Transcript
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welcome back to be to be Growth. My
name is James Carberry, and today we
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are doing another solo episode, and I'm
really excited about it. So a couple
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years ago, Or maybe it was last year I
was in Chicago hanging out with my
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friend Andy Crist, Adina from Orbit
Media, and he is a genius when it comes
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to content marketing. And so naturally
we started talking about thought
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leadership and he said, You know, James,
so many companies, so many people, they
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aspire to be thought leaders, but they
don't want to do the work of actually
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having original thoughts. They don't
want to do the work of having thoughts
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that people actually want to follow.
And, man, I just resonated with that so
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much. And so in this solo episode, I'm
gonna be talking about how you can
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develop distinct points of view for
your brand, for your personal brand,
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for your company's brand. And they're
two very specific tactics that we're
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using to develop points of view for our
personal brands for Dan and Logan and
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my personal brand, but also for the
company. And the first approach is it's
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something that we've written about in
the past. If you go to sweet fish media
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dot com and you put in P. O. V.
Discovery, you'll find an article that
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we wrote about P. O V Discovery. Or
maybe it's a section inside of an
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article. But check that out because the
P. O. V. Discovery framework is
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essentially, it's what we use with our
podcast guests toe help them develop a
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distinct and unique point of view. And
it's just a set of three questions that
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we ask our podcast guests. But I think
you can actually use those same three
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questions and answer them yourself. Or
have your CEO answer them to develop
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points of view for the people on your
team and points of view for your
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company. And so those three questions
are pretty simple. The P O. V.
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Discovery questions The first one is
what is a commonly held belief about
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your space that you passionately
disagree with. And so the way I think
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about this and the and the thing that
I've been talking about a lot a
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commonly held belief for me and B two b
marketing is that community. All these
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companies that are talking about the
importance of community and and they're
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really starting to do a lot with
community. Are trying to do a lot with
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community as they market their brand. I
think the way people are measuring the
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success of community is broken. I think
that community should actually be
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measured mawr by the intimacy of the
community and less by how big it is.
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And so you're certain to see a lot of
communities pop up and they're bragging
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about how they have thousands of
members, Ah, part of these communities.
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But I actually think community breaks
down and it's not actually community
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when it's just a massive group of
people. And that's not to say that
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these large communities don't add
enormous value. But I think there's
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even more value in intimate communities
and so we're starting to do B two B
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growth groups where we're putting 5 to
7 people that Air B two B marketing
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leaders inside of a monthly call, and
we're asking everyone in the group to
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share on a regular basis, so the
framework for those groups are actually
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break down in a future episode. But by
doing these B two B growth groups, I
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think we're fostering community that is
much more helpful to our ideal buyers
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to our market than just putting someone
into a massive Facebook group or, you
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know, mighty Networks Group. Not that
those things are bad at all. I just
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think that there's a different type of
value to be had from being in a small,
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more intimate group of your peers. So
that's my point of view, right? And
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there's a lot of people on LinkedIn, as
I've talked more and more about this
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that are starting to follow my content
because I have this unique point of
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view. That community is measured
incorrectly. Eso And that's just me.
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Answering the first p o b discovery
question. I've obviously got multiple
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things that I passionately disagree
with but that question of what is a
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commonly held belief in your space that
you passionately disagree with. If you
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ask yourself that question, that's
that's your point of view. You can
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start building content around that
point of view. Another two questions
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that you can ask yourself what is
something that people in your space are
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currently doing that they should stop
doing? If you're getting value from
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this podcast, you are absolutely going
toe Love, our weekly newsletter. In
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each email, I share something that you
can do toe love your team well, toe,
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hone your craft, the craft of marketing
and to grow your leadership. Plus,
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there's a super funny video at the top
of the landing page whenever you go to
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sign up for the newsletter. So go to
sweet Fish media dot com slash
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newsletter and sign up today on another
question is, what is something that
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people in your space should start doing
that they're not doing already? So both
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of those questions are very similar,
but they will get you to a similar
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place where, as you answer it for
yourself, you'll start to develop a
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point of view. As you answer it. On
behalf of your company, you'll be able
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to develop distinct points of view
around the answers to those questions.
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So that's one way. Ask yourself p o. V
Discovery questions to develop points
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of view so that you can have thoughts
actually worth following. Not you're
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not just saying the same thing that
everybody else is saying. The second
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way that you can develop unique points
of view is by doing original research.
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Now I just did an episode. I don't know
exactly where. What? I just recorded it
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a few minutes ago. I don't know when
it's gonna be going live. It should
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already be live. So if you search our
unique approach to original research or
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just look for an episode in our feed
titled Our Unique Approach to Original
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Research, you're going to see me do a
deeper dive on this concept. But
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essentially we're going to 100 of our
prospective customers, existing
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customers, and we're asking them the
same 15 questions and the answers that
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we get to those 15 questions from 100
different B two B marketing leaders are
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effectively going to fuel our content
strategy for all of 2021 because we're
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going to be reviewing all of the
answers to those questions from all 100
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people. And we're gonna be able to
develop insights based on what how
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we're seeing these people answer these
questions so as an example to of the
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insights that we've already pulled and
we've only done 59 interviews so far,
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we're planning to do 100. But to
insights, one is that marketers,
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marketing leaders don't seem to read
marketing books. So one of our
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questions is, what's your all time
favorite book on marketing? And more
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often than not, I hear people respond
by saying, Well, it's not actually a
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marketing book. And so one of the
insights that we've been able to draw
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from doing this research is that, you
know, marketing leaders are reading
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different things. They're reading books
on leadership on organizational health.
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Jim Collins, good to great has come up
a ton. The reading books on creativity
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and psychology. They're not actually
reading marketing books now. That could
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be an indictment on the fact that most
marketing books suck and their vague
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and they don't actually share anything
all that helpful. It could be more
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because marketing is changing so
rapidly and so things that the things
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that don't change, you know, exercises
toe, help your team be more creative,
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and things like leadership, those air,
more timeless principles. And because
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marketing is so quickly evolving and
changing with technology and with
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everything else happening at the speed
that it's happening in 2020 it would
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make sense. That s so. It makes sense
to me that a lot of these leaders don't
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necessarily read a lot of marketing
books, or at least their favorite books
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are not marketing books. But if you're
a brand trying to reach marketers and
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you want to do that by writing a book,
think about writing about something at
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a higher level than just marketing.
Because these folks are not. They're
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saying that their favorite books air
not marketing books, So that's one
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insight. The second insight is that the
marketers that we're talking thio when
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I asked them, What are the KP eyes that
your CEO is looking at regularly?
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Almost all of them say it's something
related to revenue. So it's marketing
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source pipeline. It's closed one
business, and so that's I don't think
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gonna be shocking to anyone. But as I
asked that question over and over and
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over again repeatedly, I I hear people
respond with some sort of revenue
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number, and so marketers are being
measured seemingly by revenue, the ones
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that I talked to, at least, and so it
makes me think about our own service
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and how you know we're not just
producing podcasts. We have to help our
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customers drive revenue through the
podcasts that we're producing for them
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because that's how they're measured. So
that was a really powerful insight for
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me. So those are Those are two
different ways that you can develop
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unique points of view. Do original
research with your ideal buyers. Come
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up with a set of 10 to 15 questions. Go
and ask Ah, 100 people that have been
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on your podcast or 100 people that are
in your pipeline right now. Just say,
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Hey, can we jump on a 15 minute call or
doing some original research in our
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space? We'd love to ask you these 15
questions, and a lot of them are going
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to say Yes. I know a lot of folks who
have said yes to us. So do original
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research. Or ask yourself the three p o.
V discovery questions. And that is
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again, what's a commonly held belief in
your space that you passionately
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disagree with? What's something that
people in your space should start doing?
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And what's something that people in
your space should stop doing answers to
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all three of those questions will help
you develop unique, distinctive points
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of view that you can start to build
your content strategy around in 2021.
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Hopefully, this is helpful if you have
not already subscribed to our
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newsletter. B two b Growth finally has
a newsletter, and you can go to Sweet
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Fish media dot com slash newsletter to
sign up for that In every single
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newsletter, which comes out Thursday
mornings, I talk about something that
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you as a marketing leader conduce toe
love your team. Well, I also share
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something that will help you hone your
craft, the craft of marketing. And then
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I talk about something that's gonna
help you grow your leadership. So it's
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a pretty simple framework, but we've
been getting a lot of positive response
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to that newsletter so far, and you can
go to Sweet Fish media dot com slash
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newsletter. Sign up and get a
delightful little nugget in your inbox
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every Thursday morning again, thank you
so much for being subscribed for
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listening. We hope this is enormously
helpful for you. If you have any
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questions, you can email me James at
sweet fish media dot com or connect
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with me on LinkedIn. James Carberry, C
a r B a r y. We will talk to you soon.
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Hey, everybody. Logan was sweet fish
here. If you're a regular listener of B
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two b growth, you know that I'm one of
the co host of the show, but you may
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not know that I also head up the sales
team here. A sweet fish. So for those
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of you in sales or sales office, I
wanted to take a second to share
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something that's made us insanely more
efficient. Lately, our team has been
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using We'd like you for the past few
months and what used to take us four
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hours gathering Contact data now takes
us on Lee. One where 75% more efficient
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were able to move faster with outbound
prospecting. And organizing our
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campaigns is so much easier than before.
I'd highly suggest you guys check out
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lead Q as well. You can check them out
at lead. I q dot com That's l e a d e
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00:11:51.600 --> 00:11:58.280
que dot com Eyes Your buyer of BTB
marketer If so, you should think about
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00:11:58.280 --> 00:12:03.090
sponsoring this podcast. B two B growth
gets downloaded over 130,000 times each
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00:12:03.090 --> 00:12:06.630
month, and our listeners are marketing
decision makers. If it sounds
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interesting, send Logan and email Logan
at sweet Fish media dot com.