WEBVTT NOTE duration:"00:44:04.3370000" NOTE language:en-us NOTE Confidence: 0.927064418792725 ca4e1cb0-8ce7-4193-84ee-2b12f86a60b9 00:00:04.990 --> 00:00:09.790 Um? So sales training. It kinda depends. I've done, you know, NOTE Confidence: 0.927064418792725 f5ebb932-5cd7-4223-9a0f-6eca2e6ee41d 00:00:09.790 --> 00:00:13.010 I've done this sales training for every employee that's come NOTE Confidence: 0.927064418792725 f04ff664-027a-42bc-b0ac-9919f1becd1b 00:00:13.010 --> 00:00:16.874 through the company in the last eight years and no two trainings NOTE Confidence: 0.927064418792725 77abe83a-7dd9-4490-90fa-34c180d691f2 00:00:16.874 --> 00:00:21.382 have been the same, so I think I'm going to do this one a NOTE Confidence: 0.927064418792725 fc9caa81-089f-4a4e-88ae-282dc29d0ffe 00:00:21.382 --> 00:00:24.924 little different as well. Just based on the fact that you're NOTE Confidence: 0.927064418792725 f081cf53-8cf0-43c2-9b65-cfb08f0eae39 00:00:24.924 --> 00:00:28.144 going to be working with marketing and OPS. It probably NOTE Confidence: 0.927064418792725 04e78641-7049-41b4-a278-abb702340f8e 00:00:28.144 --> 00:00:31.686 helps a little better to understand a few things a little NOTE Confidence: 0.927064418792725 c9e7fbb4-2d54-473a-a0c1-2de1f88d21e9 00:00:31.686 --> 00:00:35.550 deeper, and then probably even a few things at a higher level NOTE Confidence: 0.927064418792725 134b85c9-dc4f-4637-8c26-3d9ee799e9f9 00:00:35.550 --> 00:00:37.482 than a typical PM or whatever, NOTE Confidence: 0.88019585609436 4cdbeb74-c9d2-42af-94b6-7cd25b5365b8 00:00:37.482 --> 00:00:40.908 so. I'll probably do a little different, so, um. NOTE Confidence: 0.914804697036743 1f532c86-5fb2-43df-a055-936df1fc146e 00:00:41.760 --> 00:00:45.608 There are an I'm going to save, like five or six things real NOTE Confidence: 0.914804697036743 8bd92bd5-8b96-47c7-9804-09ca33d21858 00:00:45.608 --> 00:00:48.864 quickly here, and that will kind of guide the conversation today NOTE Confidence: 0.914804697036743 0f579d00-682e-44f9-ad26-d2fe762950d3 00:00:48.864 --> 00:00:53.008 I think so there are only two people that we talked to that we NOTE Confidence: 0.914804697036743 ecee7fbe-f3c2-4265-98ae-d20e6d55c3f7 00:00:53.008 --> 00:00:56.856 write copy for and that we market too. So if I forget to NOTE Confidence: 0.914804697036743 e1971830-bc5a-4b9a-b41f-104740a62f16 00:00:56.856 --> 00:01:00.408 tell you who those two people are, don't let me forget. 'cause NOTE Confidence: 0.914804697036743 67179db9-e725-4656-a02c-597465713c44 00:01:00.408 --> 00:01:03.072 that's probably the most important thing will cover today NOTE Confidence: 0.914804697036743 c6691832-3c02-4421-a518-e60b36611d09 00:01:03.072 --> 00:01:07.216 for you. Second thing, if I had to ask you what clarity did or NOTE Confidence: 0.914804697036743 8027275c-0295-4425-9fd4-144b323f8a7c 00:01:07.216 --> 00:01:09.880 if you asked me, just theoretically we build custom NOTE Confidence: 0.914804697036743 7bcd7bc0-5ce6-42c6-8ea8-e575d1e1ef12 00:01:09.880 --> 00:01:12.248 websites. Well, what size companies need websites every NOTE Confidence: 0.920308470726013 49f8b33f-c14c-42fc-9199-8ffb137b4010 00:01:12.248 --> 00:01:15.012 size? What industries in verticals every industry in NOTE Confidence: 0.920308470726013 04433caa-cfcf-4e82-a5af-315c2a633e46 00:01:15.012 --> 00:01:17.434 every vertical would integrations they have? Every NOTE Confidence: 0.920308470726013 a9963b67-a321-441d-ae38-c9b318fd24f1 00:01:17.434 --> 00:01:20.894 possible integration out there. So how do you market everything NOTE Confidence: 0.920308470726013 ce7ce5b2-f630-4cd9-a9bf-7ebbd2a1c296 00:01:20.894 --> 00:01:25.046 to everybody? Because if you try to then you really nobody to NOTE Confidence: 0.920308470726013 6c9d6f4a-38d2-447b-a566-1ad16b5956d3 00:01:25.046 --> 00:01:28.852 nobody right? Yeah. And so that was really the biggest problem NOTE Confidence: 0.920308470726013 383b7596-f6ab-437d-8690-f605082f3302 00:01:28.852 --> 00:01:33.350 when I came into the company at years ago. Was trying to get NOTE Confidence: 0.920308470726013 f671d7d7-4226-45da-8f73-600c3cba4b5b 00:01:33.350 --> 00:01:37.156 down and say, you know I'm a AutoZone parts store. And NOTE Confidence: 0.920308470726013 19da9651-2971-4b97-a9c7-dbda7f4e631e 00:01:37.156 --> 00:01:41.308 basically I've got every part for your car. But I'm brand new NOTE Confidence: 0.920308470726013 75628177-73a3-479b-94b5-b064af87847d 00:01:41.308 --> 00:01:43.730 when I'm trying to do it online. NOTE Confidence: 0.918626427650452 03b4a016-7a39-43bd-9343-b9ba9cd0c820 00:01:43.770 --> 00:01:46.890 OK, so you have to pick something. So I sell the world's NOTE Confidence: 0.918626427650452 474a5326-3fc9-4302-8205-21f347e2e7d2 00:01:46.890 --> 00:01:50.010 greatest car wax for Yellow Porsche is you know and then you NOTE Confidence: 0.918626427650452 4d5c2166-83ef-4cd1-b51a-75efe81d0c19 00:01:50.010 --> 00:01:52.870 get popular then it's like well, since it's yellow there's some NOTE Confidence: 0.918626427650452 11b19bbd-e823-43fa-b8da-26d6bd08ffc1 00:01:52.870 --> 00:01:56.250 corvettes that are yellow. I wonder if we could do it now for NOTE Confidence: 0.918626427650452 70e9c23e-518b-4473-9608-ccfbba87be8f 00:01:56.250 --> 00:01:59.890 super cars or for hot rods that are yellow and now we grow and NOTE Confidence: 0.918626427650452 32eb6b6a-e525-40eb-88a5-050ceae943e9 00:01:59.890 --> 00:02:03.790 then the next thing you know we do it for red cars. Now that we NOTE Confidence: 0.918626427650452 2d0d6416-ed9a-4386-ac52-b677a1aa8c74 00:02:03.790 --> 00:02:07.430 do really get a wax is we also do scratch repair that you know NOTE Confidence: 0.918626427650452 498064a6-ef5c-4428-9cf9-01f32b2eac24 00:02:07.430 --> 00:02:10.550 you just slowly grow as you build your fan base and you NOTE Confidence: 0.918626427650452 56e2c2c0-63a5-47dc-8794-e271d5ff4c59 00:02:10.550 --> 00:02:13.930 build your brand awareness and that's kind of what I had to do NOTE Confidence: 0.918626427650452 be64af4a-7864-4f34-9840-cc0db7d989a7 00:02:13.930 --> 00:02:16.010 here was we had to kind of go NOTE Confidence: 0.908186674118042 e3657793-f98b-4d1e-8d29-967823e66ff6 00:02:16.010 --> 00:02:19.410 backwards. And figure out because back when I got here we NOTE Confidence: 0.908186674118042 84eddbf3-0ff7-4d23-83e9-b2821440c859 00:02:19.410 --> 00:02:22.853 would just go out and register on every web design directory. NOTE Confidence: 0.908186674118042 5dde9117-b6b7-418c-8db1-a918c52b6b58 00:02:22.853 --> 00:02:26.609 So when people would go out and look for web design companies NOTE Confidence: 0.908186674118042 18e9f2c9-3fa5-46dd-9b4b-1b6dc8d350c8 00:02:26.609 --> 00:02:29.739 they would hit one of these directory websites and clarity NOTE Confidence: 0.908186674118042 eb7d3639-c6da-4f25-b9e1-aa2aa1f69120 00:02:29.739 --> 00:02:33.495 because we're in a seaweed. Be somewhere near the top or weak NOTE Confidence: 0.908186674118042 6a8ebe45-c73b-4336-a63b-41c8fd0d31e1 00:02:33.495 --> 00:02:36.938 as we would optimize Arceo for Austin. We'd be somewhere near NOTE Confidence: 0.908186674118042 da7eb77c-508d-4029-94c9-0346bc586d57 00:02:36.938 --> 00:02:41.007 the top and we get a lot of business. Well, you know, as NOTE Confidence: 0.908186674118042 137af9af-86a8-481e-bcfc-dddfd8ffe4e5 00:02:41.007 --> 00:02:44.763 well as I do that building websites now is either free with NOTE Confidence: 0.908186674118042 61fa53da-00e4-4264-9e28-6fe2736c629d 00:02:44.763 --> 00:02:46.954 wix or GoDaddy gives it to you NOTE Confidence: 0.919691801071167 3f61282f-716f-40e4-95d1-a91d4e78f42e 00:02:46.954 --> 00:02:50.943 for free with. Purchasing at 895 a month subscription or you can NOTE Confidence: 0.919691801071167 cb6c665c-1c6c-4b6c-8812-f4638957f9aa 00:02:50.943 --> 00:02:55.324 go to to WordPress and buy a theme for $50.00 so the web NOTE Confidence: 0.919691801071167 395be3e8-5ca4-4371-b7f6-e0b4ab6d142e 00:02:55.324 --> 00:02:58.694 design portion of our business is pretty much been commoditised NOTE Confidence: 0.919691801071167 620ecc06-d043-4b53-81b9-c5a45da51d21 00:02:58.694 --> 00:03:02.738 so I do very little marketing when it comes to web design. NOTE Confidence: 0.919691801071167 2b93a997-11eb-44ba-9bf7-339b7bbbaee7 00:03:02.738 --> 00:03:06.782 Clarity does about six or Seven things and that's it. So I've NOTE Confidence: 0.919691801071167 30d67b9a-aedf-4018-b7ef-faef8bb70404 00:03:06.782 --> 00:03:10.489 whittled it down to that. So basically in our solutions we NOTE Confidence: 0.919691801071167 b47520fa-dc80-4a40-87d5-68d6ac38c953 00:03:10.489 --> 00:03:14.870 have an E Commerce solution, right? and I even call it an E NOTE Confidence: 0.919691801071167 335b79e5-59ca-4840-a5be-3277278be827 00:03:14.870 --> 00:03:18.914 Commerce platform. I don't call it in E Commerce product. I call NOTE Confidence: 0.919691801071167 06bac8ed-6c5d-49a1-a2a2-f634e0ad3834 00:03:18.914 --> 00:03:19.925 it a platform. NOTE Confidence: 0.918088138103485 1570684b-25c5-45d2-94f0-fe6f55c89948 00:03:19.980 --> 00:03:24.600 Because it's configurable, like a set of Legos. So if you're NOTE Confidence: 0.918088138103485 f65fd73c-31de-46c7-befd-1ee840088e36 00:03:24.600 --> 00:03:29.220 familiar with like Amazon or Etsy or eBay, those are all NOTE Confidence: 0.918088138103485 779ce8af-2b77-4323-85a2-29a32d99ad94 00:03:29.220 --> 00:03:33.420 marketplaces. Those aren't just an E Commerce, that's actually a NOTE Confidence: 0.918088138103485 40bbfd5c-9590-40c2-8675-619a01663c47 00:03:33.420 --> 00:03:37.200 marketplace where you have multiple sellers in the same NOTE Confidence: 0.918088138103485 7746577b-3834-498d-bd38-6573abbe06de 00:03:37.200 --> 00:03:38.880 marketplace selling product side NOTE Confidence: 0.914925038814545 75a4c22b-41f7-458f-8ffc-07e586bbe45d 00:03:38.880 --> 00:03:43.094 by side. In competition right? Yeah, so that's a marketplace. NOTE Confidence: 0.914925038814545 5139c753-7fbe-44e8-b8c0-563f413cbefe 00:03:43.094 --> 00:03:48.528 So not only do we do E Commerce store fronts for somebody who NOTE Confidence: 0.914925038814545 dd63403d-e253-412f-82f1-ed3974770bc0 00:03:48.528 --> 00:03:53.544 wants to. You know ther company wants to sell their product so NOTE Confidence: 0.914925038814545 7d31c1e6-b85d-470b-a9d2-50390641be75 00:03:53.544 --> 00:03:58.142 we can give them a storefront. We can also build marketplaces. NOTE Confidence: 0.914925038814545 70b7e4ca-866c-4c92-a1c5-fb69f84a95d3 00:03:58.142 --> 00:04:03.158 We can also do be to be multilingual an multi store. So NOTE Confidence: 0.914925038814545 30fb82d8-593e-4d01-a7b5-d643b0f8da03 00:04:03.158 --> 00:04:07.756 for example if I was target.com and target sold a corporate NOTE Confidence: 0.831227779388428 8cd55a20-ef63-49a1-974c-59590e571c4f 00:04:07.756 --> 00:04:10.710 account too. Motorola NOTE Confidence: 0.925440549850464 2e7001fa-91a9-419d-a5dc-10afbe0ef748 00:04:11.570 --> 00:04:16.146 You could go to target, login as a Motorola employee and it would NOTE Confidence: 0.925440549850464 5dd7e2ef-255f-4af0-a96f-937dd661729d 00:04:16.146 --> 00:04:20.018 pop up and say hi Motorola employee to giving change the NOTE Confidence: 0.925440549850464 43efbef9-1e4f-499c-a45d-3f9c3a8e4321 00:04:20.018 --> 00:04:23.890 color. It could have the Motorola logo and then it would NOTE Confidence: 0.925440549850464 43f00982-7fc9-4ec7-99c3-f1d4e8a7ef9a 00:04:23.890 --> 00:04:27.762 show all of the products within the Target store that the NOTE Confidence: 0.925440549850464 1031ff00-2574-4a48-bd01-28caabee84bb 00:04:27.762 --> 00:04:31.282 Motorola management team has selected as being approved to be NOTE Confidence: 0.925440549850464 ee6f772c-c104-4d9c-911e-7b13337b2c63 00:04:31.282 --> 00:04:34.098 purchased. So even though target.com I have 10,000 NOTE Confidence: 0.925440549850464 4a95fdbb-e4da-4e12-888e-752211f2ae53 00:04:34.098 --> 00:04:37.618 products, there might only be 40 products that Motorola has NOTE Confidence: 0.925440549850464 8b415ad3-a15b-41ed-9ce2-f0dcb4807572 00:04:37.618 --> 00:04:41.490 contractid with target to buy from them so they could target NOTE Confidence: 0.925440549850464 4729e912-92a7-4e37-89cc-6d539f582671 00:04:41.490 --> 00:04:43.250 themselves could have a branded. NOTE Confidence: 0.911008179187775 690c06f9-b439-44b4-873d-112314ca07f5 00:04:43.310 --> 00:04:46.078 Multi store environment, where different companies could come. NOTE Confidence: 0.911008179187775 27accc79-c100-4f1f-be0e-e0e636a903d2 00:04:46.078 --> 00:04:50.576 Log in and they would have their own branded store with a subset NOTE Confidence: 0.911008179187775 842590fd-effc-4e86-8146-ace80554656c 00:04:50.576 --> 00:04:54.036 of products from the parents store if that makes sense. NOTE Confidence: 0.911008179187775 65be2d8d-80d9-420a-8da2-ed529f491fdc 00:04:54.036 --> 00:04:58.188 That's what we call a multi store or branded store model so NOTE Confidence: 0.911008179187775 6226b0b1-ba67-4994-bff4-c62d3c141728 00:04:58.188 --> 00:05:02.340 we do storefront. We do branded or multi store and we do NOTE Confidence: 0.911008179187775 91144aee-3e2c-4694-b130-0c04abe5decb 00:05:02.340 --> 00:05:06.146 marketplaces all with the same platform. That's why we call it NOTE Confidence: 0.911008179187775 24cd8fb8-1b0f-452b-81ef-03ae512631b2 00:05:06.146 --> 00:05:09.952 a platform and then our second platform is our connect. That's NOTE Confidence: 0.911008179187775 495ddcbe-8e90-44d1-82f8-af829f41da37 00:05:09.952 --> 00:05:13.758 what does all the integrations. So really for solutions we do. NOTE Confidence: 0.916266918182373 17c60083-7995-4ccf-9570-6a8da1beae1d 00:05:13.780 --> 00:05:17.480 E Commerce and integrations. That's it, right? We have a NOTE Confidence: 0.916266918182373 f4e28780-8bf3-4904-94c0-0303388ba6e1 00:05:17.480 --> 00:05:22.660 solution product for each one of these as far as what we do. We NOTE Confidence: 0.916266918182373 f5f480d7-8991-458b-8d79-859d4f9aa1e3 00:05:22.660 --> 00:05:26.730 do services, so we definitely still do web design. We do NOTE Confidence: 0.916266918182373 b80b0ef9-ecc7-4b34-9279-db28a56eb54a 00:05:26.730 --> 00:05:30.060 custom and mobile development. These two we've already seen, NOTE Confidence: 0.916266918182373 acc201f2-e54a-4776-a8e2-f9ae1e385f8b 00:05:30.060 --> 00:05:33.390 right? We do E Commerce solutions. We do integration NOTE Confidence: 0.916266918182373 e99ebd33-856a-421c-a4f1-a2fbe34ecf33 00:05:33.390 --> 00:05:37.460 solutions because we even have our own platforms. For those two NOTE Confidence: 0.916266918182373 25782737-3e62-488a-bcce-8f02381edbfe 00:05:37.460 --> 00:05:43.010 we do a lot in the HIPAA, which is medical. We do a lot of NOTE Confidence: 0.925814270973206 41fae9da-0383-4fa2-a902-3c2b1985b135 00:05:43.010 --> 00:05:46.643 medical development. And we do online marketing. So I've got. I NOTE Confidence: 0.925814270973206 375130ff-0af7-413c-9578-07da271ee7f3 00:05:46.643 --> 00:05:50.447 don't know 1520 of our clients that we built their website, but NOTE Confidence: 0.925814270973206 83652623-f8f1-4960-8243-aff51ac2fd3e 00:05:50.447 --> 00:05:53.934 I'm also doing their SEO. Their CRL. Maybe their graphics. Maybe NOTE Confidence: 0.925814270973206 8c573c36-d016-48b0-a01d-bde8f5db5194 00:05:53.934 --> 00:05:57.104 their social media doing some of their other online marketing NOTE Confidence: 0.925814270973206 d63833a8-5313-4434-b332-0df39cdac104 00:05:57.104 --> 00:06:00.908 capabilities. So really, if you ask me who clarity is and what NOTE Confidence: 0.921791195869446 9d9d1dd7-b7c9-4505-9162-c456fce38c83 00:06:00.908 --> 00:06:05.480 do we do? These are the six things that we do. That's it, NOTE Confidence: 0.896803915500641 61eca785-6d9e-4f98-a4bf-cf6d14d4adfc 00:06:05.480 --> 00:06:08.859 pretty straightforward. Yeah, now there are a couple other NOTE Confidence: 0.896803915500641 b75e5ec5-61bf-414d-b1d6-cf8cfe483170 00:06:08.859 --> 00:06:12.303 things I market, but I don't want them at the top level NOTE Confidence: 0.896803915500641 49eab9f5-b6ed-4512-b501-1b3b0a4eee4c 00:06:12.303 --> 00:06:16.034 because then it muddies up this stuff and I want to be really NOTE Confidence: 0.896803915500641 5e599cda-8db0-4030-b33c-095d17956c97 00:06:16.034 --> 00:06:19.478 clear here, but some of the other stuff. Then we'd put down NOTE Confidence: 0.896803915500641 0ea8c992-cb50-4f04-aff4-4812e5a31890 00:06:19.478 --> 00:06:22.348 in the footer, right? So here's E Commerce and here's NOTE Confidence: 0.896803915500641 86867aca-27b0-476d-9115-8ad5e5165088 00:06:22.348 --> 00:06:25.792 integrations. Those are the two big things that we do, but now NOTE Confidence: 0.896803915500641 3b22dfa9-4fe9-481e-ba20-9e11f6d52dc8 00:06:25.792 --> 00:06:28.662 under portals, not only do the HIPAA Medical Development which NOTE Confidence: 0.896803915500641 8427bb52-6165-4584-aa7f-39970d49d116 00:06:28.662 --> 00:06:31.245 is in service, we do sales portals, distributed portals, NOTE Confidence: 0.896803915500641 74bae3f1-1b5f-4de3-b06f-a241d501c96b 00:06:31.245 --> 00:06:34.115 company portals, career portal, any kind of portals, right? We NOTE Confidence: 0.896803915500641 b9e0ebdd-7f5b-43cb-9d60-7dd285d3ba00 00:06:34.115 --> 00:06:38.133 do a lot of portals and then under the demo site I want to NOTE Confidence: 0.90735787153244 a66b4bd4-8318-404d-af93-8526d8e6a243 00:06:38.133 --> 00:06:42.019 put. Design custom dev mobile app digital market called those NOTE Confidence: 0.90735787153244 ef7140e1-4637-4dac-8761-d3d8bb3e3608 00:06:42.019 --> 00:06:46.320 out a little differently so pretty much it's pretty easy to NOTE Confidence: 0.90735787153244 a5400de1-0740-4cf2-a398-d5572008ad61 00:06:46.320 --> 00:06:50.621 say what clarity does because you could literally come to the NOTE Confidence: 0.90735787153244 53eb2d4d-8c43-4cb6-aa61-2500c1a9721c 00:06:50.621 --> 00:06:54.922 services, click the drop down and those are the six services NOTE Confidence: 0.90735787153244 8f04b96e-05f6-4ef1-b218-cf431b14531d 00:06:54.922 --> 00:06:58.832 that we offer right now. As far as a strategy. NOTE Confidence: 0.919433414936066 9501200c-aa93-48fb-a069-dbc72e217d13 00:06:59.840 --> 00:07:04.292 Let's go back and talk about the two people that we market to an NOTE Confidence: 0.919433414936066 6beceaff-c65c-4bf2-8c07-67d6267c4393 00:07:04.292 --> 00:07:07.472 every piece of content, every page, every graphic, every demo, NOTE Confidence: 0.919433414936066 57a502e0-cd4e-4870-bfc4-41436cfdfb3b 00:07:07.472 --> 00:07:10.334 video, everything, every White Paper, every piece of collateral NOTE Confidence: 0.919433414936066 bff61663-6696-4f0b-b972-f98dae47c3af 00:07:10.334 --> 00:07:13.196 should theoretically only be written for two audiences. And NOTE Confidence: 0.919433414936066 41cc9d02-902c-4623-aa62-cad8ee49ddd1 00:07:13.196 --> 00:07:17.330 if you write it for anybody else, we've messed up. So let me NOTE Confidence: 0.919433414936066 03e4c808-f524-4a61-959a-4744d8979293 00:07:17.330 --> 00:07:21.464 see I might have even written. I write a lot of checklist there. NOTE Confidence: 0.919433414936066 eb196222-bc26-4b00-bf2e-5373d00abadd 00:07:21.464 --> 00:07:24.326 It is right there content strategy. There's only two NOTE Confidence: 0.919433414936066 3c77c3ee-2459-4abf-83a5-42af7db9cd6f 00:07:24.326 --> 00:07:28.142 audiences, so we're going to open that doc here in just a NOTE Confidence: 0.919433414936066 36b2d489-22ff-4b99-b3c1-a716af35fe45 00:07:28.142 --> 00:07:30.368 second. But I want you to think NOTE Confidence: 0.949239313602448 8bf394e4-60fa-4789-9f6d-b6765306876d 00:07:30.368 --> 00:07:33.865 about it first. Who is gonna come to my website? NOTE Confidence: 0.904238700866699 5758e15e-2f7d-4874-87cf-9f2eb40cc5fd 00:07:34.970 --> 00:07:37.538 Theoretically, there either gonna know clarity and they're NOTE Confidence: 0.904238700866699 ef694b57-1074-42e9-83a8-4663b6dc19e8 00:07:37.538 --> 00:07:41.390 going to come to my website, or they're not. So let's pretend NOTE Confidence: 0.904238700866699 26520416-4328-46c2-bb52-e4f07b99013a 00:07:41.390 --> 00:07:44.921 they're not because all SCO content is written for the not NOTE Confidence: 0.904238700866699 3ede2acb-bc88-425d-b6bc-38fefccc080d 00:07:44.921 --> 00:07:48.452 audience, right? So either I'm going to either. I can have NOTE Confidence: 0.904238700866699 b57b418b-df96-4427-b35d-51b8037af2b0 00:07:48.452 --> 00:07:51.020 enough content and enough keywords that are non NOTE Confidence: 0.904238700866699 f05bcb2f-6a00-447a-8d7b-3a234503bae5 00:07:51.020 --> 00:07:54.551 competitive that I can rank well, an organically show up, or NOTE Confidence: 0.904238700866699 b77d05c0-c321-4a20-b7c9-e6b5c8593671 00:07:54.551 --> 00:07:58.403 I have to do paper click and pay to play right retargeting NOTE Confidence: 0.904238700866699 94674a94-bb29-43e9-8c5e-958cc2945add 00:07:58.403 --> 00:08:02.255 whatever it is. I've really only got two options to bring target NOTE Confidence: 0.904238700866699 e781d21a-0934-4a28-a869-6f5de2bb9acc 00:08:02.255 --> 00:08:05.786 in, so let's not care about how I bring him in. NOTE Confidence: 0.904447257518768 4136495d-fca5-41d0-b100-69af8177a0d2 00:08:05.840 --> 00:08:10.848 I know it's going to be a CEO or paper click. I know that. So now NOTE Confidence: 0.904447257518768 c818c4a2-24d5-478c-8a97-779f966fbdf7 00:08:10.848 --> 00:08:14.291 I'm gonna write a whole bunch of content for organic SEO. NOTE Confidence: 0.927071690559387 0dd3832f-f3c1-4ebb-913a-93211950e497 00:08:15.940 --> 00:08:20.230 What's my voice? and I don't, and at this point I don't need NOTE Confidence: 0.927071690559387 b2232c6e-a91d-4b0d-86e1-2eda1b383917 00:08:20.230 --> 00:08:24.190 you and I to figure out 'cause we have enough people, different NOTE Confidence: 0.927071690559387 0dc2fa85-c636-47ef-b484-7a64093e76ed 00:08:24.190 --> 00:08:27.820 people writing content that it's never going to be a perfect NOTE Confidence: 0.927071690559387 0945ab11-fdd8-4f7f-8172-f8a05e8a2f2d 00:08:27.820 --> 00:08:31.450 branded single voice of clarity. It's not going to happen, right. NOTE Confidence: 0.927071690559387 0d94e293-c128-4a39-aef6-2c957054edb4 00:08:31.450 --> 00:08:36.400 I got too many too many cooks in the kitchen and and I have two NOTE Confidence: 0.927071690559387 62486943-634b-4e22-9556-7c3334733e7b 00:08:36.400 --> 00:08:39.700 different audiences that I'm marketing to anyway, so they all NOTE Confidence: 0.927071690559387 87dab149-17f9-415e-9ac3-ca07a8690c8b 00:08:39.700 --> 00:08:41.680 have a different voice to what NOTE Confidence: 0.93171352148056 a411e4e4-30f2-4806-86aa-40d86945a487 00:08:41.680 --> 00:08:46.918 I'm really. It trying to impress on you here is if you can figure NOTE Confidence: 0.93171352148056 c6f59dd0-2707-4b91-bc18-4f8800480a4b 00:08:46.918 --> 00:08:50.806 out who the two target audiences are that you would be writing NOTE Confidence: 0.93171352148056 b049de61-97ed-4586-b792-432b6a3f7adc 00:08:50.806 --> 00:08:55.666 for with your content or who you would be built in a video for or NOTE Confidence: 0.93171352148056 28dfec26-a0c6-4b39-a66f-5d388a92a33f 00:08:55.666 --> 00:08:57.610 who you would be trying to NOTE Confidence: 0.930214047431946 5a1bed54-23e5-4cc3-9a8b-6ac8fa48d9c4 00:08:57.610 --> 00:09:02.500 establish value too. I want to talk. I want to spend 2 minutes NOTE Confidence: 0.930214047431946 970b0c07-e028-414a-912a-65d5e0c5c078 00:09:02.500 --> 00:09:06.304 right now and haven't talk through with you and I want you NOTE Confidence: 0.930214047431946 347e443b-011b-45dc-ac14-cacfcc2a348d 00:09:06.304 --> 00:09:10.108 to figure out who those two audiences are. So those are the NOTE Confidence: 0.930214047431946 7705b674-b80a-4726-8870-c88631b71e44 00:09:10.108 --> 00:09:13.912 two people that would sit down at a computer, do a Google NOTE Confidence: 0.930214047431946 0c1e3550-1488-4559-ba09-92cff622e61f 00:09:13.912 --> 00:09:16.765 search and hopefully I've written appropriately so that I NOTE Confidence: 0.930214047431946 47239188-449c-4f39-b969-0c82c771fa5e 00:09:16.765 --> 00:09:19.618 will organically show up. They'll click, they'll come to NOTE Confidence: 0.930214047431946 55c53ead-ff0f-4ce8-be38-7afa6e7bdc3a 00:09:19.618 --> 00:09:23.105 my article an read my article, and if I've written it. NOTE Confidence: 0.910727679729462 45b304bf-9575-471f-9f76-89d8d82e7f8b 00:09:23.870 --> 00:09:28.070 Targeting them one of those two people, if I've written it at NOTE Confidence: 0.910727679729462 5cfafeac-f3a1-4055-8670-b2775c12d164 00:09:28.070 --> 00:09:31.920 them, hopefully will convert them and they'll ask for a quote NOTE Confidence: 0.910727679729462 eab3d896-3799-494c-9551-3bb3986c104e 00:09:31.920 --> 00:09:36.820 or a demo or whatever. My call to action is on the page, right? NOTE Confidence: 0.910727679729462 b4d51b29-9e32-4c47-ab2b-3b792cbadaa7 00:09:36.820 --> 00:09:41.720 So I'm just trying to get down to who are the two people we NOTE Confidence: 0.910727679729462 49f5b8e7-333a-4c23-abf5-0bd113909cbb 00:09:41.720 --> 00:09:44.870 write for and its titles or business functionality? Not NOTE Confidence: 0.910727679729462 c5f5f6ff-0a0e-4089-b070-e0d144754462 00:09:44.870 --> 00:09:49.070 necessarily like men 45 years old or women in such and such NOTE Confidence: 0.910727679729462 55df28ee-6642-4e6d-94b3-cb5dcc02bdd7 00:09:49.070 --> 00:09:52.570 medical profession. It's not that it's a specific range of NOTE Confidence: 0.910727679729462 37750f79-77ab-4508-8fa1-52a43e460eab 00:09:52.570 --> 00:09:54.320 titles that we write too. NOTE Confidence: 0.914296388626099 cb268249-98fe-4626-b6dd-ab030b9de052 00:09:54.380 --> 00:09:58.544 So think about who needs a website or who needs now that NOTE Confidence: 0.914296388626099 3d26fb85-3fc3-437b-ad62-98e008603592 00:09:58.544 --> 00:10:02.708 you know the six services I'm going to bring up the services. NOTE Confidence: 0.914296388626099 9c413990-18ba-48b4-a77a-673d8f0dca04 00:10:02.708 --> 00:10:07.566 Again, these are the only six things that we do. So in a big NOTE Confidence: 0.914296388626099 c6d68ef4-1884-4c18-9220-c982094ee90a 00:10:07.566 --> 00:10:11.036 corporate business, who needs those things of what kind of NOTE Confidence: 0.914296388626099 2b7a3b72-7d22-4827-a2c6-8569fb3d5514 00:10:11.036 --> 00:10:12.771 titles with those people be? NOTE Confidence: 0.893114566802979 789120c3-71fd-48d6-a0d2-40d2db2afff6 00:10:13.380 --> 00:10:18.406 I'm gonna say it's almost who I think it's not so it's I don't NOTE Confidence: 0.893114566802979 d997839d-f1a2-4e16-89dc-00274f45ec99 00:10:18.406 --> 00:10:22.714 think it's like the C-Suite that needs to, you know, be targeted. NOTE Confidence: 0.893114566802979 b9d18045-35ad-4aa2-abb1-2dc9c9010243 00:10:22.714 --> 00:10:27.381 Uh, be looking at a building or having a website built. I think NOTE Confidence: 0.893114566802979 9ab9ea84-9c13-4d55-af40-5d258e64d19b 00:10:27.381 --> 00:10:30.971 that's usually left to someone else to figure it out. NOTE Confidence: 0.922974586486816 a8e50a35-622e-4ec1-b085-3973c428aa75 00:10:31.540 --> 00:10:37.487 Wow. Based on all that information, so let me make it a NOTE Confidence: 0.922974586486816 204c0f7a-a686-4f6a-8338-3e77f4aa5e02 00:10:37.487 --> 00:10:40.864 little easier now that you thought a minute who needs this NOTE Confidence: 0.922974586486816 e2e66c09-cfd6-4b0a-ac10-f5c9a607063f 00:10:40.864 --> 00:10:42.399 or who's thinking about that. NOTE Confidence: 0.910402894020081 3aa180b5-fdb0-4baf-aeb2-bedb176ffd4e 00:10:44.150 --> 00:10:47.390 Uh marketers marketing right? Yeah, so theoretically the NOTE Confidence: 0.910402894020081 2d76a49f-2a16-4b13-b760-d9245530e578 00:10:47.390 --> 00:10:52.250 director of marketing or the VP of marketing? Or maybe the CMO NOTE Confidence: 0.910402894020081 0123f9be-3d2e-4d11-9247-3da7ed188c1e 00:10:52.250 --> 00:10:56.300 depends how big the company is, right? Yeah, would be NOTE Confidence: 0.910402894020081 77dfe2c8-6744-4382-b423-fde9ed521146 00:10:56.300 --> 00:11:00.755 responsible for and owned the website, and if the websites for NOTE Confidence: 0.910402894020081 1dc4b7a8-ab95-475d-800d-96e20d87f872 00:11:00.755 --> 00:11:05.615 years old, it's getting long in the tooth and they're going to NOTE Confidence: 0.910402894020081 c6c66ab4-b3b8-4aa9-8e88-a5f8013bef64 00:11:05.615 --> 00:11:09.665 re branding exercise. They would be Googling new website design, NOTE Confidence: 0.910402894020081 f785c2aa-9dfa-4fe0-b0e8-60b3c62e54fe 00:11:09.665 --> 00:11:13.310 someone design a custom website, high-end web design, whatever NOTE Confidence: 0.910402894020081 2131f95f-e697-49ca-8616-1add0c6ea64f 00:11:13.310 --> 00:11:14.525 whatever, right so. NOTE Confidence: 0.935999035835266 0125b5c7-c0a8-4dde-8aab-c8b5aeda9b81 00:11:14.560 --> 00:11:19.360 That would be one person who needs where is looking for that. NOTE Confidence: 0.900434076786041 61801b94-37b3-4402-87b0-3bb9f419666c 00:11:19.900 --> 00:11:25.548 I want to say if they don't have or if they have a see TO and NOTE Confidence: 0.900434076786041 a7ccf595-0f12-4124-ac1d-129c8dc46787 00:11:25.548 --> 00:11:29.784 like maybe they just don't have a full team for of developers. NOTE Confidence: 0.900434076786041 f136aa39-8277-4de8-891a-16a7bf037c93 00:11:29.784 --> 00:11:34.020 Sure right? So if they don't have a full team of developers NOTE Confidence: 0.900434076786041 3ffd69b9-262c-45b6-ae67-cb79b1845ffa 00:11:34.020 --> 00:11:37.903 to develop it himself and they gotta go outside, then it's NOTE Confidence: 0.900434076786041 e2dab3c4-8033-4bc1-9a4b-75b28262d952 00:11:37.903 --> 00:11:41.433 probably not a VP of development 'cause they already have NOTE Confidence: 0.900434076786041 cf3451c8-a9d1-49d2-bd97-67775c212c11 00:11:41.433 --> 00:11:45.669 developers. If they had a VP of Belmont, so probably not writing NOTE Confidence: 0.900434076786041 642c9aa6-2941-4db1-8372-6be3c9552089 00:11:45.669 --> 00:11:49.199 to them, but it either biasillo, potentially a CIO, potentially NOTE Confidence: 0.900434076786041 a4fb7732-f928-49d0-9f36-7eb60b69e494 00:11:49.199 --> 00:11:50.258 any business unit. NOTE Confidence: 0.914047420024872 d4646978-cbf5-4035-b1b7-e5dd374563cc 00:11:50.280 --> 00:11:55.330 Owner. 'cause if you think about it, I I'm the director of trash NOTE Confidence: 0.914047420024872 49e0f79c-9640-4854-bd5a-da0ba129598f 00:11:55.330 --> 00:11:58.300 collection whatever right? OK, well that person is responsible NOTE Confidence: 0.914047420024872 6c11fbed-fbf6-4a84-be56-5b27265e9102 00:11:58.300 --> 00:12:02.590 for that business unit and if they need a mobile app so people NOTE Confidence: 0.914047420024872 71080f91-c8b9-46cc-abf3-900dc4ba91e0 00:12:02.590 --> 00:12:05.560 can upload complaints that they're trash didn't get picked NOTE Confidence: 0.914047420024872 db217589-be46-4f5f-9e9f-be2677e5c38e 00:12:05.560 --> 00:12:09.520 up will then I gotta go find somebody to develop that mobile NOTE Confidence: 0.914047420024872 71cf8d6f-e817-44aa-964e-d3d5dac388dc 00:12:09.520 --> 00:12:13.480 app? I'm probably going to go out and do that Google search NOTE Confidence: 0.920771300792694 c0ddafc1-8c23-45e4-846c-253b55973e16 00:12:13.480 --> 00:12:18.176 myself. And see if I can find somebody that can build me a NOTE Confidence: 0.920771300792694 a114a8a8-3c99-4d19-9d4a-78f0bb5d6a14 00:12:18.176 --> 00:12:22.946 mobile app and find out if I can fit that within my budget for my NOTE Confidence: 0.920771300792694 5396926c-c160-44bd-a697-6a2500280866 00:12:22.946 --> 00:12:26.126 trash collection. Budget for my division this month or next NOTE Confidence: 0.920771300792694 6f5a1aa4-25ce-464d-b255-4ed73f242e1e 00:12:26.126 --> 00:12:29.624 quarter or whatever. It is right? So again, just like the NOTE Confidence: 0.920771300792694 4a6320ec-f79d-4d22-8b9c-0519b2622c2f 00:12:29.624 --> 00:12:33.440 director of marketing or the VP of marketing for design, it's a NOTE Confidence: 0.920771300792694 40be9998-531e-4c51-9ffd-b215da9acafc 00:12:33.440 --> 00:12:36.302 business unit title, right? It's still an upper management NOTE Confidence: 0.920771300792694 f371c8b9-6ba7-44b2-823c-99a18f40fcde 00:12:36.302 --> 00:12:40.754 whether it's a B level or a C level director level VP or sea NOTE Confidence: 0.920771300792694 5709a40e-c78d-4cdc-8906-49ce116ed6c1 00:12:40.754 --> 00:12:43.934 level doesn't really matter. That depends solely on the size NOTE Confidence: 0.920771300792694 fbc1cf16-0819-4bc6-aa28-76ac8136c70a 00:12:43.934 --> 00:12:46.160 of the company and the number of NOTE Confidence: 0.886507272720337 c5087339-c3b5-42e1-b1fd-476b057a1d84 00:12:46.160 --> 00:12:52.060 roles. Try to think about that. So what about this one? NOTE Confidence: 0.886507272720337 5419cbf5-214b-40bd-9c97-3b98a638c9a1 00:12:52.060 --> 00:12:56.484 'cause this is so theoretically this this this? NOTE Confidence: 0.912230789661407 0c3b5e6e-d3e6-4500-bd92-de54950094fc 00:12:57.830 --> 00:13:02.302 And that are all one of my audience is this one, this one NOTE Confidence: 0.912230789661407 85790c15-5940-4862-a89e-219cf7dac3d3 00:13:02.302 --> 00:13:06.430 and this one or the other audience that we write too. So NOTE Confidence: 0.912230789661407 b273aa98-83f1-41ba-9f47-07d8446948d8 00:13:06.430 --> 00:13:09.182 audience number one we've defined as business decision NOTE Confidence: 0.912230789661407 e03d1827-3359-4a57-90fc-c0657520f399 00:13:09.182 --> 00:13:12.966 makers probably easiest way to lump them all in there, right? NOTE Confidence: 0.912230789661407 45100b4c-70da-4688-a355-eb0922dc77a9 00:13:12.966 --> 00:13:17.438 'cause it could be sea level if it's a smaller company or like NOTE Confidence: 0.912230789661407 8a9303fc-2626-4af7-977a-bc4dbe4a9718 00:13:17.438 --> 00:13:21.566 we determined a minute ago. If it's a larger company but they NOTE Confidence: 0.912230789661407 1c9835f3-6e89-473f-9646-c25caf3cc687 00:13:21.566 --> 00:13:25.694 don't have internal developers, it could be a CEO or CIO. Still NOTE Confidence: 0.912230789661407 fc1de000-9465-4024-8d23-1aedd69a4927 00:13:25.694 --> 00:13:29.478 a business decision maker. So audience one we write to our NOTE Confidence: 0.912230789661407 b56d1032-9f8b-46a3-992e-fe5115627906 00:13:29.478 --> 00:13:30.510 business decision makers. NOTE Confidence: 0.93376350402832 040bd359-cf5a-4087-b070-81c47143207e 00:13:30.570 --> 00:13:33.690 2nd audience looking for these three types of NOTE Confidence: 0.93376350402832 7c3dd169-6b43-42dc-97fc-772c84394e56 00:13:33.690 --> 00:13:35.250 solutions would be who? NOTE Confidence: 0.879578948020935 9639e1e3-ff16-4a41-b87b-2d9cf3e9a0e4 00:13:36.480 --> 00:13:41.016 The hippo is throwing me off a little. It makes me want to say, NOTE Confidence: 0.879578948020935 716e77b0-5bd6-41f1-8a8f-d69af9cf8236 00:13:41.016 --> 00:13:45.228 doctor, let's get rid of it, let's get well, a doctor. We do NOTE Confidence: 0.879578948020935 d966d2ea-4a9c-42d5-a040-1f14d064f8a5 00:13:45.228 --> 00:13:48.468 get calls occasionally from doctors, but most of the time NOTE Confidence: 0.879578948020935 b5b94017-1bf2-4d48-b135-2c59724df25e 00:13:48.468 --> 00:13:52.356 the doctor at the hospital would not be responsible for trying to NOTE Confidence: 0.879578948020935 3d22bb7e-095c-4bbb-a57e-f75bc4b4ee7d 00:13:52.356 --> 00:13:55.596 build a mobile app for the hospital. Who's that person NOTE Confidence: 0.854212641716003 39465d2f-83d2-4563-89be-b8d6eea1a6c0 00:13:55.596 --> 00:13:58.070 gonna be? The admin of the NOTE Confidence: 0.922620952129364 6193f44f-e55f-4836-b1aa-68705a152bb6 00:13:58.070 --> 00:14:03.936 hospital, Nope. No, that's still a business decision maker who's NOTE Confidence: 0.922620952129364 b492a00c-f2f2-48d3-9611-a7c1b2a49673 00:14:03.936 --> 00:14:09.506 the one looking for a technical solution to integrate their NOTE Confidence: 0.922620952129364 32df62e7-ffa4-44f4-b488-193b3ab531fa 00:14:09.506 --> 00:14:11.734 hospital software with doctor NOTE Confidence: 0.885586261749268 ca67e2f0-cccd-4e0f-a54f-e56f11ff3355 00:14:11.734 --> 00:14:16.060 patient portal. Do you remember what I told you? My first job NOTE Confidence: 0.885586261749268 45d83da0-0748-4b94-a90d-50ded562d36a 00:14:16.060 --> 00:14:17.336 wasn't where I started. NOTE Confidence: 0.735404193401337 f2043152-da6b-4430-bf23-3c1156193292 00:14:19.070 --> 00:14:22.838 Vaguely, we have we been going NOTE Confidence: 0.864598274230957 29ffec5a-3ab7-4126-9ff2-64e09482eadb 00:14:22.838 --> 00:14:25.348 on. Is the director of it word NOTE Confidence: 0.920219242572784 31fdfa49-5f28-4d3c-8596-4684dada166f 00:14:25.348 --> 00:14:30.800 perfect in Novell? OK so I Thi is responsible for NOTE Confidence: 0.920219242572784 aecd9866-7474-40aa-9aad-686f0db6daa3 00:14:30.800 --> 00:14:33.400 infrastructure, software, networking. All the NOTE Confidence: 0.920219242572784 e0fd5f75-1e15-4de6-ba78-f854f33eba2c 00:14:33.400 --> 00:14:37.040 applications on the network supporting the applications, NOTE Confidence: 0.920219242572784 7add15c1-acb8-463f-96f7-d96ee15d46f6 00:14:37.040 --> 00:14:41.720 making sure that all the people running the business NOTE Confidence: 0.920219242572784 28988811-decc-4505-ab28-cb49894a12d8 00:14:41.720 --> 00:14:46.400 have software up and running and networked and emails NOTE Confidence: 0.920219242572784 afa97cfc-0a3b-429f-989d-fc542c33e07d 00:14:46.400 --> 00:14:47.440 flowing and. NOTE Confidence: 0.918758392333984 33de5ed7-82b6-400e-99b3-82d4b0b5dc8c 00:14:48.710 --> 00:14:53.366 Text for going to the doctors and all that stuff happening. So NOTE Confidence: 0.918758392333984 5c2f3364-cf86-4a14-ae99-31b87b76b0a4 00:14:53.366 --> 00:14:58.022 it are the technical decision makers. So if I call these two NOTE Confidence: 0.918758392333984 6f1e31b6-4e45-4b1a-8fc7-bc25e1459361 00:14:58.022 --> 00:15:02.290 groups something one is business decision makers and then the one NOTE Confidence: 0.918758392333984 dfc14c87-4f15-409d-b050-7f9dd664c9ad 00:15:02.290 --> 00:15:06.170 is a technology decision maker. That's it. Every single person NOTE Confidence: 0.918758392333984 1213474c-982f-43c2-ba50-b2f171e85576 00:15:06.170 --> 00:15:11.990 we write an article for a blog post. A video is one or both of NOTE Confidence: 0.918758392333984 e6e97bbc-8297-48fc-a6f0-dfd0660d38e6 00:15:11.990 --> 00:15:16.646 those people. That's it. So if you understand that it makes it NOTE Confidence: 0.918758392333984 9adacd5c-75d8-48dd-b35f-4ff22ce34bbb 00:15:16.646 --> 00:15:18.974 really super simple for us to NOTE Confidence: 0.932685613632202 54014c70-f5c1-4622-ab34-4ac2b0968f62 00:15:18.974 --> 00:15:24.023 market. Because yeah, if I know that there's only two types of NOTE Confidence: 0.932685613632202 1dcd67e4-5228-47c3-8991-99cefa7adf1b 00:15:24.023 --> 00:15:28.253 people coming to my website looking for an answer there NOTE Confidence: 0.932685613632202 350e25c7-8e33-4376-9c1f-ffbd8b184008 00:15:28.253 --> 00:15:33.752 either looking for an answer like How do I increase or How do NOTE Confidence: 0.932685613632202 68071920-d2f3-4c23-8b10-2f9c055313d2 00:15:33.752 --> 00:15:38.405 I lower abandoned cart emails? How do I increase revenue? How NOTE Confidence: 0.932685613632202 121d1cdc-9e70-430b-951d-d83779304a4e 00:15:38.405 --> 00:15:43.481 do I lower patient on boarding time versus How do I increase NOTE Confidence: 0.932685613632202 ee933a90-7321-4601-b55e-db7971693a6f 00:15:43.481 --> 00:15:46.442 security of our network infrastructure? Admits covid? NOTE Confidence: 0.932685613632202 9e535149-c72e-42c9-8e94-7160a11ab4bb 00:15:46.442 --> 00:15:48.980 How do I ensure our websites NOTE Confidence: 0.926684141159058 ba9457c6-861e-459e-8433-e32e75617000 00:15:48.980 --> 00:15:52.862 HIPAA? Compliant because we don't. We can't afford a NOTE Confidence: 0.926684141159058 779857b3-86a6-4f0f-9b92-1b4401fa2647 00:15:52.862 --> 00:15:58.010 security breach and be, you know, sued. How do I provide a NOTE Confidence: 0.926684141159058 44fd0af9-992c-48fd-bdc2-fc817d456942 00:15:58.010 --> 00:16:02.300 new communication medium to talk back and forth between the NOTE Confidence: 0.926684141159058 b77b8036-b108-47ab-8870-eeae5c6a8d00 00:16:02.300 --> 00:16:06.590 hospital Ann? Are malpractice lawyer, right? So it's either it NOTE Confidence: 0.926684141159058 bf4034fb-c621-4e7f-85f6-a6bda0e594d2 00:16:06.590 --> 00:16:11.738 you looking for a technical solution to a problem or it's a NOTE Confidence: 0.926684141159058 cbd8b58b-4857-427e-bb2d-4a00683a763c 00:16:11.738 --> 00:16:15.599 business person looking for a business solution like a NOTE Confidence: 0.926684141159058 6806cdda-827b-402c-a3f5-027349abc09a 00:16:15.599 --> 00:16:19.031 prettier website, better design, better flow, increased sales, NOTE Confidence: 0.926684141159058 cba8d0ee-925c-4eb2-af54-a4c9d5180f0e 00:16:19.031 --> 00:16:20.318 better customer support. NOTE Confidence: 0.931187808513641 1f573832-5876-4d5c-8dfb-49590efba367 00:16:20.320 --> 00:16:23.164 Better user experience. It doesn't really matter if you NOTE Confidence: 0.931187808513641 436143d7-ba51-4c10-b457-b2ffa3d8122b 00:16:23.164 --> 00:16:26.324 understand those two audiences right there. It makes your job NOTE Confidence: 0.931187808513641 b1f4ae06-fc7d-425d-9631-a15bf43800b1 00:16:26.324 --> 00:16:30.432 100 times easier because now you don't have to worry about. am I NOTE Confidence: 0.931187808513641 a07f4d03-df8e-4763-a5ce-77d2def06612 00:16:30.432 --> 00:16:33.276 going after specific demographic? I mean, if we do NOTE Confidence: 0.931187808513641 8a0e1674-4afc-4c85-baf1-0db81fd9fdab 00:16:33.276 --> 00:16:37.384 hit, but that's medical in my writing to the doctor or the OR NOTE Confidence: 0.931187808513641 b75a9f9a-b2f4-4fe4-9351-3115da791061 00:16:37.384 --> 00:16:41.176 the nurse of my writing to the physician assistant. Who am I NOTE Confidence: 0.931187808513641 94f7579f-dcd2-4e97-b2dc-70ab348f34e7 00:16:41.176 --> 00:16:44.336 writing for? Doesn't matter. The hospital has the same exact NOTE Confidence: 0.931187808513641 b8047c61-cb65-4479-89e8-0ec0738b2f2b 00:16:44.336 --> 00:16:47.812 roles as every other company out there. They have business unit NOTE Confidence: 0.931187808513641 8a5a4f42-adda-47c0-87cf-e4715c22a633 00:16:47.812 --> 00:16:50.340 decision makers and they have technology decision makers NOTE Confidence: 0.931187808513641 981f3a7b-2f98-46bd-8f2a-80ca3ff20082 00:16:50.340 --> 00:16:51.288 within the hospital NOTE Confidence: 0.918500483036041 888d7ea9-a289-48d2-94d9-a58a94bfbc47 00:16:51.288 --> 00:16:54.387 infrastructure so. Either they're gonna come to you under NOTE Confidence: 0.918500483036041 eddb4c65-8b6c-4e7a-8d79-6ced6b2a5512 00:16:54.387 --> 00:16:57.546 integration, so if I come down here to connect. NOTE Confidence: 0.915947794914246 89456c4b-8237-4789-9c0a-900f53a469e0 00:17:00.030 --> 00:17:03.840 I'm either looking at ERP integrations. If I'm a corporate NOTE Confidence: 0.915947794914246 b6cf1872-18d3-482f-b483-9eb4a23b5057 00:17:03.840 --> 00:17:07.650 if I'm sales, I'm looking for CRM integrations. If I'm NOTE Confidence: 0.915947794914246 4f7ec656-4515-48cc-8e3d-b6b2c1f025e9 00:17:07.650 --> 00:17:10.698 medical, I'm looking for emergency medical records or NOTE Confidence: 0.915947794914246 b63bf7a1-bdd9-4d71-9b0b-c8dd08af6b58 00:17:10.698 --> 00:17:11.841 emergency healthcare records NOTE Confidence: 0.931144058704376 ccf8e514-22c3-4d8b-b96b-0a81e03cb483 00:17:11.841 --> 00:17:15.282 integrations. It's all the same thing, it's just a NOTE Confidence: 0.931144058704376 8e7f4bbf-a73e-432c-9bef-e3c44ab88b3b 00:17:15.282 --> 00:17:18.063 different piece of software that each of the entities NOTE Confidence: 0.931144058704376 fc7442b3-1f33-440d-99a3-a06e3d03b9f8 00:17:18.063 --> 00:17:20.535 used. But there either looking for a technical NOTE Confidence: 0.931144058704376 3a8cfd2e-0e9c-4370-b312-6c84b841cff2 00:17:20.535 --> 00:17:23.316 solution to integrate their types of software they use NOTE Confidence: 0.931144058704376 e188788a-500d-41d8-947e-99307e076636 00:17:23.316 --> 00:17:25.788 within their organization, or they're looking to improve NOTE Confidence: 0.931144058704376 635eab57-1bb5-44be-925b-c478074ef2fc 00:17:25.788 --> 00:17:28.569 something about the website, whether it's designed UI, UX, NOTE Confidence: 0.931144058704376 3b9d5988-2f39-4ab4-84d1-b025d34f42cd 00:17:28.569 --> 00:17:31.350 all the stuff that the business decision makers care NOTE Confidence: 0.931144058704376 26b05662-2031-406e-b4b8-c626a80fa331 00:17:31.350 --> 00:17:35.985 about. So when I try to write a white paper or I try to do NOTE Confidence: 0.931144058704376 3cba30f2-7d0e-4609-abc9-6bf70a636b86 00:17:35.985 --> 00:17:37.530 a video or an article. NOTE Confidence: 0.917908191680908 ff4424cc-70f2-4415-9ce8-8599fc421f70 00:17:38.990 --> 00:17:42.810 I really only I'm trying to do three things one. NOTE Confidence: 0.958676278591156 a7ac5795-461a-4c1d-9f6d-e49c21a14c81 00:17:43.750 --> 00:17:47.638 Address business value benefits. NOTE Confidence: 0.922280311584473 1690c765-d558-4d81-a06a-fb1bc6913ee0 00:17:48.200 --> 00:17:53.900 Right, how clarity integration with your ERP is going to NOTE Confidence: 0.922280311584473 816fa60a-9fa6-4187-b254-8918a50aa8fa 00:17:53.900 --> 00:17:58.460 improve custom workflow, shorten sales cycles, increase data NOTE Confidence: 0.922280311584473 44669cac-4a7b-4758-8c0e-ca60f5f49649 00:17:58.460 --> 00:18:04.160 accuracy, whatever. So I'm heading on some benefits for the NOTE Confidence: 0.922280311584473 72b56898-be7e-497c-9e15-9a845f3350a8 00:18:04.160 --> 00:18:10.430 business person. I'm also gotta hit on the benefits and the NOTE Confidence: 0.922280311584473 e04e7588-8782-4ca7-8d44-ff6adf9810f2 00:18:10.430 --> 00:18:14.420 technical solutions of improving security, better performance NOTE Confidence: 0.922280311584473 32ae7244-b50c-4212-bf5f-b98491382ec9 00:18:14.420 --> 00:18:16.130 administration and then. NOTE Confidence: 0.899227201938629 c08bf56d-a590-4096-a26c-fbd7853dd04d 00:18:16.780 --> 00:18:21.746 I only have one role as the VP of sales in my realization. NOTE Confidence: 0.923244714736938 b0322d2d-4c3e-4182-85aa-79a0078c277d 00:18:22.270 --> 00:18:26.330 Every one of the big demos I do, all the demos and I'll tell NOTE Confidence: 0.923244714736938 adf8dd15-2f44-4918-814e-1db098b93652 00:18:26.330 --> 00:18:29.520 everybody in the sales team and everybody in the market team NOTE Confidence: 0.923244714736938 00e917c0-e46c-4f0a-bd29-fa349bf26a3f 00:18:29.520 --> 00:18:32.710 ran only does one thing. I only have one responsibility and NOTE Confidence: 0.923244714736938 d0861390-9bd8-4d90-b816-2370abe5d9ab 00:18:32.710 --> 00:18:36.190 it's not to sell anything. That's not what I do. I don't NOTE Confidence: 0.923244714736938 45b2678b-74c4-422d-b8df-ee257b68e383 00:18:36.190 --> 00:18:39.670 sell anything. What do I do? 'cause if you understand what I NOTE Confidence: 0.923244714736938 bf31b4d2-b718-4e87-bf0d-6a70110c4cb7 00:18:39.670 --> 00:18:43.150 do, it let's you know exactly what you need to do for NOTE Confidence: 0.923244714736938 9ba8e320-2740-4618-a864-aa4db74cc872 00:18:43.150 --> 00:18:45.470 everything you'll ever produce. Coming out of clarity. NOTE Confidence: 0.933089911937714 05deea7d-bc65-41f1-8729-a962d8cbb6ef 00:18:46.620 --> 00:18:49.880 What's the one thing in marketing that we do to NOTE Confidence: 0.933089911937714 360f32e6-34eb-4334-acea-060232105df4 00:18:49.880 --> 00:18:53.792 help sales? If you had to boil it down into 2 words NOTE Confidence: 0.933089911937714 e33a89de-e97c-4797-91b3-5c15b7ae69a4 00:18:53.792 --> 00:18:57.052 and I know that's very specific and you can talk NOTE Confidence: 0.933089911937714 20d15ddc-9769-4625-a87d-31c6fa6c15a4 00:18:57.052 --> 00:19:00.638 through a bunch of stuff, but I believe that is the NOTE Confidence: 0.933089911937714 b9f499c7-a036-4290-a233-09cc2c2f6f83 00:19:00.638 --> 00:19:04.224 VP of marketing and the VPS sales. There is only one NOTE Confidence: 0.933089911937714 dde390b0-9dfa-4101-8c26-20a81b478a68 00:19:04.224 --> 00:19:05.528 thing that I do. NOTE Confidence: 0.700705230236053 9cf78987-4729-4c3c-8c95-24a2cd0fbf07 00:19:07.760 --> 00:19:10.790 Um, to help sales I mean. NOTE Confidence: 0.940191566944122 ca5efb28-72f5-469d-85e4-78bc510b452a 00:19:11.900 --> 00:19:16.410 In my mind, I think of just showing the results of. NOTE Confidence: 0.898778140544891 530e4a9b-7963-44a4-8ff7-9cfafcd8c7b1 00:19:17.050 --> 00:19:21.862 And what right? What is showing results do? What does that do? NOTE Confidence: 0.841315567493439 d3ab6796-6eef-4603-b9cc-4c5c9a139ab9 00:19:22.610 --> 00:19:29.864 Um, it proves the point that it works OK, and proving the point. NOTE Confidence: 0.925361037254334 974c4dc3-d594-4800-a0f8-0953ed3c7e9b 00:19:30.750 --> 00:19:32.630 What am I doing to the end user? NOTE Confidence: 0.859403967857361 4202dbf6-2046-46e3-a0bd-38d1af634366 00:19:33.970 --> 00:19:39.262 What are my showcasing or what am I? A stab Lising I? I guess NOTE Confidence: 0.859403967857361 c2abcdbc-13ab-4d3f-9934-76999e978db3 00:19:39.262 --> 00:19:40.396 you're establishing that NOTE Confidence: 0.865962862968445 9e761e07-d7f5-42cc-acea-921362b9b88d 00:19:40.396 --> 00:19:44.060 clarity. Is an expert at her NOTE Confidence: 0.909123718738556 31522091-3782-42a9-865a-0b4f793113f7 00:19:44.060 --> 00:19:48.350 establish trust? Yes, so and there will be 50 words you could NOTE Confidence: 0.909123718738556 5ceb23d6-c6b3-4b2c-8593-fde250e1a6bd 00:19:48.350 --> 00:19:51.542 fill in the blank and they're all pretty much the correct, but NOTE Confidence: 0.909123718738556 812d39e9-813a-4b24-86cf-651f27699831 00:19:51.542 --> 00:19:55.266 for me in the way I do it, I established value. That's all I NOTE Confidence: 0.920596420764923 bca5ba09-c929-4060-98b5-e19677cea559 00:19:55.266 --> 00:19:59.532 do. That's it, I establish value. We're definitely not the NOTE Confidence: 0.920596420764923 1ff502b7-c7f4-46ba-9f06-27da07f61545 00:19:59.532 --> 00:20:02.754 least expensive out there. There are too many outsourced NOTE Confidence: 0.920596420764923 b4247640-613d-48ae-8ad8-2812369bcfcb 00:20:02.754 --> 00:20:06.692 companies in India. There are too many Wicks. There are too NOTE Confidence: 0.920596420764923 a085197a-af9b-43e9-b1f2-fa4d70327443 00:20:06.692 --> 00:20:09.914 many Google Web builders. There's too many cheap solutions NOTE Confidence: 0.920596420764923 84dc4b5a-c190-42ad-9084-e760e8514f6e 00:20:09.914 --> 00:20:12.062 out there. If somebody needs a NOTE Confidence: 0.914182484149933 86c88d1f-1bb2-450b-a5ca-fab4d4db42c5 00:20:12.062 --> 00:20:16.051 crappy website. Then they don't need to come to clarity and NOTE Confidence: 0.914182484149933 70cd17e3-4b96-4ef6-a5a3-69f0cf2cceea 00:20:16.051 --> 00:20:19.678 spend a bunch of extra money to get a crappy website. They can NOTE Confidence: 0.914182484149933 efc26743-76f6-4124-93a6-baf552459894 00:20:19.678 --> 00:20:22.189 get that everywhere, right? Yeah, so my responsibility when NOTE Confidence: 0.914182484149933 bfd7d5dd-8d6f-4cd8-a362-f7dffedc29e9 00:20:22.189 --> 00:20:26.095 I do a demo. There's a course that I took a number of years NOTE Confidence: 0.914182484149933 96aa2a93-b2bf-4a74-9da5-0b338fe587fc 00:20:26.095 --> 00:20:29.164 ago, a multi day course that was probably the most valuable NOTE Confidence: 0.914182484149933 755da8dd-2cf8-4937-b37a-f28b4c1da98e 00:20:29.164 --> 00:20:31.954 training I've ever been through and it was called customer NOTE Confidence: 0.914182484149933 288188bc-9b7d-455f-b92a-50018f3da6ed 00:20:31.954 --> 00:20:35.302 centric sales. There's actually a book for it and I've got the NOTE Confidence: 0.914182484149933 1d0f4b76-51fb-4ee0-aee4-acf7815d3f10 00:20:35.302 --> 00:20:38.650 book I gave it to Ben and he's reading it. Customer centric NOTE Confidence: 0.914182484149933 d2580725-095f-4a07-a68e-30268a555e8d 00:20:38.650 --> 00:20:41.719 sales would be the exact opposite of what you would in NOTE Confidence: 0.914182484149933 de72298d-f80c-4856-bef4-9f973ea04129 00:20:41.719 --> 00:20:45.067 your mind if I call say Oh he's a used car salesman. NOTE Confidence: 0.923401653766632 dd85dd67-68bc-4cad-b649-661b66810f0b 00:20:45.710 --> 00:20:48.660 Everything you would think about that person think the exact NOTE Confidence: 0.923401653766632 9ae62614-0f97-42cc-b8ac-b6e09ff289aa 00:20:48.660 --> 00:20:49.840 opposite. That's what customer NOTE Confidence: 0.898347079753876 7c9213de-fc82-4ed9-b44a-2523df940881 00:20:49.840 --> 00:20:53.462 centric sales is. OK, right because he used car salesman NOTE Confidence: 0.898347079753876 62980d8f-4de4-4012-ae9f-b0df15040019 00:20:53.462 --> 00:20:57.570 would be How do I close this deal so they're gonna say things NOTE Confidence: 0.898347079753876 65a8de93-965c-41d5-8045-927068a3fedc 00:20:57.570 --> 00:21:02.310 like why do I need to do to sweeten the deal to get you to NOTE Confidence: 0.898347079753876 f445f02e-bc97-4118-a692-e0b8c92fd773 00:21:02.310 --> 00:21:06.418 buy it today? You would expect to hear that from a used car NOTE Confidence: 0.898347079753876 52e0d1a5-e937-4f25-bea2-6916ffc541d7 00:21:06.418 --> 00:21:09.578 salesman, right? Yeah, he's asking what he's gotta do to NOTE Confidence: 0.898347079753876 ce3222d2-e6dd-4ba6-93bd-852924a52cf5 00:21:09.578 --> 00:21:11.474 sell him a bloody car today. NOTE Confidence: 0.896662712097168 a2ef5bb0-434b-4f50-8af8-5ffdf18fdfa5 00:21:11.570 --> 00:21:13.874 So that's the exact opposite. Also part tomorrow, exactly NOTE Confidence: 0.896662712097168 8bf32606-ac49-49f7-8e7d-cbb32f7e262d 00:21:13.874 --> 00:21:16.946 right. So I always joke around and I tell everybody this one, NOTE Confidence: 0.896662712097168 5c3e0b03-b291-4e6c-9bd3-b042cb0d6986 00:21:16.946 --> 00:21:20.018 Sarah. I learned a couple of things from a bunch of different NOTE Confidence: 0.896662712097168 51396119-6635-475a-8b6c-29b4a67bca2c 00:21:20.018 --> 00:21:23.090 books I read, but one of the most important lessons that I NOTE Confidence: 0.896662712097168 59fb758f-6ce8-4d6b-96af-079138d503ed 00:21:23.090 --> 00:21:26.162 learned lived with me for long time is all say something like NOTE Confidence: 0.896662712097168 4d241a46-6401-4ff2-b27c-c1aa2646f5c2 00:21:26.162 --> 00:21:29.490 Hey Sam, how do you and your boyfriend or fiance like to buy NOTE Confidence: 0.896662712097168 f617a531-6b63-4b4f-9173-98fe410abbc7 00:21:29.490 --> 00:21:32.818 my car? It's only 300 grand then you can you laugh and you're NOTE Confidence: 0.896662712097168 b3d8a3f9-7b03-447b-a8b5-0d0391720e5a 00:21:32.818 --> 00:21:35.890 like? Are you kidding me? Geometry cars I can buy for less NOTE Confidence: 0.896662712097168 a282203b-2e39-4b1e-8892-971e39448108 00:21:35.890 --> 00:21:39.218 than 300 Grand? Forget it. I'm like OK. Well I thought I'd ask NOTE Confidence: 0.896662712097168 7c366bb6-4d43-4360-8adf-b1a312e879c7 00:21:39.218 --> 00:21:42.546 you first and off you go and next thing you know Riley comes NOTE Confidence: 0.896662712097168 136b7566-833b-4773-b956-8e2f196290fd 00:21:42.546 --> 00:21:43.826 running into your office and NOTE Confidence: 0.913565337657928 380866af-23d2-42cd-a0c6-f2710dd107c2 00:21:43.826 --> 00:21:46.595 says. You're never gonna guess what happened. I just bought NOTE Confidence: 0.913565337657928 7e4c5ada-8db7-4bad-9b99-ee60972139d5 00:21:46.595 --> 00:21:49.620 rons car. I haven't even paid for it. He's got $1,000,000 NOTE Confidence: 0.913565337657928 0d885e3d-bed4-43f6-8463-44d2c062bae3 00:21:49.620 --> 00:21:52.645 Mercedes Maybach. He's getting a divorce. He has to split the NOTE Confidence: 0.913565337657928 a8dfce34-578f-4c57-8e05-743f0614df8a 00:21:52.645 --> 00:21:56.220 money with his wife so just out of spite he's dumping it for NOTE Confidence: 0.913565337657928 beaef9c9-d78a-4f1d-9d5c-c26fa89b014e 00:21:56.220 --> 00:21:58.970 300. I literally called the Mercedes dealer. They told me NOTE Confidence: 0.913565337657928 e1cddc18-2eba-47a6-b0a1-e81b63db09b4 00:21:58.970 --> 00:22:02.820 they'd give me 700 grand for it. I'm going to drive his car to NOTE Confidence: 0.913565337657928 784bf8f2-60f7-4e9a-b7e3-1ec3103c1082 00:22:02.820 --> 00:22:06.670 the dealer. They're going to cut me a check for 400 grand. I just NOTE Confidence: 0.913565337657928 25b8f4dd-caf3-4ebf-bd54-64b6944f6402 00:22:06.670 --> 00:22:10.520 made 400 gram and you're like but but but he offered it to me NOTE Confidence: 0.898218750953674 9752fafe-bb28-46d0-b167-972f98dfddc7 00:22:10.520 --> 00:22:14.250 first. OK cool. What was the difference between what I said NOTE Confidence: 0.898218750953674 45bc50e0-0c10-4cdf-b9c2-c0702fe06b0f 00:22:14.250 --> 00:22:16.147 to you and what I probably said NOTE Confidence: 0.915644228458405 eb1fb127-6d6e-4ece-80f2-66da34739514 00:22:16.147 --> 00:22:18.184 to Riley. Probably established NOTE Confidence: 0.755399286746979 fcaea0c7-f7d9-4730-8eae-943ad4571659 00:22:18.184 --> 00:22:19.068 the value. NOTE Confidence: 0.923961937427521 8e6a47d1-853f-4aa5-9c2c-dece3fd6e93b 00:22:19.820 --> 00:22:24.870 Yeah. Now you first and you would have known that all you NOTE Confidence: 0.923961937427521 f6aaf8c4-2ce1-4f58-a754-f6eb17d20a5a 00:22:24.870 --> 00:22:28.710 had to do was drive make 1 phone call drive a car to a dealer and NOTE Confidence: 0.923961937427521 b136bd64-2aad-493f-99f8-bd79dfc31dfd 00:22:28.710 --> 00:22:32.070 walk out with a check for 400 grand and you never even had to NOTE Confidence: 0.876059353351593 894b47f6-9303-4cd5-9679-6aa56b76ce8f 00:22:32.070 --> 00:22:37.052 spend a dime. I think anybody would have done that deal right? NOTE Confidence: 0.876059353351593 905b48e4-83b7-4d62-ba83-1ebfd9773bca 00:22:37.052 --> 00:22:41.032 Yeah, and the only difference is the value was established. NOTE Confidence: 0.876059353351593 7d8c69c1-a655-4578-bd55-82ad11331e27 00:22:41.032 --> 00:22:44.216 That's literally so when I'm doing my demos. NOTE Confidence: 0.928354144096375 395bf59e-8896-47ad-a763-cc4cd0470c8a 00:22:44.900 --> 00:22:49.304 I'm not telling them and I'm not using words like, yeah, clarity NOTE Confidence: 0.928354144096375 3cc7f58b-17d0-4249-ada4-ba308b4ee6ac 00:22:49.304 --> 00:22:54.075 can do that. Yeah, clarity. We can build that for you. We can NOTE Confidence: 0.928354144096375 45473843-9760-4de6-a2ef-d4747de08f9b 00:22:54.075 --> 00:22:58.479 do that. Yeah, will fix that. I don't say stuff like that NOTE Confidence: 0.928354144096375 0a01cc5b-349a-4c82-84dc-e1b9ca431f4f 00:22:58.479 --> 00:23:03.250 because it's not my problem to fix. It's yours when you call me NOTE Confidence: 0.928354144096375 dfb0bab3-47f8-4e19-a76a-a216bef5ee31 00:23:03.250 --> 00:23:08.021 you have a problem. Your boss is looking to you to solve, so NOTE Confidence: 0.928354144096375 a1f73023-464d-42b4-896c-ce5114b679f5 00:23:08.021 --> 00:23:11.691 you're trying to find solutions or technology that can solve NOTE Confidence: 0.928354144096375 ad1b5ab9-5eaa-47f1-8dff-313f9ee18cf4 00:23:11.691 --> 00:23:14.994 your problems. 'cause your jobs on the line or. NOTE Confidence: 0.921156942844391 38cec6e3-e2ed-4a54-bc35-ce9fc24f2cc6 00:23:15.060 --> 00:23:18.910 Your reputation, or potentially your bonus or whatever it is, NOTE Confidence: 0.921156942844391 03a16366-c9c5-46ad-99fe-b2271d4f5a76 00:23:18.910 --> 00:23:23.915 right? Yeah? So I'm here to make you successful. 'cause If I do NOTE Confidence: 0.921156942844391 bdc3f6af-2edc-4a78-a26c-0c218663deb7 00:23:23.915 --> 00:23:25.070 that, I win. NOTE Confidence: 0.902203619480133 60ab01d2-62c5-4e1c-8666-601c38210f52 00:23:25.800 --> 00:23:29.064 That's my job. So when you call me one of the first NOTE Confidence: 0.902203619480133 198f6874-df00-4de8-9794-b14a3ffbc0a2 00:23:29.064 --> 00:23:32.328 things I do and you'll see you'll hear me talk about this NOTE Confidence: 0.902203619480133 543d884d-16fa-4273-afaf-16f77c3d997f 00:23:32.328 --> 00:23:35.864 all the time. Uhm, most of the things I do, or any calls. NOTE Confidence: 0.867527306079865 543fd3df-0083-4d2f-b0f3-20a2ddb188c7 00:23:37.160 --> 00:23:39.994 It's an NA slash demo. I don't go well. We're just going to NOTE Confidence: 0.867527306079865 58588014-37da-4a8b-b270-7ed26aac2ec5 00:23:39.994 --> 00:23:42.610 do demos. I only say that for end users 'cause they know NOTE Confidence: 0.867527306079865 094fbd37-5869-4489-89b7-daa9a98fd04c 00:23:42.610 --> 00:23:45.662 what that is, they don't know what in a tall is and then he NOTE Confidence: 0.867527306079865 e274d5d1-b6e6-4061-bf05-436f8d05f863 00:23:45.662 --> 00:23:46.534 calls a needs analysis. NOTE Confidence: 0.858356237411499 0415c452-4e70-4eb0-8d03-d1913db810f6 00:23:47.600 --> 00:23:52.774 If clarity has built and look at my bookmarks here, here are just NOTE Confidence: 0.858356237411499 b60b0db8-5384-4be6-9a45-09c9c5523617 00:23:52.774 --> 00:23:57.550 the responsive sites that I demo from here. Become sites that I NOTE Confidence: 0.780474424362183 7d2697ba-a6be-46df-baa3-9ddcc6ace13f 00:23:57.550 --> 00:24:03.578 demo from. What are the medical portals that I demo from? NOTE Confidence: 0.857192277908325 b4dddc0a-66f1-4367-a958-a302f99394e3 00:24:03.580 --> 00:24:10.977 Where is 1300 websites I could demo for 8 hours and never show NOTE Confidence: 0.857192277908325 71ef7417-de78-43c1-9311-b0dc7261a8a5 00:24:10.977 --> 00:24:12.684 the same website? NOTE Confidence: 0.913482546806335 9829c85c-6d3e-4fac-8ddc-6b0206dba090 00:24:13.250 --> 00:24:18.138 In eight hours wow, I only have an hour, so How do I NOTE Confidence: 0.913482546806335 6caaf7c3-0d31-49f5-b3fe-dbe82fc98371 00:24:18.138 --> 00:24:22.650 establish value and How do I showcase and show you so much NOTE Confidence: 0.913482546806335 ae53b4a4-567d-4703-86fd-43bbae14ec90 00:24:22.650 --> 00:24:26.410 value that in one hour you're gonna make $100,000 decision NOTE Confidence: 0.913482546806335 4fddfee6-17b8-42f9-b719-1dfa2525bea8 00:24:26.410 --> 00:24:30.170 to go with clarity? 'cause That's what I'm up against. NOTE Confidence: 0.932817041873932 baf2024d-92df-4cbb-a5b4-1dd267ef8b42 00:24:31.330 --> 00:24:34.949 Yeah, that's a terrible feet, but that's what I'm up against. NOTE Confidence: 0.932817041873932 e468e787-09e4-4a49-9814-0b017493148a 00:24:34.949 --> 00:24:39.884 That's what I have to do and the only way I can do that is NOTE Confidence: 0.932817041873932 bd137c0f-ea23-4490-a4d9-ef7a2dbbae4b 00:24:39.884 --> 00:24:43.174 established the most value to make you the most successful NOTE Confidence: 0.932817041873932 3fb0701c-c610-477c-bca4-dce3d36a59f8 00:24:43.174 --> 00:24:44.819 with the problem that you're NOTE Confidence: 0.949566185474396 940d1611-f060-4a9b-a444-3fbcb3dedec7 00:24:44.819 --> 00:24:48.740 physically calling before. Well, I don't know all the details NOTE Confidence: 0.949566185474396 16e77ffd-d5e3-4e02-9c4d-d448a9dd9f92 00:24:48.740 --> 00:24:52.140 about that problem. How on Earth could I potentially showcase NOTE Confidence: 0.949566185474396 7cd87476-b824-4382-a0fd-f65e4e40bb42 00:24:52.140 --> 00:24:55.880 more value to being able to address that problem and help NOTE Confidence: 0.949566185474396 f6453a36-9ff1-4fc4-9da2-cf3dfbddec1d 00:24:55.880 --> 00:24:58.940 you with that problem than everybody else out there? NOTE Confidence: 0.93702232837677 0c6017bb-22a8-43ba-bb83-1876f81e78bd 00:25:01.250 --> 00:25:04.220 So the most important thing I need to do is listen. NOTE Confidence: 0.905524015426636 8893a377-ab23-4dfc-bd5d-3849f5764971 00:25:04.840 --> 00:25:09.436 Right, so I'll usually start by saying tell you what, I'll take NOTE Confidence: 0.905524015426636 35604b45-456f-44cd-b3a5-1be648008daa 00:25:09.436 --> 00:25:14.032 a one minute here and I'll give your readers digest version of NOTE Confidence: 0.905524015426636 e25b7d52-1e7b-4120-a06c-670efbc19377 00:25:14.032 --> 00:25:19.011 who clarity is and then we'll go ahead and I'll turn some time NOTE Confidence: 0.905524015426636 7aafaecb-e6c4-4c74-aa2f-57c7d10cb3a9 00:25:19.011 --> 00:25:23.224 over to you clarity's. Been in business for about 15 years. NOTE Confidence: 0.905524015426636 674deca4-1a1c-4e10-a18d-acff1942ad29 00:25:23.224 --> 00:25:27.437 Were here in Austin, TX, where custom development agency were a NOTE Confidence: 0.905524015426636 5ea83e25-0ad1-4725-aa2f-bdb06084bfc2 00:25:27.437 --> 00:25:31.267 full service shop. We've done about 1300 websites over 3000 NOTE Confidence: 0.905524015426636 4bd77026-4239-4efb-800f-d68732d1ca45 00:25:31.267 --> 00:25:35.097 integrations, so were privately held. Anything else you want to NOTE Confidence: 0.905524015426636 b604f159-959f-4990-967b-cf35a38ff26c 00:25:35.097 --> 00:25:36.629 know about the company NOTE Confidence: 0.926578938961029 5c3dc8d2-f9cb-44db-85df-2200d619bce5 00:25:36.629 --> 00:25:39.304 specifically? Sometimes I'll say well how many employees NOTE Confidence: 0.926578938961029 d105ac0d-a2a0-473a-aa52-dd8c16049277 00:25:39.304 --> 00:25:42.524 have you gotten blah blah blah. Do you ever outsource NOTE Confidence: 0.926578938961029 6eb9aa2f-8bbf-4fa7-9cd2-052ceb1acb14 00:25:42.524 --> 00:25:46.710 you work? So I was trying to hit the big hot spots up NOTE Confidence: 0.926578938961029 1c522cf6-2fcd-4791-b46f-c5545df48d35 00:25:46.710 --> 00:25:49.608 front, privately held Austin, TX. We don't outsource our NOTE Confidence: 0.926578938961029 218b414a-8552-4207-b74f-3aa6fa756a38 00:25:49.608 --> 00:25:52.506 work we've done over 1300 websites. We've done 3000 NOTE Confidence: 0.926578938961029 d5f9d718-f1bb-4c0f-bce6-07df9254f0e4 00:25:52.506 --> 00:25:55.726 integrations. Why did I say the 1300 websites and 3000 NOTE Confidence: 0.926578938961029 23ef6eeb-cf18-4d76-8353-14a5515930b1 00:25:55.726 --> 00:25:56.048 integrations? NOTE Confidence: 0.885930001735687 2300a078-f859-4e2c-a4db-d6cbd9ad12aa 00:25:57.460 --> 00:26:01.768 Um, just to show it that you have an extensive list of NOTE Confidence: 0.885930001735687 86fe7766-0e98-477d-882d-8b64472088b5 00:26:01.768 --> 00:26:04.640 clients that have been successful and has just. NOTE Confidence: 0.740167200565338 83d85cac-6dff-4dce-ad05-bbf78c480fd1 00:26:05.320 --> 00:26:08.350 I stab Lish value right? NOTE Confidence: 0.942738950252533 67741485-7ffb-43cc-af57-4c5377a61597 00:26:08.950 --> 00:26:12.574 I don't have to even show you anything, and I've already let NOTE Confidence: 0.942738950252533 5c830b24-e4fc-48ea-8044-a4d91c905e13 00:26:12.574 --> 00:26:14.386 you know how successful we are. NOTE Confidence: 0.934295535087585 535b4b1a-d580-405c-b6f4-fda238b5c37f 00:26:15.090 --> 00:26:18.834 Yeah, right. So then what I'll say is, I'll say now what I'd NOTE Confidence: 0.934295535087585 4fdbc19c-870a-4a7d-b3ee-af0514daf0fc 00:26:18.834 --> 00:26:23.154 like to do is give 3 or 4 minutes and you can take as much NOTE Confidence: 0.934295535087585 e5e463d6-02e7-4009-8d13-f3fe11919d29 00:26:23.154 --> 00:26:26.898 time as you like, but I really would like you to go into NOTE Confidence: 0.934295535087585 f57e656a-ef4e-4543-a172-d5cb5bca7d92 00:26:26.898 --> 00:26:29.778 details about all the different things that you want to NOTE Confidence: 0.934295535087585 8fba8460-6b9c-46f4-9b46-d7939fa6eeb3 00:26:29.778 --> 00:26:32.658 accomplish with this project. Maybe some of the issues that NOTE Confidence: 0.934295535087585 5c3d5f24-18ce-4743-ba48-787695f0cf47 00:26:32.658 --> 00:26:35.826 you're looking to address and fix. Maybe some of the business NOTE Confidence: 0.934295535087585 8b58f4db-65fd-468d-86b4-e4c0723fd261 00:26:35.826 --> 00:26:38.418 processes that you'd like to improve. Appan or automate. NOTE Confidence: 0.934295535087585 9188900b-8e66-4e69-afdc-04ce499ef6d9 00:26:38.418 --> 00:26:41.586 Maybe the customer experience how you want to improve that and NOTE Confidence: 0.934295535087585 aeaa5c52-e314-4b55-8c54-1eb02781ca1c 00:26:41.586 --> 00:26:45.042 improve customer service. Just give me a brain dump of all the NOTE Confidence: 0.934295535087585 f96821a9-5fa3-4b8a-8ba4-49665ed7df0e 00:26:45.042 --> 00:26:46.482 different things that in your NOTE Confidence: 0.9189173579216 237f25d7-a5f9-4af6-b6a6-12cfb1f33c83 00:26:46.482 --> 00:26:49.740 dream. Solution here that you could do right again, you could NOTE Confidence: 0.9189173579216 5c15fd7c-0574-4c55-ab40-5f34fe8564e0 00:26:49.740 --> 00:26:53.497 do. I'm not taking that away from you. This is what your I'm NOTE Confidence: 0.9189173579216 03008c03-ccd3-4ca8-a2fc-667ceb5fa60d 00:26:53.497 --> 00:26:56.965 help I'm telling I'm asking you to tell me everything you want NOTE Confidence: 0.9189173579216 542dd1f6-3e66-4417-a0b6-907e5addbdc5 00:26:56.965 --> 00:27:00.722 to do to solve this for your boss. People love to talk so NOTE Confidence: 0.9189173579216 3ca9e030-30f4-4f07-8d85-51b178828efa 00:27:00.722 --> 00:27:04.768 then they go and a lot of times I'll say that is I'll say NOTE Confidence: 0.9189173579216 a20c2a82-12d8-4261-b418-bb16daa5842e 00:27:04.768 --> 00:27:07.658 because as you remember we've done 1300 websites I could NOTE Confidence: 0.9189173579216 bb05379f-9f8f-4f9f-85a2-acebafe8dd76 00:27:07.658 --> 00:27:11.704 literally demo for 8 hours. So what I'd like to do is hear what NOTE Confidence: 0.9189173579216 7736d8a9-c2c1-4b57-9715-1ee86de1d81f 00:27:11.704 --> 00:27:16.328 you really need and then what I can do is I can go back and and NOTE Confidence: 0.911185383796692 474a4169-c75e-4da4-823d-ed81e505a4b9 00:27:16.328 --> 00:27:19.394 very clearly articulate. And demo for you solutions where NOTE Confidence: 0.911185383796692 0bbe5170-1ff1-4f26-9a09-a3d4910a21b8 00:27:19.394 --> 00:27:23.034 we've helped other clients with issues similar to yours. Again, NOTE Confidence: 0.911185383796692 1a7b12dd-0e81-4eb2-9c7e-4913b30c3a2d 00:27:23.034 --> 00:27:27.402 not the clarity did, but how we help other clients solve those NOTE Confidence: 0.911185383796692 a326ca30-cee5-4d3c-9ec4-693145fce19e 00:27:27.402 --> 00:27:31.770 issues too. So I'm not taking the control away from them and NOTE Confidence: 0.911185383796692 b343c1c8-64d4-4d55-bd55-95bb9297c31e 00:27:31.770 --> 00:27:36.138 I'm not taking away any. The credit they're going to get for NOTE Confidence: 0.93392026424408 171987aa-411a-42dd-acf8-58d8b5c7c729 00:27:36.138 --> 00:27:40.843 fixing this. Because what's going to happen is after I get NOTE Confidence: 0.93392026424408 18147417-6616-45d1-8ac1-5038417d4a06 00:27:40.843 --> 00:27:46.048 off the phone with these guys, I have to trust them to go back to NOTE Confidence: 0.93392026424408 50b9ef12-2a98-42bc-98ee-b18c6dcb80b7 00:27:46.048 --> 00:27:49.518 their boss and sell clarity. That's probably a more expensive NOTE Confidence: 0.938089907169342 a1eb90dc-3685-456e-850a-03e0c46421df 00:27:49.518 --> 00:27:54.190 solution, yeah? Well, I don't trust them. I only trust me so NOTE Confidence: 0.938089907169342 d8233f95-cf18-43c9-a514-cc750bad982c 00:27:54.190 --> 00:27:58.810 the only way I can trust them is to leave them in charge and NOTE Confidence: 0.938089907169342 bb10e884-657d-432d-bf27-5166cae5b222 00:27:58.810 --> 00:28:02.770 make it so when they get off the phone they understand the NOTE Confidence: 0.938089907169342 facf6d98-0570-48f9-b2df-faa53adc6031 00:28:02.770 --> 00:28:05.740 value. They understand how much better a clarity delivered NOTE Confidence: 0.938089907169342 0bd38bae-3bcd-497f-9ced-f95c8e482a68 00:28:05.740 --> 00:28:09.370 solution is going to be in one of the other competitors. NOTE Confidence: 0.927831590175629 c4c6330c-dbaa-466f-b9a7-fe50b0204969 00:28:10.470 --> 00:28:14.950 And the only way I can do that is if I fully listen to them and NOTE Confidence: 0.927831590175629 b6d3766c-d971-44b0-8602-1bc67dc53c1d 00:28:14.950 --> 00:28:18.310 I solve every single issue they have because then they can go NOTE Confidence: 0.927831590175629 5317e7ad-1fc2-4cef-b22a-cbd86600342b 00:28:18.310 --> 00:28:21.950 back to their boss and go. You know what I talked to? 10 NOTE Confidence: 0.927831590175629 ea296833-b3e1-44f1-bf8a-1c344e1d8b94 00:28:21.950 --> 00:28:24.190 different people. Clarity was literally the only company NOTE Confidence: 0.927831590175629 7491c390-d31c-4e80-bf1c-3a7d96b4e7e2 00:28:24.190 --> 00:28:26.990 that's not only listened to everyone of our issues, but NOTE Confidence: 0.927831590175629 a17b3170-a764-4d17-bb10-2c7fae8a7380 00:28:26.990 --> 00:28:30.350 showcase how they can solve an address. Every one of the issues NOTE Confidence: 0.927831590175629 c5aa8fd0-e012-4384-b978-2a5477827954 00:28:30.350 --> 00:28:31.470 that I brought up. NOTE Confidence: 0.88036584854126 4876dc50-bc51-4ba8-a879-06b33bc1be0c 00:28:33.040 --> 00:28:36.676 That's all they need to say. Only need one or two sentences NOTE Confidence: 0.88036584854126 6ad96152-54cd-490e-ae0a-1759ecf1a22d 00:28:36.676 --> 00:28:40.312 for them to go, huh? Well, why don't you schedule letter demo? NOTE Confidence: 0.88036584854126 a93522d5-ad79-47a8-ba60-df0539d06059 00:28:40.312 --> 00:28:44.554 Well, let's get me in the setio or the VP on the line, so NOTE Confidence: 0.88036584854126 8bb62eb1-ce61-4b15-8722-ac049d51a4e5 00:28:44.554 --> 00:28:47.887 there's lots of companies that I do multiple demos for, because NOTE Confidence: 0.88036584854126 229c7380-df34-452c-babf-23d414c50484 00:28:47.887 --> 00:28:51.523 then they finally have convinced the sea level or the VP levels NOTE Confidence: 0.88036584854126 65128cba-f93b-4f91-9ab0-0598ed930a89 00:28:51.523 --> 00:28:55.462 to get back on another demo, which then I win because all I NOTE Confidence: 0.88036584854126 c8515b7a-1400-43dc-a1da-11ce65aa0a10 00:28:55.462 --> 00:28:59.098 have to do is establish value. I'm not telling him anything, I NOTE Confidence: 0.88036584854126 e3e3b764-cd2f-4851-8da9-2b91331ad0bb 00:28:59.098 --> 00:29:02.128 just establish value and I let them. That's what customer NOTE Confidence: 0.88036584854126 363e8f5f-6246-4c4a-be4b-9ce08c3ec39c 00:29:02.128 --> 00:29:03.340 centric selling is is. NOTE Confidence: 0.934686541557312 deea409c-8f21-45d2-b743-06a7dc9c30ea 00:29:03.390 --> 00:29:07.314 I showcase the value I showcase the ROI Showcase, the total cost NOTE Confidence: 0.934686541557312 a1a72cad-d602-4038-88b9-bb50167d3da2 00:29:07.314 --> 00:29:10.911 of ownership, all the things that let them come to the NOTE Confidence: 0.934686541557312 cb77b061-1955-4a9d-a54b-6b78a6823b63 00:29:10.911 --> 00:29:12.546 conclusion that clarity is the NOTE Confidence: 0.855618596076965 f88f405c-ba97-4aea-aa16-1fd620fae23b 00:29:12.546 --> 00:29:14.628 best choice. And then I went. NOTE Confidence: 0.904715478420258 4a62fa5c-38c8-446d-8d68-e360ce626f3c 00:29:15.210 --> 00:29:19.830 I don't ever have to be a used car salesman. Which is the best NOTE Confidence: 0.904715478420258 6544c09f-aad6-44ad-b864-427aa7816362 00:29:19.830 --> 00:29:24.780 part of my job. all I have to do is show off 'cause by showing NOTE Confidence: 0.904715478420258 7542cb07-475b-4912-b4a7-546845e8336e 00:29:24.780 --> 00:29:28.080 off I'm establishing value. That's literally it. So on every NOTE Confidence: 0.914087653160095 d2b077d8-8c54-4d57-b959-6c88061751ec 00:29:28.080 --> 00:29:32.106 single phone call. You just go in and see if I can find one NOTE Confidence: 0.914087653160095 d42dc043-dd19-4cb7-8a22-252799feddcf 00:29:32.106 --> 00:29:34.698 that I've done recently. I don't remember, but will just click on NOTE Confidence: 0.922857522964478 ef3178f5-b65d-4940-82c8-144e1285bef6 00:29:34.698 --> 00:29:39.204 date here and. So here's blender bottle, so here's one that I NOTE Confidence: 0.922857522964478 1c8161df-33cb-4690-be68-ddb35a70196d 00:29:39.204 --> 00:29:40.834 just did just last week. NOTE Confidence: 0.930201351642609 88737b1a-87cd-4124-a816-c90a608ca77c 00:29:41.790 --> 00:29:43.854 So I get on the phone with them. NOTE Confidence: 0.907053530216217 880a772a-7e92-4b4d-99c3-ce5cb8327f38 00:29:45.360 --> 00:29:48.912 This these two little sentence is up. Here is the only thing NOTE Confidence: 0.907053530216217 62b77153-75f3-4076-aa2e-9643a8f656a1 00:29:48.912 --> 00:29:53.056 that Phillip and Jeremy send to me when I get on the phone with NOTE Confidence: 0.907053530216217 c47f2bbf-0dcc-403b-9c05-4ed920a39e72 00:29:53.056 --> 00:29:56.904 these guys. So I've never spoken with him. I don't even know him. NOTE Confidence: 0.907053530216217 6a26dd5f-4bd8-471e-9461-ed60da85d4f5 00:29:56.904 --> 00:30:00.752 They come in but I know they're looking for a custom solution to NOTE Confidence: 0.907053530216217 650fe595-89f0-403c-909a-2d2982a34de2 00:30:00.752 --> 00:30:04.008 track orders and have an alert generated and they use Shopify NOTE Confidence: 0.907053530216217 9b6b8a2f-e598-498f-b356-1403702658d0 00:30:04.008 --> 00:30:06.968 for one Brandon WooCommerce for another brand and then ship NOTE Confidence: 0.907053530216217 3a107fab-fd56-4e45-8f40-7a6b93cb8068 00:30:06.968 --> 00:30:10.520 station for their shipping and then GP for their ERP. Got it. NOTE Confidence: 0.907053530216217 bb3cd900-d480-4d08-bae1-e54f7c42ad5e 00:30:10.520 --> 00:30:14.368 OK so I have that information and then you can see all the NOTE Confidence: 0.907053530216217 c1f1eb0a-d9b2-4496-972a-88c520341fa6 00:30:14.368 --> 00:30:16.440 people that are going to be on NOTE Confidence: 0.881591975688934 d70870fa-6294-4262-a7ed-9b6ec71b186c 00:30:16.440 --> 00:30:20.466 the call. So first thing I do is I give him the two minute NOTE Confidence: 0.881591975688934 3b1fbc31-0e20-4bb8-af14-32bc388daa99 00:30:20.466 --> 00:30:23.802 Reader's Digest and then I let him brain dump. Here's what they NOTE Confidence: 0.881591975688934 a66a8045-0362-47df-9488-eb84db9d5d3d 00:30:23.802 --> 00:30:27.416 said. They have a newly launched brand of on it. It's similar to NOTE Confidence: 0.881591975688934 ffe7f6b3-cc7b-42b3-b2ef-1e5eb6fdf8cb 00:30:27.416 --> 00:30:30.196 Yeti, well without one sentence already know what they sell. NOTE Confidence: 0.881591975688934 f2c13c1d-471e-4596-ba8e-ab586a20fbee 00:30:30.196 --> 00:30:32.698 Pretty straightforward, right? It's easier now. There would be NOTE Confidence: 0.881591975688934 ed8a8d77-3581-4379-a9e2-9258501dd983 00:30:32.698 --> 00:30:35.478 to see distributor mostly, but they're trying to grow their NOTE Confidence: 0.881591975688934 60d4b7e3-9145-4239-8201-58d7d7b3350f 00:30:35.478 --> 00:30:38.814 beta be online distribution. Well, 80% of the jobs we do or NOTE Confidence: 0.881591975688934 4c91587d-debc-4c72-8c01-00863d3a16c5 00:30:38.814 --> 00:30:42.706 be to be squiring no anything I showcase to them is going to be NOTE Confidence: 0.881591975688934 3d57c965-df73-4608-bfd3-6c2fa8e2fc6a 00:30:42.706 --> 00:30:45.764 in our wheelhouse. And they're going to be excited about 'cause NOTE Confidence: 0.881591975688934 f1824948-2cf4-41ac-b503-26c88d486f34 00:30:45.764 --> 00:30:47.154 we specialize in beta be. NOTE Confidence: 0.905398726463318 c5de93f1-12d3-4d75-a5df-076d819c7e65 00:30:47.260 --> 00:30:49.790 And then they just talked about Awala. They just launched the NOTE Confidence: 0.905398726463318 2f30a9d1-0dce-4677-b329-b30f1e2ededc 00:30:49.790 --> 00:30:52.550 new one. It's kind of like Wisc where it's kitchenware. OK, I NOTE Confidence: 0.905398726463318 61a2aef6-ce39-4139-94dd-1f6d3046bcda 00:30:52.550 --> 00:30:55.310 know what that is now, but they got a big negative customer NOTE Confidence: 0.905398726463318 e42347c8-8c36-4b18-8521-f7ce64575866 00:30:55.310 --> 00:30:57.840 review because the late shipping. So now and I said, oh, NOTE Confidence: 0.905398726463318 634297c8-a886-4f3c-9a08-af4f978ac2aa 00:30:57.840 --> 00:31:01.060 So what would you want to do about that? Or what do you think NOTE Confidence: 0.905398726463318 91111361-cdba-4d1a-82fb-581f8170ea77 00:31:01.060 --> 00:31:04.280 you can do about it? Well, right now what we're doing is as soon NOTE Confidence: 0.905398726463318 cb6c5dd0-5b00-437b-a61a-5f77813cb1cd 00:31:04.280 --> 00:31:07.040 as we find out that the shipment slayton they call and complain, NOTE Confidence: 0.905398726463318 1831365c-9b47-49d3-8376-db4d9371cb51 00:31:07.040 --> 00:31:09.800 we overnight him another unit. And then we tell him they can NOTE Confidence: 0.905398726463318 51e1f224-a369-473f-9d03-03d30a8db2f9 00:31:09.800 --> 00:31:13.250 keep both of 'em. So we have to give away a free unit. I'm like NOTE Confidence: 0.905398726463318 639670d3-e856-41b8-964e-b18d0d2ae477 00:31:13.250 --> 00:31:14.170 doesn't get expensive, and NOTE Confidence: 0.913783073425293 ce0393cd-4837-40c0-93f5-dd4705a1d1a3 00:31:14.170 --> 00:31:18.027 they're like sure. Unlike so, we want to try to take pre NOTE Confidence: 0.913783073425293 a24f447c-8cf9-4913-89df-aa9b163f73ce 00:31:18.027 --> 00:31:21.140 emptive action are we in there like that's exactly what we're NOTE Confidence: 0.913783073425293 168fe784-9909-47ad-995a-a67733445c34 00:31:21.140 --> 00:31:24.536 trying to do. OK, great, so I'm taking these notes on the NOTE Confidence: 0.913783073425293 442c0219-6d40-4062-92af-f9e980f3ac88 00:31:24.536 --> 00:31:25.951 screen in front of them. NOTE Confidence: 0.924322426319122 8fc8960d-a948-485e-822b-f6fc40eb4105 00:31:27.030 --> 00:31:30.351 Establishing value by showing them I understand their problem NOTE Confidence: 0.924322426319122 270f46ce-868a-4b58-a9a1-83edaf84de2b 00:31:30.351 --> 00:31:35.517 and a lot of times I talk to people is like I'm asking them NOTE Confidence: 0.924322426319122 b8cc7936-1344-4839-8e9c-e5a9ee19d7df 00:31:35.517 --> 00:31:39.945 about all the cuts and bruises and gashes that they've got in NOTE Confidence: 0.924322426319122 059aa18e-5093-48fd-8e91-f6029aaaba0b 00:31:39.945 --> 00:31:44.742 their current solution, because what I want to do is I want to NOTE Confidence: 0.924322426319122 89274b87-12ec-4a99-8d1f-dfd7943113b4 00:31:44.742 --> 00:31:49.539 tell them how painful they are and how painful I know they are. NOTE Confidence: 0.924322426319122 73524461-5838-4ff5-a4c1-977a5b14c088 00:31:49.539 --> 00:31:54.336 So I'm adding fuel to the fire. I'm adding salt to their wounds NOTE Confidence: 0.924322426319122 80700701-5072-4b16-b801-2308fc73ba70 00:31:54.336 --> 00:31:58.764 by going Oh my gosh, yeah, we've had a client that did. NOTE Confidence: 0.91472715139389 18d9e593-011a-4ee1-9179-603085916d42 00:31:58.840 --> 00:32:01.821 And I'm throwing out antidotes of when other clients that have NOTE Confidence: 0.91472715139389 db4df249-e2b9-4781-9e3c-c497cb74dd54 00:32:01.821 --> 00:32:04.802 been through this have done really worse. Or I might even NOTE Confidence: 0.91472715139389 a7de2a5e-4c0f-45e2-81a5-ac2f99cd0c5e 00:32:04.802 --> 00:32:07.783 throw solutions where, yeah, we had a client that was losing NOTE Confidence: 0.91472715139389 7cd9f315-3737-4e04-ae70-7782a273c01e 00:32:07.783 --> 00:32:10.764 $2,000,000 a year in in phone support and we roll this NOTE Confidence: 0.91472715139389 b5b1a21d-f5a8-42e3-b262-9074228484b2 00:32:10.764 --> 00:32:14.558 solution out and they were able to cut that by 60% in one year. NOTE Confidence: 0.91472715139389 f448b129-d7ed-4322-ae35-f9437475f4f4 00:32:14.558 --> 00:32:18.081 I mean the ROI was like a few months. He couldn't believe it. NOTE Confidence: 0.91585099697113 5e73fc6e-955b-40fb-98cb-eb0302cafb73 00:32:18.740 --> 00:32:21.908 All I did was established value and let them know I understood NOTE Confidence: 0.91585099697113 66bebaa8-1707-424f-a532-93646f6c645b 00:32:21.908 --> 00:32:24.548 his pain. We've dealt with another client that had that NOTE Confidence: 0.91585099697113 f186a6a0-bb7e-4edb-bca6-fa4051f44f0b 00:32:24.548 --> 00:32:27.716 pain. We were able to help that other client overcome that pain NOTE Confidence: 0.91585099697113 1c964dbb-35c6-44a3-83a8-201b30d6e7c3 00:32:27.716 --> 00:32:31.412 again. That's all I do. All my demos are so I take notes like NOTE Confidence: 0.91585099697113 77f92cc3-49b6-43fa-b9b6-4b09c263eaee 00:32:31.412 --> 00:32:35.108 this on every call. And then I tell him all right, I'm going to NOTE Confidence: 0.91585099697113 a3efdb61-c4c1-4e22-9bd8-ac2bfc4f2bc4 00:32:35.108 --> 00:32:38.276 move these notes to another screen and I'm going to try to NOTE Confidence: 0.91585099697113 d0ce9ae5-1822-4883-8ede-fbad01e0cb1d 00:32:38.276 --> 00:32:41.444 showcase a few things that I think are applicable, but I want NOTE Confidence: 0.91585099697113 a707ba15-2f72-4f97-912c-de02f0fef380 00:32:41.444 --> 00:32:44.876 you to control the demo. So I'm going to give you a couple NOTE Confidence: 0.91585099697113 0c40422c-6d34-4c0e-a0ab-656ce2f8eda4 00:32:44.876 --> 00:32:47.780 options and I'll usually give him options and the only reason NOTE Confidence: 0.91585099697113 216af19c-bac8-4295-9938-fb0096cc4f99 00:32:47.780 --> 00:32:50.948 I give options is to establish value that I have more than NOTE Confidence: 0.91585099697113 444ace70-08b7-4db8-acdc-ffc76728441d 00:32:50.948 --> 00:32:52.004 enough to show them. NOTE Confidence: 0.918343305587769 c36f1efe-d2a3-4620-89f4-d67449f7dd9f 00:32:52.080 --> 00:32:55.860 That I'm not gonna be able to show you in the 45 more minutes NOTE Confidence: 0.918343305587769 89f1c987-cd52-4fad-b68e-e181038ca158 00:32:55.860 --> 00:32:58.560 remaining minutes, yeah, so I'm giving them control of defining NOTE Confidence: 0.918343305587769 d26af13f-aa8a-4925-a39d-7bb29c599d21 00:32:58.560 --> 00:33:02.070 what they want to see, right? So I usually always give him three NOTE Confidence: 0.918343305587769 dd5521cb-f81d-471f-a4be-e8aa934d2e51 00:33:02.070 --> 00:33:05.850 choices and then I tell him if we move quickly I might be able NOTE Confidence: 0.918343305587769 143928ab-b441-43e3-8d02-7598f3373136 00:33:05.850 --> 00:33:09.360 to get through all three. But if you'd like, I'll go ahead and NOTE Confidence: 0.918343305587769 9d6d8438-ddaa-4c63-a450-20dc791e17cc 00:33:09.360 --> 00:33:12.600 record this call. That way, even if we don't get through all NOTE Confidence: 0.918343305587769 b9051e6c-578f-4eb7-8955-a69923804293 00:33:12.600 --> 00:33:15.840 three. Anybody that missed this call? We can send the video to NOTE Confidence: 0.930562317371368 64500f7c-99b0-47e7-be51-ff8e1142ab78 00:33:15.840 --> 00:33:21.195 you afterwards. How much in value and at the end of the call NOTE Confidence: 0.930562317371368 50f4409c-507e-4bb2-a2dd-8170494c89de 00:33:21.195 --> 00:33:26.370 8 times out of 10 they asked me for my notes because this is the NOTE Confidence: 0.930562317371368 514d39a0-3845-489f-a86a-23898b5d214a 00:33:26.370 --> 00:33:29.475 first time they've actually seen their thoughts put into NOTE Confidence: 0.930562317371368 7fb9703a-f76b-4f9f-b02d-7b5447d16d8f 00:33:29.475 --> 00:33:31.200 conscious flow in a digestible NOTE Confidence: 0.91332083940506 1eb89f41-7a10-41be-bb0c-d4338f690cb0 00:33:31.200 --> 00:33:35.450 format. They've never seen it. 'cause they can't do it, they NOTE Confidence: 0.91332083940506 a92632f8-51b4-41e6-a23e-d40247fa3091 00:33:35.450 --> 00:33:38.380 can't. They their bumbling, they're all over the place and NOTE Confidence: 0.91332083940506 a2555cae-d91f-4661-9c94-6f77aaa5a009 00:33:38.380 --> 00:33:41.310 I'm summarizing and taking these big huge problems and I'm NOTE Confidence: 0.91332083940506 ffceeb3a-ada0-4832-bb73-3f35d45fcdde 00:33:41.310 --> 00:33:45.998 putting it if by noon, then send a ship and I put it in a very NOTE Confidence: 0.91332083940506 8a3d943f-faaf-4331-bbea-f4ccf5529f3a 00:33:45.998 --> 00:33:48.049 concise, short, very understandable piece of data. NOTE Confidence: 0.91332083940506 d5dabf08-7d47-48d2-894c-5c19f70dd23b 00:33:48.049 --> 00:33:51.565 And so as they see this, everyone of them like, hey, can NOTE Confidence: 0.91332083940506 6ed5ac53-8bac-425a-9063-77e59f50fb9d 00:33:51.565 --> 00:33:54.495 you send me those notes? Absolutely, you bet happy too. NOTE Confidence: 0.91332083940506 2ff3d373-1801-40f3-a337-1d67bf1e3973 00:33:54.495 --> 00:33:58.890 Would you like me to send you a copy of the demo today? Oh my NOTE Confidence: 0.91332083940506 4f491247-8cc2-438b-b9fd-93c40bd3a620 00:33:58.890 --> 00:34:00.941 gosh, yeah, I'd love to show my NOTE Confidence: 0.908067405223846 20003acc-acbc-4761-9816-57805c73f552 00:34:00.941 --> 00:34:06.438 team. Kay, what did I just do I just made them a demo or because NOTE Confidence: 0.908067405223846 b9c7e67d-e6c9-4f1a-a441-9af455dd00c5 00:34:06.438 --> 00:34:10.806 now I can trust them to go back to their team and demo because NOTE Confidence: 0.908067405223846 8af0b192-b834-46b6-8da8-f700f2eb7de5 00:34:10.806 --> 00:34:14.550 they're going to show the team my notes. Yeah? Which is the NOTE Confidence: 0.908067405223846 ed081110-866f-4bc4-a90c-b7898ece029c 00:34:14.550 --> 00:34:17.982 first time that hair stuff's been consciously put down in a NOTE Confidence: 0.908067405223846 760ac94e-90dd-49f7-90e2-fc0d8572467c 00:34:17.982 --> 00:34:21.102 very digestible format, so I show them that I understood NOTE Confidence: 0.908067405223846 e3be7c16-b102-4f02-93ab-c94f822e2e68 00:34:21.102 --> 00:34:25.158 everything they said, and then I gave them a demo where they can NOTE Confidence: 0.908067405223846 e12b874f-13dd-4dee-a21d-42ddc2dd5fd8 00:34:25.158 --> 00:34:29.526 go watch the demo where I got to establish the value, not them. I NOTE Confidence: 0.908067405223846 317d215b-001a-47fe-9636-4852c27c55f3 00:34:29.526 --> 00:34:32.958 don't have to trust them. Yeah, so that's my strategy that's. NOTE Confidence: 0.911216080188751 27b309f7-556a-41c7-b1f9-4fafc2bad1f4 00:34:32.960 --> 00:34:37.470 Everything that I do when it comes to Des Moines, right? NOTE Confidence: 0.911216080188751 286268d5-f1db-45eb-a11d-50e1e882fab7 00:34:37.470 --> 00:34:42.390 Yeah, so that's kind of it. Now you understand the audience now. NOTE Confidence: 0.911216080188751 00ab9980-79d1-4445-abff-c2f71df32605 00:34:42.390 --> 00:34:47.720 You kind of understand the demo. My sales pitch. So now we have NOTE Confidence: 0.911216080188751 1307a17d-4659-45d5-955d-9839cc38480f 00:34:47.720 --> 00:34:51.820 to address the main goal of marketing. So marketing is NOTE Confidence: 0.911216080188751 8eeb8145-4def-49c9-af0a-034bf650b8ca 00:34:51.820 --> 00:34:55.510 obviously growing awareness and that could be awareness of NOTE Confidence: 0.911216080188751 ba9f023b-3a72-4285-803b-42973797e865 00:34:55.510 --> 00:35:00.020 brand. It could be awareness of services. It could be awareness NOTE Confidence: 0.911216080188751 4c36f673-2da3-4acb-9114-feae2e7f37d6 00:35:00.020 --> 00:35:03.710 of whatever Lee, Jin and then support sales objections. NOTE Confidence: 0.912048816680908 1e00c3af-b0b2-49d6-9df3-f774198e8706 00:35:03.730 --> 00:35:07.765 I don't know how else to put it in a simple bucket, but when the NOTE Confidence: 0.912048816680908 2b30022d-6d7b-4417-b91e-bd6690b782d4 00:35:07.765 --> 00:35:10.993 sales person says hey, do we have any case studies about or NOTE Confidence: 0.912048816680908 d63911f8-c104-4ac2-b4c1-57e1013ffc77 00:35:10.993 --> 00:35:15.028 do we have a white paper about X? Or do we have a video that NOTE Confidence: 0.912048816680908 df264f5b-dfb1-4d24-a3a9-3bf9ea205e8f 00:35:15.028 --> 00:35:17.449 showcases that those are sales objections that somebody now NOTE Confidence: 0.912048816680908 3bc19cdd-50ba-48b0-a7a9-c269f4ab9f09 00:35:17.449 --> 00:35:20.677 their end is that didn't get value or they came up with NOTE Confidence: 0.912048816680908 94fbcd7c-f973-477f-a4ec-ada664d0baf7 00:35:20.677 --> 00:35:23.367 something that they didn't tell Ron and didn't establish value NOTE Confidence: 0.912048816680908 bf6a0ae8-da3d-4db9-87ab-44ebe52631c7 00:35:23.367 --> 00:35:26.595 or an established some value, but the other is like oh that's NOTE Confidence: 0.912048816680908 f8594044-1c9d-4e42-840f-8acb5aef789b 00:35:26.595 --> 00:35:29.554 interesting. Can you ask him if they have any other customers NOTE Confidence: 0.912048816680908 e0f8a8ce-8f5a-465f-9d26-4b01b8c0c0af 00:35:29.554 --> 00:35:32.782 where they've done X and XX and so they're asking for other NOTE Confidence: 0.912048816680908 95a90e2a-0d53-4326-83f7-573fcb8c3751 00:35:32.782 --> 00:35:33.858 things to establish value? NOTE Confidence: 0.919824361801147 bfa51d94-3f69-4c2f-83bc-b6836fb70f26 00:35:33.890 --> 00:35:37.680 Or overcome objections? Where will? I didn't see how Ron NOTE Confidence: 0.919824361801147 892fa1ef-5a4d-45b5-b384-2e4c5301d923 00:35:37.680 --> 00:35:40.333 addressed subscriptions. Can they even handle subscription NOTE Confidence: 0.919824361801147 2c2b71c4-1531-4e7d-8b6a-1c78a3ce61c8 00:35:40.333 --> 00:35:44.123 part? Are they even a real company, right? Whatever the NOTE Confidence: 0.919824361801147 8b564912-745d-44f4-aa90-4be25097d7d6 00:35:44.123 --> 00:35:48.292 objection is, yeah, that's what marketing has to do. They have NOTE Confidence: 0.919824361801147 ef6e586a-d3e6-4349-962e-655013f11df5 00:35:48.292 --> 00:35:50.945 to provide collateral videos, white papers, reference NOTE Confidence: 0.919824361801147 725f8ea7-f0c1-4a96-ac42-3997855d59c4 00:35:50.945 --> 00:35:54.735 accounts, case studies doesn't really matter, but I think you NOTE Confidence: 0.919824361801147 c93dd749-b455-4168-a2af-09c88e4d988e 00:35:54.735 --> 00:35:59.662 understanding what we do and who we do it for is probably the NOTE Confidence: 0.919824361801147 e87da022-794f-4a53-ad68-f58d222307e4 00:35:59.662 --> 00:36:03.452 most absolutely important thing. And it's pretty easy once you NOTE Confidence: 0.919824361801147 8c39d89e-a625-4286-b008-a4ad30b7432e 00:36:03.452 --> 00:36:04.589 boil it down. NOTE Confidence: 0.926429927349091 cc3244ce-0dea-433e-8efd-4024784b039d 00:36:04.640 --> 00:36:08.761 'cause usually nobody ever boils us down. So you end up seeing a NOTE Confidence: 0.926429927349091 671431ec-d49d-4cea-8f22-7575a7f173e1 00:36:08.761 --> 00:36:11.614 website with 4000 pages going holy crap. They've written NOTE Confidence: 0.926429927349091 d081b220-5cb1-462c-b694-1aff39aeb942 00:36:11.614 --> 00:36:14.784 articles about 1700 different topics, how my supposed to ever NOTE Confidence: 0.926429927349091 3c6e45d8-7db2-48b6-b2c9-a5b2c35c60f7 00:36:14.784 --> 00:36:18.588 since I'm not technical come up with the topic. Yeah, that that NOTE Confidence: 0.926429927349091 7f84e79e-e681-40fa-ad71-65d35d289b8d 00:36:18.588 --> 00:36:22.392 makes complete sense. That's why I rambled for so long trying to NOTE Confidence: 0.926429927349091 41560bc7-c978-497a-956d-8dcebf9fbe7f 00:36:22.392 --> 00:36:25.562 explain myself earlier. And that's why I wanted you too. NOTE Confidence: 0.926429927349091 9847de09-a64f-4583-abdc-1a165b2c29a5 00:36:25.562 --> 00:36:29.049 'cause I just wanted to get you thinking, Right? 'cause That's NOTE Confidence: 0.926429927349091 ba871350-8c5c-46f6-a494-4c8a6f23ac7b 00:36:29.049 --> 00:36:32.853 the hard part. As soon as you start thinking you're like, wow, NOTE Confidence: 0.926429927349091 0352a3ea-1c68-463b-a97f-ae0501b3d067 00:36:32.853 --> 00:36:35.072 this is tough. I have no idea. NOTE Confidence: 0.912843286991119 3f588f5c-90ba-46a7-bee1-a75d000c5ae1 00:36:35.110 --> 00:36:38.652 But as soon as I come back and go, Oh well, we're using the NOTE Confidence: 0.912843286991119 4c2d112f-3a36-4f8d-8db8-8d2706262261 00:36:38.652 --> 00:36:41.182 Cyrillic alphabet and you're like, oh, I was over here. NOTE Confidence: 0.912843286991119 e53ff46a-e274-43c4-8822-dba91cb8c8b2 00:36:41.182 --> 00:36:43.965 Thinking in the Roman letters. No wonder I couldn't figure it NOTE Confidence: 0.912843286991119 3abe3a2b-b2e0-445e-9e02-7c2372559330 00:36:43.965 --> 00:36:47.001 out. Had I known you were using beta, Theta, and gamma, that NOTE Confidence: 0.912843286991119 80e9d740-55a5-4270-bf06-cf891ef50165 00:36:47.001 --> 00:36:49.531 would have been information that would have been helpful. Yeah, NOTE Confidence: 0.912843286991119 8e63732b-b0bc-4d9f-bf96-d4388e1bbaf7 00:36:49.531 --> 00:36:52.820 great, that's what I'm trying to do. I'm just trying to give you NOTE Confidence: 0.912843286991119 c5176aa9-1bca-4a40-b981-1a670d10c939 00:36:52.820 --> 00:36:55.097 the information cell phone, 'cause with your experience, I NOTE Confidence: 0.912843286991119 be43bba1-52a5-4eeb-9445-d93ce73230d6 00:36:55.097 --> 00:36:57.880 know you can already help establish value by getting a lot NOTE Confidence: 0.912843286991119 b425d963-dabc-4ce0-8fe7-b76a3a2aa167 00:36:57.880 --> 00:37:01.422 of things done right. I can show you the new 3 white papers that NOTE Confidence: 0.912843286991119 2aaf37b6-36e5-435c-bed8-f1eb663b6900 00:37:01.422 --> 00:37:04.711 I've done, the new template that I've come up with. I can explain NOTE Confidence: 0.918199360370636 bba9df4b-2f65-41bf-bfb1-b23c0cce126f 00:37:04.711 --> 00:37:09.722 to it that. Yes, I love in design. Yes I I know it well but NOTE Confidence: 0.918199360370636 3ee8a2bf-8da3-40f3-a06e-6036e2161033 00:37:09.722 --> 00:37:14.912 when I use Indesign or Premier I spend 18 to 50 hours on a video NOTE Confidence: 0.918199360370636 a3eeb72b-21de-48ca-98c4-efb665014ba6 00:37:14.912 --> 00:37:19.756 or I spend 10 to 20 hours on a white paper using those tools. NOTE Confidence: 0.918199360370636 597c39fd-5fd3-43af-afc6-09b43c0cf39f 00:37:19.756 --> 00:37:25.292 But when I use Kamt Asia, I can do a video that's 90% as good as NOTE Confidence: 0.918199360370636 7e4de294-fbdc-42da-8ae7-f15aae281d08 00:37:25.292 --> 00:37:29.790 my either final cut or my Premier videos. But I can do it NOTE Confidence: 0.918199360370636 c8f0b101-e990-4cc6-b297-7a5bcb978d10 00:37:29.790 --> 00:37:34.980 in 2 hours and I can use instead of in design. I just came up NOTE Confidence: 0.918199360370636 10f61557-5886-4872-9867-e75906540b03 00:37:34.980 --> 00:37:36.710 with a power point template. NOTE Confidence: 0.919509291648865 c728f1fd-7d37-472d-a231-f3fa7d3bbe81 00:37:36.790 --> 00:37:41.725 If I use a power point template now and then save it out as a NOTE Confidence: 0.919509291648865 b374d9e6-981f-4a8d-b069-d15f3083bf56 00:37:41.725 --> 00:37:46.660 PDF, I can do a white paper in two hours versus 15 or 20 hours. NOTE Confidence: 0.919509291648865 ea1cb56b-2e37-42af-a512-3b088615866e 00:37:46.660 --> 00:37:50.937 Now is it as good? Usually not. It's usually AB plus or minus, NOTE Confidence: 0.919509291648865 4b380812-6165-43c7-a3b6-ff68b9ae8bf2 00:37:50.937 --> 00:37:54.885 but 90 times out of 100 that's more than enough excited because NOTE Confidence: 0.919509291648865 ea49954c-79bf-413f-99ea-746262531c16 00:37:54.885 --> 00:37:58.833 it standalone piece I'm going to try to build it in PowerPoint NOTE Confidence: 0.919509291648865 1721d8d4-c677-4d17-9cb7-f2c82b9af2e7 00:37:58.833 --> 00:38:03.439 1st and then I'll create a PDF out of it and I'll try to NOTE Confidence: 0.919509291648865 1be6d4c6-1eb6-411e-9c55-b60d9260ba02 00:38:03.439 --> 00:38:07.387 customize it and get into some of the stuff that they've done. NOTE Confidence: 0.919509291648865 660e7cdc-284b-4d57-9ff4-43cd477e3976 00:38:07.387 --> 00:38:09.690 So if you go back to that, NOTE Confidence: 0.916187286376953 42953189-e9b1-4614-bff9-eeeb30e7d4b5 00:38:09.690 --> 00:38:12.774 bazaarvoice. You see how these little white popups with little NOTE Confidence: 0.916187286376953 f0a96b5d-73b5-4625-9ee0-46467a025823 00:38:12.774 --> 00:38:16.446 text over a graphic, right? Yeah, if you come over here to NOTE Confidence: 0.916187286376953 95c48017-a204-471f-b356-a3b1e3972060 00:38:16.446 --> 00:38:19.812 my court presentation, here's a little pop-up white text with a NOTE Confidence: 0.916187286376953 55305ad2-af5e-4ee8-b8e5-7bf543516bd9 00:38:19.812 --> 00:38:22.872 little bit of text over a graphic. These graphics graphic NOTE Confidence: 0.916187286376953 eb9a0550-f285-46bc-bee7-3d6ce1053627 00:38:22.872 --> 00:38:25.932 elements that I designed and built for a corporate website. NOTE Confidence: 0.916187286376953 505e1fb4-4c46-4755-96a3-2d27bf02324c 00:38:25.932 --> 00:38:29.604 So now I'm trying to bring the consistency across this. Is this NOTE Confidence: 0.916187286376953 849ee265-c5b6-43b5-a3d5-b33e88d0b1c7 00:38:29.604 --> 00:38:31.134 watermark back? Here is the NOTE Confidence: 0.893012285232544 9909bc54-dd6c-4195-bf6b-9f53b8b7bd16 00:38:31.134 --> 00:38:35.700 clarity A? So I tried, so here's one page. It's really difficult NOTE Confidence: 0.893012285232544 ef9b32bb-fb3a-49ae-a905-874f33cea4e0 00:38:35.700 --> 00:38:40.376 to make a very pretty graphical page when it's a lot of text, so NOTE Confidence: 0.893012285232544 256437a4-d048-4670-9419-bad849debd72 00:38:40.376 --> 00:38:45.386 this is kind of what I came up with, so I tried. You know, I NOTE Confidence: 0.893012285232544 301983d4-4187-4fe0-9ba7-8df4c12c6be5 00:38:45.386 --> 00:38:50.062 keep the big enough so that you can read it in a very clean, NOTE Confidence: 0.893012285232544 6b38118a-bf8c-4c49-a335-48175b0213eb 00:38:50.062 --> 00:38:53.402 legible font. I added in subbed headings which weren't there NOTE Confidence: 0.893012285232544 080c2918-270c-4f1c-9e5b-85fba789f9a7 00:38:53.402 --> 00:38:57.410 before, so I treated it just like SCL. Here's my H1. Here's NOTE Confidence: 0.893012285232544 bfd5ffc5-d548-409a-94b2-291f98c75e10 00:38:57.410 --> 00:39:02.086 my H2. If there's only anything that I can do on this page, what NOTE Confidence: 0.937544405460358 83b470c7-735b-488d-aa74-d6a9d8ffd178 00:39:02.086 --> 00:39:06.650 is it? Well, what happens if it tears 20% off everything except NOTE Confidence: 0.937544405460358 82b5a5bf-3212-415d-8cf9-f5b9d621763f 00:39:06.650 --> 00:39:08.560 item three that is extremely NOTE Confidence: 0.93864893913269 eba8a9db-bd09-48b5-98f7-aedabf76e791 00:39:08.560 --> 00:39:12.472 common issue. When dealing with problems, so if somebody came NOTE Confidence: 0.93864893913269 be6862e2-3e68-4b8b-bf5c-95edfdb80a65 00:39:12.472 --> 00:39:14.386 here, are you familiar with the NOTE Confidence: 0.923720896244049 1446a10a-84a0-480f-ba05-8034698cac49 00:39:14.386 --> 00:39:19.228 3:30 three rule? No, not well. There's two rules that I drive NOTE Confidence: 0.923720896244049 fba3e3ef-ea51-4eed-b93b-33de1e7a1f82 00:39:19.228 --> 00:39:22.948 everything. Rosabeth, Moss, Kanter. She's one of the top 20 NOTE Confidence: 0.923720896244049 c892ef79-8720-443c-82f0-5f6fb49b4d1b 00:39:22.948 --> 00:39:26.668 business woman in the world. She's been published 23 times. NOTE Confidence: 0.923720896244049 df15b0e0-76e9-433d-86e8-91bcb8f13aea 00:39:26.668 --> 00:39:29.644 She's a Harvard Business professor. Just just brilliant NOTE Confidence: 0.923720896244049 b9d053a3-dd7c-47b0-a2fc-be9de2d416a2 00:39:29.644 --> 00:39:34.108 woman. She did a study with I think it was Carnegie and NOTE Confidence: 0.923720896244049 a9f3a4e9-fed4-45b6-84a8-a20de5b60d68 00:39:34.108 --> 00:39:37.828 Harvard and the study found that within 50 milliseconds of NOTE Confidence: 0.923720896244049 1574056d-b18a-45cf-b908-7443e8322375 00:39:37.828 --> 00:39:42.292 hitting a page, any page, whether it was a white paper web NOTE Confidence: 0.923720896244049 2182a056-4943-4c18-ae88-0b7381f8d97c 00:39:42.292 --> 00:39:46.012 page, didn't really matter. When somebody lands on it. After NOTE Confidence: 0.923720896244049 edfa889c-51f3-452c-83af-2b37d68438c9 00:39:46.012 --> 00:39:47.128 doing a search. NOTE Confidence: 0.952998161315918 b47d0ee0-ef50-4976-b5bc-daced629b020 00:39:47.130 --> 00:39:50.518 Their brain within 50 milliseconds has already NOTE Confidence: 0.952998161315918 7715ea71-6835-4c27-abc3-f7e3623bf399 00:39:50.518 --> 00:39:53.906 assigned a professionalism score to your business. NOTE Confidence: 0.901277780532837 b15dbdb7-7aa1-4f35-a5ca-9848b42319c9 00:39:55.390 --> 00:40:00.230 So if you don't think design is important, you're wrong because NOTE Confidence: 0.901277780532837 b26487b3-134f-4d31-ad38-06d485d6b58c 00:40:00.230 --> 00:40:04.190 you can't help because your subconscious is already went. NOTE Confidence: 0.901277780532837 51e9b772-f14a-43f9-854b-27d284e6530e 00:40:04.190 --> 00:40:09.030 This looks like **** it does right? You can't help it. NOTE Confidence: 0.885670602321625 0f9008f3-1d7f-494b-9de8-a88eae87649c 00:40:09.660 --> 00:40:11.480 And that sets the tone. NOTE Confidence: 0.918194055557251 af57eb6f-088e-4aec-8b6a-3ade026655cc 00:40:12.140 --> 00:40:16.676 So then after the 50 so the 50 millisecond room for me is like NOTE Confidence: 0.918194055557251 ffd74ea3-8c4c-410e-9451-e3431541fd66 00:40:16.676 --> 00:40:20.240 picking up your crap off the floor, vacuum the floor, at NOTE Confidence: 0.918194055557251 1f8f05f5-07f7-4249-8292-108343c70c48 00:40:20.240 --> 00:40:23.804 least make the office clean. If somebody comes in the office, NOTE Confidence: 0.918194055557251 5ccecbb7-6cba-41c8-959f-8456c066091d 00:40:23.804 --> 00:40:28.016 that's it. When they walk in the office, at least make it clean, NOTE Confidence: 0.918194055557251 4cedcce7-b0a6-4520-9146-e672e1d93f36 00:40:28.016 --> 00:40:31.580 right? There's 50 milliseconds now. The 333 rules says within 3 NOTE Confidence: 0.918194055557251 b8d5b096-35fe-4a14-a48c-ff31ea399cd3 00:40:31.580 --> 00:40:35.468 seconds of landing on that page they know they're in the right NOTE Confidence: 0.949611306190491 13d7b5d9-ad84-40a5-bcc8-ac1e31dbecbf 00:40:35.468 --> 00:40:38.310 place. So when somebody comes to NOTE Confidence: 0.908188939094543 3b3cbab7-20c1-4e33-a323-632f2691a8db 00:40:38.310 --> 00:40:43.034 this website. And they land on let's go back to the home page. NOTE Confidence: 0.908188939094543 f6efe791-03e4-4903-9647-64f13675bb0d 00:40:43.034 --> 00:40:47.116 Oh my, my professor that taught me web design. He called it the NOTE Confidence: 0.89937287569046 3c8200de-9982-46fb-a333-e796aa26c11e 00:40:47.116 --> 00:40:50.748 newspaper rule. Yeah, same thing, yeah. Just like the NOTE Confidence: 0.89937287569046 3b36ed56-16fe-4d42-a9e2-9e702fba7b83 00:40:50.748 --> 00:40:55.424 newspaper rule. So the 333 rule as you got 3 seconds to let him NOTE Confidence: 0.89937287569046 9452fa95-bf15-4bc8-8598-db478025d156 00:40:55.424 --> 00:40:57.428 know in their right place so. NOTE Confidence: 0.927227556705475 d410054f-6af8-4e12-a592-9e0dc750dcc0 00:40:58.000 --> 00:41:01.432 That's all there gonna read in three seconds. Mobile and custom NOTE Confidence: 0.927227556705475 e20cf1d1-550e-4ae0-b11b-b7450ac3df7a 00:41:01.432 --> 00:41:04.240 development over 350 combined years and 1300 projects built. NOTE Confidence: 0.927227556705475 a3cd7b70-173a-469a-9e01-bd006783ef97 00:41:04.240 --> 00:41:07.984 All I did again, establishing value and let them know they are NOTE Confidence: 0.927227556705475 5fcfbf8a-5a85-42d9-ba74-180af13e7a25 00:41:07.984 --> 00:41:12.040 in the right place. If you let him know there in the right NOTE Confidence: 0.927227556705475 52d89ea4-1079-41f1-9ac3-919ec84ae218 00:41:12.040 --> 00:41:16.096 place in your 3 seconds, they'll give you 30 seconds. So the most NOTE Confidence: 0.927227556705475 33d1c85f-cdf7-4ef2-949a-6ef363484a1e 00:41:16.096 --> 00:41:17.656 important right is that right NOTE Confidence: 0.914075493812561 7deb0757-cc6c-43b9-9ae6-838f675f7a7c 00:41:17.656 --> 00:41:23.302 there. That's 30 seconds worth of reading, so I have to let him NOTE Confidence: 0.914075493812561 1f3b4a66-5879-4631-9737-d48a2dcb8425 00:41:23.302 --> 00:41:27.603 know, you know, hey, here's the issue. Back in 2015, mobile NOTE Confidence: 0.914075493812561 cc9c600b-af2c-4727-806b-31bf163e39a9 00:41:27.603 --> 00:41:30.731 surpassed desktop. However, since 2017, mobile apps blah NOTE Confidence: 0.914075493812561 2bebb0fb-f1f1-475a-b74a-67af0b0cf59e 00:41:30.731 --> 00:41:35.032 blah blah blah blah. So I established all this value for NOTE Confidence: 0.914075493812561 09c1cf8f-76f4-4c34-b370-952838c6aeaf 00:41:35.032 --> 00:41:39.724 mobile app development. I even have a picture over here so that NOTE Confidence: 0.914075493812561 3b798f45-1793-4a83-b7c2-8e1b10bf4d72 00:41:39.724 --> 00:41:45.198 it can just kind of see it out of the corner there. I notice NOTE Confidence: 0.914075493812561 8a15b753-dea9-4a70-9215-5db69d6dc995 00:41:45.198 --> 00:41:49.108 this white phone you can tell it's an iPhone, but. NOTE Confidence: 0.908151388168335 db1694d5-a5b6-4ea4-bca8-71a848f1fef5 00:41:49.120 --> 00:41:52.300 There's no branding, it's all white. I don't even have NOTE Confidence: 0.908151388168335 d5d681b6-4ca7-4e98-8d6a-af524b225f37 00:41:52.300 --> 00:41:55.162 that, and some nice shadowing, huh? I wonder what NOTE Confidence: 0.908151388168335 a4b6f9f7-3ca8-472c-84c4-b5fb9df6d6b3 00:41:55.162 --> 00:41:58.342 the graphics look like on Bazaarvoice? If I go back. NOTE Confidence: 0.612984180450439 b31ed8f2-6e58-4d3e-851d-eb7a0466864b 00:42:01.550 --> 00:42:02.828 Skip there, whoops. NOTE Confidence: 0.874667227268219 16ebeae7-f0e7-4d2d-8c11-779e14e6c223 00:42:05.660 --> 00:42:08.020 Look at their pictures, yeah? NOTE Confidence: 0.889036297798157 635b0e2b-347e-4e39-a154-bd353e45fee2 00:42:08.630 --> 00:42:12.026 Fight, there's not branding. If I go back to the home page. NOTE Confidence: 0.928367912769318 29a1bc42-99dc-4c16-a5ca-3244565bd744 00:42:13.500 --> 00:42:17.189 Look at that. That looks almost identical. NOTE Confidence: 0.83954644203186 8c080dca-01a8-4bc3-9faa-443655dd691d 00:42:18.520 --> 00:42:19.830 Did that phone, doesn't it? NOTE Confidence: 0.90073961019516 e35a86fd-29f1-411b-bb51-7ee466c9d1e4 00:42:20.970 --> 00:42:25.169 'cause it is I went recreated it because that is the exact design NOTE Confidence: 0.90073961019516 fb61beb4-5cb4-46d6-880a-d0fa228566f4 00:42:25.169 --> 00:42:29.368 we wanted to follow. We wanted to make it look perfect and we NOTE Confidence: 0.90073961019516 df4bc62b-41d2-4945-a6ec-bf273093362a 00:42:29.368 --> 00:42:30.983 wanted to look exactly like NOTE Confidence: 0.928759634494781 07dd4cbf-8f17-4d3e-8d1c-a86e56dca87f 00:42:30.983 --> 00:42:34.606 that, right? So anyway, when I put this presentation together, NOTE Confidence: 0.928759634494781 8052ca19-62f7-41ef-a8a1-98dfff175fdc 00:42:34.606 --> 00:42:38.904 that's kind of what I did, right? So I try to keep it very NOTE Confidence: 0.928759634494781 b574c47e-4a92-4526-85a7-fc8df938da3a 00:42:38.904 --> 00:42:42.588 clean. I try to keep a graphical element, try to keep it NOTE Confidence: 0.910191893577576 4c9914df-1c24-472f-b9a5-96937a14929b 00:42:42.588 --> 00:42:46.499 consistent. And so these are the white papers. This is the white NOTE Confidence: 0.910191893577576 761a5b6b-6c6f-4a55-8a29-1203932c36d5 00:42:46.499 --> 00:42:49.996 paper, so that's a court Prezzo. Then you come down here and then NOTE Confidence: 0.910191893577576 be3d29b3-9f41-4db1-b43a-2ec2e2f450c5 00:42:49.996 --> 00:42:53.762 I get it under my checklist. This is the last one I did. But NOTE Confidence: 0.910191893577576 4ecb613c-91e7-4ab8-870d-883ea4a000bc 00:42:53.762 --> 00:42:57.259 now when you get into him you can see they're done with the NOTE Confidence: 0.910191893577576 aa5e9785-0303-4ce5-82fd-f121fe2c1b8c 00:42:57.259 --> 00:43:00.218 same thing. It's still very clear. I used the same call NOTE Confidence: 0.910191893577576 135f56d5-4731-4b3b-9bbc-f03fb3af1fe2 00:43:00.218 --> 00:43:01.832 outs, the same popups, the same NOTE Confidence: 0.913302540779114 be2cffed-7dbd-49f1-8a2d-963d1d77654e 00:43:01.832 --> 00:43:05.514 graphical elements, yeah. These are the same. I went and bought NOTE Confidence: 0.913302540779114 ada3f189-bff7-4479-9ebf-dbf4e8f8d43f 00:43:05.514 --> 00:43:08.444 with Chris. We went and evaluated about 3 or 400 NOTE Confidence: 0.913302540779114 e550cdfd-843d-4528-90d4-9677f21500ad 00:43:08.444 --> 00:43:12.253 different icons sets and this is the one we standardized on and I NOTE Confidence: 0.913302540779114 9d4783b7-60cd-4a3f-bf2a-3c5cd1e8b69c 00:43:12.253 --> 00:43:16.062 bought it 'cause it was 1200 icons. So now we can do icons. NOTE Confidence: 0.913302540779114 25e3492e-0f9e-4ee5-b80b-ad32ab49f455 00:43:16.062 --> 00:43:19.578 So now I'm even building my own graphics using those icons, but NOTE Confidence: 0.913302540779114 6fe7adfb-9f0e-4374-956e-36e0b7fbd750 00:43:19.578 --> 00:43:23.387 because their vector I can blow him up and Shadow and you know NOTE Confidence: 0.913302540779114 2d01e26e-69f4-418f-be2f-f2cc5a327de5 00:43:23.387 --> 00:43:26.024 I'm talking specifically about shipping. So here's air freight NOTE Confidence: 0.913302540779114 5f563591-5654-4bb4-9229-fca18f2b0105 00:43:26.024 --> 00:43:29.833 and here's LTL shipping, but yet using the things and then I can NOTE Confidence: 0.913302540779114 7f4457e9-38b3-4ade-812d-7b0b48609974 00:43:29.833 --> 00:43:32.470 show a screenshot or two. There's a couple screenshots NOTE Confidence: 0.913302540779114 41033b6d-bf76-46c3-9063-5e3bebbbbb39 00:43:32.470 --> 00:43:34.228 that I can do another graphic. NOTE Confidence: 0.842956364154816 b3013806-6140-4b2e-84c6-eff453e2b75e 00:43:34.280 --> 00:43:35.950 Right so. NOTE Confidence: 0.922666072845459 9176bcc3-2eea-4cd3-b398-e586f21e3f75 00:43:37.210 --> 00:43:39.829 Again, using other little graphical element, and then if NOTE Confidence: 0.922666072845459 59b8f67e-53b6-4f5a-a621-875973f429f4 00:43:39.829 --> 00:43:44.776 I can do a pop up and I'll do a pop up graphic. So this is now NOTE Confidence: 0.922666072845459 72f03c98-112f-4ba8-9f46-327b5111fc08 00:43:44.776 --> 00:43:48.559 the new I. I guess the standard for what we're gonna be doing NOTE Confidence: 0.922666072845459 361cbc11-de29-49a4-a5a9-4d6fc94ce1ee 00:43:48.559 --> 00:43:52.342 for now, but I don't know. I mean, I'm only three in. I've NOTE Confidence: 0.922666072845459 7e96d146-2a2c-4d89-91a9-ff1d2ce9e951 00:43:52.342 --> 00:43:55.543 only done three of our, you know, 5060 pieces of collateral NOTE Confidence: 0.922666072845459 aef21d93-cbcc-4e36-8c80-71a35f7e044e 00:43:55.543 --> 00:43:59.326 that I created over the years. So if we're not happy with that NOTE Confidence: 0.922666072845459 620da607-fcdf-4e6d-80ee-f210523969a2 00:43:59.326 --> 00:44:03.109 design and we need to make some changes now would be the time NOTE Confidence: 0.922666072845459 177a0211-8297-4f7e-9676-3bb82f98c788 00:44:03.109 --> 00:44:04.273 to make the changes.