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I first want to applaud each and every one of you for coming here today you've realized that you need to take your practice to the next level it is the most powerful form of advertising that you can get your hands on and it's virtually free WBBM is killing you two to one what are you going to do to make it right we pooled our resources together and between the two of us we had twenty four thousand dollars welcome to the Edda Keef show transform your mind accelerate your business energize your body and inspire the world now here is your host at okie in this episode of the podcast weren't here part of a presentation from the first winner of Donald Trump's reality TV competition The Apprentice Bill Rancic so let's listen in the bill thank you everybody what a good crowd you've gotten a Semel day today had you know when I'd first asked me to come and talk you know I thought I'm going to talk to a room full of Dennis and the folks that work in a dental office and I thought you know what the hell do i have in common with these guys and I thought about it and I started working on some of my remarks for it and I remember my recent experiences with my own dentist and how when I walk in the door it's you know marketing everywhere and there's video screens selling the products and you know I remember the level of customer service and how that has changed and the follow-up calls that I get in the calls reminding me that I have an appointment in a week and when I go in there and I meet with the dentist how he's able to upsell me and whenever I leave my dentist's office I always find that I spend a lot more money than i expected i would spend so apparently he's doing something right but it dawned on me that the business of dentistry has really changed and it's evolved and it's gone to the next level and it occurred that we're very much the same we're both entrepreneurs you know my products happen to be real estate in the cigar business your product just happens to be dentistry but fundamentally we're the same we're both entrepreneurs were wired the same way I thought you know this this could be a lot of fun because I loved talking to entrepreneurs and and kind of brainstorm with them and sharing some of my ideas so I first want to applaud each and every one of you for coming here today because I think you've taken the right step and you've realized that you need to take your practice to the next level and you realize that you're here to learn what you didn't learn in dental school because they didn't teach you how to be an entrepreneur in dental school so I think that's probably the most critical step in achieving success it's taking that first step and realizing that I've got to do things differently and the one thing i love about ed is that it's not a dentist and I think so many entrepreneurs and I see so many small business owners they make the mistake of refusing to look from the outside in and that may seem kind of unusual but they're so close to their business and they're so close to their practice that they see it for what they want to see it they don't see it for what it really is and I think ed he brings a fresh perspective to this and he's he's an innovator and he has fresh ideas and the fact that he's an outsider i think is spectacular so I I commend you on getting this organization together because I think it's fantastic what you're doing now I'm an entrepreneur as i mentioned i started a company called cigars around the world oh i guess it's about 14 years ago and I did it because I wasn't satisfied and I wasn't reaching my full potential and much like many of you you didn't want to accept being average anymore you didn't want to just go through the motions and I was at a job that I didn't like and I was just kind of going through the motions and I'd seen some things that I didn't really think were for me and I started networking and looking at different businesses and trying to get back into my entrepreneurial way of thinking and I looked at a million different ideas you know from Subway sandwich shops to use sporting goods stores you name it I looked at it but what I would do is I would kind of do things differently and i really recommend this as an entrepreneur i would reverse engineer them and i would look at a business or ID and i said well why isn't this going to work and i would try to talk myself out of it rather than talk myself into it because a lot of people can get swayed and they only see it you know for the positive and that you know they're very optimistic and i'm all for being optimistic but they don't take worst-case scenarios so i would pick it apart all these different businesses and I know some of you here here back in March and I'm going to just tell the story real quick it's about how I started this company then I was brainstorming looking at different businesses and I was sitting at this outdoor cafe one day and these three european guys they sat down at the table next to me and they pulled out the biggest cigars i've ever seen and they were smelling these cigars and the way they were lighting these cigars it hit me i'm going to start the first ever scar of the Month Club i'm going to send out five cigars to the people's homes every month I'll produce a newsletter to educate him on the products that I'm sending them and I thought you know people may want to give this as a gift so i'll put a little gift card in there as well so i left the cafe and i went over to my buddy john's house he was also looking to start a business of his own and I pitched him on this idea and he loved it and he wanted to do it so we pooled our resources together and between the two of us we had twenty four thousand dollars that was it so we decided we were going to move the operation into John's 400 square foot studio apartment and when I tell you it was about the size of this stage I'm not kidding I mean it was tiny we pushed his bed in the corner I got seven phone lines piped in with 18 hundred lines some used desks and used computers and we're ready to get this thing going but there was one thing I had to do I had to go to that metals company where I was working and I had to resign from my job so i went in and i sat down with the two owners of this metals company and I told that I was going to become a millionaire because I had this brilliant idea and everyone was going to want to you know buy this cigar of the month club and these two guys SAT across the table for me and they looked at me and they laughed and they said kid that is the most ridiculous idea we've ever heard we're going to keep your office here because when you run out of money in six weeks we're going to hire you back but we're going to give you a twenty percent pay cut Wow these weren't really the words of encouragement that I'd hoped for from these guys but I left there and I'm glad they they said that to me because I was mad and I wanted to prove these guys wrong I got back to the apartment when I got back there I realized that the only way this business was going to be successful is if I could reach the masses I had to let as many people know that I had this company and I had to get him to pick up the phone and call the 1-800 number much like many of you with your practice you have to reach out to the community and let people know that you're there now I didn't have much money left my twenty four thousand dollars was now down to about nine I thought you know how am I going to reach these people how am I going to reach thousands of people with nine thousand dollars it's not going to buy me much of an advertising campaign so I sat down my computer and I type the letter explaining my business idea and then I asked for help and I took that letter and I put it inside of an envelope and I took the envelope and I put it inside of a box because I knew a box would always get open it before a letter you know letters sometimes people they file them in the in the wastebasket and I put some cigars on top of that letter and then I went to the local costume shop and I bought a pair of the state coke bottle newer glasses and I taped a little note on the bridge of those glasses red please take a closer look at my business idea put those on top of the cigars that were on top of that envelope and i sealed the box up and i did his ten times and i sent them out to the top ten morning radio shows in chicago up and down the dial here and about a week after those packages went out i got a call from the producer of the number one morning radio show it was the Jonathon Brandmeier morning radio show i'll never forget because she called me up and she said Jonathon Brandmeier will have you on the air for five minutes to talk about cigars around the world she said make you five minutes count and we all know in life it's about making your time count while we're here so I go to the studio the damn supposed to and I need this Brandmeier guy and I hit it off instantly and my five minutes turned into 35 minutes at the heart of morning drive time in this guy's telling his listeners I'll be spending a member of the cigar of the Month Club for years mmm I just kind of kept quiet he's going on and on and on continually giving out our 1-800 number every 15 or 20 seconds unbelievable so I left the studio that day and there was a big radiology convention going on in the city and I couldn't get a cab for the life of me so I had to sprint back to the apartment or office was and I get back there I'm all out of breath I swing the door open and there's my partner and he has one phone in his left ear one in his right ear every single one of those seven phones that we had was ringing and I reached over and I pick up the first phone that I can grab and I take an order from this woman and she was a 12 month membership to cigars were on the world now it was like a four hundred eighty dollar order and I had to pause and I had to ask her you know are you sure I hung up the phone I looked over my partner John and I said John it looks like we're going to be in business for at least a year because I just took a 12 month membership so i sent the the same letter and glasses to radio stations in New York and Los Angeles in Detroit you name it I sent these out and these radio stations were having me on the air and it wasn't costing me a penny I didn't know anything about PR you know I went to college I had a degree in criminology I sold no I quickly learned the importance of PR how many people in the audience use PR for their practice boy that's not money it is the most powerful form of advertising that you can get your hands on and it's virtually free so these songs are ringing and ringing and ringing and as an innovator which many in the room are you're always looking to take that idea to the next level I thought if this works with radio you know it'll certainly work with television so I modified that letter and you know I thought Katie Couric and I could sit out in the plaza the Today Show and share a cigar together and talk about what a great gift this would make and I sent those things out to every single daytime talk show on TV and a week went by and I didn't get a call second week went by still didn't get a call third week goes by it's the end of the third week and I finally received my first call from that wave of packages but it wasn't quite the call that I'd hoped for I got a call from the producers of the Danny Bonaduce daytime talk show right now danny bonadu-- she had a daytime talk show that was on the air for oh I guess about six weeks I got on his show twice in those six weeks but then I got on good morning america and i got on the two not the Today Show I got on CNN later on I got on the Today Show but within the first 30 days we open up those phone lines for business we had over 1000 members to the cigar of the Month Club now the PR thing not only was it valuable because it made our phones ring it was valuable because I was able to find out which avenues or effective in advertising I got to find out which radio stations worked you know I did a lot of stuff with the local newspapers in some of the publications that the one thing we did is we tracked every single phone call that came through those phone lines we would find out where they hurt us you know what time a day to harrahs we gather as much information as we could after we got the order and there's a lot of power in that because we would then follow up those radio stations that worked with paid advertising we would buy commercials but we wouldn't do it unless we got the free commercial the free ad or the or the trap sponsorship sponsorship whatever they could give us just a test of the market and there was a lot of power to that now we got this thing up and running and boy we went from one thousand members to 4,000 members to 8,000 members and this thing was running like you wouldn't believe and his business started to become more and more successful I remember when I was a kid and my buddy Carson his family owned a lumberyard and they needed me to come in and help him out for a couple days because a few other guys were sick and I went to this lumber yard and I was a very observant kid I was probably in a 15 or 16 whatever it was and I asked a lot of questions and I would always look and see how they were doing things and one thing that was fascinating was this old run-down lumberyard they were making a fortune but what they did was they used every single piece of that would if they had a two-by-four and they had to cut it to you know to buy eight while the reigning you know four inches they would use that they would sell it they sold every single inch of that would including the sawdust you know they were taking out truckloads and truckloads of the sawdust and they were making a fortune just from the sawdust alone and as my business was up and running I thought to myself where is the sawdust you know where can I make more money and i would i would be receiving all these phone calls with people who wanted to buy my mailing list because my mailing list was so valuable I had all these high-end customers who were getting these cigars every month and it thought I thought to myself you know that's that's my sawdust I'm not going to sell my mailing list because that's my biggest asset but also advertising inside of the boxes so people who wanted to you know montblanc pens would buy an ad and week you know send those out every month and I was getting into a dollar or two dollars for every single card that they would put in our boxes so they were paying for my shipping on the the packages that were going out to these people every month where is your sawdust where is your sawdust in your practice you've got to ask yourself that question you know how can you make the best use of every patient that comes through your door advertising how many people do radio advertising newspapers anyone okay advertising is a funny thing because it's probably going to be your biggest moneymaker if you do it right if you can get out there and come by PR and advertise and like I said we went and bought radio ads all over the country New York Los Angeles Detroit Seattle and what we did was we tracked every call every order that came in but more importantly we created a competition among the different radio stations in the market and here at Chicago there's four radio stations that we would advertise on and we tracked every call and we would call our sales reps and we'd say listen to Tom you know WBBM is killing you two to one what are you going to do to make it right and these guys never wanted to be in last place so they say will throw you some free traffic sponsorships or we'll get you another interview we had to manage that process and I want to talk about the importance of micromanaging the processes but you'd be surprised when you do that and when you create that competition among the different stations in your area how they're going to want to rise to the occasion and they're not going to want to be in last place it's a simple phone call the worst thing they can do is say no and then you threaten to pull your advertising they're not going to want to lose you as a customer but you need to make sure that you're squeezing every inch out of that dollar that you're spending on those radio ads of those newspaper ads and you've got to track every single call that comes in this episode is sponsored by marine d3 if you want 24-hour antioxidant protection while giving your brain eyes heart and overall energy a jolt of long-lasting nourishment the marine d3 is for you this is my number one top selling health product that i've sold over 500,000 bottles and right now eighty percent of our sales come from repeat customers marine d3 can flood your cells with an abundance of new antioxidants and nutrients that fights and repairs damage done to the cells during exercise everyday living in the natural break down 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them in your hands and you can apply them then this is for you now you can test drive my dormant forces insider silver membership for just one month free if you love it we know you'll stay with it and let it keep you in the loop of what's working inside my businesses and the other dozens and dozens of businesses that I mentor why would you go at it all on your own when you can use other people's experience then just replicate what works any all right now you can test drive the membership for just one dollar plus a few bucks shipping and handling by going to it'll keep show calm forward slash dormant forces that's edochie show calm /er minh forces and thank you so much for tuning in to this episode of the podcast you can find the show notes for this episode as well as all the other podcast episodes by heading on over to Ed O'Keefe show com if you would please go subscribe to the podcast on iTunes and leave a rating and review rating interviews truly are the best way for you to show your 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