Hey, it’s Janet Johnson and Kimmy with Social Media Hangout Time. And we’re here today with a guest Ryan Hanley. Before we, I want to get a little bit of background to you about Ryan. We’re very excited to have Ryan and I want to talk a little bit, I do have your bio in front of me and I’m going to read that but I also want to talk a little bit deeper about what some things that have just happened recently that I happen to catch because I read through the internet. So let’s talk first about your background. You are the founder of Hanley Media Lab which obviously after your last name, an advanced content marketing agency helping companies grow their audience to grow their business. You’re the producer of Content Welfare podcast, so you have your own podcast and that is one of the itunes most downloaded content marketing podcast for over 2 years. Congratulations on that one Ryan!
Thank you.
Congratulations!
Thanks Kimmy.
And he’s also the author of Content Warfare, and so that’s Content Warfare – How to find your audience, tell your story and win the battle for attention. So welcome Ryan to the show.
Thank you so much for having me. It’s been a, I was introduced to you from Dino Dogan and he had great things to say about the show so I’m very excited.
Oh good.
Yeah, we had a fun time with him Ryan, yeah we definitely had a fun time with Dino, it was great. And we always start off the show, Kimmy like to asks a little fun off of the big question.
Yeah, just like I asked Dino. Hey have you even been interviewed by a puppet before?
This is, I’m popping my puppet interview cherry right now.
This is awesome! Thank you for coming on the show. That would be awesome!
We like, one answer was many times but not a real puppet.
That’s much cheekier than my reply so I enjoy that, too.
We don’t know what people are going to say. And then I also want to start up by congratulating you and telling everyone in our audience about your latest achievement, I guess we could call it. You made it and I’m not sure how this worked exactly but it was called the top 70 up and coming social media experts and you were on that list so congratulations for making that list, too.
Oh thank you, yeah. Mark Scheffer is, I’ve been part of his community, I’ve written for him before. I comment on his blog all the time, I read it. I think he really thinks forward and it was an honor I had no idea actually until I see getting myself tagged into posts and stuff and I was completely honored and surprised, very pleasant.
Yeah, yeah, that’s great! You focused on content marketing. So let’s start off by telling us a little bit about your show, the podcast that you have for 2 years, it’s a long time.
So actually I started Content Warfare podcast only in August of 2012 on a complete whim. Just one day I’ve been reading stuff as podcast are coming, they’re a new thing, you really should think about starting one if it’s your need of, I really just turned my mic on, recorded into Audacity, hit, finish it, patch it up and then spent the next 3 hours figuring out how to get it on itunes. No lunch, nothing. And I spent the last 2 years kind of build, because the whole thing with podcasting, as you probably know, is all about the launch and you get the audience and all that stuff. So I have really built this thing from 10 listeners the first day to what it is today which is thankfully bigger than 10 listeners. But about, we’re on episode 84 will be this week with Joanna Penn but let see, episode 61 I transitioned from an audio only, kind of traditional podcast, to a live Google Hangout on air where we have a live audience and it’s video and had all these new crazy dynamics and we use comment trackers so we bring audience question in and it gives a really new, fresh feel to the show. People who listen can actually then attend the hangout and ask a question of a guest if they’re interested in chatting with that guest. It’s been a really, really fun experience and something I can never give up. I can give up writing and all the things I do. I can never give up the show, I love it.
How long have you been doing the live?
So it was 61, that’s about 20 episodes. Maybe about 4 or 5 months ago.
Okay, okay.
Yeah and it’s been, to be honest with you, not that this is like tactic German or whatever but
Sure.
Almost tripled the number of downloads that I get on my podcast since I added this feature. I think people just like kind of having audience members come in and sometimes they say the craziest things and you bring their comments in and that would like because an interview is going one way and also an audience member drops something like bomb into the conversation and then it takes the conversation a whole another way and people really seem to enjoy that. At least my audience and the people who come to my show enjoy that. And it’s been a lot of fun. Challenging at times but fun.
Yeah, it’s a whole new level of engagement. You know, you really like to put the face with the voice and once you got that it’s easier to listen to.
Yeah, you know it’s funny. People either like the YouTube because obviously this is captioning YouTube video, as you guys know, since we’re doing this. But people either like the YouTube video and they like to watch the video or they like to listen to the podcast and there’s really like 2 camps. It all comes down to taste but I think it’s nice to be able to give your audience their preferred way, providing them with their preferred way. I’d love to do a transcript but I would go broke transcribing an hour long shows every week. So I may do transcripts at some point but… If you can offer reading, video and audio well then there’s not really too many more ways to consume your content.
We do transcribers but it’s a messy transcript. We basically tell people, yes, it is not, you know, this is not a clean blog post, it’s transcribes so if you want to read it, it’s exactly verbiage of the show. So we don’t clean it up. But at least we have it, you know, and it’s available.
Yeah it’s nice, it’s awesome that you can provide your audience with that.
Exactly. While we’ve been looking at moving our slide but you know Kimmy’s so shy that you know…
Oh yeah, right. It’s just my color my hair can’t change too often.
You know with the live version I think you basically just to have say to yourself things are going to go wrong like it cannot be perfect and it won’t be perfect. I have a show the other day. I was talking to Sue B Zimmerman, the Instagram expert. I don’t know if you’ve had her on the show. If you haven’t, you should. She’s a dynamo, she’s a lot of fun.
Okay.
But something happened with her connection and for 5 minutes, boom she was gone live show. We’re 20 minutes in and she’s gone and I know she’s working to get back because we discussed that before the show goes live but for 5 minutes I decide to fill that air by myself. So I just started talking to the audience and I’m like if you have any questions, so people started really got involved and I actually did not loose, and this is just a testament how amazing people are and when you really grow an audience. I did not loose one person despite 5 minutes of just me into the camera talking nonsense.
Oh that’s awesome!
Yeah, it was a lot of fun, it was a lot of fun. But that stuff happens.
Yeah, you’ve got to be able to wing it there…That’s great!. Well now you are, let’s talk a little bit about the story telling for business because our target audience is, for this show is, the small business owners. The KImmy the salon owner. The entrepreneur, maybe a network marketer, maybe you know any entrepreneur coaches, that kind of thing. So you mentioned the story telling in content marketing which obviously is so important. Can you expand a little bit on that? What do you suggest for small business owners with the story telling?
Yeah, so a big part of my philosophy is around the idea of capturing attention, right, but the right kind of attention. It’s easy to run, traditional marketing is based on all attention. You know we’re going to run ads, we’re going to put them in newspapers, we’re going to put them on tv, we’re going to interrupt people and capture their attention for brief period of time but there’s a missing piece to that and it’s the idea of trust, right? So when attention is married with trust, that’s when you start to, that’s when the magic starts to happen. So when someone is going to give you their time, they’re also going to trust what you’re saying and when you say to them I also have this product and if you want to take our relationship further here it is, people say yes to that when they have your attention, or you have their attention and they trust you. So story telling from all the work I’ve done, I’ve worked in a small business for 7 years now. I was a boots-on-the-ground, we didn’t get too much into my background but I was boots on the ground producer for 5 and a half years for an independent insurance agency. So I’m out there digging up business everyday doing the small business thing. It’s a 15-person independent insurance agency. And then about 2 years ago I started to drive so much revenue through digital space that I transitioned to director of marketing in that same agency and just recently I transitioned to my own and they’re a client of mine. But I’ve lived the small business life for 7 years and understand how to connect with people and it really comes down to your story, right? Small businesses cannot out attention than large businesses competitors because they’re not just competing against the other small businesses in they’re town. They’re competing against, in our case, so we are a small independent insurance agency. We work against Sky Go, one of the largest ad spends in the entire world for any product. We’re competing from all these mega companies and they’re all getting people’s attention so how does the Murray Insurance Group Services, this 15-person agency make a dent and start growing our business and the answer is the attention that we are able to capture we’re marrying that with trust through telling our story – so what is it about us. We’re all about the idea of family values, We take care of people. We usher them through the office, you’re getting a live human on the first or second call. We’re calling people back, we’re going and meeting with them at their house. And in our marketing what that means is we’re not just talking about our products or services, we’re talking about why we do business. So we recently just launched a video where with the agency owner, I wrote a 2-minute script with him about what it has meant to be in business fro 40 years because this is the 40th year of the agency. And it was very heartfelt, it was about bringing his kids into the business because all 3 of his kids now work here and that story went crazy. We got our highest clickthrough rate on our email list, our highest open rate on Facebook. We had over 5, over 3000 people organically view it and we did a little paid advertising because we saw that people are really connecting with it and that brought in even larger numbers. And it’s really that story piece that takes people to the next level. That’s a very long winded answer, if that helps.
No that was, you know what you told a story.
It’s about lifestyle. People really connect with people when they start sharing about their life and what they do everyday. It’s something they can relate to and in an insurance agent it is true. They know so much more about the families next door and it’s a lot easier to do business if you can put a face to it.
Well Kimmy think about your hair salon, right? So you cut hair. There are millions of people that cut hair and at it’s base line it’s a commodity service. I want a high and tell you with a two on the sides and quarter on top, leave the front a little longer around the corners, like there are a million people that can put that hair cut together.
Right.
However I can go to the same barber every single time because I know, you know from sitting there I went at once she was very nice, she was telling me about her kids, we connected. She’s from the same town. She’s slightly skewered towards the conservative side of politics which whether you agree or not is just kind of funny because she’s like this petite little thing so you wouldn’t imagine it. You know she’s quirky and I really enjoyed her. And it is through her kind of telling me the behind the scene story of why she’s overtime, getting why she became a barber, why she’s cutting her in this shop and all that stuff and now even if she jacked her rates up $10 a cut, I would still go to her because we will overpay if we feel like we’re connected to the thing. We will overpay. So price’s only an issue if people are not connected to you. And then there’s a chance that those people aren’t your best consumers anyways. So it’s a different way of looking at business. It takes a huge leap of faith because we want to just believe that people only buy in price but it’s just statistically not true that people buy in price. They buy with what they believe.
Yes, that’s absolutely right and it is. You become family. In our salon you become family. We take selfies together and post them over Facebook.
Yeah, that’s a good content too because let’s take that example further. So you’re taking selfies of people. The people who don’t currently do business with you who see you smiling your face, great haircut on your client, they’re going ‘wow, like that seem to be a real cool experience and I really like that haircut and I would love to be happy like that person who’s standing next to Kimmy.’ So they immediately put themselves into that image and say what I like to be in that image. And if the answer is yes, the next time they need a cut, there’s a much better chance that they take a swing on your shop if they’ve never been there before versus where they normally gone because they want to experience that thing. Where the other cut they just get the cut and they walk out and that’s fine. Now, you know if we’re going to get super techno, now when you do run so now you have this side where you’re telling your story telling your story. Now when you do run a deal or you do run a one of those emails with the discounts that come in all the time, I can’t remember them.
Like coupons or something.
Like a coupon, now you do run a coupon. Now that little push, because they’re already made that connection is what gets them in the door and now they stay. So that’s kind of how you leave this whole story telling thing. It’s not, you know Tokien or Game of Thrones or something. We talk story time, we’re talking about the beliefs, the understanding, the culture of your business, who you are.
Yes. Absolutely!
Yeah. And I was the the orthodontist and I love it. Everybody they just posted pictures last week. I keep saying post pictures of your office, people in your office more. They posted one last week. Their average post gets a few clicks here and there, you know likes and that kind of thing. This one had I think 50+ likes on it within a couple of hours because it was them.
Yeah.
And so it was putting the people that are actually in that office and showing who they are and bringing out the personalities. So expand on it with the personality piece of things, you know – what with the content marketing, how would you suggest bringing your personality in the things, too?
So I’ll tell you a campaign we recently did for the insurance agency and I’m just going to stick with that example
Sure.
…because we already started it. So we had neglected our Facebook page because we were doing a couple of other things. We were doing some, we’re doing a lot of video work, a lot of blog work and I have mixed emotions about Facebook but for local business, you have to be there. So not have to, seriously you have to consider. I hate talking in absolutes. So we want to re-engage our Facebook community. So we did something called “Meet the Murray Group”. And what I did was I went to every employee to their workstation and took pictures of them while they were working. Not post while they were in their work and I have a Canon dslr whatever camera and I fancy myself like a quasi-amateur photographer, whatever. Plus I have all these programs that I can make them the picture of next model. But the point is I got them in their native environment. So hands on the keyboard, phone up to the ear. You know one of our, I say our, I’m still it’s just been a month since I stepped out of work. One of the producers stands and talks on the phone all the time and people don’t realize that. When he talks on the phone 90% of the time he’s on his feet so I took a picture of him doing that. And then each day on Facebook for how over many weeks it was, 15 weeks, we posted a picture and then just one sentence – Scott grew up on Taperdy Mountain and loves the snow because it gets 15 more inches than the rest of the town, we’re in upstate New York and just little tidbits about the person. Nothing like intimate like that you would want shared but just little bits and pieces of the person’s life that gives people little better feel. You know, there’s a good chance that if you’re talking to Scott on the phone today he’s standing because that’s what he does he likes to talk on the phone standing. And this campaign went nuts, I mean people just loved it and reference it. This was probably 6 months ago. They reference it when they come in so it’s this little tiny things, that didn’t take me much time. I went down 15 minutes, snap snap snap snap snap, little bit editing and posting them out with some little tidbits about their life and that’s what people want to know because they can’t get that from the big box. And the people who connect with the big box are going to go there but everybody else, I tell you it’s the majority of people, there’s been enough study done, they want that. They want to connect which we don’t give it to them, we’re just really bad at giving it to them.
Yeah, it’s not like the Yellow Pages anymore where you can just put an ad on the paper and hide behind the scenes. I mean that’s why…
888-1 + towing, 888-1 + payroll.
Yeah, exactly. So as for Kimmy, that’s why she does these selfies and those types of things and get out there in the social media, correct Kimmy? And that’s why we are on this podcast today.
Yup.
That’s something that’s something needed in the marketplace but I do find that some of the clients I work with personally have been afraid to do this, something what you just talked about. They don’t want to get their personal lives involved especially when it’s a larger office.
So I think the key there is to find the things that are not personal life that they can still share that are intimate, right. So like John the dentist likes the Mets. There’s a million things that you can do with that, that you know that’s not intimate knowledge. No one’s going to get their teeth cleaned from him or get their tooth pulled because he’s a Mets fan. But what it does do is it can spur some conversation around that and not everything can be sports related because you are ostracizing a certain percent of population in sports but it does. It gives you a little piece – why is he a Mets fan? Why is he not a Yankees’ fan or Red Sox fan or Phillies’ fan because they’re all kind of clumped in the same part of the area. So, little tiny things like that and then did you know that he pulled his first tooth in 1979 and it was a molar and he still has it in a little baggy. And like little things like that I think it’s really trying to dig in because I agree with you, I feel your pain. People, it’s hard if it does not come natural, it’s hard to give that out because it’s like what if someone doesn’t like me? And here’s the rub on that, so here’s the rub. When you start to share who you are as a person two things are going to happen:1) people are going to leave because they are not going to connect with you; 2) people are going to love you and never leave you. So what happens is you start to create this automatic filter where those clients that you always kind of little off with, they are going to leave because they are going to be like, ‘I don’t really like this, I just, you know.’ But the clients that are into you, they are going to love you and never leave. So what you do is maybe you loose some of the people whom you didn’t really want anyways but what you get is this group of people who just talk about you all the time and ‘I go in and
my dentist has always got this cool stat about baseball or this cool presidential thing, really into the presidents and these little things like that that are around the campfire or the dinner table are mentioned that make the person of years ago, jeez I never get anything like that from my dentist. He’s like really boring or she, her best things, I really don’t like going there anyway. And they decide to move. So there is that kind of thing where you start to get this natural filter on who your clients are.
You know, too, I think with the sales people. A lot of times if they could just focus on those little things they would generate more sales because you’re not having people run away from you out of fear of guy’s going to pitch me something. And so when you learn a little bit about that person it attracts people to them. They’ll run across the room to say, ‘hey Kimmy what are you doing? I love that new cut you did on so and so’s hair.’ Instead of me going out, ‘oh my gosh, Susie you need a haircut.’
Yeah.
I know it’s funny analogy but it’s real because I run away from people when they come in because they all want to do is pitch me.
You just have a business card that just says ‘You need a haircut, call Kimmy.’ and then you just text people.
I should.
That would be great marketing. No, what you’re talking about between interruptions and imbalance, right? So those are the 2 very common, overused phrases in marketing today but you’re talking about a shift and it goes back to our original discussion about attention that we’re talking about at the beginning of the show. You can get attention, right, so you walking around bumping into people and hey you need a haircut, call Kimmy. That’s interrupting their life and yes, for a second, you’re going to get their attention but you’re not building any trust. Through the selfies what you’re doing is it’s social proof, right.So that person is so happy with their haircut that they’re allowing you to take their picture and share on social media. That’s huge plus it’s saying look what you’re going to get if you’re going to come to me. And look how happy this person it. And that kind of thing is inbound. So now people are deciding that they want you and haircut from you before they ever meet you and that’s incredibly a powerful thing. And reduces the sales psycho and reduces your stress, makes you happier as a business owner and it if you’re happier as a business owner you’re spending more time finding new cool cuts, new ways to style people’s hair, new colors and just doing your work better because you’re happier with what you’re doing. You’re not worried about bumping into people and telling them their hair looks like crap.
Yup. Absolutely.
And another spin-off fun is kind of like you’re just saying that fear of people not liking you or that fear of loosing potential clients, that is something that I think everybody has a fear of. I’ve heard people, businesses say I don’t want to be on social media because what if somebody says something bad. You know, that’s something that they don’t want to hear the negative side of things. And I think that’s something that I love what you said and how it’s hard to, you’ve got to realize it’s going to happen, it’s going to happen no matter what.
It’s happening right now. That’s the thing. It’s like to think that people sitting here are not talking negative about your business no matter what you do is like ostrich in the sand kind of stuff, right, like how egocentric are you to believe that there’s no on out there talking negatively about your business? It happens everyday. The difference is that on social media, one on social media, it feels more public because you actually get to hear it. It’s not just John telling Sally it worked and it’s over, it’s John telling Sally on Facebook and other people could see it. So there is that piece. But the business owners that really get it and that are really interested in building this deeper relationships they see it as an opportunity to step in an correct the problem because 1) if you have 50 people talking negatively about your business and right now you don’t know you’re still doing that thing and the numbers’ becoming 51, 52, 53. If you see 50 people talking about your business negatively on Facebook, first of all you could step in and try to help and quell that. Secondly you can adjust your business to stop those things from happening. So it could be that you know that Steve, the guy who answers the phone, coughs and hacks on the phone and is really rude. And he only does it when you’re out of the office because he just got done smoking cigarette and all these stuff you don’t know. But when you’re in the office he’s Mr. Pep. Well if you see that on Facebook you can address the issue and fix the issue. I think the major problem is that most of small business owners and myself included, all of us included, we’re very ego-driven. Like we own the business, our business is great and we don’t even want to hear, like earmuffs to the fact that something could be wrong. But people are talking negatively about you business, every business. It’s just in Facebook you have the chance to actually do something about it. Or not just in Facebook but in social media, you’ve got a chance to do something about it.
Yeah, on any of them. You can respond and get back to them. And you know it’s something that you know which we’d like to focus on the attention piece here with our show like just being unique and different. You know when we went out and Kimmy came on board, now fortunately everybody loves you Kimmy, but you know we took the chance, we took the little risk that you know what some people might not resonate with a puppet, you know. That’s a big risk. But to me if somebody can’t handle Kimmy the puppet then I don’t want to work with them anyway.
Yeah.
So I’m kind of deluding my the audience, does that makes sense?
You’re not deluding the audience, you’re filtering the audience.
Filtering, thank you. Very good.
That people that believe in you. So that’s really what it is. I mean is that first of all there is this belief that somehow you could obtain a 100% of the people that are available to listen to your show, right. Like somewhere in mind everyone could possibly listen to our show and that’s just not going to happen. So when you come down from that ledge then it makes sense that some people will like you, some people won’t, some people will be indifferent and by adding Kimmy and kind of the unique flavor that it gives to your show, people are going to be very investing. There’s going to be this portion of people who just love this, I think it’s cheeky and unique and fun and they love the fact that there’s like this same small business example over and over and over with every guest and that makes it very relatable and all you’re really doing is filtering it down to your core audience – the people who when you go to offer a product or a book or whatever you want to do, those are the people that will stand up and support you.
Exactly. Exactly. So yeah, that’s one example but I love it that I do think that any business needs to look at that piece when they’re story telling, too. It’s just what makes them going to stand out differently with their stories. So I love that example.
I like to call it digitizing the sole of your business. That’s my little phrase for that.
Oh that’s a good phrase, yep.
Yeah, I like that.
Digitizing the sole of your business. Oh, we’ve got to use that quote Kimmy.
You bet.
We do a lot of quote images so we…
Use away, use away.
We’ll give you credit, of course.
Well let’s… go ahead Kimmy.
I was going to say Ryan if you could share a little bit speaking of books, we were talking about that, do you have one coming out I hear.
Yes, so actually, let me back up a little bit because I think it’s kind of a cool story and I hope it doesn’t bore you guys but I’ll be very brief. So I’ve been writing for a very long time. I found writing about 6 years ago as a way to talk about my insurance business and I transitioned into talking about marketing and personal development and that’s kind of where my life is today. So it’s been this long process. But this book has been in me for 2 years and I’ve been writing down thoughts and pulling out resources. It’s kind of like one of those procrastination things, right, like someday I was stalling some time I’m going to be this writer, I’m going to be this writer and it just never materializing. And a guy by the name of Tom Marcoux who is a really really amazing guy, would be another great guest for your show. You guys would love him, he’s very cool, very unique. He recommended another man by the name of Guy Vincent who’s the founder of the platform called Publishizer which is a crowd-funding platform for authors in particular. So helps authors take/make their project to reality through the power of crowd funding and it’s only for authors and he has a publisher background. So he basically in the last 3 months has taken this kind of idea that was just down the ether and helped me do it all the way down to yesterday we launched our crowd-funding campaign. 20% funded on the first day which was absolutely amazing. Community has just been fantastic and humbled, honored, overwhelmed that I could all the superlatives that go along with that. The book is how to find your audience, tell your story and win the battle for attention and it’s a lot of what we talked about today. I think that too many businesses focus on story first, audience second and my personal belief from all my experience and a lot of the case studies that I pulled for the book and the research that I did is audience first. It’s build the audience become part of the audience, become part of the community first. Get the trust first and then start to work on gathering the attention to what you do because trust is the harder thing. Attention is the easy thing. Part of the crowd-funding campaign I’m running a Facebook ad around the video trailer, right, that’s attention, that’s easy. But that attention wouldn’t work, would mean nothing if there wasn’t trust attached to it. So I’m only running a Facebook and the people who know my brand, you know all the things that go on the Facebook ads, So it’s build trust first through the process of digitizing the sole of your business, understanding who you connect to the generation are and then tell your story. And in that process it’s how you’re going to win the battle for attention online which is these people that stick and ultimately become build and build on your audience, your brand. So that’s kind of the basic philosophy behind what the book is all about.
Is it out right now?
Right now I have just a crowd-funding campaign. You can download a free chapter which is actually 6,000 words so it’s about 12% of the book. You get a really good feel of what the book is all about. I didn’t want to just release something that with, I mean, I have the book almost written. Right now it’s in the massaging process of making it flow so you can download a free section of the book. It’s about 11%, you get a really good feel for the book is about. I have a video trailer and you can check the page out and get the feel for what it is and what the process is. And I call it activating my audience because if I can’t raise the money I need to make the book that I want, all the money goes to expenses. Make the book that I want then I know it’s probably a book worth writing and that’s why I decided to do it this way vs. going and getting… I could have gotten a publisher because I have large enough audience. You know really all publishers look for tell me how many Twitter followers you have and those stuff. But I wanted to do it this way and it’s been incredible, really I mean. I think it will be a better product for owning every step of it and having my audience own the steps. I mean my audience has help me choose the book cover, my audience is beta readers. They’re helping me choose internal illustrations. They’re helping me choose all these different things and really make it, it’s not I don’t refer to it as my book, it’s our book. The people who are believing the kind of this idea and it’s been a lot of fun. Stressful but fun.
Well what’s that link to get the…
If you go to contentwarefarebook.com, contentwarfarebook.com that takes you right to the crowd-funding campaign. And if someone’s watching this leader that will end up the page where you can order the book once it’s done and stuff to you. That link will always work.
Okay. Perfect. And we’re on socialmediahangouttime.com, this is going to be /20 because this is show 20. So we will also have…
Amazing, congratulations!
Thank you, thanks. And so we will also put that in the notes, too. So we will have all the details…
Great, I appreciate that very much.
…that we talked about here. Yeah, yeah. Well let’s also talk about one thing I always want to give our audience is action steps. And you know you can feed on what we just talking about trust and story telling. What would you say something pretty simple that they could do in the next 24 hours.
So I would say the very first thing for building on this idea of attention and trust and digitizing the sole of your business, the very first thing that I would do is think back to day 1. Day 1 you put the lights on, turned your computer on, whatever you did, start your business on that day. Why were you doing that? What was the why of that action? I think that we loose that. And it’s easy to loose it because we get into the grind of working with the clients. Processing the products. Doing the marketing. Doing the accounting, all things. We loose the why. So this is like go back to like the Simon Sinek Why of day #1 and write that down. Two steps, two steps. Now email like 10 or 15 customers and ask them why they think that you’re in business. The gap is where the work that you need to do, right. So the gap and those 2 answers is the work that you need to do. That’s what you need to fill. And you can get your audience your why and your audiences why connected. They don’t have to be the same. You don’t have to come all the way to your audience. Your audience does not have to come all the way back to you. Or you can get them to be the same thing, now you’re cooking with gasoline.
Love it.
Great! Never heard that concept before but that’s a great idea.
Oh thanks so much Kimmy.
And Kimmy let’s have you wrap it up. Go ahead and wrap it up.
We appreciate your coming on the show today Ryan. So this is Kimmy the social media puppet, Janet E Johnson and Ryan Hanley. So Ryan can we go to RyanHanley.com to connect with you or where would you like people to connect.
RyanHanley.com is perfect.
Alright, thanks for coming on Ryan. Have a good one.
Thanks Janet, thanks Kimmy, lot of fun.