Transcript
WEBVTT 1 00:00:03.919 --> 00:00:07.509 Welcome back to beb growth. I'm Logan lyles with sweet fish media. Today 2 00:00:07.669 --> 00:00:11.230 is another episode in our five things series. We've actually been a little bit 3 00:00:11.269 --> 00:00:14.429 of break in this series. I'm excited to do another one. We've got 4 00:00:14.470 --> 00:00:17.989 to repeat guest, my good Buddy Matt Davis. He's the director of brand 5 00:00:18.070 --> 00:00:23.179 marketing and communications at adaptive medical partners. He was actually a guest on the 6 00:00:23.219 --> 00:00:26.379 show back on episode eight hundred and Ninety Nine, a great episode. Will 7 00:00:26.379 --> 00:00:29.019 Link to that in the show notes. But aside from all that, Matt, 8 00:00:29.100 --> 00:00:32.020 how doing it, Ay man? I'm doing well. I'm well and 9 00:00:32.140 --> 00:00:36.609 you I'm doing fantastic. Man. I love these conversations where we talk about 10 00:00:37.049 --> 00:00:40.490 five things that you can't live without. Work, life, all of it. 11 00:00:40.609 --> 00:00:43.890 What are the things that keep you going? If they got taken away, 12 00:00:44.329 --> 00:00:47.450 more so than your left hand, you wouldn't be able to get stuff 13 00:00:47.450 --> 00:00:51.920 done, you wouldn't feel whole again. Number one on your list is music. 14 00:00:51.960 --> 00:00:56.039 I imagine that's been kind of a distressor for a lot of folks for 15 00:00:56.119 --> 00:00:59.079 the last couple of months. Tell US why? I'm music make your list 16 00:00:59.159 --> 00:01:00.759 of the five things you can't live without. Men, you know, it's 17 00:01:00.880 --> 00:01:07.109 just something for me that it's almost like meditation. It just helps me relax. 18 00:01:07.310 --> 00:01:11.709 It actually helps me think. I know some people can't think with music 19 00:01:11.870 --> 00:01:14.510 on, but for me it it just helps me think. You know, 20 00:01:15.069 --> 00:01:18.390 whether I'm in the office, a lot of times I'll just throw on some 21 00:01:19.019 --> 00:01:23.819 classical music that has no words, you know, just some trimental or I 22 00:01:23.900 --> 00:01:27.099 may turn on some you know, indie folk music. It just really depends 23 00:01:27.180 --> 00:01:30.459 and you know, kind of to that, you know, I would say 24 00:01:30.459 --> 00:01:34.569 to music. I use apple music. So we have a family plan, 25 00:01:34.689 --> 00:01:37.930 my wife and my daughter or all on it, and it's the best thing 26 00:01:38.049 --> 00:01:40.090 ever. I love it. I just, you know, I can go 27 00:01:40.250 --> 00:01:44.730 and pick what I want, can repeat things. So music is one of 28 00:01:44.769 --> 00:01:47.879 those that I cannot live without. Yeah, I'm with you, man. 29 00:01:47.920 --> 00:01:52.920 I've tried some like different spotify playlist. I'm in the spotify camp over apple 30 00:01:53.000 --> 00:01:57.280 music. But we won't go into debating all the time. But I found 31 00:01:57.319 --> 00:02:00.680 that when I was listening to music with words that I wanted to have on 32 00:02:00.799 --> 00:02:04.390 my smart speaker going while I was working as a little bit distracting and I 33 00:02:04.790 --> 00:02:07.310 like depending on like music that I liked in other context. When I tried 34 00:02:07.310 --> 00:02:09.870 to have it on while I was working. I was actually like getting more 35 00:02:09.990 --> 00:02:13.349 tense and I was like, Oh, I need to replace so there's a 36 00:02:13.349 --> 00:02:16.259 little bit a really good one. Emily Kinglin on our writing team tip me 37 00:02:16.300 --> 00:02:21.699 off to this, the deep focus playlist on spotify. If anybody listening to 38 00:02:21.819 --> 00:02:23.659 this where in the spotify camp? That is a really good one. That 39 00:02:23.819 --> 00:02:28.259 has helped me just like turn that on when I'm working through my inbox or 40 00:02:28.300 --> 00:02:31.650 working on some content or other sorts of things. So for number two, 41 00:02:32.050 --> 00:02:36.969 is not too far off of number one, and that's your are pods. 42 00:02:37.009 --> 00:02:39.330 Are Have you made the switch to the are pod pros? Where you at 43 00:02:39.409 --> 00:02:45.759 and the air pod evolution and adoption that? So I yes, I can't 44 00:02:45.759 --> 00:02:47.280 live without my are pods. You know, it's a funny story. When 45 00:02:47.280 --> 00:02:51.439 I was when I was trying to decide whether to make the purchase or not, 46 00:02:52.039 --> 00:02:55.400 I was in the apple store actually, and I was having them look 47 00:02:55.439 --> 00:02:58.830 at my iphone and I said, all right, tell me, you know, 48 00:02:59.069 --> 00:03:00.750 to the guy at the genius bar, tell me about the air pods. 49 00:03:00.990 --> 00:03:04.229 It should I get a pair or not? And he's like, well, 50 00:03:04.349 --> 00:03:06.509 let me tell you this, and I was like okay, here you 51 00:03:06.550 --> 00:03:08.750 go. He I'm shocked he's going to tell me no, he goes. 52 00:03:08.830 --> 00:03:14.219 I like my my iphone, I like my IPAD, I like my Mac 53 00:03:14.340 --> 00:03:17.740 book, but I love my air pods. And I was like okay, 54 00:03:17.900 --> 00:03:21.580 and it was you could tell it was genuine, so I was sold. 55 00:03:21.979 --> 00:03:24.740 I have the originals. I haven't switched to the pros. I've heard mixed 56 00:03:24.780 --> 00:03:29.409 reviews. I've heard some people love them, I've heard the noise canceling is 57 00:03:29.610 --> 00:03:34.449 great, but then I hear some people say that they're not as comfortable as 58 00:03:34.770 --> 00:03:39.370 the first generation because they actually go further into your ear. So these I've 59 00:03:39.409 --> 00:03:43.800 never had any issue with. So for right now I'm sticking with these. 60 00:03:43.840 --> 00:03:47.240 Yeah, I'm with you. I'm on the the AIR POD first generation. 61 00:03:47.520 --> 00:03:51.840 And me, I actually don't have a ton of other apple products. I 62 00:03:51.919 --> 00:03:54.360 have no other apple products. I have I have an android phone, I 63 00:03:54.400 --> 00:03:59.110 have a Google Pixel, have a google smart speaker, the Google home many 64 00:03:59.509 --> 00:04:01.870 but when I found out that because I tried to switch over to the IPHONE, 65 00:04:02.110 --> 00:04:06.590 when I found and the reason was that the air pods, because there's 66 00:04:06.669 --> 00:04:11.699 just not a really great second option. But then I found out, Hey, 67 00:04:11.819 --> 00:04:14.699 I can have at least for me. What's the best of both worlds 68 00:04:14.740 --> 00:04:16.420 with the android phone and the are pods. I don't know what I do 69 00:04:16.500 --> 00:04:19.740 without them. My case is actually a little worse for wear becaus and my 70 00:04:19.860 --> 00:04:23.939 dog got a hold of them and so it like has teeth marks. But 71 00:04:24.370 --> 00:04:28.329 that does a tribute to the conversation on the durability of the air pods, 72 00:04:28.329 --> 00:04:31.449 because they're still surviving. Yeah, working just so. Yeah, minor, 73 00:04:31.610 --> 00:04:34.889 minor, like my my keys in my wallet and my phone in the morning. 74 00:04:34.930 --> 00:04:39.079 It's just like I can't leave the house without them. Yeah, I'm 75 00:04:39.160 --> 00:04:42.279 with you there, all right. So we're going to get into some detech 76 00:04:42.360 --> 00:04:45.560 that runs your day to day life. Number three on the things that you 77 00:04:45.680 --> 00:04:47.319 can't live without, Matt, has been a repeat for a lot of folks, 78 00:04:47.600 --> 00:04:51.000 especially lately in the past few months, and that slack. Tell us 79 00:04:51.000 --> 00:04:55.750 a little bit, and specifically if you have any any tips or tricks that, 80 00:04:56.310 --> 00:05:00.470 as your slack usage has gone up, anything that has helped you optimize 81 00:05:00.470 --> 00:05:03.110 and make it one of these things that's just crucial to your everyday life. 82 00:05:03.110 --> 00:05:08.459 Man. You know, I think to that just slack overall is just it's 83 00:05:08.500 --> 00:05:12.019 awesome. I think for us the biggest thing is, you know, we've 84 00:05:12.060 --> 00:05:15.139 got a lot of different projects going on. We have a new product that 85 00:05:15.259 --> 00:05:18.740 we rolled out and no member of last year. You know, I can 86 00:05:19.100 --> 00:05:24.930 build channel specifically for the sales team that I work with, specifically for the 87 00:05:25.129 --> 00:05:30.930 recruiting team, and you know, it's just they're inundated so much with email 88 00:05:30.449 --> 00:05:33.930 that I just found that slat gets touched through the noise a little bit better 89 00:05:34.370 --> 00:05:40.519 for them and it also decreases a lot of kind of up and down throughout 90 00:05:40.560 --> 00:05:43.240 the day in the office. Something that I might want to get up and 91 00:05:43.279 --> 00:05:46.240 go talk to someone about, I can just shoot him a quick slack and 92 00:05:46.319 --> 00:05:49.629 so I think it helps a little bit with productivity. So yeah, that's 93 00:05:49.750 --> 00:05:55.550 that. For me, is the biggest thing is just creating the channels and 94 00:05:55.670 --> 00:05:59.310 then being able to communicate with outside vendors to we're working on a website project 95 00:05:59.350 --> 00:06:02.430 right now. We've got a developer for the product, so being able to 96 00:06:02.550 --> 00:06:08.540 communicate with them and not have to rely on email is paramount for us. 97 00:06:08.579 --> 00:06:12.699 Yeah, there's two things in what you said. They're one is kind of 98 00:06:12.779 --> 00:06:16.699 that hierarchy of communication channels because to me, even with our internal team and 99 00:06:16.860 --> 00:06:20.410 like email, it might be a while before I get to if it's more 100 00:06:20.449 --> 00:06:24.610 urgent, slack me. If it's more urgent than that, text me right. 101 00:06:24.769 --> 00:06:28.329 And so as you go there's there's less and less in those channels, 102 00:06:28.370 --> 00:06:31.410 and so you can kind of prioritize it based on that. You mentioned setting 103 00:06:31.410 --> 00:06:36.120 up channels with vendors, which we've seen both on the customer side as well 104 00:06:36.160 --> 00:06:41.720 as partner side for us. Have you found value in in kind of community 105 00:06:41.839 --> 00:06:45.839 slack channels? I know some guests on the show I've mentioned the Product Marketing 106 00:06:45.879 --> 00:06:48.670 Alliance has a has a slack channel. I know a lot of folks who 107 00:06:48.670 --> 00:06:53.709 are members of the revenue collective talk about they're getting a lot of value out 108 00:06:53.709 --> 00:06:56.670 of the the slack channel for that. Are you a part of any groups 109 00:06:56.709 --> 00:07:00.629 or Communities Where you've leveraged slack that way or not so much know and to 110 00:07:00.709 --> 00:07:03.019 be honest with you, I haven't even looked into that, but that's something 111 00:07:03.060 --> 00:07:06.180 I'm going to check out now that you mention it. I love it, 112 00:07:06.259 --> 00:07:11.100 man. All right, number four is definitely something that I cannot live without. 113 00:07:11.180 --> 00:07:13.500 It's the reason I have the job I have today. It's the reason 114 00:07:13.540 --> 00:07:16.209 I have a lot of the customers that we have today and that's linked in. 115 00:07:16.410 --> 00:07:20.449 So tell us a little bit about how your evolution and your your need 116 00:07:20.610 --> 00:07:24.930 for Linkedin has grown in last few years. That, yeah, you know. 117 00:07:25.009 --> 00:07:28.689 I think for me it's a little selfish in the fact that I just 118 00:07:29.089 --> 00:07:33.920 learned so much every day from so many people. It's not always some you 119 00:07:34.000 --> 00:07:39.680 know, big complicated thing. It's a lot of times it sees small bits 120 00:07:39.720 --> 00:07:44.000 of information or pieces to the puzzle that I'm like, okay, that's what 121 00:07:44.120 --> 00:07:47.430 I was missing. So for me it's almost feel like it's a little mini 122 00:07:47.790 --> 00:07:51.949 NBA every day that I can go and access and check out. You know, 123 00:07:53.029 --> 00:07:56.550 I try to add as much content myself as I can. I need 124 00:07:56.589 --> 00:07:59.180 to do a better job of it, but it's just one of those things. 125 00:07:59.300 --> 00:08:01.459 It's I will tell you, you know. So I'm on facebook and 126 00:08:01.459 --> 00:08:07.860 I'm on Instagram, but Linkedin is my number one social media platform that I'm 127 00:08:09.019 --> 00:08:11.379 that I go to, you and me both, I won't beliebor the point 128 00:08:11.420 --> 00:08:16.089 on my thoughts and our thoughts here on the on the streetfish team on Linkedin, 129 00:08:16.129 --> 00:08:18.129 because if you're a regular listener of the show, we talked about all 130 00:08:18.170 --> 00:08:22.569 the time. Gary V is mentioned it a lot over the last year. 131 00:08:22.850 --> 00:08:28.399 The the linkedin window is still open for organic reach from a content creation standpoint. 132 00:08:28.600 --> 00:08:31.759 Where can make a great point, Matt, about just the learning. 133 00:08:31.960 --> 00:08:37.320 You know, I followed folks like Scott Barker and Ethan but and others that 134 00:08:37.440 --> 00:08:41.870 are just so consistent, just Justin Welsh, Chris Walker, that sales and 135 00:08:41.990 --> 00:08:45.070 marketing. I'm just I know that if I open it up and I scroll 136 00:08:45.230 --> 00:08:48.629 for Thirty seconds I'm going to find something valuable that I can use some right 137 00:08:48.669 --> 00:08:52.429 there with you on the other side of the coin, with with Linkedin as 138 00:08:52.470 --> 00:08:54.629 well. So, Matt, as we round it out, I know that 139 00:08:54.779 --> 00:08:58.139 some you want to touch on. That made your list. So we've talked 140 00:08:58.179 --> 00:09:03.299 about offline a bit. I know we get a lot of mutual value from 141 00:09:03.740 --> 00:09:09.139 Donald Miller's content, big band of his podcast. So the story brand framework 142 00:09:09.299 --> 00:09:11.610 is actually fifth on your list of things you can't live without. Tell us 143 00:09:11.610 --> 00:09:16.570 a little bit about your journey there. Yeah, so I went to you. 144 00:09:16.769 --> 00:09:20.889 You actually turn me onto the story brand when we first started talking years 145 00:09:20.929 --> 00:09:26.039 ago. I attended, they're, one of their workshops in February of last 146 00:09:26.080 --> 00:09:33.159 year completely change the Lens of which I look through. Everything I do is 147 00:09:33.159 --> 00:09:39.710 a marketer, from emails to graphics, to website to copy every thing. 148 00:09:39.110 --> 00:09:43.750 You know, I think it's humans in our nature. We want to talk 149 00:09:43.789 --> 00:09:48.350 about us, we want to talk about you know, we, and reality 150 00:09:48.509 --> 00:09:52.549 is, as a business, we should be talking about our customers and what 151 00:09:52.940 --> 00:09:58.419 success is for them and talking about in replacing that we with you. So 152 00:09:58.940 --> 00:10:01.779 I find myself writing an email and going okay, how many times do I 153 00:10:01.820 --> 00:10:03.860 have the word we in there? Okay, I need to flip that around 154 00:10:03.860 --> 00:10:07.769 and I need to put you in there because at the end of the day 155 00:10:07.769 --> 00:10:11.730 it's really not about me. It's about them and what the service that we 156 00:10:13.049 --> 00:10:16.769 offer how it can make their life better. And I think probably the team 157 00:10:16.769 --> 00:10:20.009 here at adaptive probably gets tired of me talking about it, but it's one 158 00:10:20.049 --> 00:10:24.120 of those horses that I'm going to keep beating. It's just everything. I'll 159 00:10:24.120 --> 00:10:28.600 go to a website and I'll and immediately on like okay, are they are 160 00:10:28.679 --> 00:10:33.320 they following you know, whether they know it or not, or they following 161 00:10:33.360 --> 00:10:35.679 the framework? You know, when I land on that site, can I 162 00:10:35.789 --> 00:10:39.070 tell within the first five to eight seconds what they do and does the imagery 163 00:10:39.590 --> 00:10:45.389 that they have support what they do? So so many times, you know, 164 00:10:45.429 --> 00:10:48.830 you'll go to a website and they may be an insurance company, but 165 00:10:50.379 --> 00:10:52.820 if you were to just look at it on the imagery you would think they 166 00:10:52.860 --> 00:10:56.779 might be a travel agent. It's just, you know, matching those things 167 00:10:56.820 --> 00:11:00.860 up. So I could go on for days about story brand. It's just 168 00:11:01.340 --> 00:11:07.090 I keep learning and I keep pushing to put everything through that story story brand 169 00:11:07.129 --> 00:11:11.649 framework. Cluens, yeah, absolutely, there's so many applications. You talk 170 00:11:11.690 --> 00:11:15.129 about web copy, you think about email, which you mentioned as well. 171 00:11:15.289 --> 00:11:20.120 I heard a great episode between Todd Capony and Chad Sanderson on the BB revenue 172 00:11:20.320 --> 00:11:26.399 executive experience and todd mentioned this phrase that I've I've shared with other people. 173 00:11:26.440 --> 00:11:30.600 He's like, I call it we weing all over someone's inbox when it's in 174 00:11:31.159 --> 00:11:33.870 as we help this. We we we and I was like man, that's 175 00:11:33.870 --> 00:11:37.750 a great way to make that stick. And just like if you're looking at 176 00:11:37.789 --> 00:11:41.309 web copy or you're looking at your email doing a control f typing, we 177 00:11:41.830 --> 00:11:43.389 and be like, oh my goodness. I said this six times in the 178 00:11:43.509 --> 00:11:50.179 span of eight sentences, because we think that our story is compelling, but 179 00:11:50.539 --> 00:11:54.419 our customers, are prospects, are not interested in our story. They're interested 180 00:11:54.460 --> 00:11:58.899 in their story and is not can inject ourselves as as the guide to help 181 00:11:58.980 --> 00:12:03.129 them get where they're going the better off if you're familiar with Donald Miller's content. 182 00:12:03.210 --> 00:12:07.049 And then I'm repeating some things there. But the last thing that I'll 183 00:12:07.090 --> 00:12:11.490 mention is just you talked about also that framework, helping you get helping you 184 00:12:11.610 --> 00:12:15.090 get clear. You know, we sell the marketers. So I have the 185 00:12:15.129 --> 00:12:20.360 advantage as a salesperson to see everything public right because marketing is so public facing, 186 00:12:20.399 --> 00:12:24.120 versus selling to it or Hrm, what's really going on, and I 187 00:12:24.159 --> 00:12:28.039 can go to a website I and I see a lot of the same things. 188 00:12:28.600 --> 00:12:31.509 We serve our customers. We're client first. We deliver, you know, 189 00:12:31.750 --> 00:12:35.909 great results. How do you do that? Who Do you sir? 190 00:12:35.269 --> 00:12:41.230 Like robs insurance professionals in the Midwest. You serve talent leaders in the four 191 00:12:41.350 --> 00:12:45.419 and five hundred and I think a lot of people are afraid to niche down 192 00:12:45.899 --> 00:12:52.100 to make that that resonate because they're worried about narrowing too much. But anyway, 193 00:12:52.139 --> 00:12:54.019 we could go on and on about that. I'm just yeah, so 194 00:12:54.259 --> 00:12:58.730 I'm going to attack one thing on there. One thing that I'm really big 195 00:12:58.889 --> 00:13:03.370 on right now with both my cells team and our physician recruiters, is what 196 00:13:03.490 --> 00:13:07.809 I call a promised land statement, and got this out of the new book 197 00:13:07.850 --> 00:13:13.279 that Donald Miller and now Dr Jj Peterson put out. But really, in 198 00:13:13.360 --> 00:13:18.960 the beginning, when you're selling, trying to show them what it would look 199 00:13:18.000 --> 00:13:22.399 like to work with you, are, you know, in our in our 200 00:13:22.480 --> 00:13:26.509 position when we're recruiting doctors to an organization? What is it look like for 201 00:13:26.629 --> 00:13:33.190 that physician to be working in that organization then that hospital, in that group 202 00:13:33.230 --> 00:13:37.990 practice? So almost kind of painting a rosy picture, not that it's untrue, 203 00:13:39.110 --> 00:13:41.580 but you're giving them an idea of hey, this is what it could 204 00:13:41.580 --> 00:13:46.500 be instead of just, you know, listing off some benefits or features what 205 00:13:46.860 --> 00:13:50.299 not. So Promised Land statement is is a big thing for us and I've 206 00:13:50.299 --> 00:13:56.529 actually seen I've been tracking it using analytics and a couple of different programs and 207 00:13:56.570 --> 00:14:03.129 I've actually seen it uptick in engagement with our emails using those promised land statements. 208 00:14:03.210 --> 00:14:05.330 So it's working. Yeah, absolutely, Man. Well, Matt, 209 00:14:05.370 --> 00:14:11.039 if anybody listening to this has now become a big fan of yours or wants 210 00:14:11.080 --> 00:14:13.879 to be a good friend of yours, like we are here at sweet fish, 211 00:14:13.120 --> 00:14:16.279 what's the best way for them to reach out stay connected with you now. 212 00:14:16.840 --> 00:14:22.480 Linkedin's the best. Just find me on their Matt See Davis. I'd 213 00:14:22.519 --> 00:14:24.470 love to connect with you. I love it, Matt, thanks so much 214 00:14:24.470 --> 00:14:28.190 for being on the show again. Man, this was a pleasure all right. 215 00:14:28.350 --> 00:14:33.230 Thanks, Logan. Have a great day. It's sweet fish. We're 216 00:14:33.269 --> 00:14:37.980 on a mission to create the most helpful content on the Internet for every job, 217 00:14:39.139 --> 00:14:43.179 function and industry on the planet. For the BB marketing industry, this 218 00:14:43.299 --> 00:14:46.139 show is how we're executing on that mission. If you know a marketing leader 219 00:14:46.259 --> 00:14:50.980 that would be an awesome guest for this podcast. Shoot me a text message. 220 00:14:50.019 --> 00:14:54.409 Don't call me because I don't answer unknown numbers, but text me at 221 00:14:54.490 --> 00:14:58.009 four hundred and seven for and I know three and thirty two eight. Just 222 00:14:58.090 --> 00:15:00.970 shoot me their name, maybe a link to their linked in profile, and 223 00:15:01.009 --> 00:15:03.970 I'd love to check them out to see if we can get them on the 224 00:15:03.009 --> 00:15:05.250 show. Thanks a lot.
