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Continuing Conversations Through Digital Advertising with Paul Potratz
I have with me Paul Potratz and he’s the Owner and Chief Operator of Potratz, an award-winning full-service digital advertising agency specializing in video and social media services. Paul has earned himself the reputation of resident noisemaker, an innovator in the automotive marketing space where he’s considered one of the foremost modern marketers. Hosting his blog, Think Tank Tuesday, for nearly a decade with a viewership of over 100,000, Paul motivates and shares his knowledge with entrepreneurs and business owners by a way of actionable training, tips and strategies that he’s learned through experience. Paul is also an international speaker and a contributing writer for Forbes Magazine. Paul, welcome to Heartrepreneur Radio. I’m glad to have you.
Thank you, Terri. Thanks for having me.
Tell me a little bit about how did you get into this digital advertising space. Where did that come from?
I’ve always been one of those gadget freaks and I would get so bored with traditional advertising and all that. I was excited about digital marketing and growing up in my dad’s business, he always wanted me to take the reins and run his business but I was always drawn to the marketing aspect. Direct mail, newspaper, and all that stuff were pretty boring, so I hopped into digital and that was in 2001.Start with what you know or where there are people that know you. Click To Tweet
What do you love? Do you love Facebook? Do you love LinkedIn? Do you love Twitter? What do you love about social media and what don’t you like?
Personally, I don’t care about social media but I’m all over it. I have hundreds of thousands of followers. What I love is people and why people do what they do. How can you inspire somebody to do something with words? I’m a lover of words and video and people and then combining all three and magical things happen.
The automotive marketing space, did you have a background in that? Did you have experience in that? How did that come to be?
My dad was in the auto dealership business, that was in Memphis, Tennessee. I always loved marketing and I was trying to find my way with marketing. I started out as a photographer and it dawned on me that automotive because we work with tier one being the manufacturers and we also work with tier two which is the DR group, and then tier three which is individual dealerships like in your hometown. They spend money every single day, every single month, twelve months out of the year. Knowing that they’re one of the top spenders, it was going to allow me to build on my marketing experience and expertise. It wasn’t like I was always going to be asking, “Can we spend some money on this?” That’s why I got into automotive.
I always tell my client family members, “Start with what you know or where there are people that know you.” It’s the easiest. When I started my coaching and consulting business, I started with what I knew. I came out of being president of a national healthcare company. I started with other people in that industry, whether they were radiologists, speech pathologists, physical therapists or nurses. That’s who I knew. That’s where I started.
Pick a niche and run with it so you’re not confused with what you’re supposed to do every single day.
That’s one of the problems that I see a lot with business owners. They don’t pick a niche and/or they pick a niche and then they pick a niche. You have a viewership of over 100,000, which is something to celebrate. How did you develop that for Think Tank Tuesday? How did that come to be? How did you grow that kind of a viewership?
We need to update it because our viewership or subscriber base now is 327,000. We’ve worked on growing that. The way we grew it, I started with an email database of emails that I sold out of Yellow Pages and few business cards I had lying around, which was about 200 email addresses. The secret to growing it is making sure the content that you’re creating in your video blog, whatever you want to do is consistency. Not being selfish by sharing content, sharing information without a sales pitch that when someone watches your video that they go, “That’s helpful. I can apply that to my life or my business or whatever it is.” Just don’t always make it a sales pitch. I rolled out a new video that I know is going to grow because a lot of my videos will hit over 100,000 views. It was a video I took. We shot video and I put a message to it about challenging yourself and trying new things. Putting stuff out there where people have an interest in and being consistent because when I do something like my Think Tank Tuesday happens every single Tuesday.
You said a couple of things that are important. First of all, consistency. I agree with that. I follow someone on Facebook who puts out these amazing videos. However, it could be once every three weeks, once every four months, I never know. I miss a lot of the videos so consistency. If you do something, do it on a particular date, just like you do, so people know what day to expect it, “It’s Tuesday, this is what I’m going to look for.” Sharing content, great quality, great information, knowledge, tips, tools, strategies, and not doing a sales pitch.
I’ve done a lot of webinars, a lot of Facebook Lives, a lot of training. I have a lot of content. Heartrepreneur Academy has tons of free courses and free gifts and there’s no sales pitch. It’s giving information that people use, people are interested in, and people can apply. It’s rare to hear that because everyone out there is pitching. How did you come to discover it wasn’t pitching that was the secret?Pitching is not the secret to growth. Click To Tweet
It was 2003 when I started the digital ad agency. I called around, I set up appointments, and I went out to do my sales pitch. I have had seventeen appointments, I came back with zero clients. I’m like, “Why didn’t I sign anybody? What I’m talking about is great. I was excited about it.” I talked to a few of them because they wanted to take the time to talk to me and help me. Here I am, this young guy and they said, “I don’t understand what you’re offering me. How it’s going to help my business?” I said, “We’re onto something here.” That’s when I said, “I got to start explaining all of this stuff. What is it? How is it going to help you? How do you do it?” It all started with me doing how-to videos when it comes to marketing, sales, social media and video production and just anything to grow your business.
That’s how it started, an educational series and it grew from there. Before I knew it, I was getting phone calls and I was getting Twitter messages of people asking me questions. By doing this content, I’ve been on the stage in Greece, Denmark, Paris, all over the United States and it was people saying, “This is good information. I don’t know what it is that you do, but can you come to speak?” That’s how it grew from it. The a-ha moment went off when I met a guy named Bob Burg, who wrote the book, The Go-Giver. I met him at a conference. We’ve done a podcast together and I’ve read all his books. I’m like, “That’s what I’m talking about.”
A lot of business owners, when I talk about this sharing your knowledge and sharing your experience, they’re like, “That’s what I’m selling and I can’t do that.” I said, “Understand, like WebMD, we get a rash, what do? We go to WebMD. We’re going to WebMD our self. We’re going to self-diagnose, but we still go to the doctor.” They’re like, “What I’m doing is not like a doctor.” I’m like, “Understand that a lot of people want to understand what you’re offering so they don’t get taken advantage of.” They want to understand it and let’s be honest, a lot of us are lazy. When we can pay somebody to do it, we’ll pay him to do it. When you share your experience and your knowledge, you become the authority. You become the individual that’s trusted.
I love the tip and I hope people are breathing this in. Create educational videos. Create how-to videos. I was talking to a friend and she said, “I watch all your Facebook Lives and I’d love to do that in my business.” I said, “Why don’t you?” She said, “I don’t know what to teach.” I said, “Your business is helping people apply makeup.” She said, “Yes.” I said, “What about teaching people how to apply makeup?” It was simple. She created her very first educational video. All it was, was it’s for women to make your eyes look bigger. She did twenty minutes demonstrating it. It’s the first time she ever did a video. She had over 600 views. She’s never had 600 people even on a post before.
People want to learn. Give people marketing tips. I’m a huge Bob Burg fan. If you all haven’t read the book, The Go-Giver, I highly recommended it. It’s a book that will change the way that you think about the way that you present yourself in the marketplace. Let me ask you this question, Paul. I’m going to ask you for your very best marketing tip, knowing that our Heartrepreneur audience are usually business owners that are providing some kind of a service and they’re looking to attract more ideal client family members to prospect with.
I’m a big believer in the video. When you talked about the lady that did the video with her makeup, how to make your eyes look bigger, she did took step one right. The next step, which she did is to make sure you have that off of a celebrity page or a business page because that gives you the analytics. Invest a little money into Facebook retargeting because now you’re thinking, “I want to create all this free content, how am I going to get sales?” That’s easy. People consume your content off of that business page, which allows you to do Facebook retargeting. You’re giving them a little piece of code so wherever they go on Facebook, your ads follow them. Those ads give you the opportunity to sell your product or service. Now they know who you are, make sure you have your face in it. They respect you, you are an authority, and now you ask for the sale. When you’re talking and doing your free information, you’re not asking for the sale but you’re following them around asking for the sale.Understand that a lot of people just want to understand what you're offering so they don't get taken advantage of. Click To Tweet
At the end of the video, you can tell people how to take action. While I don’t do lots of Facebook ads, if I ever spend any money on Facebook, I am always sure that I am doing Facebook retargeting. I’ve had people say to me, “I went to your Facebook sometime once, but I always see your stuff popping up. It must be a sign that I’m supposed to be buying from you.”
Ask people to sign up for your content and ask them to do it via email and mobile number. You build that database and now you have those email addresses and those mobile numbers, which allows you, if we’re talking about Facebook, to create what’s called a custom audience. You’re able to make sure that those individuals that have engaged you in one way or another for free content. Now you’re able to make sure they’re seeing your ads specific and you can ask for the sale.
How can people follow you, find out more about you, and connect with you, Paul?
Paul Potratz, just type that into your favorite search engine and plenty of stuff will come up. Then you can pick your ideal social media platform, whether it’s Facebook, LinkedIn, Twitter, Snapchat, whatever’s new. You’ll find me on that platform because I’ve set up on all of them. You’ll find my website, which is the best place, but you’ll find the platform you like most and my number is always out there and so is my email.
There are lots of different ways to connect and continue the conversation. You already gave a ton of value. Anybody who is looking at, “What should I be doing on social media? How can I go more viral? What can I do with my education? What about my vlog, blog, video?” I would connect with Paul. I highly recommend Paul. Paul, thank you so much for being here and being my guest at Heartrepreneur Radio.
Thank you, Terri.
For the audience, two quick actions for you to take. First of all, I am giving away my life’s work. All 40 years, everything I’ve ever created, for free. My way of giving back to the world of business that has been incredibly good to me. It’s free. Just go over to HeartrepreneurAcademy.com. Create your free account, go to get started, and you will find my content. There are tons of it there. More comes in almost every day. Then you can also go over to GetHotPayingClients.com and we have a free course there. Just a way of thanking you and passing it forward. Thank you again for tuning in here at Heartrepreneur Radio.
- Think Tank Tuesday
- Forbes Magazine
- The Go-Giver
- Paul Potratz
About Paul Potratz
Paul Potratz is the owner and chief operator of Potratz, an award-winning full-service digital advertising agency specializing in video and social media services. Paul has earned himself the reputation of resident noise-maker and innovator in the automotive marketing space, where he’s considered one of THE foremost modern marketers. Hosting his vlog, Think Tank Tuesday, for nearly a decade with a viewership of over 100K— Paul motivates and shares his knowledge with entrepreneurs and business owners by way of actionable training, tips and strategies he’s learned through experience. He’s also an international speaker and contributing writer for Forbes magazine.