Jan. 15, 2020

#Books 9: Why Transparency and Authenticity Are Now Required for Marketing and Sales Success w/ Douglas Burdett & James Muir

In this 9th episode of the #Books series, , Founder of , and , author of , recap some of the key ideas from the marketing and sales books recently featured on . Want to get a no-fluff email that boils down our 3 biggest takeaways...

In this 9th episode of the #Books series, Douglas Burdett, Founder of ARTILLERY, and James Muir, author of The Perfect Close, recap some of the key ideas from the marketing and sales books recently featured on The Marketing Book Podcast.

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Transcript
WEBVTT 1 00:00:05.480 --> 00:00:08.429 Hey there, this is James Carberry, founder of sweet fish media and one 2 00:00:08.429 --> 00:00:11.429 of the cohosts of this show. The last year and a half I've been 3 00:00:11.470 --> 00:00:15.429 working on my very first book. In the book I share the three part 4 00:00:15.429 --> 00:00:19.750 framework we've used as the foundation for our growth here at sweetfish. Now there 5 00:00:19.750 --> 00:00:23.339 are lots of companies that have raised a bunch of money and have grown insanely 6 00:00:23.379 --> 00:00:26.660 fast, and we featured a lot of them here on the show. We've 7 00:00:26.739 --> 00:00:31.260 decided to bootstrap our business, which usually equates to pretty slow growth, but 8 00:00:31.420 --> 00:00:35.100 using the strategy outlined in the book, we are on pace to be one 9 00:00:35.140 --> 00:00:39.009 of inks fastest growing companies in two thousand and twenty. The book is called 10 00:00:39.090 --> 00:00:42.850 content based networking, how to instantly connect with anyone you want to know. 11 00:00:43.409 --> 00:00:45.729 If you're a fan of audiobooks like me, you can find the book on 12 00:00:45.770 --> 00:00:49.210 audible or if you like physical books, you can also find it on Amazon. 13 00:00:49.729 --> 00:00:55.679 Just search content based networking or James carberry CR be aary in audible or 14 00:00:55.799 --> 00:00:59.320 Amazon and it should pop right up. All right, let's get into the 15 00:00:59.399 --> 00:01:04.069 show. Hello and welcome to the B Tob Growth Show monthly book talk. 16 00:01:04.189 --> 00:01:07.310 I'm Dougle Spreadad host of the marketing book podcast, where each week I publish 17 00:01:07.349 --> 00:01:11.510 an interview with the author of a new marketing or sales book to help my 18 00:01:11.629 --> 00:01:15.629 listeners succeed in the quickly changing world of marketing and sales. Joining me is 19 00:01:15.750 --> 00:01:21.180 my friend James me or, author of the perfect close, the secret to 20 00:01:21.260 --> 00:01:26.420 closing sales, the best selling practices and techniques for closing the deal. I 21 00:01:26.700 --> 00:01:30.900 read every book featured on the Marketing Book Podcast, but James Reads even more 22 00:01:30.939 --> 00:01:34.170 books than I do and he listens to every episode of the Marketing Book Podcast. 23 00:01:34.250 --> 00:01:38.129 So I'm delighted that he can join me and if either of US can 24 00:01:38.209 --> 00:01:44.489 recommend any marketing or sales books or other resources for whatever situation you find yourself 25 00:01:44.609 --> 00:01:47.200 in, please feel free to connect with us on Linkedin, where we can 26 00:01:47.280 --> 00:01:51.239 chat and we'll do our best to point you in the right direction. In 27 00:01:51.439 --> 00:01:55.359 this monthly episode of the BB Gross Show, we briefly recap some of the 28 00:01:55.400 --> 00:02:00.319 key ideas from the marketing and sales books that were recently featured on the marketing 29 00:02:00.359 --> 00:02:04.950 book podcast. James, welcome back to the BB gross show book talk. 30 00:02:05.469 --> 00:02:07.430 Thank you, Douglas. In this episode we're going to talk about, for 31 00:02:07.789 --> 00:02:13.509 recent books featured on the marketing book podcast, which are lessons essays to help 32 00:02:13.509 --> 00:02:16.699 you embrace the chaos by Mark Shaffer. The three minute rules say let's to 33 00:02:16.780 --> 00:02:22.699 get more from any pitch or presentation by brand pinvitic. They ask you answer. 34 00:02:22.819 --> 00:02:27.340 A revolutionary approach to inbound sales content marketing in today's digital SMER. This 35 00:02:27.460 --> 00:02:32.210 is the revised and updated second edition by Marcus Sheridan. And social media success 36 00:02:32.370 --> 00:02:38.210 for every brand. The five story brand pillars that turn post into profits by 37 00:02:38.330 --> 00:02:43.129 Claire Diez or Tis. So onto the books. First up we've got lessons 38 00:02:43.210 --> 00:02:46.000 essays to help you embrace the chaos by Mark Schaefer. Now Mark Shafer is 39 00:02:46.039 --> 00:02:52.479 now officially the keying of the marketing book podcast with six appearances, so I 40 00:02:52.680 --> 00:02:54.520 love all the interesting questions he brings up in this books tell us a little 41 00:02:54.520 --> 00:02:58.909 bit about Mark Shafer and lessons. And for those listeners in the UK, 42 00:02:59.389 --> 00:03:01.750 we don't mean a king like you know, that monarchy. We're talking about 43 00:03:01.789 --> 00:03:06.830 king like Elvis Presley, the real king of rock and roll, and Mark 44 00:03:06.949 --> 00:03:09.629 Lives in Tennessee. Elvis lived in Tennessee. I mean the similarities are just 45 00:03:10.310 --> 00:03:15.539 amazing. But mark has been on the podcast six times, so the fifth 46 00:03:15.620 --> 00:03:19.020 time he was on he got a week at my beach house. This time 47 00:03:19.020 --> 00:03:22.860 I gave him one of my wife's horses. Now my wife doesn't know I 48 00:03:22.979 --> 00:03:25.500 gave one of her horses away, but I told him you're I'm really we're 49 00:03:25.500 --> 00:03:30.330 going to save a fortune because that animal eats better and gets better healthcare than 50 00:03:30.370 --> 00:03:34.050 I do. So I didn't really get any horse, but I can dream, 51 00:03:34.210 --> 00:03:38.409 can I? So this book was a new approach that he's done and 52 00:03:38.729 --> 00:03:44.240 it's only on kindle and it was a recap of several, I want to 53 00:03:44.280 --> 00:03:47.560 say thirty or so, HMM, blog post that he had done over the 54 00:03:49.439 --> 00:03:53.479 last couple of years and he's a prolific blogger. They probably blog five times 55 00:03:53.520 --> 00:03:59.189 a week. Its blog and there just been some real gems and so he 56 00:03:59.389 --> 00:04:03.710 resurrected this and it really was just excellent, just excellent, and there were 57 00:04:03.750 --> 00:04:10.379 so many things that we talked about and we can't obviously cover, you know, 58 00:04:10.580 --> 00:04:14.819 all of them, but some of the real highlights in there was where 59 00:04:14.860 --> 00:04:21.100 he talks about how chapter five, it's title why marketing is lost. Yes, 60 00:04:21.420 --> 00:04:28.370 and you may remember that days, where he talked about how marketing technology 61 00:04:28.569 --> 00:04:32.689 is actually one of the biggest problems with marketing now because, as he says, 62 00:04:32.730 --> 00:04:43.000 it's becoming synonymous with creating customer hate at scale and it's really ringing all 63 00:04:43.079 --> 00:04:46.160 the humanity out of marking that used to be there. And he said a 64 00:04:46.160 --> 00:04:50.519 lot of marketers are, you know, having a problem with that and not 65 00:04:50.800 --> 00:04:55.870 thinking like a human and you actually have to go even further and trying to 66 00:04:56.029 --> 00:05:01.310 portray humanity and vulnerability and so forth in marketing, which is largely a digital 67 00:05:01.350 --> 00:05:06.300 these days, because it can seem so impersonal because you're not there with with 68 00:05:06.579 --> 00:05:11.500 somebody, and not least not right away. Another thing that he talked about 69 00:05:11.500 --> 00:05:19.740 that I found very interesting is he really cannot stand how people don't understand this 70 00:05:19.980 --> 00:05:26.329 concept of hustle that seems so pervasive today. He said it's like greats on 71 00:05:26.329 --> 00:05:30.769 him, like a rake on rocks, and there's certain marketing and sales gurus 72 00:05:30.810 --> 00:05:33.850 out there who are always talking about the hustle and a lot of people are 73 00:05:33.889 --> 00:05:38.959 misinterpreting that. And he talked with this concept of hustle shaming, like if 74 00:05:39.000 --> 00:05:42.399 you're not working as hard as I am, you're not going to be successful, 75 00:05:42.560 --> 00:05:45.800 and he's just saying that's really toxic and it's not good advice. You 76 00:05:45.879 --> 00:05:48.879 should be focused on working smarter. Obviously you have to do hard work, 77 00:05:49.310 --> 00:05:54.189 but it's not about some sort of from, you know, breast beating about 78 00:05:54.269 --> 00:05:58.629 just how hard you're working. He calls at the bigotry of Hustle. Yes, 79 00:05:58.709 --> 00:06:00.949 a lot of people get sucked into that and then they end up losing 80 00:06:01.110 --> 00:06:04.500 family and friends and all that just because of all in the name of Hustle. 81 00:06:04.899 --> 00:06:09.459 Yeah, yeah, now, he wrote a book a few years ago 82 00:06:10.180 --> 00:06:14.420 called content shock and this was based on a blog post he did a few 83 00:06:14.420 --> 00:06:18.209 year a year before that that got like a thousand comments on it and basically 84 00:06:18.209 --> 00:06:24.370 he was talking about how there's so much content out there now. Think alphabet 85 00:06:24.410 --> 00:06:30.490 has. Eric Schmidt, the Chairman or past chairman, had said that if 86 00:06:30.529 --> 00:06:32.720 you took all the content that was ever produced up until the year two thousand 87 00:06:32.720 --> 00:06:38.439 and three in the world, that content is now being produced every day. 88 00:06:39.279 --> 00:06:43.519 It's just it's staggering. There's too much out there and is having this effect 89 00:06:43.560 --> 00:06:46.120 on people. And one of the things that's in the book he talks about 90 00:06:46.149 --> 00:06:51.069 how you can no longer think of the published button, let's say you're on 91 00:06:51.110 --> 00:06:55.870 a blog, as the finish line. That's just the start. There's several 92 00:06:55.949 --> 00:07:00.269 other things you have to then do to activate your content. And once again 93 00:07:00.310 --> 00:07:05.740 it's one more thing about marketing. It's becoming more labor intensive and complicated. 94 00:07:06.259 --> 00:07:12.060 But he talks about how content shock. Yeah, there is content shock, 95 00:07:12.180 --> 00:07:15.730 but first you need to figure out would content even make sense for Your Business? 96 00:07:15.930 --> 00:07:19.490 Yes, very honest. You know there's a lot of content marketing surveyors 97 00:07:19.529 --> 00:07:23.569 out there saying no content marketing. You know that's going to solve all your 98 00:07:23.649 --> 00:07:27.250 problems and all your dreams will come true. But he's saying that, look, 99 00:07:27.370 --> 00:07:31.560 you may be in a vertical or a category where somebody's already built a 100 00:07:31.680 --> 00:07:34.560 moat. It's going to be hard to scale. You've got to figure out 101 00:07:34.560 --> 00:07:39.120 a different way around there. Don't do exactly what they're doing. So I 102 00:07:39.240 --> 00:07:43.800 thought that was very refreshing from him. And the other thing that we talked 103 00:07:43.839 --> 00:07:47.990 about is when he was getting his MBA Claremont, he studied under the under 104 00:07:48.110 --> 00:07:55.430 yeah, Peter Drucker, the great twenty century management expert, and he talked 105 00:07:55.430 --> 00:08:00.899 about once again how one of the most famous quotes Drucker said was, and 106 00:08:00.980 --> 00:08:03.139 I have it here, because the purpose of business is to create a customer. 107 00:08:03.660 --> 00:08:11.379 The Business Enterprise has too and only two basic functions, marketing and innovation. 108 00:08:11.540 --> 00:08:16.209 Marketing and innovation produced results. All the rest are costs, and he 109 00:08:16.290 --> 00:08:22.449 explained that and it ruffles a lot of feathers when people talk about that and 110 00:08:22.490 --> 00:08:28.000 it does require a bit more explanation, but that was a very important quote. 111 00:08:28.000 --> 00:08:30.639 Now would urge listeners, if they're not familiar with that, to to 112 00:08:30.759 --> 00:08:35.240 Google that and read some articles about that. So I really enjoyed that part 113 00:08:35.240 --> 00:08:39.039 of the book. That wasn't a very insightful chapter. Yeah, what one 114 00:08:39.080 --> 00:08:46.590 last thing that I've just found so amusing, where he talked about social media 115 00:08:46.870 --> 00:08:52.629 and he he thinks that social media is actually making companies better at marketing. 116 00:08:52.789 --> 00:08:58.700 And what he means by that is he quotes some CEO who met him who 117 00:08:58.779 --> 00:09:01.179 said, and I'll resist doing it with a, you know, a southern 118 00:09:01.220 --> 00:09:07.100 accent, but he said I love advertising. You write a check and something 119 00:09:07.179 --> 00:09:11.730 happens. He says now the people are talking back to me. It's like 120 00:09:11.009 --> 00:09:20.570 the deer have guns. Yeah, well, what he says is that's because 121 00:09:20.610 --> 00:09:24.009 of social and the Internet. Everybody is equal now, right when it comes 122 00:09:24.049 --> 00:09:28.080 to marketing, and so now that's that's making it, that's cretting a lot 123 00:09:28.120 --> 00:09:31.399 of competition. You've got a competition coming from both the top and the bottom. 124 00:09:31.879 --> 00:09:37.639 At the end of every interview I asked the author if if readers took 125 00:09:37.720 --> 00:09:39.110 only one thing away from your book, what would you hope it would be? 126 00:09:39.669 --> 00:09:45.389 What was marks? Marks? One takeaway was, of course, the 127 00:09:45.429 --> 00:09:48.950 whole theme of the book is about embracing chaos. But he says just to 128 00:09:48.990 --> 00:09:52.429 be patient with yourself. You don't have to have all the answers right now, 129 00:09:52.940 --> 00:09:56.779 and I love the collection of challenges, approaches and thinking. That mark 130 00:09:56.820 --> 00:10:01.580 applies to marketing here. It helps to maintain sanity and focus the miss all 131 00:10:01.659 --> 00:10:05.100 that chaos that's out of it out there. So I thought was a phenomenal 132 00:10:05.179 --> 00:10:09.970 book. Next up we've got the three minute rule. Say Less to get 133 00:10:09.049 --> 00:10:15.730 more from any picture presentation by Brent PINVITIC and this book as about how to 134 00:10:15.769 --> 00:10:20.289 deliver and create very tight messaging and I really love this book. Tell us 135 00:10:20.289 --> 00:10:22.639 a little bit about the three minute rule. Well, first off I knew 136 00:10:22.679 --> 00:10:26.720 James Muir would like this book. You know me well, yes, and 137 00:10:28.559 --> 00:10:33.000 this is a terrific book. So a little bit of backstory Brent Pinvitic. 138 00:10:33.279 --> 00:10:39.710 He's in Hollywood and he produced some of the biggest reality TV shows like the 139 00:10:39.789 --> 00:10:43.549 biggest loser, Bar Rescue, master chef and extreme makeover weight loss edition. 140 00:10:43.789 --> 00:10:48.830 Now he had to pitch thousands of TV shows to the networks over the years 141 00:10:50.779 --> 00:10:56.940 and he started to realize that certain things worked and certain things didn't, and 142 00:10:56.059 --> 00:11:01.779 the main thing was that they understood the concept of the show within the first 143 00:11:01.779 --> 00:11:05.250 three minutes. And he came to this realization one day when he was walking 144 00:11:05.289 --> 00:11:11.490 into a pitch and who was walking out but Simon Cowell, and then he 145 00:11:11.570 --> 00:11:16.330 saw another big reality TV show producer, Mark Burnett, in the lobby and 146 00:11:16.409 --> 00:11:22.720 he just thought I'm in between the two biggest reality TV show people. I'm 147 00:11:22.799 --> 00:11:24.679 just going to get to the point. So anyway, over the years he 148 00:11:26.519 --> 00:11:33.110 kept refining this pitch and he realized he got a reputation as the person in 149 00:11:33.230 --> 00:11:37.590 Hollywood where everyone understood the pitch. And if they understand your pitch or if 150 00:11:37.629 --> 00:11:43.470 they understand what your business does, you're much more likely to sell. So 151 00:11:43.950 --> 00:11:48.139 he has this acronym for the his four step approach, but you really kind 152 00:11:48.179 --> 00:11:52.379 of need to read the book to understand how he arrived at these things. 153 00:11:52.940 --> 00:11:56.379 And James Tell the listener what the what the acronym is and the approach. 154 00:11:56.700 --> 00:12:01.649 Sure, he's got an acronym he called it's called whack WHAC, and the 155 00:12:01.850 --> 00:12:05.889 the W is what is it? The A, the H is how does 156 00:12:05.929 --> 00:12:09.490 it work? The A is are you sure? And the sea is can 157 00:12:09.570 --> 00:12:13.330 you do it? That is, can you deliver the results? And the 158 00:12:13.450 --> 00:12:16.320 all of this is very different. Also, he gives some discussion over hooks. 159 00:12:16.720 --> 00:12:20.120 He goes sometimes the hook doesn't even need to be mentioned right, it's 160 00:12:20.120 --> 00:12:24.120 sort of the conclusion that they come to. You need to let them discover 161 00:12:24.240 --> 00:12:26.879 it. Yeah, exactly. So when you do it right, the audience 162 00:12:26.039 --> 00:12:30.190 can you can, they can still see the endcoming, but they still want 163 00:12:30.230 --> 00:12:31.830 you to take them there right. And he kind of goes into the and 164 00:12:31.990 --> 00:12:37.309 then philosophy of writing, the story part of it. But that's the framework 165 00:12:37.350 --> 00:12:41.590 that he's using to create these three minute these three minute pitches, and he's 166 00:12:41.629 --> 00:12:46.539 got sort of a broad framework that he uses of few lots of post it 167 00:12:46.620 --> 00:12:48.899 notes and then he's got a way of creating them all and then distilling them 168 00:12:48.940 --> 00:12:52.179 back down so that you can get it down into this three minutes. That 169 00:12:52.379 --> 00:12:56.139 is the most salient and and his argument is that people will not. They 170 00:12:56.139 --> 00:12:58.889 don't want to have that conversation with you until they understand what it is. 171 00:13:00.450 --> 00:13:03.049 Yeah, and that's very different. Right then the messaging that we've been taught 172 00:13:03.090 --> 00:13:05.889 in the past, which is I'm going to give you a shocking statement and 173 00:13:05.970 --> 00:13:09.129 then I'm going to prove it. Right, right, you know, statement 174 00:13:09.129 --> 00:13:13.320 and then I and I have to prove it. He's going to explain what 175 00:13:13.360 --> 00:13:15.679 it is first and then they kind of AH, okay, I see that, 176 00:13:15.840 --> 00:13:18.240 and then they're ready to take on the rest of it. So it's 177 00:13:18.240 --> 00:13:20.039 a very different paradigm. I really liked it. Yeah, and in the 178 00:13:20.159 --> 00:13:26.549 interview he talked about how quickly people catch on and how seriously suspicious people are, 179 00:13:26.629 --> 00:13:31.429 and he talked about how click yeah, blog titles don't even work as 180 00:13:31.429 --> 00:13:35.470 well as they did two years ago. And he talked about how if you 181 00:13:35.629 --> 00:13:39.190 make a big claim, like you might hear somebody making a bad elevator pitch, 182 00:13:39.309 --> 00:13:41.940 like I get twenty percent return for my clients. Well, the first 183 00:13:41.980 --> 00:13:46.860 thing someone's doing now is saying there's a catch there, or or BS, 184 00:13:48.059 --> 00:13:50.940 or BS, prove it. I'm going to pierce a hole in that armor. 185 00:13:52.740 --> 00:13:54.809 So instead you do that. Any talks about how if there's something you 186 00:13:54.889 --> 00:14:00.009 don't want them to find out or know, you better tackle that and he 187 00:14:00.090 --> 00:14:03.690 talked about how he's been hired by a number of corporations to help them with 188 00:14:03.809 --> 00:14:07.970 investor relation presentations, and one of the tricks in the book is, he 189 00:14:07.049 --> 00:14:11.279 says, you've got to sit down and say what's the one thing you hope 190 00:14:11.360 --> 00:14:15.320 they don't find out, and that the you don't want them to know, 191 00:14:15.919 --> 00:14:18.879 because they are going to find out and they will know it and they're going 192 00:14:18.879 --> 00:14:22.600 to keep looking. You should leave with any gave examples of how, in 193 00:14:22.679 --> 00:14:24.789 the past is one company had an issue with the way their debt was structured, 194 00:14:26.149 --> 00:14:28.629 but they didn't never want to bring it up at the analysts at the 195 00:14:28.710 --> 00:14:31.870 presentations would say, you know what, they'd start tearing that apart. Well, 196 00:14:31.990 --> 00:14:35.070 they hired him and they said look, before we get started, you 197 00:14:35.110 --> 00:14:37.740 know there's an issue with our dead here and we're structuring it this way and 198 00:14:37.779 --> 00:14:41.259 here's why, and so forth. No questions. In fact, some of 199 00:14:41.299 --> 00:14:43.259 the people were like, we'll guide. Do you guys need more money? 200 00:14:45.460 --> 00:14:48.820 It's just you get that out there. That also plays into the whole trust 201 00:14:48.940 --> 00:14:52.740 factor, right, is when we when we bring up there, you think 202 00:14:52.779 --> 00:14:54.009 of the thing, what is it you don't want them to know, and 203 00:14:54.090 --> 00:14:58.929 then just open up that right away. That increases the trust and that kind 204 00:14:58.970 --> 00:15:03.009 of ties in to his original thing, which is instead of this state of 205 00:15:03.289 --> 00:15:07.320 shocking statement and then prove it. He uses an example of Niagara Falls. 206 00:15:07.559 --> 00:15:11.919 There's a time when Niagara Falls froze over and the people were so used to 207 00:15:11.960 --> 00:15:16.279 hearing Niagara Falls that when the silence happened because it froze that it got everybody's 208 00:15:16.279 --> 00:15:20.000 attention, and so that's kind of his analogy for the whole strategy of doing 209 00:15:20.039 --> 00:15:24.909 it this way. Is, instead of sounding like all the noise that's out 210 00:15:24.950 --> 00:15:28.629 there, you're sort of this the opposite of that, right. You're the 211 00:15:28.789 --> 00:15:31.750 you're the inverse of it. You're the frozen Agara Falls, the silence that 212 00:15:31.029 --> 00:15:35.509 that brings people in. So I think that ties into the know, to 213 00:15:35.629 --> 00:15:39.100 that whole message around if you've what's the thing that you don't want them to 214 00:15:39.179 --> 00:15:43.299 know? Hmm Yo, introduce that into the into because what he says is 215 00:15:43.860 --> 00:15:48.220 they, the audience, will hate you for hiding negative things. Yes, 216 00:15:48.259 --> 00:15:50.289 okay, yeah, and so is that they're always going to find out. 217 00:15:50.330 --> 00:15:54.330 There's no scenario where they don't find out, and so if you don't tell 218 00:15:54.370 --> 00:15:58.090 them, then they think you're hiding something and that changes you into a different 219 00:15:58.090 --> 00:16:00.330 kind of person. That's a liar, basically what he's saying. Well, 220 00:16:00.409 --> 00:16:03.639 one thing he also talked about in the book was a lot of companies will 221 00:16:03.679 --> 00:16:07.399 say, well, Brent, it's just going to take us more than three 222 00:16:07.440 --> 00:16:11.519 minutes to get our information out there. And he's had big companies come to 223 00:16:11.559 --> 00:16:15.600 him and say that and he said, look, it's not about putting all 224 00:16:15.679 --> 00:16:19.629 your information in the first three minutes, it's about putting just those four things 225 00:16:21.590 --> 00:16:25.750 to the point where they will then say, ah, Oh, okay, 226 00:16:25.990 --> 00:16:27.309 I get it. Well, let me ask you this. So now there 227 00:16:27.389 --> 00:16:32.429 was he's had forty five ninety minute, three hour meetings and they were very 228 00:16:32.470 --> 00:16:37.899 successful where they talked about how whatever the show or whatever he was pitching would 229 00:16:37.940 --> 00:16:42.620 help them. But it was only because he got it started correctly. So 230 00:16:42.700 --> 00:16:47.809 if you have a ninety minute meeting with an interested person that's asking questions and 231 00:16:48.009 --> 00:16:51.409 thinking about this, that's not a bad thing. Yeah, it's not about 232 00:16:51.490 --> 00:16:53.330 keeping it to just three minutes, it's about making the best three minutes. 233 00:16:53.370 --> 00:16:56.090 Yeah, and then that gets you the license to get to the rest of 234 00:16:56.129 --> 00:16:59.210 the meeting right, and so the meeting could go long even right. You 235 00:16:59.250 --> 00:17:02.879 could do an hour, do two hours, but what brought them into that 236 00:17:03.200 --> 00:17:06.000 was that initial three minutes. That where they make their judgment, and that's 237 00:17:06.079 --> 00:17:08.559 really the crux of his whole thing is, regardless of what you're doing, 238 00:17:08.759 --> 00:17:11.559 your audience first impressions of you are going to be formed pretty much in that 239 00:17:11.640 --> 00:17:15.910 first three minutes, and so that's why it's so important. Yeah, and 240 00:17:15.069 --> 00:17:18.910 and finally, the the other thing he talked about is that you should never 241 00:17:18.950 --> 00:17:25.349 ever say or do anything in your pitch that reminds the audience that they're being 242 00:17:25.390 --> 00:17:30.779 pitched or sold to. And what people are more suspicious of that now than 243 00:17:32.220 --> 00:17:34.140 than even in the past. So I think it's a book that's going to 244 00:17:34.180 --> 00:17:40.299 be around for a long time and it really was fantastic and we've started doing 245 00:17:40.339 --> 00:17:41.980 it. We want to help clients with it. We've got the post it 246 00:17:42.059 --> 00:17:47.529 notes all over our board and just to speak out of school, James Muir 247 00:17:47.569 --> 00:17:51.930 has already read the book twice. I love this book, so I won't 248 00:17:51.930 --> 00:17:56.170 lie. And his one takeaway on this one was was that, you know, 249 00:17:56.250 --> 00:17:59.279 his main goal in life is just get get people to the point where 250 00:17:59.279 --> 00:18:02.240 they can explain what they do and the value of it. Right, get 251 00:18:02.279 --> 00:18:03.599 to the point where you can just explain what you do in the value of 252 00:18:03.680 --> 00:18:07.519 it, so that you know when you're being judged, they at least understand 253 00:18:08.119 --> 00:18:12.309 the value of your offer. Yes, let's move on. Next up we've 254 00:18:12.349 --> 00:18:18.109 got they asked you answer a revolutionary approach to inbound sales, content marketing and 255 00:18:18.230 --> 00:18:22.390 today's digital consumer. This is the revise and updated second edition by Mark Sheridan 256 00:18:22.869 --> 00:18:26.500 and you know, the first book was so phenomenal that I was really excited 257 00:18:26.539 --> 00:18:29.940 to read the additional one. I think it's almost a hundred pages of extra 258 00:18:30.059 --> 00:18:33.420 material in there. So it tell us a little bit about the second edition 259 00:18:33.579 --> 00:18:37.700 of they ask you answer, as background for hoaks have done to WHO Marcus 260 00:18:37.740 --> 00:18:41.089 Sheridan is. He started a fiberglss Pool Company in Virginia Two thousand and one. 261 00:18:41.210 --> 00:18:45.089 Two Thousand and eight, the real estate market crashed and they almost went 262 00:18:45.130 --> 00:18:48.890 out of business and they didn't have any money left for all the advertising they've 263 00:18:48.890 --> 00:18:53.049 been doing, and so they were starting to have to lay people off. 264 00:18:53.329 --> 00:18:56.960 He was at risk of bankruptcy, my lose his house and he was at 265 00:18:56.960 --> 00:19:00.119 the end of his rope, but he just didn't want to give up, 266 00:19:00.119 --> 00:19:04.480 you know, typical entrepreneur, and so he started writing articles on his website 267 00:19:06.400 --> 00:19:11.069 answering every question he'd ever gotten from a customer, even ones that his competitors 268 00:19:11.109 --> 00:19:14.630 wouldn't want to answer. For instance, how much is a pool cost? 269 00:19:15.069 --> 00:19:18.710 Or Yeah, who are the WHO are the pool companies in Richmond Virginia? 270 00:19:18.750 --> 00:19:22.109 Or when does it not make sense to buy a fiberglass pool? So he 271 00:19:22.230 --> 00:19:30.700 just started this radical transparency, radical honesty approach and within a year they were 272 00:19:30.779 --> 00:19:37.380 the top traffic pool website in the world. It's in the world, in 273 00:19:37.460 --> 00:19:40.529 the world. Even all the manufacturers were like, who is this guy in 274 00:19:40.690 --> 00:19:45.130 rural Virginia that's doing all this, that's beating us on the on the search 275 00:19:45.170 --> 00:19:51.009 engines? And so then that carried over because he one day realized that there 276 00:19:51.049 --> 00:19:55.240 were still certain people that were buying and certain that weren't, and he tried 277 00:19:55.279 --> 00:20:00.039 to figure out what was it about the ones that were buying, and somehow 278 00:20:00.079 --> 00:20:03.519 he realized that those customers, those prospects that had been on his website at 279 00:20:03.519 --> 00:20:07.910 least thirty pages, they were buying from him, but those that were not 280 00:20:07.990 --> 00:20:11.670 very well informed. They weren't. They weren't buying. So what he did 281 00:20:11.710 --> 00:20:15.950 was they put together little video, probably shot with an iphone, that said 282 00:20:15.950 --> 00:20:19.990 here's what happens with when you go get a pool, you dig a hole, 283 00:20:21.109 --> 00:20:22.539 you get the permits, basically kind of walking him through. Here's what 284 00:20:22.619 --> 00:20:26.259 you should expect, because most people may only buy one pool in the lifetime. 285 00:20:26.099 --> 00:20:30.500 And then they also had a little ebook. So I think the thirty 286 00:20:30.539 --> 00:20:33.819 page ebook. That about everything you he's know about buying a fiberglass pool, 287 00:20:33.859 --> 00:20:37.450 which was very helpful, very honest. And they said we are going to 288 00:20:37.490 --> 00:20:41.849 send you this ebook and we're going to send you this video and we're going 289 00:20:41.849 --> 00:20:45.289 to call you back the day the appointment. If you haven't had a chance 290 00:20:45.369 --> 00:20:48.250 to read the ebook and watch the video, no problem, we'll just need 291 00:20:48.329 --> 00:20:52.440 to reschedule. And maybe four or five out of the history of the company 292 00:20:52.480 --> 00:20:56.839 ever said Hell No, you get down here right now. and which point 293 00:20:56.839 --> 00:21:00.960 they didn't go because they knew they're going to be uninformed customers and not serious 294 00:21:02.240 --> 00:21:06.950 and they were probably rude people. Anyway, they started closing it like eighty 295 00:21:07.069 --> 00:21:11.230 percent every visit they went on, and so it was just amazing and so 296 00:21:11.589 --> 00:21:15.509 in his book. He his first book as well as the second book. 297 00:21:15.549 --> 00:21:19.259 He talks about the things that companies should do. At the heart of it 298 00:21:19.500 --> 00:21:26.140 is addressing your customers fear of doing business with you or doing business with your 299 00:21:26.900 --> 00:21:32.299 category, and the ones that really do well at this are teaching. They're 300 00:21:32.339 --> 00:21:36.170 not pitching. Teaching is the new pitching and it's basically informing them. You 301 00:21:36.329 --> 00:21:40.410 build a lot of trust with your prospects. They sense that you're pretty transparent 302 00:21:40.450 --> 00:21:44.369 and if you say, just like with Brand's book, this isn't for everybody, 303 00:21:44.730 --> 00:21:48.319 your credibility goes up. So what happens is he talks about the Big 304 00:21:48.440 --> 00:21:52.839 Five, which are the five things that people tend to search for online, 305 00:21:52.880 --> 00:21:57.240 are and they want to know, and that's pricing in cost. They want 306 00:21:57.279 --> 00:22:02.869 to know about that. Even if you sell something where it's custom you can 307 00:22:02.990 --> 00:22:06.710 still talk about what drives a price up, what drives a price down, 308 00:22:06.950 --> 00:22:11.269 what the cost of operating it is what you need to know, because when 309 00:22:11.309 --> 00:22:14.710 he would go out and he'd say, well, it's about a fiftyzerollar job 310 00:22:14.829 --> 00:22:15.940 to put the pool and they say, Oh, I thought it was Twentyzero. 311 00:22:17.420 --> 00:22:19.779 Well, one day he realized I'm wasting my time with those people. 312 00:22:21.700 --> 00:22:23.980 So he only wanted to talk to people that could clearly pay for it. 313 00:22:25.299 --> 00:22:27.019 One of them was what are the problems with your products? In other words, 314 00:22:27.019 --> 00:22:30.529 he would say when should I not buy a fiberglass pool? When is 315 00:22:30.609 --> 00:22:37.210 concrete a better one? Comparisons, that's where you are comparing your product with 316 00:22:37.250 --> 00:22:42.210 another product that's very similar, or the solution to the customers problem? In 317 00:22:42.289 --> 00:22:47.400 other words, should I hire a marketing agency? Should I hire a marketing 318 00:22:48.160 --> 00:22:52.880 in house? You know, there's the these comparisons reviews where he would review 319 00:22:53.880 --> 00:22:57.000 all the pools, all the manufacturers of pools, and some of them he 320 00:22:57.039 --> 00:23:03.269 didn't even carry. But people wanted to know, they wanted to find reviews 321 00:23:03.309 --> 00:23:07.710 of all these things. And the thing is he calls that his is sort 322 00:23:07.750 --> 00:23:11.430 of best in class. So it's really interesting. And he talks about this 323 00:23:11.589 --> 00:23:15.900 concept of ostrich marketing where a lot of companies, I say most companies, 324 00:23:17.539 --> 00:23:19.819 think, well, we can't really talk about that, we will let them 325 00:23:19.859 --> 00:23:23.940 come to us and ask. Well, if you're not talking about it and 326 00:23:25.059 --> 00:23:29.210 somebody else is, they're not coming to talk to you, right they they're 327 00:23:29.250 --> 00:23:30.490 going to find that information. The last thing they want to do is talk 328 00:23:30.529 --> 00:23:33.049 to somebody that they think is trying to pull the wool over their eyes. 329 00:23:33.170 --> 00:23:38.769 So the other thing it's so interesting is how this helps sales teams, where, 330 00:23:40.210 --> 00:23:44.680 if you are answering every question you could ever get from a customer, 331 00:23:44.920 --> 00:23:48.319 the sales team can start sharing this information in the sales process. He calls 332 00:23:48.319 --> 00:23:51.440 it assignment selling, is what he calls it. Right. So Hey, 333 00:23:51.519 --> 00:23:53.599 go go read this stuff on the website and then we'll they'll have our appointment 334 00:23:53.640 --> 00:23:56.589 and like, shocking, if they haven't read the stuff, we don't have 335 00:23:56.589 --> 00:24:00.349 the appointment, which is mind blowing. So that's that's one of a couple 336 00:24:00.390 --> 00:24:03.829 things that I think are really paradigm shifters that are in this book. And 337 00:24:03.950 --> 00:24:08.069 it reminded me of a what called the perfect clothes where there's a difference between 338 00:24:08.589 --> 00:24:12.500 what is it you would either advance the sale or you you contained anyway. 339 00:24:12.539 --> 00:24:18.779 Sure, and an advance is where the customers having to do something, maybe 340 00:24:18.900 --> 00:24:22.220 put their you know, time, or they're showing some commitment, whereas if 341 00:24:22.259 --> 00:24:25.529 you're advancing it like yeah, sure, you can send me a proposal, 342 00:24:26.930 --> 00:24:30.369 I'm not asking for it, but it stills get off their back. Yeah, 343 00:24:30.650 --> 00:24:33.890 so, anyway, I thought that was so is one of my favorite 344 00:24:33.930 --> 00:24:38.200 books. It's one of after only after two hundred sixty interviews, there's only 345 00:24:38.240 --> 00:24:41.720 been two books where I've interviewed an author about the first and second edition, 346 00:24:41.799 --> 00:24:45.960 and this was one of the two. It's just one of my favorite books 347 00:24:45.960 --> 00:24:49.039 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 00:24:52.599 --> 00:24:55.190 one. How much does it cost? Because I got to tell you that 350 00:24:55.630 --> 00:24:59.029 is if I suggest that to a client, they are blown away b by 351 00:24:59.029 --> 00:25:02.109 the idea that we're going to put their price on the website and they're there 352 00:25:02.349 --> 00:25:03.789 that doing that ostrich marketing. Well, I'm going to make them ask me 353 00:25:04.190 --> 00:25:07.859 for the price, right. But here's what he says in the book that 354 00:25:07.900 --> 00:25:10.619 I think, man, this is like worth writing down. What causes people 355 00:25:10.779 --> 00:25:15.099 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 00:25:19.180 --> 00:25:22.289 the website. And that is a massive paradigm shift, especially for complex be 358 00:25:22.450 --> 00:25:26.970 tob sales. I got to tell you. So that was very fascinating. 359 00:25:26.009 --> 00:25:29.849 Also the assignment selling. WHOO. Who would giveup an appointment if the customer 360 00:25:29.849 --> 00:25:32.609 hasn't done a homework, but what a great test to from whether it really 361 00:25:32.609 --> 00:25:37.799 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 00:25:41.640 --> 00:25:45.640 be willing to act on what you learn about right, and he kind of 364 00:25:45.680 --> 00:25:48.519 breaks that down into obsession about the way they think, about the buying process, 365 00:25:48.559 --> 00:25:52.109 about the way they want to buy and the way they want to learn. 366 00:25:52.349 --> 00:25:55.390 Those three things is so that's that's just one takeaway. And then he 367 00:25:55.470 --> 00:25:57.549 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 370 00:26:04.500 --> 00:26:07.779 want to work with folks that you can actually benefit. So yeah, and 371 00:26:07.859 --> 00:26:11.779 I can say, James, you mentioned there was a hundred extra pages, 372 00:26:11.579 --> 00:26:17.420 the hundred new pages. Well, the whole book seemed completely updated to me, 373 00:26:17.700 --> 00:26:21.450 have a careful reader of both books. But he has an entire section 374 00:26:21.569 --> 00:26:23.529 on videos that you should have. Like yeah, I think there's a seven 375 00:26:23.569 --> 00:26:27.130 videos that every company should have. You can put them all into one but 376 00:26:27.289 --> 00:26:32.569 you definitely need to have these seven videos, and if it's really slick, 377 00:26:32.809 --> 00:26:34.359 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 380 00:26:41.559 --> 00:26:45.200 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 00:27:33.839 --> 00:27:37.079 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 00:27:55.349 --> 00:27:57.230 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 Big Three