Top Podcast Episodes of 2023

January 4, 2024

This is an episode to review the most popular episodes of the 2023 podcast year. 

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TRANSCRIPTION:

Dr. Tom DuFore, Big Sky Franchise Team (00:01):

Welcome to the Multiply Your Success Podcast, where each week we help growth-minded entrepreneurs and franchise leaders take the next step in their expansion journey. I’m your host, Tom DuFore, CEO of Big Sky Franchise Team, and a very merry Christmas to all of you that are deciding to tune into our final episode of 2023. We are launching here on Christmas Day. Thank you so much.

Dr. Tom DuFore, Big Sky Franchise Team (00:26):

I hope if you are tuning in that you’ve had a chance to enjoy wonderful Christmas holiday with your friends and family, and those that are near and dear to you. If you’re maybe up early listening to this, glad you’re here. Today’s episode is extra fun and special, because we are recapping 2023 and highlighting eight of our most popular and most downloaded episodes of 2023. We’re going to place some snippets of each one, just as a flashback reminder as we close out here.

Dr. Tom DuFore, Big Sky Franchise Team (00:58):

Let’s go ahead and jump right into it. Our first episode from our top episodes in 2023 is episode number 153, which is an interview with Matt Hill, who is the CEO of One Tree Planted, which is a nonprofit organization that’s planting trees all over the world, and it’s an organization that we support. Let’s hear what Matt had to say.

Matt Hill, One Tree Planted (01:21):

Keeping it simple and like you said, optimist, not doom and gloom, not too technical, because people are paralyzed, and for example, keep hearing carbon, carbon, carbon. What is carbon? What does a ton of carbon? How does that work? What is my carbon footprint? How’s it being calculated and all that stuff? At the end of the day, I always just say it’s the consumption of stuff.

Matt Hill, One Tree Planted (01:40):

We buy a lot of stuff, we fly around, and there’s little things you can do that, we’ll call it, minimize what you do, but you can’t get down to a zero. When you might donate a hundred dollars, know that you planted a hundred trees in your local community, or picked a project that’s maybe in Australia that’s helping with biodiversity over there, you know it’s tangible. People, they get it.

Dr. Tom DuFore, Big Sky Franchise Team (02:02):

You list on your website and other resources based on certain number of trees planted help neutralize or offset your own general consumption as an average person. Would you talk a little bit about that?

Matt Hill, One Tree Planted (02:15):

Sure. The average North American, it’s about 20 tons of carbon just based on, you go to work, and bring your kids to school, and heating your home, all that type of stuff. When you’re planting trees, trees sequester, carbon, and then there’s a lot of different types of trees. Some trees will sequester more carbon faster, some trees live longer, so a whole bunch of factors, but we have a really sharp team that really do that modeling in terms of understanding that.

Matt Hill, One Tree Planted (02:44):

Then there’s three, just to think for your listeners and everything to understand, there’s a soft claim. When you go and plant a thousand trees, we can calculate based on the geography and the types of trees what that should be sequestering, but it’s a soft claim. Then you can go and get a third party that would just audit to just kind of double verify that what we’re saying is actually true.

Matt Hill, One Tree Planted (03:04):

Then there’s certified projects which are gold standard vera, and a lot of work and aspects go into that. Those are kind of the three realms for the average person to know what’s out there.

Dr. Tom DuFore, Big Sky Franchise Team (03:16):

I think that for someone that’s thinking of trying to offset their own, you hear about this carbon footprint, and how can I reduce this, and so on. This is a very simple way to know that what you’re doing is making an impact on some of that. What are a couple ways here, Matt, for people to get involved? How can they learn more about what you’re doing?

Matt Hill, One Tree Planted (03:36):

You can go to onetreeplanted.org, really appreciate it. You can see what’s going on, see the amazing projects that are out there. The other thing, I think is looking up tree planting events. Earth month just passed, the month of April. There’s a lot, we had over a hundred tree planting events that we organized around the world that were free for people to come out to. Then just, it goes beyond trees. I went down to Dominican, we looked at a site that we are working with a partner, and we saw the communities. Then we did a beach cleanup.

Matt Hill, One Tree Planted (04:05):

I’m in this environmental space. When I was doing the beach cleanup to see how much plastic was there, and how much styrofoam, and all that stuff was broken up, and how much of this we digest in our system. There’s a lot of different things that you can consciously do that isn’t making an extreme effort. I’m not saying for everybody out here to go buy a Prius tomorrow, but there’s little things you can do. Bike to work, walk to work, take public transportation, use reusables. I think it’s these small little things that are pretty easy to incorporate in your lifestyle that collectively make a difference.

Dr. Tom DuFore, Big Sky Franchise Team (04:38):

Our next interview is with Brian Beers, the multi-unit franchisee that went from zero franchises, then to six, then to over 30 locations, grossing more than $40 million per year with the franchises that he owns as a multiunit franchise. Here’s a little snippet from his interview.

Dr. Tom DuFore, Big Sky Franchise Team (04:57):

As you’ve grown through this over the last roughly eight, 10 years or so, what do you know now that if you could tell yourself something when you’re first getting started?

Brian Beers, Multi-unit Franchisee (05:06):

A couple things. Sometimes, I think we’ve held on to people who weren’t good for way too long that hurt the business. You have somebody, you know they’re cancerous, they’re hurting it, but for whatever reason, I’m blinded by it or just whatever it is. Sometimes we’ve made it, and I take responsibility where I’ve hired the guy, and I should have fired the guy, and I didn’t. Then it leads to all these other problems. You have the wrong people in the wrong seats.

Brian Beers, Multi-unit Franchisee (05:31):

That’d be advice is once you know someone’s not right, there’s really no turning around. Most people don’t get magically better. Part of it is getting really good, and having a lot of clarity around who is the right person, especially in these leadership roles, and working really hard to find those people and retain those people. If they’re not right, find the right people. That’s a big one.

Brian Beers, Multi-unit Franchisee (05:54):

The other one, like I mentioned before, the limiting belief that, hey, I thought that because we had other opportunities to acquire other stores, even in market, and just kind of thinking small about that. One of the big lessons is if someone else can do it, I can do it. None of this is rocket science. We have the mentality, my brother and I, we’ll say yes, and then we’ll figure it out. We’re pretty confident that we can figure it out. Even in the thing, going into New Jersey, or buying these new stores, or we are going to have this new venture and this new franchise, and a lot of these things, it’s like we believe in ourselves, we believe other people can do it, that we can do it.

Brian Beers, Multi-unit Franchisee (06:32):

I think some people just overthink. They want to analyze, they want to create all these big spreadsheets, and they have this all the details. At the end of the day, I don’t know. I think you just got to trust your intuition sometimes. A lot of times, we’ll say yes, and then we got to figure it out. Sometimes we mess up and then we just change it. Other times, we made the right decisions. I think indecision by people is a huge problem.

Dr. Tom DuFore, Big Sky Franchise Team (06:53):

The next podcast episode is episode number 154 with Jeffrey Klubeck who shared with us about his book, The Integrity Game.

Jeffrey Klubeck, Get A Klu, Inc (07:03):

By the way, props to you, Tom, for doing it, because it’s great question. Normally, I have to introduce this concept, but for you to bring it out is really exciting for me. I really mean what I’m saying when I say thank you right there. Imagine I’m doing public speaking on The Integrity Game as a keynote. I’ll ask everybody, by show of hands, how many of you believe you have integrity?

Jeffrey Klubeck, Get A Klu, Inc (07:22):

You can imagine 100% of the room raises their hand. I say, “Keep your hands up and repeat after me. I do do solemnly swear, I swear not to shoot the messenger in 45 minutes,” as an attention getter, but I want good ratings. I want to be invited back as the speaker. Hang on, before I offend anybody, let’s make sure we’re talking about the same thing. To your question, that’s right. Well, what is it? I’ll let the audience tell me. This is the interactive part of the keynote.

Jeffrey Klubeck, Get A Klu, Inc (07:47):

What is integrity? I always get two answers. I alluded to them a second ago. I’ll repeat them now in the context of this question. One answer I always get is be your word. Do what you say you’re going to do. Then people nod like you just did. Okay. Then we pin that on the board. Then I’ll say, “Does anybody else have an answer?” Then somebody will say, “Do the same thing when nobody’s watching that you would when somebody is watching, or do the right thing regardless of who’s watching.” Then I see your face again light up.

Jeffrey Klubeck, Get A Klu, Inc (08:12):

We’ll pin those two answers on the board, do the right thing regardless of who’s watching, and be your word. Anybody else, anybody else? Usually, even if somebody says the same answer in a flowery way or a different language pattern, it’s still the same thing. Those are judgment-based interpretations, judgment-based understandings. Here’s what’s interesting when you talk about integration. Over here, when we be our word, we’re integrating. There is a coming together with word and behavior.

Jeffrey Klubeck, Get A Klu, Inc (08:38):

Over here, when we do the right thing, regardless of who’s watching, there’s an integration, a coming together of behavior with values, morals, or ethics. In both of the examples that I pull from audiences, or that is at the tip of our tongue or the forefront of our mind, when we think about integrity, if we were asked to define it, we would say be your word or do the right thing. In both of those cases, there’s a coming together of one thing with another. Here’s what’s cool, Tom.

Jeffrey Klubeck, Get A Klu, Inc (09:03):

In both cases, it’s behavior. That’s the evidence of our integrity. It’s not what I thought I was going to do, not what I meant to do, not how I would describe myself if asked in public, not the peer pressure to raise my hand, so I’m not seeing, but what did you do? Did the behavior integrate with your word, and did the behavior integrate with your values, morals, and ethics? I like these two answers because it allows us to introduce the notion of integration.

Jeffrey Klubeck, Get A Klu, Inc (09:30):

Now, where it falls apart though is if I said I was going to drink 18 beers before this podcast interview, and then I drink 18 beers before the podcast interview, I will have done what I said I was going to do. Could I claim integrity? We both know the answer is no. Then on the other side over here, sometimes time is money. Sometimes patience is a virtue. Sometimes if you never quit, you never lose. Sometimes you better know when to cut your losses.

Jeffrey Klubeck, Get A Klu, Inc (09:58):

Isn’t what’s right a moving target, and doesn’t it shift from culture to context to situ? The example that I give a lot lately, even coming out of the holidays, four months removed, five months removed from the holidays, that we would all agree, you should never lie, but there’s this thing called elf on a shelf that has us lying to our children for 26 days every year. Don’t lie, except when, but okay, but if it’s convenient, and if I’m going to avoid…

Jeffrey Klubeck, Get A Klu, Inc (10:21):

What’s right or wrong is the moving target. Most people are sitting here in judgment of others, and I want to put an end to all of that. We like the idea of integration coming together of two or more things, but word and behavior, and behavior and values isn’t enough. I believe there are 10 things that we want to bring together, that if we work towards bringing 10 things together, if we have answers to 10 question sets, and we make sure those answers integrate, we’re going to have more focus, more resilience, more success.

Jeffrey Klubeck, Get A Klu, Inc (10:49):

We’re going to attract the right people. We’re going to have to be better time managers, on and on and on and on and on. The coming together, and it’s embarrassing, it’s embarrassing, Tom, because they start with the same six letters, integrity and integration, but not one person I’ve ever asked, “What is integrity,” will use the word integration in their answer, because most of us were ready to judge others instead of look within.

Dr. Tom DuFore, Big Sky Franchise Team (11:13):

Our next guest is Kenny Rose, who’s the founder of FranShares, the fractional franchise investing organization, and he’s from episode 176.

Kenny Rose, FranShares (11:23):

Yeah, it’s funny, some people won’t like this, but it’s hire slow. I’ve heard a lot of people say hire fast, fire fast, and I couldn’t disagree more. My very first hire for the company, I couldn’t have gotten a better person, but it took me five months or so, maybe even longer. I was like, “Oh, I can keep building stuff while I look for them.” I had a thousand applications for it.

Kenny Rose, FranShares (11:46):

People saw that we were funded and stuff, and I was just like, “It can’t be a oh, yeah, good, or they could probably do it.” It’s got to be a burning, “This is the person for the job.” I ended up hiring a recruiter. I still couldn’t find that person. Even out of all those applications interviews I did. Then the recruiter brought me a couple people, and then I met Brandon, our first hire. This guy’s just an absolute machine, and best marketer I could possibly imagine working with.

Kenny Rose, FranShares (12:11):

I learned like, okay, you need to be very careful with who you hire and just take your time. Even when we’ve been hiring lately, we talk with the team,” and we’ll have conversation and it’s like, “Oh, no.” Then I’m like, “If it’s not a hell yes, it’s a no.” We literally passed on candidates in the last rounds because it just wasn’t a hell yes. Then after we did that, brought on the next people, and it was like, “Oh, hell yeah. There we go.” We’ve got an amazing team that’s just done incredible for, honestly, a few of us there are, VCs are baffled by what we’ve done with, now we’re at five people.

Kenny Rose, FranShares (12:47):

They’re like, “I don’t know how you do this.” I’m like, “I hired very slowly.” That’s what I recommend people is just like, I know it’s really tempting to jump on, oh, they check all the boxes, but it’s like, “Yeah, they can check boxes, but are they the person?” If it’s not the person, start over. It’s a lot more expensive and frustrating to hire the wrong person. The multiplier you get from hiring the right people is just, it’s so hard to actually quantify.

Dr. Tom DuFore, Big Sky Franchise Team (13:14):

Our next podcast to highlight is episode number 172 with our guest, Scott Greenburg, who is the author of The Wealthy Franchisee. He’s a speaker and a writer, and he shares with us some of his nuggets of wisdom.

Scott Breimhorst, Discover Strength Franchise (13:28):

My overall philosophy about human performance in anything is that most of us can operate at a much better level, whether it’s in business, in sports, in our personal lives, that kind of thing. We have what it takes within ourselves to make that happen, rather than waiting for certain circumstances or hoping that someone gives us permission.

Scott Breimhorst, Discover Strength Franchise (13:47):

I think if we always start by looking in the mirror and making sure that we’re bringing our A game, that’s where we’re going to have the most influence on everything around us. I guess I would encourage people to not to blame yourself, but to empower yourself, look in the mirror, be the best version of you, and then use your best to bring out the best in others. I think that’s a pretty effective formula for success.

Dr. Tom DuFore, Big Sky Franchise Team (14:08):

Our next guest is Scott Breimhorst, the Vice President of Franchise Development at Discover Strength, and he’s shared with us how he took the leap into franchising, and shared a great story on episode number 156. Here’s a little snippet from that interview.

Scott Breimhorst, Discover Strength (14:24):

My multipliers, as I thought about this question, are really the people that are surrounding me, and how I’ve really tried to grow that network. Anybody who’s listening, who’s maybe in this kind of a position where you’re pondering this move, maybe it’s internally in your own company, you’re an operations, and now you’re going to be the franchise development person. I’ve never been told no. You’ve never not answered a text message.

Scott Breimhorst, Discover Strength (14:47):

When I talk about multiplying things and people, it’s that network that I’ve been able to, in just one year, go from Backdoor Neighbor, as Pizza Ranch CDO, and now I’ve got all kinds of people that I can rely on and just kind of help me push through things. That multiplier is not a book necessarily, or a system, it’s just the fact that you got to be vulnerable a little bit and say, “I don’t obviously know all of this, but other people do, and I’m going to lean on them.”

Scott Breimhorst, Discover Strength (15:19):

Then someday, I want to be that guy that maybe somebody else leans on, or maybe some new person in their role just wants to have a cup of coffee and see what maybe the experience has taught me that I can share. Hopefully that multiplier becomes a multiplier for somebody else.

Dr. Tom DuFore, Big Sky Franchise Team (15:37):

Our next podcast is episode number 169, where we interviewed Luke Charlton, who shared with us the secrets to creating a responsive email marketing list.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (15:48):

You have to do the right things to build up that trust. Now, this is where a lot of us business owners, we take some shortcuts with our marketing and selling. One of those being, if you want to create a responsive list, it never starts with your solution, it never starts with your product. Whatever it is that you’re selling could be an e-commerce product, it could be trying to sell franchise, whatever it is, it doesn’t start with how cool your solution is.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (16:12):

It always starts with the market, what the market wants, what they need, so their fears, their frustrations, their desires, what keeps them up at night, and knowing that market better than they know themselves. Then when you know that, then you can create a message that’s going to attract them. This is where I say we business owners can sometimes take shortcuts, in that we don’t do the research properly.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (16:33):

We’re kind of like, “Oh, yeah, I know my market,” and we’ll just leave it there without actually, I’ve had some conversations with them, but we don’t actually do the elbow grease, all that work to really find out all about our market, including all of our competitors and what messages our competitors are using. I say this is actually where the money is made, because this is where your prospects will give you the language that will convert them with your campaign, whether that’s advertising, or whether you’re doing a JV promotion, email promotion, or whatever. You start there, and that’s really critical.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (17:06):

When you go to write your email campaigns, you can craft a message that is in alignment with what they’re telling you that they’re struggling with. With copywriting, email copywriting, sales letters, whatever it is, VSLs, webinars, all you’re really doing is just reflecting back the same language to the prospect. Your prospect will literally give you the words to convert them in your emails to get them on an appointment, or whatever the goal is for your email, or whatever copywriting you’re doing. They will literally give you the words to use in your copy to get that action that you want them to take.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (17:38):

In terms of creating a responsive list, the first thing is know your market better than they know themselves. The next thing is have a base level knowledge of copywriting. Study it. Even if it doesn’t come naturally to you as a business owner, I’m hiring at the moment in that other company with my business partner, saying, “We just hired some salespeople, and we’re bringing on appointment setters.” One of the things that I realized, employee attraction, attracting employees to come work for you is just the same as client attraction.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (18:08):

I had to write the ad for this setter position and sales position like as a sales letter. I had to write all the benefits, and I had to think about, okay, what would an appointment setter, what was this dream employee that I would want? I think of dream client, dream employee. What would the market want in terms of this position? What are they struggling with? I wrote all the benefits. You can do it part-time, you can work your own hours. Here are the good commissions. We’re a growing team, great culture, all these things, right?

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (18:36):

The point is, from my copywriting experience, I could create a “ad” to attract employees. I had 80 women, I think it was, applied for this position, we only need two people. That was from two emails that I sent out. Two emails I sent out to our list, 80 people applied, and that was from my copywriting ability. I was thinking, learning copywriting will help you in so many different areas of your business, and also life in negotiating with your kids or your spouse is one of them.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (19:06):

Yeah, so knowing baseline level of copywriting is very helpful to create a responsive list, and then getting a mentor is also really critical. We can’t see our own blind spots. Even I have mentors look over my own copy, because sometimes we’re too close. It’s the curse of expert knowledge. We are so deep in our own solution that we sometimes can’t see the blind spots. We can’t see the best angle or headline for that particular campaign that we’re doing or copy. Even myself, after all these years, I still get people to look over my copy.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (19:39):

Now, in terms of strategy, which is probably what you’re looking for, I always like to set the context there, because I feel like when I get into, people always ask, “How did you become successful with copywriting and advertising?” It’s what I just discussed. People are always looking for like, “What’s the secret email hack, or what’s the secret Facebook ad hack? What’s the new placement?” It’s not about that. It’s about those fundamentals that I just went over that people they’ve heard before. That really is where the money is made.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (20:08):

Now, in terms of creating a responsive list, you do all that. You start writing messages that your list actually wants to receive. That’s number one. Write a message that they want to receive. One of the ways that I do that is I tell stories in all of my emails. I say 95% or more of my emails is story driven. I love stories for a few reasons. They’re naturally entertaining. All of us can tell stories. That’s how we were brought up. That’s how we communicate to our friends, our family. We’re always telling stories.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (20:34):

It comes naturally to everyone. Stories are also a really great way to illustrate your points. If you’re trying to talk about a certain principle or a certain strategy that you helped with or whatever, telling the story about how you discovered this, or a client, or telling a story about, “Hey, I read this news article and this was really funny, but what I really learned from this news article was L-M-N-O-P.” A story, yeah, it really illustrates the point in a really natural way.

Luke Charlton, Jumpstart Your Funnel Pty. Ltd. (21:01):

I tell the story, and then I transition to the call to action. Again, that call to action is an offer that I know that my market wants, because I’ve done the research.

Dr. Tom DuFore, Big Sky Franchise Team (21:10):

The final top podcast episode of 2023 for us to highlight is our interview with Justin Nassiri, CEO of Executive Presence, whose show title was Why Every Executive Needs to be Active on LinkedIn, and here’s what he had to say.

Justin Nassiri, Executive Presence (21:26):

Yeah, there’s four things that people consistently mess up specifically with LinkedIn. The first one is it’s about people, not the company. Anyone who uses LinkedIn, I would ask you, when was the last time you engaged with the post from a company? It’s probably been a while. When was the last time you engaged with a post with someone you know or someone that they know? Probably much more often.

Justin Nassiri, Executive Presence (21:49):

We see companies missing the mark when they put all of their ammo behind their company page, which is really just table stakes. You’re going to grow a following through your key leaders. That tends to be the C-suite, not always, but whoever you consider your primary brand ambassadors, that’s the people that people are going to connect with, not the nameless, faceless company page. That’s number one.

Justin Nassiri, Executive Presence (22:13):

Number two, we already talked about, educate, don’t sell. Number three is, it’s all about original content. We just released a major study. We looked at a thousand of our client posts from the month of May. One of the things that we found is that if you repost content, you get about a quarter of the views of other content. If you publish an article, you get about a third of the views of other content. LinkedIn algorithmically rewards native content written specifically for LinkedIn.

Justin Nassiri, Executive Presence (22:43):

This is a text post, maybe it’s a post with a photo, maybe it’s a carousel, maybe it’s a video, but it is content that is uploaded specifically to LinkedIn, and it makes sense. If I post an article that drives traffic away from LinkedIn, I wouldn’t expect LinkedIn to give that a lot of exposure. You want to write content specifically for LinkedIn. Then the last one, and this is the biggest mindset shift for our clients. In order to be top of mind relevant with an audience on LinkedIn, you need to publish content two to five times per week, which most executives post four times a year.

Justin Nassiri, Executive Presence (23:25):

The big judo flip for us with our clients is not two to four times per year, two to five times per week, which is an insane volume of content. The last thing that I’d say on that is one of the strategies on LinkedIn is activating your network. These are people who know you, like you, and trust you, but they’re just not thinking about you. We want to have that top of mind relevance. That’s where this frequency comes into mind.

Justin Nassiri, Executive Presence (23:53):

Then the second is really boosting them up as a thought leader. We talk about how we turn leaders into thought leaders. There is a formula for this, but it does include very frequently publishing content.

Dr. Tom DuFore, Big Sky Franchise Team (24:07):

All right. As we close out this episode and this year, I hope that you take a moment to reflect back on 2023. Use this week between Christmas and New Year’s Day to pause, and really be intentional to reflect back. Reflect on all that you have accomplished, all that you have overcome, all of the adversity and challenges that may have come your way over the course of the year, and how you’ve been able to respond, and in some cases, to swerve, dodge, avoid, or overcome some of these things that have come your way.

Dr. Tom DuFore, Big Sky Franchise Team (24:45):

I know all of us have had our own fair share of challenges, and I hope you reflect back on those challenges and opportunities that you’ve been able to overcome and pursue throughout this past year. Please take some time to reflect, and really be intentional about it. I’m going to, I know I mentioned that, but I’m going to do so, and be intentional on doing that this year before I skip over what happened in 2023, and be so focused on the upcoming year in 2024. Merry Christmas again, and wishing you all a great conclusion to 2023.

Dr. Tom DuFore, Big Sky Franchise Team (25:26):

That’s the episode today, folks. Please make sure you subscribe to the podcast and give us a review. Remember, if you or anyone might be ready to franchise your business or take your franchise company to the next level, please connect with us at BigSkyFranchiseTeam.com. Thanks for tuning in, and we look forward to having you back next week.

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