Dotty Scott
Hello, everybody, welcome to Hello Hump Day. And I hope that at this point of your week that you are halfway to what ever your weekly goal is. Today we are delighted to be chatting with Dr. Theresa. Pantonella, and I’m going to go ahead and read her bio for the people here who don’t know her. Theresa takes the mystery out of Facebook and Instagram advertising. As a business owner, she has spent over 20 years developing her intuitive marketing skills. I love that word intuitive marketing skills. In the last five years, she has combined that know-how with expertise in Facebook and website analytics to create surprising results for her clients. Thought leaders, coaches, and small business owners hire her to get new customers from Facebook advertising, as well as Instagram and LinkedIn. Her track record has decreased their cost per lead by as much as 33%, and has increased their return on investment by as much as 201%. That’s an awesome number. How on earth do you do that?

Theresa Pantanella
Thank you so much for having me, Dotty, I appreciate it, and thanks, everybody for being here. There’s so many things you could be doing on a Wednesday. We’re here to empower you to get you through the week, and blast through that weekly goal.

Dotty Scott
Yes, and like all the others on Hello, Hump Day, we are going to find out the journey that you took, Theresa, to get to where you are. So can you share a little bit about how you got your start?

Theresa Pantanella
I’d be happy to. The end result, as everybody just heard, was getting clients or return on investment increase in 201%. That whole journey started about nine years ago. I knew marketing was where my heart was…I really wanted to focus 1,000% on it. Also, videos were really cool at the time to me, so I learned video editing. It’s an extremely slow and painful process.

Dotty Scott
And it’s hiring it out to somebody like you, right?

Theresa Pantanella
Oh, and it was so funny because once I got to know some some folks in the video production community, they all wanted to hire me for the editing, and that’s the most boring part. The most creative part to me is the storytelling – putting that whole storyboard together, what is the video’s message, the music, the images? Well, I would create these videos, and then give them to people who had no idea what to do with it for their website, or how to get people to see it. So I learned how to build the websites and spent 18 months in a mastermind focused on search engine optimization.

We learn that stuff inside out backwards forwards around my gosh, I built a gazillion websites, I still have websites out there running from that day and age. And they’re still generating leads.

Dotty Scott
That’s awesome.

Theresa Pantanella
Crazy, right? And of course I learned how to put the video in there. Now, I got so good at it in this mastermind, that the two guys running the mastermind they said, “Hey Teresa, would you mind kind of like hanging out and teaching the ladies in the group?” I said, “Okay, I can do that.” So once a week I was teaching the ladies. This was all my telephone conference calls.

Dotty Scott
Okay, so it’s before Zoom and all of that?

Theresa Pantanella
Before Zoom. You know the I think we had Slack. We had our Slack channel that exchanged things back and forth. We had our weekly conference calls.

Dotty Scott
Yeah, so you were on the phone.

Theresa Pantanella
Yeah, we were all on the phone, and we would have these documents in front of us learning the SEO and the different steps. SEO is short for search engine optimization for any of our listeners. I don’t want to lose you there.

Dotty Scott
It can be highly technical.

Theresa Pantanella
One of the ladies was really good with social media.

Dotty Scott
At this point in time was social media was just getting a foot in the space, right? It wasn’t, like common knowledge like it is now, right?

Theresa Pantanella
Well, it was out there, but it what wasn’t part of the search engine optimization mastermind, because there was so much in there already. I think that the two guys that put it together were very smart not to include an in depth training on that as well. So although I knew it existed, and knew how to use it for SEO purposes, that was it. I wanted to know more about how to use social media. So I started taking lessons from this one gal. She kind of kind of coached me on it all. The conversation over a period of months drifted into the ads. It was this advertising thing. She’s like, “Oh, it’s not really hard.” And she showed me a couple easy things, and I was like, “Oh, this is cool.” I was fascinated with how you could pick your audience. I was fascinated with how you could have these different messages going out with the images. Then Facebook would tell you which image people liked more, or which message got more response…

Dotty Scott
You can learn a lot from Facebook.

Theresa Pantanella
I got my teeth, blew through hundreds of dollars, spent thousands, on trainings, and started getting curious about the big wigs in the industry. Now, here’s the hilarious part. I’ve gone from the leader for the ladies and the SEO mastermind group, to now I’ve joined this mastermind for Facebook advertising, and they’re talking a language, which might as well have been Russian. I had no idea what they were saying at the time. I would listen to the videos over and over and over again, and like they make it look so easy.

Dotty Scott
So now you know what business owners that have no idea how to do this feel like. I mean, if you felt that way…

Theresa Pantanella
I did. I did. I would ask questions and run my own ad campaigns, and get and lukewarm results. They would tell me what you need to you need to do more work…you need to know your audience more. I’m like, “Huh.” That’s the part of Facebook ads that took me back into my marketing because when you are marketing, even when it’s paid advertising, it’s knowing your audience, but knowing them beyond demographics, like male female age, what kind of job…

Dotty Scott
…really knowing their interests.

Theresa Pantanella
Exactly, exactly. What is their day to day life? Why would my product or service make a difference for them? That was where I needed to really drill in tighter on the messaging. Because the ads have got that headline component. Facebook actually did a study. The image, or the video is what stops people from scrolling. Second thing they do is look at the headline. The third thing they do is they read the message, the copy the text that it’s on the ad. That’s when they decide whether or not to click on the ad, or explore it more or to take action, like signing up for a webinar or downloading your lead magnet or signing up for your $2,000 course.

Dotty Scott
Whatever the ad is advertising.

Theresa Pantanella
Exactly, exactly. So until I start to really drill down on that and understand that, that’s when the ad costs came down. Yeah.

Dotty Scott
I can see that because your ad spend wasn’t getting wasted on people who weren’t interested in whatever you were advertising.

Theresa Pantanella
Bingo.

Dotty Scott
That’s the secret to all advertising.

Theresa Pantanella
It really is, and you’ve got to warm up your audience. You know, sometimes they’re just not aware of their own problem, let alone the solution that you’re trying to sell them in the first place. So having that whole chain of events like the storyboard and the video, having that whole chain of events that keeps you in front of your potential customer and has the correct timing for when they’re ready to purchase from you. They may not be aware, and you might need to educate them. Maybe you need some two minute videos or some really long 30 minute videos where you’re being interviewed, and you’re talking about your expertise. It’s an example or demonstration of your product or service. That’d be great for anybody like a coach or hypnotist. Millennials do great. That whole customer journey of getting people to understand that you have a solution for them. Then they want to buy from you because by now they know like and trust you. That’s the other big factor in knowing your audience. They have to like you also.

Dotty Scott
So I’m gonna back up just a little bit. Okay. So you started this adventure nine years ago?

Theresa Pantanella
Yes.

Dotty Scott
I’m curious. Was this the first self-employed thing that you did? Or was there a backstory to how you got to being where you are today?

Theresa Pantanella
Here’s the backstory: I grew up in an Italian family, and I’m a fourth generation entrepreneur. Those big Italian family dinners on Sunday night…dad and grandpa were down there at the end of the table, talking shop and business. My grandfather had built the one and only shoe repair chain across America.

Dotty Scott
Wow.

Theresa Pantanella
Speed craft shoe service. My father was in the engraving and watch repair business and had 20 retail locations throughout Eastern United States. I was just down there just like a sponge. Grandpa used to always say, “Whatever you do, be in business for yourself. It’s only way to get ahead.” When I went to college, he said, “Learn how to think no matter what you do. I don’t care what’s what you’re studying, learn how to think.”

Dotty Scott
Learn how to think and be in business for yourself. Those are two good pieces of advice.

Theresa Pantanella
Yes. I graduated from Ohio State University with my bachelor’s degree in occupational therapy. Being a person of excellence, I actually pursued my doctoral degree. That’s why they call me Dr. Teresa.

Dotty Scott
What is that in?

Theresa Pantanella
Occupational therapy?

Dotty Scott
Okay, yes.

Theresa Pantanella
Now, with grandfather’s good advice, as soon as I figured it out, I was my own agent. I grew my business and had other therapists working for me. The marketing was what I was really good at. I was really good at building relationships. I live by the motto, The Buck Stops Here. No matter what happened, I always took responsibility for what happened in my business.

Dotty Scott
Great.

Theresa Pantanella
After 24 years, I’m doing what I’m passionate about: The marketing.

Dotty Scott
So how did you, like make that decision to go from having a occupational therapy practice – a brick and mortar business – to being an online advertising maven?

Theresa Pantanella
You know, it’s it’s kind of funny. During the past the past year, we’ve all had those moments – at least I know I have – where I sat back on the couch and went, “Okay, am I really doing what I want to do?” When I was practicing and practicing in the healthcare world, I had a lot of those moments. Friends of mine have left for Thailand, and I couldn’t go

Dotty Scott
Yes, you were tied to your business.

Theresa Pantanella
Yes, yes. And there were different circumstances where I did my best to build up the business, so I could go away to conferences or take some time off during the holidays and things like that, but I was always tied to the business. So in the back of my head, I always pictured something different. I wasn’t quite sure what that was. When I realized it was marketing, it’s like, “Well, how can I do this? And not be tied down with a brick and mortar?”

Dotty Scott
So did you sell your practice?

Theresa Pantanella
Well, more or less, it was it was not sellable. At the time, I didn’t build it to sell it. Unfortunately. I didn’t get that lesson from grandpa. If you do want to sell, you do need to start from day one. I did not do that. So for me, the computer was a foreign thing to me, but the videos made sense. You know, I always played around with the camcorder, you know, to events or family gatherings. That was the sort of thing I knew I could do. So, if you’re looking at shifting something majorly, in your life like this, look at what you like doing. I have a business colleague, and she was a nurse, and she went into sell – I call them tchotchkes – things like pens with the company name on it.

Dotty Scott
Amost promotional stuff.

Theresa Pantanella
That’s it. That’s it. So she went from nurse into the promotional stuff because for her, she just wasn’t happy as a nurse. She wanted to be happy. I can’t emphasize for all of our listeners: If you’re not happy, really take the time to sit down and figure it out. You know, it’s very interesting to me that people and there are leaders in our world, and the icons in their own industries – they take time off, they know where they’re going and who they are, because they have a passion for that.

Dotty Scott
They have it mapped out.

Theresa Pantanella
Exactly, exactly, but the reason it’s mapped out is they took the time to do it. There’s a saying – I believe it’s Jim Roans,- that if you don’t design your own life, someone will design it for you, and what they have planned for you is not a lot.

Dotty Scott
And it’s not what you have planned for you. Right?

Theresa Pantanella
Right.

Dotty Scott
That is so true. Because if you don’t take control, then it’s like you just get caught up in where everybody else is going and what they’re doing and, and you kind of lose what it is that you initially started.

Theresa Pantanella
Yeah. I can’t tell you what a wonderful compass it is to have your goals written out where you can look at them every single day. I have mine charted out on my bathroom wall on a spreadsheet, and it’s quarterly. And those quarterly goals are tied to my annual goal. Then I have a notebook that I keep next to my bed with my one year, three-year, five-year and ten-year goals on. I read through that once a week so I make sure I’m still going in the right direction. Because if I’m not doing everything I need to do every week to get to that one-year goal, I’m never going to make the three-year, five- year, ten-year goals.

Dotty Scott
This is true.

Theresa Pantanella
This is why when you have the goal oriented behavior, you get results. You’re happy because you’re where want to be, and you’re able to help and serve others at the same time…because you’re in a place of contentment.

Dotty Scott
If you’re not, then you can change your goals.

Theresa Pantanella
Absolutely.

Dotty Scott
I’ve learned that when I first started my business, I knew the whole goal thing, but they were always just in my head, right? So that’s when I’ve actually written them down for the first time in 15 years, or however long it’s been, and it it works better that way.

Theresa Pantanella
It does. It really does. It works a lot better that way. You know, you can look at them.

Dotty Scott
You know when you’ve reached them.

Theresa Pantanella
Exactly. There’s such immense pleasure in checking off that goal, whether it be the end of the day, the end of the week, or the end of the year.

Dotty Scott
I have chunked mine down to the week now.

Theresa Pantanella
Good!

Dotty Scott
A week, a month, a quarter a year.

Theresa Pantanella
Good! Now we’re getting down to the last weekend of the year. Now for me, this is where I get a little intense, because I want to make sure I make those goals. I have this driven spirit in me that doesn’t give up.

Dotty Scott
I think I know.

Theresa Pantanella
I have people agging their heads. I mean this weekend is St. Teresa. It’s a holiday and like it’s the last day of the month. I have to finish this.

Dotty Scott
I was just looking at my monthly goals thinking, “I have to do this by tomorrow.” The rest of the month. I’m gone. I’m going camping.

Theresa Pantanella
I love it. I love it. I’m glad it’s cool enough for you to go camping. I’m in Florida. We can’t go camping this time of year. It would be awfully warm and uncomfortable,

Dotty Scott
it feels just starting to get warm enough here to go.

Theresa Pantanella
That’s a major difference, and it’s good for you to get away because that does reignite the mind, and reengages the inner wisdom that exists in all of us, and allows you to kind of sit back and take a breather.

Dotty Scott
So in your introduction, I keyed in on the words intuitive marketing something.

Theresa Pantanella
Yes.

Dotty Scott
That phrase that you have there, and it’s the intuitive. It’s like, how did how did you know what your intuition was?

Theresa Pantanella
That’s a great question. Marketing for me seems to come naturally. You know, I’ve been in marketing classes, where I just kind of scratched my head. And I was like, ” What?” and the teacher would be going on and on, and people didn’t get what he was saying, and it was like, I get that, you know, and this is how it works. There’s something in me that just puts it all together naturally. It’s interesting with the the audience, in online advertising – there’s a different approach to it. I’ve gone to the books and read the books, and I’ll always be a student because if you stop learning, you’re done.

Dotty Scott
Well, and in this industry, things change.

Theresa Pantanella
Exactly, exactly, but I also need to know, what other way can i craft my message. This is the instinct or an intuition that I’m building on now, and somehow some of these things just make sense to me. In terms of, and it goes beyond the simple things like if you have a salmon farm, you’re not going to put it in Florida, you’re going to put it in northwest America, right?

Dotty Scott
Sure.

Theresa Pantanella
Let me see if I can give you a good example. I’ve worked with a lot of different events, and getting them either sold on with ticket sales online, or I have supported events locally as a volunteer, prior to this past year. For me, when they were explaining to me how they were, how people were coming in the door, I would say, “Well, did you do x? Or y?” You know, what do you think of them? When it comes to the online marketing for an event, it would seem to me that the best thing you can do is paste it everywhere. That seems kind of natural to me.

Dotty Scott
Yeah, me too.

Theresa Pantanella
And see, I’ve worked with so many people – the event organizers, and they’re like, “No, no, we don’t have to do that. It’s not necessary to have, you know, an EventBrite posting, a Facebook event, a website, a meet up.” I’m like, “Yes it is. You want to be everywhere.”

Dotty Scott
I guess it depends on if they want to fill it up or not?

Theresa Pantanella
Well, it’s kind of interesting, because they’ll they’ll pull back.

Dotty Scott
It’s like they’ll get scared.

Theresa Pantanella
Yeah, or they say, “Well, it’s not necessary,” and I’m like, “Yes it is.” Intuitive things like looking atwhat pictures are going to work, what video to create, to go with that message. I was having a great conversation with a copywriter yesterday, and he was telling me how surprised he is that people don’t do more education in their advertising. It really should be part of the whole story – leading people to buy your product.

Dotty Scott
That’s where I wanted to go. I got an email from you this morning talking about story. I wanted to ask you how does a person who is not a storyteller – which is you know, 99% of all of us – how do we include story in our marketing? For me it’s tough.

Theresa Pantanella
That’s a great question. I’m actually a certified master of storytellrt from the Master Storyteller Academy.

Dotty Scott
Wow, I didn’t know that.

Theresa Pantanella
Yeah. That’s what my pin is for. You see, my big, bold, beautiful pin? It’s priceless. Story is based on one of three things that we all have in our lives: Transitions, defining moments, and challenges. When you tell your story, get one of those and just start writing. What happened next? What did you do first? And then what happened? And then what happened? And then what happened? The story should be about why you do what you do. Everyone needs a story that shows their passion. The story that tells people, “I’m more than just your hop your product or service.” The depth of the story. It should be completed within three minutes. You should be able to tell the story in three minutes.

Dotty Scott
So we’re talking short stories.

Theresa Pantanella
Now, here’s the thing. We’re not doing elevator pitches too much these days.

Not unless you’re in the elevator by yourself.

Right? Right. Yeah, you get a place to practice. You put your story on your website, and then have a video of you telling your story. Use that video as part of your social media strategy. The other place to use your story is when you’re in these big networking, zoom rooms, and you give an introduction. Sharpen up that story into 90 seconds.

Dotty Scott
People will remember you.

Theresa Pantanella
Yes, yes. I’m currently in a copywriting group, and their signature way of introducing yourself is, “I’m a doctoral level occupational therapist turned copywriting.” So from that, the story is, “I’m a doctoral level occupational therapist as my background, and now I’m doing copywriting.”

Dotty Scott
That brings curiosity to me.

Theresa Pantanella
Now in an email, let’s say someone’s just opted in to your lead magnet. Now they have this information, of course. You want to make sure that they received it. You want to make sure that they’ve whitelisted your email address. Then you want to have a follow up email. Let them know who you are. That’s the perfect place to put your story. They just got something from you through a computer. There’s no human contact. If you tell them your story, now, you’ve humanized, what you your gift that’s been given to them. With the story, there’s a bond that’s created and people start to relate to you. Like for me, with my background in occupational therapy, people are like, “Oh, you were in healthcare,” and it’s made it very easy for me to work with other healthcare professionals like dentists, or with doctorate level pharmacists, or with functional medicine doctors. Unless I tell my story, it closes that path down and it throttles down the opportunity. So by opening up and telling your story, you’re opening up possibilities as a publicist that has done an excellent job with this in terms of keeping yourself open to all of your past organizations. Let them know where you’re at what you’re doing. Keep telling your story to them.

Dotty Scott
I’ve always said burn no bridges.

Theresa Pantanella
Exactly. Exactly. If you went back to your high school alma mater, if you went back to any kind of college organization that you are a member of, if you went back to your first women’s group and told them your story. They’d be like, “Wow,” and it takes three minutes or less.

Dotty Scott
Well we’re at the bottom of the hour.

Theresa Pantanella
Are we already? That was fast, Dotty.

Dotty Scott
I know. I want to respect everybody’s time. So did you have anything that you wanted to offer the group at all?

Theresa Pantanella
Yes, I’d be happy to. I have an ultimate landing page blueprint that has been very helpful to many people. And I’d be happy to give you the link for that. It’s a free blueprint. It’s about 11 pages long, and goes through a variety of points and issues that you should have on your landing page, and places you should avoid having those little hiccups if your landing page is not working for you. A landing page is the same thing as your website. So take feel free to take that blueprint and look at some of the pages in your website and see if you’ve got of them that need to be on there. They’ll actually put you into an email sequence that will include different examples of different types of landing pages. You’ll get more information on my storytelling class that’s coming up as well.

Dotty Scott
Yay. A storytelling class. I think I’m interested in that one. Well, thank you everybody for joining us, and we will see you next Wednesday with Dr. Tiana. And thank you, Dr. Theresa for all of your words of wisdom that you have shared with the group. Everybody, have a great week. Bye Bye now.

Transcribed by https://otter.ai