Transcript
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Hey there, this is James Carberry, founder of sweetish media and one of
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the cohosts of this show. For
the last year and a half I've been
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working on my very first book.
In it I share the three part framework
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we've used as the foundation for our
growth here at sweetfish. Now there are
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lots of companies that have raised a
bunch of money and have grown insanely fast.
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We've talked to a lot of them
on the show. We've decided to
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bootstrap our business, which usually equates
to really slow growth, but using the
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strategy outlined in the book, we're
on pace to be one of inks fastest
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growing companies in two thousand and twenty. The book is called content based networking,
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how to instantly connect with anyone you
want to know. I'm thrilled to
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tell you that the book has officially
launched. If you're a fan of audio
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books like me, you can find
the book on audible, or if you
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like physical books, you can find
it on Amazon. Just search content based
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networking or James Carberry. That's car
be aary in audible or Amazon and it
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should pop right up. If you're
listening to this between January seven and January
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ten, you can snag the kindle
version of the book for just ninety nine
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cents. All right, let's get
into the show. Welcome back to be
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tob growth. I'm logan miles with
sweet fish media. Today is another episode
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in our behind the curtain series and
a special one. We're talking about the
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launch of James, this new book, content based networking, and hoping to
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not only just, you know,
talk about the launch because we're excited,
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but give you some strategic, some
tactical thoughts on some things we did differently
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in launching and promoting the book in
the in the first couple of weeks.
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As always in the behind the curtain
series, I've got with me and my
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buddy founder and CEO of sweet fish, James Carberry, and now the author
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of content based networking. James hasn't
going. Man, that feels super weird.
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I started putting it in my email
signature and I'm just like, man,
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this feels weird. But Yeah,
man, we're super pumped. I'm
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super pumped about the launch of the
book. This has been a year and
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a half long process and is rewarding
as it's already shaping up to be.
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It was a grind and so I'm
super pumped to to be launching this and
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wanted to share some things that I'm
learning just as I've gone through the book
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launch process, you know, several
weeks leading up to it. They're different
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things that you're doing and thinking about
leading up to it so that you can
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optimize for that launch and hopefully,
you know, hit some some best seller
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lists and so so, yeah,
I'm pumped about this one. Yeah,
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man, so, as you started
to think through, I mean as I've
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known you over the years, man, I know that you put a lot
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of thought into things and you know, one of the things that was in
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your head is, okay, we're
launching a book. What a most people
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do? Tell me a little bit
about kind of the the things that popped
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into your head of okay, what
could we do a little bit differently or
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you know, this is what most
people do, and then we're going to
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get into some different things that that
you decided to do with us. Yeah,
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so I see. You know,
I get a lot of emails.
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I've this year, for whatever reason, I've I've been actually mentioned in a
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lot of books, and so I
I'm getting these emails letting me know when
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books are going live, when they're
available can you buy one? Can you
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leave a review and Amazon, which, for whatever reason, Amazon does not
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make it easy to leave about you. Yeah, so it's a painful process.
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So you know. And I was
like, you know what I if
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I'm honest, when I get these
emails from people, they're like hey,
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can you leave the Amazon Review One? It's usually from someone. Now,
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if I've been mentioned in the book, I obviously I know them a little
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bit better. I'm probably actually good
friends with them if they've mentioned in the
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book. But I get a lot
of emails that I'm just like, I
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don't know you, like you clearly
sent this to four thousand people like no,
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I'm not buying your book and no, I'm not leaving you an Amazon
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Review. And so I thought about
that because we've got, you know,
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a list of four thousand are so
folks on our email list and and I
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was like, how can I communicate
the launch to, you know, a
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large group of our audience? I'm
not, you know, I don't time
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to send four thousand individual emails or
text messages, but how can I send
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it in a way that's fun and
gets their attention and doesn't SCRA dream?
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My book is launching because that.
I think that's really the fastest way to
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get your email deleted. And so
instead I was like, you know,
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I'm just going to be honest and
vulnerable about what the process of writing a
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book was like, because it was
a grind. And so in the email,
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the the subject line of the email
is punching a raccoon question mark,
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which instantly is going to make somebody
want to open that email, like we're
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subject mynd writing. Man, is
just is is epic. It's just it's
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just first engineering the result you want. You want me to pay attention.
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They got a crap ton of emails
in their inbox. met like put an
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email raccoons. Yeah, like there's
there's no email that's going to be in
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anybody's inbox that that says punching a
raccoon question mark. And so I basically
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talked about the story of writing it, how it's been really hard. There
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are points, you know, where
I wanted to punch a raccoon and I
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even kind of like raccoons. And
so so by reverse engineering what I want,
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which is people to pay attention to
the email and to actually help me
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out. One I need to build
a little bit of story and I need
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to not just say hey, the
books live, you should go check it
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out, but instead show the story
in the process of what it was like
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to get a book to where I
can send an email like I like I
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can today. And so the messaging
and the copy for the email is very,
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very different. I'm sending another email
later in the week where I'm basically
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just letting know, hey, you
know, the book is no longer ninety
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nine cent starting tomorrow, so this
is the last chance to buy it.
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And again injected, try to inject
some humor, some some personality into that
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email. The other thing that I
did a lot of thinking about was,
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you know, hand to hand combat. I said earlier, I can't,
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I can't text message four thousand people, but I probably could text message two
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or three hundred people. And and
so if I'm thinking through, who are
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the people that I'm just that I
am going to text message on the day,
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on the day of that the books
goes live, and then when I
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need them to leave a review,
you know, two or three days later.
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And so was thinking about how that
message would look and I thought,
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you know what, what if,
instead of having the call to action for
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them be buying the book, what
if instead I said Hey, you know,
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you can buy the book or not. I hope you would want to.
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But what would really be actually more
helpful is books actually grow by word
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of mouth. You buy a book
because somebody told you to buy a book.
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And so if you could tell three
people that you think are interested in
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growing their business or growing their career
about this book, you don't even have
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to know. I'm not asking you
a lie to him and say that you
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read it if you haven't, but
just tell them about it, like,
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Hey, this my buddy, James. You wrote a book. Think you'd
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really be into it. It's about, you know, reverse engineering your network.
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And so, by asking them to
share it with three people, if
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I send text messages to two hundred
people and let's say half of those,
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let's see, a hundred people,
tell at least three friends. Well,
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I just magnified the reach of the
book in a significant way just by changing
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the call to action a little bit
in the personalized message that I send to
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people. Now I've got some friends
are like, Oh, James, I'm
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going to tell way more than three
people about it. I've got like fifty
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people that I'm going to tell about
this book. So those are obviously outliers
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and you know you can't count on
that from everybody, but there's just a
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couple ideas there. The thinking about
how you're going to email with that messaging
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in the email needs to be as
well as thinking about what you're going to
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do from a hand to hand combat
standpoint, which your strategy is there by
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me asking for kind of three referrals, so to speak, as opposed to
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just a book purchase. Yeah,
I'm potentially tripling book sales. Yeah,
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and not just telling people. Tell
a friend, give them, give them
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a number. Three act very strategic
one right up, because now they okay,
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now they start thinking, who are
those three? It's like if you
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ask someone you know name a song, they stay in there forever and they're
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like then if you're like name your
favorite rap song, your favorite s country
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song, I'm going to go two
different directions here, but they paint a
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very, very specific picture in your
mind. Three people. I'm like,
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Oh, Sang Raum Vajra, John
rougie and Ethan. You okay, and
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they're in my head and I'm much
more likely to take action, and the
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more likely, if someone's going to
take action, they're going to either do
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it quickly or it's not going to
happen at all, because if they put
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it on there to do list for
two weeks out, it's going to fall
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off. So I think that's the
other pieces give people. You know,
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we talked about in marketing all the
time. You know, think very hard
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about your call to action and this
is a, you know, another example
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of that. Put a number in
someone's mind and even if you're not asking
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for book reviews or supply, that
doesn't knowing. Yeah, another thing that
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is a more recent thought of mine, as I thought, you know,
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I'm going through the list and go
through my facebook friends. We're going to
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see. Okay, who, who? Do I have enough relational equity to
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make this ass because this is a
significant ask. I'm not just going to
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ask everybody on our email list to
tell three friends about it. I don't
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think that would be very effective because
most people on our email is don't really
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know me. But if you know
me, there's a good chance that you'd
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be willing to do something like this. But a lot of these people that
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I'm running down on this list,
I haven't talked to him maybe two or
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three years. They were an old
roommate, you know, there's somebody I
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worked at a camp with, and
so I thought, how can I how
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can I go about like making it
more effective? Whenever I go to ask
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somebody that, I because that feels
kind of slimy, like I'm reaching out.
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I haven't heard, you know,
you haven't heard for me in two
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years and now of a sudden I'm
asking to promote my book, like kind
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of a douchebag move. And so
instead I'm thinking about like, okay,
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well, the three weeks leading up
to the book launch, Can I text
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message, you know, a group
of those people on a Saturday to just
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say like hey, thinking about you, hope you're doing well, and sending
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out a text message like that so
it's not as out of the blue whenever
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I text him a few weeks later. Now part of me thinks like that's
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kind of manipulative, but it's also
like it's helping me get a better result.
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I was going to text message these
people anyway, and so I might
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as well start leading up to that
text message where I'm going to ask them
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to do something, with a text
message where I'm not asking them for anything,
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I'm just saying hey, thinking about
you, hope you're doing well and
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it's probably going to end up starting
a really, like, really good conversations
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with because that's what I was going
to say. Man Like you, you
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can look at that and it's all
in the the execution and what you're actually
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going to do, because I know
you and I know that if you open
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up that conversation and you end up
talking to some old friend and they end
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up, you know, like I'm
going through this really rough patch or something,
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or I'm going to be in Orlando
in two weeks, you're going to
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meet up with them. You probably
going to take them to the parks if
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they're in Orlando, or if they
need someone to talk to, or if
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they need, you know, they're
looking for a new job, you're going
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to connect them with someone. So
it's not like you just send that out
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and they're like Oh, and they
send you, you know, a paragraph.
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If you get some of those genuine
responses, you're just going to let
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them fall and then send them promo
like yeah, that would be another douchebag
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move. But if you can do
it in a way that aligns with your
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personality, like you're doing here,
I think that's the difference. So that's
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kind of what I see there,
because I think you're right. You can
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kind of manipulatively try to warm people
up for an ask and people can see
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right through that. Yeah, imagine
it, a spreadsheet filled with rows and
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rows of your sales enablement assets.
You've devoted two years organizing this masterpiece,
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only for it to stop making sense. This was Chad forbucoes reality. As
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the head of sales enablement at glint, a linkedin company, he's responsible for
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instilling confidence in his sales reps and
arming them with the information they need to
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do their jobs. However, when
his glorious spreadsheet became too complex, he
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realized he needed a new system.
That's when Chad turned to guru. With
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Guru, the knowledge you need to
do your job finds you. Between Guru's
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APP and browser extension. Teams can easily
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workflow. No more siload or staled information.
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Guru acts as your single source of
truth. For Chad, this meant
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glent sales reps were left feeling more
confident doing their jobs. See why leading
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companies like glint, shopify, spotify, slack and more are using guru for
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their knowledge management needs. Visit BB
growth dot get gurucom to start your thirty
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day free trial and discover how knowledge
management can empower your revenue teams. So
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00:12:45.179 --> 00:12:48.620
I think the big thing here's just
be thoughtful. Think about how you would
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how you would feel if somebody reached
out to you out of the blue and
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asked you to do you know,
asked you to do them a favor,
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that you somebody you haven't talked to
in a couple years. So and think
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about like, how's the person feeling
on in there? You know that you're
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about to send four thousand emails to
and their inbox. Think about like just
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think about how it feels. Be
Empathetic. Think about how it feels for
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them, and it's probably gonna Change
what you end up doing in the execution
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of, you know, whatever it
is you're doing, in this case,
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obviously a book launch. Yeah,
absolutely well with that man, we're going
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to wrap today. How can people
find the book? So if you're listening
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to this, you're probably a regular
listener of the show. You might be
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interested. If not, no harm, no foul. We're not going to
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we're not going to twist your arm
in the in the spirit of the conversation
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today. But, James, what
would be the the best way? If
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folks are interested in content based networking
they want to pick up the book,
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where can they easily find it?
Man, yeah, so audible. If
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you listen to to audio books like
you and I do, and you're listening
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to this show, so you probably
do so, just search content based networking,
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there's a dash between content and based. Or you can search my name,
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James Carberry, see a R B
R Y, in audible. You
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find the book there or it's on
Amazon. It's ninety nine since this week
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we're trying to to get as many
purchases as we can, obviously, and
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if you buy it before Saturday you
get the Ebook version for ninety nine cents,
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but there should be hardcover and paperback
on Amazon as well. So content
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base networking, how to instantly connect
with anyone you want to know, definitely
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check it out. Awesome, man. As we talked about in a previous
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episode, we are actually, you
know, launching the book with both the
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Audio and the physical copies, so
you can get either on Amazon. This
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week. Will put links in the
show notes if you are interested. Otherwise,
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if you're listening to this and we're
not yet connected on social look up
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James and I on Linkedin. We
would love to connect with you. James
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00:14:43.820 --> 00:14:46.899
Carberry and Logan Miles on linkedin pretty
easy to find. Luckily, we've both
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got fairly unique names. I think
we're the only one of our kinds on
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linkedin. As always, folks,
thank you so much for listening. We
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greatly appreciate it. We to totally
get it. We publish a ton of
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content on this podcast and it can
be a lot to keep up with.
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That's why we've started the BOB growth
big three, a no fluff email that
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00:15:09.720 --> 00:15:13.440
boils down our three biggest takeaways from
an entire week of episodes. Sign up
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00:15:13.480 --> 00:15:20.429
today at Sweet Fish Mediacom big three. That sweet PHISH MEDIACOM Big Three