Transcript
WEBVTT 1 00:00:00.140 --> 00:00:00.350 Mhm 2 00:00:05.740 --> 00:00:10.020 Welcome back to GDP Growth. I'm Leslie Cruise today. I am really excited to be 3 00:00:10.020 --> 00:00:14.640 joined by cinnamon Murray. She is our launch specialist here at sweet fish. 4 00:00:14.640 --> 00:00:18.950 So she handles all of our launches from the kickoff call all the way through to 5 00:00:18.950 --> 00:00:23.440 production and she was previously a producer. So she has recently just 6 00:00:23.440 --> 00:00:27.080 transformed over to that launch specialist role and has had an 7 00:00:27.080 --> 00:00:31.100 opportunity to learn a lot about podcasting from a completely different 8 00:00:31.110 --> 00:00:34.820 angle um in the past couple of months. So cinnamon, thank you so much for 9 00:00:34.820 --> 00:00:38.920 joining me today on BB growth. How are you doing today? I'm wonderful. How you 10 00:00:38.920 --> 00:00:42.540 doing Leslie? I'm good. I'm good. I'm excited to talk to you. We had a lot of 11 00:00:42.540 --> 00:00:45.850 fun in our pre call and I think what we're going to talk about today is 12 00:00:45.850 --> 00:00:51.110 going to add a lot of value to our listeners. So specifically, we talked 13 00:00:51.110 --> 00:00:55.860 about thinking differently and you and I were talking about inviting your 14 00:00:55.860 --> 00:01:00.120 customers to think differently. So a lot of times in this role we kind of 15 00:01:00.120 --> 00:01:05.390 tend to see a lot of the same old, same old and B two B podcasting habits and I 16 00:01:05.390 --> 00:01:09.460 think it's really because people when they're starting a podcast are afraid 17 00:01:09.460 --> 00:01:12.920 to step out of the box are afraid to step out of that comfort zone. And one 18 00:01:12.920 --> 00:01:18.650 example that you mentioned that I, you know, I completely loved was to invite 19 00:01:18.650 --> 00:01:22.200 your customers to interview their competitors and I would love to talk to 20 00:01:22.200 --> 00:01:25.130 you about this for a minute and why you would recommend this, especially to 21 00:01:25.130 --> 00:01:30.300 someone who is newer to the BdB podcasting space? Yeah. Okay. So where 22 00:01:30.300 --> 00:01:36.010 that stems from? Right? So one of the customers I was launching said that 23 00:01:36.010 --> 00:01:43.240 they went to their E. O. And um, this was the C'mon and they said they went 24 00:01:43.240 --> 00:01:47.640 to the Ceo and was like, hey, I want to interview one of our competitors and 25 00:01:47.640 --> 00:01:53.230 the Ceo is just kind of like, okay, just don't make us look bad. So, you 26 00:01:53.230 --> 00:01:56.870 know, I mean, I'm sure there's been a report built up between the two of them, 27 00:01:56.870 --> 00:02:03.230 but the cmos approach was, I feel like even though, yeah, we are quote unquote 28 00:02:03.230 --> 00:02:07.950 competitors, if we are able to kind of address and acknowledge some of the 29 00:02:07.950 --> 00:02:12.540 common issues that we're facing in our industry, not only will it make it more 30 00:02:12.540 --> 00:02:18.550 real for other people, but I think it will almost um, position is both as 31 00:02:18.550 --> 00:02:22.410 thought leaders because we're willing to more or less work to get to work 32 00:02:22.410 --> 00:02:25.390 together. Um really, it's just a conversation. So it's not like you 33 00:02:25.390 --> 00:02:31.270 decided to partner up or anything like that. So I felt that that was very much 34 00:02:31.270 --> 00:02:35.200 a clutch move and let's be clear. It was not my idea. It was totally this 35 00:02:35.200 --> 00:02:41.800 customers idea all on his own. But when I listened to the episode afterward, it 36 00:02:41.800 --> 00:02:48.920 was like, oh my gosh, this was very brilliant because you start to see, I 37 00:02:48.920 --> 00:02:53.360 think both companies started to see the holes for lack of a better word in 38 00:02:53.360 --> 00:02:56.890 their business and then their model and their business model and in their 39 00:02:56.890 --> 00:03:01.350 customer experience because it was like they almost had the exact same issues. 40 00:03:01.740 --> 00:03:06.000 So, so it's like, okay, it's almost like you're looking in a mirror in that 41 00:03:06.000 --> 00:03:10.930 instance and not only that, but it kind of builds a level of respect for one 42 00:03:10.930 --> 00:03:15.520 another that, you know, you probably already have, but it amplifies it. And 43 00:03:15.520 --> 00:03:21.220 I think it almost made them not feel like competitors anymore. Honestly, 44 00:03:21.220 --> 00:03:26.250 like by the end of it because they know even more so like what each other's 45 00:03:26.250 --> 00:03:30.430 intentions are and they could see, okay, actually their models slightly 46 00:03:30.430 --> 00:03:33.760 different from ours, but as you know, in business, if, if there's a small 47 00:03:33.760 --> 00:03:37.450 difference in how you approach things or what your product is or your 48 00:03:37.450 --> 00:03:42.050 services, it does make a difference on the back end. So that was really cool. 49 00:03:42.060 --> 00:03:45.850 Absolutely. And you and I talked about almost being like free consultation, 50 00:03:45.850 --> 00:03:50.150 right? Because I mean we see this in the podcast world in general because I 51 00:03:50.150 --> 00:03:54.750 think that, you know, just issues that we've been having and hearing our 52 00:03:54.750 --> 00:03:58.440 competitors talk about it even on linkedin is really great because it 53 00:03:58.440 --> 00:04:01.220 makes you see like, okay, we're not alone in this. You know, I mean, we've 54 00:04:01.220 --> 00:04:04.960 been having issues with apple podcasts for awhile since they recently did 55 00:04:04.960 --> 00:04:08.340 their new rebrand. Um, and I saw someone post about it on linkedin the 56 00:04:08.340 --> 00:04:12.450 other day that was a competitor of ours and I connected with them and was like, 57 00:04:12.460 --> 00:04:15.530 oh, it's so good to see that you're going through this as well. It's not 58 00:04:15.530 --> 00:04:20.339 just, you know, we're stuck in, we're stuck over here and we're dealing with 59 00:04:20.339 --> 00:04:22.660 the situation on our own. Like, no, they're dealing with it too. So how are 60 00:04:22.660 --> 00:04:25.070 you dealing with it? You know, like you said, it's like free consultation, 61 00:04:25.070 --> 00:04:28.480 which is really interesting. Exactly, yeah, I think that was the main points 62 00:04:28.480 --> 00:04:34.170 and that it's just, it's almost like viewing another person in the same 63 00:04:34.170 --> 00:04:38.230 industry. Yeah, they're your competitor because you're fighting, quote unquote, 64 00:04:38.230 --> 00:04:44.000 fighting for the same customers, but you have different missions, you have 65 00:04:44.010 --> 00:04:46.390 different reasons for why you start to have different reasons for why you're 66 00:04:46.390 --> 00:04:50.670 doing it, you have probably different goals. So literally the only thing 67 00:04:50.670 --> 00:04:54.730 which I know is a big thing is like you're you're trying to get the same 68 00:04:54.730 --> 00:04:59.070 customers. But Yeah, it is like a free consultation, it's like a free 69 00:04:59.070 --> 00:05:02.170 consultation with somebody who actually knows what they're talking about versus 70 00:05:02.170 --> 00:05:05.940 someone who has been in the industry for 20 years and now they've been 71 00:05:05.940 --> 00:05:11.210 retired for 10. like exactly, you know, and it's like okay because that's 72 00:05:11.220 --> 00:05:16.400 usually the main thing that I run into in some personal endeavors that I have 73 00:05:16.400 --> 00:05:21.790 is that like I'll seek a consultant and they will have had experience in the 74 00:05:21.790 --> 00:05:27.620 industry, but the last time they did a big project was like two years ago and 75 00:05:27.620 --> 00:05:36.270 it's like, okay, wait, I can't do anything with it, not relatable, this 76 00:05:36.270 --> 00:05:41.440 is not your not even relating to me right now. So um but it's like you 77 00:05:41.440 --> 00:05:44.930 don't you don't want to invalidate the experience that they have because it is 78 00:05:44.930 --> 00:05:49.440 still they still have that experience like that's there, but it's not as 79 00:05:49.440 --> 00:05:54.930 tangible and it's not as tactical and because I'm a very tactical person, I 80 00:05:54.930 --> 00:06:00.120 need to know like what step 1231.11 point 21.3 and then once all those are 81 00:06:00.120 --> 00:06:05.180 done, like if I don't have those, I'm frustrated. So I've come out of 82 00:06:05.180 --> 00:06:09.440 consultations like Now what like I literally get to the end and I'll be 83 00:06:09.440 --> 00:06:16.110 like, so what am I supposed to do though? Right, right. You know, 100%. I 84 00:06:16.120 --> 00:06:21.480 think one thing that will help like combat that and I think that you and I 85 00:06:21.480 --> 00:06:25.280 talked about this a lot was conducting research and the importance of 86 00:06:25.280 --> 00:06:31.410 conducting research. Um and I've seen it time and time again where people 87 00:06:31.650 --> 00:06:37.840 tend to really want to skip this step. Um but I think it can save a lot of 88 00:06:37.850 --> 00:06:43.870 money and you know, even time essentially in the long run, right? So 89 00:06:43.870 --> 00:06:49.650 do you mind leaning into that a little bit? Research is empowering. First and 90 00:06:49.650 --> 00:06:55.470 foremost, it gives you confidence to know whatever situation you're going 91 00:06:55.470 --> 00:07:01.300 into, that you at least are able to stand your ground would be like going 92 00:07:01.300 --> 00:07:04.780 into a courtroom and not knowing the law. You know, it's like, what do you 93 00:07:04.780 --> 00:07:07.150 even, you know, what are you even talking about right now, if you haven't, 94 00:07:07.150 --> 00:07:12.110 even during your research and it will give you confidence in that in that 95 00:07:12.110 --> 00:07:16.590 particular scenario, but also it gives you a little bit more leverage because 96 00:07:16.590 --> 00:07:22.480 people respect data, people respect numbers. And if you don't have that, or 97 00:07:22.480 --> 00:07:26.080 some, or some sort of like a viable source that you got your information 98 00:07:26.080 --> 00:07:32.680 from, you lose respect really quickly. So, so it's kind of like with research 99 00:07:32.680 --> 00:07:36.040 the importance of it, it's not only for you so that you can feel empowered to 100 00:07:36.040 --> 00:07:40.320 go into situations, it's so that your your reputation stays intact because 101 00:07:40.320 --> 00:07:44.020 it's like if you move forward into certain scenarios and I can't really 102 00:07:44.020 --> 00:07:47.210 think of a specific one now. But I think you get the point is that if you 103 00:07:47.210 --> 00:07:51.550 move forward into something and you haven't done your research, it almost 104 00:07:51.560 --> 00:07:56.640 seems like you're you're irresponsible, especially quote unquote in this day 105 00:07:56.640 --> 00:08:00.070 and age. I think people say that, but I just said it because it's like the 106 00:08:00.070 --> 00:08:03.930 information is so readily available, it's like, yeah, it's hard to even take 107 00:08:03.930 --> 00:08:08.200 you seriously. Um if you haven't done it yet, I actually haven't done your 108 00:08:08.200 --> 00:08:12.600 research. So I think that's the importance of it. Absolutely. And let's 109 00:08:12.600 --> 00:08:17.040 talk a little about the steps in conducting research and what that looks 110 00:08:17.040 --> 00:08:21.050 like. So whenever you're setting yourself up to whether it's to speak to 111 00:08:21.050 --> 00:08:28.010 a customer a new client or even like in a personal situation, what is the 1st 112 00:08:28.020 --> 00:08:32.830 and 2nd step that you take in conducting that research? Yeah. So I 113 00:08:32.830 --> 00:08:39.230 will like I will give more um tangible examples because I feel like like we 114 00:08:39.230 --> 00:08:43.280 said I feel when I go to consultations I'm like wait so what do I do? So these 115 00:08:43.280 --> 00:08:47.680 are just examples for me that I've done that I've seen work that I think can 116 00:08:47.680 --> 00:08:53.790 transfer over. So when I was going to grad school for example um before I 117 00:08:53.790 --> 00:08:57.090 even like decided okay I'm going to apply, I'm gonna do that's gonna do 118 00:08:57.090 --> 00:09:03.430 that. I would research um Like some of the students that were in the program 119 00:09:03.430 --> 00:09:08.250 like past, present and future. Um So like I joined facebook group, you know 120 00:09:08.250 --> 00:09:14.010 for example where prospective students at X. Y. Z. College or whatever. Um I 121 00:09:14.010 --> 00:09:18.850 talked to past students, people who were who had graduated to have gone on 122 00:09:18.850 --> 00:09:23.020 to do things that I wanted to do or didn't really gone in the field at all. 123 00:09:23.020 --> 00:09:28.180 Like for example my degrees in music technology, but some past students that 124 00:09:28.180 --> 00:09:32.790 I noticed were like, you know, computer engineers and they studied music 125 00:09:32.800 --> 00:09:36.900 business. And so I'm like wait, how did this happen? Um So trying to discover 126 00:09:36.900 --> 00:09:44.840 what those those there the correlation is between those things and it's easy 127 00:09:44.840 --> 00:09:48.690 to want to start at the top and work your way and more or less work your way 128 00:09:48.690 --> 00:09:53.930 down. Like it's easy to want to go to in this example of professors or deans 129 00:09:53.940 --> 00:09:59.060 of students or the office of admissions, like it's easy to start there, but it 130 00:09:59.340 --> 00:10:02.610 makes more sense to kind of start at the bottom and work your way up because 131 00:10:02.620 --> 00:10:09.560 the last thing you want is to waste the dean of students time. Um, So that 132 00:10:09.560 --> 00:10:15.380 being said, I would look up, okay, a particular student, um, see what they 133 00:10:15.380 --> 00:10:21.660 studied and even look at the overall matriculation of their academic career. 134 00:10:22.040 --> 00:10:26.950 So sometimes I'd be like, okay, what, what state are they from? Okay, what, 135 00:10:26.960 --> 00:10:30.990 what, what is that state good at when it comes to education? Um, what 136 00:10:30.990 --> 00:10:35.680 extracurricular activities are really involved in? What are there, uh, social 137 00:10:35.680 --> 00:10:39.340 media pages? And because of the nature of the industry, like the music 138 00:10:39.340 --> 00:10:43.270 industry, people want to be seen. So they're either on linkedin or they're 139 00:10:43.280 --> 00:10:49.050 on instagram. Pretty much. So, um of course that goes to knowing where your 140 00:10:49.050 --> 00:10:53.460 people are, but figuring all that out 141 00:10:54.740 --> 00:10:59.600 and even figuring out like what age range there in, right? Because that 142 00:10:59.600 --> 00:11:04.550 kind of determines um it's not going to be exact, but 143 00:11:05.740 --> 00:11:08.720 it kind of determines okay, maybe they're married, maybe they have kids, 144 00:11:08.730 --> 00:11:14.000 or no, they're fresh out of high school, like, you know, they, you know, they're 145 00:11:14.000 --> 00:11:17.310 probably in a similar boat to me at that time, right? So, you know, that 146 00:11:17.310 --> 00:11:20.650 research and, and, and then deciding, like, okay, maybe this is a good person 147 00:11:20.650 --> 00:11:25.520 to talk to. Um And it's not necessarily because our backgrounds will be similar, 148 00:11:25.520 --> 00:11:32.010 it be because of my interest, really, like, okay, how did they land in this 149 00:11:32.020 --> 00:11:37.930 area? So that was, that would be some of the steps that I would take. Um And 150 00:11:37.930 --> 00:11:43.400 even from there, it was kind of its own version of a marketing hacks, and I'm 151 00:11:43.400 --> 00:11:48.670 not a marketer, so I'm like, okay, but basically, from that point on, if I got 152 00:11:48.670 --> 00:11:51.430 a good connection with that student, they'd be like, oh, I'll connect you to 153 00:11:51.430 --> 00:11:56.150 this other student who would then connect me to like the program director, 154 00:11:56.240 --> 00:11:59.660 you know? And then at that point it's it's a warm lead at that point versus 155 00:11:59.660 --> 00:12:04.000 me trying to email someone who probably gets hundreds of emails a day um and 156 00:12:04.000 --> 00:12:08.460 hoping that they replied to my email, so literally doing all that research on 157 00:12:08.460 --> 00:12:13.150 everyone and at least having an idea of what it is that you're trying to 158 00:12:13.150 --> 00:12:14.480 accomplish rather than 159 00:12:15.740 --> 00:12:21.780 solely network, because I think people, like people can sniff out, like if 160 00:12:21.780 --> 00:12:26.720 you're just trying to use them or if you're just really trying to get your 161 00:12:26.720 --> 00:12:34.220 foot in the door and yeah, like being at this point now, like being, not 162 00:12:34.220 --> 00:12:37.370 being genuine and sincere about like, your connection with people and really 163 00:12:37.370 --> 00:12:41.010 being interested in what they're doing, it starts to become pretty evident 164 00:12:41.010 --> 00:12:42.050 pretty quickly. So 165 00:12:43.140 --> 00:12:47.660 Yeah, absolutely. Um That's great advice and I think that this can apply 166 00:12:47.660 --> 00:12:53.550 really well to be to be also um you know in our industry specifically, you 167 00:12:53.550 --> 00:12:58.080 know if you're looking at a software or an agency that you're considering 168 00:12:58.090 --> 00:13:01.610 buying into or considering trying a demo with them, but you're just not 169 00:13:01.610 --> 00:13:05.580 really sure yet. I think looking and doing that research, talking to past 170 00:13:05.580 --> 00:13:08.230 customers. So for example if someone was interested in maybe starting a 171 00:13:08.230 --> 00:13:13.270 podcast right, looking at our agency, talking to past customers, president 172 00:13:13.270 --> 00:13:17.290 customers, people who work closely with us and saying, hey what do you like 173 00:13:17.290 --> 00:13:22.270 about this agency? What don't you like going to look at their podcast 174 00:13:22.270 --> 00:13:25.890 specifically and see how it was produced? You know, look at their very 175 00:13:25.890 --> 00:13:28.820 first episode, go through kind of look at their analytics, see how they're 176 00:13:28.820 --> 00:13:33.450 doing um talking to those people before agreeing to the demo. It's like you're 177 00:13:33.450 --> 00:13:36.570 starting from the bottom and you're working your way up. So not only is 178 00:13:36.570 --> 00:13:39.600 that beneficial for you, but you're also building that relationship with 179 00:13:39.600 --> 00:13:44.440 that person who can then, like you said, get you connected with the right person 180 00:13:44.450 --> 00:13:48.680 who needs to share the demo with you or whatever it might be. So I think that's 181 00:13:48.680 --> 00:13:52.410 a really, really great example. Yeah. And the other thing is by the time you 182 00:13:52.410 --> 00:13:55.020 get connected to the right person, because we think we know who's the 183 00:13:55.020 --> 00:13:59.630 right person. But What I've personally found is that like eight times out of 184 00:13:59.630 --> 00:14:04.560 10, the person that you really need to be connected with is you probably 185 00:14:04.560 --> 00:14:09.810 haven't even heard of. Uh so you're like, oh well, you know, you think so 186 00:14:09.810 --> 00:14:12.790 and so I mean the so and so is the face of the company, but this is the person 187 00:14:12.790 --> 00:14:16.710 who runs it, you know? Um this is the person who makes the higher is this the 188 00:14:16.710 --> 00:14:20.720 person who accept students? Like this is the person that you probably need to 189 00:14:20.720 --> 00:14:25.030 talk to? Um So you learned that along the way, and then you realize, oh, if I 190 00:14:25.030 --> 00:14:31.250 would have started at X person, I would have actually wasted my time. So yeah, 191 00:14:32.040 --> 00:14:35.340 absolutely. And you know, somebody who might be listening to this sitting here 192 00:14:35.340 --> 00:14:39.410 thinking, oh man research sounds really good on the surface, but I personally 193 00:14:39.410 --> 00:14:42.730 have no time for that. What is something that you would say to them? 194 00:14:42.730 --> 00:14:47.350 What is some advice you would offer? Um, So how do you find the time essentially 195 00:14:47.350 --> 00:14:54.350 to conduct this research? Yeah, it is part of my, like, 196 00:14:55.740 --> 00:15:02.320 personal development time. Um to me, it's like a second job almost, but not 197 00:15:02.320 --> 00:15:06.000 not to the extent of like it's another 40 hour week, 10 hours a week. For me 198 00:15:06.000 --> 00:15:11.150 it's like an extra two hours a week. Um And sometimes I do that in one long 199 00:15:11.150 --> 00:15:15.560 sitting because it's just easier to, because research becomes very linear. 200 00:15:15.940 --> 00:15:17.960 Um but 201 00:15:19.340 --> 00:15:22.470 like setting literally setting aside time is one of those things where if 202 00:15:22.470 --> 00:15:27.240 you don't put on your calendar, it's never, it's never gonna happen. Um but 203 00:15:27.240 --> 00:15:31.620 like when you do it actually sit down and be focused and be like keep an open 204 00:15:31.620 --> 00:15:36.570 mind to finding new things and yeah, like I said, you may be looking to 205 00:15:36.570 --> 00:15:41.050 connect to X person but just be open to knowing, hey, it's probably someone 206 00:15:41.050 --> 00:15:45.620 else that you're not familiar with. I mean, it's like who, who is the quote 207 00:15:45.620 --> 00:15:48.650 base? I think it was chris rock. It was just like, you know, 208 00:15:50.040 --> 00:15:56.900 um, Shaq is rich, but the person who writes his checks is wealthy and that's 209 00:15:56.900 --> 00:16:00.260 probably who you don't know exists, right? So you see shock or whatever, 210 00:16:00.260 --> 00:16:05.020 but you probably like someone is writing his checks, you know? So, um 211 00:16:05.030 --> 00:16:10.290 there's people who are more and it's not like a, you know, trying to get to 212 00:16:10.290 --> 00:16:14.120 the person in power type of thing. It's just like if you really know your 213 00:16:14.120 --> 00:16:17.410 intentions behind why are you doing research and what you're looking to 214 00:16:17.420 --> 00:16:24.720 gain? Um, and go from there now with the two hours like this may be, becomes 215 00:16:24.730 --> 00:16:28.780 a whole other subject of how to manage your time when you're like in a flow 216 00:16:28.780 --> 00:16:35.860 state, but knowing that you may not land where you intend to and being okay 217 00:16:35.860 --> 00:16:41.340 with that. And uh, knowing that you actually may change your mind, like, OK, 218 00:16:41.340 --> 00:16:45.350 this is not actually the university that I want to go to. I just learned 219 00:16:45.350 --> 00:16:50.580 that In this past two hours. And really if you think about it, like in the 220 00:16:50.580 --> 00:16:54.850 grand scheme, like you save yourself, this is just to continue with my 221 00:16:54.850 --> 00:16:58.650 example. You save yourself an entire application, right? And you save 222 00:16:58.650 --> 00:17:02.750 yourself for years worth of depending on if you get funding or not student 223 00:17:02.750 --> 00:17:08.660 loans, right? So it's like thousands of dollars. So you literally just save 224 00:17:08.660 --> 00:17:14.310 yourself money. So by just spending two hours of research in the long run, it 225 00:17:14.310 --> 00:17:17.770 saves you time to I mean, I know it seems daunting on the surface, it's 226 00:17:17.780 --> 00:17:20.460 called me on this. Research is going to take me X amount of hours, X amount of 227 00:17:20.460 --> 00:17:24.280 time. But in the long run, like if you go to the wrong university or you go 228 00:17:24.280 --> 00:17:29.260 with the wrong agency or whatever it might be, you use the wrong software 229 00:17:29.740 --> 00:17:32.430 that's going to take you, you know that's going to take six months off of 230 00:17:32.430 --> 00:17:36.840 what, you know six months to several years off of something that you could 231 00:17:36.840 --> 00:17:43.010 have avoided in two hours of research. So. Exactly. That's huge. So tell me 232 00:17:43.010 --> 00:17:48.670 what do you do when you run out of ideas for original research? Yes. So 233 00:17:48.680 --> 00:17:56.180 what I do is I actually start to try to find organizations that are centered 234 00:17:56.190 --> 00:18:01.170 around what I'm interested in. Um And again like all of this is applicable to 235 00:18:01.170 --> 00:18:05.420 like personal endeavors and professional endeavors. Um I found that 236 00:18:05.420 --> 00:18:11.000 there is pretty much an organization for everything. Uh So so like looking 237 00:18:11.000 --> 00:18:14.980 at seeing who the members are in those organizations like you know the 238 00:18:14.980 --> 00:18:21.190 societies, the greek organizations, the honor societies, the um the non profits, 239 00:18:21.200 --> 00:18:24.580 the for profits. Like all of these different types of organizations, 240 00:18:24.590 --> 00:18:29.990 seeing who like the president of the organization is, who the founder is. 241 00:18:30.000 --> 00:18:35.140 And then again from there I go down, right, because you don't like, I don't 242 00:18:35.150 --> 00:18:39.210 wanna start at the top for me, I don't like to start at the top, but, and then 243 00:18:39.210 --> 00:18:45.510 you start to say, okay, well there's this people who are um and the texas 244 00:18:45.510 --> 00:18:49.670 area, which is where I'm based out of, right? So okay, so maybe somebody is in 245 00:18:49.670 --> 00:18:52.760 the city that I met. Okay, well one person in this or this national 246 00:18:52.760 --> 00:18:57.200 organization lives actually in Austin somewhere or they work at University of 247 00:18:57.200 --> 00:19:02.720 texas at Austin. Okay, cool. So now I'm I'm on linkedin, seeing what they were 248 00:19:02.720 --> 00:19:05.170 doing and more often than not, 249 00:19:06.240 --> 00:19:09.170 that's why I kind of, that's why I alluded to like know where your, where 250 00:19:09.170 --> 00:19:12.750 your people are because the music industry there on instagram like we 251 00:19:12.750 --> 00:19:15.700 want to be seen, we want to be known like the artists and stuff are on 252 00:19:15.700 --> 00:19:18.970 instagram. But the music executives, yeah, they're on linkedin. They're not 253 00:19:18.970 --> 00:19:23.750 on instagram. So, so it's like knowing where people are and then being able to 254 00:19:23.750 --> 00:19:28.740 go from there. Um, yeah, starting at those organizations, you start to find 255 00:19:28.750 --> 00:19:32.980 other like interest too because they're sometimes they have special interest 256 00:19:32.980 --> 00:19:37.550 groups in various sectors. They have regional chapters and then the chapters 257 00:19:37.550 --> 00:19:42.180 have, you know, meet ups or they have their own conferences and organization 258 00:19:42.180 --> 00:19:46.560 as a whole has its national conference or whatever the case may be and like, 259 00:19:47.040 --> 00:19:52.510 gosh the prime time and I'm not trying to trivialize like the covid by any 260 00:19:52.510 --> 00:19:55.700 means because I recognize and honor that a lot of people lost their lives 261 00:19:55.700 --> 00:20:01.210 for sure. Um on the other hand of that it was the prime time to kind of do 262 00:20:01.210 --> 00:20:04.940 everything that wasn't accessible to you because of job because of a 263 00:20:04.940 --> 00:20:09.590 geographic influence, right? Everyone went took everything online. So I 264 00:20:09.590 --> 00:20:13.140 started doing like conferences online that were based out of L. A. That I 265 00:20:13.140 --> 00:20:19.750 couldn't, I mean I'm not find L. A. So he wants to do that. And it's like the 266 00:20:19.750 --> 00:20:24.830 price becomes like the playing field was levelled. Like the price is the 267 00:20:24.830 --> 00:20:29.150 same for everyone. You know what I'm saying? Like The price to go to this 268 00:20:29.150 --> 00:20:35.910 conference is $50 for everyone in the world vs Oh it's $50 for me because I 269 00:20:35.910 --> 00:20:40.330 live in the city that the conference is held so I can just drive there or I 270 00:20:40.330 --> 00:20:45.960 have to buy a plane ticket and get a hotel. Now it's $1,500. Okay great. Now 271 00:20:45.960 --> 00:20:50.440 I can't even go right? So it's like and that's just me. That's my financial 272 00:20:50.440 --> 00:20:55.870 like Status, right? I mean not 1500 but you know what I'm saying? So so it's 273 00:20:55.870 --> 00:20:59.270 like it really leveled the playing field to 274 00:21:01.040 --> 00:21:06.420 to have things online. Um So when I run out of ideas for research. Yeah I 275 00:21:06.420 --> 00:21:13.010 started organizations and um from there I honestly start to look at more things 276 00:21:13.010 --> 00:21:19.270 like j store like scholarly journals. I look at individuals dissertations. Um 277 00:21:20.240 --> 00:21:25.010 Because more often than not, if it's a recent dissertation that is someone who 278 00:21:25.010 --> 00:21:30.130 may have just graduated or just defended their dissertation. And um 279 00:21:30.140 --> 00:21:33.970 they're pretty they're going to be pretty easy to access because they're 280 00:21:33.970 --> 00:21:36.460 not, you know, a 281 00:21:37.540 --> 00:21:40.740 I don't even know, I don't even want to say that because sometimes you say you 282 00:21:40.740 --> 00:21:43.450 don't want to reach out to certain professors at schools, but professors 283 00:21:43.450 --> 00:21:47.410 represent the school at the end of the day. And so if someone is reaching out 284 00:21:47.410 --> 00:21:50.760 to them, asking them questions about the university, they are kind of I 285 00:21:50.760 --> 00:21:53.580 don't know what their contract is, but they're kind of obliged to answer 286 00:21:53.590 --> 00:21:59.040 because it's like they're they're part of the greater good of the school. So 287 00:21:59.040 --> 00:22:02.200 if someone is interested in the school, yeah, typically the professors are 288 00:22:02.200 --> 00:22:07.160 going to answer you. Um But yeah, I start looking at organisations, reading 289 00:22:07.160 --> 00:22:12.480 dissertation and it's going to like j store um And finding like free 290 00:22:12.480 --> 00:22:18.600 resources. Uh Really understanding those finding documentaries. I love 291 00:22:18.600 --> 00:22:23.580 documentaries. Um But you have to be careful documentaries because they can 292 00:22:23.580 --> 00:22:28.760 be pretty biased is the only tell the only tell one side of the story. So if 293 00:22:28.760 --> 00:22:32.070 I find a documentary I basically try to find something that says that 294 00:22:32.070 --> 00:22:36.660 documentary is bullshit. So after I watched the entire documentary, I'm 295 00:22:36.660 --> 00:22:41.950 like, yeah, I love apples. And then I watch all right, read something else 296 00:22:41.950 --> 00:22:45.110 that explains why you shouldn't eat apples, you know? So then I try to I 297 00:22:45.110 --> 00:22:48.520 try to balance myself out. I'm like, yeah, I just, I mean, of course I just 298 00:22:48.520 --> 00:22:52.490 absorbed all that information as to why I should eat apples. I'm going to be 299 00:22:52.490 --> 00:22:57.140 biased about eating apples now. So, uh, documentaries are great. And like those 300 00:22:57.150 --> 00:23:04.320 are for the most part free. Um, and yeah, and then for me to, it's like 301 00:23:04.330 --> 00:23:09.480 looking up who was involved in making these documentaries because more often 302 00:23:09.480 --> 00:23:13.230 than not, they're, I mean, they're just regular people like you and me, who 303 00:23:13.230 --> 00:23:17.580 literally they just may, they may have been like contractors on it. And a lot 304 00:23:17.580 --> 00:23:22.170 of times people are really honored to know that you've recognized their work. 305 00:23:22.540 --> 00:23:28.010 And I mean you can imagine how it feels like if someone came to you and said, 306 00:23:28.010 --> 00:23:36.760 Hey, I saw that you were a Gaffie for this documentary. Like of course there 307 00:23:36.760 --> 00:23:40.320 are more than likely they're going to be like flattered that, you know, you 308 00:23:40.320 --> 00:23:45.970 acknowledge their role in that documentary and most incredible things 309 00:23:45.980 --> 00:23:51.870 have, have to have, who all was involved in it. So no person is too 310 00:23:51.870 --> 00:23:57.300 small to reach out to. And you don't, you just don't know like you don't know 311 00:23:57.300 --> 00:24:00.250 how much influence or what role that person can play in your professional 312 00:24:00.250 --> 00:24:05.930 and personal life. So I don't like discount anybody. Yeah, absolutely. And 313 00:24:05.940 --> 00:24:09.200 another thing, just leaning into that a little bit is, you know, you talked 314 00:24:09.200 --> 00:24:13.490 about find your people where they are and anybody who's listening to this can 315 00:24:13.490 --> 00:24:16.580 take something from this. This is a conversation that I've been having 316 00:24:16.580 --> 00:24:19.970 recently and I know that, you know, here at Sweet Fish, we press about 317 00:24:19.970 --> 00:24:23.880 linkedin connect on linkedin. Um your audience is unlinked in, but it's not 318 00:24:23.880 --> 00:24:27.120 always the case. It's totally not always the case. I mean I have someone 319 00:24:27.120 --> 00:24:31.550 who the audience that they're trying to reach is there are comedy business 320 00:24:31.550 --> 00:24:34.740 podcast. Right? So the audience that they're trying to reach is actually 321 00:24:34.740 --> 00:24:39.950 more on Tiktok and it's more on reddit and it's not so much on linked in. So I 322 00:24:39.950 --> 00:24:43.190 think that is huge. Whenever you're doing that research is finding your 323 00:24:43.190 --> 00:24:47.600 people where they are, it might not be on linked in. And I think that is such 324 00:24:47.600 --> 00:24:54.780 an important thing to make a note of. Yeah, 100% I think a big part of that 325 00:24:54.780 --> 00:25:02.680 too is like, yeah, I know where your people are and if they're on, you know, 326 00:25:02.690 --> 00:25:08.600 Tiktok like actually have a Tic tac account, like set up, you know, like, 327 00:25:08.610 --> 00:25:12.480 don't come to me, you know, like if someone comes to me with a profile that 328 00:25:12.480 --> 00:25:15.220 doesn't have a picture and it's some obscure name or it's a picture of their 329 00:25:15.220 --> 00:25:19.940 cat. Like I'm, I'm like, what's going on? So you're not responding? That's 330 00:25:19.940 --> 00:25:24.400 for sure. I'm like, I'm like, what's happening? You know, I'm nervous? And 331 00:25:24.400 --> 00:25:27.350 if it's some sort of weird message, like, hey, can you talk? And that's 332 00:25:27.350 --> 00:25:32.680 creepy. Um so, so yeah, it's like actually having a profile, you know, 333 00:25:32.690 --> 00:25:37.720 like linkedin, I feel can get pretty dangerous because if you're not careful, 334 00:25:37.730 --> 00:25:42.610 it's like if your profile is not updated, you know, employers and your 335 00:25:42.610 --> 00:25:48.840 colleagues are all looking at that. So it's like, ok, that if somebody sees, 336 00:25:48.850 --> 00:25:53.140 um if you say that you did something that you didn't do at your job or 337 00:25:53.140 --> 00:25:55.570 something like that, it's like people are going to call you out for or 338 00:25:55.570 --> 00:25:59.210 they're going to like, call you out in their head about it, but maybe, maybe 339 00:25:59.210 --> 00:26:03.790 that's me being like, paranoid. I'm like, okay, you know, I don't, I mean, 340 00:26:03.790 --> 00:26:07.180 I'm not lying on linkedin, but it's just kind of like, I'm very aware of it 341 00:26:07.190 --> 00:26:13.090 versus on instagram, like I went to the beach over a year ago and now I'm 342 00:26:13.090 --> 00:26:16.260 posting the picture. So now you think I'm at the beach, You know what I'm 343 00:26:16.260 --> 00:26:20.520 saying? Like Yeah, like there's just a different, there's different dynamics 344 00:26:20.520 --> 00:26:26.280 and being aware of like those nuances and what people are taking with what 345 00:26:26.280 --> 00:26:30.540 you're putting out into the world. Um it's important to be aware of how that 346 00:26:30.540 --> 00:26:34.630 looks on different platforms, cinnamon. This has been really, really great. And 347 00:26:34.630 --> 00:26:38.520 this has been great advice inviting people to think differently. I think is 348 00:26:38.520 --> 00:26:42.520 huge for not only the Bdb space, but also like you mentioned in your 349 00:26:42.520 --> 00:26:46.710 personal life thinking differently, conducting research. So, so, so 350 00:26:46.710 --> 00:26:51.240 important. Can you tell our listeners where they can find you online if they 351 00:26:51.240 --> 00:26:57.560 would like to connect? Um and learn more? Yeah, sure. So my, my full name 352 00:26:57.560 --> 00:27:01.810 is Cinnamon Denise Murray. So yeah, that's what's on linkedin for sure, but 353 00:27:01.820 --> 00:27:07.790 I'm the other on the flip side of that. I am also a musician and um my stage 354 00:27:07.790 --> 00:27:13.670 name, I guess my real name and my stage name is cinnamon Denise. Uh, so, um I 355 00:27:13.670 --> 00:27:21.090 am on instagram, facebook linkedin, twitter and I do respond to all 356 00:27:21.090 --> 00:27:24.370 messages that I get even if they're creepy because I'm like, okay, you need 357 00:27:24.370 --> 00:27:33.820 to know that this is creepy, but high. So so, but I mean, yeah, so I, I I love 358 00:27:33.820 --> 00:27:37.850 connecting with people and it's something that I kind of thrive off of, 359 00:27:37.850 --> 00:27:42.310 especially just one on one connection rather than big groups. Maybe that's a 360 00:27:42.320 --> 00:27:45.880 introverted, extroverted thing or something awesome. Fantastic. Thank you 361 00:27:45.880 --> 00:27:49.650 again so much for being a guest on GDP Growth. I appreciate it. Thanks less. 362 00:27:49.650 --> 00:27:51.350 I'll talk to you soon. Have a great day. All 363 00:27:54.840 --> 00:27:58.860 is the decision maker for your product or service of BB marketer. Are you 364 00:27:58.860 --> 00:28:03.070 looking to reach those buyers through the medium of podcasting? Considered 365 00:28:03.070 --> 00:28:08.290 becoming a co host of GDP growth. This show is consistently ranked as a top 366 00:28:08.290 --> 00:28:12.450 100 podcast in the marketing category of apple podcasts And the show gets 367 00:28:12.450 --> 00:28:18.020 more than 130,000 downloads each month. We've already done the work of building 368 00:28:18.020 --> 00:28:22.050 the audience so you can focus on delivering incredible content to our 369 00:28:22.050 --> 00:28:26.460 listeners if you're interested, email Logan at sweet fish Media dot com.
