Podcast The Hemp Revolution

How to Effectively Implement Relevant Marketing Campaigns in the CBD space to Reach Customers? With Casey Olsen

Casey Olsen is a professional golfer for the last seven years, competing across North America and Europe. He has an academic background in psychology and neuroscience. He co-founded three other companies and has worked for bestseller authors, Susan Cain and Neil Strauss. 

He started a CBD company because he wanted to develop a safe, natural alternative to prescription drugs. Like so many other changemakers out here has a connection to this plant and all of its derivatives in a way that most people would relate to. Mind Right’s mission is to provide its clients with the highest grade hemp cannabidiol (CBD) based products. They strive to make products that can help people with chronic pain, disabilities, anxiety, or anyone who wants to improve their general health and get a good night’s sleep. Mind Right is here to create a global community centered around the benefits of hemp CBD and lead and educate the health industry.

This exciting segment will definitely give you insights on how to be unique in this industry, as Casey shares how he became successful in creating his marketing campaigns effectively to reach his target market. 


We ended up building out our own proprietary software that does all of our communication over SMS and texting.  – Casey Olsen


Download The Episode Companion For This Episode

 

Some Topics We Discussed Include

3:08 – Professional athlete and successful entrepreneur

11:23 – Peaks and valleys in the digital marketing space

18:09 – Marketing campaigns to reach customers

22:12 – Words of wisdom

38:28 – Where to find them

People Mentioned / Resources

Connect with Casey Olsen

Connect with Sonia Gomez

Transcript

Sonia Gomez: What’s up, guys? Sonia Gomez coming to you from Denver, Colorado on another episode of The Hemp Revolution Podcast where we are sharing the real story of cannabis and hemp through the eyes of the entrepreneurs who are pushing this incredible industry forward. 

As you know, it is our mission to empower you the truth about cannabis, so that you can make educated decisions about how you’re caring for yourself and your family, or participating in the growth of this incredible industry. Check us out at medicalsecrets.com for recommendations on products, or some easy to digest information on how to use them effectively or what’s up and coming in the world of cannabis and hemp. 

And if you are a budding entrepreneur or established business owner in this space, I would love to hear from you. Shoot me an email, [email protected], and I will look forward to connecting with you personally.

Guys, I have another amazing change maker in the cannabis space and the hemp space. More specifically, our guest today was a professional golfer for the last seven years, competing across North America and Europe. He has an academic background in psychology and neuroscience. He co-founded three other companies and has worked for bestseller authors, Susan Cain and Neil Strauss. 

He started a CBD company because he wanted to develop a safe, natural alternative to prescription drugs. And like so many other change makers out here has a connection to this plant and all of its derivatives in a way that most people would be able to relate to. 

So super excited to hear his story and to tell more about what he is up to in this space. Put your hands together, literally. If you’re driving or, you know, walking or chewing gum or whatever it is, drop what you’re doing and put your hands together and help me welcome my good friend, Casey Olsen. How’s it going, Casey?

Casey Olsen: I’m doing very well. Thanks for having me on.

Sonia Gomez: Yeah, absolutely. Super excited to have you. This is round two for us. We were recording another podcast and then my microphones started to freak out. So I’m super stoked to have you back on the show. Thanks for making time. For the folks who have not done such invasive research into who you are and what you’re up to, why don’t you give us a quick and dirty, what’s your background is, what role you play in your business. And what are you currently up to in the industry?

Professional Athlete and Successful Entrepreneur

Casey Olsen: Yeah, so like you said, a professional athlete for seven years, played professional golf, had status on multiple tours, played on a few different tours in Europe, all over North America, Canada. I still have status in Europe actually, I could go back there and play but the tour has been canceled for the entire year. So it’s not gonna happen. 

[crosstalk], so I turned. Yeah, I know. There’s talk about maybe opening it up in the fall, but it’s still up in the air. But yeah, so I still have status over there. But I turned pro right out of college and played full time. And golf is one of those, it’s a sport that’s like really expensive to play. And unless you’re one of the top guys in the world, you’re not making millions and millions and flying around in private jets, and so basically you have to figure out how to get sponsorship in order to get to the top. Because the only way you can get to the top is if you get exemptions into really big events. And the only way you get into those big events is if you like, play well on like the lower-level tours. The only way you can play in the lower level tours is if you have, I don’t know, say 75,000 a year to spend on travel costs and stuff. So it’s really expensive.

The only way you can get to the top is if you get exemptions into really big events. - Casey Olsen Click To Tweet

So I started looking into ways– I had to sponsor my first year playing, and I started looking into ways to like make money on the side to build a cover my basic expenses. So I started getting into e-commerce. And then my first like the real company was an app for booking caddies that golf courses were like software that hadn’t been developed before and I started with my best friend. And so we did that for a few years while I was playing golf.

Then basically, what kind of led me down the chain to get into CBD was I would spend my winters in Arizona, and I would play golf in Arizona. And then in the summers, I would go to Europe. So it was like nine months of the year in Europe and then another three months in Arizona. 

And when I was living in Arizona, I was seeing this girl who was incredibly impressive academically. She graduated high school when she was 16, went directly into a Ph.D program, and ended up getting an MD in pharmacology when she was 21. By the time she was 23, she had owned her pharmacy. So she was like 15 years ahead of anyone else in our field. 

Sonia Gomez: Wow. 

Casey Olsen: And, I had this really weird experience the same week that I was seeing her. So, we had dinner one time and she was telling me about how she achieved her dream, right. She owns her own pharmacy and she’s like helping people and like doing the thing that she had like envision for life to have the opportunity to do. 

And she had this total mental breakdown because she worked really hard to get to this point. And realized that the majority of the people that she thought she was helping were just, you know, abusing their prescriptions and were addicted to drugs and didn’t really understand the issues with like Big Pharma and stuff until she actually got there to the end of the line, and she figured she was lucky, she figured out she was 23, like, the majority of people will probably be like in their 30s before they actually get to that point, and they reconcile the difficulties with the industry.

So, I’d never had an interest in pharmaceutical drugs or anything like that. And I understood intellectually that there was a problem with Big Pharma and the abuse, but like having someone who’s directly in the field and one top performer in her field, tell me that was kind of startling. 

And then a few days after that happened. I went out to a wine bar with one of my friends after we got done playing golf. And there are two ladies sitting next to us that were middle-aged. And we were just hanging out drinking wine. We started talking to them. And we pulled chairs together. And we ended up talking for a couple of hours. And the one lady, she was the wife, the really big entrepreneur, like multi-million dollars. They live up in Lake Tahoe. And she was a travel agent for like him and all of his entrepreneurial friends. So super successful. 

And after talking to her for a couple of hours, and the whole conversation was really fun and congenial and everything. And at some point, she turns to me, and she goes you remind me of my son. I go, Okay, well, what’s he does? She goes, Well, six months ago, he was found dead in our house with a heroin overdose.

And yeah, and I was like, Well, what do you say to that? I mean, that’s crazy. When she said that, I don’t know, it’s like something struck me the same way that I was talking to this girl about issues in Big Pharma, and then all sudden, this person tells me about someone who looks like me died of a heroin overdose. I think it was actually fentanyl. But I don’t know that just struck me in a way.I hadn’t emotionally resonated with like what a problem there is with the opioid epidemic everything.

Sonia Gomez: Yes. You always here like surface-level about this big crisis but it doesn’t really hit home until you’re staring in the eyes of somebody who’s lost someone.

Casey Olsen: Yeah, I mean, I hadn’t really had a personal connection to it because I hadn’t had any like family or friends that had happened to but i’d know people that it has. And then like meeting someone in person who’s like very successful, she seemed like a really great person and a really great mom and see her go through that, like in real time telling me about it, it just resonated with me in a way that I don’t know that information, just the statistics just had before. 

And so kind of like right there, [unintelligible] I made I guess a little bit of a promise to myself that I would like to do something at some point in the future that would, I guess, contribute to like an all-natural sort of alternative to Big Pharma. And so that got me thinking about it. 

And like a couple of weeks after that happened, I moved to Europe, and I played all year, and then I get towards the end of the year, and my sponsor randomly dropped me out of nowhere. And so I didn’t have any like, a way to pay my travel expenses or anything other than just like my earnings from playing golf. And that caused a huge problem. And so, at the end of the year, I moved back to the US. And I was just like sitting around thinking about what I was going to do.

Whether I was going to be able to play in Europe again, if I was going to go play golf again, finding another sponsor that kind of thing. And then so I started thinking more about e-commerce. And actually what happened was when I came back to the US, I tried to sell my previous company Caddies Now, and we had this huge, huge executive board meeting down in Florida, with the top company in our industry. We thought for sure that they’re going to buy us out and, and instead of buying us out, they ended up kind of ripping off our software and building their version and left us hanging out to dry. 

So after that happened, then I was really like, Okay, I need to do something. So then I started looking at e-commerce and supplements and stuff like that. And then I’d already been taking CBD personally. And then, I started researching more and more like what it would take actually to start my own CBD business. And so that’s kind of like long and short of how I got into it. But yeah, that started my own company.

Sonia Gomez: Amazing. And how long have you guys been open?

Casey Olsen: Yeah, we’ve been doing business for about a year. A little actually more near like 14 months.

Sonia Gomez: Nice. Wow, such an interesting time to get in. What for you were some of the challenges that you had while you were trying to get started?

Peaks and Valleys in the Digital Marketing Space

Casey Olsen: Well, I came into the industry a little bit naive of the banking credit card issues, the digital marketing issues that were going in to the industry.

Sonia Gomez: What digital marketing issues, what banking issues, I have no idea what you mean. Just kidding.

Casey Olsen: Right? Yeah, so I didn’t know any about anything about that going in because I hadn’t had any experience with the industry before and didn’t really know anyone that was already in the industry. So it was a lot trial and error and just figuring stuff out as I went, which made it difficult because I was still playing golf. And yeah, so like the first week that I started, my account didn’t get flagged or anything like my credit card account, my merchant gateway. And it was just like I had this huge explosion of business like in the first week and then my account gets shut down and Facebook account got shut down. All craziness. And so it’s just been like 9, 10 months of just like trying to figure it out. But yeah, finally things have stabilized a little bit and we’re working on some pretty cool innovations. 

Sonia Gomez: Well go what plant the seed, why don’t you what are some of the things that you guys are working on now that you’ve overcome some of the bare bones basic challenges of running a hemp company?

Casey Olsen: I was banging my head against the wall for months trying to figure out, like how to separate myself from the rest of the competition, because it’s such a competitive field, or competitive marketplace. And so I had this one customer who’s a little bit older, and actually a lot of my customers are older. And he just like did not want to buy online for whatever reason. And he lives in my town. So like, I would see him in person at my gym all the time. And he would just give me cash for my products. And he would text me all the time. And I figured out that I could send him a text with a checkout link. And he could just pay with a credit card over text. And then after doing that, for like, a few weeks, it just kind of dawned on me. Well, why can’t I just do this everyone? And then so then I started looking into that, and we ended up building out our own proprietary software that does all of our communication over SMS and texting. 

So when a brand new customer goes to our website first time, they figure out what product they want, had the cart they check out they have to opt into our SMS service. And after their initial order, when they save their card on file, all communication has done over texting. So we have a company phone number if the returning customer wants to place another order, all they have to do is text that phone number and confirm what products they want. And we can just charge their card, and they never have to go online they can just do everything over the phone.

Sonia Gomez: Holy shit. How did that change your business? First of all, you just laid out like such a millennial and super awesome way of connecting and reaching your clientele and way to go on the COVID pivot. I’m sure everyone’s like, How the fuck am I going to do that? So you just laid that out pretty awesome. Um, but I’d love to hear like results are everything right? What have been the results of you doing that type of outreach? Like, have you seen an increasing conversions? People feedback shift? What? How are you measuring the success of approaching your sales that way?

Casey Olsen: Yeah, so, um, definitely good point there with the COVID pivot because, like the majority of our business, it actually been with retailers and stuff. And I’d already been trying to focus on shifting over to e commerce, but it just kind of came at good timing like that already started working on the SMS service before quarantine. So this would have been like, say, January or so. And so I was kind of like juggling b2b and b2c at the same time. And then I always intended to shift fully over e commerce, but I would say like our response has just been crazy. 

Like, there are actually still a few customers who even after I text them with company number and personal number, they still go to our website and they just buy only on our website. And that’s fine. But the as far as um, yeah, we’re getting a lot more conversions or doing way better with texting because it’s the open rate is like, pretty much everyone looks at texts. You know, I’ve gone through a lot of different texting services to see like, what kind of marketing I use the way it’s being handled. And there aren’t a lot of great ones out there, which is why we ended up building our own, like custom software that can handle everything.

I've gone through a lot of different texting services to see like, what kind of marketing I use the way it's being handled. - Casey Olsen Click To Tweet

Sonia Gomez: When you built your own software for text message, SMS? And have you opened it up to the industry yet? Are you just keeping that your a little secret?

Casey Olsen: Right now it’s our own little secret.

Sonia Gomez: We’re gonna have to talk about that. I want 10% [inaudible]? 

Casey Olsen: Oh no.

Sonia Gomez: We live in Neyland on my show over here you guys watch out. Now, that’s sick. You have your own software and you’re like doing this all yourself because people pay an arm and a leg to host the list. Like I remember he stopped 50,000 people on SMS when I owned my dispensary and I shoot out a text message but I was paying out the ass for the service. So it’s and like the reachability and blah blah blah like it wasn’t so effective back then. Now I’m sure it’s just sick and especially with a whippersnapper, like yourself running it. I look at like, what how fast my son can do something versus like, how flinstone I am when it comes to trying to work with tech. I’m tech started so I’m not the best example but like, my son who you what he’s 12, 17. You’re 28? 

Casey Olsen: I’m 29.

Sonia Gomez: Okay, you’re 29. You’re for sure millennial even like six years. If I had a phone that was six years old, I would literally in dog years that’s 600. You know, like–

Casey Olsen: I have an iPhone six.

Marketing Campaigns to Reach Customers

Sonia Gomez: Yeah. Technology. But yours is updated, right? Yeah, mine’s not updated. I’m still running on like ISO one, whatever that is. So, but the point being is like, it’s incredible what you guys are capable of doing. And it’s a significant contrast, like the learning curve and the outreach. I’ve talked to over 200 business owners in the hemp space. And what somebody who is a more seasoned entrepreneur, the way that they approach their marketing, they really heavily lean on folks who are you know, my age and younger, I’m 35, who are my age and younger to implement relevant, marketing campaigns to reach their customers. Whereas for you, it might be second nature to leverage social platforms and SMS whereas somebody who’s like, 55 plus might feel like that’s a little invasive. Do you find a similar? Do you find a similar contrast?

Casey Olsen: You mean as far as like the willingness to use to do ordering over text?

Sonia Gomez: Not willingness. I’m talking about like from a business owner strategies perspective, your approach to marketing and reaching your customer, I find tends to vary from somebody who’s 55 plus, right, how they reach out to their customer and connect this to you creating a software that can text message your customers is like a second nature, no brainer type of idea for you. It may not in implementation, be such a no brainer, but as far as the idea, you’re like, oh, like I will just text folks, when somebody who’s 55 is like, how am I going to send an email? 

Casey Olsen: All right, so I don’t know like, I’m 29 right. So like, I grew up In a really perfect window, where when I was a kid, the internet wasn’t monetized yet, like, everything was free online, and no one was trying to like, take your data. And I grew up with like, I’ve watched internet culture evolve as I grew up. And so I understood it and like the kids today, they are growing up in an internet that is trying to extract as much data from them as possible. And is like, with all the algorithms now at the tech companies are just trying to manipulate people to give up their data or to like, open up their wallets. So I grew up in a time that was very unique, where I get to grow up with the internet, but I wasn’t like too old to like, not understand internet culture and the way things evolve. I talk to my friends about this stuff all the time how we grew up in this like, perfect window.

And I think that like a lot of the older people that are in entrepreneurship and marketing and things like that, they haven’t gone to, like it’s been a while since they’ve been out of school, like how much are they still learning and reading. And I see a lot of like, companies that are probably not going to be around in like 10 or 15 years are already on the way out just because they haven’t figured out how to adjust. And there’s, like, so I was originally a business major when I was in college, and I switched after my sophomore year, because I just understood right then and there at the time that like what I was being taught was not at all reflecting current entrepreneurship, current business models. It was all shifting, and that was almost 10 years ago. 

So like, I just recognized that then, and I kind of figured it out a little bit. I was a little ahead of the game. And I know that, there’s just like a ton of marketing techniques that Silicon Valley uses, and that I was aware of the just modern business school does not teach you at all. And I think that that’s why people that get their MBA they go to work for you some huge company, and like, like Goldman Sachs or something like that, are they. And they don’t really get into entrepreneurship because they aren’t being taught the right things.

Words of Wisdom

Sonia Gomez: Well, that’s not what the institution of college is built for. It’s not meant to make you a free thinker. They want to mold you into a free worker who doesn’t necessarily value their time. So making the transition into entrepreneurialship can be challenging. You’ve obviously forced yourself a nice path and a couple of different ventures. You have a successful text campaign happening right now, what would be some words of advice or words of wisdom that you would share with your fellow entrepreneurs or budding entrepreneurs, because if they were friends of yours. What are some key considerations that they should have while they’re considering getting into the business or entering into this industry?

Casey Olsen: Generally speaking, I would say read voraciously and read widely. There are honestly a lot of great business books out there that I think are worth reading. There’s going to be a dozen that I really like. But I would just say that I read as much–

Sonia Gomez: What are some of them? 

Casey Olsen: Well, actually, it’s kind of funny. The book that really influenced me to like shift over to this text based model of communication was Blue Ocean Strategy. Have you heard of that book?

Sonia Gomez: No, but I know that Blue Ocean Strategy, very quite well from a guy named Russell Brunson who reintroduced Dotcom Secrets and Expert Secrets, which we’ll talk more about here in a minute, but tell me Blue Ocean theory.

Casey Olsen: Well, it’s just like an analogy for so you’ve got a red ocean. It’s an analogy for a marketplace. So yeah. red ocean. A bloody ocean represents a very saturated marketplace that’s fraught with competition, cutthroat competition, and a blue ocean would be some sort of innovation that would take you out into uncontested market space. And I think that there’s actually a good argument for why this model or, this analogy isn’t applicable to every marketplace because there just aren’t that many companies that have like utilized it. But anyway, I actually did. 

So they have something where you set up this chart where it’s a strategy chart, and you analyze all the competitive factors in your industry, so whether it’s like the quality of product price of product, and then you figure out like the offering value that the current marketplace is offering for each of those factors. And so like for CBD, for instance, I think that one of the factors that aren’t being really utilized customer communication, and like, it’s not just CBD like every e-commerce company has problems with customer service and stuff. 

I think that, like with e-commerce, it’s a little clunky with the amount of things that you’re forcing people to opt into. And so customers are like, being conditioned to give up a lot of the data. And, subscribe to email lists and stuff like that. And I kind of like eliminated all of that by just doing business over text. So yeah, I’m like asking you to opt into our texting service. But that’s the only piece of data I’m asking from you. Other than giving us your credit card info, we don’t get the card info. It’s like saved on file with merchant [inaudible], and we don’t have access to it. Other than giving us your phone number.

We’re not asking you to opt into anything, and it’s so much simpler and easier to use. And we don’t have to use as any of those gimmicky marketing hacks where you’re trying to manipulate people into like getting more sales. So honestly, I found it to be a much more ethical way of doing business than like the current method, the standard method of e-commerce right now. So that was another motivating factor. But yeah, the Blue Ocean Strategy influenced me a lot. So I really love that book. I love Zero to One by Peter Thiel. Now, there are a couple of other good ones to talk about.

Sonia Gomez: Well, any of the resources that you give will be tagged here as a resource for them. So whatever you want to share, I’m most interested in capturing as much of your wisdom as possible because that’s why I think a lot of people come here to The Hemp Revolution is to figure out what’s happening, what’s working, what’s not working, what are key considerations, most of my testimonials are from folks and you guys By the way, those of you who are tuning in, thanks so much for the feedback that I get a ton of testimonials that I get it ton of feedback because they love the words of wisdom segment. They get great resources, they get great considerations. You know, we’re not giving away secrets necessarily, but we are giving away key considerations that people are paying $10-$25 you know, $50,000 a year for to be a part of these networking and mastermind groups. And these are the types of things that you listen for is like, what do the people who are a few miles ahead of me do when they’re confronted with this type of challenge? You know, so any resources that you want to share, like I love and in a moment, when you’re done with your words of wisdom, I will share and piggyback off of what you’re saying, because I agree with you already. Point number one that you’ve made read voraciously. I’m all about that life for sure.

Casey Olsen: Yeah, I guess I would say, read voraciously. Try and consume as much information as you can– podcasts and just kind of pay attention to like what entrepreneurs and are saying and doing. And that’s really the only way that you can kind of like, get ahead of the game because traditional education doesn’t really help you out that much, especially in business. But, so with the texting thing, I would definitely say that it’s been an issue with, the only drawback to it is that I’ve had to figure out how to, like recondition my customers to use it. And other than that, like it’s been just an explosion as far as converting compared to the old model, right of like the amount of clicks you have to make people go through. So that’s been like the real advantage is that texting a phone number is so much simpler and easier to do. And like you said earlier, it’s kind of like a, it’s a millennial innovation, but it’s actually been so much easier for the older people who are the most consistent buyers of CBD.

Sonia Gomez: Fan such great, massive massive points that you’re making right now. I’ll piggyback off of your words of wisdom and agree with what you say as far as like the consumption of content and how those things apply to your success. A couple of resources that I’ve mentioned multiple times and absolutely love, number one is the millionaire master plan by Roger James Hamilton. And he’s created this thing called Wealth Dynamics, which has been such a powerful tool for me to work with both my colleagues, but also my customers. And once I understand the energy or nature of my customer, it’s easy for me to create language that directly captures their attention connects with them authentically through storytelling, or story selling and then ultimately converting them into a sale. 

I have to agree that they’re like a sort of cold outreach of traditional e-commerce marketing is some you know, it is similar to email is losing its losing its power, you know, people are wise to the offers that are being recycled over and over and over again. And so I think in the originality aspect of things, understanding people’s nature, their nurture, and then creating or connecting a story that is personal to you or the brand, to give people a sense of orientation to give people-orientation around who you are, and more so than what you have. I’m noticing that folks are a lot more connected to those types of brands, and brands can, therefore, extend the customer life value. So when I started to use the book, The Millionaire Master Plan, it was to personally change how I was organizing and orchestrating my own business and my habits around the growth of my business, as well as building my coming into a different kind of awareness on how I would approach building my team, having the right team buys me the time to do the things that I’m best at in my business, which for me is connecting and communicating.

I have to outsource the other stuff. And I think it was Mark Cuban who said the first thing that you have to do is hire your weaknesses. If you want to be successful in business, and I literally could not put more emphasis on that, you know, number one, consume as much content as possible the other, so I gave the Millionaire Master Plan. The second series of books that I’m just like completely and engulfed in right now is Russell Brunson trilogy, which is Dotcom Secrets, Expert Secrets, and Traffic Secrets. I’m not an affiliate of any of their stuff, although they pay their affiliates really, really well. But I am a faithful follower and deep, deep study of his practices. And Russell is one of those people that goes out there and find resources like the Blue Ocean, for instance, blue ocean method and then turns it into easy to digest applicable resources for entrepreneurs who are just getting started. 

So I have my son studying his stuff I have, myself, my husband, we really follow him closely. But the Dotcom trilogy with which includes Dotcom Secrets, Expert Secrets, and Traffic Secrets really walks you through each aspect of building and growing a successful business online or virtually. And that for me, would include text message outreach, the name of the game is how can we get the most number of eyes on our offer in the most authentic way that will cause the least amount of resistance. And that’s the game that we play all the time. It’s the art of war, right? We don’t want somebody to feel like we’re quote-unquote, selling to them when all we want them to do is buy our shit, you know? Like it has to be done really authentically. So I really enjoy Russell Brunson’s stuff. If you haven’t checked that out, for those of you guys who are doing stuff online, that’s definitely a community to follow. 

And then the other thing, and I’m just a deep study of people in general. And so there’s this book that I’ve always read, and I continuously read over and over and over again, is called Power Versus Force by David Hawkins. And it is probably one of my best-kept secrets as far as understanding the emotional vibration, the vibrational tone of human emotion. When somebody brings instance is confronted with the feeling of being angry or resentful or jealous, it’s a lower vibration and therefore, their energy or involvement or motivation to get involved in being involved with something, ie take action, is far less likely. Whereas if somebody can access understanding or you know, compassion or even love, for that matter, they are operating at a much higher vibrational tone and are and those are the types of people that you want to have in your ecosystem because they’re the action takers, they’re the ones who will, explore and offer further opt in to your friend something or other or so on and so forth. So, power versus force is another fantastic resource, and it was David is a–

Casey Olsen: Business Brokers or a psychology book?

Sonia Gomez: It’s a little bit of both, I think I’m I think it starts out at Psychology, but really is applicable towards business and human relationship, period, which is the number one most important thing that you can do in business is build solid relationships, right? Your network is your network. So understanding where people are at and what’s their motivations, or what’s their triggers, really allows you to hack the human connection, whether you’re doing that virtually, or in person. So these are just the resources that I use, because that’s what that’s what inspires me is like, how to create the most authentic connection first with myself so that I can radiate those things out to my community. So I suggest for those of you guys who are tuning in, check out those resources. 

The final thing that I will say and I couldn’t say this enough is measured twice, cut once in the face of COVID. So many people were pushing the accelerator desperate to make headway, quote-unquote, before the crisis, or take care of a crisis. Whereas I look at this as a unique incubation opportunity for you to go, reflect internally, and find out what is motivating people in the face of fear people will do the most awkward things their nature and nurture exposes themselves in totality. And so I suggest for those of you guys who are new to the business, instead of being aggressive in your marketing, and adspend be a little bit more aggressive in your research of your avatar so that you can create an offer that will convert quicker and be delivered in a more unique way. Like I’ll absolutely love what you’re doing right now with a text message, Casey, because it’s a unique way of outreach. Yet it’s cost-effective and allows you to increase conversions in the face of crisis. Am I right?

Casey Olsen: Oh, yeah. And it’s also like just an incredibly simple and ethical way to me and I feel like forcing anything on people like like yours like the whole psychology rant that you just went through, I feel like it’s like you’re constantly as a business person you’re dancing on the edge of not wanting to come off as like a used car salesman, but you still have to sell your product at the end of the day. So try to figure out how to establish that trust with the customer. And if someone’s willing to give you their phone number, and you don’t abuse it, then I feel like there’s no better place to establish trust. There’s no more effective establishment of trust.

Try to figure out how to establish that trust with the customer. - Casey Olsen Click To Tweet

Sonia Gomez: Yeah, yeah, absolutely. And I think that’s the number one goal is to build trust with your community so that your community can reward you financially. Right. And that is the way that your community reciprocates the value or reflects the value is by the establishment of trust. That’s the trick, right? We want to bring the most amount of value into the marketplace with the least amount of resistance and the most amount of leverage, that’s what gives you business otherwise, you’re just working a job. 

Where to Find Them

So those are just some of the resources, make sure that you take your time and plan accordingly. And, you know, while I just said don’t advertise during the crisis, it’s also the most important time for you to get a converting offer and pour gasoline on the spark. That’s why I want you to measure twice and cut once because you want to do a little bit more research on the front end, build out the infrastructure so that you can properly build and segment out your list and then communicate, communicate, communicate, so that people are hearing your story following understanding your moral code and get joining the mission and movement so that they will buy your products. Those are my words of wisdom. What are some final words that you have for us? And where can folks find you if they want one of yours? A text message or to find out more about what you’re doing in your business?

Casey Olsen: Yes, so our website is mindrightcbd.com. But we’re integrating our text message service with our website. So we’re building that out right now. And it should be done in like the next week or so. But you can text our number, it’s 616-3445225. And we’ve got a whole like instruction automated, like bot chat that we have going on. And we’re going to continue to like build out our software. And right now the best message [inaudible] on the market is apples. So if you go to like, Apple’s like whatever their their bot chat is on there, we’re eventually going to have our bot chat as good as that if not better. So you can have like, it’ll basically you won’t know the difference if it’s a real person that you’re talking to, or if it’s a computer, so that’s gonna be kind of cool. So that’s what we’re ultimately working to build.

Sonia Gomez: Is that a part of your super extra very ninja software that you weren’t going to tell anybody about?

Casey Olsen: Pretty much. That’s why we had to build it out, because that’s why we had to customize it because there’s nothing else on the market that lets you like do that. And there’s a whole like algorithm with keywords and everything that you have to have influences when people texts. Like, yes, you have to make sure that the computer knows the bot knows like what keywords to use and stuff and you have to continually build out those keywords. So it’s like a pretty in depth thing. But yeah, so you can text our phone number. You can follow me on Instagram, it’s casey.lynn.olsen and I’m also doing LinkedIn posts where I blog on LinkedIn or update about company, how things like kind of origin story, I go into a lot more detail about things like that my golf career and things. So then we talked about all the products and stuff on there too. So yeah, you can follow us on there.

Sonia Gomez: Amazing. Well, thank you so much for coming on the show and sharing your story. I’m super excited to watch and follow your success. Now, I will be hacking what you’re doing.

Casey Olsen: Can I ask you so you said you had like 50,000 phone numbers that were your messaging? Are you just doing that, were you doing that manually? So you’re using like an SMS service to manually message people?

Sonia Gomez: Well, I would create the message on the software that they gave me on the computer. And then I would hit send on it, they would process the message, it would take like 45 minutes or whatever. And then the text messages would start to go out and we would see of the 50,000. We would see, you know, 15,000 get delivered.

Casey Olsen: Oh, really?

Sonia Gomez: Yeah. So it was just like really poor delivery rate. It was really poor. I mean, it was a rudimentary. It was when things were like this. were brand new, right, like eight years ago.

Casey Olsen: But you couldn’t have real conversations with people over the text. You can only send them–

Sonia Gomez: No, you can only send them a promotion at the time. So now I’m like, really getting into this whole text message SMS way of reaching out and connecting with people.

Casey Olsen: Yeah, it’s still pretty clunky. There’s a lot of services out there but they’re still pretty expensive and none of them I could really find a good solution for doing exactly what I wanted to do and the way that I want to have it work, which is like I want we have like a real phone number that people can text right so that we can have like a real conversation with it.

Sonia Gomez: Yeah, that’s so great. I love that.

Casey Olsen: Right that was the ultimate goal is like get it to like actually have a conversation so you can handle the order with someone I know right there on the text. 

Sonia Gomez: Yeah, makes so much sense. Well, I’m super excited to you know, share more and talk more about it. And for those of you guys who are tuning in thanks so much for being a part of the Medical Secrets community and The Hemp Revolution family we are going to be releasing Season Two shortly which will be The Hemp Revolution live the health edition and that will be live on the legalize don’t criticize it community as well as our other channel channels. 

Make sure that you stay tuned for that you’ll be able to real-time ask questions to me and my guests which will be super exciting. In the meantime, be well stay well and be kind to one another and courteous during this crazy COVID crisis. I’m your hostess with the mostess, Sonia Gomez, and this is The Hemp Revolution. Casey, thank you so much for being on with us. We’ll see you guys on our next show.

James Brinkerhoff: Thanks for listening to this episode, we took notes on this episode for you along with all the links and resources mentioned in the episode. Get them free in the show notes page here at www.medicalsecrets.com. If you love this show and our content, please subscribe to the show on Apple podcasts or wherever you listen to podcasts. And if you really want to help us get the message out there, please rate review and tell all your friends. With your help, we can continue to reach the world with our message. And until next time, we hope you join The Hemp Revolution and we challenge you to dream big and love the life you live.

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