On Demand Advertising Solutions Video Podcast #92, Protecting And Growing A Service Business Brand

If you own a service business like mine–selling and branding yourself needs to focus on a different tack than just selling a product.

While word of mouth is always the best form of credibility–online searches provide a whole new venue for prospects to learn about you, and in may cases–are more believed.

The question is what is your business doing to protect your brand and develop it to get new customers?

ubrecht sword total image
The famed Ubrecht swordsmith logo from Viking fame. Known as the earliest found “logo”.

Above is an example of an early method a Viking-era sword smith used in defining his or her brand in the service of sword making (stamping a “logo” on the blade).

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Today’s Digital Marketing Update

In today’s On Demand Advertising SolutionsDigital Marketing Update Video Podcast #92, host John D. Verlin discusses Protecting And Growing A Service Business Brand.

He comments a post by Chidike Samuelson in Entrepreneur.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

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The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

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Enjoy The Video Podcast

(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

Key Podcast Take Aways
  • Service businesses can be open to legal and customer complaints and requirement consistent monitoring of customer behavior (think social media posts, etc)
  • Since you don’t have a product involved–you become the product/brand and reputation in the eyes of prospects becomes crucial (word of mouth, reviews, perceived image).
  • Because of online venues to provide good or bad feedback–consistently seeking followup customer response is imperative to stay on top of their opinions.
  • Setting up a system of gauging this response may help in future purchases, litigation, etc.
  • Treat data like gold. Your customers trust you to keep their data private (Yahoo data breach, Facebook, etc) and will be angered if not respected.
  • Focus your efforts on personal branding rather than corporate branding. People want to do business with people they trust–not a company image.
  • Humanize your brand (podcasting is one way to do this) as prospects want to know you are real.
  • Understanding the rules of customer attraction and retention (traditional advertising, social media advertising on content marketing).
  • Consistency of your efforts build online brand awareness, image and trust.
  • How you say something is more important than “what” you say (pay attention to tone and method of communication–the presentation).
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Need a 15-minute podcast, male voice narration for video, voice impersonation or weekly social media post creation/promotion?

Visit my Fiverr platform to purchase services NOW!

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Video Podcast #89, Shades Of A Twitter Fit! How To Lower Your Bills Via Tirades, Rants And Shaming, The Power Of Social Media.

Ever had a cell phone bill, internet fee or bank fee just show up out of the blue? Then you check your statements and find that you have been charged this for a number of months without warning?

This can cause a real breach of trust between provider and customer–and can effect the relationship moving forward.

As we experience this with our personal accounts, think about how your decisions for your business may affect your customers and prospects, and what preparations you need to provide to make it a smooth transition.

Because of the continued growth and power of social media and technology; utilizing the power of social media can do wonders to not only build your business, but cause unjust vendors to rethink they’re policies and upset customers to continue doing business with you.

Last September, I was upset with my cell phone provider for raising a monthly bill with no explanation!

I talked about it in video podcast #32, which a number of listeners made comments about.

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Today’s Digital Marketing Update

As an update to that podcast, in today’s On Demand Advertising Solutions, Digital Marketing Update, Video Podcast #89, host John D. Verlin discusses Shades Of A Twitter Fit! How To Lower Your Bills Via Tirades, Rants And Shaming, The Power Of Social Media!

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

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The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

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Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • Shaming has been used by religious groups over the years to prompt members to conform to standards their group values (Amish, church denominations, etc.)
  • Large businesses have seen loss of advertisers through social media boycotts in recent #metoo and gun safety movements.
  • Businesses can no longer just ignore dissatisfied customers as a “no response” to their requests which can add more fuel to the fire.
  • This is why it’s imperative for businesses to start and monitor their social media accounts on a daily basis.
  • Calling into question the ethics of a business can lead to greater issues–such as legal and community standing.
  • Using and online chat feature or email can allow you to document the discussion for future use and proof.
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Need a 15-minute podcast, male voice narration for video or weekly social media post creation/promotion? Visit my Fiverr platform to purchase services NOW!

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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2018

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On Demand Advertising Solutions Video Podcast #78, Recent Changes In SEO That Can Make Your Business Better

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; understanding how search engine optimization works and how you can custom-form your site and content to take advantage of it to your businesses benefit.

This can help in establishing higher relevant listings and rankings which will impact your online brand and reputation with your prospects.

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Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #78, host John D. Verlin discusses Recent Changes In SEO That Can Make Your Business Better.

John’s comments are from a Manta post by entrepreneur, Joshua Althauser.

As social media platforms change their algorithm’s and ranking of relevant content, every small business owner needs to get on board with factors they can control, namely their content.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • Utilize the power of original content to build the base of your marketing platform.
  • Target content that engages and activates the prospects imagination and drive to learn more.
  • Promote your expertise vs. your competition.
  • Invite clients, customers and other experts to “guest” interview or post on your blog.
  • Pay attention to the overall “image” or aesthetics of your posts and website. This is part of the brand image.
  • Check out new content tools like IdeaFlip which helps in brainstorming new ideas and maintain a consistent “voice” to build your brand.
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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Video Podcast #80, SpaceX And Elon Musk Showed Us How To Do Marketing Right

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; using out of this world content, engaging prospects and customers is what great marketing is all about–and Elon Musk just showed us how to do a stellar job.

Creating great content is half the challenge in the battle for the mind. The rest of it is getting repetitive media coverage and PR for your brand.

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Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #80, host John D. Verlin discusses SpaceX And Elon Musk Showed Us How To Do Marketing Right.

When we thought we had seen an epic launch of his Falcon Heavy test rocket blast off and two booster rocket re-landings, Elon Musk pulled a Steve Jobs, “one more thing” and showed us eye-popping shots of Starman in his Tesla in space.

This is textbook (and one for the record books) marketing at it’s best.

Talk about enhancing his SpaceX and Tesla brands, his use of rich media content and social media were the talk of news organizations and social media platforms.

starman

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

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Enjoy The Video Podcast


(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)

Key Podcast Take Aways
  • Create unique content highlighting your expertise. In the case of SpaceX, their ability to create a huge rocket and have re-usable booster rockets.
  • The use of rich media content allows for prospects to watch and share video over and over. This increases eyeball visits. 
  • Allows use of social media and website to promote event and engagement.
  • Content placed on blog or website allow backlinks for others to view from different news organization sites, blogs (like this) and other formats.
  • Images and video enhances cross-brand currency online and word of mouth. Viewers of SpaceX launch may become interested in buying a Tesla.
  • This unique expertise can become a beacon of future promotions that is also searchable on search engines.
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All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions Video Podcast #67; Key Ingredients For Sizzling Content And Engagement

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; using authentic content on your website and blog are critical elements to the success of promoting your expertise and value.

This will help separate your business from competitors and give prospects a reason to learn more about your business. It also promotes your brand and brand image in your industry.

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Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #67, host John D. Verlin discusses Key Ingredients For Sizzling Content And Engagement.

Something every business needs to stay fresh and relative.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • The website and blog combo are a prime part of the extended marketing platform.
  • Focusing the content and keeping it simple are a must.
  • Utilizing a blog with regular content updates says you’re engaged, alive and responsive.
  • Provide a reason for prospects to pay attention and engage your content, offering a value that your competition isn’t.
  • Rich media and a blog provide optimal source for you to promote your expertise and value.
 podcast cover

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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On Demand Advertising Solutions, Video Podcast #72; How Does Your Business Adapt When Facebook Changes The User Experience?

When it comes to marketing your small business to consumers, promoting business to business to get clients or using social media marketing to advance engagement; adapting to changes made at Facebook or any other social platform can be challenging.

For small businesses who rely for day to day exposure on social media channels–this can impact their results and advertising budget.

Just as in other media–changes in their format and demographic are sure to disrupt marketing and advertising plans for businesses who struggle to maintain customer relationships and user experience.

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Today’s Digital Marketing Update

In today’s Digital Marketing Update, Video Podcast #72, host John D. Verlin discusses How Does Your Business Adapt When Facebook Changes The User Experience?

Comments are his take on Manta’s article by Brian Lindamood.

On Demand Advertising Solutions Three-Part Strategy

It’s all a part of our services and  three-part strategy to drive SEO and web traffic so your business exceeds the profile and exposure of the competition!

marketing platform infographic cropped

The Extended Marketing Platform

We do this through an extended marketing platform–the perfect compliment to current advertising campaigns.

Check out our strictly audio podcasts here.

woman with phone shake

Enjoy The Video Podcast
(To read closed-caption transcription, please click on the “gear” icon, then turn on “CC” in the above Youtube player)
Key Podcast Take Aways
  • Providing on-going relevant content is key to “owning” your expertise and marketing platform in the event of future marketing channels.
  • Engage and interact with your current followers and customers. Facebook Insights can help discover what content your followers enjoy.
  • Join or create a Facebook Group that always you to connect with others in your industry, neighborhood or community.
  • Use Facebook Events to schedule open houses, festivals, specials, etc to your followers to stay top of mind.
  • Go over your ad budget and remain keenly aware of results in Facebook’s new “pay to play” advertising. 
 podcast cover

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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Digital Marketing Update; Marketing Your Business. I Just Took A Swipe At My Phone Carrier With A Four-Paragraph Rant, Importance of Social Media In Your Business. Podcast #32

In this new day and age of social media–one of the most important aspects for business owners is to pay attention to customer issues posted on the likes of Facebook, Twitter, Instagram, etc.

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Case in point. In past podcasts I’m discussed the importance social media plays in small business (even though many owners haven’t adopted it in the marketing yet).

Today’s Digital Marketing Update podcast discusses a real-case scenario albeit with a large phone carrier why this is becoming more critical for all businesses to pay attention to with their communication.

Most customers when satisfied with your service or product may never really tell you, or even rate you (unless you follow up and ask).

But when they are unhappy–they now have more than just a backyard neighbor to go to in venting their frustrations and dissatisfaction.

yelling

After cancelling a 24-month iphone 7 lease contract after it was paid up—and returning the phone to my carrier, I was charged a full months service+lease fee on my credit card.

This didn’t really surprise me, but I was only three days into the new billing cycle–but was billed for the entire month. So I thought I would go the social media route after I had talked to two people who said they would credit me back $53.

Here’s the original post I made on Facebook and their response. Now, imagine this is one of YOUR customers and you have over 1000 likes on your business Facebook page.

How would you feel and what would you do?

That’s the subject of today’s video podcast.

Here’s a screenshot of  the post and their comments:

sprint post

TEXT:

John David Verlin to Sprint
21 hrs · 

Sprint using deceptive billing practices, charging for a full months usage even though only 4 days were active in new billing cycle prior to cancellation? 
\
Here’s my vent.

Sprint has an opportunity to do the right thing with a KC customer.

Ended my two year iphone lease with them after lease period was paid up.

Was told I needed to pay anotehr $143 to “own” the phone.

Battery was dying otherwise I would have stayed with them especially since they were going to go with $35/mth free talk/text and up to 2G data plan rather than $60/month.

All I really wanted was to spend $100 or less on a new phone and a $35/mth plan (which I did get with a prepaid carrier and up to 5G data)! Many of these prepaid phones are Android perform similar to my $650 iphone 7s.

However, I noticed that after four days into my new billing cycle, i decided to cancel and go with a cheaper phone on prepaid. Then i saw an $87 charge on my credit card. when I call to talk to a rep–I told them that i cancelled after four days but they still charged me for a full month.

I was passed upward to another person who said that they would credit my card on Sept. 10 (today) for $53 (which is still not enough because prorated it was $2.90 per day or $13, not $33). I was told they needed my “phone” approval before they’d credit my card and i would be called today at 10:30a CST per my request.

It’s now after 10:50a and no word from anyone–which is leading me to post this.

IF THEY JUST WOULD HAVE TOLD ME UPFRONT–“sir, we’ll pro-rate your bill and only charge you $13 since you cancelled after four days into the new billing cycle and returned your phone two weeks ago…”

THIS WOULD NOT BE NECESSARY! SHAME ON YOU SPRINT!

This action would separate you from your competitors when it comes to how you treat customers.

Now, over 3.5 million “likes” are reading this on social media and my guess is others will chime in.

Is this how you want to be seen by customers?

This is why it’s crucial in this day of social media to be proactive in treating customers right!

I will UPDATE this post once I hear back from them.

 
 
 
Comments
Sprint
Sprint John David Verlin – Apologize for the inconveniences, we’d like to take a look at the situation, please send us a Private Message for further assistance. -Paola C
LikeShow more reactions

 · Reply · 20 hrs

Manage

John David Verlin
John David Verlin Would appreciate getting my credit card credited back the last month pro rated fee. Thank you
LikeShow more reactions

 · Reply · 19 hrs

Manage

Sprint
Sprint John David Verlin – We’d like to review the status of the situation. Please send us a Private Message so that we can further assist you. Just click ‘Message’ at the top of our profile. -Paola C
LikeShow more reactions

 · Reply · 18 hrs

In the first hour, there were 38 responses to my post. They have over 3.5 million “likes” on Facebook that were exposed to this message.
Most of those comments were angry at Sprint and I just opened up a small can of worms. I realize this is small potatoes for a huge corporation–but competition is fierce among carriers–no different probably for your business.
The key is to answer it swiftly and turn it into a marketing/sales opportunity.
 

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.

You may learn more about us and schedule a free appointment.

You may listen to all of our exclusive audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Business; I Just Posted A Four-Paragraph Rant With My Phone Carrier, Importance of Social Media In Your Business. Podcast #32!

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with On Demand Advertising Solutions with Digital Marketing Update, podcast #32.

I’ve entitled this—I just posted a four paragraph rant against my phone carrier, the importance of social media.

Today ironically is the day Iphone 8 came out and the Iphone X at Apples big event and announced their new products. Which ties in to my rant basically with my phone carrier.

I’m kind of looking at this as a “teachable” moment.

And I’m seeing myself as more of an educator to business owners as well as a marketing individual, consultant.

But I’m having to educate as to why all of these elements tie in together in marketing, social media, your regular advertising, PR—all of these facets work together to create your branding platform, your marketing platform.

I had recently ended a twenty-four month lease on an Iphone 7 with Sprint.

No problems with the service, but the battery on the phone seemed like it started to hold less of a charge for what I needed.

I began to think maybe it’s time to trade up but I didn’t want to spend $700. So I decided, you know what, I don’t need all of the bells and whistles.

My actual usage has gone down than it was a year or two ago.

And I began to highlight like most of us do what the real features are that I really wanted.

So, bottom line is, I contacted them and they said, “yeah, your $87/mth fee is no longer applicable. It’s now down to $60/mth since you’ve finished your lease.

But, if you want to buy the phone, you pay $143 more and you own it.”

Or, “you upgrade to a new Iphone and that’s another $33/mth, on top of the $60/mth for up to 2gigs of data.

So, I thought about it and after 2-3 days, I decided I’m just going to turn it back in. I’m gambling on how long that battery is going to last cause the phone is sealed.

I’m just going to go ahead and get a $100 phone.

And that’s exactly what I did. And I love it! I actually got two phones. A $100 one and a $50 one to play around with.

Both have Android, same apps, same everything.

I kept the other one as a backup when this one dies, because I can change the battery in it, which a lot of these you can’t anymore.

But this is an older phone.

Brand new though. I went through a prepaid carrier. Virgin Mobile which I believe runs off of Sprints tower.

Basically I’m going from what I had to a lower cost plan, $35/mth for 5gig data which is four times more than I was using.

That was what I decided. I went ahead and sent the phone back to Sprint. Three weeks later, I see a $87 bill on my credit card.

I’m a little baffled, because I had paid everything off. I had sent the phone back and now they’re charging me for another month.

So I contacted them. Talked to somebody for twenty minutes.

They shifted me to someone else who, after waiting thirty minutes said, “we’ll go ahead and credit you $53 of that $87 because you were actually three days into the new billing cycle.”

And I thought, oh—ok. On September 10th, we’ll go ahead and credit your account. So, I’m waiting. Two weeks later I’m thinking I’ll be I won’t hear from them. We’ll guess what—I didn’t hear from them.

So I put it on my calendar and I thought—you know what, this irritates me. It’s not the money as much as the principle.

I came up with a four paragraph rant. I was going to wait to 10:30a CST (when they said they’d call). Then I was going to post it on their Facebook page.

And I have this as you can see on this blogpost. You can see the rant that I posted. After I posted it—within five minutes they responded.

“Please contact us through private messenger”. Standardized message. But there were 38 responses to my comment. I don’t know how many there are today.

It’s a few days later, I’m sure there are quite a few more.

People were going off on them, all this kind of thing. But I want to talk about why this is important for your business.

We sometimes overlook social media. We think, I’ll get around to it. I’ll post every now and then.

The problem is—if you have a guy like me who is not happy.

And I went ahead and conjured up a four paragraph negative post—basically accusing you of account misrepresentation and possibly fraudulent billing practices.

And that gets in print in front of their 3.5 million likes on their Facebook page, what do you think that’s going to look like? Do you think they really care? Maybe, maybe not.

But with that many people viewing that kind of commentary, from customers, that can get around.

That opens a can of worms. It could open a can of worms. And probably, realistically, they know most people are in debt and don’t looks at things, and they can go ahead and slip in that $87 charge.

Nobody is going to notice and they’ll pay.

And that irritates me.

Because I think that’s exactly what happened.

And particularly they say they’ll get back with you and put that back on your credit card.

Never heard a word. That irritates me even more is why I did this.

Why is this important?

Well, if you’re opening yourself up to not knowing what your customers think about you, your products or services.

And you don’t have some sort of engagement on social media.

You’re doing a couple of things in my opinion. You’re not able to get feedback from them. Good or bad.

But you’re not engaging them early on as we’ve talked about on other podcasts for future for growing your business.

Now, yes, you are going to get people upset—they’re going to rant.

But guess what? This gives you a chance to get back with them.

Find out what went wrong. Correct it. And this is all part of your marketing platform, because people will see that you’re engaged.

They see that you care about them. They see that you’re wanting to make an attempt to correct things.

And that’s all a part of your brand image.

Now, if you don’t have a Facebook business page, or a Twitter page or any way for them visibly online to get in touch with you, they’re still going to make the rounds.

At a chamber meeting or over a fencepost. At least by having some sort of engagement with them, you can prevent these kinds of things from having a backfiring effect on your business.

And you know that Sprint and all of these phone carriers are out there spending money to compete and bragging about how many new people they just got.

Well guess what.

If Sprint were to have read what I said. What I really wanted. They could take what I’m saying and turn that around and make it part of their marketing.

Well, the guy wants a $100 phone with a $35/mth plan—well, we already have a $35/mth plan. We can go ahead and match that with the competition.

Maybe we offer another type of phone or whatever—not to cannibalized prepaid businesses or whatever, that we let them run on our service.

Maybe we offer another option. If they get enough of these.

People saying I don’t want to spend that much.

I have a feeling we’re going to see more of that in spite of this Apple new release with the higher price tag.

I have a feeling there maybe some pushback or kickback to that.

They start to say, well the customer is telling us what they really want.

That’s how you can use that negative feedback you’re getting to turn it around. Maybe you don’t even have to do a survey anymore.

Just monitor your Facebook page.

The comments people are making. Answering them and getting back with them. Then turning that around to make it a marketable opportunity.

That’s what I’m talking about.

Now, Sprint can make this right.

By simply getting back…”we saw that you only used three days into your new plan cycle. We apologize (which they already said) for inconvenience.”

And what if they were to take that as a part of a marketing campaign?

We will not charge you for a full month usage—and we will prorate usage into the time, prior to cancellation if you ever do. We’re making it right with you.

What comes to mind is this big Wells-Fargo fiasco.

Where they made up accounts.

Charged customers for unknown accounts they didn’t even know they had. A huge, gigantic, fraudulent…I can’t even imagine anything worse.

As big of a bank as they are to stake their trust, reliability and reputation with their customers to so mislead them. To brag about it. I don’t quite get it.

At any rate, here’s four things why this is important for you to consider for your business:

Engage in a Facebook business page oer Twitter page. Start that engagement process with prospects and current customers.

Monitor the pages on a regular basis.

See if there are any questions or comments that you can respond to.

That’s again, part of your marketing platform. It shows people you care, you are engaged and you are alive.

You’re not hiding behind a website. Or hiding behind an unknown phone number. That you are for real.

You are answering them.

In answering questions and complaints, try to make it personal.

I know if you have a big business and a lot going on—well maybe it’s time to hire somebody in-house, or freelance it to a social media marketing person or agency. Because you need to answer these.

If you let them hang out there, and people see they were never answered, and it’s over a month old—a day old, two days old, three days old—that’s unacceptable.

That forms the brand impression on the marketing platform I’ve been talking about. And they are going to assume things about you and your business.

And finally, learn from this and incorporate this and what they’re saying into the marketing to enhance the customer experience.

This is what everybody is spending money on with artificial intelligence and data and all of these things is to enhance the customer experience.

That’s what it’s all about. I guess if you’re a big CEO and shareholder value and all.

It all comes down to that bottom line, the customer experience.

And you can use social media with the positive and negative comments on it from your customers and prospects to enhance that experience with them in a positive way to grow your business.

So, read my rant.

You can see what I was upset about. I spilled it out.

People jumped on my rant comment to respond and they were angry about other stuff. It opened a can of worms.

In the big scheme of things with all of the customers that they have it doesn’t really count much.

But, for a small business, you have a couple of customers doing this—this could effect your business.

So those are four things I wanted to leave with you to consider starting a Facebook business page or Twitter page. Start engaging prospects and customers.

Build a relationship with them by consistently posting. Responding to the questions and complaints.

Learn from these comments, questions and complaints. Incorporate it into your marketing to advance the customer experience.

John Verlin can be reached at johnverlin12@att.net.

Website: www.OnDemandAdvertisingSolutions.com.

And we’ll talk to you next week about more on demand thoughts, ideas and comments! Have a great day!

 

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog, Digital Marketing Update; Marketing Your Business, Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

When it comes to marketing your business–it’s bad if a customer vents against your business.

It’s worse if you’re not aware (and don’t respond) and it’s on an open platform for thousands to see (like Facebook).

on-demand-advertising-solutions-newsletter-card-image1Podcast #28 discusses how a bad customer experience shared on social media can kill your business.

It underscores the need to provide regular updated content, monitoring and engagement.

It’s all a part of our three-part strategy to drive SEO and web traffic and make your business exceed the profile and exposure of your competitors.

You may learn more about us and schedule a free appointment.

You may listen to all of our exclusive audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; Are You Aware When Your Customers Vent? What Can Kill Your Business, Podcast #28

Host: John D. Verlin

Transcript:

Once again, good afternoon. This is John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update.

I’m calling this Are You Aware When Your Customers Vent? What Can Kill Your Business. A couple of observations here in general and then a major one.

This past weekend, now this is the first part of August, 2017. I attended a seminar for a Small Business Development Center at a local community college. It was about buying and selling a business. I talked to an attorney who was an instructor.

I asked him to tell me in general about how he’s seeing small businesses today and how they’re doing.

Are they doing well? Are they not dong well…so-so? And he said, well, they’re doing all right. But nothing to scream about. He talks to a lot of small business owners who coming to the college courses.

I talked to him about what I do and he pretty much agreed with me and said a lot of small business owners doing understand social media, content marketing, podcasting—they don’t understand a lot of it and they don’t use it.

But, he said they need to because its moving in that direction pretty quick.

And if they aren’t doing it, their competitors will. He pretty much agreed with everything in that statement. So it’s something to be aware of. This is from a community college that teaches small business courses on building a business.

And his observations of talking to people who are coming to those courses. So, it’s kind of a heads up on being aware of this. Either have someone freelance and do it for you. Or hire someone to do it for you. Because it is going to be impacting businesses large and small and already has and will continue to do so.

Now, another example I had over the weekend was a lady who lives in the town I live in does machine quilt making. And my girlfriends sister wanted to get a baby blanket made.

So, we ended up driving by, we found out from a yard sign that she did this, and we met with her. She was going to need measurements and everything. I asked her do you have a website?

She said no. Oh, ok. So do you just have the yard sign. And she said yea. I said I’m curious how that’s worked for you.

She said it’s worked OK, but the city is probably going to make me take it down. So in the back of my mind i’m thinking you don’t have a website. She obviously has some quilts made and probably getting business word of mouth I imagine.

And yet, what’s going to happen when she has to take the sign down? What is she going to do? And she doesn’t have a website.

This is kind of what I’m talking about, the dilemma. She’s probably getting referrals, which is great. She may continue to do that and she may not want anymore business too.

But this is a scenario I’m seeing time and time again, and they’re not prepared for when suddenly their market changes. Or a competitor comes in and does it better, or cheaper. These are things to be aware of.

One glaring example I wanted to talk about was a large national bank. Multi-billion dollar bank. I was talking to another social media person about some of the implications of social media impact.

Why business needs to be doing constant content marketing and engaging their prospects and customers.

This is a huge bank. Has been around over a hundred years. They have over 37,000 followers on Twitter and 16,000 likes on Facebook.

Quite a bit of activity. A lot of their posts were tied into community things they’re sponsoring or good things. But as I was reading through some of the posts, a couple of them stood out.

Basically, how dare you charge my elderly mother a fee because of blah blah blah. And it was pretty glaring. And they responded, we apologize we tried to call you numerous times. Please call us at this number. So at least they responded.

That was the first thing. And I was showing this to my girlfriend to get her opinion. And then we see a second post.

Somebody wrote in, you people went after my dying father…and we were behind because of medical bills, this and that and the other. How dare you charge us this and that and threaten to do this and that. And it was pretty cutting.

I was really shocked. And they responded, please call us, we’ll work through this together. But why do I mention this?

This is an example of what can happen and why social media in doing these things I’ve been suggesting in podcasts. Getting your content and expertise out in podcasting. Getting it online. Building relationships with your prospects and customers.

Because these are customers of this huge bank. That’s been around forever that are venting. In spite of all the other posts about the community service and other things they’re sponsoring. Suddenly, these two posts cut to the bone.

Made them look like a terrible, evil bank that’s going after their customers.

I looked at my girlfriend and she’s like, whoa! Now she’s never even seen that Facebook page or been exposed to that bank.

Let’s say she was a prospect. Suddenly read that on their Facebook page. Now they are aware because they’ve been doing social media for five years it looks like on their Facebook page.

This is my point in all of this. Your customers and prospects whether you know it or not, maybe venting on if you do have a Facebook business page.

If you have a personal business page or Yelp. Or Google +. Or any other social media platform whether you think you need to be involved or not.

They may be involved and they may be saying nasty things about you. So it’s critical that you’re aware and that you’re answering.

Now the bank did respond. Hopefully they’ll rectify everything that happened. But the point is this is why this is dangerous.

Social media is here and as that lawyer I talked to indicated, it’s moving in this direction. So much so that you can’t sit on your duff and not pay attention to it. But because people can now use it, it’s not a bad neighbor telling a neighbor something.

This is venting to thousands and thousands of people who are following or liking those posts, or pages.

And just remember, all marketing ties back in to the customer experience. Whether it’s Facebook posts, Twitter posts, blogging content, podcasting, you name it.

TV ads, radio ads, email marketing…all of this ties in to that end customer experience. That’s the critical thing, because that is where we are headed.

And it’s going to be mandated or dictated at some point through automated, not saying robotics but artificial intelligence.

It’s getting smarter and smarter to know what customers want. And providing that will be the differentiator between you and a competitor.

But getting a customer mad and not responding or not being aware and i’ve seen this happen quite a few times. Could be a black eye and it didn’t have to happen is what I’m saying.

So, this is why all of this is important of recognizing the online threat if you want to call it that, from a competitor or prospects or customers who are engaged.

And if you’re not. That’s a judgement call. That’s a judgement call to when they are searching and looking for who to do business with.

So anyway. I’ll get off my soapbox. Just some observations from this past week of people I’ve talked to, things I’ve witnessed.

To keep in mind when you’re growing your business. If you’re not doing social media, be thinking about that. Be understanding.

Your customers are critical. And they maybe engaged on social media one way or the other.

If you don’t have a website, again it’s all part of customer perception and branding of what I call the marketing platform of who you are and about your business.

John Verlin, I’m at jverlin1@yahoo.com. On Demand Advertising Solutions website: www.OnDemandAdvertisingSolutions.com.

Have a great weekend and we’ll talk to you next week!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update, Marketing Your Business; 4 Reasons Why Customer Engagement Is The New Marketing, Podcast #26!

When it comes to marketing your business, a new reality is taking place behind the scenes that is becoming clearer everyday: customer engagement is becoming the new marketing.

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Podcast #26 discusses why this is becoming so important for the future growth of your business and four reasons why it’s happening.

Most important, what you can do to stay on top of your customers needs and engage them for future referrals and upselling.

We discuss this as part of our three-part strategy for small business growth.

You can learn more about our strategy and request a free consultation!

You can listen to all of our strictly audio podcasts here.

Now, enjoy the video podcast!

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Marketing Your Company; 4 Reasons Why Customer Engagement Is The New Marketing. Podcast #26

Host: John D. Verlin

Transcript:

Good afternoon, John Verlin with you, On Demand Advertising Solutions, with another Digital Marketing Update, podcast #26.

How well do you know your customer? Well, customer engagement is the new marketing. That’s what I’m going to talk about today.

And, Sajun Patel had an article or post in July of Inc. I ran across this last week because I was trying to put my notes together doing prep for this podcast as I mentioned last week. He had this post and I think it’s great. You might want to check it out.

He talks about four things of how customer engagement is becoming the new marketing. It’s really what I’ve been saying and trying to say over the last several months since I started this business.

The first thing he points out is to understand how customers are driving revenue. They’re not only driving current revenue but they’re the key to driving future revenue. I’ve talked the last few weeks about getting referrals.

And that’s part of it, they offer up referrals to you to continue to drive revenue in sales and they may themselves continue to buy from you, as well as recommend people.

He says that, the first point is that various changes in business models and trends have shifted alternately shifted power from the seller, you to the buyer, your customer. In general, less commitment is required on the part of the customer.

It’s easier and cheaper than ever before to leave and seek alternate solutions when value isn’t being delivered. And because of this, great customer experience can become a prominent competitive differentiator . Boy, that is an excellent way of saying it.

It’s because of this shift I’ve been talking about to more online experiences, where people can read reviews, comments, whatever, changes things for all of us as business owners in how we treat the customer.

And he talks about that great customer experience. Michael Fallon who is the director of Customer Success at PTC says that “customers have a voice and choice with the power to remain or take their business elsewhere, and to tell others about why they decided to do so.”

Wow, we didn’t have this before. Now you did, but it was word of mouth. But it’s now that times ten because of the social media platforms. And the fact that people are using these so often to state their feelings—particularly if they’ve had a bad experience.

Maybe they go online to Facebook or somewhere else and start spewing forth whatever. So he talks about “happy customers” go under utilized as an asset when it comes to driving acquisitions and increase sales.

He calls them customer advocates that can go online to write reviews, referring prospects, acting as references, driving event registration, giving product feedback, writing testimonials, increasing social shares, engagement with your content and even creating content. He says the possibilities are endless and depend largely on company use and strategies.

That’s another good way of summarizing the value of the customer, of all the things they can do for you if you ask them to. Customer testimonials, you can’t beat that. They’re great. That’s one reason we suggest in content, in podcasts or video or whatever you use, to increase or encourage some of your best customers to be involved

Tell them you’d like to feature them you’d like a testimonial and you’d like to interview them in a podcast. To talk about not only your business but their business. How your business might be helping their business. Or how they use your product or services.

The benefits they get and they’ll be thrilled. Tell them you’re going to put them in the podcast and record them. And they’re going to want a copy of that and send it to everybody they know.

And you just multiplied the potential people exposed to it. That’s why we like podcasts so well as well as written content, even though it’s transcribed as written content. Because people are excited about it and they want to send it out to everybody they know.

Now advocacy he talks about is a proactive process. Relationships must be formed and nutured before customers can be mobilized as spokespersons.

And it all comes back to, who’s going to own that customer experience? He talks about within an organization. Is it sales or marketing? Who’s going to manage that. You’ve got to decide that. But really, as I’ve talked about before, the customer experience starts probably before you even know it.

They’re probably going online checking you out. Reading reviews about you, what people have said. And that’s why I emphasize so much, particularly for small business to get involved with social media. Get online. Get your message out there. Do it not only with daily posts on Twitter, on Instagram, Facebook—but with content on a blog. Like these podcasts.

Why? Because it’s accessible content for people who are checking you out. And they’re getting to know you. You’re listening to this getting to know me. And I don’t even know you’re probably listening. But on down the road you might contact me and say, Oh, yea—I’ve been listening to your podcasts…I like podcast 23, etc.”

That’s why these are important. It’s pre-selling yourself, your brand in various platforms, in various ways before they even do business with you.

This is again, becoming more and more important. Who’s going to own that experience? You can be proactive in starting that. And it must be, he says—continuous selling, you have to constantly be doing it.

Now, fostering this continuous selling, you have to incentivize a sales team to be involved and stay involved by basing part of their compensation on advocacy customers as measured by references they give, referrals, case studies, testimonials, in other words, incentivize your sales team to get that information from these people and then compensate them for it.

So you don’t drop the customer and they leave. You forget about them. So all of this is part of the selling process.

He talks about this, surrounding customer success in advocacy need to shift in identifying nuturing advocacy must become as much of a priority as upselling and renewing.

And the real key here is, he says that customers represent something very real that you can lose. Because they’ve used your product and formed an opinion. Think about that. That’s going to get referrals because they’ve formed an opinion.

And that’s why this continuous selling, this continous communication with them not only might upsell them down the road, it’s going to keep that opinion high.

If it ever changes, and they let you know about it, you can answer them right away. Because you’re engaged with them. And again, this is why customer engagement is the new marketing.

Because you’re consistently out there with them and you don’t forget them.

Now, next question he asks is, do you really know your customer? Confusion he says surrounding ownership is a recipe for customer neglect. Especially as you begin to add marketing automation and technology into the mix. That’s why it’s important to decided who’s going to manage the account so to speak.

Now he says that the problem with technology is that you can remove that humanity from engagement.

But you can use technology to do messaging, emails, videos, social or other mediums. You can collect more personal customer data. Create relavant nuture campaigns based on customer interests, product usages and community building and networking. That’s how you can use technology.

As I mentioned earlier, monthly emails, a newsletter, an occassional survey sent to an email to keep monitoring what your customer needs are.

But it’s understanding that they are human and not a number. You’re using technology to keep them front and center.

So they feel like you’re their friend. And again, I keep coming back to these podcasts, one reason I like them is that they can listen to them at any time and feel like they know you.

This is the magic of repetition of an audio format. You can watch videos about them, but these are easier to engage. They can listen on a smartphone. Sit back and listen and have a cup of tea.

But they feel like they know you. This is all a part of that selling experience of the customer getting to know you and wanting to do business with you.

He points out that when customers make purchases from you, they do it to solve a problem. The value you offer in your solution will be unique to each of those customers. And to make it intregal that you understand each individual need.

Fallon says that “tomorrows leaders in customer engagement will be the ones who truly lead with knowing the customer and their outcomes in a very detailed level.”

It’s really,  getting back to talk about customer surveys. It’s asking them what their needs are. And learning basically, a lot of times we have a group we send emails to. Sooner or later, they’re going to get burned out with our communications.

It’s consistently I would say having a methodical plan to stay in front of them. Whether its a survey, understanding the cost per customer, the cost to keep a customer, the lifetime value…total active users.

All of these metrics of understanding the value of the customer, but then keeping that customer. That’s why I keep saying it’s so critical to stay in front of them.

So basically customer relationships are an incredible way to drive revenue, it’s just knowing where to start.

And that’s why we recommend starting immediately on social media and getting podcasts and content on your blog to start a process with people who you invite in to to read your blog or listen to your podcast or whatever that is.

It’s you taking that step to move forward with your brand by engaging prospects that eventually become customers.

John Verlin’s my name. I’m at jverlin1@yahoo.com. Questions or comments. Website is: www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. We’ll talk to you next week and have a great day!

All podcasts are recorded by Verlin Studios / Gardner, Kansas

Copyright, John D. Verlin 2017

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From the Blog: Digital Marketing Update, Podcast #19, 4 Reasons Why Podcasting and Video Are The Future Of Small Business Customer Engagement and Marketing.

There are basically four reasons why I believe podcasting and video promotion are the future of small business customer engagement and marketing.

on-demand-advertising-solutions-newsletter-card-image1In podcast #19, I’ll discuss why I believe this–compared historically to how small business were marketed years ago, and what opportunities this affords today’s small businesses to grow their business.

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Today’s marketing channels are no longer a dream for small business owners to consistently engage their prospects and customers.

Listen to all of our strictly podcast audio here.

It all starts with our three-point strategy of creating and implementing content that highlights your expertise.

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Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!

Now, enjoy today’s video podcast!

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4 Reasons Podcasting and Video Are The Future of Small Business Marketing.
Podcast #19

Host: John D. Verlin

TRANSCRIPT:

And a pleasant good afternoon to you, John Verlin with On Demand Advertising Solutions, with another Digital Marketing Update, podcast #19.

Today, I’m going to call it 4 reasons podcasts and video are the future of small business marketing. We could reverse that question and say, are they?

And I’m going to tell you why. Let’s consider thirty years ago. If you’re old enough to remember back then. If you had a small business, what you did to market back then.

Let’s say you had a jewelry store, in a shopping center, or strip mall type of thing. And you were going to have a grand opening. You might do a post card mailer. A letter or direct mail piece. A flyer. Inviting people to your grand opening.

And you might do that in an eight to ten mile trade area of your business. So, you have direct mail, you might take out a quarter page ad in the newspaper, which backed then they ruled. And in a majority of cities, they were the dominate media.

You probably spent good money to be listed in the Yellow Pages. I don’t know who many times I had clients put aside a good budget for the Yellow Pages. I’ve got to be listed in the Yellow Pages. Much like today, it would be like I’ve got to be listed on Yelp.

But back then, you had to be listed in the Yellow Pages to be considered a viable business among small business owners.

You had TV, you still have TV. You had radio, you still have radio. Cable was breaking into the scene back then. Cheap, very…a lot of cable channels. Very diverse. Questionable effectiveness because it was so diverse, where you’re reaching often enough. Even though it was cheap, cheap didn’t matter if you didn’t get anything back, so to speak.

So, those primarily are the options you had back then. And today, these are the four reasons I think podcasting and video will be the future of marketing for small business, at least for the for seeable future.

Because we know that virtual reality, automation, robotics—all of these things are coming into the fore.

But that will take some time to develop, just as everything else did over the last five to ten years.

Here’s four reasons why. We just talked about the typical media that small business had back then. Today, those platforms and channels have changed. I’m talking about Twitter, Facebook, Pinterest, Instagram.

These were things that were a dream, weren’t even thought of back then, that small businesses can use to pinpoint and target customers—of varied interests to connect with a communicate with them.

And the platform today are smartphones. Obviously you still have desktops, tablets. Didn’t have those years ago.

That’s changed everything for small business. Using those channels to communicate. Compared to the traditional thirty years ago.

Now, the second reason I believe that podcasts and video are the future of small business marketing are because of the nature of what they are and how they communicate.

They can engage customers and prospects…and they can do it with fun content. Video content even audio content can be creative and it can highlight your expertise. Five minutes, ten minutes…a half hour podcast.

Thirty minute video. Thirty second video. Thirty second podcast. You have a range of ways to communicate. Because of the ways in which you can communicate, you can engage people.

For example, I have a large scooter. I saw a new model—futuristic of a scooter, concept scooter, the other day it was on a Youtube video. Really cool. And they were showing what this was going to look like. And guess what? That piece of content got my interest. I showed it to several people. I’d even call to see if it’s available.

That’s because it caused me to be interested. It got my attention with a concept video, about a concept scooter that’s not even been built yet, but I’m interested.

They engaged me as a prospect, just because I happened to see it on the scooter website of what’s upcoming. That’s an example of how they’re engaging with a video—a prospect that could go out and buy it tomorrow.

So they’re using that to get people’s interest. The same thing could be said for small businesses today. By using podcasts and videos to connect with your customers.

The third reason I believe these are the future is that they’re accessible. Podcasts and videos, you can listen and watch at ten at night or three in the morning. Twenty-four, seven, this content is available.

And particularly when you’re talking about your expertise or your business. For example, looking at that video, I wanted to know more about it. It got my interest. Well, your prospects and customers want to know more about you.

You’ve got their attention because of your product or service, and they want to know more, so naturally you should tell them more.

To get them and engage to do business with you, as your competition is out there, walking around and stalking like a lion waiting to devour any customer they can.

So, doesn’t it make sense, that you have the capabilities today to further your brand, further your expertise by informing prospects and customers about what you do? And not everyone may be interested in a three quarter karat diamond and how it’s made.

But if you’re going to spend ten grand on one, you just might want to know, because they “feel” like they know you better once they see that or hear about it.

And that sure may beat the competition who’s not doing anything like that. So, it’s accessible twenty-four seven.

And finally, the fourth reason—these platforms and these engaged pieces of creative content, videos and podcasts, allow you to use them in a promotional capacity.

It allows you to keep your name in front of them, so it’s on-going, everyday. You don’t have to buy a radio ad ten times a day, that costs a fortune to get your name out there.

You can do this on a regular basis through social media, utilizing those videos and podcasts on posts to promote your blog. And you do that on a regular basis.

My question is, are you using podcasts and videos to share your expertise with your prospects and customers on a regular basis on a blog to tie people to lure them into your website?

That’s how you can build your business. It doesn’t happen overnight. But you’re not having “sales” every night either. So, you’re getting to use tools that thirty years ago were a pipe dream. And cost a lot of money to build a customer base.

And I know this because I worked with a radio background in announcing, writing commercials, producing them. And I did this for clients.

The very things I’m doing for clients today, and offering, podcasting, videos…blogging, social media, I did that for my clients thirty years ago in a round about way, because they were spending a lot of money to market themselves. And I found out what they did because I did it for them.

So that’s why I know this. And that’s why I’m telling you a podcast is a great way to highlight your expertise, cost-effectively. Posting it on a blog and promoting it with video and posts on different social media.

That’s what I call the marketing platform, that’s the basic thing. But these are four reasons why I believe this is the future of small business marketing. Because not all small businesses are doing this right now.

But they know, particularly with video that it’s the upcoming thing, but they’re just not doing it. My guess is they’re a little intimidated. They don’t know how to do it. They don’t want to take the time to do it or have the time to do it.

They’re going to delegate it to their son or daughter who are familiar with social media. But they may or may not take the time to do this everyday and connect on a regular basis.

It’s familiarity. If you got a memo from someone, you might say oh yeah, I kind of know that person. But if you got it everyday for a week, you would get to know them a little more. But if you got that for a month, you’d feel like you knew them. You might say I’ve seen that person, I know how that person is because you see that memo from them all the time.

It’s the same deal. Repetition. So those are the four reasons I believe podcasting and videos are the future of small business marketing because, again—all these platforms and channels have changed and accessible on a small phone that fits in your pocket.

It engages prospects and customers with creative content highlighting your expertise, answering questions, whatever your prospects or customers need.

It’s accessible twenty four seven, they can learn about you day or night. And they allow you to have a marketing platform with on-going promotions. To be able to keep your name out in front of your prospects and customers on a regular basis.

It’s all coming down to the customer experience.

And that’s why I believe at the end of the day, podcasting and videos are a way to create a full filled customer experience. Because they’re learning all of this and once they feel good about you, guess what? They’re going to do business with you.

So, if you’re not doing those, I’ll be happy to answer any questions you might have about them. It’s what we do to help our clients, and I think it would be well worth your while because they’re cost-effective, and yet they give you a base from which to work from on all of your other marketing.

Direct mail you may be doing, email marketing, radio, TV ads, print, whatever—you can lead them back to your blog and your content to access your website to get to know you.

That’s what it’s all about.

jverlin1@yahoo.com is my email. John Verlin is my name.

Website is www.OnDemandAdvertisingSolutions.com.

Would love to hear from you. Next week we’re going to have another podcast—and I’m going to delve more into..well—you just tune in and find out!

Have a great day, we’ll see you next week.

All podcasts are produced by Verlin Studios / Gardner, Kansas

Copyright, 2017, by John D. Verlin

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