1132: How to Use Market Driven Messaging to Drive Marketing Results w/ Brennan Mason

WEBVTT 1 00:00:00.320 --> 00:00:04.160 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.240 --> 00:00:09.310 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.550 --> 00:00:18.989 to be guests on your show. Learn more at sweet fish Mediacom. You're 4 00:00:19.070 --> 00:00:23.780 listening to be tob growth, a daily podcast for B TOB leaders. We've 5 00:00:23.820 --> 00:00:27.460 interviewed names you've probably heard before, like Gary Vannerd truck and Simon Senek, 6 00:00:27.820 --> 00:00:31.940 but you've probably never heard from the majority of our guests. That's because the 7 00:00:32.020 --> 00:00:36.689 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:36.689 --> 00:00:41.130 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:41.130 --> 00:00:45.770 experimenting with tactics. They're building the fastest growing BEDB companies in the world. 10 00:00:46.409 --> 00:00:49.850 My name is James Carberry. I'm the founder of sweetfish media, a podcast 11 00:00:49.890 --> 00:00:53.119 agency for BB brands, and I'm also one of the CO hosts of this 12 00:00:53.240 --> 00:00:57.520 show. When we're not interviewing sales and marketing leaders, you'll hear stories from 13 00:00:57.560 --> 00:01:00.000 behind the scenes of our own business. Will share the ups and downs of 14 00:01:00.039 --> 00:01:04.349 our journey as we attempt to take over the world. Just getting well, 15 00:01:04.989 --> 00:01:15.230 maybe let's get into the show. Welcome back to be tob growth. I'm 16 00:01:15.269 --> 00:01:19.939 your host for today's episode, Travis King At sweetfish media. I'm joined today 17 00:01:19.260 --> 00:01:23.980 by Brennan Mason, Chief Marketing Officer at bridge connector. Brandon, what is 18 00:01:25.019 --> 00:01:26.939 up, my friend? Welcome to the show, Travis. How you doing? 19 00:01:27.180 --> 00:01:30.659 Awesome, and it's another lovely day in New York City. have by 20 00:01:30.739 --> 00:01:34.769 yourself. Same thing down here in Nashville. Just getting into fall. All 21 00:01:34.769 --> 00:01:38.170 Nice. Love that fall weather, right, the sweaters and the Pumpkins and 22 00:01:38.409 --> 00:01:42.650 the the nice cool weather. Love it. Yeah, so today you're going 23 00:01:42.730 --> 00:01:48.439 to be sharing the importance of market driven messaging with us and I'm super excited 24 00:01:48.519 --> 00:01:51.519 to hop into that. But before we do, I'd love for you to 25 00:01:51.640 --> 00:01:55.640 share with listeners a little bit about yourself and what you do, and also 26 00:01:55.840 --> 00:01:59.480 what the team a bridge connector are up to these days. Sure so, 27 00:02:00.040 --> 00:02:04.790 I'm Brenna Mason, chief marking officer bridge connector, and bridge connector is a 28 00:02:04.870 --> 00:02:07.710 technology company changing the way healthcare communicates, and we do that in a few 29 00:02:07.750 --> 00:02:13.389 ways. At our core we focus on connecting disparit systems and healthcare, which 30 00:02:13.430 --> 00:02:16.780 anyone who's in the healthcare industry and most of us are, because most of 31 00:02:16.819 --> 00:02:22.419 us, at least our patients, understand how disconnected the healthcare system is. 32 00:02:23.340 --> 00:02:27.060 So what we're doing is offering an easier solution to connect these systems. That 33 00:02:27.139 --> 00:02:31.009 can be done with no code. So typically it shortens the time to value 34 00:02:31.490 --> 00:02:35.210 a lot more than any other solution that's been out there on the market. 35 00:02:35.610 --> 00:02:38.569 And in addition, we do some work on the application side. We have 36 00:02:38.610 --> 00:02:45.680 an application that helps to address social determinants of health for patients. So we're 37 00:02:45.680 --> 00:02:49.199 starting to find out that, you know, a patient's Zip code has more 38 00:02:49.280 --> 00:02:53.159 to do with the their health outcomes than just what treatment they get. So 39 00:02:53.240 --> 00:02:57.800 identifying gaps to care, if a patient doesn't have access to nutrition, is 40 00:02:57.840 --> 00:03:00.349 food, if they live in the food desert, if they don't have transportation, 41 00:03:00.830 --> 00:03:04.229 and being able to connect them directly of resources that can help. As 42 00:03:04.270 --> 00:03:07.389 far as the team is going here right now we're focused on I think, 43 00:03:07.389 --> 00:03:10.150 like a lot of people are, on, you know, end of your 44 00:03:10.189 --> 00:03:14.099 efforts. We're getting into conference season, which is always fun, still a 45 00:03:14.180 --> 00:03:16.620 big thing in healthcare, and so I think everyone's running at about a hundred 46 00:03:16.699 --> 00:03:21.180 ten percent capacity right now. God, I gotta love pushing everything in the 47 00:03:21.259 --> 00:03:24.020 Max Right, yes, they don't. They don't hate me yet. Awesome. 48 00:03:24.500 --> 00:03:28.409 So let's let's go ahead and dive right in. So, yeah, 49 00:03:28.449 --> 00:03:30.210 could you tell us a little bit about, you know, what your take 50 00:03:30.370 --> 00:03:34.969 is on market driven messaging, like what are your thoughts on that? Like, 51 00:03:35.129 --> 00:03:38.169 how does this work? What's the process look like over for you, 52 00:03:38.490 --> 00:03:43.520 over bridge connector sure. So, at its core, being market driven and 53 00:03:43.719 --> 00:03:49.120 having market driven messaging basically means looking at the people that are actually in the 54 00:03:49.199 --> 00:03:53.800 market, thinking about what problems you're trying to solve for them, find out 55 00:03:54.000 --> 00:04:00.750 who is trying to solve those problems and crafting messaging and positioning statements this speak 56 00:04:00.830 --> 00:04:05.789 directly to them. So that is contrast to where a lot of people start, 57 00:04:05.830 --> 00:04:09.270 and they start with what does our product do? What does it do? 58 00:04:09.389 --> 00:04:12.340 What is it good at? What does it do better than our competitors? 59 00:04:12.659 --> 00:04:15.980 And you start with a very feature of functionality based message, and they're 60 00:04:15.980 --> 00:04:19.459 always be a time where you have to talk about the features and functionalities of 61 00:04:19.579 --> 00:04:26.170 your product or your services, but starting with the problem and looking at what 62 00:04:26.329 --> 00:04:29.329 the problem actually means to the market and not just what it means to you 63 00:04:29.490 --> 00:04:33.930 and your product teams helps craft messaging that's a lot more engaging to the actual 64 00:04:33.970 --> 00:04:38.569 market. So bridge connector hasn't been around for a very long time. We 65 00:04:38.720 --> 00:04:42.079 really started in January of two thousand and eighteen. And one of the things 66 00:04:42.160 --> 00:04:47.399 we measure against our competitors is average engagement, if with our content, where 67 00:04:47.439 --> 00:04:51.720 that's on social media, or click through rates wherever you're doing promotions. And 68 00:04:51.870 --> 00:04:56.870 we've bench market this against our competitors and we typically see a three, two, 69 00:04:56.949 --> 00:05:01.029 four, sometimes x engagement rate versus our competitors, and there's a few 70 00:05:01.069 --> 00:05:04.990 reasons we feel like that is but one of them is primarily being that we 71 00:05:05.069 --> 00:05:09.500 speak to the market in a way that the market wants to be spoken to, 72 00:05:09.579 --> 00:05:13.300 because we're actually speaking about their problems. We're not just talking about us. 73 00:05:14.180 --> 00:05:16.579 Got It. And let me ask you quickly, like when it comes 74 00:05:16.620 --> 00:05:20.689 to different sorts of you know, creative, like do you guys put out 75 00:05:20.689 --> 00:05:25.569 a lot of different creative based on kind of like the personage that you're looking 76 00:05:25.569 --> 00:05:27.730 to reach? Like could you talk to us a little bit about that real 77 00:05:27.730 --> 00:05:31.129 quick yeah, so, so you know those personas. We try to see 78 00:05:32.129 --> 00:05:36.319 what channels and how do they engage with content and what do they like to 79 00:05:36.399 --> 00:05:42.319 see? We also challenged a lot of the norms that there were kind of 80 00:05:42.319 --> 00:05:46.120 a lot of almost archaic laws or in about how you had to market in 81 00:05:46.199 --> 00:05:48.759 healthcare, for example, you can't use the color red, you can't use 82 00:05:48.759 --> 00:05:53.910 the color black, you can't have any levity, and so we challenged a 83 00:05:53.949 --> 00:05:57.470 lot of that in our creative and also in just our content, in our 84 00:05:57.509 --> 00:06:00.110 voice and how we and how we write, and we saw we a first 85 00:06:00.149 --> 00:06:02.550 we want to start with a very distinctive style. You know, if you 86 00:06:02.910 --> 00:06:05.379 were to look at our style, we have a lot of ISOMETRIC animations, 87 00:06:05.420 --> 00:06:11.259 a lot of icons, and that would typically ten years ago in healthcare would 88 00:06:11.259 --> 00:06:14.540 be seen as absolutely foe pot can't do it. It's too fun, it's 89 00:06:14.579 --> 00:06:19.050 too playful. You have to be serious. But we have seen amazing feedback 90 00:06:19.730 --> 00:06:25.170 from people directly out in the market and our customers that really enjoy reading our 91 00:06:25.209 --> 00:06:29.410 content. They enjoy they enjoy reading our content because actually learned something from it. 92 00:06:29.449 --> 00:06:32.600 They feel good about it. It's not just the typical kind of white 93 00:06:32.639 --> 00:06:39.519 paper Ish dullness that you typically see in this industry. Got It now? 94 00:06:39.600 --> 00:06:42.560 Thanks so much for going a little bit deeper on that topic. For us 95 00:06:42.560 --> 00:06:46.120 that's super helpful and I feel like a lot of times when you're looking at 96 00:06:46.189 --> 00:06:51.709 you know, especially measuring things against like your competitors or kind of what you 97 00:06:51.870 --> 00:06:57.829 see happening in other places or other companies, it's funny to look at and 98 00:06:58.230 --> 00:07:01.139 understand that, wow, like we're actually doing something really right because we're seeing 99 00:07:01.180 --> 00:07:06.300 three to five ex the engagement as other companies in the same space reaching out 100 00:07:06.339 --> 00:07:11.420 to potentially the same demographic so definitely want to highlight that really quickly, because 101 00:07:11.540 --> 00:07:15.769 three to five ex engagement versus your competitors is definitely something to be proud about. 102 00:07:15.250 --> 00:07:19.129 Yeah, and I think there's another part of this that plays into that 103 00:07:20.250 --> 00:07:27.610 and that our messaging is about simplification of the problem. So this problem of 104 00:07:27.689 --> 00:07:32.040 integration healthcare is complicated, it's hard, it's a hard problem to solve, 105 00:07:33.160 --> 00:07:38.040 but our competitors, I mean out I don't just want to say our competitors, 106 00:07:38.040 --> 00:07:41.120 because it's really everyone who talks about this problem, where it's analyst, 107 00:07:41.240 --> 00:07:46.029 press, competitors, other vendors, they lean into that complexity and they talk 108 00:07:46.110 --> 00:07:50.670 about how impossibly complex this problem is. and not before I was a bridge 109 00:07:50.670 --> 00:07:56.389 factor, I was at another company that was trying to build integrations and healthcare 110 00:07:56.389 --> 00:07:59.139 as well. So I've been around this a lot and I found both from 111 00:07:59.339 --> 00:08:03.220 from there and in my early days of bridge connector, the number one thing 112 00:08:03.339 --> 00:08:07.459 we lost to when we lost opportunities, was not to be competitor, but 113 00:08:07.540 --> 00:08:11.970 we lost to inaction. We lost the status quote, and so my hypothesis 114 00:08:13.089 --> 00:08:16.250 there was that people are feel too intimidated to take these projects on. It's 115 00:08:16.329 --> 00:08:20.569 too scary because they feel like it's too complex, it's too hard, they 116 00:08:20.610 --> 00:08:24.009 can do it, it's too big of a risk. So from when I 117 00:08:24.089 --> 00:08:26.959 first came on I said I want people to feel smarter and when they read 118 00:08:28.000 --> 00:08:30.720 our content, I want them to feel like this is something they can do, 119 00:08:31.560 --> 00:08:35.639 not something that's so complex that they can never do it, and that 120 00:08:35.960 --> 00:08:37.519 we've had some good feedback from there. I mean, I are are number 121 00:08:37.519 --> 00:08:41.149 one loss is still to status quote, like I think a lot of people's 122 00:08:41.230 --> 00:08:45.509 is, but it's at our core of what we do is creating content that 123 00:08:45.629 --> 00:08:50.870 makes our customers feel smarter when they read it and doesn't make them feel like 124 00:08:50.950 --> 00:08:56.139 this is too hard to do. For Today's growth story will be talking about 125 00:08:56.299 --> 00:09:01.580 clear company, a fast growing talent management platform. Clear company was acquiring a 126 00:09:01.779 --> 00:09:05.620 decent number of users but they weren't happy with their organic traffic or conversions. 127 00:09:07.139 --> 00:09:11.610 Clear Company turned to directive, the Bob Search Marketing Agency, to help increase 128 00:09:11.730 --> 00:09:18.250 their overall search visibility for core keywords in order to drive more organic traffic and 129 00:09:18.409 --> 00:09:24.009 bottom of the funnel leads. After identifying the core target keyword and analyzing the 130 00:09:24.049 --> 00:09:30.240 first page of Google results, directive executed a content and digital PR strategy to 131 00:09:30.360 --> 00:09:35.320 rank clear company number one on the first page of Google for the high intent 132 00:09:35.440 --> 00:09:39.870 keyword. In just five months, that one piece of content generated twenty seven 133 00:09:39.909 --> 00:09:45.509 demo requests and one thousand nine hundred and two referring domains, and all time 134 00:09:45.629 --> 00:09:48.629 high for clear company. If you're looking for results like this with your search 135 00:09:48.669 --> 00:09:54.179 engine marketing, there's a good chance directive can help. Visit Directive consultingcom and 136 00:09:54.299 --> 00:09:58.100 get a free customized proposal. All right, let's get back to the show. 137 00:09:58.580 --> 00:10:03.820 Got It now? That's super helpful. And what are some ways, 138 00:10:03.940 --> 00:10:09.049 like other BB marketers can leverage this sort of thinking or mindset in their organizations? 139 00:10:09.129 --> 00:10:11.450 Like did you have like a process that you went through when you kind 140 00:10:11.490 --> 00:10:15.450 of like, okay, it's time to take a risk. I know it 141 00:10:15.490 --> 00:10:16.649 might not work, but we're still going to do it anyway. Like, 142 00:10:16.769 --> 00:10:20.129 is there any message that you you'd want to share with listeners that are thinking 143 00:10:20.169 --> 00:10:24.200 about taking, you know, potential risks and their organizations? Sure, I 144 00:10:24.240 --> 00:10:26.679 would say. You know, the more data you can go into it, 145 00:10:26.799 --> 00:10:33.879 the more you temper that risk. So just asking your customers what speaks to 146 00:10:33.919 --> 00:10:35.509 them, doing what we call market interviews, where we go out to people 147 00:10:35.549 --> 00:10:39.870 in the market, customers, people we see at trade shows and my favorite 148 00:10:39.909 --> 00:10:43.470 one, or people we've lost business to. So when we lose business, 149 00:10:43.710 --> 00:10:46.429 if we lose an opportunity where they go with a competitor, they don't do 150 00:10:46.470 --> 00:10:52.500 anything whatever, we send them a survey and we want to understand what would 151 00:10:52.059 --> 00:10:56.340 it's not directly so what we're not asking what could we have done to when 152 00:10:56.379 --> 00:11:00.019 Your Business? We're saying what is valuable to you when you're trying to solve 153 00:11:00.100 --> 00:11:03.059 this problem, and sometimes that feedback is almost more valuable than the people who 154 00:11:03.059 --> 00:11:07.850 are your customers, because you're figuring out why you're actually losing. And then 155 00:11:07.889 --> 00:11:11.250 when you're taking a risk and you're trying to, you know, buck the 156 00:11:11.330 --> 00:11:13.929 trend and develop messaging the speaks to the market, you have some backing that 157 00:11:13.970 --> 00:11:16.529 you've actually done your homework. You say, listen, I talk to people 158 00:11:16.570 --> 00:11:18.960 on the market. I've survey two hundred, I've been on the phone with 159 00:11:20.039 --> 00:11:22.639 twenty or fifty. I have a good I have a good guess, Tom 160 00:11:22.759 --> 00:11:26.879 that this is how we should talk to how we should talk to this market. 161 00:11:26.440 --> 00:11:33.629 Got It super helpful, Super Helpful and definitely I'm curious. Would you 162 00:11:33.710 --> 00:11:37.350 mind sharing like a recent story where that kind of, you know, worked 163 00:11:37.350 --> 00:11:39.190 out either in your favor or not in your favor, like either way the 164 00:11:39.350 --> 00:11:43.549 listeners can like latch onto and kind of hear about, Oh wow, like 165 00:11:43.669 --> 00:11:48.139 this is how Brennan just implemented this same exact strategy at bridge connector. Sure, 166 00:11:48.299 --> 00:11:52.460 so if early days, you know, you don't always have every tool 167 00:11:52.500 --> 00:11:54.860 you want. In the early days it was literally just hitting the phones and 168 00:11:56.059 --> 00:12:00.700 just getting on the ground, going to events and talking to people who are 169 00:12:00.860 --> 00:12:03.529 in this market and understand it and getting that feedback is very unstructured, it's 170 00:12:03.529 --> 00:12:09.370 very nebulous. So sometimes when we were actually going going to actually coalesce that 171 00:12:09.450 --> 00:12:13.129 information and make it a little bit more structured was very challenging. So we 172 00:12:13.210 --> 00:12:18.120 implemented that an actual formal survey tool that we now use to gather feedback so 173 00:12:18.240 --> 00:12:24.240 we can actually report on this feedback measure it, rank ourselves, see what 174 00:12:24.360 --> 00:12:28.279 people are talking about, and that's been that's been I mean it's early stage, 175 00:12:28.559 --> 00:12:33.990 very early stage, but it's been very successful so far to help get 176 00:12:33.029 --> 00:12:39.870 past some of the nebulousness and the gray area of being very unstructured into growing 177 00:12:39.909 --> 00:12:43.190 up a little bit and doing it it's a little bit more structured way. 178 00:12:43.549 --> 00:12:46.139 And I think there was a lot of pushback at first, particularly with reaching 179 00:12:46.179 --> 00:12:52.019 out to people that we lost business to. Feedback was we shouldn't talk to 180 00:12:52.100 --> 00:12:54.779 them, they don't like us, they're never going to respond. But our 181 00:12:54.860 --> 00:13:03.490 response rate for closed loss surveys is north of seventy five percent. It's very 182 00:13:03.570 --> 00:13:05.169 surprised. Yeah, it's very sick. Well, we do offer. So 183 00:13:05.490 --> 00:13:07.809 we offer them a little bit of a say hey, you know, we'll 184 00:13:07.809 --> 00:13:11.409 give you a little gift card. So we give them a little honey to, 185 00:13:11.730 --> 00:13:15.240 you know, to get a response and we also just persist a little 186 00:13:15.240 --> 00:13:18.159 bit. And the way we position it is, you know, it's not 187 00:13:18.200 --> 00:13:20.320 a salesperson reaching out, it's not a marketing person reaching out, it's a 188 00:13:20.440 --> 00:13:24.840 product person. Say Hi, I'm with the product team. I'm here to 189 00:13:24.879 --> 00:13:28.590 make sure our product solves problems for people like you, and to do that 190 00:13:28.830 --> 00:13:31.509 you could really help me out by taking this five minute survey and I'll send 191 00:13:31.509 --> 00:13:35.509 you a gift card. You'd be very surprised how often people would respond, 192 00:13:35.509 --> 00:13:37.789 especially if you ask them more than once. I think a lot of people 193 00:13:37.789 --> 00:13:41.379 ask once and then give up fast and two, three, four, you 194 00:13:41.460 --> 00:13:45.500 know, five, six times. You'd be surprised, with a little bit 195 00:13:45.539 --> 00:13:48.779 of persistence, in a little bit of honey, what people actually do for 196 00:13:48.940 --> 00:13:50.820 you. And most of the time they're talking about things that they're actually passionate 197 00:13:50.820 --> 00:13:54.419 about. You know, they're passionate about solving the problems. That's why they 198 00:13:54.460 --> 00:13:58.090 are where they are in their organization. You know, these are typically executives 199 00:13:58.129 --> 00:14:01.529 at health your organizations, and they love, love to let vendors know what 200 00:14:01.610 --> 00:14:05.970 they're doing wrong. That's a fact I always I always feel like a lot 201 00:14:05.009 --> 00:14:09.080 of times sometimes you never know what happens, but that that one moment that 202 00:14:09.200 --> 00:14:13.240 you have to share just to give your feedback. A lot of people jump 203 00:14:13.320 --> 00:14:16.799 at that and it's awesome that you guys are are being very tactive ful about 204 00:14:16.840 --> 00:14:22.320 it. And who's actually out reaching to this person, because right like if 205 00:14:22.360 --> 00:14:26.029 you're using a salesperson or marketer, they're still going to feel like there's some 206 00:14:26.110 --> 00:14:31.789 sort of sales or transaction involved in the relationship, whereas using a product person, 207 00:14:31.389 --> 00:14:35.509 it's very, very, how do I say this? It's someone that 208 00:14:35.590 --> 00:14:39.179 they're not going to have their guard up against simply because they're just trying to 209 00:14:39.220 --> 00:14:43.139 do their job better. And so I find that super valuable and such a 210 00:14:43.340 --> 00:14:48.019 such a God. To Nugget from here the last section really quickly is just 211 00:14:48.059 --> 00:14:50.620 kind of like the learn something new part, because one of our core values 212 00:14:50.659 --> 00:14:54.450 here at sweet fish is never stopped learning. So, unless you have anything 213 00:14:54.450 --> 00:14:56.809 to add to that thought, I don't want to. I don't jump in 214 00:14:56.850 --> 00:15:01.090 too quickly now. I think. I think it's fine, awesome. So 215 00:15:01.769 --> 00:15:07.639 bb growth has always been about highlighting tactics and strategies bb leaders can apply to 216 00:15:07.679 --> 00:15:11.799 their own teams to achieve explosive growth. So, Brennan, we'd love to 217 00:15:11.840 --> 00:15:16.679 hear from you what a new marketing strategy that your team is currently trying or 218 00:15:16.679 --> 00:15:20.120 thinking about in the near future. This is not new, but it's more 219 00:15:20.120 --> 00:15:26.309 of a revival of an old we have a couple I call them experimental because 220 00:15:26.350 --> 00:15:31.029 you know, these results are or measure over a long term direct mail campaigns 221 00:15:31.309 --> 00:15:35.590 that we are very, very excited about, which I know might be surprising, 222 00:15:35.500 --> 00:15:39.139 but we're kind of taking direct mail and flipping on its head and what 223 00:15:39.259 --> 00:15:43.100 we're doing is carving off target accounts. This is usually part of an account 224 00:15:43.100 --> 00:15:50.970 based marking effort and sending things that are UN ignorable, something so interesting that 225 00:15:50.049 --> 00:15:52.690 they have to pick it up, they have to open it, they have 226 00:15:52.889 --> 00:15:56.809 to engage with it, and we'll do this before conference. For example, 227 00:15:58.649 --> 00:16:03.529 we have a conference coming up where we'll be sending a big travel themed box 228 00:16:03.970 --> 00:16:10.279 with kind of a fake passport where the where the recipient can there's a few 229 00:16:10.320 --> 00:16:14.360 stops on the passport and they can go round to these stops and get stamps 230 00:16:14.440 --> 00:16:15.679 and get passport stamps. If they get, you know, three out of 231 00:16:15.720 --> 00:16:18.830 six passport stamps, then they get entered to win something or they get, 232 00:16:18.990 --> 00:16:22.230 you know, a little piece of swag. And these stops to these passport 233 00:16:22.309 --> 00:16:26.110 stamps are you know, watch a demo, join us for dinner, you 234 00:16:26.190 --> 00:16:32.389 know, retweet something on social media, and we've seen a almost, I 235 00:16:32.509 --> 00:16:36.539 mean it just a hugely surprising amount of engagement and excitement around this direct mail, 236 00:16:36.899 --> 00:16:40.299 but say it's kind of taking direct mail and just flipping on its head 237 00:16:40.299 --> 00:16:42.179 a little bit. I love that. It's almost like a little mini game. 238 00:16:42.740 --> 00:16:45.299 It is, I mean it's fun. I mean it's fun to because, 239 00:16:45.460 --> 00:16:48.929 you know, it's very rare that you get something mail do you, 240 00:16:49.210 --> 00:16:53.250 especially at the office, that you're genuinely excited about and that is fun and 241 00:16:53.370 --> 00:16:56.649 breaks up your day a little bit. That's a fact. Most things that 242 00:16:56.809 --> 00:17:00.879 you get mail to you at your office actually are nothing. Most people don't 243 00:17:00.879 --> 00:17:03.440 get mail with their office. Now I think about it. Yeah, man, 244 00:17:03.519 --> 00:17:06.720 no, thanks so much for sharing that. That that go to nugget, 245 00:17:06.759 --> 00:17:10.160 because I think that's a strategy or tactic that a lot of people can 246 00:17:10.240 --> 00:17:15.710 definitely apply, especially when they're thinking about conferences and how to differentiate their companies 247 00:17:15.150 --> 00:17:21.150 in the market compared to their competitors, and definitely think it's super helpful and 248 00:17:21.190 --> 00:17:23.349 super valuable for people to, you know, take away and and just think 249 00:17:23.390 --> 00:17:27.349 about next time they're going to a conference, how can you engage your, 250 00:17:27.589 --> 00:17:33.180 you know, prospects and your top prospects at that in a playful way, 251 00:17:33.660 --> 00:17:34.740 not just to hey, I know you're going to be at the conference, 252 00:17:36.059 --> 00:17:41.180 like would you want to talk or connect. How about what if we played 253 00:17:41.220 --> 00:17:45.930 a game together? Like we have a little mini group of people that are 254 00:17:45.930 --> 00:17:51.849 also doing the same passport sticker collecting activity, and it would be cool if 255 00:17:51.849 --> 00:17:55.450 you guys did it together like that would be fun. You make friends with 256 00:17:55.609 --> 00:17:57.450 people you don't know from other companies, but at the same time you're also 257 00:17:57.960 --> 00:18:03.799 actively doing things that involve human connection, which is, in my eyes, 258 00:18:03.880 --> 00:18:07.480 it's one of the priceless formulas that you can definitely use to bring prospects to 259 00:18:07.920 --> 00:18:11.910 build more trust with you. So, Brendon, this has been, you 260 00:18:11.950 --> 00:18:15.390 know, such a great and impactful conversation, so thanks so much. You 261 00:18:15.509 --> 00:18:18.950 know number one for hopping on and if listeners want to stay connected with you 262 00:18:19.349 --> 00:18:22.950 or follow up to ask any other questions on this topic, what's the best 263 00:18:22.990 --> 00:18:27.299 way for them to connect with you? You can always visit bridge connectorcom check 264 00:18:27.339 --> 00:18:30.940 out some of the stuff for creating particularly our resources arey. I know I 265 00:18:32.019 --> 00:18:33.980 talked a lot about our content today and I being one. Ever wants to 266 00:18:34.140 --> 00:18:37.980 reach out to me directly, they can always email be mason a bridgeankcom. 267 00:18:38.019 --> 00:18:41.490 I'm happy to talk to anybody. Thanks, Brandon. We really appreciate you 268 00:18:41.609 --> 00:18:48.130 being on the show today. Thanks, Travis. I appreciate it. We 269 00:18:48.410 --> 00:18:52.490 totally get it. We publish a ton of content on this podcast and it 270 00:18:52.569 --> 00:18:55.690 can be a lot to keep up with. That's why we've started to be 271 00:18:55.839 --> 00:19:00.039 tob growth. Big Three, a no fluff email that boils down our three 272 00:19:00.160 --> 00:19:03.880 biggest takeaways from an entire week of episodes. Sign up today at Sweet Fish 273 00:19:03.920 --> 00:19:10.670 Mediacom big three. That sweet PHISH MEDIACOM Big Three