David is a Sarasota, Florida-based author, speaker, trainer and consultant who specializes in helping small businesses communicate and attract customers in the 21st Century. On the program, which airs on the Daystar and NRB television networks as well as on a local Fox affiliate in Columbus, Ohio, David and hosts Gary & Drenda Keesee talk about the opportunities that exist in this economy for new business ideas.

I have a fundamental philosophy. Never waste a good crisis!
-David G. Johnson

As a trainer and consultant, David and his company deliver value to clients in the marketplace by helping small business owners and their teams understand the most effective ways to get the message out about their products and services.

As a speaker, David challenges audiences in both the business context as well as in conferences, seminars and churches where he is known as a challenging and inspiring speaker and Bible teacher. His organization, Nourish The Dream, was established to encourage entrepreneurs and would-be entrepreneurs as well as others who are working to integrate their faith and their working lives.

Learn more about Nourish The Dream and the Kingdom Thoughts audio teaching series being offered on the television program here.

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At first I thought,

“Well… they grabbed a 4-letter domain name that’s easy to remember… they couldn’t possibly have intended to connect it to the Monty Python sketch…”

That was when I first started seeing the bing.com commercials about the tangential search results. The commercials are humorous, although for me they purport to solve a problem I don’t have.

But now… they started using the funny little high-pitched male voice saying, “Bing!”

And really… what Python fan in the world could forget this moment from The Meaning of Life?

Until Apple managed to emerge from the 1990s somehow still in business, I had always thought of Microsoft as a corporation that was brilliant in its marketing. In retrospect, my admiration was actually aimed at what I would now classify as business strategy. Apple is without question a brilliant marketing machine, and to say they’ve successfully trumped Microsoft in that department is like saying that Alexander the Great had some military victories.

But I must admit… the “Bing!” thing is a brilliant marketing move on many levels.

Whether the “new” search engine actually offers any unique value remains to be seen.

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Gary Keesee at the Now Revolution Conference

Just flew back in yesterday from this weekend’s “Now Revolution Conference” in Columbus, Ohio, where it was my honor to have the opportunity meet with quite a few entrepreneurs, business owners, and future business owners to talk about marketing in the 21st Century.

My wife and I met Gary and Drenda Keesee last year when they were in town for the Sarasota Financial Revolution Conference. Since that time, they’ve completely revamped the conference, giving it a new name and a new focus. They’ve also completed construction on “The Now Center” in New Albany, Ohio — just outside of Columbus. This past weekend, they hosted the first major conference in that facility and it was absolutely stellar.

Gary’s message is targeted at helping individuals discover and pursue their God-given destiny and to unashamedly achieve financial freedom in the process. These are issues that I’m personally very passionate about, which is the reason that we created our Christian entrepreneurship and business excellence events.

I was honored this weekend to share the platform with not just Gary, but the others who had impactful things to share:

• Drenda Keesee — powerhouse in her on right, having journeyed with, encouraged and motivated Gary in their journey from enslavement to financial freedom. Arguably some of the biggest testaments to her own giftings are their children, whom she home-schooled and developed into some significant young people.  After briefly meeting their daughter, Amy, and son, Tom, I can tell you first-hand that they and their siblings are showing signs of greatness.
• Johnny Hocott — a key player in the Forward Financial Group who I met several months ago when he spent some time here in Sarasota. Johnny is focused on developing and training new leaders and I’ve seen firsthand some of the fruit of his labors in some of the people here in our city.
• Mike Healy — a dynamic and compelling motivator and trainer who is clearly out to win! Mike enjoys cagefighting, which I must confess is something I don’t much about… but it sounds, shall we say… violent? Mike and his wife went from getting eviction notices to a 6-figure income in a 12-month time span and has plenty of important things to share with anyone looking to achieve success.

I couldn’t say enough good things about the event staff, from Jason Freudiger and Amy Taylor to the media staff all the way through to the volunteers. The event ran smoothly despite the inevitable last-minute changes and adjustments. Everyone made the experience a pleasant one.

Did We Meet?

If you’re one of the many people I met this past weekend, I have something for you. Leave a quick comment here and let me know who you are so I can e-mail it to you. Also, if you missed the chance to take advantage of the conference specials, I’ll give you a way to do that.

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It was an honest mistake. I wasn’t aware of his personal — and consequently, their corporate — policy to simply not use that word. It really got me thinking. After all, Zig has been responsible for mentoring and coaching thousands (tens of thousands? more?) of successful people to the top of their game.

So… from here on out, I’m dropping the word. It might seem like a silly or symbolic move, but I had already decided months ago that we — that is me (David Johnson) and my company (Epiphany Marketing) — weren’t participating in it.

So… we officially renamed the event that I’m privileged to be a part of next week with my good friend, Tom Ziglar. It’s new title is:

How to Attract Customers at Low Cost in this Tough Economy

Ziglar Webinar: How to Attract Customers at Low Cost in this Tough Economy

And perhaps a better title would be, “in any economy.” The fact of the matter is that we’ve systemized some processes that any business can use — after all, it’s the very process we’ve used an honed for years in our consulting work — to bring in a steady stream of new prospects, clients and customers.

Sound good? You can do it.

In fact, the Ziglar organization has been kind enough to permit me to invite you to next week’s event.

Go watch the video clip of Zig Ziglar, Tom Ziglar and yours truly, then register. But do it quickly — the space won’t last long!

I’ll see you there next week!

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They do what’s in their own best interests.

Interestingly enough, that doesn’t always mean that they buy the products or services that cost the least. In fact, it is our prediction that in the months (and years) to come, a significant trend will emerge that will leave much of big business sailing off like the Titanic in the direction of the iceberg… unable to change course quickly enough.

The trend?

Buying on real value.

Real value is the opposite of the “China price.” Real value is what we look for when we realize that funds are severely limited, that the probability of increased spending power in the future is low, and that what we purchase today (or this quarter, or this fiscal year) needs to last.

Businesses that understand this trend have the opportunity to act purposefully now — before it gains steam. And it will gain steam. 2009 and 2010 will see significant increases in mortgage defaults and foreclosures, further pressuring the housing market. The global economic crisis will create significant instability in the global supply chain. This will threaten the low prices for the cheap, disposable, planned-obsolescence goods that are the bread and butter of big-box retailers. We’ve already seen this happen with Best Buy and Circuit City, where the goods are non-essentials. But it will move to Wal-Mart when we realize that the toys, household items, furniture — and yes, even clothing — that we purchase may need to last a lot longer than China intends them to last.

And the same thing will occur in the business-to-business world as well. Long term value will begin to outrank short-term utility and low cost.

This isn’t a short-term shift. This is going to be a fundamental swing of the pendulum. The old mentality: solve the problem as quick as possible with little regard for the future… and do it cheaply. This created the “China Price” and the credit boom. Remember your grandma and her shoebox full of cash? Remember how she wouldn’t part with money for anything? Watch for a modern version of it to arise.

What does it all add up to?

Significant opportunity for local, small business. Now is the time to ramp up value. Build products and services that provide significant long-term return on investment — even if it changes your ability to sell for the lowest price. Retrain your salespeople and refocus your marketing message to demonstrate long-term value. Don’t gloss over the immediate benefit, but make sure you’re justifying what you’re asking your customers to spend.

But don’t confuse this new way of thinking for some sort of gimmick. If necessary, go back to the drawing board and retool your products and services. The market is going to expose the charlatans and reward those who are authentically creating value. If you’re concerned that you’ve built your house on sand, now’s the time to find some valuable footing and pour concrete.

That, my friends, is the most valuable New Year’s Resolution your business can make.

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Since I’m a classic “early adopter,” this behavior might seem a bit odd. I assure you it’s entirely pragmatic. The upgrade process, though not complex, can take time — especially if the number of sites you’re working with is measured in the dozens (at least). Then there are the compatibility issues (or potential compatibility issues) with themes (not usually critical) and plug-ins (sometimes these are dealbreakers).

For example, my favorite statistical tracking plug-in had problems with WordPress 2.5 for months. I found some workarounds, but it’s hard to complain or apply too much pressure to a hardworking developer who writes these plug-ins and gives them away. (Ain’t it great?!)

2.7: A Big Fat Exception

Like many, I’ve been paying attention to the previews and the news about the 2.7 release candidates. Like I said, typically this pre-release “hype” doesn’t move me.

I have, however, been seriously looking forward to the re-write of the user interface for the backend of the system. What that means in plain English is that the WordPress developers have given you — as the owner or author of the site — a completely new system to look at and work with. The whole experience of writing on and managing your site is new. Most significantly, they engaged in significant usability testing that incorporated laser eye-tracking and other sophisticated ways of measuring whether or not we’re all going to like it and find it easier to use.

By the way, you can find a nifty preview video posted here to take a look at the new management console.

So… after noticing that the final release had been posted yesterday, I decided to go out on a limb and upgrade one of my newest sites. It’s a personal blog for me (David Johnson) and it’s brand new and doesn’t have many plug-ins installed — nor complex customization — so it seemed likely to be be a good place to test. Very little stuff to break.

The upgrade process was quick and painless. I always back everything up first (good habit), which was what took the longest. And aside from an annoying message about my favorite tagging plug-in which told me I’d have to switch (and which thankfully turned out to be false), there were zero complaints. Initially, I had problems with all the nifty new Ajax features, none of which seemed to work in my browser. After rebooting and otherwise trying to make the problems go away, it occurred to me to empty my browser’s cache. Since I’m a Firefox user and have the nifty “web developer toolbar” installed, this was a mere mouse-click and a few seconds of waiting — not nearly as painful as doing the same thing in Internet Explorer. Voila! Everything worked as pictured in the video.

The result? Let me tell you… it’s gorgeous. It’s delicious. It’s easy to use. It’s very well done.

I’ve not yet tested every single plug-in I use and recommend for compatibility yet, but I’ve now upgraded 3 of my sites. I’ll be shooting a training video on the upgrade process for members of our marketing training program, so let me know if you’re interested in getting your hands on that video (we’ll have a new enrollment opportunity coming up shortly). The members of that program that are currently in training will have the luxury of finishing their training using this delightful new version of WordPress. It’ll be good!

How ‘Bout You?

What?! You don’t have a WordPress-based website yet? Hmmmm… that probably explains why you’re not ranking well in the search engines for your real prospects’ actual searches. Stay tuned for help on that! Or better yet… subscribe to updates over at the Epiphany Marketing site!

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There’s no short, simple answer to this question. And about a year ago, I sat down and tried to figure out the best way to help show our clients, colleagues and friends with small businesses how to put all of this into practice. What resulted was a 12-week marketing training program that we implemented for the first time early this year.

Before getting into more detail, I want to mention that we’re taking the major highlights of this process and presenting them in Sarasota in a half-day seminar on September 27th. Visit Results Now Marketing to find out all about it.

The results have been nothing short of mind-boggling.  Instead of us actually providing services to these businesspeople, we’re simply showing them the process we use. It’s a strategic process, which means that it is transferable and can be adapted to just about any business.

One company put the techniques to work for them and, after having a website for 7 years that never made it anywhere near the top of the search engines, they put a brand new website on the front page of Google (for actual searches that their potential customers would run) in just a matter of a couple of weeks!

(They did it!  We simply showed them how!)

That’s just the beginning… some of the strategies we show have multiplied the revenues in some of our clients within a matter of a few months.

I want to show you how as well. Join us on September 27th for Results Now Marketing in Sarasota.

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So, a couple of recent tidbits from Perry Corneau represent good news.  First, inventory levels are at their lowest in two and a half years.  This is great news, and I can anecdotally attest that I’m seeing fewer for sale signs.  What’s unclear to me is exactly what this represents…

• Is sales volume actually up?
• Are more banks in possession of properties now? If so, it seems to me that they’ve not been good at marketing the properties they own.  And when foreclosure occurs (as opposed to short sales), these properties wouldn’t appear in the MLS anyway.
• Have sellers given up on moving properties as prices have declined?

Another piece of good news: prices are still higher than they were 5 years ago.  In 2003, the market was still on a major upswing, but of course the highest prices were 2-3 years later.

Based upon numerous conversations with those keeping their eye on the market, here are my predictions: prices will continue to drop and volume will begin to surge.  For how long?  I’m not sure, but it seems to me that the “bottom” of this market hasn’t quite yet been reached — at least in terms of pricing.  There are a few investors who are starting to dip their toes into the water, but the buying frenzy that I expect isn’t here yet.

The best thing that can happen for this market is for transaction volume to increase.  This will help prices bottom out sooner rather than later.

And… in the interest of full disclosure… I currently do not have any property on the market. 

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Marketing is at the top of the list.

If you know me, then you know that I’m not in favor of untracked, unmeasurable and expensive advertising anyway.  So, don’t get too upset if you think I’m thinking mainly of advertising… I’m not.  What I’m referring to are the systems in your business that produce new prospects and/or customers on a regular basis.

You do have some of those, don’t you?

If not, then the time has come for you to put some in place.  And fast!  If you do, then it’s important that you proceed with caution if you’re eyeing them in your budget.

2 Big Announcements

First… we are happy to unveil a shiny new blog site that just launched. It is focused on small business marketing and already has a few posts on it (some of which were gleaned from other publications for which we’ve written).  This reflects the renewed focus in our business: Epiphany Marketing.

Secondly… there are a couple of big things coming in the next few weeks.  So, this is an announcement about our coming announcements!  But there will be some significant new opportunities for you as a business person to learn how to use applied strategy along with some free and low-cost technology to make sure that your future customers find you instead of someone else.  It’s going to be big!

Here’s a hint: there will be something happening in Sarasota.

If you’re one of our many readers from across the US and around the world… not to worry, we’ve got something coming for you, too.  Keep your eyes glued to this spot… and the new marketing blog, too!

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Dear Dad,

$chool i$ awe$ome. I’ve got lot$ of friend$ and I’m $tudying and learning ton$. I’m so bu$y, I $imply don’t have time to earn any extra ca$h. I mi$$ you though and $o appreciate your ongoing $upport.  I would love to hear from you.

Love,

Your $on

The Reply:

Dear Son,

I kNOw that astroNOmy, ecoNOmics, and oceaNOgraphy are quite eNOugh to keep even an hoNOr student running. Do NOt forget that the pursuit of kNOwledge is a NOble task, that putting your nose in your books is free and that you can never study eNOugh.

Love,

Dad

What is it about dads and money? When we think of Mom our thoughts are all flowers, hugs and appreciation. However, when our thoughts turn towards Dad things get much more practical.

Some relational experts say that this difference between the roles that dads and moms play and consequently the way we view our relationships with them is possibly why business on Dad’s Day isn’t quite what it is on Mother’s Day.

According to a BusinessWeek article published this month the projected consumer spending for Father’s day this year is $9.58 billion. Compare that to the close to $16 billion spent on Mother’s Day. The average consumer is expected to spend around $95 on Father’s Day, about 60% of what we spend on Mother’s Day.

Hallmark sold over 150 million cards for moms but is expecting to sell somewhere just over 90 million for dads.

Now this is usually where a writer would close the article with a wonderful sentiment about how we love our fathers no less than our mothers. Now that may be true but I want to go another direction.

The economic stimulus checks have gone out and consumer spending rose slightly in May. We all want to support economic growth and we all want to show dear old Dad that we love him as much as we love Mom.

So here it is, lets forget the $95. Let’s buy that electronic gadget that our dads really want and an extra card and take the spending up to Mother’s Day levels.

As a Dad I’m all for it!

Don’t Miss This

And if you want to read a great article on the origin of Father’s Day and chuckle at some awesome quotes about fathers, check out this Christian parenting site from bestselling author (and my good friend) Rick Osborne.

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