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Conversations about marketing and business. Hosted by Dave Gerhardt (Founder of Exit Five, Former CMO). Join the top community for B2B marketers at exitfive.com
Dave Gerhardt [0:00:01]: You're listening to The Dave Gerhardt Show.
Dave [0:00:17]: Alright.
Dave [0:00:17]: Hey.
Dave [0:00:17]: I'm back with a solo episode.
Dave [0:00:19]: It's just me me and my friends.
Dave [0:00:20]: On this episode, I talk about the one big idea for this week, which is attention.
Dave [0:00:25]: Why did we make attention the dirty word in marketing.
Dave [0:00:28]: It doesn't have to be a dirty word in marketing.
Dave [0:00:30]: In fact, I could argue that attention is the name of the game in business in marketing.
Dave [0:00:35]: So we talk about attention.
Dave [0:00:37]: I talk about the hard thing about hard things.
Dave [0:00:40]: We talk about an event we're doing, and I take a bunch of listener questions from the ghost that marketing pass to Should I start a business beyond Exit Five.
Dave [0:00:48]: Enjoy this episode?
Dave [0:00:50]: It's me Solo.
Dave [0:00:51]: The sunglasses are back on.
Dave [0:00:53]: It's Dave's podcast.
Dave [0:00:54]: Alright.
Dave [0:00:55]: Hey.
Dave [0:00:55]: I'm back.
Dave [0:00:56]: Solo episode.
Dave [0:00:57]: It's just me, Dave.
Dave [0:00:58]: I'm the a founder of Exit Five, And, host of this show, Dave Gerhardt Show, or is Dave Gerhardt Podcast.
Dave [0:01:03]: I don't know whatever.
Dave [0:01:04]: What does it say?
Dave [0:01:05]: Dave Gerhardt podcast.
Dave [0:01:06]: That's me?
Dave [0:01:06]: We named it after me, because I don't just makes a lot of sense.
Dave [0:01:10]: I wanna do more podcasting in twenty twenty six.
Dave [0:01:13]: I know I've been doing it forever, but we're investing in this channel.
Dave [0:01:17]: It's awesome.
Dave [0:01:17]: And the reason why it's just, like, the connection you create from a podcast is, like, nothing else and you never know who's listening.
Dave [0:01:24]: We just got note last week that this CMO of a multi billion dollar...
Dave [0:01:29]: I don't know, probably Fortune one hundred company is listening.
Dave [0:01:32]: And that's not even a flex.
Dave [0:01:33]: I don't...
Dave [0:01:34]: I hate when people do that.
Dave [0:01:35]: And when they give you...
Dave [0:01:35]: They don't tell you the actual source and anyone could just lie about that.
Dave [0:01:39]: But I don't care if you believe me or not.
Dave [0:01:40]: I know the truth, and it feels really cool.
Dave [0:01:42]: And I don't know You just never know who's gonna message you and be like, hey, listen to the podcast.
Dave [0:01:46]: And these little solo episodes are fun to do.
Dave [0:01:48]: We're gonna have guests.
Dave [0:01:49]: We're gonna have people from interest companies The sunglasses are back on today because they made me feel great and super confident last week.
Dave [0:01:56]: And then also, everybody's sick in my house.
Dave [0:01:59]: I feel like I've been sleeping like, shit.
Dave [0:02:01]: I look like shit.
Dave [0:02:02]: I like to keep a clean shaved head, so it doesn't look like I'm just, you know, a baldi guy.
Dave [0:02:06]: Like, to just own it and be bald, and I haven't shaved, and I'm still recovering from this hip surgery.
Dave [0:02:11]: And so I'm going sunglasses on.
Dave [0:02:12]: And so it doesn't matter to me if you like this or not if you're watching on Youtube or not.
Dave [0:02:17]: It feels great.
Dave [0:02:17]: It feels great to me.
Dave [0:02:18]: I'm not even a lie.
Dave [0:02:19]: The shirt, if you're wondering is from Buck Mason Chat.
Dave [0:02:22]: She keeps me improper.
Dave [0:02:23]: Should buy me nice close, which makes in a nice difference.
Dave [0:02:27]: Let's see.
Dave [0:02:27]: So personal updates, twenty five, recording is twenty five days post hip surgery.
Dave [0:02:33]: I got so many messages, but there's so many people.
Dave [0:02:35]: You know who I'm talking about.
Dave [0:02:36]: You you messaged me.
Dave [0:02:37]: They're, like, how old are you, like, you had to get your hip fix and I'm like, this is a very common injury.
Dave [0:02:42]: Look it up, Fa, hip impingement, torn lab surgery, it is frequent in a lot of hockey players, not a hockey player.
Dave [0:02:50]: Frequent in athletes.
Dave [0:02:51]: Maybe this is...
Dave [0:02:52]: It's typically it's something that you're you're born with.
Dave [0:02:54]: You have, like, this kind pinching in your hip, and then you jam on it over time, and that's what I've done over the last ten years.
Dave [0:02:59]: And I've been putting this off forever and finally decided to get it done.
Dave [0:03:03]: The first two weeks were brutal.
Dave [0:03:04]: I never thought I would be on the other side of this thing.
Dave [0:03:07]: And today.
Dave [0:03:07]: Here I am.
Dave [0:03:08]: I'm back.
Dave [0:03:08]: I did five days in a row, the Gym.
Dave [0:03:10]: I can't do lower body.
Dave [0:03:11]: So I'm just spamming up her body right now, and it feels amazing And I'm just so happy to be able to move and to walk and it really just makes you appreciate your regular life.
Dave [0:03:20]: You know, it's like, when you have a sore throat and you're, like, you can't remember what your life was like when you could swallow normally.
Dave [0:03:27]: So And yesterday, I'm able to walk a little bit more.
Dave [0:03:29]: I took the dog out, was able to get a little snows shoe here in the woods.
Dave [0:03:33]: And I I do really live up here in the in the woods.
Dave [0:03:36]: It's it's cold or in the woods of Vermont.
Dave [0:03:38]: And then, the other thing that I wanted to mention.
Dave [0:03:40]: So over the last week, we announced Dan as the CEO of Exit Five.
Dave [0:03:44]: And like I said in the announcement, you know, you get paid for the job you've already done, Dan it's been amazing as my Coo and promoted him CEO to more formally run the business every day.
Dave [0:03:53]: Because, you know, I kinda...
Dave [0:03:54]: I got...
Dave [0:03:55]: I get paid the big bucks.
Dave [0:03:56]: Like, I get to just sit here and talk to a microphone and write you a little post on Linkedin.
Dave [0:04:00]: And so this is this is really important.
Dave [0:04:02]: But what's really funny about that is it it made me think because I'm gonna maybe I'll pull this up.
Dave [0:04:06]: Okay.
Dave [0:04:07]: Everybody, you know, you see all these comments about, like, the Linkedin algorithm, and the lot of that is valid.
Dave [0:04:11]: There's a lot of beef that is valid there.
Dave [0:04:14]: How like, you see posts from three weeks ago, and, you know, they don't know what they're doing and Da.
Dave [0:04:18]: But then I post this thing last week about Dan.
Dave [0:04:21]: And, this was on Friday Friday morning which simply not the best time for me to post.
Dave [0:04:24]: And I I announced Dan as CEO, of Exit Five.
Dave [0:04:27]: This post has one thousand four hundred twenty six, likes, two hundred and eighteen comments and twenty five thousand impressions.
Dave [0:04:33]: And so, like, all week, I've been trolling, our team and everybody internally.
Dave [0:04:37]: And be, like, I thought Linkedin is broken It just turns out, like, you just usually need better content.
Dave [0:04:41]: Myself included.
Dave [0:04:42]: Right?
Dave [0:04:42]: I post a lot of things that flop out there, but it's true that, like, it's not just the algorithm.
Dave [0:04:47]: It's like a lot of times.
Dave [0:04:48]: Like, you just need better content.
Dave [0:04:49]: And obviously, we can't do this all the time.
Dave [0:04:51]: A CEO announcement is a perfect example of great content and that broke through and worked, and it's still an incredible channel.
Dave [0:04:57]: So for these solo episodes, I'm gonna, like, do a little intro, which I just did.
Dave [0:05:01]: Talk about one big idea in marketing every week or as frequently as I do these.
Dave [0:05:06]: And then take a few listener questions and get out of there.
Dave [0:05:10]: So that's the agenda for this episode.
Dave [0:05:12]: So the big idea for this one.
Dave [0:05:14]: And if you know anything about me, like, I'm not always into talking about, like, the latest and greatest hacks and and tips and tricks and all that.
Dave [0:05:22]: Like, my stuff is really rooted in what I would like to think is it's timeless.
Dave [0:05:26]: I feel like you once you understand the game of marketing and and business, a lot of this stuff can be applied forever.
Dave [0:05:32]: And the big idea for today's episode is the concept of attention.
Dave [0:05:36]: And I was listening to a podcast at the gym this morning, and it was an interview with the founder of the Savannah Bananas a podcast was...
Dave [0:05:45]: My first million to properly shout them out because, you know, we don't need to do it anonymous sources here.
Dave [0:05:50]: And it was a great interview, and I've seen their stuff everywhere, but I've never actually sat down and and listened to him Dan was like, yeah, you gotta listen to this.
Dave [0:05:57]: This so totally.
Dave [0:05:58]: This is totally right up your alley.
Dave [0:05:59]: And it was right up my alley.
Dave [0:06:01]: The reason it was right at my alley is because He talked so much about how ideas are the most valuable thing.
Dave [0:06:07]: And I've always kinda said, I've kinda taken the opposite, even though I've considered myself, like, an ideas guy, I've always taken the opposite and said that, like, ideas are cheap.
Dave [0:06:14]: The real value is in the execution.
Dave [0:06:16]: But I think I'm willing to flip flop back on that because I do think that in marketing in business.
Dave [0:06:22]: It's like, it is those crazy ideas.
Dave [0:06:24]: It is those ten x ideas.
Dave [0:06:25]: You can find people to help and go and operate and create things, but it's really those crazy ideas and and you should go and listen to the episode, if you can find it.
Dave [0:06:33]: But or just look up anything about the Savannah Bananas, but they've, you know, created this whole new category of a a type of baseball.
Dave [0:06:39]: Now.
Dave [0:06:40]: I'm not saying the lesson this is don't go create some new category, some crazy new thing and b to b b to b software, but he talks so much about how it's a core value for them to find inspiration from outside of their industry.
Dave [0:06:52]: And as someone who's been in this industry of marketing for, like, fifteen years, and especially in B, I can't tell you that every newsletter, every podcast, every webinar.
Dave [0:07:01]: We...
Dave [0:07:01]: There's all inevitably always someone who says, like, yeah.
Dave [0:07:03]: This is great, man.
Dave [0:07:04]: Cool ideas, but, like, I need b to b examples.
Dave [0:07:07]: And I understand why people ask that.
Dave [0:07:10]: But I don't feel like that's true because I feel like whether you sell to b to b or B, you're still selling to humans and so the name of the game is still the same, which is to try to get someone's attention.
Dave [0:07:21]: And so I'd like to take inspiration from everywhere, and I think you should be able to do that too.
Dave [0:07:25]: Now, we want b to b examples because we wanna be able to like to go back to the CEO or Cfo and team.
Dave [0:07:30]: And say, hey, look.
Dave [0:07:31]: The x company in this industry did this and so we're gonna do that.
Dave [0:07:34]: But a lot of the B b marketing example stuff.
Dave [0:07:37]: They're also...
Dave [0:07:37]: They're not as sexy to, like, say, screenshot.
Dave [0:07:40]: They're, like, you know, sales enable plays and emails that are happening behind the scenes.
Dave [0:07:44]: But I love this idea of, like, let's get back to thinking about attention and how do we stand out, especially in a world of same and competitors and Ai swap, Like, how do we stand out.
Dave [0:07:54]: And so I wanted today to be, like, I want you to think about attention.
Dave [0:07:57]: I don't have all the answers this, But I want you to think about one thing today, which is, like, how can you get more attention for your company.
Dave [0:08:04]: Right?
Dave [0:08:04]: And if more people knew about your company?
Dave [0:08:07]: And you could be listening to this.
Dave [0:08:08]: You could be in b2b to b, you could be that Fortune one hundred Cmo that I was listening or you could be my friend who, you know, shout to my guy, Seth who's my account and Orion, who helps me with my money?
Dave [0:08:17]: That's listening to this.
Dave [0:08:18]: Right?
Dave [0:08:18]: This could apply to any business?
Dave [0:08:20]: The local sandwich shop down the street?
Dave [0:08:22]: Like, how do you get attention?
Dave [0:08:24]: And and would your life?
Dave [0:08:25]: Would your business be more successful?
Dave [0:08:26]: Would your marketing be more effective.
Dave [0:08:28]: If you just had more people that knew you existed and paid attention to you.
Dave [0:08:31]: I've seen this play out.
Dave [0:08:33]: I worked at a company called Drift that we came into and created this new category.
Dave [0:08:36]: We basically created a new category of live chat, but live chat already existed.
Dave [0:08:40]: There was plenty of competitors and companies in the space from intercom to Zen desk to live person, whatever There was all these companies, but we were able to come in and get more attention than everybody else.
Dave [0:08:50]: And so what happens is when you can do that, most people they're not necessarily buying their shopping.
Dave [0:08:56]: And so they're going to pick between three or four vendors.
Dave [0:08:59]: So if I'm gonna pick a Crm vendor, it comes down to Hubspot or Salesforce or whatever.
Dave [0:09:03]: Most of us are not gonna go through every little feature and obviously, every company is gonna publish all of their features and do that little feature checklist that makes it look like, you know, we have all the things, but the competitors don't.
Dave [0:09:14]: Right?
Dave [0:09:15]: And so I wanna be the first person to get into that, like, consideration set.
Dave [0:09:19]: And so if you are one day gonna buy a Crm, I want you to pay attention to me and know that I exist.
Dave [0:09:24]: And so In the drift world, we won early on by getting a lot of attention by sucking the oxygen out of the market, and we didn't do that through one super creative play.
Dave [0:09:33]: It was because of a culture that the founders guided around creativity, innovation, taking chances doing things that stand out.
Dave [0:09:41]: And so we did some crazy stuff like, here's an example.
Dave [0:09:44]: This ended up failing horribly for a couple of different, but there was a big event in Boston, and we were not participating it, but we knew a lot of people in marketing would be we hired a bunch of actors to go to the event and protest, and we had these, like, no forms signs at the time, and we sent, like, ten people to go down there and protest, and they ended up getting kicked out of the event and actually for a bunch of differences that became, like, an internal situation at the company.
Dave [0:10:07]: But I'm not saying this was right or wrong.
Dave [0:10:09]: I'm just give you an example, like, things like that.
Dave [0:10:11]: Right?
Dave [0:10:11]: And that wasn't even a new place.
Dave [0:10:13]: Salesforce had done that back in the day.
Dave [0:10:15]: Another thing that that we like to do, which was awesome is...
Dave [0:10:18]: Basically, this was some form of arbitrage.
Dave [0:10:20]: Or I'm not that smarts.
Dave [0:10:21]: I don't know really know what Arbitrage means.
Dave [0:10:22]: But But instead of spending, you know, hundreds of thousands of dollars on, outdoor display billboards and all that, we would find areas where we could get, like, one billboard.
Dave [0:10:34]: And so I remember one year, we found this There's was, like, an opportunity to get, like, a small digital digital billboard, like, right outside of the Super Bowl.
Dave [0:10:42]: And for any anyway, it's ever done Super ad advertising.
Dave [0:10:44]: You can't say Super bowl and that.
Dave [0:10:45]: You have to call it the big game.
Dave [0:10:46]: And the founders were going to the Super Bowl.
Dave [0:10:49]: And we got this little...
Dave [0:10:50]: This real estate.
Dave [0:10:52]: They were able to go there, they took a picture of it, like, in front of, I don't...
Dave [0:10:55]: Maybe it was like the super dome.
Dave [0:10:56]: One does that even exist anywhere?
Dave [0:10:58]: Somebody fact checked me on that, the super dome.
Dave [0:11:00]: Is that a thing?
Dave [0:11:01]: Is that's the...
Dave [0:11:02]: What was the old one that Georgia dome.
Dave [0:11:03]: Whenever dome it was.
Dave [0:11:05]: It was so clear like, a million people, outside I was a Super Bowl, and there was this little ad from drift.
Dave [0:11:09]: Right?
Dave [0:11:10]: Or when I launched my book founder brand.
Dave [0:11:12]: Everything was self funded, and I wanted to spend a little bit of money on promo, but didn't wanna break the bank on it.
Dave [0:11:17]: And so I think maybe for less than ten grand.
Dave [0:11:20]: I found someone.
Dave [0:11:21]: You know those, like, album release posters that you kinda see all over town.
Dave [0:11:25]: Sometimes you're like, who put up the, you know, Ariana and Grande or, like, Asap Rocky thing right there.
Dave [0:11:30]: You can find people to do that.
Dave [0:11:32]: And so we found three locations.
Dave [0:11:33]: One was at, like, the top of New Street.
Dave [0:11:35]: One was in back Bay.
Dave [0:11:36]: I was...
Dave [0:11:36]: Wasn't even living in Boston just knew that people in Boston would...
Dave [0:11:39]: A small group people might recognize my name and take pictures and show the book and whatever and to work perfectly.
Dave [0:11:44]: And the company also, so they they go and they kinda put these signs up and they they got, like, you know, this...
Dave [0:11:50]: I don't even know how they put it on the wall.
Dave [0:11:51]: And we filmed the whole thing.
Dave [0:11:53]: And so I was able to then turn that into marketing because we have a, you know, Have an audience on Linkedin.
Dave [0:11:57]: And so we took that one small play of putting up these billboard all around town for less than ten grand.
Dave [0:12:02]: You take them and you put them on Linkedin, and it can be ten times bigger than that.
Dave [0:12:06]: Or before everybody did the Times square billboard thing now, which is, you know...
Dave [0:12:11]: I wouldn't even do it now.
Dave [0:12:12]: I like, everyone does it.
Dave [0:12:13]: Alright Actually, I I'll take...
Dave [0:12:14]: I'll put Exit Five on there.
Dave [0:12:16]: I got...
Dave [0:12:16]: I got Mad.
Dave [0:12:17]: I saw a circle, which is a company we run our our community on.
Dave [0:12:20]: They put a one of their customers up there and I was like, what the...
Dave [0:12:22]: Why am I?
Dave [0:12:23]: Why are we not on that?
Dave [0:12:24]: I don't mean if curious me Put Matt's face on that on that billboard in Type square.
Dave [0:12:27]: So I still want that.
Dave [0:12:27]: But we were able to get the times square billboard for, like, an hour.
Dave [0:12:32]: You could buy it an hour increments, so we did that.
Dave [0:12:35]: I went to New York, spent a night in New York.
Dave [0:12:38]: The next day was out in front of the sign, like, taking pictures with us in front of it, and it...
Dave [0:12:42]: Was an amazing play like, better in the Savannah Bananas examples.
Dave [0:12:45]: He's talking about...
Dave [0:12:46]: They came up all these crazy, like, daily contest to get people into the game.
Dave [0:12:50]: Like, I forget what the town that he was in initially, but it was, like, I'll use Burlington Vermont.
Dave [0:12:54]: Like, if there was a baseball team there.
Dave [0:12:56]: Tonight, this week we're running economist of for a har man in Burlington vermont.
Dave [0:13:00]: Oh, god, That's awful.
Dave [0:13:01]: But these are the things that, like, I love and gets me into marketing and makes this fun again.
Dave [0:13:06]: And so at Drift we did, like, note.
Dave [0:13:08]: We, like, no forms day.
Dave [0:13:11]: Today is international, no forms day, or I remember seeing, like, Amazon had this big thing because it was crime day, prime day and I was like, dude, this is genius.
Dave [0:13:19]: They just making up a holiday where they, like, give you free shipping on this one day, and so everyone buys on Prime day.
Dave [0:13:25]: You know, It's like, Black Friday, just another marketing ploy.
Dave [0:13:27]: And so I don't care if you sell accounting software, cybersecurity manufacturing.
Dave [0:13:32]: Why can't you build some of these things in your business, b to b, b these are the really fun things that I like to think about and stand out.
Dave [0:13:40]: And the way to get there is just push yourself to just come up with crazy ideas is it's okay to have bad ideas, You need to generate a list of five, ten fifty, one hundred.
Dave [0:13:48]: Just have a list going in your phone of just, like, crazy, bad ideas, and you will eventually find one or two good ones, and you can execute on them.
Dave [0:13:56]: And by the way, when you do one or two of these things, the hard part is, like, you can't really, like, sell the Cfo and, like, we're gonna do this crazy thing or we're gonna get three leads from this.
Dave [0:14:04]: It it doesn't work like that.
Dave [0:14:06]: Need to be able to carve out some time in some space to kinda do these things and maybe sometimes ask for a forgiveness instead of permission and do them.
Dave [0:14:12]: And those often become the multiplier is these big steps and they don't have to be super expensive.
Dave [0:14:18]: They can be scrappy and creative no matter what scale you're at.
Dave [0:14:21]: And so I just wanted to, like, put something into the universe on this because why does tension have to be a dirty word in marketing.
Dave [0:14:28]: Like, we are playing a game in marketing with the whole point of marketing is to get more people to understand that our product exists and that all we can solve their needs.
Dave [0:14:35]: Right?
Dave [0:14:35]: Whether you're an accountant, or an enterprise software vendor.
Dave [0:14:38]: And so I want more people to pay attention to us because then if we have a good product if we've built the right thing, if we have strong features and benefits in a compelling story, then people are gonna say, oh, interesting.
Dave [0:14:49]: I've been paying attention to you.
Dave [0:14:50]: Okay.
Dave [0:14:50]: Now, then you earn the right to then tell them about the product later.
Dave [0:14:53]: So it doesn't have to be, like, I think a lot of times with these, like, attention campaigns or or some of the bigger brand plays, we often default to, like, how can we tell our product story in this and it's like, that's not gonna be interesting to most people I would run a play that gets people's attention, and then let's use the attention and then turn that into an opportunity for our business.
Dave [0:15:13]: So if you're listening to this, and you have specific examples, maybe we could feature you on a future episode of this pod.
Dave [0:15:20]: Email me David at Exit Five dot com or send me a dm on Linkedin, Aaron and I will try to grab a bunch of examples.
Dave [0:15:25]: But I'd love to just be, like, are you...
Dave [0:15:27]: You...
Dave [0:15:28]: Are you relating to what I'm saying And how are you gonna put some of this into play in your business.
Dave [0:15:32]: So forget about b to b, forget about b c, just let's be creative and seek to get attention from the people that you're trying to sell through now.
Dave [0:15:40]: All attention is not equal.
Dave [0:15:42]: Right?
Dave [0:15:42]: If I'm doing something for Exit Five where we wanna attract b to b marketers, then sure, like, attention from my aunt and my former college roommate and that guy down the street.
Dave [0:15:52]: Like, that doesn't matter because that's not gonna convert.
Dave [0:15:54]: But, ultimately, you're still selling to people.
Dave [0:15:56]: People have a a set of needs and desires and wants and interest in there are ways you can play into that and get attention.
Dave [0:16:02]: So Let's don't make attention a dirty word.
Dave [0:16:04]: Like, you don't have to be a luna or or be some asshole or do some, like, insane smash and grab campaign to get someone's attention.
Dave [0:16:12]: There are ways to do it that are fun and effective and can work, and that's my call to action.
Dave [0:16:16]: So send me examples.
Dave [0:16:17]: Okay.
Dave [0:16:18]: That's part one.
Dave [0:16:19]: The big idea today is attention.
Dave [0:16:21]: I meant to shout this out earlier, but I mentioned Dan becoming CEO.
Dave [0:16:25]: So I'm I wrote him a little note, a love note.
Dave [0:16:27]: And I'm sending this to his house in Arizona, but My love language is gifts, and my love language is sending books and knowledge.
Dave [0:16:35]: And I don't know.
Dave [0:16:37]: Does anybody else do?
Dave [0:16:38]: I feel like I send these books to my team and people and they don't even care and they don't read it.
Dave [0:16:41]: But a few people will read them.
Dave [0:16:44]: And in particular, this is probably one of the best books on management that I have ever read.
Dave [0:16:49]: A lot of people recommend Andy Grove, high output management.
Dave [0:16:53]: And and I've read that.
Dave [0:16:54]: Just didn't really hit the same as as this one did newer a little bit more modern Ben H, the hard thing about hard things.
Dave [0:17:01]: So I'm spraying my cologne in this book and I'm I'm sending it to Dan for his journey as CEO.
Dave [0:17:06]: And and to be prepared, and understand that that...
Dave [0:17:08]: What does this say building a business when there no easy answers facts.
Dave [0:17:11]: Okay.
Dave [0:17:12]: Do we need some intro.
Dave [0:17:14]: We need, like, some intro transition music?
Dave [0:17:16]: Let's get into listener questions from this week.
Dave [0:17:18]: First one, We're gonna play a game right now called is this an Ai question or not?
Dave [0:17:25]: So I solicit questions.
Dave [0:17:27]: I posted on Linkedin and I asked for questions.
Dave [0:17:29]: I'll do this weekly if I can.
Dave [0:17:30]: I don't know why I couldn't, but sometimes forget or, I don't know if these episodes flop and no one listens then we'll stop doing it.
Dave [0:17:36]: I don't think that's gonna be the case.
Dave [0:17:37]: So first one, let's just get this out of the way.
Dave [0:17:40]: Is this an Ai comment or not?
Dave [0:17:42]: So I asked for questions.
Dave [0:17:43]: I did Ama.
Dave [0:17:44]: I said, like, hey, send me questions for the pod.
Dave [0:17:46]: And this one said fun one.
Dave [0:17:48]: Solo episodes hit different because they feel like someone thinking out loud not performing return.
Dave [0:17:53]: Something I've always wondered, Colin.
Dave [0:17:55]: But the one marketing belief used to preach that you no longer believe today.
Dave [0:17:59]: Feels like those answers reveal more wisdom than any playbook would love to hear it.
Dave [0:18:05]: This is a third degree connection.
Dave [0:18:07]: I don't even know those existed.
Dave [0:18:08]: So I'm gonna say, the middle content is this is pretty good, and there actually is a...
Dave [0:18:12]: A question I'm gonna answer this but I'm gonna say, Ai.
Dave [0:18:14]: It's the solo episodes hit different part that that said there.
Dave [0:18:18]: I mean, if it's not Ai Sorry.
Dave [0:18:19]: That's the biggest I think the biggest, offense someone could say, in in these times remember, during Covid and he's unprecedented times.
Dave [0:18:26]: Alright.
Dave [0:18:27]: Next question.
Dave [0:18:27]: This question is from Joe, this is a real person definitely.
Dave [0:18:29]: It's always interesting to hear the thinking behind your marketing takes, what's one belief you held earlier in your career that you've changed your mind about.
Dave [0:18:38]: And so good question, Joe.
Dave [0:18:40]: For this one, I think one thing I changed my mind about is I used to be obsessed over, like, having a playbook, Like, oh, this person has this recipe, but the more that I've gone on in my career, and it's actually not even part of its own firsthand experience, but the other part of is from hosting my podcast and just because of Exit Five meeting so many marketers over the years, Like, it's just so obvious that there is not one playbook and every company is a different opportunity.
Dave [0:19:04]: It's, like, let's use a food analogy.
Dave [0:19:05]: Is it's, like, there's always different things in the fridge.
Dave [0:19:08]: And it's, like, you stuff to make the meal.
Dave [0:19:10]: Right?
Dave [0:19:10]: But sometimes you go in the fridge and, like, all you have is, like, three eggs and onion, a piece of sourdough and some pickles.
Dave [0:19:16]: And and you gotta make that the meal.
Dave [0:19:19]: And it's...
Dave [0:19:20]: And so it's like, maybe the company doesn't have, you know, deep pockets doesn't have a ton of budget and or doesn't have a reputation.
Dave [0:19:26]: So everyone's, like, hire a players, but, like, Sometimes you literally can't afford to.
Dave [0:19:31]: You can't attract a players.
Dave [0:19:32]: And so it's like, you, we gotta get we gotta get some b players in here.
Dave [0:19:35]: We gotta...
Dave [0:19:35]: We just need some people.
Dave [0:19:36]: We gotta get some C players.
Dave [0:19:37]: And I think that's super reasonable, and it's a huge part of the Nuance that gets missed when talking about marketing online.
Dave [0:19:44]: And giving up marketing advice, and there's just a bunch of variables there, like, the company, the industry, the stage, the size, the pockets, the funding, the who the CEO is and their beliefs.
Dave [0:19:55]: Right?
Dave [0:19:56]: What industry you're in.
Dave [0:19:57]: So there really isn't one, but I've learned that the real marketers, the exact thing...
Dave [0:20:01]: This is what's fun to me.
Dave [0:20:03]: It's fun to, like, I don't care what business I'm thinking about.
Dave [0:20:05]: I've done a lot of advising and consulting behind the scenes.
Dave [0:20:08]: I've helped out friends and people in my life with their, you know, personal small businesses, from the big corporations that I've worked with in my consulting world to those people.
Dave [0:20:17]: What's fun is just figuring out those challenges It's, like, here's this, you know, fortune five hundred company.
Dave [0:20:22]: They're trying to do this thing.
Dave [0:20:23]: Okay.
Dave [0:20:23]: Cool.
Dave [0:20:23]: Let's try to figure that out.
Dave [0:20:25]: Verse, like, hey, my guy down the street makes a mean like bacon egg and cheese.
Dave [0:20:29]: And wants to have more people into store, how do we do that?
Dave [0:20:31]: And so there's not one playbook.
Dave [0:20:33]: I, like knowing the rules of the game, but then knowing, like, going in different companies, different industries and being able to take what you know and adapt.
Dave [0:20:40]: So That's one thing.
Dave [0:20:41]: The other thing is that you also have to understand that both things can be true, meaning you need to find a way to deliver short term results and build a brand long term.
Dave [0:20:51]: And I know there's so much nuance in this sense.
Dave [0:20:53]: So it's hard to, like, explain perfectly online.
Dave [0:20:56]: But really, you just...
Dave [0:20:57]: For me, it's, like, accepting that both things are true.
Dave [0:20:59]: Yes.
Dave [0:21:00]: We need to deliver revenue now.
Dave [0:21:02]: Okay.
Dave [0:21:02]: That just is what it is.
Dave [0:21:03]: We have to deliver revenue now this month this quarter whatever.
Dave [0:21:06]: At the same time, we need to be building a brand, which is reputation, awareness, you know, get people to know, like, and trust a for the future, and a lot of times those things do not relate to the short term sales tactics and marketing tactics that you wanna do now.
Dave [0:21:19]: But humans we're complicated beings, man, we can believe this that two things can exist the same time.
Dave [0:21:23]: And so you have to be able to do both.
Dave [0:21:25]: Like, I use this example of time, I try to be a healthy person.
Dave [0:21:28]: I work out a lot, but, like, come on, man.
Dave [0:21:30]: Like, I'm eating some of my kids candy at night.
Dave [0:21:32]: You know, I'm sneak a slice of pizza.
Dave [0:21:34]: I'm sneak a slice of domino is at a kid's birthday party on a Saturday morning too.
Dave [0:21:38]: Like, both things can be true.
Dave [0:21:40]: That's a really important thing in marketing that I I wish I knew earlier in online in an Exit Five on Linkedin wherever, we often want this binary answer.
Dave [0:21:49]: We we wanna know that, like, well, sixty four percent of your time should be spent on short term activities as defined by x and twenty six percent of your time should be.
Dave [0:21:57]: Spent...
Dave [0:21:57]: And that's bullshit.
Dave [0:21:58]: You have to use your brain.
Dave [0:21:59]: You have to use intuition.
Dave [0:22:00]: And you have to be able to do both.
Dave [0:22:01]: And a lot of times the hard thing is at a company.
Dave [0:22:03]: You don't get to take a lot of the brand risks and brand bets without first putting some points on the board.
Dave [0:22:09]: But I also like to double click on, like, what does that mean?
Dave [0:22:11]: What does brand bets mean?
Dave [0:22:12]: We use that term brand.
Dave [0:22:13]: What that mean?
Dave [0:22:13]: You wanna go spend a million dollars on billboards.
Dave [0:22:15]: Like, yeah.
Dave [0:22:16]: Of course, you're not gonna be able to do that right away.
Dave [0:22:19]: But if brand is like, yeah.
Dave [0:22:21]: You know, in twenty percent of my time, I wanna start, like, a Youtube channel and I wanna, like, start getting some guessing and make some content and and see if we can make that a thing, like, great.
Dave [0:22:28]: That's not a hundred percent of your time.
Dave [0:22:30]: Let's figure out how to do that.
Dave [0:22:31]: So that's a piece of it.
Dave [0:22:33]: And then the last thing I love...
Dave [0:22:34]: This is classic dave here.
Dave [0:22:35]: This guy asked for one thing.
Dave [0:22:36]: I'm giving them three, But I was inspired, I'm feeling excited this morning.
Dave [0:22:39]: Everybody's out of my house, I'm having some nice quiet time right now.
Dave [0:22:42]: The other thing would Joe, You also need to be more than a marketer.
Dave [0:22:45]: If you wanna be successful on the company.
Dave [0:22:47]: I think the biggest mistake you can make is like, nope, I'm just marketing.
Dave [0:22:49]: That's my department just marketing, but really, good marketing, like, marketing influences and it is is involved in so many areas across the company from sales to product, pricing, packaging, strategy, finance, like, you can't just live in your bubble.
Dave [0:23:03]: You have to oversee marketing as a function.
Dave [0:23:06]: But really, you have to be able to influence change and be a partner to the company.
Dave [0:23:10]: That's a super important thing that I wish I I knew earlier.
Dave [0:23:14]: Alright.
Dave [0:23:14]: This question is from Craig.
Dave [0:23:16]: Since it's the holiday time, you're visited by three ghosts.
Dave [0:23:18]: Those of marketing past, present and future?
Dave [0:23:22]: What do they show you about your life?
Dave [0:23:23]: About my life.
Dave [0:23:25]: I don't know I'll answer this about marketing.
Dave [0:23:26]: Are there any wrongs you would write.
Dave [0:23:28]: What is the future marketing ghost show you that should be a warning slash relief to us of all I'll All Craig looking for some relief here?
Dave [0:23:35]: Alright.
Dave [0:23:35]: Well, the ghost of marketing pass would tell me basically exactly what I just said, which is, like, everyone is right.
Dave [0:23:40]: Everything can be right.
Dave [0:23:41]: Everything does work.
Dave [0:23:42]: Tiktok works, Youtube works, Direct mail works, ads work, events work, analyst relations work, P where we're, like, I've seen it all.
Dave [0:23:49]: Right?
Dave [0:23:49]: We've seen it, everything can work It doesn't mean everything is gonna work for your company.
Dave [0:23:53]: And so I think you can't just have one playbook You have to use your brain and adapt to the stage and size and company an industry that you're at.
Dave [0:23:59]: Ghost of marketing present, I would say we would be talking about Ai.
Dave [0:24:03]: And understand that to me, right now, Ai is both super useful, super important, super impactful, but it's also not everything.
Dave [0:24:11]: Let's get that into our heads.
Dave [0:24:13]: There's a bit of a bubble on the ai stuff in my head where it's, like, Ai is amazing, transforming our business.
Dave [0:24:19]: Right?
Dave [0:24:19]: Giving us all this time back, but I think there's this other voice in my head.
Dave [0:24:23]: That's just, like, I don't know.
Dave [0:24:24]: Real people matter, authenticity matters.
Dave [0:24:26]: I've been noticing myself, like, more people on Linkedin.
Dave [0:24:30]: It's sounding like, Ai swap, and my content is standing up more because I write, like, a Man act.
Dave [0:24:35]: Right?
Dave [0:24:35]: Right from my phone.
Dave [0:24:36]: I use real word.
Dave [0:24:38]: There's typo not on purpose.
Dave [0:24:39]: Like, I have my way of writing and for some reason, in the last couple months, my Linkedin stuff has really been standing out even more.
Dave [0:24:45]: And I equate that in my head to be just, like the rise of Ai s.
Dave [0:24:49]: And so I think both things are...
Dave [0:24:51]: Can be true at the same time.
Dave [0:24:52]: Again, ghost of marketing future probably related to that would come in and say, like, hey, Remember brand is the only moat.
Dave [0:24:58]: The last remaining mode.
Dave [0:25:00]: It's always gonna be that way.
Dave [0:25:01]: Your reputation, your attention being interested in building trust.
Dave [0:25:04]: That's always gonna matter the most.
Dave [0:25:06]: Let's see.
Dave [0:25:07]: Next question.
Dave [0:25:07]: This one's from Finn.
Dave [0:25:08]: What's up Fin.
Dave [0:25:10]: What does it really feel like to be a Linkedin thought later now?
Dave [0:25:13]: It's amazing.
Dave [0:25:14]: Obviously.
Dave [0:25:15]: Usually, I answer this with in a joke, but I just decided I'm gonna take this one seriously.
Dave [0:25:18]: And so the honest answer that, and I've par myself, which is, like, classic marketing strategy number one, like, eight mile, right, Like, if I say all the things about me then, like, what can you say?
Dave [0:25:28]: And so, yes, I'm sure I'm bald.
Dave [0:25:30]: I'm one of those Douche gucci bros who writes on Linkedin that, like, what can you say about me?
Dave [0:25:34]: I've already said it myself.
Dave [0:25:36]: So usually, I joke around and, like, you, I say thought leader.
Dave [0:25:38]: It's a Joke, I'm a thought leader.
Dave [0:25:40]: But for this one, I'll be serious about it.
Dave [0:25:42]: And the way that I describe it is, like, thought leader thing aside.
Dave [0:25:46]: Imagine you had this one channel that was, like, so obviously and insanely effective and it just literally printed money, printed relationships always made something happen for you.
Dave [0:25:56]: It is an incredible tool to have Linkedin at the place that that I've been able to get it too, and I haven't...
Dave [0:26:03]: You know, I didn't have some master plan.
Dave [0:26:05]: I just keep writing content there for seven, eight years now and nearing in on two hundred thousand followers.
Dave [0:26:10]: The advantage that I have with that is, like, people are more likely to respond to my messages we do cold outreach for our business or something or just cold outreach reach in general if I wanna get somebody on my podcast or get an intro to someone, the page that fact that I have lots of followers and lots of action on my page just gives me instant credibility.
Dave [0:26:26]: The fact that there are a lot of followers there even though Linkedin doesn't show there the content to all my followers, if I post, like, a webinar that we're doing on Linkedin, Like, we can drive hundreds of sign ups from that, which is really meaningful people respond to our stuff.
Dave [0:26:39]: We get employees, candidates, investors, advisors.
Dave [0:26:42]: I've met friends through Linkedin.
Dave [0:26:44]: It it is an incredible platform, Dan and I were just talking about this today.
Dave [0:26:48]: We were looking at it, last week, the last three hundred and sixty five days, My Linkedin account alone.
Dave [0:26:52]: It says seventeen million impressions.
Dave [0:26:54]: Like, that is insane.
Dave [0:26:56]: Think about that if you were a media company or what a blog would be from that.
Dave [0:27:00]: And that's with only quote unquote, you know, two hundred thousand ish followers.
Dave [0:27:03]: I feel like this is more valuable to me in this world than if I had a million followers on Instagram because I was, you know, some super jacked ad, which I'm I'm not...
Dave [0:27:12]: Maybe a million followers on Linkedin would...
Dave [0:27:14]: On Instagram would be really valuable too.
Dave [0:27:17]: Of course, it would be, But I don't know.
Dave [0:27:18]: This linkedin thing feels like a super advantageous channel.
Dave [0:27:22]: And the way that I treat, I only think of it as a social channel.
Dave [0:27:25]: I think of it as as my blog.
Dave [0:27:26]: Right, you Us Seth Gordon had, like, this is seth blog.
Dave [0:27:28]: I just...
Dave [0:27:28]: I write whatever's is on my mind related to life and marketing and business on Linkedin.
Dave [0:27:32]: I don't talk about everything there because everything doesn't work there.
Dave [0:27:35]: Truly...
Dave [0:27:36]: It's it's a business channel.
Dave [0:27:37]: It's a business blog, a business, you know, marketing, business and marketing and sales kinda channel that I I write about that stuff.
Dave [0:27:44]: I sprinkle in my personality into that stuff.
Dave [0:27:46]: I'm not writing about it all the time.
Dave [0:27:47]: And I think that matters too to become known for something.
Dave [0:27:50]: I think in real life, I like to say I have much more substance than what you might see online or I try to sprinkle that.
Dave [0:27:55]: Like, I care about a lot more things than marketing, but from a Linkedin standpoint, I'm mostly right about marketing.
Dave [0:28:00]: So that's my answer.
Dave [0:28:02]: It's been really meaningful.
Dave [0:28:02]: It's awesome to be a thought leader.
Dave [0:28:04]: And then, yeah.
Dave [0:28:05]: I just...
Dave [0:28:05]: Anybody who...
Dave [0:28:06]: Maybe because I am but anyone...
Dave [0:28:07]: Anyone who Poo on, like, those types of people who write on Linkedin, like, shut up.
Dave [0:28:11]: Shut respectfully, shut the fuck up.
Dave [0:28:13]: Okay.
Dave [0:28:15]: This question is from Tom.
Dave [0:28:15]: Tom Went, Have you ever met Dave Port, and have you ever thought of moving Exit Five outside of B b Saas into fitness, wellness, parenting, etcetera?
Dave [0:28:24]: I've never met Dave Port?
Dave [0:28:26]: Have I thought about moving Exit Five outside of B b Saas into fitness, wellness parenting, etcetera, follow on question.
Dave [0:28:33]: You should, why haven't you.
Dave [0:28:34]: I have absolutely had this thought.
Dave [0:28:36]: Absolutely.
Dave [0:28:37]: I do think there is not right now.
Dave [0:28:39]: But I think there's, like, a ten x type of play with the type of business that we're sitting on where they we have hundreds of thousands of people now in our audience.
Dave [0:28:47]: They they all work in marketing, but they're all humans.
Dave [0:28:49]: Right?
Dave [0:28:49]: They are parents.
Dave [0:28:50]: They like to work out.
Dave [0:28:51]: They like the ski.
Dave [0:28:52]: They knit.
Dave [0:28:52]: They do yoga, whatever.
Dave [0:28:53]: I think that ultimately, what we're learning is how to create a community based slash interest based business.
Dave [0:28:59]: I don't see why this couldn't apply to other industries, other categories.
Dave [0:29:04]: I've thought, you know, we've learned a lot about building community sure.
Dave [0:29:07]: Could we have a little dad fitness community right now and that could be its own thing.
Dave [0:29:11]: Absolutely.
Dave [0:29:11]: I just sometimes I struggle with, like, I feel, like, a lot of times when you have something that's working, the answer is to, like, do more of what's working, and we need to double down.
Dave [0:29:20]: And this is a really special business that we're sitting on.
Dave [0:29:23]: But you also have to, like, take the next bed and disrupt yourselves at at some point.
Dave [0:29:27]: And so I think about this all the time, Tom.
Dave [0:29:30]: I think that's the business that I'd like to be working on into my forties and fifties and beyond.
Dave [0:29:34]: I think right now, whatever happens ins Exit Five will be the jumping off point for me and us in in one way or another.
Dave [0:29:41]: So...
Dave [0:29:41]: And, by the way, send me text me.
Dave [0:29:43]: Send me comments about.
Dave [0:29:44]: I'm curious to hear what what you think this could be.
Dave [0:29:46]: Last question, this is a Hip hop question.
Dave [0:29:48]: Not a marketing question from Jordan.
Dave [0:29:51]: Is that what's your name?
Dave [0:29:52]: Let me know.
Dave [0:29:53]: He's always...
Dave [0:29:53]: You're always commented on my stuff with a good hip hop and music and wrap stuff.
Dave [0:29:58]: So this is the most important question.
Dave [0:29:59]: Reasonable doubt or the blueprint and main reason why with acknowledgment of the other side of the argument.
Dave [0:30:05]: Okay.
Dave [0:30:06]: So reasonable doubt or blueprint.
Dave [0:30:08]: These are for those of you don't know.
Dave [0:30:09]: These are two albums by Jay z.
Dave [0:30:12]: Reasonable doubt was his first album.
Dave [0:30:14]: I think it was his first album.
Dave [0:30:15]: It came out in June nineteen ninety six.
Dave [0:30:17]: I was nine years old.
Dave [0:30:19]: And then the blueprint came out in September two thousand one.
Dave [0:30:23]: I was a freshman in high school.
Dave [0:30:24]: And so my answer to this question is deeply rooted in nostalgia.
Dave [0:30:28]: I was not listening to Jay z when I was nine.
Dave [0:30:31]: I I wasn't listening to reasonable data at the time.
Dave [0:30:33]: And so I started to really get into music, probably wrap hip hop in maybe seventh eighth grade.
Dave [0:30:39]: And, actually, this is a funny story.
Dave [0:30:41]: This album came out later, blueprint two came out after Blueprint one.
Dave [0:30:44]: And in that song, dream, Jay z, they have the Notorious Bi g verse from Juicy.
Dave [0:30:51]: It was all a dream over, you know, and they played it in in this song called the dream.
Dave [0:30:56]: That was the first time I ever heard it.
Dave [0:30:58]: I didn't hear it initially on juicy and then they...
Dave [0:31:00]: I heard juicy later.
Dave [0:31:01]: And I was like, this is the Jay z sung.
Dave [0:31:03]: It's not Jay z song.
Dave [0:31:04]: And before you laugh at me for that, come see me.
Dave [0:31:07]: You don't wanna see me with the disco geography here.
Dave [0:31:09]: So let's bring it in the in the Dms.
Dave [0:31:11]: So my answer to this is blueprint because, like Freshman year, like, I went out and got this album, this album.
Dave [0:31:16]: Well boy I had to have someone take me this album came out on September eleventh.
Dave [0:31:20]: That's the classic story there.
Dave [0:31:21]: And so when I hear the blueprint in my head, I think about playing basketball, I think about being a Freshman in high I think about that.
Dave [0:31:28]: And that got me into rap that got me into Jay and then I went back and then went into all of his other albums and so I got into reasonable out.
Dave [0:31:35]: Second, reasonable that was obviously great.
Dave [0:31:37]: It's a classic, but it's a little bit more of the, like, vintage younger, j z, blueprint from the production...
Dave [0:31:44]: The production, The whole thing is just to me, it's his best album, Kanye West just plays, that type of production on there.
Dave [0:31:51]: It's great.
Dave [0:31:52]: So...
Dave [0:31:52]: I'm...
Dave [0:31:53]: But I'm I'm hoping to to hearing your your argument.
Dave [0:31:56]: Okay.
Dave [0:31:56]: That's it.
Dave [0:31:56]: Thirty minutes thirty five minutes, little solo episode.
Dave [0:31:59]: We covered a bunch of things.
Dave [0:32:00]: The big takeaway is attention, attention today.
Dave [0:32:03]: So send me your messages back.
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