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Be So Good They Can’t Ignore You

“Be so good they can’t ignore you” – Steve Martin

I don’t like insurance companies. They are in the business of taking your money, then denying claims. This is true for all insurance types: health, home, and auto. Even life insurance expires once you reach a certain age. Basically insurance companies are in business to make money, not to protect you. Except one: USAA. USAA has created a reputation for itself where its members (including me) are fiercely loyal. How did they do that? Let me give you 2 of my personal experiences.

  1. I was driving my father-in-law’s Cadillac. I pulled into a gas station and drive around the cars that were parked at the pumps. As I was doing this, the person parked at the pump pulled out and side-swiped my car, causing a couple thousand dollars worth of damage. As this was private property, not a public road, we exchanged drivers license numbers. He admitted he was at fault, and gave me his insurance information. At first his insurance company agreed to pay, but then this guy changed his story and they denied the claim. My insurance company USAA, stepped in, paid the claim without hesitation, then negotiated with his company after the fact.
  2. Another time involved hail damage to the roof of my house. My previous insurance company denied my hail claims 3 times! I finally had enough and when USAA started handling home owners insurance, I jumped on board. the next time we had a hail storm, I submitted a claim to them. Even though much of the hail damage was old (because of the previous insurance company), USAA replaced my entire roof.

In both of the cases above, USAA did NOT raise my rates. They merely sent me a note thanking me for being a long time customer. I have to say, that they are so good, they can’t be ignored.

Now let me tell you about Vail Resorts. When it comes to being so good they can’t ignore you, Vail is […]


I recently hosted a podcast with Doren Aldana and it quickly became obvious that we needed to collaborate to help out not only our WebStores customers, but everyone who reads this blog and newsletter.  So, Doren and I are hosting a webinar on Tuesday, May 29th at 11:00 am Mountain Time called:

“HOW TO ATTRACT 5-STAR RAVE REVIEWS ON AUTOPILOT, So You Can DOMInate on Google+, Yelp, etc., and become the #1 choice!


There is limited seating and Doren tells me that this will fill up quickly, so sign up now!

Sign Up Now!

We’re going to show you…

  • The fastest, easiest way to way to dominate Google, Yelp, etc., so you become the #1 choice
  • The biggest reason why you’re unwittingly losing deals to the competition (and how to fix it)
  • How to give yourself an INSTANT PAY RAISE — working smarter, not harder
  • How to systematically convert 20-40% of your client database into 5-star rave reviews… all on autopilot!
  • How to prevent negative reviews from tarnishing your online reputation and brand
  • A proven “set it and forget it” campaign that automatically turns your rabid raving fans into sizzling red-hot referrals
  • 7 ways to LEVERAGE your client reviews once you get them
  • And much, much more! 


Sign Up Now!


What is GDPR and should I be concerned?

GDPR stands for “The General Data Protection Regulation” a privacy law from the European Union that goes into effect May 25, 2018. Even though it’s a European Union law, all online entrepreneurs need to be paying attention because the GDPR will mean major changes for the way we operate. If you use Google Analytics, Facebook pixel tracking, or have an email opt-in on your website, you need to pay attention to this post!

In essence, if you have ANY contact with someone in Europe through your website, such as downloading a lead magnet to get them to sign up for an email list, you MUST comply with the GDPR, even though you are in the United States and are only selling in the United States. You will probably need to re-write your policy page to show that you are compliant. Specifically, the way you collect and handle emails will require a change. Here is the  simplest form:

1. If you offer a lead magnet to collect emails, you CANNOT automatically add those people to your email list if they are in Europe.

2. If they are in Europe and have not previously opted in to be on your email list, you MUST delete them from your database.

3. When offering a lead magnet, you MAY ask them to join your email list, but this cannot be the default. They must specifically state that they want to be on your list.

4. All of this must happen before midnight on May 25th.

Does this mean that you should be concerned and the CDPR police will come knocking on your door on May 26th if you haven’t complied? […]

Being Proactive With Getting Reviews

There is a special offer that I strongly recommend you take advantage of at the end of this post – make sure you read the whole thing by clicking through and reading to the end.

While the number one concern for most small businesses remains, “How do I get listed on page 1 of Google?,” the second biggest concern is “How can I get more positive online reviews?” And interestingly, these two concerns are intrecately tied together: the more positive online reviews you get, the higher you are likely to be shown in the search engine results. And, believe it or not, you can actually control how many online reviews you get. I recently interviewed Doren Aldana of for my podcast ( about this topic.

There are lots of places on the internet where people may be leaving reviews about you: Google, Facebook, Yelp, Amazon, AngiesList, Trip Advisor, Yellow Pages, Manta, Better Business Bureau (BBB),  FourSquare, and many industry-specific sites like Houzz,, Edmunds, OpenTable, and HealthGrades .  Yet, businesses are often afraid to manage customer reviews on business review sites as they don’t want to end up in one of these situations:

  • receiving zero business reviews
  • receiving zero recent online business reviews
  • receiving negative online business reviews

Unfortunately, these businesses are missing out and hurting their business through inaction, as reputation drives both traffic and conversion. Online reviews and ratings heavily influence consumers’ purchase decisions and can make or break a business. A number of research studies suggest that online reviews are more trustworthy and useful than branded social media content, advertising, information from salespeople, and even natural search engine results. Here are 3 factors you want to consider when getting reviews: […]

Influencers: Ordinary People With Superpowers

People are tired of sales pitches. I recently had a friend unfollow and vow to never support a brand because of retargeting ads, as she found them invasive. We are all inundated with marketing messages constantly and consumers are sick of it. How then, as a small business, can you get your message heard? Influencer marketing has become the big buzz word in the last year or two, and the reason is simple: it may be the only real way to get your brand’s message out there!

What exactly is influencer marketing and how can a small business participate? First, let me be clear: many people are jumping on the influencer marketing bandwagon like it is something new. It is not – influencer marketing has been around since Eve convinced Adam to eat the apple. Despite what many people are promoting, influencer marketing is not simply Instagram models with lots of follwers posting photos wearing the latest fashions in exotic places. Influencer marketing instead is about getting someone to take action!

Influencer marketing is about getting someone to take action! Click To Tweet

Consumers may have stopped trusting brands and ad campaigns to tell them about useful new products and inform them how well something works, but they haven’t stopped needing those things to make their lives better. So, where did they turn? To each other! Influencer marketing used to simply be called word-of-mouth. The problem is that word-of-mouth wasn’t very scalable, it was hard to track, and unreliable. What changed? Technology.

We all carry around little computers in our pocket that have more computing power than what NASA used to send man to the moon.  This allows ordinary people to develop their superpowers and become an influencer.  And smart businesses are tapping into this effect.

The strongest influencers out there are people just like you and me. Ordinary people who are authentic and  relatable make the best influencers – not celebrities! The power of the ordinary person is so great today that […]

Be the Best Answer on the Internet

I was talking to someone the other day who was only making about $200 per month from their website. Do you ever wonder how some businesses flourish online, while others struggle to make even a few hundred dollars a year from their website? The answer is actually very simple: be the best answer on the internet. Notice, I didn’t say it was easy, just simple. Regardless of what you are selling, if you provide the best answer on the internet, you will win. You will not only get the best search engine placements, but you will have other people sharing your content, referring you, writing positive reviews about you, and you will sell more. So, just how do you become the best answer on the internet?

The first thing you must decide is what is the question? Who is your primary audience? Once you identify who that person is, what is the question they want answered? This may seem like a bunch of rhetoric, but it really is a necessary step. Let’s say you sell paint. Who is the person that usually makes a decision about what paint to buy? Is it the contractor or the homeowner? If it is the homeowner, is it the husband or the wife? My guess is that it is the wife who makes the decision about how a home is painted, but that information would of course have to be verified. Assuming it is the wife though, what specifically is she looking for? Color? Durability? Cost? Washability or maintenance? Guarantee? Ease of application? Ability to match the exact paint 5 years from now?

It is your job to provide the best answer on the internet. Not just any answer, but the BEST answer. Click To Tweet

Now that you know who your buyer persona or avatar is and what questions they are asking, it is your job to provide the best answer on the internet. Not just any answer, but the BEST answer. Sticking with the paint store example, this means that you do not simply want to use the manufacturer’s photos and description of the paint, you want to provide your own information. This is critical, as information is what your buyer persona is looking for. You are the expert in what you are selling, so talk to your customer as if they walked into your store and were asking you those exact same questions. Specifically, here is my recommendation: […]

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