A
AT CARLE Publishing, we don’t always want to shine the
spotlight on ourselves. We like to share that spotlight. Sharing
the success of our Client-Partners not only makes us feel good
but it also shows everyone that owning the ink in your industry
and becoming a thought leader doesn’t have to be a complicated
process. The story of one of our Client-Partners, Alex Vorobieff,
illustrates that idea nicely. He has seen his own company grow
right along with his magazine.
Alex is the founder and CEO of The Vorobieff Company, a
business-consulting organization. Through that outlet, he offers
business alignment services and speaking engagements to help
companies eliminate the sources of their frustration and become
more efficient and profitable. A big part of this is educating
management and, at times, the employees themselves on how to
set business goals and align themselves with the direction that the
business is focused on using clearly defined action steps.
Alex first met Andy Buyting, founder and CEO of Carle
Publishing, at the ScaleUp Conference in St. Louis in October of
2017. This two-day conference features award-winning authors as
they reveal their findings for building better leadership, strategy,
marketing, sales, operations and finance.
THE CONFIDENT ROI MAGAZINE
During a recent check-in with our Client-Partners, we contacted
Alex to find out how his magazine had been going and how things
have been working out for him so far. He had a number of
interesting things to say, and right at the top of the list was how
easy the program was to implement. He even said that when he
first heard about the program, he thought it would take a lot of
time to get finished and that it couldn’t possibly be as easy as
described. It was a wonderful surprise for him to find out that all
he had to do was focus on what he wanted to convey in print and
everything else would be handled.
Alex went on to talk about his recommending the magazine
program to others. Not only has he been giving out the magazine
and other Carle magazines to business owners but he has also been
asked numerous times how others can get involved in the
program. Print has and will largely remain king when it comes to
content, yet it has unfortunately become an amazing tool that
many people have forgotten about. It’s always a wonderful surprise
to see a physical copy of a magazine come in the mail when so
many other companies have shifted to digital-only marketing tools
and content delivery systems.
Perhaps the most surprising thing, in fact, is the surprise people
show when they are handed an actual physical copy. Often, when
mentioning the magazine to others, they state something along the
lines of “Oh, it’s a digital magazine, we have one of those.” "The
look of shock on their face when they are handed a physical copy
is nothing short of amazing. Their eyes open wide, and it visibly
changes the way they are perceiving not only you but also the
content itself." States Vorobieff. This response coincides with his
belief that businesses have a tendency to undermarket themselves
and that a branded print magazine is one way to address that issue.
After launching the magazine, Alex also launched a podcast
utilizing some of the same interviews, effectively doubling his
amount of content with no extra work. Having a physical magazine
and discussing it—even over a phone call—is a way to differentiate
your company from others in the same industry. There may be a
whole lot of podcasters out there, but how many of them have a
magazine that they can deliver to your doorstep as well? Not many.
Alex is very impressed with the ease of the process from start to
finish. Seeing the first visual of the cover, the layout, how
everything is coming together. He said that,"Going from an idea in
your head to a physical manifestation of that idea is simply
amazing." Even when it comes to changes, last minute or
otherwise, he is impressed with the ease by which we at Carle can
implement those changes and pivot our workflow without missing
a beat.
Alex has found value in the magazine that goes well beyond the
print and audio content it provides: “The response to the magazine
has opened new doors for me. The conversation the magazine has
provoked has led to evolving from consulting with businesses, to
identifying businesses to acquire, to implementing the tools
discussed in the magazine to create value for my investors.”
So how about you? Are you owning the ink in your industry? Do
you want to know how you can have a branded magazine and give
yourself a jump start toward becoming a thought leader in your
industry? If so, contact us and we can explain the process to you
and get you started today.
MEET
ALEX VOROBIEFF
Alex Vorobieff is the founder and CEO of
The Vorobieff Company, a premier business-
consulting organization. A highly sought-after
speaker and business alignment coach, Alex
Vorobieff has helped scores of companies
eliminate the real source of their frustration
using business alignment tools after helping
them find their unique starting line.
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