Shotcallers #47 by Shotcallers

Product Pitch Perfect, With Dr. Forbes Riley Why Every Small Business Needs a Website The Importance of Evaluating Your Marketing Plan Each Year

7 Compelling Reasons to Partner with a Google AdWords Agency How to Successfully Use TikTok to Market Your Local Business

Infographic: FREE ISSUE 47 MotivationandSuccess.com

The Most Popular Promotional Products of 2023

INSIDE THIS MONTH’S ISSUE Marketing Calendar - pg. 3

What’s the plan, man?! In this edition of Shotcallers, you’ll find out the importance of evaluating your marketing plan each year!

The Importance of Evaluating Your Marketing Plan Each Year - pg. 4

In this installment of Shotcallers Magazine, we explore seven compelling reasons why collaborating with a Google AdWords Agency can be highly advantageous.

Why Every Small Business Needs a Website - pg. 8

In Today’s digital landscape, establishing an online presence is crucial. Join us as we delve into the reasons why small businesses must embrace the importance of having a website and learn effective strategies for leveraging TikTok to successfully market your local business. Explore our infographic showcasing the trendiest promotional products of 2023! Get some ideas going into the new year for your marketing plans! This edition, we are incredibly privileged to engage in a conversation with the esteemed Dr. Forbes Riley. Perhaps you recognize Forbes from her remarkable success in infomercials, where she achieved an astounding $2.5 billion in product sales. Alternatively, you might be familiar with her bestselling fitness innovation, the SpinGym®. Whether it's her notable presence in movies, television, or her impactful motivational speeches, D Dr. Forbes Riley has left an incredible mark. Dive into our feature to discover the driving force behind this dynamo and learn how to secure a complimentary sample from her latest course. To your business, Dennis M. Postema Founding Editor & CEO P.S. Share the wealth with your fellow entrepreneurs! Send them this link for a FREE subscription to SHOTCALLERS: https://motivationandsuccess.com/shotcallers/ The content in Shotcallers Magazine is made available on the terms and conditions that the publisher, editors, contributors and relatied parties; shall have no responsibility for any action or omission by any other contributor, consultant, editor or related party; disclaim any and all liability and responsibility to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident or any other cause; are not responsible in any way for the actions or results taken by any person, organization or any party on basis of reading information, or contributions in this publication, website or related product.

Product Pitch Perfect, With Dr. Forbes Riley - pg. 12 7 Compelling Reasons to Partner with a Google AdWords Agency - pg. 25 How to Successfully Use TikTok to Market Your Local Business - pg. 27 Fun Facts - pg. 30 Infographic: The Most Popular Promotional Products of 2023 - pg. 31

Marketing Calendar Plan your marketing messages around these upcoming holidays and proclamations.

December

International AIDS Awareness Month Impaired Driving Prevention Month Cat Lovers’ Month Human Rights Month Worldwide Food Service Safety Month Made in America Month December 7th to 15th - Hanukkah December 24th - Christmas Eve December 25th - Christmas December 26th to January 1st - Kwanzaa 1st - World AIDS Day 1st - Christmas Lights Day 2nd - Candle Day 2nd - Mutt Day 3rd - International Day of Persons With Disabilities 4th - Wildlife Conservation Day 4th - Cookie Day 5th - International Volunteer Day 8th - Brownie Day

9th - Pastry Day 9th - Christmas Card Day 10th - Lager Day 11th - App Day 12th - Universal Health Coverage Day 12th - Gingerbread House Day 13th - Cocoa Day 14th - Free Shipping Day 15th - Ugly Sweater Day 15th - Cupcake Day 16th - Chocolate Covered Anything Day 17th - Maple Syrup Day 17th - Wright Brothers Day 18th - Answer The Phone Like Buddy The Elf Day 21st - Crossword Puzzle Day 21st - Winter Solstice 26th - Day of Goodwill 27th - Fruitcake Day 28th - Chocolate Candy Day 31st - New Year’s Eve

January National Blood Donor Month Poverty Awareness Month Eye Care Month Birth Defections Prevention Month Family Fit Lifestyle Month Financial Wellness Month January 1st - New Year’s Day January 15th - Martin Luther King Jr. Day

1st - Polar Bear Plunge Day 2nd - Science Fiction Day 4th - Spaghetti Day 4th - Trivia Day 6th - Bean Day 8th - Bubble Bath Day 9th - Law Enforcement Appreciation Day 11th - Milk Day 13th - Gluten Free Day 14th - Dress Up Your Pet Day 14th - World Logic Day

15th - Hat Day 15th - Bagel Day 16th - Hot & Spicy Food Day 18th - Winnie the Pooh Day 19th - Popcorn Day 20th - Cheese Lover’s Day 20th - Take a Walk Outdoors Day 21st - National Hugging Day 23rd - Pie Day 24th - Compliment Day 24th - Peanut Butter Day 25th - Opposite Day 26th - Spouse’s Day 27th - Chocolate Cake Day 27th - Holocaust Remembrance Day 28th - Lego Day 29th - National Puzzle Day 30th - Croissant Day 31st - Backward Day 31st - Hot Chocolate Day

The Importance of Evaluating Your Marketing Plan Each Year In the dynamic world of marketing, the only constant is change. Consumer behaviors, market trends, and technological advancements evolve at a rapid pace. As a marketing manager responsible for creating websites and social media content for small to medium-sized businesses, you understand that success hinges on adaptability and strategic planning. 4

One key aspect of this planning is the annual evaluation of your marketing plan. In this article, we will delve into why assessing your marketing strategy each year is not just a good practice but a crucial one for sustaining and growing your business. Adapting to Shifting Landscapes The marketing landscape is like a constantly shifting sand dune. What worked last year may not yield the same results this year. Consumer preferences change, new competitors emerge, and technologies evolve. By regularly evaluating your marketing plan, you ensure that your strategies remain aligned with the current landscape. Maximizing Return on Investment (ROI) Every marketing dollar spent should yield a return on investment. By evaluating your marketing plan annually, you can identify which channels and campaigns 5

evolving field, with new trends and techniques emerging regularly. From social media algorithms to search engine are generating the best optimization results. This knowledge (SEO) practices, staying allows you to reallocate up-to-date is essential. By resources to the evaluating your marketing most profitable areas, plan annually, you can optimizing your marketing identify opportunities to budget. incorporate emerging trends that can give you a Staying Competitive competitive edge. Your competitors are not standing still. To stay competitive in your industry, you must continually assess your marketing efforts. Are your competitors adopting new strategies or technologies? Are they gaining a foothold in untapped markets? Regular evaluations enable you to spot these trends and make necessary adjustments to stay ahead of the curve. Adopting Emerging Trends Marketing is an ever-

Enhancing Target Audience Insights Consumer behaviors and preferences can change over time. An annual evaluation of your marketing plan allows you to update and refine your understanding of

your target audience. Who are your ideal customers today? What challenges and desires do they have? How can your marketing messages better resonate with them? These insights are invaluable for crafting more effective campaigns.

achievements. They also help you set realistic, data-driven goals for the upcoming year. Spotting Inefficiencies Marketing plans can sometimes accumulate inefficiencies over time. Perhaps you’re investing resources in channels or campaigns that aren’t yielding results, or your messaging has become outdated. Regular evaluations enable you to spot these inefficiencies and make necessary improvements. Ensuring Consistency and Brand Integrity

Measuring Progress and Setting Goals Without regular evaluations, it’s challenging to measure progress and set achievable goals. Annual assessments provide a clear benchmark against which you can measure your marketing 6

Consistency is key in building a strong brand presence. Regular evaluations of your marketing plan help ensure that your messaging, visuals, and tone remain consistent across all channels. This consistency reinforces your brand identity in the minds of consumers.

In the ever-evolving world of marketing, the importance of evaluating your marketing plan each year cannot be overstated. It allows you to adapt to shifting landscapes, maximize ROI, stay competitive, adopt emerging trends, enhance target audience insights, measure progress, spot inefficiencies, and ensure brand consistency. By making this annual assessment a fundamental part of your marketing strategy, you position your business for sustained growth and success. So, embrace the practice of evaluating your marketing plan, and watch your strategies evolve in harmony with the dynamic marketing world.

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Why Every Small Business Needs a Website In today’s digitally driven world, the internet serves as the lifeblood of businesses, connecting them with potential customers on a global scale. Small businesses, in particular, have much to gain from establishing a strong online presence. In this article, we’ll explore the compelling reasons why every small business needs a website. 8

From expanding reach and enhancing credibility to leveraging e-commerce opportunities, we’ll delve into the myriad benefits that await those who embrace the digital frontier. Expanding Your Reach Imagine your small business as a storefront on a quiet street. Without a website, it’s like having your doors closed to the vast majority of potential customers who are browsing the internet. A website extends your reach beyond physical boundaries, allowing you to connect with potential customers from different cities, states, or even countries. It’s your virtual storefront that’s open 24/7, welcoming visitors from around the world. Building Credibility and Trust

In today’s consumer landscape, a website is synonymous with credibility. When customers search for products or services, they often turn to the web to validate a business’s legitimacy.

A professionally designed website with relevant content reassures potential customers that your business is trustworthy and committed to providing value.

and loyalty among your customers.

Engaging with Customers

E-commerce has transformed the way businesses operate. With an e-commerceenabled website, you can sell products or services online, opening up a new revenue stream.

Reaching Mobile Audiences

With the increasing use of smartphones, having a mobile-friendly website is crucial. More than half Showcasing Your of all website searches are Expertise performed on a mobile device. A responsive Your website is a canvas website design ensures on which you can that your content is showcase your expertise. accessible and visually Through blog posts, appealing on various articles, case studies, and devices. By catering to testimonials, you can demonstrate your industry mobile users, you tap into knowledge and authority. a massive audience that prefers to browse and This not only builds trust shop on their phones. but also positions your small business as a go-to Harnessing E-Commerce source for information in Opportunities your niche.

Websites offer an interactive platform to engage with your customers. You can provide contact forms, chat support, and email subscriptions, enabling direct communication with your audience. This engagement fosters a sense of community

Whether you’re a boutique clothing store or a consulting firm, the ability to conduct transactions through your website expands your market reach. Measuring Performance Websites provide valuable insights through analytics tools. You can track website traffic, user behavior, and conversion rates. This data empowers you to make informed decisions, refine your marketing strategies, and optimize your website for better results. Staying Competitive In a competitive market, having a website is 10

internet is an integral part of daily life, every small business needs a website. It’s the gateway to expanding your reach, building credibility, showcasing expertise, engaging with customers, reaching mobile audiences, Cost-Effective Marketing harnessing e-commerce opportunities, measuring Compared to traditional performance, staying marketing channels, competitive, and enjoying a website offers costcost-effective marketing. effective marketing solutions. You can reach A website isn’t just a broader audience with an accessory for your online advertising, email business; it’s a vital tool marketing, and social that can propel your small media promotions. The business to new heights. return on investment (ROI) for digital marketing So, embrace the digital efforts is often higher than age, invest in a website, and watch your business traditional methods. flourish in the online world. In an era where the no longer an option; it’s a necessity. Your competitors likely have online presences, and potential customers expect the same from you. A well-designed website sets you apart and ensures you’re not left behind.

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Product Pitch Perfect, With Dr. Forbes Riley This month we have the extreme honor of talking to Dr. Forbes Riley. You may know Forbes from her work in infomercials, where she grossed more than $2.5 billion in product sales. Or maybe you know her bestselling exercise product, the SpinGym®. You also may know her from her work in movies and television or her motivational speeches. No matter what you know her from, read on to find out what makes this force of nature tick and how to 12

get a free sample from her new course.

world of infomercials? I remember a time when you had to run up and Dennis Postema: Forbes, change the channel on you’ve generated over the TV. Then came the $2.5 billion in sales on remote control. After that, infomercial products. people had fewer children, Tell me how you got because they didn’t need your start. them to change the channel anymore. Then we Forbes Riley: That’s billion went from five or seven with a B. Two point five or nine channels to 500. billion in a career that I was right there at that started in a time when no moment, as an actress one was doing what I was and a television host. As doing. an actress, I never hit the level of a Julia Roberts Do you remember the or a Sandra Bullock, but

I was working on it. In fact, every Halloween, “Splatter University,” a movie I starred in, hits the airwaves. When you’re acting, one job can change your life. That’s what happened when I walked into one audition for “Body By Jake,” and saw a pen on a desk and a camera. They said, “Sell me this pen.” I looked at the camera and thought, “They probably want something different than just saying it’s a .19cent pen with black ink. So I looked at the camera and I said, ‘When I got to college, I was really young. I’d graduated early at 16, and my mom used to write me long notes every day. It’s a funny thing about a pen, but something like this can reach out and touch somebody’s heart.’” Well, Jacob comes out from around the camera, grabs my face, and says, “You’re going to make me a lot of money.” Now, Jacob had created a one-hour concept that played 24 times a day on a new cable channel called the Cable Health Club. That morphed into FitTV, where we did this hour wheel; at the top 13

of the hour was Tamilee Webb doing aerobics, the bottom of the half hour was a new health tip, then it was Jake working out with a model and me selling a new fitness product. The irony in this is that I’m not that fit. I was a dancer, but I always struggled with my weight. If you watch the episodes on YouTube, you can see the jacket I designed to cover my butt. I didn’t have the ideal body and I was always very selfconscious, but I could pitch your product, no matter what it was. I don’t even know why I could do it so well. It was an accident for me. I was like, wow, how did I get this skill? The same way that little kid that you see on television who can play the piano at three, I have it downloaded. I don’t know why it is, but I can pitch anything that you’ve got better than anyone you’ve ever seen. There were a lot of guys who pitched, like Billy Mays and Ron Popeil, but they wanted a sidekick. They wanted a girl. There was no girl but me. I wrote the pitches with the companies, then went live to tape on television. The infomercials aired 24

hours a day. We made so much money. We sold this to Fox TV for $500 million in 1993. I did 195 of them, and it’s been the absolute joy of my life because it’s a skill that I love and it’s taught me a lot. For a long time, I wasn’t the product, I was the girl. I made Jack LaLanne look really good. I made George Foreman and Tony Little look really good. At some point, I thought, “Wait a second, Forbes. Who are you and what are you doing in this world?” That is what propelled the second part of my career, where I felt enough self-esteem to put my name on products and to design my own businesses. Doing infomercials, I made people hundreds of millions of dollars and sometimes I would get, like, a thank-you. No, where’s the check? Well, you don’t own the company. You don’t know what you’re doing in business. I realized I needed to get smart. Selling products for others was a great education, and I learned from the best, but in some way—not necessarily a bad one—I was being used.

with all these beautiful models. Everybody loved it. Then, I get a call from the network telling me that they loved the show, and they loved me in my role, but that my name wasn’t big enough to launch the series on. Instead, they’d decided to replace me with Bo Derek.

Dennis: How did you manage the transition from selling for others to developing your own products?

That show was the one thing I really, really, really wanted, and it had been taken away from me for no reason of my own. After that, my agent called me and he said, “Great job getting the series, but you know what? I’m going to let you go. I’m going to give the business to my son and he only wants people in their twenties, so, at 40, you’re too old.”

things that I loved. As soon as I decided that, the phone rang and it was my guys in England going, “Look, we’ve got a nonplugin treadmill. If you Forbes: It was a process. At promote it, you can make that time, I had a picture $50,000 for a day,” and I of every celebrity who said, “OK, I’m in.” They then had a fitness product with sent me the product and it their name on it, and I was crap. Looking back, I realize I kept looking at it thinking, was in the absolute prime Now, for the first time “What’s mine?” I would of my life—yet, I kind in my life, I was sitting think about this all the of believed him. Before there going, “I just made time. What’s my product? ending the phone call, myself a promise to only I’d been doing really well my now-former agent promote what I love. What hosting fitness products gave me two pieces of am I going to do here? I for other creators on all the advice. The first was that if can’t go back on my word home shopping platforms, I wanted to make a movie, because they already flying back and forth to I should raise enough booked me. ” I said, “All QVC London 48 times in money to make it on my right, I’ll just do it, but this six years. I love my art of own. The second was to will be the last time. ” pitching, no matter the make sure that I branded product. When I’d started, I myself. That was a big At the same time, I’d shot would pitch anything. thing. There was no real a pilot for a show called personal branding at that “Fashion House” for Fox But around 2001, I decided time. Television. I played the I only wanted to pitch very manipulative boss After all this, I was

unhappy, miserable, in fact, and on top of that, I had committed to do a 24hour special for a product I didn’t like. I don’t know if you’ve ever seen QVC Today’s Special, but the way it works is you start at midnight and you’re on almost every hour for 24 hours. By the end of it, you are completely exhausted and shattered, but you can sell $10 million worth of product in one day.

winds it up so the center disk spins and he sells it. He sells like 1,000 of them.

them as SpinGym® and gave one to a friend. She told me to take it back because she was never When he returned to the going to use it. I should dressing room, I asked have stopped right there him to show me how to and said, “I’m an idiot. make the disk spin and You’re right. It’s stupid,” he said, “You just wind but I didn’t. I said, “I still it like this. You give it a think this is the greatest tug,” and then I got it to fitness product ever.” I spin, and this thing can kept saying that. I’ve said spin up to 125,000 RPM. it long enough that this At that moment, I saw a TV series came to me vision. I saw my life. I said, and said, “We’d like to “This is the greatest fitness put you on a TV series So I’m sitting in the product ever.” He said, called ‘Pitch Men.’ We’re dressing room in the “No, no, it’s not a fitness going to follow the entire middle of the night in product. It’s an office deprogress of how you’re London, about to start stressor.” going to sell this.” I had to my 24-hour special on mortgage my house and this product I don’t like, I was so excited about it, take all the money for my and I thought, “What am I he said, “I’m a corporate kids’ education, push all doing?” I was at the lowest magician. I don’t want to my chips in because it’s point I’ve ever been, and do this anymore. I’ve only expensive and hard to I found myself on my sold like 100,000 of them. manufacture and get it knees going, “I don’t get If you could sell 25,000 cranked out. I spent five it. I don’t get it. I’m lost. of these for no less than months with these guys, I’m confused, hurting. I $19.99, I will give you the Billy Mays and Anthony don’t know what to do. I’m company in exchange for Sullivan. I’m like, “This is pitching something I don’t a small finder’s fee.” So I going to be a hit. We’re love. I need some help.” brought it home and I had going to be on Discovery.” And with that, just like a crazy download from And do you know what in the movies, the door some other universe. I happened? It was a opens and a guy walks in wrote all of the exercises disaster. with what looks like a thin that this thing could do. resistance band with two It does abs, it does legs, Turns out—and this is grips on either end and a it does inner and outer weird, but people have spinning disk in the center. thighs. You can do your agendas that are not I said, “What’s that?” And triceps, your biceps—I always apparent—I was he said, “It’s an office dewent crazy. I’m like, “This is under the impression stressor.” I touched it and genius.” that with “Pitch Men,” I’d I’m like, “Well, this is stupid,” be on a show where they and I gave it back to him. That Christmas, I made a loved me and I was great. He goes on TV and he few of these, rebranded No. It turns out that the

show was produced by a sells for $9.99.” They edited “No.” They said, “We saw couple of very masculine all kinds of things to make the TV series. It doesn’t men. They produced the me look really bad. When work.” I left that office and shows “Ice Truckers” and the show aired, SpinGym® all my money was on the “Deadliest Catch,” and was the number one line, and it was all going to they didn’t really believe search word on Google just sink at that moment. that a woman should be that night, Forbes Riley But the funny thing was, I in charge of a company was number three, and it don’t ever give up. There and win. I didn’t know wasn’t good. was a producer, they were that and I was out there doing a little English home with my heart on my The comments from shopping thing at HSN, sleeve. In the middle of viewers were scathing, and I said, “Could I buy two filming a competitive calling me a greedy witch. minutes of your airtime?” commercial for each of our And I’m like, “But they And he’s like, “Sure, what products, I’m reading the edited all kinds of things for?” I said, “I want to do a teleprompter and it says, that I didn’t say.” I went two-minute spot. I want “SpinGym®, for the chest, home that night and to sell my product on your it’s the best. Here, you can watched it live with lots show,” and they said, “Sure. get it for $49.99. You can and lots of my friends. Here’s what the rate is,” and get it for $29.99,” and then My heart was shattered I said, “OK.” it said, “You can get it for and confused because $9.99.” And I said, “No, guys, I had a very different We did it and we sold 200 remember, I showed you? motivation and intention, SpinGyms, which was all I have a deal with a guy in and I thought we were that I’d made. They said, the UK. I cannot promote doing great and instead, I “Could you come back this for any less than got my legs cut off at the next month while we’re $19.99 until I own the full knees. My partner said here and do this again? company.” They said, “If you to me the next day, “So, Only we’d like to sell a lot don’t do this, we’re going what are we going to do more.” So I went back and to scrap the whole project.” now?” I said, “We’re going I doubled what I did. I And I’m like, “What’s going to make SpinGyms.” He did 400, and what I didn’t on here?” Then they took said, “Nobody wants them.” know was in the studio out a very cheap, plastic I said, “They’re wrong.” was the CEO of the British version of the product, He said, “They can’t all be company. He walked over and I said, “I would never wrong.” I said, “But they are.” to me and said, “I’ve never put my name on a piece seen anybody do what of cheap plastic crap that Do you know what you do. I’d like to put an you’re selling for $9.99.” happens at that moment? order in for 8,000, and I’d The universe shifts. All of like you to come to the They edited the clip a sudden, you’re the only UK and film it.” That 8,000 and do you know what person on the island. I started my business. QVC everybody saw on went to Home Shopping and HSN heard about this. television? It looked like I and I said, “Guys, can we I went on air on January said, “I would never put my do this? I’ve made you lots 10, 2010, and I sold out name on a product that of money,” and they said, my first 5,500 units. Within

a year, I had a One Day Today special, I sold 64,000 and 10 years later, I have a huge hit on my hands that nobody wanted.

losing her eyesight, so she wasn’t able to drive or do a lot of other things. We met at a time when I didn’t believe in myself, and she looked at me with this Dennis: That is an kind of attitude. She’s like, amazing success story. “You’re Forbes Riley,” and The conviction in your I’m like, “What does that product and your belief mean?” She said, “You’re a in your product, and the superstar.” I’m like, “No, no, chasing after that. So I’m not. I’ve been beaten many people are missing down a lot. I’m not really that component, and I much of anything.” She love that you had your said, “Yes, you are,” and I back against the wall had a sense that I needed and you just kept going. to become Forbes Riley And to go back to your for her. We would go to friend who said that events and when I was she wasn’t going to use doing SpinGym®, she it, tell me about how babysat my kids while I important it is to have wrote. It takes a lot of work people around you that to launch a product, and believe in you. she was my right hand during all of that, and it Forbes: Well, I had two was pretty spectacular. people who believed in me. One was my exWe got to a point where husband. We didn’t see I got an infomercial paid eye-to-eye on everything for. We were heading over and we divorced after to London, we had a lot losing our adopted child of really big things finally in a shooting, but he happening. My birthday believed in me and was rolled around and I threw willing to stand there a party at my house. and let me mortgage our When I came downstairs, house and do some crazy Frances said, “What are you things. wearing?” And I’m like, “I’m wearing this dress.” She The other person who said, “Forbes Riley doesn’t believed in me was wear that.” I said, “Yes, she Frances, a Puerto Rican does. I’m wearing it.” She woman who came into my said, “No, no. My Forbes life, who had raised three Riley doesn’t wear that.” kids on her own. She was She had me change and

put on this tight dress, she pushed up my boobs and then had me wear these really annoying high heels. I asked her, “Do I look like Forbes Riley now?” She said, “You look gorgeous, girl. That’s my Forbes Riley.” I went back downstairs and discovered I didn’t have any ice, so Frances and I got in the car to get ice and when we reached the store, I realized I didn’t have my purse. I said, “Do you have any money?” She’s like, “I ain’t got no money.” I’m like, “All right, what do we do?” She said, “Well, go get some.” What do you mean, work the parking lot at the local grocery store to get ice? I got out of the car in my high heels, in my tight dress, and there’s a guy standing there next to his truck and I said, “This is so crazy. Hi, you’re going to think this is weird. It’s my birthday. Could I borrow $10? I need to get ice.” He looks me up and down and says, “Do you see that cop over there?” And I’m like, “Oh, no, no, I’m not a hooker. No, no, no.” He says, “Do you really need the $10?” I said, “Yeah, I need ice.” He said, “Well, can I get your phone number?” I’m like, “I don’t think my husband’s

going to like that, but sure, whatever it takes.” Meanwhile, Frances is in the car, laughing her butt off.

this quiet, sometimes shy little introvert who likes to hang out with my beautiful Joshua at home. It’s fascinating to me that some days, maybe you need to become someone else. It’s an alter ego. It’s not a bad thing.

not being very computer savvy. I didn’t know who to trust, which is an issue a lot of my clients face.

When the internet was new, people would take We come back and we your money and not have a beautiful party deliver a product. Even and the next day is Easter. today, there are a lot of The phone rings in the things that you need to morning and when I pick Sasha Fierce, that’s it up, I find out that my Beyonce. It’s hard getting know if you want to be successful in business beautiful Frances was out on stage with 80,000 found dead outside of people, so instead you let online. You not only have her son’s house, ringing Sasha Fierce do it. So thank to have the drive and ambition, but you also his doorbell. She’d had an you, Frances. Wherever asthma attack and died. you are, I know that you’re have to understand what It was so sudden and so watching and I appreciate social media can do for shocking and she was so what you’ve done. I’m not you—because it’s a free platform, but most people important to me, it literally giving up. I’m going out don’t leverage it. was like, “How many times kicking and screaming. do I need to be tested?” Then when you get a And the answer comes Dennis: One of the client, you need to know back, as many times as it things you’re currently what to do with them. takes. doing is running a What does CRM mean? business with your What does it mean to put This is what set me out daughter, right? someone in a database? on my quest to be Forbes What does it mean to Riley, because that’s the Forbes: When COVID hit, create a free gift? What best way I honor her my daughter, who was it mean to do an legacy. Forbes Riley is then 17, and I launched a does upsell pipeline offer? If not me. It’s bigger than company. She’s the CEO you don’t know what I’m me. She’s a woman who of the company. People talking about, you want gets stuff done. In fact, ask me, “You gave her a to check me out and I’ll I have a bracelet that I company?” I’m like, “No, you why. Because you wear called “What Would you don’t understand her tell don’t need to have a lot to Forbes Do?” Forbes would brain.” She hung out with be outrageous. She me since she was 12 years make a lot. would not worry what old. She’s been going to In the early days of people think. She would conventions and meetings television, we were do it, anyway, when the since she was a child. She printing money on times are tough. She’s went to digital marketing infomercials. In the early amazing. But I’ve got to school and she just loves days of the internet, we tell you, my original name all this. She also watched were printing money is Francine Forbes. I am as I got screwed over by using sales letters,

which were pretty much infomercials on the internet. All the big guys came to me—Adrian Morrison, Dean Graziosi, Tony Robbins—those guys came and said, “Well, that infomercial technique for selling, if we put it on a landing page, how do we get it out to the world?” I had to explain how different the internet is—you don’t have to wait for a TV station to air your infomercial at midnight. Now my sales letters and funnels play 24/7, and you can create your own bank with your computer at home.

Dennis: That’s a lot of our problem right now.

one of the best days to be alive because for very little down, very little of Forbes: It is. People are anything except a great trying to make ends meet. idea, you can launch And I’m going to tell you a multimillion-dollar something—there is a way business. to make passive income Dennis: That is just so for very little money and education, and that’s what cool because you’ve got your skill set and then we do as a company. My you have your daughter daughter was 17 when come in with the digital we launched. We sat in a room for just three weeks, marketing background knowledge. To mix those created the entire course two skills … that’s an and did a webinar, which unstoppable platform. is pretty much a glorified infomercial, night number What do you think one. We went live in front makes you so driven to of 26 people and the next help others? morning, we had $25,000 Forbes: I, like most people in sales. in life, have gone through So now, my daughter traumatic. My and I have created a We did that every week for something daughter, who has seen course called GSD. You the next four weeks. We lot of speakers, once know what that stands had a six-figure business in aasked if every speaker for? It stands for Get Shit four weeks—one that we’d has to me have gone through Done. GSD an email list. launched from scratch something traumatic. I GSD is an e-book. GSD is with zero dollars, just a “Yeah, they kind of an online course. I think lot of expertise and a wild said, do,” because people who we have this motivation desire to help people, a are born with a silver right now, the two of us, product that we thought in their mouth who because I’ve done well was going to make it, and spoon it easy, God bless my entire life, but there bam, six months later, $1.2 have I have a lot of friends are so many other moms million. She was still 17 at them, like that, they just live their who are stuck at home or the time. life. Those of us who have who have two jobs, who struggled and succeeded don’t get to hang out with So I’m not a real big fan something that most their kids. How do you of people who think they at people fail at usually have survive in today’s world? can’t do it because they this desire to share it Because if we don’t raise don’t know how. Let me because we know people our children and they raise tell you something— out there are suffering the themselves, that doesn’t there are people out way we once did. work as a society. It’s there who are willing to hurtful. help, and today is, I think, My dad was in a horrific

accident when I was a teenager. He spent three years in the hospital. I know what it’s like to be broke and hungry, and I also remember what it’s like to stand in his hospital room and look out at the only mansion in my hometown. That’s what his room used to look at. You couldn’t see it from the street because it had all these trees around it, but from that vantage point, you could see a giant redbrick mansion with a huge circular driveway. We lived in a tiny little 1,300-square-foot house with one bathroom. And I would just sit there in my dad’s hospital room night after night thinking, “What is life like for those people? What does it mean to have Christmas with a real chimney? Do they give out whole candy bars at Halloween?”

remember once we were in the car driving to Long Island to the tennis club and Mrs. Gray said to me, “Dolly, you need to get Louis Vuitton out of the trunk,” and I said to her, “Who’s in the trunk?” And she looked at me and she said, “Oh, you’ll learn,” and I thought, “That’s exactly why I’m here. I’m here to learn.” I didn’t know what it was like to have style and what rich people did, but I wanted it. And I didn’t want to just be rich, I wanted to have all of the things that made somebody live a worldclass lifestyle because somebody insulted me once and said, “You’ll never be world-class.” You know what’s great about that? Bring it on. When people tell me what I can’t do, man, that is fuel.

I think it’s really important for entrepreneurs to understand that and embrace it. I don’t know that everyone is destined to be an entrepreneur because it’s challenging. Sometimes it’s beautiful to be a support team, and I think certain people’s personalities really lend to that. And by the way, no building, no job, no company is built with just one person, anyway. It does take that whole team, and I love finding people who sit in the right seat on the bus to make that happen.

I do think I’m at the front of the bus for the moment, and it’s a lot of responsibility. It’s a lot of work, but if you feel that you’ve been anointed to do that, then go and run for it. If you feel like you want to partner with somebody, then do it that Dennis: I love that you way. If you feel you want I was obsessed, and mentioned how every to be the support person as soon as I graduated time you reach for that for someone, do that. college, one of the first new level, there is going There is no right or wrong things I did was to seek to be an obstacle. I don’t answer for your life. out a billionaire so I could know whether it’s God live in their house and you or the devil, What I’ve learned, though, learn from them. I became testing I don’t know what it is, is balance. People say, their social secretary, but you’re going to get “Forbes, how come I only and I didn’t know what tested at that moment, knew about your fitness I was doing at all. I lived right before you take it work and haven’t heard in their little maid’s to the next level every about your pitching closet on 83rd Street in single time. programs before now?” Upper Manhattan, and I I always tell them that watched and I observed. I Forbes: Yeah, it’s a truism.

before now, I didn’t want to teach what I know. In the past, people have wanted me to teach others to pitch, and I always said, “Wait a second. Let me make sure that the pigs aren’t flying. No, hell hasn’t frozen over. No, I’m not teaching her anything. I’m never teaching anybody how to do this because I have a skill that works, period. Forget it. I’m not teaching it.”

It wasn’t until COVID hit when my daughter came to me and said, “Mom, the thing that you do best is pitching.” I’m like, “I know. I’m really, really good at it.” She said, “Why don’t we teach this as a course to other people?” I said, “Nope. Nope, not doing it. Not doing it at all.” She said, “Look, if you want a legacy, you’re going to help other people to do what you do. You need to let go of that old belief.” And that was the first time I said, “Wow.” And then I said, “I don’t know if there’s a system to what I do. I think I’m just brilliant.” She said, “Mom, you’re brilliant, but …” and I said, “But what?” She’s like, “But let me show you. There is a system. There is something that you do all the time,” and we broke it down and

it was like, “Oh my gosh. There is a system, and it’s how you do features and benefits and how you look at the hub and the grid and the springboard story.” We gave names to all these things. Next thing you know, I’m creating a system. Then, I created another system—is there something you have in your head? A book you want to do? A project you want to start? A company, a business, even a relationship? Do you have the courage to go, “OK, I’m going to start”? Look for the Forbes Factor course because it teaches you how this little girl over here who grew up ugly, awkward, and lonely created an entire life for herself. And notice I’m talking about her in the third person because that’s Forbes Riley. I get to go along for the ride.

I answer that question, is there something you’ve always wanted in life that you’ve finally gotten? Dennis: My daughter. We had trouble having children because of my surgeries, and I wanted to have kids and we weren’t sure. We finally went through IVF and finally at 39, I had my first daughter. Forbes: Congratulations. And there’s a love-ness. Whenever she shows up, don’t you just glow? Dennis: My gosh, unreal.

Forbes: That’s how I feel about being noticed. That’s how I feel about having the attention focused on what I’m doing because growing up, I was a very ugly, awkward little kid. I had braces for eight years. I had a problem with my jaw. For two years, nobody could understand Dennis: When you step what I was saying. So part into that Forbes alter of my growing up ugly ego, you are always on. and not being heard was I How are you always on remember hearing in the with that? Does it come back of my head, “I want to from love and the power matter one day. I want the of manifesting? words that I say to make a difference,” and I’ve always Forbes: There is something felt that. I can look at my beautiful about finally entire path—it came from getting whatever it is that being so lonely and so you want in life. So, before unhappy.

At first, I said, “Well, maybe I can make a difference by being an actress.” I became an actress and I ended up starring in movies and TV shows. The problem with that is you aren’t saying your words, you are inhabiting a character. I’m also a magician; I love doing magic tricks and performing them on stage. That was all great, but at some point, I said to the universe, “I want to make a difference here. How do I do that?” The first way I did it was to win awards. In my infomercial industry, they give out a best host, best actor. The first award I ever got was for the first speech I ever gave. It knocked everybody’s socks off and I didn’t write it. Something came out of me and I thought, “OK, I have to win a lot more awards because I have to make speeches.” Then I realized public speaking was a legitimate profession. Now you can do it on YouTube and you can watch Les Brown in front of 85,000 people, Tony Robbins or Mel Robbins or any of the great speakers speak.

That was really what went through my mind for years. I went to a lot of events and thought, “They’re all so good. I don’t have anything to talk about.” But I wanted to do it, anyway, which is like walking up to the edge of a cliff, jumping, and starting to build your parachute on the way down. I started to book myself at the local YMCA or at my kid’s school. I said, “I’m going to speak about this. I’m going to speak about this.” Really scared, like crazy, weirdly scared. Then I started taking classes and hanging out with Les Brown. Then I met Christopher Howard and learned things like neurolinguistic programming (NLP) and stage performance and hypnosis and neuroscience.

All of a sudden, it was like the universe said, “Oh, wait. Your acting skills, your improv, your desire to speak and your magic skills—you’ve got something no one else has.” And then I took a job at Club Med, where I designed and hosted Then I had this huge fear. I game shows in front of thought, “Oh, shoot, I have 1,000 people almost every nothing to talk about.” night all over the world. So 22

I have this crazy lexicon of skills I can pull from. From there, I hosted events like the “X Games” and I was the live performer. It just kind of snowballed from there. The next thing you know, I’m on bigger and bigger stages, and I keep believing I can do this. Then one day I’m walking in the hall and there’s Grant Cardone. Decide what you want, how to get it, and be something other than you ever imagined. Get out of your comfort zone. Dennis: So tell me what’s next for you. Forbes: Our company is exploding. Right now, we’re giving away a stepby-step template for one of my techniques on pitching. It’s called “One Minute to Millions” and it will teach you how to have an entire room eating out of your hand. Just go to www.freegiftfromforbes. com and the template is there. To get a free gift, free resources and to learn more about Forbes Riley’s entrepreneur group, visit forbesriley.com.

Read on to see how Forbes turns the tables during the interview. Forbes: Can I play this game with you? Dennis: A hundred percent. Forbes: You don’t mind being vulnerable? Dennis: No, that’s OK. Forbes: OK. Name one famous person you’d like to meet. Just one. Dennis: Michael Jordan. Forbes: Michael Jordan. OK. Now, Michael Jordan’s in the elevator. You walk into the elevator, you’ve got 20 seconds. What do you say to him? Go. Dennis: You’re the best basketball player I’ve ever seen. I would love to play one-on-one with you sometime. Forbes: Well, I’m going to tweak this. Dennis: Please do.

Forbes: I’m going to tell you what you did that was so charming and then what you might have done differently. So number one, he knows

he’s the greatest basketball player. He doesn’t need to be told that by you, correct? Number two, he has no need to play with you—you want to play with him. So his answer will be, “That’s nice, son,” and he’ll move on. What you want to think is how you can serve him. Focus on giving people what they want. Say something like, “Hey, Michael Jordan, I have a network on inspiration and motivation. I would love to feature you.” That’s how you get him into your world, because you’re giving him something he wants.

I’d done my research. I knew who they were. And I said to her, “You may not know me, but you’ve seen me on television. I’ve grossed $2.5 billion. I would like to take your husband and make him an extra $1 billion on an infomercial.”

She turns to him and says, “You’ve got to meet this girl.” So now what do I do? See, this is a technique I have. I opened a door, I’ve got a little window to jump in there and I’m like, I did this once with Grant “Hey, Grant, nice to meet Cardone. I saw him with you. I’ve hosted $2.5 billion a whole entourage and worth of infomercials. I’d I walked right up to his like to take all that you wife. You know why I did know, put it on TV and that? Because one woman make you another $1 doesn’t walk up to another billion. Would you be open woman’s husband in front to that?” What are you of her. So I walked up to going to say to that but Elena, who I knew because yes?

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7 Compelling Reasons to Partner with a Google AdWords Agency In today’s digital age, advertising on Google is a common strategy for businesses looking to reach their target audience online. However, managing Google AdWords campaigns effectively requires a high level of expertise and ongoing effort. This is where Google AdWords agencies come into play.

for businesses seeking to optimize their online advertising efforts. In this article, we will explore seven compelling reasons why you should consider hiring a Google AdWords agency for your marketing needs.

navigating this intricate landscape. They have a deep understanding of how to create and manage campaigns that drive results. Their expertise ensures that your advertising dollars are invested wisely.

1. Expertise and Specialization

2. Stay Ahead of the Competition

Google AdWords is a They bring a wealth of complex platform with knowledge and experience numerous features and to the table, making settings. Google AdWords them valuable partners agencies are specialists in

In the highly competitive world of online advertising, staying ahead of your competitors is crucial. Google AdWords agencies

are well-versed in industry trends and can help you develop strategies that give you a competitive edge. They keep a close eye on what’s working and what’s not, adjusting your campaigns accordingly.

5. Ad Copy and Design Expertise

Creating compelling ad copy and eyecatching visuals is 3. Cost-Efficiency crucial for attracting Managing Google clicks and conversions. AdWords campaigns Google AdWords agencies on your own can be a have experienced daunting task, leading to copywriters and designers potential wastage of your who know how to create budget. Google AdWords ads that engage and agencies can optimize your persuade your audience. campaigns to ensure you get the most out of your 6. Continuous advertising spend. They Monitoring and focus on improving your Optimization quality score, reducing your cost per click, and digital advertising maximizing your return on The landscape is constantly investment. changing. Google AdWords agencies continuously 4. Targeted Advertising monitor your campaigns, making real-time adjustments to ensure One of the strengths of optimal performance. They Google AdWords is its tweak keywords, bids, and ability to target specific ad creatives to maximize demographics, locations, your results. and keywords. Google AdWords agencies excel 7. Detailed Reporting in crafting targeted and Transparency campaigns that reach your ideal audience. Google AdWords agencies They conduct thorough provide detailed reports keyword research and that offer transparency develop ad copy that into your campaign’s resonates with your performance. You’ll receive potential customers. 26

insights into click-through rates, conversion rates, ad spend, and more. This datadriven approach allows you to make informed decisions about your advertising strategy. Partnering with a Google AdWords agency can be a game-changer for your online advertising efforts. They bring expertise, specialization, and a competitive edge to your campaigns. Additionally, they ensure cost-efficiency, targeted advertising, exceptional ad copy, continuous optimization, and transparent reporting. By enlisting the help of a Google AdWords agency, you not only save time but also maximize the effectiveness of your advertising budget. So, consider the numerous benefits of teaming up with a Google AdWords agency and watch your online advertising soar to new heights.

How to Successfully Use TikTok to Market Your Local Business

In the ever-evolving landscape of digital marketing, staying ahead of the curve is essential for small to medium-sized businesses. With its explosive growth and immense user base, TikTok has emerged as a powerful platform for reaching a wide audience. In this article, we will explore how to effectively utilize TikTok to market your local business. From creating engaging content to leveraging trending challenges, we’ll provide you with a comprehensive guide to making the most of this dynamic platform. 27

Understanding the TikTok Landscape Before diving into TikTok marketing, it’s crucial to grasp the platform’s unique nature. TikTok is all about short-form video content, typically lasting between 15 to 60 seconds. Its user base primarily consists of young, creative individuals seeking entertaining and authentic content. To succeed on TikTok, you must align your marketing strategy with these characteristics. Creating Compelling Content The heart of TikTok marketing lies in creating compelling content that resonates with your target audience. Start by identifying your brand’s unique voice and style. Do you want to be humorous, informative, or inspirational? Tailor your content to reflect your brand’s personality.

themes. Utilize storytelling techniques to make your content more engaging. Share behind-the-scenes glimpses of your local business to humanize your brand and build a stronger connection with your audience. Leveraging Trending Challenges

One of TikTok’s defining features is its wide array of challenges and trends. These challenges provide an excellent opportunity to showcase your creativity and connect with a broader audience. Engage viewers with attention-grabbing visuals, Keep an eye on trending catchy music, and relatable hashtags and challenges

related to your niche or industry. Participate in these challenges with content that aligns with your brand message. Building a Community TikTok is not just a platform for broadcasting; it’s a place to build a community. Interact with your followers by responding to comments, asking questions, and conducting live Q&A sessions. Encourage usergenerated content by creating challenges that involve your audience. When you make your followers feel like a part of your brand’s story, they

become more loyal and engaged.

Collaborate with Influencers

Partnering with TikTok influencers can be a game-changer for your Your TikTok profile serves local business. Identify as the face of your influencers in your niche local business on the who align with your brand platform. Ensure that values and collaborate your profile picture and with them to reach their bio represent your brand dedicated followers. accurately. Include a link to your website or contact Influencers can provide authentic endorsements information to make it easy for interested viewers that can significantly boost your visibility. to connect with your business outside of TikTok. In the fast-paced world of digital marketing, Consistency is Key TikTok has emerged as a valuable platform for Consistency is crucial in local businesses looking maintaining an active to connect with a wider presence on TikTok. audience. To succeed, you Develop a content must create engaging schedule that works for content that aligns with your business and stick to your brand, leverage it. Regular posting keeps trending challenges, build your audience engaged a community, optimize and helps you stay your profile, maintain relevant in their feeds. consistency, analyze performance, and consider Analyzing Performance collaborations with influencers. TikTok offers robust analytics tools that By following these allow you to track the strategies, your business performance of your can tap into the immense content. Pay attention to potential of TikTok and stay metrics like views, likes, ahead in the competitive shares, and comments. marketing landscape. So, Analyze which types of take the plunge into TikTok content resonate the marketing and watch most with your audience your business thrive in the and adjust your strategy world of short-form video accordingly. content. Optimizing Your Profile

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December was originally the 10th month of the Roman calendar until 153 BC. December comes from the Latin work decem, meaning “ten.” December originally had just 30 days according to the ancient Roman calendar. When the calendar was changed for the Julian calendar, December gained a day, making it the seventh and last month in the year with 31 days. December Milestones: • Dec. 1, 1885 - Invented by Charles Alderton, Dr Pepper was first served at the W.B. Morrison & Co. Old Corner Drug Store in Waco, Texas • Dec. 5th, 1901 - A little magic came into the world along with the birth of Walt Disney. Disney released his first cartoon, featuring Mickey Mouse, called Steamboat Willie at the age of 27. • Dec. 17th, 1843 - A Christmas Carol by Charles Dickens was published • Dec. 19th 1917 - The first NHL Game took place with the Montreal Canadians playing against the Ottawa Senators • Dec. 24th, 1814 - The frist performance of Silent Night took place in the church of St. Nikolaus in Oberndorf, Austria • Dec. 31st, 1907 - The first New Year’s Eve celebration was held in Times Square (then known as Longacre Square) in Manhattan 30

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