Tips, Tools & Stories from over 35 years of experience and mentorship.

As a business, how likely is it that potential customers will come through your door?
The whole point of an online presence is to entice customers into your store, your leasing office or your showroom so you can convert them to paying customers rather than just browsers online.

Further, nothing is more frustrating as a customer than finding out that you have been given the wrong information about where a business is located. As a customer, how likely are you to give this company your business? Not very. In fact, according to Placeable, 73% of consumers stated that they lose trust in a brand when the online listing shows incorrect information.


1. Missing hours of operation information can be a dealbreaker

There are many things that people look for in listings, whether they are looking at that search engine on a PC or on a mobile device. The top piece of information that most people look for is the hours of operation, since their search is likely for a business that they frequent quite often.

In fact, in a study conducted by local data aggregator Localeze, hours of operation were noted as the most helpful feature in selecting a business during local search. 76% of respondent reporting that they expect this information when searching and 61% believe that it is a feature that helps them to select a business.

Even if people are new to a business, it doesn’t give people a good impression if the business hours are not listed and they don’t know that it’s only open from 11 a.m-6p.m. Tuesday-Saturday .Imagine that potential customer who is ready to spend their money in store, but shows up on Monday at 7 p.m. only to find it closed. That customer is likely going to do another search on a mobile phone to find a different store and spend their money there.


2.You can’t spell NAP data (and score a citation) without an A(ddress)

While most people would assume that the number one reason people do a search online is for the address or location of a business, the address is actually behind hours of operation as the second most desired information. But, of course, the whole point of being in business is to make money doing what you love or selling what you love. And that happens by attracting foot traffic and increasing customer base.

It bears repeating that if a business address is incorrect on listing sites such as Google or Bing, then customers will not be crossing the threshold. A simple thing such as the wrong number on a street address, or even the wrong town, can mean that a customer cannot find you. The US Postal Service relies on a complex system of checks to verify and standardize addresses, and many of the search engines will default to the USPS for correct mailing addresses.

What this means for the average new business owner is that unless a business is in an established location, getting the correct address on their listing means that both the address from City Hall and the information on USPS must be consistent. If USPS doesn’t recognize that address, then a business owner must contact them to verify their new address and get that information updated on USPS’s online database.


3. Local searchers are mobile creatures

According to Localeze, mobile-phone-based searches drive in-store purchases with more than 75% of searches ending in a purchase—if a business has their listing details correct. Now if half of the people searching for a business listing on a local search engine, such as Google Local/Maps, can’t find the store’s business listing details, then the business is going to lose 100% of their business.

For ease of use for potential customers, some of those details need to be as readily available as possible in a mobile-friendly manner. This can be accomplished with a responsive website that supports cellphone and tablet-specific versions.


4. Updated, accurate websites still serve as a first impression

At the same time, more than 60% of searches on PC platforms such as website portals, Internet Yellow Page directories and local sites have a similar chance of ending in a purchase. While mobile searches are becoming more of a standard in where a customer searches, a business owner should not discount the power of a fulsome, consistent and accurate listing that is reflective of the business website.

Any listing should be linked to the business’s website and feature the exact same information, but more of it. While a website should be enough to entice a customer to visit or buy, if those inconsistencies exist, then trust issues may arise in a business’s practices before a customer ever crosses their threshold.


5. Local searchers mix it up across multiple devices, situations and times

People who search for listings are doing it in many more ways than when the Internet first coalesced into existence about two decades ago. In that time, we went from working on desktops to laptops to PDAs to Blackberries to Apples to tablets—and in each iteration, the methods of search have changed.

However, that has slowed over the last five years or so as web developers realize that they need to be smarter. Rather than designing three different sites for three different platforms, they have created websites that are scalable to the search device. And that has been helped along by the proliferation of types of devices in use everyday.

According to Pew Research Center, In 2015, smartphone ownership in America was at 68%, with tablet and computer ownership at 45%. Statista says that almost half of American adults use their smartphones the most to search for local information online, the other half being split between computers (40%) and tablets (11%). According to Localeze, like the types of devices used, what we are searching for varies by the time of day and device. Entertainment is searched for during work hours on computers, restaurants during evening using phones and health/fitness evening using tablets.

The most important part of those mobile searches is accuracy. If someone cannot find your business in a local search or find inaccurate results whilst out and about, then your business has lost the chance for that browser to become a customer. So having those listings correct in all of the device formats is a must as we, and our technology, continue to evolve in the way we interact with local businesses.


6. Local search results are trusted sources of information

Last but certainly not least is the fact that local search results are considered the most trustworthy. In a study by Neustar, it was determined that these searches, such as “used games Raleigh”, are what people do the most since they put that trust in local business more than big box, big website stores.

Think about it, would you rather find a local store where you can get that latest purse in town right now? Or you can wait a week for delivery, which is four days past the event that you want it for! Local searches lend themselves to instant gratification and that interaction between browser and salesperson will convert that browser from someone who might get just the minimum to a loyal customer who feels like a million having spent a little more, but getting what they consider to be gold!

Those interactions are what lead people to local searches and the absolute necessity of getting your listings correct. Trust leads to loyalty, which leads to more business, which leads to happy customers and business owners.

And it all starts with that correct listing in that customer’s local search.

If you’re an entrepreneur, you no doubt see the value of amplifying your message to as many people as possible. There are countless platforms and thousands of potential audience members right at your fingertips! From Instagram to TikTok, to “old” standbys like Facebook and email marketing, there are many options to pick from when planning your digital marketing strategy.

We’re in an extraordinary age where the technology has never been more accessible, and people are coming together on these social networks at an unprecedented rate. Where people used to spend their mornings and evenings reading the paper and watching the latest shows on cable television, now they’re spending almost all of their free time on their phones! It’s a huge opportunity for anyone with a message to share and a product or service to sell.

With these low-cost options at your disposal, you may think it’s ok to go it alone and “figure it out as you go.” While that’s tempting, we think it’s a far better option to partner with a digital marketing strategist. Someone who’s an expert in most of the platforms AND someone who actually knows how to drive traffic, create solid messaging, and convert cold audience members into hot leads!

When looking for someone to work with for this crucial task, here are a few things you’ll want to keep in mind.

  • Know what you need for your business – Some businesses need a website with an online store, others simply don’t. Some businesses need a strong presence on Facebook, while others will do better doing reach out on LinkedIn. It all depends on who your audience is and where they’re spending their time. Make sure the team or consultant your shopping doesn’t have a “one-size fits all” mentality. Ask for a custom plan and see if it makes sense for you, your business, and what you can afford to carry out in terms of money and the time you’ll need to spend to maintain the steps of your strategy.
  • Choose someone you enjoy working with – Carrying out a successful strategy takes time, effort, and communication. A LOT of it! Make sure the people you’re working with fit with you and your style. This may take a bit of time and speaking with many different people, but it’ll be worth it in the end when things run smoothly.
  • Aim for transparency – Your digital marketing footprint will be seen now and forever. Work to ensure those you work with are honest and let you know what the plan is before posting and crafting messaging. You’ll want to see to it that honesty isn’t sacrificed for the latest “hacks.” Be truthful and play the long game!
  • Look at Value, not just price – This is going to be an investment. Much like how you wouldn’t just buy the stock with the smallest price, you also don’t want to go with the cheapest agencies out there. The value is in the planning and carrying out of your strategy. We’re not saying go broke searching for the best agency if you can’t afford it, but don’t just go with the lowest cost and expect miracles. Now more than ever, you get what you pay for.

Keep these things in mind and you’ll soon find yourself with a great partner and a positive trajectory for your business! If you feel like a digital marketing plan is something you need, let us know and we’ll be happy to have a conversation with you to identify and build a plan around YOUR needs!

In the year I worked as the Muller’s entrepreneur apprentice, I learned several things. Here are the top 5 that had the biggest impact on me.

1. Dream big – You’ll never get far without casting an exciting and compelling vision. You’ll never fully reap the benefits of the Law of Attraction if you don’t give a reason for the Universe to bring you better resources. By dreaming big, you’ll be inspired to take action and be driven to see things through until you’ve accomplished your goal.

2. Understanding the different tenants of business (sales, fulfillment, delegation, etc.) – Running a successful business takes more than doing only what you’re good at and look forward to doing. You need to think long and hard about how parts will work together and what the best use of your time will be. How will you get in front of your ideal customer? What will your sales messaging and process look like? Will you or someone else fulfill the work? By asking these questions you can systematize and automate as much as possible, allowing you to focus on personal and professional growth.

3. Have a plan including something to look forward to – Success doesn’t happen by accident. It takes strategic and tactical planning on your behalf to see your dreams become a reality. If you wait for someone else to show you the way, you’ll only get as far as their advice will take you. Take control and plan ahead! Also, you can’t always be heads down grinding it out. That’s a surefire way to burn out fast! You need to plan times of fun and reflection to really get the most out of your time on earth. Having a trip or treat to look forward to will keep you motivated.

4. Calendar block – Dedicating specific times to certain activities works wonders! A lot of people aren’t as successful as they want to be because they don’t keep themselves accountable to a schedule. They just try to do this and that, never working deeply enough on the activities that will really move the needle. If you reverse engineer the steps it takes to reach your goals and strategically plan the daily, weekly, and monthly tasks you need, you’ll be unstoppable!

5. Have fun – This is an apparent, lifelong lesson. If you’re not having fun, you’re no fun to be around. Enjoying yourself raises your vibration and helps you attract those things you want and need. Find the things you love and do them with the people you love.

I’m grateful for my experiences with the Mullers. If you’re wanting to know more about how life and business can be even more fulfilling, they’re an awesome resource.

Julia Hill-Silva has been collaborating and adventuring with David and Alisa for almost a decade! In that time, she’s had a ton of wins and amazing learning experiences that have brought her to where she is today.

Gatlin caught up with her just a few days after the Ultimate Achievers Workshop hosted at the Aulani Resort in Oahu, Hawaii!

Hi Julia, I know you’ve known the Mullers for years and recently started with their process of reverse engineering goals and calendar blocking. With that, how’s your first half of 2019 been?

Calendar blocking is amazing! It’s so important for me, it’s even in my vision statement. Being on top of my calendar and blocking times for activities actually makes sure things get done. I’m able to complete everything I want, even faster. Totally faster! That is because they taught me how to reverse engineer my goals which makes it impossible not to achieve your goals.

Julia and her husband, Daniel at the July Ultimate Achievers Workshop!

What big or small shifts has that brought?

So far in 2019, my residential and commercial cleaning business All City Cleaning Services has grossed more so far than any other year! I’ve lost 18 pounds on my last quarter before the Disney resort retreat. I seem to be taking new and bigger steps. Family life’s been good. A big goal of mine has been to spend more time with my kids and grandkids, and I’m glad to say I’ve crushed it! 

At this latest workshop, I had a “light-bulb” moment around some events that have been holding me back. I learned that it’s easy to want to look at everything with a “let’s do it and get it done mindset.” But some things in life can take more deliberate steps and planning. This is where reverse engineering comes in. During this workshop, I saw many opportunities and methods to tabulate and prioritize the bigger things I need to get done. There’s no reason to hesitate! I know David’s told me this numerous times over the past 7 years, and now I’m committed to being an even more determined person!

I’m so grateful the Mullers set the stage for epiphanies like this to happen!

What were some other favorite parts of your experience?

The hotel room and amenities at the Disney Resort were simply amazing!

My family experienced an amazing event while in Hawaii. We were shopping at the mall in Hawaii, my daughter Chelsi lost her Coach wallet with her prized possessions and her money. She was pretty bummed, to say the least. Chelsi believes in the power of prayer and we prayed for it to be returned. The next morning when I woke up, I had a message from a beautiful lady named Kason from Thailand. Her friend Anne found Chelsi’s wallet in the restroom at the mall! It was great to see the pure goodness in people and that setting our intention could lead to such positive results!

Lastly, I’m glad the Mullers brought in such great guest speakers for this workshop! Patrick Snow is incredible and one of the days he posted something great on Facebook.

To me, this translates to “dream big, pick some goals, reverse engineer them, and stay focused! If it doesn’t align with your goals, say no and keep moving  forward.” Look at David’s dream about building his castle in the Caribbean. It is happening!

Dr. Michael Gross also brought a lot of things to think about and take action on!

A bit deeper, what have the Mullers taught you? What’s impacted you most?

David and Alisa see you where you’re at and help you brainstorm ideas to help you grow into the person you want to become. If you don’t really know, they come up with ideas for you based on your interests. Great for non-creative people who can’t see “a bigger picture” and put it all into place on their own.

David is very creative and goes quickly through brainstorming and ways to implement things that’ll propel you!

What I admire MOST about David and Alisa Muller is that they have the Ultimate Achievers system mastered, can achieve anything they want to manifest and are teaching others to do the same! David and Alisa are highly skilled and truly passionate about working with others right where they are at.

The whole crew at the Ultimate Achievers Workshop!

Julia’s vision statement from this workshop. She’ll read this every day to help her envision herself achieving her goals!

“I am in control of only myself thought and actions. I am able to influence and empower others to see themselves positively. I do this by sharing my testimony with a caring and positive attitude.

I have taken charge of physical, mental, emotional, and financial health!”

I am debt-free, have excellent credit and master the art of finance daily! We own 2 homes and are looking for a 3rd!

What is a Vision Statement?

A Vision Statement is your ideal life.

When you’ve crushed all your goals when you’re living the lifestyle of your dreams, and you get to do exactly what you want to do with your time. What does that actually look like? Really, really articulate exactly what a day in the life looks like when you’re living your perfect life.

How do you craft a Vision Statement?

What does the best, happiest version of you look like? What would that person do, how would that person feel on a daily basis?

This is what your Vision Statement embodies. The mindset, the habits, the purpose of your ideal self gets put to words when you create one!

A good way to craft a vision statement is to think about what you want your legacy to be. Just like goal setting, we start with the end in mind. What do want to leave behind? How are you going to be remembered? The builder of legacy is the lifestyle you lead. Match your daily thoughts and actions (your lifestyle) to those required to create your legacy. Craft that into 2-5 sentences so it’s impactful and easy to remember. You want this to be something you can repeat to reaffirm who you are when times get tough!

How would you suggest starting to cast a vision? What state of mind do you need to be in? What activities are necessary?

When we’re doing our Ultimate Goal Achievement Process, the 1st Module is called “Start with Gratitude” for a reason. It’s all about getting into the right frame of mind because gratitude feels a lot like success. To achieve your goals, you want to give yourself a feeling of gratitude. Imagine how thankful you’ll be as you achieve more of your goals. You want to imprint that feeling in your mind, body, and spirit. It brings on more of the good stuff!

Having gratitude for not only all the great stuff (your wins) that’s happening in your life, but the trials and the tribulations (your failing forwards) as well. Those are the times you can look back on and see the lessons you needed to learn. If you can become the type of person who looks forward to and is grateful for all the “growing pains” you have on your way to success, you’ll get there that much faster!

Look for the lesson, appreciate the growth. Gain what you need to from this experience and move on to bigger and better wins!

After we’ve looked forward with gratitude, the next step is take a look inside with some “Value Exercises” These allow you to get in touch with a handful of core values or words that truly resonate with you. Your values help bring life and structure to your Vision Statement. If something comes a long and it doesn’t align with your values, you’ll be able to instantly know it’s not something for you.

How do you know if your Vision Statement is good?

It should stir your emotions. You should be amped up or ready to be in complete flow after reading your Vision Statement because it’s your best self articulated. Keep repeating it over and over. Your mind needs repetitive reminders of why things are so great. This helps your mind truly grasp your new vision.

Final thoughts from David

To show you guys just how simple and powerful having a proper Vision Statement can be, I wanted to share mine. It’s pretty short and sweet!!

“I live every day purposely to inspire and to empower others to step into their passion and live even more healthy wealthy and wise!”

That’s become my mantra, that’s become my self-talk. If you’ll repeat your Vision Statement and you’re diligent with it, mark my words, you’ll change your life! if you reverse-engineer exactly what the perfect life looks like to you and craft that into a statement that you can read to yourself every day, things will never be the same!