On this episode of the Mission Control Podcast, Mike has on sales & commercial content expert, Jordan Harrison!

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!

Contact us!

takeoff@ascenddigitalexperts.com

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