1221: Why Visual Triggers Drive Behavior in B2B Marketing w/ Shlomi Ron

WEBVTT 1 00:00:06.280 --> 00:00:10.789 Are you struggling to come up with original content weekend and week out? Start 2 00:00:10.830 --> 00:00:15.470 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:15.509 --> 00:00:21.109 about most and never run out of content ideas again. Learn more at sweetphish 4 00:00:21.190 --> 00:00:30.219 MEDIACOM. You're listening to be tob growth, a daily podcast for B TOB 5 00:00:30.339 --> 00:00:34.460 leaders. We've interviewed names you've probably heard before, like Gary vanner truck and 6 00:00:34.500 --> 00:00:38.289 Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:38.929 --> 00:00:43.729 That's because the bulk of our interviews aren't with professional speakers and authors. Most 8 00:00:43.770 --> 00:00:47.850 of our guests are in the trenches leading sales and marketing teams. They're implementing 9 00:00:47.929 --> 00:00:52.880 strategy, they're experimenting with tactics, they're building the fastest growing BB companies in 10 00:00:52.920 --> 00:00:56.240 the world. My name is James Carberry. I'm the founder of sweet fish 11 00:00:56.280 --> 00:00:59.759 media, a podcast agency for BB brands, and I'm also one of the 12 00:00:59.880 --> 00:01:03.679 CO hosts of the show. When we're not interviewing sales and marketing leaders, 13 00:01:03.880 --> 00:01:07.510 you'll hear stories from behind the scenes of our own business. Will share the 14 00:01:07.549 --> 00:01:10.829 ups and downs of our journey as we attempt to take over the world. 15 00:01:11.469 --> 00:01:21.420 Just getting well, maybe let's get into the show. Welcome back to be 16 00:01:21.579 --> 00:01:25.060 tob growth. I'm Logan lyles with sweet fish media. Today I'm joined by 17 00:01:25.060 --> 00:01:29.540 show me Ron. He is the CEO of the visual storytelling institute. He's 18 00:01:29.540 --> 00:01:34.329 also the author of the new book Total Acuity Tales with marketing morals to help 19 00:01:34.329 --> 00:01:38.090 you create richer visual brand stories. Shlow me, welcome to the show. 20 00:01:38.129 --> 00:01:40.810 How's it going today? Awesome. Thank you so much for having me. 21 00:01:41.290 --> 00:01:45.969 Absolutely you and I had a great chat here recently and I thought unpacking a 22 00:01:46.049 --> 00:01:49.400 few of the stories from your book would be great for bb marketers who are 23 00:01:49.519 --> 00:01:53.439 listeners of the show. Before we jump into today's topic, which we're going 24 00:01:53.439 --> 00:01:57.079 to be unpacking a couple of the stories and then marketing morals, as you 25 00:01:57.200 --> 00:02:00.549 say in the book, from a few of the stories from your book. 26 00:02:00.590 --> 00:02:02.909 Before we jump into that, though, show me, I would love for 27 00:02:02.950 --> 00:02:07.069 you to give us a little bit of background in yourself and what you in 28 00:02:07.109 --> 00:02:09.870 the team at the visual storytelling institute are up to these days. Awesome. 29 00:02:09.909 --> 00:02:16.099 Yeah, so my journey started fifteen plus years ago. This pretty much is 30 00:02:16.219 --> 00:02:20.939 my career in digital marketing, both on the agency but I would say primarily 31 00:02:21.099 --> 00:02:24.580 on the brand sign a working for major brands like ib am, Nokia, 32 00:02:24.780 --> 00:02:30.889 American Express and others, and I would say about five years ago, when 33 00:02:30.889 --> 00:02:35.169 I moved down from New York to Miami, that's where start to think, 34 00:02:35.250 --> 00:02:39.530 how can I create my own imprint based on the what I've learned? And 35 00:02:40.610 --> 00:02:46.439 one of the things that I should say thout my career was always a nursing 36 00:02:46.520 --> 00:02:52.159 my side Hustles, and that tends to revolve in two areas. One is 37 00:02:52.240 --> 00:02:54.879 a classic Italian cinema. I know it's kind of weird, but I took 38 00:02:54.960 --> 00:03:00.750 this as a passion project. Once a week I would take a town language 39 00:03:00.789 --> 00:03:05.430 classes and as I was moving up the levels, we teach textbooks and watched 40 00:03:06.229 --> 00:03:09.629 films, and that's kind of threw me into starting my own blog, teplicalcom, 41 00:03:09.949 --> 00:03:15.379 where I reviewed films. Also ransom mini festivals, where I would create 42 00:03:15.460 --> 00:03:19.539 the films and then run a post screening NA, which was a lot of 43 00:03:19.580 --> 00:03:23.900 fun. So that was one aspect. The other aspect was my fatherin law, 44 00:03:23.979 --> 00:03:28.409 bookish wortz. He was one of the early pioneers of the video art, 45 00:03:29.090 --> 00:03:32.129 sorry the mid s. So he passed away in on nine and today 46 00:03:32.210 --> 00:03:38.849 we actually managing his estate, working with different museums and his work is collected 47 00:03:38.569 --> 00:03:44.400 in major galleries and museums like the Smithsonian, the Whitney and the Google, 48 00:03:44.439 --> 00:03:49.000 him and others. So basically the big lesson is really patented to your side 49 00:03:49.000 --> 00:03:52.479 Hustle. Sometimes you big story is waiting for you down the road. In 50 00:03:52.639 --> 00:03:57.110 my case I kind of combined the to the the visual media side and my 51 00:03:57.349 --> 00:04:00.150 interest in a marketings or my career, and that's where I started the visual 52 00:04:00.189 --> 00:04:04.310 storytelling institute. And the main problem we try to solve is really the major 53 00:04:04.389 --> 00:04:11.419 communication noise that businesses are facing today regards of their size. And this communication 54 00:04:11.539 --> 00:04:15.020 noise, when you think about it, is really comprised of two part ups. 55 00:04:15.139 --> 00:04:17.779 On one hand, you have a staggering information overload. You know, 56 00:04:17.860 --> 00:04:23.259 we talking about if in the s people watched, we're exposed to five hundred 57 00:04:23.300 --> 00:04:28.209 adds a day. These days it's over Fivezero, which is insane, and 58 00:04:28.410 --> 00:04:32.689 this information overload is costing the US economy really over nine hundred billion dollars a 59 00:04:32.769 --> 00:04:38.569 year, which is amazing number. And on the flip side of the information 60 00:04:38.680 --> 00:04:44.480 overload, you see really fragmented attention span. So people are really overwhelmed with 61 00:04:44.839 --> 00:04:47.759 content and they choosing very carefully what they're going to be consuming. So on 62 00:04:47.839 --> 00:04:51.480 one hand you might say, you know, they are completely blind to banners 63 00:04:51.600 --> 00:04:56.829 and ads, but on the same time they are binging on the Netflix series. 64 00:04:56.990 --> 00:05:01.029 So it's really a selective attention span. So with that really started the 65 00:05:01.230 --> 00:05:06.579 the visual storytelling institute to really help marketers really break through the clutter. And 66 00:05:06.899 --> 00:05:12.379 this is, by the way, according to e marketer survey from last February, 67 00:05:12.899 --> 00:05:16.259 is the second most important challenge for Cmos, just you know one. 68 00:05:17.180 --> 00:05:23.610 And so we are operating in four areas. One is training, so I 69 00:05:23.769 --> 00:05:29.569 developed a train from frame or four training clients on how to articulate their brand 70 00:05:29.569 --> 00:05:33.449 narrative, how to transform it into visual stories and then how to market them 71 00:05:33.449 --> 00:05:36.759 across channels. So that's on the train side. I'm active both on the 72 00:05:36.839 --> 00:05:41.800 corporate side and also on the academic side. So I teach. I talked 73 00:05:41.800 --> 00:05:45.959 actually the idea center. Mammy did college full semester course in these flaw I'm 74 00:05:45.959 --> 00:05:48.920 going to be teaching and brand storytelling course at the business school to the University 75 00:05:48.920 --> 00:05:53.709 of Miami. So that's on the training side. There we also cover production, 76 00:05:53.870 --> 00:05:58.629 where sometimes we get clients I want to Polish visual story that could be 77 00:05:58.709 --> 00:06:03.579 explained, videos, presentations, sketching, anything that is a visual in nature. 78 00:06:03.939 --> 00:06:08.699 The other part we do consulting advisory because it's a kind of a nascent 79 00:06:08.860 --> 00:06:13.459 space and of course you need to educate the marketplace. So we have a 80 00:06:13.500 --> 00:06:17.540 variety of thought leadership programs, like the usual story telling today podcast that I'm 81 00:06:17.569 --> 00:06:23.089 doing there is also in the vsi blog. So if you guys are listening 82 00:06:23.250 --> 00:06:27.290 and googling visual storytelling, you most likely going to bump into one of my 83 00:06:27.410 --> 00:06:30.449 articles. I love the way that you talked about attention spans. There show 84 00:06:30.490 --> 00:06:33.839 me. I'd see a lot of people talking about you know, we have 85 00:06:33.959 --> 00:06:38.920 shorter attention spans. We have shorter attention spans and we've actually had guests on 86 00:06:39.000 --> 00:06:42.680 the show kind of reiterate what you mentioned there is yes, we have very 87 00:06:42.720 --> 00:06:46.149 short attentions bands and we're very picky and choosing. We can move on from 88 00:06:46.189 --> 00:06:51.189 things very quickly, but there are times where we are devoted into content, 89 00:06:51.629 --> 00:06:56.629 we delve in, deepen and we binge things, and so the word that 90 00:06:56.709 --> 00:07:00.589 you used is selective and I think we as marketers need to think about the 91 00:07:00.709 --> 00:07:04.259 fact that our our buyers aren't just distracted but they are also very, very 92 00:07:04.379 --> 00:07:10.019 selective, and so we need to approach them with with that in mind. 93 00:07:10.459 --> 00:07:13.220 So, with all of that in mind, sow me with kind of your 94 00:07:13.259 --> 00:07:16.689 background on on visual storytelling. We're going to unpack a couple of stories today. 95 00:07:16.810 --> 00:07:19.970 The first is one out of your book called the Lonely Air Pod, 96 00:07:20.050 --> 00:07:24.449 the other the talking waiting room. Let's talk about this story, the Lonely 97 00:07:24.449 --> 00:07:28.490 Air Pod, and tell us a little bit about the story and then we'll 98 00:07:28.569 --> 00:07:32.000 dig into the moral that comes out of that for marketers today. Okay, 99 00:07:32.079 --> 00:07:34.879 Great. I'm just going to preface on two areas. First of all, 100 00:07:35.040 --> 00:07:40.319 and when I started the VSI, you know the visual storytelling. I Google, 101 00:07:40.600 --> 00:07:44.279 you know what it means and primarily it was related to graphic design, 102 00:07:44.310 --> 00:07:47.230 photography and filmmaking. So I had to come up with my own definition. 103 00:07:47.430 --> 00:07:51.430 What is visual storytelling in the context from marketing? And my definition is any 104 00:07:51.550 --> 00:07:55.990 marketing strategy that you do that has three conditions. One, that you use 105 00:07:56.069 --> 00:08:00.300 the three act story structure, which is setting, contentq resolution, to that 106 00:08:00.379 --> 00:08:01.779 you put your customer at the heart of the story. It's not about you 107 00:08:01.899 --> 00:08:07.060 as a brand, and three, that you use a visual format to communicate 108 00:08:07.100 --> 00:08:09.379 your story. Through, so that could be images, videos, for graphics 109 00:08:09.420 --> 00:08:13.329 all the way up to R and VR. So that's just to kind of 110 00:08:13.329 --> 00:08:18.769 a level set the playing field about visual storytelling, how I see it at 111 00:08:18.769 --> 00:08:22.290 least, and then when I decide to write a total acuity, just a 112 00:08:22.290 --> 00:08:28.240 little few words about that. So acuity is really refers to sharpness vision, 113 00:08:28.600 --> 00:08:33.200 so the ability to to discern find details. So when I wrote the book 114 00:08:33.320 --> 00:08:39.080 that, my assumption was really that we all carry there's basically, and this 115 00:08:39.440 --> 00:08:43.029 not only true for business but also for our personal lives. We operate, 116 00:08:43.470 --> 00:08:48.470 you know, in a world where we try to figure out meanings and the 117 00:08:48.549 --> 00:08:52.509 way we kind of process meanings or generate meaning. Some new information. Let's 118 00:08:52.549 --> 00:08:56.419 put in the bit to be context. For example, then you run a 119 00:08:56.700 --> 00:09:01.860 campaign on Instagram, let's say. So in order for you to create that 120 00:09:01.980 --> 00:09:07.940 campaign, you have a the personal story telling yourself. That's your expertise in 121 00:09:07.019 --> 00:09:11.809 marketing on Instagram, for example. Then you do your research on your customer 122 00:09:11.970 --> 00:09:16.809 just to get a better sense of it, and then that's you come out 123 00:09:16.850 --> 00:09:22.370 with the external story, which is the actual add and that's really typically what 124 00:09:22.529 --> 00:09:26.840 we say. It's an editate edited story, because you have to kind of 125 00:09:26.480 --> 00:09:31.720 match it and adapt it to your audience. So what happens on the other 126 00:09:31.840 --> 00:09:37.590 side? Your customers sees your ad and immediately they pars it against their personal 127 00:09:37.870 --> 00:09:43.710 experiences, memories and stuff they've done and what they feel about your brand. 128 00:09:43.190 --> 00:09:46.629 Once they reach a meaning, what it really means to them, then they 129 00:09:46.669 --> 00:09:52.980 kind of express it externally, and that could be either ignoring it completely or 130 00:09:52.379 --> 00:09:56.899 you could actually give you a common on the higher level of response. But 131 00:09:56.340 --> 00:10:01.500 it's really important to realize it. Everything that we do is an interplay between 132 00:10:01.539 --> 00:10:07.210 the story tell yourself and the story you actually communicate out. So that's kind 133 00:10:07.210 --> 00:10:11.330 of a long preface to what I wanted to say about the two stories, 134 00:10:11.370 --> 00:10:16.769 but it's important to understand that the stories in this context. So the first 135 00:10:18.049 --> 00:10:22.399 story I'm going to talk about is called Lonely Air Pod and just so you 136 00:10:22.480 --> 00:10:26.440 know, the this I picked up a really personal stories that happened to me 137 00:10:26.480 --> 00:10:33.200 in real life and generated visual storytelling principle marking moral that anybody could relate to. 138 00:10:33.480 --> 00:10:39.509 So here I took a trip to Tel Aviv in Israel and looking down 139 00:10:39.549 --> 00:10:43.629 in the marketplace with my air pods on, with the musing blazing, it 140 00:10:43.750 --> 00:10:48.789 was kind of wintry afternoon and as I was walking around and kind of looking 141 00:10:48.830 --> 00:10:54.100 at the different stores, I was making my way to meet my parents in 142 00:10:54.179 --> 00:11:00.179 a restaurant and we eventually met there and I went to the bathroom just to 143 00:11:00.220 --> 00:11:03.100 kind of wash my hands before we start the meal. So as I was 144 00:11:03.179 --> 00:11:07.330 kind of start washing my hands and I was looking at the mirror and all 145 00:11:07.409 --> 00:11:13.809 aside, I see I lost fire. But so it just made me realize, 146 00:11:13.889 --> 00:11:15.889 wow, this is so crazy because I just bought them, you know, 147 00:11:15.970 --> 00:11:18.399 the week before. So they you know, the blow is very kind 148 00:11:18.399 --> 00:11:22.879 of a heart on me. So I excuse my parents to Lemn you know, 149 00:11:22.919 --> 00:11:26.000 I'm going to take a quick day run and kind of retrace my my 150 00:11:26.120 --> 00:11:30.759 route and you know, again telling my story, that I'm going to find 151 00:11:30.759 --> 00:11:35.149 any second because you know it couldn't be that far. Just kind of give 152 00:11:35.149 --> 00:11:39.029 you another other example of the internal external stories you tell yourself. And obviously 153 00:11:39.110 --> 00:11:43.230 I couldn't find that airport the end. You know, I just lost it. 154 00:11:43.710 --> 00:11:48.139 So I use that story, which is most likely happened to a lot 155 00:11:48.179 --> 00:11:52.220 of you listening, to kind of communicate a story that, in this case, 156 00:11:52.299 --> 00:11:58.019 had a bad ending, and this is something that most marketers regards to 157 00:11:58.059 --> 00:12:01.220 you are B to be or B Toc tend to ignore, they tend to 158 00:12:01.419 --> 00:12:07.210 kind of a painted browsy picture of their content and I think to be very 159 00:12:07.289 --> 00:12:13.409 authentic and you got to show some imperfection, vulnerability and sometimes your story, 160 00:12:13.529 --> 00:12:18.320 and on a negative note, but it's a good thing because you just human 161 00:12:18.320 --> 00:12:22.519 and this is a you kind of sharing this line of life. So that's 162 00:12:22.600 --> 00:12:26.600 the first story. I love the story there and what you said. They're 163 00:12:26.600 --> 00:12:31.750 about, you know, marketers not always ending everything on a happy ending. 164 00:12:31.909 --> 00:12:35.029 You know, we've leaned into this it just to kind of give some examples, 165 00:12:35.070 --> 00:12:37.669 I think, where this can play out. We released an episode here 166 00:12:37.750 --> 00:12:43.909 on BB Growth James and I did in are behind the curtain series probably over 167 00:12:43.029 --> 00:12:48.220 a year go three ways that our service sucks and we talked about ways that 168 00:12:48.620 --> 00:12:52.299 we were falling short as a company and things that we noticed that were that 169 00:12:52.419 --> 00:12:56.500 we're wrong internally and, you know, in in our opinion, that authentic 170 00:12:56.620 --> 00:13:00.409 story of Hey, we're growing and we're figuring these things out and here's what 171 00:13:00.490 --> 00:13:03.490 we've kind of figured out. Maybe someone can identify with that and learn from 172 00:13:03.490 --> 00:13:07.570 it. One we talked about the next steps that we were trying to solve 173 00:13:07.610 --> 00:13:09.889 those problems with. And then three. I think that it humanized our brand 174 00:13:09.929 --> 00:13:13.720 a bit, talking about hey, we don't always get it right. It's 175 00:13:13.759 --> 00:13:18.960 not always these polished, perfect case studies that were trusting lesson and less so. 176 00:13:18.320 --> 00:13:22.960 If you're looking to build trust and credibility, which I think every sales 177 00:13:22.039 --> 00:13:26.590 and marketing professional worth their salt is trying to do that, then think about 178 00:13:26.830 --> 00:13:31.870 this concept of okay, not every story has a happy ending. Where can 179 00:13:31.909 --> 00:13:35.429 I tie some of those? Where can I tie some of those in to 180 00:13:35.509 --> 00:13:41.659 my storytelling and my content? Hey, everybody logan with sweet fish here. 181 00:13:41.059 --> 00:13:46.059 You probably already know that we think you should start a podcast if you haven't 182 00:13:46.059 --> 00:13:48.740 already. But what if you have and you're asking these kinds of questions? 183 00:13:50.179 --> 00:13:54.500 How much has our podcast impacted revenue this year? How is our sales team 184 00:13:54.740 --> 00:13:58.570 actually leveraging the PODCAST content? If you can't answer these questions, you're actually 185 00:13:58.730 --> 00:14:03.090 not alone. This is why I cast it created the very first content marketing 186 00:14:03.169 --> 00:14:09.649 platform made specifically for be to be podcasting. Now you can more easily search 187 00:14:09.000 --> 00:14:15.519 and share your audio content while getting greater visibility into the impact of your podcast. 188 00:14:15.960 --> 00:14:20.759 The marketing teams at drift terminus and here at sweet fish have started using 189 00:14:20.879 --> 00:14:24.110 casted to get more value out of our podcasts, and you probably can to 190 00:14:24.789 --> 00:14:31.029 you can check out the product in action and casted dot US growth. That's 191 00:14:31.230 --> 00:14:37.669 sea steed dot US growth. All right, let's get back to the show. 192 00:14:41.539 --> 00:14:45.179 So so let me tell us about the second story. This one is 193 00:14:45.379 --> 00:14:48.820 the talking waiting room. Right, YEP, exactly. So last year we 194 00:14:48.899 --> 00:14:54.730 actually bought a new house here in the Miami which is a writing the coral 195 00:14:54.769 --> 00:14:58.129 gable are in and next to the University of Miami, and as we kind 196 00:14:58.169 --> 00:15:03.809 of starting to look to redecorate, we were on a mission to buy some 197 00:15:05.049 --> 00:15:07.960 outdoors furniture. So we you know, you just say Google, you know 198 00:15:09.080 --> 00:15:13.799 what is the closest place or, you know, look at reviews. So 199 00:15:13.879 --> 00:15:18.399 we found a one major furniture chain that we saw that it was a lot 200 00:15:18.440 --> 00:15:24.590 of great reviews about it. So we went there and as we we're entering 201 00:15:24.750 --> 00:15:28.789 the store, we sell, you know, sometimes for it's your store, 202 00:15:28.230 --> 00:15:33.950 do that when they place a very conspicuous place, kind of what I call 203 00:15:33.070 --> 00:15:37.500 I candy furniture. These were two couple. It clearly a pair of the 204 00:15:39.139 --> 00:15:45.059 red aluminium chairs that I thought could fit greatly in our front porch. So 205 00:15:45.340 --> 00:15:48.340 I thought let's do that, you know. We try them and they fell 206 00:15:48.340 --> 00:15:52.610 a little bit, you know, hard, so I think let's find some 207 00:15:52.730 --> 00:15:58.289 pillows to put them on. So we were able to find, after a 208 00:15:58.370 --> 00:16:03.370 while, the right colors that would match the red pair of chairs, and 209 00:16:03.289 --> 00:16:07.480 then we went on our way to pay and we were told, you know, 210 00:16:07.559 --> 00:16:11.320 in order for you to get those chairs, you need to drive twenty 211 00:16:11.360 --> 00:16:15.519 minutes away to our fulfillment center and that's where you're going to get them. 212 00:16:15.039 --> 00:16:22.110 So we drop there, we arrive there and we gave our receipts and then 213 00:16:22.230 --> 00:16:26.070 we were told just swait here and we'll get it for you. So we 214 00:16:26.190 --> 00:16:30.230 were sitting there. Obviously they had a very comfy waiting room. I could 215 00:16:30.230 --> 00:16:34.539 they're all there furniture store, and the reception there was terrible, you know, 216 00:16:34.980 --> 00:16:37.740 so there was nothing to do on your phone, you know. So 217 00:16:38.019 --> 00:16:42.059 we end up staring at the wall and on the world. There was a 218 00:16:42.259 --> 00:16:48.250 an old picture of an antique store from way back when the store probably started, 219 00:16:48.450 --> 00:16:52.529 and it looked like they, you know, Twenty Central Antique store, 220 00:16:52.570 --> 00:16:56.289 you know, where you have the rocking chairs on front, in the front. 221 00:16:56.769 --> 00:17:00.330 So as I was staring at this picture, it just dawn on me 222 00:17:00.480 --> 00:17:07.640 that actually, I don't really care about these red pair of aluminium chairs. 223 00:17:07.839 --> 00:17:11.279 All I really want and was really, you know, rocking chairs. So 224 00:17:12.000 --> 00:17:15.829 I were, as you know, all jazz APP about this. I kind 225 00:17:15.869 --> 00:17:18.150 of talk to my wife. I can be start. Let's, you know, 226 00:17:18.230 --> 00:17:23.589 forget about this, you know, trendy aluminium chairs and let's cancel the 227 00:17:23.630 --> 00:17:29.150 order. And and we did that and we just say, you know, 228 00:17:29.509 --> 00:17:34.619 week after we bought it two white rocking chairs and now they are greatly a 229 00:17:34.779 --> 00:17:38.539 position in our from porch, which that's the end of the story. But 230 00:17:40.019 --> 00:17:42.619 the big glass in here is, especially if you are a bit to be 231 00:17:44.140 --> 00:17:48.849 in business that has some offline presence, I cannot stress enough the importance of 232 00:17:49.049 --> 00:17:55.930 your brand experience offline, like this story suggests. You know, obviously this 233 00:17:56.130 --> 00:17:59.920 is my personal experience, you know, kind of looking at the picture that 234 00:17:59.960 --> 00:18:04.240 kind of activated and interests in replacing it in order. But it's really important 235 00:18:04.599 --> 00:18:11.440 how you design your branded environment, because this is another aspect of visual storytelling 236 00:18:11.599 --> 00:18:19.670 where how you incorporate different elements in your a branded store or branded reception, 237 00:18:19.710 --> 00:18:27.099 anywhere that customers are inter acting. Any object you put there actually works as 238 00:18:27.140 --> 00:18:33.259 a trigger that could really facilitate a behavior that you haven't thought about it. 239 00:18:33.420 --> 00:18:38.859 So I would definitely urge you to create a visual storytelling experience that's really aligned 240 00:18:40.539 --> 00:18:44.890 with your brand objectives and what you really trying to accomplish. Yeah, in 241 00:18:45.009 --> 00:18:48.049 this case it actually works. worked it not in favor of the story because 242 00:18:48.049 --> 00:18:52.450 they convinced you buy something else that wasn't for there's exactly I don't know if 243 00:18:52.450 --> 00:18:55.690 that will, you know, take place that many times, but it does 244 00:18:55.799 --> 00:18:59.759 drive home the importance of what visuals are you putting in front of your customers 245 00:19:00.079 --> 00:19:03.759 in your ads, in your content, in your reception area, when your 246 00:19:03.839 --> 00:19:07.160 folks are on zoom chatting to potential customers, at events, all of those 247 00:19:07.240 --> 00:19:11.390 sorts of things? What story are you telling with the visuals that you put 248 00:19:11.430 --> 00:19:15.549 in front of everybody at every touch point, online and offline? And this 249 00:19:15.670 --> 00:19:18.670 is a completely offline story. So I think it drives that home a good 250 00:19:18.750 --> 00:19:22.430 bitchlow me. I just want to add, because you know, going back 251 00:19:22.470 --> 00:19:25.339 to the title of the Th Book, which is a total acuity, you 252 00:19:25.460 --> 00:19:30.900 know find details when they map to your customer personal experience of memories or belief 253 00:19:32.059 --> 00:19:37.740 systems or any adventurely head in the past, then is just works like a 254 00:19:37.819 --> 00:19:41.650 trigger, like in my case here. So it's too important to really I 255 00:19:41.730 --> 00:19:47.970 would say the word stage or create your your online and offlind a brand environment 256 00:19:48.049 --> 00:19:52.329 very carefully. Yeah, absolutely, I think those are two things to really 257 00:19:52.410 --> 00:19:53.640 keep in mind there. Slow me. Well, this has been a great 258 00:19:53.680 --> 00:19:57.799 conversation. I've really enjoyed it. Slew me. If there's any one listening 259 00:19:57.920 --> 00:20:03.200 to this who wants to check out some of your content from Vsi or reach 260 00:20:03.240 --> 00:20:04.839 out to you or maybe find the book, what's the best place for them 261 00:20:04.880 --> 00:20:08.750 to go for any next steps from here? Yeah, they can check out 262 00:20:10.190 --> 00:20:15.589 more about the visual storytelling institute on Visual Storytailcom and if you have any question 263 00:20:15.789 --> 00:20:22.380 you can reach out to me. I'm at Shlom a visual storytailcom and I'm 264 00:20:22.380 --> 00:20:26.259 also on Instagram and you can reach me also on Linkedin. And love that. 265 00:20:26.339 --> 00:20:30.579 The book. The book is available on Mamazon, both e Book and 266 00:20:30.019 --> 00:20:33.059 grant. I love it all right, will show me. Thank you so 267 00:20:33.259 --> 00:20:37.450 much for joining us on the show today. It's been a pleasure absolutely. 268 00:20:37.569 --> 00:20:44.690 Thank you so much. I hate it when podcasts incessantly ask their listeners for 269 00:20:44.849 --> 00:20:48.930 reviews, but I get why they do it because reviews are enormously helpful when 270 00:20:48.970 --> 00:20:52.000 you're trying to grow a podcast audience. So here's what we decided to do. 271 00:20:52.440 --> 00:20:55.519 If you leave a review for me to be growth and apple podcasts and 272 00:20:55.720 --> 00:21:00.119 email me a screenshot of the review to James at Street Fish Mediacom, I'll 273 00:21:00.160 --> 00:21:03.640 send you a signed copy of my new book, content based networking, how 274 00:21:03.720 --> 00:21:06.910 to instantly connect with anyone you want to know. We get a review, 275 00:21:06.950 --> 00:21:08.069 you get a free book. We both win.