Building an Online Presence People Trust | RR385

There is an old marketing saying that Don Wexler brought up on this episode. Nobody wants a quarter-inch drill bit, they want a quarter-inch hole. It is not his own line, but it is one he leans on often, and it set the tone for a very engaging conversation. Don is a digital marketing and video strategist based in Lafayette, California. He got his start selling real estate, and today he has several businesses that focus on all things marketing. One business that I have had some exposure to is his studio in which he turns real client reviews into short, powerful video testimonials. We talked about why so many wonderful reviews sit quietly on a website or a LinkedIn profile, and what changes the moment those words become a face and a voice. Don walked me through how video works at every stage of a buyer's decision, from a first glance to the moment someone finally reaches out. We also got into something close to my own recent experience. Don built an AI spokesperson for me, and on this episode, we talked honestly about where that kind of technology helps and where it could easily go wrong. His answer came down to one idea: focus on the message, not the messenger. A few takeaways from our conversation: 1. Most businesses talk about what they do instead of the problem they solve. As the old saying goes, get clear on the hole, not the drill bit. 2. A testimonial becomes far more powerful once it moves from text to video, and it works at every stage of a buyer's journey. 3. If you use AI to help tell your story, disclose it. Trust breaks the moment someone feels tricked. 4. A business that depends entirely on one person is fragile. Building systems and bringing in help protects both you and what you have built. 5. The two skills that will always matter are writing your ideas clearly and speaking them to a group. Don and I also talked about staying connected in a world that keeps pulling us toward our screens, and why relationships still close every deal in the end. Chapters 0:00 Welcome and introducing Don Wexler 1:25 What Don actually does today 1:37 The quarter-inch hole: why most marketing misses the point 4:47 Turning client reviews into video testimonials 6:45 Where video fits in the marketing funnel 9:04 Why SEO is changing and what AEO means for small business 20:02 Learning to see sales as a skill, not a flaw 23:00 Building a business that does not depend on you 31:27 Marissa the AI spokesperson and the trust behind the technology 34:06 A relationship that changed Don's path, and closing thoughts Don can be found at his various companies, and on LinkedIn at:   / donwexler   https://dealquiver.com/ https://blastmybiz.com/ https://socialcamelot.com/ https://viscomstudios.com/ Check this out: In appreciation for being here, I have some gifts for you. A LinkedIn Checklist for setting up your fully optimized Profile: An opportunity to test drive the Follow Up system I recommend by checking out my website– you won’t regret it. AND … Don’t forget to connect with me on LinkedIn and be eligible for my complimentary LinkedIn profile audit – I do one each month for a lucky listener! Connect with me: http://JanicePorter.com   / janiceporter     / janiceporter1     / socjanice   Thanks for listening! Thanks so much for listening to our podcast! If you enjoyed this episode and think that others could benefit from listening, please share it using the social media buttons on this page. Do you have some feedback or questions about this episode? Leave a note in the comment section below! #relationshipsrule #videomarketing #smallbusinessmarketing #marketingtips #trustmarketing