17 Burst results for "David Merman Scott"

"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

06:34 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"And so what you're doing is you're telling your viewers brains that they know you. Even though they don't and that that helps to create popularity and so any company any organization can use an even photos work which explains by the way the selfie phenomenon Selfie. Your arm is for four feet or less. You're looking indirectly at the camera. Really powerful stuff so use photos and video in this way look directly at the camera. Four feet away can be a really powerful the way to build fans through the concept of physical proximity using neurons. Yeah there's a whole chapter talking about self as in there too so people can check that out as as far as strategies to do that and on the show before you've even talked about when you met Hillary Clinton there and her ability to just bang out selfish with grabs your phone and takes them ourselves. which is so interesting because it means you can get through the line way faster right right get it done quicker? So we've had a bunch of those before we go. I still want to swing back because we you have to talk about gaming gaming such a huge part of culture now and we follow a bunch of stuff on a bunch of different fronts. But tell us what's going on with you on the game front and Phantom from Well recently I'm a little bit of a scaredy cat and I've wanted to play these hard games but I can't do it myself so my friend has been coming over and and we've been playing games together. So that's that's the recent gaming that I've been doing through until dawn and Manda Madan recently lay and kind of killed their characters. But that's okay. Yeah that's a whole genre. I think like five minutes of Friday's was kind of the first thing we saw and there were even some other other in fact even these live space escaped from escape games. Where such a big thing but it seems like a regular five to ten horror games every year kind of driving the hurt? Yeah and I think that strong emotion that is why I want to play with somebody else. You know and something else that I've been doing recently. That hadn't been doing before is watching youtubers doing doing lots plays its home community in itself right. It's not the game it's someone you're watching someone else. Play the game and you're enjoying it as a community rather than just you play a game game alone. it's been really fun. Who are throws two or three that you watch on a regular? Everyone watches Margaret Player but I think he's and I've been watching a lot of data and fell even though they haven't been doing anything recently but yeah and does it tend to run by the game or are there a lot out of leaders in the field that people like major people that everyone watches and they play all the Games are sometimes you watch because they're good at it and sometimes you watch I just because they're entertaining and then how about on the community side to Dischord we see a lot of action on the game front but are there other networks or other social tools. That confusing as a Gamer for me. It's more just the immediate people around me and playing with my friends. I not as much an online player even though some people some people I do a lot of that so it's mostly just inviting friends over to to to get scared together here. We have really fun have built L. to fund relationship with Tommy. Francois Tommy is the head game designer at ubisoft which is one of the top. Four I think in the world game name game companies Who What are the ones that they do? Assassin's creed is the one that everyone knows you. The way we met. Is that radio and I as a family owned and part of a twelve thousand acre nature preserve in Panama Really really important place. Because it's the narrowest point between North and South American on the narrowest point between the Atlantic and Pacific is very important for animals and birds and migration and lots of other reasons and we'll be soft is in the process process of making a game version of Avatar and it's a massive massive investment. It's been going on for years Jane. James Cameron is involved and they're actually really studying it in our nature preserve in Panama. So we've had a chance to spend a lot of time with Tommy Francois because they're very very very particular about creating aiding on Pandora in a way that feels like it's a real place and so they've created thousands of hours of video video down in Panama spot that we go to that we've been too many times to get it right. And so we've been quizzing. Tommy what about how. How does this work does this work? And you might be able to talk a little bit. About what Tommy told US around leading fans be a part part of that community rather than them trying to control it because the the great thing about open worlds is which is what most of the Games that they're putting out we are. Is that what you do as a player is so important. It's not that you're just falling a story that happens no matter what you do all of your decisions matter. You're you're interacting with the world. The world changes with what you do and so that is kind of a good metaphor for what you want your company to do as well. It's not a static thing it's changing with what the user is doing right and I think you may have written this. You have you all the best quotes in the book by the way once once you put a practice service out there. It's no longer yours. It belongs to the fans you wrote that. Yeah and it's so true and there's so many companies. Go try to control the way that you use a product or service whereas with Tommy Francois on so many other companies Say is no the fans insulin. It that sounds good so the book is Fan accuracy. It's available January seventh. Leveling to that in the show notes you can go to fan accuracy dot com to get more info there and to pick up a copy for both so these folks on twitter you can get David. DM Scott and right though as at Allison Underscore Rei Ko Rico. So connect over there and find out what else is going on with the book but that we'll do it for today. Thanks for joining me. I appreciate it. Thank you having having us on John. That'll do it for this week so until next week. Enjoy the coffee. You've been listening to marketing looking over coffee. Christopher Pan Locks at Christopher SPN DOT com removed from John Jay Ward at J W fifty one one fifty dot com. The marketing over coffee theme song is called Mellow G by funk masters and you can find it at musicality for Matvey..

Francois Tommy Tommy Francois Panama Hillary Clinton Selfie Manda Madan James Cameron Christopher Pan Matvey Margaret Player John Jay Ward Jane Dischord Pandora David Scott Allison Ko Rico
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

06:34 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"And so what you're doing is you're telling your viewers brains that they know you. Even though they don't and that that helps to create popularity and so any company any organization can use an even photos work which explains by the way the selfie phenomenon Selfie. Your arm is for four feet or less. You're looking indirectly at the camera. Really powerful stuff so use photos and video in this way look directly at the camera. Four feet away can be a really powerful the way to build fans through the concept of physical proximity using neurons. Yeah there's a whole chapter talking about self as in there too so people can check that out as as far as strategies to do that and on the show before you've even talked about when you met Hillary Clinton there and her ability to just bang out selfish with grabs your phone and takes them ourselves. which is so interesting because it means you can get through the line way faster right right get it done quicker? So we've had a bunch of those before we go. I still want to swing back because we you have to talk about gaming gaming such a huge part of culture now and we follow a bunch of stuff on a bunch of different fronts. But tell us what's going on with you on the game front and Phantom from Well recently I'm a little bit of a scaredy cat and I've wanted to play these hard games but I can't do it myself so my friend has been coming over and and we've been playing games together. So that's that's the recent gaming that I've been doing through until dawn and Manda Madan recently lay and kind of killed their characters. But that's okay. Yeah that's a whole genre. I think like five minutes of Friday's was kind of the first thing we saw and there were even some other other in fact even these live space escaped from escape games. Where such a big thing but it seems like a regular five to ten horror games every year kind of driving the hurt? Yeah and I think that strong emotion that is why I want to play with somebody else. You know and something else that I've been doing recently. That hadn't been doing before is watching youtubers doing doing lots plays its home community in itself right. It's not the game it's someone you're watching someone else. Play the game and you're enjoying it as a community rather than just you play a game game alone. it's been really fun. Who are throws two or three that you watch on a regular? Everyone watches Margaret Player but I think he's and I've been watching a lot of data and fell even though they haven't been doing anything recently but yeah and does it tend to run by the game or are there a lot out of leaders in the field that people like major people that everyone watches and they play all the Games are sometimes you watch because they're good at it and sometimes you watch I just because they're entertaining and then how about on the community side to Dischord we see a lot of action on the game front but are there other networks or other social tools. That confusing as a Gamer for me. It's more just the immediate people around me and playing with my friends. I not as much an online player even though some people some people I do a lot of that so it's mostly just inviting friends over to to to get scared together here. We have really fun have built L. to fund relationship with Tommy. Francois Tommy is the head game designer at ubisoft which is one of the top. Four I think in the world game name game companies Who What are the ones that they do? Assassin's creed is the one that everyone knows you. The way we met. Is that radio and I as a family owned and part of a twelve thousand acre nature preserve in Panama Really really important place. Because it's the narrowest point between North and South American on the narrowest point between the Atlantic and Pacific is very important for animals and birds and migration and lots of other reasons and we'll be soft is in the process process of making a game version of Avatar and it's a massive massive investment. It's been going on for years Jane. James Cameron is involved and they're actually really studying it in our nature preserve in Panama. So we've had a chance to spend a lot of time with Tommy Francois because they're very very very particular about creating aiding on Pandora in a way that feels like it's a real place and so they've created thousands of hours of video video down in Panama spot that we go to that we've been too many times to get it right. And so we've been quizzing. Tommy what about how. How does this work does this work? And you might be able to talk a little bit. About what Tommy told US around leading fans be a part part of that community rather than them trying to control it because the the great thing about open worlds is which is what most of the Games that they're putting out we are. Is that what you do as a player is so important. It's not that you're just falling a story that happens no matter what you do all of your decisions matter. You're you're interacting with the world. The world changes with what you do and so that is kind of a good metaphor for what you want your company to do as well. It's not a static thing it's changing with what the user is doing right and I think you may have written this. You have you all the best quotes in the book by the way once once you put a practice service out there. It's no longer yours. It belongs to the fans you wrote that. Yeah and it's so true and there's so many companies. Go try to control the way that you use a product or service whereas with Tommy Francois on so many other companies Say is no the fans insulin. It that sounds good so the book is Fan accuracy. It's available January seventh. Leveling to that in the show notes you can go to fan accuracy dot com to get more info there and to pick up a copy for both so these folks on twitter you can get David. DM Scott and right though as at Allison Underscore Rei Ko Rico. So connect over there and find out what else is going on with the book but that we'll do it for today. Thanks for joining me. I appreciate it. Thank you having having us on John. That'll do it for this week so until next week. Enjoy the coffee. You've been listening to marketing looking over coffee. Christopher Pan Locks at Christopher SPN DOT com removed from John Jay Ward at J W fifty one one fifty dot com. The marketing over coffee theme song is called Mellow G by funk masters and you can find it at musicality for Matvey..

Francois Tommy Tommy Francois Panama Hillary Clinton Selfie Manda Madan James Cameron Christopher Pan Matvey Margaret Player John Jay Ward Jane Dischord Pandora David Scott Allison Ko Rico
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

10:51 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"Show. One of the case studies in Booker talking about was car options. And you're talking about how people go to these auctions but it's really like five people are throwing down the huge thousands of dollars to buy these cars but everybody's there for the show Oh to watch what's going on and Haggerty company that does insurance for in this space for antiques. collectibles has been able to take advantage of that. Tell us more about haggerty's so it's really interesting interesting. Hagerty insurance is fascinating example. Because first of all John Do you love auto insurance. I have my agent here in Bedford that I've picked up eighteen years ago and haven't looked back. Yeah well everybody hates buying auto insurance right because first of all you hate to spend the money because it feels it was like you're spending the money that money goes out the door and it's like awful but what's even worse. Is that if you have to use that insurance because it meant it means you've crashed your car. That's even worse so it's a product category. When hate so I was speaking with Mikhael? Haggerty the C. E. O. OF HAGERTY insurance they auto insurance and he says David everyone hates. It's might Mike category of product. It's terrible and so I realized I couldn't do what all the other companies are doing number one. I couldn't become the low cost the provider. I didn't want to do that. That's no fun and I couldn't spend a boatload more money than everyone else on advertising to compete with geckos lizards or whatever that is out there so I decided decided to do something completely different. I decided to build my business on fandom. And so what he does is he's not now L. Fast forward. The punchline is is the largest classic Car Auto Insurance Company in the world. They'll grow by two hundred thousand customers this year and so what they did was actually. I realized that there's already a community of fans of classic cars and they go to classic car Schotz and so they now go how good insurance insurance now goes to over one hundred classic car shows a year and they set up a booth. They provide education and valuation reports and all kinds of interesting being valuable information for people. They have a million followers of their youtube channel. There are no insurance company with a million followers of the YouTube channel. They have six hundred fifty thousand members of their drivers offers club. And then like you said they realized another place that classic car fans go were these auctions and so they created an APP where you could be anywhere in the world and you can follow in real time. What's going on the auction and all of this? All of this does is it. Takes people who are already fans of classic cars and makes them mm fans of Haggerty they also by the way have a magazine that goes out six times a year. So this idea that Mikhael Haggerty told me was. I didn't have to invent the passion for the car I just had to tap into it. And that's something that so many of us can do with our companies find out who's passionate about what it is that they're doing that can be related to what we do and then tap into that you can tap into those communities. Muniz you go to the auctions just was a great example of going to where the passion yes run into that there was another chapter in there that talks about proximity Timothy. You're not just going to the event but actually getting closer to people. So one of the things that we really wanted to do is look at the neuroscience aspect of what's going on in our brains when we become fans of something and Rico sometimes gets mad at me because I'm I don't know anything about neuro science and she has a neuroscience degree right so but it's kind of Nice to have the version that almost everyone can understand trigger rather than the Columbia University neuroscientist version of it. But we really did want to find out what's going on the brain when we get interested in something nothing and so we we spoke with neuroscientist. Did some research around this and what it comes down to and if I could be so bold as to break down. This book called called Van Accuracy into one sentence. This is that it's about a genuine human connection. It's about people getting together and in our brains when we're together with like minded people that's a very very positive thing so like if I'm at a grateful dead concert I'm with my tribe that's really powerful. I'm with not only with my friends who I go to the show with who are among my best friends and we go to shows all the time but also anybody who's there is a like minded person you know I could walk up to anyone at a show and and begin conversation. As if we're old friends I would imagine the same. Thing's true at COMECON right. Yeah I mean we're seeing in costumes that we love going up to them saying like. Oh my Gosh I love this. Let's talk about this show that we both watch or anything like that and it's not weird to go to someone you don't know it's like perfectly natural Israel because you're part of the same tribe right so what's going on there is it's an actual survival technique among humans to want to be apart of a tribe and because you feel safe in that tribe as opposed to people who are potential enemy who are not part of your tribe. That's Kinda hardwired and our brains. And there's one neuroscientist named Edward t hall who identify different levels of proximity so one level of proximity the furthest list away is about twenty feet or further. Our brains don't track. People are ancient brains dude our DNA. Don't track people who are further than twenty feet away but once they get closer than about twenty feet we begin to track them and we can't help that that's public spaces for the twenty feet social space inside of about about twenty feet and then in even closer personal space From about four feeder closer. So when you walk into a room and there's people that are within twenty feet of you you can't help but track those people you want to know where their friends here are the potential enemies here and if there's people that you know you feel great and you have very positive human emotions that are happening in your brain. If you get into a crowded subway car or an elevator you can have negative reactions and then even closer the personal space cocktail party party distance. Four feet away or closer that's the most powerful relationships and so what that means for us in our businesses can we you create ways to put people in close proximity with one another either your employees in close proximity with your customers or even better your customers in close proximity with each other. We talk about a great example in the book of impact branding and design their marketing agency. The and they have this digital sales marketing summit next one's coming up in April their marketing agency but they created this fabulous event for probably two thousand people there this year that close proximity of those people is really powerful because those really strong emotions and then have people say yeah. I love this company impact branding and design. I love their event and they become fans for that unreasonable. Okay there's a lot of stuff. We also went to talk about with proximity but before we do. I WanNa thank many chat for their support of marketing over coffee talking about getting closer to your customers. We all hate waiting for customer. Service helps or give your customers. The best experience connect with customers faster than the traditional ways via mobile messaging whether it's facebook messenger or SMS. Many shadows built for sales and marketing. You can sell products. Book Appointments. Nurture leads capture contact info and build relationships all through Messenger. MSMX tried one point. Three a billion people use Messenger every day. So this channel that you want to get in front of and in fact we've got an interview with might have caught last week talking about how this is the next frontier as far as messaging. And you want to get out in front of it. If you're building yourself. A by many chat can get you there instantly. You just go ahead and set up. You WanNA use code. Mc Pro that will give you a free pro level subscription for months. You can get your all set up so that you can have automated chat going on and be able to gather information distribute resources. Whatever you need to do customer service all automated? real-time time available twenty four seven. Be sure to check that out. You can check it out over at many chat dot com and we WANNA thank them for their support of this show and so there was another level of proximity to the. You're talking about now. So a lot of people have said to US David this whole proximity thing and Rico. This whole proximity thing sounds really interesting. I don't run a business where I can bring people together or I run a virtual business customers all over the world What can I do so we we learned about another aspect of neuroscience called mirror neurons which parts of our brains that fire when we see someone do something or maybe even only hear somebody do something and our brain is firing as if we are doing that activity ourself herself? I'm going to demonstrate to John and those who those of you who are listening. We'll be able to imagine what I'm doing. I'm holding up. A lemon right can confirm from Mrs Allen so if I take by the lemon it's really powerful. My is automatically kind of scrunch. Shut my mouth puckers up my saliva. Glands are doing their thing and my brain is firing. Because I've just taken a bite of that lemon and John is your brain rain firing too you can tell it tastes this hour to watch you that we did it. Live on at at hub spot inbound conference conference and I bet maybe even people just listening and not seeing me pick up. That lemon might be feeling a little bit of lemon on their time as well. That's Mirror Neuron. Your brain is firing by just seeing or even just hearing somebody do something so what that means is you can use photo. Oh and video on websites and social media to approximate a physical connection. You can crop your video and your photos as if it's your four feet from somebody. You can use video in such a way that people's brains say yes. I'm in close physical proximity with this company Penny with the people in this company. That's why you feel you know a movie star. You don't know that movie star but your brain tells you do because you see them in close physical proximity to view on the screen. That's why youtubers have been getting so popular recently to all those bloggers talking just to you right right. And and what's changed. Recently with the bloggers augurs in the youtubers is. They're now doing what we suggest in the book right is look directly at the camera. Crop it as if you're about four feet away talk directly in a Casual tone to the camera which is way different than the old sixty minutes style. which is two cameras over each other's shoulder and you're not looking.

Mikhael Haggerty Hagerty insurance Car Auto Insurance Company Haggerty company David Rico John Bedford Booker Israel COMECON YouTube facebook Edward t hall Muniz Columbia University
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

10:51 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"Show. One of the case studies in Booker talking about was car options. And you're talking about how people go to these auctions but it's really like five people are throwing down the huge thousands of dollars to buy these cars but everybody's there for the show Oh to watch what's going on and Haggerty company that does insurance for in this space for antiques. collectibles has been able to take advantage of that. Tell us more about haggerty's so it's really interesting interesting. Hagerty insurance is fascinating example. Because first of all John Do you love auto insurance. I have my agent here in Bedford that I've picked up eighteen years ago and haven't looked back. Yeah well everybody hates buying auto insurance right because first of all you hate to spend the money because it feels it was like you're spending the money that money goes out the door and it's like awful but what's even worse. Is that if you have to use that insurance because it meant it means you've crashed your car. That's even worse so it's a product category. When hate so I was speaking with Mikhael? Haggerty the C. E. O. OF HAGERTY insurance they auto insurance and he says David everyone hates. It's might Mike category of product. It's terrible and so I realized I couldn't do what all the other companies are doing number one. I couldn't become the low cost the provider. I didn't want to do that. That's no fun and I couldn't spend a boatload more money than everyone else on advertising to compete with geckos lizards or whatever that is out there so I decided decided to do something completely different. I decided to build my business on fandom. And so what he does is he's not now L. Fast forward. The punchline is is the largest classic Car Auto Insurance Company in the world. They'll grow by two hundred thousand customers this year and so what they did was actually. I realized that there's already a community of fans of classic cars and they go to classic car Schotz and so they now go how good insurance insurance now goes to over one hundred classic car shows a year and they set up a booth. They provide education and valuation reports and all kinds of interesting being valuable information for people. They have a million followers of their youtube channel. There are no insurance company with a million followers of the YouTube channel. They have six hundred fifty thousand members of their drivers offers club. And then like you said they realized another place that classic car fans go were these auctions and so they created an APP where you could be anywhere in the world and you can follow in real time. What's going on the auction and all of this? All of this does is it. Takes people who are already fans of classic cars and makes them mm fans of Haggerty they also by the way have a magazine that goes out six times a year. So this idea that Mikhael Haggerty told me was. I didn't have to invent the passion for the car I just had to tap into it. And that's something that so many of us can do with our companies find out who's passionate about what it is that they're doing that can be related to what we do and then tap into that you can tap into those communities. Muniz you go to the auctions just was a great example of going to where the passion yes run into that there was another chapter in there that talks about proximity Timothy. You're not just going to the event but actually getting closer to people. So one of the things that we really wanted to do is look at the neuroscience aspect of what's going on in our brains when we become fans of something and Rico sometimes gets mad at me because I'm I don't know anything about neuro science and she has a neuroscience degree right so but it's kind of Nice to have the version that almost everyone can understand trigger rather than the Columbia University neuroscientist version of it. But we really did want to find out what's going on the brain when we get interested in something nothing and so we we spoke with neuroscientist. Did some research around this and what it comes down to and if I could be so bold as to break down. This book called called Van Accuracy into one sentence. This is that it's about a genuine human connection. It's about people getting together and in our brains when we're together with like minded people that's a very very positive thing so like if I'm at a grateful dead concert I'm with my tribe that's really powerful. I'm with not only with my friends who I go to the show with who are among my best friends and we go to shows all the time but also anybody who's there is a like minded person you know I could walk up to anyone at a show and and begin conversation. As if we're old friends I would imagine the same. Thing's true at COMECON right. Yeah I mean we're seeing in costumes that we love going up to them saying like. Oh my Gosh I love this. Let's talk about this show that we both watch or anything like that and it's not weird to go to someone you don't know it's like perfectly natural Israel because you're part of the same tribe right so what's going on there is it's an actual survival technique among humans to want to be apart of a tribe and because you feel safe in that tribe as opposed to people who are potential enemy who are not part of your tribe. That's Kinda hardwired and our brains. And there's one neuroscientist named Edward t hall who identify different levels of proximity so one level of proximity the furthest list away is about twenty feet or further. Our brains don't track. People are ancient brains dude our DNA. Don't track people who are further than twenty feet away but once they get closer than about twenty feet we begin to track them and we can't help that that's public spaces for the twenty feet social space inside of about about twenty feet and then in even closer personal space From about four feeder closer. So when you walk into a room and there's people that are within twenty feet of you you can't help but track those people you want to know where their friends here are the potential enemies here and if there's people that you know you feel great and you have very positive human emotions that are happening in your brain. If you get into a crowded subway car or an elevator you can have negative reactions and then even closer the personal space cocktail party party distance. Four feet away or closer that's the most powerful relationships and so what that means for us in our businesses can we you create ways to put people in close proximity with one another either your employees in close proximity with your customers or even better your customers in close proximity with each other. We talk about a great example in the book of impact branding and design their marketing agency. The and they have this digital sales marketing summit next one's coming up in April their marketing agency but they created this fabulous event for probably two thousand people there this year that close proximity of those people is really powerful because those really strong emotions and then have people say yeah. I love this company impact branding and design. I love their event and they become fans for that unreasonable. Okay there's a lot of stuff. We also went to talk about with proximity but before we do. I WanNa thank many chat for their support of marketing over coffee talking about getting closer to your customers. We all hate waiting for customer. Service helps or give your customers. The best experience connect with customers faster than the traditional ways via mobile messaging whether it's facebook messenger or SMS. Many shadows built for sales and marketing. You can sell products. Book Appointments. Nurture leads capture contact info and build relationships all through Messenger. MSMX tried one point. Three a billion people use Messenger every day. So this channel that you want to get in front of and in fact we've got an interview with might have caught last week talking about how this is the next frontier as far as messaging. And you want to get out in front of it. If you're building yourself. A by many chat can get you there instantly. You just go ahead and set up. You WanNA use code. Mc Pro that will give you a free pro level subscription for months. You can get your all set up so that you can have automated chat going on and be able to gather information distribute resources. Whatever you need to do customer service all automated? real-time time available twenty four seven. Be sure to check that out. You can check it out over at many chat dot com and we WANNA thank them for their support of this show and so there was another level of proximity to the. You're talking about now. So a lot of people have said to US David this whole proximity thing and Rico. This whole proximity thing sounds really interesting. I don't run a business where I can bring people together or I run a virtual business customers all over the world What can I do so we we learned about another aspect of neuroscience called mirror neurons which parts of our brains that fire when we see someone do something or maybe even only hear somebody do something and our brain is firing as if we are doing that activity ourself herself? I'm going to demonstrate to John and those who those of you who are listening. We'll be able to imagine what I'm doing. I'm holding up. A lemon right can confirm from Mrs Allen so if I take by the lemon it's really powerful. My is automatically kind of scrunch. Shut my mouth puckers up my saliva. Glands are doing their thing and my brain is firing. Because I've just taken a bite of that lemon and John is your brain rain firing too you can tell it tastes this hour to watch you that we did it. Live on at at hub spot inbound conference conference and I bet maybe even people just listening and not seeing me pick up. That lemon might be feeling a little bit of lemon on their time as well. That's Mirror Neuron. Your brain is firing by just seeing or even just hearing somebody do something so what that means is you can use photo. Oh and video on websites and social media to approximate a physical connection. You can crop your video and your photos as if it's your four feet from somebody. You can use video in such a way that people's brains say yes. I'm in close physical proximity with this company Penny with the people in this company. That's why you feel you know a movie star. You don't know that movie star but your brain tells you do because you see them in close physical proximity to view on the screen. That's why youtubers have been getting so popular recently to all those bloggers talking just to you right right. And and what's changed. Recently with the bloggers augurs in the youtubers is. They're now doing what we suggest in the book right is look directly at the camera. Crop it as if you're about four feet away talk directly in a Casual tone to the camera which is way different than the old sixty minutes style. which is two cameras over each other's shoulder and you're not looking.

Mikhael Haggerty Hagerty insurance Car Auto Insurance Company Haggerty company David Rico John Bedford Booker Israel COMECON YouTube facebook Edward t hall Muniz Columbia University
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

10:51 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"Show. One of the case studies in Booker talking about was car options. And you're talking about how people go to these auctions but it's really like five people are throwing down the huge thousands of dollars to buy these cars but everybody's there for the show Oh to watch what's going on and Haggerty company that does insurance for in this space for antiques. collectibles has been able to take advantage of that. Tell us more about haggerty's so it's really interesting interesting. Hagerty insurance is fascinating example. Because first of all John Do you love auto insurance. I have my agent here in Bedford that I've picked up eighteen years ago and haven't looked back. Yeah well everybody hates buying auto insurance right because first of all you hate to spend the money because it feels it was like you're spending the money that money goes out the door and it's like awful but what's even worse. Is that if you have to use that insurance because it meant it means you've crashed your car. That's even worse so it's a product category. When hate so I was speaking with Mikhael? Haggerty the C. E. O. OF HAGERTY insurance they auto insurance and he says David everyone hates. It's might Mike category of product. It's terrible and so I realized I couldn't do what all the other companies are doing number one. I couldn't become the low cost the provider. I didn't want to do that. That's no fun and I couldn't spend a boatload more money than everyone else on advertising to compete with geckos lizards or whatever that is out there so I decided decided to do something completely different. I decided to build my business on fandom. And so what he does is he's not now L. Fast forward. The punchline is is the largest classic Car Auto Insurance Company in the world. They'll grow by two hundred thousand customers this year and so what they did was actually. I realized that there's already a community of fans of classic cars and they go to classic car Schotz and so they now go how good insurance insurance now goes to over one hundred classic car shows a year and they set up a booth. They provide education and valuation reports and all kinds of interesting being valuable information for people. They have a million followers of their youtube channel. There are no insurance company with a million followers of the YouTube channel. They have six hundred fifty thousand members of their drivers offers club. And then like you said they realized another place that classic car fans go were these auctions and so they created an APP where you could be anywhere in the world and you can follow in real time. What's going on the auction and all of this? All of this does is it. Takes people who are already fans of classic cars and makes them mm fans of Haggerty they also by the way have a magazine that goes out six times a year. So this idea that Mikhael Haggerty told me was. I didn't have to invent the passion for the car I just had to tap into it. And that's something that so many of us can do with our companies find out who's passionate about what it is that they're doing that can be related to what we do and then tap into that you can tap into those communities. Muniz you go to the auctions just was a great example of going to where the passion yes run into that there was another chapter in there that talks about proximity Timothy. You're not just going to the event but actually getting closer to people. So one of the things that we really wanted to do is look at the neuroscience aspect of what's going on in our brains when we become fans of something and Rico sometimes gets mad at me because I'm I don't know anything about neuro science and she has a neuroscience degree right so but it's kind of Nice to have the version that almost everyone can understand trigger rather than the Columbia University neuroscientist version of it. But we really did want to find out what's going on the brain when we get interested in something nothing and so we we spoke with neuroscientist. Did some research around this and what it comes down to and if I could be so bold as to break down. This book called called Van Accuracy into one sentence. This is that it's about a genuine human connection. It's about people getting together and in our brains when we're together with like minded people that's a very very positive thing so like if I'm at a grateful dead concert I'm with my tribe that's really powerful. I'm with not only with my friends who I go to the show with who are among my best friends and we go to shows all the time but also anybody who's there is a like minded person you know I could walk up to anyone at a show and and begin conversation. As if we're old friends I would imagine the same. Thing's true at COMECON right. Yeah I mean we're seeing in costumes that we love going up to them saying like. Oh my Gosh I love this. Let's talk about this show that we both watch or anything like that and it's not weird to go to someone you don't know it's like perfectly natural Israel because you're part of the same tribe right so what's going on there is it's an actual survival technique among humans to want to be apart of a tribe and because you feel safe in that tribe as opposed to people who are potential enemy who are not part of your tribe. That's Kinda hardwired and our brains. And there's one neuroscientist named Edward t hall who identify different levels of proximity so one level of proximity the furthest list away is about twenty feet or further. Our brains don't track. People are ancient brains dude our DNA. Don't track people who are further than twenty feet away but once they get closer than about twenty feet we begin to track them and we can't help that that's public spaces for the twenty feet social space inside of about about twenty feet and then in even closer personal space From about four feeder closer. So when you walk into a room and there's people that are within twenty feet of you you can't help but track those people you want to know where their friends here are the potential enemies here and if there's people that you know you feel great and you have very positive human emotions that are happening in your brain. If you get into a crowded subway car or an elevator you can have negative reactions and then even closer the personal space cocktail party party distance. Four feet away or closer that's the most powerful relationships and so what that means for us in our businesses can we you create ways to put people in close proximity with one another either your employees in close proximity with your customers or even better your customers in close proximity with each other. We talk about a great example in the book of impact branding and design their marketing agency. The and they have this digital sales marketing summit next one's coming up in April their marketing agency but they created this fabulous event for probably two thousand people there this year that close proximity of those people is really powerful because those really strong emotions and then have people say yeah. I love this company impact branding and design. I love their event and they become fans for that unreasonable. Okay there's a lot of stuff. We also went to talk about with proximity but before we do. I WanNa thank many chat for their support of marketing over coffee talking about getting closer to your customers. We all hate waiting for customer. Service helps or give your customers. The best experience connect with customers faster than the traditional ways via mobile messaging whether it's facebook messenger or SMS. Many shadows built for sales and marketing. You can sell products. Book Appointments. Nurture leads capture contact info and build relationships all through Messenger. MSMX tried one point. Three a billion people use Messenger every day. So this channel that you want to get in front of and in fact we've got an interview with might have caught last week talking about how this is the next frontier as far as messaging. And you want to get out in front of it. If you're building yourself. A by many chat can get you there instantly. You just go ahead and set up. You WanNA use code. Mc Pro that will give you a free pro level subscription for months. You can get your all set up so that you can have automated chat going on and be able to gather information distribute resources. Whatever you need to do customer service all automated? real-time time available twenty four seven. Be sure to check that out. You can check it out over at many chat dot com and we WANNA thank them for their support of this show and so there was another level of proximity to the. You're talking about now. So a lot of people have said to US David this whole proximity thing and Rico. This whole proximity thing sounds really interesting. I don't run a business where I can bring people together or I run a virtual business customers all over the world What can I do so we we learned about another aspect of neuroscience called mirror neurons which parts of our brains that fire when we see someone do something or maybe even only hear somebody do something and our brain is firing as if we are doing that activity ourself herself? I'm going to demonstrate to John and those who those of you who are listening. We'll be able to imagine what I'm doing. I'm holding up. A lemon right can confirm from Mrs Allen so if I take by the lemon it's really powerful. My is automatically kind of scrunch. Shut my mouth puckers up my saliva. Glands are doing their thing and my brain is firing. Because I've just taken a bite of that lemon and John is your brain rain firing too you can tell it tastes this hour to watch you that we did it. Live on at at hub spot inbound conference conference and I bet maybe even people just listening and not seeing me pick up. That lemon might be feeling a little bit of lemon on their time as well. That's Mirror Neuron. Your brain is firing by just seeing or even just hearing somebody do something so what that means is you can use photo. Oh and video on websites and social media to approximate a physical connection. You can crop your video and your photos as if it's your four feet from somebody. You can use video in such a way that people's brains say yes. I'm in close physical proximity with this company Penny with the people in this company. That's why you feel you know a movie star. You don't know that movie star but your brain tells you do because you see them in close physical proximity to view on the screen. That's why youtubers have been getting so popular recently to all those bloggers talking just to you right right. And and what's changed. Recently with the bloggers augurs in the youtubers is. They're now doing what we suggest in the book right is look directly at the camera. Crop it as if you're about four feet away talk directly in a Casual tone to the camera which is way different than the old sixty minutes style. which is two cameras over each other's shoulder and you're not looking.

Mikhael Haggerty Hagerty insurance Car Auto Insurance Company Haggerty company David Rico John Bedford Booker Israel COMECON YouTube facebook Edward t hall Muniz Columbia University
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

11:55 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"This is marketing over coffee with Christopher Penn and John Wall. Good Morning winning will come to marketing over coffee on John Wall. Today we have a guest. WHO's been with us so many times? I can't keep track of David Scott. Welcome to the show today. Thanks John Great to be here now. Now we're talking about David's new book fan accuracy and we are also here today with his Co author who is also happens to be his daughter. Rico Scott thanks for joining us. Thank you. The book is launching January race seventh and so as links to that in the show notes. And you can check that out but the first thing that came to me when I was going through the book this quote the myth of unyielding professionalism obscures are genuine connections and that really hit me as kind of a core tenant this book but starting from that. Tell us where the idea for. The book came from. And what drove you. Get this project going so I was so focused on the things. I'm a fan of. I mean I've been to seventy five grateful dead concerts. I've got a spreadsheet with seven hundred ninety live shows that that I've seen in my life and I just really really interesting to me so I was exploring this idea of fandom as the possibility for a book thinking to myself. Hey Can Dan I. Can I come up with an idea around. fandom an end can all kinds of organizations create fans fans and I started to quiz radio in the car all the time like what millennial think of this and and what woman think of this and tell me about your phantoms and and I think the moment was when you went to comic con yourself you wrote a little thing for it and send it to me to see see what I thought about it. And you're like at the moment I was like no I want this done right. I need to hurry this so I so she said maybe I should write this part of it and I was like maybe you should be my co author and so we just decided to to do this together. And and so it's been nearly five years of research and writing and it's been great because Not only is radio clearly different generation and different gender here but and has different phantoms. But she's a neuroscientist. WHO'S FINISHING UP MED school? So we come from very very different. Perspectives right. Yeah but we. We shared some of the fandom stuff together lots of concerts and we got to see sleep. Roy Moore in separate times but we got to share that together writing the book as well. So it's been great and it was a really good thing. I didn't write the check. Yeah we'll come kind of a great place to start off. Two audiences dances comic. Con is a big deal. We track every year as it comes into runs. Now you've been more than five years in a row though. Yeah I started going. I went to college in New York City and so I went with my friends starting then and I kept going after I left New York. Still with my undergrad friends. Getting I'm getting a little bit better at our cause play such a whole science all dead. I mean because there's so many things you want to do but then it's like Oh wait you do also need to be able to walk around for a whole day. ooh sometimes it's a special to make up for me because a few years I did like full face like very thick makeup in not scratching it off going to the bathroom in the the middle and make sure that it's still on that was the hardest and I had a week one year which also was so some of the past characters I was. I was Zuko but From after the last Arab Andrew Zuko as the Blue Spirit. I was death from Sandman neo gaming comics and and the one where I had a wig and I was one of three versions of the Morgan from wicked in divine so that was in the book and being able to actually meet the creators. That must've been amazing because they were impressed by the stuff that you were scared like oh well they recognize us will be cool but they were. They had a great response. And that's kind of why it made it into the book because that's the kind of response want from when you're so into something that they've done. Yeah it's funny David you've talked about this too. Big Part of the book is both putting your creations out there to let the fans kind of run with them and do I mean right now we have a lot of stuff going with your youtube is scanning all these videos and point down all the. Somebody's got their kid's birthday but they have a popular song on the ground so it gets down but a lot of the work you guys have done says that you know letting this stuff out and run is what really gives you the extra boost. Yeah absolutely and I. I encountered that when I was the teenager actually because the grateful dead allowed fans to record their concerts every other band on the ticket it said no recording allowed no video no audio recording. The grateful dead said sure why not allowed. Fans to bring professional level recording gear into the show's gave you a seat right behind. The Mixing Board even had a power strip you could plug into and initially. It was cassette tapes and then later on MP three files and and even today touring deadandcompany. You can record the shows shows and what that did is the grateful dead said. Yes you can share this music you can give it away you can trade it you just. Can't it sell it and that made them super popular. Because I remember I was a teenager and I listen. I was listening to music. My the next door neighbor was blaring out of his his his His bedroom windows. What's this and it was a one of these tapes? And that's what got me interested and I've been going ever since I went to seven deadandcompany concerts in two thousand nineteen. I'm still spending money on the band because they they did this. Re- thing the sharing and trading is the important part. I think because that's what builds the community if you aren't able to have that communication between different fans of the same thing. Then how are you going to to build the community that will keep going to the concerts or in my case Fan Fiction community is a very similar thing. We're taking TV. Show like doctor who writing leading our own stories sharing them with each other but that makes us keep coming back to the show that is the original on the fan fiction side. What is is most of that stuff kind of shunted off our other shows that except that stuff and run with it and what's the overall culture the it's very mixed depending on? Who is the main creator? A lot of authors are actually quite into it. Neil Gaiman for example Specifically is like I love fan fiction. I can't read it because of legal reasons. But he loves that That ends up doing that. And he shares fan art things like that but things like like Disney are very good at cracking down on things like that and it's harder to do which is so stillie because the fans are expressing their love of a culture of a piece of art and the original creators are saying. No you've shared with me. How Harry Potter is kind of mixed? Yeah right because you tell. Tell the US about what you wrote Harry Potter and it's actually quite relevant to now too because there's this idea of death of the author right so when a author writes something what the author actually meant when they were writing. It doesn't matter what actually matters is what the they wrote. And what the reader thinks and so basically anything that is put out in the world has its own life outside of what the author originally meant and so. This is really important. Gordon Harry Potter where Harry Potter's huge life. Outside of the original books. You know all this picture and all of the movies as well. Like candid ended a non-chemical canonical things. But recently as well as like a few years ago J. K.. Rowling has had a few instances where she says something that the fans are like. You can't go back and say this is what I meant. You don't have the right to declare some right and so the example is like Oh dumbledore is is gay. It's like you never actually wrote that. You as an author saying that now doesn't change what you wrote before what the fans actually think about it and to also it helps in separating this death of the author idea Helton separating what enjoying the medium enjoying the work and not necessarily agreeing with everything the author says so recently on twitter. It's been an issue of J. K.. Rowling saying things that are anti trans And so a lot of readers actually identify trends are quarterback nudity and are saying like. I don't like what you're saying but I'm still going to involve myself in the books. And so that's operations important. Can you describe briefly your the fan fiction you wrote a long one. I think junior or a senior in college I wrote an eighty five thousand word Alternate seventh book in which DRACO Malfoy is as a spy for the order of the Phoenix. Five thousand words you published it on one of the fiction dot net like one of the old school website. Yeah how did that go. How did that run it? It actually did any traction or is the good thing about those sites is is The people who read it are often very kind and read and write good comments. I got a few hundred comments. Thousands of people reading it and that it's just kind of comment in the in the community. You know everyone enjoys that. Other people are making things for each other so on one hand Harry Potter world is supportive offend defend things like fan fiction but on the other hand. JK rollings herself as every once in a while has a few pronouncements that get people in shape right. Well it's interesting to there's so much stuff with not as much with authors and other mediums. Where the artist has got into some behavior? That's offensive or worse. You know outright criminal and you get a lot of questioning of like okay. How do we keep the work of art separated from the artist or do we cut off all supported the artist? or or what do we do. Yeah it's just so much of that is a challenge because has now we see everything. I think so much of. This was happening all the time. But now everybody's on twenty four seven and can be watched and record it so it's it's more of a challenge but yeah there's A. There's a ton of questions you we. Can we run with that. I don't WanNa get pulled down that rat hole because there's so much bad behavior there is and you know. Yeah there's a difference between bad behavior and trying to impose your view of what you're doing on your fans so we just have to pause for a moment i WanNa Thank H.. refs for their support of marketing over coffee. H refs as our SEO tool at trust insights and it is just fantastic. It's got everything from folks who are absolute beginners and just want to log again and make sure that there are doing the best that they can do on. Seo All the way up to expert users can export the data and use it for further analysis. We run a bunch of stuff through machine learning and artificial intelligence to give us a picture of the competition that can't be retrieved from anywhere else out in the universe so for folks that are longtime fans of the show you know that it has been a supporter for a long time in and I've got a link to a post that's got all the latest features. They've got since they were back with us in two thousand nineteen so go ahead and check that out over in the show notes and if you're not getting significant search traffic interests tool also helps find topics worth creating page content or content on. You can easily see estimated search volumes and traffic potential with their keyword explorer tool one of the favorite right Tools in the Ben for us to take advantage of so again. We want to thank them for their support of the show. You can swing on over to. AH DOT COM. It's address but it's spelled H.. Dot Com com and swing on over there till the marketing over coffee. Sent you and check out the tool just what you need to get your Seo efforts on track we thank.

Harry Potter David Scott Rowling John Wall John Great Christopher Penn Rico Scott Neil Gaiman New York City US Andrew Zuko Disney Gordon Harry Potter Roy Moore New York Phoenix
"david meerman scott" Discussed on Marketing Over Coffee

Marketing Over Coffee

11:55 min | 1 year ago

"david meerman scott" Discussed on Marketing Over Coffee

"This is marketing over coffee with Christopher Penn and John Wall. Good Morning winning will come to marketing over coffee on John Wall. Today we have a guest. WHO's been with us so many times? I can't keep track of David Scott. Welcome to the show today. Thanks John Great to be here now. Now we're talking about David's new book fan accuracy and we are also here today with his Co author who is also happens to be his daughter. Rico Scott thanks for joining us. Thank you. The book is launching January race seventh and so as links to that in the show notes. And you can check that out but the first thing that came to me when I was going through the book this quote the myth of unyielding professionalism obscures are genuine connections and that really hit me as kind of a core tenant this book but starting from that. Tell us where the idea for. The book came from. And what drove you. Get this project going so I was so focused on the things. I'm a fan of. I mean I've been to seventy five grateful dead concerts. I've got a spreadsheet with seven hundred ninety live shows that that I've seen in my life and I just really really interesting to me so I was exploring this idea of fandom as the possibility for a book thinking to myself. Hey Can Dan I. Can I come up with an idea around. fandom an end can all kinds of organizations create fans fans and I started to quiz radio in the car all the time like what millennial think of this and and what woman think of this and tell me about your phantoms and and I think the moment was when you went to comic con yourself you wrote a little thing for it and send it to me to see see what I thought about it. And you're like at the moment I was like no I want this done right. I need to hurry this so I so she said maybe I should write this part of it and I was like maybe you should be my co author and so we just decided to to do this together. And and so it's been nearly five years of research and writing and it's been great because Not only is radio clearly different generation and different gender here but and has different phantoms. But she's a neuroscientist. WHO'S FINISHING UP MED school? So we come from very very different. Perspectives right. Yeah but we. We shared some of the fandom stuff together lots of concerts and we got to see sleep. Roy Moore in separate times but we got to share that together writing the book as well. So it's been great and it was a really good thing. I didn't write the check. Yeah we'll come kind of a great place to start off. Two audiences dances comic. Con is a big deal. We track every year as it comes into runs. Now you've been more than five years in a row though. Yeah I started going. I went to college in New York City and so I went with my friends starting then and I kept going after I left New York. Still with my undergrad friends. Getting I'm getting a little bit better at our cause play such a whole science all dead. I mean because there's so many things you want to do but then it's like Oh wait you do also need to be able to walk around for a whole day. ooh sometimes it's a special to make up for me because a few years I did like full face like very thick makeup in not scratching it off going to the bathroom in the the middle and make sure that it's still on that was the hardest and I had a week one year which also was so some of the past characters I was. I was Zuko but From after the last Arab Andrew Zuko as the Blue Spirit. I was death from Sandman neo gaming comics and and the one where I had a wig and I was one of three versions of the Morgan from wicked in divine so that was in the book and being able to actually meet the creators. That must've been amazing because they were impressed by the stuff that you were scared like oh well they recognize us will be cool but they were. They had a great response. And that's kind of why it made it into the book because that's the kind of response want from when you're so into something that they've done. Yeah it's funny David you've talked about this too. Big Part of the book is both putting your creations out there to let the fans kind of run with them and do I mean right now we have a lot of stuff going with your youtube is scanning all these videos and point down all the. Somebody's got their kid's birthday but they have a popular song on the ground so it gets down but a lot of the work you guys have done says that you know letting this stuff out and run is what really gives you the extra boost. Yeah absolutely and I. I encountered that when I was the teenager actually because the grateful dead allowed fans to record their concerts every other band on the ticket it said no recording allowed no video no audio recording. The grateful dead said sure why not allowed. Fans to bring professional level recording gear into the show's gave you a seat right behind. The Mixing Board even had a power strip you could plug into and initially. It was cassette tapes and then later on MP three files and and even today touring deadandcompany. You can record the shows shows and what that did is the grateful dead said. Yes you can share this music you can give it away you can trade it you just. Can't it sell it and that made them super popular. Because I remember I was a teenager and I listen. I was listening to music. My the next door neighbor was blaring out of his his his His bedroom windows. What's this and it was a one of these tapes? And that's what got me interested and I've been going ever since I went to seven deadandcompany concerts in two thousand nineteen. I'm still spending money on the band because they they did this. Re- thing the sharing and trading is the important part. I think because that's what builds the community if you aren't able to have that communication between different fans of the same thing. Then how are you going to to build the community that will keep going to the concerts or in my case Fan Fiction community is a very similar thing. We're taking TV. Show like doctor who writing leading our own stories sharing them with each other but that makes us keep coming back to the show that is the original on the fan fiction side. What is is most of that stuff kind of shunted off our other shows that except that stuff and run with it and what's the overall culture the it's very mixed depending on? Who is the main creator? A lot of authors are actually quite into it. Neil Gaiman for example Specifically is like I love fan fiction. I can't read it because of legal reasons. But he loves that That ends up doing that. And he shares fan art things like that but things like like Disney are very good at cracking down on things like that and it's harder to do which is so stillie because the fans are expressing their love of a culture of a piece of art and the original creators are saying. No you've shared with me. How Harry Potter is kind of mixed? Yeah right because you tell. Tell the US about what you wrote Harry Potter and it's actually quite relevant to now too because there's this idea of death of the author right so when a author writes something what the author actually meant when they were writing. It doesn't matter what actually matters is what the they wrote. And what the reader thinks and so basically anything that is put out in the world has its own life outside of what the author originally meant and so. This is really important. Gordon Harry Potter where Harry Potter's huge life. Outside of the original books. You know all this picture and all of the movies as well. Like candid ended a non-chemical canonical things. But recently as well as like a few years ago J. K.. Rowling has had a few instances where she says something that the fans are like. You can't go back and say this is what I meant. You don't have the right to declare some right and so the example is like Oh dumbledore is is gay. It's like you never actually wrote that. You as an author saying that now doesn't change what you wrote before what the fans actually think about it and to also it helps in separating this death of the author idea Helton separating what enjoying the medium enjoying the work and not necessarily agreeing with everything the author says so recently on twitter. It's been an issue of J. K.. Rowling saying things that are anti trans And so a lot of readers actually identify trends are quarterback nudity and are saying like. I don't like what you're saying but I'm still going to involve myself in the books. And so that's operations important. Can you describe briefly your the fan fiction you wrote a long one. I think junior or a senior in college I wrote an eighty five thousand word Alternate seventh book in which DRACO Malfoy is as a spy for the order of the Phoenix. Five thousand words you published it on one of the fiction dot net like one of the old school website. Yeah how did that go. How did that run it? It actually did any traction or is the good thing about those sites is is The people who read it are often very kind and read and write good comments. I got a few hundred comments. Thousands of people reading it and that it's just kind of comment in the in the community. You know everyone enjoys that. Other people are making things for each other so on one hand Harry Potter world is supportive offend defend things like fan fiction but on the other hand. JK rollings herself as every once in a while has a few pronouncements that get people in shape right. Well it's interesting to there's so much stuff with not as much with authors and other mediums. Where the artist has got into some behavior? That's offensive or worse. You know outright criminal and you get a lot of questioning of like okay. How do we keep the work of art separated from the artist or do we cut off all supported the artist? or or what do we do. Yeah it's just so much of that is a challenge because has now we see everything. I think so much of. This was happening all the time. But now everybody's on twenty four seven and can be watched and record it so it's it's more of a challenge but yeah there's A. There's a ton of questions you we. Can we run with that. I don't WanNa get pulled down that rat hole because there's so much bad behavior there is and you know. Yeah there's a difference between bad behavior and trying to impose your view of what you're doing on your fans so we just have to pause for a moment i WanNa Thank H.. refs for their support of marketing over coffee. H refs as our SEO tool at trust insights and it is just fantastic. It's got everything from folks who are absolute beginners and just want to log again and make sure that there are doing the best that they can do on. Seo All the way up to expert users can export the data and use it for further analysis. We run a bunch of stuff through machine learning and artificial intelligence to give us a picture of the competition that can't be retrieved from anywhere else out in the universe so for folks that are longtime fans of the show you know that it has been a supporter for a long time in and I've got a link to a post that's got all the latest features. They've got since they were back with us in two thousand nineteen so go ahead and check that out over in the show notes and if you're not getting significant search traffic interests tool also helps find topics worth creating page content or content on. You can easily see estimated search volumes and traffic potential with their keyword explorer tool one of the favorite right Tools in the Ben for us to take advantage of so again. We want to thank them for their support of the show. You can swing on over to. AH DOT COM. It's address but it's spelled H.. Dot Com com and swing on over there till the marketing over coffee. Sent you and check out the tool just what you need to get your Seo efforts on track we thank.

Harry Potter David Scott Rowling John Wall John Great Christopher Penn Rico Scott Neil Gaiman New York City US Andrew Zuko Disney Gordon Harry Potter Roy Moore New York Phoenix
"david meerman scott" Discussed on The Accidental Creative

The Accidental Creative

07:49 min | 1 year ago

"david meerman scott" Discussed on The Accidental Creative

"Todd it's so great to be on. I've been following you for ages since since we met about a decade ago so I'm honored to be on the same. It's funny how we are paths. Kind of cross is sort of like ships passing in the night like speaking events the day before I get there and it's great to connect in person again it is. It's awesome I love this word theocracy and I would love if you could just start by describing arriving or or the finding that for us. What is accuracy? A fan on Chrissy is one fans rule and it's an organization that puts it's the people the customers they humans in front of everything they do and more importantly than products and services and you argue in the book that fandom hard wired it's something that's just part of our human nature to want to be fans you'll why is that important. Do us as we think about the work that we do every day or the products that were creating the services we're delivering. Why why is it important to keep that in mind? We we dug into that really really deeply my daughter and I we started this project with a thesis. The thesis was that we are all all we. My daughter and I were already massive fans of the things that we love. For example I love live music scene. Seven hundred ninety live music shows in in my life. I know it's crazy. And I have an excel spreadsheet. That has as many as I can remember listed on it. Starting when I was fifteen the first show I saw was Arrowsmith at Madison Square Garden. But the second show I saw was the Ramones at my high school and I was in the front row heights. Use Your High School. Ramones played my high school for one hundred dollars before their first album came out it was crazy it was crazy. It was amazing and so I'm still going. I've been to seventy five grateful dead concerts. I mean it's it's Nutty nutty so I'm a massive fan of music. My daughter Ako massive fan of Harry Potter. She's scenery movie multiple times. Read Every Book Multiple Times. When went to the wizard the world of Harry Potter and Orlando Several Times went to the UK to go the studio tour? The movies are filmed but she also wrote An eighty thousand word novel alternative ending the Harry Potter series. Where DRACO Malfoy is a spy for the order of the Phoenix and put that on a fan fiction site it's been downloaded thousands and thousands of times commented on hundreds of times? So our thesis was that you can any organization any company nonprofit be to be government agency. It doesn't matter Dr. Dr Laura Dentists Big Company Small Company can create fan and and get people who are so passionate about what they do in the same way that I'm passionate about live music and the grateful dead and my daughter's passionate about Harry Potter and so she you know the obvious. Different gender obviously different generation She was born in Tokyo. My Wife's Japanese to my daughter's mixed race and she's a neuroscientist. She graduated good with a Neuro Science degree from Columbia University and now is in her final year of medical school. So our our our she was really important to to this this thesis that we could look at the neuro science behind. What's going on in our brains when we become a fan of something and We've spoken a a number of different neuro-scientists to learn what's going on and then we sort of Figured out on our own That what's really going on when we become fans of something is personal connection. So Yeah I love live music but what I love most about it is with my friends and we have a common language around the music that we're seeing and we're in a part of a tribe Same thing with Rico in Harry Potter and so Neuro Science tells us that it's hard wired in our brains as humans to want to be part of a tribe of people because when we're part of a tribe we feel safe and secure among those people who we know that goes back. You know tens of thousands of years as a survival technique. When when you're with your own tribe your comfort you're safe and if you're among people who you don't know you're dangerous and Vulner- it's dangerous in your vulnerable And so then we looked at okay. Well what does that mean for growing fans. And there's a neuroscientist Edward t hall. Who identified this idea idea of proximity and the different distances so further than about twelve feet or so is called public space and then from about twelve feet to about four feet is called social? Space inside of four feet is personal space so the closer you get to someone in the more powerful. The connection Ah Positive if you know them out a grateful dead concert or at a cocktail party and it can be negative if you don't crowded elevator. A crowded subway car. You don't know those people you I feel like your fight or flight instinct may have to kick in so what that means for. FANDOM is the more you can put yourself self into proximity your customers into proximity with one another with your employees. The more you're likely to build fans and it's sort of this human human connection. That's that's really really important. So one of the reasons you say proximity is important as you talk about. Imports of share. The motion has an enormous effect on. How well we do to really talk as America I think one of the freeze uses humanity build a loyal fan crecy right so it does about that? Share share the motion. And how does that play into building a fan accuracy. Yes so this this emotions that sharing is so powerful that ultimately when you share share and emotion with somebody else you have that bond with them and because you now know entrust them because you shared that emotion They feel feel like you're part of your tribe and so you you could be a an enterprise software company or a dentist or it you know. It doesn't doesn't really matter but if that emotion is is shared and connected then that person is likely to become you know as I as I called a fan a Fan Fanta crecy. You've built now a fan accuracy. That person becomes your Fan And it's really powerful and some people say to me all right David. That sounds good but I run the kind of business that we can't possibly get close physically to all of our customers you know. Maybe it's a global business or virtual business business and it turns out there's another aspect of neuroscience science called mirror neurons that become really important as well so mirror neurons neurons or the part of our brain that fire when we see or hear someone do something as if we're doing it ourself so todd if I take a bite of a lemon it's really tart and it makes my eyes close an ICU. Even watering a little bit my mouth puckers up the saliva gland start to do their thing that tartness. It's crazy powerful. If you had seen me buy into that lemon and even maybe just I hearing me talk about biting into that right now. That's happening. Isn't that crazy. It's amazing just hearing me talk about it. That's your mirror. Neurons kicking taking in as if your brain is firing as if you are doing that action. Here's what that means for creatives for marketing people for entrepreneurs when you use photographs and video effectively in.

Harry Potter Your High School Todd Chrissy Madison Square Garden DRACO Malfoy Dr. Dr Laura Dentists Columbia University Tokyo Edward t hall Small Company America UK Phoenix Orlando Rico David
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

06:35 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"This company wasn't trying to gouge me. They weren't trying to get me to to pay for this thing. They gave me four batteries for my flashlight. And I will always remember that and when I go into the store even if it's a couple of cents more for the duracell Oh batteries. I'm going to buy them so in their case they're taking customers and turning them into fans. I love that and this goes back. I think this this. This is a great tip and a and a great the idea of giving giving freely giving more than you ask return and you used an example from the grateful dead earlier in this interview where they basically said take our music take the videos were not gonNA lightens it to. You're not gonNA make you pay. Hey for take it share it. It's free and basically they were in a way they were potentially giving up money because people aren't necessarily GonNa buy as many anything's or they're not going to license it or they're not gonna go buy the album when they have the video of it from the concert. But ultimately that giving away came back to them in spades they no doubt made millions and millions more by giving away than they ever would have made just by selling absolutely right because they they you're right. They probably missed out on selling some albums because people got the music for free but at the same time people like me. I've been to seventy Wendy five shows. I've spent a lot of money on grateful. Dead tickets every year and you know some listeners might be saying well shoot. I don't sell batteries. He's I can't go give them away and I don't I don't I'm not a musician. I can't let people take my concerts. But here's where the giving gifts without any expectation of anything in return comes interplay for for many other businesses and that is giving away free content on your website so many companies have things like white papers or e books or other types of content. Did they give away for free. But most of them putting gate in front and say I'm not going to give you my white paper until you give me an email address that is not giving something away for for free. That's actually setting up an adversarial relationship with a potential customer before you've even met them. This is the exact opposite of a building fans. Would I recommend you do if you're giving away. Things like white papers or e books or other content on a website in order to business. Oh business is to give it away completely for free with no expectation whatsoever of anything in return make it completely leave free grateful dead style and you know I'm a believer so I'm going to first of all going to give you the sort of Northern California l. a. -Fornia airy-fairy kind of part of my the reason for doing this and I'm GonNa get really much more specific the kind of feel good vibe here. Is that when you give something away like that. You're giving the universe something you're giving people something and that will the universe will give back. Okay so that's the kind of hippy. Bit which I believe very strongly the more I give away in my life the more I give away in my business the more that comes back to me. But here's the solid part of this is give away your first bit of content completely completely for free with no expectation of anything in return instead of trying to get in front of your content but then embedded in that initial free content content. have an offer where they might want to register for something so the white so that the way that feels is the white paper is completely free to get people interested interested then people will share it. Put It on social networks though. Give it to their boss. All sorts of things will happen to that content then inside inside the white paper. Say did you like this white paper then register for our Webinar or if you like this white paper one inches sign up for email newsletter or if you like like this white paper why don't you contact us. We'll do a free assessment of your business. You know whatever business you're in what would make sense you know if you like our white paper about landscaping. Give us a call. We'll come and give you a free assessment of of what what kind of landscaping would look good at your property and that drives lives fans number one but it also drives business when you make that initial content free but so few people do that. That's great it is counterintuitive soulmate. They like you said so. Few people do that it is typically. We've got lots and lots and lots of stuff to give you but you're going to give us an email address. I if you want to access that so by flipping on it's said like you said you're throwing it in their lap. You're making them come back for more and more and more in the winds to stay connected with you. It feels like you're you're basically saying let's let's be friends before we make a transactional because once you make a transactional you've kind of set What's the term you've you've set the the stake in the ground? Yeah you said you set the stake in the ground that that now. I'm trying to get money out of you can obviously business. You eventually want to get there but you WANNA set at the tone for their relationship I and once you create the transactional side of things in you define it as a transactional relationship you lose a lot of leverage exactly right exactly right and the Meta the metaphor like to use is the dating market now. I've been happily married for more than twenty years so it's been a really long time since I've done this but you know if if you're at a singles bar there is such a thing anymore as an old fashioned term but you're at a singles bar you know you don't walk up to someone and say how much money do you make. Here's is my phone number. Give Me Yours. That's the moral equivalent of the demand for the information to get the white paper now. You have a chat you you connect with somebody. I you get to know one another and then you might say Gee may I have your phone number your email address or whatever. It is excellent excellent before we move onto the next part of our show. Let's hear from one of our show. Sponsors real estate investing is known for a lot of things mainly making a very select group the people a whole lot of money but being online cutting edge experience is usually not one of those hallmarks. Well thanks to fundraise. That's no longer the case. fundraise sunrise is the future of real estate. Investing their revolutionary model is transforming the industry thanks to their software which cuts out the costly middleman and removes old market inefficiencies inefficiencies. fundraise delivers the kind.

California Wendy Gee
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

14:45 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"This is hard wired. It's part of our DNA because we need to understand US humans. Do I need to begin to worry about fighting or fleeing lee-ing this particular human being or not and so there's four levels of proximity that have been defined by neuroscientists called Edward t hall. The the first one is twenty feet or further away in that area. We don't track those people we know were there their conscious their there but we don't really pay that much attention to them. That's like going into into a big room and you're aware there's other people far away from you then four feet to twelve feet. That's called public. That's called called social space and within social space. Our human brain begins to track people. We can't help it. We are unconsciously looking at those. There's people are they friends. Foes potential mates. We can't help it within four feet and a about a foot and a half and four to four feet. That's called the the personal space so you have personal space social space and in public space with personal space. It's cocktail party distance foot and a half to four feet. That's when it gets really powerful powerful. That's cocktail party distance. That's when you have close friends and our brains bond with those people when we like them what that means means for all of us to grow fans and to build business and to grow our businesses the more opportunities we have got to get in proximate with other people to get closer to other people go into lunch thing or can your company Buzney host a meeting with other customers. Can you run a conference or an event. Can you get an airplane and go visit people. That's really the important stuff and it's very very very powerful and I'm going to take it one step further so some people listening in might say yeah that well but I run digital business or I run a commodity business will it turns out. There's a virtual proximity that everybody not every single one of us can do and that is. Our brain is also hard wired that when we see somebody I'm doing something we our brains the neurons in our brain fires is as if we're doing it ourselves. They're called mirror neurons. What's so I have a lemon in my hand and those of us on video can see the lemon? And here's a slice of lemon and you can see the slice of lemon on. If I take a bite of this lemon my brain fires Mike my eyes unconsciously clothes and my mouth begins to water and and I kind of pucker up in. It's it's a really powerful Thing that goes on in my brain and I would guess us that everyone who saw that and most of you who are simply hearing it are also experiencing the exact same firing in your brain. I would guess that you're tasting that lemon that your saliva glands are pumping from me just talking about or showing in those in in the case of those of you who are watching a video that lemon now. Here's why that sell important. Because every single one of us can create eh virtual proximity using video and virtual proximity using photographs. What that means means is if you if you create a youtube channel you create put videos on your website used services like instagram or facebook? G- live you can show people that you're in their social or personal space simply by cropping video as if you're within and four feet of them for personal space and their brain fires if you're right next to them physically which is exactly why we feel feel we know and our friends with movie stars and Television Stars. We've never met them. But our brain fires is if we're friends of them and this is a really great. Wait wait to build his nece. There's a dentist. His name is Dr Jon Morosi. Dr Marashi is a dentist and and people would say how can a dentist grow fans. He's got twelve thousand or thirteen thousand followers on instagram. Because he's using this concept of mirror neurons Iran's he's constantly pushing out photographs of him and sometimes with his family sometimes leads to skateboard sometimes skateboarding and and sometimes with his clients out onto his instagram. And that helps to build fans and he's one of the most popular dentists in southern California where he practices so anyone of us can use this technique. I know you asked me a really simple question. And I blast on a long time about neuroscience but I think it's really fascinating that we're just now learning through neuroscience that it's possible to build fans just by getting close to people or even urban virtually close to people and I love that you expanded on it because I'm is you're talking through this. Something really struck a chord with me right and I am. I'm thinking about especially like you mentioned the facts which is so accurate so many of entrepreneurs out there they are in a digital space. We have to look for different ways. diversely get into. Somebody's personal space. You're talking about that personal space being within four feet and making it feel like they're really there and this is what occurred David. We we have two little boys and they are obsessed with a few specific youtubers to the point. Where makes me Kinda crazy to be honest? It never thought about it until I'm sitting here listening to hugh the ones that they are obsessed with aren't people who have videography. There are people who walk around with their with their their their shooting video on their phone as is a Selfie so like right in there like front and center and they feel my kids feel like they're off doing whatever random antics these youtubers are doing and I suspect. Does that sound about right that. It's probably a nerd neuroscience based thing because of the proximity with which they're shooting that video it takes to another whole pull level of relate ability of connectivity and making them feel like they truly are part of that and they want to get others to be part of that as well so exactly right it does exactly the powerful thing that's going on in their brains and you know it's interesting that you know the old sixty minutes style of shooting a video interview. Who is they? They have two people seated next to one another and they're talking to each other and there's two cameras one pointing over each of those people shoulders and then there's a wide shot that it shows both of the people in their in. None of those cases is the person speaking directly to the camera. So you don't bond with people who are doing that kind of sixty minutes interview but you do bond with what those youtubers doing which is looking directly into the camera and this also you use the Selfie word. This also explains the Selfie phenomenon because many people dismiss the Selfie as frivolous but in fact the Selfie is hugely powerful because by by definition. If you're holding your phone a in your own hand it's by definition about four feet away. which his right within that personal space and when you snap that photo? You're looking at the camera you're looking at the Lens. And if there's several other people in the photo with you they're all looking in the same direction. So your brain says those people are aligned with each other and they're both looking or all three are all five of them are looking looking at me. That's really really powerful. What a lot of people have found is if they go and look at the stats on their instagram or facebook? Those photos sell fees and other photos that you're looking directly at the camera where it's cropped as if you're in someone's personal space are among the most shared and liked ached and commented on images that people put out. I had a chance to share this idea with a with a quite well known author. She won't let me use your name mm-hmm but she has an instagram. And she had been posting sort of landscape shots and pretty flowers and things like that and she finally and as you said Dude I didn't really want to print anything about myself. And then she did a Selfie for the very first time it had huge results way more engagement than anything else us and it's because of this phenomenon and all of us can do that you can do it. I can do it. Anybody listening in can create videos or photographs or simple simple cell fees which are fabulously powerful to grow fans and then by intern to build business for you and love that thank Hugh for expanding on that even more. I WanNa make sure to our listeners. Understand we're talking so much about fans in the power of fans and can you define for us is like what are those characteristics that make a true fan so we can understand why being a fan so important for your business. What are those things that make them a fan in it just makes your business grow because of having those fans sure so we have a loose definition of fan is somebody who is is incredibly passionate about something? They can't wait to do that thing whatever it is again. They have people people who they do that with WHO become among their closest friends and interestingly there's a lot of people who share a phantom with somebody with other people and they become very close friends but they rarely see those people outside of that Phantom. That's like me and my my grateful dead friends. We go to concerts six or eight times a year but we almost never see each other outside of that environment. Another characteristic is that people are eager to spend time and or money any to do that activity to be a part of that fandom they spend time and or money and so that was sort of a loose definition now what what what becomes really interesting for business. People is that there are and it's the subtitle of our book you can either tap existing phantoms to turn those fans into your customers and or you can have your your customers and turn them into your fans and they're much more likely to stick with you much more likely to spend more money with you much more likely if you run some kind of subscription style business to re up every year and continue to be your fan. So is there an optimal direction to go. Should we. He'd be trying to turn fans in the customers would be starting businesses around our fans or is it just as effective to say. Hey we already have a business where customers customers. Let's turn them into fans it sounds like it works both ways. It works both ways like for example. We talked earlier about haggerty. They they were able to tap the Existing fandom around classic cars and then make those existing fans of classic cars ars into their customers of haggerty but then over time they also become fans of haggard. And incidentally I've been nineteen seventy-three Land Rover series. Three it's been insured insured by Haggerty's since two thousand and five three days ago. I got my renewal notice. Please pay for another year of auto insurance. Normally if it's my it's my regular car you know it's just drive my classic car for fun on weekends but if it was my everyone it's my regular car and it says you know you got to pay us for Insurance Assurance. I don't even know the name of the company ensures my regular car right and I'm like you I hate you. I don't want to give you. I don't want to give you two thousand dollars or whatever whatever number it is to ensure my car for another year. I don't like that I have to pay you that money. I don't want to ever use the product that I've just bought from you but when I pay either money to Haggerty I like it because I love the Youtube Channel. I O they send me a magazine every every other month which I love I read it cover to cover about classic cars. They have the valuation report. I can see on a graph how much my car is worth. I love those guys and I'm happy to give them the money any every year to ensure the car because the alternative is a company. I don't like so they've not only have. They turned fans into customers but they've also turned their customers like me into fans and it's not it's not a mutually exclusive thing for many organizations. They might do both or they might do one or the other. I'll give you another example of an organization that really just goes one way and that is duracell batteries. Now they're in a totally energy commodity business and you would think duracell batteries fans are you talking about. That's ridiculous but in fact they have a program called power. Forward power forward gives away way free batteries to the victims of natural disasters hurricanes floods tornadoes. And Hey now that you've moved moved to Florida Boorda. Maybe you'll be in the hurricanes and I and I live in. I live in the Boston area. So I'm in the heavy snow range. So they're they're they help. People duracell helps people when the power goes out you know in my case heavy snowstorm or floods or tornadoes or whatever it is and they have a fleet of trucks that go into disaster zones and give batteries away for free now. This is fascinating when their batteries are in the most demand when the power is out and people need powered put up turn on a flashlight or power radio or whatever it is they're Giving away their product for free and this power forward program is really popular. They actually airlifted some of their trucks and band. Seven hundred thousand batteries to Puerto Rico during Hurricane Maria in the aftermath of Hurricane Maria and gave away all those batteries and people people become their fan speak because they remember in the time of need..

haggerty instagram duracell Hugh Edward t hall Hurricane Maria US California skateboarding Boston Buzney Dr Jon Morosi Dr Marashi Mike Florida Boorda simple cell Iran David
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

13:39 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"This is hard wired. It's part of our DNA because we need to understand US humans. Do I need to begin to worry about fighting or fleeing lee-ing this particular human being or not and so there's four levels of proximity that have been defined by neuroscientists called Edward t hall. The the first one is twenty feet or further away in that area. We don't track those people we know were there their conscious their there but we don't really pay that much attention to them. That's like going into into a big room and you're aware there's other people far away from you then four feet to twelve feet. That's called public. That's called called social space and within social space. Our human brain begins to track people. We can't help it. We are unconsciously looking at those. There's people are they friends. Foes potential mates. We can't help it within four feet and a about a foot and a half and four to four feet. That's called the the personal space so you have personal space social space and in public space with personal space. It's cocktail party distance foot and a half to four feet. That's when it gets really powerful powerful. That's cocktail party distance. That's when you have close friends and our brains bond with those people when we like them what that means means for all of us to grow fans and to build business and to grow our businesses the more opportunities we have got to get in proximate with other people to get closer to other people go into lunch thing or can your company Buzney host a meeting with other customers. Can you run a conference or an event. Can you get an airplane and go visit people. That's really the important stuff and it's very very very powerful and I'm going to take it one step further so some people listening in might say yeah that well but I run digital business or I run a commodity business will it turns out. There's a virtual proximity that everybody not every single one of us can do and that is. Our brain is also hard wired that when we see somebody I'm doing something we our brains the neurons in our brain fires is as if we're doing it ourselves. They're called mirror neurons. What's so I have a lemon in my hand and those of us on video can see the lemon? And here's a slice of lemon and you can see the slice of lemon on. If I take a bite of this lemon my brain fires Mike my eyes unconsciously clothes and my mouth begins to water and and I kind of pucker up in. It's it's a really powerful Thing that goes on in my brain and I would guess us that everyone who saw that and most of you who are simply hearing it are also experiencing the exact same firing in your brain. I would guess that you're tasting that lemon that your saliva glands are pumping from me just talking about or showing in those in in the case of those of you who are watching a video that lemon now. Here's why that sell important. Because every single one of us can create eh virtual proximity using video and virtual proximity using photographs. What that means means is if you if you create a youtube channel you create put videos on your website used services like instagram or facebook? G- live you can show people that you're in their social or personal space simply by cropping video as if you're within and four feet of them for personal space and their brain fires if you're right next to them physically which is exactly why we feel feel we know and our friends with movie stars and Television Stars. We've never met them. But our brain fires is if we're friends of them and this is a really great. Wait wait to build his nece. There's a dentist. His name is Dr Jon Morosi. Dr Marashi is a dentist and and people would say how can a dentist grow fans. He's got twelve thousand or thirteen thousand followers on instagram. Because he's using this concept of mirror neurons Iran's he's constantly pushing out photographs of him and sometimes with his family sometimes leads to skateboard sometimes skateboarding and and sometimes with his clients out onto his instagram. And that helps to build fans and he's one of the most popular dentists in southern California where he practices so anyone of us can use this technique. I know you asked me a really simple question. And I blast on a long time about neuroscience but I think it's really fascinating that we're just now learning through neuroscience that it's possible to build fans just by getting close to people or even urban virtually close to people and I love that you expanded on it because I'm is you're talking through this. Something really struck a chord with me right and I am. I'm thinking about especially like you mentioned the facts which is so accurate so many of entrepreneurs out there they are in a digital space. We have to look for different ways. diversely get into. Somebody's personal space. You're talking about that personal space being within four feet and making it feel like they're really there and this is what occurred David. We we have two little boys and they are obsessed with a few specific youtubers to the point. Where makes me Kinda crazy to be honest? It never thought about it until I'm sitting here listening to hugh the ones that they are obsessed with aren't people who have videography. There are people who walk around with their with their their their shooting video on their phone as is a Selfie so like right in there like front and center and they feel my kids feel like they're off doing whatever random antics these youtubers are doing and I suspect. Does that sound about right that. It's probably a nerd neuroscience based thing because of the proximity with which they're shooting that video it takes to another whole pull level of relate ability of connectivity and making them feel like they truly are part of that and they want to get others to be part of that as well so exactly right it does exactly the powerful thing that's going on in their brains and you know it's interesting that you know the old sixty minutes style of shooting a video interview. Who is they? They have two people seated next to one another and they're talking to each other and there's two cameras one pointing over each of those people shoulders and then there's a wide shot that it shows both of the people in their in. None of those cases is the person speaking directly to the camera. So you don't bond with people who are doing that kind of sixty minutes interview but you do bond with what those youtubers doing which is looking directly into the camera and this also you use the Selfie word. This also explains the Selfie phenomenon because many people dismiss the Selfie as frivolous but in fact the Selfie is hugely powerful because by by definition. If you're holding your phone a in your own hand it's by definition about four feet away. which his right within that personal space and when you snap that photo? You're looking at the camera you're looking at the Lens. And if there's several other people in the photo with you they're all looking in the same direction. So your brain says those people are aligned with each other and they're both looking or all three are all five of them are looking looking at me. That's really really powerful. What a lot of people have found is if they go and look at the stats on their instagram or facebook? Those photos sell fees and other photos that you're looking directly at the camera where it's cropped as if you're in someone's personal space are among the most shared and liked ached and commented on images that people put out. I had a chance to share this idea with a with a quite well known author. She won't let me use your name mm-hmm but she has an instagram. And she had been posting sort of landscape shots and pretty flowers and things like that and she finally and as you said Dude I didn't really want to print anything about myself. And then she did a Selfie for the very first time it had huge results way more engagement than anything else us and it's because of this phenomenon and all of us can do that you can do it. I can do it. Anybody listening in can create videos or photographs or simple simple cell fees which are fabulously powerful to grow fans and then by intern to build business for you and love that thank Hugh for expanding on that even more. I WanNa make sure to our listeners. Understand we're talking so much about fans in the power of fans and can you define for us is like what are those characteristics that make a true fan so we can understand why being a fan so important for your business. What are those things that make them a fan in it just makes your business grow because of having those fans sure so we have a loose definition of fan is somebody who is is incredibly passionate about something? They can't wait to do that thing whatever it is again. They have people people who they do that with WHO become among their closest friends and interestingly there's a lot of people who share a phantom with somebody with other people and they become very close friends but they rarely see those people outside of that Phantom. That's like me and my my grateful dead friends. We go to concerts six or eight times a year but we almost never see each other outside of that environment. Another characteristic is that people are eager to spend time and or money any to do that activity to be a part of that fandom they spend time and or money and so that was sort of a loose definition now what what what becomes really interesting for business. People is that there are and it's the subtitle of our book you can either tap existing phantoms to turn those fans into your customers and or you can have your your customers and turn them into your fans and they're much more likely to stick with you much more likely to spend more money with you much more likely if you run some kind of subscription style business to re up every year and continue to be your fan. So is there an optimal direction to go. Should we. He'd be trying to turn fans in the customers would be starting businesses around our fans or is it just as effective to say. Hey we already have a business where customers customers. Let's turn them into fans it sounds like it works both ways. It works both ways like for example. We talked earlier about haggerty. They they were able to tap the Existing fandom around classic cars and then make those existing fans of classic cars ars into their customers of haggerty but then over time they also become fans of haggard. And incidentally I've been nineteen seventy-three Land Rover series. Three it's been insured insured by Haggerty's since two thousand and five three days ago. I got my renewal notice. Please pay for another year of auto insurance. Normally if it's my it's my regular car you know it's just drive my classic car for fun on weekends but if it was my everyone it's my regular car and it says you know you got to pay us for Insurance Assurance. I don't even know the name of the company ensures my regular car right and I'm like you I hate you. I don't want to give you. I don't want to give you two thousand dollars or whatever whatever number it is to ensure my car for another year. I don't like that I have to pay you that money. I don't want to ever use the product that I've just bought from you but when I pay either money to Haggerty I like it because I love the Youtube Channel. I O they send me a magazine every every other month which I love I read it cover to cover about classic cars. They have the valuation report. I can see on a graph how much my car is worth. I love those guys and I'm happy to give them the money any every year to ensure the car because the alternative is a company. I don't like so they've not only have. They turned fans into customers but they've also turned their customers like me into fans and it's not it's not a mutually exclusive thing for many organizations. They might do both or they might do one or the other. I'll give you another example of an organization that really just goes one way and that is duracell batteries. Now they're in a totally energy commodity business and you would think duracell batteries fans are you talking about. That's ridiculous but in fact they have a program called power. Forward power forward gives away way free batteries to the victims of natural disasters hurricanes floods tornadoes. And Hey now that you've moved moved to Florida Boorda..

haggerty instagram Hugh duracell Edward t hall US California skateboarding Buzney Youtube Dr Jon Morosi Dr Marashi Florida Boorda Mike Iran simple cell David Land Rover series
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

03:18 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"And you know that from having read the book because she tells him stories around that so we looked looked at the neuroscience aspects of fandom of which there are several and I wanNA share one in just a moment but what Rako Geico added which I think is so interesting. Is the idea that even if you're a doctor or a dentist or an insurance agent you you can still a bill fans and she shares. How if a doctor for example really truly begins to understand understand the entire patient through a concept called narrative medicine understanding the narrative of the patient? Not just the patient agent symptoms that that bond between that doctor and that patient becomes fabulously strong. That's because because of neuroscience and they become a fan of their doctor but if the doctor is simply okay what hurts. Oh your heart rate. Is this your blood pressure pressure. This take these pills go away. There's no phantom that's built so it's any business any entrepreneur. It's anybody who is out there doing business in any form who can develop fans exit ahead. Yeah I was going to say because you mentioned the doctor thing. It reminds me of a story story. I have a friend who is a surgeon and she used to or she wants told me a story about how with malpractice and doctors that the largest correlation between between malpractice and doctors like the the largest indicator of whether a doctor is likely to get sued for malpractice is whether the patient likes that it has nothing to do with how they feel their treatment was whether they feel they're a good doctor or surgeon whether they they would give them a five star on on their technique as a Dr. But it's how much they like them. And if you like your doctor you're less likely to sued them for malpractice and that always stuck with me and I think that kind of says exactly what you you were saying from a from a different perspective. It's fascinating and there's also evidence that suggests that if you like your doctor you're more likely to a follow the directions. Your doctor gives you about how to get healthy. You know if you don't like the doctor and they say you have to do this this exercise or take take this medicine or avoid this particular food. You know you may not do. You may not be as willing to do that as if you like and trust your doctor. So there's all sorts of reasons to do this and you know the other thing that I found so interesting on the neuro. Science side of things is the idea of physical proximity. And that's one of the chapters in Finarsih but the the weird you're learning now through neuroscience that we humans are hardwired it's in our DNA it's in our. It's in our ancient brain that the closer we get to someone physically the more the more emotional that human connection becomes more powerful that connection becomes and so this means the closer.

Rako Geico Finarsih
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

03:18 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"And you know that from having read the book because she tells him stories around that so we looked looked at the neuroscience aspects of fandom of which there are several and I wanNA share one in just a moment but what Rako Geico added which I think is so interesting. Is the idea that even if you're a doctor or a dentist or an insurance agent you you can still a bill fans and she shares. How if a doctor for example really truly begins to understand understand the entire patient through a concept called narrative medicine understanding the narrative of the patient? Not just the patient agent symptoms that that bond between that doctor and that patient becomes fabulously strong. That's because because of neuroscience and they become a fan of their doctor but if the doctor is simply okay what hurts. Oh your heart rate. Is this your blood pressure pressure. This take these pills go away. There's no phantom that's built so it's any business any entrepreneur. It's anybody who is out there doing business in any form who can develop fans exit ahead. Yeah I was going to say because you mentioned the doctor thing. It reminds me of a story story. I have a friend who is a surgeon and she used to or she wants told me a story about how with malpractice and doctors that the largest correlation between between malpractice and doctors like the the largest indicator of whether a doctor is likely to get sued for malpractice is whether the patient likes that it has nothing to do with how they feel their treatment was whether they feel they're a good doctor or surgeon whether they they would give them a five star on on their technique as a Dr. But it's how much they like them. And if you like your doctor you're less likely to sued them for malpractice and that always stuck with me and I think that kind of says exactly what you you were saying from a from a different perspective. It's fascinating and there's also evidence that suggests that if you like your doctor you're more likely to a follow the directions. Your doctor gives you about how to get healthy. You know if you don't like the doctor and they say you have to do this this exercise or take take this medicine or avoid this particular food. You know you may not do. You may not be as willing to do that as if you like and trust your doctor. So there's all sorts of reasons to do this and you know the other thing that I found so interesting on the neuro. Science side of things is the idea of physical proximity. And that's one of the chapters in Finarsih but the the weird you're learning now through neuroscience that we humans are hardwired it's in our DNA it's in our. It's in our ancient brain that the closer we get to someone physically the more the more emotional that human connection becomes more powerful that connection becomes and so this means the closer.

Rako Geico Finarsih
"david meerman scott" Discussed on BiggerPockets Business Podcast

BiggerPockets Business Podcast

12:21 min | 1 year ago

"david meerman scott" Discussed on BiggerPockets Business Podcast

"I'm going to show you one more thing. That's my rock and roll personal rock and Roll Hall of fame but yeah massive massive music fan. I I I went to my first concert which aerosmith when I was fifteen years old. My second concert was the ramones that played. They played my high school when I was fifteen years old before they even had any albums out. I was the only photographer. Proof person shooting photographs at Bob Marley's Marley's last concert. I'm seeing some epic epic epic shows and it's hugely important to me. But what I realized about my live live music. FANDOM is that yes. I'm a huge fan of the music. Itself Yosemite huge fan of going to the shows and hearing the music but what it really was about an is about to this day forty years after I started to go to shows is being with my friends. It's the connection action. I have with people who do the same thing so a couple of weeks ago I went to a yet another grateful dead concert with my friends who go to all the time. Now this is called. It's now dead and company is the name since Jerry Garcia died. Don't use the name grateful dead and John. Mayer is playing the Jerry Garcia role now. But I was there with my friends who I've seen multiple deadandcompany shows with in fact we've seen seven together this year three in Mexico to in New York City to in Boston. And these are my best friends because we share this crazy fandom and what what we can in all do every one of us can do is learn from this into things number. One is celebrate the thing that you're passionate about To-do it. Life is short. You know be with your friends do the thing you love whether whatever it is if as surfing or going to see your favorite sports parts team play or bird-watching or knitting or whatever it is just go out and do it and then the second thing that I think is really important. Britain is that there are found dems everywhere around everything and if you can tap those phantoms you can grow business business because you can find the people who are like minded and who are really passionate about the things that they love and build the business around it. That's what Mikhael haggerty did. He's the the CEO and founder of Hagerty Insurance. Now what's really cool about up. This is they have over. A million fans have a million followers on their youtube channel. They have six hundred fifty thousand members of the Haggerty Drivers Club and they sell automobile insurance. which is probably the most hated a business on the planet because number one everyone hates to buy it and number two? No one wants to use the product because it means you crash your car and so- Mikio Hegarty told me you know what I can't do business like everybody else because everybody he hates my product and I just going to be a commodity. So what he did. He focuses on ensuring classic cars. He realized there was already already a huge fandom around classic cars and all he had to do is tap it so he goes to he and his not he personally but his people go to over one hundred car shows. It was a year classic car shows where they meet with classic car fans. They put out this youtube channel. They have the drivers club. They have an APP for value in classic. Let's see cars and by tapping into the Phantom. That already exists haggerty insurances than by far the number one provider of classic car insurance double digit compound growth since they started. They're going to grow by two hundred thousand members this year fabulous success story all about tapping into an existing fandom. That's awesome and so what real quick because I don't think I introduced the book in our in our discussion. I'm holding up for those of you. Who are on video and you can see a copy but it's called van accuracy turning fans into customers and customers into fans? I need to point something out because I thought this was really interesting. The book is all about you. You helping business. Owners brand managers people that control brands increased. Their sales increased their marketing to to to build a customer base to build a fan base. So the book is talking from the perspective of being a business owner and how to do this but the very first story you told about the grateful dead. You came from the other side when I think of the grateful dead I. I've never been to a grateful dead show. I can probably name one song. They think they've ever written but my brother is a huge grateful. Dead Fan right even the millions of us out of out there that have never been to a grateful dead. Show that that don't know anything they've written. We know nope the grateful dead. They have done such a good job of creating this fandom even amongst those who aren't deadheads quote unquote we. We're still fans to some degree if you ask me. If I'm a fan of the grateful dead I wouldn't use the word fan but I respect them. I I get that they had this tremendous mendes culture. So you're looking at it from from even though you've written this book that's geared towards business owners. This first story you tell you talk about your fandom for this other brands this band and I think of it as like probably the single greatest example of what fandom can create the grateful dead is just. It's unbelievable any other band that I never been to. A show couldn't name one of their songs. I probably wouldn't think twice about but I feel like I know the grateful dead just because of this brand that they built in this connection they have with with so many people. They've done a fabulous job. Where and I'm going to move my camera camera over here now so you should be able to see a grateful dead stele which is their logo and even if you're not a fan of the grateful dead? People people recognize that logo and in fact now young people Gen Z.. And millennials are who weren't even alive when Jerry Garcia passed away are wearing. That logo is a t shirt. And it's kind of remarkable. The grateful dead did something to build fans that we talk about a lot in the book through through different contexts but they actually allowed their fans to record their concerts. They were the only band that did it. If you've got oughta rolling stones ticket or pink Floyd ticket who ticket would say on it. No recording allowed. No audio equipment allowed. No video equipment allowed the grateful dead said sure sure why not and in the beginning it was it was cassette tapes than it became. MP Three files that people could trade they said. Please don't sell those recordings but but feel free to record it. Share it with your friends Tr- share the tapes share the MP three files that grew and incredible fan base and people the WHO become fans of the grateful dead. It's it's it's very much a tribe you know we have the language we talk and you know the people who are grateful dead Fan. Oh what was your first. I show and in my case it was in January of one thousand. Nine hundred seventy nine people always know their first show they know how many shows they've been to and that opening story in the book. Jay is so interesting because what I talk about is going into a meeting with With Brian Halligan well again. WHO's the CEO of hubs spot? I never met him before. This was two thousand seven hub. Spot didn't have any customers yet. They had Beta software only and They only had eight employees. I was invited to a meeting which I went to. I went to the meeting. I opened up my macbook pro and within one minute minute of meeting Brian Halligan. Within one minute we shared an instant bond because on the back of my computer. I had a grateful all dead steal your face logo and Brian said Oh my God. You're grateful dead fan go. Yeah been fifty shows. Brian says I am a massive fan. I've been to one hundred shows and I reached reached into my briefcase. And I go. I've got two tickets for the Phil less show on next week. He's the basis for the grateful. Dead would you like to go with me sure. That was the first minute I met him awesome. And since. Then we've be- we we've done so many things together among my closest friends we've been they're probably one hundred live. Music shows other than the grateful dead other bands to. He invited me within a week of that. First Meeting in two thousand seventy invited me to join during the hub spot advisory board which I did so I've been on the advisory board since two thousand seven and every year I get a stock grant when I first joined The company had eight employees. No customers you can imagine what the stock was worth its public on the New York Stock Exchange now something like a six billion dollar market cap tap so I not only got a great friend out of this. I also is also incredibly lucrative business wise to do business with the hub spot based on the fact that I had a sticker on my computer best sticker you never did the currency effort Iraq. Your career join joining Joining Advisory Board of a company because you bonded with the CEO. Because you're both fans of the same band and that's HAP- that happens all the time. Hi Ed how's your wearing t shirt with a with a sports team or whatever it is. You're you know people talk about it with golf that's the Cliche and I'm going golfing offing with someone but it's all kinds of different things that build those bonds with people in the business world. That's awesome now. I want to go back because you you told a story a few minutes ago and we got sidetracked and I was so excited to talk about the grateful dead that I'd always excited to going down that hole but but you brought up a great story that kind of led into a question that I had for you and I should point out for anybody that that reads this book that reads accuracy. I love the way you wrote it. It's basically basically it's very narrative form it's story after story after story so it's not just telling you what to do. You can see what dozens of other company owners and companies have done. So I love that and can you tell the story in the book about Hagerty Insurance. Yes and that leads me to my question of a lot of us are running businesses that on first blush we we tend to think no. This doesn't work well. The whole concept of creating fandom doesn't work well for a business maybe we are guard online company. Maybe we're a B. Two B.. Maybe we're a company that literally we have one touch point ever with a potential customer. And so we're not the grateful full dead. We can't start. We're not a consumer product that that we can build a long term relationship so for those business owners that are in a space. Where are we don't necessarily see the obviousness of how we build a phantom? What's your advice to them? And and would you say that anybody can build a phantom regardless of the space in. Yeah so I'm after spending five years researching this topic. I'm absolutely convinced that everybody can build a phantom. There's no question question about it and one thing we haven't touched on which is very important is I co wrote Fan crecy with my twenty six year old daughter Rako Geico and this is important. Because you know I'm a middle aged white guy and I love the grateful dead. Typical baby boomer love But my daughter daughter Ako is. She's mixed a mixed race millennial woman who loves HARRY POTTER AND GETS DRESSED UP TO GO TO COMECON every year. So so we're completely different on one hand. But as we research to the idea of Fandom we realized that our ideas around around fandom where exactly the same and so when we dug into decide we decide to write this book together five years ago. She also interestingly did a neuroscience science degree at Columbia University and is now in her final year of medical school..

business owner Jerry Garcia CEO Brian Halligan Mikhael haggerty Hagerty Insurance Bob Marley Haggerty Drivers Club youtube advisory board Mikio Hegarty Columbia University Rako Geico John Britain HAP New York City Mexico
"david meerman scott" Discussed on Ignition Point

Ignition Point

02:01 min | 1 year ago

"david meerman scott" Discussed on Ignition Point

"Welcome to ignition points the show the tier to get you fired up in ready to win the week if you're looking to buy your mindset with a fresh perspective you're in the right place. Hey what's going on I'm Stephen Miller and this is a point. There's a lot to look forward to in twenty twenty but I'm excited to let you know that starting next week my guests and I'll be focusing on topics related to setting goals and following through to achieve. Leave them so if you're ready and want to get after it this year be sure to fall the show. Wherever your podcast to be notified when new episodes drop we've got a great episode on Deck Today but this week I'm shaking? Can things up and taking a step away from the monthly theme instead. We're taking a look at the way you make personal and professional connections with the help of today's guest David Muir and Scott David's got a rockstar resume overflowing success. He's built businesses run sales and marketing teams advised emerging companies and even spent some time as a model in Japan but today he's using his marketing expertise and global perspective to advise individuals and businesses on how to spread ideas and build businesses of their own. He is spoken in over forty countries across all seven continents in authored. Ten books including the new rules of marketing. Pr Real Time Marketing and PR and marketing lessons from the grateful dead which have all spent time on the best seller lists of the Wall Street Journal USA. Today and Bloomberg News. You'll be able to find David's new book Fan. Accuracy crecy turning fans into customers customers into fans online and in stores on January seventh. But Infanta crecy David in his daughter Rako team up to explore. Why why some of our favorite brands are able to build Phantom and how you can attract fans of your own? You might recall the Mary Tyler team and I discussed the basics of what it takes to create reading fans in next next level relationships last.

Scott David David Muir Stephen Miller Mary Tyler Wall Street Journal USA. Bloomberg News Rako Japan
"david meerman scott" Discussed on The Storytellers Network

The Storytellers Network

03:31 min | 1 year ago

"david meerman scott" Discussed on The Storytellers Network

"Scott Damn Scott on on the various social and and I use my middle name In my business David Mirman Scott. Because if you google me you'll get me and only me if you were to Google David Scott without my my middle name. You'd get a whole bunch of impostors Scott you get me an excellent. We'll put those links in the show notes. The David on our first conversation. I very first episode of the Storytellers Network Network. Your last story. You'd want to tell if you could only tell one more was the That you chose your own path without a blueprint and then you. You helped thousands of people with your work My question no now. Has that changed if you could only tell one last story. What would that be two years later? You he knows. What would I keep coming around to? And we've we've talked about this over the last forty five minutes this idea that if we live a life of of passion that it's a better life it's a more fulfilled life. It's a life where you can make the most powerful friendships that you can that you'll ever make in your entire life because you share something very important to you in common and I think in our busy world that we all live in in the world of business It's it's it's easy to get caught up in just work work You know that's the nature of the Times that we live in but taking time for what you're passionate about no matter what it might be even if it's a little bit weird like for me the Apollo Lunar Program or the grateful dead that really make strong connections with people and and allows you to live a better life. Great advice great advice. I'm a big music fan and so while the dead weren't my jam Growing up at the I completely appreciate it and that's been one of those things. It's been fun to to learn from you to see that from you and Brian both so together really really important stuff. Most recently I've saw three David Byrne shows in the same two week period And so you know yeah might be obsessive to go the same show three times in two weeks but Gosh I love it so I gotTa keep doing it on a as the same as it might be. It's also different each time. 'cause they're artists. I do differently each time. So that's right that's exactly right. Awesome David thank you so much for making time for this. This I I'm I'm excited. The book is out so folks go get it. Thanks appreciate once again. Thank you so much David Mirman Scott and thank you Rako as well for you're right coal readiness with your father and just for being awesome because the book is really very good. You can connect with David and with the book. I with Rico at the links in the show notes If you enjoy episode share with someone who could benefit from social media a personal email sharing conversation all help spread the word on these conversations as with storytellers that I'm offering. Let's change the world through story together. Jelly if you want to share your story with me go to storytellers network dot. com sank. Couldn't eat or email me directly Dan at the storytellers network DOT com. We sure did subscribe to the email list as well for new episodes and insider information. Thank you for joining me on this journey till next time. Here's telling our stories and having stories to tell cheers..

David Mirman Scott David Storytellers Network Network David Byrne Google Dan Brian Rico Rako
"david meerman scott" Discussed on 5 Questions with Dan Schawbel

5 Questions with Dan Schawbel

09:06 min | 1 year ago

"david meerman scott" Discussed on 5 Questions with Dan Schawbel

"I'm your host. Dan Shaw Bell by go security the best advice from the world's smartest inroads interesting people by asking them just five questions. My guest today author Speaker and marketing. Strategist David Mirman Scott. Born in Boston Massachusetts David graduated Kenyon. College with batches of Arts in economics hit multiple jobs as a clerk on Wall Street before working publisher Knight Ridder in their online newsroom. David moved back from Boston to join desktop. Data which was acquired by News Edge Corporation than sold the Thomson Thompson Reuters. David's ideology of using social media blogs and podcasts to earn attention instead of by it became the basis for his book the new rules of marketing and PR VR. The success of the book led to Global Speaking Career in advisory position at hubs bought in a series of other books including his latest entitled Fan. Accuracy David was an early mentor of mine. Back in two thousand nine when I was publishing my first book and has been on the forefront of the latest marketing trends for decades. That's why I was excited to speak with him for This podcast episode. When people ask me for my best advice in book publishing I refer them to what you told me before? My first book me to point out was published ten years ago. You suggested gesture that I should market promote in south the book without relying on the publisher. Can you explain how being accountable in this way has helped you achieve success. I think the idea of getting getting your own work out into the marketplace is essential. Your you know at best number one number two you can call on people to help you to get those ideas out there and you can create interesting kinds of content to get those ideas out into the marketplace. A publisher typically just goes through the process like a machine you know they have the list of twenty five people are going to send a galley to. They have a list of forty-eight people that they're going to send the press release to and you're one of twenty five books that they're announcing this year. But you're the only one in who is focused on your book and you're the one that can get it out there the other piece of advice that I give to everybody who asks about Book Promotion Ocean is spend as much time promoting your book as you've spent writing your book and the vast majority of authors will never do do that because they spend a year or two writing a book and they'll spend a month or two promoting it. Why should every entrepreneur focus on purpose values and community not just selling products and services? How can they make the shift if they aren't already doing so? I'm a huge believer in passion and I'm also a huge believer that passion Ashen is infectious. So if you're just talking about your products and services you're just pushing commodities out there but if you're talking in about how you're passionate about something and you're tapping into the passion that other people have that's incredibly readily powerful. That's a true human connection and I think in today's world what we're all hungry for is true human connection because there's too many products are ready. There's too many people out there on social media already. There's too many organizations and entities trying trying to get our attention but a true human connection. That's what we're all after and if you're focused on your passions and the communities that might be interested in your passions your way more likely to make a human connection just tossing products and services out there to the mark you co authored fin accuracy with your daughter. What have you learned from each other that has made you a better marketer and her a better suit so Phan Argosy was so so much fun to write with my daughter? She's now twenty six years always starting that journey when she was twenty one years old and she's so different from me obviously a woman obviously a different generation. She's a medical school student She's also mixed race and we share different passions. We we had to be people who transformed from father daughter relationship to full partners on this project. Otherwise it wouldn't have worked on so we developed a much stronger relationship as result. Would I learned as a marketer which is incredibly important for me you to learn is that there's differences with the millennial generation with Gen Z.. And there's differences with people will who identify as mixed race or who identify as LGBTQ. And those were things that I knew intellectually but I never really had had strong exposure to and those were things that my daughter brought to this project. That really helped me become a way better marketer and Frankly a better person in understanding the motivations behind people who are very very very different for me I think in the case of Rako all. I can't speak for her. I think that she understands that as a doctor which she will soon be. She's in her fourth year of medical school and she's going to be an emergency zero doctrine mid twenty twenty that to be doctors partly about communications. Partly about being able to be understood something that I know well having been a marketer all my whole career and I think she recognizes that being a good communicator. Being able to articulate your ideas well being able to speak in public being able to to write effectively are all going to make a wave editor Dr Throughout your twenty five year career. In the marketing field you've been at the forefront of some of the biggest trends like the rise of social media what are some of the marketing tool strategies and techniques that you would recommend people looking to build their brand so I think it's incredibly powerful today is is the idea of using images photographs video and using those images to show a human human connection. I think we're all striving for a human connection today and I've become a real big fan of the idea of a simple selfie Alfie. Something that people think is frivolous the idea of a photograph of you looking into a camera. Essentially we research the idea of neuro science. How people react to things like photographs and through the power of what's called mirror neurons? We believe when we see a Selfie. Oh fee when you see a photograph of someone looking directly at the camera our brain translates translate that to we are in the personal space of with that person. We are together in the same room physically with that person. That's what our brain tells us. Our ancient DNA tells us and too many people people focus on things like photographs of being very formal portrait style. Type photos that they use in business. And I'm a big believer in the idea of. How can you get casual with your video? How can you get with your photographs? How can you show the passion that you have through the images that you put out and that makes you a better marketer? Makes you better able to connect on a human level with those people that you're trying to reach and what's your best piece of career advice. My best piece of career advice is to celebrate getting fired fire and I just think I've been fired three times every single time. I've ended up with something better. I think the idea India of doing what you believe being an agent of Shane getting out there and making things happen has the potential sel to have a a fabulous career Wynonna company if you bring the company in a new direction you. Are you become a superstar. But if you don't don't manage to make that happen you can lose your job but then you weren't destined to be a successful in that organization anywhere so do your thing make it happen if it happens. Awesome if not find another company that will celebrate who you are. Thank you so much for sharing your wisdom David to follow his journey can and read his book and find him on Facebook Lincoln twitter and Instagram shares pictures of his friends. Family Musicians Marketing Strategies appearances and travels so we hope you enjoyed today show and the amazing advice. Our guest provided remember that you can only benefit from advice. If you packed on it before you we do. We would appreciate your feedback in the form of review. You can leave a review on Itunes stitcher poor of pod Catcher of your choice your feedback feedback would be very much appreciated head over to Dan Shaw Bell Dot com slash review now..

David publisher Boston author Speaker and marketing David Mirman Scott Dan Shaw Bell David graduated Kenyon Book Promotion Ocean Knight Ridder Phan Argosy News Edge Corporation Thomson Thompson Reuters pod Catcher Dan Shaw Selfie Facebook editor India