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Authentic Marketing

This is my favorite segment. I mean, we're gonna dig into some really cool marketing things. But you and I were talking off lines. I wanted to kind of catch up from the prior segment. Some stuff we talked about June. Ask the question. I get asked all the time. I want to do this. I want to do this behind off the hamster wheel. We have to keep the wheels spinning. How do we do it? And the strategy is always the same. Take the smallest step you can to getting off the hamster wheel because you need to get confidence that this works too many entrepreneurs. So I take the leap and say, OK, I'm gonna do X unleaded to start firing clients and it's not working. They panic. They go back to the way it is, take a small step and build your confidence. So when it comes to getting rid of clients, just maybe don't fire any of the bad clients now. But when the next bad client comes, just say no to them. Me. That's the small step. It'll give you conference. You'll see the results. There they found about ...

businesses in many businesses do enough just to survive like we all have miraculously found a way to be here, have a business operating for so many years. It's still check the check, but it seems like every every month we can still make it just one more month. So we've proven we know how to survive. We'll leverage that fact. But when you take a step of risky step recognized for the life of your business, you've proven you can make it. So when you make this risky step, you are gonna just you've proven already that you can in the last thing we're talking about marketing And, um, June said something that was just really miraculous when she says, You know, we preserved these moments for history, these air heirlooms get passed down. So when she said that my mind like, How do we preserve how we preserve? And then I said, Well, what what if when you took these photographs, you asked people, Where are words that define the moment for them, hardly feeling where they thinking thoughts they wanted may be transferred to the next generation that isn't alive yet. Then take these words and through editing in the picture, put it in micro side so no one can see it. But you tell the family in your sleeve we've embedded that message you wanted for the next generation and with with a magnifying glass they can see it, but no one else in the world will know it. But this week, our family secret that becomes the heirloom once you identify what makes you unique, and she's like no one's ever done that before. Exactly. That's awesome. When no one has done it, you're taking area of innovation. Toe level No one's been. I love this quote. That's why I read it. Why would you compromise something that's beautiful yourself to create something that's fake, copying others? I told you my my piggyback moment and we're gonna talk about this module is called Authentic Marketing. When marketing to your clients aligns with who you are, that's where the magic happens. You can persuade, and you should persuade customers buy from you. But unfortunately, most bizarre stocking was called manipulation. Manipulation is where you get a customer from Point A where they are now to buy from you point B, but they really wanted to go to Point C. That's manipulation authentic marketing. Persuasion is where the clients at point A they come to a point B and that's where they wanted to be all along. You just help him along quicker or easier. That's we're going talk about now. One of the most powerful things weaken. Do you share a real story and how employees in our business and we will have stories that are relevant to our business. My piggy bank story, a true story, that highly relevant tow it spawned where I do today. Well, you know, movies do and they call the Phoenix effect. You ever see a movie and the studly actor comes out like Tom Cruise or something comes walking on the set. You see him? He's got his beautiful life with them. The perfect dog, the beautiful house, the ocean seen in the background. And as you see him come out all a sudden, hear things like this bullet comes, flying across goes through his wife skull. She's dead. It kind of rips his lip. The thugs come, they beat the dog, they burned down the house. And then the scene is you see Tom Cruise sitting there with his contorted up lip going I will revenge this. All movies start that way where they have a hero come in with a degree of perfection. Because when someone comes in above us, if they stay there, we become envious like they have something and we can't be there. They have something we don't deserve. But we see someone has achieved something. And then we see their collapse to a point where there below us like, Oh my God, his wife was murdered and his lip has been ripped off his face. Thank God that's not May. When they're that low. Then if they stay low, we actually formed pity. But if they stay low for a period of time, we become champions for them. When we see someone do the decline, we become champions for the rise, as we see throughout the rest. The movie. It's all about the climb back out. We're we're fans of theirs were encouraging their success. Ah, horrible movie starts off where this guy's perfect never is. Perfect, they say is perfect throughout your like he's a jerk, Donald Trump or something, or someone is in a position where their life struggles in a state struggling at certain point we don't root for them or we say they're hopeless and pity forms. But for businesses, it's interesting. If we can show our story of how we've had the decline and the struggles we faced and how we're now using our business to pull ourselves out and to serve clients, often they become our biggest champions. Somebody sense. So we're going to do in a real quick exercise was for someone, maybe someone online willing to share their story of their darkest moment they were willing to share. Maybe some struggles we face that is always uncomfortable, by the way, in their business. Maybe online E. I don't want to share that. Um Thanks, Brooke. Uh, let's see. So I was working in fine dining in the culinary industry and I just hated it. And I was doing these paintings kind of in the background when I would go home and feel really great and free. And I ended up getting fired, like, right before Christmas, and I just didn't want to go back to working there. So I was just trying to make with my are trying to make a mark. I was living up in Portland at the time and I went back home because I couldn't support myself. And I had to move back in with my family and had a terrible break up in Portland. And I went home and I started to stack these rocks, and I was thinking, you know, Okay, let's just see if I could do it. And I started stacking these rocks and I started doing, like is really crazy, like intricate balances from it. And I do that the creek and these people would start to come over and, like, just gravitate towards it. And there was like something that, you know, that's awesome. So so these rock formations became an expression of you Lost a job you lost. The love is lost. My dream coming to the West Coast, you'll in you wash your dream. And now you found a form to express yourself just hearing that little story. And this is me. The first time we were shared it publicly. Um, so it wasn't polishing prepared and rehearsed. Do you feel better affinity toward what he does? More, more interesting curiosity and what he does. Yeah, right. It's always that way. When we see the story, the humanity behind something, it becomes more appealing to us. Businesses that have the courage to share their own story become, um, become way become champions. For them, Clif Bar is a great example. It is. Never know. Cliff Bar. Did you know the story behind Clif Bar? We're gonna bet you're about to love Clif Bar that much more so. Gary Erickson is the founder of Clif Bar, and he was a road biker. He did road races and stuff and he was out preparing for a race. And these are long preparation runs. I think you ride ah, or 200 miles in a single day. It's exhausting. It's a full day out on these bikes up and down hills. And he's eating a another bar because that's where you get your nutrients from. And if he had to eat one more of these other bars, he thought he wasn't die. He was riding and he pulls over this friend. He bites the bars. They started coffee like I can't eat this stuff anymore. He's like Wax and said, I got to change this and he went back to his apartment, which was in the garage at all. He could have was all he could afford was some of the garage I mean to apartment and sat there for weeks, which turned into months stirring. He never he never cooked anything in his life. Figure out. How do you make a protein bar putting butter and stuff in like this to the point where he figured it out well, to make it. It's got this really thick concoction. He looked went out from the local bakery. He rented out space, but they only could let them in between. I think it was 12 midnight and three in the morning. Three in the morning they start baking bread. So he's going 12 of the clock it at night, three in the morning, making stuff, and it was so thick it was breaking their machines, and he has scrapped money together to repair their machines. And after two years of effort, he had a bar that he could go riding around and eat any given time because it was that delicious in that fulfilling in the protein. Well, then he started sharing the story, and other bikers like this is delicious and your story is remarkable. And let me share this story and so on. So on Clif Bar became a 203 100. Now it's almost a $1,000,000, company. It's the power of the story. It gets back to where we started the seed. Why do we do what we dio? People don't buy what we do nearly as much as they buy. Why we do it. Your art work just became a 1,000,000 times more fascinating to me, and I suspect ever online because of the story that you shared. And I suspect there's even other moments to that influence why you do what you dio. And when that shared. I understand why. Why it's significant. And now it's not just the formation of rock art. It's a whole story that I'm buying in the value of its skyrockets. That's the power of the Phoenix effect. We all need to be able to show it, and sometimes it's not our own story individually. Sometimes it's the enemy. My second company was in computer crime investigation and our women immutable laws. The immutable law was truth that was a set. We would always provide the truth, and we got involved in cases where our clients were like you know, maybe we don't have to show that evidence like it's the truth. Everything is being produced where we are the most ethical company in this business. We will always show the truth to the point, by the way, where the FBI and the CIA was coming to us and just acknowledging how ethical we were in our process because some people kind of weren't as much. But we had to pick the enemy, which was skirting the law or the untruth. And we we showed how society kind of had struggled or how businesses have declined and how we were coming out of this. This collapsed industry of where people were kind of just playing with the truth, to to facilitate things and just presenting the truth. So while we didn't go through this cycle, we showed how our industry went to this cycle and now how we were trying to come out of it and we were became clients champions along because what we were doing to me doesn't have to be a personal story. It's better if it is. It always is better if it is. But maybe it's a story about your industry has collapsed and how you're trying to rise back out of that. I just want to share it. Anyone online? A lot of people speaking up on a really great stuff, the rainy day store says. We lost our business of 10 years because of the housing market crash. We had to go on food stamps and I used eBay. That was a hobby to help pay the bills, which turned into a new business for me. That's fantastic. Yes, yeah, we haven't from my old friend Putin. I'm a month way. It is a great story there, saying I was in college preparing to go to medical school when I realized that I wasn't called to be a doctor. Instead, I started the business while still in school. That required little start up capital and few skills. Many friends and family was shocked when I took a call center job in order to pay the bills while I built my customer base. And now I have 350 plus customers. There you go, Credit power. All right. My favorite story of all time Isa company head. Talk about the works. I love this story so much. I became an investor in the company. I'm now part owner in this company. They make she's and she's for knife stores. So if you carry a knife like A like, a chef will have a sheet, but they make it for hunters and outdoorsmen. And what's fascinating. When they started the company, it was originally called Wolverine Leather Works. Problem was when Paul, the founder of the start of the company he made his first sheath. He put the stamp on it. This is Wolverine leather works and Wolverine Boots said. You're infringing on our name. You can't use that name. Well, he had the OS moment because he spent all his money on the logo design, which was a picture of a wolverine that said, Well, arena where letter the works around it. So I pulled out photos shop on his own computer, and he changed Wolverine to the animal that looked most like a wolverine, which was a hedgehog. But he couldn't afford the change of logo. Today the company is wildly successful, but the logo is still of a wolverine and says hedgehog weather works and the story is shared openly, and if you own one of their products, you know the story. Paul couldn't afford to change it. But he said, the quality, the price is all that matters. And even if it doesn't look right with a logo, it's gonna function right. And that story has in part brought the company to national exposure and actually international exposure. They have customers all over the world that know this story. I think most, I think, norm responses to be embarrassed, fixed the logo on every has gotta look perfect. No showed bruises showed awards show the truth. That's what connects us. Humans, reciprocity. You think we have a in studio question? I'm sorry I missed your point out. I guess I discovered through. You're talking my my story, which was that I had initially thought when I first launched my hangouts last September in 2012 that I would do a weekly hang out show about a different industry every week, and it would be a panel of social media professionals helping that industry, and we would switch industry every week, and the first hang out I did was awesome. But in a lot of ways, it was also a disaster. And what I recognized was that you really have Teoh myself. I really had to understand that it's not always going to go the way that I had hoped and eso I made it every month instead of every week, and I focused on one subject, which is book authors and publishers, and then in after four months. It absolutely took off when I had Guy Kawasaki as a guest on my show. And then you a few months later sent even bigger name than you were the dream interview for. Yeah, that's great. That's a great story. Yeah, on, By the way, the the Phoenix effect is not about hopelessness that some mistake people make, they say, Well, I'm just I'm struggling. I'm struggling and tell the world I'm struggling. The world isn't too excited about giving handouts. Necessarily. The world applauds people that are fighting on their own and going for it. We just naturally attracted that. So why I encourage you not to do is to say, Oh, I went all this path and I'm struggling. I don't think I'm ever going to make it. I'm trying. No, I struggled. It's giving me direction, and here's the direction going on. I may not be there yet. But I'm going there, and that's when people become champions for you, showing the strong Yeah, like, because I in my other career was a tennis professional and top tennis. And so one of the difficulties of teaching tennis is that you use a lot of tennis balls in a year. So when I started, eBay was I started selling the dead tennis balls. So when I left tennis altogether and people say, Well, how did you get started? As a boy, I sold my old tennis balls. They like that enough. That was that kind of thing. It had nothing to do with going downhill or coming back something. But it was this one little thing that could make me riel and then dog owners everywhere, by boxes of balls For me every day that I love that it's a beautiful example. It doesn't have to be the self struggling look. I almost died on the beach. It can be I was stuck in the situation of weirdness like my bedroom was full like, That's pretty cool, like, what do you dio and then people become champions for you? You're in a position that needed a change, and you apply to change. Now people want to see the rest of the story. So get him involved in your movie scene of that collapse bod situation. And now you're coming out and people don't want to see the rest of movie a K B customers Reciprocity. Uhm uh, So I have an aunt. Is that in California? So I'm from New Jersey and California in Northern Carol, California, who died now about six years ago. But as Christmas approached, ah, year back Ah, Card showed up for her from her saying, Merry Christmas! And it was said, uh, enjoy 2013. So is that we need a new card and it was like a Christmas miracle. And so that's alive. She didn't die. I didn't know. It's just that she's lost contact and didn't find our new address. No one talked about it. I just presumed cause I wasn't friendly with her in this card appeared. Well, guess what happened. The second got that card, I ran to the whole mark. Stargardt Cartier happened here. You're doing so well. Been thinking about every year. Thought you were dead and the other a card back. And it's called reciprocity. When we receive something we mirror back almost immediately. I was driving to work, Um, and one day and I live in diagnosis area very well in New Jersey's intersection of the two biggest highways, Route 80. Actually, it comes out to San Francisco, goes all the way to New York, goes right through my house. I mean, literally not my house, but right through my my town on. And then there's another road called 27 which circles around New York City. As best you can circle that go in the ocean. And the intersection of two a seven. And Route is the most congested traffic area, potentially in the Northeast. Potential in the world. And that's where I live. So every single day when you try to merge onto the road, there are cars everywhere. Well, is one particular day I'm running late for a meeting. I come up, I pull into the yield area and, uh, is bumper to bumper. And one guy sees me, does one of these things. And then I didn't see it right away. So he starts doing this Well, what did I do? I start doing thank you. This It's called reciprocity. He doesn't handle If I do it hand way right, we replicate each other. I come in, I get right up on his tail where he lets me in. The guy behind me, I guess that I cut him off a little bit because it gives me the burn. So I get him the murder, reciprocity and the lesson here is whatever is done upon us, we reciprocate in kind, positive or negative. Someone thinks you're wonderful all of a sudden there. Wonderful. Someone thinks you're a jerk. Jerk. Reciprocity. Well, we can use this to grow. Our business is we can use it to market our businesses. There is a deli in boot in New Jersey, the town I grew up in sound one town away from where I live and I go for sandwiches there all the time. And the God's truth is the roast beef is a little bit dry or a lot of the dry. Actually, it's not the best roast beef sandwich, but the owners, John John, are such nice guys. Can't help but get the roast beef sandwich. Because when you go there when you order a roast beef sandwich, sometimes I look at me say, Hey, Mike, you know we see you like once a week. It's so good to you buy from so often this one's our last. It's free. I'm like This is delicious. Second, witch like this is so tasty, and I tell all my friends and I tell you about what? You got to go to Old Town and see John and John, because the roast beef sandwich Sometimes I've seen customers have never come into that store before. And one of the owners, John, will say, I've never seen you before. We like this sandwich to be on us. It's our as a gift, and then that customers like Oh my God, this is the best place ever. I love John and John's Deli and they tell their friends to come back. They're forming. I don't know if they do is intentionally or not. I think there's good people. I think you're just being authentic, but they use reciprocity. They give something freely and they get automatically in response. When giving away a sandwich, people are talking all about them. So my question for you, maybe for our online audience to how can you use reciprocity to grow your business. What can you give and get back? I'll give one more example while thoughts and I wanna ask you guys what your ideas are, God's truth. And I should be careful saying, because I have a lot of books going sold this way. But I have a bookstore called Mint Quality Books. It's on Lee on Amazon, and I've sell used books through through this outlet. I only saw a certain number of used books my own. No one else is sold through men quality books, but I own it. And what I do is I use a technique called reciprocity. When someone ordered the book, it says, this book has been used. It's the corners or slightly damaged stuff. It's in generally good reading condition, and here's the discounted price for it. Then when people buy it, they get upgraded to a brand new book. And there's notices. Congratulations were so appreciate your order. You've been upgraded to a brand new book, and people go crazy over it. They reciprocate with these amazing reviews, and if you go on Amazon right now and you check out the little book circled Men quality books, there's 200 plus reviews of people saying Best service of my life. I think Tony Shea owns this company. He's a guy who owns Zappos, by the way, it was known first customer service. I can't believe people do this on Amazon. Good customer service still exists. I set in expectation and I over delivered on it and people start reciprocating. So here's my question for you and for all my audience. What can we do that invites the customer to respond in kind? Any ideas, any thoughts? What have you done in your own businesses? Have you forgiven surprises to customers? Have you ever taken care of them? Travel thing I've been doing is to like potential clients. I'll send out Prince because almost a photographer and it kind of just opens the door and they're always loving the print and just I don't necessarily get the sale, but it kind of warms them up to me a lot more than me. Just throwing all of my art. Yeah, no, I love it. So you give them something that they get to keep right, so in instantly they have a greater report with you. That's absolutely reciprocity. It's giving freely and by the way it is the same love give to give its giving without expectation for return. That is manipulation. When we give saying you better buy back for May. And if not, I'm gonna try to sneak this thing back. No, if you give and you, of course, hope that something will come out of it. Great. But if you give because you really appreciate them and value them reciprocity forms and they're likely to get back by back from you just difference. Anything coming on from online? Yes. 10 23 Design says. I make decals and laser woodcuts. Sometimes I make them the wrong size. And even though I make another the crack size, I send that oops one and they love the bonus. Oh, I love that it wanted to a great way to recover something you can't use anymore. Anyone I love, I love that. Rather, I actually had a personal experience where I should order some personal business cards and they sent me somebody else's on. So I just contacted to somebody else and then said, You have my business card and they said yes, and so we just swapped. But the company, even though we both had our own cards. The company said I was sorry. We send them off the scent of a complete you set to both of us as well. And I really appreciated that. Yeah, and becomes a memory. They'll always stick in my life in our minds because the the company went other way to service. You mean appropriate. They rectified it announced. Like that's a remarkable customer. Remarkable company. Often our customer service mistakes, by the way, are great opportunity to market ourselves. Don't make mistakes on purpose. They'll happen on their own enough anyway. But when they do over compensate, repair that relationship reciprocity forms, you can often get customers for life out of that. So what would you define your yourself as you're a fine artist, right? Yeah. Okay. And what would you define yourself as? An online seller? Online seller. Photographer? Yeah. Um, you have What was yours? Google plus hangouts on air producer and DJ, right? Yeah. Those are all pretty much generic labels. A generic label works like this. We have a label, identifies what we do, so we convey to a customer so they can understand what we dio. The problem is, we often give him a label that they already have defined. So when I hear a deejay or when you hear D J, don't you instance, say, Oh, I noted, Deejay does like Jason doesn't need say anything. Maura about his service. He's a deejay. He plays music. I know what it's like. There's gonna be a freakin chicken dance on top of it, right? And when I hear fine artists, okay, here's a guy he's gonna paint like this and he's gonna have his own way of dealing. And if, God forbid, I say, Could you tweak this? He big need number. Fine artist. It is true for online salary is true, for I know how photographers work. A photographer is a photographer of a photographer. The problem with generic labels is the customer can instantly put us in a category. I am here to tell you the best marketing in the world is to break a generic label to no longer use the title that defines what you dio because the customer will instantly put in the box and not allow you to speak about your differentiator. There was a law firm in New York City that brought me on board there, a small law firm. And they said, Hey, my guys want your help in helping us differentiate ourselves from the competitors. You know, we do wall like everybody else And, um, were town a tough time standing out because when us is a lawyer, go to prospect and we tell what we dio. They simply ask, Are you cheaper? And if you think about it, that's how generic labels work. When you tell someone what you do, they instantly put in the box and say, Oh, I know other photographers they cost about so much Are you cheaper? So in the customer's mind, the only way to differentiate you and you and you and me is by price. If we use a generic label his law firm was building, say, was $200 an hour, which you know it's pretty Temple of New York rates. But the competitors were charging 1 50 an hour and they were consecrating downward price pressure. Why don't you, like every other? Lawyers should be building 1 Well, it is. I study this law firm, I said, we gotta figure out what makes you different and within like 1/2 hour became very parent because the call came in with a new client and they were writing a legal contract unemployment agreement for this client. And they said, OK, we're gonna send our attorney on site. Why? Saying attorney on site to do unemployment cream? And I said, Well, any time we get hired to do some legal work, we always go to the client site, and we actually set up a desk there with our attorney for 2 to 3 weeks. We work from their office on other projects, and client knows that we're not 1,000,000, for a time. But we want to be there because we want to steep ourselves in the client's culture. We don't understand how the place operates, because when we understand how the environment works here with all the employees, we can write an employment agreement around their unique culture. So it's not just a stiff document through this to this. To this, it speaks to their culture. We modify the documents a little bit. I think, Wow, I never ever heard of a law firm doing that. Right now I am, uh, we don't think anyone else does it, but that's what we Do you know where lawyers? I don't be lawyers anymore. Now we change the term to integrated council. And what happened when we change their towers Terms from lawyers to integrated council when they would show up at a client site? I mean a prospect site. We're to speak with a prospect, and prospect would say what you do. They wouldn't say I'm a lawyer anymore. They'd say, Oh, we're integrated council and the client would respond with the most important words you'll ever hear when you break the generic label. The client or prospects said, I never heard of Integrate council. What does that mean? And if you can get your prospects saying, What does that mean? That means they can't put you in that generic box. Oh, you're just deejay. Oh, you're just the lawyer they can't put in the box. So when this law firm said, Oh, we're integrated council, They then said the client would say, What does that mean? They would say, Well, what that means is, when we write your legal documents, we actually come on site. We get ourselves immersed in your culture so we understand your culture. We integrate with your culture and so we can write the legal documents and we're also lawyers. But so is all that everyone else. That's the easy stuff. This is what makes us unique. And classrooms would buy from them. And by the way, price was no longer relevant. Well, you totally want that. We want people understand our culture. This is perfect. I'm sure Google known for its extraordinary culture. We go crazy over this and lots of small little Google. Let's love stuff like this companies that were really steeped in having a strong culture. So for us, we need to break our generic labels toe. Now, let me tell you, a common mistake is when we go for the kind of catchy cool names like on the photography queen or King. You know, I'm the media God guru. Words like that. I'm a painting guru. Those terms are Jay Z and the customers that say Otto were title. But if you can come up with something that sounds technically appropriate But points out, you're distinguishing component. Now you break into the response. What does that mean? And you point out how you're different. That makes sense. And the beautiful thing is two things happen here when you point when your term is around, what's different about you? You all of a sudden are speaking about the one or 2% that's really unique about your focusing on uniqueness, not all the other stuff that every else has to dio. But the second thing is, now you can talk about the rest of the people in your industry. Hasn't. Of course they do that. All photographers do that. But, you know, heirloom creators not saying that's the word, Please, that's not the word, but we do this and you bring it back to your new, unique distinguishing component Makes sense. So I want to dio online when asked our guests online and their studio audience here what will become some cool, unique terms. So let's pick you have some ideas, all right, fire away for what you dio Well, uh, I started off a social media and Google now Google plus hangouts on air producing and a little bit of Amazon book publishing clients. So some of the what I used to use, um, along with your training was I had created instead of being a social media manager, social media community manager, which nobody wants to pay for. I titled myself as a Social Media concierge, and that worked really well for a little while. But now that I'm in Google, plus hangouts on air, I needed to change it on what I've discovered just this year since I've been having people like yourself and Guy Kawasaki on my shows, What I'm really doing is I'm attracting the influence of celebrities, too. Client Media productions. So I would call myself. Now, this might be a little bit too cheesy, but a celebrity influence a tractor. Okay, they're sort of like a small business client. But if their arm or traditional media organization, I would call myself in an embedded multimedia journalist like going to the Olympics and doing Google plus hangouts on air. So So what would your competitors joint the generic title? Yeah. Social media manager, social media, community manager, digital media manager. Okay, so social media manager, social media specialist versus embedded, wet, embedded multimedia journalist. Which one strikes curiosity more? I would say it's 100 times better it doesn't you hear the term it whoa like, are you like, are you like C I A What do you do is that invoke curiosity. And the beautiful thing is, 90% of what you dio even 95% is the fundamental work that every has to dio. But 5% of what you do is so distinct and unique. And now you've assigned a title to it so you can focus on that category. And don't you guys think that would break throughout the price competition like social media specialists? Are you cheaper but with urine embedded guru Whatever, Michael. Oh, my God. You must be worth millions. Your only charge? 100,000. That's a still you know that's awesome. Any other ideas coming online matches suggestion here for if you're working Google hangouts, How about being a Google hang man? Cheese watch brute Camp one says I now use fantasy photographer. Oh, fascinating, right? Because instantly, I suspect inside your fancy Was that mean? I bet you you felt that emotion briefly. And if you felt that your prospects feel and that means I can't put you in the generic box, that's a great one. Yeah, And other ones Come in 10 23 designs is a customization creator. Very good love. It cost accounting integrators is another one from Miss Mayhem. Cool. I'm gonna tell you this one's from, but he's a pooper scooper. Take a guess on How about Digital Artisan? That's another great one from a designer. Did Artisan Yeah, come up with? For our consulting company, coaching and consulting is very common. We came up with strategists and just to change, determined people started asking. Was that mean now it's changed even further process. So it it comes about when you start to think about what is it that I really do? And we started to think Strategist is a little bit. It sounds like you're an outsider kind of here. I'm gonna give you a strategy. And then it struck me. Actually, as I was driving through, we were kind of driving out west through farmlands, farmlands, farmlands and it suddenly struck me. We work with the pumpkin plan. What we are is business growers were growers, and if you hear the commercials for farmers, they call themselves growers. And I said, that's what we really do, And part of that also is it's not just labeling you as here's what I do, but it's also here's a result that I get. So if you can label yourself a something that implies a result, they're not see them more powerful. Yeah, but when we go prospects and stuff, we say we're a business grow or we get the response. What does that mean on? Then they would say, Do you do coaching or consulting? We say we're steeped in that We know how to do that. But that's the easy stuff. We dont point back to what makes us unique. We have a pumpkin plan process and so forth. But the beautiful thing is, you instantly differentiate yourself from the competition, and you can keep on separating yourself from them by referring back to the generic label, saying, Oh yeah, Coach is a consultant to that business. Growers do this point back to a differentiator.