Transcript
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Hey there, this is James Carberry, founder of sweet fish media and one
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of the cohosts of this show.
The last year and a half I've been
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working on my very first book.
In the book I share the three part
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framework we've used as the foundation for
our growth here at sweetfish. Now there
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are lots of companies that have raised
a bunch of money and have grown insanely
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fast, and we featured a lot
of them here on the show. We've
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decided to bootstrap our business, which
usually equates to pretty slow growth, but
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using the strategy outlined in the book, we are on pace to be one
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of inks fastest growing companies in two
thousand and twenty. The book is called
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content based networking, how to instantly
connect with anyone you want to know.
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If you're a fan of audiobooks like
me, you can find the book on
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audible or if you like physical books, you can also find it on Amazon.
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Just search content based networking or James
carberry CR be aary in audible or
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Amazon and it should pop right up. All right, let's get into the
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show. Hello and welcome to the
B Tob Growth Show monthly book talk.
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I'm Dougle Spreadad host of the marketing
book podcast, where each week I publish
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an interview with the author of a
new marketing or sales book to help my
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listeners succeed in the quickly changing world
of marketing and sales. Joining me is
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my friend James me or, author
of the perfect close, the secret to
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closing sales, the best selling practices
and techniques for closing the deal. I
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read every book featured on the Marketing
Book Podcast, but James Reads even more
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books than I do and he listens
to every episode of the Marketing Book Podcast.
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So I'm delighted that he can join
me and if either of US can
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recommend any marketing or sales books or
other resources for whatever situation you find yourself
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in, please feel free to connect
with us on Linkedin, where we can
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chat and we'll do our best to
point you in the right direction. In
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this monthly episode of the BB Gross
Show, we briefly recap some of the
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key ideas from the marketing and sales
books that were recently featured on the marketing
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book podcast. James, welcome back
to the BB gross show book talk.
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Thank you, Douglas. In this
episode we're going to talk about, for
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recent books featured on the marketing book
podcast, which are lessons essays to help
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you embrace the chaos by Mark Shaffer. The three minute rules say let's to
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get more from any pitch or presentation
by brand pinvitic. They ask you answer.
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A revolutionary approach to inbound sales content
marketing in today's digital SMER. This
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is the revised and updated second edition
by Marcus Sheridan. And social media success
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for every brand. The five story
brand pillars that turn post into profits by
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Claire Diez or Tis. So onto
the books. First up we've got lessons
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essays to help you embrace the chaos
by Mark Schaefer. Now Mark Shafer is
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now officially the keying of the marketing
book podcast with six appearances, so I
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love all the interesting questions he brings
up in this books tell us a little
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bit about Mark Shafer and lessons.
And for those listeners in the UK,
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we don't mean a king like you
know, that monarchy. We're talking about
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king like Elvis Presley, the real
king of rock and roll, and Mark
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Lives in Tennessee. Elvis lived in
Tennessee. I mean the similarities are just
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amazing. But mark has been on
the podcast six times, so the fifth
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time he was on he got a
week at my beach house. This time
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I gave him one of my wife's
horses. Now my wife doesn't know I
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gave one of her horses away,
but I told him you're I'm really we're
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going to save a fortune because that
animal eats better and gets better healthcare than
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I do. So I didn't really
get any horse, but I can dream,
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can I? So this book was
a new approach that he's done and
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it's only on kindle and it was
a recap of several, I want to
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say thirty or so, HMM,
blog post that he had done over the
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last couple of years and he's a
prolific blogger. They probably blog five times
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a week. Its blog and there
just been some real gems and so he
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resurrected this and it really was just
excellent, just excellent, and there were
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so many things that we talked about
and we can't obviously cover, you know,
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all of them, but some of
the real highlights in there was where
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he talks about how chapter five,
it's title why marketing is lost. Yes,
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and you may remember that days,
where he talked about how marketing technology
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is actually one of the biggest problems
with marketing now because, as he says,
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it's becoming synonymous with creating customer hate
at scale and it's really ringing all
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the humanity out of marking that used
to be there. And he said a
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lot of marketers are, you know, having a problem with that and not
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thinking like a human and you actually
have to go even further and trying to
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portray humanity and vulnerability and so forth
in marketing, which is largely a digital
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these days, because it can seem
so impersonal because you're not there with with
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somebody, and not least not right
away. Another thing that he talked about
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that I found very interesting is he
really cannot stand how people don't understand this
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concept of hustle that seems so pervasive
today. He said it's like greats on
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him, like a rake on rocks, and there's certain marketing and sales gurus
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out there who are always talking about
the hustle and a lot of people are
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misinterpreting that. And he talked with
this concept of hustle shaming, like if
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you're not working as hard as I
am, you're not going to be successful,
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and he's just saying that's really toxic
and it's not good advice. You
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should be focused on working smarter.
Obviously you have to do hard work,
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but it's not about some sort of
from, you know, breast beating about
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just how hard you're working. He
calls at the bigotry of Hustle. Yes,
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a lot of people get sucked into
that and then they end up losing
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family and friends and all that just
because of all in the name of Hustle.
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Yeah, yeah, now, he
wrote a book a few years ago
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called content shock and this was based
on a blog post he did a few
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year a year before that that got
like a thousand comments on it and basically
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he was talking about how there's so
much content out there now. Think alphabet
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has. Eric Schmidt, the Chairman
or past chairman, had said that if
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you took all the content that was
ever produced up until the year two thousand
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and three in the world, that
content is now being produced every day.
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It's just it's staggering. There's too
much out there and is having this effect
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on people. And one of the
things that's in the book he talks about
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how you can no longer think of
the published button, let's say you're on
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a blog, as the finish line. That's just the start. There's several
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other things you have to then do
to activate your content. And once again
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it's one more thing about marketing.
It's becoming more labor intensive and complicated.
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But he talks about how content shock. Yeah, there is content shock,
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but first you need to figure out
would content even make sense for Your Business?
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Yes, very honest. You know
there's a lot of content marketing surveyors
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out there saying no content marketing.
You know that's going to solve all your
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problems and all your dreams will come
true. But he's saying that, look,
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you may be in a vertical or
a category where somebody's already built a
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moat. It's going to be hard
to scale. You've got to figure out
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a different way around there. Don't
do exactly what they're doing. So I
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thought that was very refreshing from him. And the other thing that we talked
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about is when he was getting his
MBA Claremont, he studied under the under
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yeah, Peter Drucker, the great
twenty century management expert, and he talked
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about once again how one of the
most famous quotes Drucker said was, and
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I have it here, because the
purpose of business is to create a customer.
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The Business Enterprise has too and only
two basic functions, marketing and innovation.
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Marketing and innovation produced results. All
the rest are costs, and he
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explained that and it ruffles a lot
of feathers when people talk about that and
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it does require a bit more explanation, but that was a very important quote.
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Now would urge listeners, if they're
not familiar with that, to to
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Google that and read some articles about
that. So I really enjoyed that part
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of the book. That wasn't a
very insightful chapter. Yeah, what one
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last thing that I've just found so
amusing, where he talked about social media
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and he he thinks that social media
is actually making companies better at marketing.
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And what he means by that is
he quotes some CEO who met him who
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said, and I'll resist doing it
with a, you know, a southern
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accent, but he said I love
advertising. You write a check and something
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happens. He says now the people
are talking back to me. It's like
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the deer have guns. Yeah,
well, what he says is that's because
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of social and the Internet. Everybody
is equal now, right when it comes
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to marketing, and so now that's
that's making it, that's cretting a lot
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of competition. You've got a competition
coming from both the top and the bottom.
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At the end of every interview I
asked the author if if readers took
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only one thing away from your book, what would you hope it would be?
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What was marks? Marks? One
takeaway was, of course, the
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whole theme of the book is about
embracing chaos. But he says just to
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be patient with yourself. You don't
have to have all the answers right now,
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and I love the collection of challenges, approaches and thinking. That mark
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applies to marketing here. It helps
to maintain sanity and focus the miss all
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that chaos that's out of it out
there. So I thought was a phenomenal
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book. Next up we've got the
three minute rule. Say Less to get
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more from any picture presentation by Brent
PINVITIC and this book as about how to
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deliver and create very tight messaging and
I really love this book. Tell us
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a little bit about the three minute
rule. Well, first off I knew
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James Muir would like this book.
You know me well, yes, and
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this is a terrific book. So
a little bit of backstory Brent Pinvitic.
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He's in Hollywood and he produced some
of the biggest reality TV shows like the
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biggest loser, Bar Rescue, master
chef and extreme makeover weight loss edition.
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Now he had to pitch thousands of
TV shows to the networks over the years
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and he started to realize that certain
things worked and certain things didn't, and
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the main thing was that they understood
the concept of the show within the first
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three minutes. And he came to
this realization one day when he was walking
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into a pitch and who was walking
out but Simon Cowell, and then he
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saw another big reality TV show producer, Mark Burnett, in the lobby and
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he just thought I'm in between the
two biggest reality TV show people. I'm
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just going to get to the point. So anyway, over the years he
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kept refining this pitch and he realized
he got a reputation as the person in
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Hollywood where everyone understood the pitch.
And if they understand your pitch or if
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they understand what your business does,
you're much more likely to sell. So
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he has this acronym for the his
four step approach, but you really kind
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of need to read the book to
understand how he arrived at these things.
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And James Tell the listener what the
what the acronym is and the approach.
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Sure, he's got an acronym he
called it's called whack WHAC, and the
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the W is what is it?
The A, the H is how does
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it work? The A is are
you sure? And the sea is can
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you do it? That is,
can you deliver the results? And the
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all of this is very different.
Also, he gives some discussion over hooks.
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He goes sometimes the hook doesn't even
need to be mentioned right, it's
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sort of the conclusion that they come
to. You need to let them discover
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it. Yeah, exactly. So
when you do it right, the audience
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can you can, they can still
see the endcoming, but they still want
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you to take them there right.
And he kind of goes into the and
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then philosophy of writing, the story
part of it. But that's the framework
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that he's using to create these three
minute these three minute pitches, and he's
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got sort of a broad framework that
he uses of few lots of post it
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notes and then he's got a way
of creating them all and then distilling them
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back down so that you can get
it down into this three minutes. That
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is the most salient and and his
argument is that people will not. They
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don't want to have that conversation with
you until they understand what it is.
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Yeah, and that's very different.
Right then the messaging that we've been taught
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in the past, which is I'm
going to give you a shocking statement and
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then I'm going to prove it.
Right, right, you know, statement
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and then I and I have to
prove it. He's going to explain what
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it is first and then they kind
of AH, okay, I see that,
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and then they're ready to take on
the rest of it. So it's
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a very different paradigm. I really
liked it. Yeah, and in the
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interview he talked about how quickly people
catch on and how seriously suspicious people are,
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and he talked about how click yeah, blog titles don't even work as
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well as they did two years ago. And he talked about how if you
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make a big claim, like you
might hear somebody making a bad elevator pitch,
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like I get twenty percent return for
my clients. Well, the first
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thing someone's doing now is saying there's
a catch there, or or BS,
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or BS, prove it. I'm
going to pierce a hole in that armor.
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So instead you do that. Any
talks about how if there's something you
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don't want them to find out or
know, you better tackle that and he
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talked about how he's been hired by
a number of corporations to help them with
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investor relation presentations, and one of
the tricks in the book is, he
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says, you've got to sit down
and say what's the one thing you hope
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they don't find out, and that
the you don't want them to know,
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because they are going to find out
and they will know it and they're going
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to keep looking. You should leave
with any gave examples of how, in
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the past is one company had an
issue with the way their debt was structured,
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but they didn't never want to bring
it up at the analysts at the
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presentations would say, you know what, they'd start tearing that apart. Well,
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they hired him and they said look, before we get started, you
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know there's an issue with our dead
here and we're structuring it this way and
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here's why, and so forth.
No questions. In fact, some of
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the people were like, we'll guide. Do you guys need more money?
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It's just you get that out there. That also plays into the whole trust
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factor, right, is when we
when we bring up there, you think
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of the thing, what is it
you don't want them to know, and
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then just open up that right away. That increases the trust and that kind
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of ties in to his original thing, which is instead of this state of
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shocking statement and then prove it.
He uses an example of Niagara Falls.
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There's a time when Niagara Falls froze
over and the people were so used to
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hearing Niagara Falls that when the silence
happened because it froze that it got everybody's
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attention, and so that's kind of
his analogy for the whole strategy of doing
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it this way. Is, instead
of sounding like all the noise that's out
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there, you're sort of this the
opposite of that, right. You're the
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you're the inverse of it. You're
the frozen Agara Falls, the silence that
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that brings people in. So I
think that ties into the know, to
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that whole message around if you've what's
the thing that you don't want them to
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know? Hmm Yo, introduce that
into the into because what he says is
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they, the audience, will hate
you for hiding negative things. Yes,
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okay, yeah, and so is
that they're always going to find out.
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There's no scenario where they don't find
out, and so if you don't tell
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them, then they think you're hiding
something and that changes you into a different
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kind of person. That's a liar, basically what he's saying. Well,
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one thing he also talked about in
the book was a lot of companies will
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say, well, Brent, it's
just going to take us more than three
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minutes to get our information out there. And he's had big companies come to
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him and say that and he said, look, it's not about putting all
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your information in the first three minutes, it's about putting just those four things
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to the point where they will then
say, ah, Oh, okay,
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I get it. Well, let
me ask you this. So now there
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was he's had forty five ninety minute, three hour meetings and they were very
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successful where they talked about how whatever
the show or whatever he was pitching would
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help them. But it was only
because he got it started correctly. So
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if you have a ninety minute meeting
with an interested person that's asking questions and
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thinking about this, that's not a
bad thing. Yeah, it's not about
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keeping it to just three minutes,
it's about making the best three minutes.
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Yeah, and then that gets you
the license to get to the rest of
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the meeting right, and so the
meeting could go long even right. You
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could do an hour, do two
hours, but what brought them into that
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was that initial three minutes. That
where they make their judgment, and that's
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really the crux of his whole thing
is, regardless of what you're doing,
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your audience first impressions of you are
going to be formed pretty much in that
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first three minutes, and so that's
why it's so important. Yeah, and
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and finally, the the other thing
he talked about is that you should never
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ever say or do anything in your
pitch that reminds the audience that they're being
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pitched or sold to. And what
people are more suspicious of that now than
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than even in the past. So
I think it's a book that's going to
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be around for a long time and
it really was fantastic and we've started doing
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it. We want to help clients
with it. We've got the post it
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notes all over our board and just
to speak out of school, James Muir
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has already read the book twice.
I love this book, so I won't
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lie. And his one takeaway on
this one was was that, you know,
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his main goal in life is just
get get people to the point where
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they can explain what they do and
the value of it. Right, get
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to the point where you can just
explain what you do in the value of
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it, so that you know when
you're being judged, they at least understand
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the value of your offer. Yes, let's move on. Next up we've
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got they asked you answer a revolutionary
approach to inbound sales, content marketing and
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today's digital consumer. This is the
revise and updated second edition by Mark Sheridan
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and you know, the first book
was so phenomenal that I was really excited
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to read the additional one. I
think it's almost a hundred pages of extra
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material in there. So it tell
us a little bit about the second edition
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of they ask you answer, as
background for hoaks have done to WHO Marcus
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Sheridan is. He started a fiberglss
Pool Company in Virginia Two thousand and one.
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Two Thousand and eight, the real
estate market crashed and they almost went
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out of business and they didn't have
any money left for all the advertising they've
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been doing, and so they were
starting to have to lay people off.
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He was at risk of bankruptcy,
my lose his house and he was at
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the end of his rope, but
he just didn't want to give up,
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you know, typical entrepreneur, and
so he started writing articles on his website
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answering every question he'd ever gotten from
a customer, even ones that his competitors
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wouldn't want to answer. For instance, how much is a pool cost?
269
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Or Yeah, who are the WHO
are the pool companies in Richmond Virginia?
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Or when does it not make sense
to buy a fiberglass pool? So he
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just started this radical transparency, radical
honesty approach and within a year they were
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the top traffic pool website in the
world. It's in the world, in
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the world. Even all the manufacturers
were like, who is this guy in
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rural Virginia that's doing all this,
that's beating us on the on the search
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engines? And so then that carried
over because he one day realized that there
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were still certain people that were buying
and certain that weren't, and he tried
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to figure out what was it about
the ones that were buying, and somehow
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he realized that those customers, those
prospects that had been on his website at
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least thirty pages, they were buying
from him, but those that were not
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very well informed. They weren't.
They weren't buying. So what he did
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was they put together little video,
probably shot with an iphone, that said
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here's what happens with when you go
get a pool, you dig a hole,
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you get the permits, basically kind
of walking him through. Here's what
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you should expect, because most people
may only buy one pool in the lifetime.
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And then they also had a little
ebook. So I think the thirty
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page ebook. That about everything you
he's know about buying a fiberglass pool,
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which was very helpful, very honest. And they said we are going to
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send you this ebook and we're going
to send you this video and we're going
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to call you back the day the
appointment. If you haven't had a chance
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to read the ebook and watch the
video, no problem, we'll just need
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to reschedule. And maybe four or
five out of the history of the company
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ever said Hell No, you get
down here right now. and which point
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they didn't go because they knew they're
going to be uninformed customers and not serious
294
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and they were probably rude people.
Anyway, they started closing it like eighty
295
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percent every visit they went on,
and so it was just amazing and so
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in his book. He his first
book as well as the second book.
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He talks about the things that companies
should do. At the heart of it
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is addressing your customers fear of doing
business with you or doing business with your
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category, and the ones that really
do well at this are teaching. They're
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not pitching. Teaching is the new
pitching and it's basically informing them. You
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build a lot of trust with your
prospects. They sense that you're pretty transparent
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and if you say, just like
with Brand's book, this isn't for everybody,
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your credibility goes up. So what
happens is he talks about the Big
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Five, which are the five things
that people tend to search for online,
305
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are and they want to know,
and that's pricing in cost. They want
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to know about that. Even if
you sell something where it's custom you can
307
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still talk about what drives a price
up, what drives a price down,
308
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what the cost of operating it is
what you need to know, because when
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he would go out and he'd say, well, it's about a fiftyzerollar job
310
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to put the pool and they say, Oh, I thought it was Twentyzero.
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Well, one day he realized I'm
wasting my time with those people.
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So he only wanted to talk to
people that could clearly pay for it.
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One of them was what are the
problems with your products? In other words,
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he would say when should I not
buy a fiberglass pool? When is
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concrete a better one? Comparisons,
that's where you are comparing your product with
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another product that's very similar, or
the solution to the customers problem? In
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other words, should I hire a
marketing agency? Should I hire a marketing
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in house? You know, there's
the these comparisons reviews where he would review
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all the pools, all the manufacturers
of pools, and some of them he
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didn't even carry. But people wanted
to know, they wanted to find reviews
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of all these things. And the
thing is he calls that his is sort
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of best in class. So it's
really interesting. And he talks about this
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concept of ostrich marketing where a lot
of companies, I say most companies,
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think, well, we can't really
talk about that, we will let them
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come to us and ask. Well, if you're not talking about it and
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somebody else is, they're not coming
to talk to you, right they they're
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going to find that information. The
last thing they want to do is talk
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to somebody that they think is trying
to pull the wool over their eyes.
329
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So the other thing it's so interesting
is how this helps sales teams, where,
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if you are answering every question you
could ever get from a customer,
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the sales team can start sharing this
information in the sales process. He calls
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it assignment selling, is what he
calls it. Right. So Hey,
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go go read this stuff on the
website and then we'll they'll have our appointment
334
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and like, shocking, if they
haven't read the stuff, we don't have
335
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the appointment, which is mind blowing. So that's that's one of a couple
336
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things that I think are really paradigm
shifters that are in this book. And
337
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it reminded me of a what called
the perfect clothes where there's a difference between
338
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what is it you would either advance
the sale or you you contained anyway.
339
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Sure, and an advance is where
the customers having to do something, maybe
340
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put their you know, time,
or they're showing some commitment, whereas if
341
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you're advancing it like yeah, sure, you can send me a proposal,
342
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I'm not asking for it, but
it stills get off their back. Yeah,
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so, anyway, I thought that
was so is one of my favorite
344
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books. It's one of after only
after two hundred sixty interviews, there's only
345
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been two books where I've interviewed an
author about the first and second edition,
346
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and this was one of the two. It's just one of my favorite books
347
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and I've seen it work for clients
and it's just amazing. Well, I
348
00:24:49.079 --> 00:24:52.519
don't think we can move on until
we say a little bit more about that
349
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one. How much does it cost? Because I got to tell you that
350
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is if I suggest that to a
client, they are blown away b by
351
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the idea that we're going to put
their price on the website and they're there
352
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that doing that ostrich marketing. Well, I'm going to make them ask me
353
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for the price, right. But
here's what he says in the book that
354
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I think, man, this is
like worth writing down. What causes people
355
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to not contact you is not price, is ignorance, and so you're not
356
00:25:15.259 --> 00:25:19.099
feeding the right wolf, so to
speak, when you keep your price off
357
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the website. And that is a
massive paradigm shift, especially for complex be
358
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tob sales. I got to tell
you. So that was very fascinating.
359
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Also the assignment selling. WHOO.
Who would giveup an appointment if the customer
360
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hasn't done a homework, but what
a great test to from whether it really
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committed or not. I thought this
was phenomenal. So his one takeaway on
362
00:25:37.880 --> 00:25:41.519
this is just to obsess over buyers, over the way they think, and
363
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be willing to act on what you
learn about right, and he kind of
364
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breaks that down into obsession about the
way they think, about the buying process,
365
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about the way they want to buy
and the way they want to learn.
366
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Those three things is so that's that's
just one takeaway. And then he
367
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gave us a thing we can do
every this is funny actually, but he
368
00:25:57.589 --> 00:26:02.069
said he's adjusted that every website should
have a section about who you're not a
369
00:26:02.150 --> 00:26:04.460
good fit for. MMM, because
because that sends a message that you only
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want to work with folks that you
can actually benefit. So yeah, and
371
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I can say, James, you
mentioned there was a hundred extra pages,
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the hundred new pages. Well,
the whole book seemed completely updated to me,
373
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have a careful reader of both books. But he has an entire section
374
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on videos that you should have.
Like yeah, I think there's a seven
375
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videos that every company should have.
You can put them all into one but
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you definitely need to have these seven
videos, and if it's really slick,
377
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that's not going to work either.
You got to have one of your employees,
378
00:26:34.759 --> 00:26:38.119
you know, explaining it, being
authentic. And the other one was
379
00:26:38.160 --> 00:26:41.519
all about your website, the things
you really need to have on your website
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that, sadly, too many companies
still don't have. So I can't recommend
381
00:26:45.200 --> 00:26:49.509
this book highly enough. Agreed,
I mean like this addition did not let
382
00:26:49.549 --> 00:26:52.309
me down at all. It was
just as practical as the first one,
383
00:26:52.390 --> 00:26:56.470
but on steroids, and so I'm
doubling down on all the concepts in the
384
00:26:56.509 --> 00:27:00.069
book. Totally worth the price of
the new addition. All right. Lastly,
385
00:27:00.109 --> 00:27:04.140
up we have social media success for
every brand, the five story brand
386
00:27:04.180 --> 00:27:07.579
pillars that turn posts into profits,
by Claire Daz Ortis. Now, I'm
387
00:27:07.579 --> 00:27:11.099
a huge fan of Don Miller's book
building a story brand, so I was
388
00:27:11.180 --> 00:27:15.569
really excited to see these principles applied
to social media by Claire Daz Ortis.
389
00:27:15.730 --> 00:27:19.250
So tell us a little bit about
Claire's book. Social media success for every
390
00:27:19.329 --> 00:27:23.730
brand. So I am also a
big fan of Dono Miller's book building a
391
00:27:23.769 --> 00:27:29.569
story brand. It just, it's
just, it's just amazing. And this
392
00:27:29.730 --> 00:27:33.720
is the first in a series.
This sort of a spinoff of it where
393
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it talks more specifically about how to
employ social media once you've got your story
394
00:27:37.160 --> 00:27:41.160
brand. But you don't have to
have read the story brand book to understand
395
00:27:41.200 --> 00:27:45.349
to get lots and lots of value. But I think all the story brand
396
00:27:45.509 --> 00:27:51.470
fans like you and me are going
to be reading it. So she talks.
397
00:27:51.950 --> 00:27:55.309
Now first I should say she is. I joked with her that when
398
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does that key's comes out with the
most interesting woman in the world, it's
399
00:27:57.230 --> 00:28:00.019
going to be cleared Diaz. Yeah, not only does she live in winters
400
00:28:00.059 --> 00:28:06.460
area's she was like an early twitter
employee. And Yeah, she worked with
401
00:28:07.019 --> 00:28:11.579
Pope Benedict to get him on twitter, get him on social yeah, that's
402
00:28:11.579 --> 00:28:15.769
amazing. She was the woman who
got the pope on twitter. She's in
403
00:28:15.890 --> 00:28:21.490
the picture. Yeah, yeah,
so in the the book she talks about
404
00:28:21.970 --> 00:28:26.049
one of the things that almost everyone
gets wrong about social media. We're a
405
00:28:26.089 --> 00:28:30.279
lot of companies do, and that
is that you're supposed to be selling something
406
00:28:30.400 --> 00:28:36.880
on social media when actually the social
media activity should be the first step in
407
00:28:37.039 --> 00:28:41.430
climbing in engagement ladder. This is
what she's saying. A lot of companies
408
00:28:41.470 --> 00:28:45.750
go into social hoping that they're gonna
sell some stuff online. But what she
409
00:28:45.869 --> 00:28:48.589
says, and this is a big
insight in the book, probably the biggest
410
00:28:48.630 --> 00:28:52.509
insight, is that social media market
is mostly brand marketing, mostly brand marketing
411
00:28:52.589 --> 00:28:57.140
right, versus direct marketing, correct, correct, right. And so maybe
412
00:28:57.180 --> 00:29:02.099
at some point, once you've moved
up that sort of that ladder that you
413
00:29:02.220 --> 00:29:03.579
talked about, right, once you've
gotten the trust, then you might be
414
00:29:03.619 --> 00:29:07.220
able to do a direct tripe of
of marketing to them and sell something.
415
00:29:07.259 --> 00:29:11.289
And that's the goal, of course. But most people misinterpret what's social media
416
00:29:11.490 --> 00:29:15.089
is and so they blast out all
these different things trying to sell things and
417
00:29:15.170 --> 00:29:17.609
hey, nobody's buying my stuff with
all the links that I'm putting out there,
418
00:29:17.650 --> 00:29:21.930
and that's because it's really mostly a
brand marketing channel, right. And
419
00:29:22.410 --> 00:29:25.119
it's not like you have a captive
audience either. You actually have to be
420
00:29:25.279 --> 00:29:26.960
sort of engaging. It's sort of
like going to the Party and talking to
421
00:29:27.000 --> 00:29:33.400
other people and showing some interest.
I don't think anybody listening stays too long
422
00:29:33.960 --> 00:29:37.829
when they've met somebody who is only
talking about themselves and doesn't seem to have
423
00:29:38.509 --> 00:29:42.950
any consciousness of who they're talking to. And that's where I couldn't resist talking
424
00:29:42.990 --> 00:29:48.509
about Gary Vander Chuck and the nineteen
year old dude move, which is a
425
00:29:48.750 --> 00:29:55.059
famous video and where Gary Vanerchuck is
giving a keynote and he is then taking
426
00:29:55.099 --> 00:29:59.220
questions in one guy stood up and
said, Hey, I've got this hot
427
00:29:59.339 --> 00:30:03.059
sauce product and this is the name
of it and I was wondering if you
428
00:30:03.099 --> 00:30:08.890
could share it with your however many
million twitter followers you have. and Gary
429
00:30:08.930 --> 00:30:12.210
Vander Chuck said, well, look, I like your hustle, but you've
430
00:30:12.289 --> 00:30:15.089
done the nineteen year old dude move, and the nineteen year old dude move
431
00:30:15.490 --> 00:30:19.609
is a metaphor for a nineteen year
old dude who thinks he's going to get
432
00:30:19.609 --> 00:30:26.240
some serious romantic action on a first
date. So and that's you see that
433
00:30:26.319 --> 00:30:30.359
in social media all the time.
And the other thing that it brought to
434
00:30:30.440 --> 00:30:37.349
mind was the story she tells the
beginning of the book about this misplaced idea
435
00:30:37.390 --> 00:30:44.869
about going viral. Yeah, very
little goes viral and it's almost uncontrollable what
436
00:30:45.069 --> 00:30:47.750
you can make go viral. And
she told the story about working with a
437
00:30:47.869 --> 00:30:52.779
start up which has closed down.
They failed. I got a lot of
438
00:30:52.779 --> 00:30:56.339
startups do, but it's an interesting
point and she had done a lot of
439
00:30:56.420 --> 00:30:59.579
work with them showing, you know, these are the things you should be
440
00:30:59.619 --> 00:31:02.700
doing to gain traction, to get
more users, you know, so forth
441
00:31:02.779 --> 00:31:06.450
and so on. Sounds like very
good blocking and tackling. And the only
442
00:31:06.529 --> 00:31:08.450
thing they were focused on was the
social media and she could tell in the
443
00:31:08.569 --> 00:31:11.970
meeting that they hadn't even looked at
this fifty page document that she had prepared
444
00:31:12.130 --> 00:31:17.089
and given to them in advance.
And the CEO finally just said, you
445
00:31:17.170 --> 00:31:21.839
know, if we could just get
the Dallas Mavericks owner, Mark Cuban,
446
00:31:22.039 --> 00:31:25.920
to tweet about us, it would
all everything would happen for us right there.
447
00:31:26.079 --> 00:31:29.200
That's really all we need to do. And so the beginning of the
448
00:31:29.200 --> 00:31:32.839
beginning chapters the book is Mark Cuban
is not going to make your brand go
449
00:31:32.910 --> 00:31:37.029
viral. And part of the reason
is even if something does go viral,
450
00:31:37.069 --> 00:31:38.990
almost all the time there's no follow
up. It's like, oh well,
451
00:31:40.029 --> 00:31:42.670
what do we do with that?
Nothing, there's crickets. It's just not
452
00:31:42.829 --> 00:31:48.220
a smart strategic approach and it's also, as you can sense, tied in
453
00:31:48.460 --> 00:31:53.259
with the misuse of social media,
which should be more about starting in engagement
454
00:31:53.299 --> 00:31:56.299
and when I say that, I
mean you get some engaged. Think of
455
00:31:56.900 --> 00:32:00.859
think of like a solar system,
and the outer ring of the solar system
456
00:32:00.859 --> 00:32:05.289
would be social media, and then
maybe an inner ring might be something deeper,
457
00:32:05.450 --> 00:32:08.490
like getting their email address that they've
given to you because they want to
458
00:32:08.609 --> 00:32:13.289
get updates, they want to get
email or maybe there's an event that they've
459
00:32:13.289 --> 00:32:16.440
had where they're bringing you you closer
in. But there's too many on the
460
00:32:16.559 --> 00:32:21.599
outer ring of that social media solar
system who think that's that's really all they
461
00:32:22.119 --> 00:32:24.039
they need to be doing. Yep, she calls it the social ladder.
462
00:32:24.039 --> 00:32:27.880
Right, maybe start with a follow
and get a response, then go to
463
00:32:27.920 --> 00:32:30.910
the website, then sign up for
newsletter and so on until we've gotten up
464
00:32:30.910 --> 00:32:34.470
to the point in our social ladder
where we can make a sale. But
465
00:32:34.549 --> 00:32:36.789
it's like you said, it starts
out there on the outer rim, so
466
00:32:36.950 --> 00:32:39.869
to speak. Yeah, so she's
got a process that she uses to create
467
00:32:39.950 --> 00:32:44.619
strategy. Right, since planning to
go viral is not a strategy. She
468
00:32:44.859 --> 00:32:47.500
gets she gets practical and she's got
an acronym she uses called share. So
469
00:32:47.619 --> 00:32:52.180
tell us a little bit about the
share acronym that she uses for folks to
470
00:32:52.380 --> 00:32:55.619
sort of build and execute their social
media strategy. And, Jameson answer to
471
00:32:55.660 --> 00:33:00.089
your unasked question, if it's not
cheer, like the diva, like the
472
00:33:00.130 --> 00:33:05.289
singer, the singer, yet actress, Academy Award Winner, the Goddess of
473
00:33:05.369 --> 00:33:12.009
Pop. Okay, it's share and
it's story, where she explains. You
474
00:33:12.089 --> 00:33:15.039
know, you do have two tied
into what your story is about your company,
475
00:33:15.079 --> 00:33:19.480
which is where the story brand book
comes in. How that's, you
476
00:33:19.599 --> 00:33:22.119
know, thinking critically about you know, how many accounts do you actually need?
477
00:33:22.759 --> 00:33:27.549
How important is consistency, things like
that. How, how are you
478
00:33:27.630 --> 00:33:29.990
going to do it? Is there's
not one size fits all. There's a
479
00:33:30.430 --> 00:33:34.390
just a few things you need to
be smart about. Audience is a and
480
00:33:34.549 --> 00:33:37.029
that's where you know. Who is
your audience? Who Do you want your
481
00:33:37.069 --> 00:33:40.069
audience to be? What do you
know about them? What do they like?
482
00:33:40.859 --> 00:33:45.700
Basically, that's where she talked about
empathy, which is, you've heard
483
00:33:45.740 --> 00:33:49.059
me say before, is the most
important word in sales and marketing. And
484
00:33:49.259 --> 00:33:53.099
then reach, which is where she
joked that the number one question she gets
485
00:33:53.140 --> 00:33:59.329
about social media is how can we
get more followers? Says, of course
486
00:33:59.970 --> 00:34:04.089
that's the wrong question. It's about
engagement, not about the total number of
487
00:34:04.769 --> 00:34:07.050
followers you have. So she gave
us really articulate answer, just like in
488
00:34:07.130 --> 00:34:09.119
her book, and I said,
okay, great, so how to get
489
00:34:09.159 --> 00:34:13.960
more of followers? But she answers
that too. Yeah, yeah, she
490
00:34:14.079 --> 00:34:16.159
did. But so anyway, she
talked about influencer outreach and some of the
491
00:34:16.199 --> 00:34:21.599
other things you should do, but
it's really a misguided first question to be
492
00:34:21.800 --> 00:34:24.989
asking. And the last one of
share is excellence, where she gives examples
493
00:34:25.070 --> 00:34:30.150
of really good social media practices.
And then there's no shortage of companies that
494
00:34:30.190 --> 00:34:36.469
are just really sucking at it and
and it doesn't have to be that way.
495
00:34:36.670 --> 00:34:38.420
So anyway, and there are lots
of other things in there about some
496
00:34:38.500 --> 00:34:42.820
of the others, some of the
others. This focus primarily on facebook,
497
00:34:42.820 --> 00:34:46.099
Linkedin, twitter and Instagram, but
she also talked about Linkedin, Youtube and
498
00:34:46.179 --> 00:34:51.260
so forth. And I think one
thing around excellence that she said that is
499
00:34:52.300 --> 00:34:55.369
something to take into account is that
social media is essentially real time platform,
500
00:34:55.409 --> 00:34:59.530
right, so that's something you got
a plan around. Is when you get
501
00:34:59.530 --> 00:35:01.530
engagement, if you want to take
advantage of that engagement, you have to
502
00:35:01.610 --> 00:35:06.090
do it in timely way. So
her one takeaway on this one was that
503
00:35:06.289 --> 00:35:10.480
social media is really more about brand
with the goal of selling something direct later.
504
00:35:12.000 --> 00:35:15.400
So you measure your success in your
social media strategy more around the brand
505
00:35:15.440 --> 00:35:20.119
and then in terms of the things
that they can do. She suggested that
506
00:35:20.280 --> 00:35:23.269
you create an engagement on a social
platform by asking questions. So pick your
507
00:35:23.309 --> 00:35:25.750
platform, did your and she's got
a chapter on how to pick the right
508
00:35:25.750 --> 00:35:30.590
one, and then you ask some
questions so as you can start some engagement,
509
00:35:30.909 --> 00:35:34.510
which reminds me of another book called
Day, ask you answer. Yeah,
510
00:35:34.590 --> 00:35:37.340
you know, kidding. Maybe there's
a trend here. Yes, this
511
00:35:37.420 --> 00:35:40.900
is a great collection of books this
week. So social media for access for
512
00:35:42.059 --> 00:35:45.219
every brand really just demistifies the social
media marketing, I think, and at
513
00:35:45.260 --> 00:35:50.730
the same time provides a step by
step guiding on how to implement your story
514
00:35:50.809 --> 00:35:54.289
brand strategy, but using social as
your channel. So some really interesting and
515
00:35:54.369 --> 00:35:58.809
surprising insights on this one. For
me anyway. As always, I learned
516
00:35:58.849 --> 00:36:00.929
a lot from this one's books.
Really Stellar Selections on this one. So
517
00:36:01.090 --> 00:36:06.000
tell us about what new books you've
got coming up on the marketing book podcast.
518
00:36:06.360 --> 00:36:09.039
So next time we're going to talk
about non obvious mega trends, how
519
00:36:09.079 --> 00:36:15.039
to see what others miss and predict
the future by row hit Bargava. FANOCRACY,
520
00:36:15.480 --> 00:36:19.949
turning fans into customers and customers into
fans, by David Merriman, Scott
521
00:36:20.269 --> 00:36:27.269
and racost Scott. The will to
die a murder mystery by Joe Pelitzi,
522
00:36:27.389 --> 00:36:30.829
founder of the Content Marketing Institute.
It's a fiction but it has lots of
523
00:36:30.869 --> 00:36:37.780
implications for marketers. Hmm Alchemy,
the dark art and curious science of creating
524
00:36:37.820 --> 00:36:43.500
magic in brand's business and life by
Rory Sutherland, who's the vice chairman of
525
00:36:43.500 --> 00:36:49.250
Ogilvie in the UK. And finally, performance partnerships. The checkered past,
526
00:36:49.570 --> 00:36:53.610
changing present and exciting future of affiliate
marketing. So that's it for this month's
527
00:36:53.650 --> 00:36:57.889
be tob growth show book talk.
To learn more about the marketing book podcast,
528
00:36:57.889 --> 00:37:00.920
Visit Marketing Book podcastcom. And to
learn more about James and his excellent
529
00:37:00.960 --> 00:37:09.360
book the perfect clothes, visit pure
mirrorcom, and that's spelled pure muirecom.
530
00:37:09.719 --> 00:37:13.559
And, as I mentioned earlier,
if either of US can recommend a specific
531
00:37:13.599 --> 00:37:17.030
sales or marketing book or other resource
for whatever situation you find yourself in right
532
00:37:17.070 --> 00:37:21.150
now, connect with us on linkedin
where we can chat and we'll do our
533
00:37:21.150 --> 00:37:23.989
best to get you pointed in the
right direction and maybe even save you some
534
00:37:24.110 --> 00:37:28.269
time. You don't need to read
two hundred sixty books. If I can
535
00:37:28.349 --> 00:37:30.619
point to to two, that would
help you right now. But remember,
536
00:37:30.659 --> 00:37:39.659
keep learning, because these days the
big learners are the big earners. We
537
00:37:39.900 --> 00:37:44.969
totally get it. We publish a
ton of content on this podcast and it
538
00:37:45.050 --> 00:37:47.170
can be a lot to keep up
with. That's why we've started the B
539
00:37:47.289 --> 00:37:52.969
tob growth big three, a no
fluff email that boils down our three biggest
540
00:37:52.969 --> 00:37:58.210
takeaways from an entire week of episodes. Sign up today at Sweet Phish Mediacom
541
00:37:58.880 --> 00:38:02.079
Big Three. That sweet fish Mediacom
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