Paul Kortman, Founder of Connex Digital Marketing, and digital nomad, joins me on this episode of #Accelerate!
[:58] Paul’s understanding of success has shifted. He notes that the American lifestyle does not coincide with Maslow’s Hierarchy of Needs. The pull of consumerism is strong in the U.S. The family now lives in Cancun.
[5:04] Paul feels guilty if he’s not working at 9:00 a.m., but there are billions of people who don’t work that way. He wants to do better for his children. He spends more time with them.
[7:52] Paul sold their Michigan house over two years ago, and the family of six flew around the world for a first adventure. They came back at Christmas, reconfigured the business, and bought an RV, and within months, they were living in Mexico.
[9:30] It’s a big RV. The children range from ages four to ten. They still obey! They are also homeschooled. Paul’s wife loves taking their home wherever they go. Living in 330 SF is a challenge. In an RV, you go outdoors more.
[13:33] Paul still manages a digital marketing agency. In Mexico they have unlimited 4G WiFi and data on their phones. They consume 200GB in a month, in streaming. Paul reconfigured his business model, after extreme losses.
[15:43] Most of Paul’s customers come because they know somebody who knows Paul. His network connections were not his clients, but they introduced clients to him. By Paul’s leaving town, his competitor’s business “blew up,” from referrals.
[17:23] Normal churn drained away most of Paul’s agency, and he lost 90% of his revenue. Paul explains what happened.
[18:17] In Paul’s trip back to Michigan, he rewarmed his network, but he was also able to develop a productized service, the “Holy Grail” in the service industry. He offered a simplified service at a flat fee, with no variations. It works.
[20:51] Paul is the only salesperson. Paul still networks. He found the sweet spot of pricing, need, and offer. Paul also says the key of search ranking is to offer quality content, with backlinks. He cites Brian Dean’s skyscraper technique.
[22:30] Skyscraper technique takes a topic that has proven successful, although with inferior content, and improves on the content. Paul explains how he productized that process for customers to double their site traffic in six months.
[26:30] Connex Digital Marketing offers the product at a fixed price per post; you set the number of posts per year. You describe your audience, website, and desired keywords. Paul explains how Connex moves forward from that point.
[30:44] Paul will not work with existing or supplied content. To guarantee the quality, and proven results, Paul has house researchers and writers to control the productized service.