Transcript
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Learn how to turbo charge your marketing
results by building repeatable, scalable demand JEN
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systems from Sheila cleft corn, CEO
of Keo Marketing and founder of the Business
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Owners Marketing Academy. See if you
qualify for a complementary Marketing Road Map for
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your business at Keo Marketingcom Slash Audit. You're listening to BB growth, a
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daily podcast for B TOB leaders.
We've interviewed names you've probably heard before,
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like Gary vanner truck and Simon Senek, but you've probably never heard from the
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majority of our guests. That's because
the bulk of our interviews aren't with professional
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speakers and authors. Most of our
guests are in the trenches leading sales and
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marketing teams. They're implementing strategy,
they're experimenting with tactics, they're building the
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fastest growing BDB companies in the world. My name is James Carberry. I'm
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the founder of sweetish media, a
podcast agency for BB brands, and I'm
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also one of the CO hosts of
this show. When we're not interviewing sales
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and marketing leaders, you'll hear stories
from behind the scenes of our own business.
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Will share the ups and downs of
our journey as we attempt to take
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over the world. Just getting well, maybe let's get into the show.
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Welcome back to BEDB growth. I'm
your host for today's episode. I'm Sheila
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cleft corn, CEO of Keo Marketing. This is the eleven episode in the
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Hashtag Demandin series. I'm joyed today
by Patricia Baitler, president of Velocitas,
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a full service one stop shop for
Public Relations, digital marketing and branding solutions,
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which ash. I'm thrilled to have
you on the show now. No,
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yes, it's a pleasure to be
here and be going you today.
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Great, thank you. We're excited
to have you. We are on opposite
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sides of the country, with you
being in Miami and me here in Phoenix,
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but we're seeing similar things in the
market place with all that's going on
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in the world. Just tell me
a little bit and our listeners about your
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background and what you're up to a
velocit us. Yeah, so I actually
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started the agency in two thousand two
and we're full service. We initially started
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actually online with branding and web development. Is that's my background and it and
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then over the years we are going
to be evolved into a full service,
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public creations agency, and that's primarily
our business, and then provide additional services
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that support that to continue to create
awareness, and we do that for a
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VGB sector and also, you know, other types of businesses and helping them
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to checkt and, especially now as
everything is continuing to evolve, to shift
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their messaging and and continue, you
know, changing every day as it as
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it continues. Well, that's great. Will certainly helping the to be businesses
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with their messaging is really important and
it sounds like you have such a great
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background in both the implementation as well
as the messaging, being full service with
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Public Relations and digital marketing. But
today I think the topic that you and
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I have talked about discussing is really
really important. So this is an interesting
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time to be in business. Small
businesses in particular have been hard hit by
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the COVID nineteen outbreak and I'm excited
about this topic. So my first question
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is, how should business leaders and
marketers be thinking about their communication strategy during
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a crisis like this and, if
you can expand on that a little bit,
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how can they use it to actually
create growth for their customers and their
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company? Yeah, so our team
has been working actively with our clients to
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pivot their their mark communications strategies and
during a crisis and and in ways of
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growth, tactfully. And now it's
the time to really think about your messaging
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and how you're providing your clients or
customers and how that can tension or during
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a time. And we really learned
that with the messaging, it's really important
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to make a significant change into what
you were what you had before. For
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example, a lot of people develop
their content and messaging for social work,
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for their email company, for any
of the work that they're doing, or
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had that already in face and now
it's basically looking at how we can shift
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that in more ship work and keeping
the audience in mind. You know,
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like pretty important to think about who
needs to hear from you, what they
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need to know. You know what
every reading the answer is is very dependent
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on your business model and you know
what, what's the priority for you also
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to get out there and how you
can provide that support. So you are
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saying is it's not business as usual. You need to change your message based
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on this pandemic. Do Advise your
clients to do both or to switch completely
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to crisis messaging? Well, I
did. There's a combination. It just
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also depends on the business, as
I mentioned, every every company is different,
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but you have to address it as
a company and I think initially we
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were looking at our healthcare clients and
not really thinking that this really affects every
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single company and and they're in a
different way. So, you know,
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that message. Everybody has to have
some messaging, you know, out you
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know, whether it's within an email
campaign or to their customers privately, to
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let them know how they're addressing it
and then also look at how they're helping
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the community, you know, and
making a difference. For example, one
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of our healthcare clients open to Corona
CONEA virus testing facility. Just you know,
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that was really exciting because we're announcing
something that is relevant, that's going
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to help people right now, at
this moment very time, you know.
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And then you have to think about, you know, while you're pivoting your
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messaging, like how position yourself come
out on top after all of this.
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Yeah, definitely. I think that's
so important that you're thinking about external and
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internal communications. So obviously letting customers
know, especially if you have a product
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or a service that relates to the
pandemic, but also letting internal folks,
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like giving sales people the tools they
need to be able to communicate during sales
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calls that they can't be insensitive and
just get on the phone and talk about
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the same thing. They need to
sell, but they need to put it
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in the context of what their prospects
are going through, whether their prospects are
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all now remote employees or things like
that. I think that's so important and
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timely. So you mentioned your healthcare
client that they're focusing on the community.
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Can you give an example of that? So, yeah, what they've always
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been very community for. You know, that was their base, you know,
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prior to this happening. So immediately
they jumped on how they can make
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a difference and one of those was, you know, creating going beyond the
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scope of their the Medicare plans that
they offer and then, you know,
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creating ways to help the community over
all. There even actually implementing face masks
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right now, ordering face masks that
that's great and provide. So it's really
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great. Like we've actually been trying
to gather more and more information on the
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plans or what they're doing right now
so that we could integrate that into all
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of our messaging for them. That's
great. That's great. So what about
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a business that isn't directly as related, like a healthcare business? But what
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if they're a retail business and they've
been hard hit? How would you address
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that? I mean, we have
other businesses that have been hard to including
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law firms, which is, you
know, another service based industry, and
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that's been, you know, having
to create the messaging, also the as
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we've mentioned earlier, both out you
know, externally and internally, and how
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they're addressing that and then also,
you know, what they can do to
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help their clients, you know,
which is really important because right now,
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having that legal support is really important. I think they also just made that
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one of the businesses they just,
think a couple days ago, just announced
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it one of the essential ones.
Yeah, the essential businesses. So I
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think that it's that's something they're considered, but that they're considered an essential business
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during this time. So you've been
able to help your law firm clients because
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they are essential businesses. How have
you helped them? We've actually been shifting
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all of our seminars. We like
everything that we had planned, events,
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seminars, webinars, and we've also
done that for a pounding clients, but
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you know, it's been a major
ship, especially for the law firm clients.
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That support really stayed in condominiums.
We just created partnerships and launching series
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to provide ongoing support to those that
live in in condominiums. That's great.
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And what were some of the challenges
that you had from going from traditional events
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to virtual events? I really it
just happened organically, I mean the sense
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that I happen to have an IT
background, so it was very fluid.
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I just shifted and reached out to
them and I think that, you know,
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what's really important is that communication and
having those relationships. So we just
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started, you know, instead of
reaching out to them and talking, we
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had already discussed and set dates for
the next few months coming events, and
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I said, hey, how about, you know, we switch these all
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for webinars. You know, we
could support, you know, your your
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clients and ours and just become a
resource. So you're very able to help
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put them with some messaging and then
the technology of getting it shifted and then
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your outreach strategy change to is that
right? Oh yeah, no, absolutely,
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and then we did. We created
all email campaigns, got those going
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on, promoted them leading up to
the you know, to the event.
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We had a hundred fifty at our
first one, which is a really successful
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yeah, that's great. So,
yeah, I felt exciting, if you
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know, just kind of running and
first stimulating, there's no question about that.
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Just kind of hit the ground running
and shifting everything over as fast as
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we possibly could for the first two
weeks where definitely exciting. Well, I
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just love the all the ways that
you're helping your your clients navigate this crisis.
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But how do you recommend that they
position themselves to come out on up
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after the crisis? So, you
know, as I mentioned, every company's
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different and I think we need to
look within and say, you know,
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what it is that you can do
to make things more efficient for your company,
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and that's not home or it's overall
looking at the things that are more
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successful for you, the marketing initiatives
that you've been doing, because I think
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a mistake that people make if they
think that now the time to hit pause
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on a lot of those initiatives,
and it's the opposite. This is your
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opportunity to really show King Your Company
and yourself and how you can make a
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difference and that you're being there for
them and so it depends on the company,
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but basically depending on when your company
and what the core is in the
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values of them are, and then
positioning them and putting them in the forefront
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so that you can help your clients. That's great, Patricia. Can you
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just summarize maybe the top five points
or so that people should be thinking about
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related to how to pivot their communication
strategy during a crisis to create growth?
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Absolutely. So the most important thing
is your message and think about, you
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know, how you can, you
know, provide the support for customers and
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create a lead to attention, and
also your audience, taking into consideration who
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they are, what they need to
know, what they're going through, depending
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on your business model, the mode
of communication and how you're going to utilize
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that, focusing on the community and
when you're doing people the extra mile,
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make a difference during his time and, most importantly, how you can position
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yourself to come out on top of
the Patricia, thank you. This is
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so helpful and it's been a great
conversation. I love your perspectives on how
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to pivot your communication strategy during this
trying time. If anyone listening has follow
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up questions or would just like to
connect with you or get help. What's
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the best way for them to find
you? They could go to our website,
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velocitiestcom, or send an email to
info at velocitiestcom. Great well,
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thanks again for being on the show. What you've shared is incredibly valuable and
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for our listeners. As always,
if you're interested in learning more about how
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to increase your leads and sales,
especially in a time like this, we
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can always request a complementary marketing audit
at K Eo Marketingcom. Thank you,
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Patricia. Thanks everybody. Stay healthy
and safe and look up to you next
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time. That I hate it when
podcasts incessantly ask their listeners for reviews,
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but I get why they do it, because reviews are enormously helpful when you're
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trying to grow a podcast audience.
So here's what we decided to do.
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If you leave a review for me
to be growth in apple podcasts and email
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me a screenshot of the review to
James At sweetfish Mediacom, I'll send you
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a signed copy of my new book, content based networking, how to instantly
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connect with anyone you want to know. We get a review, you get
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a free book. We both win.