He left school at 15 because he didn't fit in, and has since bought, fixed and sold more than 460 houses.
In this Marketing 4 Business episode, Scott chats with Kane Lawson of My New Start about focus, intent, and why most marketing does not fail at the marketing. Kane was the second ever guest on this podcast four years ago, and he is back with 460-plus property transactions, a greenfield subdivision in South Canterbury, and a very direct view on what business owners get wrong.
Insights you can put to work straight away, including:
- Kane on why he tells people not to ring a marketing agency unless they are ready to answer the phone
- The Mag and Turbo franchise owner who swore a campaign didn't work, until the data showed he'd missed 11 of 12 calls
- Scott's rule that marketing always fails at the weakest link, and the client he parted ways with over it
- Kane on the wiper blade stand that gathered dust for 18 months, and why he now runs a case study instead of an emotional study
- Why Kane never turns marketing down: "who am I to judge when someone is going to sell their house?"
- The one question Kane has drilled into the last four years, and how it shortens every meeting: what is the intent?
- Write it down and you earn the right to forget it, Kane's system behind the notebooks his team carries
- Scott on why the old game was getting found and the new game is getting recommended, and what that means for video
- Kane on self-belief, knowing your capacity, and operating just below your cap instead of burning out above it
- Why the best staff Kane ever hired at Mag and Turbo were people others had written off
If you are a business owner spending money on marketing, trying to stay focused while everyone pitches you their next idea, or working out how to hand the baton to someone younger, this episode is well worth your time.
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