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Robert MacDonald AUTHOR PUBLISHER ARTIST PLAYWRIGHT
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Watch this interview on IdeasTV
Marketing of books and art with the new Digital systems By Robert MacDonald
How to solve the problems of how to market of books with new concepts that have been developed
publishers and buyers this system clarifies it and it's in a simple interviews format
Make it easy to find all the info when you're talking to somebody have an easy transfer of the complete information of the book reviews how to order it every single detail of the book is transferred instantly
When one writer gives a referral to another writer about a editor traditionally they do not have all the accurate information to get that with this system he Have it instantly they can send it with one click of a button giving all the details to connect with that person.
Tell your story about the book a 2 to 3 minute interview with the author. Writers Are not marketers Authors have a hard time conveying what the book is about to prospective
New authors have trouble finding the resources to complete their book this system gives them a digital app which has all the resources within their reach that they can carry on the smart phone
What information is on this app? Phone number fax number email website SMS number and push to find map system that is guided by the GPS
your phone to drive to their place of business All supporting media that makes them a better choice such as videos education channel interviews with that supplier what can you do for me this system let's the person tell everyone about themselves you get their story instantly. Artists and sculptures have a little different problem which is how to bring customers into their studio. An artist community to come before your 50 places to go there are sometimes art tours the only happen once or twice a year. This system enables it to be every day so that the prospective buyer can look look at your style and look what you can do for them and then get directions to drive it with the
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"What is your best source of new customers?" “Oh, it's word of mouth." GPS in your phone saves a lot of hassles and headaches
rep?" "There's no rep. I watched all your videos online. It all made sense to me and I don't have time to waste. That's what I want. Go set it up on Tuesday." Business Innovations: That's excellent, Darrell. Darrell: That's the benefit. Business Innovations: That leads me into my next question, Darrell, which really pertains to, your website's really not enough, how do I dominate the first page of Google and multimedia channels, and all that? Darrell: Being the first page of Google, while this is very important, being top of mind with all of your existing customers and getting referrals is far more productive. If you ask any business person "What is your best source of new customers?" "Oh, it's word of mouth." What do they do to build that? Nothing. They just expect they will. People do not carry your name, your phone number, and every detail about you. For instance, a fellow who painted a house, "I got my house painted, he was a great guy." "What's his name?" "Can't pronounce it." "Is he in the phone book?" "Maybe, I don't know." I couldn't spell his name, I don't have his name, his address, his website, or anything like that. Whereas,
if you've “Quality is much better than developed a quantity. One home run is rapport with much better than two this person doubles.” by him giving your app, you've Steve Jobs had it for years because it costs you nothing. It was just in the situation . It was done. What else would you have? Business Innovations: The thing that I'm really curious on is maximizing, how you maximize your affect to Google Maps. Darrell: Google Maps, there are many tools that Google has, and they're fantastic tools, but everybody knows there's no 1-800-Help Google. It can't, there's no textbook on Google. They change their mind every three months. They change everything every three months. But, what I've found, because I spend tens of thousands of hours on this, it's been a lifelong experience, I found what works. I've probably done seven or eight thousand things that don't work. The things that I share with my clients are the ones that do work. I do this as a major project and I found there is no school to go to. By the time it's in a textbook, it's gone.
Business Innovations: Darrell, can you explain a little further on this maximizing your effective Google Map placement?
Branding: it's about being different, not necessarily being better. Steve Jobs
Darrell: Google has fantastic tools. Unfortunately, they don't have a user manual. There's no textbook that says how to use it. What you have to do, one of the services I provide is setting up your Google Maps section. They've changed their mind on the name of it over the last five years about six different names. It used to be called Google Places, Google, six or seven, now it's called Google Your Business. It was always the same thing. It used to be linked to your Google+. There's all different factors. The one main factor is it's still connected to your Gmail account. Darrell: This could be set up, if you got maximum effectiveness on it, it'll serve every city that you serve. All over the city or different cities. Without having an office there because there are sections that you can set up there. It can have videos in there. It can have your text in there. It can answer a lot of questions. The number one thing about it is that Google gives priority to what Google owns, and they own the maps. Business Innovations: Darrell can you tell me a little bit more about the branding and how branding your branding system benefits your company?
What is Great Design? “Design is not just what it looks like and feels like. Design is how it works.� Steve Jobs
Darrell: I've developed a specific system I call Logo Branding. What it does is when customers search what you do, not your company name, but what you do, the logo of your company appears in the first page of Google, followed by a video. The video can be set up with a click to call app assigned to it, which will give them access to your website, your Twitter, your LinkedIn, all your social media, and a direct map to your store. I've developed this far beyond the usual methods. This is something I've uniquely developed that is proprietary to me.
customer, I have a system to find other companies that are in the exact same market category that they are and you can service them as well. Now, it's done by an SIC code, Standard Industrial Classification, I have systems where I can research it and give you a list of the companies that you can do a dedicated program to go after the ones that pay. There's no use spending all your effort going after somebody who doesn't have the money, who doesn't have the credit, and doesn't have the need for your services. We just go after the cream of the crop.
Business Innovations: Excellent. Darrell can you explain how to find my customers? There was a way to find the best customers. Darrell: What you're probably talking about, Business Innovations, is that with the 80/20 rule, most of your business comes from your top 20%. Business Innovations: That's it, yeah. Darrell: What I did is I sat down and said "Birds of a feather flock together." If you've got a company that does one type of thing, and he's your number one Business Innovations: Darrell, how can I have 80% of my ad costs covered? Darrell: This is a thing I developed because originally I was an advertiser. I was the guy paying the bucks. I know what it's like to figure "Am I going to pay ad dollars, or pay the rent?" I've been there. You've got to put food on the table? Or you're going to risk? I remember a time, this is back in the eighties when I started all this, I said to my ad rep, the fellow who was selling me the advertisement, I said "It's just not working." He said "Advertising is accumulative." I said "So is your ad bill.
This isn't working and it's costing me a fortune. An arm and a leg."
specialize in that, that is the only person who's going to find it.
Darrell: That's when I decided to research and put something together that would work better. That's what I did. The system that I put together, I ended up putting several companies together that shared the same target market and sharing the cost with others. I've done this many, many times over the past thirty years. It works very well.
Darrell: That's what it is. I have a program where I research up to eight hundred, and I share these with my customers. I don't believe in this Wizard of Oz thing where they say "I'm the super expert and you have to pay me all the time." I share with my clients this is what it is.
Everybody's worried about getting the website up there, it's only one of ten. I want ten of ten. I have done seven out of ten. I've done it where the first five pages were controlled by clients of mine. There is a promise. Once you've put your competition on page two, you've eliminated them. People don't go to page two. They see you four, five, six times on page one, they figure you're the biggest guy on the block.
Darrell: How do you do that? You've got to have different digital tools that will place. They include Kijiji, Craig's List, ActiveRain Darrell: This is one of the Super Blogs, all of most misunderstood things about these things. I digital marketing, SEO, Search develop them all Engine Optimization. Some people for you. use two, or three, or five key words It is appearing they put in their website and they on the first page wonder why they're not getting much of Google. I've business. The truth of the matter is is developed a that, I don't invent these key words, system that I they're software, I just buy it. I research call logo it, I buy it, and I use it with the most branding so plausible way that'll work. that when people search for Darrell: I'll give you some examples. what you do, your logo The difference between painter and appears on the first page of Google. There They click on it and an instructional painters with an s on the end is seventeen is no big screen video showcasing everything that your times more results. Painters, compared to on the wall and I'm not painter. company's about follows it with a link to pulling the numbers in the back. I share your website. with them, because I was a business Business Innovations: Oh, wow. owner. I know what it's like. Give me the facts and don't give me the razzle dazzle. Darrell: House painter, or house Step number four, answer all the painters, you've got to look at the, this has That's what I do. questions the person is likely going to been around for fifteen years. have before they ever call you. You get Business Innovations: Darrell, can you the same questions over and over and explain a little bit further on Craig's List over again, so what I do is I set up an Business Innovations: The average and how could you do marketing person wouldn't know that. interview with you. They're ten little programs that place on the first page of videos that answer the ten most-asked Google? Darrell: They have, basically, for questions. Basically, I put the SEO in instance, a painter, they put in House them, so when people are looking for that Darrell: Yeah, this is another system Painter, the number one thing is House question, your video pops up and that I've developed is that once you've Painting. That's what is the top SEO answers it. Very effective. developed your website and you've word. The other thing is is of you've got developed your maps, and you've a house that is one specific area, you've developed the other things that you can got a heritage, Queen Anne, Victorian Step number five, inform and have on them, it's seven other digital tools educate with an education-based Queen Anne home that you want that will place on the first page of restored, if you have that as a long tail channel. I build a separate channel for Google. My objective all the time is to key word, that's a customer. If you you that answers all the questions that control the first page of Google. they wouldn’t even ask about, because Business Innovations: Darrell, can you explain a little bit of the 800 long tail key word variations for your market segment?
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