If you’re going to do some kind of paid marketing, you better pick one and be good at it. But what if you weren’t good at any of those things? This is where compound marketing comes in – a concept that serial entrepreneur and bestselling author Dan Norris gradually built after many years of simply doing what he thought was fun and he was reasonably good at. After selling multiple businesses, Dan finally reflected on the unique components of what he was doing and came up with content, community, brand, and story. In this conversation with Paul Higgins, Dan explains his approach in each of these fundamental components. He argues that going organic is still the best way to grow a business rather than spending all your time and money on short-term strategies. You may disagree with some of what Dan has to say here, but his results definitely speak for themselves!

The Fundamentals Of Compound Marketing With Dan Norris

Build Live Give. Mentoring with Paul Higgins

Our guest is someone who is a serial entrepreneur. He’s written five best-selling Amazon books. He’s about to have the next one. You can get it now from Amazon, but it’s a fast-approaching bestseller. He’s very prolific with his book writing, but he’s prolific around the idea of marketing in particular, compound marketing. He’s got some brilliant ideas in this episode. I know you’re going to get enormous value out of it. What I’ll do now is hand you over to Dan Norris from DanNorris.me and also BlackHops.com.au.

Welcome, Dan Norris from Black Hops to the show. Dan, it’s great to have you on board.

Thanks for having me.

I followed your journey for a while. We were both in James Schramko’s group, SuperFastBusiness and SilverCircle. I’ve followed your path. I always remember a fantastic presentation you gave on everything you shouldn’t do in business for seven years. You said, “This is what you should do.” Now, I want to focus on this compound marketing concept. I know you’ve launched the book in 2020. I love to learn about that. Let’s kick off with, what’s compound marketing to you?

It came out of reflecting on businesses I’ve had and the way I’d built those businesses blindly at the time writing blog posts, investing in the brand, building a community around what I was doing, and telling my story as well. That ultimately ended up in a good outcome as you said before with the sale. At the time, I didn’t realize I was doing it. I was doing a form of marketing that I thought was fun. I thought I was reasonably good at it in terms of writing blog posts and whatnot. After the experience selling the business and then building this new business with the brewery, I reflected on what were the components of what I was doing that were unique and came up with content, community, brand and story.

Those were the things that I’d done in all of my businesses to build a business without spending money on paid advertising or to potentially build up a core marketing engine that didn’t require spending money. Therefore, when you did do paid advertising spending, it wasn’t all that you’re doing. It was a lot more effective because you’re not doing it all the time, which is more where I’m getting to now with our business. We are doing a little bit of paid marketing, but it’s good for us because we’ve got most of our marketing coming through free channels. We’re not saturating people with paid channels.

Had you been burnt by paid before or you knew that organic in the longer term is the right way to go?

There’s quite a bit about content, building a brand, and telling a story that I resonate with. I liked the idea of doing content that’s useful for people. I think it’s smart to build your brand as opposed to trying to flog a bad brand. It doesn’t make sense to me. Every business I’ve had has always had a good community around it, getting people behind what you’re doing. All of that seemed logical to me. Paid advertising seemed hard to get any kind of ROI. It wasn’t something I was particularly good at. Yes, burnt for sure. For years, I’ve tried lots of different options for marketing and never got anywhere with it. I found most of it was a waste of time and money. If you’re going to do some paid marketing, you’re almost better to pick one and be good at it. I wasn’t particularly good at any of those things. I had to find another way to market a business that didn’t involve doing Facebook ads and Google ads.

BLG 285 | Compound Marketing

Compound Marketing: How Smart Entrepreneurs Use Asset-Building Marketing Strategies for an Unfair Growth Advantage

I’ve got to say that resonates with me and been burned as well. In 2009, I just got out of my transplant. I was like, “Time to market the business.” Lucky for me, LinkedIn came along. Not that it hadn’t been around a lot, but there was a lot of benefit of organic still on LinkedIn. That applied to me, which is a great content, and then the crowds or the people will come.

For me, it probably went back to Google, the early days of SEO. This is well before WP Curve and Black Hops. I had a website agency. I had a website that used to rank on the front page of Google for keywords like website design, web design and keywords like that. I used to look at how much companies would pay for those keywords. I don’t know how much it is now. It’s probably a lot, but back then it was about $5 per click. I was getting all this free traffic naturally or organically from this website that ranked well that wasn’t costing me a cent.

To me, that seemed like so much better than competing to the dollar with other people like who can pay more is whoever gets this traffic. It seemed like a bad way to go about things, especially when my offering was reasonably low price. I couldn’t spend $5 for every single click on my website. That’s crazy. From that point on, I was like, “How do I get natural, organic and qualified people to pay attention to what I’m doing as opposed to throwing money at something and hoping you can outbid your competition?”

I work with a lot of service-based business owners, consultants, tech resellers and outsources. I get confused by SEO. I’ve got to admit, I sit in that bucket as well. Given all your expertise, what tips have you got for someone like me who doesn’t know whether they should be in and out of SEO and find it a bit confusing?

My advice hasn’t changed from I don’t know how long ago. A number of years ago, I wrote a blog post on WP Curve, which is not there anymore. I don’t think any of that content is live anymore. It was something like The Guide to Content-Driven SEO. It was saying to set up the blog site where the pages are optimized, which is super easy. That’s a one-off job that anyone can do, and then put out good content. That’s what I did. That’s all I’ve done since. I haven’t done any activity that you would call SEO in many years. For all kinds of keywords, we outrank every brewery for lots of different terms. We’re one of the only breweries that are putting out valuable content. It was the same with the WordPress support side of things. We’re ranking for all kinds of keywords from putting out good content. That’s been my advice for five years or more. I can’t remember how many years ago that was. That remains the same.

The whole thing is a massive distraction and a waste of time. Unless you’re particularly good at it, which some people are, it’s just a money pit and a waste of time and worthless exercise. That tine you’re just wasting your time and other people’s time. I much prefer the idea of creating a lot of useful content around these topics. Worst-case, it doesn’t send you any leads, but it does help other people, which is great. It’s also going to elevate your brand if you are helping other people because it’s adding to the camaraderie of it all. It’s not the marketing you learn about at a marketing school. Having been to marketing school, I know that. That’s my preferred way to market a business. It’s been very effective for me.

You talked about good content. Has that changed as far as with video becoming a lot more predominant than what it was when you were in WP Curve? What have you seen changed around? What good is now versus what it was then?

It certainly changed a lot. I still don’t do much at all with video. I didn’t then and I don’t now. We stick to what we’re good at. If you look at the way people’s attention is now with social media and these Reels, the Clubhouse and Twitter spaces, all of that stuff, everything is changing massively, but the concept is still the same. There’s a whole bunch of people who probably want this information, story or whatever. You give it to them in whatever way that meets the best balance between what they want and what you’re good at producing. I’ve never been particularly good at video.

It's smart to build your brand as opposed to trying to flog a bad brand. Click To Tweet

We don’t do a lot of videos, but we do podcasts, written blog posts, social media posts and emails. All of those are old-school. They’ve been the same for quite a while well before we started this business. All were still very effective for me. The people who are good at video are doing well now, which is great because it’s a real skill. I still don’t believe that you should be doing a whole bunch of different things just because it’s popular if you’re not good at them or if you can’t get good at them or don’t want to. I’ve always had the belief that you do what you find rewarding personally. Otherwise, you’re probably not going to be good at it and what you are good at. Hopefully, those two things line up or there is a bit of an intersection where they line up.

You’ve said it before, it’s got to be useful content. Many people get caught in the platform and they forget how useful the content is. I think it doesn’t matter. Yes, we’ve got a preferred medium, but we’ll take content from any platform or source as long as it’s good and a useful one that gets you results. I think that’s the key. You talked about there are four parts of your book. The first one is brand. I know you’re huge on design and the importance of design. Why is that the case? Why do you think the design is so critical in a brand, whether it’s your personal brand or for you, Black Hops, your beer brand?

It’s low-hanging fruit. Most entrepreneurs aren’t good at it. They don’t understand the value of it. In everything that I’ve done in markets that are competitive, the brand ends up being the thing that is the difference between someone choosing you or not choosing you, or someone paying a lot more than they otherwise would. To me, it’s a good opportunity for entrepreneurs. Most people will just put logos on Facebook and ask for people’s feedback or get some local designers to design something and send off whatever they do. That’s not how it works here. I’m intimately involved in every single branding decision. We use good designers for things. If we don’t think we can do it well, we won’t do it at all. I spent a huge amount of my time designing beer cans, limited releases, and God knows what else.

Ultimately, people are buying into the brand and it’s super important. If it’s in our industry, it’s super competitive. You can say the same thing about WordPress support with my old business. It started getting competitive. We had to have the best offering and the best-looking website, the best brand and most trustworthy company. Otherwise, it wouldn’t have worked because there were so many other people doing the same thing. What I’m doing at the moment is exactly the same. Our product costs a lot to make. It’s expensive. There are 700 other craft breweries in Australia that people can choose from. When you go to a bottle shop, you see shelves after shelves with thousands of cans on them. It’s super competitive and you need to have a good design. It’s a no-brainer. The good thing to me is that most companies don’t have good design. It’s a good opportunity for entrepreneurs.

My background is Coca-Cola. You told me the converted here. The amount of research that the Coca-Cola Company did and how they went about their branding to the degree that if anyone ever missed a hyphen in Coca-Cola, it was like World War III for a customer like, “How dare you miss the hyphen?” Most people call it calligraphic. They had guidelines. It was like the DNA of each brand and you had to follow that. It’s no different to coaches and consultants. As you said, first impressions count. There are lots of us out here. There are lots of service providers. How are you going to stand out? I think the brand is key. One of the subchapters in your book is to avoid the brand killers. What are the brand killers?

To double back on the branding thing in terms of where I started being interested in it. In our world, when we’re doing services, online businesses or whatnot, the design isn’t something that people care too much about. I noticed that just following the startup world, all these startups that were starting in San Francisco like Uber, Lyft and Tesla, all these kinds of companies, they’re the big examples. Even the smaller ones, design was such an important thing for these companies. You can see that almost always they’ll have some design person on the founding team or as part of the original group of people. It’s rare for these companies to start and be like, “Let’s get a designer to outsource some work.” That’s not how they work. That’s worth considering because these are the companies that ultimately end up becoming the Coca-Colas and whatnot. If they’re taking it seriously, it’s probably a good sign.

Brand killers, I was listing off 50 different things. The number one thing is care about the brand. Doing anything that distracts from people liking something is not good. Excessive pop-ups on websites, excessively asking for things, and excessive paid promotion can detract from your brand as well. If you go into social media, let’s say Facebook, you’re constantly seeing ads for a particular company. It’s constantly spamming you. This is detracting from the brand. I don’t think it’s helping. In the book, I did talk about what is a brand. It’s how people feel about what you offer. You can capture that in the way you design things. If you’re doing things that give people negative feelings about what you do, then it’s going to destroy your brand no matter what it looks like.

It’s all those touchpoints. The key thing is every touchpoint. It could be an email or whatever that is detracting from you. You can often see people who are sporadic. They’re testing lots of things, which is great, but often the things they’re testing and some of the experts aren’t in line with their brand. That’s why having that as the core, the heart, and then you go from there is important. You talked about stories. With some of the stories that you’ve been doing even in Black Hops, which of the stories work better than others? Are there any tips you can give us around storytelling?

BLG 285 | Compound Marketing

Compound Marketing: Deliver your content to people in a way that meets the best balance between what they want and what you’re good at producing.

 

For me, the founding story of the business has always been the most powerful one. With WP Curve, it was this story of seven years of failure. I started a business that had gone badly. I’ve been failing badly and then everything went well. I turned it around. That founding story with WP Curve was powerful. With our current business, the same thing was true. It was a classic story of me with two mates sitting around a bar and talking about brewing a beer. We ended up doing it. That ended up becoming our brand and turning into one of the top craft breweries in the country. It’s the beer story. It was like blokes sitting around the pub talking about beer and then they build a brewery. Those have always been powerful for me.

In the book, I do go through different options for stories. I don’t think that’s always going to be the way to go to tell your founding story. If someone else comes into the market now and has the exact same founding story as us, it’s not going to be as powerful because we’ve told this story so many times. If their story isn’t as good and genuine, then they’ll have to think of something else. There are lots of other options. We use customer stories quite a bit. Customers who came up with beer ideas where they can be the hero of the whole thing, that’s a bit of fun. Product stories could be anything to do with a product that is interesting in some way. It could be the founding story. The product could serve a particular purpose. It could have been invented in some fun way. Those are probably the three big ones, the founding stories, customer stories, and product stories.

You talked about community. That’s another key thing and you’ve always built a community. We met each other through a community run by James. Tell us a little bit about some of the things you’ve learned by building communities across multiple things. WP Curve is a completely different industry to Black Hops. What are the similarities? What’s the core that you can share?

It’s very powerful for our business. From day one, we were sharing our story. We were getting out the people behind what we’re doing. We’re transparent with what we were doing, releasing recipes, financial information and all kinds of stuff. That built up a core group of people who aren’t necessarily in a specific one location, although we do have that as well. It’s more that there are a lot of people out there who have gotten behind what we’re doing. That could be people who come into the taproom, which is an obvious one if you’ve got a bar that’s a community.

We’ve also got a Facebook group of our ambassadors, which is 2,500 people in there and super active. We’ve got 550 actual equity investors from doing equity crowdfunding. I have an email list of 10,000-plus. I can’t remember how many are on there. Facebook, social media communities, these communities are all around in what we do. An email list is still powerful and it’s been powerful for us. We have things like where people have to vote for the best brewery, the survey, and that kind of stuff. In 2020, we were voted the number one in the country. We’re not the biggest in the country. We’re far from it, but we do have an engaged group of people who are behind what we’re doing. That’s when it becomes powerful because we’ve got all these advocates out there who can promote our business for us.

In return, we involve them in what we’re doing. It’s a fun thing for them to be involved in a beer company as opposed to just seeing a fake advertisement on TV and then building some bond with the product. In this case, we’ll go as far as brewing actual beers that are suggested by people in the community or collaborating with different groups in our community. That’s a level of involvement that people don’t have with companies. It results in a whole lot of love for the brand and an active group of people.

To me, if you’ve got a service-based business and you want to scale it up, normally you’d take one-on-one to a group. That’s an obvious one. Normally, you got the pathway of community versus online courses. Personally, I love creating community. I’ve got a large community where we help each other get leads through social selling. Everyone has always used the term, “You joined for the product, but you stayed for the community.” I think that’s so powerful. Was it like the chicken or the egg? Was it like you were always going to do that strategy or was it a clear point of difference versus your competitors? I’ve been in their shoes. This is not something that they’re typically very good at.

It was something we did from day one. It was very comfortable to me coming from that online world where this was very normal. Back when I was doing it, I was doing income reports and sharing a lot of information. I had a Facebook group. With the online or the service businesses, that wasn’t particularly new. A lot of people were doing it. There are a lot of startups. Pat Flynn was doing his income reports. John Lee Dumas started doing them after that, and then biometrics and they had their public dashboards. All of this trend was happening in the online world. It hadn’t translated to what we do. To me, it was natural. Still, sometimes you do worry a little bit when you publish something so public. There could be a downside to doing that. It’s not completely easy for me to do it.

More than just being useful, content needs to be engaging and relevant. Click To Tweet

Have you come across any downsides?

Yes, there are downsides. There are downsides in anything that you do. To me, it’s reasonably natural to take this approach. It was like that from day one. We’ve put together some posts like releasing recipes, for example. We’ve put all of our recipes out there. We’ve given people the ability to brew them at home. It makes the community happy. We’ve got a core group of homebrewers who love what we do. There’s a downside to releasing the recipes because anyone else can then make them. It’s not always 100% upside, but I’ve always had this generally good approach to building a brand and a good bit of love for what you do. Ultimately, that is going to be a good thing. I’ve always thought that it’s a little bit of risk, but the benefit outweighs the cost. If you don’t have that mindset, it’s not going to work. If you’ve got that old-school mindset where you keep everything close to your chest and you occasionally write a little bit of a blog post on something, it’s not going to work. You need to go all-in.

I know that you talked about bending the rules. It’s one of the key components to building community. In that example, most companies would never release their ingredients. You’re bending the rules in the industry. Is that an example of what you mean by bending the rules?

The bending the rules example was more like if you have a community with rigid set rules, it feels a little bit too structured and artificial. Whereas if you occasionally dip into the community and do something random, then it feels more genuine because it is. Sometimes I would feel like going into the group and giving away some hats or something. People like that because it’s a genuine thing. I feel like doing something that’s going to be fun for the group. It’s not all based around rules and for the purpose of marketing. Genuinely, I care about the people in the group and want to do something for them. Sometimes I bend the rules. That makes the whole thing a little bit more genuine.

What I know of you, your personality is coming out in the company and brands versus what the clients need. Is it fortuitous that the two match? Did you come up with the brand attributes first and then the consumer? I’m interested in the way that’s worked. Does it work serendipitously?

I started the business. We started it with this in mind. We sat around with Eddie and Govs and said, “This is what we’re doing. Do you guys mind if I write all these blog posts and release all this information?” We’re not always on board with the idea. It wasn’t like I was fighting them the whole time. It was the way we did things from day one. I always thought it would be helpful for other people to read some of this content and be part of the journey, but I also knew it was marketing. It’s worked very well for us.

I don’t know if you’d call it serendipitous because I’d done it before. It is marketing. It’s my personality coming out to some extent, but it’s also been an approach that the other founders were very comfortable with as well. If you were starting a business and all going into a business that is much more traditional, and the other guys who have worked in some of these businesses that are way more traditional with their marketing would never do any of this stuff, that’s difficult. That’s going to be hard to turn around, but when the three founders are all-in, then it’s easy.

I know we talked a lot about useful content at the start. The last question on this is around podcasts. I think you’re about episode number 290 now.

BLG 285 | Compound Marketing

Compound Marketing: The three big stories that you can use are founding stories, customer stories, and product stories.

 

I feel way less special now, but those are a lot of episodes.

I always save the best for last. You’re the last person I’ve interviewed. What’s your view on podcasts? Whether it’s a service business or you’ve got a physical product business, where do you see podcast is fitting into the overall marketing?

I was going to say before when you said about it being useful, content doesn’t have to be useful. Being useful can work well, but being entertaining, engaging, and relevant is sometimes just as good if not better. In our case, we will do the occasional blog post on how to get the right water chemistry for your brews. That’s an example of something useful. It’s useful to a very small group of people because most of our customers don’t brew their beer. For the small group who do, this is extremely useful. If we were to go through all of our content that we’ve done, especially on social media and what went well, it’s not always the useful stuff.

From my own personal preference, when I listen to podcasts, and I’ve been saying this for years and it’s starting to become obvious now. Podcasts, in a lot of cases, are very much about entertainment. You’re competing now like when you open your phone, you’ve got Netflix, Amazon, Spotify, the podcast app and all of these different things you’re competing with. It’s all the social media apps. To me, it’s got to be more than just providing something useful. If you’re podcasting on a topic providing useful stuff, especially if it’s you doing it and you’re not interviewing someone else, it’s probably going to be boring.

I’ll give you a very specific example. As I say, sometimes being useful is good, but you do an interview. To me, I would much rather listen to an interview. Even if it’s not particularly useful, it might be inspiring. This one might be useful for someone. Maybe it’s inspiring for someone who wants to build a brewery with their mates. The podcast I listen to are very much evolving now. It used to be very much around what’s useful interview podcasts and that was it. Now, when I look at my podcasts, the ones I’m into are all pretty entertaining in their way. To give a business example, Jason Calacanis does This Week In Startups. That’s a podcast I’ve been listening to for as long as I’ve been listening to podcasts. It’s always been one of my favorite podcasts. He does another one now called All-In Podcast, which is him and 4 or 5 of his best friends arguing the whole time about stuff.

I now listened way more to that one than I do to This Week In Startups. This Week in Startups is more traditional interviews. The other one is all useful content, but it’s also got a fair bit of drama. They’re arguing a lot of the time. It’s fun and funny, and that gets the edge for me. I would rather listen to that than the plain interviews. Don’t get too caught up in being useful, especially on mediums like podcasting and social media where people want to be entertained. If you can do both, then that’s great. If you can do some element of entertainment and education, that’s the podcast I tend to like. The All-In is a good example. I listened to Pivot, which is Kara Swisher and Scott Galloway. I listened to Jay Cal. Those guys both hate each other, but they’re talking about the same stuff.

There are many podcasts talking about startups. Why do I listen to them? I find them both entertaining. I find Jake Allen entertaining. I find Scott crazy, but he’s funny. It’s a good way to get your education if you can get it with entertainment at the same time. That’s something to think about. I also started thinking about when that StartUp Podcast came out by Gimlet. They started doing the real documentary-style stuff. I’m listening to one now. It’s an Australian financial review. That kind of stuff is going well now. That’s the future of these mediums and social media as well because it’s hard to get people’s attention now.

We’re talking to Dan Norris and you can find out more about him at DanNorris.me. Before we go into the Live section with Dan, I’d like to talk to you about if you’ve got the sales machine to meet or exceed your ambitions. I’ve got a quick assessment. It’s fourteen questions and three minutes. At the end, you get the opportunity to jump on a call. It’s not a BS sales call. It’s where I’ll go through the gap analysis of what you’ve got versus what you need as far as your sales machine and give you some very specific advice. Go to PaulHigginsMentoring.com/assessment. Dan, the Live section. What are some daily habits that you do every day to help you be successful? Other than the testing of beer, of course.

It’s hard to be effective at something you don’t love doing. Learn how to delegate. Click To Tweet

I don’t have a routine daily habits thing. I have a pretty good life. I get up, get a coffee, get on the beach, come into work and do my work. I don’t believe in set habits. If you can have some balance, that’s good. I do what I love every day, so I’m way ahead of 99% of people in that regard. If you can do that, then that’s good for me.

The next is the Give section. What’s a charity or a community that you’re passionate about and why?

I wasn’t prepared for this one. I probably don’t have a specific one, but we have a community program where every month we do something for a different group. We’re doing that a little bit more than monthly now. Black Hops has a military connotation. We do a little bit with military organizations, returning veterans and that kind of thing. We do a little bit with mental health organizations, Beyond Blue and places like that. What we normally do is, and it’s probably not relevant for this section, but we have a staff beer. That staff chooses their own charity to do a Karma Keg where we donate all the profits to that charity. We don’t have a specific one that we choose, but we do a whole bunch of different ones generally around mental health and veterans. They’re probably the two main categories.

The last section is the Rapid-fire section. I’ll ask you a question and get a rapid-fire response. The first one, what are your top three personal effectiveness tips?

Number one is delegate because if I have to do it myself, it’s probably not going to happen. Get a good team and delegate. As I said before, doing what you love. If I wasn’t doing what I loved, I would not be effective at all. People may not think of it that way, but it’s hard to be effective at something you don’t love doing. If you can figure out a way of doing something that you enjoy and delegating the rest, that’s going to put you a lot more effective than the average person. Be flexible as well. That’s probably the third one. I’m pretty flexible in where I work and how I work. I’ve never thought coming in and working 9:00 to 5:00 was very easy for me. I struggled to concentrate for that amount of time in one space. I tend to work late at night on some things. During the day as well, be flexible with where and when I work. Guard my time. That’s probably the fourth thing. I guard my time carefully. I don’t accept meetings. I don’t do many podcast interviews. I very rarely have anything on my calendar. I don’t give up my time too easily. Those were four.

As far as tech, what’s a piece of technology that’s essential to running your business?

Slack would be the number one. We did a blog post on this. We have so many different pieces of software to run this business. It would blow your mind. Slack all day, every day. I think I’ve got over 70 channels in here. We’ve got 60-plus staff. There’s so much that goes into that thing.

The best source of new ideas for you?

I don’t know. For beer and branding ideas, we have to get to the groups and communities to give us ideas. I tend to think of most of my ideas at nighttime. Quite often, I’ll think of them and then put them in a note or a task for the following day, so I’m not spamming my business partners on Slack late at night. I get quite excited about things at the moment. I always want to give myself 24 hours to make sure it is good and not overload people as well. Our guys have got so much to work on if I introduce something new. It’s another thing for them to work on. Normally, I don’t struggle to come up with ideas. It’s more about filtering them, making sure they’re going to be worth spending time on and giving myself a 24-hour or 12-hour period where I made sure I am keen on it.

BLG 285 | Compound Marketing

Compound Marketing: If you occasionally dip into the community and do something random instead of being rigid with rules, it feels more genuine because it is.

 

I used to do the same thing. Let’s say, I’d catch up with someone twice a week. We both always have a list of things that I wanted to talk about. What I thought of is I put it on there and then I’d review it prior to the meeting. Three quarters, we’ll get rid of. Whereas my last boss used to send 200 emails a day. One day, he said, “I’ve got something for you to do.” I said, “That’s cool and great that you want me to do something?” I said, “Can you help me with one thing first, though?” He said, “What’s that?” I said, “Out of these,” and I brought it in. He went, “What is that?” I said, “They’re the emails you sent me yesterday. It’s stacked.” I said, “Can you help me work out which one’s more important? When are you going to give me all the 200 that you’ve already sent me?” He’s like, “I got your point.” The last question is the big one. I always leave it to the end. What impact do you want to leave on the world?

I wasn’t prepared for that question. To be honest, this is again not something I overthink about. I always hear people thinking about that. I don’t think about it that often. I’ve had so many years of not doing well with anything. I’m very grateful to have a good business, provide for a lot of families, have a lot of fun in what I’m doing and be a good parent. That’s enough for me. I don’t think there’s any impact that I will have after I’m around that I am concerned about at all. I don’t know. Maybe that’s not the answer you want.

When I first met you, you were talking about how you weren’t having the impact you wanted. Your business wasn’t quite where you want it, but now it is and you’re continuing to grow. I follow your success in Black Hops. You’re doing a great job. You’ve got six books that people can get some entertaining and useful content. There is the Compound Marketing that you can get on Amazon. You can also find out more about Dan at DanNorris.me online. Dan, it’s wonderful having you on the show. I followed your progress with enjoyment. I look forward to doing more so in the future. Thanks, Dan.

Cheers, mate. Thanks for having me. I hope it was useful and maybe somewhat entertaining.

It was. Cheers.

I loved that interview with Dan. He gives you some rich insights. I think out of his four pillars, there’s a logical way that you can compound your marketing. Look at those, especially the design element. I think that was critical. Also, I liked his challenge to me about entertaining and useful information. I think that was important. You can find out more about Dan at DanNorris.me. Also, you can get his book on Amazon, Compound Marketing, and also the other five that he’s got there. Also, you can go to BlackHops.com.au. It’s a fantastic brew. If you’re into craft beers, I highly recommend them. If you love this interview, please take a photo and mention Dan Norris on his socials. He would love you for that. Also, if you want to know if you’ve got a sales machine that’s going to meet your ambitions for your company, go to PaulHigginsMentoring.com/assessment. Take action to build, live and give.

Important Links:

About Dan Norris

BLG 285 | Compound MarketingDan Norris is a serial entrepreneur, award-winning content marketer, international speaker and the author of 6 Amazon best selling business books.

With over 65,000 copies sold, Dan’s books have been translated into 13 languages and inspired thousands of people around the world to launch their businesses, with may resulting in 6 and even 7 figure businesses.

Dan currently works full time as the Co-founder and CEO of one of Australia’s fastest growing craft beer breweries, Black Hops Brewing. In 2020 Black Hops was voted #1 Craft Beer Brewery in the annual Beer Cartel Craft Beer survey. As at March 2021, Black Hops has 2 breweries on the Gold Coast, one in Brisbane employs 60 staff and produces 1.5m litres plus per year distributed to 1,000+ customers around Australia including the major retailers Dan Murphy’s, BWS, Coles and 1st Choice.

Connect With Paul and Build Live Give

Thank You for Tuning In!

If you want to break through all the noise on LinkedIn and reach your ideal client without creating loads of content or breaking the bank on ads – go to blgclick.com to learn our three secrets.