5 Costly Mistakes Business Owners Make

Many of you have heard me talk about my mission statement, “Make money, make memories, make a difference.”  

 

Part of that is giving back and sharing a legacy of lessons.  

 

Today I’m going to share with you what I’ve discovered to be the 5 common mistakes business owners and entrepreneurs make.

 

I’ve always had a desire to pursue entrepreneurship. Almost immediately once I graduated high school I chose to jump right into the idea of starting a business. It’s sometimes been a painstaking process, but I’ve learned so much along the way. 

 

Having been in business now for almost 30 years I’ve got lots of experience to share.

 

Whether you’re just starting out, you’ve been building a business for many years or you’re somewhere in between, my hope is to help you avoid mistakes that can be both emotionally and financially taxing. 

 

Years ago, someone taught me that there are three kinds of people in the world. People are either stupid, smart or successful. Stupid people never learn from their mistakes, smart people do, and successful people learn from the mistakes of others. 

 

There is value in not making the same mistakes over and over.

By learning from your mistakes, you’ll save yourself time and money, not to mention a lot of pain and frustration.

 

Costly Mistake Number 1:

Not investing in customer acquisition 

 

The real world is investing. I’ve seen business owners and entrepreneurs look at advertising and marketing as an expense when really it is an investment. When you invest money in advertising or marketing and it results in new clients or customers that means you are going to see an increased return. Value is key.  

 

If you understand the value of a client or customer, you will be able to make an informed choice about how much to invest to acquire them.

 

 I have a formula that I use and I’m willing to share it with you. 

 

For example: 

 

If the average client does business with me for five years and on average they spent $1,000 per year then their average lifetime value is $5,000.  

 

Now, let’s say that I have a 50% gross margin, then I can estimate a gross profit of $2,500 from this customer!  

 

Using this formula, I now know I can invest up to $2,500 before I start to lose money. It’s important to look at client acquisition as an investment. You’re investing in a client who is worth more than you spent on them. 

 

Let’s look together at what could happen if we talk to ten people who are interested in your business.  

 

Each person has a problem and are ideal prospects as clients. If we apply my $2,500 scenario we know our gross margin on a new client over their lifetime is $2,500. In theory, we could spend $2,500 on acquisition, but we don’t want to. 

 

Let’s consider spending $500 to get that first client.  We’re going to call that $500 our acceptable CPA or cost per acquisition of a new client. Let’s assume we need to talk to at least ten people to acquire at least one new client. 

With this information we can generate our lead cost by taking our CPA ($500) and dividing by the number of people we need to generate a client (10). At this rate we know our lead cost would be $50. Now we know we can invest $50 generating each lead.

 

At this point you could say to me (or your marketing team), “Hey, JP!  I want to grow my company by one thousand new clients over the next ninety days (or whatever your time period is)”. 

 

Because you’ve calculated your numbers I know that I can spend $50 per lead because ultimately, I can spend up to $500 acquiring a new client for you. This is surely an investment. You’ve paid $500 to generate $5000 worth of sales. Profits this high are like trading dimes for dollars.  

 

If you had absolute certainty that every dollar you spent would investing in client acquisition would generate a profit, how often would you invest?

 

I owned ad agencies in the 90s, people used to talk about their ad budget. You would hear them say “What’s your advertising budget?” 

 

These days it’s not useful to have an advertising budget. 

 

As long as clients or customers are generating a profit for you why place a limit on how much to spend on their acquisition?  

 

Whether you’re running your own ads, you have someone else doing your marketing or you’ve got a company like ours to generate leads for you, it’s important to be consistent and generate leads on a regular basis.  

 

Client acquisition is the biggest investment you can make

 

It will bring you a return again and again. It’s comparable to putting money in a bucket, dropping that bucket in a well, and then it comes back with more money inside. 

 

Sometimes business owners and entrepreneurs don’t get their desired results from investing. I’ve heard people make assumptions that advertising doesn’t work in their particular industry or that Facebook or LinkedIn doesn’t work for their industry.  

 

The fact is, if you have an audience with a problem and that problem is so intense that the audience is willing to trade dollars for a solution then you can reach them.

 

You just have to have the right formula.

 

Costly Mistake Number 2:

Building a business based on a clever idea instead of the market’s problem 

 

New businesses are popping up everywhere as though it’s become trendy to be an entrepreneur. This is interesting because I remember a time when being an entrepreneur seemed too risky. 

 

Most people thought it was wiser to go get a degree and then a Job and have a career. In the last decade or so entrepreneurship has really come in vogue. Guys like Bill Gates and Mark Zuckerberg and plenty of others have abandoned college all together and lived on to be incredibly successful. Those men and women helped pave the way for entrepreneurship to be widely accepted. 

 

Entrepreneurship is a great thing but it’s not for everyone

 

The problem many people have is that they don’t know where to start so they start with a clever idea. They think to themselves something like, “This could be really interesting, or fun, or popular.”  They use those thoughts to launch their business while borrowing money from somewhere for startup fees. Then they use most of that money creating product, filing a patent, setting up the structure, hiring people and buying equipment. 

 

When they are finished building they ask, “Where are all the customers?”  But they have no money left for acquiring them. Another scenario is that they do have a budget for customer acquisition but they don’t know how to use it. This would be similar to deciding you want to learn archery. You buy bows and arrows, you find a safe field to practice in, but then you look around confused about where to aim; you have no target. 

 

 If you start a business based on a clever idea instead of the market’s problem, then you have no target.  

 

You have to define your target audience first otherwise you’ll be in a field firing arrows all day and never hit a thing.

 

Figure out what the solution is first. Never create a product or service that people don’t want to buy.  

 

Often the most successful products or services are things that seem really mundane. I know this incredibly wealthy family down in South Florida whose entire business is making nuts and bolts. It’s that simple, literally nuts and bolts! Another guy I know is successful from renting out storage containers and railroad car storage containers. Some of the most successful business ideas may not be the most exciting or the best conversation starter.  

 

Create a business that solves a problem so big and frustrating that people are willing to exchange their dollars to buy your solution.  

 

I guarantee that if you start here you have a chance of succeeding. 

 

As I’ve said, I have been building companies now for almost 30 years. In that time not every idea I’ve come up has been successful. 

 

Costly Mistake Number 3:

Not being willing to change directions or pivot away from an idea that’s not working 

 

I remember seeing an interview with Elon Musk from Tesla, Space X, etc. where he said many great businesses, including Tesla, were founded on failed assumptions; two failed assumptions actually.  The first was that they could build on an existing car frame. 

 

They tried to build on the Lotus frame. The found out that they would have a better result if they built their own frame from scratch instead of trying to retrofit. Their second failed assumption was the cost of batteries. 

 

All of us business owners and entrepreneurs face a challenge when our assumptions are wrong.  

 

Shouldn’t we fight to make our idea work? It’s okay to give things a little time to gain traction.  At some point though, we must be willing to admit when something is not working. I know this idea goes against all the cute memes we see on social media that say things like “never quit, never give up,” and all that.  I’ve even shared messages like that myself.  

 

The fact still remains that there are times when quitting or changing direction is necessary. 

 

In those times, not making necessary changes would be a guaranteed formula for long term failure. 

 

You have to be willing to pivot. Sometimes the pivots are easy and simple. Perhaps you thought your target market was men and women. Then you realize that women are the ones making decisions about your product or service, not men. At this point you need to pivot your marketing and AD dollars towards a female audience.  Another time, you may create a product or service and it’s the right thing and you do all the right things. 

 

Your utilizing marketing and targeting all the right people and still they’re just not responding. In this instance, I would tell you not to build the empire state building before you figure out if anybody wants to rent an office in it. 

 

Try to find out if someone will pay for your product or service before you go all in.  

 

When the writing is on the wall and you’ve tried all the logical pieces and things still aren’t working then it’s time to change direction.  I’ve heard an analogy about the moon that makes sense now. If you’re going to the moon and your direction is off by just one or two degrees you’re still going to completely miss the moon.  

 

Business can be like that too.  You have to constantly be willing to make changes, check your compass.  A lot of times ego is the culprit. you’ve already told everyone your product or service is the greatest thing since sliced bread.  Now you’re afraid of feeling embarrassed when your idea doesn’t work.  

 

Still, you have to be willing to admit to yourself and then to others when your assumptions are wrong.  

 

At this point you will have prepared yourself to find a real solution.

 

Costly Mistake Number 4:

Not speaking their markets language  

 

Not speaking your markets language could cost you everything.  It can be the difference between failure and success. When creating a business sometimes you do get things right and create a solution that the market wants to purchase. 

 

Then you go out and put together a marketing strategy using landing pages, advertisements, brochures and whatever else.  At this point you have to know what your target market is thinking in order to craft a message that will resonate with them.  

 

Good marketing enters the conversation in the mind of the prospect

 

Many of us have made a mistake by thinking that think we, as entrepreneurs, are the market. This is only true when you’ve created a product or service around your own problem then discovered other people who share the same problem and want to buy your product. Other times you’re not the market. You must develop a profile about your true buyer.

 

 You will have to ask some questions about your target market: What is it they say to themselves? How do they talk to other people about their problem or frustration? Which words do they use? Your marketing will become much more effective if you use the answers to these questions in your strategy. 

 

I hold a lot of webinars. Often when I have people register for a webinar I’ll add a little extra field that asks, “What are your toughest, most burning questions about (and then insert whatever the topic of the webinar is here)?” If I were doing a webinar on increasing sales in your business I would say, “What is your toughest most burning questions about how to increase sales in your business?”  

 

This will produce all kinds of answers from real people. I’ll then put their answers automatically into a spreadsheet, and then a database. Once that spreadsheet is exported I can study line by line what they see to be problematic. I can study the language real people use to their problems and frustrations. It’s simple!

 

 You just need to figure out what the market is saying and then say it back to them.

 

It’s useful to study places where people are asking questions. Back in the day we had forums; today we have things like Amazon and Facebook where people are asking questions about a product or service or topic. We can see exactly how they articulate their concerns. 

 

For example: If you sold some sort of debt settlement solution, you could research all the books on debt on Amazon and then read the customer comments. Even looking at reviews is helpful. You’re looking to see how people articulate their frustration or problem. When you understand your target markets dialect then you can use that in your advertising. 

 

It’s been said, “People don’t want to buy a drill or a drill bit, they want a hole in the wood.”  What people are thinking about is completely different than what the manufacturer is thinking. The drill manufacturer is thinking about types of steel or wood and the effectiveness of their product. Meanwhile the market is concerned with, “Will it make the hole the right size and accurate so that it stays together, and my kids swing set will be beautiful, and I’ll look like the coolest dad in the neighborhood…”  

 

The market cares about results. Some things to consider are: What is your market saying to themselves? What are they waking up at night thinking about? What are their frustrations as it relates to whatever your selling? 

 

Get on the phone with some of your potential prospects or clients and just talk with them. You could ask things like, “What was your solution before you found us?”  “What was it that you liked about what we have to offer?” What problem did we solve for you and why did you make a decision to buy or invest in our product or service?” Their answer will enable you to create a message for others facing the same problem. You will have found how to say the same thing back to them.  

 

You absolutely must be able to connect with your target audience and resonate with what they’re thinking.

 

 

Costly Mistake Number 5:

As a business owner or entrepreneur it may seem like you’re required to be a jack of all trades in the beginning.  

 

Thinking that you can do it all

 

It’s helpful to surround yourself with people who can offset your weaknesses. If you really want to grow as a business, you’ll have to define your strengths and weaknesses. Most of us are really good at one, two or three things. Everything else we are either mediocre or really, truly bad at. 

 

The moment you admit you’re not good at everything is the moment you will elevate yourself and your business to a whole new level.  

 

I’ve often said that the richer I get the less I try to be an expert in all areas and the more I try to find people who are much smarter, more capable and skilled than me. Sometimes it’s a real challenge letting go of things that you are actually good at.  For example: I’ve come up in a graphics background. I’ve created thousands of logos in my lifetime. I’ve done tons of magazines, flyers and brochures. 

 

I’m very capable at creating graphics, but is that the best use of my time? It would be better to allow someone else to handle this task; someone who can do it as well or even better than me. There are some things I’m just really terrible at, like filling out forms or paperwork. I tend to just gloss over it or will do anything to procrastinate paperwork. I’ve found it’s best to have someone else handle it. I’m good at strategy, figuring out what the moving parts should be. Other people are really good at managing others. 

 

I’ve had to figure all of these things out about myself; my strengths and weaknesses. When entrepreneurs don’t figure out their strengths and weaknesses early on then they have a long hard road ahead of them.  

 

When your unwilling to step aside from roles you’re not good at its costly.  

 

You won’t build a business quickly, you’re not producing at your highest level and you’ll make many mistakes. 

 

There are some really amazing, smart people just waiting to be utilized by another with a great vision; they would love for someone with a great vision to come along and invite them to be a part of something cool. 

 

People want to be a part of something that’s happening and moving forward.  You can be that entrepreneur, that business owner who figures out what all the pieces and parts should be and then finds which people can make your vision happen. 

 

I believe that with knowledge of these costly mistakes you now have an advantage as you move forward in your business ventures. 

 

Here are the 5 costly mistakes we’ve discussed:

 

  1.     Not investing in customer acquisition.
  2.     Building a business based on a clever idea instead of the market’s problem.
  3.     Not being willing to change directions or pivot away from an idea that’s not working
  4.     Not speaking their markets language.
  5.     Thinking that you can do it all.

 

 

Because I want you to be successful and I know how useful these tips will be for your business, I have already made a YouTube series about these 5 costly mistakes for you to check out! Watch here:

If you would like to see the rest of my tips about opportunity inside your existing business, follow this link: JPMARONEY.com/CASHFLOW

Opportunities Inside Your Business: Prune Your Advertising! Cash Flow Catalyst #2

Cash Flow Catalyst 2

In this series, I’m talking about opportunity inside your existing business. Because a lot of times there’s sales revenue sitting right under your nose and you’re overlooking it.

When you’re in the business working in the business every day, it’s sometimes easy to miss these profit opportunities. As I’ve talked to entrepreneurs over the years, it’s been very simple for me, from an outside perspective, to pinpoint where these profit opportunities were.

I created this checklist so my readers could use my method as well.

It’s simple to go to a thing like this list and use it almost like a money hunt. Go and look for those hidden profit opportunities, those hidden, overlooked assets in the business. It’s like an Easter egg hunt for entrepreneurs!

If you are more of a video person check out the Cash Flow Catalyst series on YouTube channel, I explain everything here in a really easy to follow video.

Cash Flow Catalyst 2 YouTube

Let’s get started on number 2: Killing your cash sucking advertising

When looking for these “hidden” profit opportunities in your business, don’t always look for more money instead, look to spend less money. Better yet get rid of things that aren’t productive.

If you had an employee in your business and they weren’t producing, what would you do? Either fix it or get rid of them, right?

In marketing and advertising, I find entrepreneurs just throwing money out there, it’s like slinging mud against the wall to see what sticks.

Throwing a Handful of brown earth in the air – isolated on black background

In the old days, before the Internet, it was a lot more challenging to track what worked then it is today. This is one of the things I love about the Internet.

In 2004 when I went all in with the Internet. One of the number one things that attracted me was that every click is measurable. Every visitor was trackable. I mean you could see everyone that’s coming to your website and it’s just gotten better over the last 10 – 12 years.

John Wanamaker said many years ago, “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”

John Wanamaker Quote

Well, with the Internet that’s not actually true anymore. Now, even in the offline world, you can put a mechanic or a piece in that makes your advertising trackable. Maybe a coupon code, something they have to bring in, or a phone number they call. In the offline space nowadays, there’s almost nothing in terms of marketing or advertising that can’t be tracked.

Even with referrals. If I was going to ask my clients to give me referrals and I had an offline local business, I would give them gift certificates to give to their friends.

Why? Because I can track that.

I can see what kind of customers were brought in from the referral, so now I know to invest more money at this end of marketing.

Let’s say we buy so adds on Facebook and people go to our page, we can track every bit. We then get on the phone and close the sale.

That’s measurable and trackable.

Look at your business. If you’re spending $500 a month or $5,000 a month or even $100,000 a month on advertising, whatever that number is, look at those ad dollars and find out what’s working and not working. We go through this same process at Harbor City inc.

We have a three-step process called Tests, Scale, Manage.

So testing is where we allocate a certain number of dollars every day for 10 days.

At the end of the first day, we may look at the results and see that men responded to this ad more often than women. Then the second day we scale, we’re going to eliminate or reduce the budget to the female audience and double down on the male audience. By the end of the second day, let’s say mostly men over 45 are responding. We’re going to reduce or eliminate the lower ages and double down on the upper end.

Now you’re “pruning” your advertising, this is that manage step I mentioned earlier. You’re eliminating the old and what doesn’t work and you’re doubling down on what does work. You’re going to see exponential growth in your business.

So not only do you eliminate expenses that are unproductive, but you actually put that money into things that are working. This is huge. It creates immediate cash flow and can create a multiplying effect on your profits.

If you would like to see the rest of my tips about opportunity inside your existing business, follow this link: JPMARONEY.com/CASHFLOW



Opportunities Inside Your Business: # 1 Identify Your Best Clients

Opportunities Inside Your Business: # 1 Identify Your Best Clients

Cash Flow Catalyst, # 1 Identify Your Best Clients Article Graphic
1 Identify Your Best Clients Article Graphic

Identify Your Best Clients

I’ve been building companies for almost 30 years now. One thing I’ve found in my own businesses, as well as associating with other entrepreneurs, is that a lot of us overlook opportunity.

If you’ve ever seen anything I’ve done, you’ve probably heard me talk about how sometimes entrepreneurs can get too much opportunity. We’re always chasing the next bright shiny object.

That’s not what I’m talking about now though.

In this series, I’ll be talking about opportunity inside your existing business. Because a lot of times there’s sales revenue sitting right under your nose and you’re overlooking it.

This is because you get up every day and go through the mechanics of running the business. When this is all you’re doing, you end up missing a lot of this stuff because you’re so close to your business.

Have you ever heard the saying “Can’t see the forest for the trees”? It’s very much like that.

When you’re in the business working in the business every day, it’s sometimes easy to miss these profit opportunities. As I’ve talked to entrepreneurs over the years, it’s been very simple for me, from an outside perspective, to pinpoint where these profit opportunities were.

I created this checklist so my readers could use my method as well.

I often say that Service to humanity is man’s greatest lot in life. We get back in direct proportion to what we give to the universe, but you’ve got to give a gift first if you want to get one back.

It’s simple to go to a thing like this list and use it almost like a money hunt. Go and look for those hidden profit opportunities, those hidden, overlooked assets in the business. It’s like an Easter egg hunt for entrepreneurs! What’s funny is that when you get into it, they all seem really simple.

I was like “Duh, why didn’t I see that?

The fact is is that we’re just close to our businesses and have to take a step back.

This could be great for a retreat or if nothing else, an offsite day. Maybe pull your top team members together, go rent a board room at a hotel, grab some refreshments and snacks, and pack them in there for a day. Get them away from what’s going on and the mechanics of running the business on a day to day basis. Take this checklist and go down it item by item.

If you’re more of a video person check out the first episode of my Cash Flow Catalyst series on YouTube, we are talking about the same topic.

Now! Let’s get into that list.

Identify the best clients support photo

#1: Your existing client base

If you have an existing business, you have an existing client base. If you want to make more money from the existing business, one of the best things you can do is to look at your existing client base.

Don’t look at it as these are your customers or clients.

Look for your best clients.

You can look for things like

  • They produce the greatest amount of revenue
  • They come back and purchase the most often
  • They give you the most referrals
  • They never complained

A lot of people look at their client list and try to group everybody in together. In almost every business we have pockets of different types of clients, but we also have our best clients. The ones that bring in the most revenue, they’re easy to sell, they’ve fallen in love with your product or service. They trust you.

Look for those particular types of clients and cater to them. If you look at the Pareto Principle, the 80/20 principle, it’s not that everything is always 80/20 it could be 90/10, or 70/30. The idea behind the Pareto Principle is there are certain categories or areas that are smaller than the whole but out produce all of the rest combined.

So if you look at your client base that same way, it’s very likely there’s 10 or 20 percent of your client base that’s producing 60-70 or 80 percent of your sales revenue in your business. Look for those people and find ways to cater to them.

So if you’ve already built a customer base, think about this, you’ve already spent the money once before. You’ve already expended that client acquisition costs, generated the leads, went through the conversion process, and maybe you paid your salespeople for converting the sale.

Once you identify this category of customers that have the highest productivity, focus on them with special care. What you’ll find is that you can actually model those best clients and go find more people just like them.

That’s it for number one on my 17 part list. Check back soon for number 2.

How To Know What Your Target Customers Really Want!

Podcast Audio

Transcript

00:00 Okay. So there’s really three big areas that I talk about that you want to look or that you want to invest some time and energy. And number one is that you want to ask existing customers or clients, talk to them, ask them a question. And so you’re going to be asking them questions about what are the biggest problems or frustrations that they’re trying to solve in their life and especially as it relates to your product or service. So you can do this in different ways. One, you can survey them. So if you have a mailing list or an email list is even better. There are some survey tools out there like survey monkey and other things like that where you can actually send out a survey, uh, by email and get folks to walk through that survey and answer the questions. If you’re going to do an online survey with your existing clients or your buyers, I would highly suggest that you offer them some kind of an ethical bribe.

00:53 What does that mean? Reward them for their time? Give them something, give them a gift card, give them one of your products. Or services, give them tickets to something, something. It doesn’t have to be super expensive, but give them something that rewards them for their time because the information that you’re going to be getting back from them is super valuable. So, uh, conducting a survey is a great way to get more information. Number two, I really like these. It’s conducting actual interviews with them by phone or by video conference. The way that we produced this, um, there you can do it in person and when you’re at an event, if you’re out there and maybe get all of your clients together, if you’re a local business owner, you’re going to invite them all to a dinner or a coffee or a lunch and learn or something, some kind of a, you’re gonna invite them to some kind of a reception and that would give them a chance to interact with you.

01:44 And then while you’re interacting with them, you can ask them your questions and interview them. Just picking up the phone and talking to them is going to make you extremely powerful because you’re going to get it right from their mouth and they’re going to articulate things in a way that you hadn’t even thought of. The words that they say are actually the words that you’ll begin using in your advertising or marketing messages, whenever you get to the next step of putting together your messaging. The third way that you can ask them questions is during pre-existing contact with them. What I mean by that, if you already have a coaching call scheduled with people, if you already have some sort of a strategy session scheduled, if you already have a service call when you’re going out and meeting with your clients on a regular basis, if you run the, the route, you know, or run the traps or whatever and you’re constantly seeing your clients and you’ve already got time on your schedule with them, integrate this Q and A process into those contacts with them.

02:45 So the second way you can research a target buyer is on the Internet. It’s such a powerful tool because we have the ability to search and find things very, very quickly and we have the ability to sort of ease drop on people’s conversations. How do you do that? Well, you can go to websites and look and see what are people doing, what are they commenting? What are they saying? What are the questions that they’re asking? Whenever you look at a blog for example, and there’s comments down below the blog post, what are the things that people are saying? Because if it’s an active blog or an active blog post, you can be able to gather insights from them because they literally sat there and with their own emotions and feelings typed out what they were thinking related to that information. So find articles that are related to your topic that are related to your product that are related to the problem that these people are trying to solve and then see what kind of comments that they put down below that and also find out what kind of questions that they ask in there.

03:46 Another great place online to look is in forums. Now, in the old days we had lots of forums and forums still exist so you can look up like if you’re, whatever your business is, put that in and then forum. So if you are a person that targets copywriters, you can type copywriting forum. If you’re a person that goes after attorneys, you’d type Attorney Forum and you’ll find these on the internet. What are they? They’re communities where people go in and ask questions and then the peers share their answers to those questions. A new variation of that is groups, so on Facebook we have groups. In Linkedin, we have groups and you can go in there. You don’t even initially need to go in there and start answering questions or asking questions or posting. Certainly don’t go in there and start pitching their product or service.

04:36 Go into those groups and just be a fly on the wall. Watch the kind of questions people are asking. Watch the kind of answers that are given? Watch their reactions to those questions that are asked and the answers that are given. Watch what peers answer and additional questions that are asked, that are spun off of that, and you can get entire books of content of understanding into your markets, mean remember we talked about their psychographics, how they word their problems, what they’re wanting, their expectations or dreams, their hopes, their aspirations. You can find out what they’re interested in, what they’re reading, because they’ll say, I was reading such and such book and that it came up and this is now my question and I’m trying to solve this problem, and you’re going to, boom, there’s an author. That’s a name I could target in my marketing. So looking inside those, those groups, super powerful.

Overcoming Adversity Podcast Episode With Guest JP Maroney

Self-described as a serial business-builder, JP Maroney started his first venture at age 19. Soon after marrying, JP and his wife, Tonya, launched an advertising and marketing agency that created print media and eventually ventured into radio marketing campaigns.

At age 22, JP and Tonya created their first magazine, a travel-oriented publication called Escape Magazine. That led to JP buying a weekly classifieds marketing newspaper.

At age 25, JP Maroney lost everything — went bankrupt, and had to scramble to survive — working as a waiter, shoe salesman and pizza deliveryman. But, his fortune changed when he started publishing another magazine, then sold it in 1999.

Then JP launched yet another business as a speaker, author and publisher of training programs. Today, as co-founder and Chairman of Harbor City Capital Group, JP controls ventures in publishing, media, training, consulting and internet commerce.

A thorough researcher, writer and best-selling author, JP is the author or co-author of more than 30 books and audio/video learning systems. His articles and columns appear in dozens of print and online publications throughout the US and Internationally. He has also collaborated, organized and published business and self-improvement books with more than 70 other speakers, trainers and consultants.

A frequent keynote and seminar speaker, JP has lived through what most speakers can only “talk” about. He teaches proven principles, ideas and strategies that have been hammered out on the anvil of experience.

Advanced Email Marketing Tips with JP Maroney

JP Maroney returns to the Coachzing show to discuss advanced email marketing tips that will help you grow your business.JP Maroney – Founder and CEO of Marocom Group

JP Maroney is an American entrepreneur, investor, and philanthropist with more than 25-years experience starting, building, buying, and selling companies in publishing, media, advertising, software, ecommerce, textiles, training, real estate, and consulting.

Most recently, JP Maroney founded Harbor City Capital Management, a private, boutique investment fund specializing in Digital Marketing Arbitrage. Since it’s inception in December 2013, the fund has returned better than 60% ROI.

In This Episode You’ll Discover:

  • Why email marketing is critical to your business
  • How do you generate leads for your email business
  • How often to email your list
  • How to develop great content for your email

Tips From the Episode:

  • You want to keep your list “clean”
  • Google knows if many people are your list are opening and clicking on your links
  • You want to treat your list well so they will stay with you
  • You need to make sure that offer good value to your prospects