– Episode 480 – Do These Three Things to Build Your Brand Strength.

“Stop promoting your business and start promoting your brand.”

Thursday: Infinity Customer

When you think of a Cheetah, what comes to mind?  Yes – the pattern of it’s coat.  Now imagine a Zebra, or a Giraffe, How about a Cow… then a Dalmatian?  The cow and dalmatian both have spots, yet if you see a photo of just the coats, you can tell the difference!

This is a great way to think about your brand.

Think about how the coat defines the animal… now, what “coat” defines your business?

Your brand is not a logo, but your logo represents your brand.  The brand is the feeling you evoke with your customers.

The better your customers relate or identify with your brand, the more loyal they become and that results in the transformation of customers to tribe.

So… you need to define what your brand is because if you don’t your customers will!

I want you to take a moment to define these three things to help you build that basic foundation for your brand.

1) Target Audience – who is your target audience. Get specific. Come up with an ideal customer profile.  Do this for each profit center in your business.  It helps to get very specific.

2)  Unique Selling Proposition (USP) – What is the one thing you do better than your competition.  OK, you may have more than one or there may be one for each profit center.  But it’s important to define this so you can promote it.  For example, our winter boat storage is scheduled on our customers agenda.  Many of our competitors tell the customer when their reservation date is, we let the customer decide.  This is a USP.

3) Live Up to It – If you show photos of a brand new hotel room and customers show up to find a dingy worn out room you are not living up to your brand.  If you say you do something you must follow through… OTHERWISE your brand becomes dishonest and that’s a huge problem.

Today, as you build your Infinity Marketing Machine, really focus on your tribe building skills by jotting down your answers in the three categories.  It’s critical to help you focus your messaging which attracts customers that stick around a long time!


Tomorrow… come back for my episode on “Big Money Small Change”!
PS:  Like my vibe? I want you to join my tribe! start here


Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review – E461 – Quit Living in an Echo Chamber

“Speak Freely”

Wednesday: Midweek Motivation

Yesterday I shared the power of Storytelling.  So using my own advice, let me share a story from a trip to DC!


“It’s OK, speak freely” said the retail clerk at the train station.  Instantly a huge wave of relief came over me.

Washington DC is an amazing city.  If you get the opportunity to visit, it’s a “must see” bucket list destination.  The monuments look just like they do on TV!  haha.


Have you ever had that experience of seeing a picture of a landmark “over and over”, for example, the Eiffel Tower or Central Park, and then you visit and think WOW it’s just like in the movies!

Side note: the Eiffel Tower was MUCH bigger than I thought it would be. I’m not sure why I thought it would be small, but it’s really really big, something to stay awake for!

My other observation is that Central Park is full of hills!  You know when you see the crime show and they find the body in Central Park, it’s always in a flat area… yeah, that’s total fiction, the park is all hills! Some are really big, too!

OK back to the train station.  Back in 2010 I was buying Benjamin Franklin’s “Common Sense” it’s a small pamphlet written in the 1700s.  I thumbed through it and knew I had to buy it.  You should read it.  I was amazed the words are as relevant today as when it was written nearly 300 years ago.

The gal took my credit card and made a comment about the book, and I started to answer, then I caught my tongue.  She looked at me and said, “speak freely”.

It was refreshing.  Not just that it was OK to give an opinion but that she wanted to hear the opinion.

I think we have forgotten this skill.

Please. Speak Freely.

PS:  don’t worry that if you share your opinion that you’ll lose a sale and go out of business.  People will disagree with you!  It’s OK.  This ties in to building a tribe of people that know and like you.  Let’s not be disrespectful. Please listen with your ears, not your mouth.  If you shout someone down you’ll find yourself isolated in an echo chamber.  Our goal with the Infinity Marketing machine is to attract people that like us, that’s totally different from attracting people like us.


Tomorrow… come back for my episode on “Infinity Customers”!
PS:  Like my vibe? I want you to join my tribe! start here


Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review – Episode 456 – The Reason You Follow is also the Reason You Lead.

“Lead, follow, or get out the way.”

Thursday: Infinity Customers

Who do you follow?  Think about the people, brands, celebrities, products, businesses?  Which ones do you love…

Now ask yourself why do you follow them?  Why do you feel such a connection with the entity that you follow it?

You see, I’ve heard you can follow something as simple as cereal.  Growing up I used to love a trip to the grocery store to visit the cereal aisle.  That was always cool.  Way better than the spices (yawn, boring).  But I bet you can follow a spices page…

So why do we do this?

Because we want to belong.  I follow my favorite hotel in Florida.  Why?  Each time I see the pool, I envision myself floating in it!  I imagine that people who follow spices think of smells or tastes?  OK, I have no idea… that’s just to strange for me.  But hey, I’m not part of that tribe!

And that’s the point.

As a follower you want to belong.  That’s why you give permission for a toilet paper company to send you information.

Now reverse engineer this… do YOU offer an “experience” that people want to follow?  And I don’t just mean online. Do they want to west a T shirt with your logo?  At the heart of it, are you a good leader?  Remember, you are the vibe behind your tribe.

This vibe is a critical portion of your Infinity Marketing Machine.  The reason is that you want people to hang out with you and consume the content you provide. When they stick around they become loyal and that loyalty translates into more sales.

That’s what we all want… more sales!

Your vibe can be created. It is a combination of your policies and procedures mixed with your products and services tied together with your history and story!

This vibe is critical to your Infinity Marketing Machine.  The stronger and more defined your vibe the better your results will be.

Take some time today to see what vibe you already have… and then decide if it’s what you really want to be leading!  If it’s not… change it.


Tomorrow… come back for my episode on “Big Money Small Change”!
PS:  Like my vibe? I want you to join my tribe! start here

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review – Episode #444 – The Tribe is in the Garage

“There are two tragedies in life; not getting what you want & getting what you want!”

Friday: Big Money Small Change

Oh I found a fun “real world” example!  I am so excited to share it…

The reason it stands out to me is because communicating with your target audience is the most important thing you can do.

Let’s update that sentence.

Effectively communicating with your target audience is the most important thing you can do.  The reason I say “effectively” is because you can communicate by confusing.  The last thing you want to do is confuse people.

The following ad popped up on my Facebook the other day and I think it’s the most brilliant ad I’ve ever seen…

My mom’s comment about it was, “I don’t get it”

So we both looked at the same ad… while I thought it was amazing… it didn’t speak to her.  How is that possible? It’s the same ad!


Well, this ad is risky.

He’s a builder, his company makes garages.  In an advertisement, people typically expect to see examples of his work!

Instead he has opted to show old black and white photos of outdated garages.  AND he’s not using these photos as a “before” to show a glitzy “after” of his completed work.

Nope. He’s just out there on social media sharing an emotion.  Sharing a dream. Sharing a vision.

His rational behind hiring him to build a garage is that the garage is the place in your home where you can make that big dream come true!  (Just like Disney, Harley, or even Amazon)

It’s brilliant!  This is tribe building.  The builder is attracting people that “get” his vision!

My mom, now understands the ad, but I still don’t think she “gets” the emotion – she’d rather see the traditional glamorous photo of the new garage.  But, there’s nothing wrong with that!  This builder ain’t the leader of her tribe.

This ad just goes to show that you can take make small changes to your messaging and have big impact for attracting your tribe!

Tomorrow… come back for this week’s episode on “Try This”!
PS:  Like my vibe? I want you to join my tribe! start here

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This
Sunday – Week In Review

Week in Review – – Episodes #435 – #440

In case you missed an Episode of the Infinity Marketing Machine…  Here are the links to this weeks stories! –

Remember:  Learn It. Do It. Profit.


Monday – Subject Matter Expert – Episode #435 – Stay Current

Tuesday – Content & Consistency – Episode #436 – Bond With Your Customers

Wednesday – Midweek Motivation – Episode #437 – Are You Happy with the Crew?

Thursday – Infinity Customer – Episode #438 – Are You Marriage Material?

Friday – Big Money – Episode #439 – Money Down the Drain

Saturday – Try This! – Episode #440 – Order Already… It’s McDonalds, You Know What’s On the Menu!

Thanks so much for your interest in my ideas – to get more info, follow me… also if you like what you’re reading… I’d love to have you join me here:  start here

You can also grab my free app:


Big Money Small Change Success
Character + Content/Consistency + Goals/Motivation + Customers =
Infinity Marketing Machine

Would you do me a favor and join my “week in review” newsletter, that way, I’ll also be able to keep you posted on my progress of upcoming books, speaking events, etc… – Day 32 – Treat As Individuals and as a Group

“I may not be different, but I’m definitely not the same.” William J Dybus

Write this inspiration on your wall as you develop your followers.  Here’s the reason why.   You can treat your group as a cohesive tribe but you cannot think of each individual as the same!

So what the heck does that mean?

Message creation!  You want to provide information that your group craves.  Once you figure out what this is you’ll transform your group into a tribe.

A tribe is a loyal group that will follow you anywhere!

The tribe becomes one at this very moment. They find a collective mission and want to support your in your journey.

However, just like our inspiration says, that makes them “not different” but it also makes them “not the same” meaning they maintain an individual identity at the same time they are united in their mission to follow you!

This is a critical point to understand in the Infinity Marketing Machine.  Your ultimate goal is to build a tribe.  You start with customers or followers… but the goal is a tribe.

The tribe is loyal.

Think of your tribe like snowflakes.  You have a big pile of snow… but when you look close each flake is unique.

Therefore, keep individual records of people as you collect their email addresses.

Learn to categorize them.  For our marina we send different information to our boat rental customers than we do to our boat owners.  For example, a rental customer does not need to know about our special on oil/filter changes.  However, both customers want to know what activities are going on around the lake over the weekend!

See… they are one group but they are not the same!

That’s today hint – build your group as individuals so you can market different products and services targeting the correct end user!

Come back tomorrow… we’ll tackle consistency! – Day 31 – Thumbs Up for FREEDOM

“In the truest sense, freedom cannot be bestowed; it must be achieved.” Franklin D. Roosevelt

Happy 4th of July! I love this quote… it’s what freedom is all about… you can’t just receive freedom – you’ve got to achieve it.

Stop and think about that.

This is why social media is a little messed up.  We have the freedom to say just about whatever we want… and yet it gets censored.  This will bring up the whole debate of politics. But that’s not what I mean… I’m talking about your social feed for your business.

You write a post and maybe 1% of your list will see it.  Yet, over and over, we create a post… put online… and wait to see if we get a thumbs up.

Why wait?

Because we’re trained to obsess over the thumbs.  We want the thumbs… hearts… shocked face… you know – we obsess over interaction.  And then we feel sad when no one comments because just 1% of our list sees it… we may even feel upset and discouraged. We can even feel angry because… “how dare they not show my post.”

Well, here’s some food for thought… We may have the freedom to post whatever we want but we did not EARN that freedom.  We do not own Facebook.  In fact we do not even pay for an account.  We can pay for advertising or to boost our posts… but the actual freedom to share thoughts to a meaningful crowd does not exist. It is controlled.  There are rules and algorithms created by people that restrict you.  These rules can even change at a moments notice because you do NOT control them.

Where does this leave you?

If you want success in social media marketing you need to dig in, do the work, and earn your freedom.  You need to create your own audience for your business.  This is what I call the Infinity Marketing Machine!

Remember, you are given a great privilege when someone signs up to follow you. You need to treat this as an honor.  This following is how you earn the freedom to communicate your message to a meaningful group of listeners!

I talked a little about this on Monday – but I thought it was worth a little more time to discuss due to our 4th of July freedom at “top of mind” time of year. We understand the concept of freedom but until you look at your personal world and see just how restricted your business messaging can become… freedom may seem like a guarantee BUT you do really need to achieve it when it comes to social media marketing.

Yesterday I talked about fun ways to collect names and gather them into pool of people.  But that’s not where it ends.  That’s the beginning!

Once you identify people that want to follow your blog, podcast, or vlog – you are at the start. But let me give you a little insight of what you can do with a meaningful following.

I sent an email out to our customers yesterday as a reminder that the 4th of July sees lots of people coming to visit our lake.  Let’s take it easy and just stay calm, they’re novice boaters… so it’s best to just give way.   “An extra minute at the dock can save you weeks in the repair shop.”

You know what happened?  Today I had two people say… “Thank you for the reminder”.

This is not the type of email message that translates into money but it does build community.

Yesterday I also sent a different message to our boat club members that said “Hey we have a boat that opened up for the 4th” – The members that grabbed it were THRILLED.  They really wanted to go for a boat ride because they had guests in town.

Again… not the messages that will drive direct cash flow – but without my list, I’d have to put a note on Facebook and “hope” that someone would see it.  With my list I was guaranteed that ALL of my customers would receive it.  Every single customer that I wanted to send a message to… RECEIVED it.

This is real world stuff going on here!  Put in the hard work and freedom will be achieved!  By the way, it took 10 minutes to make and send both emails.

PS: If you really want to build a bond with your customers… come back tomorrow!

Until then, HAPPY 4TH OF JULY!

Hey Hey Hey:  Ready to join my list… ?  start here