{"version":"1.0.0","segments":[{"startTime":5.08,"endTime":8.897,"body":"Welcome to the Basic Bee Podcast. I'm thrilled to have you back and I'm"},{"startTime":8.921,"endTime":12.665,"body":"thrilled to be joined by my friend Gisele Paula before I bring"},{"startTime":12.705,"endTime":16.225,"body":"her on to talk all about client experience. And we're going to weave in"},{"startTime":16.265,"endTime":19.921,"body":"SEO, storytelling and social proof. This whole thing is going to evolve as we"},{"startTime":19.953,"endTime":23.433,"body":"talk. So just buckle up, my friends. Here is a brief"},{"startTime":23.489,"endTime":26.985,"body":"intro to Giselle. Giselle Paula James is the founder of"},{"startTime":27.025,"endTime":30.545,"body":"Scrap Strategies, a boutique strategic business and operations"},{"startTime":30.625,"endTime":34.093,"body":"consultant, helping owner operators amplify their unique business"},{"startTime":34.149,"endTime":37.821,"body":"rhythm and accelerate growth through data driven customer insights"},{"startTime":37.853,"endTime":41.597,"body":"and competitor deep dives. Giselle has a keen eye for connecting"},{"startTime":41.621,"endTime":45.389,"body":"the dots to help ambitious leaders leverage their competitive advantages"},{"startTime":45.517,"endTime":49.105,"body":"to cut through the market noise to discover their potent position."},{"startTime":49.405,"endTime":53.205,"body":"When she's not helping B2B firms forex. Within a year, she's"},{"startTime":53.245,"endTime":56.981,"body":"busy taking too many pictures of her cats and being obsessed with her niece and"},{"startTime":57.013,"endTime":60.751,"body":"nephew. Hello, my friend. Hi. And"},{"startTime":60.783,"endTime":64.087,"body":"those are facts. When I leave this earth, that's what I want in my tombstone."},{"startTime":64.231,"endTime":67.475,"body":"Too many pictures of her cats obsessed with her niece and nephew."},{"startTime":68.335,"endTime":71.863,"body":"I love that. So introduce us to everyone. The cats and the niece and nephew,"},{"startTime":71.919,"endTime":75.727,"body":"who are they? Yes. One day when I figure out how to have"},{"startTime":75.751,"endTime":78.375,"body":"more time, my husband and I, we always talk about how we're going to start"},{"startTime":78.415,"endTime":82.063,"body":"like a comic book of the two cats. If you're a cat person out there,"},{"startTime":82.119,"endTime":85.785,"body":"first of all, yes. Second of all, you know, they have"},{"startTime":85.825,"endTime":89.593,"body":"like vastly different personalities. And so,"},{"startTime":89.649,"endTime":93.417,"body":"yeah, they're just very interesting. Molly is the eldest and that's how I"},{"startTime":93.441,"endTime":97.193,"body":"refer to her, as the eldest, obviously. And I'm"},{"startTime":97.289,"endTime":100.769,"body":"convinced she's plotting to take over the world. And"},{"startTime":100.937,"endTime":104.753,"body":"Jess is the youngest and I'm convinced she has no idea what the"},{"startTime":104.769,"endTime":108.449,"body":"world is. They're so interesting. One day when I"},{"startTime":108.577,"endTime":112.201,"body":"retire, I will create this comic book. Please do. I can't"},{"startTime":112.233,"endTime":115.981,"body":"draw or write, so we'll see. You can just hire help. Know there are people"},{"startTime":116.013,"endTime":119.517,"body":"who can make this happen for you. Yeah. I have one request. Can my cat"},{"startTime":119.541,"endTime":122.829,"body":"moonlight make a special appearance? Oh, my gosh."},{"startTime":122.917,"endTime":126.717,"body":"Moonlight can be their bff. She can just like have like one"},{"startTime":126.741,"endTime":130.381,"body":"little page. She can be in the corner. It'll be wonderful. I love it."},{"startTime":130.413,"endTime":134.189,"body":"Moonlight. I need a picture so I can capture her essence. And we'll have"},{"startTime":134.197,"endTime":137.429,"body":"to do like, video calls where none of the cats are paying attention. No, they"},{"startTime":137.437,"endTime":141.277,"body":"won't. But we should get their essence. She gave you the cat that's there in"},{"startTime":141.301,"endTime":144.597,"body":"spirit because she actually passed away about 10 years ago. So she can just be"},{"startTime":144.621,"endTime":148.357,"body":"like the ghostly cat she can be, like, the fairy godmother. Okay, let us"},{"startTime":148.381,"endTime":150.981,"body":"bring this back to what we were going to talk about instead of a cat"},{"startTime":151.013,"endTime":154.565,"body":"comic book. Although that's fun. All right, I prepped you that I always ask"},{"startTime":154.645,"endTime":158.429,"body":"guests the same one question, and I never tell anyone what the question is, and"},{"startTime":158.437,"endTime":162.077,"body":"you can't mess it up. So deep breath. Whatever you say is the correct answer."},{"startTime":162.221,"endTime":165.317,"body":"Which do you believe is the most important for sales?"},{"startTime":165.461,"endTime":168.505,"body":"SEO, storytelling or social proof?"},{"startTime":170.455,"endTime":174.271,"body":"SEO, storytelling or social proof? I'm not saying this because I'm on your"},{"startTime":174.303,"endTime":176.155,"body":"podcast, but"},{"startTime":178.615,"endTime":182.351,"body":"SEO helps to tell the stories of the social proof."},{"startTime":182.463,"endTime":185.807,"body":"So there you go. I'm, like, basically a politician. You're"},{"startTime":185.831,"endTime":189.495,"body":"welcome. No one has ever put them together that succinctly. They've put them"},{"startTime":189.535,"endTime":193.383,"body":"together, and that's also my answer. But bravo. That was beautiful. Thank you. Thank"},{"startTime":193.399,"endTime":196.927,"body":"you. Do you have additional thoughts on that as to why?"},{"startTime":197.111,"endTime":200.767,"body":"Yeah, I mean, ultimately, a lot of times, and you know,"},{"startTime":200.871,"endTime":204.711,"body":"you know this, Brittany better probably than most, but people try and, like, game"},{"startTime":204.743,"endTime":208.439,"body":"the SEO by stuffing it with keywords"},{"startTime":208.527,"endTime":212.287,"body":"and doing all this stuff. And that works one purpose, right? Where"},{"startTime":212.311,"endTime":216.143,"body":"it's like, yes, people will be able to find you. Now, that"},{"startTime":216.159,"endTime":220.007,"body":"is only part of the battle. The second is, do they care what you have"},{"startTime":220.031,"endTime":223.601,"body":"to say? And that's where that storytelling"},{"startTime":223.743,"endTime":227.493,"body":"and that social proof. Well, the storytelling first is do people care what"},{"startTime":227.509,"endTime":230.621,"body":"you have to say? And the social proof, it's what's going to turn what people"},{"startTime":230.693,"endTime":233.573,"body":"have to say into a sales engine for you. And that's where you begin to"},{"startTime":233.589,"endTime":237.181,"body":"get your, like, ROI on your SEO. I love it. That is so"},{"startTime":237.213,"endTime":240.861,"body":"beautiful. Okay, let's switch gears. We're going to go into"},{"startTime":241.013,"endTime":244.781,"body":"the client experience, which I know that's your wheelhouse. What"},{"startTime":244.813,"endTime":248.517,"body":"in your mind encompasses the client experience? Because someone might hear that and just be"},{"startTime":248.541,"endTime":251.923,"body":"like, okay, cool. I have this part of the process in my head, but they"},{"startTime":251.939,"endTime":255.443,"body":"may not be thinking of everything. Yeah. So it's really"},{"startTime":255.499,"endTime":258.843,"body":"easy. It is everything. The client"},{"startTime":258.939,"endTime":262.627,"body":"experience is everything. And what I mean by everything, it's not that"},{"startTime":262.651,"endTime":266.187,"body":"it's like, the most important, but client experience."},{"startTime":266.251,"endTime":269.963,"body":"And really, you know, when I talk about myself as a strategist or when I"},{"startTime":269.979,"endTime":273.139,"body":"talk about doing strategy in your business, it's really about"},{"startTime":273.227,"endTime":276.307,"body":"intentionality. Right. So ultimately, that"},{"startTime":276.331,"endTime":280.147,"body":"intentionality will deliver that client experience. And what that means"},{"startTime":280.211,"endTime":283.939,"body":"is mobilizing your entire organization against that"},{"startTime":283.987,"endTime":287.299,"body":"intentionality. So are your finances"},{"startTime":287.387,"endTime":291.123,"body":"prioritizing, making space for that customer experience that you want"},{"startTime":291.139,"endTime":294.931,"body":"to deliver? Is your marketing doing that? Is your sales team"},{"startTime":294.963,"endTime":298.163,"body":"and your product Team is everyone in your organization and your"},{"startTime":298.219,"endTime":301.855,"body":"contractors, like, are all of those people supporting that experience?"},{"startTime":301.995,"endTime":305.663,"body":"So that's where it is everything. Because we see this all the"},{"startTime":305.679,"endTime":309.447,"body":"time where there's a misalignment. Right. You know, I always say, like, good marketing"},{"startTime":309.511,"endTime":313.175,"body":"will bring everybody once and then what"},{"startTime":313.215,"endTime":316.871,"body":"happens afterwards when they arrive? Like, that is the job of everyone else."},{"startTime":316.943,"endTime":320.783,"body":"So you can have like a client success or a customer"},{"startTime":320.839,"endTime":324.663,"body":"success team, but ultimately, you know, you can choose to"},{"startTime":324.679,"endTime":328.115,"body":"fight the uphill battle of constantly having your CS team"},{"startTime":328.505,"endTime":332.329,"body":"field unhappy experiences or field issues because"},{"startTime":332.417,"endTime":335.961,"body":"the operations folks, like, there was something wrong with the facilities. Like,"},{"startTime":336.073,"endTime":339.865,"body":"you can choose your model. Your intentionality could be"},{"startTime":339.985,"endTime":343.729,"body":"to tend to problems. However, if you want to use"},{"startTime":343.857,"endTime":347.273,"body":"customer experience as a competitive advantage, you're likely"},{"startTime":347.409,"endTime":350.841,"body":"better off preemptively preparing for good experiences and"},{"startTime":350.873,"endTime":354.499,"body":"mobilizing your team to deliver on that. That is a"},{"startTime":354.547,"endTime":358.067,"body":"really beautiful way to think of that. You can have your intention be out there"},{"startTime":358.171,"endTime":361.899,"body":"for good, or you can have it be out there for the negative. Just"},{"startTime":361.947,"endTime":365.643,"body":"anticipating that people are going to be unhappy versus anticipating that"},{"startTime":365.659,"endTime":368.947,"body":"people are going to be happy and they're going to be sending you referrals. Yeah."},{"startTime":369.011,"endTime":372.371,"body":"And I think something that's really interesting and also often gets lost"},{"startTime":372.563,"endTime":376.171,"body":"in this discussion when we talk about value is the fact that"},{"startTime":376.243,"endTime":379.915,"body":"value can actually mean different things for different businesses. Right. So you"},{"startTime":379.955,"endTime":383.475,"body":"actually don't need to roll out the red carpet every time if that's"},{"startTime":383.515,"endTime":386.955,"body":"not the intention of your business. What I want out of my"},{"startTime":386.995,"endTime":390.691,"body":"doctor and what a good experience looks like there is completely different than what"},{"startTime":390.723,"endTime":394.491,"body":"I want when I'm rushing late to work"},{"startTime":394.563,"endTime":398.371,"body":"and am trying to pick up a coffee to go. Like, there are different things"},{"startTime":398.443,"endTime":402.259,"body":"that I value more in those moments. And that's where that intentionality"},{"startTime":402.307,"endTime":406.053,"body":"and thinking about, you know, we talk about story building. Who do"},{"startTime":406.069,"endTime":409.861,"body":"you want to be to your customers? Like, that's where it matters. That way you"},{"startTime":409.893,"endTime":412.453,"body":"know what it is that you're actually going to invest in and what it is"},{"startTime":412.469,"endTime":416.061,"body":"that you're optimizing for. So you might have like a quarterly or"},{"startTime":416.093,"endTime":419.877,"body":"biannual meeting to be like, okay, guys, like, let's review and"},{"startTime":419.901,"endTime":423.645,"body":"find opportunities within our customer experience. But, like, where are you actually investing"},{"startTime":423.685,"endTime":427.133,"body":"in and what are you optimizing for? Like, what are you trying to make better"},{"startTime":427.189,"endTime":430.709,"body":"is completely dependent on who it is that you're trying to be for your customers."},{"startTime":430.837,"endTime":434.677,"body":"Again, that comes back to the intentionality. It could be speed, and in that"},{"startTime":434.701,"endTime":438.397,"body":"case, like, you don't have to have the nicest team ever. No one Wants"},{"startTime":438.421,"endTime":442.117,"body":"a bad experience. But what good looks like is going to"},{"startTime":442.141,"endTime":445.973,"body":"be different depending on the context of, like, who you are to your customers,"},{"startTime":446.029,"endTime":449.573,"body":"what they need, what they look for you for. I love this. You mentioned"},{"startTime":449.629,"endTime":453.237,"body":"speed. What are some other things that we might be optimizing for?"},{"startTime":453.381,"endTime":457.197,"body":"And where could a business owner even begin to think about what"},{"startTime":457.221,"endTime":460.467,"body":"that answer is for them and their business and their offers?"},{"startTime":460.611,"endTime":464.267,"body":"Yeah, so I teach like a CX kind"},{"startTime":464.291,"endTime":468.091,"body":"of framework and it really starts with the different types of values."},{"startTime":468.123,"endTime":471.467,"body":"And it might be like innovation, it might be like social, it might be"},{"startTime":471.611,"endTime":475.347,"body":"cost, it might be speed. Like there are these different ways that"},{"startTime":475.371,"endTime":479.131,"body":"we can define value. And I would say at the start,"},{"startTime":479.203,"endTime":482.875,"body":"think about the business that you want to run. So when I am"},{"startTime":482.915,"endTime":486.581,"body":"working one on one with clients, we always start with the company. And"},{"startTime":486.693,"endTime":489.717,"body":"as a company, like, what are you trying to achieve? And this is why I"},{"startTime":489.741,"endTime":493.557,"body":"work specifically with owner operators, because you're closer to it,"},{"startTime":493.581,"endTime":497.037,"body":"you started it, but you're like in the weeds. You're not just a"},{"startTime":497.061,"endTime":500.885,"body":"CEO on a tower somewhere. That's just like reading spreadsheets. I love the idea"},{"startTime":500.925,"endTime":504.621,"body":"of like, you have opinions about what type of"},{"startTime":504.653,"endTime":508.357,"body":"business you want to run. Think about it, Take those opinions out to"},{"startTime":508.381,"endTime":512.127,"body":"light, find threads throughout them. I also, and this is totally not"},{"startTime":512.151,"endTime":515.991,"body":"a plug, but I actually, I sped up for your audience the"},{"startTime":516.023,"endTime":519.767,"body":"publishing of a growth quadrant quiz. So the"},{"startTime":519.791,"endTime":523.511,"body":"idea is to help people think about strategy and really that"},{"startTime":523.543,"endTime":526.655,"body":"intentionality. But ultimately what it comes down to is like, when you think about your"},{"startTime":526.695,"endTime":530.255,"body":"growth quadrant and really like where your market opportunity lies,"},{"startTime":530.415,"endTime":534.015,"body":"it helps to think about that. So if nothing else, you can take the quiz"},{"startTime":534.175,"endTime":537.781,"body":"and it'll ask you prompting questions to help you think"},{"startTime":537.813,"endTime":541.637,"body":"about beyond the quiz. Like more tangibly, what does that mean to"},{"startTime":541.661,"endTime":544.093,"body":"you and what does that mean to your business? And what can you think about"},{"startTime":544.149,"endTime":547.277,"body":"to figure out who it is that you want to be for your customer? You"},{"startTime":547.301,"endTime":551.061,"body":"already have ideas, you know, especially as like if you're a founder, but it's"},{"startTime":551.093,"endTime":554.917,"body":"like pulling those together. And I'm going to say this, do not get mad"},{"startTime":554.941,"endTime":558.525,"body":"at me, y'all. But with intentionality comes"},{"startTime":558.605,"endTime":562.277,"body":"trade offs. Yeah. So figuring out, out of"},{"startTime":562.301,"endTime":565.845,"body":"all the ideas that you have, which do you want to prioritize"},{"startTime":566.005,"endTime":569.821,"body":"and by proxy, which will you not prioritize? So"},{"startTime":569.853,"endTime":573.621,"body":"if you're trying to optimize for speed, that might mean that"},{"startTime":573.653,"endTime":577.333,"body":"you don't get to prioritize if you want to do it well. Right. That I"},{"startTime":577.349,"endTime":580.877,"body":"teach is there's a wheel with like ultimately five different values and you can deliver"},{"startTime":580.941,"endTime":584.733,"body":"at 20% of each five. You know, that doesn't help"},{"startTime":584.749,"endTime":588.557,"body":"you make a differentiation in your industry. Or you can"},{"startTime":588.621,"endTime":592.029,"body":"lean into one of the five and kind of like think of a pie, right?"},{"startTime":592.117,"endTime":595.341,"body":"You have like a limited amount. So all of that to say that"},{"startTime":595.373,"endTime":599.085,"body":"involves trade offs. So there are things that if you want to lean"},{"startTime":599.125,"endTime":602.549,"body":"into something, if you figure out this is who I am for my"},{"startTime":602.597,"endTime":606.317,"body":"customers, that means maybe don't spend on this other course"},{"startTime":606.381,"endTime":610.133,"body":"because like the Internet and the trends tell you that this is like what"},{"startTime":610.189,"endTime":613.813,"body":"matters or what's hot or what you need to do. Table"},{"startTime":613.869,"endTime":617.637,"body":"stakes, they are a thing. There are things that your customers expect when they're"},{"startTime":617.661,"endTime":621.357,"body":"looking for a solution from you. But even we as customers, we"},{"startTime":621.381,"endTime":625.181,"body":"make certain trade offs based off what actually matters to us. And that's we're"},{"startTime":625.213,"endTime":628.981,"body":"focusing on like who are your customers, what actually matters to them and then"},{"startTime":629.013,"endTime":631.973,"body":"how do I meet them with what actually matters to me and who I want"},{"startTime":631.989,"endTime":635.517,"body":"to be for them? As you're talking, the couple things that are going through my"},{"startTime":635.541,"endTime":639.381,"body":"head are I love working with service providers. I love working with"},{"startTime":639.413,"endTime":643.221,"body":"six figure entrepreneurs who they're somewhat in the doing of the stuff,"},{"startTime":643.253,"endTime":646.545,"body":"but they also have team members that have different responsibilities."},{"startTime":646.925,"endTime":650.389,"body":"And so when it comes to having an SEO case study or having an SEO"},{"startTime":650.437,"endTime":654.253,"body":"strategy that they're coming to me for, I like asking them how"},{"startTime":654.269,"endTime":658.021,"body":"much they want to understand what's going on. And the"},{"startTime":658.053,"endTime":660.949,"body":"answer varies, but I always make sure to ask that and I ask it at"},{"startTime":660.957,"endTime":664.677,"body":"the beginning because if they don't care to understand, that's fine. That gets to"},{"startTime":664.701,"endTime":668.461,"body":"be completely okay. So nobody panic. But also I know where I need to spend"},{"startTime":668.493,"endTime":672.277,"body":"my time with them and what they're going to find valuable. So"},{"startTime":672.301,"endTime":675.853,"body":"that's like one thing that just I thought of as a tangible for the"},{"startTime":675.869,"endTime":679.509,"body":"client experience that I'm providing with my clients. Absolutely."},{"startTime":679.677,"endTime":683.381,"body":"Let's bring this into these three pieces. So we've got SEO, we've got"},{"startTime":683.413,"endTime":687.253,"body":"storytelling, we've got social proof. And questions that I field a"},{"startTime":687.269,"endTime":691.061,"body":"lot are just, we could maybe just start with social proof, because that's a"},{"startTime":691.093,"endTime":694.757,"body":"big one. Where do I go about gathering the social proof during the client"},{"startTime":694.821,"endTime":698.589,"body":"experience? How do I do that? So just hearing social proof in"},{"startTime":698.597,"endTime":702.277,"body":"the client experience, where does your brain go? Are there mistakes that you see? Are"},{"startTime":702.301,"endTime":705.883,"body":"there things that we need to be aware of? I think the first mistake"},{"startTime":705.979,"endTime":709.627,"body":"that I see all the time is what should you be"},{"startTime":709.651,"endTime":713.291,"body":"measuring? Right. And so we have qualitative data which are like customer"},{"startTime":713.323,"endTime":716.883,"body":"testimonials. And that's great, but especially when we talk about case studies and the"},{"startTime":716.939,"endTime":720.531,"body":"story that we're trying to tell with the case study of, like, you're the"},{"startTime":720.563,"endTime":724.283,"body":"hero, and ultimately whoever it is that you're servicing, they"},{"startTime":724.299,"endTime":726.675,"body":"want to make sure that you're able to deliver, and they want to make sure"},{"startTime":726.715,"endTime":730.349,"body":"that they're getting value out of your services. So one of the best"},{"startTime":730.397,"endTime":734.101,"body":"tools that we have as humans is data and numbers."},{"startTime":734.213,"endTime":737.745,"body":"And so figuring out what metric of success"},{"startTime":738.125,"endTime":741.869,"body":"matters to my customer and then how can I"},{"startTime":742.037,"endTime":745.565,"body":"capture that? And I think that's going to help you understand a lot of, like,"},{"startTime":745.685,"endTime":748.973,"body":"what you should ask for and when do you need to ask for it, when?"},{"startTime":749.029,"endTime":751.733,"body":"So, like, if you're going to ask for a testimonial, that's something that you don't"},{"startTime":751.749,"endTime":755.397,"body":"want to do in the beginning, right before they've even worked with you, where it's"},{"startTime":755.421,"endTime":759.265,"body":"like, hey, thanks for signing on. I'd love for you to give me a testimonial"},{"startTime":760.325,"endTime":763.501,"body":"how you're going to like our work together. They would be like, what are you"},{"startTime":763.533,"endTime":767.333,"body":"talking about? So time and place. And similarly, if you're"},{"startTime":767.389,"endTime":770.909,"body":"looking for, for example, for you, Brittany, since you do SEO"},{"startTime":770.957,"endTime":774.677,"body":"work, a metric that I would imagine matters very much to you"},{"startTime":774.741,"endTime":778.437,"body":"is traffic. How can you drive traffic knowing that"},{"startTime":778.581,"endTime":782.269,"body":"this is an important benchmark? How do I go about it? And then"},{"startTime":782.357,"endTime":786.125,"body":"that means that it is probably in your best interest to capture a benchmark"},{"startTime":786.165,"endTime":789.757,"body":"in the beginning and then to also measure it at the end or at"},{"startTime":789.821,"endTime":793.053,"body":"X amount of time. In the end, you know, you would know better than the"},{"startTime":793.069,"endTime":796.917,"body":"rest of us of, like, how long does it actually take the SEO machine to,"},{"startTime":796.941,"endTime":800.765,"body":"like, ramp up and give meaningful results? Because you probably don't want to do it"},{"startTime":800.845,"endTime":804.685,"body":"a week after you've published? No, at least three to four"},{"startTime":804.725,"endTime":808.325,"body":"months. Yeah, it takes time to cook. So that's where I would start"},{"startTime":808.365,"endTime":811.945,"body":"thinking about, like, what matters to my audience,"},{"startTime":812.245,"endTime":815.765,"body":"what is going to grab their attention. And then the following"},{"startTime":815.845,"endTime":819.661,"body":"question is, like, when do I need to ask for that information? The"},{"startTime":819.693,"endTime":823.349,"body":"third is, how is it through a conversation or"},{"startTime":823.397,"endTime":827.213,"body":"is it through, you know, like an actual survey? There are"},{"startTime":827.269,"endTime":830.845,"body":"different ways that you can go about getting these stories and helping to"},{"startTime":830.885,"endTime":834.181,"body":"understand. I think there's definitely something for an"},{"startTime":834.213,"endTime":838.061,"body":"intentional testimonial, but there's also just so much more"},{"startTime":838.093,"endTime":841.033,"body":"that you can get if you just have a conversation, particularly if you have, like,"},{"startTime":841.189,"endTime":844.961,"body":"a higher ticket product where it might make sense, where it's"},{"startTime":844.993,"endTime":847.937,"body":"like, oh, we're going to meet up for like, a virtual coffee or an IRL"},{"startTime":848.001,"endTime":851.609,"body":"Coffee and you're just like building rapport. And you can begin to understand, like,"},{"startTime":851.777,"endTime":854.857,"body":"yes, there was the thing that you did, but you can begin to pull out"},{"startTime":854.881,"endTime":858.265,"body":"that story of like, what did that actually mean to them? Like what"},{"startTime":858.305,"endTime":861.633,"body":"emotional state were they in, where they are now? What"},{"startTime":861.689,"endTime":865.521,"body":"possibilities through your work have you unlocked for them? And these are things"},{"startTime":865.553,"endTime":868.813,"body":"where like, sure, you can get like a snippet in a"},{"startTime":868.829,"endTime":872.637,"body":"testimonial request, but that story, that story that drives people"},{"startTime":872.741,"endTime":876.581,"body":"that will get someone, once you know you've got the right keywords in there to"},{"startTime":876.613,"endTime":880.029,"body":"actually stay, is that story. And then those"},{"startTime":880.077,"endTime":883.685,"body":"metrics and being able to use data, which again our"},{"startTime":883.725,"endTime":887.405,"body":"brain understands. Right. It's like two is greater than one. Our brain"},{"startTime":887.445,"endTime":890.837,"body":"is constantly looking to conserve energy, so it's always looking for"},{"startTime":890.861,"endTime":894.597,"body":"shortcuts. And that's where like the data, it shouldn't be like everything, but"},{"startTime":894.621,"endTime":897.941,"body":"that's where data can be really helpful. Yeah, that's a really good point. You don't"},{"startTime":897.973,"endTime":901.325,"body":"want to slam them with data. You want to be really strategic with what you're"},{"startTime":901.365,"endTime":905.197,"body":"sharing and again, where you're sharing it. That's a really good point."},{"startTime":905.301,"endTime":909.117,"body":"So my brain immediately goes to thinking of client testimonials,"},{"startTime":909.141,"endTime":912.693,"body":"but also thinking of case studies. And a lot of times I've taken testimonials"},{"startTime":912.749,"endTime":916.189,"body":"and built them up into case studies. So I"},{"startTime":916.357,"endTime":919.957,"body":"have some clients where we'll think about this in like a three part thing."},{"startTime":920.141,"endTime":923.795,"body":"Why did they choose to hire you? What was their experience like?"},{"startTime":923.835,"endTime":927.531,"body":"Even as it's going on, especially if they make some call out of"},{"startTime":927.563,"endTime":930.923,"body":"like, oh, I really liked that video that you did. This was so helpful. It"},{"startTime":930.939,"endTime":933.443,"body":"saved me a ton of time. I was able to put it in double speed"},{"startTime":933.499,"endTime":937.091,"body":"and whatever. And then of course at the end and"},{"startTime":937.123,"endTime":940.907,"body":"figuring out what that timeframe is of like to collect data, I wouldn't"},{"startTime":940.931,"endTime":944.755,"body":"want that immediately after the project wraps. I would want that a few months"},{"startTime":944.795,"endTime":948.543,"body":"later. But there are still things that I can ask immediately after. So"},{"startTime":948.559,"endTime":952.047,"body":"you kind of touched on this already, but I'm wondering if you have other"},{"startTime":952.111,"endTime":955.767,"body":"ideas hearing that kind of three part process of types"},{"startTime":955.791,"endTime":959.215,"body":"of questions that we can ask and information that we can grab at those three"},{"startTime":959.255,"endTime":963.087,"body":"different points. Yeah. Before we go into information, I think"},{"startTime":963.111,"endTime":966.463,"body":"there's a point that I want to make sure that we touch on it. And"},{"startTime":966.479,"endTime":970.151,"body":"I think you're alluding to this, if not like explicitly saying it,"},{"startTime":970.223,"endTime":974.015,"body":"but when we think about our customer experience, it goes beyond"},{"startTime":974.135,"endTime":977.727,"body":"before they start working with us and after they stop working with us."},{"startTime":977.831,"endTime":981.527,"body":"Right. And that part of the reason is of course, retention. We want"},{"startTime":981.551,"endTime":985.223,"body":"them to come back. The second reason is they can become advocates"},{"startTime":985.319,"endTime":988.719,"body":"and like now, you know, our biggest fans begin to like,"},{"startTime":988.807,"endTime":991.975,"body":"do freak promo for us. And then"},{"startTime":992.055,"endTime":995.847,"body":"third, and this is, you know, what you're talking about is when"},{"startTime":995.871,"endTime":999.479,"body":"we talk about meaningful, this is something that I'm also going through"},{"startTime":999.527,"endTime":1003.151,"body":"too, because what I do, it's, it's not directly tied one to"},{"startTime":1003.183,"endTime":1006.877,"body":"one. Like, yes, if I wanted to, we could survey like, oh,"},{"startTime":1006.941,"endTime":1010.341,"body":"what are the number of customer complaints that you have? But that's like an"},{"startTime":1010.373,"endTime":1013.989,"body":"operational change. And for me that's like, it's fun, but it's less"},{"startTime":1014.037,"endTime":1017.789,"body":"impactful than like an organizational change, which in order to see that,"},{"startTime":1017.877,"endTime":1021.397,"body":"it just takes time. Yeah, right. So there's a rapport building"},{"startTime":1021.461,"endTime":1025.125,"body":"and there's an experience that you want to make sure that you create"},{"startTime":1025.165,"endTime":1028.973,"body":"for people who are, you're not actively servicing, but you want to"},{"startTime":1029.029,"endTime":1032.78,"body":"still be a value of and being able to get those long term"},{"startTime":1032.812,"endTime":1036.388,"body":"metrics and have it not be weird when you come back, you know, a year"},{"startTime":1036.436,"endTime":1039.784,"body":"after not speaking to them and being like, so, hey,"},{"startTime":1040.524,"endTime":1043.504,"body":"how's business going? I've definitely done that."},{"startTime":1044.644,"endTime":1048.412,"body":"It feels weird. It does. It never stops feeling weird. It"},{"startTime":1048.428,"endTime":1052.084,"body":"just gets to be more of a routine practice, which, you know, I. Think there's"},{"startTime":1052.124,"endTime":1055.916,"body":"definitely, there's a ton of value in being like, okay, it's been a"},{"startTime":1055.94,"endTime":1059.663,"body":"year, it's time to check in. But it will be more meaningful and you'll"},{"startTime":1059.679,"endTime":1063.471,"body":"get a lot more information and feel less weird and more genuine"},{"startTime":1063.623,"endTime":1067.431,"body":"if you have some sort of like dialogue, whatever that looks"},{"startTime":1067.463,"endTime":1070.815,"body":"like post engagement. The way I break it down in my brain"},{"startTime":1070.895,"endTime":1074.727,"body":"is why did they choose to work with you? What was"},{"startTime":1074.751,"endTime":1078.263,"body":"their experience like? Did anything stand out specifically is what I'm curious"},{"startTime":1078.319,"endTime":1082.103,"body":"about. And then I just call it wins. Sometimes I think of"},{"startTime":1082.119,"endTime":1085.535,"body":"them as internal or more emotional wins, and sometimes I think of them as"},{"startTime":1085.575,"endTime":1089.107,"body":"external wins or more of that data, the metrics that you can actually"},{"startTime":1089.171,"endTime":1092.859,"body":"track. So it's like, why did you choose me? What was your experience like?"},{"startTime":1092.947,"endTime":1096.215,"body":"And what is business like now? Yeah,"},{"startTime":1096.515,"endTime":1099.763,"body":"so I would say in the beginning, like, why did you choose me? That's, that's"},{"startTime":1099.779,"endTime":1103.523,"body":"a great question. And I feel like if I had to"},{"startTime":1103.579,"endTime":1107.371,"body":"point to a mistake, I think it's like making sure you get people"},{"startTime":1107.403,"endTime":1110.907,"body":"in the right headspace. You know, I think a lot of times in the"},{"startTime":1110.931,"endTime":1114.123,"body":"beginning it might be like really awkward and you might get a shallow"},{"startTime":1114.179,"endTime":1118.017,"body":"answer as to why someone chose you, which is like, it's"},{"startTime":1118.041,"endTime":1121.713,"body":"good to know Right. It would be the equivalent of like you sending out a"},{"startTime":1121.729,"endTime":1124.865,"body":"survey. You could be like, here are these high level things. Why did you choose"},{"startTime":1124.905,"endTime":1128.481,"body":"me? I actually feel like that question"},{"startTime":1128.553,"endTime":1132.369,"body":"is probably better asked in the middle of an engagement and"},{"startTime":1132.377,"endTime":1135.353,"body":"you don't want to wait too long because you don't want them to necessarily forget."},{"startTime":1135.529,"endTime":1139.137,"body":"But you know, chances are that they're not just following you even still,"},{"startTime":1139.321,"endTime":1143.077,"body":"they're probably still looking at and engaging with content, you know,"},{"startTime":1143.141,"endTime":1146.877,"body":"through like the social media posts of like companies that they followed or"},{"startTime":1146.981,"endTime":1150.725,"body":"they're on other people's newsletter lists. And so they're still engaging with other"},{"startTime":1150.765,"endTime":1154.453,"body":"people's content. So they're choosing you every single time. They"},{"startTime":1154.469,"endTime":1158.285,"body":"could technically fire you at any point. So I think there's value in"},{"startTime":1158.325,"endTime":1162.037,"body":"asking them a little bit further in. I personally, I don't like getting asked"},{"startTime":1162.061,"endTime":1165.425,"body":"that during like an introductory meeting because it's like,"},{"startTime":1165.935,"endTime":1168.915,"body":"I don't know, I guess like your site seemed cool,"},{"startTime":1169.695,"endTime":1173.295,"body":"you know. Right. But like, I feel like you could get that"},{"startTime":1173.335,"endTime":1177.111,"body":"insight even in your like inquiry form where it's like, how did you find"},{"startTime":1177.143,"endTime":1180.959,"body":"us? But for something more meaningful, something that you know, you could really"},{"startTime":1181.007,"endTime":1184.551,"body":"lean into and begin to build your own story of who you are to your"},{"startTime":1184.583,"endTime":1188.031,"body":"customers is probably if you ask it a little bit deeper into the engagement so"},{"startTime":1188.063,"endTime":1191.789,"body":"they can, they can now have some comparison of actively working with you."},{"startTime":1191.927,"endTime":1195.577,"body":"They could say, oh yeah, oh, I knew Britney was going to be really good"},{"startTime":1195.601,"endTime":1198.953,"body":"at this. Or like, oh, this is something that I see that, you know, you're"},{"startTime":1198.969,"endTime":1202.345,"body":"not talking about. And also you could get like more candid feedback about your"},{"startTime":1202.385,"endTime":1206.057,"body":"competitors and how your customers are perceiving them. Again, I think"},{"startTime":1206.081,"endTime":1209.777,"body":"there's like value in that sweet spot. Obviously depends like how long"},{"startTime":1209.841,"endTime":1213.641,"body":"your engagement is. But like if you have a couple weeks engagement, maybe at like"},{"startTime":1213.673,"endTime":1217.441,"body":"the third mark, finding some way to kind of like bring that into"},{"startTime":1217.473,"endTime":1221.197,"body":"the conversation and it might come out more organically, but you"},{"startTime":1221.221,"endTime":1224.973,"body":"could just be like, I'm so curious. I'm doing some research and I'm trying to"},{"startTime":1224.989,"endTime":1228.741,"body":"get a better understanding. I'm really curious what attracted you"},{"startTime":1228.773,"endTime":1231.829,"body":"to kind of like work with me. And at this point you have more rapport"},{"startTime":1231.877,"endTime":1235.645,"body":"and you'll just get a higher quality answer than, you know,"},{"startTime":1235.685,"endTime":1239.429,"body":"just kind of like in the introductory meeting. So why'd you choose"},{"startTime":1239.477,"endTime":1243.085,"body":"me? That's a really good point."},{"startTime":1243.205,"endTime":1246.493,"body":"Yeah. Have you ever found the response to that when you ask it so early"},{"startTime":1246.549,"endTime":1249.771,"body":"to be like meaningful and helpful? I have"},{"startTime":1249.883,"endTime":1253.355,"body":"and I can very much see your point. So I'm almost Thinking of"},{"startTime":1253.395,"endTime":1257.027,"body":"asking twice would maybe be a good idea because I don't"},{"startTime":1257.051,"endTime":1260.715,"body":"always have like a kickoff call. I try to remove a lot of those"},{"startTime":1260.755,"endTime":1264.355,"body":"calls because I was thinking about the client experience and the intention behind"},{"startTime":1264.395,"endTime":1268.227,"body":"it. I really want to remove a thing from their plate and have more"},{"startTime":1268.251,"endTime":1271.499,"body":"of a wrap up call where it's like, all right, you've seen all the information,"},{"startTime":1271.627,"endTime":1275.303,"body":"ask me your questions and we can go through everything piece by piece by piece"},{"startTime":1275.419,"endTime":1279.183,"body":"so that they really feel confident moving forward. But that aside, yeah, I"},{"startTime":1279.199,"endTime":1282.719,"body":"feel like I have gotten some good answers when I ask and I do really"},{"startTime":1282.847,"endTime":1286.543,"body":"generally ask that more organically. Like maybe I'm dropping off a"},{"startTime":1286.559,"endTime":1290.279,"body":"voxer message, maybe I've just done an SEO audit, or"},{"startTime":1290.327,"endTime":1293.719,"body":"maybe I interviewed their client and I'm just touching base with them"},{"startTime":1293.887,"endTime":1297.399,"body":"and me being me. Like, I usually phrase it as like a joke"},{"startTime":1297.447,"endTime":1301.119,"body":"slash question where it's like, bet you didn't expect that when you hired"},{"startTime":1301.167,"endTime":1304.247,"body":"me, but why was that actually? Or something like that. I really have never said"},{"startTime":1304.271,"endTime":1307.765,"body":"that before. I love that. Because ultimately, like, that's what it is,"},{"startTime":1307.805,"endTime":1311.557,"body":"right? Doesn't matter when you ask it ultimately what you're trying to find. And you"},{"startTime":1311.581,"endTime":1315.077,"body":"know, saying like, oh, a third of the engagement is really trying to be formulaic."},{"startTime":1315.141,"endTime":1318.653,"body":"But particularly when you have a service based business that is working so"},{"startTime":1318.709,"endTime":1322.501,"body":"closely with people, there is no one size fits all. Like, if you're"},{"startTime":1322.533,"endTime":1326.357,"body":"like, okay, well we're X amount of weeks in, someone on your"},{"startTime":1326.381,"endTime":1330.077,"body":"team like just pooped the bed and they're like really mad. You're probably"},{"startTime":1330.141,"endTime":1333.627,"body":"not going to be like, so what do you think about working"},{"startTime":1333.691,"endTime":1336.415,"body":"together? Like, want to keep going?"},{"startTime":1337.315,"endTime":1340.987,"body":"Yeah, that's not the best time, but. That'S where like just gauge. But I think"},{"startTime":1341.011,"endTime":1344.443,"body":"that level of organicness, right. Instead of just like, okay, it's a"},{"startTime":1344.459,"endTime":1348.107,"body":"checklist item where if it makes sense, ask a couple"},{"startTime":1348.171,"endTime":1352.003,"body":"times enough to be meaningful, but make sure that it"},{"startTime":1352.059,"endTime":1355.891,"body":"feels organic and that you're not catching them totally off guard."},{"startTime":1355.963,"endTime":1359.667,"body":"And I love the boxer approach because even if you are catching them off"},{"startTime":1359.691,"endTime":1363.525,"body":"guard, where they're like dropping their kids off or like in the middle of like"},{"startTime":1363.565,"endTime":1367.093,"body":"meetings and stuff like that, that gives some space to think about it and to"},{"startTime":1367.109,"endTime":1370.877,"body":"give you a more meaningful answer than just like on a"},{"startTime":1370.901,"endTime":1374.225,"body":"call, hey, how are you? Why'd you choose me?"},{"startTime":1374.525,"endTime":1378.093,"body":"And it's like, I honestly, I'm in the middle of"},{"startTime":1378.149,"endTime":1381.885,"body":"like assessing many competitors. I technically haven't chosen you"},{"startTime":1381.925,"endTime":1385.305,"body":"yet, but here's why. I reached out, I guess."},{"startTime":1385.605,"endTime":1388.661,"body":"Yeah. And I do have a question like that on my intake form, inquiry forum,"},{"startTime":1388.693,"endTime":1391.877,"body":"whatever you want to call it. I come from the background of massage therapy, so"},{"startTime":1391.901,"endTime":1395.585,"body":"sometimes I call it in form. But I do have a question on there"},{"startTime":1395.625,"endTime":1399.369,"body":"that says something along the lines of why this project, why"},{"startTime":1399.417,"endTime":1403.049,"body":"me, why now? And I do get some really good answers"},{"startTime":1403.097,"endTime":1406.217,"body":"there of you were referred to me. I mean, I can't tell you the number"},{"startTime":1406.241,"endTime":1410.073,"body":"of times. Referrals are always going to be like a top"},{"startTime":1410.129,"endTime":1413.337,"body":"source for clients coming in the door, no matter what you have. Because we always"},{"startTime":1413.401,"endTime":1416.841,"body":"like to hear about good experiences. To your point, and especially with"},{"startTime":1416.873,"endTime":1420.501,"body":"this bit on social proof, we want to know that they've helped"},{"startTime":1420.573,"endTime":1424.269,"body":"somebody else. We want to know that they're trusted, that they do deliver, that"},{"startTime":1424.357,"endTime":1427.213,"body":"the results are worth it, that your money is going to go to a good"},{"startTime":1427.309,"endTime":1431.105,"body":"service provider. Yeah, referrals are definitely going to be your"},{"startTime":1431.405,"endTime":1435.149,"body":"in general. And again, when you think of referrals, it doesn't have to be like"},{"startTime":1435.197,"endTime":1439.037,"body":"a luxurious experience. It is. Referrals come from whatever is good to"},{"startTime":1439.061,"endTime":1442.653,"body":"your customer. And that will always be not only the most"},{"startTime":1442.749,"endTime":1446.509,"body":"effective way to get new customers because we're so much more inclined to believe"},{"startTime":1446.637,"endTime":1450.373,"body":"someone and to trust someone that we already trust. And it's like"},{"startTime":1450.469,"endTime":1454.125,"body":"you've gotten a seal of approval, but it's also the most economical"},{"startTime":1454.245,"endTime":1457.837,"body":"and the most scalable. And I think the best one you'll"},{"startTime":1457.861,"endTime":1461.501,"body":"find better fit customers in the long term because you"},{"startTime":1461.533,"endTime":1465.125,"body":"have people who are in other people's spaces whom you like"},{"startTime":1465.285,"endTime":1469.101,"body":"who are referring you Definitely. This is really good for"},{"startTime":1469.133,"endTime":1472.373,"body":"social proof. And I feel like we touched on a lot of storytelling just naturally"},{"startTime":1472.429,"endTime":1476.205,"body":"by thinking through that part of the client experience and asking questions"},{"startTime":1476.245,"endTime":1479.655,"body":"at different times and that kind of thing. So"},{"startTime":1479.775,"endTime":1483.623,"body":"SEO, does that come up in your world at all? Yeah, a lot of"},{"startTime":1483.639,"endTime":1487.343,"body":"what I do is I start off with research and"},{"startTime":1487.399,"endTime":1489.727,"body":"not just like research of who it is that you want to be as a"},{"startTime":1489.751,"endTime":1493.471,"body":"company, which should frame all of your research or like who you are as a"},{"startTime":1493.503,"endTime":1497.343,"body":"company, which should frame actually everything beyond research. But it is important"},{"startTime":1497.399,"endTime":1501.015,"body":"to ask the right research question when you're asking research. But a"},{"startTime":1501.055,"endTime":1504.761,"body":"big chunk of like my kind of initial process when it comes to like figuring"},{"startTime":1504.793,"endTime":1508.393,"body":"out your positioning and by proxy, like how it is that you're going to"},{"startTime":1508.409,"endTime":1511.297,"body":"mobilize your team and what a good experience and like, how do you talk about"},{"startTime":1511.321,"endTime":1514.705,"body":"it? It affects all of these different aspects, but it starts with"},{"startTime":1514.865,"endTime":1518.649,"body":"digital research specifically because that's the most accessible. And so a"},{"startTime":1518.657,"endTime":1522.473,"body":"lot of that is looking at keyword search, looking at what our audience"},{"startTime":1522.529,"endTime":1525.977,"body":"is researching and where it is that they're landing. So a ton of it has"},{"startTime":1526.001,"endTime":1529.589,"body":"to do with the digital landscape. And I would say that's probably the"},{"startTime":1529.637,"endTime":1532.997,"body":"number one place that I start. I'll get a list of competitors"},{"startTime":1533.061,"endTime":1536.789,"body":"from the clients, but then I'll also do my own research"},{"startTime":1536.837,"endTime":1540.589,"body":"and see, like, where are other folks landing? So SEO, as far as,"},{"startTime":1540.637,"endTime":1544.381,"body":"like, I don't get as granular to give an SEO strategy. That's"},{"startTime":1544.413,"endTime":1548.253,"body":"what amazing people like you are. But we can hopefully,"},{"startTime":1548.389,"endTime":1551.565,"body":"once you kind of figure out what it is that you want to do and"},{"startTime":1551.605,"endTime":1554.213,"body":"who it is that you want to be and kind of, like, have all of"},{"startTime":1554.229,"endTime":1557.729,"body":"these pieces together, ideally someone would be coming to you with so much more"},{"startTime":1557.777,"endTime":1561.497,"body":"context of, like, here's what we know about our customers, here's what"},{"startTime":1561.521,"endTime":1565.297,"body":"we know about. Not just, like, what they're searching for and"},{"startTime":1565.321,"endTime":1569.033,"body":"where they're hanging out, but also, like, what else are they hearing? And"},{"startTime":1569.049,"endTime":1572.873,"body":"I'm not talking about necessarily, like, psychographics, like radio stations they"},{"startTime":1572.889,"endTime":1576.585,"body":"listen to or whatever. Like, yes, that matters. But also a lot of"},{"startTime":1576.625,"endTime":1580.257,"body":"that cultural context I think, is often missing even when we talk"},{"startTime":1580.281,"endTime":1583.885,"body":"about SEO, right? It's like, oh, yeah, we're just going to stuff"},{"startTime":1583.925,"endTime":1587.621,"body":"keywords, but your audience is participating in a"},{"startTime":1587.653,"endTime":1591.221,"body":"dialogue with the rest of the world, and it is important to understand what that"},{"startTime":1591.253,"endTime":1595.053,"body":"dialogue is. So what is happening in, I call it like, the cultural"},{"startTime":1595.109,"endTime":1598.613,"body":"climax. It's like, what is happening in their world? What are they"},{"startTime":1598.709,"endTime":1602.413,"body":"caring about? You know, there's, I think of, like, I had a client"},{"startTime":1602.469,"endTime":1606.285,"body":"who did affordable housing, and something that was coming up through the"},{"startTime":1606.325,"endTime":1610.117,"body":"research, particularly looking at, you know, who's searching for these key"},{"startTime":1610.181,"endTime":1613.405,"body":"terms, was, you know, this kind of, like, larger"},{"startTime":1613.745,"endTime":1617.473,"body":"societal debate that was happening about affordable"},{"startTime":1617.529,"endTime":1621.201,"body":"housing and renting and all of these things. And so part of the strategy"},{"startTime":1621.233,"endTime":1624.897,"body":"for them, you know, it was a small part because your strategy is larger than"},{"startTime":1624.921,"endTime":1628.609,"body":"just like a marketing tactic, but was to really lean into and to help define"},{"startTime":1628.657,"endTime":1632.313,"body":"that conversation for a lot of folks who might be like, I'm hearing about, you"},{"startTime":1632.329,"endTime":1636.081,"body":"know, in this particular instance, like, Dave Chappelle doesn't want this affordable housing"},{"startTime":1636.113,"endTime":1639.361,"body":"unit built. This other, you know, celebrity"},{"startTime":1639.513,"endTime":1643.177,"body":"TI is building affordable housing in Atlanta. And it's just"},{"startTime":1643.201,"endTime":1646.937,"body":"like, you have people that are consuming this information, and you have"},{"startTime":1646.961,"endTime":1650.585,"body":"an opportunity to help define that for them. And that's. That's kind of how"},{"startTime":1650.665,"endTime":1654.137,"body":"I look at it. I think definitely my approach to SEO isn't"},{"startTime":1654.161,"endTime":1658.001,"body":"necessarily having SEO drive the strategy, but having the"},{"startTime":1658.033,"endTime":1661.673,"body":"strategy inform SEO and, you know, Figuring out what are people"},{"startTime":1661.729,"endTime":1665.347,"body":"looking for and how can you respond to that? I would love to hear more"},{"startTime":1665.371,"endTime":1668.491,"body":"about, like, what is your approach and to what extent do you take into account"},{"startTime":1668.563,"endTime":1672.363,"body":"the, like, the cultural climate and like, the larger conversations that are maybe"},{"startTime":1672.499,"endTime":1676.307,"body":"beyond just like, this is my service, this is how I help. Yeah, I"},{"startTime":1676.331,"endTime":1679.971,"body":"haven't really had that instance, that example, like the affordable housing where"},{"startTime":1680.083,"endTime":1683.643,"body":"a client can add to that conversation. But I really like the way that you"},{"startTime":1683.659,"endTime":1687.499,"body":"frame that, because I'm talking about blog content, I'm talking about podcast"},{"startTime":1687.547,"endTime":1691.231,"body":"episodes and YouTube videos. So understanding that"},{"startTime":1691.303,"endTime":1694.951,"body":"is really key. And just being aware that awareness of what that"},{"startTime":1694.983,"endTime":1698.823,"body":"conversation is in the bigger contexts around the world and in the community and in"},{"startTime":1698.839,"endTime":1702.383,"body":"the country, it is really important and it is really key, especially for"},{"startTime":1702.439,"endTime":1706.103,"body":"certain services or certain topics, certain trends, that kind of thing. So"},{"startTime":1706.119,"endTime":1709.719,"body":"I'm really glad that you brought that up. But I do agree with you that"},{"startTime":1709.767,"endTime":1712.903,"body":"all of that stuff informs the SEO"},{"startTime":1712.959,"endTime":1716.437,"body":"strategy. So where I start with clients with"},{"startTime":1716.461,"endTime":1720.077,"body":"SEO packet, at least, is we're starting with who do you help,"},{"startTime":1720.181,"endTime":1722.909,"body":"how do you help them, and what do you want to be known for or"},{"startTime":1722.957,"endTime":1726.341,"body":"as? So I think it's really beautiful that we started this conversation with that"},{"startTime":1726.373,"endTime":1730.013,"body":"intentionality, because that really does come through with everything"},{"startTime":1730.189,"endTime":1733.733,"body":"with asking for social proof, with the storytelling, with figuring out the"},{"startTime":1733.749,"endTime":1736.905,"body":"SEO approach. And it is so"},{"startTime":1737.285,"endTime":1741.133,"body":"vision and mission oriented of where do you want"},{"startTime":1741.149,"endTime":1744.013,"body":"to take this? You're driving the bus. Where are we going? What is this adventure?"},{"startTime":1744.069,"endTime":1747.693,"body":"Where, like, what are you punching in the gps? Because that really"},{"startTime":1747.749,"endTime":1751.213,"body":"matters. So having all that information, having whatever client"},{"startTime":1751.269,"endTime":1754.645,"body":"testimonials you have at that point, having your vision, your mission, the"},{"startTime":1754.685,"endTime":1758.145,"body":"values, even taking all of that, your services,"},{"startTime":1758.485,"endTime":1761.853,"body":"and then using that to inform, all right, these are all the directions that we're"},{"startTime":1761.869,"endTime":1763.789,"body":"going to punch in, and this is how we're going to go. And these are"},{"startTime":1763.797,"endTime":1767.541,"body":"the stops that we're going to take. I think that's really a cool way to"},{"startTime":1767.613,"endTime":1770.909,"body":"bring it all together. Oh, for sure. And I love that"},{"startTime":1770.997,"endTime":1774.725,"body":"analogy of like, we're. You're driving the bus and like, where are we going?"},{"startTime":1774.805,"endTime":1778.301,"body":"And the whole reason why Scribe Strategy started was I"},{"startTime":1778.373,"endTime":1782.221,"body":"worked at a marketing firm and what I saw was it didn't matter the size."},{"startTime":1782.253,"endTime":1785.861,"body":"And I'm talking about, like, nationwide organizations,"},{"startTime":1785.933,"endTime":1789.653,"body":"like huge companies. It didn't matter their size. When you asked them, like, why are"},{"startTime":1789.669,"endTime":1793.133,"body":"you throwing all of this money to a marketing"},{"startTime":1793.189,"endTime":1796.631,"body":"campaign? And they would be like, I don't know. Because it's like, that's what we're"},{"startTime":1796.663,"endTime":1800.503,"body":"supposed to do. And it's just like, that is such a terrible answer. It"},{"startTime":1800.519,"endTime":1804.255,"body":"is. There is no wrong answer. That is just like the worst"},{"startTime":1804.295,"endTime":1808.039,"body":"answer you could give. But it's really, especially for a"},{"startTime":1808.047,"endTime":1811.155,"body":"lot of like service providers and owner operators."},{"startTime":1811.615,"endTime":1815.263,"body":"It is both terrifying but also liberating and empowering"},{"startTime":1815.319,"endTime":1818.767,"body":"that like, you get to decide what business"},{"startTime":1818.911,"endTime":1822.577,"body":"you want to run. And people like Brittany, people like"},{"startTime":1822.601,"endTime":1826.145,"body":"myself, we're here to help you deliver that. We're not here to"},{"startTime":1826.185,"endTime":1830.025,"body":"like tell you what your business is going to be. Even"},{"startTime":1830.065,"endTime":1833.825,"body":"if that's what you want, then that's totally great. But you could end up growing"},{"startTime":1833.905,"endTime":1837.465,"body":"a really big business that you hate if. You listen to somebody else's"},{"startTime":1837.505,"endTime":1841.145,"body":"advice and if it doesn't resonate with you, if it doesn't come from within you."},{"startTime":1841.185,"endTime":1844.905,"body":"I see this time and time again with my strategy calls where people are"},{"startTime":1844.945,"endTime":1848.553,"body":"like, well, I went with this offer, I went with this target audience, I went"},{"startTime":1848.569,"endTime":1852.337,"body":"with fill in the blank because someone said so."},{"startTime":1852.441,"endTime":1856.145,"body":"And it's like, okay, that's cool if it comes up as a suggestion and"},{"startTime":1856.185,"endTime":1859.929,"body":"you get lit up by it. But if that comes through as a suggestion"},{"startTime":1860.097,"endTime":1863.177,"body":"or even more of a I'm telling you what to do and you just go"},{"startTime":1863.201,"endTime":1866.961,"body":"with it, that's going to seep through the offer, that's going to seep through"},{"startTime":1866.993,"endTime":1870.761,"body":"your business. You're going to become resentful. That's just going to create a bad client"},{"startTime":1870.833,"endTime":1874.657,"body":"experience for me to stay on topic. It's not going to have the same"},{"startTime":1874.841,"endTime":1878.241,"body":"pizzazz to it that it will when it comes from you and when it feels"},{"startTime":1878.273,"endTime":1881.737,"body":"really good. Absolutely. And I get super, super"},{"startTime":1881.801,"endTime":1885.577,"body":"passionate about this. Not because, like, I think everyone has to have a"},{"startTime":1885.601,"endTime":1889.345,"body":"mission driven company, which I wish everyone did, but"},{"startTime":1889.385,"endTime":1893.201,"body":"ultimately it's like small businesses make up 99% of all enterprises within"},{"startTime":1893.233,"endTime":1896.857,"body":"the United States. And the fact is that by"},{"startTime":1896.921,"endTime":1900.233,"body":"10 years, so at the five year mark, only half of them survive. By the"},{"startTime":1900.249,"endTime":1904.067,"body":"10 year mark, only like 30 or 35 of them survive. And part of"},{"startTime":1904.091,"endTime":1907.915,"body":"the reason is running a business is hard. It's already hard."},{"startTime":1908.035,"endTime":1911.291,"body":"If you run a business that you don't love, it makes it"},{"startTime":1911.323,"endTime":1915.107,"body":"impossible to withstand those hardships. The"},{"startTime":1915.131,"endTime":1918.883,"body":"trade offs just ultimately don't seem worth it. And that's where it"},{"startTime":1918.899,"endTime":1922.275,"body":"gets a little personal for me. All of these gurus that are telling you this"},{"startTime":1922.315,"endTime":1926.067,"body":"is the way, the fact is that particularly this is what I love"},{"startTime":1926.091,"endTime":1929.637,"body":"about strategy is that I hate the fact that it is so obscure. But what"},{"startTime":1929.661,"endTime":1933.157,"body":"I love about it is that you can find hundreds of different"},{"startTime":1933.261,"endTime":1936.997,"body":"strategy frameworks and what that means is that there are hundreds, if"},{"startTime":1937.021,"endTime":1940.325,"body":"not thousands, if not millions of ways for you to be successful in"},{"startTime":1940.365,"endTime":1943.989,"body":"business. There is no one framework that works for everyone."},{"startTime":1944.077,"endTime":1947.557,"body":"It is about the framework that works best for you. Period, the"},{"startTime":1947.581,"endTime":1951.333,"body":"end. Like, there are no ifs, ands, or buts. Like, period, the end."},{"startTime":1951.509,"endTime":1953.885,"body":"I am so glad that you brought that up. And I feel the same way."},{"startTime":1953.925,"endTime":1957.745,"body":"I get really passionate about that. Because to your point, if you're"},{"startTime":1957.785,"endTime":1961.417,"body":"not doing something that feels good, what is the point? Like,"},{"startTime":1961.481,"endTime":1965.009,"body":"it's just. It's not going to feel sustainable or good for the long term."},{"startTime":1965.137,"endTime":1968.481,"body":"And the best part about it is when you love your business, you can tell"},{"startTime":1968.513,"endTime":1972.361,"body":"so many more stories. The stories feel so much more real, which means that they"},{"startTime":1972.393,"endTime":1975.937,"body":"resonate more with your audience, which means that you get more customers,"},{"startTime":1976.041,"endTime":1979.257,"body":"which means that you've now built this flywheel of"},{"startTime":1979.361,"endTime":1983.049,"body":"success and joy and not turning your business into"},{"startTime":1983.097,"endTime":1986.855,"body":"another dredging re job. Exactly."},{"startTime":1987.195,"endTime":1990.923,"body":"I love this, aside from the quiz, because I'm totally going to link that and"},{"startTime":1990.939,"endTime":1993.763,"body":"I love that plug. That plug was totally welcome. What else do you want to"},{"startTime":1993.779,"endTime":1997.403,"body":"tell us? Where else can people find you and get in your world? Yeah, you"},{"startTime":1997.419,"endTime":2000.995,"body":"can find me on LinkedIn and you can also find me"},{"startTime":2001.115,"endTime":2004.699,"body":"on Instagram @getstrategy. Feel free to take the quiz."},{"startTime":2004.827,"endTime":2008.627,"body":"Feel free to ask strategy questions. I get. Like I said, I'm on a"},{"startTime":2008.651,"endTime":2012.137,"body":"mission to help turn those metrics around. 35%"},{"startTime":2012.201,"endTime":2015.833,"body":"feels, like, so sad, so abysmal. So if you have questions about just,"},{"startTime":2015.889,"endTime":2019.449,"body":"like, where you are in your business and, like, feeling"},{"startTime":2019.497,"endTime":2023.121,"body":"confused about what does it mean to be intentional about your business, feel free"},{"startTime":2023.153,"endTime":2026.769,"body":"to send me a dm or you can email me. I'm here and I'm"},{"startTime":2026.817,"endTime":2030.641,"body":"excited to hear, you know, just, like, all the ways that all you guys make"},{"startTime":2030.673,"endTime":2033.881,"body":"more intentional business decisions and tell more stories."},{"startTime":2033.993,"endTime":2036.769,"body":"Yeah. And you guys know that the way that I am with my DMs, if"},{"startTime":2036.777,"endTime":2039.713,"body":"you write to me, I write back. Emails, I write back. And Giselle is the"},{"startTime":2039.729,"endTime":2043.417,"body":"same way. I can totally vouch for that because you and I actually met through"},{"startTime":2043.441,"endTime":2047.289,"body":"Selena Young last year, and we both presented and"},{"startTime":2047.297,"endTime":2050.737,"body":"we were at this live roundtable, Q and A type thing, and"},{"startTime":2050.841,"endTime":2054.641,"body":"immediately we just, like, connected. And we've been in each other's world since"},{"startTime":2054.673,"endTime":2057.497,"body":"then. So I can definitely tell you that if you ask her a question, she"},{"startTime":2057.521,"endTime":2061.297,"body":"will more than happily respond and take advantage"},{"startTime":2061.321,"endTime":2065.001,"body":"of that because you're a wealth of knowledge. Thank you so much for being here"},{"startTime":2065.033,"endTime":2068.321,"body":"and sharing everything that you did today. Yeah, thanks for having me. Brittany, this was"},{"startTime":2068.353,"endTime":2069.265,"body":"super fun. N."}]}