Jordan has many years in content creation specifically geared for contractors. He has learned the modern way on how to approach sales, opposed to the old style way which people tend to see right through. Jordan has taken these qualities and now runs his own content business that specializes in commercial businesses.
Jordan shares his three sales tip strategies, and the KEY to content creation in 2023!
ep 17
[00:00:00] Jordan: Gotta talk about what's relatable to people. That's the only way they're gonna engage with what you're putting out there.
[00:00:05] Mike: Nobody wants to be pitched at every turn. If every time you see me, I'm trying to sell you something, you're gonna be like, fucking Mike is so annoying.
[00:00:14] Jordan: Only about 10% of your concert's gonna be seen.
We
[00:00:25] Mike: got Mike Stearns with Jordan Harrison of Pesto Media. It's the um, it's a post Thanksgiving episode of the Mission Control Podcast and it's sponsored by Roofer. And if you need end to end sales solution for your roof and company, things like quick, instant measurements and beautiful, clean and pristine presentations that force your prospect to buy from you.
Hit up roofer, Jordan. What's
[00:00:53] Jordan: up? Not my, not my height, that's for sure. , that's, I can relate it. That's the terrible joke I used to give kids when I teach there to be every time. What's up, Mr. Harrison? That's what I'd get, not my height, and I'd just go with the old
[00:01:07] Mike: dad joke. But here's the thing, right? Let, let's, let's pivot this into a conversation about marketing.
Like how great are things like dad jokes and ironic humor. I shot some content with Tim the other day and we were talking about it. Like, what does that do for your brand?
[00:01:22] Jordan: Well, it does everything. Like that's a, that's, you know, it's funny. Okay, I was just editing videos and I was talking about. You gotta talk about symptoms, you gotta talk about what's relatable to people.
Mm-hmm. , that's the only way they're gonna engage with what you're putting out there. Marketing, uh, your messaging is, has to be engaging to, um, what your audience has listened to. Right. If you talk about the, the big problems of what pe, what you're fixing, whatever, whatever you're doing in your business, yeah.
They're not gonna relate to it much as like, Hey, you have a, a big water stain in your roof or in your ceiling. You obviously know that's gonna be coming from a leak from somewhere. So you're talking about something that's relatable. So here, when you're talking about dad jokes and you're talking about, um, you know, crap that people deal on a daily basis, um, that's relatable, that's engaging and that's what they're gonna catch.
Um, and so that's why, that's why I, I tune into a lot of, I like a lot of the Tim stuff and the memes cuz he is so relatable to the roofers. He does a great job with it. And then, um, and, and it's, and I think that's what grabs, grabs their attention and brings them into the educational side. And, and to be honest with you, that's the things that I'm trying to get better at.
Although I just love a good dad joke, man. .
[00:02:30] Mike: I mean, dad jokes are great. My daughter hates me when I hit her with the dad jokes. Um, so she's less receptive, but she's not my target market. So what ifs? Um, yeah, and I try to, I also try to be relatable with, you know, what the kids say these days. Things like, you know, these sweet potatoes be bussing.
Um, and that is, uh, equally, um, not well received from, from the, the younger demographic when, uh, I try to be hip, so, you know, whatever, it's an uphill battle. But I try, I try my bus. How was your Thanksgiving man?
[00:03:13] Jordan: It was good. We did, um, we did in-law Thanksgiving first, uh, on Wednesday. So they came in to, I actually came to our house. Mm-hmm. . So we, our house was clean for the first time in a while. , uh, had a great time. Ate some Thanksgiving feast and then we did, Saturday is my, my side. So we'll go to my mom's house on Saturday.
Watch the, um, you know, we're in Alabama, so we're gonna be watching the Iron Bowl. Um, and that's what, that's what we'll do on, on Saturday. Watch our Iron Bowl and, um, I'll watch all of 'em get beat. But it was good, man. How about yourself?
[00:03:48] Mike: It was good, man. Eight. Uh, it was funny. We had. Three different stops to make.
So we went to my sister's house and got to see my nieces and nephews and, and my aunt and my uncle. It's fantastic. And then we went to my wife's, uh, mother's house. Uh, and then we went to my wife's father's house and, uh, you know, at my sister's and my wife's, uh, mother's house, I, you know, here's the thing, man, I, I eat, I, if I eat a morsel of food and sit down on a couch, it's fucking lights out, right?
I passed out for like an hour at my sister's house and then did the same thing at her mother's house. Uh, weirdly enough, I couldn't get to sleep last night. So, uh, but it was great. We got to see, you know, family, friends, and, and hung out and ate good food and it was really good. Yeah. Lot, lot of, lot of fun.
Do you drink
[00:04:35] Jordan: Starbucks? See Buffalo Bills when
[00:04:40] Mike: Okay.
[00:04:41] Jordan: We did get to see the bills. I'm a big coffee spot. It was great. Yeah. Uh, I'm a massive coffee snob like. , big coffees knob. So I order my coffee from a coffee shop in Mobile, Alabama called Carpe DM Coffee. And matter of fact, I just put my order in yesterday, seize the day, and I get their Italian roast.
Yes, it is. Uh, when I was in college down there, I spent a good chunk of my student loan money at that place. Um, and I now stink a lot of my adult money. at that place, uh, shipping coffee up there. So I ship it. I get Italian roast. Mm-hmm. and I grind it up myself. I have, do, we have two espresso makers, although they're on their last leg, about to upgrade those.
Um, and we make our own espresso. So I don't like Starbucks. Never really been a big fan. Um, so we make our own espresso. We do steam. Just a splash of steam milk. We've froth it up, froth goes in. I like to put agave in mind just enough to, to pull the bitterness away. And it's just, it's, it's based on like a Cuban style coffee that we, we learned how to make when we were in, um, in Key West when I used to live in South Florida.
So it is, uh, it is my, I love coffee. I notice, uh, what you can't see behind me, there's a big coffee bag there, and I literally, which is about to come up here in my studio. Uh, I got more coffee stuff coming up behind me soon that we just ordered. Gotta get it fixed. Um, but yeah, so I'm a big coffee snob dude.
Massive .
[00:06:15] Mike: Yeah, I drink, I drink a lot of coffee. I, I mean, I wish that I had the level of commitment that you have to your coffee. in my life, because, I mean, that sounds amazing. And like the Cuban coffee, I mean, that shit hits different, you know, when I was, I was down in Tampa, we went to this spot down in Ibor and got some Cuban coffee and I mean mm-hmm.
Yeah. That shit's wild. Yeah. I'm becoming, uh, more and more frustrated with Starbucks if, if I'm being honest. Um, you know, we had that snow storm that everyone nationwide saw, and I, you know, we used to, we're, we're pretty well equipped for snow here in Buffalo. And, you know, I, I used the app. I mean, having a mobile app to kind of circumnavigate the, the chaos in mayhem that can be a Starbucks store is fantastic, right?
So, like, typically I wake up, I order my coffee while I'm still in bed, knowing it's gonna take me half hour 45 to get there. and then I just kind of chuckled at all the people waiting around for their coffee. Cuz I walk in, I grab my coffee and I go and I'm happy. What happened was I ordered through the app the other day and I thought I was gonna get to go laugh at people waiting around and joke was on me because the store was closed.
So they got me for two Americanos. So Starbucks, if you're listening, Yomi like 9 75. Um, you know, but that was, that was a tough start to the day. It really was. It was frustrating. Yeah. For my wife, Apresso maker, dude, I just paid for the convenience, you know? It's true. I don't know, is it, it's probably not that hard to make the espresso, but you know, it's really nice that where it's like I've got my little routine and, uh mm-hmm.
I like, I like the routine. , I'll entertain it. So you send me a link for an espresso maker and I will perhaps purchase set espresso maker and start making my own shit. I'll make you a video and stop being so reliant on Starbucks. Fair
[00:08:35] Jordan: enough. I'll make you a video on how to do it. Yeah,
[00:08:41] Mike: problem aware content, folks. So, Mike's got a problem. He's got a lot of problems, but one of which is this, uh, this need to get off of Starbucks and Jordan's gonna create some problem aware content to help me get there. Let's talk about that through the vein of like a contractor though. How, how important is problem aware content?
What does it do for their target audience? How can it help them? How is, how do you make the juice worth the squeeze, Jordan?
[00:09:11] Jordan: Yeah. So let's squeeze some juices. So problem aware content is, That's the initial, how you gonna grab somebody's attention? And, but, and really you almost have need a step before that.
You need, I guess you can call it symptom aware, because that's what you're talking about is the symptom. So problem aware content allows you, that's the first initial step in investing in the customer with your content and showing them how to solve their problem. Well, first off, make 'em aware of the problem, giving it a name to it.
Hey, this could be your problem. Um, and then before you move 'em into any type of solution or content, you're just, you're helping them and investing in them before you even ask for a sale, whatever it is. So it's your first initial. Offering, shaking of hands, building trust with an audience. Um, and you put that, you put that shit out there and you put a ton of it out there.
Uh, and it, it is the first investment in showing them, Hey, I actually care about the customer first instead of all of your content being nothing. But hey, look, if you got a problem, if you need a new AC unit, need a new roof, give me a call. We'll put a new roof on for you. Yeah, but like, how do I know I need one?
Like, I know mine's 20 years old, but can it last another 10 years? Can it last another five? Like, how in the world do I know I need a new one? Nobody really knows unless there's like a, you know, big ass hole in your ceiling, , uh, or you got a massive drip coming through. But even then it may just be a repair.
Problem or content is what is, is the first step in building trust and engaging your audience and letting them know that, hey, it, these are things to look out for here, here is what they could possibly be. Um, and here's what would happen if you don't fix those things, which is the last thing that most people don't talk about.
Here's the timeline. Hey look, you should get it fixed by X time. And then that way you don't, um, you know, further consequences could happen, right? And so I think in the first part of problem or content, that's what you gotta do. And you gotta put a ton of it out. And that's when I do my own content. And when I do client content, that's the majority of what we put out is simply just problem aware and, and being consistent.
Cuz at the end of the day, like if you listen to like Joe Hughes a lot, only about 10% of your content's gonna be seen maybe. So you have to put out, continuously put it out there. So eventually that 10% is gonna catch it and see it, uh, that might need it. Or if they're doing their research and they're looking up on social media and let's, and we're talking social media for a moment, we're not talking about content on, you know, Google.
Because that, to me, I think that's two different things. Uh, it's not two different things, but like how people search for it is two different things. So, um, as far as social media goes, like it's that first initial on video building trust, showing people that, um, that hey, these are issues that you could have.
This is how you're going to, you know, this is what you need to do to solve or whatever. Right? So anyway, I'm, I'm repeating myself, but, uh, the, the whole point is that's the first initial part of investing in the customer. Uh, and then, and building that first initial trust. Um, and if you can do it on video, which you should be doing it on video, that makes it even better.
[00:12:16] Mike: Yeah, that's a really good point. So what should the tone of the video content be? Should it always be professional? Should there be some humor? Should it be relaxed? Like is there a balance to that? Like what's the art form to make sure that you are getting the most out of, let's say 10% of people that are seeing your content?
Like we wanna get the most out of that, right? If we're investing into it. So how do we do that?
[00:12:44] Jordan: So when I think of tone, I'm gonna go with branding for a moment. Like, what are you, you as a person, who are you trying to attract? If you're just like, Hey, we're a professional organization, that's how we present ourselves, um, the keep your content professional.
We wanna attract, we wanna attract other people that are professional and that is what we're looking for. So I think of tone as like, what is your brand, right? What are you okay with putting out there into the world? Um, I see roofers all the time that put out content that's dropping F bombs loves and right.
Talk about how, you know, badass they are or whatever. And that's fine. Like if that's your brand, you want people to be attracted to that, then that should be your tone and that's what the people that are gonna come attract you that don't care about that stuff. Right? Which I know you and Tim talked about the other day, if you cuss in your content, um, it just builds a level of trust with people.
Um, but anyways, so that to. . That's, to me, it's my opinion, what I see is it's based on what you want your branding to be with yourself. Me, I'm a little bit, I got the teacher in me from 15 years of being, being a teacher. So I, I tend to lay on the professional dad joke side. Um, and I don't do, and that's just, that's how I am.
I, I'm more of a, I'm here to help. So my brand is gonna be a slight dry humor because that's me and I want to attract people that are okay with that. Uh, and then just know that I put off the tone of I'm here to help. So like, everything is helpful, everything is educational. So based on what your brand is, what you want people to trust you as, who do you want to attract?
I think that is how you set, set your tone based on your content.
[00:14:15] Mike: Yeah, that makes a lot of sense to me. And I. You, you really, you hit the nail on the head. And, and for me, for instance, right? Like, I wanna work with people that are professional, that run their business like a business. But at the same time, I hop into a spacesuit and I'm like, well fuck this. This is fucking insane.
But like, that's the authentic me, right? That authenticity is important for me for people to see that eventually wanna work with me, right? Because if it was all tight, knocked and very professional and then they hop on a call with Mike Stearns, I mean, it, it may be traumatic if they're not equipped for that, right?
So, uh, like I try to foreshadow what the experience is gonna be like. Cuz that's me, that's who I am. I don't, you know, I, I talk like a trucker, I think is what they say. And I'm fine with it, right? Because I know that a hundred percent of the time, that's the experience that you're going to get. And some people might disengage from my brand because of that.
and that's fine, right? Like, that's, that's okay. I'm all right with that. You know, ideally I'd like to be able to work with every single person and make as huge of an impact as I can. But at the end of the day, not everybody is compatible. Uh, and you know, if that's the case, then uh, I wish you the best. And, uh, yeah, that's, that's my take on it.
Right? And your, your authenticity is shaped by your experience. This is who you are. So yeah, we're gonna get some, some dry humor and some dad jokes. Things like, um, you know, another thing about your business that nobody cares about, right? That's funny because you know a lot of people, but here's, you do it very, very tactfully, right?
Because you talk about something, it's very attention grabbing, like, and there's a joke behind it because a lot of people fall victim to doing what you're doing, but then you provide a solution in it. Like, this is good. It actually is important to acknowledge this. That your family owned and operated, but like get to the story, talk about why it's, it's important so that you can develop and build upon that to where it actually does differentiate you as opposed to just being seven syllables on the landing page of your website.
So, good job.
[00:16:25] Jordan: So it's funny you say that, you mentioned that. So I, there's a TikTok and I stay and I get on social media to study more than I do consume, but every once in a while, yes, I get caught down the vortex of, of uh, social media. But, um, there's one guy on there that says there's things I wish I knew when I was in my thirties and, and I laugh cuz it's relatable cause I'm not, I'm almost outta my forties into my forties.
And, um, anyway, and I was like, man, what could I do that would be fun with the same opening statement, but super helpful at the same time? And I said, I'm gonna have to do a bunch of these for it to catch on. And people go, oh, I see what he's doing. Um, and so anyways, so I was like, all right. Common, you know, common things that people say about their business or claim about their business that nobody cares about, right?
And it's always the same generic crap that you see on websites, landing pages. I make these claims about my business and I'm like, all right, so we need to talk about those and then we need to talk about how do we make that better. Um, and so it's, it's the funny part on the front end and back end. And um, so I try to mix that in my content.
It's not always driven in, in the same direction, but, um, I feel like most of it's pretty helpful. It gets people to think, does everything I say right in there? Probably not. Um, but it is a lot better to say, um, Hey, we are set up here in Buffalo, New York. Because I grew up here. I love it here. Um, and I like to, you know, I'm a big Bills fan and I want to be able to service this community cuz it means a lot to me.
Cuz this community gave a lot back to me, right? It's way more impactful than we are a hometown homegrown business. Um, and I think that's where people need to remember those things and be very descriptive. And that's hard if you're not, I mean, if you don't know enough about marketing, like, hey, I know how to do this specific thing really well, um, but I don't know how to market my business.
Um, then yes, you need that help. And I think, I'm hoping that that is something that will continue to catch on and people go, oh yeah, it's the common, you know, common claims guy, uh, . So I'm gonna continue to pump it out there and um, and hopefully that'll be helpful and get people at least thinking about how they market their business, how they put it online, um, so they can start, you know, separating themselves from competition.
Cause that's what it's all about.
[00:18:32] Mike: Yeah, that's a fact. And again, you do, when I first saw your first one, I was like, I like this. And as I've seen more and more of 'em, I'm like, that's a fucking brilliant idea. All right. So I'm gonna ask you a question, and I want you to be honest. How can Mike Stearns an Ascend Digital agency make their content better?
[00:18:50] Jordan: Ooh, that's a good question. More, more content in your suit.
I think. Do you have more content in your suit? I don't know. Like that? I would say someone love the space if I'm looking at the content. Yeah. Um, let's see. How could you make it better? I haven't studied your content, so it'd be hard for me to say like, Hey, let me listen to what's going on. Let me see how people are interacting.
I have to look at the comments and see what's up there. I think you've found, like the podcast is amazing. Like it's, uh, I, I listened to it when I was driving to Roof Con in Orlando. Um, , I tune in now as often as I can. If I'm, um, you know, if I'm working on something in-house that doesn't require my ears, uh, I'll listen to it.
And I think the education side is, is amazing. Uh, tying it to real authentic Mike. I think that's the part that that is. Um, and tying the, all those pieces together when you talk about content, I think that's good. But even I've seen some of your short form stuff come out now where it's not the, it's not the podcast and it's not, um, it's like you talking realistic.
Um, I think that stuff is there. I think, I think people need more of that. And I'm trying to remember what it was that popped in my feed the other day. You were talking about, oh, I wish I could remember what you were talking about. I was like, oh, I like this cuz it was a real authentic mike. And I was like, man, he's just being like down and dirty.
Like, Hey, you gotta fix this, gotta fix this shit. Um, and this is how you do it. Mm-hmm. , I think more the authentic Mike, just you, um, is, is, is so, it's so engaging to me. So. that I would say more authentic Mike one-on-one. Having that conversation with that one ideal customer that you guys have and and doing that, I would say that would be the one thing in your spacesuit
[00:20:41] Mike: Yeah. Well, it's interesting you say that because I have also received feedback that like I was thinking about like ramping up the content. And it's weird cuz like with the podcast specifically, like they typically run an hour, hour and a half. I mean, I'll go two hours, whatever I want to do more. So I was thinking about maybe doing a segment where it's like 20 to 30 minutes of just me and the camera.
And actually my editing team was like this. I think this would be really good. But I'm like, you know, who wants to sit there and look at Mike's mug for 30 minutes on his soapbox? Maybe I'll do that. Maybe I'll stand on, like, I'll make a legitimate like soapbox that I stand on in the rocket suit while I sit there and I talk to the camera.
That'd be pretty emerging, right. . Yeah. Okay. Yes. All right. I would watch custom soapbox dealers near me. Let's see. Is SEO Game strong here? ?
[00:21:39] Jordan: Uh, that's funny. Yeah, I think, yeah, you have to be evolving with your content game though. Like, um, it, it can't, it can't stay in one static thing and it's gotta change.
It's gotta be different from everything else. And while in the, in the marketing space, I have people that, uh, I've had clients in the past like, Hey, I want my videos to look like Alex Mosey. Okay, why do you want that? Well, cuz it looks like X, Y, z Greg, what is your message? Like, that's more important. And so I, while I do that on mine, my videos, I edit that way sometimes, but I don't do it all the time cuz it's just, it's taxing.
Uh, it's a lot of work, but, , your message, your hook, and what is your message? And is it clear and concise to the point? Uh, and is it authentically you? Like those are the, the main things to get hook. What is your message? Is it helpful to somebody and is it you? And I think those videos you do when it's just you and the camera, you guys are making love to each other and you're letting 'em know how it is.
Uh, I, to me, those are my, those are my favorite videos. I'll watch those over and over again. Um, I think pod podcasts are hard though, man. Like, if you're wanting to pump out podcast content, I did. I had a podcast. I won't, um, you can go check it out and figure it out what it was. Won't talk about it. But, um, uh, I, I spent a lot of time putting some really good stuff out there, but that's hard to get.
I had to, um, it, it's hard to get people to, to, to buy into that. So it takes that engaging front end stuff first. So maybe, maybe just got my, you got my wheels turning for a second. How do we create mm-hmm. content. that's engaging and separate maybe a problem where content of why they need to listen to the Ish Control podcast.
Why? That's why you're my guy. You're not listening to the, so if you're not, listen, I always go back to the, alright, why, why would somebody, I mean, I love it. I know it. Cause I know you, um, and I and your stuff is gold. So I listen to it anyway, so I know that. But like, so if somebody that's not listening to it, why should they turn off whatever podcast we're listening to?
Or why should they listen to a podcast in the first place? And when should they listen to a podcast? And then why should it be what Mike is talking about? So now you've got three different things you need to address in content that's outside of the podcast and that that could help you pull more people into the gold that you're spewing in there.
So those are questions I think about, I
[00:24:03] Mike: think. Yeah, that's great. Noted, it's recorded, so we'll be able to reference this and, uh, we'll see if I'm one of those guys that just asks and doesn't follow up and do anything that somebody who has really good insights tells him to or if I actually do these things.
So stay tuned. That's why you should watch about three weeks from now. Cause when I circle back to this, you can see if, uh, if I actually care about what Jordan has to say.
[00:24:32] Jordan: Yeah. I, the answer's yes
[00:24:34] Mike: I do. And you won't be disappointed.
[00:24:36] Jordan: Yeah. Oh, I appreciate it, . I appreciate that. No, it's, um, it is, uh, yeah, I appreciate the, uh, the thing.
But it's a, it's a different perspective though, like for those people putting out podcasts cuz like how many podcasts are out there and people will put out shorts and clips from the podcast. I'm like, yeah, but you're doing what everybody else is doing. Like, how do you make it? Like why should people be listening to podcasts and why should we listen to yours?
Like, answer those questions. You know that, I think that's what people don't think about. It's your podcast solves a problem. . And if people aren't aware of the problem, then you've gotta make 'em aware. And the same thing. Um, I started putting out content when I started Presto Media a couple months ago, it was all about how to create really good content for contractors.
Mm-hmm. , I had a mentor of mine, um, from a while back. Uh, he's, he's a big content guy. He goes, Hey man, so I love your content, but like, you know, how's it going? I said, well, it's all right. You know, it's not a lot of engagement. He goes, yeah, cuz you haven't told 'em why they need to watch it. I was like, I was like, I was like, I love you and hatred at the same time.
You're right, right. You're absolutely right. He said, you've gotta put out more problem over content and you've gotta get 'em engaged into why they need to be putting content out, out as a contractor. He goes, cause I told him, I said, I have a lot of marketing companies reaching out to me wanting to do work with 'em.
And I said, he said, yeah, because they all understand the value of content because contractors just don't, some of them do, but the majority of 'em just don't, they don't get it. And uh, and I said, you're right. So I, I made a massive switch quickly and uh, and I made it, um, I made it a point to tie in how I put out content, um, into the problem.
We're a solution aware, um, and then, you know, make an offer. I've, I've tied that into what contractors should be doing, how I do my content. And then now really the, the, to me, when you hire somebody to do content, not necessarily SEO or Google driven, but social media content, you have to think about the constant 60% of people that aren't ready to buy right now, that are gonna be ready to buy at about six months, maybe three to nine months.
I say three to nine month ranges. And if you're not always engaging that 60%, you're gonna be chasing that 3% that are ready to buy now, or that 10%, somewhere in there is some three to 10% they're ready to buy right now. You're gonna be chasing that small margin. Mm-hmm. , why don't you constantly have content going out that's going to chase the massive margin at 60%?
I'd rather have 60% of a pie than three to 10%. Wouldn't you? .
[00:26:59] Mike: Yeah, for sure. And, and, and it's not only that, right? Like the, the quality of the opportunity is going to markedly improve and you're chasing that 60% if they know who you are and you've carved yourself out as an industry leader that can be trusted preemptively, you know, before they came into that 3% where now they're ready to buy.
I promise you the experience for your salespeople is going to be better if you have a strong brand and they trust you before because of the investment that you've made in
[00:27:30] Jordan: advance. Exactly. And that goes back to the original point of me saying that problem, where content is that investment in your customer saying, I'm here to help.
Yep. I'm here to help. And that's how you do it.
[00:27:43] Mike: Hmm. That's a really good point, man. You're just dropping some heat today, sir. So what's the, what's one thing that you see a lot of contractors make as a mistake when creating content?
[00:28:00] Jordan: The biggest mistake is just saying, Hey, if you need a roof, hey do you need new AC unit? It's just going straight for if you need this, I can do this. Mm-hmm. , that's it. Like, that's it. So the majority next to not creating any at all. That's the first thing of those putting any out because I would, I guess I would say the first thing's not creating any at all.
Because here in Birmingham, um, I'm friends with some HVAC guys here. I think I'm not if I'm friends with any roofers, but, um, I look at their pages and there is zero content coming out, Mike, there's zero. And I look at some of these guys, I'm like, man, like you could just die. I'm in town, man. Just hire me.
We'll come, create some killer content. Right? And you would automatically, in the next six months dominate your entire market here in Birmingham. Cuz nobody, nobody's doing it. Even the biggest companies are not putting out content. And here's what's crazy. So my mom had a roof put on three months ago. , she couldn't even tell you the name of the company that put it on unless she looked at receipts.
So how bad is it that you got the sale, but I don't even remember the name of your company. Like, how's, how are you gonna get referrals? So you almost have to think like you follow through with your content through the end. Like if nobody remembers who you are after they even bought from you, like they gotta look at the receipt, who'd I just spend 20 grand with?
And they don't even remember the name of your company. Like, wow, you're, you are in the grind and chasing money constantly, man. That's gotta hurt as a business owner. So I would say number one would be not putting out any content, but if they are putting it out, it's somebody saying, Hey, if you need a roof, I can put on a roof.
If you need a new Egg spec unit, I can put on Egg Spec unit. Like, that's, that's all they're doing.
[00:29:42] Mike: Yeah. I, I think that that is spot on and like, guys, think about it. . Nobody wants to be pitched at every turn. If I, you know, if, if every time you see me, I'm trying to sell you something, you're gonna be like, fucking Mike is so annoying.
And you're gonna want to divest from that relationship as quickly as possible. But if I bring you value, 30, 50, 70, 80% of the time, I feel like I don't do a good enough job pushing sales, like sales oriented content. I usually tell people like, I don't know, gun to my head, it should be like 80 20. 80 20 as far as like branding, problem aware content, things of that nature, like letting people know how you can help them.
And then like 20% like, Hey, you should buy from us. Right. And maybe that's right. Maybe that's wrong. Maybe some people say it's 70, 30, 50, 58, whatever the case may be. There is a balance there. And I, I don't think that I put off enough content, put out enough content to say like, Hey, you should buy shit from us.
But it's an opportunity to grow. Everybody has an opportunity to grow, and that's all we're trying to do is move the needle every day away from imperfect. I always say like, if you have imperfect over here, perfect. Here, you're, I'll never get to perfect. I know that. But if I could just move that needle a little bit further away from imperfect, it's all good.
Right?
[00:31:05] Jordan: Yo. Yeah. I don't know. It was funny you say that. I don't remember the last time you put a post out that said, buy my shit. Right? Like, I really don't, I don't,
[00:31:15] Mike: I don't because I really don't do it. .
[00:31:17] Jordan: Yeah. I, I put it out. See, and I do, and I think, and I think it has to be a balance of where you're in your business too.
Like, all right, I'm two months in. Mm-hmm. . Like people didn't know exactly what I do. So there's gonna be a lot of times that I'm gonna have to push, I'm gonna have to push Tambo a little bit more. Like people know who Mike Stearns is for the most part, right? You got enough referrals and clients and people knows who Mike is.
But I'm starting out all right, well now I, people gotta know exactly what are the things I can offer to the market, but Right. That's also meaning I'm putting out, so the past two months has been putting out just a ton of content on like, here are things you need to be aware of and, and, and just being as valuable as possible.
But I do, you know, it's a business, you gotta make money, so you gotta bring people in. So I've, I'm having to put a little bit more offer posts and it's really not more as an offer post that it's like it's, I'm, I'm reverting back to my problem and solution where content and saying this is how I solve it.
Um, and, and the offer is basically it's showing you guys that hey, instead of chasing the 10%, chase the 60 and that's how you do, it's with content and I can show you how to do it. So that's, that's, so I've had to put a little bit more offer post out lately. Um, and they don't. And just to know that not all your content hits.
You know, that's the part of the, not all of it hits, I'll put something out and I go, man, I nailed that and ain't nobody touching it.
[00:32:32] Mike: It happens. Yeah, it, I mean, it happens more often than, you know, the other side of that where it's like, you know, you put something out and it actually does hit, I mean, I've put out fuck 15 YouTube shorts for instance in the last week.
And if you look at 13 of 'em, it's like seven views, 88 views, 15 views, and one's got 3,600. And it's probably because I got Joseph Hughes on and he is just a fucking handsome guy and people wanna see him. Right. And I don't blame him , you know, but like the other content is good as well, but it's not as well received.
And part of that I'm sure is the algorithm part of that is maybe how it's edited. Part of that's the fact that I didn't use a trending song. I mean, there's so many things that are gonna impact whether or not people consume, engage, or even presented your content. Keep fucking going. Keep putting it out.
Keep it up. Don't stop.
[00:33:24] Jordan: What people forget though, content is evergreen. It'll always be there, you know, short of, you know, shit falling down, but it's going, not going in there. Let's say for instance, you know, if you're scaling and you using paid advertisement, right? Using Google, Facebook ads, whatever, um, when you stop putting money in that machine, that drip's gone.
Your content's still there, your brand is still there. So even if it doesn't hit right now, five years from now or a year from now, if you put it on YouTube, whatever, like no matter where it's at, people may go back later and see that, or you can go back later and see your growth in that. Oh, and go, oh man.
Matter of fact, I had a video pop up. I've been doing video content. 2006. I just did it differently. I didn't do it for businesses. I did it for students when I was teaching. And, um, long story short, I had to create, I had si I had 30 kids in a guitar class. All 30 ain't gonna play at the same time. So I had to create, this is one podcast for coming out, video podcasts for coming out.
So I started creating videos on how to play the guitar and they would put headphones on. They had, it was a one-to-one school, so they had a lot, lap laptops, whatever. And um, and they would just come into my office and I'd teach 'em one by one on the lessons I put out that week. So I would record on an old camcorder, put it into iMovie.
It was a crappy edit. Uh, so I started helping and doing content there. So I look at that content when I was a youngin, it was 18 years ago. Fif, yeah. 18. What's was, is that right date? I can't, yeah. 16 years ago to now. And it's like, my content's way better, but I'll put in the rep. So don't forget, it's evergreen.
Don't forget, you're gonna get better with it.
[00:34:56] Mike: Yeah. Two important points. For sure, and then you worked in the fact of like repetitions, right? If you know if you're going to the gym and you're curling 20 pound dumbbells for sets a ton. . I mean, you're not gonna move up to thirties by not pushing it, by not doing it consistently.
If you're a runner and you're running 10 minute miles and you want to get it down to nine minute miles, sitting on the fucking couch isn't gonna get you there. Right. You gotta put the reps in. So that's, yeah. I think that's, I think that's kind of overlooked, right? We like, we always say it about like millennials and Gen Z, but a lot of people have shifted towards like an immediate gratification mindset, especially in business, right?
They want it. They want it yesterday. And if I can't see the attribution of what I, what I'm doing and how it's getting me what I want immediately, I'm, I'm just not gonna do it. And that's a, I don't wanna say a grave mistake, but it's, it's an oversight for sure. And one that can, you know, impact your company in a negative way.
And that's not to say, like, if you're not doing video content or you're not putting out content consistently, you're not gonna do well. But I mean, you could do 7 million with great margin and like, yeah, that's objectively fantastic. But if you started doing content two years ago, maybe that's 7 million is 9 million.
And with no additional stress, right? Or, or minimal stress because of it, no additional money into Legion. Or maybe it's 7.7. It will never hurt you to put in the effort to do that content. And it's okay for the content not to be perfect. I saw a post of yours and I was delighted that you made yourself vulnerable to repost it.
It was whatever, seven, eight years ago. And you're like, my content sucked . It was so
[00:36:35] Jordan: bad, but,
[00:36:36] Mike: but you did it right? Yeah. Like you did it. It's fine. Like you don't, you, you wanna start off at your floor, you're not gonna start off at the ceiling, right? So get a baseline, get it done, get it out there. And then just like anything else in life, like be aware of and what you can do to optimize it.
And it's not saying you have to hire an an on staff editor to make sure they're editing all your shit. So it looks like Gary vs. You can do that, that's an option. But there's a lot of room between like creating shit content and doing nothing with it. And what Gary V's doing, or Alex Hermo or, or any of the people that you see online, consistently deploying content on every single platform.
Right?
[00:37:14] Jordan: Yeah. And I think, um, What I'm doing. I went down to shot video content, um, at a client's earlier in this week, and we were shooting. I don't, I don't always run ads, but I run ads for him because it, I've done it for two years. So, anyway, uh, long story short, we went down and shot everything with two of these.
everything with a road mic and two of these. Cuz what I wanna show people is that's all we've shot as video ads on as content is one of these, all his photos, everything. If you're putting it on social media, you don't have to have a videographer all year round . You don't have to have this like really fancy setup.
Like you just, you don't, you don't have to have it. So what we did was, I actually, matter of fact, um, I'm moving a, I'm doing a couple things. One, I'm getting rid of my nicer cameras. I bought a second iPhone and my goal is to show contractors that all you need, and this is kind of one of the thing I'm putting together, this is for down, down the road in, uh, several months.
I'm putting together an onsite package where I come and show you how to use your video and create content and implement that into your daily business and how you can do it easily and set up a, set everything up so you can do it yourself. And that way on the back end, if you want somebody to do some quick edits, , you can do some quick edits.
Um, and so right now I'm currently working on that because today you gotta look at like TJ McCormick too. Like the dude is does everything on his phone. I don't even think he uses an nice mic. Yep. And dude's got a hundred hundred thousand followers. So all you need is this. And with the new iPhones, like they're geared for, if you, if you watch what Apple's doing, they have, there's, there's, they have no competition.
They've cornered the market and they, I always wondered why are they upgrading their cameras? Why are they up cameras? Because video content, they know, they knew five years ago video content was gonna be the thing. . And so they keep upgrading and making it so easy to do it all in one place and you don't need anything else.
So they're just crushing their competition because they were five years ahead going, people are gonna be using their devices, they're gonna be putting on videos. So my goal is to show contractors how you can do it with just your phone. You do, you do need to do nice. Mike. I will say that phone. Nice microphone.
Um, which is like 300 bucks, right? Get you a road or whatever you use a dgi, um, and go out there and just create, create content every single day. And you're surrounded by it. It's hard for me to sit in my office and create, show you guys create content. Cause it'll just be my phone sitting behind me like this and me edit videos.
It does. So did you see the edit? I did right here? No, it's dumb. You know, like people don't wanna see that. So it's, I have to get creative. But you guys are in the field. I, we were, we were shooting. Um, for example, and, and if we gotta chop this off, let me know. Shut me up. But, uh, so I was down there, we're shooting videos for this guy and we had 30 frequently asked questions that I pulled from his content guy 30.
And he's gon, he answered them with just him and his face. We're gonna put 'em on a landing page and so whatever. We got a lot of stuff to do with it. But while we were there, he goes, Hey, do you mind. I got some guys coming to pick up a rail from my fence. They're, they're, they're just buying the fence directly in front of me.
Cool. So we went out and we shot video of him just loading it up, putting it on the trailer, how he did that, of the stockyard of where all of his fence is. And I shot photos and I literally shot that. Guess what? That's gonna be a multiple pieces of content. People see like the behind the scenes of how do we, how does it work from the stockyard?
How does it get loaded if you, if you want to just buy the material, this is what it looks like when you come pick it up. If you come pick it up from us. Right. Content behind the scenes, it shows the owner himself doing it and the people eat it alive. Um, some of the best engaging content that got shared, and I think gain leads from him was also, it was literally, we were at his shop and I was taking a photo to frame a video.
So sometimes when you, you to get an idea of what a video would look like, you take a photo and to get a framing shot. So I was doing that and it was just him standing there. Like I, it was an awkward pose. I put that up a couple times. It's got named leads based on the post. Really. We put out. . So like you, you don't, that's all you need.
That is literally all you need. So hopefully down the road you'll see me all put an offer out there to, to come on site and uh, and show you guys how to implement a content team on a budget or whatever, and how you do it with, you can do it with your own guys or whatever. And uh, yeah, create a lot of really great content, how to do it the right way.
Yeah, it's coming soon, .
[00:41:31] Mike: I like that shit because I think that a lot of contractors are kind of intimidated by the technology and like, dude, I'm just gonna say you guys have egos and you don't like to admit that you don't know shit. So like some of the times it's like you don't know, you're not gonna ask, so you're just not gonna do it.
And I promise you that's not the right approach. So, Within what you are going to do as far as onsite? Are you gonna train them as far as like how to upload something to YouTube, how to do a quick edit on your phone, how to transfer large files in a seamless way and share access. Is that gonna be part of the, the program?
[00:42:08] Jordan: Yeah. It'll be top down, bottom to top down. And matter of fact, I'm gonna end up giving it all away on How do you do it? Like literally I'm like, here, I'm gonna throw it in. I have a Facebook group that I'll put all the guides in cuz it's just cheap to put free guides, like put it on a Facebook group. Uh, anyways, I'm gonna throw 'em all in there and it's all gonna be free.
Like you get, you can learn how to do it free, top to bottom. I'm gonna put all the instructional videos, um, everything you're gonna it, so you're gonna know exactly how to do it. I'm just gonna give it away cause I don't like, there's no point. Like nobody might, uh, I guess Joe Hughes probably does a lot of this and he does a fantastic job of it.
He goes a little bit more in depth on the back end side, but as far as the front side. You know, nobody, nobody's showing 'em how to do this stuff, so I'm gonna give it all the way free. You can have it, I don't care. I can have competitors come in and take it and steal it. I don't care. Um, but if you need it implemented and you need help through the process, that's when, that's when the money should be made on my side is helping you implement.
But everything else, the information will be free. I'm just putting it, I'm taking it from a million places, putting it in one source given away. And I think that, I think it should be. Yeah.
[00:43:11] Mike: And I mean like, let's look at this and be honest with ourselves. That's going to help you because the majority of people aren't going to do it, even if they download the guide the same way, you can find a million fucking videos on how to work out to get that six pack.
And guess how many people don't have six packs and go hire a trainer. And maybe they get there after that point, but then they're paying somebody for a bunch of information that's already out there for free. Just because it comes down to accountability. And it's a lot easier externally to have somebody hold you accountable, get something done with you than it is to figure it out yourself.
Right.
[00:43:43] Jordan: Yeah. And even then there'll be a service offered on the back end where it's like, Hey, I, I could do all this stuff, but could you just take care? I don't have time. I don't wanna do it. I wanna outsource the back end of this. Right. And get it all posted. So like that's, um, and that solves a problem there cuz not everybody wants to build an in-house social media team, and nor do they wanna get their business to that point.
Like that's, you're talking about some big players in the roofing industry that, that have that. But you know, they hire one videographer full-time. Um, and that's money. I mean, that is money. It's helpful, but it's money. So I'm trying to reduce the cost, show 'em how they can do it, be authentic at the same time.
Um, and, and do it on a budget that's, that's still gonna be effective. Still gonna drive people they want, um, and, and help 'em grow, man. Like that's, that's the goal.
[00:44:26] Mike: Yeah, that's, I like that there's such a negative connotation around like selling somebody something, right? Like people, like people hear like, or they feel it comes in the radar that they're being sold and they're like, I feel like the, the, the emotional reaction is like negative, but it's like, it's not necessarily a negative thing for somebody to tell you something if it's of service and it's going to help you.
Now, the tactics that people use to sell vary quite significantly, and some of those can be rather off putting and, uh, disingenuous, misleading, or outright lies. That does happen. It happens every day in every industry, and it's a, it's a tragedy. But yeah, I always found it interesting, like, well, I had a guy telling me a couple weeks.
I was like, I don't want to be sold. And I'm like, well, you're calling me for a service that you need and want us to perform. I don't know how we get to the point of doing your service unless I sell it to you.
you know, I'll get like in my, like my, anyone who's done business with me, they know that like my sales style style is. , let's talk about your issues. Let's talk about your problems. You're gonna have your, your preconceived understanding of what you need from me, but I'm gonna ask you a lot of questions to make sure, like that's actually what you need.
So, for instance, seo. I need seo. If you're a company that did $350,000 in revenue last year, and you're trying to get to six, $700,000, you don't need seo. Uh, it's probably not the right time for you to invest into a legitimate SEO strategy,
[00:46:10] Jordan: right? You have business problems that need to be fixed. .
[00:46:13] Mike: Yeah. Like you, you need to focus on systems, processes, how you're gonna grow your team.
Yes. How you're gonna get more leads but not leads 18 months from now. Like leads now, same thing as if you're trying to two x from a million to $2 million and you say, okay, all that I want to invest into my company as far as a marketing and advertising budget is $40,000 and you're steadfast on that $40,000.
Let's figure out some paid advertising that you can do to help get you there. Let's work consultatively on some things internally that you can do yourself or have your salesperson that you have due on the company's behalf to generate more opportunities. Yeah, so like, yeah, it's just it. It's always been interesting to me ever since I got into sales, especially like how some people get real high alert and put off by the fact that somebody is approaching them to sell them something.
Why do you think that is? Why do you think there's that. Do you, well, do you agree that there's typically like a negative connotation or, or emotion that's evoked from like, somebody trying to sell something? And if you do agree or don't agree, why or why not?
[00:47:18] Jordan: Yeah, and I'll, I, I agree and I'll, I'll give you my, I'll give you my, I guess my thought process behind it.
So, um,
eighties and nineties, I would say you had to be sold. . All right. Sales guys had to sell to you seventies, eighties, nineties. You had to sell people into stuff cuz he had to convince him that this was gonna work. Whatever. I, I feel like that was the philosophy and I think somewhere in the two thousands, um, you had some people making way and making headway in the, in the sales space where like, hey, like we've gotta change the way people think.
Cuz I, I, I do, I do follow a bunch of salespeople cuz I have a business, I have to be able to sell my products and services. So I have to make sure I do it in a way, like my content isn't gonna always just be the thing that wins. Will it help? Yes. Um, but at the end of like, they may trust me, at the end of the day I still have to say, make an offer and go and make it to where it sounds like a no-brainer.
So I follow people like Cole Gordon and, uh, Jeremy Minor and some of these big name players in, in the sales industry. And so what they've done a great job is turn off sales, re some of 'em call it sales resistance. Where Yes, I, I agree. Some people just are so turned off by sales, um, and they make it very.
Empathetic to what the person is going through. Um, and I think if you're, if you're selling jobs or whatever you're selling for your company or business, you have to be thinking about what is that person going through? Like what, what, what are they experiencing in the moment? And am I being empathetic to that?
So I'm gonna relate it back to something real quick. That's not even having anything to do with business. So when I was in, when I was a teacher, I was a band director. Cue the band jokes. Go ahead. One time at band camp, all of us know, wait, hold
[00:49:02] Mike: on, hold on one second.
[00:49:10] Jordan: I gotta get sound effects. So anyways, I was a band director and I was in sales. I had to sell kids on what band could do for them, not as, they could be a great get scholarships or anything like that. They could make money or they're gonna learn to play an instrument. What kind of person are they gonna be from sixth grade?
to 12th grade and when they graduate I had to sell 'em on that vision and how it was better than sports. And in Alabama that's hard cuz sports are are king. It just is, you know, out football, it's just king. So I had to sell kids on why, what band is gonna do for them all down the road. So like I, when I learned how to be a leader and teach leadership and be empathetic to those people, that to the kids that I was teaching band programs grew, I would double in size because I would show kids and then we would live it every day and remind them, you know, I had to show them where they're gonna be, what kind of transformation they're gonna have.
So when in your business to go back to business now, it's the same thing. You have to be able to show them, be empathetic to where they. and then, and, and then show them how it's gonna take care of their problem, um, and do it in a way that makes them the hero in the whole thing. Uh, matter of fact, I just finished a bunch of content on making the customer the hero in your content, right?
I know like most people are like, Hey, well I'm the one that's fixing their problem. I'm the hero. No, you're not. Like, they don't care about your business more than you take care of the problem. Um, they only care that much, and it's just the reality. So when you're doing selling to turn away resistance, and it's hard, it's simply just being empathetic to where they're at, just showing 'em a transformation and then it's okay to ask for a sale.
And I think that's the last part that most sales training people will tell you is like asking for the sale. Are you ready to move forward? And I think that's really hard for people, um, because of that, because they've got, they've got the preconceived notion of a customer. , uh, they, they don't wanna be sold to, like you said.
So if I'm asking 'em for a sell, they won't take it. Like I, they just have to ask me. And I think that's, I think that whole level of questioning and alignment with yourselves and with your business. And the last thing I would say on that is, is just being wholeheartedly confident that, that your service is gonna completely take care of 'em and being confident in that.
I think that's would be the last part there to be confident in the sales side. So I agree. Yes. Sales resistance is, is there people don't wanna be sold to. Um, and, and, and it's, it's hard as a business owner, it's hard as, as a sales representative to, to be able to be empathetic and, and see their side of things and, and walk 'em through the transformation, uh, and do that content helps, um, case studies help, all that stuff helps.
But yeah, I agree man. I wholeheartedly agree. If all of that makes sense, I try to tie it into a story. Um, stories are important.
[00:51:52] Mike: Stories are important for sure. . So you mentioned making your customer the hero of the story, right? How do you, how do you, what's the best way to do that on like a website and what's the, what's the percentage of, you know, you should talk about things that would build trust with your company versus making them a hero.
[00:52:19] Jordan: If we're talking about websites, I'm gonna put that question back on you cuz you're the web design guru. Me, I, I, if I'm thinking content, here's what I wanna read. And I, I did a video on this too, matter of fact, I was editing it, changing, and I think Tim Brown talked about this too, switching the word around from, we do this to you talking about the customer making the chains there.
So like, for instance, so like an example would be like, hey, like, so in content, let's say content from it, hey, you probably learned, let's say you probably learned that you know, you or you probably found this type of leak, you probably found a leak. In the corner of your wall, of your singing or whatever, you've probably already learned that it is, it could be this problem or this problem, right?
So in those first two sentences, you didn't say, there's nothing telling them that you, you made them the hero by saying you've already done your research. Right? And you've already figured out what the problem could be, right? So like to me right then and there, you've made them the hero of their own story.
Like, I did this myself. I figured out, I saw the leak, I figured out what the problem was. You should solve that problem. Or like, you probably learned that these are different ways that you could solve this problem your way. And when you're doing it in content your way is the prime way that could be solved, right?
That's when you start getting tricky with the messaging. Your way is the way that the problem should be solved. Um, so anyway, so what, what I, what I see there is you've just made them the complete hero of that entire customer journey of like, you figured out this, you did that. Look at what you did. That's amazing.
If you, if you're ready to make the solution though, like you can make the decision and you can choose us and here's why. So now you've got all this, you, you, you, you, and there you got your why at the end. So to me, I see that as, as making the customer the heroes. Cuz you, you refer back to what they did to figure out their own problem, discover it, find a solution more than likely your business.
Right? If you made them there. So as far as now, web content, I don't wanna speak on that. I would assume it's similar cause I don't do web design. So, uh, I have done websites. They're not that great. I built my own. It sucks. I need, I need to call Mike to fix it. Um, I built my own site in about two weeks. Just cause I needed, um, I just needed something up to sh showcase products.
But anyway, so I, to me, making them switching around to the word you and making them the hero and that they discovered all these things, they figured it out. That's way more impactful and powerful than saying, these are all things we can do to solve your problem. .
[00:54:50] Mike: Yeah, I like that. I also like what you said about like having confidence in your product and asking for the sale.
I would take it a step further and if you are, if you have the confidence in your product, assuming the sale. Yeah. And if you have a sales process to where you've drawn out the objections, you've isolated the issues, the objections, you've already put those objections out in advance by strategically asking those questions and providing the value and solutions that your company brings to the table.
Assuming the sale, like you, here's what some people would say, and this is the feedback that I've gotten in the past, you know, when doing some consulting for people, it's, well, I, you know, it gets awkward if I assume the sale and then they push back and it's like, well, I feel as if. If you've delivered all this value and you are really, you're the best solution.
You should, I feel like if you run a business, you should feel like you're the best solution for your target market. There should be a level of uncomfortability on the homeowner's side if they're not going to choose you, and you should sit there and stare at them and wait for them to tell you why they're not going to choose you.
Right. I agree. I don't know. Right. Like, because you're gonna get the false objections. Right. And if you, and again, if you've asked the right questions throughout your sales process, you can kind of go back to those. Well, yeah, but it's just a matter of price. I, I understand that Mr. Customer. I mean, a roof, you know, you're protecting an investment like your home and it's, it's not cheap.
I get that. But then you can go back to issues with investing with the wrong company or finance options that you've presented to make that roof more affordable. or other ways that you've talked about leveraging other opportunities to, to pay for the roof in a way that's less draining, um, on your finances.
You know, some people want to use a credit card, some people want to use financing. Some people you know, are gonna do a home equity loan. Uh, I mean, there's tons of difference. Some people use savings, whatever. It's fine. But you know, if you've, if you've drawn that out on the front end and talked about options that are available, what you've seen your customers do in the past to make this situation less stressful, uh, and provide them with those solutions along the way and trial close them.
So when you are going through all these great points about your company, or ways they're gonna pay for the roof, or you know, how an improper installation can completely fuck their warranty, . Ask them if they understand why that's important. Ask them if it makes sense. Ask them if they could see how that could make a difference in their roofing project.
And why choosing the right contractor the first time is really, really important. Cuz then guess what, at the end of that conversation, when they're talking about getting three bids or they've got two others that they've gotta consider, you can ask that question. Well remember when we talked about mm-hmm.
and then shut up.
[00:58:13] Jordan: The hardest part is getting people to shut up. Yeah. On the sales side, I just looking at 'em going, what do you wanna do? I had a, I had a, um, before I started my company, I had a job interview. Um, somebody invited me to work for their sales organization as a. Training coach helping new sales reps in the high ticket market.
So he did this on me guy. I won't say what company it was fan. They're fantastic though. Um, anyways, he, he did it on me. I talked to the head guy, like they put me up top and, uh, which is really weird. I'm like, dude, I'm a content guy. But, uh, anyways, long story short. So he, he looked at me at the end and he's looking to sell me on the job and he is just like, so where do we go from here?
He didn't say anything else because I was like, ah, I'm on the fence. I could do this, but it's not working on my skill. I could figure it out. And he just looked at me and said, where do we go from here? And he didn't say another word. It was an awkward, like one minute. And I was like, holy crap, crap. . I ended up turning down.
But he was so good at just keeping his mouth shut. Um, and I've seen his sales training and, and a lot of people forget that. They don't let that awkward silence, they let them affect them, but more than the homeowner. And some people will see that as bad on the sales side. Like, well, you're trying to rip somebody off.
Well, not necessarily. Like it goes back to what you said. If you're confident in your product is gonna help them, and you don't wanna see them get ripped off by somebody else, it is your duty to hold that silence and be uncomfortable as possible until they decide, Hey, I need, you're the best option. It is your duty in your service to help them decide if you know for a fact your company's the best that you need to hold that awkward silence until they go, yeah, you know, you're right.
Let's do this, and then you, boom, get it done. To me, it's your duty.
[00:59:56] Mike: Yeah. And, and honestly, I in my experience in, in selling and being sold too, the transition from the pitch to the clothes is what people struggle with the most. Like, and if you're, if you don't have a good sales process, that only makes it more challenging to transition into that close.
And it's like, I don't know. I talked about assuming the sale, like how do you assume a sale in a, when you're pitching a homeowner on a new roof? Well, you've gone throughout the value. You've got the, the, the customer, the perspective customer to acknowledge the value every step of the way. So in my mind, there's no reason they wouldn't choose you.
So, I mean, the assump, the assumptive close would be all right, great. So I could have somebody, uh, I could have the crew out Tuesday of next week. We can get it wrapped up. It might take a day or two, you know, or we'd be looking into the following week, Wednesday, give them an AB option and then wait.
Disclaimer, I'm not a sales coach. I'm sure there's a lot of people out there that are way better than me at sales, but fundamentally, there's just small tweaks that you can make to your sales process that, that really could make a, a market improvement to your closing percentages.
[01:01:13] Jordan: Yeah, and I, I would say listen to Jeremy Meer has a, another way of approaching that too.
He's a big sales, I don't know if you know Jeremy Meer or not. Um, he's somebody to listen to if you're looking at sales. He, he coaches sales across multiple industries and, um, He, his biggest clients are like Google, like an entire department of Google raised their, their pricing and how they structure their sales inside Google.
Like it was a massive deal. Um, but he helps all industries. I've seen a lot of roofers follow him, uh, and, and trying to fix their sales process, and he calls it any pq, but he's a great person to follow. If you follow his content, you could, you could probably change your closing percentage by like 10, 10% by just following and implementing like little things in his content.
Um, so Jeremy, mine or somebody, that's great to follow, but, um, and I think to me, if there's gonna be anything you're gonna get really good at in your business, it's not a freaking sale, right? Like, I mean, think about this. If you, if your margins are in good place or whatever, like, well, I can take 20 leads and let's say if I change my closing percentage from, you know, say 10 or say 20 to 30, like that's a 10% increase in your business every month.
Do that month over month and now like you spent less money or done less advertising or less work on the front end and made more money on the front end. So like to me, if you're gonna train and get better at something, get better at selling something.
[01:02:40] Mike: I like that. And I, I think I want to add something to that.
So Jeremy Minor, great resource and there's a ton of other great resources that are free and you can follow. And it doesn't mean just because person B, C, or D doesn't align with the approach of person A. That person A is wrong. And it doesn't mean that you have to adopt everything that person A says. I look at it kind of like, I would look at the most fundamental aspect of starting a sales position, like a a script or a framework.
John CNET calls it a framework, like that's where you start. But like you don't wanna be four or five months in reading a script to a customer. You want to. The concept. And then you wanna take small pieces of that and manipulate that into something that's your own. And it's the same thing if you're taking like advice from different people on sales.
It's not an all or nothing approach. It's not, this is right, this is wrong. Part of that's gonna be who's selling and, and you know, if you give 'em that framework and have a process and you manage your sales team, a lot of people, you know, lay out a process and then, you know, there's no over oversight or management of it.
The process isn't going to work on its own. It'll make it easier, it'll make things more predictable. But we're still humans and, and those humans need to be managed, especially salespeople, I'll tell you. Yes. And we can argue, we can have a whole podcast. I'll bring a sales guy on here and people that run sales team, and let's talk about how to manage that sales team and what your role is as the manager.
Cause I would love to talk about that. So if you're listening and you run a sales team, hit me up. But yeah, like you have to, even if you have systems and processes, like you have to have somebody that holds people accountable to make sure that those processes are being followed. Yeah. I digress.
[01:04:22] Jordan: We'll wrap that into content for a moment.
Every objection you get in your sales process should be in your content. Yes. Period. Um mm-hmm. by matter of fact, same thing. We did this with a client. We, I went through his messages. I asked him, why were people not buying? what people were asking. I put 'em into questions. We talked about how they should be answered, um, and then we put 'em into video.
So, and what's makes it even more powerful is say you have a sales team for a moment. Um, if their guys are comfortable, they need to be on video. Their, your sales guys should be on video. They should be talking about, Hey, so this question comes up other day. It comes up a lot. We wanna go ahead and talk about this question now.
And then you, you talk about the question, right? And in the form of making them a hero or whatever, You know, if, if you were deciding to do this, um, you know, if you're deciding, you're like, Hey, look, I, I already know I need a new roof, whatever. And they're walking through the objection through a video. And if, if it's not just one person and you can get your sales guys to do it, um, it's even more powerful.
So tie it back into content once again. All of your frequently asked questions, all of your sales objections should constantly be put back into content. And then you should see, like, once again, to me, if you're putting out content, it's just another form of marketing. It's looking at your numbers. If you're doing Google Ads, if you're doing seo, if you're doing, you know, any paid traffic, you're looking at, okay, what are people engaging with?
What are they not engaging with? Um, and what's, you know, what's, what's powerful, what's not? Are people asking questions about this stuff? You know, and, and then look at your overall numbers for a moment and go, let's look at our content for the past two months. Let's look at engagement. Let's at all this stuff.
And then let's look at what are have, what have our sales done? Could they, could they be related? Did we change something? So, you know, as a business owner, obviously, and you know this, like you gotta look kind of, if you're looking at big picture, how is this content. Has content affected or helped our, um, our sales.
Now to me, if you're doing content on social media, I think you need to look at about three months at least minimum, really six, if you're just getting started, look at six months and then look at your sales and see how they've improved to me. Um, and I think those two go really well. Um, or even look at your conversions, cost per lead.
Have those gone down? I know you guys talk about that a lot on the Google side. Like has everything, has your, your advertising costs gone down if you're paying for ads, um, as you know, I mean, doesn't matter with seo, right? You're just, you're putting the work behind it, but has everything gone down and you're able to get more sales based on content put out?
And is your, is your advertising dollars going lower? So I think all that should be considered, um, and looked at as a whole and, and just continuing that loop of adjusting objections and putting out in your content and then, and tracking those numbers, and then seeing how you can improve the content or ask the questions better or phrase them better or make them more relatable to the customer.
[01:07:04] Mike: Yeah. Um, I, I mean, every element of that, of the information you just set forth, I wholeheartedly agree with, and guys, think of it this way, imagine this. So you have a customer, they're, they wanna buy a roof for their, you know, you're an H V A C guy and it's time to buy a new furnace or whatever, like you're a foundation contractor and you know, a foundation's gonna be expensive.
Think about it this way. What if you had, you have a YouTube channel and you have a playlist, which is all the questions that should be asked relating to purchasing your product or service. Now your salespeople can leverage that as a resource and just send them a link to your YouTube playlist. It's like, look, and even if the meeting went as well as it could be, Hey, by the way, we've been doing this a long time.
We've dealt with a ton of customers, by the way, check out our reviews. But we created a resource guide for homeowners. based on the feedback that we've gotten over the last 20 years, 10 years, whatever. Here's a link. These are some things that I want you to think about as you're making this decision. It can be a part of an automation when it hits, you know, appointment set.
Maybe we send it before then, right? So you go into Job Nimbus, the appointment set customer gets an email with a link that talks about 15 of the most important things to consider when you are purchasing a new roof. And guess what your salesperson's gonna talk about somewhere in their sales process.
[01:08:32] Jordan: All 14.
Mm-hmm. .
[01:08:35] Mike: So, and then, you know, you could take it as, I mean, the, the possibilities are endless. You can build out a landing page for each one of your sales reps on their, on your own. With an intro talking about who they are. You can make, give them an opportunity to put other videos up there that, you know, you kind of just embed from YouTube to create a personalized experience.
So like when they're out knocking doors or they're doing door hangers, or they're getting really active in social media community groups. Right. Um, now
[01:09:06] Jordan: if you need a landing page rep pages Pro, by the way, for reps by the way, sorry, I gotta, I gotta throw the plug in there. Um, it's all good. Um, keep going.
No, you're right, you're right on the money. And I have a story that will back up what you're saying, so keep going. Keep going.
[01:09:21] Mike: Yeah. Well, I mean, just as a salesperson, you know, regardless of the industry you're in, . If you are doing things to generate opportunities, you wanna make sure that you're getting credit for the opportunities that are coming in because that's going to impact your commissions if you saw them.
You don't want things that you are doing as far as like feet on the street pounding the pavement to go to salesperson B. So as an owner, if we acknowledge that and understand that that's, that is the thing that is the case here, and we create all these individual landing page for our sales reps. Now when we do, you know, we take direct mail through dope and send it out to customers, we can do it by a sales rep and hey, when they scan that QR code, they're gonna come to the sales rep rep's page.
Right? Or when they post this link in the social media group, we know that they're gonna come to John's personal page and we'll be able to attribute this customer to John and make sure they get scheduled with John. And guess what John's gonna do? John's gonna be a lot more fucking excited about doing all the things he doesn't wanna do for self John, because there's that transparency there.
People want transparency. Mm-hmm. .
[01:10:22] Jordan: Yeah. No, I agree. And it's funny you said that. So we took. Kline on Monday. We're, we're, now we're running, we're running Facebook ads for this guy cuz that's, it's a new product. It's really the only thing you can do. Um, people aren't searching for it specifically. So anyways, we're running Facebook ads and we're adding to his automations on the backend.
When they book, or when they at least fill out the form, they're automatically gonna get a, a, a link to a landing page that says, Hey, this is what you need to be ready to give us when we give you a call to provide an estimate and here's why. And so literally they click the link, it'll be a list of videos of him, the owner, mm-hmm.
going through each of those one questions that he gets asked the most often when he is on the call. So when they get on that call, they know who they're talking to. , they're gonna already be ready to trust him. Right. Um, and they're gonna be ready to give those answers and they're gonna be more likely to understand why they're giving those answers.
And some people are like, I just want a price. I'm like, well, I can't just give you a price. Like materials change, they go high, they go lower, they'll change every month. Right. That's the hard part about contracting. So like the, it allows him to get as many objections outta the way and build some trust and have the, have the person prepared.
Like, what, why would you not prepare somebody to get on the phone call with you and surprise 'em? Like why would you not prepare 'em every step of the way to be prepared and make it as seamless as possible? So like, always think about the customer journey. Like where, where can you improve and prepare them for the next step and, and make in getting the salary?
Like how did that happen? Right. I did that in teaching. Like I would teach kids from, uh, and I, I'll just relate it to there. Cause that's the most, the, the thing I've done for the longest is like, why would you. Like, I taught high school kids. I'm like, I taught them from like, here's how you come in the room.
Here's how you, you know, here's how you get ready to warm up and all this stuff. Here's how you get ready for a football game day when we go in football games. Like, here's the whole process that has to happen. And my leadership, my entire leadership had to do it all. I taught 'em, I showed them, and then I had to tell 'em, they had to figure out how to improve it.
So anyways, long story short, being, being engaging and, and showing people every step of the way and making it easier for them to know what's gonna happen on that call, what's the next step? Being, being honest about that stuff just makes it, God makes it so much easier. So, yes, everything you said wholeheartedly is everything that I'm doing and, and doing for clients.
And, uh, any good marketing company should be doing that.
[01:12:42] Mike: I like that. Yeah. And it's, you had mentioned something as well that, uh, peaked an interest to me. It's, you know, as a contractor, it's hard for you to price. And, and people, my clients have gotten this and I've gotten this feedback. It's like even, you know, we developed an instant roof quote app a year and a half ago that we use in conjunction with Google Ads to drive a lot of traffic.
And like the pricing thing always comes up and how accurate is instant Roof quote or, or just a cold lead that's like roofer near me and they land on the website. Like, I want a price, guys. It shouldn't be that challenging for you guys to field that call. It's, it's very simple. It's, you know, we're, we're providing a service and there's a lot of variables that are gonna impact the price, you know, so, and then ask them the question, what kind of experience would it be for you if I gave you a quote of $10,000?
And then we came to the house and realized there were three layers of shingles that we had to tear off. That requires way more man hours, that requires an increase in dump fees and then come to the end of it. And now we gotta quote you $15,000. What is your experience with my company gonna be like? and they're probably gonna tell you it'd be a shitty experience, right?
So we hedge against that. We have someone come out, we make sure that, you know, we can give you as accurate at a price as possible, you know? And now they're, they're educated and guess what? They might tell you to fuck off and fantastic. You're better off without 'em, I promise you. Right? .
[01:14:00] Jordan: Oh yes. Oh, you don't wanna deal with that?
I'm like, that's fine. Go get, go get somebody cheaper down the street. And when they mess it up, you're like, crap, I gotta fork out the money. Now. You just paid double and triple.
[01:14:10] Mike: Yeah. Like, so that's, uh, yeah. So, and there, there's, so I think about like the automation thing. I got my furnace replaced a couple years ago now, and the company that I was using sent me like an automated email.
When I booked the appointment. I confirmed it. It's like, Hey, we appreciate you using such and such H H V A C, I'm not gonna plug them. , unless y'all want to pay me. No, I'm just kidding. Um, it was Emerald h vc and they came in and they, they swapped out the old unit and it was great. But before, as soon as I set that appointment, within like 15 minutes, I got a text message link and I clicked the link.
These people are curious and it's like, meet Colin Colin's your technician. There was a little blurb and there was a video. So I played the video and he talks about how he's been with the company for seven years. Don't worry about your furry friends, cuz I love dogs. I've got two dogs on my own. It was very personal and like, you have to understand that there's gonna be varying levels of, of comfortability when they're, someone's bringing a stranger into their house.
Right. So let's assume people are gonna be very uncomfortable because if they're comfortable, we stand to lose nothing. But if they're uncomfortable and we don't make them feel comfortable, we stand to lose a lot. Mm-hmm. , right? So everything to gain, nothing to lose, let's cater to that. Let's give them some personalized intros to talk about what, who it is this strange man that's gonna, or woman that's gonna come, sell them a roof.
Who's gonna sit at the kitchen table, build a rapport? Hmm. Yep. It made me feel super good. Mm-hmm. , right? And I, and I bought from them and I don't know how much of an impact that made in my buying decision, but they did it and I bought from 'em and it did make me feel good when I was watching it. I can say that as an absolute fact.
Yeah. So if there's 10 different things you can do, do 10 different things to make somebody feel comfortable in their choice of choosing you to, to buy. .
[01:16:05] Jordan: Yeah. And a lot of that, if you put the, the setup working in on automation side, like it's, you don't have to do a whole lot, right? Shoot a right, take your phone, put it in cinematic mode or whatever.
Shoot a nice video standing there, get a decent mic for 2, 2, 200 bucks, hundred 50 bucks, whatever. And then shoot the quick video. And the more like, the more authentic and real have 'em do a selfie video. Hey, I'm so-and-so. I'm coming out. It, it, they're on social media every day. It'll feel like social media.
It'll feel more trusting, right? Put that in there. Like, you just gotta think about, these are the little things you can do in your business to optimize and tweak. Of course, that is, if you're at that level, if you're starting out, obviously you're in a different, you're in a different ballgame. You're not thinking about all this stuff.
But, um, when you're, when you're really optimizing those things, and, and I'm gonna always bring it back to content, what can you do to educate and help? What are the things you can do before you even get to the point of sale to make it that much easier? Um, make it much easier for 'em and make 'em want to be like, you know what?
Let's just go with you. I'll, I'm gonna pay more money. Let's go with you.
[01:17:06] Mike: Why would somebody choose Presto Media?
[01:17:14] Jordan: I practice what I preach, what I'm asking you to do. I do it every day, and there's nobody else in that I know of in the contracting space that's gonna help you transform and reach audiences the way I can. So we're going to, I'm, I'm, I'm trying to make it the, them the hero for a moment. Uh, , I'm, I'm thinking about my messaging.
So if you see yourself as a company that wants to build a brand on social media, you just need simple guidance. That's all you need. You know, you need to do it, you know, it requires video, you know, it requires some research. You know, it requires engaging, you know, it requires investment. You know all of these things already, but you need somebody to actually help you implement it.
and somebody who does it themselves in their own content. That's what make Preser Media different, and we're only focused on contents. We're not gonna sit here and sell you on ads and stuff, like, I'm gonna leave that. Our sole focused content is, is content and building a brand that way. So we're not gonna teach you how to do ads, we're not gonna teach you how to do Google seo.
We're not gonna do that. We're not gonna sell you one of those services. I don't want to, we specialize just that and we focus on just contractors. Hmm.
[01:18:35] Mike: For someone who's not creating video content, what's that first step that they should take
[01:18:38] Jordan: today? Create, figure out. I, I always go back to the frequently asked questions.
What do you ask the most? Why people won't buy it from you? Or whatever rejections you get? Create 10 selfie videos and then don't ever post them. Mm. Create 10 selfie videos then, then don't ever post them. Then give yourself. , go back and watch 'em for about a month. You'll get comfortable with 'em. You'll be okay with 'em.
Then post. And then forget about it. Don't even look at it. Don't, I mean, don't even look at it. Don't even look what the engagement is. Oh, somebody comment says, Hey, I, I want maybe engage back, but like, don't even look at the likes of comments. Where
[01:19:22] Mike: should they post them?
[01:19:24] Jordan: Go hard on for contractors. Go hard on Facebook and Instagram.
I know TJ's gonna yell at me and be like, you should be on TikTok, but you shouldn't be on TikTok. If you're not comfortable with video. Like, if you can't rock out video after video after video and you're not comfortable with it, stay away from TikTok. You don't need it. Facebook, Instagram, um, Joe Hughes will agree with this.
He's, he, I think he tells his client the same thing. Go hard on those two platforms. Um, go deep, go wide. And when you can master those, and you're really good at video, six months down the road, a year down the road, start diving into TikTok.
[01:20:01] Mike: what's one application that contractors can use that can help make their content better or easier?
[01:20:10] Jordan: They know it's their business. They know how to market it. They know what people are asking. So doing the research part shouldn't be there. Um, it really, the, the one piece of equipment, whatever they need, that's what you asked, right?
One tool
right here. That's all you need. I mean, really is it? You can do your posts, you can do everything from here. Uh, if you're one man in a truck and you're putting up briefs, you can do everything from here. Get you an I, I say iPhone, dude. You're just not gonna beat it. So get you an iPhone, make it a company phone.
I don't care. Get your company Cam if you need to, but start taking photos before, during, and after and take videos before, during, after. That's what you need. .
[01:20:58] Mike: Yeah. And I'll drop a few things that I found helpful in creating our content, creating our thumbnails for like YouTube content and, you know, Google Drive, simple.
It's free up to a certain point. You know, if you're, if you're running a company and you got a couple people that you wanna share the, the videos or the photos with, create a drive in Google, you can Google how to create a Google Drive. It's very simple. And then you just upload from your phone, right?
Click share. There's a little person with a plus button next to 'em. You can add 'em, you add their email. Now everybody can access. All that information no matter where the fuck they are, right through the cloud. Uh, you know, so that's very helpful. Canva, C A N V A, like are you fucking kidding me with how simple they make?
I mean, they've got a billion templates. I think it's 10 bucks a month. I mean, you can upload your photo, like you can take a photo of me like this and just pull the background right off it. So it's just my stupid pose with nothing in the background. And then you can drag that into a template and next thing you know, it's me like this on top of Mount Everest.
It's fucking wild, super simple. Um, we transfer,
[01:22:10] Jordan: I'm sorry, go ahead. No, uh, I, I was gonna back to the Canva for a second. Um, I literally, anything that's overlaid of mine is all come from Canva. It is so, it is so stupid easy. And what's funny is I took a picture of you, , you probably didn't see it. It was one of my longer form videos.
So now you're gonna have to go back and watch my long form videos. Um, I took a picture of you in your space. Shoot. , it's in there and I pulled it out. I, so I took it from the internet. I stole it from your Facebook. Sorry. Um, I put it in Canva. I removed the background and I'd redownloaded it without a transparent background and I had it all done within a minute.
Like, so you're right. Canva is such a powerful tool. It's 15 bucks a month if you get the Pro PlanMe, which I say just go and get it. 15 bucks. Yeah. Um, and same thing with Google. Like you can get 200 gigs for like $2 a month. So like get those two things. But I didn't mean to interrupt you, but Canva is absolutely No, you're good.
I use it for all of my editing because it's 15 bucks a month. Like why would you not? Um, yeah, but keep going. We transfer .
[01:23:05] Mike: Yeah, we transfer. I mean, you can, the problem with like a Google drive, like if I'm uploading a, a video that's an hour and a half long, that shit takes a lot of time. And I've found through my personal experience, so.
It, it stops in the middle of it and you just lose the progress that you made and you gotta re-upload it. And I've had big videos that I've spent a day trying to upload that have stopped like three times. What I found was with we transfer, it compresses the shit out of it to where your upload and download time are significantly less.
So you can get your content to your editor much more quickly. Cuz that's what happens is, you know, you have a camera, it has an SD card, they're videoing shit. If you're using a camera, let's say, um, even if you're not, if you're using your phone and they record a a 30 minute clip, it's gonna take a while to transfer that.
We transfer. Super simple. . You literally put it in your email, hit upload, select the file, compress it, sends it. I think it's 10 bucks a month. I mean, I know we're breaking the bank here. Make sure you click the affiliate link below. I'm kidding. I'm not. I'm not, I'm not, I'm not paid by them. And this is not sponsored content.
I'm just trying to pour as much value on as possible. What else? Do you have any other apps that you use? Uh, in, in content. You think would be easy and helpful?
[01:24:20] Jordan: Yeah. Um, if you're doing video and you just need a free app, um, the most user, like if you're like, all right, I got the time, or I can teach a college kit or whatever, like you talked about in your content the other day, finding somebody local to come in and help you with content.
Um, and whether it be a college kit, use cap cut, um, to edit videos because it's user-friendly for TikTok, it's built for TikTok, but still all your reels and videos are gonna come out that way. So I would say cap cut is probably one of the best, most user-friendly. Free, absolutely free can do everything you want.
Um, as far as videos concerned, so I don't use it. I use a, I use a Premier Pro just cause it's more advanced. Um, and I could do more with it, but, uh, I would say Capco would be the other thing I would use. But I need to use, we transfer, by the way, , I'm glad you said that cuz I transfer my phone, I transfer from my phone.
I airdrop it into my computer. Um, but now I don't share it with anybody right now. So, but when I'm ready to share it, and I, I'm almost there to hire a video editor. Um, but when I do that, we transfer. I'm getting .
[01:25:24] Mike: Yeah, an airdrop is great guys. If you have a Mac and you have an iPhone, like that's typically what I do as well.
I'll take it from my phone, just airdrop that shit right there. And then if I've gotta send it out, send it via, we transfer. Easy peasy. Yes. So, dude, I am incredibly grateful for you taking some time spontaneously with me the day after Thanksgiving. I'm grateful for that. Thank you. Among many other things.
If somebody, you know, if people have questions or they decide that you are the guy for them and they want to come aboard, press the media. What's the best way for them to do that
[01:25:57] Jordan: right now? Just send me a message on Facebook. Um, you can follow my, my profile. The easiest thing is to send me a message on Facebook.
Facebook, or hit a comment on there that, that, that's the fastest way to get ahold of me. You can go to my website and stuff, but you're gonna get lost there. Um, , it's, don't get lost my website. It's just send me a message. You can see all my content on there and, um, yeah, and we will, we'll have a conversation.
I literally, my sales process is, why do you wanna do content? Like, I wanna know why you wanna do it, because I want to understand what your thought process and what are your expectations behind it. , you're not thinking, oh, I'm gonna generate leads immediately. Like that's not the purpose of it. And so I, I set those expectations ahead of time that like, Hey, look, some people will get leads right outta the gate.
They just do. It just happens to be that way. Um, but the expectation is you're, you're looking at this as a way to build a brand online. And so I, I make sure that we set those expectations up front. Um, and then I just ask you like, what I'm, I wanna make an understanding of what is your brand? Have you even considered what your brand is?
What is your voice like? Mm. What? I want to get into those questions and, and then I wanna figure out how comfortable you're with video. Um, while I have packages that don't include video, but I need pictures of you and your team. So you have to be willing to do X, y, Z. Cuz I can't be there to shoot photos for you, but I'll give you everything you need to.
Um, and so when you get on the call with me, that's, those are the expectations I set. And then if I'm like, Hey, you're not willing to do these things, you're gonna pay me money and you're not gonna see any type of results, um, and I'm not gonna be able to put out really good content for you with stock photos, like, that's not gonna work.
So be willing to put the, uh, some, the conversation is geared around all those things. What are their expectations of you? Uh, expectations of me. Um, and then understanding what, what's the purpose of the content? Were their,
[01:27:45] Mike: So you hear to hear first folks, Presto Media, if you need 20 to 30 leads this week, hit 'em up.
Jordan's gonna get you there again. I appreciate you brother. And with that being said, we go.
