54: What this Marketing Expert has to say about your Business Messaging
Behind Their Success: Ep 54
Scott: [00:00:00] if you've started out your business, it feels fairly easy.
You're able to acquire clients or customers, then you have something. But if you go and you're banging your head against the wall and nobody's buying what you have to sell, that's a whole different ball game.
paden: Hello, everybody. Welcome back to behind their success podcast. I am Peyton Squires, the host. And today we have Scott Zetlan. He is the CEO of Visiopt Inc, which is a digital marketing powerhouse with over two decades of experience in media buying, conversion rate optimization and customer journey analytics.
Scott started his journey in 2000 with just 200 in his pocket. And then he grew his first online health business into a seven figure brand within a year. Now Visiopt enables companies to test the equivalent of thousands of split tests and a single test without requiring a drop in traffic.
Yeah, Scott. So, um, tell us a little bit about your company and what you're doing.
Scott: Sure. I'd be more than happy to. So to [00:01:00] clarify in that intro a little bit, busy opt is an optimization testing and analytics software. So just at the higher level, everybody that's running any type of traffic, a lot or a little, which most people are, if they're on, I'm sure listening or want to be growing a business, we help them do more with it, right?
The results. 80 percent of the results come from what's currently taking place on your site, the funnels, the pages. So when you're running cold traffic, we help them increase those conversions, increase the return on ad spend, increase AOV So in other words, based on what you said, just a little bit of a clarification and we can go down this rabbit hole if we want to, but at a higher level, Unlike other slow testing methods where they may do page A versus page B or headline A versus headline B, they can test thousands of combinations in a single test.
They do require traffic. I think there was a little bit of a mispeak, but They do not require a drop more traffic to get [00:02:00] all of that data. So that's on the one side, the other side is we're able to track the entire customer journey. So I know that sounds geeky and whatever, but we basically in short, we help entrepreneurs and businesses make more money with their existing traffic.
paden: Growing my business over the years, and this is stuff I've gotten more into as I've. Looking to, in my tax practice and what over the years, I've never done a lot of advertising and marketing, but that's something as we've really looked to expand and more specifically expand into our exact client base, you know, our niche, the exact clients that we're looking for.
this is kind of conversations and stuff I have all the time now. It's just about conversion and, being able to really put things in place to track a lot of that stuff and test that stuff.
Scott: Yeah. I mean, nothing happens in less sales made, right? Ultimately, right? Everybody here on the call is one thing in common. They may have other metrics. Maybe they're trying to build a list, etcetera. Maybe they're doing this through affiliates, but there's one thing we all have in common, right? In order to have a business.
We at some point need to be making conversions. And so [00:03:00] ultimately we're in a world now that it's just not as easy, meaning people become more sophisticated. There's more and more people online. There's more and more people in ad networks. So my take on it as entrepreneurs or anybody looking to join and, and start and build a business online regardless, or they have a big business in order to compete.
paden: Right, you have to be able to convert that, and it's amazing that like, I don't know what all the listeners know really in depth into this area, but it's really interesting when you get into like some of that split testing stuff of trying different headlines and add copy and just changing up things and add copy and seeing.
You know, and when you, when you do it at such a large enough scale, like you said, the testing that can come in and the data that can come in and you can really tweak and really dial in those marketing pieces,
Scott: It's all about your messaging. So I just want to take this back a second. Anybody that's out here that thinks they understand their, their Customer and their prospects, right?
But it's about what are their pain points, right? In most markets, but more than that, what [00:04:00] are the pain points look like? How do they describe them? What words do they use to describe them? What value propositions are most important to them? And it goes on and on and on. And so even if you were a big company and you're taking our company, you're paying 50, 60, a hundred thousand dollars for a copywriter, that's a version one.
Right? So when any expert is putting up a website. If they're not getting the reaction they want, it's not necessarily that their, that their business isn't right, or their page isn't right, or they have to throw it all away. Many times it's the messaging, but I'll share a story. So we, when we, people set up our software, we'll just say, well, I'm do a quick test that won't affect their market.
I'll just make that we'll have to make one or two word changes so that they can test and just make sure everything's tracking. And so recently, We had somebody who did that and wrote us about two weeks later. So if you know what, completely forgot that we did that. We left it running on our home page. We made two word change and we ended up with 15 percent more qualified applications, right?
So it [00:05:00] isn't about we could all like second guess. Well, what were those words? It has nothing to do with that. The point was going to what you just were saying. Small changes.
paden: we think we know our customers.
We think we know what they want to hear their language or where they're hanging out and whatnot. But some of the stuff doesn't even make logical sense. Like, you get into some of these things, you make these tweaks and like it, like you said, it increases your conversion by 15%. You're like. I never would have like came up with that.
Like we only found that through trial and error, right? And that's, that's what a lot of it is. It's just trial and error until you're like, just constantly dialing that. Yeah.
Scott: there's strategy behind it. There's a way to go about it, but ultimately you're right. Like the egos need to go aside. Like a copyright will come in and I know this market and I've been in this market for years. Now the ego has to, we have to all agree. We do not know I've seen, and I would never test this, even though we see thousands of tests.
ugly AI generated logos that I would never even test the logo because it's just not the biggest impact, but I've seen them make a 20 [00:06:00] percent and better change in conversions. Why? Well, we could all second guess that kind of stuff, but the point is we don't know, by the way, just for everybody listening, I believe in message we're talking about like these tweet message testing, right?
And if I hadn't given one tip regarding that is. Figure out what your customer language actually is, how they're actually describing it. We just want to keep this simple. Everybody that, I shouldn't say it right. Most people we see, they think they're talking to the market, but they're not. You have to get in.
And the good news is there's plenty of tools out there, meaning free tools, free places. In comments, et cetera, like Amazon comments and Reddit and a whole host of other places where your ideal prospect is actually talking right. And you can use those words. But so if I had to just give one thing.
Understand how they're talking and the words they're talking. And you alone can do better with your communication.
paden: somebody described marketing to me recently as you're entering the conversation and the prospects is [00:07:00] where you're entering.
And that's what your messaging needs to match is the conversation they have going on in
Scott: there.
paden: Right. And that's, it's such an interesting thing. It's such a thing that I'm working on so much inside my own business and the messaging and, trying different things like that and having some success.
it's just a really, really, as a guy that comes from like a very analytical, like numbers, background for years, this marketing, this almost like non tangible touchable kind of thing, it always kind of was never my thing, but now I'm so into kind of like branding and messaging and storytelling.
All that, yeah, all that comes along with it.
Scott: And I'll just say, that's what it all is, right? Without a story, without a message. That's what 90 percent of the game is, right? That's where the focus comes in. We may have the best widget in the world. We could be the best architect in the world. We could be whatever you want to do. If our messaging, Doesn't resonate.
It can be somebody with a lower quality product or whatever it is. Absolutely. But when in fact, that's typically the case, by the way,
paden: [00:08:00] you would much rather have a crappy product and great marketing instead of a mm-hmm . A great product and crappy marketing . You'd be way better off with better marketing a crappy product.
Scott: Sure. Right. We'll put a little bit of that. You have to have, you have to deliver results, whatever you're doing, or you won't be as long term, just I know what you meant exactly, but just for the overall message.
But yes, it's exactly right. Right. So this isn't even when I talk about it isn't about, but it isn't about being Doug down and data. It really isn't. You are really, it's all about the messaging and just putting in front of people pull out their pocketbooks or their wallets and their credit cards.
And that's how they vote,
paden: tell us kind of where Scott began and how you, how you kind of got, to where you are now.
Scott: Sure. I years and years ago and there I was in went business with my father. We had an offline business. It was a wholesale distributorship, you know, real warehouses and all the pains that go along with that.
And we did that for many years. And I was always into direct [00:09:00] response and always into marketing. And my father that encouraged me to do that anyways, years and years ago, I seen the infomercial for the total gym. And I went and went, picked up the phone because I was into fitness and I went there and I couldn't believe how expensive it was.
long story short, I found this flyer that was making something very, very similar to the total gym.
I bought it and it was much less money. And then I made a deal with the, manufacturer and I started selling them. And I was selling at the time. I was paying 97 and we were selling them on all places, eBay at over 800 people were thrilled, by the way, with the quality, And so we started and you know, you could pay back then it was a different network and you could pay for ads and play for placements and we started selling more and then. Whatever it was before Google and then Google, we started putting up ads and again, didn't know what the hell I was doing there.
And the first couple of days crickets and by the third day, all of a sudden orders start coming in and I'll [00:10:00] just tie this in with a funny story. We didn't even know. I didn't even know what a shopping cart was. We had a form on non secure form that we were doing and they were coming through and me and my wife were manually entering.
And so we were, we were building all that and was working there. And anyway, so we started, started developing it, got it, built a proper website, started in, you know, with advertising and first search and then display, and then, you know, That led to additional products that we actually manufactured and had trademarked and led to Nutra and just led to the journey.
Eventually we sold the wholesale distributorship as full time online. We were building that business, which was a lot of fun to build and weren't a lot. And along the way. I met a, believe it or not, it's going to sound fake, but I met a robotics, the time sales person with an engineering background. And he introduced me to a certain type of testing and it was [00:11:00] okay at the time, but it got me intrigued because we quickly found out that if we tweak the pricing that we're selling there, we.
Bumped it up and did a simple, very, very basic test and realized how much money we had been leaving on the table. Right. And we, that's sort of like, was the journey that my gosh, I was looking backwards if we had it at this price for the last, Two years, how much money would we left on the table? And long story short, it led to a journey where we just, I would, everything I realized that the number one levers is understanding messaging and marketing, copywriting, of course, but testing and testing in a different way, which led to a journey where we bought somebody's code that didn't.
Work at all and an eight year journey of, of spending an awful lot of money on developers and building out what we have now. but it started like that and just was really a passion about testing and building something that wasn't available anyplace else, and that will get people results.
And that's why I'm just so passionate [00:12:00] about the optimization side, because I see companies of all sizes. starting out that can't m work. Big companies that to do or losing money or profits on the table and that they are a few tests w invent this right? There
Response masters long before all of our time that came up with the idea that if you test one headline versus another headline, you would see a big response and they'd roll over in their grave. Now, if they saw what was actually possible and how quick,
paden: You know, sounds like a lot, a lot, a lot of people that, you know, they had on here as guests. It's, it's a guy that, uh, just started doing stuff, had no idea what he was doing and just kept flailing around and just never stopped. Right. And, and kind of grew it into what, to what you have. You, I'm sure you've taken a whole lot of bumps along the way.
And like you said, wasted a whole lot of money and stuff that, uh, didn't work out. But that is, you know, that is, that is literally [00:13:00] required to get to where you're at right now.
Scott: You said something, I think that was really important, right? Never stopped. And I think like there's two, two points to that. I think number one, you never stop. And number two. Don't get caught up in the shiny object syndrome that a lot of people around. I think that today when I speak with and we're talking with and are fortunate to be friends with companies of all sizes, including, you know, seven and eight figure, and there's one thing that always holds true with everything that's changing on social media, with everything that's always new out there, the core of their success is front end creatives, meaning the ads, what you're putting out to the world and what takes place on your page and the rest.
paden: Yes, it's important. Yep. There's a lot going on, but it almost always the solution to their problems are basic. And what I mean, it's not easy. It's just the core, like we were talking about messaging. true.
Not necessarily in entrepreneurship or in business every day that don't understand or like from the outside people think [00:14:00] it's like, Oh, these people have some secret recipe or something they put together to make this magic business that works out. It's like, no, like you ask anybody that's like really successful and they're going to tell you.
We do the basics. We do them really well. We do the basics. We do a lot of them and we do them better than everybody It's not some secret, some secret business thing they're doing or whatever that the masses don't know about. It's that they're really good at all the basic stuff.
Scott: You're hit it right on the head. And I think part of the problem is that marketers in the industry use fear of missing out. So often it's exciting. Usually entrepreneurs are like driven towards that even successful one. Well, it's why traffic sells, meaning people selling traffic programs. And the truth of the matter is now I'm not saying there aren't better media buyers than others, but most of it is programmatic, meaning most of it.
They've taken away most of the levers. So all of these so called secrets are not secrets. They're usually somebody's certain take on [00:15:00] something that worked for them. And so, yeah, I agree. If you have anybody giving any advice, block all that out. and messaging. When you run an ad, what are they, what are they clicking on?
What are they resonating with? And, and why are you prequalifying? You just doing blind clicks if they're clicking and assuming you're not just doing a switch and bait type of thing or a blind type of curiosity. If you're really prequalifying and they land on your page and they're not taking the action you want.
Why is it that you're offering something that they just don't want? Well, if you have competitors in the marketplace, then chances, the answer to that is no, you may have just a leap. But the point is it's really pretty. It's, I want to say simple, not easy, right? Because one other thing I just give like here is that I always talk about.
different is better than better. And what I mean by that is. Part of the problem, and I understand following success, but part of the problem is that everybody is trying to copy everybody else, and you don't know what's going [00:16:00] on below, sort of iceberg below the ocean type of a thing. And so it, you know, you want to have a unique reason why somebody should purchase from you versus somebody else.
I know there's a lot that we could dive down in there. But ultimately what we're saying is, yeah, and there's not overly as complicated. Yeah. Yeah. Yeah. A hundred percent. Like
paden: that's Simple. you can get like 80 percent of the way in any area of your life by doing a couple simple things.
but you know, like, like, you know, say, say getting into shape, right? It's like, yeah, eat a little better, move a little bit more. That's going to get you 80 percent of the way there. Just like that.
Scott: I was gonna say, I love your analogy because in that market that you just talked about, there are thousands of different people telling you a ton of different ways to get in shape and what you have to do in the research. And you're exactly right.
If you didn't do what you just said, if you don't eat a little bit better. And exercise a little bit more lift a little bit harder. You're not going to see results. Most people, most of us do not need that [00:17:00] extra 20%. There's no secret edge, but as people, as human beings, that's what we're looking for. And I think it holds true even more in the entrepreneurial community because you're always seeking and searching and you want.
You know, to find that easy way and it's tough.
paden: like you said, with exercise, you can get 80 percent of the way with, you know, a little bit of exercise, you can get, getting in shape with a little bit of exercise and you clean up your diet just a little bit.
Um, that last 20%, but like say, Oh, that last 20 percent to get from being in decent shape to like, you know. Competitive bodybuilder. That's a whole lot of work, right? That last 20 percent is all these tiny little things that we're talking about constantly dialing in. the thing is, you know, that first 80 percent saying getting in good shape.
It's fairly simple, fairly straightforward, but there's also not that many rewards in it, meaning like you'll be like, kind of like everybody else it's in that last 20 percent that takes all the hard work, all the tweaks it takes forever to gain any, any grounding area, but that's where all the rewards are at.
[00:18:00] That's where, like, for example, like the guy that finished second and the a hundred meter race, Versus the guy that finished first and won the gold. Their rewards are vastly different. And their, their differences are like a point, you know, a 10th of a second,
Scott: right? Yeah.
paden: So it's like, while it gets harder and harder to continue to eat and gain ground in that 20%, the rewards are even bigger and bigger inside that 20 percent than they are anyway.
becoming an expert in one area and getting as much ground as you can in the last 20%. That's where. You know, these huge businesses search, especially in like services and stuff that can be grown
Scott: Yeah. And, and the key is understanding the proper levers that are going to get you there, which I think is also we're talking about, like, what is it that you focus on and where do you focus? And yeah, there are certain things in that last 20%. But for even the 80 percent and even that extra 20 in business, in the business world, [00:19:00] it's usually more of the same.
It is messaging in more places. It is more testing, tweaking, and understanding the market there. And even some of them that are there do not fully understand. It's like, I like the principle of Kaizen, continual improvement. A hundred percent. And so just to bring this full circle, we're talking about what we're talking about when we talk about testing and optimization and understanding your numbers through customer journey, those are both the basics to get there.
And they are the way that you go from here to here. So we have both like some of the, you know, the seven, eight figure and tweaking, but we're going above and then a story that's because they are obsessively testing. But they don't also understand that when they were down here, when they were trying to grow the way they found that message wasn't was because they were magic wasn't because they had some kind of secret sauce, just like I'll give you one other idea that's available to anybody out there.
Um, just taught a [00:20:00] class that was completely on like, it's funny, we had a AI image, you know, getting inside the head of your customer. You had mentioned, the famous quote that was like, you know, um, get inside of the minds. I forget the exact when they are customers, you know, they are. Well, the nice part about that is that's available to everybody.
That is not a secret, right? I will throw up if you want. I mentioned this before, and there are ways that we go about using this. But in any market, if just quickly, if this is value to people, Amazon, right? Look at the comments. Look at the negative comments, your competitors, your lateral competitors. Books, go to YouTube, look at videos that have a lot of comments.
And there's ways, by the way, of extracting them. There's ways of being on the front, but let's just go old school. Just there. You can find out you want the stories that your customers are actually telling you and the messages. Well, guess what? There's Reddit also out there. And so as you go through these things, when we talk about things like what value propositions, how are they talking about these things?
How are they dimensionalizing it? And the [00:21:00] messages, the problem is the basics. That digging, right? The foundational stuff. Most businesses that we speak to of all sizes. aren't spending as much time doing that, right? That's sort of sharpening your ax, right? Whatever that saying is. And I'm going to but that's the whole idea.
So for everybody listening, that's available to you, that's more important than worrying about the next traffic thing, because I can tell you, if you understand that messaging. You don't have to be a copywriter, although it helps to understand you can talk to people in the way that they should be talked to, and you don't have to be an expert at any of these things.
You can improve, and you're going to get results. So I just want to throw that out there that not all of this has to be caught. There are definitely ways and shortcuts and stuff that we do there, but the information is all out there.
Are you looking for a new tax experience? Looking for an advisor that actually brings you high level ideas and proactively plans so you aren't overpaying your taxes? [00:22:00] Or how about one that even just responds and communicates in a timely fashion? If any of that resonates with you, you probably just have a tax preparer and not a tax planner.
And it is through the tax planning process where all the value is found. I'm Peyton Squires. I'm a CPA and owner of WR Tax Planners. We work alongside entrepreneurs and high income earners, helping them pay the least amount of income taxes, both legally and ethically. We have saved our clients hundreds of thousands of dollars through specific strategies, and we guarantee we can find multiple tax saving strategies that your current tax preparer hasn't told you about.
If that interests you, head on over to the contact page at paydonsquires. com. There you can fill out a contact form and get a call book to see what it would look like to have WR tax planners on your team.
paden: it sounds like you've done a lot of things, you know, kind of throughout your journey and whatnot.
What, you know, what would you say is one of the best decisions you've made that's kind of led to, you get to where you are at?
Scott: this is going to sound boring, is focus. we did not [00:23:00] go in five different directions at once. We didn't try to, and it was hard when other people were doing, we probably missed opportunities that were there.
Like there's a lot of, over the years, you'll see there's a lot of quick sort of opportunities where we could have made money doing X, Y, or Z. I think the best thing that we did, Was focused. And so when we were in the fitness business, we were all in and we were focused. And when we made that transition, we made that transition intelligently because we were utilizing this for myself in the other business.
I'll give you one other just because I think I hope that will leave value when we started Visio when we had it before I released it to the market. One of the best things that we did. And again, this is a step that a lot of people don't. As we talked with hundreds of companies and in our case, hundreds of conversion optimization firms and people may, and then did it for them.
And then we became an [00:24:00] accidental agency. We'll talk about that. Remember the point I'm going to make here is. The best decision was finding out more about our market and about our product by actually doing it. And so those year, we spent about two years doing that where it would have been much easier to just start putting it out to the marketplace and making money.
But what we found out by working one on one with customers and clients is Things that we would have never been able to figure out. So again, this sounds boring, but I guess if we had a categorize that we did the work. And I can tell you a million ways that we would have failed. Absolutely would have failed had we just gone out.
So focus and really putting yourself out there to truly understand your market and your customer. And so depending on where you're at, get rid of your ego and go back and talk with your customers, help your customers, it's the best thing that you absolutely can do,
paden: So let's say you were working on the gym thing, [00:25:00] um, and then maybe you picked up a different product in a totally different area and you would have been not focused, right? And, and then it's arrogant of us as entrepreneurs to think, oh, I can compete in multiple markets here when when my competitors are all focused in their, you know, in their single niche.
So like, how are you going to compete against these guys that are solely focused in the, you know, in the, say, the gym product? if you're got. Four different products that are unrelated. And you're speaking to four different markets. How do you think you're going to compete when you got this one guy that's all in on this market?
So that's, that's kind of the thing to where it's like, you know, us as entrepreneurs, we get that shiny object syndrome. You're called the woman in the red dress, like everything, you know, the grass is always green and you see all these opportunities
Scott: all the time,
paden: but we also don't understand the problems that come with opportunities.
We don't see like the positive, until we actually get into more like, crap, this requires work too.
Scott: And the same thing, if we want to take this a step further beyond markets or beyond products, it's techniques, right? If you start somewhere [00:26:00] and master it, right? Yep. Let's take traffic. If you, your product is geared towards and you can, let's say search, then figure it out and focus on that.
Yes, you don't want just one, but don't go jump into this, into this, into this, into native, into email and try to master all of those at once. Especially if you're, you know, depending on the size, because every one of those traffic sources, every one of those takes a lot of time. I have a buddy in there and like, you know, years and years ago, I had helped him get on Google display network. Now he took it to an all new level, but if you were to see inside and they're doing extremely well, the focus that he has, and therefore the people around him and the time and the, the desire to never, ever give up, I'm going to crack this, Everybody will see, well look how much traffic he's getting, look at what he's doing.
I will tell you there isn't, virtually isn't any traffic source. Or product that he's cracked. [00:27:00] Mm-hmm . That came easy. That it just doesn't work that way. And nothing worked out of the gate. Almost nothing worked out of the gate. Yep. But they're willing to take those hits and understand. I can give you one last story So I love the story by, I think it's beauty by Cindy Crawford, right? So forgive me on these numbers, but like 6 billion, they became the leading, um, infomercial in the beauty space. But they took a year of losing money.
Now, we could look at this and say they have the best copywriters in the world. They understand the infomercial market. They understand what they're doing. They didn't come out and hit it. Now, I'm not saying anybody on this call has to lose money for a year. I use that as an example, because why, if you have the best of the best and the resources that are not, and we can see and say, look at how well they did and they became the number one and they sold billions of dollars, but it always, we're not seeing what it takes to get there
paden: you know, I kind of asked you one of the best [00:28:00] decisions you made Scott kind of on the flip side of that.
Tell us kind of tell us one of, uh, one of the bigger mistakes you kind of made.
Scott: Wow. So with the fitness company, and then we had to write, start making a decision to, to develop meaning to the focus, right?
We saw opportunity, much more opportunity here on the testing and optimization side. And so number one was, um, holding on too long, and so should have released the fitness company. Sometimes that's hard when you build a baby from scratch.
I'll give you one quick that is surprisingly the same type of story. When we were in the offline, World and we had this wholesale distributorship and it was fairly large. we had looked for a buyer, had a buyer on a table and at the same time, I won't go down this story, but it won't be a lesson. And we had potential investors and we killed A deal that was really, really good.
That would have made our life easy to walk away from in lieu of something that may come. And so both of these [00:29:00] lessons, I think from my own personal, held on too long. And the second I would give anybody, I know we're talking about growing, but never hold onto your own business. Always look at every business, whether you plan to not as something that you eventually want to exit, look at the end, because And don't worry about the, we're talking, uh, fear of missing out a lot.
Don't worry about that. What may have come if you've met your numbers. So both times in life, I could have gotten. Made a lot more money and made my life a lot easier,
paden: and that's, that's always the balance here, right?
Of like, not easy to decide where you're at, right? And in that journey, is it a thing I need to walk away from?
Or is it a thing that, no, I'm just avoiding the work and I just need to press in it hard, right? And sometimes that's hard to know which one is right.
Scott: yeah, you're exactly right. Right. That gets comp like it's a complicated discussion, but it's exactly right. It's just a reality of business. So you need to focus, but you also need to. So [00:30:00] another side to that is, you know, we're talking about successful businesses, knowing when to, When's the right time to exit or plan for that exit.
So I think the easiest way for that is to plan for it, whether you be aware of where the market's going. So from that standpoint, you're looking sort of for that hockey stick when you are rising to the top, that's just usually a good indicator that it may be a good time to there. Cause there isn't a business in the world, especially today where things change.
Where that doesn't eventually flatten. And so unless you're looking for a lifestyle business, that's going to hold on and you're just going to keep doing that, that's usually the time. But the other side that I think you were, you were indicating in, um, talking about a little bit is if you're building something and it's not happening, you need to understand why that's a different conversation.
If it's working, but not working well enough. That you may need sometimes outside perspective, right? You're too close to it that we're talking about. Is it the market? [00:31:00] Is it your offer or do I have a meet you offer? Is the market changing? Am I not different enough? Am I not able to offer whatever I have to, to stand out in the marketplace?
And there's a lot of whole other things. Sometimes that end of things, you need qualified outside perspective that you trust,
so I think that the indication is, I usually say, and this is just a very simplistic, if there's smoke, there's fire. So if you've started out your business, And you are able, it feels fairly easy.
You're able to acquire clients or customers, then you have something. But if you go and you're banging your head against the wall and nobody's buying what you have to sell, that's a whole different ballgame. And I know that's a simplistic approach, but just to sort of tie it in a bow for people, That may be a good indication.
Like, I don't want to see anybody that's building and spending. And then one other thing is that in the internet age, it's without a lot of resources, fairly easy to test and to prove on the market. sometimes, by the way. That may be [00:32:00] depending on your business, just knocking on doors or knocking on virtual doors before you actually create, if you have a service related or even in our case, it was software related, but we actually did the service side of things.
There's a lot of ways if you get creative, but you've made a comment and one of my, you know, if you build it sort of, will they come and, field of dreams is what, maybe it sounds probably one of my favorite movies and that's, so they're the truth of the matter is, if you It's not going to happen that way.
And so if you don't want to spend a lot of time building your business cards, so to speak, I see too many people focusing on a brand unless you have customers. And so I think it is very basic, right? It's important to tell. But I, so I think if we're talking about what we talked about, like it was definitely focused is definitely the basics.
Going into anything with, as it starts moving in the right direction, where will potentially be our exit point and build it with that and not look back. And the other side, like we're talking about, just to tie it in a bow, is that, you know, also [00:33:00] know what kind of key metrics you have to hit and when.
Before you decide it's not. And if you can orchestrate a way to figure out does this have legs or not, then do so. And most of the time people be honest. So the best way to do that in almost any business is to Do things for free, do things for if it's in a service related business, give things away.
If you can afford to give things away at cost, get honest, honest feedback. And that's that tough stuff that we talked about at the beginning. Cause we both see a lot of people that I got this idea. Now I paid the website designer design, or I did something myself, or I paid a copywriter and I have all this put together.
And now I have to something that I have to make work instead of putting in the heart of work to say. Is there something there? It's not fun. can be very rewarding to your point, but it's absolutely it can feel like a dredge. the point is when you're talking, if people are interested, then they not only will do that, but they'll turn to you many times and [00:34:00] ask you to do it, and then you can learn what they like and what they don't like and what works and. At any rate, it's a little bit of a, of a drudgery though, to think that you're going to do that because most people think they're going to put up, send a lot of traffic to if you have a lot of traffic experience, if you know how to hone in, in your ideal market, if you've created offers for cold traffic before, absolutely
paden: what's the best way people can connect with you or learn more about your company or, uh, you know, anything, yeah, anything in your world.
Scott: I appreciate that. Yeah, I'll just give up the website address. It's Visiopt, V I S I O P T dot com www.visiopt.com, and I'll say that there is a little chat button, live chat button there if anybody wants, if they're running any kind of traffic, and this isn't the sales there, wants us just to take a look and give you a pre evaluation, meaning A conversion evaluation, more than happy to.
We like completing giving right before taking in the same way. So we're more than happy to do that. so if anybody's interested in Thank you [00:35:00] so much. Appreciate it.
paden: Thank you so much for listening to the podcast. If you found it valuable, please rate review and share it. That is the best way to help us build this and reach more people as we're trying to accomplish our goal of helping create more healthy, wealthy, and wise entrepreneurs. You can follow us on social media by searching for me @padensquires or going to www.padensquires.com on the website and social media. We're always sharing tips of personal growth and there we can actually interact. I'm looking forward to it. Thanks guys.
