Transcript
WEBVTT
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Yeah.
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Welcome back to GDP growth. I'm Dan
Sanchez with Sweet Fish Media. And
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today I want to introduce something new
to the GDP growth audience. And that is
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the fact that we are recording BTB
Growth Live now. Or at least some of
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the episodes live on clubhouse. So if
you would like to join us for a live
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recording on clubhouse while we're
interviewing some of the best experts
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and thought leaders in B two b growth
join us in our clubhouse weeks, you can
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actually just go and open up the app
and search for a club called GDP Growth.
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We are doing daily episodes at least on
weekdays, around noon Eastern time. In
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fact, it's called marketing at the noon
room is the recurring meeting. Um, in
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this particular episode, we're talking
to Rex by Burson, who has been on the
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show before. But today we are talking
about a marketing campaign that will
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blow your mind. We actually just
finished recording for today's live
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episode, and we talk about an awesome
content marketing strategy. Using a
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micro tool, we talk about how to use a
small but mighty teams to accomplish
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big things and how to get huge wins
with little campaigns. So without
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further ado, here is the BDB Earth
episode that was recorded on clubhouse.
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Welcome back to be to be growth. We are
live on clubhouse today with Rex
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Roberston. He oversees marketing and
sales for a company called Open Since,
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and he's the host of a an incredible
podcast called Growth Marketing Camp
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Rex, I'm really excited to chat with
you today, man. Yeah, James, this is
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gonna be a blast. We have. We've
interviewed already. We just launched
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this thing this year. We've already
interviewed 10 growth marketers who are
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super impressive. Got to CEOs of CMO
some VPs and directors and content
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desio managers at companies like Mule
Soft and Vivian Hubspot. So, man, we've
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learned a ton so excited to show
everybody here. I love it, man. So So
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we're gonna be diving in today with
your ex on this clubhouse chat and for
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this week growth episode on a marketing
campaign that you've heard about
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through your podcast from one of your
listeners. And I want you to
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extrapolate some of the goods from from
that episode so that the marketers on
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this call can get as much value and
learn what you've been learning. So do
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you want to go on ahead and just dive
in Rex to the marketing campaign that
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you've been most impressed with? And in
all the interviews that you've done on
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growth marketing camp so far, Yeah,
let's get into the meat of it. And then
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we can share some themes later that
I've noticed across pretty much all the
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marketers. But the very first episode
we ever did is actually my favorite. It
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was with Susan Patel. He's the co
founder and CEO. Well, maybe former CEO,
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but certainly the co founder of Male
Shake. He owns a whole bunch of
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software company. We're doing a room
with him tomorrow. That's crazy. Yeah,
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Susan is incredible, but his his
ability to build out really, really
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smart campaigns and run the math ahead
of time and think about what they're
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trying to accomplish. I mean, from a
strategy perspective, nobody better
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really impressed. And he taught us the
time in the very first episode of the
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show. But it wasn't from Male Shake or
one of his own company that is actually
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on behalf of another company because he
is also the co founder of GM of Web
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Profits, which is an agency. So he's
not only run a ton of campaigns himself,
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but as an agency owner, he's done a ton
for some really great brands like
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Airbnb, a bunch of others, including
into it, which is the owner of the
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TurboTax product. So he broke down a
campaign that I thought was just It was
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obvious when you hear it done, but
totally not obvious to someone who's
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trying to scrounge around and figure
out what what they can do to grow their
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business. I think he came up with a
really powerful in here, so let's dig
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into some of some of what he shared one
of the campaigns that he talked about,
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really. The bulk of what he talked
about with me was actually for, and he
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couldn't say what the company was, but
we basically figured out that it was it
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was for TurboTax or something similar
from the Intuit brand, and he was able
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to turn on a campaign for them that
involved creating a micro tool. So
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basically there was friction in their
product and you would think that
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marketing has nothing to do with
friction in the product right that they
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can't positively influence it. They
product this product. They're a
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separate wing of the business. There's
nothing we can do. But they ended up
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creating alongside the product team a
micro tool that was allowing customers
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to come in more easily at the top of
the funnel, right? It was a tool that
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benefited people who were trying to
manage their finances for their
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business. But then it ultimately ended
up further down the funnel, helping
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them to on board onto the main product.
So it wasn't only a top of funnel, but
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it's the middle of funnel at the bottom
of funnel play. And they learned a ton
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just in how you can take a campaign and
apply it all across the funnel that it
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doesn't have to be specifically
segregated to one portion of the funnel.
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So that was a huge learning. Was taking
a micro tool, lost friction with the
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product and use it across the funnel.
I'll jump into that rex just because I
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just was just talking to Dan about this
idea. A few days ago, I saw Sudan's I
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think cousin uh Neil Patel, right or
they're related in some way. I don't I
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don't think they're like there might be
second cousins or something. Anyway, I
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saw Neil Patel video where he was
talking about building these micro
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tools. He called it like the next, like
content marketing two point. Oh, where
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you're building out this tool because
people will share their link back to a
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tool way more than they will a blog
post there. They'll share it. There
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will be word of mouth around a free
tool. Um, and he had mentioned a
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resource called code Canyon dot net. So
I just want to share that with
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everybody here. But I don't think I
remember Sir John mentioning that tool
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on the interview that you did with them.
Rex maybe did. And I just missed it.
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Whenever I listen to that episode but
code canyon dot net, you can go in and
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actually find code bases for tools in
the general area that you would want to
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create a tool in. And then I think
either build on top of it or just
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completely white label. I don't know
how it works, but you either pay for,
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like, there's a couple different ways
you can pay for it. Pay for a license.
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That's just kind of one time use for
wanting to use it in the way that I
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think you're teeing up Rex, which is
like using it as a top of funnel asset
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where you have a lot of users using it.
You can pay a licensing fee for the
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code base. Um, I mentioned it to Dan,
and he really liked it. And he doesn't
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always love my marketing ideas, but
this one, this one he really liked. And
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so, anyway, I I didn't want to take it.
Take it too far off the path, but code
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canyon dot net Just wanted to share
that resource with Yeah, Rex actually
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have a question if you know what I've
seen a case study with Intuit launching
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like a cat tool That was like a mobile
app. But like a lightweight version of
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like TurboTax but mobile first because
they knew they remember. They released
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that a while ago. I'm wondering if that
was the school, you know, it was
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earlier than that. It wasn't a mobile
app. It was much more about processing
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the data that you would have to put
into the turbo tax type product, and I
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can't even be certain that was TurboTax.
Obviously, Student was very careful not
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to name that, but it was clearly into
that. And I thought, Look, it doesn't
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actually matter ultimately, which one
of the products it was because what he
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found like and James, I think you were
kind of getting to this point. Dan. I'm
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sure you'll appreciate this in
marketing. What we want to do is create
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content that people go crazy. For that
they love that they'll share, like
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viral content is. Ideally, we would
love it to be evergreen right, and we
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think about that is like actionable
content, right? That's my favorite kind
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of content. I wrote a book where the
title has the phrase No fluff like, I
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believe in creating actionable content
because that's the stuff that can be
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consumed and then acted upon. So I
think that's the most valuable kind of
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content. But what's maybe even more
valuable than actionable content is
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content that is actually a thing that
can turn into something else, right? So
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take a micro tool, if that's what you
think of as the content that you're
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sharing That's the basis for your
campaign. It's a thing you can actually
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do something with. You can't just take
the lessons learned from that post that
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article that video, whatever and then
do something with it. It's literally
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you're you're taking the thing that's
provided and creating some value
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immediately. So I think it's the next.
I understand kind of the next
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generation of content market. It
totally makes sense. But Susan was also
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quick to point out that there have been
there was like a big rise in the micro
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tool strategy deployment previously.
This is kind of a big part of sass at
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one point was, Hey, let's just break
them down in all these micro tools,
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hubspot did an incredible job of this.
Hubspot has probably, I don't know,
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2030 40 micro tools. I saw Drift do
something very similar. James Dan. I
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don't know if you remember this, but
Drift has constantly innovated and
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built new micro tools that either
become a part of their larger kind of
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flagship product. Or they don't they go
away or they last for a while, and
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they're kind of a stand alone product.
But the point being that the micro tool
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approach reduced friction in the
product and created immediate value
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with their target audience, which I
thought was incredible. But if you guys
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have anything you want to know, I I
love that Rex. Sorry, I'm in the car
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right now, so I'm trying to get to the
A new button. So I love the approach. I
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love that lessen friction makes makes a
lot of sense that it would just open up
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top of the funnel in a in a way, that
standard content marketing can't, um,
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do you want to Do you want to, Rex? I
know. We've only we've only got
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probably, uh I want to start opening up
Q and A because I I've just on feedback
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that we've gotten I want to give our
audience some access to you. Do you
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want to go on ahead and touch on some
of the themes that you found from other
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marketing campaigns that you've dove
into from growth marketing camp before
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we open it up for Q and a real quick?
Yeah. So let me do let me do one thing
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on this campaign. You know, everybody
who's listening think about this. This
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this is like the one layer deeper right,
So we understand the high level, the
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campaigns, the school micro to approach
at the top of the bottom of the funnel.
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But what's so fascinating, James and
everybody listening. What's so
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fascinating about this campaign is that
the best lead source was former
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customers, people who had signed up for
the full product previously, who were
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no longer customers. They didn't think
of those as former customers. They
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thought of those as an asset. And so
when they marketed to a whole bunch of
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people top of funnel and then what they
ended up doing was creating customers
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who could come back. It reduced the
friction later stage in the funnel and
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ended up creating customers again out
of people who already like the brand.
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The tool just didn't do what they
needed to a frictionless way. Yeah, so
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it was the number one producing channel
for them was actually email to former
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customers. So I thought that was that
kind of That was the part that actually
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blew my mind, right? Micro tool, really
cool concept, but I've seen it before.
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The micro tool marketed to former
customers, where that's your number one
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producing channels. Incredible. I
thought that was that was kind of the
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mind boggling thing about it. I love
that. I'm sure Dan's brain is racing
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right now for how that could
potentially work for us. Uh, probably
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is. I would imagine it being way more
effective with sass than a service
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business like ours. But yeah, it would
totally work for us. Like, Come on,
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come on. Code Kenyan right now, being
like which one of these weight makes
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sense. That kind of aligns with what we
do and honestly, I can see going up to
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any of these developers. And they're
selling these little, you know,
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subscript like annual subscriptions for,
like, 10 2050 bucks. And I'm like, I
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got to know some of these developers
are just tired of taking care of it.
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They've moved on. It's a good little
piece. It's a little plug in for
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WordPress. A little something that if
you just offered them 5 to 10 grand,
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they would drop it completely, help you
tweak it up to get it going, and then
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would, like, pull it off the code. Can
you offer it on your site? Or maybe you
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can continue offering it on co Canyon.
There's just options there, and it
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would be way cheaper to buy it off as
somebody who is tired of keeping it up
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to date where it's not maybe making as
much money as it used to. But it would
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be really good as a free tool on my
brilliant, because it's definitely
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worth an email to get access to
something like that, right? No, totally.
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And I think when you start to think
about new ways to create valuable
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content, then your former customers do
become an asset to you again. You know,
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you have those relationships. They do
enjoy your brand. And for whatever
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reason, you parted ways. There's quite
possibly, if it's not the exact same
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revenue stream, there's probably still
a revenue stream there to be tapped
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into to benefit them and your business.
So, man Soo Jin just really opened my
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eyes to new ways of thinking about
things that maybe you've heard before.
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So you combine all those things in this
incredible way, so now I'll touch on a
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couple of themes. So, James, as you
mentioned for the for those of you in
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the audience for those in the audience
and for those that are new to the room,
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we're coming up on our on our time with
Rex. We're going to shift from, you
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know, we're doing an interview with him
right now for our podcast to be growth,
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we're gonna shift into Q and A in about
3 to 5 minutes. So be thinking of your
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questions. If you've already got a
question going ahead and and raise your
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hand at the bottom of clubhouse will
bring you up to stage. Just know that
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you know anyone that gets brought up to
stage. We are recording this for our
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podcast for me to be growth. So just
know that if you're if you're on stage,
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you're gonna be on the show as well.
And, uh, yeah, so be thinking of your
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question. Raise your hand if you
already have it. And then Rex, I'll let
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you get into some themes that you found
from your show growth marketing camp.
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Yeah, awesome. And these are things
that will not surprise anybody here
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who's listening today. But there are
themes that were so clearly called out
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from such different marketers. So I
mentioned at the beginning of this
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conversation we interviewed, you know,
almost a dozen growth marketers so far
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to CEOs, CMOS and directors, VPs, some
content managers and that they should
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all fall in a similar theme. Just tells
me this is this is marketing. This is
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the reality of marketing. So the number
one theme was, You don't have to own
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every channel, but you should own
channels. So, James, you were on the
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show. What we didn't talk about was
paid advertising. We didn't talk about
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email marketing. We talked about all
these other things. But you guys own
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those channels when you invested in
building up your human linked in and
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doing their own personal branding on
LinkedIn. That was a channel you were
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prepared to own. It took a lot of time,
and you were willing to let that run
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surgeon, uh, you know, for his company
mail shaking for seller, the other
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products, they're all about seo and
content and email. Those are really
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there to lovers. They don't focus on
paid ads. They don't do a bunch of
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partner channels. Stuff Kevin Grabowski,
who is the VP of marketing at a company
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called Aurea Software that owns like
two dozen other companies. He starts
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with a single channel, and all of the
companies are. They come in and they
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buy a company. They think about growing
it, and they start with a single
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channel and add more. And they build
out the structure of those departments
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and teams, and it always starts with a
single channel. So where we get
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distracted, oftentimes it's like, Oh,
should I be doing this? Should I be
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doing that? We'll build a strategy
around the channels that you want to
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own First. That was That was the number
one theme. And James, I'm sure you have
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some thoughts on that. Damn, You
probably do as well. So I'll leave a
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second here for that. Yeah. No, I
completely agree with that. Dan, what
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are your What are your initial thoughts
on that? No. I mean, it's kind of best
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practice now to stick with one, maybe
two channels and go all in on those
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things. Yeah, it's the standard you're
seeing at work with Chris Walker to I
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know a lot of folks in the B two B
marketing space are following closely
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what Chris Walker is doing, and I mean,
he's pounding the same two channels
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that were pounding at Sweet Fish
Podcast and LinkedIn podcast and
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LinkedIn podcast and lived in. So
clearly there's some merit to that 12
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punch. But it's not to say that if you
determine the channels that work for
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you, our email and you know in person
events come back. Maybe trade shows
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crush for you in the industry period
where, you know, like I have a friend
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that's in the senior living space, and
I know he's itching to get back to in
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person because those drive massive
results for him. I don't know that they
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would do the same for us. I can say
that there is a nuance to it and that I
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would only try to activate to new
channels at a time. And once you have
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them activated because, honestly, even
me doing my own personal Lincoln stuff,
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it took so much freaking time just to
get it running. And it took four months
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of solid work 2 to 3 hours every single
day, seven days a week, and then I got
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it to a point. You can kind of coast
for a while at a certain success level,
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and then take time to activate a new
channel game. We had Daniel Murray on
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yesterday and he said the same thing
with his Lincoln. He's got Lincoln
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going, but it's not at the same growth
rate. He's not putting as much. He's
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not responding to every comment right
now. Lots of them, but not all of them.
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So he can do spend more time activating
Twitter. That's his current game plan
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right now, and I think his LinkedIn
page and he's still working on his
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podcast. So he's taking time to
activate more channels. One person can
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only manage so many channels at a time,
but at the same time, you can only
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activate a few channels. At the time,
you get it up to a certain point, and
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then I think the hard part is
determining, like at what point should
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you like? Just put something else on
maintenance while you activate
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something else and trying to find that
point. You should start activating new
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channels, this kind of the hard part to
figure out, but that's what I found. I
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want to go ahead and open it up for Q
and A again just for for anybody new.
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Uh, we usually put the little recording
icon in the headline of the room, and I
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just forgot to do it for this one. But
we are recording this for me, too,
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because so anybody that raises their
hand to come up and ask a question or
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make a comment on something Rex is
saying just know that this is recorded
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and that that you'll be on our podcast
as well. So go ahead and raise your
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hand if you if you have a question If
not, we're gonna we're gonna continue
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the conversation with Rex Rex something
that one of the questions I love that
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you're asking on your show on growth
marketing camp over and over and over
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again is essentially you're getting to
the root of how big is their team and
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and how how much are they able to
accomplish with a small with a small
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team? And one of the themes that I've
noticed is that a lot of these
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marketing teams are punching way above
their weight class with, you know, a
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pretty small team. Can you elaborate on
that a bit, and how you think they're
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able to pull that off? It's funny you
grab that one because that was actually
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my second theme was small, but mighty
winds, but agile and big can, too. So
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most of the teams were talking to like
Let's talk about DV two women who run
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the content marketing team. They're
actually think it's three or four total
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produced, but I think it was 100 and 15
articles in like the month of April in
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2020. I was just unreal. They produced
so much educational content that far
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surpassed the entire year of 2019. And
it was grit and determination, but a
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ton of focus. They just knew exactly
what they wanted to accomplish.
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Similarly, like Surgeons, Team is
really small at mail shake. But they're
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able to put on these big events. They
get a bunch of people to come and show
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up and talk with their audience and
share insights. There's just no need
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for them to go and grab this massive
team because then it becomes more of a
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management thing. How do we get
everybody to be productive when what
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they really want to know is how do we
become productive, right? Not
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individually, but collectively so I've
seen that work really well. But then,
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conversely, the CMO at Lion Bridge,
which is a very large Internet or at
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least multinational company. He was
willing to do something that most CMOs
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of a large organization are willing to
do. He shut off all their demand. Gen.
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He literally turned off the mansion.
They pivoted on a dime, and it was
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super rare, and it had a ton of people
involved, but it actually worked. So I
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think it's just that at the early stage
we have a smaller team. You're more
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able to be agile. You're more willing
to take those risks and like playing
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your flag and say, All right, well,
this is the thing we're doing is going
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to work or it's not going to work were
much larger. You kind of just accept
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the status quo, the status quo, and how
can we get 5% gains? But the line
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bridge they were looking for, How do we
totally turn this thing around and
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radically shift what we're producing
here? So yeah, small. But mighty has
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been incredible. That's a huge theme
across all of the interviews I've done,
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except for a handful where they were
very successful in being agile, even at
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the larger sides. I love it, Rex. I'm
not seeing any questions come in. So
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I'm just gonna keep peppering you with
my own eyes Fit loving yourself. What's
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another theme that that you found? So
we, uh we we, uh, obviously just talked
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about small but mighty teams
accomplishing massive things. What's
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what's something else you've noticed
across these 11 or 12 interviews you've
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done so far? Yeah, it's a good question.
I mean, it's the growth. Marketing
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means something different to everyone,
and a campaign is defined very
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differently for everyone. I was just
listening to an interview that will go
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live in a week here with someone from
the hubspot for startups team. So
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people who really know clear definition,
they freaking define what a campaign is.
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They define what marketing is for a lot
of us out there. You know, the HUBSPOT
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team is the go to name, and they just
they have a very specific way of
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looking at. It is not necessarily the
way I would look at a building a
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campaign. And so it's defining for
yourself what that means, But also
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growth marketers or anyone So, James, I
had you on your CEO. You're not a CMO.
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You're not a head of marketing,
necessarily, but anyone who's trying to
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actively grow the business and so you
can be a marketer and not be a growth
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market at the same time. So it's been
really enlightening for us is to learn
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what growth means to all these
different roles that the campaign is
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all these different roles. I talked to
a good friend of mine who will have an
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episode up in probably a couple of
weeks, and he was talking about how his
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campaign wasn't a campaign at all. It
was a year long effort to rank for
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keywords, and he talked about how
concentrated that effort was like. I
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wouldn't have thought of that as a
campaign. It didn't have a start and
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end necessarily, but it was clearly the
thing they were focused on doing and
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had a very specific, incremental goal.
Every single week they wanted to rank a
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little bit higher, so 5% more traffic
every single week, and when they focus
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on that, it really became a campaign.
It was a growth marketing campaign, so
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it's been a fascinating learning kind
of a theme. From from what we've talked
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about here, it does look like James.
Correct me if I'm wrong that maybe
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Tricia has raised her hand. Hey, rags.
Thanks for bringing me up. Actually,
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James follows me, and vice versa. So
that's why I was at that top line of
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speakers up on clubhouse, so I can
think of a question. It's been great to
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listen to. You guys have this chat, and
I'm thinking about the small. But
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mighty are also the big machine that
you talked about. What do you think
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about? And maybe you have some advice
for the small but mighty teams of what
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are some of those roles that really
need to be fleshed out when you have
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big ideas to go create tons of content,
whether that's in audio form, video
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form blog form? Are there any key roles
that you think should really be
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identified first before you're moving
forward past and building out that
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mighty team? Yeah, it kind of goes back
to something you've probably heard
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James talk a lot about, which is like
having a point of view. So there has to
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be someone leading the marketing team,
and it seems obvious to say, well, you
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need a leader who can actually need
before you can have folks who can go
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and execute well. But I think James
talks a lot about having a point of
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view. So it's a leader who can lead but
has something that the brand is saying
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right, because you can go produce
content till you're blue in the face
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and you can even do it with a small
team. But they won't be very mighty if
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all they're doing is producing content
nobody cares about. So I think that's a
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really valuable thing. Is first to
determine. Okay, you could have just
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one person. You could be a solo
producer. You can own your own little
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software plug in or whatever, but you
have to have something that you want to
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say to the market that makes you unique.
You have to have a different point of
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view than everybody else, or at least
something that people need to hear and
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then build a strategy on how to get
that out and then you can fill in the
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rolls from there, I think one of the
roles, it's obvious that would be, of
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course, a great copywriter. It's one of
the biggest challenges in all the
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formats that we're producing content.
There's a title. There's a subtitle.
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There's some sort of tags. There's some
sort of description that needs to hook
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people and get them to want to
participate in that content. So that's
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number one. If you don't have
copyrighting chops, as the individual
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would definitely go out and find
somebody, whether contract your full
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time, you can do that. That's a huge
component of it. I don't know if that
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starts to kind of illuminate your
question more Tricia know that
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absolutely does, because I think it
highlights something that's hidden that
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we don't. You don't think about a
copywriter because you're always seen
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in everywhere we see these titles. We
see these, you know, subtitles what
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you're talking about. And I think
that's a great point that you've got to
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know exactly what they're bringing to
the table to, and if that's also a
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creative person, or if that's someone
who's just manipulating and expanding
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on the ideas of where that vision is
coming from. So that's some great
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points. Thanks for answering a question.
Yeah, yeah, Thanks. for joining. All
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right. Looks like we got Taylor. He
raised his hand. Taylor, I'm going to
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bring you up here to circle back to the
micro tool content discussion. Um, so I
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want to bring this up to my marketing
team. Were one of those small but
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mighty teams. So my question for you is
how do I bring this up? Where some key
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points that I can start the
conversation to help my marketing team.
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They understand what this is. And b,
how to, you know, define some
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actionable items that we can take from
that discussion. Well, so so illuminate
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this a little bit for me. Why do you
want to use a micro tool strategy? Have
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you identified already? An area where
there's friction that you want to
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create something that will make it
easier or you just struggling top of
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funnel to do something different, or
like, where do you see the supplying?
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Well, I think I'm early to the
conversation, but ideal. So, uh, the
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industry I work in is a I and the
friction is education. So no one really
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understands what a I can do for them.
So it's very technical industry so it
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requires a lot of education upfront. So
my thinking is what kind of micro tools
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that can help business owners
understand ai and then come talk to us
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about it, or I mean, that was just a
thought I had during this meeting. Of
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course, I have to break this down a
little bit, but, you know, But I love
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the thought. I mean, I get what you're
saying that there's you can write a
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bunch of articles, you could do a bunch
of videos, but maybe something more
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tangible because your concept, I mean,
the idea of a I is so intangible. I
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really like that idea. So how you could
broach it with your team? I mean, it's
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personal, like, what are the themes in
terms of the educational content that
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you're trying to deliver to people and
then identifying with them like, Hey,
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we can deliver this as things that
someone can take action on or things
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that they can learn about. I mean,
ideally, you have content that creates
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action, right? So what's an example of
Taylor of the kind of content you're
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doing right now? That might actually
turn into some action for a potential
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customer. Well, that's a great question.
Super early startup stage Right now
399
00:26:19.470 --> 00:26:25.250
we're writing articles right now. I
think that's the main, the main effort
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00:26:25.260 --> 00:26:28.560
that we're going. But I mean, of course,
this is an ongoing thing that we really
401
00:26:28.560 --> 00:26:33.030
need to figure out. We're building a
network of companies that do, you know,
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00:26:33.030 --> 00:26:37.570
provide a i solutions. And so we're
leveraging this network to help
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00:26:37.580 --> 00:26:40.490
business owners. So not only am I
trying to help my company grow, I'm
404
00:26:40.490 --> 00:26:45.580
trying to help a dozen other companies
grow. So when I heard micro tools for
405
00:26:45.580 --> 00:26:49.180
content, I said, Wow, this could be
amazing not only for a network, but to
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00:26:49.180 --> 00:26:54.740
help drive leads or drive demand to the
network if you take an example of a
407
00:26:54.740 --> 00:26:58.540
piece of content that you're trying to
produce and obviously I'm not student,
408
00:26:58.540 --> 00:27:01.390
so I can tell because I didn't execute
this play. But I have worked in micro
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00:27:01.390 --> 00:27:03.940
tools in the past. I actually had one
of my last agency that was really
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00:27:03.940 --> 00:27:07.690
useful for us for top of funnel. But if
you think about the type of content
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00:27:07.690 --> 00:27:10.120
you're trying to produce and like, take
one topic, for example, that you're
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00:27:10.120 --> 00:27:14.640
trying to educate somebody on. Ideally,
they're then able to perhaps share that
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00:27:14.650 --> 00:27:17.710
with the team member, right? You're
trying to get somebody who is an early
414
00:27:17.710 --> 00:27:22.270
adopter to go to somebody who's more of
a laggard and say, Hey, look what a I
415
00:27:22.270 --> 00:27:27.220
can do for us or Hey, look what I just
learned about AI and that conversation
416
00:27:27.220 --> 00:27:30.020
is actually the one where you're
struggling, most likely with the most,
417
00:27:30.030 --> 00:27:32.430
because the person who consume the
content is probably already that really
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00:27:32.430 --> 00:27:34.490
a doctor. They're interested. They're
open to it. They're having a
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00:27:34.490 --> 00:27:37.410
conversation with your sales team
potentially. But is that selling
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00:27:37.410 --> 00:27:41.710
internally where you might want some
sort of micro tool strategy that they
421
00:27:41.710 --> 00:27:45.600
could deploy internally to share? Hey,
I just read this piece or I just heard
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00:27:45.600 --> 00:27:49.030
this video. I just talked to the
salesperson, and here's what I learned.
423
00:27:49.040 --> 00:27:55.530
Let me show you a little in person or
virtual demo that they can do of the
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00:27:55.540 --> 00:27:59.620
potential value or output of what you
can do as a company that can be really
425
00:27:59.620 --> 00:28:04.560
powerful for them. So how you have that
conversation with your team is just to
426
00:28:04.560 --> 00:28:07.470
talk about the strategy that you all
are deploying from a content
427
00:28:07.470 --> 00:28:10.980
perspective and say Great, How do we
then take this and make this actionable
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00:28:10.990 --> 00:28:13.430
for the people who have to go sell it
internally? Right? Because that's
429
00:28:13.430 --> 00:28:16.270
that's my assumption. Taylor. Correct
me if I'm wrong. Is that probably where
430
00:28:16.270 --> 00:28:18.330
you guys are going to have some
friction in the conversation? On the
431
00:28:18.330 --> 00:28:22.030
sales side? Oh, the most friction. I
mean, this is an emerging market, right?
432
00:28:22.040 --> 00:28:26.730
So chances are when I talked to someone
they don't know anything about A I. So
433
00:28:26.730 --> 00:28:30.000
I have to spend a lot of time. My
marketing team has to spend a lot of
434
00:28:30.000 --> 00:28:35.220
time. Our sales team has to spend a lot
of time reducing that friction and
435
00:28:35.220 --> 00:28:39.060
understand getting them to understand
what these solutions can do for them.
436
00:28:39.840 --> 00:28:43.960
Yeah, I can tell you if there's if
there's something powerful enough, but
437
00:28:43.970 --> 00:28:47.010
but literally. What's funny? Taylor is
it doesn't have to actually be an A I
438
00:28:47.010 --> 00:28:51.610
powered micro tool. It could be a
visualization tool. It could be, you
439
00:28:51.610 --> 00:28:54.940
know, I don't know, some sort of
reproduction of something else. They've
440
00:28:54.940 --> 00:28:58.060
already got the AI processes, and the
output is something they can share. I
441
00:28:58.060 --> 00:29:01.280
mean, it doesn't have to be something
some heavy lift. You don't have to go
442
00:29:01.280 --> 00:29:06.080
reinvent the wheel, but there's an
opportunity to look for that micro tool
443
00:29:06.110 --> 00:29:10.340
opening in the conversation. I think.
Taylor, if you went to code canyon dot
444
00:29:10.340 --> 00:29:13.240
net and just started looking around if
you just typed in artificial
445
00:29:13.240 --> 00:29:18.100
intelligence or AI into the search bar,
uh, code. Can you got that? I think you
446
00:29:18.110 --> 00:29:22.620
you can start to get some really cool
ideas about Oh, man, we could we could
447
00:29:22.630 --> 00:29:27.350
do something that, uh, that answers
this common. You know, this common
448
00:29:27.350 --> 00:29:31.340
question. So, like, one of the things
that we're thinking about, uh, that Dan
449
00:29:31.340 --> 00:29:35.500
has actually already built a tool, that
it's a naming generator for someone's
450
00:29:35.500 --> 00:29:40.740
podcast. So we know that for us like
that, that's a big sticking point. And
451
00:29:40.740 --> 00:29:46.020
people name their podcasting correctly
all the time. And so Dan built a tool
452
00:29:46.030 --> 00:29:50.720
that by answering these seven questions
about their ideal buyer, it then spits
453
00:29:50.720 --> 00:29:57.020
out, uh, it spits out like 25 different
potential podcast names and so just
454
00:29:57.020 --> 00:30:02.580
wanted to share some examples like that
points back Code Canyon because because
455
00:30:02.580 --> 00:30:06.400
I I think that could be really helpful
as you're building the case for what
456
00:30:06.400 --> 00:30:09.810
you're going to present to your team.
Thanks, James. Really appreciate. I'm
457
00:30:09.810 --> 00:30:14.430
definitely going to check out cocaine.
So this is a I'm excited. I appreciate
458
00:30:14.430 --> 00:30:17.290
it. Yeah. Awesome. Yeah. Taylor, Thanks.
Thanks for joining us and asking the
459
00:30:17.290 --> 00:30:20.990
question for everyone who's listening
and Taylor especially for you. As
460
00:30:20.990 --> 00:30:24.170
you're thinking about how to deploy a
strategy like this, the thing I would
461
00:30:24.170 --> 00:30:28.610
warn against is, of course, the shiny
object syndrome, which is like, Oh,
462
00:30:28.610 --> 00:30:32.760
this is a new strategy. I ought to try
it because it's new and despite not
463
00:30:32.760 --> 00:30:36.670
necessarily having tried everything
else or not having failed at everything
464
00:30:36.670 --> 00:30:40.360
else or not having, you know, exhausted
the channels where we really want to.
465
00:30:40.360 --> 00:30:43.870
And I want to try this new strategy. It
kind of goes back to what I was talking
466
00:30:43.870 --> 00:30:47.890
about. Patricia when she asked her
question, It goes back to Do you have a
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00:30:47.890 --> 00:30:52.630
strategy? Do you have somebody who is
actually owning that decision of where
468
00:30:52.630 --> 00:30:56.160
you're going to go and invest your time?
Because, you know, maybe a micro tools
469
00:30:56.160 --> 00:30:59.630
really useful. Maybe it's not, but it
comes down to only put it in place if
470
00:30:59.630 --> 00:31:02.990
it makes sense and where you're trying
to go with things rather than just
471
00:31:02.990 --> 00:31:05.620
jumping on board like this is really
fun. I see a whole bunch of ideas
472
00:31:05.620 --> 00:31:12.510
online. I have actually got to jump off.
So if there thank you so much for your
473
00:31:12.510 --> 00:31:16.810
time. Thank you, Tricia and Taylor for
jumping up here and asking your
474
00:31:16.810 --> 00:31:20.530
question, Rex, for anybody listening to
me to be growth or anybody here in the
475
00:31:20.530 --> 00:31:25.090
audience and clubhouse. Where can folks
stay connected with you? Yeah, maybe
476
00:31:25.090 --> 00:31:28.640
I'll be on clubhouse, but most likely
you will find me on LinkedIn. It's just
477
00:31:28.640 --> 00:31:32.460
wrecks by Roberston, which is
ridiculously hard to spell. But you can
478
00:31:32.460 --> 00:31:36.230
find me on there pretty easily. I love
it. Awesome. Well, thank you so much
479
00:31:36.230 --> 00:31:39.520
for your time today, man. Hopeless.
Hopefully, this was helpful to
480
00:31:39.520 --> 00:31:42.930
everybody joining us live. I know it's
going to be helpful to a lot of people
481
00:31:42.930 --> 00:31:46.020
that are that are listening to B the
growth as well. So thanks. It's on, man.
482
00:31:46.020 --> 00:31:50.620
And we'll talk soon. And so all of you
in the audience right now. Thanks for
483
00:31:50.630 --> 00:31:53.650
thanks for being here. Thanks for us
sticking with us this entire time.
484
00:31:53.650 --> 00:31:58.240
We'll be doing it again tomorrow at
noon with Sergent Hotel. Actually, so
485
00:31:58.250 --> 00:32:02.150
we're talking about content marketing
experiments that he's running mail chic
486
00:32:02.150 --> 00:32:06.130
and the seven other companies he's
currently running. So So make sure you
487
00:32:06.130 --> 00:32:09.870
join us tomorrow at noon Eastern, and
we'll do this all over again. That's
488
00:32:09.870 --> 00:32:17.630
awesome. Thanks, everybody. Thank you.
Hey, everybody. Logan with sweet fish
489
00:32:17.630 --> 00:32:21.620
here, if you're a regular listener of
GDP growth, you know that I'm one of
490
00:32:21.620 --> 00:32:25.670
the co hosts of the show, but you may
not know that I also head up the sales
491
00:32:25.670 --> 00:32:30.180
team here is sweet fish. So for those
of you in sales or sales ops, I wanted
492
00:32:30.180 --> 00:32:33.800
to take a second to share something
that's made us insanely more efficient.
493
00:32:33.800 --> 00:32:38.450
Lately, our team has been using lead I
Q for the past few months and what used
494
00:32:38.450 --> 00:32:44.250
to take us four hours gathering contact
data now takes us only one where 75%
495
00:32:44.260 --> 00:32:48.240
more efficient were able to move faster
with outbound prospecting. And
496
00:32:48.250 --> 00:32:52.950
organizing our campaigns is so much
easier than before. I'd highly suggest
497
00:32:52.950 --> 00:32:57.480
you guys check out lead I Q as well.
You can check them out at lead. I q dot
498
00:32:57.480 --> 00:33:06.010
com That's l e a D. I q dot com For the
longest time, I was asking people to
499
00:33:06.010 --> 00:33:10.790
leave a review of GDP growth in Apple
podcasts, but I realized that was kind
500
00:33:10.790 --> 00:33:15.500
of stupid, because leaving a review is
way harder than just leaving a simple
501
00:33:15.500 --> 00:33:19.980
rating. So I'm changing my tune a bit.
Instead of asking you to leave a review,
502
00:33:20.080 --> 00:33:23.620
I'm just going to ask you to go. To be
be growth in apple podcasts. Scroll
503
00:33:23.620 --> 00:33:27.860
down until you see the ratings and
reviews section and just tap the number
504
00:33:27.860 --> 00:33:32.720
of stars you want to give us no review
necessary Super easy. And I promise it
505
00:33:32.720 --> 00:33:36.740
will help us out a ton. If you want a
copy of my book content based
506
00:33:36.740 --> 00:33:40.280
networking, just shoot me a text after
you leave the rating and I'll send on
507
00:33:40.280 --> 00:33:45.360
your way. Text me at 4074 and I know 33
to 8.
508
00:33:47.740 --> 00:33:49.650
Yeah,