Episode 77: Marketing Strategies for Service-Based Businesses

Episode 77: Marketing Strategies for Service-Based Businesses

Learn how to bring customers in and keep them coming back.


Lathan Fritz is the CEO of Amerisales, a company that specializes in helping service-based businesses drive new and repeat customers through their doors. He joins the podcast to discuss the specific marketing challenges faced by small and mid-size service-based businesses, and shares some helpful solutions.
Learn how to capture leads, position digital ads, run re-engagement campaigns, and more.


Chris Davis: 00:24 Welcome to another episode of the ActiveCampaign podcast. I’m your host, Chris Davis. On this episode, I have Lathan Fritz of Amerisales. They specialize in providing marketing for service-based companies. Now, they’re not limited to service-based companies, but they make up the majority of their portfolio. What’s really important about this podcast is it highlights that service-based businesses can very much leverage online marketing just like businesses who have products, digital or physical products. What we’ve seen a lot of times is that service-based businesses tend to take a backseat, thinking that they need a product or something to leverage marketing online. Lathan is here to dispel that myth and provide insight on how his company handles the marketing aspect for service-based businesses using ActiveCampaign, so enjoy.

Lathan, welcome to the podcast. How are you doing?

Lathan Fritz: 01:26 Hey, I’m doing well, my man. How you doing, Chris?

Chris Davis: 01:28 You know what? I’m really excited because of the topic at hand. I feel like the listeners of the podcast are like, “Chris, you’re always excited.” Well, I’m always excited because I always get to run into these cool businesses like you have, and it’s just really exciting to be able to get the information into our listeners’ heads. Yes, I’m excited. With that being said, Lathan, if you would give us a little bit about your background and your business.

Lathan Fritz: 01:59 Sure. Man, I appreciate you, yeah, appreciate you having us on. Yeah, you’re always high energy. I could tell that from when we met in Chicago, so that’s really, really cool.

Chris Davis: 02:10 Yeah.

Lathan Fritz: 02:11 To give you a little background on me, gosh, I guess I was, I don’t know, kind of semi-born an entrepreneur. My first little entrepreneur activity I did was I was seven years old. Back then in the mid-90s, Michael Jordan was huge, and the shoes Jordans were coming out and I wanted a pair, but my parents wouldn’t let me have them. My dad is like, “You can have them, but you just got to figure out how to pay for them.” Being a seven-year-old with no disposable income and really no income source, I was like, “How the heck am I going to do this?”

Well, it just so happened we lived in this little town called Middlebury, Indiana. Right across the street from our house was an elementary school where they had soccer fields, and basically, every weekend, they would have the little league soccer events going on over there. I had the idea, there was a hardware store right next door to us. They had vending machines where you could get RC Colas for 24 cents. I’m not sure if you remember those, but those are like this little classic like Coca-Cola wannabes.

Chris Davis: 03:25 Yup.

Lathan Fritz: 03:29 I actually got as much change as I could out of the house. I probably should’ve asked my parents, looking at it hindsight, but I didn’t. Just got as many quarters as I could, rolled them all up in the vending machine, and then put them in a box and went across the street and started selling them for a dollar. It was crazy. I was probably, at that time, pulling in 30, 40 bucks a weekend. After about three or four weeks of that, I had enough for my Jordans. I was like, “This is sweet.” I literally bought my first pair of Jordans reselling RC Colas at little league tournaments.

It was funny, I did that for about six or seven weeks until I go shut down because I didn’t have a permit. They weren’t having any sympathy for a seven-year-old kid trying to make a buck. I got kicked out there after seven weeks, but I was able to get my Jordans. That led me down to the roads to starting a lawn mowing business with my brother, and then eventually, we started going into residential sprinkler systems when I was in high school, used that to pay for college, and then went into selling steel, got a job with the company selling steel.

Then after that, wanted to go to law school because I thought I wanted to be a big shot international attorney, but then once I got to law school, I realized that, one, I don’t want to be a lawyer, and I had to figure out something else to do with my life. I was looking at the whole online marketing thing because that was big in the 2009, 2010 time period, and started researching into SEO and met a guy named Ryan Moran who I actually went to college with, who’s really big in the eCommerce now. He’s the founder of Capitalism.com. It was funny. We were like, again, a bunch of just local yokel Indiana boys who went to small private school, and then eventually made that connection.

It got me into the online business, and then, from there, I just started doing ranking Amazon affiliate products, and that segued into actually companies asking what I did, and then doing SEO for them. It was at this time where it was a side gig. Once I graduated law school, I started working full-time at the steel company, and this was a side gig. Eventually, it turned into a full-time business sort of my own. I’m making as much money doing this as I am working at steel and actually realized, besides the fact that I didn’t want to be a lawyer, I wasn’t going to be good at it, I also realized I wasn’t a very good employee.

I decided to set my own course and rebranded, recreated myself from the side gig SEO online marketing guy, and really turned it into, basically, like a lead generation and increasing lifetime value for customers and patients. I stumbled across the healthcare niche just because I come from a family of chiropractors. My grandfather is a chiropractor. A lot of my uncles are chiropractors. My cousins are chiropractors, and so I got into the health niche that way with helping them, what started out as ranking them in Google and then trying out different things for marketing. I found out through the process that it was great when you’re trying to … You’re getting referrals from people. You’re doing a good job and selling them that way, but the problem was, what every small business out there has, is getting new customers, right?

Chris Davis: 07:32 Mm-hmm (affirmative).

Lathan Fritz: 07:33 SEO is a really hard sell to people. It was funny. I stumble across this, literally, unique direct-to-mail marketing technique. What I would do was I would create really good copyright letters, and then I would stuff them in an envelope that was handwritten on the outside, and I would wax seal it with your traditional old-school English wax. It was funny. I would get a really good response of doctors calling me back from that, but one of the things that I realized was they were more interested in the copywriting, like, “Hey, can you do this for me as opposed to actually doing the SEO?”

Chris Davis: 08:21 Interesting.

Lathan Fritz: 08:22 That’s like, “Oh,” I’m like, “Okay, so you really like the writing?” Then like, “Yeah, I think my patients would really love this creative writing stuff.” I was like, “Well, I don’t really have staff for direct mail,” but I was like, “You know what would be really easy would be just to put this email format. We do creative content pieces and send them out.” It just so happened that it was quite a hit with the ones that we tested out, and I started with in-niche autoresponders with ChiroTouch and then did different stuff with AWeber.com and all these different autoresponders.

I stumbled across ActiveCampaign. The reason I went with that one was because it was just so stinking easy compared to anyone. It was like point and click. It was very easy, and it was very easy to train people. We would do the creative content for them, but they also did one as a brand piece themselves, it was very easy for them to, basically, upload it, put it in, and send it out to their list or their patients. In fact, about a year and a half ago, we grew to the point where we have over 400 clients, most of them in the healthcare niche, but we also have other small and medium-sized businesses as well.

We actually make it a requirement. If we’re going to do the email marketing for you, we are going to put you on an ActiveCampaign platform just because it is so easy to use, and it’s easy to train other people on how to utilize it. Really, that’s how we got connected was because, really, you guys have the best … You have the best, in my opinion-

Chris Davis: 10:05 Yeah.

Lathan Fritz: 10:05 … Automated responder platform out there. Today, we have over … We have about a dozen team members located out of Indianapolis, and more specifically, the Carmel, Indiana area. Yeah. I’m just looking at keep growing and trying to keep crushing it. That is my story in a nutshell.

Chris Davis: 10:27 Yeah. No, that’s a great story, and couple things stood out to me. One is how many times you recreated yourself since that first RC Cola that you got pseudo-wholesale from the vending machine?

Lathan Fritz: 10:48 I know. For sure, man. Yeah, it’s been a wild ride and just like, yeah. More than anything, I feel like really tapping in and figuring out what the market wants and just really providing whatever it is the market that says that this is desirable for us.

Chris Davis: 11:04 Yeah.

Lathan Fritz: 11:06 That’s like the reasons for the reinventions and also, to an extent too, more, from just a passion standpoint, I really enjoy copy. I really enjoy writing. I really enjoy creative content. That’s why I think too, I probably became partial to email marketing just because that’s what it revolves around. Yeah. That’s kind of it, and it’s been great so far, and we’re just even trying to figure out better ways that we can create content that can not only communicate to our prospects, but also our clients’ prospects, and also their customers and patients.

Chris Davis: 11:45 Yeah. What’s interesting or what’s important is that I think we all have that decision to make, right? In life, what experience does is it educates you on yourself more than anything if you’re paying attention. For you, you are able to use all of these experiences and really assess and say … I mean, you were very aware and present in your own life, which is something to be said because a lot of people are not there. They’re living their life but not present within in. Anyways, you are able to look at each of those experiences and say, “Okay, what did I like about this, and what didn’t I?” When you realized that I really enjoyed the writing portion of it, you gave yourself permission to do it.

Lathan Fritz: 12:32 No, exactly, yeah.

Chris Davis: 12:35 From there, of course, you were willing to listen to the market. I say there’s a lot of times in entrepreneurship where going against the grain is what makes a strong entrepreneur, but there are many times, especially when your audience is speaking, that you want to go with the grain, with what they’re saying, with what they’re identifying as their needs and their aspirations, and being able to meet that effectively is essentially the formula for success. Now, you’re offering for the healthcare space. Walk our listeners through a little bit of, if I’m a … Well, first off, who the clients are, and some of the things that you do for them.

Lathan Fritz: 13:19 Oh, sure, sure. Absolutely. A lot of our clients are chiropractors, dentists, plastic surgeons, med spas, optometrists, and really, what we offer is first, our first, what I would say, our standard package is we do reactivation campaigns and monthly content creation. Effectively, what that means is a lot of these … It’s like your optometrist, your dentists, your chiropractors, your med spas, a lot of these are repeat business. It’s like one of their biggest struggles is they’re not necessarily … I mean, all of them, I would assume, want new patient/clients, but what they’re more concerned with is just getting people that already know and like them back in the door.

That was like a huge need that, literally, it was amazing to me. About 90% of healthcare clinics out there either were doing no kind of reactivation for their current patient/clients, or if they were, they were doing it very, very poorly. What we do is we set up automated tags. Effectively, you just have to go in, and if someone hasn’t been in with a certain time period, that individual gets tagged, and then they get a very customized personal email saying, “Hey, we missed you. We noticed you did this last time, or you had this condition. I want to make sure that you’re doing okay. Feel free to give us a call, and we will love to have you back in our office so that we can help you out, just get an update, make sure that you’re doing well,” kind of thing.

Really, it’s amazing. Those reactivation campaigns alone are just incredibly valuable to our clients in the healthcare niche. I literally, probably, we’re at the point now, there isn’t a day that goes by where we don’t get an email saying, “Oh, this is great, had X amount of percentage increase in revenue this month just after adding these tags to our email list.” It’s awesome. It’s amazing how so many people are underutilizing their customer base because they’re always looking, how do I get more patients, more clients into my clinics, when it’s just like one of the easiest things you can do to increase revenue is just go after the people who already know and like you. That’s one of those things, those reactivation campaigns are really, really good. Also, with our creative monthly content that we do is we create stuff that’s going to be very engaging and entertaining to their end user. A lot of times, you’ll see is our email boxes are full of deals and deals and stuff that you … I mean, you click into it, right?

Chris Davis: 16:05 Yup.

Lathan Fritz: 16:05 That’s like just so much of what that is now, so what we do is we actually take the time and energy to create, one, subject lines that people are going to find interesting, but it doesn’t have any kind of spammy feel to it at all. It’s going to be like something that’s very geared towards them that they were interested in, and then it’s going to be a content piece that centers around like a really entertaining topic. Then at the very end, there will be a very soft call to action by like, “Hey, if this is something that you’re interested in, that’s going on, give us a call and come back in.” When you combine just really good creative content that keeps your customers, you at the forefront for their mind, and you keep those reactivation campaigns going, it’s killer. It works really, really well.

Then what … I’d say that’s your standard email. Then we have one that we call our Mont Blanc, which means what we do is we get high-level services for our clients. For example, if it’s Lasik for an eye clinic, so that’s a very high-dollar value for them. If it’s CoolSculpting for a med spa or if it’s decompression therapy for a chiropractor, all these are very high-end dollar products, right? It’s one of those things, somebody is going to be doing a lot of research, and it’s not necessarily going to be an easy … It’s not necessarily what I would say an easy sell for a person to be like, “Oh, I’m going to sign up for decompression therapy because it’s going to cost me four to five thousand dollars.”

Chris Davis: 17:36 Yeah.

Lathan Fritz: 17:37 What you’re going to do for those people is you have to educate them, and we do it through stories. Our Mont Blanc service is basically we get with the healthcare clinic and are like, “Hey, give us many testimonials as you can for this particular project that’s really helped people.” Then what we do is we take those testimonials, and we don’t put them in just standard testimonial format where it’s like, “Oh, it was great. Dr. So-and-so did this wonderful job.” What we really want is we want to know what the person’s condition was beforehand, what they went through. Create a really good emotional response of what that person was feeling at the time, the pain that they were suffering, or they had this kind of insecurity about themselves. Then it’s like what their experience was at the doctor, and then the after-effects.

Then what we do is we put that in a really compelling story, and those work very, very well at, one, social proofing. People are like, “Oh, these are real people that have these real problems that I have and it worked really, really well,” but at the same time, it’s not uninteresting. People love stories. That’s one of the things that we always try to emphasize with our writing on this high-end services to our client is you can’t just be like, ” I’m the best at this,” and people are going to come. People have to be, one, know you exist, and then two, you have to intrigue them, and three, you have to entertain them. Four, at the end, they have to trust you to be the solution for their problem.

That’s one of these things, these stories are really, really good at for these high-end services that get people in the door to schedule a consultation for whatever the issue is that they may have, and gets them in the door, and then it just works really, really well. What we try to stay away is just your standard like, “Oh, deal this weekend,” or your standard giveaways, your freebies. What we really try to do is create really engaging content where someone is actually going to be excited about opening that email, even if it’s not something, necessarily, that they need or want at that moment. They’re still going to be like, “Oh, I want to check this out because really like those stories,” or “I really like that piece of content that goes out every month from Dr. So-and-so.” That’s it.

Chris Davis: 20:03 Yeah. Oh, man, that’s so good, Lathan, because, just real quick, oftentimes … As you’re talking … Dude, as you’re talking, it’s like you guys really know your stuff, right? Not just from a marketing standpoint but understanding the needs and the selling process, and that’s what I will say, Lathan, a lot of people are confused with who are service-based, and they feel like they are left out of digital marketing because they’re like, “Well, how can I use that to sell a service? Everything that I see on Facebook is a product that somebody bought or something that they get, but I have a service, and how do I use that for a service.” It’s refreshing, man, to hear how you are using digital marketing too set to help these practitioners, professional practitioners sell their services and even highlighting that. Listen, I get it. You’ve been on Facebook and you’ve seen people say, “Hey, I’ve run Facebook ads to my products and get sales,” but for you, like you said … I don’t even know the name of the procedure you said for the chiropractors, but it was a-

Lathan Fritz: 21:12 Decompression therapy.

Chris Davis: 21:13 Okay, that high-end procedure. Somebody is not going to be browsing and Facebook and look at that and say, “Oh, let me get that.”

Lathan Fritz: 21:25 Yeah, man. Exactly. Exactly. Yeah. That’s the thing. I’m saying, anything that’s what I would consider a high-priced product or service, I don’t care what you’re selling, there are decisions that we as human beings have to make before we’re going to make a purchasing decision, right? Even though decompression therapy, we’re not going to try to … I can’t tell you how many people are like, we talked to doctors like, “Oh, I tried Facebook ads and they don’t work.” Well, that’s because you’re trying to get the sale right there. Nobody is going to buy or call in and be like, “I want this four to five-thousand-dollar thing right here on the phone.” That’s not going to happen. I mean, maybe, you might get one of those really random off shots.

Chris Davis: 22:06 Right. Right.

Lathan Fritz: 22:07 You got to think about it as a human being, for you, if you’re going to be making a decision that’s going to cost you thousands of dollars, one, you first have to know about a possible solution. First, you have a pain or you’re in need of some kind of solution in your life, right? First, I have to be aware that you even exist, which we can do through … That’s really what Facebook ads should be the primary purpose, basically for awareness and capturing information so that we can put you on an autoresponder. At that point, if I have a name, a phone number, and an email, it’s gold. You give me that information, and I can crush it for you.

It’s like, really, that’s what your Facebook ads or Google ads, whatever, should just be for awareness purposes so you can get contact information. Really, you should be giving some kind of great offer or some kind of really cool value for free. Before that person can get whatever that free thing is, they give you their name and information. Then once I have that on an autoresponder, then it’s free marketing to that person. Now, I can be like, “Okay, we made them aware we exist. Now, I need to go to the next stage in the decision-making process and start educating them and building that trust with them.”

That’s the great thing about capturing that information and putting on a platform like ActiveCampaign because then I can start sending out that monthly content and be like, “You obviously signed up because you’re looking for this problem in your life to be solved. Here is how we are trying to solve that issue before you.” Then you can start building trust with that person. You can start building that relationship. Once they start seeing more and more of that, they’re becoming more apt to be like, “Okay, I know this person. They have great content. They give a lot of value,” and you can start building that trust.

Then they’re like, “Okay, I’m at the point, I can call in. I’m going to make that appointment to the doctor because I think they’re the ones for me to solve this problem in my life.” Really, that’s what, I think, people need to … Looking at marketing just from a human being perspective. How do humans make decision? When we’re on Facebook, you and I, we’re not in Facebook to buy anything, at least I’m not. When I go to Facebook, it’s just like, “I’m going to see what my friends are up to,” or “What’s going on in the world,” or “What kind of crazy tweet that the president made today?”

Chris Davis: 24:40 Right.

Lathan Fritz: 24:42 That’s why we go on social media. Really, the whole point of social media ads, to just be to, one, get someone’s attention, and then, two, capture their information so then you can just educate them about whatever it is you’re offering, and building that trust with them, and then position yourself as the authority to be the expert to solve whatever problem that they have. I don’t care if you’re selling a product or your service, you have to go through that decision-making process with each human being before they’re going to make a decision to buy your product or service. That’s why I always get passionate about this particular topic because I was like the same where back in the day, I run ads, and I’m like, ” Nobody is buying this. It’s a bunch of crap,” right?

Chris Davis: 25:33 Yeah.

Lathan Fritz: 25:33 Advertising doesn’t work. Well, it does, you just have to think about it like a human being and how do we make decisions. That’s one of the cool things, I think, that we really look at it from is … We tell our clients, like, “What are your patients thinking? What’s in their mind? Why are they coming to you?” We really get to know them, and then we build our content around, basically, again, going back to what we said earlier in our conversation, figuring out what the market wants, figuring out what they want, what their desires are and putting them first, and then building that trust and authority with them, so then you become the expert for whatever that pain is in their lives.

Chris Davis: 26:15 Yeah. One of the things that I’m familiar with … I’ve run across quite a few professional practitioners, and they seem to always have, you mentioned it earlier, niche autoresponders. They have this niche CRMs, and some of them are called PMS, patient management systems, or patient relationship management systems. Do you see that often where they already have some kind of relationship management systems for their patients, and do you set up ActiveCampaign alongside of it, or for most of your clients is ActiveCampaign their very first CRM?

Lathan Fritz: 26:56 I would say, at this point, it depends on what niche we’re talking about.

Chris Davis: 27:00 Okay.

Lathan Fritz: 27:00 If we’re talking about dentists, I would say about 70% already have some kind of CRM, or your chiropractors and med spas, they don’t necessarily have one.

Chris Davis: 27:09 Okay.

Lathan Fritz: 27:09 We’re introducing ActiveCampaign. I will say this with the CRMs. I feel like they’re, more than anything, they’re circled around just for billing purposes, not like customer engagement at all.

Chris Davis: 27:27 Right.

Lathan Fritz: 27:28 They’re really, really horrible at it. We’ve always had horrible deliverability rates and open rates whenever we use it. A lot of times, it’s because they have this horrible templates that are super spammy. A lot of times, I feel like these people like Yahoo and Gmail are already flagging these things because they’re like, “Oh, here’s another spam email.” It’s amazing how we can get a significantly higher open rate just by switching to ActiveCampaign and putting their email list on there. It’s almost, in a way, like these email servers are much more receptible to getting that content through and not labeling it a spam.

That was really one of the reasons because, originally, we started figuring out how we could partner with these custom CRMs that were niche-specific. Like I was telling you, I just found it was a hot mess and came to a point, where like, “I’m not dealing with it.” We’re going to ActiveCampaign. Anytime a customer, if they want us to run email marketing for them, we got to get them on that platform, and we’re not even going to mess with the other ones, so a little plug for you, a little plug for you guys. Keep doing whatever you’re doing because it’s awesome.

Chris Davis: 28:49 Yeah. I appreciate it, Lathan. We’re coming to an end, but there’s one more question that I want to ask that I feel you are perfect for. I mean, you’ve so eloquently stated how your approach to marketing for service-based businesses is really working. I can virtually hear all of the scribbles and note-taking going on. I invite the listeners, please rewind this one if anything Lathan has said so far, you’re like, “Hold on, say that again.” The question I have for you is, did you always know that it would be an agency, or did it start out with your writing, and at some point, there had to be a decision where you said, “Hold on, this is more than just one person can handle. I need to build a team.”? Was the agency always in your mind as the means to the end, or is it something when you personally reached maxed capacity, you went to?

Lathan Fritz: 29:50 No, I would say no, a good question. Actually, I almost stumble upon it by accident. An agency wasn’t really in my mind. I was just thinking, back in the day, I read The 4-Hour Workweek, right? I feel like a lot of entrepreneurs get in with The 4-Hour Workweek by Timothy Ferris.

Chris Davis: 30:08 Yeah.

Lathan Fritz: 30:08 I feel like a lot of us entrepreneurs get on thinking like, “I just want passive income.” For me, I was like, passive income. I’m making a decent living. I’m happy. Then it’s funny. I realized, well, the work I’m doing, it can have a lot bigger impact, not only in my personal life, and at the time too, when I started getting more busy. I got engaged, and I was like, at this point, I’m going to be married, starting a family. At that point, you’re thinking like, “Oh, I want to be able to make sure I’m a better provider for my family.” Then I started thinking more big picture. I’m growing this. I’m already getting more work than I can handle at the time. I was just shoving it off, but what I just hire this person to do this, and got this person to do this, and then I could just focus on this part of the business?

Really, it’s one of those things that … I had to call it an accident where it was just to be like a personal income for me and just do my own thing, and then it grew into, wow, this is a lot bigger than me, and there’s a lot more impact it can have, not just in my personal life, but also in clients and businesses around the country. Really, it was one of those things where there was, for a long time, there was probably two years where I would float between eight to 20 clients, somewhere in that ballpark. Then for the past two years, that’s where the switch flicked and was like, “This can be a lot bigger.”

Now, we’re at over 400 clients, and it’s just like, now, I can even see this thing can get really big because there’s just a huge in the market, especially for small businesses, there’s a lot of competition out there, especially with globalization. That was one of the things where I was like, “Man, I want to help this revival of the small mom-and-pop American business.” To me, that’s one of the coolest things were just seeing the growth in all of our different clients’ businesses and clinics, and seeing them prosper and be able to hire more people, and then it affecting their families. It’s just really, really cool.

This is one of those things where I would say, probably, before, it was a lot more selfish look like, “Oh, it’s just all about me and providing for me.” Now, I can see the bigger impact that it can have on just not me and my team members and their families, but also our clients and their families and the people that they’re helping and educating. It’s really cool just how it comes all full circle.

Chris Davis: 32:51 Yeah. It’s so encouraging, man, because I just wanted to ask that question to give anybody listening permission to go bigger.

Lathan Fritz: 32:59 Yeah.

Chris Davis: 33:00 I think one of the most depressing things that I’ve seen in the insurgence of email marketing from internet marketers, and this was really more so a few ago where it was like, “Oh, my gosh, you can send an email to people and they’ll buy,” right? Right along that time, what was so unfortunate was that people also held the solopreneur crown as the only crown that entrepreneurs online should wear.

Lathan Fritz: 33:30 Yeah.

Chris Davis: 33:31 It’s been so hard. It’s hard. It’s hard for some people because they may not even realize that they’re holding themselves to that standard, and that along may be blocking their business from growing, right, instead of reaching out for help and getting it.

Lathan Fritz: 33:46 No, absolutely. I tell people this all the time. I have a great team. Here’s the thing. All of my team members, they do their job a lot better than I could do it. I think that’s the thing. I think, really, it’s just learning what you’re really good like and just focusing on that one thing, and then growing a team around you that can do all the other things. Yeah, don’t hold yourself back, like think you have to do it all and be a one-person shop. There’s just so much opportunity out there. There’s so many people that need your help and your services. It’s one of those things, just find people in the right spots to do something that they could do better than you could do yourself and look at it that way.

I tell people, there’s just a few things I do well, and I just want to focus on those few things because that’s how we’re going to grow. Anytime where it’s like, well, we need more people to serve a particular function in our company, it’s like, we’ll just hire someone else and find the right person that fits our company culture and get them in that spot and then just continuing on the train ride. No, I think you’re absolutely right. People need to not let the idea hold them back. They’re like, “Oh, I should only be a one-person shop.” There’s so much opportunity out there for so many people to grow and team up with someone.

If you’re starting out, I would encourage people, if there’s some area that you feel like your clients aren’t necessarily getting the best service, team up with someone where you’re like, “That service that they offer will be really good with my clients.” You can build a partnership that way. That is one of the things that has helped us grow is partnering with other individuals who are better at doing stuff than we are kind of thing.

Chris Davis: 35:49 Yeah.

Lathan Fritz: 35:49 To your point, absolutely, don’t let the one-person shop hold anyone back.

Chris Davis: 35:56 Yeah. Yeah. Lathan, I appreciate it, man. Thank you so much. There is no question or surprise why you have seen this success that you have. You’ve displayed it as far as marketing acumen, but between everything that you’re saying, I can also tell that you’ve done a lot of personal development and leadership training too to get to where you’re at. Hats off to you. Where can people find out more about you, your agency, just your business in general?

Lathan Fritz: 36:23 Oh, no, absolutely, they can go visit us at Amerisales.com. We have a lot of new information on that. We also have a couple of national articles from Forbes, Adweek, and Inc. that have written on our particular services. A simple Google search, as well, would do. Yeah, and if they want to contact us personally, they can contact us at support@Amerisales.com. If they have a specific question, we’ll find someone in here that can help answer it for them.

Chris Davis: 36:55 Okay. Great. Yup. All of those links will be placed below this podcast on the website so you’d be able to click those if you can’t remember them or have trouble typing them. Don’t worry. We got you covered. Again, Lathan, thank you for taking the time and helping our listeners and giving us such tremendous value, man. I really appreciate it.

Lathan Fritz: 37:16 Oh, no, thanks for having me, Chris. I really appreciate it.

Chris Davis: 37:19 All right. I’ll see you online.

Lathan Fritz: 37:21 Sounds good.

Chris Davis: 37:23 Thank you for listening to this episode of the ActiveCampaign podcast. It was so encouraging to listen to Lathan as he broke done his approach, the company’s approach to marketing for service-based businesses. Honestly, I enjoyed listening or learning about his path, right, from the young entrepreneur all the way to now, and making that decision from a solopreneur to an agency. I hope that was an encouragement to you who may be thinking, “Oh, this business is getting too much for me.” There, probably, is some systemizing that you need to do, but also, you may be taking on the agency model is exactly what you need to do. Of course, that is no slight to the solopreneurs out there. I don’t want in any shape or form you to think that solopreneurs are not the way to go. This is specific for those solopreneurs who know that they have a bigger opportunity and they can’t do it themselves. Feel free to go ahead and recruit that team, build it out, and make a bigger impact.

If this is your first episode, this is the time I extend a personal invitation to you to become a lifetime listener of the ActiveCampaign podcast. We’re in iTunes, Stitcher Radio, SoundCloud, Google Play, anywhere where you can subscribe to a podcast, we are there. Content like this happens every week at the ActiveCampaign podcast, and we have no intentions on stopping. I just want you to be there, so make sure that you’re subscribed. While you’re there, please leave a five- star rating and a review. That helps get the word out, put us on other people’s radar, other business owner’s radar and entrepreneurs to know that this is a valuable way to spend time and learn about marketing.

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This is the ActiveCampaign podcast, the small business podcast to help you scale and propel your business with automation. I’ll see you on the next episode.


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