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How to Move Your Brand From Your Audience’s Short-Term to Long-Term Memory By Building Trust and Dominating Your Industry

Video Summary

The content marketing world is a noisy one, and in order to succeed, it’s vital to differentiate your brand as a trusted leader within your space. John Hall, well-known speaker and author of “Top of Mind,” will discuss the role of consistent content in building trust with your audience, as well as the steps you need to take to ensure you’re moving from your audience’s short term to long-term memory.

Speakers

I am the Author of Top of Mind (Topofmindbook.com) and the co-founder of Influence & Co.

Influence & Co. can help your company:

• Build audience trust with authentic content
• Educate & engage potential customers
• Become a thought leader within the industry
• Leverage Influence & Co.’s relationships of more than 1,000 online publications
• Execute a proven content strategy
• Fuel inbound marketing efforts & generate educated leads

I have a weekly column at Forbes & Inc.com, & have also contribute to Harvard Business Review, Mashable, Fast Company & many others.

Would you like someone to speak at your conference or company event? Please reach out to me at www.johnhallspeaking.com

What you will learn?

  • How to engage people consistently
  • How to shift to your audience’s long-term memory
  • How the different content triggers can help you become better

[00:00:00]

Are you guys ready to get started?  Cool. This is a small room. So, I’m going to mingle here. I’m not going to stand in the front like a keynote here. We’re going to have fun today. So, I guess I’ll give myself my own intro here. My name is John Hall, CEO and Co-founder of Influence and Co. I also wrote the book called Top of Mind. The idea and the passion behind it is I’ve been obsessed with how you engage people consistently.

[00:00:24] So you move from their short-term to long-term memory and in the right moment. They’re thinking about you and your brand and so we’re going to talk about that today. Well before we get into it, there’s some cool rules. One rule number one. Let’s keep things real if you guys seen me speak before I’m really one hell of this picture.

[00:00:39] I love this picture. It’s is hilarious to let’s keep things real when I am with here with you guys, I’m away from these people. This is my family. I’ve been away from them for a week. I hate being away from them for a week. So, I want to truly be valuable. So that means if you see me in the hall pull me aside grab me say hey, here’s how you can help me.

[00:01:01] I’m perfectly fine with you doing that. Is that cool? All right. To show some love. I can only help a certain amount in this time frame but I can promise you this, the best thing that you guys are going to do is help each other, here you guys are going to look to the people now actually high-five the person next to you.

[00:01:19] Give me a high five. I’m going to do it. Yes, feels good. All right awesome. Okay. So now we feel good. I want to address the state of meaningful communication right now and also the state of media. I don’t know if you’ve seen this. It’s kind of hilarious to me. It’s like I worry that Facebook is killing meaningful communication, Like!

[00:01:36] That’s what’s happening. But it’s what’s more important is there’s a lack of trust right? When you can blame media you can blame politics. Ultimately Generations are changing their changing like my four-year-old daughter is growing up in a different world. When you look at it that half of the world’s population is under the age of 31 right now.

[00:01:54] Trust

I’m old at this point. And so when you look at it people are growing up different. There’s a lack of trust I grew up on door to door sales. My daughter is growing up where she can check everything. She can say, oh I can research, I can look for this content. I can educate myself. It’s just a different landscape.

[00:02:11] So as marketers it is up to us to earn as much trust as possible and have as many trust touch points as we can so that they want to deal with us,  they want to buy from us, and they also want to bring opportunity to us.  So if you guys remember by the way, I just love this Jim Carrey. Like I’m a huge Dumb and Dumber fan.

[00:02:30] You remember the moment, this is when he walks in and sees Lloyd with his girl. Are you guys remembering this and what happens is that when people don’t have trust and they don’t have education they do this.  They make bad decisions. He lashes his buddy. That’s pretty crappy. But it was because there was a lack of trust there.

[00:02:48] Sorry, but when you look at it, you have to think about and how do you earn trust? It’s like, you have to think less about me, like the way I’ve earned trust with my wife, with my friends, the people that matter most to me, is that I have to think about them. I have to think about them. I have to think about what am I doing to enhance our Lives?

[00:03:09] What am I doing to make them better and it’s a change in mindset. For example, me not just with content, but just as a person, I used to be very, very, self-centered. Still in a way, like there’s still pride there trust me, but I used to be very centered on me. What am I doing? What do I think is interesting, not listening to people, not truly finding out what’s about most valuable for them.

[00:03:30] And I think this trend in moving towards from me to about the audience is not just in content, how we’re engaging people, it’s how we build real relationships and it’s a mindset shift. And so, a lot of times people ask me, they’re like, so how, like especially with content. How do I get from thinking about me to them?

[00:03:48] I think it starts with everybody. Who here has seen Simon Sinek “Start with Why?  Wow, really! So, a quarter of this room. The problem with that, is that it was based towards leadership. It should have been based towards marketing as well because honestly, if you are not a good marketer, if you’re not always keeping in into consideration your why, why are you doing what you do?

[00:04:08] For us my company’s mission was to help people build credibility so that people trusted them and our way of doing that was by creating content and getting that to the right people. That’s what we’re doing. That is our why, that is the core of what we do. So, when we’re thinking about how we can help our audience how we can help our clients, that’s what we’re keeping in mind. Are we creating content that’s going to help them build trust? Are we going to create content, that’s going to help them distribute content better? One of the things that we just did was we did a CFO training guide for CMOs because CFOs are dream crushers.

[00:04:42] Instead of saying hey, you guys are dream crushers, we said, let’s get content to these people to truly help them because we got to understand their position. We can always sell to them. We got to help them get in a better place so they can have a good relationship with their CFO.

[00:04:59] It’s a different mindset and it starts with I’ll give you the slides. Don’t worry just give me afterwards, I’ll hook you up. So, with that mindset, this is something that I tell all marketing teams to have all like it’s not just marketing teams. Where’s Mo at? She’s on my team. She will tell you that I am very big on helpfulness throughout the company. You always ask people how you can be valuable to them, how you can help them out. I’m going to get in some stuff that’s not content right now, but the reason why is because it’s important to have a mindset and as you create more helpful people that are truly finding out what’s valuable to audiences not just in content, but just in general.

[00:05:36] You get better at content, trust me. And so, for example creating a culture of helpfulness.  Find out what’s valuable to them. The one question. I mean, what did I ask Jessica or David back here know me. I always ask like what can I do? Like, how can I keep an eye out? There are things that you should always ask is How can I be helpful? And we’re going to talk about content triggers later, which is the is helpfulness with content, but first off like there’s simple things to encourage your team to do.

[00:06:15] Offering transparent feedback. Just earlier I was actually speaking with a group. Where’s Casey at? Casey all right, so speaking to Casey and she had an experience which she and her team had an experience with my team where they gave me feedback and that meant a lot to me Casey.

[00:06:19] That was awesome because it’s going to help us be stronger as a company but a lot of times you don’t want to do that. But that is a very powerful way to help people. So encourage your team to do that. It’s hard but you have like for example, there was a speaker that spoke at a fast company event right after me the guy just sold his company for a billion dollars.

[00:06:39] He was on cloud nine. I’m amazing. I’m great and that’s what he said in his speech. That was terrible. He came down and needed an entourage. It was like the little HBO show he came down and they’re like your great man. And he came to me and I didn’t say anything. And we were actually off to the side and I said hey, honestly, I thought that was all about you.

[00:07:01] I know you and you’re actually like somebody who worked their ass off. You made a billion dollars sound easy. It’s freaking not, and you didn’t communicate that at all. And he goes, and he just walked away. It was kind of awkward, but he contacted me later and he said hey, come out to this event.

[00:07:19] I ended up going to this event with him. There at that event, It was Alexis Ohanian the founder of Reddit, some of these leaders in content. And the first thing he says he introduced me and he said hey, I want to introduce this guy here. You know how people always just tell us what we want to hear. They don’t actually challenge and make us better sometimes, we’re just going to have him here just so you can tell us the truth because he called me out today and it meant a lot. So, he started thinking about that. And so, thank you for that Casey.

 

[00:07:52] Introductions

Introductions. This is something that look to the team around you, Taylor on my marketing team is an amazing woman that I feel like is going to take over the world someday, but she needs support and so I always ask her, what introductions and what things can I look out for you to make you a better marketer? And she said I really don’t understand SEO as much as I should and I need some mentorship. This was a little bit ago, and I said I will find somebody for you. So I kept an eye out. It wasn’t the next day.

[00:08:19] But I had the data, I had the information from my team to make the right calls. And so, I was open to it. Four weeks later, the editor of Search Engine Journal I ran into, and I said hey, I did a favor for him, helped him out. He said, how can I help you? And I go, I’d love for you to mentor Taylor. He goes, happy to. It meant so much to Taylor and it just like you see the passion. You see them start to have that helpful mindset because she was like, wow, this is awesome. And that is it’s completely viral across your company and that’s a mindset. It’s asking the right question. What are valuable, what’s valuable to the people around you?

[00:08:54] Gifting

Gifting. Gifting is something I’m not going to get too much into it. If you get a chance to read Giftology, that’s something that is a very good read. Has anybody read that? Nope. Okay. Well, it’s a good book trust me. But that’s something where, i’ll give you an example, people ask us how we have so many media connections. It’s very hard to get media connections, it’s a pain in the butt, I know a lot of you guys will be like, oh, it’d be great to have media connections.

[00:09:21] Same thing. It was our business model at the beginning. So, I had to try hard to differentiate ourselves. Well, one of the hardest relationships for us is HBR for example. Has anybody written for HBR? No? It’s not easy. It’s very hard. That Executive Editor named Sarah, I just had breakfast with her this morning. That relationship was started by simply, she was getting married, and I had said I was excited for her. It’s the best thing that ever happened to me. At the time, I didn’t have kids that’s the second thing right now, but don’t tell my wife. But it was amazing because in that moment, I wasn’t like trying to like, okay well, what can I do for her to get her to like me. It was like I’m excited for her and so we went to her registry and I bought all the small things on it.  And I said, my wife always tells me, it’s the small things that matter. Sent it to her and it’s crazy, her husband reached out to me and said, John, you have no idea how much this meant to us because like this is somebody and I didn’t know him. By the way, this is just an email that I received from him. And it was this really cool moment where he goes, nobody in her professional life had really done anything like this and you did it, and it meant a lot and now it’s a great content relationship.

[00:10:32] And so these things, obviously it’s a great relationship for us to have but I didn’t have the intention. I was doing it to get that. I was doing it because it was just the right thing to do is be in thoughtful and a lot of times as marketers were always in it for us. Because as marketers, we are supposed to kind of think that way. So this is a shift in mindset.

[00:10:54] Content Triggering

The last thing I’m going to talk about is content triggering. This is something that’s extremely important. It’s a big takeaway if you guys haven’t read my book, I’m very big on it because it is the heart of engaging people consistently so you’re on their mind all the time, because you have to listen. A lot of times like I don’t know, does anybody have the friend here that doesn’t listen and tells the same story 20 times in a row the and it’s not funny? Yeah, Dave, you’re actually that person. I was just joking. No, it’s really it’s crazy because the more you listen the more you concentrate and so the point of concentration is listening to moments of engagement moments that are sales barriers or things that your clients, your recruits, anybody that matters to you, you should be listening to and then you should immediately have a process where you write those engagement moments down. Was it an emotional story? Was it an amusing story? Was that data that I just told them were they amused by it? And think about that and so here’s what I did.

[00:11:51] I actually did this with our team and I said, hey, what are the things that are valuable to the people that matter to us? And we came up with this, it’s called idea content for us its industry-leading. These are the things that you know, getting example, we collect information from about 200 managing editors in media and we get this data and instead of holding a close which we could we share it because for us a moment of engagement its industry-leading data that we want to get out.

[00:12:17] So that’s where you get the “I” and the “D”. Then there’s educational.  That’s the how to’s. That’s thinking, how do I need to educate people and I’m going to give you a really good example of how my wife did this right after this. How do I educate people so that they’re learning more about our industry?

[00:12:33] So an amazing way to have touch points of trust when you’re educating people. Just think about all of the coaches, the mentors, like my teacher in English in high school was probably the most amazing person of getting me to be the kind of the English person that I am these days and it was through education. There’s so much trust if he called me up, I would go to Antarctica for that guy. There’s a lot of trust there.

[00:12:52] Amusing

And then amusing. This is comedy. This is what Dave in the back here is about, if you nail amusing, it’s amazing what you can do. There’s moments where you just make someone laugh, you make them and I’ll give some examples here coming up.

[00:13:12] You become so connected to each other, even if money is involved, they’re going to pick your product. They’re going to pick your service. So, here’s an example. This is my lovely wife, who is the most important person to me in the world and for her, this came when we were with our marriage.

[00:13:30] We were like maybe like a six or seven and we want to be a 9 or 10. And so every month we agree that we were to have a wine night with each other and during that wine night, I wanted to kind of have this mindset. How can I help you? How can I make your life better? This is less about me and it’s more about you.

[00:13:50] And so we did this, and she goes John I want you to cook more. And I was like really you want me to cook more. Out of everything that I could be doing, you want me to cook. I could have been sexual. Let’s be honest. I could take in a huge ego hit there, but she said that and in that moment I was like, okay, so I did what a lot of spouses do, and I did nothing.

[00:14:13] End of story. No. Two weeks later, I got this article that said here’s seven essential tools to have in the kitchen that she sent. And it’s from my wife and I’m like, oh, this is cool. I got all seven tools and I was like God I have the tools here to be successful. I still didn’t do anything. Two weeks later or about 10 days later, she emails me another article and she says Hey just wanted you to check this out and it says What Dumb Spouses Need to Know in the Kitchen to be Successful, and I was like, that is me. I’m connecting to this article. This is great feel so good about it. And so anyway, I still don’t do anything and then a week later, it was like right when we’re having our next wine night what we called it. She did this and this is a moment of vulnerability which we’ve all been in. Customers are in it all the time where the boss in this case. She came in and she said how’s cooking going?  Shit that is a moment of vulnerability that happens all the time.

[00:15:07] And I just go where did I go? The first thing that came to mind was those articles and the brand, The Plated was one that was talked about mentioned in there, so I ran to them. And I was like cool and I’ve read it. I was like, all right, so I can have plated you do those? You don’t know plated? You can have it shipped to wherever you want. Had it shipped to my office and then I took that and I went home and I cooked before she got home from work and then I took it like it was a high-school party and I put that in the bottom of the trash and I took it out and I put it in a neighbor’s trash.

[00:15:43] And so I did that and what ended up happening is that I was great for a week. And we had our wine night and she was like John I’m so proud of you like this is awesome. Like I love these date nights, it’s going well. And I just go yeah as I going to come clean honey. I ultimately I’ve been using plated. She goes, Oh, honey. I know. That’s cute. And I go what and she goes so I could have got frustrated with you. I could have been pissed off, which is not the right way to do. Instead, I got you the information. I got you the content. I ended up actually, I knew you needed tools. I knew you needed to know what you were doing. You were either going to teach yourself or you were to go to the service. Either way you were going to get there, and I was like wow. And she was like, isn’t this what you do for a living? And I was like, yes, this actually is what I do for a living. That’s very good.

[00:16:38] But in that moment, like what’s so cool this example and here’s just so you know, this is my wife. Content marketing and engagement in force here. And then so this is me in my apron. There’s proof, this is evidence. But what’s amazing and why I want you to remember that story because the content training I went on, I ended up finding out the person behind that content.

[00:17:00] I go, like what were you thinking? What were you doing? And she said honestly, what we did is we asked our salespeople. We asked our recruits. We asked everybody in the company who are interacting with people that matter to identify these moments and those are popular ones, where a spouse doesn’t know what the hell to do and they’re even self-aware of that?

[00:17:18] Another one is they don’t know what tools they have. And so, this kept on coming in and like thousands of these and we found that the same hundred were coming up very consistently. So, we did a content campaign around all of these and you just hit two of them, and I was like that is brilliant and like my wife one.

[00:17:36] She got to educate me and that’s the way things are going. Trust me. Google is valuing articles and content more than they ever did and so people are sharing, they’re educating people that way. And so she won, Plated won and then I won. All make sense? Cool story, that’s memorable? All right awesome.

[00:17:52] Courageous

Okay. Next you have to be courageous. You have to be courageous. If you’re going to earn people’s trust and you’re going to differentiate yourself, you got to do different things. So, here’s an example. Authenticity is one of the things that I’ve struggled with my whole life. In high school, I wanted to be the cool kid. In college, I wanted to be the cool kid. It was very tough for me to realize that the people that matter, if you are yourself, the people that matter will like you. And so, for me that I’ve struggled with being honest in cases in my past and now I really work on that a lot more. And so here’s an example of, I want you to remember this moment in Aladdin. I know it’s a weird moment, but I watch Aladdin about every three days, four days.

[00:18:36] It’s amazing. No, my four-year-old daughter loves it. And so there’s a moment in Aladdin where she looks up and she sees Prince Ali and she says, why is this happening? She’s like so frustrated. It’s when he’s acting like Prince Ali and not acting like Aladdin and she knows it. She feels it inside and she feels this like and she gets so frustrated and she actually puts her head in the covers. She goes, why doesn’t he just tell them? She gets so frustrated and I’m like, I don’t know what to say. He should, I agree with you. And I don’t think that goes away from us that four-year-old in us.

[00:18:56] We sense bullshit from a really far distance these days and other people sense it too. So, we might, when we’re 30, 40, whether it’s content, whether it’s interaction, we can sense that stuff. And so, the more authentic that we can be, the better while not being too crazy but at the same time it’s super important.

[00:19:15] Here’s an example. Who’s seen this article from Jeff Jones? Okay. The one person awesome. You worked at Target? You did. Okay, so did you like it, what he did?  Okay. No, you be honest. Okay, cool. That was like that’s a real case study. She could have said no, and I’d be like shit moving on now. So, this is an example and I know Jeff he’s very he’s a very good guy and he’s pretty big on authenticity. And this was when Target was having some challenges, I guess right. There you go. So I got my buddy to back me up. Having some real big challenges and a lot of brands don’t communicate that they’re scared. He just goes he hit this dead-on and he goes here’s where we’re struggling. Here’s like what you guys might not know that we’re struggling at. Here’s what we’re doing about it. We don’t know exactly if it’s going work but it’s we’re going to damn well try. That’s the summary of this article. This went viral went all over the place. I find myself in a Target feeling more connected to the brand because of it.

[00:20:07] It actually inspired me to write this article which was being a bad writer isn’t an excuse for not creating content. At the time, we were one of the fastest-growing content marketing agencies in the country, and I admitted as a CEO that I’m not a good writer. That is something that is vulnerable.

[00:20:23] I was hesitant to do it. But that was one where I probably got the most inbound engagement from our decision makers that are valuable to us than I ever have. And it showed authenticity, it connected with people. I had a lot of CEOs reach out that said, Hey, like I actually feel the same way and I just don’t even want to mention it because I’m the CEO. I’m supposed to be good at everything. I’m like, no, that’s not it. I’m like, I’m a Content marketing CEO and I’m not even the best at content and so that’s an example and then. I would say this is just a tip, and I’ll read it to you. Hold on. So who’s here been ghosted after a really, really, good fit and what I mean ghosted, like just basically like you feel like it’s an awesome dinner meeting. We’re to take over the world together.

[00:21:10] This is great and then 13 emails later, you don’t hear anybody. Anybody that got that ghost? I’m getting ghosted right now. Like I’m like, I was just checking my computer before I’m being ghosted. So, it happens to me still. This was a person where his name was Rick, its Rich and we had that. After 13 emails, he didn’t respond. So, here’s what I wrote to him. I said after quite a few emails. I thought I’d share you with you my bucket list this year in an effort to get a call set up. John’s bucket list, have a sit-down with Justin Bieber and see where his life is going. Playing be a jam with Oprah. Watch “The Notebook” without crying. That’s legitimately hard. You guys know it. Get a call set up before 2016. I don’t think 1, 2 or 3 is going to be a problem, but 4 is the one I’m really worried about. Could you help me out with that? Let me know what works next week. He responded in 13 minutes. It was like 13, 14 minutes and I go wow.

[00:22:02] I’m like, I’m like that’s interesting. He’s actually one of our big partners right now, and I said like what made it? He goes, I honestly kind of, I wasn’t thinking when you emailed me before who you were. And then when you did that, I remember like we had fun and we engaged. I remember the personality and it triggered a long-term memory. So he’s like, yes that guy. So when you have a chance to do that, I’m not saying send some goofy emails.

[00:22:30] Like I’m not saying that you go back and like, you know, your boss might not like if you just start being goofy talking about, you know giraffe fights or. The giraffe fights isn’t even up there. So, you think I’m a weirdo but that’s another one I added up there. But when you when you think about it anytime you get a chance, and this is you guys know Bernard Browns quotes since obviously she’s pretty popular in content marketing, to having meaningful connection happen.

[00:22:56] We have to allow ourselves to be seen really seen. When you give yourself, whether its content or in communication, it’s an opportunity and that’s what I was taking there and I was inspired by something that Jeff did.  Thinking differently.  We’ll just go.

[00:23:11] Thinking Differently

Ship my pants, right here?  Ship my pants, you’re kidding. You can ship your pants right here. You hear that? I can ship my pants for free. Wow, I just may ship my pants. Yeah ship your pants. Billy, you can ship your pants too. I can’t wait to ship my pants dad. I just shipped my pants and it’s very convenient. Very convenient. I just shipped my drawers. I just shipped my nightie. I just shipped my bed. If you can’t find what you’re looking for in-store. We’ll find it at kmart.com right now and ship it to you for free.

[00:23:44] Awesome that had nothing to do with my presentation. It’s just an awesome awesome show. No, so I ended up talking to the team. Do you guys remember this? I don’t know.

[00:23:46] So do you know the story behind this about how hard it was to get this done? Yeah. It was a challenge. The people behind this had to fight to make this happen and it was one of the most successful campaigns that they did. And so once again about courage, it’s tough sometimes. When I ran into the people behind this campaign, they’re like, I mean, it’s not like we didn’t accept no, but we just we knew that there was a chance to completely differentiate ourselves. And so, when you’re thinking about should I do it? Should I bring this up to my boss? Should I challenge a little bit remember that video? Because that was one when I’m at the team behind that they had to keep challenging and keep challenging, and I’m not saying be insubordinate.

[00:24:24] But have enough courage when it comes to content when it comes to differentiating yourself. One of the biggest ways you can stick in someone’s long-term memory is if you do something different. So challenge that and I’m not saying you have to be completely original. There’s a lot of great things that are viral that have done well that are not original.

[00:24:47] When you look at the Super Bowl commercials, the one that stuck out to me, I don’t know if you guys watched it, but the Dirty Dancing one. That stuck out to me. That’s not a ridge. I mean Dirty Dancing. I think it’s been around for a while but it stuck with me. It was different. It was unique, and I was able to connect to it. So that’s something that you’ve got to do. If you’re going to start sticking to memories, you’ve got to challenge yourself and challenge the people around you.

[0025:07] It’s very easy for us with content to check the box, as content creators. as content distributors. Did I do this? Article done? Did I do this? Check, check, check. We’re very checklist people, at least the people that I know. Did I get this done? Did we do these many articles? And you’ve got to take a step back and say is this the right piece? What’s the goal of this piece? Why are we doing this? If you do that more consistently, the right things are going to happen and you’re not going to just check the box. But you’ve got to challenge the people around you to truly differentiate the content.

[00:25:40] Breaking down Silos

Breaking down silos is probably one of the hardest things to do as a marketer as a content marketer, as just a person, in the marketing department.

[00:25:50] Going to your recruiting, your head of HR and saying hey, we should do something together. It’s hard because they’re like no, no, no don’t get into my business, it’s my business and it’s challenging. The winners in Brands and individual brands as well are going to their teams and breaking down the silos and I see I’m seeing this happen and you could put content Marketing in general.

[00:26:10] This would not have happened 10 years ago. But if you’re creating valuable content, you’re doing content triggering you can do this. It is the center, you’re seeing more CMOs become CEOs than ever before Jeff who I mentioned is the CEO of H&R Block now. The reason why, is content marketing is has made marketing and more center of the universe.

[00:26:27] Because it’s changing the mindset of getting valuable thing, but valuable content that others can benefit from. So, to give you an idea when we generate a piece of content, we not only put it in the normal content funnels, we give it to our sales team. Mo can testify how much content do we have? Probably too much sorry, but it’s a lot. But we encourage them to use the content. Something that I never even thought we would do is we give it to our recruits. Like there was an employee the other day that said I’ve read a hundred articles before I even started working for you. I feel better prepared. I feel trained. I actually feel connected to you because I read your parenting article on the parent and I feel like I could come up to you and I’m like, this is awesome. This new employee is coming up to me and immediately engaging with me because of our content. There’s a strong value to that and it’s not a lead, but it’s super important to me that my employees feel that way.

[00:27:22] And so now like it’s up to us. We have to have the courage to going back and say hey guys, there’s a lot of value to content when you look at recruiting, employee training, investor communications, PR. Something that kills me in PR is that PR is one of the best link building things you can possibly get when you get good PR it absolutely helps with your content marketing on SEO. But PR people are like no, no, like and they step away.

[00:27:46] So you’ve got to embrace those people. I promise you it’s challenging but where I’m seeing people just skyrocket in their companies as being valuable, they’re ones that break down these silos. Does that make sense?  Cool.

[00:27:54] Consistency

Alright, and the last thing I’m going to end on is consistency. When it moves from short-term to long-term memory, it’s actually here. We’ll get scientific for a little bit. It’s a process called consolidation. I’ll save you like five books of reading memory stuff. It’s not that fun. But it’s you have an Impulse over here, and then you have a light bulb here every time there’s an impulse the light burns a little brighter, burns a little brighter, burns a little brighter.

[00:28:22] Then that light stays lit. That’s your long-term memory and it’s these touch points these consistent touch points. If you guys can do that, if you can do that with a customer, with a recruit, with the people that matter to you, it doesn’t matter what the timeline. It can be 10, 15, 30 years down the road when there’s an opportunity, it’s you who they come to mind. It could be you as an individual. It could be you as a brand. So you have to have consistency. You have to commit these things you have to go and actually get buy-in and work hard to get the buy-in. So, to give you another story to remember consistency. I was talking to Paul Spiegelman who runs Small Giants who’s also the chief for Cultural Surfers Sales cycle.

[00:29:03] Paul said he said my goal is ultimately as a brand, as a person, is always to go to long-term memory and he’s like what is it? What is, and he’s talking to me? What do you need to do, to go to long-term memory? I said one of the most important things is consistency and he said well, so what do you mean give me an example of long-term memory and how it’s worked for you?

[00:29:26] And I said so 25 years ago Cabbage Patch Kids are just etched in my mind, and he goes, How the heck? The night has got weird John, like why are you bringing up Cabbage Patch Kids and it’s like and I go. All right. So honestly Paul when I was six years old, my sister had me… Well, first of all who has a sister or brother that kind of made them do the Barbie stuff and like made them play with their Tonka trucks and you didn’t want to do any of it, but they were older, so they pushed you, anybody?

[00:29:56] You guys like you got some cool brothers and sisters? Oh you oh, you guys are all shitty. Oh my God. Sorry. Okay, so we’re okay. So, I was the opposite I was on the other side. Wow, that’s the first time that’s happened. Thank you for being honest. We have a very self-aware group here.

[00:30:13] But in my sister used to have a Barbie pool that she had me even test the chemicals of chlorine and I had to do the whole like drop and drop and like shake it and be like, I’m six I’m like, it’s good, Barbies good. And she’s like, oh, okay. That’s great. And so she ended up having me once a month that she had me come down and do this like Party favorite thing with a group of six of her close friends where she’d have me sing the Cabbage Patch Kid song and she had me sing it and I remember it was is six times in a row and each herb for six months and.

[00:30:47] I was in I was engaged in the moment and they were engaged as well because I’d sing it and they’re like look at this six-year-old so adorable singing The Cabbage Patch Kids and thirty-something or what 25 years later, my sister is getting married. This is last year or the year before and we’re at her rehearsal dinner. Three of those six are in the room and they brought this up and they said John look, we remember every moment from that. There’s no way you could remember that as a six-year-old and I go. Oh, yeah, trust me remember every moment of that and they were like what like, how is that impossible? Like it was consistent? It was engaging it stuck with me and they were like, there’s no way so at my sister’s rehearsal dinner.

[00:31:27] I stood up and I sang and rapped the Cabbage Patch Kids song singing and rapped it and so it stuck with me that much. They actually came up and did it as well. And so ,it shows you how powerful in 25 years and if you don’t believe me how powerful this stuff is here. We are Ramey stuck in this little gold mine just sad as we can be feels like a long, long, time and we let them play it together you and me and I wish we could go far away over Amy subsidy know what you means helps a man to want to get back home again. Just as much as you there’s no one here to find us we have the strength to fight a simple Sadie, Oh Ramey I guess it’s up to you and me.

[00:31:58] Yeah, that’s real. That’s real.  And that’s how powerful this stuff is. And so I want to end you with I always say you got to practice what you preach. And so, I want to reward this is one of the first hundred copies of Top of Mind, and so Casey and Tiffany, so I wanted to reward you guys and just say it was so nice meeting you earlier.

[00:32:27] Thank you so much for the feedback. It truly is a blessing. It makes my company strong and I truly appreciate that. You seem like awesome people and never stop helping people grow and stay Top of Mind. So, thank you. Thank you guys for having me.

[00:32:40]

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