1340: Gravy's Unexpected Explosion on LinkedIn w/ Casey Graham

WEBVTT 1 00:00:05.360 --> 00:00:08.470 Welcome back to be tob growth. I'm Logan lyles with sweet fish media. 2 00:00:08.509 --> 00:00:12.589 I am really excited to introduce our guests today, Casey Graham, the CEO 3 00:00:12.830 --> 00:00:17.429 over at Gravy, a man that is probably in your linkedin feed daily if 4 00:00:17.469 --> 00:00:21.149 you are at all active on the platform. Casey, welcome to the show. 5 00:00:21.190 --> 00:00:23.739 How you doing to a man? Thanks for having your man fared up 6 00:00:23.780 --> 00:00:27.780 to be here. Awesome. Hey, we like to let our listeners connect 7 00:00:27.820 --> 00:00:30.379 with our guests. Gets in our guests a little bit, and one thing 8 00:00:30.460 --> 00:00:34.780 I've found interesting is seeing, besides, you know, being all over Linkedin 9 00:00:34.979 --> 00:00:39.570 in two thousand and twenty during this pandemic and Quarantine and social isolation, picked 10 00:00:39.570 --> 00:00:45.490 up any new habits? Any interesting changes to the Daytoday for you? Yeah, 11 00:00:45.530 --> 00:00:49.890 I don't go to downtown Atlanta anymore. So I used to go to 12 00:00:49.969 --> 00:00:55.359 downtown alant all the time with our family and we're probably fifteen minutes north and 13 00:00:56.200 --> 00:00:59.479 we used to go date nights and go out or whatever, and so we 14 00:00:59.520 --> 00:01:03.280 don't go down there anymore and so we've been exploring our actual town, which 15 00:01:03.280 --> 00:01:07.230 has a bunch of cool places that we never knew about high. So he's 16 00:01:07.230 --> 00:01:11.189 any cool local place for anybody in your area you want to get a bad 17 00:01:11.230 --> 00:01:15.790 shout out to. Yes, Maria's Italian Delhi. I've never been and do 18 00:01:17.549 --> 00:01:21.700 did is fantastic. It is a Tim that is absolutely where we got to 19 00:01:21.739 --> 00:01:25.780 go for the first time. We get together in person and sweet gravy teams 20 00:01:25.819 --> 00:01:27.060 get together. That's what we're going to do, all right. It's that 21 00:01:27.700 --> 00:01:30.500 awesome. Well, Casey, as I mentioned in the open, you have 22 00:01:30.659 --> 00:01:36.650 been all over my linkedin feed lately and we've been seeing a number of your 23 00:01:36.769 --> 00:01:41.129 team members all over Linkedin, several team members getting on the top one hundred 24 00:01:41.209 --> 00:01:46.049 list of the linkedin sales stars from Scott Ingram, and it really you guys 25 00:01:46.049 --> 00:01:49.079 are running the playbook that we have been advocates for here at sweet fish for 26 00:01:49.200 --> 00:01:53.519 a long time, that you know people connect with people more than logos and 27 00:01:55.000 --> 00:02:00.590 you can benefit your team members and your organization by getting folks active on social 28 00:02:00.790 --> 00:02:06.069 and namely Linkedin, where there is the biggest opportunity for people to build organic 29 00:02:06.150 --> 00:02:08.590 reach right now. So, as the CEO is of the company, why 30 00:02:08.710 --> 00:02:13.669 did you decide to get active on Linkedin? What we are experience with social 31 00:02:13.669 --> 00:02:15.219 platforms, you know, prior to that, tell us a lot of that 32 00:02:15.300 --> 00:02:19.340 about the why is you got started personally and then we'll get to the broader 33 00:02:19.460 --> 00:02:23.020 team. Two Thousand and eight, two thousand and nine, I'll started my 34 00:02:23.139 --> 00:02:25.500 first business. Everybody said, Hey, you need to be on twitter, 35 00:02:25.620 --> 00:02:30.689 and I got on twitter. Then did the deal and I was a terrible 36 00:02:30.889 --> 00:02:35.289 business, but I could connect with people. And then, you know, 37 00:02:35.449 --> 00:02:38.129 we go to the DM for if they're interested in business. Then we get 38 00:02:38.129 --> 00:02:40.889 on a phone call and since I was a full cycle sales person, you 39 00:02:40.969 --> 00:02:45.680 know now we call everybody an str and then you're an a and then this. 40 00:02:45.879 --> 00:02:47.960 I was all of it. So did that for a while, you 41 00:02:49.080 --> 00:02:53.319 know, screwed around facebook and Instagram for a minute and then just like I 42 00:02:53.520 --> 00:03:00.550 just never felt like at home, like I did it. And a lot 43 00:03:00.590 --> 00:03:05.990 of it was shameless self promotion BS and like how cool my life is, 44 00:03:06.270 --> 00:03:08.189 and look at where vacation I'm on and I look back and just go we 45 00:03:08.550 --> 00:03:12.069 you know, I just got fed up with it. I went through a 46 00:03:12.150 --> 00:03:16.180 terrible time in my life at thirty six. For fourteen months I went through 47 00:03:16.460 --> 00:03:21.300 just a personal hell after selling a company, making a bunch of money, 48 00:03:22.259 --> 00:03:24.659 my wife not liking me. I'm not liking me. You know, it's 49 00:03:24.740 --> 00:03:28.330 just I'm in a bad place. Don't know what I'm going to do the 50 00:03:28.409 --> 00:03:30.729 rest of my life and just went through a transitional going like I just don't 51 00:03:30.770 --> 00:03:35.490 need any of this anymore. I just don't need it. And for a 52 00:03:35.569 --> 00:03:40.719 long time I've been just driven by the attention that there's platforms provided, but 53 00:03:40.840 --> 00:03:45.439 it was a tension that wasn't like I would push business stuff that nobody care 54 00:03:45.759 --> 00:03:49.120 right, and so then I was just off. And then one day, 55 00:03:50.000 --> 00:03:53.199 for some weird random reason, I just got a linked in like last November, 56 00:03:54.000 --> 00:03:58.750 which would be, you know, nine months ago, and I just 57 00:03:59.229 --> 00:04:01.870 it popped up all my feeding. It was a post by Sarah Brazier. 58 00:04:01.949 --> 00:04:05.669 Do you know Sarah? Yeah, yeah, I just posted tagged her because 59 00:04:05.710 --> 00:04:09.830 she gave me a great tip about booking meeting. So I gave her a 60 00:04:09.909 --> 00:04:14.539 hat tip on my linkedin post today. Okay, so I had no idea 61 00:04:14.539 --> 00:04:16.819 who Sarah Brasier. I've never heard of gone. I've met like literally the 62 00:04:17.060 --> 00:04:20.819 doing in a totally separate world and a totally different planet. And I just 63 00:04:20.980 --> 00:04:28.290 saw that this person had like thirty six thousands something like comments and views. 64 00:04:28.290 --> 00:04:30.529 I don't know what it was, but it got it was a really good 65 00:04:30.610 --> 00:04:33.490 post that caught my attention and then I looked and I started then I started 66 00:04:33.569 --> 00:04:36.649 scrolling and looking, and I started scrolling and looking, and then I connected 67 00:04:36.730 --> 00:04:42.879 the dots. I was like, wait a second, she's an SDR like 68 00:04:43.040 --> 00:04:47.079 I thought she was like a famous like person. I was like, how 69 00:04:47.120 --> 00:04:49.480 did she get this kind of like reach and how, you know, with 70 00:04:49.560 --> 00:04:54.310 this, that and the other, and so I called her and just was 71 00:04:54.350 --> 00:04:56.870 asking questions. I just said, hey, how did you do this? 72 00:04:57.629 --> 00:05:00.910 And she just told me what she was doing and I was like, wait 73 00:05:00.949 --> 00:05:04.430 a second, so you're telling me that you can post on Linkedin as just 74 00:05:04.589 --> 00:05:10.339 a person with at the time I had three hundred followers or whatever, and 75 00:05:10.459 --> 00:05:13.540 you're telling me that they show it to thousands of people, like I've never 76 00:05:13.620 --> 00:05:15.100 heard of that before. The only time I heard of that was in facebook 77 00:05:15.100 --> 00:05:18.180 at two thousand and thirteen, and so I was like you've got to be 78 00:05:18.259 --> 00:05:21.529 kidding me. This is a crazy opportunity. And then I did what most 79 00:05:21.529 --> 00:05:25.170 people did. I posted for a few days and a few weeks and then 80 00:05:25.209 --> 00:05:29.649 I fell off and I didn't do anything. So it wasn't, you know, 81 00:05:29.689 --> 00:05:31.410 day one, day two, day three. Matgic happened and it just 82 00:05:31.569 --> 00:05:35.120 exploded. No, we so what happened for us is like I kind of 83 00:05:35.199 --> 00:05:38.879 got into it and then I got away from it. But when covid hit, 84 00:05:39.879 --> 00:05:45.519 what we said was, hey, let's still help people and where can 85 00:05:45.560 --> 00:05:46.800 we help people? And the only platform I had to post on was on 86 00:05:46.920 --> 00:05:51.110 linked in and we started just sharing, like here's who we are, here's 87 00:05:51.149 --> 00:05:56.269 what we're doing, here's the information on the Ppplon, here's the information on 88 00:05:56.350 --> 00:06:00.750 this. We set upside community and so ours almost started as like a almost 89 00:06:00.149 --> 00:06:02.910 just we're just trying to help people, like we're just trying to share what's 90 00:06:02.910 --> 00:06:06.100 going on. It didn't starts but to get people on some list or let's 91 00:06:06.139 --> 00:06:10.459 do some build a personal brand, and didn't start as that. But now 92 00:06:10.579 --> 00:06:15.060 we're what about what? Five months later and we've gone from people all the 93 00:06:15.100 --> 00:06:18.889 time going like you know, hey, it's gone and it's clary and it's 94 00:06:18.970 --> 00:06:23.889 drifting gravy or whatever. We're like how did this happen? And so there 95 00:06:24.129 --> 00:06:28.370 wasn't a strategic moment where we were just like, guys, we got to 96 00:06:28.449 --> 00:06:30.850 do this and we're going to shift our folks that. It's been more of 97 00:06:30.889 --> 00:06:33.639 an organic thing and now we have strategy around it, but we didn't start 98 00:06:33.639 --> 00:06:39.000 that way then. I love that. What was the the next step from 99 00:06:39.000 --> 00:06:45.959 there? After that conversation with Sarah Brazier and then covid hitting, we heard 100 00:06:46.040 --> 00:06:49.389 it kind of start to did you start to pitch the vision to the rest 101 00:06:49.470 --> 00:06:54.389 of the team? Hey, guys, you can be helpful here, you 102 00:06:54.550 --> 00:06:57.949 can build a brand for yourself. What was your initial vision? No, 103 00:06:58.310 --> 00:07:03.019 team know. All I did was I would post just about every day and 104 00:07:03.180 --> 00:07:08.100 then in our all team site channel I would put our my post in there 105 00:07:08.180 --> 00:07:12.019 and then they would go read it and so they just were getting hammered in 106 00:07:12.180 --> 00:07:16.449 the slack feed of my post and then they would comment and side of slop 107 00:07:16.889 --> 00:07:21.649 on whatever it was. And then the conversation started on Linkedin and then all 108 00:07:21.730 --> 00:07:26.370 the sudden that started picking up, momentium picking up a minimum and algorithm started 109 00:07:26.449 --> 00:07:30.480 showing it some more more people, and then I started getting direct messages from 110 00:07:30.519 --> 00:07:36.759 people that were like really talented, really smart, really good people like the 111 00:07:36.959 --> 00:07:42.800 like what's going on at gravy kind of thing, and then it hit me 112 00:07:43.000 --> 00:07:46.470 of like Cuz, because we weren't getting a booking business off of it right 113 00:07:46.110 --> 00:07:51.350 we were just trying to help and I started going, Oh my God, 114 00:07:51.589 --> 00:07:58.509 like, this is about opportunity and access. This is about if we add 115 00:07:58.579 --> 00:08:01.379 value here, will never have to pay a recruiter again. If we add 116 00:08:01.379 --> 00:08:07.300 value here, when people see our paid ads, they'll trust them. And 117 00:08:07.620 --> 00:08:11.540 so it started to formulate my head and so it started. So I started 118 00:08:11.620 --> 00:08:15.569 putting that in the every day and then our team would would just draw the 119 00:08:15.649 --> 00:08:18.889 into Linkedin, it would draw Theto Linkedin, and so then I started weaving. 120 00:08:18.970 --> 00:08:22.410 Every Tuesday at eleven am we do a team meeting and it's for inspiration, 121 00:08:22.649 --> 00:08:26.810 not information, and so I share, like here's what's working and, 122 00:08:26.850 --> 00:08:30.600 guys, here's what I see happening and here's how you could help and here's 123 00:08:30.600 --> 00:08:33.679 what I think. And then some people started posting a little bit here and 124 00:08:33.759 --> 00:08:37.600 there and then they started blowing up, and so it started to be this 125 00:08:37.799 --> 00:08:41.240 momentum of like well, that person and this person, and so then it 126 00:08:41.399 --> 00:08:43.750 wasn't just okay, so you're the CEO and you know how to write content. 127 00:08:45.590 --> 00:08:48.230 This was like Jamie, who's never written a piece of content in her 128 00:08:48.269 --> 00:08:52.190 life on a business platform that is getting all kind of use. It's Tara 129 00:08:52.509 --> 00:08:56.500 who just came out of nowhere. It starts crushing you know so so then 130 00:08:56.539 --> 00:09:01.500 it starts to become way with. So the common person, like the person 131 00:09:01.580 --> 00:09:03.980 who's not a content writer or a marketer, can go to linked in and 132 00:09:05.019 --> 00:09:09.330 build a personal brand that benefits their career, that also benefits gravy. And 133 00:09:09.450 --> 00:09:13.169 then from there I put the two and two together and said, guys, 134 00:09:13.690 --> 00:09:16.809 like this is one of the biggest opportunities I've seen, we're going to go 135 00:09:16.970 --> 00:09:20.330 full force into it, and I'll laid out a strategy of what I thought 136 00:09:20.409 --> 00:09:24.320 would work on linked in, and that's how I started. Awesome. I 137 00:09:24.480 --> 00:09:26.519 love it, Casey. I want to go there. Next, I want 138 00:09:26.519 --> 00:09:28.960 to talk about kind of the next phase, that organic evolution of it. 139 00:09:30.120 --> 00:09:33.240 I love. I love the way, as a CEO, you didn't say, 140 00:09:33.840 --> 00:09:35.799 Hey, guys, this is what you should be doing, this is 141 00:09:35.919 --> 00:09:39.509 I'm just sharing what I'm doing right and then let people start to come and 142 00:09:39.909 --> 00:09:43.990 ask questions and draw them in, as opposed to try and push them in 143 00:09:43.110 --> 00:09:48.029 a direction. That's what my I see leadership lesson there. Just as a 144 00:09:48.110 --> 00:09:52.860 Sidebar, I want to talk about getting strategic with it and in the tactics 145 00:09:52.899 --> 00:09:56.100 that have that have worked for you, guys. But you just mentioned there, 146 00:09:56.500 --> 00:09:58.620 you know, people trusting ads more, recruiting being easier. You you 147 00:09:58.620 --> 00:10:01.299 had a great post. I wish I had a pulled up right now, 148 00:10:01.740 --> 00:10:07.100 but you you outline three or four, maybe five different things where you guys 149 00:10:07.100 --> 00:10:09.330 have seen the impact of this. So someone listening to this and saying, 150 00:10:09.529 --> 00:10:13.929 yeah, this is a great story. I hear okay being mentioned in list 151 00:10:15.049 --> 00:10:18.570 with other wellknown BEB companies right now. That's good, but highlights some of 152 00:10:18.649 --> 00:10:22.840 those wins that you guys have seen and then we'll get into some of the 153 00:10:22.919 --> 00:10:24.600 how, if you don't mind, Casey. Well, I just got a 154 00:10:24.879 --> 00:10:28.840 message before we got on. I'm looking at my phone on slacked and it 155 00:10:28.919 --> 00:10:31.960 says this deal is in the house in ourselves channel twenty five hundred a month. 156 00:10:33.000 --> 00:10:39.070 Mr Are this company came courtesy of Casey's post on Linkedin. So there's 157 00:10:39.149 --> 00:10:43.309 Thirtyzeros of Mr I mean rre. That came in from a postal linked and 158 00:10:43.470 --> 00:10:50.139 so our pipeline of sales has increased. But we don't really ever talk about 159 00:10:50.139 --> 00:10:54.539 what gravy does. But curiosity draws people to like, what the heck is 160 00:10:54.620 --> 00:10:58.940 this thing? And then there's just there's an organic reach. So there's Thirtyzero, 161 00:11:00.179 --> 00:11:07.809 there are we hire point zero zero two percent of all applications that people 162 00:11:07.889 --> 00:11:13.009 that apply to grady. And so point being, we used to have to 163 00:11:13.090 --> 00:11:16.090 ask our people like Hey, can you post this on your facebook page, 164 00:11:16.210 --> 00:11:20.320 or like can you do this? And now we have an mbound of people 165 00:11:20.480 --> 00:11:24.000 wanting to work at gravy. And so when we needed a CTO, when 166 00:11:24.039 --> 00:11:28.720 we needed an engineer, all these positions that are really hard to find, 167 00:11:28.799 --> 00:11:31.799 good people will get messages and say, Hey, listen, I'm happy where 168 00:11:31.799 --> 00:11:35.350 I am, and that's my favorite message. I'm happy where I am. 169 00:11:35.909 --> 00:11:39.029 But I've been seeing all this and I'm just totally interested in it. Like 170 00:11:39.190 --> 00:11:43.710 starts that conversation. So zero recruiter fees and and we're recruiting so fast. 171 00:11:43.789 --> 00:11:46.220 We've added sixteen people in the last ninety days. I mean we would be 172 00:11:46.259 --> 00:11:50.980 paying, you know, hundreds of thousands of dollars a year in recruiting fees 173 00:11:50.019 --> 00:11:52.620 that we don't have, that we don't have to to do. I mean, 174 00:11:52.700 --> 00:11:54.659 I can give you, I can go on and on and on and 175 00:11:54.779 --> 00:12:01.450 on, but there is real business value to this. I can give you 176 00:12:01.610 --> 00:12:03.169 this, you would say, exactly. The strategy of how we do it. 177 00:12:03.769 --> 00:12:07.889 Yeah, absolutely, okay. Here's the number one thing you got to 178 00:12:07.929 --> 00:12:11.370 start with is, as a leader or the leader, you've got to have 179 00:12:11.570 --> 00:12:16.720 motives for your team. That is, I want that person to get paid 180 00:12:16.080 --> 00:12:20.559 more at their next Gig, whether it's they get a promotion here or whether 181 00:12:20.600 --> 00:12:26.039 they go somewhere else. I want more opportunity and more access for the that 182 00:12:26.480 --> 00:12:31.470 person. I can say I've not always been that way. I've not always 183 00:12:31.549 --> 00:12:35.590 lived that way. I've I used to live more tight fist and scared we're 184 00:12:35.590 --> 00:12:37.269 going to lose people and all this kind of stuff. But after I went 185 00:12:37.309 --> 00:12:39.950 through hell and I'll stuff I just started going the best thing I can do 186 00:12:41.029 --> 00:12:43.190 is live with open hands and I don't own anybody else own anything. I'm 187 00:12:43.190 --> 00:12:46.259 just I'm just here to be a steward of these of these relationships and I 188 00:12:46.340 --> 00:12:50.460 want them to have more. And so everybody thinks that it starts with a 189 00:12:50.500 --> 00:12:54.899 strategy, but I think it starts with a motive. What is your motive 190 00:12:54.980 --> 00:12:58.730 for the people on your team? And my motive is for them to build 191 00:12:58.769 --> 00:13:01.210 their personal brands in such a way where they I want them to outreach me. 192 00:13:01.889 --> 00:13:05.809 I want them to have more opportunity than me I want them to have 193 00:13:05.090 --> 00:13:07.690 all of that. And so that's where we start. So the first thing 194 00:13:07.730 --> 00:13:11.210 is that starts there and I don't know how to change that in some outs 195 00:13:11.250 --> 00:13:15.000 as hard. I don't know how to do that. But practically we started 196 00:13:15.080 --> 00:13:18.559 with we shared the vision. Now, sharing the vision was very simple. 197 00:13:18.360 --> 00:13:24.879 Hey, we're going to open a Linkedin influencer channel and in our slide on 198 00:13:24.039 --> 00:13:28.230 the linkedin influence your channel, I am open to give you becaust the number 199 00:13:28.269 --> 00:13:31.190 one reason people posts they don't know what to say or they're scared people are 200 00:13:31.190 --> 00:13:33.870 not going to care about what they say. So so we say, I 201 00:13:35.029 --> 00:13:37.830 said, you can post your post in the slight channel and I will give 202 00:13:37.830 --> 00:13:41.389 you feedback on it before you have to put it out in public, on 203 00:13:41.580 --> 00:13:43.940 any post that you want to put and I'll say this is how I would 204 00:13:43.940 --> 00:13:45.980 do it, this is where I would do a little bit different, or 205 00:13:46.179 --> 00:13:48.259 this is just my feedback. And so people started getting feedback on each other's 206 00:13:48.299 --> 00:13:52.419 post and then they started posting them out. Now it's after the bird got 207 00:13:52.539 --> 00:13:56.649 a you know, could file a little bit. They didn't do that anymore 208 00:13:56.889 --> 00:13:58.210 and they're the people that you're seen out there. They're just crush crush, 209 00:13:58.250 --> 00:14:01.330 crush, crush, crush. Another thing was I don't know what it's to 210 00:14:01.409 --> 00:14:05.889 post in, and so inside of the channel we would say listen. So 211 00:14:05.210 --> 00:14:09.129 Shentel, you know, she's like, I don't know what the post about. 212 00:14:09.169 --> 00:14:11.159 Well, I will shine tell you. You're the front door, Brady. 213 00:14:11.240 --> 00:14:15.000 You answer every chat message that comes in and you do all the videos. 214 00:14:15.080 --> 00:14:18.879 So why don't you just talk about conversational marketing via chat bots? But 215 00:14:20.279 --> 00:14:22.639 just focus on that and just start posting there. So we help people pick 216 00:14:22.679 --> 00:14:26.909 their niche. We help people pick that, but they're doing it because they're 217 00:14:26.909 --> 00:14:31.750 going, Oh wow, I saw that. Now she's got a personal brand 218 00:14:31.750 --> 00:14:35.789 and they're getting attention and they got these opportunities and their own podcast and they've 219 00:14:35.830 --> 00:14:41.100 got all this stuff, and so it starts being a compounding effect, and 220 00:14:41.220 --> 00:14:46.779 so we share the vision. But then we also offered that instruction and opportunity. 221 00:14:46.139 --> 00:14:50.059 But what we tell people as you don't have to post anything, you 222 00:14:50.139 --> 00:14:52.529 don't have to do we've never made anybody post one thing. We've never asked 223 00:14:52.570 --> 00:14:56.129 anybody you have to post this or throw that out there. We've never said 224 00:14:56.129 --> 00:15:00.330 it. And so that's the first thing that we start with, is helping 225 00:15:00.370 --> 00:15:03.769 people get over the hop we constantly not. Now the channel in site there 226 00:15:03.929 --> 00:15:09.480 is a I do writing prompts. Okay, so tell me about writing promps. 227 00:15:09.600 --> 00:15:13.960 Well, there's thirteen different types of post you can do on Linkedin. 228 00:15:13.919 --> 00:15:18.799 So you know, one would be what we can call the Pitti proverb. 229 00:15:20.000 --> 00:15:24.590 Let's go with that one. So a kitne proverb is where you start your 230 00:15:24.629 --> 00:15:31.830 linkedin post with a something that people like. When I put as like I 231 00:15:31.870 --> 00:15:37.139 wouldn't want to work for myself like that, that you start with something that 232 00:15:37.379 --> 00:15:41.019 is contrary to like what you would normally see. I do not like my 233 00:15:41.139 --> 00:15:43.620 boss, or I'm just making these up on the file, so they may 234 00:15:43.620 --> 00:15:48.940 be terrible, but it's something like that. I mean you hook, you 235 00:15:48.139 --> 00:15:52.809 hook back in and then I showed how to write two to three sentences and 236 00:15:52.889 --> 00:15:56.250 then you do you put. But what I've learned is the proverb, and 237 00:15:56.370 --> 00:16:00.450 the proverb is a single sentence that applies to all of life, that if 238 00:16:00.450 --> 00:16:03.090 you just do that, your life will probably be better or whatever. So 239 00:16:03.480 --> 00:16:07.600 I literally said this is called pitty proverb. This is the type of post 240 00:16:07.679 --> 00:16:08.759 to do. This is the kind of headline that you could write. Here's 241 00:16:08.799 --> 00:16:12.960 examples. And then this is how the post looks. Here's an example of 242 00:16:14.080 --> 00:16:17.559 when Tara did this or when I did this, and then we just put 243 00:16:17.559 --> 00:16:21.029 it in there and then it's an example and then they go wow to do 244 00:16:22.429 --> 00:16:25.230 and they do their own version of their own content, but we're giving them 245 00:16:25.269 --> 00:16:27.990 structure and form. Yeah, I love that. You guys coming up with 246 00:16:29.470 --> 00:16:33.019 certain repeatable formats that people can can start with to get to get comfortable. 247 00:16:33.460 --> 00:16:40.379 And Man, I've Seen People Casey that that rail against the there's too many 248 00:16:40.659 --> 00:16:44.419 one line paragraphs on Linkedin. All the posts kind of kind of look the 249 00:16:44.500 --> 00:16:48.169 same that way and I kind of push back like, well, should we 250 00:16:48.250 --> 00:16:52.330 go back to seventeen hundred newspapers in the seventeen hundreds when there was, you 251 00:16:52.370 --> 00:16:55.730 know, no sense it. It just works right. And the worst thing 252 00:16:55.970 --> 00:17:00.889 I see on Linkedin is people who have really valuable content to share and it's 253 00:17:00.970 --> 00:17:03.759 one big block of text. They put no thought into the fact that Linkedin 254 00:17:03.880 --> 00:17:07.599 is going to give you those first three double space lines for the sea more 255 00:17:07.680 --> 00:17:11.799 button. And so many people take that, take that thing that people would 256 00:17:11.799 --> 00:17:15.440 agree with and they put that up here. But they need to put that 257 00:17:15.640 --> 00:17:19.150 disagreeable or that contrarian point of view to hook people, and so just teaching 258 00:17:19.190 --> 00:17:23.670 people who aren't used to creating content, who aren't copywriters, those sorts of 259 00:17:23.789 --> 00:17:27.950 formulaic things. I think that, and tied with the motivation, is really 260 00:17:27.990 --> 00:17:33.900 where some cool magic can happen. Hey, listen, bro Dosh, probably 261 00:17:33.940 --> 00:17:37.940 shouldn't say this. Then that's when renee we come in and works. We 262 00:17:37.980 --> 00:17:40.299 say case, you don't need to say all this stuff because I'll probably get 263 00:17:40.299 --> 00:17:42.299 in trouble back. But here's the bottom line. I don't really give a 264 00:17:42.579 --> 00:17:45.970 crap what anybody says. Well, I need or don't need to do with 265 00:17:47.130 --> 00:17:52.930 my own content linked in. You know why? The audience decides. Like 266 00:17:53.250 --> 00:17:59.400 if people click on the sea more button and they constantly you're disappointed, they're 267 00:17:59.440 --> 00:18:02.279 not going to do it, they're not going to engage, but if they 268 00:18:02.400 --> 00:18:06.160 click on the seamore button, they go damn, that was good, that 269 00:18:06.319 --> 00:18:08.839 added value to me or gave me a thought or did mean idea, gave 270 00:18:08.839 --> 00:18:12.470 me an encouragement and gave me something new. So, like the only thing 271 00:18:12.549 --> 00:18:15.950 that matters is what the market says. People trying to be experts on what 272 00:18:17.029 --> 00:18:19.829 people should and shouldn't do on linked in is crazy, because I see people 273 00:18:19.910 --> 00:18:23.029 that are gaining linked in. Like I've never done like that. You know, 274 00:18:23.109 --> 00:18:26.789 hey, tag people and you know, to get followers, all this 275 00:18:26.829 --> 00:18:29.460 kind of stuff. I haven't done it, but I'm not saying that. 276 00:18:29.619 --> 00:18:32.539 If they do it and it's working for them, let them do it. 277 00:18:32.779 --> 00:18:36.619 I don't care, like it's just like let people do what they're going to 278 00:18:36.700 --> 00:18:41.099 do. And no bodies like cause people say, like that's more of a 279 00:18:41.220 --> 00:18:45.690 facebook post and I'm like, well, okay, but great, yeah, 280 00:18:45.970 --> 00:18:48.730 cool, yeah, you're cool, cause you'r you can say all that and 281 00:18:49.009 --> 00:18:53.769 all my goal is to show up every day and I know exactly who I'm 282 00:18:53.809 --> 00:18:57.920 trying to write to and I know exactly why I'm writing and I just want 283 00:18:57.960 --> 00:19:00.400 to add value and if people don't like it, then they can just, 284 00:19:00.680 --> 00:19:03.119 you know, cancel me or move on or do whatever they want to do. 285 00:19:03.559 --> 00:19:07.480 So I would say this to your listeners who don't give it two craps 286 00:19:07.519 --> 00:19:11.630 about what people tell you should and shouldn't do on Linkedin. If you've got 287 00:19:11.750 --> 00:19:17.309 blocked text and you're not getting a bunch of post if views, well then 288 00:19:17.630 --> 00:19:18.869 you need to listen. Of like, Hey, you can space it out, 289 00:19:18.910 --> 00:19:22.269 they'll probably read it better. But if you want to write. Want 290 00:19:22.349 --> 00:19:25.299 text, write, bond text, do whatever you want to do. But, 291 00:19:25.539 --> 00:19:27.059 but, but the goal is, like why are you doing this? 292 00:19:27.859 --> 00:19:32.660 And if you're doing it to get follow I'm not doing it to get followers. 293 00:19:33.059 --> 00:19:37.140 I don't care about I care about impacting lives, I care about creating 294 00:19:37.220 --> 00:19:41.529 meaningful relationships, I care about bragging on our team, I care about lifting 295 00:19:41.650 --> 00:19:44.690 people up and like, I just try my best to do that. And 296 00:19:44.769 --> 00:19:47.730 so your motivation of why you're there matters a lot. And if you're there 297 00:19:47.769 --> 00:19:52.210 to sell crap, great self, crap. Like, just be you. 298 00:19:52.369 --> 00:19:53.720 I guess that's what I'm trying to say. Yeah, I love it. 299 00:19:55.079 --> 00:19:57.160 I mean it comes down to what you said there. Is that, you 300 00:19:57.240 --> 00:20:00.319 know, we get into this debate all the time on podcasts. Is You 301 00:20:00.440 --> 00:20:03.759 know what what is quality in a podcast? You need to have of narrative 302 00:20:03.799 --> 00:20:07.069 style and you need to have this and that, and we keep coming back 303 00:20:07.230 --> 00:20:11.869 to you need to do quantity on Linkedin or on a podcast or on a 304 00:20:11.910 --> 00:20:15.630 blog or whatever, twitter, whatever. You need to do quantity and let 305 00:20:15.670 --> 00:20:19.390 your audience determine what is quality. Who are we to sit back here and 306 00:20:19.509 --> 00:20:22.500 say, well, this is the right type of creative post or this is, 307 00:20:22.940 --> 00:20:26.420 you know, whether it's the spacing, the formatting, the what's appropriate 308 00:20:26.579 --> 00:20:32.980 for Linkedin. Put stuff out there and then adjust based on what the audience 309 00:20:33.099 --> 00:20:36.410 is telling you. I mean I put a post out, you know, 310 00:20:36.490 --> 00:20:38.769 last Friday. I thought it was going to kill Casey. I like I 311 00:20:40.049 --> 00:20:44.130 drew this analogy to the Michael Jordan documentary and I was just like, I 312 00:20:44.250 --> 00:20:47.450 was so freaking proud of that. I need it fell super flat. And 313 00:20:47.569 --> 00:20:51.240 then I posted this other thing that was like eight things I do in marketing 314 00:20:51.279 --> 00:20:55.519 in real life and kind of a funny one liner, right, and so 315 00:20:55.880 --> 00:20:59.480 I'm living what you're talking about. But you can't do that. You can't 316 00:20:59.480 --> 00:21:03.309 get enough feedback to determine what's working if you don't do it. And I 317 00:21:03.390 --> 00:21:07.789 think a lot of leaders aren't taken this approach in showing their employees what's in 318 00:21:07.829 --> 00:21:12.589 it for them, supporting them very strategically and giving them coaching and giving them 319 00:21:12.630 --> 00:21:18.099 the safety. I like what you said to Casey about giving your team permission 320 00:21:18.660 --> 00:21:22.299 and the push to write about what they know. You know, James has 321 00:21:22.339 --> 00:21:26.980 talked about this internally. Like you know, he wants me to eventually write 322 00:21:26.980 --> 00:21:29.619 a book on sales. He wants our director of audience growth to write a 323 00:21:29.619 --> 00:21:33.170 book on Keting and Thought Leadership? Who wants our Colo to write a book 324 00:21:33.170 --> 00:21:36.849 on operations, because that is going to be good for them? And just 325 00:21:36.970 --> 00:21:40.769 like you said, you know if you're out there on linkedin adding value, 326 00:21:41.529 --> 00:21:44.650 it is going to come back. The less that we focus on the immediate 327 00:21:44.730 --> 00:21:48.640 return and impact on the business, the more it actually impacts the business right 328 00:21:48.720 --> 00:21:52.480 and and that's so many things in life. Or just this oxymoron, this 329 00:21:52.599 --> 00:21:57.079 antithesis that we we don't want to accept, but when we do man some 330 00:21:57.240 --> 00:22:00.829 really cool things happen, and the organic nature of the way you guys have 331 00:22:00.950 --> 00:22:04.470 exploded on Linkedin, I think, is a really good example. there. 332 00:22:04.910 --> 00:22:08.549 Is there a favorite story of yours, Casey from your team, about the 333 00:22:08.670 --> 00:22:12.269 impact that this has had, whether it's a deal like you just shared that 334 00:22:12.349 --> 00:22:17.339 you saw in slack, or Tara or emily or one of the other members 335 00:22:17.380 --> 00:22:21.059 of the team share on what their experience has been like so far? Yeah, 336 00:22:21.859 --> 00:22:30.369 so I'm tired of Unicorn companies being described as companies that are growing really 337 00:22:30.490 --> 00:22:36.769 fast sales and have this big valuation I would call, I like, uniforn 338 00:22:36.849 --> 00:22:40.930 companies that happen to tell stories of people's lives have been impacted. That's just 339 00:22:41.170 --> 00:22:45.799 me. And so we celebrate people getting braces and there's a grown in patience 340 00:22:45.920 --> 00:22:49.720 that works on our team. And patience has not like your smile. At 341 00:22:49.799 --> 00:22:52.599 thirteen she didn't know where meals were coming from. And this isn't a fake 342 00:22:52.680 --> 00:22:57.279 sad story, this is real. She's the eight mile of business, she 343 00:22:57.440 --> 00:23:00.509 is the minem of business. She can. She had to get out, 344 00:23:02.029 --> 00:23:04.470 put herself through college, somehow finds a way or in to be processes, 345 00:23:04.630 --> 00:23:10.269 fights some calls to get in. Super Smart. She gets an opportunity. 346 00:23:10.710 --> 00:23:14.700 She's not going to waste it. She crushes for a year. She starts 347 00:23:14.779 --> 00:23:17.940 posting on Linkedin and she doesn't even know what to ride or what to say, 348 00:23:18.619 --> 00:23:25.460 and that then she then shares her story about that. She promised herself 349 00:23:25.500 --> 00:23:26.730 twelve, twelve years ago, when she got enough money, because she just 350 00:23:26.769 --> 00:23:30.450 got a raise, that she would get braces. And she got bracest for 351 00:23:30.450 --> 00:23:36.130 herself. And patience is never wanted to smile. Patience now smiles and patience 352 00:23:36.210 --> 00:23:44.119 has braces and patience story and now she's sharing out on a public platform like 353 00:23:44.359 --> 00:23:52.559 linkedin and building network relationships. Is that from patients, being a person that 354 00:23:52.720 --> 00:23:56.710 nobody knew, with not a lot of opportunity and a very bad situation, 355 00:23:56.430 --> 00:24:03.589 to now growing her network, access to relationships, good opportunities and by part 356 00:24:03.630 --> 00:24:07.549 of a company that's moving in the right direction. That's what that's why I 357 00:24:07.829 --> 00:24:11.220 do what I do. That's if you cut US Open, that's who we 358 00:24:11.339 --> 00:24:14.859 are. Dude. I love sales, I love to make money, I 359 00:24:14.980 --> 00:24:18.140 love it. That's great, but I ran my course for thirty six years. 360 00:24:18.619 --> 00:24:21.940 I'm thirty nine now and I'm like on the other side of it and 361 00:24:22.059 --> 00:24:25.490 go going like hey, dude, I need more. I want to talk 362 00:24:25.490 --> 00:24:29.450 about smiles and stories more than I want to talk about rounds and all this 363 00:24:29.490 --> 00:24:32.930 kind of stuff. To Listen, I'm all about investments out love the business 364 00:24:32.970 --> 00:24:36.849 stuff, don't get me wrong, but it doesn't move my soul and I'm 365 00:24:36.970 --> 00:24:38.920 just connected now to the part with our team. It's like a moves my 366 00:24:40.039 --> 00:24:44.640 soul. Emily's the same way. Emily wasn't emily was. She was off 367 00:24:44.720 --> 00:24:45.799 the book, she had a kid. It was just stay at home. 368 00:24:47.119 --> 00:24:49.839 saw a random post from a friend on Linkedin about this company called Raby. 369 00:24:51.240 --> 00:24:52.990 Came in started in Jane. She don't have been here since January. I 370 00:24:53.470 --> 00:24:56.549 thought she's been here since the beginning. She didn't even start post on linked 371 00:24:56.589 --> 00:25:00.309 inuntil a couple months ago and then all the sudden has blown up and has 372 00:25:00.309 --> 00:25:03.829 all these opportunities and more and as a smart and I can just give you 373 00:25:03.950 --> 00:25:10.299 story after story, and those are the trophies for us, like selling the 374 00:25:10.460 --> 00:25:14.380 company to and making a bunch of money is not a trophy for me. 375 00:25:15.059 --> 00:25:19.180 I just am I want to die happy and fulfilled for these people and that's 376 00:25:19.180 --> 00:25:22.609 why we do this and I think that's why it's working and I love it. 377 00:25:22.690 --> 00:25:29.250 It's where you started, with that opportunity for the individual. What is 378 00:25:29.369 --> 00:25:33.210 in it for them? Because, and that's not something that you can fake, 379 00:25:33.250 --> 00:25:37.599 it's not something that you can you can have that closed fist mindset about, 380 00:25:37.680 --> 00:25:41.880 like you said, that that position, but still try to motivate the 381 00:25:41.000 --> 00:25:45.279 team in the right way to do this because it's going to benefit the business. 382 00:25:45.359 --> 00:25:48.240 So for folks that don't have that mindset, I'd say you got to 383 00:25:48.359 --> 00:25:52.710 back up two, three, probably more steps before you can start to implement 384 00:25:52.869 --> 00:25:55.789 what you're talking about here. Casey that are going to have the impacts, 385 00:25:55.869 --> 00:25:59.990 casting the vision for the team given them examples that sort of stuff. Look 386 00:26:00.069 --> 00:26:03.269 because I've talked to some some CEOS that don't they don't they don't see it 387 00:26:03.349 --> 00:26:06.859 this way or they have a different perspective. I think it's totally fine to 388 00:26:06.900 --> 00:26:11.660 go guys. Do you just want to hit your compensation numbers, like literally, 389 00:26:11.740 --> 00:26:15.420 like do you want to like, you know, reduce cost and for 390 00:26:15.500 --> 00:26:18.609 high and speed to hire so that you get more moot? Whatever it is, 391 00:26:18.690 --> 00:26:22.289 whatever the met like. This doesn't have to be Casey's motivation or core 392 00:26:22.490 --> 00:26:27.130 for his team. It can literally be like motivating your team. If you 393 00:26:27.250 --> 00:26:32.490 just have a celles person that wants to make double the income, it is 394 00:26:32.569 --> 00:26:34.680 a hundred percent fine to just say, dude, I can show you how 395 00:26:34.720 --> 00:26:37.759 to do this. If you give me six months, you're going to be 396 00:26:37.839 --> 00:26:41.480 doubling what you're bringing home your family. I'm going to show you exactly how 397 00:26:41.480 --> 00:26:44.240 to do it. And so it can be direct one to one business and 398 00:26:44.319 --> 00:26:45.680 it doesn't have to be. I want to impact this person's soul in life. 399 00:26:45.799 --> 00:26:48.029 It could be all about growth, it could be all about money, 400 00:26:48.430 --> 00:26:51.869 but at the end of the day I think you're going to be fighting an 401 00:26:51.910 --> 00:26:57.349 uphill battle if it's just help the company like this helps the company, because 402 00:26:57.349 --> 00:27:00.029 if they're not getting anything out of it, then why do they care? 403 00:27:00.269 --> 00:27:04.099 And so that's my two sense. Man. I love that case of this 404 00:27:04.259 --> 00:27:10.259 has been a fantastic conversation, man. Obviously everybody listening to this can hear 405 00:27:10.380 --> 00:27:12.740 your passion. I was really excited to hop on it and chat with you. 406 00:27:12.779 --> 00:27:17.130 You've been in my linkedin feed for a lot for a while now and 407 00:27:17.250 --> 00:27:18.890 talk into Matt and Emily on the team. They're like, you know, 408 00:27:18.930 --> 00:27:22.410 I have you heard Casey Talk? I'm like, well, I've been reading 409 00:27:22.450 --> 00:27:23.250 a lot of them, so I think I know what he sounds like. 410 00:27:23.690 --> 00:27:27.490 But then here and here in your show, shout out to the recurring revenue 411 00:27:27.529 --> 00:27:30.359 show. Will Link to that in the show notes. If you want to 412 00:27:30.400 --> 00:27:34.839 hear Casey rant and and get fired up more often than just one time here 413 00:27:34.880 --> 00:27:37.359 on BB growth goes, subscribe to that show. The link will be in 414 00:27:37.400 --> 00:27:41.119 the show notes. Casey. If anybody listening to this wants to stay connected 415 00:27:41.160 --> 00:27:45.269 with you or reach out to the team at Gravy, what's the best way 416 00:27:45.309 --> 00:27:48.109 for them to go about doing that? Man, yeah, gravy solutions, 417 00:27:48.269 --> 00:27:52.670 dot ioh Gravy Solutions Dio and obviously I'm on linked in. I love it, 418 00:27:52.789 --> 00:27:53.869 Casey. Thank you so much for the time today. Man, this 419 00:27:53.950 --> 00:28:00.539 has been a really fun conversation. Please right. Gary v says it all 420 00:28:00.660 --> 00:28:06.539 the time and we agree. Every company should think of themselves as a media 421 00:28:06.619 --> 00:28:11.539 company first, then whatever it is they actually do. If you know this 422 00:28:11.700 --> 00:28:15.210 is true, but your team is already maxed out and you can't produce any 423 00:28:15.250 --> 00:28:18.089 more content in house, we can help. We produced podcast for some of 424 00:28:18.130 --> 00:28:22.930 the most innovative bb brands in the world and we also help them turn the 425 00:28:22.009 --> 00:28:26.960 content from a podcast in the blog posts micro videos and slide decks that work 426 00:28:27.039 --> 00:28:30.559 really well on linked in. If you want to learn more, go to 427 00:28:30.599 --> 00:28:34.799 sweetphish Mediacom launch or email logan at sweetphish Mediacom.