578 Krista Mashore:
If a tree falls in the forest and no one was there to see it, has the tree really fallen? It’s a well-worn phrase and worth internalizing all the same because you can create the best product or service around, and if the people who will benefit from it don’t know about it, well, that’s not a story any entrepreneur wants to tell.
I’m Melinda Wittstock and today on Wings of Inspired Business we meet an inspiring entrepreneur who scaled a coaching business from zero to $7.5m in 2 years and recently hit 8 figures.
Krista Mashore is a digital media, funnel, and Facebook advertising maven who mastered data-driven marketing to build Krista Mashore Coaching, where she teaches everything she’s mastered in digital marketing.
Krista will be here in a minute, first…
Krista Mashore has always been a teacher at heart, so she loves serving people and has turned her attention to sharing the secrets of her success to entrepreneurs, real estate agents and business owners across the nation. Through her coaching, teaching, speaking and training Krista is revolutionizing the way businesses and agents market themselves online. She offers an innovative step-by-step approach on how to gain a massive digital footprint. She also shares her tips on her podcast “FIRED Up with Krista Mashore and in her latest book, “The Ultimate Digital Marketing Playbook”.
Today we talk about what it takes to grow your business from zero to 7.5 million dollars in 25 months using online digital strategies – and what it took to win four prestigious Two Comma-Club Awards.
Let’s put on our wings with the inspiring Krista Mashore.
Melinda Wittstock: Krista, welcome to Wings.
Krista Mashore: Thank you so much for having me, Melinda, I really appreciate it. I’m excited to be here.
Melinda Wittstock: Yeah, me too. I mean, anyone who grows a business from zero to nearly seven and a half million dollars in two years, I mean that’s impressive growth. Tell me, what was the secret of that fast growth?
Krista Mashore: First of all, you have to love what you’re doing because it’s definitely hard. I think it has a lot to just do with the fact that I served before I sold, so to speak, and I utilized that doing video. I made sure that I really spoke to the problems that my client avatar was having so that I could be the solution. Before ever asking them to do anything like download a lead magnet, or collect their information, I just positioned my content in front of them first, to establish myself as that authority figure and to build trust.
Melinda Wittstock: Right. So, how much time did you invest in that? So that’s kind of the, “Okay, I’m just going to help you with something. I’m going to solve a problem and build trust,” but what is the length of that engagement? How much do you give before you say, “And, hey, by the way, now you got to start paying me.”
Krista Mashore: Yes, yes, yes, yes. Usually around 30 days, but it kind of depends upon the behavior of the [inaudible 00:01:24]. So, for example, when I put content out there I always run ads behind it, and I really specialize in Facebook Ads. So, you can tell when somebody watches an entire video. So, if I can tell that an audience is watching, what they call through play, an entire video, let’s just say digital marketing. They’re probably interested in digital marketing, so I can continue to put content in front of them two or three more times, and if they’re still interested in it, watching it, because I’m continuing to target and to re-target people, you know they’re probably pretty interested in digital marketing. That’s when you’ll start saying, “Well now, click here, or download this thing, and then eventually you’ll have them give you their information.
So many people just go straight to, “Download my PDF,” or “Here’s this,” which means that the person on the other end has to give them their information. That’s really, really hard for a lot of people because they’re being sold all the time, and people are afraid, too, to click a lot of the times because there’s so much spam, and that sort of thing. You really want to make sure that anywhere you take someone that it looks very similar to the first place. So, in other words, if you are using a landing page, or a video, that was really bright and colorful, you wouldn’t want to take them to another page that’s black and white, you really want everything to look the same, even having the same outfit on, and that type of thing, so that they’re safe clicking.
Melinda Wittstock: That’s really smart. So, quite a few gives of just giving content, giving, giving, giving, giving, and you don’t really start to even go for the even the click into a free lead magnet until such time as you know that they’re already engaging with you. So you’re really looking at the analytics it sounds like?
Krista Mashore: Absolutely, absolutely. I think that’s where a lot of marketers they don’t look at the analytics. They don’t see what the numbers are saying, and that kind of thing, and that’s really, really what’s helpful. Also, understanding you need to pre-frame, meaning … So, there was a study, there was this book I read called Sway, and there was a study done at a university. Basically, there was two groups of people in a classroom. The professor was off, they were doing the study. The professor was gone, they had in a substitute. They gave these students 100 bios. So, 50 of the students got a bio, and they were all exactly the same, so everyone got the same bio, but 50% said that the professor was rather warm. The other 50% the bio said he was rather cold. Everything else was exactly the same. The accolades, the experience, everything about these bios except for rather cold and rather warm.
Well, at the end of the training, at the end of the class, they gave them a survey asking how they liked the professor? The ones that got the one that said he was rather cold said that he was pompous, and arrogant, and he wasn’t a very good trainer or a teacher, and they were dissatisfied. The ones that got the biography that said he was rather warm, said he was just funny, and very nice, and eloquent, and great speaker, great trainer, and they were satisfied with the professor. Why this is so important is because we have to understand the pre-frame, what we’re giving people from one phase to the next, as we’re starting to move them up our customer acquisition phase is very, very different.
So, in other words, what I’m going to say to a cold audience, meaning audience that doesn’t know me, an audience that doesn’t know that they have a problem, or they don’t know there’s a solution to the problem, or maybe even they can be helped, but they don’t even realize they can be helped. They don’t even realize that they have a problem and there is a solution. Those are the best type of cold leads to really help, because they become like the most loyal customers. So, what I’m going to say to a cold audience is very different then what I’m going to say to a warm audience. A cold audience is giving them information, and targeting them with information that’s going to solve a problem, because I can’t be a solution unless I’m solving a problem, and then making them aware of the problem, or making them aware of the solution.
The second phase is I move them up. The next phase is where they’re a warmer audience. Here’s where I’m going to educate them, add value, really serve them, and just continue to hone in on the solution to that problem, or how we can help them. Then, lastly, they go to being a hot customer. A hot customer is somebody who knows they have a problem, knows there is a solution, and knows that you’re the best answer to that solution because you’ve done so well warming them up and educating them.
Melinda Wittstock: That’s so, so smart. When people come into this they don’t necessarily have all the inside skinny on the data. I think the data is really, really vital. So, you have an intuition of what you want to go put out there, you have your expertise, you have your message, you’ve honed that down. Hopefully, you know exactly who your core target customer is, like your avatar. So, a lot of people get that piece right, a lot don’t. For those that do, the last piece of it is actually watching the data, like actually understanding that. Why do you think so many people fail at that? Is it just that they are intimidated by it in some way, or just don’t even know to do it, or don’t know how to do it? I find that people talk about data all the time being so valuable, but then don’t actually use it to make it actionable.
Krista Mashore: I think it can get overwhelming. Honestly, I think it’s, what’s that saying, Jack of all trades master of none? It’s really hard for people sometimes, especially when you’re just starting out. You have to create all your content, and get your stuff together, and then you have to really, really understand who your client avatar is. You’ve got to build your lead magnets, and build your funnels, and do all these things. Then, it’s like you’re just exhausted, so now when you’re launching, and people are clicking, you’re happy.
I’ll give you a great example, so I just did a three-day live event, and we did really, really well on that live event. We only marketed to it for about 10 days, but after the event we analyzed the funnel and we were like, “Wow, so only 12% of the people that landed on this page actually went all the way through and gave us their information.” It’s really, really sad that we didn’t catch it during it because we’re going to do over $600,000 from a virtual online event, and we probably would’ve made closer to a million had I caught that the landing page was converting. They were giving us their information. They were actually putting it in, but then the next phase where they had to join the Facebook group, and start to get what else to do, only half of those people were actually giving us the information. So I said, “Oh man,” there was a problem there.
So yesterday I identified that, we were looking at it and I was like, “You know why it didn’t convert, because this looks like a PDF.” There was no direct buttons, step one click here, click this link. This link takes you to directly to the Facebook group. Step two, it just didn’t have that. So, we lost a lot of people. So, the hardest thing is actually getting them to give you their email address, and so I think we sold 696, and then we ended up only having 344 actually end up where we wanted them to, so we lost so many people. We probably, had I have caught that we would have doubled our sales. Sometimes we just have so much going on it’s difficult to do.
Now I know in my checklist to make sure that when we’re running an ad for two weeks, and we know how lucrative it can be, and how many people we can help, because we really want to make an impact in the world, that we could have helped a lot more people had we caught that earlier on. Now it’s just a matter of talking to my team about it, and we met yesterday, and analyzing it. So, you make mistakes along the way. I’ve only been doing this for three years, and you make mistakes. I’ve made plenty more than just that. So, you just got to keep on [crosstalk 00:09:23].
Melinda Wittstock: So, it’s an iterative process, and it’s kind of learning with each step along the way. So, I’m curious about your team. What’s the composition of your team? How many people do you have supporting you How does all that work?
Krista Mashore: I have got two people that are in the marketing department. They are located here in the United States. Then, I have about five people in the Philippines that actually assist them. I’d never, ever had had anybody in the Philippines before, but when COVID hit we were at like a six-week burn rate with our company. We didn’t realize it where we’re at, and so I kind of panicked. So, we made a couple changes and we hired, we really took some people that we had in the Philippines, and we just kind of expanded upon that. So, I’ve got about five people in the Philippines. Here locally with me, I have a director, she’s a COO, that’s just my right-hand person. She’s just one of my best friends, since we were seven as a matter of fact, and really kind of helps oversee everything.
Then I have three sales, we just added one, so four salespeople. So, we’ve got a lead, two salespeople that are on the phone, and then we’ve got one person on the phone that kind of tries to help go through the list and get more appointments for the salespeople. So what did I say? It’s probably around 10, 11 people. We were at around 20 at one time, and it was just too much, and it was just too hard to manage.
Melinda Wittstock: How did you scale that team up, because we’re talking zero revenue, like you’re just starting out, to seven plus million dollars in two years. So, how did you scale your team?
Krista Mashore: We just actually hit eight figures, It took us 35 months to do-
Melinda Wittstock: Oh, congratulations, that’s fantastic.
Krista Mashore: I’m excited I got [inaudible 00:11:22] award [crosstalk 00:11:22]. I was excited about it, so it was just an award, but there’s not many women that can do that in a year so it’s nice. I think at first I was trying to hire people too fast. I really wanted to grow fast. Sometimes when you grow too fast you’re not as profitable because you’re not really watching everything. For me, I’m not the best manager. It’s hard to manage 20 people. We also would hire like this person to do this project, or we’d hire out somebody to teach us Facebook campaigns, or hire this person out to do YouTube, or whatever it might be. I’m just using examples. We [crosstalk 00:11:51] do it in house, but we realized that, “Man, were popping down 20,000 a year or 30,000 a year.” I kept on hiring mentors and trainers. I think I did it a little too quickly and was too quick to kind of pull my checkbook out, if that makes sense, because I wanted to scale so fast.
What I tried to do is think about where we were at, and always anticipate growth, and understand what we were lacking. So, in other words, at one point I ended up hiring somebody who was kind of like a human resources director, to make sure that I was in compliance and doing everything right. We really didn’t need her at that time because it was just such a small, 20 employees. It didn’t make sense to have human resources director for 20 employees, so we kind of had her do other things, and eventually we actually phased her out because there just wasn’t a need. I would say really, really try and identify what you’re good at, and what somebody could help you with that maybe you’re weak in.
For example, I got to a point where I didn’t want to have to run my own Facebook Ads, so I hired my marketers to help me with that. I’m definitely not good with creating pretty things, and making them look good, so I hired someone to do that right away. That was a marketer. That’s a whole new story. Melinda, we could be on hiring forever because-
Melinda Wittstock: It’s really important. I’m asking you about it because it comes up often on this podcast. A lot of women tend to hire too late. They do the opposite of what you’ve done, because they’re worried, “What if I don’t have enough money to pay this person?” Or they just have that thing that so many women have where they think they have to do it all, and kind of put themselves last. They have to perfect it first before they can invite anyone else onto their team. It’s one of the single biggest reasons why only 3% of women actually make it to a million dollars, or more, in their business.
Did you start to go for domain expertise? Like, “Okay, we need someone to run our YouTube. We need somebody to run our Instagram. We need somebody to crank out our funnels. We need somebody …” Did you do it that way, or was it more like having … Sorry, I’m just going to stop there. Is that how you did it, or a different way?
Krista Mashore: It’s a great question. At first, I used to run my own Facebook Ads. We actually teach professionals how to run Facebook Ads, and we were doing awesome on it, but it was more on a local level. Once we went national we started increasing our ad spend. There was a time where we were spending $120,000 a month on Facebook Ads. Now we’re down to around 50,000. We’ve been able to scale our Facebook Ads down and still have just the same result just by really analyzing the numbers, and being top of it, and all that. Now we do have somebody helping us run our Facebook Ads. I went through three different Facebook Ad manager people, so be careful with that because a lot of them their answer to making your ads work better was just keep increasing what you’re putting down.
Melinda Wittstock: Increasing the spend. Yeah, it’s really difficult to evaluate who’s actually good, because there are so many people out there who claim it. How do you validate that actually that’s, say for instance, let’s dig down on that Facebook Ad thing, because you’re obviously an expert in that. How do you assess, or validate, if you’re not an expert in it if you’re hiring someone who is actually going to be good?
Krista Mashore: Really, really make sure you’re looking at your ROAS, which is your Return On Ad Spend. You can put [inaudible 00:15:38] dollars out, you could do that all day long, but there’s, certain industry standards for specific businesses, or professionals, or whatever it might be. For example, if you’re doing a challenge, and the cost of getting people in … We just had one, and the cost of getting people in was between $12 and $13, which is just phenomenal. That might not be industry standard, it might be closer to 50 or 60. Know that prior, and you can find that out by you entering various groups, and kind of asking a lot of questions. You’ll be able to figure it out, and just watch the numbers.
As you’re building your funnels, so at first we built them in-house, then I ended up hiring an expert funnel builder. It’s not like you need 50 funnels. You need one or two really top funnels that convert. You have to understand, so you could have a great funnel, but if you don’t have traffic to it, it doesn’t make a difference. Or, you have traffic but you don’t have a great funnel that converts, it doesn’t make a difference. So you’re constantly looking at how these funnels are converting, and seeing where people are stopping, and then going in and changing them. Having a really good call to action, and really a “Here’s where you are, here’s where you’re going to be.” What’s the benefit? What am I going to get from this? What result am I going to get? Not so much, “Well, you got to attend the event, and you get to learn Facebook Ads.” I want to know what am I going to get? What’s the result I’m going to walk away with? Really make sure your messaging is targeting those type of people.
To get back really, it’s what you asked about hiring. Here’s what I’ll tell everyone. “I know it’s scary.” It’s very, very scary. I remember there were times where I’d be on a Zoom being with my team and I’d be counting like, “Oh my God, there’s 18 people on here.” My mind would be doing 18 times whatever a month, and I’d just started freaking out. So I get it. I have always found, even before this business I also was a real estate agent and I hired before I needed to then. It always just helped me. So, there’s just only so much everyone can do. Be resourceful, you can find, maybe there’s mothers that are staying at home that will work for an affordable salary. Maybe there’s even somebody that might, maybe you’re good at Facebook Ads but they’re good at writing copy, or creating beautiful stuff. You could kind of be resourceful and work with each other. There are so many ways of doing it, but one thing I will say is that hiring somebody to help you with the things that you’re not good at is going to help you [crosstalk 00:18:08].
Melinda Wittstock: It’s vital. Yeah, that’s vital. That’s kind of one of the main predictors of success in business. Also, something you said just a moment ago is hiring before you’re ready, because the worst position to be in … I know this, I’m on my fifth business now, is that moment when you suddenly hit growth, and you’re growing, and you don’t have things in place, and you don’t have the right people, you don’t have the systems. Actually that’s when businesses are actually at their most vulnerable, when you’re growing really fast and you don’t have that stuff together.
Krista Mashore: True. Absolutely, so, so true. Yes, yes. It is scary. Oh man, it makes me sad to hear that only 3% of women, I didn’t know that, hit a million.
Melinda Wittstock: So your accomplishment is truly, truly stellar. I don’t know what the percentage is for men, but I think it’s for women, I think, one of the reasons why there’s so few that hit that million dollar is they stay stuck in a non-scalable practice of some kind. Whether it’s just a non-scalable business model, or it’s not hiring fast enough, or just not thinking big enough, creating a small business from the get-go rather than daring to like, “I’m going to go create a whole new category,” or, “I’m just going to go disrupt an industry,” or, “I’m going to …” Do you know what I mean? So, sometimes we get imprisoned by our thinking in terms of what we think is possible for ourselves. I see that manifest in all of those ways, and more, for one of the reasons why women don’t often get beyond that sort of say 500,000 or 600,000 or 700,000.
Krista Mashore: No, I think their minds, you have to have the belief system, you have to believe that you can do it. I think many women for whatever reason they just lack that. It’s so funny, I was a teacher and I left teaching to get into real estate. That’s another story. I was doing over a million dollars as a real estate agent, and when I wanted to leave real estate to be a coach my family was like, “What, why would you ever … That’s weird, Krista, normal people aren’t really successful in a profession and leave it. It’s really, you’re doing so good why would you want to leave?” I said, “I just know I can help a lot more people. I’ve already mastered this. I’m not happy anymore.”
So, that’s when I went into coaching, and I’ll say it was hard. I remember sitting in my kitchen crying and like, “This is so hard, it’s not working,” and my husband saying, “You need to do the things you taught your students, it’s buck up and keep going.” I was like, “Okay, you’re right,” and we just kept going. You have to be willing to take a risk sometimes. I left a healthy profession as a real estate agent doing just under two million dollars a year in gross commissions bringing home, and to go do something totally new. I lost money at first. In fact, it even took us some time to become profitable, but now we are,
I’m so happy. I love what I’m doing. Sometimes it isn’t even just about the money, but when you really, really can find what it is that you really enjoy doing. Just because you’re good at something does not mean that’s that thing. When you really enjoy something, and you feel like it’s as though it’s not working, that’s what you want to kind of hone in on. Or, is there an experience that you went through that you were able …
Let’s just say you went through a divorce, and you were able to do it to where you absolutely, the kids were good, and you did it. What’s that word? You got along, you got along [inaudible 00:21:37]. Maybe you have this expertise where you could show people how to go through a divorce without disrupting their family and making their kids crazy. That’s something. Everybody has something that they’ve gone through, or that they’re really, really good at that they can actually add value to the world. I think when you can figure that out and really, really hone in on the problems that people are having, and how you can help them solve those problems, you can be the solution, and your messaging, and your copy, and your videos, and your content all … I have people tell me all the time, “I feel like you’re speaking directly to me.” That’s when you know, that’s the easiest way to be successful, and then believing that you can just do anything you want in the world, spending time on a daily basis thinking about that, and keeping your mindset positive.
You don’t see it but I’ve got this little bracelet on. You can hear that, but I’ve got this bracelet on. I wear this bracelet and anytime I say anything negative, or think anything negative, about myself, or my business, or my family, or my marriage, or whatever it might be, I snap that bracelet, and I rephrase it and I put it on the other hand. It just helps so much because our mindset, and the things we say to ourselves, it’s the most important part of starting our business, or continuing to do well in our business, more than anything else.
Melinda Wittstock: It’s all a mind game. I mean, the whole thing. All of it comes from within us. If you believe that you can do it, your chances of actually doing it are like infinitely more, but the minute you think you can’t, or you allow fear to stop you, or make you procrastinate, or sometimes it exhibits subconsciously in perfectionism say. It has all kinds of different ways, fear can often drive us completely subconsciously where we don’t even know that we’re reacting rather than acting, or taking what we perceive as easy choices, Where the real growth happens is usually outside of your comfort zone.
It takes kind of a lot of bravery and courage to be an entrepreneur to begin with. Also, the ability to accept that failure is part of the process. I can’t imagine just all the times, and all the ways, just say over that two-year process of growth that you were talking about, where you had lots of little micro failures, maybe a couple of big ones, right?
Krista Mashore: You have to just start. I think one of the things that’s helped me be very successful is I just start. So many people are getting ready, and they’re aiming, but they’re never firing. Especially women, we want it to be perfect, and we want it to be just right. We want to make sure that everything’s done. When I have good ideas I start, and I learn along the way. I think one of the things, and this is true in many successful people, is that they start, they take action, and they implement. They aren’t just listening to podcasts all the time, and going to trainings, and reading books. They’re actually going to a podcast, and listening, and then doing it. Reading a book and then doing it, and not trying to just be a serial learner. They’re actually implementing. In most cases, when you look at a successful person maybe they’ve fallen 10 times, but they succeeded 3 out of the 10, but they haven’t even started yet because they’re still so worried about it being perfect. You’ll learn so much along the process.
I was just even thinking about over the past three years how we brought the customer in. At first it was I wrote a book, and I brought the customer in through Facebook Ads through the book, and that was very, very successful. Then, we started adding an application, Facebook Ads to an application, and that was successful. Then, it stopped working quite as well, it had ad fatigue. Then, we did a challenge and we brought people in through the challenge, and we found that the more people are with me, the more warm they are, they’re ready to sell their first-born child to be able to work with me, after the challenge.
Then, after a while that kind of started fading out because of COVID, and everyone was running challenges. Then, we went to a two-day event. We’re learning along the way, “Oh man, we didn’t even need to do the challenge, because that’s a five-day thing, and then that five days it takes them another six weeks to get to the live event. We should just go straight to the live event, because then they’re indoctrinated and we can really, really help them in that two days. We can get their belief system up and now they’re ready to go.” We didn’t just stay with the book. The book [inaudible 00:26:21], but then it kind of stopped. I was like, “Okay, how can we make this better? How can we improve?” It’s a constant work in progress, and it’s not about doing so many things.
My word for this year is leadership and refinement, everything that I have. It’s great we had too many. That’s why we’re considering not even doing the challenge anymore, just doing the two-day event. I want to refine it, I want to make it the best it can be. I want to really hone in on it and see how I can improve it. Once we’ve gotten it to that place then, “Okay now, can we add something now?” I always tell my students, “You want to learn, implement, master, repeat,” Learn … repeat, because at the time I’ve gotten that funnel perfect, or that podcast, or whatever it might be, well, it’s time for me then to go back and see, “How can I change it? How can I modify it? How can I optimize it?” That’s the same thing with your work.
I look back three years ago from my students, the programs that I have for them. I mean, it’s like a completely different program now. My students say all the time, “We love it. You’re always changing. You’re always innovating. You’re always helping, giving us value.” The reason for that is I know the cost of acquiring a customer. It’s so much more affordable to keep the customers I already have happy then trying to continue to find more. So, that same process learn, implement, master, repeat, also goes with who you’re serving, and who you’re adding value to, and how can you give them the very best experience so they get the very best result?
Melinda Wittstock: Absolutely. Absolutely right. Your coaching business, tell me a little bit about what you’re coaching. Are you coaching sort of the same things that you’re doing?
Krista Mashore: Absolutely. Everything that I do I coach. When I first started coaching I gave 40 people my program for free to make sure that I can get them a result. Once I knew I could, I was like, “Okay, game on.” I teach people how to utilize video to stand out as the go-to authority, how to properly distribute that video so it’s actually getting seen. So, we [inaudible 00:28:25] an average of 400, 500, 600, 700 hours of watch time on every single video that they do, and then we teach them how to target people and re-target people so they continue seeing that content, and making sure that what they’re putting in front of them is something they’re actually wanting to watch and interested in. That’s how they become the go-to authority. Obviously, you’ve got to commit to consistently producing content correctly, correctly meaning correctly getting it out there so it’s actually being seen, and correctly meaning giving them the right content. If you do that you’re going to make a connection, so you’re going to convert more clients and customers.
The whole, every single part of those, I call it the eight Cs, is really, really important, but the correct way is massively important, because if you’re creating content but no one’s seeing it, it doesn’t make a difference. If you’re creating content and people are seeing it but they’re not actually clicking because it’s not the right content because you forgot the pre-frame, what they want to see, it’s not going to make a difference either. So, making a connection is huge. Your listeners, Melinda, they love you, and they know you. They’ve developed a relationship with you. It’s actually called a parasocial relationship, it shows that some people can have a one-sided relationship with you, because they hear you.
Video is the same thing. People are starting to develop a relationship with you. They start to see you as somebody that they care about, and that they trust, and that is an authority figure. That’s where you’re able to convert. So, we really teach people to be their authentic selves. Let’s be honest, people hate video. No one in the world likes to do video, but anybody can learn it, and it’s the fastest way to … I’ve used this strategy with all three of my businesses, all are multimillion dollar businesses, and it’s all from this strategy, creating content, adding value, properly, distributing it, re-targeting people, to become the authority figure.
Melinda Wittstock: So smart, so smart. This is for probably early-stage kind of business owners who are doing a lot of this stuff themselves, and they actually have to learn, so they’re implementing themselves, or whatever? What about for people who are like, “Okay, you know what, I just need to hire someone to do this. I don’t want to actually spend the time learning it per se myself, but I do want someone good just to just do it.”
Krista Mashore: A lot of people do. Here’s what I’ll tell you. So, I really think that there’s so many companies out there that don’t know how to do it right. You have to at least understand the whole analogy of it. You’re going to have to know who your client avatar is, you’re going to have to really hone in on what your niche is, and no one can really just do that for you. They can help you, and we help people do that. We help them identify it and all that, but you have to be a part of the process, or the person, because they’re the only one that truly understands the needs, and the wants, and how they can help the person.
Melinda Wittstock: I get that part of it for sure, but the actual day-to-day execution of the video strategy, or creating the funnels, and looking at the data. Are you saying that really it’s really important for a CEO to actually kind of understand all these processes pretty intimately in order to be able to hire the right people to actually go do it?
Krista Mashore: No, not really, but they do have to at least know like the wants, and needs, and desires, of their client avatar, unless their team does it for them. My team knows the client avatar just as well as I do because they’re so heavily immersed. Now they can actually create content for me. So, there are companies out there that do that. We don’t do that for people. We teach people how to understand what the ads are, how to create the videos to where they can, it used to take them two hours to do that and now takes them 15 minutes, or we teach them how to teach their staff how to do it.
Melinda Wittstock: Yeah. That’s an interesting thing. I was thinking that say for my company that would be great as we’re hiring people and building out our kind of marketing team, and whatnot. My intention is to always make sure that they have the latest knowledge, training, all of that, because it really is about constant learning. I could see how that could be effective, as well. Who are your clients mostly?
Krista Mashore: We help, our majority are real estate agents, but we have lenders, and now we’ve just added attorney book, or the Ultimate Legion playbooks, and now we’re helping local professionals like doctors, attorneys, lawyers, dentists. Pretty much this works for anyone, it really, really does. I did it as a real estate agent. I did it as a coach. I did it for a multilevel marketing company. It works for pretty much anyone, but it’s hard for me to tell, “Hey, I’m not identifying my avatar.” If you’re somebody who’s really, really … Especially on a local level, it works really, really well on a local level. Obviously, I’ve done it on a national level, it just takes a little bit more time, and it takes a little bit bigger of a budget.
If I’m a dentist and I want to show up as the go-to dentist in your area, or if I’m a window washer and I want to be everyone’s window washer, you really just start creating content. We helped a company that does, right after the coronavirus happened, they were like the people that were going out to your offices and spray for germs, and all that. They were called the Germ Killers, or something, and they started doing this and their business blew up. They did it in a funny way. So, it works for those kind of people. It especially well with coaches, and consultants, and those kinds of things. It’s just that you’re going to have to eventually start, you’re probably going to need help with your ads, because doing ads on a local level is very, very easy, can be trained very, very easily. Doing it on a national level is a little bit more tricky, unless you absolutely know who your client avatar is, and who you’re going after and where they’re at, so you can target them, and all those good things.
Melinda Wittstock: Right, absolutely. As we wrap up, because there’s so much more that we could dig into here, Krista, and thank you so much for going into all the detail. What are the hot new social, digital, media trends for 2021, that people have to be on top of?
Krista Mashore: I’m glad you asked that, and I’m so sorry I was late. Everyone needs to be on Clubhouse, including you. Okay, so …
Melinda Wittstock: I am.
Krista Mashore: … Clubhouse. I just [crosstalk 00:34:59]
Melinda Wittstock: I am, I got one of the early invites. I’ve just been, I haven’t actually really used it properly yet. So, this has been nagging me that I got to get in there and use it, but I’ve gone to a few things, and I’m just thinking about how I want to use it best.
Krista Mashore: Clubhouse is an interactive app where it’s just your voice. You have to be invited via an exclusive invite, but it’s getting easier and easier to get in. I’m getting my students in all the time. It’s getting easier and easier to get in, but everything is in real time. Also, it’s a collaborative. If you think about Facebook, Facebook is like you’re pretty much on your own. YouTube the same, it’s like you’re talking at somebody. With this you go into a room and there can be 500 people that are in your same business that you can collaborate with.
You can go into a room of an expert that you want to learn from and you can ask them questions. We have Grant Cardone on there, Russell Brunson. You see all these major names. There’s famous people on there, and you can ask them questions about anything. It’s a great way to add value, to position yourself as the authority figure in your area. I encourage everyone to get on it right now. I believe it’s going to surpass Facebook, because it is just voice, and so many people have problems with video, and they’re nervous, and subconscious. Even though video, I believe, is the fastest way for you to build trust and to make massive movement in your business, I will say that.
Melinda Wittstock: Absolutely right. Krista, thank you so much. Just before I say goodbye to you I wanted to videotape. Krista, I want to make sure everybody knows how to find you, and work with you. What’s the best way?
Krista Mashore: Oh, thank you so much, Melinda. So get, you go to getkristasbook.com. That’s getkristasbook.com. It’ll bring you through our book funnel, it’s a free plus shipping funnel, which means you’re just paying for the shipping, and the fulfillment of it, so it’s around $10, and we’ll get you a copy of our Ultimate Digital Marketing Playbook for Dominating Your Area.
Melinda Wittstock: Wonderful. Thank you so very much for putting on your wings and flying with us today.
Krista Mashore: Oh, I had a great time. I really appreciate you. You’re awesome. Thank you, Melinda.
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