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Inside BS Show — Marketing
Inside BS Show

Would you like to work with better clients, make more money, and build a business that gives you true freedom?

Have you struggled with the loneliness that comes with working long hours and solving the dozens of complex problems you face as an entrepreneur?

Do you ever feel like the most valuable business secrets are shared behind closed doors—where only insiders have access?

Welcome to The Inside BS Show—your daily invitation to step behind the velvet rope and into the room where real business leaders talk strategy, success, and scale.

These are your people. They’ve been where you are, and they’ve gone where you want to go. But most importantly, they feel your pain and can help it go away.

If you’re an entrepreneur, CEO of a private company, or leader of a professional firm, this show is your secret weapon.

On each show we break down the business growth strategies that insiders use to win—revenue generation, building influence, succession planning, hiring top talent, navigating legal minefields, and crafting an exit strategy that maximizes value.

But this isn’t just a podcast—it’s a community. We don’t just talk at you; we bring you into the conversation.

Your host, Dave Lorenzo (The Godfather of Growth), gives you an exclusive front-row seat to the insights, strategies, and behind-the-scenes conversations that drive business success.

A new episode drops each Wednesday at 6 AM.

Want to connect with Dave? Call (305) 692-5531.

What are you waiting for? Join us ON THE INSIDE.

Latest Episodes:

Let's Talk About Our Relationship | 166 May 29, 2020

Show notes

Years ago a big company hired me to do some freelance work for them. I was to write an article each day for their website. They also hired a marketing expert to help with strategy. The expert and I became friends. We worked well on that project and eventually, worked on a subsequent project together. We exchanged contact info and passed referrals to each other. We'd have telephone conversations and share advice. Each year, on our birthdays, we'd exchange cards.

As the years passed, the calls became less and less frequent but cordial emails and cards were still exchanged.

Then one day I needed some advice on something and I picked up the phone and called the marketing guru. He let me ask my question and then responded with: "You know, I've given you quite a bit of advice over he years, and you've never offered to pay me a penny. If you really want to take your business to the next level, you should..." and he followed up with a sales pitch.

I was shocked. After I hung up the phone, I turned to my wife and relayed the conversation. She said:

"Why are you surprised by this? You do the same thing. You give advice to people in your email and online as if they are your friends and then you get frustrated when they ask you for specifics and don't offer to pay you."

She was right and the marketing expert was right.

When the marketing expert was sharing information and advice with me, it was on his terms. He was teaching me and providing general guidance. When I reached out to him and asked him for help, I should have entered into a professional relationship with him.

Each day I show up here and have a conversation with you. During this conversation I share educational information, entertain and inform you. I'm happy to do this because it is on my terms. Many people call me for specific advice and they become clients.

I make it easy to become a client. You can join my Inner Circle Community for an investment of $1097 per year. That's over 100 individual learning sessions and 50 networking events (via Zoom) along with membership in a community that refers you business.

The return in investment from this relationship is phenomenal.

You can view the invitation to join at this website: http://WorkWithDaveLorenzo.com

How To Use a Podcast To Grow Your Law Firm or Professional Practice | 165 May 28, 2020

Show notes

Over the years I have experimented with podcasts a few different times as a way to help me grow my business. As someone who is no stranger to content creation (I write every day) I have no trouble sharing a topic with an audience for 10 minutes each day. But when I started the Do This Sell More Show I wanted to not only educate but entertain and have fun doing it.

That's why I developed this content model for the show. There are seven different types of content. Here is a brief outline:

How To Content: On this show I teach the audience something. I give specific, focused guidance on how to do something to achieve a desired outcome. Sometimes this is positioned as "behind the scenes" and sometimes it's a flat out, "here's how you do it..." show. This show is a "How to..." show.

Mindset Content: On this type of show I help you change your thinking. When it comes to helping people grow, you must do it from the inside out. That means first you change your thoughts, then you change your feelings, then you change your behavior. On a mindset show I demonstrate how you can change your results by first changing your thoughts.

Edutainment: On this type of show I educate through the telling of a story. The model is Asop's Fables. Asop was a storyteller in Ancient Greece. He told stories that taught a lesson.

Promotional Content: This is content that helps me sell something to the audience. It can be a profile of a successful client or an entire show dedicated to promoting a solution I'm offering.

Attorney Interviews: Since a large part of my audience is attorneys, I try to interview someone in that field who has a great story or unique talent.

Professional Interviews: These are shows on which I interview a CPA, an architect, engineer or other professional. I do this to give the audience the perspective of someone in a profession that is different than theirs.

Expert Interviews: These are interviews with experts, authors or some other authority in an area of interest to my audience. The have an interesting story or specific expertise to share with my audience. Most often they have a book or course they are promoting.

Even though I am 165 episodes into this show, I'm always tweaking and tinkering with the content model. I do this to keep my audience interested and engaged and I also do it to keep from getting bored myself.

If you have an idea for a guest for the show or you have a topic you'd like to see me cover, please email it to me. You can find me at:

AskDave@DLorenzo.com

There Is Always Another Client: An Interview with Brian Tannebaum | 164 May 27, 2020

Show notes

Dave Lorenzo interviews Brian Tannebaum, a Miami-based ethics and criminal defense attorney. Brian is a mentor and teacher to young lawyers. His advice is applicable for professionals in all industries and particularly valuable for attorneys who own their law firm.

Brian began his career as a criminal defense lawyer and now also represents law students & lawyers in Bar admission, discipline and ethics matters, as well as lawyers and law firms in partnership disputes, fee disputes, & other issues facing legal professionals.

In 2014, the ABA published his book, "The Practice - Brutal Truths About Lawyers And Lawyering."

Brian is President of the Florida Association of Bar Defense Lawyers, and Past President of the Florida Association of Criminal Defense Lawyers & its Miami Chapter. He was Chair of the Florida Bar Traffic Court Rules Committee, is a member of the Criminal Procedure Rules Committee & former member of the Criminal Law Section Executive Council.

In November 2018 he began a two-year term as Chair of the Board of the Innocence Project of Florida.

Brian’s Not Guilty verdict in the case of United States vs. Dow was recognized by the National Law Journal as one of the “Top 10 Defense Verdicts,” civil or criminal, in the United States.

A native Miamian, Brian is AV rated by Martindale-Hubbell & listed in the Bar Register of Preeminent Lawyers and The Best Lawyers in America©. Brian was voted “Best of the Bar” by the South Florida Business Journal, one of Florida's Legal Elite by Florida Trend Magazine, in every edition of Super Lawyers Magazine and voted one of the Top Lawyers in South Florida by the South Florida Legal Guide. He has provided live trial commentary on Court TV, appeared on The O’Reilly Factor, & National Public Radio, & has been quoted in publications throughout the world including The New York Times, People Magazine, and Modern Healthcare.

Brian is Past Chairman of the 11th Judicial Circuit Historical Society and a former member of the Board of the Miami Chapter of the American Diabetes Association.

Brian is admitted to practice in Florida, the United States District Court for the Southern and Middle Districts of Florida, and the United States Supreme Court. He is also a Certified Sommelier.

Contact Brian

Brian Tannebaum
1SE 3rd Avenue, Suite 1400,
Miami 33131
305-374-7850
Email: btannebaum@tannebaum.com
http://www.tannebaum.com

Brian’s Book:

The Practice: Brutal Truths About Lawyers and Lawyering – Amazon Link

Buy the book from the ABA: ABA Link

Interview Guide

03:58 Why Brian has chosen to work with and represent attorneys.
05:15 Great advice Brian received about how cases (and often careers) sometimes choose you.
05:58 How hard is it to represent people who think they can do it themselves?
07:51 When do you walk away from a client who you know is going to be difficult?
09:32 There’s always another case – Why you need to remind yourself of that.
12:09 How do I spot a bad lawyer?
14:50 Why do we need to admit mistakes and be completely honest when we go to an attorney for help?
17:05 Good lawyers sometimes get in trouble. How much should someone hiring a lawyer care about a past bar infraction when they are seeking representation?
20:30 Attorneys are under constant scrutiny. They have to be more careful than the average businessperson. Brian explains why.
24:10 Why clients rationalize their behavior and how it hurts them.
26:23 How do you break bad news to a client?
28:07 When a bad situation is over, how do you help clients move on with their life?
32:45 What is the innocence project? https://www.innocenceproject.org
35:40 The question every criminal defense lawyer is asked…
37:50 How does Brian handle the income fluctuation of the practice of law?
45:19 How does a young lawyer get involved in the community and become a resource for people?
48:28 Why is a hobby good for business?

Why Should I Work With You? How To Differentiate Your Business | 163 May 26, 2020

Show notes

You must be able to differentiate your business from everyone else who does what you do. This is one of the fundamentals of sales and marketing.

Marketing messages should highlight your differentiating factors and they should do so early and often.

When it comes to sales, the people who are representing your brand should run TOWARD this differentiation. Many sales professionals hesitate to mention the competition and they shy away from comparisons. This is wrong. You and your team should welcome a comparison so you can draw the distinctions between your business and competitors.

Here are the seven areas where you must highlight how you are better than your competitors:

Product Quality
Service Quality
The Experience People Have When Working with You
Risk Reduction
Speed of Results
Prestige
Value / Return on Investment

People Rarely Appreciate FREE. Make 'em Pay. Don't Give It Away | 162 May 25, 2020

Show notes

When the COVID-19 pandemic began I immediately reached out to people in my community and on the periphery of my community. I wanted to help business owners and professionals. Here's what I did:

Offered FREE Daily Podcasts

I was already doing a podcast but I increased the frequency and expanded the areas of focus to accommodate people who had been impacted by the pandemic and the business shutdown.

This has been highly successful and it will continue. Many listeners have converted into clients. The reason: I provide enough info for people to act, and they see the value. They want more.

Provided FREE Videos

This has also been successful. People will watch videos and act. They also like the perception of a relationship that develops as a result of the videos. Since the frequency of videos is less than podcasts (I've moved to posting 2-3 videos each week vs. daily podcast) the frequency of contact is proportionate.

This is clearly successful and it will continue.

Created a Limited-Time Program for Clients Who Were Worried About the Economy

The success of this remains to be seen. This is a "FREE Trial" and some folks have become clients as a result but some have not taken full advantage of it.

Invited Some Former Clients to Participate For a Limited-Time

This has been an unmitigated disaster. Many former clients took advantage of this offer and did not convert. In fact, not only did they not pay to be a part of an ongoing relationship, they have not referred me to others, many have not expressed appreciation and few have promoted my services to the people they know. In fact, in a few cases, these folks have reached out to people and invested in complimentary services or in people who will help execute the services I provide without offering to my a small fee to me.

This is going to end soon. While I certainly will always help people who have been my clients and have invested in my services, that investment is a value exchange. When there is a sense of entitlement, and no attempt at equity, the relationship needs to end.

What you should do for free:

Your opinion: You can provide this via articles, podcasts and videos. People will be drawn to you because they want to hear what you have to say.

A sample of your service: This is the "free consultation." If you feel like yo need to provide value in advance, mix a consultation with some of your persuasive skills. Use this as a sales opportunity.

Educational information for your ideal clients: This is my favorite tool. Do a free video seminar. Offer educational information in exchange for contact info - so you can follow-up.

Tools that require your service: This is something like a checklist or a worksheet

Limited use of your product or service as a sample: This could be attendance at the first part of an event and then payment to continue. You can do a half day of a three day event for free and they pay to stay.

Here's the bottom line on FREE: Give away only those things that get people MORE interested in you. Podcasts, Videos and reports are great for client attraction. Entire learning programs are not. People value things they pay for. Make 'em pay. Don't give away things you can sell.

How Do You Find The Right Clients? | 161 May 24, 2020

Show notes

As I've matured in my business career I've given a great deal of thought to the relationships I have with my clients. Some clients are better than others. Why? Because they spend more money with you? Because they stay with you longer? Because they refer other people to you? All of those are important criteria, yes, but one of the most important criteria is the clients who follow your guidance and get the best results.

Many "gurus" will tell you to ignore the effort the clients put toward your work with them. They will tell you the only thing that's important is if the client pays you or not. They tell you you cannot control the effort of the client.

Imagine if a coach of a professional sports team said that. Imagine if they said: "Look, I came up with the plan. I shared the plan with the players. I opened the practice facility. I gave everyone team uniforms. That's all I can do."

This coach be fired in a heartbeat and they would be out of coaching forever.

Why?

Because the players didn't execute and the coach chose those players. Even in a situation where someone else selects the players, the coach chooses who to put in the game and how to prepare those players (mentally) to compete.

You have the same responsibility. When people come to you for help, you need to ask them some questions to determine if they are a good fit to be a part of your team. The results they achieve are going to be a reflection upon you. Their satisfaction will be a reflection upon you. If they want to give you their money, and do nothing, you should take it but make it clear at the outset, that's what they are paying for.

I have several different options for people who work with me. The money for nothing option is not something people admit they are signing up for but it often is the reality. When those people are honest and they say: "I just feel better when I have a weekly conversation with you, even if I do nothing."

The value I provide is clear and we are both on the same page.

Below are the qualities of a great client in professional services (clients for lawyers, CPAs, consultants, engineers, architects, etc.):

Money

People must be able to afford your services. This means they must have money to pay you, in advance. Anyone who cannot pay you in advance is not an ideal client.

You may choose to accept clients who do not meet this criteria, but when they screw you, it is your fault. You read correctly. If you don't get your money up front, and the client fails to pay, that's your fault for accepting this situation.

A Problem You Can Help Them Solve or a Goal You Can Help Them Achieve

What outcome is the client looking to achieve? If you do your best work and the client is compliant, are you likely to achieve the best possible outcome? Are you the best qualified person to help this client with this issue? If the answer to any of these questions is "yes," he is qualified to work with you.

The Ability to Make a Decision

Is the client ready willing and able to do business with you? Are they shopping around? Can they give you a "yes or no" answer to this question? Many professionals take meetings with prospective clients who only want to pick tehir brain. This is a waste of time. Every business development meeting should result in a decision.

Urgency

When does the client want to get started working with you? Are they standing on a burning platform? Why is NOW the right time to address this problem? If the client doesn't have this motivation - if he/she isn't ready to move on this right now, they aren't going to be a good client. Walk away.

Honest and Clear Expectations for Our Relationship

Is the client expecting a miracle? Does the client want something that is realistic from your relationship? If not, you're setting yourself up for failure. Too often professionals are hesitant to discuss these expectations in advance because they believe the client will go to someone else who will promise them the moon and then fail to deliver.

Finally

Some of this advice is not in my best interest. Some of you reading this and listening to this episode of the show will decide not to work with me because you want to pay me and get rich over night - with minimal effort on your part.

That would be bad for both of us.

I want to work with you to help you achieve your goals but we are both going to need to give our best. There will be pain - for you - but I will make it minimal. There will be intense effort on your part, but there will also be satisfaction.

And happiness.

If that's something you want, you're in the right place.

Will Business Come Back To Miami? An Interview with James Kohnstamm | 160 May 23, 2020

Show notes

James Kohnstamm is an experienced economic development professional who began with the Miami-Dade Beacon Council in 2008. As Executive Vice President in the Economic Development Department, Kohnstamm consults with local, national and international business leaders on the economic trends and attributes of Miami-Dade County and develops customized services to expanding and relocating business to facilitate job generating investments. With a focus in the Aviation industry, Kohnstamm has directly managed over 100 economic development projects that have generated over 4,700 jobs and $1 billion of investment for Miami-Dade County. Clients include: Amazon, The Boeing Company, Brightstar, Cable & Wireless Communications, Cosentino, Deloitte, LAN Cargo, Ryder System, Telemundo, Univision, and UPS.

Prior to joining The Beacon Council, Kohnstamm worked for The University of Miami School of Education and was a high school English and History teacher. A Seattle native, he holds a MA degree in International Administration from The University of Miami and a BA in Anthropology from Connecticut College.

About The Beacon Council

The Miami-Dade Beacon Council, a public-private partnership, is the official economic development organization for Miami-Dade County. Led by a professional staff and Board of volunteer community leaders, the organization facilitates business growth and expansion locally, nationally and internationally. The Council was founded in 1985 as an outgrowth of the Greater Miami Chamber of Commerce to focus on business recruitment, expansion and retention.

Contact James:

80 SW 8th Street
Suite 2400
Miami, FL 33130
jkohnstamm@beaconcouncil.com
Phone: 305-579-1300

Listening Guide to the Inside B.S. Interview with James Kohnstamm

02:45 What is the Beacon Council?
05:30 How does a public private partnership work?
08:12 What does the Executive Vice President of Business Development do?
12:31 What are the plans for a business comeback in Miami?
14:35 How will the business landscape change in Miami while the Coronavirus Pandemic is ongoing?
17:04 What does the future look like for the hospitality industry in Miami? Both short term and long term?
21:38 What does the future of Miami Real Estate look like?
25:47 James talks about the importance of diversity in the workforce and how it is a competitive advantage in Miami
30:20 Who needs to be a member of the Beacon Council?
33:45 What is the future of the airline industry in Miami?
37:14 How will the cruise industry come back?
38:55 How can people connect with the Beacon Council and James?

You Need This Now More Than Ever | 159 May 22, 2020

Show notes

You have a tremendous opportunity to get out in front of your industry and capture HUGE market share. Why? Because while everyone else is just trying to survive, you can innovate, differentiate and demonstrate value.

If you do these three things consistently, people will flock to you in droves.

Why?

They Receive a Massive Return on Their Financial Investment: The value you deliver is amazing. Show people what they will receive and compare it to the investment they make. Demonstrate how the value overwhelms the investment.

They Receive a HUGE Return on the Investment of Their Time: Under your business model - which includes this modern technology - you will deliver results faster. You have a proprietary process to get results. You show your clients that process and you plug the into it. The results come quickly.

Your Clients are Part of a Group of Savvy Leaders: The clients that work with you are smart. They demonstrate that intelligence by connecting with you and being a part of your community.

You Introduce Your Clients to the Best In the Business: You help your clients succeed by making introductions to other people who can help them grow. Refer work to your clients. Help them become successful. Use that in your business development process.

PLUG IN to My Proprietary System

I have a proprietary system that I've used to help attorneys, CPAs, Consultants, and independent Professionals for years. This system was developed during the Great Recession and it is highly effective for helping business leaders like you GROW in difficult times. You will:

Receive a Massive Return On Your Financial Investment
Receive The BEST return On The Investment of Your Time
Be Part of a Group Dedicated to Your Success
Discover New Ways to Do Business and Have More Fun

If you want more details, visit this website: https://davelorenzo.com/inner-circle-special-invitation/

There's a special offer there for my subscribers but it is only available until the end of the month.

The Real Reason You Don't Have More Clients | 158 May 21, 2020

Show notes

There is one question I'm asked consistently each time I connect with a new client for the first time. "Why don't I have more clients?

Often people think they are doing everything they can to build and grow a professional from. Maybe they join a networking group or hire a company to build a website for them. And they sit back and wait. And wait. And wait.

They believe this one tactic alone should result in an influx of new clients to their doorstep. The reality is, you need a consistent, sustained system in place in order to attract new clients to your firm.

Take a step back and objectively look at your client attraction efforts. See if you recognize any of the issues below.

Here are the four reasons you don't have more clients:

Client attraction is not a priority. This is the most common reason you have less business than you'd like. You should spend at least 50% of your time on client attraction activities. If you are a professional(attorney, CPA, architect, engineer) there's a chance you're spending 8-% of your time or more doing the actual work. This is going to kill your business.

If you spend 80% or more of your time executing your service delivery, you'll wind up with peaks and valleys in your business. This means you'll attract new work, service that work, then need to go out and start all over again.

Your choices are simple: Develop work that is easy to deliver - like advisory services or automate service delivery (through hiring people to deliver the service).

Lead generation is non-existent. You need to constantly develop new leads. This means you must constantly get people interested in you, the problems you solve and the value you provide. You can do this through educational seminars (delivered virtually via webinar) and written articles, white papers and courses.

Offer to deliver educational sessions to every organization to which your clients belong.

You don't ask for referrals. Clients and evangelists want to refer you. They just don't know you will accept referrals. This sounds crazy, I know. But you need to educate people on how they can refer you. Do this by giving them these specifics:

Who is your ideal client?
What is his/her role in the company?
What industry are they in?
How can you help them?

When you ask for referrals always be specific.

You don't follow-up. After someone does business with you, you must stay connected to them. Email them weekly. This can be part of an on-going educational campaign. You should educate entertain and inform. This follow-up system will keep you top-of-mind with your clients and evangelists and it will help them stay connected to you.

These four things are the minimum requirements if you hope to build a thriving professional practice. If you execute them perfectly, you'll develop enough relationships over time to sustain and grow your firm.

If you'd like to stay connected to Dave Lorenzo and a group of professionals who will support you, help you grow, and connect you with ideal clients, join Dave Lorenzo's Inner Circle Community. During the Covid-19 crisis, Dave is offering his subscribers the opportunity to join as VIP members for a reduced rate of $147 per month or $1,047 per year. This investment is easily recouped thorough the acquisition of one new client.

To apply for membership visit: https://davelorenzo.com/inner-circle-special-invitation/ or
call 888.444.5150

Change Your Mindset Grow Your Business | 157 May 20, 2020

Show notes

Dave Lorenzo delivers a private seminar to his Inner Circle group during one of their weekly meetings. In this seminar, Dave discusses the mindset successful people have throughout their careers.

Here are the ten areas discussed during this seminar:

Accurate Thinking
Reject Guilt
Remove Negativity
Get Paid First
Guard Your Time
Follow Your Passion
Ignore Critics
Take on Fear
Systems Fix a Bad Memory
Ask

These areas are discussed in detail. You will benefit from listening to this program regardless of your industry.

If you'd like to stay connected to Dave Lorenzo and a group of professionals who will support you, help you grow, and connect you with ideal clients, join Dave Lorenzo's Inner Circle Community. During the Covid-19 crisis, Dave is offering his subscribers the opportunity to join as VIP members for a reduced rate of $147 per month or $1,047 per year. This investment is easily recouped though the acquisition of one new client.

To apply for membership visit: https://davelorenzo.com/inner-circle-special-invitation/ or call 888.444.5150

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