During this episode of the Lab Coat Agents Podcast, host Jeff Pfitzer talks to Wayne Mullins, who is the Founder and CEO of Ugly Mug Marketing. He has helped thousands of entrepreneurs and businesses across diverse industries. Tune in to hear his valuable insights! Episode Highlights:  Initially, Wayne was terrible at sales, but he was determined to succeed. Much to the dismay of family members, Wayne decided to leave his corporate job and start his own company, Lawn and Landscape, which he took from startup to selling it off in three years at age 26.  Wayne and Jeff discuss the time frame between his corporate job and the Ugly Mug Marketing start-up. Jeff inquired, “What was the reason to sell off Lawn and Landscape so early?” The key to all great marketing is standing out from the crowded marketplace and being different, not just playing follow the leader. People think about marketing and advertising as the same but advertising is a component of marketing. What percentage of your marketing budget is allocated to attracting and what percentage is allocated to retention of clients? Wayne talks about relationship building and shares his knowledge about digital and social media.  The real difference between a friend and a client is trust. A natural progression occurs for buyers when they go through their decision process.   Be intentional to target clients and share posts or comments to make targeted clients feel good. Meaningful content can turn strangers to friends and therefore creates opportunities to build trust. Jeff mentions that many companies and people focus on products or resources rather than creating audiences.  Lean into your strengths and refrain from copying. The real deal is, “What is the asset that you need to build to grow your audience?” When you think strategically about digital marketing, you should be clear about who you are going to be later and what audience you can serve best. We tend to believe that our business is different from others. Wayne talks about what approaches apply to target all types of audiences. People love experiences and connections. The old fundamentals are valuable in building relationships with clients. There is often too much responsibility placed on one campaign. You have to think sequentially.  It is good to look around to see what people are doing, but it’s also essential to figure out what they are making in the process or what is behind the actions. What are you doing to exceed those expectations? 3 Key Points: Wayne talks about his career journey and the processes he has gone through to get to where he is today as the Founder and CEO of Ugly Mug Marketing. Standing out from the crowd is the key or marketing. Exceed expectations and create evangelists for your business by taking good care of your clients. Jeff asks, “As a realtor or agent, why would I hire an agency?” Resources Mentioned:  Lab Coat Agents  | Website | Facebook | Facebook Group | Twitter | Instagram  Jeff Pfitzer  Instagram | LinkedIn | Twitter Wayne Mullins  | Website | Facebook | WHY US  Chime (sponsor) Follow Up Boss