LIKE A BAD PENNY!
Yes, Hot Shots is back in your face yet again.
And be prepared. You might be seeing a lot more of us round these parts.
Slow Burn Marketing has always thrived in questionable times. We don't like being told that things should suck so just deal with it. We suffer from a high degree of polarity response. (You might, too. It's probably one of the reasons you're here.)
We also have a habit of giving stuff away.
So, with the high weirdness that's upon us, we're just gonna kick it up yet again. There's some exciting free stuff on the way. You might love it. You might be apathetic. Either way, we're kinda jazzed. It's DIY-branding related and should be dropping soon.
We'll just leave the tease there and let you know as things unfold.
In other news...
LAWYERS IN LOVE
With no apologies to Jackson Browne, we have an unusual episode of the CoupleCo podcast available for your listening pleasure.
If you're new here or you've destroyed too many brain cells since we last spoke, the podcast is called CoupleCo: Working With Your Spouse For Fun & Profit. The Fabulous Honey Parker and I have been navigating the nation in search of standout couples in business together. We bring their inspiring stories to the world in a weekly podcast format. We have even been very big in Zimbabwe.
But I digress. About the lawyers in love...
Episode #123, " Lawyer-Humans In Love & Biz, Part 1" is a conversation recorded in Seattle. It happened the same day that the viral craziness went full-COVID for the US.
We were sitting down with Shreya and Colin Ley, a couple of married lawyers who have an asset protection firm called LayRoots.
What's unusual about Part 1 of this CoupleCo conversation is much of it centers around branding.
Their law firm brand is unusual. It's also instructive for anyone marketing a law firm or other professional services business.
LAWYERS ESPECIALLY PERCEIVE MARKETING AS SOMETHING "ICKY"
That is a technical term.
It comes directly from the mouth of an attorney who happens to be a Slow Burn Marketing client.
They Leys do not see anything icky about marketing, branding included.
Interestingly, the LayRoots Lawyer-Human brand was almost accidental.
The story of how Colin Ley fell into that concept is part of the story in the episode. And the brand has become very potent for them.
The brand demonstrates that being evocative with purpose and intent engages customers and makes things happen.
It also matters that the Leys are living up to their brand
SHREYA AND COLIN ALLOW THEMSELVES TO BE SEEN AS HUMANS IN THEIR MARKETING
They reveal themselves and talk about their own challenges.
The clients who call them often play that human material back to them.
Bottom line: humanity sells.
We've seen this work for our own clients, especially the ones who've always been told to maintain a clinical distance.
This includes doctors, dentists, lawyers, accountants and consultants.
If you're a longtime reader to Hot Shots, you know about Dr. Sam's Eye Care. His "Straight talk, better vision" brand is very human and real. It's centered on a core customer called New England Mom, and speaks in plain, unvarnished terms.
Upon learning about the new brand, Dr. Sam's research-scientist father-in-law, looked askance at Sam and asked...
"So, you're OK with this?"
There is a longstanding paradigm in certain professions, including science and medicine, of maintaining professional distance in all things, including emotion.
But yes, Sam is OK with it.
Among other things, it has made him a local celebrity. The brand has changed his business and changed his life and he is indeed OK with that.
If you'd like to hear Shreya and Colin talk about their brand (and other aspects of being a couple in business together), visit www.CoupleCo.com. You can hear the episode right there on the site, or you can link to the show on Apple Podcasts or Google.
Resist The Virus!
Your Lean, Mean Creative Director in
Psychologist and entrepreneur Dr. Rachna Jain is back with insights into how these crazy times can be good for business and good for you. Ironically, social distancing is leading to all kinds of new ways to meet new prospects. And, there are more opportunities to put new skills into your tool box.
Is profiting in tough times pure luck? If you listen to Trish McMillen, it’s more like pure love. She’s back, sharing tips that she and her husband Jared used during the last recession, increasing their business by 40% per year for seven years. Together, they are fine-art photographers with a retail gallery. Additionally, Trish is a real estate agent. This bite-size interview covers a lot of territory. In 12 minutes, we cover the power of motion, inviting normalcy, maintaining routines, ignoring the chaos, tapping the Dalai Lama, influencing what we are capable of influencing, being open to opportunities, making the human connection, and the power of making everyone your customer.
Today, we are back with Dr. Jain, talking about getting creative and flexing your money muscle. In some cases, this is about your side hustle. In other cases, this is about adapting your existing business for the moment. And, it could be as simple as being proactive, and talking to existing or dormant clients.
Do you know how to profit in tough times? Trish and Jared McMillen are a creative power couple. We first interviewed these two way back in episodes 5 and 6. They are photographers, and own a fine art photography gallery that sells their high-end landscape photography. Additionally, Trish is a real estate agent with Keller Williams, which is a very entrepreneurial-minded operation. Today, we are talking with Trish, who shares some of the simple secrets she and Jared used during the last recession to increase their business by 40% per year for seven years.
Psychologist Dr. Rachna Jain is one of our most popular guests. Episode #26, where she explains to couples in business how to argue, remains one of our top 5. This time, she's joining us to talk about the surviving the mayhem through mindset and (who saw this coming) adapting your marketing to the moment.
Blaine Parker is prone to ranting about any and all things related to brand. In many ways, he is a professional curmudgeon. While there is no known vaccine for this, the condition is also not contagious. Unless you choose it to be so.