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The Value of Platform Building

System Execution PodcastAs many of you know, I am the host of the award winning podcast; System Execution. I have the absolute pleasure of interviewing successful people about the systems that they use that leads to their business success.

In episode 13 of System Execution, my guest, Wendy Keller, shared her insight regarding the value of platform building.

 What you’ll learn about in this episode:

  • Wendy’s background
  • How Wendy got into platform building
  • Why platform building is more than marketing
  • Wendy’s Biz Quiz for figuring out the kind of platform that is best for you
  • Why you don’t have to everything and be everywhere to build a platform
  • How Wendy customizes platforms based on her clients’ goals
  • Assembling the right equipment for starting to build your platform (ex: if you’re starting a podcast, you need audio equipment)
  • Testing your content against the real world, figuring out what people respond the most to, and leveraging the heck out of it
  • Why you need to run Facebook ads — and how to do it effectively
  • How to spend your marketing budget
  • What to do when response starts to wain
  • The screening process Wendy and her team do before taking on clients
  • Why speaking for free can be a good strategy in the right industries

Wendy Keller is an award-winning former journalist, a respected literary agent, an author, speaker, acclaimed book marketing consultant, and branding expert. She got her first job as a newspaper reporter as a 16-year-old college freshman. Since then, Wendy worked for PR Newswire; the Knight-Ridder newspaper chain; as managing editor of Dateline magazine; and as associate publisher of Los Angeles’ then-second-largest Spanish language weekly, La Gaceta. She is the author 31 published books under 9 names, plus dozens of self-published books, and is responsible for over +1,500 deals sold for other authors – including 17 New York Times best sellers and 9 international best sellers. 

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Vera K. Fischer is the CEO of the brand marketing agency, 97 Degrees West, an integrated marketing expert, speaker and the host of the award winning System Execution Podcast.

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Vera Fischer

By Vera Fischer

The visionary of 97 Degrees West for more than thirteen years, Vera has served as the CEO and President since 2004. During Vera’s tenure, the agency has achieved steady growth while surviving both economic recessions in Austin, Texas. Vera began her advertising career at GSD&M where she worked on accounts: Krispy Kreme Doughnuts, Houston Rockets, Dollar Rent-A-Car, Pearl Vision, SeaWorld and DoubleTree Hotels. Her next stop was the nationally recognized T3 known as “The Think Tank.” While at T3, Vera spearheaded the Dell Computers launch of the Preferred Accounts Division and lead national projects for the ESL and Enterprise Divisions. Other notable accounts included Quintiles Oncology, Austin Lyric Opera and St. David’s Hospital. In 2001, Vera left the agency world to embark on the client side as Director of Marketing for Forgent Networks, the software spin-off of VTEL video conferencing. Vera managed an annual multi-million dollar marketing budget, developed online lead generation programs, managed the inside sales team and consistently delivered high-quality MQLs to the sales team. In 2004, after a company wide re-org, Vera was laid off while on maternity leave. Within the day, she founded her agency, 97 Degrees West. Vera’s weekly podcast entitled, “System Execution”, launched in mid-2016 with notable guests like Ari Weinzweig, Jeff Smith, Gary Bizzo, Dr. Alan Pitt, and other business and thought leaders. Vera is the first woman to host a podcast devoted to systems and processes of successful companies. She is quickly becoming one of the country’s leading authorities on the topic of execution Vera is a member of the Austin University Area Rotary Club, an advisory board member for the School of Journalism & Mass Communication at Texas State University and a Mentor at Capital Factory in Austin, Texas. Vera is completing her Master’s in Strategic Communications at Texas State University in May 2018.