In the full interview, David helps you understand more about business strategy, on and offline, versus business tactics. He then details why you need to build a credibility platform and tells you where to start.

1. THE DAVID BULLOCK
NEXT-LEVEL BUSINESS STRATEGY
INTERVIEW TRANSCRIPT
FEATURING DAVID BULLOCK
WITH TINU ABAYOMI-PAUL
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2. ABOUT DAVID BULLOCK
David Bullock is President and co-Founder of CEO Mastery, Inc, a business development firm that
provides proven effective revenue generating training and execution resources to business owners and
executives.
David is a degreed mechanical engineer with a thorough
understanding of process control. A switch to sales resulted in
over $100 million worth of goods and services sold in a seven-
year period.
David’s masterful processes lead to increased sales by up to 3x.
His unique approach and proven success have made him an
authority among internet marketing and business development
experts.
David is co-author of Barack 2.0, a case study of President
Barack Obama’s successful use of social media during the 2008
presidential campaign, and is the technical editor of the
Adwords for Dummies Book.
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3. ABOUT TINU ABAYOMI-PAUL
Tinu Abayomi-Paul is a website promotion specialist, and
author.
Many of her articles and guides have been published in popular publications such as:
• WomenGrowBusiness.com,
• About.com,
• Site-Reference.com,
• Promotion World,
• Web Pro News,
• Search Engine Guide,
• Search Engine Journal,
• Site Pro News,
• FaceReviews.com, and,
• American Chronicles.
She also serves on the Network Solutions Social Web Advisory Board. You can reach her via
Board.
email at support@asktinu.com, or by phone at 702.508.8468. Online, you can find her at
support@asktinu.com,
FreeTrafficTip.com, LeveragedPromotion.com and AskTinu.com.
FreeTrafficTip.com, AskTinu.com.
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4. TRANSCRIPT OF THE INTERVIEW
Tinu Abayomi-Paul: Hello, this is Tinu Abayomi-Paul of Leveraged Promotion.
You may know me from Free Traffic Tips or maybe you read some of the stuff that I’ve
published on sites like SiteProNews and Search Engine Journal and so on.
Today I am talking with David Bullock which is an honor and a privilege unto itself because he
doesn’t do a lot of interviews. The reason I chose his, of all brains to pick, is because when he
first encountered me, through knowledge, (because we didn’t actually know each other then) he
was working in robotics.
Before that he left from a company people usually only leave by being fired from, DuPont.
He worked with StomperNet after that.
He introduced the industry to Taguchi testing with Penny Marshall.
Then he took 17 blog posts, this is the part that really inspired me; and he turned it into a book
called Barack 2.0. This took him to Entrepreneur Magazine, a webinar that he did with HubSpot,
the Los Angeles Times, Bass Company, NBC, Ink Magazine, Black Enterprise, University of
Virginia, Wharton Business School, which if I’m not mistaken has his book on one of their
curriculums [sic], Forbes, Open Forum; and I could go on and on but the point is that this
resulted in about half a million dollars worth of free publicity.
But it goes on from there. He went on to become chief media officer of several companies. He’s
sat on several executive boards and he and I, have some similar skills sets. I am not as smart as
he is, but I’m close. I may even be more technically skilled than he is, arguably, because you
know, he, the way that he encountered me was from my list.
So my big question, and the reason for this interview is, if I am getting let’s say $3,000.00 for
consulting fees and he’s getting $25,000.00 in payments just for people to have the option to talk
to him, what is he doing differently that you and I are not doing? So, Dave, you still with us?
David Bullock: I’m here.
Tinu Abayomi-Paul: So how, how do I get into that room that you’re in? What are you doing
with your business that I’m not? Walk us through, for example, you say you learned RSS and
article marketing from me –
David Bullock: Mm hmm.
Tinu Abayomi-Paul: – which puts our first intersection through knowledge share back to 2003-
2004.
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5. David Bullock: Correct.
Tinu Abayomi-Paul: How did you come from there
David Bullock: Well, this – it’s –
Tinu Abayomi-Paul: – to the White House? What, what did you do?
David Bullock: At that time I was selling robots.
Tinu Abayomi-Paul: Robots.
David Bullock: So I was, I was in the industrial equipment space and at that time the
Internet was just coming into the forefront of, of things to know about, email marketing, putting
web sites up and that type of thing. So I ran across, if I recall you had an eBook out on using
article marketing to, you know, develop your stature in the marketplace as well as using RSS so I
bought two of your eBooks. Now, what was a little bit different about what I was buying it for
was not for the tools but to understand, you know, what it was and how it worked and how I
could leverage that against the market that I was already in.
Tinu Abayomi-Paul: Right.
David Bullock: Typically people leave the markets that they’re in. The things that they’re
currently doing like the things that are natural, they’re easy, they’re fun and they leave those
markets to go pursue other markets. They don’t leverage the markets they were already in,
meaning people are always running away. What I found is that people are always running away
from the businesses that they’re in or the knowledge bases that they have and they’re not
leveraging those to next steps.
Tinu Abayomi-Paul: Like serial entrepreneurship, you start one project, it goes okay, you go to
the next project and you’re not really building a system? Or are you saying that we’re getting it
but then we’re staying stuck at the same level now?
David Bullock: It’s a couple of things. What I found is that if you’re truly a serial
entrepreneur that means you’re not just doing new projects, you’re building companies. See
people think that entrepreneurship is just that I do a bunch of things to make money. An
entrepreneur typically does not know where the next bit of money is going to come from. That is
the nature of entrepreneurship. But, a true serial entrepreneur is building income streams and
building companies not just other projects that work or don’t work. See, that is business
opportunity seeking. That is not entrepreneurship.
Tinu Abayomi-Paul: I see, okay. Now following from that point, most of the people listening
to this are trying to get more out of their offline businesses. You know, they’re helping local
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6. companies get online. We spoke earlier before this call, about the concept of leverage. How do
I leverage an existing offline business, where I’m basically helping local companies set up their
sites with a blog and Facebook and all these? How do I leverage that into some of these other
markets? How do I go from that to the next level? What is the next level?
David Bullock: Well the next level, after you’re working with a local company, is working
with a local chain of companies or working with companies that have bigger products or
services. They have bigger margins. You’ve heard me say planes, trains and automobiles –
Tinu Abayomi-Paul: Yeah.
David Bullock: – and buildings. Those things have bigger profit margins in them for you
to actually make the money that you want. If you’re working with a small mom and pop
organization they have a limited budget. That means you’re gonna have to do volume to get the
money that you want. Case in point, if you’re looking at you need to earn $300,000.00, there’s a
couple ways to do it. You can sell three things that have $300,000.00 in say gross revenue in it
or you can sell 20,000 things at $15.00 apiece.
Tinu Abayomi-Paul: Right.
David Bullock: See, the $15.00 gross margin item, you have to do that in volume and
volume means you have to have that much more exposure. If you have to have that much more
exposure you’re going to have to spend that much more money. The problem is that when most
people come into say the Internet marketing space or even into their own business they don’t feel
like they can charge a lot of money. That’s a confidence issue more than anything else that
needs to be overcome.
They think they have got to sell something for $39.00, $49.00, $10.00, or $7.00 as opposed to
selling something for greater value. So that’s a matter of them stacking the offer to make sure
that it’s actually valuable to the people who can actually afford it. Typically they try to make the
order so inexpensive so that everyone can afford it. That’s the wrong way to look at the same
deal. Case in point, leveraging is about how do you take that little bit of something and keep
standing on top of it and standing on top of it until you build your platform? I started using
article marketing in 2003, learned RSS in 2000-? 2004. Okay, fast forward to 2008 with the
Barack 2.0 project and we really started talking about how you take a story which is in the
marketplace –
Tinu Abayomi-Paul: Yeah.
David Bullock: – and okay what was going on? You had a political story and you had a
business story. You actually had a technology story because social media was jazz coming into
vogue at that time. Now, if everyone saw the same thing, the problem is who saw those stories
as leverage-able stories or narratives for them to use with their business because what I was able
to do with those three stories is use them as credibility boosters, as a platform so that when I do
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7. speak to a business owner, a COO, a CEO, a local business owner, whomever, I can point at the
credibility that I built to get the deal. Most people come in and just make the offer but –
Tinu Abayomi-Paul: Right.
David Bullock: – see the thing is no one’s going to listen to your offer unless you have
artifacts and credibility to point to. So, it takes a minute to actually build a credible platform.
But once you build a credible platform, then you start. You can then produce by leveraging up
the bar code because more people will listen to you. It’s not the size of your list.
Tinu Abayomi-Paul: Right.
David Bullock: It’s the credibility that you bring into the marketplace because what will
happen is
-------------- END OF EXCERPT ---------------
You can click here to buy the full interview package.
It was my intense honor and pleasure to interview David. And as the interview continued, I
started to see that this wasn't just for people who are Offline Marketing Consultants. In fact, we
got so deep that we almost forgot to talk about those things.
After the interview first went on sale it became even more clear.
People who are internet marketers, own online businesses, are Authors, Coaches, Consultants in
other industries, anyone whose profits could be increased by increasing their credibility and
visibility can benefit from this package.
Here's some feedback from people who listened to the interview or read the transcript:
Tinu
Just finished going through the interview. David Bullock is brilliant. Anyone who doesn't get a
number of "Ah ha!" moments needs to go through a second or third time, because they are
definitely there.
Hint to readers: David spending $40 to go over the mountain - read that and grasp the
significance.
Kevin Riley,
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8. You can click here to buy the full interview package.
This product is all Tinu says it is and more. The information that she gets out of David Bullock
is priceless, and incredibly useful to both newbies and old-timers.
David talks about the real world of information leverage, how to build offline credibility, and
more. Tinu's questions are concise, and she really digs into the meat of the problem of
marketing yourself as an expert, and how to move to the next level of clients.
There are so many tips and tricks in the interview, you will want to carefully go through the
transcript as well. David has a lot of insight into ways of building your visibility as an expert
(both on- and offline), and has many excellent examples of how he has done it.
He makes a clear distinction (one that is often overlooked) between advertising vs. publicity,
and discusses the best ways to use social media.
In addition, Tinu's collection of 152 resources is amazing. She talks about many of the best
online websites, tools, and applications that not only will help you build your presence online,
but also let you keep track of who is saying what about you and your product/service.
I cannot believe that she is letting the package go for such a low price. I have bought a number
of WSOpackages recently, and feel that this is one of the most useful I have seen.
Anita Cohen-Williams
Social Media Management and Organic SEO
http://mysearchguru.com
You can click here to buy the full interview package.
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9. Hey Tinu!
How are you? Don't know if you remember me, we spoke on the phone at least once last year.
I bought this WSO because I know who you are, trust you - your information has never let me down, and I have known about
David for years. I first learned about him when he was working with Taguchi multivariate testing and doing consulting for
that.
So buying this was never a question of whether the info was solid.
I hope you do not mind that I will only provide a limited review. First of all, for everybody else - Tinu has no idea that I am
writing this. I may not have written anything mainly because I just tend to avoid writing reviews unless it really grabs me.
But first, this really grabbed me. Yes, I have already read the transcript, and thank you for providing a transcript! I don't like
audios or videos. lol
Secondly, I saw a comment above about waiting for reviews before buying. Seeing that also provided some impetus for writing
this.
All anyone needs to do is Google, Tinu and David Bullock, and see the millions of returns in the serps for them. There is no
issue of credibility, experience or expertise. I would be shocked if anyone found anything negative said about either of them.
Also, I feel people need to have a little more courage and be willing to do what we all do in business and assume some risk and
responsibility. I could go on about that, but I won't bend your ear. So in that spirit, I will not provide a comprehensive review
for the benefit of those who are not willing to do their due diligence or be willing to take some risk. (I'm assuming there could
be risk issues - I may be wrong.)
The ideas and practical advice given in this WSO are worth potential millions, in my estimation, to those special few who are
willing to implement the strategies discussed. Sure, it takes guts, desire, motivation and all those things that so many seem to
have difficulty with in their business lives.
David gives you solid ideas and techniques that are strategic, and they are based on his own experiences. He is not a theorist,
and he even discusses the difference between the two and why they are significant in your ability to succeed.
I have been wrestling with something for a while because I have decided to enter the offline consulting market. David has
provided a powerful solution for me that is actually a common issue for other online 'marketers' who want to elevate their
game.
I now have a very clear path and know exactly what I want, and need, to do. I will follow his proven advice, and my mind is
already turning with ideas I can implement that will make my business more powerful.
There's much more I could say, and I was purposely non-specific for the reasons previously stated.
So thanks very much, Tinu, for bringing this to us. This stuff isn't for everybody and you know that. But it will transform lives
for some of us.
No guts, no glory. Eh?
Ken
You can click here to buy the full interview package.
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