#BehindTheCurtain 13: Why James Wore 9 Different Hats in Our New Instragram Ads

WEBVTT 1 00:00:06.280 --> 00:00:10.509 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:11.029 --> 00:00:16.109 invite industry experts to be guests on your show and watch your brand become 3 00:00:16.149 --> 00:00:22.059 the prime resource for decision makers in your industry. Learn more at sweetfish MEDIACOM. 4 00:00:26.980 --> 00:00:31.940 You're listening to BEDB growth, a daily podcast for BTB leaders. We've 5 00:00:31.980 --> 00:00:35.579 interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, 6 00:00:35.929 --> 00:00:40.009 but you've probably never heard from the majority of our guests. That's because the 7 00:00:40.090 --> 00:00:44.729 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:44.770 --> 00:00:49.130 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:49.130 --> 00:00:53.719 experimenting with tactics, they're building the fastest growing BTB companies in the world. 10 00:00:54.359 --> 00:00:57.200 My name is James Carberry. I'm the founder of sweet fish media, a 11 00:00:57.320 --> 00:01:00.920 podcast agency for BB brands, and I'm also one of the CO hosts of 12 00:01:00.000 --> 00:01:04.150 this show. When we're not interviewing sales and marketing leaders, you'll hear stories 13 00:01:04.189 --> 00:01:07.750 from behind the scenes of our own business. Will share the ups and downs 14 00:01:07.790 --> 00:01:12.150 of our journey as we attempt to take over the world. Just getting well, 15 00:01:12.829 --> 00:01:19.060 maybe let's get into the show. Hey, everybody, Logan with sweetfish 16 00:01:19.060 --> 00:01:23.540 this year. Before we get straight into today's interview, I wanted to let 17 00:01:23.579 --> 00:01:26.579 you know about another podcast you might enjoy. If you are a regular listener 18 00:01:26.659 --> 00:01:33.129 of this show, you'll probably really like the B Tob Revenue Executive Experience With 19 00:01:33.290 --> 00:01:37.969 Chad Sanderson over at value selling associates. Chad is a good friend of ours 20 00:01:38.010 --> 00:01:42.250 here at Sweet Fish, a phenomenal podcast host. I really liked one of 21 00:01:42.329 --> 00:01:47.239 his older episodes from probably a year back, with type Capony, the author 22 00:01:47.400 --> 00:01:53.560 of the transparency sailed. Great conversation about leveraging honesty, transparency and a value 23 00:01:53.599 --> 00:01:57.799 added approach in B Tob Sales. Check out the B Tob Revenue Executive Experience 24 00:01:59.079 --> 00:02:02.230 With Chad Sanderson on apple podcast or anywhere you do your list. All right, 25 00:02:02.430 --> 00:02:07.310 now let's really get into the show. Welcome back to be tob growth. 26 00:02:07.389 --> 00:02:12.349 I'm Logan lyles with sweet fish media. Today is another episode in our 27 00:02:12.509 --> 00:02:15.620 behind the curtain series where we're unpacking some of the lessons learn in our own 28 00:02:15.699 --> 00:02:20.699 growth story, some of the things, the tactics and strategies that we're experimenting 29 00:02:20.740 --> 00:02:23.340 with in our own business. As usual in our behind the curtain series. 30 00:02:23.419 --> 00:02:27.259 I'm joined by my good Buddy James Carberry. James, how you doing today, 31 00:02:27.340 --> 00:02:30.770 man, oh, I am fantastic. My Man, awesome. We're 32 00:02:30.810 --> 00:02:36.770 going to be talking about creating contextual, creative especially for your paid media strategy. 33 00:02:37.090 --> 00:02:39.889 You know, folks who listen to this show regularly, no that you 34 00:02:39.969 --> 00:02:46.800 know we disagree a good bit with the quality over quantity argument when it comes 35 00:02:46.840 --> 00:02:51.000 to content, whether organic or paid. But at the same time we're not 36 00:02:51.120 --> 00:02:53.639 saying that you should just do volume for volumes sake and you should let the 37 00:02:53.719 --> 00:02:58.479 quality go that you know. We did an episode on this that that really 38 00:02:58.520 --> 00:03:00.830 unpack that the folks can go back to. But it's got to be quantity 39 00:03:01.229 --> 00:03:05.949 and quality, and one of the things that you can do to increase the 40 00:03:05.990 --> 00:03:09.469 quality is to put more context with the content that you're putting out. Can 41 00:03:09.509 --> 00:03:12.830 you tell us a little bit about that and then we'll get into the story 42 00:03:12.900 --> 00:03:15.020 to unpack her. Yeah, so my wife makes fun of me about this 43 00:03:15.060 --> 00:03:21.419 all the time, but I basically spend my shower time watching Gary v Videos 44 00:03:21.740 --> 00:03:24.659 and so she got me this little like stand for in our in our shower 45 00:03:24.740 --> 00:03:28.849 where I can watch we can watch gary videos and I'm watching one the other 46 00:03:28.889 --> 00:03:32.009 night and he's talking about just this massive opportunity. I've heard him talk about 47 00:03:32.009 --> 00:03:36.610 this a lot, but he's talking about this massive opportunity that we have to 48 00:03:37.129 --> 00:03:40.560 stand out in a market place with, with paid media, it's getting crowd 49 00:03:40.680 --> 00:03:46.520 more crowded by the second, with these big, jugger not companies that are 50 00:03:46.639 --> 00:03:50.759 finally pulling their head of their butt and starting to spend money in appropriate places 51 00:03:50.800 --> 00:03:55.550 as opposed to TV and billboards where nobody's paying attention anymore. And as they 52 00:03:55.669 --> 00:04:00.030 do that it's going to be more competitive and the way that you can stand 53 00:04:00.069 --> 00:04:05.030 out with paid media is creating a whole lot of context. And the thing 54 00:04:05.110 --> 00:04:09.990 that he said that really struck me said so many people think about their message 55 00:04:10.180 --> 00:04:15.860 first and then they blast it to everyone. But because they know that the 56 00:04:15.939 --> 00:04:20.220 message is being blasted to everyone, the message ends up being very vanilla and 57 00:04:20.420 --> 00:04:27.689 boring and not contextual at all. And so instead, if you think specifically 58 00:04:27.689 --> 00:04:31.290 about who do I want to reach, who am I trying to reach specifically? 59 00:04:31.490 --> 00:04:36.050 Not at a high level, not VP's of marketing, not what you 60 00:04:36.129 --> 00:04:43.639 know Cios, but no, I'm trying to get somebody that's been a cio 61 00:04:43.920 --> 00:04:48.199 in Chicago for fifteen years. That's worked at fortune five hundred companies. Okay, 62 00:04:48.680 --> 00:04:53.029 now that I have that level of granularity around who I want to watch 63 00:04:53.310 --> 00:04:57.790 this video or this piece of creative now I'm going to go create messaging that 64 00:04:57.990 --> 00:05:02.670 aligns to that audience. And he said when someone sees something like that and 65 00:05:02.829 --> 00:05:08.180 it's contextual to them their way more likely to pay attention to it then if 66 00:05:08.180 --> 00:05:12.860 they see something that's super generic and doesn't speak to them personally. And so 67 00:05:12.939 --> 00:05:15.779 I had this idea. You know, the greatest ideas come to shower, 68 00:05:15.139 --> 00:05:18.579 and so I came downstairs and I grabbed one of my Gary v Shirts, 69 00:05:18.939 --> 00:05:23.250 my you know, the patients is key shirt with his signature on the front 70 00:05:23.250 --> 00:05:26.170 of it, and I grabbed nine in my baseball hats, because I'm on 71 00:05:26.209 --> 00:05:28.689 a quest to go to every baseball park in the country and I've got, 72 00:05:29.170 --> 00:05:31.370 I've recently started getting hats at all these parks. So I've got like nine 73 00:05:31.410 --> 00:05:34.209 hats that are brought down and I thought, you know what, I'm just 74 00:05:34.290 --> 00:05:38.759 going to do a little selfie video to promote the book that we've got coming 75 00:05:38.759 --> 00:05:43.480 out on January seven content based networking, and so I filmed these videos in 76 00:05:43.639 --> 00:05:47.079 nine different hats, and so I put on my Minnesota twins hat and I 77 00:05:47.199 --> 00:05:51.269 have my Gary v Shirt on and the video went something like this. Hey 78 00:05:51.350 --> 00:05:55.829 Minnesota, if you are a Gary v Fan like me, and I pointed 79 00:05:55.870 --> 00:05:58.870 at my shirt, then you're probably going to really like the book that I 80 00:05:58.949 --> 00:06:01.509 just launched called content based networking. It's a three part framework to help your 81 00:06:01.550 --> 00:06:05.699 verse engineer the exact relationships you need to grow your business and your career. 82 00:06:05.939 --> 00:06:09.939 You can listen to it on audible. You can check out physical copy of 83 00:06:09.980 --> 00:06:12.660 the book. Just click the link there. And I pointed, I pointed 84 00:06:12.740 --> 00:06:15.860 down where they would, you know, on an instagram add and I did 85 00:06:15.939 --> 00:06:18.810 that nine times. I did that in my Cleveland Indians Hat, I did 86 00:06:18.889 --> 00:06:25.689 that in my Arizona diamondbacks hat and I addressed the city or state of the 87 00:06:25.930 --> 00:06:30.009 team of the hat that I was wearing. So now, whenever we run 88 00:06:30.050 --> 00:06:33.920 those ads, we're running ads to people that are Gary v Fans and live 89 00:06:34.079 --> 00:06:39.399 in specific cities. So we're running nine different campaigns and nine different cities, 90 00:06:39.839 --> 00:06:44.839 using not just one not just the city, but also the fact that these 91 00:06:44.920 --> 00:06:47.110 are Gary v Fans. So they're going to see me in a twins hat 92 00:06:47.430 --> 00:06:53.029 and for whatever reason by twins hat gets tons of reactions. I kind of 93 00:06:53.069 --> 00:06:56.629 I thought that was just our team with no everywhere I go, who were? 94 00:06:56.670 --> 00:06:59.750 Look, look the head. It's got like the TC for twin city. 95 00:06:59.870 --> 00:07:02.660 So it's like not super on the nose. So only people in Minnesota 96 00:07:02.779 --> 00:07:05.339 know what it is. Anyway, people love it. But you're going to 97 00:07:05.420 --> 00:07:09.740 see the hat, the twins hat, and you're in Minnesota and you're going 98 00:07:09.779 --> 00:07:13.180 to go out this guy like is this guy in my knee? Like well, 99 00:07:13.339 --> 00:07:15.209 I gotta pay attention. And then I'm going to mention Gary V. 100 00:07:15.449 --> 00:07:19.129 You're like, Whoa, I'm a Gary v Fan to and the likelihood? 101 00:07:19.250 --> 00:07:24.889 Yeah, on the shirt. So so the likelihood of them then listening to 102 00:07:25.009 --> 00:07:27.490 the rest of my message? Now, are they going to be interested in 103 00:07:27.610 --> 00:07:30.360 growing their network? Or there was I don't know. I mean if they're 104 00:07:30.399 --> 00:07:34.680 Gary Vy fan, probably, but the likelihood of US selling more books to 105 00:07:34.839 --> 00:07:41.600 people because we did contextual creative. I did nine little thirty second videos as 106 00:07:41.639 --> 00:07:45.149 opposed to just doing one talking about how great the book was. I have 107 00:07:45.230 --> 00:07:46.870 a feeling results are going to be a lot better. So that's my two 108 00:07:46.910 --> 00:07:50.949 cents on contextual creative I'm really excited about it and pump to be able to 109 00:07:50.990 --> 00:07:55.389 share results whenever we have them. Yeah, absolutely, and I as you 110 00:07:55.509 --> 00:07:58.470 were sharing with this with me the other nine I just thought, you know, 111 00:07:58.550 --> 00:08:01.420 it was it was super smart man. I mean I love what you're 112 00:08:01.500 --> 00:08:03.699 doing. Taking what Gary Talks about, you know, starting with the audience 113 00:08:03.779 --> 00:08:07.259 first and then the message. I mean I have guests here on the show 114 00:08:07.420 --> 00:08:11.180 talk about you know, we have to start with our prospect in mind and 115 00:08:11.660 --> 00:08:15.490 I think we can rely a little bit too much on well, you know, 116 00:08:15.610 --> 00:08:18.649 this is the title we serve. Okay, we know a little bit 117 00:08:18.689 --> 00:08:22.209 about them, but going just a little bit deeper, even if it is 118 00:08:22.449 --> 00:08:24.889 just based on the city, and you know there are brands that have a 119 00:08:24.970 --> 00:08:28.920 lot more data at their finger tips than we do with some of their text 120 00:08:30.000 --> 00:08:33.000 act where you can go, you know, even more granular, but taking 121 00:08:33.039 --> 00:08:35.600 the time to do it. You know, a lot of folks here Gary 122 00:08:35.600 --> 00:08:39.360 v Talk about you need to be creating a hundred pieces of content today and 123 00:08:39.399 --> 00:08:43.669 they think that he's just, you know, being hyperbolic. There is just, 124 00:08:43.870 --> 00:08:46.669 you know, throwing out a number to get people to do more. 125 00:08:46.190 --> 00:08:48.509 But when you think about it, I mean one he talks about. Like 126 00:08:48.870 --> 00:08:52.029 you know, twenty five of those can be tweets. So okay, there's 127 00:08:52.029 --> 00:08:54.509 there's a big chunk of that. But the other pieces, you know you 128 00:08:54.669 --> 00:08:58.019 just talked about nine hundred and ten, a dozen that are really the same 129 00:08:58.179 --> 00:09:03.019 thing, that are very quick but thoughtful context that makes them easy to do 130 00:09:03.299 --> 00:09:07.700 and and pulls a lever that is going to, I think you know, 131 00:09:07.860 --> 00:09:11.769 increased conversion rates dramatically. So, you know, going back to what we 132 00:09:11.970 --> 00:09:16.370 talk about in quality and quantity in your paid media strategy, in your organic 133 00:09:16.490 --> 00:09:20.250 content strategy. I hope this helps folks, you know, think about a 134 00:09:20.330 --> 00:09:24.559 very tactical, tangible way that they can go about doing it. And I 135 00:09:24.720 --> 00:09:28.960 loved it. You know, we told it with a story of you and 136 00:09:28.000 --> 00:09:31.960 the shower and Gary be so it was also a fun one. Man, 137 00:09:33.200 --> 00:09:35.200 I always love these. Jazz Man, I'm glad we're getting into the rhythm 138 00:09:35.279 --> 00:09:39.470 here of the behind the curtains episode. If you like these, you can 139 00:09:39.470 --> 00:09:43.549 go to sweet fish Mediacom blog, look in the categories on the right hand 140 00:09:43.669 --> 00:09:46.750 side and you'll see all of our different Hashtag series, Hashtag behind the curtains. 141 00:09:46.990 --> 00:09:50.750 You can check these out, as well as different series like category creation 142 00:09:50.950 --> 00:09:56.580 and agency. If you're with an agency, drew McClellan's doing some fantastic content 143 00:09:56.700 --> 00:09:58.980 within that series. As always, we would love to connect with you. 144 00:10:00.019 --> 00:10:03.100 If you're a regular listener of the show and we're not connected on Linkedin, 145 00:10:03.659 --> 00:10:07.210 hit me up Logan Lyles and James carberry on Linkedin. As always, thank 146 00:10:07.210 --> 00:10:15.049 you so much for listening. We totally get it. We publish a ton 147 00:10:15.129 --> 00:10:18.409 of content on this podcast and it can be a lot to keep up with. 148 00:10:18.929 --> 00:10:22.080 That's why we've started the BTB growth big three, a no fluff email 149 00:10:22.200 --> 00:10:26.879 that boils down our three biggest takeaways from an entire week of episodes. Sign 150 00:10:26.919 --> 00:10:35.080 up today at Sweet Phish Mediacom Big Three. That sweet PHISH MEDIACOM Big Three