and the role you play in your own. 

Kyle has been way behind in the production schedule for Trajectory, so Kate suggested we talk about scheduling and time management. Our friend Eric Ryan has been growing his business while never sacrificing time with his wife and kids and dog - and he offered to share his annual scheduling system with us. Before Kyle could say yes, Kate said, "Uh, yes PLEASE for Kyle." It was awkward.  Focus days, Off days, Buffer days. Colored stickers. Office Depot calendars. It's a simple plan and it can work for you, too. 

Kyle's in his new studio and accidentally used the wrong microphone. Ugh! But Kate is in her new space too and she nailed it. Kyle hopes you can forgive him for the mistake.  And we wish there was a simplicity metaphor in the mistake, but...  Kyle shares how the "six thinking hats" to create an element of simplicity while your team is working together to improve your organization.  Kate shares how she's coaching executives to bring daily simplicity by writing in their journal.  Also, we apparently have started a book club? 

Kate chose Content Marketing World for her professional development and broke into the speaker lounge.  Kyle chose Inbound and went to all of his sessions and networked in the elevator. Boston is not afraid of the beard.  Kate name-drops.  Kyle takes notes.  Today's challenge: Identify your own professional development opportunity for 2019 and take steps to get there. #gettrajected

Kyle had some hilarious moments in this episode -- according to him -- but we hope you get past that to the good stuff. The serious podcast stuff. You know?  Kate talks about how Bill Gates took a week every year just to unplug and just read and think. So Kyle went on a tangent about investing in yourself and spending your "Think Week" around other people who have been on your Trajectory. 

This episode is awesome. I know we said that about the last episode. Maybe we're just getting better at this. Here's what happened... Kate cries a little tear at the thought that not everyone wants to be remarkable. What the what?  Kate and Kyle discuss how brands like Geico and Toyota want you to put them on your calendar. Maybe your business can use this technique?  Revelations from Kyle's friend's therapist.  Future clients might be asking for what your current clients say you do. What if you say you don't do that? Triggers can work for you or against you.  How Zoom helps Kyle engage clients and keep prices down.  Be remarkable so that people will remark about you, says Kyle. Sheesh. Kyle talked a LOT in this episode. We should have fixed that in editing.  Derek Sivers' Now movement is pretty cool. We talk about other timely things like calendars and journals and such. 

Kate makes another reference to Juicy Jeremy while she teaches Parkinson's Law and SMART goals. (1:30) Kyle admits that he tried using an email auto-responder telling people - including his boss - that he's a busy person and will respond to emails at 11am and 4:30. #employeefail  "Breaking News, Internet," declares Kate. "Kyle just discovered that there are 26 hours in a day." Wait, what? (15:20) Kyle's new mantra is "No agenda? No attenda" while he acknowledges he's a sucker for brain-pickers. (18:00) Kate introduces Kyle to something called a "walk-and-talk." Mind. Blown. (20:30) Kate recommends the Steven Covey approach begin with the end in mind.  Tech: Kyle uses Get Momentum to stay focused throughout the day. People can also block disruptive apps and sites by using FocusMe.  (31:15)

Kate is crushing on Tara Brach's book Radical Acceptance.  Kyle goes on a tangent to talk about Net Promoter Scores (again) and Kate makes a face (12:40) as she pretends he's on topic.  Athletes have a special kind of mental toughness. Kate's approach to mental toughness is to surround herself with the right coaches and mentors, just like the world's best athletes. (16:30) Kyle's approach (18:40) is to surround himself with people who are on the same path and a similar stage. It's a little different than Kate's.  "If you're losing the game and celebrating a dunk, you have the wrong mindset." ~ Kyle Sexton According to Kate, the Five Second Rule (MelRobbins.com) isn't about how long you have to eat the cookie you just dropped on the floor. It's a count-down to "start doing it."  "Taking action leads to more action." ~ Kate Volman Kyle describes the "painted picture" described by Cameron Herold in his new book Vivid Vision.  "Elephants are why people show up." (40:30) Kyle tries to explain his bizarre metaphor about business and marketing. It probably has nothing to do with mental toughness. 

Testing in a small audience before you hit the big stage

Identify your ideal clients

Get people to come back into your business using concepts described by A Thousand True Fans by Kevin Kelly. 

When you consume content, does it prevent you from creating it? Kate and Kyle explore what it takes to be creative.  Also:  Kate loves Jay Baer and his team. Why?  After the show: Kyle's shares what fax machines have in common with basketball.

In this preview episode, which is almost like a real episode:  Exclamation points aren't nearly as good as anticipation points (something Kyle made up) How Kate Volman started a podcast by not shipping a podcast Isn't Business Kate? Kate gushes about Slash Fitness  Kyle Sexton would rather talk about REI than Best Buy