From OG to Gen-Z Digital Marketing to Mental Wealth with Emanuel Rose

[00:00:00] Welcome to the Business Chop podcast where I guest speak on meeting the challenges of entrepreneurship as well as offer tips and advice on business, marketing, technology and more.

[00:00:13] Whether you are a newbie or seasoned professional, this episode is for you.

[00:00:18] I am your host, Audrey Wiggins.

[00:00:23] Let's chop it up!

[00:00:30] Hello again, Chop Squad. Audrey Wiggins here, your host and I'm excited to introduce my guest this episode.

[00:00:37] He's an avid writer who has offered and published several books and his topic today was going to be digital marketing and lead generation.

[00:00:46] And he's a global, I guess you can call him a global thought leader behind the subject matter here as well and well respected in this marketing space.

[00:00:59] He loves fly fishing. He's an avid fisherman and we'll hear some more from him about that.

[00:01:06] And so very excited he's working on a podcast that will soon come out as a series based on some of his books there, as well as he's the CEO of Strategic E-Marketing.

[00:01:19] That's his company and his name is Emmanuel Rose. Emmanuel, welcome to the Business Chop.

[00:01:24] Thank you, Audrey. I'm looking forward to chopping it up.

[00:01:29] Absolutely. We're going to have a quick message and then we're going to come back so you can do just that.

[00:01:34] Okay.

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[00:02:05] Emmanuel, we're back from our break here. Our first question is in what ways do you believe the principles outlined in your book can benefit individuals navigating the challenges of the digital age?

[00:02:19] Well, I think the simplest thing that I can tell your listeners that are either starting a business or looking to grow their business or revitalize the business is get comfortable being in front of the camera and talking about their favorite client, their success of the week.

[00:02:43] The thing that didn't go well this week that they're working on fixing in their business, success in product development or even just how they spent their weekend and where they went and spent money on a fundraiser.

[00:02:58] But that they're talking about on video what they're doing in their business as the owner manager brainchild of the business and then taking that video and chopping it up and posting it into the digital world.

[00:03:18] Because what is fascinating is that Gen Z 68 million humans in the United States, biggest economic force we have it in the world right in our world right now.

[00:03:30] They require social media content. They use social media like we have been using search engines.

[00:03:39] So, so you've got to be in this in this certain the social media space with relevant authentic real content in order to catch their attention and activate them as clients.

[00:03:54] Yeah, absolutely. Emmanuel what are your favorite video platforms?

[00:03:59] Well, I keep it simple. You know for this for the podcasting what I really love is restream.

[00:04:06] Okay, you're able to go live on all the on all the various platforms and then you have access to that afterwards to use it the way we have been using it for the last 10 years.

[00:04:19] So I like that and you know where you publish it depends on who your target market is right.

[00:04:26] Right.

[00:04:27] So it may be shorts for using opus clips and building your shorts to go on a tick tock and and and YouTube or could just be longer content that you put on YouTube and Vimeo and then use for the other parts of your marketing campaign.

[00:04:44] How does your background as a marketer influence perspective shared in there's a book here the seven principles of the magic rock.

[00:04:54] Well, so that's the that's the I just published this book a couple months ago and this is one of the books that's about taking time to get out of the out of off the computer and out of the Internet go spend time by yourself.

[00:05:11] Okay.

[00:05:12] And so what I found in my career and in my life is that the commitment I have to being outside on a daily and weekly and monthly basis provides a lot of energy for me and revitalizes me.

[00:05:27] And it's taking the break from it that lets me come up with new solutions that I can't get when I'm just grinding through day after day after day after day.

[00:05:39] Okay, so you're you're on the West Coast right.

[00:05:43] Yes ma'am.

[00:05:44] Okay, so this is work for me. There's a like a snowstorm.

[00:05:48] I hear you.

[00:05:52] What are my boots and you know, my hoodie.

[00:05:56] Yeah, I hear you.

[00:05:58] There is a little stream down or I guess that's probably still flowing it's not broken over so I can I can get some inspiration from that. Yeah, but no but you're absolutely right.

[00:06:08] So getting and we kind of talked about it pre recording here this getting out in nature it really does because we're part of nature so our inspiration you know has to come from come from there and just like to say recharge revitalize and refresh.

[00:06:23] Yeah, and it provides a way to at least for me like you're saying inspiration or you know muses to go follow up on once I get back back into my into work and back to my desk and comes up with solutions that I couldn't come up with otherwise.

[00:06:42] Yeah. Okay, so are there specific examples or anecdotes from your personal or professional life that has shaped the development of these principles.

[00:06:50] Well, yeah, I mean I'm very committed to I spent one week a month outside off grid disconnected from from electronics in the internet and work.

[00:07:05] And my team runs the rest of the show while I'm taking a break and reading writing hiking fishing whatever the activities are but

[00:07:18] so from that, I'm able to come back and and push through the rest of the rest of the month and be energized and completely attentive to the needs of the business and and my clients.

[00:07:32] So that's that was the genesis of it.

[00:07:34] Okay, all right. Now I know you run your business but you write a lot.

[00:07:40] And I know, you know, in the you know throughout the you know the industry of people running businesses and stuff that I would say we need to be published and you know to set yourself up as an as an expert or a leader, you know in your in your field.

[00:07:54] So you've you seem to have taken that and like run with it.

[00:08:01] I still have my first book that I started, you know 30 years ago.

[00:08:06] I swear I'm going to publish so you know, there's a lot there's been a lot of updates.

[00:08:11] Yeah, oh geez, over 30 years yeah, how much the damn thing already.

[00:08:17] Oh my god. Okay, okay, I'm gonna do it I'm gonna do it. But there was one section, you know, when I talk about updates that I had to add and this is the I'm bringing you into this conversation.

[00:08:27] I had to add that.

[00:08:31] Oh gosh, yeah, you're all the way back to how to leverage the fax machine to get.

[00:08:38] And what's the roller paper you remember the thermal rule.

[00:08:46] Yeah, well so this is the thing you I read that book already fire aim. Long time ago 20 years ago.

[00:08:53] Okay, the short version is you get an idea you build a mentally viable product, get it out in the marketplace and then see what happens right and then you innovate it as you go.

[00:09:04] So that's really what I've done with writing is some of my books are only 55 pages long right.

[00:09:12] Yeah, the power of short books. Exactly. So they're not it doesn't have to be 175 pages of annotated, you know, at a PhD level in order to publish a book to have to have it be able to impact somebody.

[00:09:28] So, so that and then also it just the more you write and publish the more you write and publish right you're doing it. So that's what I found and so I have a children's book series and I'm writing for my, my grandkids, and that really dynamic because

[00:09:44] they're getting older so I got to change the topics in the way that I approach those.

[00:09:50] And then, and then yeah the marketing books I mean, I think I've done right in marketing books because the world.

[00:09:56] No you're not.

[00:10:00] All right, you caught me.

[00:10:04] No, the one the book I'm working on right now is is a book for Gen Z for teenagers, helping them understand what are realities operations and how to be a self to how to self develop on purpose.

[00:10:25] And so that's, that's the project I've taken on right now. And I will have that completed and on on Amazon, hopefully by April.

[00:10:36] And I was inspired by the young woman who walks my my dog for me she's a she's a 15 year old high school girl, her mom drops her off to come and walk, walk my spaniel for an hour once a week.

[00:10:51] And she's so shy and, and you know like in that awkward stage and I'm like, she can't make eye contact and all the time we take for granted right and I'm like, I really want to give this, this young woman a gift because I really she cares about my dog so I care about her.

[00:11:11] And so she's my inspiration for it and I know that from the other research I've done on Gen Z that to market to them.

[00:11:23] There's some big gaps right in their psychology and their development and the way their brains are working from from social media and the internet and so part of my job is to, is to lead and mentor these people to live fully and have

[00:11:40] successful lives. Absolutely that's awesome. And so you're talking about marketing to Gen Z. Let's take that back to this digital marketing, those of us who may know that's our client base right or Mitch suggestions and do you have for them.

[00:11:55] Yeah, so I will go back to this idea that you're going to get 90 seconds every Monday morning of video and and pick topics and then get get a build up a brand persona of you as the leader for the company so that's the first thing.

[00:12:13] The other thing is to think about how you can create experiences with your brand, either in training, training them how to use it, training them teaching them something they're very dedicated to education this group of humans.

[00:12:27] And they love experiences, which you and I would say let's go do something right there they want to go have an experience.

[00:12:37] But that's because they spent all their time doing this right and they're not really that connected. There's still that gap of human need to go and see other humans and do things. So the more that you can build experiences into the event marketing or product

[00:12:56] demonstrations or training how to use it, then the more you're going to be able to build that report you need with that group of people.

[00:13:04] What tools or methods do you recommend for us in our in our market.

[00:13:10] I say the structured content calendar and then leveraging your, your time as the as the leader and then getting other people in the organization involved telling the story of the brand also and getting getting social media as the focus, both native content and

[00:13:33] paper click advertising. So that's where I've seen really good results.

[00:13:39] I'm not a big fan at tick tock I think there's a lot of weird stuff about it.

[00:13:44] So I leverage influencers and and pay per click on tick tock rather than doing native content. So that's one way and so client with health clubs. And that's what we do. We do pay per click on Instagram and and tick tock.

[00:13:58] And that is one of the one of the magnets. Also, the same old boring information style of content marketing where you got ebooks about how to do things in your business.

[00:14:11] We're building these ebooks that are, you know, health and fitness ebooks, which there's millions of and millions of websites, but we still are getting that transactional value because they want to learn about eating through the holidays or how to exercise and lift weights, you know, all the regular stuff.

[00:14:30] And they're there. They'll take that advantage of those pieces of content to learn something.

[00:14:36] So how do you envision readers incorporating going back to your seven principles into the lives, especially considering the increasing impact of technology on on our daily experiences.

[00:14:49] Well, my hope for people when they read the book is that they latch on to just a little bit of the concept of spending some quiet time for yourself every day.

[00:15:00] And and first thing in the morning really is powerful and lasting at night is really powerful. So even if it's just 10 or 15 minutes to pray or meditate or read books that are important to you.

[00:15:13] And both of those times and remember why you're alive and what's important to you. Some people call your existential purpose, you know, usually it's your family, your spouse or partner.

[00:15:25] It's the things that you want to build as your legacy as a human being because we only get a short visit here on this planet.

[00:15:33] That's right.

[00:15:35] And we have to be purposeful about how we spend our time and we have to make those decisions for ourselves because culture and society is pulling us in all these directions and trying to sell us all this stuff through good marketing.

[00:15:49] But we have to decide personally what our values are, what we care about and how we approach how we spend our time money and our opportunities.

[00:15:59] Yeah, absolutely. Now, how have your books contributed to fostering positive mental health, especially in the context of again today's digital age?

[00:16:09] Well, it is really about getting people to turn it off even if it's just for a few minutes every day and getting out of the dopamine push and going and touching a leaf or walking your dog without checking your phone.

[00:16:28] And those little activities of disconnection are really more creates an environment to be able to connect with yourself more cleanly.

[00:16:39] Yeah, so as much as you're teaching us about e-marketing and being online, you're also teaching us how to be offline.

[00:16:48] Yeah, digital world is a tool. Digital marketing is a tool. It shouldn't take over our whole lives.

[00:16:55] Otherwise, we're not going to be happy. Happy functional people.

[00:17:00] Right, exactly. Yes, yes.

[00:17:03] So as we get closer to the end here, if you can give us some advice or some wisdom around our marketing practices and maybe give us some trends that are happening.

[00:17:15] Yeah, wow. Just the AI tools and the proliferation of opportunities to leverage AI is absolutely amazing and so exciting to me.

[00:17:29] I mean, I'm all the way back from sending faxes and letters like my I would send letters to prospective distributors, right?

[00:17:37] And then I would call them on the phone three weeks later to make sure they got the letter, right?

[00:17:41] So and I was after going to the library and doing the research about what their address was.

[00:17:49] In the Thomas Register?

[00:17:51] Yes.

[00:17:53] So from that to this AI tool that I'm testing right now, that is I put in the role of the person and how many employees they have.

[00:18:06] The AI generates the email and sends them out 10 a day.

[00:18:12] And that's all I do is just press two buttons and then now it's doing the work.

[00:18:18] So that's amazing. And you can do the same thing with your voice.

[00:18:21] You can do it out with the cold, with the phone calls.

[00:18:26] We have every way that we do outreach now is being automated.

[00:18:30] It's important to look at your marketing process and seeing where you're weak, right?

[00:18:38] If it's copywriting, then go and find two or three options for how you generate a AI can do copywriting for you and run it through Grammarly and the AI checker and blah, blah, blah.

[00:18:50] And run through and test three of those tools, pick one, use it for a while and then find the next spot where your marketing is weak or where you're not good.

[00:19:02] Paper click advertising and then go and test two or three of those tools.

[00:19:05] And that way you're filling out your toolbox with the most current up to date technology and you're not overwhelmed by the breadth of options that are out there now, which is absolutely mind-numbing.

[00:19:20] I can't keep track of it.

[00:19:22] I have five or six websites that I keep track of that are like the collection of tools.

[00:19:27] And so I give you say, oh, email marketing and you put it in, they give you 35 different tools.

[00:19:34] Right? Like that's how I keep track of it is from these big encyclopedias of people who are keeping track of it because it's too hard for one person to do.

[00:19:42] So look and see where you're weak, test tools and then keep rinsing repeat on that.

[00:19:50] And keep bringing your stories back to daily activities that you're experiencing as a human being and give us that look into your business and your customers and your staff and yourself so that we can appreciate the humanity of you.

[00:20:08] And that is the win in 2024.

[00:20:11] Wow, thank you so much.

[00:20:12] Now, Emmanuel, how can we get in touch with you or follow you and learn more to be able to work with you?

[00:20:19] EmmanuelRose.com on the website and then Emmanuel Rose on LinkedIn and I love to connect and I love to answer questions or have conversation.

[00:20:31] Awesome. Okay. Well, Chop Squad, I hope you have sucked all of this up because this was a great show today as we're talking about technology and then just nature.

[00:20:42] You know, ourselves and what we come. All right. Thanks again, Emmanuel. Take care. Thanks, Audrey. It was a lot of fun. You're welcome.

[00:21:12] Thank you.