1106: If Everyone is Creating Content, Who is Consuming? w/ John Golden

WEBVTT 1 00:00:00.040 --> 00:00:04.799 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:05.000 --> 00:00:10.230 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:10.390 --> 00:00:15.429 on your show and start reaping the benefits of having a network full of industry 4 00:00:15.429 --> 00:00:25.699 influencers? Learn more at sweet fish Mediacom. You're listening to be tob growth, 5 00:00:26.100 --> 00:00:30.500 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 6 00:00:30.539 --> 00:00:34.420 before, like Gary Vander truck and Simon Senek, but you've probably never heard 7 00:00:34.500 --> 00:00:38.729 from the majority of our guests. That's because the bulk of our interviews aren't 8 00:00:38.770 --> 00:00:43.289 with professional speakers and authors. Most of our guests are in the trenches leading 9 00:00:43.329 --> 00:00:48.170 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 10 00:00:48.250 --> 00:00:52.759 building the fastest growing BTB companies in the world. My name is James Carberry. 11 00:00:52.799 --> 00:00:56.320 I'm the founder of sweet fish media, a podcast agency for BB brands, 12 00:00:56.439 --> 00:00:59.600 and I'm also one of the cohosts of this show. When we're not 13 00:00:59.679 --> 00:01:03.600 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:03.640 --> 00:01:07.549 own business. Will share the ups and downs of our journey as we attend 15 00:01:07.590 --> 00:01:11.590 to take over the world. Just getting well? Maybe let's get into the 16 00:01:11.670 --> 00:01:19.819 show. Welcome back to be to be growth. I am your host for 17 00:01:19.939 --> 00:01:25.219 today's episode, Nikki Ivy, with sweet fish media buys. Today I've got 18 00:01:25.340 --> 00:01:30.900 with me John Golden, who is chief strategy and marketing officer for pipeline or 19 00:01:30.980 --> 00:01:34.290 CRM. John, how are you doing to day? I'm doing fantastic. 20 00:01:34.370 --> 00:01:37.370 Again, thank you very much for inviting me. Good glad to hear it. 21 00:01:37.530 --> 00:01:40.890 So we're going to be talking about something that I in our listeners, 22 00:01:41.010 --> 00:01:45.290 really really love to get into, and you've got some kind of against the 23 00:01:45.409 --> 00:01:49.719 great ideas about this. We're really talking about this idea that noise a noise 24 00:01:49.519 --> 00:01:53.159 and some of your thoughts on the direction that things had been going and maybe 25 00:01:53.200 --> 00:01:57.000 the direction that they need to go. But before we get into all of 26 00:01:57.120 --> 00:02:00.400 that, John, I would love it if you would just give us a 27 00:02:00.560 --> 00:02:04.870 little bit of background on yourself when you and the folks of pipeline are have 28 00:02:04.950 --> 00:02:07.830 been up to these days. Yeah, so, as you say, chief 29 00:02:07.949 --> 00:02:14.590 marketing and Strategy Officer pipeliners CRM. We're obviously a CRM company. We have 30 00:02:15.150 --> 00:02:20.860 world's most visual crn designed to really engage says people. We were on the 31 00:02:21.580 --> 00:02:25.300 feature for the first time on the Gardener Magic Quadron for automation this year and 32 00:02:25.939 --> 00:02:30.490 we are growing at throughout the world. We also produce another magazine called sales 33 00:02:30.569 --> 00:02:38.889 pop, which is a sales marketing leadership education magazine where we bring fault leaders 34 00:02:38.969 --> 00:02:43.810 together to share their ideas. So that's our kind of educational giveback. I 35 00:02:43.930 --> 00:02:46.199 love it. I love to give back. That's kind of what the the 36 00:02:46.280 --> 00:02:47.879 spirit of this show is all about, right, is, you know, 37 00:02:49.080 --> 00:02:55.639 making educational resources accessible to folks at whatever part of their their journey and sales 38 00:02:55.680 --> 00:03:00.509 and marketing careers they happen to be at. So I'm I'm team that. 39 00:03:00.909 --> 00:03:02.550 Uh Hum. Well, let's get into it. So the question you and 40 00:03:02.590 --> 00:03:06.349 I were talking about of wine and really really intrigued me, is this question 41 00:03:06.469 --> 00:03:13.939 of if everyone is creating, then who is consuming? And Listen, I 42 00:03:14.740 --> 00:03:16.699 you just I felt. I didn't. I won't say I felt the text. 43 00:03:17.340 --> 00:03:22.099 I felt the need to so fu the need to self examined, because 44 00:03:22.099 --> 00:03:24.060 I was like, I'm doing a lot of a lot of creating. But 45 00:03:24.180 --> 00:03:29.169 tell us what's meant by that question, what's sparked it? And it helps 46 00:03:29.169 --> 00:03:30.930 us sort of sort of understand where you're coming from there. Yeah, and 47 00:03:31.210 --> 00:03:35.610 and to be honest, as I said, I we I have an online 48 00:03:35.770 --> 00:03:38.689 so says, popping on my magazine. So creating a lot of content myself. 49 00:03:38.810 --> 00:03:42.360 So, I mean this is aimed as much at me as anybody else. 50 00:03:43.639 --> 00:03:46.919 My point is that, so content marketing became this huge thing over the 51 00:03:46.960 --> 00:03:50.319 last I don't know, five hundred and ten, fifteen years, whatever it 52 00:03:50.400 --> 00:03:55.229 is now, I'm losing track of time. And this idea of giving content 53 00:03:55.469 --> 00:04:00.069 and and insights and everything to people, and it all sounds great on the 54 00:04:00.150 --> 00:04:03.710 surface, and it is in many ways. But then it turned every every 55 00:04:03.789 --> 00:04:10.180 salesperson into a content either creator or aggregator, and everybody. And suddenly, 56 00:04:10.780 --> 00:04:14.419 if you want to, people were saying you have to be sharing, sharing, 57 00:04:14.500 --> 00:04:17.939 sharing content all the time. And, let's face it, we're bombarded 58 00:04:18.019 --> 00:04:23.740 with so much content. How much content are we really consuming, in all 59 00:04:23.899 --> 00:04:28.490 honesty? And have we gotten to the point where we're all creating? It's 60 00:04:28.529 --> 00:04:30.370 like we're all in the movie now. None of nobody's in the audience. 61 00:04:30.449 --> 00:04:35.410 We're all in the movie and and we're all there trying to trying to push 62 00:04:35.410 --> 00:04:40.120 ourselves to the front, and I think that we've reached, in many ways 63 00:04:40.160 --> 00:04:43.160 a tipping point, and maybe we've already gone over it, and it was 64 00:04:43.240 --> 00:04:48.879 reached a while ago, where it's become almost self fulfilling, where it's just 65 00:04:48.959 --> 00:04:55.750 churning journey, churning content and nobody is really consuming that much and it's very 66 00:04:55.870 --> 00:04:59.870 hard to find what are the valuable pieces of nuggets. And when people get 67 00:04:59.870 --> 00:05:04.910 overloaded with information, you you do reach this cognitive overload where, rather than 68 00:05:05.029 --> 00:05:09.060 become very good at filtering, you kind of just shut down and go up. 69 00:05:09.420 --> 00:05:11.980 It's all too much, I'm just I'll just switch off. And that's 70 00:05:11.980 --> 00:05:17.379 where I fear we've we've gotten to and even your linkedin fee are linkedin feeds. 71 00:05:17.420 --> 00:05:20.379 I mean how much of that, and maybe it's just me, but 72 00:05:20.569 --> 00:05:25.610 how much of that are people really reading and consuming, and how much of 73 00:05:25.689 --> 00:05:29.850 it is just a blur of stuff that's coming it? So I think there 74 00:05:29.930 --> 00:05:34.689 needs to be a step back and to people to start focus on why they're 75 00:05:34.720 --> 00:05:39.360 doing what they're doing, the value of what they're sharing and looking is there 76 00:05:39.519 --> 00:05:44.120 real value in it, and maybe then being selective and maybe getting back to 77 00:05:44.240 --> 00:05:49.230 that age old quality over quantity thing which I think has been lost. Okay, 78 00:05:49.269 --> 00:05:55.430 so, yeah, so it is controversial. Sawyers a thing right. 79 00:05:56.069 --> 00:06:00.870 One of the sort of core we we did a peace be to be growth, 80 00:06:00.910 --> 00:06:02.949 as we was needed. Did a piece of while back on the importance 81 00:06:03.029 --> 00:06:05.420 of taking a stance on things, and one of them that we take a 82 00:06:05.420 --> 00:06:10.379 stands on as we disagree. We feel like when it comes to content production, 83 00:06:11.100 --> 00:06:15.300 if your goal is need to develop and employ your brand, for instance, 84 00:06:15.459 --> 00:06:18.529 or to advance a thought leadership initiative, for instance, and different it 85 00:06:18.610 --> 00:06:25.689 yourself, then quantity is king because you've got to have a lot of it 86 00:06:25.730 --> 00:06:28.649 to be able to put it out consistently to sort of achieve those goals. 87 00:06:28.810 --> 00:06:31.920 But I do I hear you on the point that if everyone is doing that, 88 00:06:32.199 --> 00:06:36.120 then it does become kind of diluted and it gets to this point where 89 00:06:36.160 --> 00:06:42.439 it can be tough to figure out, both as the Creator and the consumer, 90 00:06:42.720 --> 00:06:46.319 like what's parts of it our noise and which parts of it are Sul 91 00:06:46.399 --> 00:06:48.910 valuable things that you know that I need to be listening to him paying attention 92 00:06:49.110 --> 00:06:54.230 to, and so I guess that's my question is, who do you think 93 00:06:54.870 --> 00:06:59.670 who should be producing content, because obviously there's going to be some creators right, 94 00:06:59.910 --> 00:07:03.100 because it couldn't the other way where everyone is so what types of organizations 95 00:07:03.420 --> 00:07:10.420 or what rolls within an organization should be doing the creating and which of us, 96 00:07:10.500 --> 00:07:15.220 then, should be focusing on the consumption? And you know who decides 97 00:07:15.300 --> 00:07:17.970 that. Well, I think that I think first of all, as I 98 00:07:18.050 --> 00:07:21.410 said, to take a step back and ask yourself what are you why are 99 00:07:21.449 --> 00:07:26.970 you creating content? Are you creating content because somebody told you somewhere that you 100 00:07:27.050 --> 00:07:30.800 should be creating content, or are you doing it because everybody else is doing 101 00:07:30.959 --> 00:07:34.079 it? So I think that's the first point. The second point then is 102 00:07:34.160 --> 00:07:38.240 to look at it. You say, okay, I need to create content 103 00:07:38.560 --> 00:07:42.040 to share valuable things as part of my sales process, as part of my 104 00:07:42.160 --> 00:07:45.470 marketing, is part of my branding. I think then you've got to take 105 00:07:45.509 --> 00:07:47.670 a look at okay, let's look at the quality of that. Am I 106 00:07:47.829 --> 00:07:54.949 producing something that has real intrinsic value in it, that has is well produced, 107 00:07:55.029 --> 00:07:59.500 has got good thought into it, or am I just putting something together 108 00:07:59.540 --> 00:08:01.980 quickly and throwing it out there and just going for the volume? So I 109 00:08:03.180 --> 00:08:05.819 think, I think those are important questions. I think you need to understand 110 00:08:05.819 --> 00:08:09.459 your audience. I think that's a piece that's getting lost, because I think 111 00:08:09.540 --> 00:08:15.490 people are trying to produce I wouldn't say generic, but they're trying to scatter 112 00:08:15.610 --> 00:08:18.769 gun, a scatter gun approach, and try and hit as many massive heels. 113 00:08:18.850 --> 00:08:22.889 Sure, yeah, and and therefore I think you got to understand who 114 00:08:22.930 --> 00:08:28.079 your audience is, understand what's of value to them and then create something of 115 00:08:28.439 --> 00:08:33.000 value and maybe spend a little more time and then maybe you won't produce as 116 00:08:33.000 --> 00:08:37.320 much as company x over there, but I guarantee your company xss stuff is 117 00:08:37.200 --> 00:08:43.029 dropping into spam filters and ninety percent of the time now because they're just putting 118 00:08:43.029 --> 00:08:45.950 out too much stuff. So I think, I think a more thoughtful approach 119 00:08:45.990 --> 00:08:50.110 and I just think really stepping back and asking yourself what you're doing and why 120 00:08:50.230 --> 00:08:54.830 you're doing it is is a critical starting point. And then look at the 121 00:08:54.870 --> 00:08:58.259 quality of what you're producing. And here's the other key thing. Maybe measure 122 00:08:58.500 --> 00:09:03.620 the outcoming results of what you're doing, because you might be shocked, and 123 00:09:03.740 --> 00:09:07.659 the lot of people out there might be shocked, to realize that they're investing 124 00:09:07.700 --> 00:09:11.210 a lot of time and maybe money and energy and producing all of this stuff 125 00:09:11.370 --> 00:09:15.889 and there's actually no Roi Right. And so I think that's the other important 126 00:09:15.889 --> 00:09:18.450 part is like just ask yourself why are you doing and then asking yourself, 127 00:09:18.769 --> 00:09:22.009 okay, here's the reason I'm doing it. Is it actually delivering the result 128 00:09:22.090 --> 00:09:24.559 I'm looking for right now? For sure. So, so that's interesting. 129 00:09:24.600 --> 00:09:30.679 So once you've figured out right, once you've asked yourself, should I be 130 00:09:31.039 --> 00:09:35.639 creating? Right, it does. Does the potential Roi and does the the 131 00:09:35.759 --> 00:09:41.509 spirit behind why I'm creating? Does it line up with this set of values 132 00:09:43.149 --> 00:09:45.750 that I have or does it line up with this set of goals that I 133 00:09:45.870 --> 00:09:48.190 have? And once you've decided that it does, then you've got to really, 134 00:09:48.230 --> 00:09:52.580 as you, as you said, be intentional about the quality of the 135 00:09:52.700 --> 00:09:58.460 content. What I try to do is make sure that I am not stopping 136 00:09:58.580 --> 00:10:03.740 my consumption as well. It's helpful, it's so I think. I think 137 00:10:03.779 --> 00:10:07.450 for me it's important to be a creator and a consumer, because it's helpful 138 00:10:07.490 --> 00:10:11.529 to know what's already been said in a in a certain way, so that 139 00:10:11.570 --> 00:10:13.529 I know, okay, if I am going to be, you know, 140 00:10:13.850 --> 00:10:18.049 reinforcing this message, because I think maybe it's something that bears repeating, that 141 00:10:18.090 --> 00:10:24.039 I'm being intentional about putting a unique voice on it, because there are folks 142 00:10:24.080 --> 00:10:26.159 that might want to hear that message from the other person that's saying it and 143 00:10:26.399 --> 00:10:31.080 folks it might resonate more with common from me. So I do think that 144 00:10:31.200 --> 00:10:35.159 there's, you know, something to be said for paying attention to that sort 145 00:10:35.200 --> 00:10:37.470 of thing. But but you're so right, though. There is this in 146 00:10:37.710 --> 00:10:41.870 line. There is this in line. You're always at risk of just becoming 147 00:10:41.950 --> 00:10:45.110 noise and and I don't think anybody wants that. So is as mad as 148 00:10:45.110 --> 00:10:48.549 anybody might be hearing you say that there's books doing too much creating an end 149 00:10:48.549 --> 00:10:52.580 of consumption. I don't think anybody could argue that becoming noise is bad. 150 00:10:52.659 --> 00:10:56.179 Like you said, top this thing I like. I mentioned attributity. You 151 00:10:56.299 --> 00:11:01.940 noways always so. And here's a here's a way I always like to think 152 00:11:01.940 --> 00:11:05.409 of it. Right, is, you have access to this worldwide audience right 153 00:11:05.490 --> 00:11:09.450 in the way you didn't before. Right, but I think you should think 154 00:11:09.490 --> 00:11:13.570 about it as as a room full of people. Right, if you walked 155 00:11:13.610 --> 00:11:18.570 into a room full of people and just start shouting headlines at them right randomly, 156 00:11:18.360 --> 00:11:20.679 I mean people are going to think you're crazy, right, and they're 157 00:11:20.720 --> 00:11:26.000 going to shy away from you. But but because we're online. People think 158 00:11:26.039 --> 00:11:28.639 that's okay. It's okay to just, as I said, spraying pray, 159 00:11:28.720 --> 00:11:35.230 it's okay just to randomly shout things out there whatever and not realizing that there's 160 00:11:35.230 --> 00:11:37.830 still humans on the other end of the right for for now anyway, they're 161 00:11:37.830 --> 00:11:41.269 still humans. And who knows where we're going, but there's humans are right 162 00:11:41.350 --> 00:11:46.950 now. And I think that again, I think if you put yourself in 163 00:11:46.070 --> 00:11:50.059 the shoes of the people you're looking you're hoping, you're going to is going 164 00:11:50.220 --> 00:11:56.100 to consume what you're producing, then I think to your point is you become 165 00:11:56.220 --> 00:12:01.179 more intentional, you become more thought for them what you're producing and then you 166 00:12:01.299 --> 00:12:05.370 have a real purpose to it. I just honestly feel that that has been 167 00:12:05.490 --> 00:12:09.049 lost by a lot of people, where it's just become the mechanics have taken 168 00:12:09.090 --> 00:12:13.169 over. Right. It's this. So I learned this print. I think 169 00:12:13.169 --> 00:12:16.320 I may have spoken about this on this show before. I had a friend 170 00:12:16.759 --> 00:12:22.039 who as someone from profound and hearing loss, and so he spoke asl they 171 00:12:22.039 --> 00:12:26.480 spoke sign language. I do not speak sign language and so it's really interesting 172 00:12:26.720 --> 00:12:33.029 for us and learning how to communicate and it taught me how poor at the 173 00:12:33.190 --> 00:12:37.549 time my listening skills work because I was so focused on what I was putting 174 00:12:37.549 --> 00:12:43.590 out and I had lost just the next one we're going to get to to 175 00:12:43.710 --> 00:12:48.500 an extent, my ability to really listen. But when you communicate with ASL 176 00:12:48.620 --> 00:12:52.019 if you've ever done this before, you know that you both you have to 177 00:12:52.179 --> 00:12:56.379 wait your turn. You have to wait your turn. Only really advanced people 178 00:12:56.419 --> 00:13:00.009 consigned to each other at the same time. But at the end of the 179 00:13:00.049 --> 00:13:03.169 day there's still this element of you go and I go and you go and 180 00:13:03.210 --> 00:13:05.769 I go, and there isn't as much talking over people, there isn't as 181 00:13:05.850 --> 00:13:11.409 much noise, and so I realized in this interaction that he and I were 182 00:13:11.529 --> 00:13:18.759 having that that's something that, you know, was way underdeveloped in me, 183 00:13:18.960 --> 00:13:22.039 and it's because we're over a lifetime. A lot of us, I'll speak 184 00:13:22.080 --> 00:13:28.269 for myself, were rewarded, were rewarded for the way we speak a lot 185 00:13:28.309 --> 00:13:30.669 of the time. Right, if you have a way of speak can let 186 00:13:30.710 --> 00:13:35.110 people, whether it's written or verbal, that people find engaging, and you've 187 00:13:35.190 --> 00:13:39.870 been incentivized for that over a lifetime, then that becomes a certainly became mine. 188 00:13:39.190 --> 00:13:43.779 Your go to your comfort zone and the opposite of your comfort zone a 189 00:13:43.820 --> 00:13:48.740 lot of the time is quiet, is in and so it's impossible about the 190 00:13:48.779 --> 00:13:50.899 kind of listening skills that you're talking about having, right, but listening, 191 00:13:52.340 --> 00:13:54.340 physically listening, and then listening as and having your finger on the pulse and 192 00:13:54.379 --> 00:13:58.929 paying attention to what you're consuming and what your audience is is finding valuable, 193 00:14:00.330 --> 00:14:03.289 is what's so important. So it's funny that it that that Park my ears 194 00:14:03.330 --> 00:14:05.929 of what you said. We need quiet because of too much intocommunication. I 195 00:14:07.009 --> 00:14:09.000 think they're absolutely right. I stand on that. For it and I think, 196 00:14:09.600 --> 00:14:13.519 I think that's key to it is that listening that we've lost. We've 197 00:14:13.600 --> 00:14:18.919 lost the skill to really listen. I'm not just I mean listening. listenings 198 00:14:18.960 --> 00:14:22.440 are physical exercise, right, I mean that, but I'm talking about cognitively 199 00:14:22.480 --> 00:14:26.029 listening and really and really understanding what's been said. To know this is the 200 00:14:26.110 --> 00:14:31.509 thing I come back to. There's an interesting thing that they use in family 201 00:14:31.710 --> 00:14:35.029 and couples therapy. Right, is where, if you and I happen to 202 00:14:35.070 --> 00:14:41.860 find ourselves in couples therapy, the therapists would first of all say, Nikki, 203 00:14:41.139 --> 00:14:43.340 say what you want, what you need to say, right, and 204 00:14:43.460 --> 00:14:48.860 you would you would say is and then I don't get to respond to it. 205 00:14:48.019 --> 00:14:52.419 What I have to do is I have to repeat that to you, 206 00:14:52.779 --> 00:14:54.649 what you said, but not just repeat your words, but actually show that 207 00:14:54.769 --> 00:15:01.809 I truly heard and unders stood. So I actually processed it and understood it, 208 00:15:01.889 --> 00:15:05.889 and you're not allowed move on until you who delivered the original thing. 209 00:15:05.929 --> 00:15:11.039 Nikik says, yes, that is what I that's what I meant, and 210 00:15:11.159 --> 00:15:15.519 I always come back to that because I think that's a really fascinating approach. 211 00:15:15.639 --> 00:15:20.320 And if you take how we operate in our daily lives, how often do 212 00:15:20.470 --> 00:15:28.190 we really listen and process what other people are saying? Because our natural instinct 213 00:15:28.309 --> 00:15:33.629 is to think about what I'm going so while you're talking, I'm already thinking 214 00:15:33.669 --> 00:15:37.860 about what I'm going to say and and so I'm not really listening, you 215 00:15:37.940 --> 00:15:41.340 know, to what you've had to say, and I think that's a skill 216 00:15:41.460 --> 00:15:46.659 that's been lost. And now, because we become this strange culture of real 217 00:15:46.820 --> 00:15:50.889 a very reactionary culture. We're so used to just, ohh, I'm going 218 00:15:50.929 --> 00:15:54.450 to answer that, I'm going to comment on that, I'm going to tweet 219 00:15:54.490 --> 00:15:56.490 that, I got to instagram comment on that, and half the time I 220 00:15:56.610 --> 00:16:00.529 haven't even any thing. I haven't even read the instagram post properly and I'm 221 00:16:00.529 --> 00:16:04.039 already commenting right if none of them go back later and deleted because I realized 222 00:16:04.080 --> 00:16:10.279 I didn't even understand what was said. And so I think that's where people, 223 00:16:10.559 --> 00:16:14.679 if you're in business and sales, that is a place where you can 224 00:16:14.840 --> 00:16:19.789 hugely differentiate yourself, is if you can really show your prospects or people you 225 00:16:19.909 --> 00:16:25.789 come into contact with that you have got fantastic listening skills and you're really trying 226 00:16:25.830 --> 00:16:30.669 to understand and listen to what they're saying, whether it's facetoface. Are Virtually 227 00:16:30.710 --> 00:16:33.820 in the best way of doing that and it's a huge compliment and trust builder 228 00:16:33.940 --> 00:16:40.580 to the other person who's when you ask them to validate what you heard that 229 00:16:40.740 --> 00:16:42.779 they said. So say, Nikki, let me just let me just go 230 00:16:42.980 --> 00:16:47.100 back on what you mentioned earlier and I would just want to be a hundred 231 00:16:47.139 --> 00:16:51.330 percent sure I understood it right and I give them that's that's a huge trust 232 00:16:51.409 --> 00:16:56.289 building exercise and the worst part about it is today that's probably going to surprise 233 00:16:56.409 --> 00:17:02.279 people when you do that. Hey, everybody, logan with sweet fish here. 234 00:17:02.440 --> 00:17:04.160 If you've been listening to the show for a while. You know we're 235 00:17:04.240 --> 00:17:08.880 big proponents of putting out original, organic content on linked in, but one 236 00:17:08.960 --> 00:17:12.799 thing that's always been a struggle for a team like ours is to easily track 237 00:17:12.960 --> 00:17:17.630 the reach of that linkedin content. That's why I was really excited when I 238 00:17:17.670 --> 00:17:19.950 heard about shield the other day from a connection on, you guessed it, 239 00:17:21.190 --> 00:17:25.190 linked in. Since our team started using shield, I've loved how it's let 240 00:17:25.230 --> 00:17:30.059 us easily track and analyze the performance of our linkedin content without having to manually 241 00:17:30.140 --> 00:17:36.500 log it ourselves. It automatically creates reports and generates some dashboards that are incredibly 242 00:17:36.579 --> 00:17:40.740 useful to see things like what content has been performing the best and what days 243 00:17:40.819 --> 00:17:44.849 of the week are we getting the most engagement and our average views proposed. 244 00:17:45.210 --> 00:17:48.930 I'd highly suggest you guys check out this tool if you're putting out content on 245 00:17:48.089 --> 00:17:52.049 Linkedin, and if you're not, you should be. It's been a game 246 00:17:52.089 --> 00:17:56.450 changer for us. If you go to shield APP DOT AI and check out 247 00:17:56.529 --> 00:18:00.160 the ten day free trial, you can even use our promo code be to 248 00:18:00.279 --> 00:18:03.640 be gross to get a twenty five percent discount. Again, that's shield APP 249 00:18:04.039 --> 00:18:10.160 DOT AI and that Promo Code is be the number to be gross. All 250 00:18:10.240 --> 00:18:17.029 one word. All right, let's get back to the show. Yeah, 251 00:18:17.150 --> 00:18:22.069 and so you what you when you talked about the how instant the communication is 252 00:18:22.109 --> 00:18:26.390 and how that plays into this whole idea of us, you know, not 253 00:18:26.630 --> 00:18:30.579 listening, and I are talking about commenting on what folks have said in a 254 00:18:30.660 --> 00:18:33.380 way that's thoughtful. I think that's the opportunity. I think a lot of 255 00:18:33.420 --> 00:18:38.059 the time, when we think ourselves as being creators on whatever platform, will 256 00:18:38.059 --> 00:18:41.569 just say Linkedin, because that's what most first listening I here are in that 257 00:18:41.690 --> 00:18:44.650 are going to engage with. You just hit it on the head as far 258 00:18:44.930 --> 00:18:49.410 where the opportunity is to demonstrate and practice listening skill. I think that if 259 00:18:49.529 --> 00:18:52.849 you focus on, let's say you decided that, yeah, you're going to 260 00:18:52.930 --> 00:18:59.839 keep creating content right on a every other day basis, or however often you're 261 00:18:59.880 --> 00:19:02.960 creating content, mosting on Linkedin, but you decides are going to spend just 262 00:19:03.119 --> 00:19:07.599 as much time in the comment sections of people who who you would like to 263 00:19:07.759 --> 00:19:11.750 demonstrate that you're listening to rather than this Lazy Oh, I like this this 264 00:19:11.990 --> 00:19:17.950 post or fantastic, I think your spot on, and then move on, 265 00:19:18.309 --> 00:19:21.269 like you said, if you sum up what they've said in the way that 266 00:19:21.349 --> 00:19:23.700 thoughtful and then ask a question. Right, I want to make sure I 267 00:19:23.779 --> 00:19:26.299 understand what you said. So are used to do you think then, if 268 00:19:26.339 --> 00:19:30.779 x and why? whow? That's really interesting. Do that that might go 269 00:19:32.019 --> 00:19:33.339 even further. I don't know what the numbers are behind it, but that 270 00:19:33.500 --> 00:19:41.289 that might produce even more engagement then just creating and throwing stuff out there might 271 00:19:41.490 --> 00:19:45.809 do. And so I think that's the opportunity here, if you like. 272 00:19:45.970 --> 00:19:48.569 No, don't take my linked it away from me. Don't take my yes, 273 00:19:48.690 --> 00:19:52.000 my own and my cosliping an adult. So that's not what we're talking 274 00:19:52.039 --> 00:19:55.599 about. I think you're right. We're talking about doing it in a way 275 00:19:55.640 --> 00:19:59.839 that invites engagement. Right. Yeah, I'm what you've just and what you've 276 00:19:59.880 --> 00:20:03.839 just described. Their Nikki is classic, where you you're demonstrating, number one, 277 00:20:03.960 --> 00:20:08.230 that you actually read the content that the other person post, you thought 278 00:20:08.269 --> 00:20:15.069 about it, you commented on it, showing that you actually had had read 279 00:20:15.150 --> 00:20:18.549 and understood it. And and I think that's you. And again, if 280 00:20:18.549 --> 00:20:23.339 you think about it's all about trying to make connections and learn and learn from 281 00:20:23.339 --> 00:20:26.299 each other, and that that's that's a connection. Because now, if I, 282 00:20:26.460 --> 00:20:30.019 if I, if I wrote a post and I see a common from 283 00:20:30.059 --> 00:20:33.460 you that clearly demonstrate that you wrote and you read and you thought about it. 284 00:20:33.859 --> 00:20:37.930 For that's a huge trust building exercise. It's a huge compliment to the 285 00:20:37.970 --> 00:20:41.410 person who's created the content. It shows that there would value and worth while 286 00:20:41.450 --> 00:20:45.089 and and now you've got some dynamic going as opposed to as you're right. 287 00:20:45.529 --> 00:20:48.769 If yes, I'm don't get me wrong, I appreciate when anybody puts a 288 00:20:48.849 --> 00:20:52.160 thumbs up and likes and all that kind of stuff. That's great, but 289 00:20:52.319 --> 00:20:56.559 it certainly when you see somebody has taken trouble to interact with your content and 290 00:20:56.640 --> 00:21:03.430 actually understand that that's that's so much more gratifying and and sometimes, and as 291 00:21:03.470 --> 00:21:06.589 I said, you don't even have to read it and agree with it. 292 00:21:06.710 --> 00:21:10.910 Sometimes, I mean I've had some of the best ones in content I've produced 293 00:21:10.950 --> 00:21:15.670 in the past has when somebody disagrees with me and we get an interesting conversation 294 00:21:15.829 --> 00:21:18.099 and maybe I learned something out of it. Yes, yeah, for sure. 295 00:21:18.180 --> 00:21:22.259 When I think about, you know, let's say someone I really look 296 00:21:22.339 --> 00:21:26.180 up to who I'm wanting to engage on linked and I think about it, 297 00:21:26.339 --> 00:21:30.059 is like if I had a celebrity encounter and it's happened in a couple times. 298 00:21:30.099 --> 00:21:33.769 Has Been Super Embarrassing where I met somebody that was famous. Totally said 299 00:21:33.809 --> 00:21:37.569 out I'm talking to you, Kenny logans. So I was just like I 300 00:21:37.690 --> 00:21:41.289 go you invented blue. I soul doesn't suffer like Oh, it's his life. 301 00:21:41.329 --> 00:21:44.049 Oh my God, you think a picture with me. It was caught. 302 00:21:44.049 --> 00:21:47.759 It was embarrassing anyway. So don't do that. But what I do 303 00:21:48.119 --> 00:21:51.440 when I was an Austin and I would encounter a celebrities at the airport a 304 00:21:51.519 --> 00:21:55.880 lot or at like music festivals, well, I think Mysel, how will 305 00:21:56.000 --> 00:21:59.759 I make an impression on this person? To wear? They'll offer to take 306 00:21:59.759 --> 00:22:02.309 a picture with me. It won't get to it. I won't be bugging 307 00:22:02.349 --> 00:22:06.589 them and they'll know that I'm not just wanting them to see me and that 308 00:22:06.670 --> 00:22:11.829 I really do think and feel deeply about what they create and and what's work 309 00:22:12.230 --> 00:22:17.900 has been. To talk specifically about something that they created and ask them a 310 00:22:17.940 --> 00:22:21.740 question about it, they seemed so much more flattered by that and so much 311 00:22:21.740 --> 00:22:26.819 more engaged by that. Right then, if I was just like just to 312 00:22:26.900 --> 00:22:29.299 simply say, Oh, I love your work, right ex so general that's 313 00:22:29.339 --> 00:22:33.009 at the the in person. Celebrity equivalent of this is a fantastic folk your 314 00:22:33.049 --> 00:22:34.450 spot on, you know, but to say, Oh my God, what 315 00:22:34.529 --> 00:22:37.490 you did in this an Xyz film that, what would it like to get 316 00:22:37.490 --> 00:22:41.049 into that character? Then you got them. You've got them, and so 317 00:22:41.130 --> 00:22:45.160 I think, you know, there's example that. There's nothing we wouldn't think 318 00:22:45.200 --> 00:22:47.640 if we do that in our regular lives. But you're right, there are 319 00:22:47.720 --> 00:22:51.720 so many people telling us like Dat, create stuff about every single day, 320 00:22:51.759 --> 00:22:53.640 and that's what it's about, that we're losing side of the stuff, though. 321 00:22:53.640 --> 00:22:56.960 I am so glad, so glad, did you come on and have 322 00:22:56.119 --> 00:23:00.509 this convery also be authentic, because what you're talking about there is author. 323 00:23:00.589 --> 00:23:03.789 That's an authentic conversation. It's yeah, so it's a celebrity whatever, but 324 00:23:04.789 --> 00:23:11.789 that's an authentic conversation. If you're saying this song you wrote, it meant 325 00:23:11.869 --> 00:23:15.619 this to me, should just tell me where did you where did you write, 326 00:23:15.619 --> 00:23:17.779 or where did you get the inspiration from? You something like that. 327 00:23:17.859 --> 00:23:21.859 That's good, despite the fact that five thousand people may have come up to 328 00:23:22.099 --> 00:23:25.059 me in the last five minutes, and that's for a Selfie. That's going 329 00:23:25.259 --> 00:23:30.490 to resonate because there's a there's a there's a genuineness and authenticity, a connection, 330 00:23:30.609 --> 00:23:34.490 and I think we can do that in our lives on a daily basis. 331 00:23:34.569 --> 00:23:37.369 Don't have to be with celebrities, but just, I think, to 332 00:23:37.970 --> 00:23:44.640 to genuinely connect with people and if you're authentic and you actually genuinely listen to 333 00:23:44.799 --> 00:23:45.759 this, and we all have a friend right here. I'll give a good 334 00:23:45.799 --> 00:23:49.480 example, like we all had a friend growing up who, if you ever 335 00:23:49.599 --> 00:23:52.119 wanted to talk about something, they would say, Oh, yeah, I'm 336 00:23:52.119 --> 00:23:55.480 here to listen. In the minute you started talking, they would turn it 337 00:23:55.559 --> 00:23:59.269 around and it's suddenly you'd realize they're telling you of something to do with themselves 338 00:23:59.269 --> 00:24:02.630 and they've never listened to anything you've got to say. And I think, 339 00:24:03.670 --> 00:24:07.069 and I think we have to be careful that we don't that. We're either 340 00:24:07.390 --> 00:24:10.900 not that person or we haven't turned into that person, not just in a 341 00:24:11.019 --> 00:24:15.180 personal life, but in our in our professional life, in our virtual life 342 00:24:15.339 --> 00:24:18.940 online, that were it is, nold, is about us right. Yeah, 343 00:24:19.299 --> 00:24:22.099 yeah, that's I mean, you've driven this point home. I love 344 00:24:22.180 --> 00:24:23.809 it. I love this conversation, by the way, came a lot of 345 00:24:23.849 --> 00:24:26.210 that. Do Love You. Maybe have way across this guy, not say 346 00:24:26.490 --> 00:24:32.609 anyway. So now, now, John, that I have a dest we 347 00:24:32.769 --> 00:24:34.769 picked your brain and seeing what I could get out of it, it's time 348 00:24:34.849 --> 00:24:37.289 for you to tell us about what you're putting in it. Talk about a 349 00:24:37.490 --> 00:24:42.400 learning resource you've engaged with that is either informing your approach or this is that 350 00:24:42.519 --> 00:24:45.759 you excited the day. Well, yeah, to be honest, I do 351 00:24:45.839 --> 00:24:49.440 into sound self promotion here, but I do interview a lot of great people 352 00:24:49.599 --> 00:24:56.829 for sales pop and and and we have expanded the range of people because once 353 00:24:56.829 --> 00:24:59.630 upon the time we started it was all sing a sales leaders, but now 354 00:24:59.710 --> 00:25:04.990 it's it's people from a wide variety of perspectives and every interview I feel blasted, 355 00:25:04.990 --> 00:25:08.220 to be honest, because every interview I do I learned something and I 356 00:25:08.380 --> 00:25:12.779 engage with somebody really interesting and who brings a whole new perspective. It could 357 00:25:12.779 --> 00:25:18.500 be from the guy who's trying to get to his fourth or Fifth Winter Olympics, 358 00:25:18.539 --> 00:25:23.650 he does lose, represents Argentina, to to people who have walked across 359 00:25:23.650 --> 00:25:29.450 America for for you know, for wounded soldiers all that, but just fascinating 360 00:25:29.609 --> 00:25:32.809 people, and so I would encourage you to go to sales popped out net 361 00:25:32.890 --> 00:25:37.359 and look at the interviews or you can see them on our apple podcast channel 362 00:25:37.400 --> 00:25:41.799 as well. But there's so many fascinating people out there that have fantastic messages 363 00:25:41.920 --> 00:25:45.680 and and just to listen to them and take away, as you if you 364 00:25:45.839 --> 00:25:51.349 take one, one nugget away that enriches you. I think that's been worth 365 00:25:51.430 --> 00:25:52.670 while. But I'd, like I said, I just been blessed to talk 366 00:25:52.710 --> 00:25:59.789 to so many different and interesting people from around the globe and and I think 367 00:25:59.910 --> 00:26:03.539 and I find myself going back and watching my own interviews, not to watch 368 00:26:03.539 --> 00:26:08.220 myself, as fascinating as that is, is is to to listen again to 369 00:26:08.299 --> 00:26:11.740 some of the things because I'm like that. It's really interesting. That's a 370 00:26:11.819 --> 00:26:14.940 really interesting person and it's what I find a very uplifting and sometimes, if 371 00:26:14.980 --> 00:26:18.420 I'm not the greatest fear, maybe I'm tired, there's something going good. 372 00:26:18.769 --> 00:26:22.930 I interview one of these people and I get completely inspired. That is like 373 00:26:22.009 --> 00:26:26.089 you read my diary. That is exactly what that is exactly what my dad 374 00:26:26.210 --> 00:26:29.809 is like. That's what my career has been. That joins me, fishes 375 00:26:29.849 --> 00:26:32.809 the thing Ti'm doing it now. I you know, it doesn't matter what 376 00:26:32.920 --> 00:26:37.079 else is going on, I come here and I engage with someone who not 377 00:26:37.240 --> 00:26:41.680 only right, we haven't even we spent what thirty seconds? Second, I'm 378 00:26:41.680 --> 00:26:44.880 talking about Hipe lanners, the RM. But I get to talk to people 379 00:26:44.920 --> 00:26:48.589 about what they're passionate about, what they're thinking about, what discussions are engaging 380 00:26:48.670 --> 00:26:52.430 in. And it does, it does. I think it makes his own 381 00:26:52.470 --> 00:26:56.470 power to make me a better listener from doing this right and I have the 382 00:26:56.509 --> 00:27:00.630 opportunity just learned so much. So yes, you're right, that is that's 383 00:27:00.670 --> 00:27:03.579 one of my favorite dancers, not that I'm biased. So just like me, 384 00:27:03.059 --> 00:27:06.779 John, I know that books listening are going to quickly become fans of 385 00:27:06.859 --> 00:27:10.980 yours and want to keep up with you and follow along with what pipelineer c 386 00:27:11.059 --> 00:27:14.140 Arem is up to. How can folk connect with you, John? Well, 387 00:27:14.180 --> 00:27:17.369 obviously we talked about you can connect with me on Linkedin. I'm pretty 388 00:27:17.490 --> 00:27:21.289 easy to find there. You can find me on sales pop dot nest. 389 00:27:21.569 --> 00:27:23.849 Where do all those interviews are? You can find me a pipeline er crm. 390 00:27:25.170 --> 00:27:30.200 You can contact me at John Dot Golden, the pipeliner Salescom, or 391 00:27:30.279 --> 00:27:33.480 connect with me on in, on Linkedin. So I'm pretty I'm pretty easy 392 00:27:33.519 --> 00:27:38.079 defined to be honest out here, guys. Some people would argue that I'm 393 00:27:38.079 --> 00:27:44.670 out there all right same, but this has been great. We'll have to 394 00:27:44.750 --> 00:27:48.630 have you on again to respond to all the the angry creators out there who 395 00:27:48.670 --> 00:27:52.430 are like need Bot. Should agree more than for any other reason, because 396 00:27:52.430 --> 00:27:55.150 it has been fun and I would take that meeting any day. So thank 397 00:27:55.190 --> 00:27:57.509 you so much. Yeah, absolutely, listen. Thanks for having mention. 398 00:28:00.180 --> 00:28:04.380 We totally get it. We publish a ton of content on this podcast and 399 00:28:04.500 --> 00:28:07.579 it can be a lot to keep up with. That's why we've started the 400 00:28:07.660 --> 00:28:12.529 BB growth big three, a no fluff email that boils down our three biggest 401 00:28:12.569 --> 00:28:18.609 takeaways from an entire week of episodes. Sign up today at Sweetish Mediacom Big 402 00:28:18.730 --> 00:28:22.609 Three. That sweet fish Mediacom Big Three