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Welcome to "Be Human," the definitive podcast for B2B leaders ready to catapult their 7-8 figure enterprises into new realms of growth through digital marketing. Hosted by Danny Murawinski, a seasoned digital marketing maven and former professional snowboard coach, "Be Human" offers a unique blend of insights that merge the art of relationship-driven sales with the science of digital scalability.
In a world where authentic connections reign supreme, learn how to finesse the critical human experiences at the heart of your sales, amplifying them digitally to resonate with your Ideal Customer Profile. Each week, we dissect the anatomy of successful sales relationships, crafting offers that not only speak volumes but are poised to echo across the digital expanse.
Danny brings over a decade of experience, connecting B2B ventures with giants from Fortune 500 companies to professional sports teams. His consultative prowess, honed on the snow slopes, now aims to elevate your business strategy through deep dives into the humanistic elements pivotal to relationship-building, alongside cutting-edge digital marketing strategies, tools, and techniques.
Join us for conversations with executives who've mastered the art of growth, navigating their B2B companies to towering figures. "Be Human" is more than a podcast; it's a weekly masterclass in leveraging genuine relationships for exponential digital growth. Tune in, and let's redefine what's possible for your business together.
Danny (00:00)
What's up, what's up and welcome to Be Human, the definitive podcast for B2B leaders who have built their businesses through relationship driven sales. It's been about the relationships and their networks that helped catapult their businesses into seven, maybe even eight figures in annual revenue. And they're now looking for the next piece on how to use digital marketing to scale those efforts. We are the only podcast that is diving deep.
into what makes up those relationships and break those relationships down from an humanistic experience level and translate that over to tips, strategies and techniques in which we can scale that through digital marketing. I'm your host Danny Marowinsky and today is a special day because this is episode number one and today's topic is all about conversions.
And now when I say conversions, I'm not talking about macro conversions. So a macro conversion would be a transaction. No, I'm talking about micro conversions. Okay. I'm talking about the little incremental things that we ask of our prospects of our audience as we are going through the sales and marketing journey. So let's take a step back for a second.
And let's think about that in the way of a relationship. And for this, let's just use a very simple example. Let's just say that we're trying to meet a new friend at a coffee shop. So we're walking up to the coffee shop. We're going to order our lattes or whatever it is that we're ordering. And we see someone next to us that we think looks nice that we would like to introduce ourselves to and maybe see if they would be engaging of a conversation with us while we're having our coffee. So what do you do?
Do you walk right up to that person and do you just come out right and say, hey, I just wanna know if you'd be interested to sit down and have a cup of coffee with me and have a conversation. I don't know if you have anything else going on, but I have time right now if you're available. Probably not, right? That's probably not how you would naturally do that. Instead, you'd probably be like, hey, how's it going? Oh, what'd you order? Oh, you got the latte, I got the latte. That's pretty cool. Have you ever tried it with skim milk or have you ever tried it like that? Probably start with some kind of basic conversations.
to lead into the ask that eventually you'd be like, hey, you know what, this has been interesting. You wanna share this cup of coffee together? You know, and think about that. Like this is a simple example, right? But it's so true and we miss the boat on it all the time. And I'm not exactly sure why. You know, it's funny because I think when people think about digital marketing, when they think about LinkedIn messaging or social media messaging, right? It's almost like they take this lens and they put it on.
in which that they see the world through the digital space where now they're seeing numbers and digits, likes, shares, comments, engagement. Like they're all so focused on these metrics. And don't get me wrong. The metrics definitely come into play and there's a lot of things in great analytics that you can do with that. But if you're missing the core of the message, which is mystic element, you're missing the whole boat. So what do we need to do when we first, what's the very first conversion?
And let's go back to that coffee shop example. What's the very first micro conversion that we're looking for? The very first conversion that we're looking for across any new relationship is for the individual that we are prospecting to simply give us time. That's it. That's the very first conversion is to get them to stop in their day and to engage us. That's step one. So let's break that down.
Again, in my coffee shop example. So as you're ordering, what are different ways that you could engage that person to get them to give you the first conversion of giving them some time? Well, one is, well, we're both at a coffee shop. We know we're at a coffee shop. We're likely ordering something because we're waiting in line. So you could literally just simply say, hey, what are you getting today? Bingo, you got your first conversion. They will stop what they're doing, most likely. Some...
may not if they're plugged into earbuds or whatever, but most likely they will stop and they might double take because they're probably not expecting it and they'll be like, oh, I'm getting a triple matcha latte, blah, blah. Right. Cool. Now what do you do with that? You could disengage at that point. Like, oh, great. Good choice. And then they'll go back to their world. And then that transaction is over with and it's done. Likely what you need to do is you need to then pepper them with the next question.
to get the next conversion. And we're trying to get them to eventually commit to a longer time period. So the next thing you might say is, oh, that's great, I haven't tried that before. Like, and again, be honest, just tell it truthfully from where you're at. Or is it something that you've never tried before? Have you tried it before? Are you ordering the same thing? It doesn't really matter. The point is, is that you then follow up with another piece around that, followed up by another question.
And all you're trying to give them in a message at this point is just simply saying, Hey, I'm interested in you. That's it. I'm interested in you, not I'm interested in telling you what I want to tell you, which is what we do in the digital marketing space all the time. Who here's gotten the old LinkedIn DM with the laundry list of what services that they provide and the features and benefits and all the other bullshit. Right? So.
No, it's say you're trying to get a message across to them that's saying, I'm interested in T in you. Would you mind giving me a little bit more of your time to see if my interest is sufficient? So you might ask, Oh, have you ever tried it with this sweetener? Have you ever tried this drink or so on and so forth? Do you come here that often? Right. And eventually you can, you can start to work that conversation up to the point that someone might feel comfortable enough to sit down with you at the table and have a conversation with you.
And that goes into a series of micro conversions. All right. Now, how does that example relate to the digital marketing space? How does that relate into sales? Well, we put out marketing messages all the time, right? And I would be willing to bet that if you're listening to this, there's a good chance that you've done this or your company's done this, where you're putting out messages about benefits of your product or service, features.
of your product or service, specials of your product or service, recruiting for your business, an award that your business has won or done, some type of an Alkalade, a review, a case study, so on and so forth. It's all me, me. That's the kind of content that we're putting out there. And remember, what's the conversion that we're trying to get with a piece of content? We're trying to get people...
to simply stop their thumb and just do this. That's what we're trying to do. We're trying to get people to stop their thumb and we're trying to get the same conversion, which is their first little bit of time. And that time is likely out of the gates, two to three seconds. That's the first bit that we're trying to convert on is two to three seconds. So in the business to business community space, when you are out networking, which is typically where most B2B
leaders are generating a lot of their sales, right? The relationships that they're building, they play the long game, they go to the networking events, they see some of the same people, they maybe connect with those people for a breakfast or a lunch. They start to form the relationship, they get to know the people who they are, they truly start to build relationships. And it's an amazing way of doing business. And there's definitely nothing I'm discrediting. But I have seen a lot of companies where they've built their businesses that way, but they end up hitting this kind of cap.
right? They end up hitting the plateau where they're just struggling to get past, call it 20 million and annual revenue. They just can't peak that. Right. And it's different levels for every type of business, but every business sees this. And then what happens is, is that the decision makers go, well, we need digital marketing. We need ads. We're not doing enough marketing. That's why we're not getting, that's why we can't crack the number. We have a great product. We have a great service. We have a great team. We have great people. We have all the right things, but we're just not breaking through.
You know what we don't have? We need more marketing. So we dump dollars into ads where we go and try and force feed and force push all of our information. And that's where we fail. And the truth is that we need to look back as to what's working, right? So when we go to a networking event, those that are really, really good at networking, really good at networking, they don't go and shake hands with somebody and immediately...
say, hey, this is who I am. This is what I do. Are you interested in talking to me? Like if you're good at networking, you never do that. As a matter of fact, there's like an unsung rule that if you can, you don't talk about yourself at all at a networking event. If you can, you don't even tell them what you do. You keep them a little bit of a mystery around who you are and what you do, and you try to engage them to understand who they are, what their business is, and get them to open up and tell their story.
Now, why is that an effective way? Why do we go about doing that as the first conversion, as the first micro conversion? The reason is, is that when people start to open up and they start to tell you about their business, the things that are going great, the pain points where they're trying to grow, all that stuff, right? That oftentimes are indicators and us as sales folks are checking boxes of saying, ooh, we can solve for that. We have a solution.
It's almost like a pre-qualification. That's why all of the sales scripts out there and everything else, all the old tactics, you know, even like back in like the Don Draper days of way of doing things, right? It's, it's people are trying to pre-qualify the lead and that's how they look at it. They look at it as a pre-qualification process to a lead process, to a sales process and the whole thing is a sales process. And that's where this podcast comes in as be human. Or we say.
Nope, it's not. It's a human process. This is a human experience and we need to be thinking about delivering better human experiences. So let's go back to that very first micro conversion. When you're at a networking event and you go shake someone's hand, exchange names. And then if you do, it's like, Hey, so what brought you to this event? You know, like I'm assuming obviously if you're here, you're trying to sell something or you're trying to grow your business.
Why else would you be at a networking event if you weren't trying to grow your business? Pretty standard assumption that everybody there is trying to grow their business. Oh yeah, I'm definitely, this is what I do. Then immediately they'll start to open up to you and start to tell you about why they're trying to grow their business, how they're trying to grow their business, and everything else. Meanwhile, you don't have to tell them about anything that you're doing. And then it's just a matter of going, okay, how can I help? What can I do? Do I know of somebody? And you don't necessarily have to ask that. You can, depends on the nature of the conversation.
But you should be thinking that and you should be going through your Rolodex of individuals of who you can connect the dots. Where could you connect dots for them to help solve them a problem? Because if you can go to a networking event and find somebody and you have somebody in your back pocket that you could connect them with and they could do business together, trust me, that person won't forget you. And there's a very good chance that they would come back and either recommend business back to you or do business with you in general. Now this is networking one on one.
And most people understand that in the humanistic process. I mean, I have seen some terrible networkers, like terrible, but for the most part, I think a lot of people have kind of caught on to how to network. I mean, it's a pretty standard process. So how do you apply something like that in the digital marketing space? Well, here's how you do it. Just like in the networking side, you're trying to figure out how you can deliver value
to your prospect, to your audience, very rapidly and consistently. That's what you're trying to do. See, when you start asking somebody about how they're growing their business, you're immediately thinking to yourself, of like, how can I help this person? So then you can hopefully make a referral, maybe even right there on the spot. And what better way, by the way, this is a great one for anybody that's listening to this that hasn't done this. If you are a networker and you know you're in this space, great, awesome thing that you could do.
Let's say that you meet somebody in there like, oh yeah, I know so and so might be interested in this. That's where you can then go, oh cool. Would you mind connecting us via text? Yeah, absolutely. They'll connect you via text. And then it's like, Hey, can we take a picture real quick? You take a picture with them and you send it back to the group text that you're in with that person that connected with you and be like, Hey, you know, Johnny over here just got me connected. Great to meet you. That triggers something in.
the new prospect, the referrals brain, that's like, oh wow, this is real, this isn't anything silly. So yeah, take pictures with your referrals and send it to the person that's referring you. It's a really cool strategy. But anyways, back to the point at hand, right? You're trying to figure out ways to deliver value back to the prospect in the networking event and that networking situation. You can do the same thing on the digital landscape when you're prospecting someone brand new.
Let's just pull the elephant in the room. The LinkedIn DM. Everybody's right. And by the way, I will preface this. I used to be that guy. I had Duck Soup. If you're not familiar with what Duck Soup is, you can easily download it and it will send out automatic LinkedIn connections for you with automated messages and all sorts of stuff. I can even put the link in this so you guys can have it and you can.
take a look at it. It's a great tool. Like I actually think it's an amazing tool if it's used properly. But unfortunately, as you guys have all experienced, if you've been on LinkedIn, most people abuse it and they don't understand how to do the direct connect on LinkedIn. They come out of the gate, swinging vomiting about their features, their benefits, their case studies, their alcalades, them, them. And then you're trying to connect. It's the same thing. If you were in that networking space, right?
And you were like walking up to somebody and you're like, Hey, you heard about my company. You heard about features. Yeah. Do you hear about that guy that I serviced? You know, like you haven't heard about me. Oh, you want to hear more about me. You should probably hear more about me. And then if you, they don't answer you, if we're here to take the same LinkedIn message, right. And we are to bring that back to the human experience and the networking event, because what happens if you go to LinkedIn message, let's say you connect with somebody.
and they hit you with that sales blurb and you don't say anything. The next day they're like, hey, just bumping this up to the top. Did you see it? So if we were to do that in a networking space, right? This is like, I hope you guys are understanding how silly this fucking sounds because it's actually what people are doing and people believe that it works. But this is what they're doing, right? If you bring it into a networking space and you're like, hey, let me tell you all about me. And then they don't say anything like, great. And then like go about their time. It's like you walking back up and tapping them on the shoulder. You're like, no, remember?
I'm just bumping that up. Do you remember what I just said? Cause I just said that. Remember about me and it's like, Oh my God, it's just crazy. Right. And don't get me wrong. I I'm sure it works in some markets and some industries. You know, some people are obviously people are doing it everywhere. And like I said, I back in like five years ago, I was doing this and yeah, I was getting great results, but that's because nobody was doing it at that time. Now everybody's doing it. And
Quite frankly, it's just an icky way of doing it. Like, I get on one side of the fence, you know, hey, I'm just being transparent, I'm looking for a sale. Okay, hats off. You're looking for a sale, you're being transparent, great, good for you. But you're not building a relationship. And unless you find that person at the very tip of the pyramid, that's at the very 1%, meaning that they're problem aware, they need an immediate solution, they're ready to buy right now, and you just happen to be the only one that's ever talked to them, then you might get lucky and get that deal.
But most of us are trying to build a relationship. Most of us are trying to build a relationship with the prospect, with the company, with their colleagues, and so on and so forth. And we realize if you're really good, if you've been more of a seasoned vet in this space, you're not just trying to build that relationship for the one sale, you realize if you build that relationship, there's a chance that they'll open up their network to you and you'll get many sales from it, right?
And the best thing that you can do is obviously when you get a deal done and they're so happy about doing the deal that you're like, Hey, by the way, do you know of anybody else that might be interested in this? That's the, that's like kind of the icing on the cake, right? But to get that means that you have to build a ton of trust and rapport. You have to build a real actual relationship. So when we look at the LinkedIn DM, what if, what if the message read a little bit different? What if the message.
was unlike anything else that's going out there right now, such as, hey, first name, I noticed 10 years ago on your profile, you were with XYZ company doing XYZ thing.
and relate that back to something that you've done, because I'm sure somewhere we're always able to relate. And that's the first step of this kind of human experience is like being able to relate. We need to be able to relate to another human being. We need to have our story resonate with another story. And the beautiful thing about us as human beings is we're obviously very complex and very diverse in our stories. So there's tons of little things that we could grab from, from our story. It could be a sport that we played.
It could be a place that we lived. It could be a school that we went to. It could be a job function that we did. It could be a wide variety of things, kids, you know, you name it. And we could relate that to someone else's story. So what if in that message, your only intent was can I relate to this individual so that I get my first conversion, which is their time. And that time means that they're either a, they're actually going to read the content.
or in best case scenario, not only are they going to read the content, but they're also going to reply to you. And that's the way that we approach it when we're out in the street, but we do not approach it that way in the digital landscape. We've commoditized digital marketing in such a way and all of our minds that everything almost like it's not real.
Right? Almost like there isn't a real person on the back end of the communication. It's like, Oh, I'm just going to mass blast this thing. And then hopefully I'll grab whoever I can grab. And it's like, no, like start, we have to start treating everybody as if they are right there in front of us. Here's another really good example of this. This is the three seconds. So you guys have probably all heard about, especially in video content, right? Your first three seconds.
is what's going to capture the attention and help keep the attention for the next piece of the video to get them to turn the page is how it all happens that first three seconds, right? So let's say you produce a video and let's say it gets a thousand views. That's great. A thousand views, but your average watch time is four seconds. Four seconds. Now thousand views.
Now what I want you to do is I want you to imagine taking those thousand people that watched that for that four seconds, and I want you to line them up. And now you get to talk to every single one of those people individually, face to face, person to person, and you have four seconds to communicate with them until the next person comes. You have 4,000 seconds of communication with 1,000 people, four seconds per person. What would you say in four seconds? What would you say?
to get them to want to continue to engage them. All they have to do is give you the time of day. They need to respond. If they respond, then you can talk to them as long as you want. If they don't respond, they can just turn and walk away and it's onto the next person. So what would you say? What would you say? What would you do? I would err to bet that if you are in sales and these are a thousand of your ideal customers that are sitting right there, that you get a chance to actually communicate directly with
you're going to start to do all sorts of different things to try and figure out what clicks to get them to just want to say something back to you. And I'd be willing to bet that you're going to do something that's going to be driven around them as a human being, because that's what we naturally like to do. We like to talk about ourselves. We're comfortable with doing that. Here's a really good four second opener. I like that shirt. Where'd you get it?
There's four seconds. I like that shirt. Where'd you get it?
Most people are probably going to respond back to that. And that just bought you the time. That got you your first conversion. Now you can start to communicate. Versus, oh, how do I cram my sales pitch into four seconds? Okay, here's these features, here's these benefits. They're gone, right? So that's how we got to really start to look at this landscape, folks. Like it's not.
It's just, yes, the numbers and stats analytics, those matter. And I will talk about more of that in later episodes and why and how we start to leverage that, but for now in episode one, the message I want to get across is that we really need to start looking at what are we actually trying to convert for the macro conversion of the transaction. Yes, that is the bad. I understand that's the Holy grail of conversions, the transaction, right?
but we put that all the way out front and we do that for a variety of different reasons. We have quotas, we have deadlines, company needs, all sorts of different things, KPIs, of course. We have to do jobs, we have to hit certain levels and perform at certain levels, so I'm not discrediting that part of it. But we behave very differently when we're in person than we do online. And there's a huge disconnect there, huge.
And that's the purpose of this podcast is to help you guys understand where we're going to start to connect those dots and where we're going to drive it. Let's talk about, so there's the first micro conversion is just getting someone to give you their time to stop them and their day to day and to get, get your time. There's another one that's even before that, that I didn't talk about just yet. And that one is called an impression.
See, an impression in digital marketing means that someone simply saw your stuff. I'll give you a real example. I'll pull up my LinkedIn. Here's my LinkedIn on my phone.
So actually that whatever that money one there, this is an impression. This lady talking, me pausing right there, that's an impression. That's an impression. As a matter of fact, anytime like this is not impressions when I'm speeding through, but if I pause on something, that's an impression. That's what an impression is. So what is that conversion? What is that conversion? That's called
You're just simply trying to grab someone's attention. It's still a time. It's a much smaller chunk of time, but you're actually trying to grab attention. That's your first conversion. That's why at networking events, those that wear flamboyant stuff, they get a ton of impressions. And look, you can always argue that as good, bad or ugly. I was actually in a situation, I'm not gonna name names, but I was in a situation where I've been
growing my hair out. So I've had long hair my whole life. Up until I became a chief marketing officer and then I started cutting it all off and I started to go down the whole business route, suits, the whole nine, right? Basically started looking like everybody else. After I left that job, I became another role and I started getting more into networking and I started growing my hair out. I'll never forget being told to look around the room.
and look to see if I could see anybody else in the room that had hair like me. Well, of course I couldn't. And look, the rationale was good, right? The rationale, I get it, which was like, okay, you put up things like that, that's different, that puts up an extra barrier that they have to jump through the hurdle. It's gonna be harder for them to communicate with you. I get that, and that is true to some regard. Obviously, those that look like us.
It's easier to communicate. It's the nonverbal communication. That's why clean cut suits, things like that speaks of success. So on and so forth. It can tend to break down those walls a little bit quicker, but I've happened to find now that I've moved on and that I've been growing my hair back out, that this is actually a huge game changer for me because it's not about the hair being long, it's partially about the hair being long, but I also present myself in such a way that I have confidence in who I am.
And that speaks much louder through my body language. And now all of a sudden I will get more impressions, more people looking at me because I look slightly different than the crowd. I'm able to capture attention. Now, couple that with charisma, couple that with a high chest and feeling very positive and high vibrational state.
and all of a sudden you're lighting up the room and people are wanting to come and talk to you. I had this experience too at a networking event where they do a round robin right so everybody in the room at the networking event as the icebreaker you tell your name who you're from a little bit about your business you know you quick little 30 second elevator pitch and it was like
where I was from and my favorite song, but I left out what I did for work. I didn't say anything about my business. What ended up happening is, is as the, after that was done and I went into the event, so many people came to me asking me, what did I do? See, I left a question mark of intrigue. I played against the rules. The rules of the crowd were to, everybody was supposed to say who they do and what they, what they do.
Well, in a networking event, everybody's there to try and grow business. That's the purpose of the event. So network and how can we grow our businesses? How can we work together and grow our businesses? Right? So everybody's going to talk about their business and the one person that doesn't talk about their business. That's the one that everybody goes, Hmm, maybe that person is the person I need to talk to you, maybe there's opportunity there. I need to go find out what they do. And then they take it time out of their day to go off and find you. See the point here is a little bit of the mystery.
And that's so true when it comes back to the digital landscape, when we're trying to gather attention. See at the attention gathering stage, at that level of micro conversion, that's where we can start to stand outside of the noise and the pack. So let's just talk about LinkedIn again, as an example, you're going to hear me talking a lot about LinkedIn because quite frankly, I think LinkedIn is still
one of the most underutilized platforms when it comes to personal branding and this type of marketing, this humanistic element approach that we are missing there. And I know that in this space, especially for the B2B folks that are working on growing their business and building these relationships, a lot of us lean on LinkedIn as a sales tool and as a relationship builder, but go look through the content of LinkedIn. What do you see? Occasional memes, occasional.
which are actually very refreshing in a LinkedIn feed. But outside of that, you see hiring, Alkalades, look at me, look at my features, look at my benefits, look at my systems, look at my services, look at my so on and so forth, me, me. Everywhere, every company from the top tier companies down to the lowest. There are a few exceptions to that of course, and those are the ones that are crushing it.
Those are the ones that are approaching it differently, that are differentiating their message against the norm. And those are the ones that are getting the impressions, getting the engagement, getting the ones that are actually, people trying to reach out, starting to try and have conversations with them. So when you look at that across the whole landscape, when you look at that in the way of LinkedIn, and you think about that first message, it's the same concept of going to a networking event,
and doing that round robin and not talking about what you do for work. That's the same exact concept. So when you're putting out content, you do the same exact thing. You don't talk about you. You talk about your audience, them, who are you trying to communicate with? And you do that in such a way that you try to bring value first to the conversation. So how is that done? Well,
I'm doing it right now. The Be Human podcast. This is my vehicle in which that I'm able to bring value back into the marketplace, right? And sure, there is a, going to be a percentage of the audience that consumes this content that's going to want to do business with my company, Exitville. That's great. And there's going to be conversions that happen from that. But the purpose of this is to help, is to be the vehicle and the platform in which that I'm able to bring the value back to the marketplace and to bring value first.
and foremost to the audience, to build the report and so on and so forth. And we do it all the time in person, but we'd miss it here. So we've talked a little bit about how to differentiate ourselves from the actual grabbing the attention. We talked a little bit about the micro conversion of getting someone to actually give us a little bit of time. There's another step of the micro conversion.
that this one might be my favorite. And this is the last one I'm gonna leave you for this podcast. And that's getting the prospect to ask you a question. You see, up until this point, what we've done is we try to grab attention and ask them some type of a question to get them engaged. It's only when they start to ask you the question, that's where it gets interesting. That is when we start to plan.
our exit of that conversation and we move on to the next. Now, there's a psychology around this, and this goes back into our instinctual days of who we are as, you know, from back to the days of caveman, right?
We are hunters by nature, by trait. We have hunter blood in all of us. Whether even if you're a vegan, doesn't make a difference. We all came from a place where we used to be hunters and gatherers and farmers and so forth. So therefore what we are accustomed to doing is chasing down our prey. Once we get into the chase, once we get into the hunt, we typically don't wanna stop. It's exhilarating. You can think about this too in the way of, if any of you have ever been in any competitive sport.
chasing for the win, chasing, you know, whether it be running, pushing yourself to go a little bit faster, whatever it is in fitness, right? You can think about this from a professional level, pushing yourself to wake up a little bit earlier to get more worked on, whatever it is. We, I think you guys understand the concept that we like to chase things. So if we know that the third micro conversion that I wanted to talk about, right, which is to get the prospect to ask us a question, that is the start of their chase.
They are now chasing you. They want a response. They want an answer. In fact, if someone were to be, again, think about this from, again, the humanistic element. If we were sitting here face to face right now and you asked me a question and I absolutely blank face stared you, didn't say a word and I walked away. I just took off and walked away.
there's a good chance you might actually be offended by that. So offended that you might not even wanna communicate with me again. You might be like, God was a dick. That's how much it bothers us when we don't get what we want. That's a reaction of us not getting what we want, of us failing in the chase. We fail to catch the prey. So when someone asks us a question, that needs to trigger to us to be like, I'm gonna give you just enough.
just a taste to get you to want to ask the next question. And then at that point, I'm going to then remove myself and we are going to set up the next time to communicate, AKA setting the meeting. It's only once they start asking you the question. As soon as that happens, you know the chase is on and they're the ones chasing you and you are the prize. And by the way, you've always been the prize from the beginning.
but that's the nature of it. And you can do the same thing and you see it all the time on digital marketing. And this is where I've actually seen some really amazing stuff in funnels. I've seen some really cool stuff in funnels. I've also seen some stuff that's really pissed me off that I ended up don't doing business with, but that's where you get the landing page, right? And then when you get the landing page and there's a video and they tell you, they're gonna tell you something at the end of it and you wait till the end and they don't tell you.
And then they're like, give me your email. And that's typically where I'm like, fuck you, I'm out. Like I get pissed off by that. So I don't recommend doing it that way, but a hundred percent as they start asking you questions, that's where you can ask and request for a way to contact them to better give them the answer at another time when you have more time. Because right then and there you are busy. And if we're networking,
Right then and there, we are in fact busy. Why? Because there are people that we have not talked to yet. Unless you've talked to every single person, it's the end of the networking event, you've already communicated with everybody, then sure, you can go ahead and answer the questions. It's kind of like when someone asks you a question in the middle of a speech, they have to wait to the end of a speech. Why? Because it's disruptive to what you're doing. And it's the same rules when you do a digital marketing campaign. People are gonna have questions and they're gonna want their answers, but...
Quite frankly, you probably are busy because you're doing something totally different, not even paying attention to your campaign when they're reaching out for the question. So we have to think about that as another micro conversion and that are, those are the things that we need to start to optimize for. We need to start on the very front end of this whole process. And we need to look at what actually works in regular human interaction. There's a really great exercise that you can try. Really great exercise. And watch how this plays out, it's innocent.
Next time you're in a public setting, whether you're with your family, friends, whatever on the weekend, find a total stranger and play this out with them. Okay? Step one, first microconversion, attention grab. Can you get them to make eye contact with you? That's it. Can you get them to make eye contact with you? That might just mean that you sit there and you stare at them until they stare back at you. It kind of sounds creepy, right?
but it's definitely one way to do it. There's obviously a lot of other ways. You can make a big loud noise. You could bump up against them. There's all sorts of different ways to get them to make eye contact with you. You could comment them, nice shoes, eye contact, right? You can make noises, all sorts of stuff. But step one, can they make eye contact with you? Step two, once they make eye contact with you, can you get them to transit, to get the...
the second conversion of time. Can you get them to transact a little bit of time for you? Meaning they reply to a question.
At that point, you then move into your third microconversion. Can you get them to ask you a question, a genuine question? If you can play with those three things, think about what you're doing in the human experience, and then think about what you can do on the digital landscape and why it would apply. And I got news, it's going to work much better. Your digital marketing will work much better.
but we've just been approaching it wrong for far too long. And we think now that we have AI and AI can just do it all. AI is a great help. And trust me, AI has done a lot for me to even get this podcast up and running. It's done a lot for me in ideation and helping me organize my thoughts. I use it all the time. I'm, I've been a big proponent of AI for a very long time. I've been using chat GPT before any of you guys probably even knew what chat GPT was. I'm talking about back in 2000 or 2020.
when it was baked into Jarvis, which Jarvis then changed his name to Jasper for the obvious reasons of Iron Man, but that was chatgbt2.0, and that was a tool that we were using to help generate blogs. And that was when I was working as a chief marketing officer for a subset of AI in natural language processing. So I've been around the game for a long time in this space. And like I said, I think it's a great tool, but at the end of the day, AI isn't gonna sell it for you.
And everybody's wise to the regular AI posts. You can definitely use it to help with this stuff and use it as an ideation generation, right? So it's like, you could go to Trash GPT and be like, hey, Trash GPT, I would like to figure out a way to get one person to make eye contact with me when I'm in a public setting. What are things that I can do? There you go, gives you a bunch of ideas, then go try it. So my point is, is though, when you actually go do those things,
I want you to really think about take inventory of that, write it down. What was it the thing that you did to make, to get the eye contact? What was it the thing that you did to get them to give you the time? What was it the thing that you did to get them to ask you the question? Those are the things that we need to be thinking about. And then how do we bring that back into the digital landscape? That's the key. And if you do that around what you do for your business,
all of a sudden you're going to start to see ways of marketing and getting through to these folks in a much, much better light. So I hope this has been helpful for you guys. It's been episode one of be human. Again, this is the definitive podcast for B2B owners who have grown their businesses through relationship sales and are looking to punch through their next ceiling by leveraging techniques and digital marketing. We all know what digital marketing is. We all know it's important.
It's just a matter of how do we connect the humanistic dots, the things that we've already done that's been so successful within our business to grow our business the way that it has, how do we replicate that on the digital front and how do we do that in such a way that we don't burn through the budget and burn through the bank. And in this episode, I want you to, I'm challenging you to start to think about those first three conversions, attention. And again, from the human perspective, not from the digital perspective, we're going to tie that in after this.
The first thing is in an actual physical setting, how do you get eye contact? How do you get someone to give you the time of day? How do you get someone to ask you a question? That's the first thing that we need to think about. All right, that being said, this first episode is going to air this Thursday, April 25th. So pretty excited about that. We're gonna be releasing two episodes a week.
Thursdays at 11 a.m. and Tuesdays at 11 a.m. That's gonna be our tentative schedule to start. Likely that'll change. The goal and the intent here is to up this to a daily podcast. We're not quite there yet. I'm not gonna overextend myself. But I do have some amazing guests that we're planning to bring on. Some of these folks have exited massive companies. Some of them are in the middle of the thick of accounting businesses. Awesome guests. Amazing digital marketers.
colleagues, friends, so on and so forth. And we're gonna be diving deep into each one of these different types of topics as we break down the human experience and we bring this back to where it all began. And it's not a B2B, B2C, B2G, B2B2G, whatever. It's H to H, it's humans to humans. So that being said, thank you for listening to our podcast. Danny Marowinski here. I look forward.
to seeing you on the next episode where we break down the actual business model of how search engines and social media work. So should be an awesome episode. Look forward to chatting with you guys more then. I'm out. Don't forget, just be humans.