WEBVTT

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you ready?

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Good afternoon.

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It's episode three of Visual PR Live.

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Greetings.

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I hope everybody is well.

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It's Monday.

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I know I come at you on a

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difficult day of the week

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to really get your enthusiasm,

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but come on, it's in the afternoon.

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So we're halfway through the

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first day of the week.

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I hope you're all well.

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I'm quite relieved that I've got a voice.

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I've just,

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I got back late last night from

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two days commentating at

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Donington Park on some

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incredibly exciting racing.

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where people that know me

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know that I almost

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spontaneously combust with

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excitement levels as I'm

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commentating on that.

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But thankfully, the voice is here.

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I say thankfully, you may say otherwise,

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but I am here.

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Right, I'm delighted for episode three.

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The title for this one is

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Authentic Connections, The Right Message.

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And it is about making sure

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not just that we're

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increasing our level of connections,

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but they're real,

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they're genuine connections

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that people get what we're

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about and we get what the

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people that we're

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connecting with are about.

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And that also very much

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involves making sure that

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the message is correct.

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It's all too easy to go off

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in the direction you think

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is right and it's wrong.

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So I'm delighted to say I'm

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going to be joined in about

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a quarter of an hour or so

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by a very special guest,

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a lady that I know well

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from all the business networking.

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And he's an expert on brand

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voicing amongst other things.

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She's a copywriter, et cetera.

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But we'll find out more from her.

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But Joe Starr is going to be

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joining to me.

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And as everybody knows,

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in these visual PR live shows,

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a real passion for me as

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part of this was doing a

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charity spotlight section.

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That's not just suddenly a

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charity come on and go help

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us raise money.

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I realise that charities,

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they have an objective and

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there are multiple ways

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that they can do that,

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not just from giving,

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but there's all sorts of

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things that we need to do.

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But we are hearing about all

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sorts of charities and we

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can sometimes lose the

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message of why they exist,

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why they're doing what they're doing.

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how they're doing, what they're doing,

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what the outcome is, etc.

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And in actual fact,

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the guest I've got on for

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that charity spotlight

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today is a person that

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helped me sort of almost

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piece that niggle in my

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mind that I was getting

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about it into one central piece.

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And that would be Brian

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Avery from Swim Taika,

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a great example that I didn't get.

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until he explained it to me and I realized,

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wow,

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I could have had written material and

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missed that point altogether.

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So he's gonna be our charity spotlight.

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First things first though,

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it is a visual PR section

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and it's just something I

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want to touch on.

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So hopefully give you some

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little nuggets to help with your PR,

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with your marketing,

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because that's what visual PR is about.

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It sits in that gap between

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PR and marketing and brings

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all of it to life and joins it together

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and adds a little bit more.

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And I'll explain that

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in the context of the

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authentic connections,

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right messages this time.

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So the key thing that I

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really understood to start

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with that was the

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motivation of this business

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just a year ago.

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I think I've probably

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reached my one year anniversary now.

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I've been so busy,

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it's a whirlwind and the

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team's about to grow again soon as well,

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which is really exciting,

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is everything has its place.

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Those examples can include

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quite simply written PR or

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printed marketing.

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corporate videos or adverts

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or even where people do

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these personal pieces to

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cameras that still got

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their place podcasts we're

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all really into our

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podcasts recording podcasts

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listening to it's being

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devoured at an incredible

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rate of knots and webinars

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or seminars we still do

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them in person you know not

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just all remote but uh yeah

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webinars and seminars

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they've all got their really big place.

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However, what I realized for my businesses,

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and this is where it came from originally,

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was sort of, okay, if I did written alone,

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and I do written PR,

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I've got a PR lady that

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does articles that go in, say,

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the business exchange and

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things like that.

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And of course,

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copy for entering

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competitions and what have you.

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But if I did just written,

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would the article be read at all?

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How much of that article

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would they actually read?

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And would it be read in the

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tone and emotions that I intend it to be?

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The answer is probably not.

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And even more importantly,

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I'll never have an idea.

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I will never know the answer

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to those questions because

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they're picking up a

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journal or whatever it might be.

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And I won't know.

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I will always do it.

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It's vital to have that there,

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in my opinion.

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But it still leaves me with

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a gap as a business.

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The move was to corporate videos.

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Brilliant.

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Absolutely love corporate videos.

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However, if it was corporate videos alone,

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they're perfect.

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They're polished.

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They're scripted.

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They're censored.

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And that can sometimes make

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people question the authenticity of it.

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Normally unfairly,

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but they will question that authenticity.

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And let's be honest,

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us trying to present a

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script to camera is not

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going to come out as the

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authentic us either.

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It just won't.

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You'll have friends and

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family watching going,

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that's not the person I know.

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The other one is quite often

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is that I'm sure you're not

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too dissimilar to me is

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that you look at it and go,

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I'm being sold to next.

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You won't even give it

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chance to give you the

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message because you will

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assume it's so perfect I'm

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about to be sold to.

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And it might have been

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really useful to you,

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but you won't ever find out.

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If we did webinars or seminars alone,

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they tend to be regimented.

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You know,

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it's very structured of what's happening.

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It's more often not fairly one way.

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It can be death by PowerPoint.

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And even if it's not going to be,

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our perception is, oh,

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it's going to be another

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death by PowerPoint,

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which might be totally unfair.

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And the person is presenting

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rather than conversing.

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I mean,

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even now I'm hopefully trying to

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actually converse with you all.

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By the way,

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if you're watching and you've

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got questions, you've got comments,

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wherever you're watching,

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please put those comments

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or questions because I can

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put them on the screen.

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The bad news for you is it

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does actually include that

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it will show you your

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profile photo and your name.

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Not sure what's happened to

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my camera all of a sudden there.

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It's changed the way it looks.

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I have to have a look at that in a minute.

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If it's given the illusion away now,

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isn't it?

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You can suddenly tell I've

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got a green screen all of a

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sudden behind me.

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I'll just quickly show you.

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There it is.

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But for some reason,

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it has changed a little bit.

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There we go.

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That's better.

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As if by magic, I'm back in my studio.

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You ain't seen me, right?

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So if we've got webinars and seminars,

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it's presenting rather than conversing,

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which doesn't feel as

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natural to the presenter,

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doesn't feel as natural to

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the people absorbing that information.

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The final comment of that list that I did,

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podcasts, they're brilliant.

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I mean,

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it's like this because you do get

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to have that conversational

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piece in those podcasts.

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It's as natural as can be.

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But the problem is when it's audio only,

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how is it being found?

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Lots of people are doing it

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and then getting frustrated

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because they're not getting

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the downloads or the

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listens that they were hoping for.

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And they get frustrated with it.

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Well, it's just a bit harder to find it.

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still vital and again do it

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and we have it with ours

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that we strip out the audio

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and you put it as a podcast

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as well so you've got both

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but it's about finding it

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and that's where we try to

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come in and again this was

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because it was missing for

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me I needed those authentic

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connections and the right

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connections with the right

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people if we're doing it

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via video like this youtube

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Love it or hate it,

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it is the world's second

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largest search engine.

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You can actually just go to

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Google and search things.

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I did it.

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I needed to repair an oven.

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Yes, I do DIY as well,

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even though they're peachy hands, I do,

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okay?

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And I did a search and I

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found this guy from Wolverhampton,

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I think it was,

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mending the same oven I've got.

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And I was able to follow the instructions,

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work out a piece that I

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needed and then find out

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where I could get it from.

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And of course,

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I then clicked follow that

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guy because he was really helpful.

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And that's the nature.

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Of course,

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let's not forget that you also

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when you search Google,

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what's the first thing that

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comes up there is your YouTube videos.

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You are now helping yourself

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get found more with the videos.

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We've got not just the content.

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We've got tags.

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We've got descriptions.

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We always make sure that SEO in mind.

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And so it's a perfect place to put it.

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We also broadcast,

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so this is going out on YouTube,

00:11:56.827 --> 00:11:57.727
and it will also be on

00:11:57.807 --> 00:11:58.969
Facebook and LinkedIn.

00:11:59.409 --> 00:12:02.392
And that enables me to go and find my,

00:12:02.711 --> 00:12:03.972
and I'm going to just say customers,

00:12:03.993 --> 00:12:04.953
because it can be anything.

00:12:05.254 --> 00:12:07.556
When we bring Brian out as a charity,

00:12:07.576 --> 00:12:08.655
he's trying to find people

00:12:09.057 --> 00:12:10.238
that are going to work with them,

00:12:10.298 --> 00:12:11.999
support them, help them, whatever it is.

00:12:12.418 --> 00:12:13.879
So I'm still kind of lumping

00:12:14.221 --> 00:12:15.682
customers in inverted commas.

00:12:16.101 --> 00:12:17.722
Our people, our targets,

00:12:18.264 --> 00:12:19.884
we can find where they're hiding.

00:12:20.345 --> 00:12:21.486
We can find where they're

00:12:21.527 --> 00:12:23.328
living because that is the

00:12:23.389 --> 00:12:25.431
nature of both of those platforms.

00:12:25.750 --> 00:12:27.072
And we are able to bring the

00:12:27.153 --> 00:12:29.515
content to them in a way

00:12:29.576 --> 00:12:30.616
that they can watch it.

00:12:31.258 --> 00:12:32.499
They can just listen to it

00:12:32.558 --> 00:12:33.480
because I've had it in the

00:12:33.500 --> 00:12:34.782
past where I've put my

00:12:34.822 --> 00:12:35.863
device down and I'm just

00:12:35.942 --> 00:12:36.943
listening to the content.

00:12:37.024 --> 00:12:38.385
I don't actually need to watch it.

00:12:39.517 --> 00:12:39.917
Plus,

00:12:40.537 --> 00:12:43.118
we then afterwards create a full

00:12:43.278 --> 00:12:44.399
post-production list of

00:12:44.499 --> 00:12:49.159
assets to further enhance your PR,

00:12:49.200 --> 00:12:49.880
your marketing,

00:12:49.900 --> 00:12:50.801
the content that we've

00:12:50.860 --> 00:12:53.261
created live or as live,

00:12:53.282 --> 00:12:54.402
because it's always like this.

00:12:55.341 --> 00:12:56.702
You can tell by that mistake earlier,

00:12:56.722 --> 00:12:57.582
it is live.

00:12:57.602 --> 00:12:58.644
But

00:13:00.764 --> 00:13:02.125
We also make sure that the

00:13:02.145 --> 00:13:04.167
message is out there in the

00:13:04.206 --> 00:13:05.846
right place and that it

00:13:05.927 --> 00:13:07.008
connects with all of our

00:13:07.048 --> 00:13:08.869
post-production collateral as well.

00:13:08.908 --> 00:13:10.450
That includes, as I say,

00:13:10.509 --> 00:13:11.509
stripping the audio out.

00:13:11.529 --> 00:13:12.990
So we put it as a podcast.

00:13:13.250 --> 00:13:15.131
And of course, in your YouTube, you say,

00:13:15.211 --> 00:13:16.993
click here to listen to the podcast.

00:13:17.052 --> 00:13:18.013
On your platforms,

00:13:18.033 --> 00:13:19.754
you click here to view on

00:13:19.793 --> 00:13:21.514
YouTube or click here to view,

00:13:22.054 --> 00:13:23.015
listen to the podcast.

00:13:23.135 --> 00:13:24.336
Everything interlinks back

00:13:24.395 --> 00:13:25.236
through to each other.

00:13:26.057 --> 00:13:27.677
We create video clips from

00:13:27.738 --> 00:13:29.178
the episode that go out so

00:13:29.198 --> 00:13:30.899
that if people don't watch

00:13:30.918 --> 00:13:32.019
your whole episode,

00:13:32.620 --> 00:13:33.921
some of the key messages or

00:13:33.980 --> 00:13:35.902
some of the human bits that were funny,

00:13:35.981 --> 00:13:38.442
that were emotional, whatever it might be,

00:13:38.923 --> 00:13:39.724
you're then able to be

00:13:39.764 --> 00:13:40.624
putting them out over a

00:13:40.724 --> 00:13:42.304
sequence of weeks or months.

00:13:42.705 --> 00:13:44.086
And in fact, even in a year's time,

00:13:44.105 --> 00:13:45.666
they're able to be regurgitated,

00:13:45.706 --> 00:13:46.086
of course,

00:13:46.787 --> 00:13:47.606
because you're creating an

00:13:47.647 --> 00:13:48.768
evergreen resource here.

00:13:50.410 --> 00:13:52.153
Those messages with those

00:13:52.212 --> 00:13:53.414
clips will then link to all

00:13:53.434 --> 00:13:54.296
of those things again.

00:13:54.676 --> 00:13:55.897
We can create transcripts

00:13:55.976 --> 00:13:56.977
from the conversation.

00:13:56.998 --> 00:13:57.958
So this show can have a

00:13:57.999 --> 00:13:59.260
whole transcript that can

00:13:59.360 --> 00:14:00.621
either be used for SEO

00:14:00.662 --> 00:14:03.205
purposes or it's your blog post.

00:14:03.485 --> 00:14:04.706
You know that page that gets

00:14:05.287 --> 00:14:06.567
updated once every two

00:14:06.607 --> 00:14:08.149
years on your website at the moment?

00:14:08.610 --> 00:14:08.750
Well,

00:14:08.770 --> 00:14:10.653
suddenly you're guaranteed if you've

00:14:10.673 --> 00:14:12.254
got an episode a month or more,

00:14:13.136 --> 00:14:14.558
that's at least once a month

00:14:14.899 --> 00:14:16.480
that it has been updated with content.

00:14:16.761 --> 00:14:18.163
And I come back to Google

00:14:18.203 --> 00:14:18.923
and things like that.

00:14:18.985 --> 00:14:20.886
So we're suddenly not just

00:14:20.966 --> 00:14:22.889
making connections with our people,

00:14:22.929 --> 00:14:24.572
but we're helping people find us.

00:14:25.011 --> 00:14:26.173
And that's a critical thing.

00:14:27.321 --> 00:14:27.561
Heck,

00:14:27.600 --> 00:14:29.881
we can even create branded QR codes

00:14:30.402 --> 00:14:31.942
that can then be added to

00:14:31.981 --> 00:14:34.142
go with your written PR or

00:14:34.182 --> 00:14:35.383
your printed marketing

00:14:35.403 --> 00:14:37.263
collateral that enables

00:14:37.322 --> 00:14:38.302
people with their mobile

00:14:38.322 --> 00:14:40.864
device to zap back to the

00:14:41.024 --> 00:14:42.744
episode that discussed what

00:14:42.964 --> 00:14:44.403
that written PR piece was

00:14:44.465 --> 00:14:45.705
about or what that

00:14:45.784 --> 00:14:46.784
marketing piece you want

00:14:46.804 --> 00:14:47.745
them to go and have a look.

00:14:47.764 --> 00:14:49.485
And if you use dynamic QR codes,

00:14:49.525 --> 00:14:51.466
which we do for our clients,

00:14:52.206 --> 00:14:53.706
You could even choose to change that.

00:14:53.746 --> 00:14:55.168
So that billboard or

00:14:55.187 --> 00:14:56.229
whatever it might be you've

00:14:56.269 --> 00:14:58.169
got with a QR code, heck,

00:14:58.570 --> 00:14:59.730
we'll now update that so

00:14:59.750 --> 00:15:02.011
that it redirects to this month's episode,

00:15:02.032 --> 00:15:03.653
to next month's episode, etc.

00:15:03.693 --> 00:15:05.715
So we're linking everything up together.

00:15:06.562 --> 00:15:07.102
Ironically,

00:15:07.523 --> 00:15:08.504
as you've seen from what we've

00:15:08.543 --> 00:15:12.586
done at the outset of this video, episode,

00:15:12.606 --> 00:15:12.846
sorry,

00:15:12.927 --> 00:15:14.589
is that I can play videos within it.

00:15:14.649 --> 00:15:15.729
So suddenly we're able to

00:15:15.788 --> 00:15:17.150
play those corporate videos.

00:15:17.711 --> 00:15:19.511
Quite often I host them for my clients,

00:15:19.592 --> 00:15:20.974
but it's not always the

00:15:21.014 --> 00:15:22.394
case because there are a

00:15:22.434 --> 00:15:23.235
number of my clients

00:15:23.274 --> 00:15:24.056
already that have got

00:15:24.096 --> 00:15:25.297
people internally that they

00:15:25.336 --> 00:15:26.418
choose to use and I just

00:15:26.457 --> 00:15:27.438
turn into producer.

00:15:28.320 --> 00:15:29.019
And that's fine,

00:15:29.080 --> 00:15:29.941
but it means that

00:15:30.000 --> 00:15:31.422
everybody's comfortable using

00:15:32.178 --> 00:15:34.100
a lot more natural one of

00:15:34.160 --> 00:15:35.702
the key messages so again

00:15:35.802 --> 00:15:36.683
coming back to this

00:15:37.124 --> 00:15:38.666
authentic connections is

00:15:39.567 --> 00:15:41.448
what I loved and fell in

00:15:41.729 --> 00:15:42.809
really fell in love with

00:15:42.929 --> 00:15:46.254
and got from about pr is

00:15:46.313 --> 00:15:48.015
that the sales message is

00:15:48.115 --> 00:15:50.018
not overtly out there it's

00:15:50.077 --> 00:15:51.899
not in your face the sales

00:15:51.940 --> 00:15:53.380
message is under the surface

00:15:54.162 --> 00:15:56.744
it is you know a much more

00:15:57.283 --> 00:15:59.666
authentic conversation

00:15:59.706 --> 00:16:00.686
piece that even the written

00:16:00.725 --> 00:16:01.527
stuff that you're putting

00:16:01.586 --> 00:16:04.708
in is that joe uh joe smith

00:16:04.729 --> 00:16:06.070
that would do my pr would

00:16:06.110 --> 00:16:08.030
always come out and say no

00:16:08.091 --> 00:16:08.692
you've gone into

00:16:08.812 --> 00:16:10.273
advertorial mode because as

00:16:10.312 --> 00:16:11.232
a business owner that's

00:16:11.273 --> 00:16:12.614
where I'll always go I'll

00:16:12.653 --> 00:16:13.914
inadvertently want to shout

00:16:13.975 --> 00:16:15.576
and scream about my company

00:16:15.615 --> 00:16:17.057
my products my services my

00:16:17.096 --> 00:16:19.038
people and it's understandable

00:16:19.619 --> 00:16:20.938
but it becomes an advertorial.

00:16:20.999 --> 00:16:22.600
It's not suddenly a PR piece.

00:16:22.899 --> 00:16:24.600
And that's where people like

00:16:24.620 --> 00:16:25.701
Joe Starr that's coming on

00:16:25.740 --> 00:16:27.001
in a moment as a copywriter,

00:16:27.062 --> 00:16:28.282
drag people like me back

00:16:28.341 --> 00:16:30.123
from that to get it to

00:16:30.202 --> 00:16:31.543
conversational content,

00:16:31.602 --> 00:16:33.563
connecting content that

00:16:33.663 --> 00:16:36.404
people really buy into and appreciate.

00:16:36.705 --> 00:16:38.625
And it means that they are

00:16:38.686 --> 00:16:40.046
able to learn from that.

00:16:40.346 --> 00:16:42.006
And so we do that in these,

00:16:42.067 --> 00:16:43.267
that it is very much as

00:16:43.307 --> 00:16:44.008
we're going to find out

00:16:44.048 --> 00:16:44.847
when we get these guests

00:16:44.908 --> 00:16:46.447
out is it's conversational piece.

00:16:46.928 --> 00:16:47.649
And it could be,

00:16:48.208 --> 00:16:49.330
internal people you know

00:16:49.370 --> 00:16:51.250
meet the teams it could be

00:16:51.410 --> 00:16:52.731
customers suppliers

00:16:53.192 --> 00:16:54.852
partners experts special

00:16:54.913 --> 00:16:56.594
guests special locations we

00:16:56.614 --> 00:16:58.315
could be coming from uh

00:16:58.634 --> 00:16:59.895
because we can do it remote

00:17:00.456 --> 00:17:02.336
in person or hybrid a bit

00:17:02.376 --> 00:17:03.498
of both of them with with

00:17:03.538 --> 00:17:04.959
my whole virtual studio not

00:17:04.999 --> 00:17:06.219
a problem we can do hybrid

00:17:06.558 --> 00:17:08.299
and so it opens up what you

00:17:08.339 --> 00:17:09.661
can bring to light what we

00:17:09.701 --> 00:17:11.741
can enable people to get on

00:17:11.781 --> 00:17:13.042
the inside I even do it

00:17:13.063 --> 00:17:14.203
with sporting worlds that

00:17:14.243 --> 00:17:15.825
people get to see behind the scenes

00:17:16.484 --> 00:17:17.865
Business environments where

00:17:17.945 --> 00:17:19.446
people get to see what's going out,

00:17:19.707 --> 00:17:21.208
some of the magic really happening.

00:17:22.108 --> 00:17:23.569
Magic, have I exaggerated that one?

00:17:23.710 --> 00:17:24.750
That's fine, I'll go with it.

00:17:25.971 --> 00:17:27.172
The point being is that

00:17:27.551 --> 00:17:28.633
you've got content that's

00:17:28.653 --> 00:17:29.733
going out there that the

00:17:29.794 --> 00:17:30.834
viewers are suddenly gonna,

00:17:31.035 --> 00:17:32.154
it's gonna resonate with them.

00:17:32.635 --> 00:17:33.076
They're gonna go,

00:17:34.106 --> 00:17:35.287
wow, do you know what?

00:17:35.768 --> 00:17:37.067
I've experienced that and

00:17:37.087 --> 00:17:37.867
I've not really thought

00:17:37.907 --> 00:17:38.588
about it or I never

00:17:38.689 --> 00:17:39.969
realized there was an alternative.

00:17:40.009 --> 00:17:41.470
I just assumed that's what it was.

00:17:41.950 --> 00:17:44.290
And you've now educated them that, hey,

00:17:44.990 --> 00:17:46.332
we have experience of this.

00:17:46.412 --> 00:17:47.711
We get involved in that.

00:17:48.393 --> 00:17:49.712
We team up with certain

00:17:49.732 --> 00:17:51.374
people to have the answers

00:17:51.693 --> 00:17:53.654
and that's gonna start the conversations,

00:17:53.714 --> 00:17:54.535
the meaningful

00:17:54.595 --> 00:17:57.215
conversations that is not a cold call.

00:17:57.236 --> 00:17:58.395
They come into you and say,

00:17:58.797 --> 00:17:59.616
I saw the episode.

00:17:59.717 --> 00:18:00.217
And I honestly,

00:18:00.257 --> 00:18:01.778
I get so many of my clients

00:18:02.498 --> 00:18:03.618
that tell me now that they

00:18:03.638 --> 00:18:04.939
go yeah we had either

00:18:04.979 --> 00:18:06.160
existing clients or people

00:18:06.200 --> 00:18:07.240
that come to us to be

00:18:07.279 --> 00:18:07.921
clients because they've

00:18:07.941 --> 00:18:09.181
gone I saw that episode on

00:18:09.280 --> 00:18:10.942
x y and z that was really

00:18:11.001 --> 00:18:11.883
funny and that was really

00:18:11.923 --> 00:18:13.784
helpful and I really need

00:18:13.824 --> 00:18:14.743
to speak to you about that

00:18:15.144 --> 00:18:16.644
so it gives that content

00:18:16.684 --> 00:18:17.806
that resonates with them to

00:18:17.865 --> 00:18:20.666
start the conversation and

00:18:20.686 --> 00:18:21.646
I've already said it's more

00:18:21.728 --> 00:18:22.968
natural for the presenter

00:18:23.008 --> 00:18:24.028
it's more natural there for

00:18:24.048 --> 00:18:26.069
the people it helps us get

00:18:26.710 --> 00:18:28.151
to the real you

00:18:29.159 --> 00:18:30.140
It helps you present the

00:18:30.180 --> 00:18:31.843
real you and it helps people see that.

00:18:32.123 --> 00:18:33.344
And I think that nicely

00:18:33.403 --> 00:18:36.228
leads me on to my next, my first guest,

00:18:36.587 --> 00:18:39.132
who is very much about that brand voice.

00:18:39.531 --> 00:18:41.714
And I still know a smidge of

00:18:41.755 --> 00:18:42.516
this because she's

00:18:42.576 --> 00:18:43.737
educating me brilliantly.

00:18:44.057 --> 00:18:45.098
And I think we're going to

00:18:45.138 --> 00:18:46.160
delve a little bit deeper.

00:18:46.180 --> 00:18:48.083
So I'm going to welcome out Jo Star.

00:18:59.567 --> 00:19:00.248
Greetings, Joel.

00:19:01.068 --> 00:19:01.888
Greetings, Chris.

00:19:06.310 --> 00:19:07.270
Lovely to see you.

00:19:07.490 --> 00:19:09.571
And, you know, hopefully,

00:19:09.652 --> 00:19:10.551
and I think I could see you

00:19:10.592 --> 00:19:11.673
in the green room back there,

00:19:11.692 --> 00:19:12.613
sort of like jotting down

00:19:12.653 --> 00:19:13.913
some bits and pieces of notes,

00:19:13.973 --> 00:19:15.034
although I'm sure some of

00:19:15.094 --> 00:19:16.694
that is for you and I to

00:19:16.734 --> 00:19:18.935
speak about in general anyway.

00:19:20.531 --> 00:19:21.673
I would imagine that there's

00:19:21.692 --> 00:19:23.713
some chunks of that that is,

00:19:23.953 --> 00:19:25.115
and I know it is from where we spoke,

00:19:25.194 --> 00:19:27.477
is like really strings, you know,

00:19:27.557 --> 00:19:28.696
strikes a chord with you

00:19:29.038 --> 00:19:29.917
because it's the challenge

00:19:29.958 --> 00:19:31.759
you face with your clients every day.

00:19:31.779 --> 00:19:33.500
Yeah, absolutely.

00:19:34.981 --> 00:19:37.262
I bang on to anyone who will

00:19:37.282 --> 00:19:39.545
listen about the need to be authentic,

00:19:40.025 --> 00:19:41.185
authentic in everything you

00:19:41.205 --> 00:19:41.945
do in business.

00:19:42.586 --> 00:19:44.567
And you need it for that connection.

00:19:45.107 --> 00:19:46.048
And that's one of the words

00:19:46.108 --> 00:19:47.950
that I wrote down from what

00:19:47.970 --> 00:19:48.730
you were saying earlier.

00:19:49.290 --> 00:19:50.750
It's all about making that

00:19:50.810 --> 00:19:52.751
connection to your audience,

00:19:53.231 --> 00:19:55.152
but not just any old audience.

00:19:55.432 --> 00:19:56.913
It's making that connection

00:19:57.593 --> 00:19:59.772
an authentic connection on

00:19:59.813 --> 00:20:01.213
a level that will reach the

00:20:01.273 --> 00:20:04.114
people it's meant to reach.

00:20:04.213 --> 00:20:06.555
Because we're all in

00:20:06.595 --> 00:20:10.035
business and we want to do

00:20:10.095 --> 00:20:10.816
well in business.

00:20:10.915 --> 00:20:12.355
We want to attract clients,

00:20:12.915 --> 00:20:14.976
or in Brian's case,

00:20:15.096 --> 00:20:15.836
attract people who are

00:20:15.856 --> 00:20:17.116
going to support his charity.

00:20:18.390 --> 00:20:19.510
But when we're in business,

00:20:19.951 --> 00:20:21.212
isn't it much nicer if we

00:20:21.252 --> 00:20:22.433
can attract the kind of

00:20:22.493 --> 00:20:25.037
clients who we really get on with,

00:20:25.537 --> 00:20:27.378
who really share our ethos,

00:20:28.058 --> 00:20:31.461
who we can really be happy

00:20:31.521 --> 00:20:33.503
about working with because

00:20:33.644 --> 00:20:35.306
they get us and we get them.

00:20:36.186 --> 00:20:38.308
And that's incredibly important.

00:20:39.288 --> 00:20:42.089
And that's a key element for

00:20:42.130 --> 00:20:44.612
me is that that authentic

00:20:44.692 --> 00:20:46.573
you is very difficult to

00:20:46.613 --> 00:20:48.115
get across on two levels.

00:20:48.355 --> 00:20:48.494
One,

00:20:49.055 --> 00:20:51.156
how many times do you think you know

00:20:51.196 --> 00:20:52.057
someone because you've been

00:20:52.076 --> 00:20:53.617
conversing with over email,

00:20:54.058 --> 00:20:55.200
possibly by phone,

00:20:55.240 --> 00:20:56.681
so you've at least spoken to them.

00:20:57.260 --> 00:20:58.642
but you've never really met them.

00:20:58.961 --> 00:20:59.863
And there's so much you

00:20:59.883 --> 00:21:00.743
don't know about that

00:21:00.804 --> 00:21:02.184
person that probably means

00:21:02.244 --> 00:21:03.546
the relationship isn't even

00:21:03.566 --> 00:21:04.666
as strong as it could be.

00:21:05.186 --> 00:21:05.968
And secondly,

00:21:06.048 --> 00:21:08.109
if you throw people either on

00:21:08.150 --> 00:21:09.330
a stage or in a room,

00:21:09.391 --> 00:21:10.471
I know we do networking

00:21:10.491 --> 00:21:11.712
breakfast and people stand

00:21:11.752 --> 00:21:12.593
up and do that thing.

00:21:12.653 --> 00:21:14.115
And it's hard to be the

00:21:14.174 --> 00:21:15.615
authentic you when you're nervous.

00:21:16.056 --> 00:21:17.076
And in front of a camera,

00:21:17.257 --> 00:21:18.417
even in front of a camera,

00:21:18.898 --> 00:21:20.259
we're still not necessarily

00:21:20.319 --> 00:21:21.441
seeing that authentic you

00:21:21.480 --> 00:21:22.741
until you're relaxed into

00:21:22.761 --> 00:21:24.163
this conversational style.

00:21:24.912 --> 00:21:25.913
Yeah, exactly.

00:21:26.013 --> 00:21:28.097
And it's what we were

00:21:28.137 --> 00:21:31.001
talking about before we went live today.

00:21:31.563 --> 00:21:35.009
It's feeling comfortable and

00:21:35.309 --> 00:21:37.012
as if you're having a chat

00:21:37.373 --> 00:21:38.836
with a mate down the pub.

00:21:39.772 --> 00:21:41.394
And that's the point that I

00:21:41.433 --> 00:21:42.575
get across to my clients

00:21:42.595 --> 00:21:43.434
when I talk to them about

00:21:43.474 --> 00:21:44.236
their brand voice.

00:21:44.695 --> 00:21:45.576
Number one, they say,

00:21:45.616 --> 00:21:46.737
what the hell is a brand voice?

00:21:47.218 --> 00:21:48.317
And then I explain to them

00:21:48.357 --> 00:21:50.680
that it's all of that

00:21:50.759 --> 00:21:52.141
communication that you put

00:21:52.221 --> 00:21:53.442
out to the outside world.

00:21:54.021 --> 00:21:56.323
It's your brand's personality.

00:21:56.663 --> 00:21:58.565
It's your core messaging.

00:21:58.765 --> 00:22:00.645
It's everything that conveys your story,

00:22:01.346 --> 00:22:03.607
your backstory, and your values.

00:22:08.282 --> 00:22:09.843
When I'm working with my clients,

00:22:09.883 --> 00:22:12.423
I say to them, why are you,

00:22:12.503 --> 00:22:14.023
what are you worrying about

00:22:14.703 --> 00:22:15.584
when you're putting your

00:22:15.604 --> 00:22:18.904
message out online or on

00:22:19.085 --> 00:22:20.424
social media or on your

00:22:20.464 --> 00:22:22.865
website or your newsletters,

00:22:22.965 --> 00:22:23.586
whatever it is?

00:22:23.925 --> 00:22:26.846
Why are you being someone different?

00:22:27.286 --> 00:22:28.307
Why are you trying to be

00:22:28.386 --> 00:22:29.426
something you're not?

00:22:30.086 --> 00:22:31.967
You know, if I met you down the pub,

00:22:32.926 --> 00:22:35.228
would you talk in this weird,

00:22:35.347 --> 00:22:36.127
stilted tone?

00:22:36.601 --> 00:22:38.221
kind of way no of course you

00:22:38.241 --> 00:22:39.683
wouldn't you'd be yourself

00:22:40.523 --> 00:22:42.145
um so that's that's what

00:22:42.226 --> 00:22:43.826
I'm really passionate about

00:22:43.866 --> 00:22:44.667
getting across to my

00:22:44.708 --> 00:22:46.970
clients is be you you know

00:22:47.109 --> 00:22:49.951
genuinely be honest in a

00:22:50.071 --> 00:22:53.194
world of ai fakery you know

00:22:53.234 --> 00:22:54.375
people are getting more and

00:22:54.455 --> 00:22:58.699
more you know we just crave uh honesty

00:22:59.574 --> 00:23:01.836
Honest, authentic communication.

00:23:01.957 --> 00:23:03.038
We don't want to be sold to.

00:23:03.058 --> 00:23:04.259
We don't want to think that

00:23:05.060 --> 00:23:06.703
the person is trying to get

00:23:06.763 --> 00:23:08.326
our business by trying to

00:23:08.365 --> 00:23:09.386
be someone they're not.

00:23:09.847 --> 00:23:11.230
We want them to be honest

00:23:11.289 --> 00:23:12.230
and upfront and we want

00:23:12.270 --> 00:23:14.153
them to be themselves with us.

00:23:15.728 --> 00:23:16.528
Yeah, I agree.

00:23:16.548 --> 00:23:16.909
And I mean,

00:23:16.949 --> 00:23:18.308
I like that the world of AI

00:23:18.368 --> 00:23:19.289
fakery is so true.

00:23:19.490 --> 00:23:20.829
And I think I've said it in

00:23:20.869 --> 00:23:22.631
numerous places in an ever

00:23:22.790 --> 00:23:24.791
more disconnected world as well.

00:23:26.732 --> 00:23:28.013
I think that was accelerated

00:23:28.074 --> 00:23:29.173
by the pandemic where we

00:23:29.193 --> 00:23:30.114
were forced to suddenly

00:23:30.134 --> 00:23:30.875
have to do everything

00:23:30.934 --> 00:23:33.796
remotely and a lot is good that it stayed,

00:23:33.915 --> 00:23:35.436
but you know, there are other bits that,

00:23:35.517 --> 00:23:36.958
that kind of, we still need that, that,

00:23:36.998 --> 00:23:37.738
that connection.

00:23:38.097 --> 00:23:39.939
And it's very, I mean,

00:23:41.064 --> 00:23:42.125
again as a business owner

00:23:42.144 --> 00:23:42.925
you sit there and kind of

00:23:42.945 --> 00:23:44.386
go well I've got I don't

00:23:44.406 --> 00:23:45.488
know what's what's the

00:23:45.528 --> 00:23:46.249
phrase for me to use

00:23:46.328 --> 00:23:47.911
corporate responsibility

00:23:47.951 --> 00:23:49.192
that I've got to give it in

00:23:49.231 --> 00:23:50.574
a certain message I've got

00:23:50.614 --> 00:23:51.875
to have a certain tone and

00:23:51.914 --> 00:23:54.297
it's like other than yes

00:23:54.477 --> 00:23:55.759
being you know having

00:23:56.019 --> 00:23:57.580
decorum in the right places

00:23:57.701 --> 00:23:58.862
and and things you

00:23:58.902 --> 00:24:00.683
shouldn't do the rest of it

00:24:00.884 --> 00:24:02.645
is that I i genuinely

00:24:02.685 --> 00:24:04.867
believe in in being being you

00:24:07.017 --> 00:24:08.817
absolutely find a way to do

00:24:08.837 --> 00:24:09.877
that I mean we were talking

00:24:09.897 --> 00:24:11.239
about the networking we

00:24:11.259 --> 00:24:13.739
stand up and do the 60 120

00:24:13.739 --> 00:24:14.680
seconds whatever it might

00:24:14.740 --> 00:24:16.720
be but actually it's the

00:24:16.779 --> 00:24:17.961
conversations either side

00:24:18.000 --> 00:24:19.421
of that that an awful lot

00:24:19.461 --> 00:24:21.402
more is gained of course

00:24:21.541 --> 00:24:22.362
because because the

00:24:22.402 --> 00:24:23.342
pressure is off then you

00:24:24.002 --> 00:24:25.083
know people don't feel like

00:24:25.123 --> 00:24:26.603
a performing monkey you

00:24:26.643 --> 00:24:28.183
know they're able to revert

00:24:28.263 --> 00:24:29.804
back to to their natural

00:24:29.903 --> 00:24:31.785
state and and it's

00:24:33.113 --> 00:24:33.913
again, you know,

00:24:34.032 --> 00:24:35.093
I bang on about this whole

00:24:35.173 --> 00:24:36.854
authenticity thing all the

00:24:36.913 --> 00:24:38.534
time and have been doing so

00:24:38.594 --> 00:24:39.473
for many years now.

00:24:40.193 --> 00:24:42.315
And it's just a case of

00:24:42.375 --> 00:24:44.134
getting over yourself, you know,

00:24:44.255 --> 00:24:45.275
actually getting over the

00:24:45.434 --> 00:24:47.895
fear of putting yourself out there,

00:24:48.175 --> 00:24:48.996
putting yourself out there

00:24:49.036 --> 00:24:51.096
on social media or, you know,

00:24:51.135 --> 00:24:53.217
doing something like you do

00:24:53.797 --> 00:24:55.376
with the visual PR or

00:24:55.656 --> 00:24:56.777
writing on your website.

00:24:57.136 --> 00:24:59.877
Don't just churn out something formulaic.

00:25:00.238 --> 00:25:00.458
Don't

00:25:00.796 --> 00:25:02.336
Don't churn out something

00:25:02.376 --> 00:25:03.538
that your neighbor or your

00:25:03.577 --> 00:25:05.920
competitor is churning out.

00:25:06.299 --> 00:25:08.301
Don't compare yourself to anyone else.

00:25:08.501 --> 00:25:10.824
Stay in your lane and be yourself.

00:25:11.423 --> 00:25:13.625
You know, embrace your crazy.

00:25:14.066 --> 00:25:15.366
Embrace your inner geek.

00:25:15.948 --> 00:25:18.450
You know, if you're an educator,

00:25:18.509 --> 00:25:19.570
if you're a, you know,

00:25:19.590 --> 00:25:21.271
whatever it might be, embrace it.

00:25:21.531 --> 00:25:22.893
Embrace it because you will

00:25:22.932 --> 00:25:24.153
find your tribe out there

00:25:24.634 --> 00:25:25.755
and they'll be waiting for you.

00:25:25.816 --> 00:25:26.556
That's the other thing.

00:25:26.695 --> 00:25:28.397
They will be waiting to hear

00:25:28.458 --> 00:25:30.078
from you because they'll finally go.

00:25:30.515 --> 00:25:32.104
Wow, someone who gets me,

00:25:32.506 --> 00:25:34.656
someone who's speaking directly to me.

00:25:35.463 --> 00:25:37.105
know the inner geek you know

00:25:37.125 --> 00:25:38.727
they get me they maybe

00:25:38.767 --> 00:25:40.208
don't even know what

00:25:40.248 --> 00:25:41.489
they're thinking or feeling

00:25:41.528 --> 00:25:43.309
and they they suddenly kind

00:25:43.349 --> 00:25:45.412
of go oh my gosh yeah and

00:25:45.471 --> 00:25:46.272
it's because they're

00:25:46.292 --> 00:25:47.252
connecting to the person

00:25:47.313 --> 00:25:49.914
first the message uh second

00:25:50.076 --> 00:25:51.636
absolutely they get that

00:25:51.737 --> 00:25:52.778
one I'm just going to put

00:25:52.877 --> 00:25:54.439
up a couple oh good to hear

00:25:54.459 --> 00:25:55.779
from you rob it's uh rob

00:25:55.799 --> 00:25:57.141
furman from bespoke

00:25:57.181 --> 00:25:58.622
guardians says totally

00:25:58.682 --> 00:26:00.804
agree authenticity is

00:26:00.923 --> 00:26:03.125
crucial definitely rob so

00:26:03.165 --> 00:26:04.527
good to hear from you my friend

00:26:05.521 --> 00:26:05.863
Absolutely.

00:26:06.403 --> 00:26:08.486
Romulo, that obviously is in our group,

00:26:08.546 --> 00:26:10.008
he says, Christian Joe, you're amazing.

00:26:10.028 --> 00:26:10.448
Well done.

00:26:10.468 --> 00:26:11.048
Bless you, Romulo.

00:26:11.148 --> 00:26:11.809
Obligado.

00:26:13.471 --> 00:26:14.373
And apparently he's going to

00:26:14.413 --> 00:26:16.075
be amazing on the barbecue as well.

00:26:16.115 --> 00:26:16.895
So we look forward to it.

00:26:16.935 --> 00:26:17.876
Although I won't be there,

00:26:17.896 --> 00:26:19.298
but I missed that one, sadly.

00:26:19.338 --> 00:26:21.101
Well, I'll eat yours then.

00:26:21.280 --> 00:26:22.462
I'll eat your two, basically.

00:26:22.682 --> 00:26:23.443
You will, you will.

00:26:23.844 --> 00:26:24.265
But I mean,

00:26:25.125 --> 00:26:25.944
all that sort of that,

00:26:26.144 --> 00:26:28.566
that authenticity being you, et cetera,

00:26:28.645 --> 00:26:30.506
which as I say, totally, that is,

00:26:30.626 --> 00:26:32.207
is one of the remits that I

00:26:32.267 --> 00:26:33.166
really wanted to give an

00:26:33.227 --> 00:26:35.468
outlet for people to be able to do that.

00:26:36.008 --> 00:26:36.528
Yeah.

00:26:37.627 --> 00:26:39.189
In many ways, you know, like this,

00:26:39.249 --> 00:26:40.368
where I'm sort of like able

00:26:40.409 --> 00:26:42.249
to interview experts, but we could have,

00:26:42.569 --> 00:26:43.190
have a laugh.

00:26:43.230 --> 00:26:44.569
We could do something exciting.

00:26:44.609 --> 00:26:47.191
We could do something news related,

00:26:47.270 --> 00:26:47.871
whatever it is,

00:26:47.931 --> 00:26:49.510
but we're doing it in our style.

00:26:49.530 --> 00:26:49.611
Yeah.

00:26:50.451 --> 00:26:50.932
Yeah.

00:26:53.029 --> 00:26:53.490
You can't.

00:26:53.549 --> 00:26:54.750
Yeah, it was the rule, wasn't it?

00:26:54.810 --> 00:26:55.050
Yeah.

00:26:56.771 --> 00:26:57.392
It was the rule.

00:26:57.692 --> 00:26:58.932
I'm being a very good girl.

00:26:58.972 --> 00:27:00.334
I'm finding it very hard.

00:27:00.354 --> 00:27:01.934
But so far...

00:27:05.586 --> 00:27:06.826
don't tempt fake don't tempt

00:27:06.866 --> 00:27:08.448
fake that's right but how

00:27:08.528 --> 00:27:11.689
do you I mean I guess yours

00:27:11.769 --> 00:27:13.429
must be even harder to try

00:27:13.469 --> 00:27:15.190
and do that in written form

00:27:15.890 --> 00:27:17.230
than for me because I get

00:27:17.310 --> 00:27:19.731
to to welcome the real you

00:27:19.832 --> 00:27:20.971
well and and sort of like

00:27:21.031 --> 00:27:22.112
have fun if you will with

00:27:22.132 --> 00:27:23.532
the real you on screen

00:27:24.133 --> 00:27:25.173
whereas you've got to

00:27:25.253 --> 00:27:26.753
somehow find a way to

00:27:26.834 --> 00:27:28.335
portray that in writing for

00:27:28.375 --> 00:27:30.575
people's websites or for

00:27:30.615 --> 00:27:31.935
wherever else they're putting that

00:27:32.914 --> 00:27:36.518
Yeah, and it's the same elements apply.

00:27:36.538 --> 00:27:39.779
If you are naturally,

00:27:40.259 --> 00:27:42.501
if I'm writing for someone

00:27:42.521 --> 00:27:43.583
who's naturally funny,

00:27:44.523 --> 00:27:47.925
I work intuitively.

00:27:48.026 --> 00:27:48.646
So I really,

00:27:48.987 --> 00:27:52.249
it's like I step into their

00:27:52.308 --> 00:27:55.451
mind in a slightly schizophrenic way.

00:27:55.531 --> 00:27:58.074
It's sort of, you know,

00:27:58.134 --> 00:28:00.996
I get into their heads and I become them.

00:28:01.016 --> 00:28:01.756
And so-

00:28:03.040 --> 00:28:04.301
If they're jokey, you know,

00:28:04.342 --> 00:28:06.942
you can use you can use different tones.

00:28:07.563 --> 00:28:09.223
So it's not just a brand

00:28:09.263 --> 00:28:12.045
voice is your overall personality.

00:28:12.525 --> 00:28:13.945
But that can change and that

00:28:13.986 --> 00:28:14.665
never changes.

00:28:14.905 --> 00:28:15.886
You know, that's who you are.

00:28:15.946 --> 00:28:17.867
That encompasses your values

00:28:18.028 --> 00:28:19.749
and your ethos and your

00:28:19.828 --> 00:28:21.669
mission and all of those lovely things.

00:28:22.589 --> 00:28:24.109
But what can change is your

00:28:24.170 --> 00:28:25.310
tone within that.

00:28:25.931 --> 00:28:28.311
So your brand voice remains the same.

00:28:28.372 --> 00:28:29.653
It's true to who you are.

00:28:30.272 --> 00:28:31.233
It's how you speak.

00:28:31.334 --> 00:28:32.473
It's it's all of that,

00:28:32.753 --> 00:28:34.015
all of all of that stuff

00:28:34.035 --> 00:28:35.776
that encompasses you as a

00:28:35.816 --> 00:28:36.935
person and a business.

00:28:37.696 --> 00:28:38.876
But then within that,

00:28:39.238 --> 00:28:40.718
you can change the tone.

00:28:40.897 --> 00:28:41.818
You can alter the tone.

00:28:42.038 --> 00:28:42.618
So, for instance,

00:28:42.659 --> 00:28:43.980
if you're speaking to your I don't know,

00:28:44.000 --> 00:28:45.260
you're speaking to your mother in law.

00:28:45.661 --> 00:28:45.881
You know,

00:28:45.961 --> 00:28:47.382
you would use a different tone

00:28:47.442 --> 00:28:48.882
and different words than

00:28:48.922 --> 00:28:49.843
you would if you were with

00:28:49.923 --> 00:28:50.923
some mates down the pub.

00:28:50.943 --> 00:28:52.844
So it's.

00:28:54.291 --> 00:28:55.472
it's just getting that

00:28:55.573 --> 00:28:57.594
personality across in the

00:28:57.653 --> 00:29:00.355
words that you choose, in the phrasing,

00:29:02.137 --> 00:29:03.578
yeah, a little bit of humour,

00:29:04.459 --> 00:29:05.700
or if it's somebody who's

00:29:05.779 --> 00:29:08.001
studious or slightly geeky, you know,

00:29:08.241 --> 00:29:08.961
it's getting across

00:29:09.082 --> 00:29:10.903
cultural references that

00:29:10.943 --> 00:29:13.204
can really form that

00:29:13.444 --> 00:29:15.207
connection with the people

00:29:15.247 --> 00:29:17.407
that they want to connect with,

00:29:17.488 --> 00:29:21.330
their particular set of clients, right?

00:29:21.703 --> 00:29:23.604
And they will understand it.

00:29:23.624 --> 00:29:25.184
They will immediately go, ah, yeah,

00:29:25.204 --> 00:29:26.224
there's a reference to

00:29:26.845 --> 00:29:27.704
whatever it might be.

00:29:28.204 --> 00:29:28.885
Oh, I get that.

00:29:28.925 --> 00:29:29.965
They're on my wavelength.

00:29:31.046 --> 00:29:32.625
So there are certain nuances

00:29:32.685 --> 00:29:36.166
you can use when writing.

00:29:37.948 --> 00:29:38.387
And also,

00:29:39.268 --> 00:29:40.807
if clients of mine are writing

00:29:40.827 --> 00:29:42.327
for themselves, I will always say to them,

00:29:42.508 --> 00:29:43.388
write how you speak.

00:29:44.989 --> 00:29:45.848
And if you find that

00:29:45.909 --> 00:29:47.589
difficult to physically

00:29:47.710 --> 00:29:49.369
write the things down on the screen,

00:29:50.622 --> 00:29:52.143
Do a, you know, dictate it.

00:29:52.583 --> 00:29:52.843
Yes.

00:29:53.282 --> 00:29:55.023
Get one of those voice to

00:29:55.243 --> 00:29:59.385
voice to type apps and then dictate it.

00:29:59.425 --> 00:30:00.405
So just speak.

00:30:00.846 --> 00:30:02.007
Imagine one person.

00:30:02.067 --> 00:30:04.127
Imagine one client, one person.

00:30:04.268 --> 00:30:05.107
Visualize them.

00:30:05.468 --> 00:30:07.469
Speak to that one person and

00:30:07.509 --> 00:30:09.490
then you get it down on on your screen.

00:30:10.648 --> 00:30:11.828
which again comes back to

00:30:11.848 --> 00:30:13.930
sort of backing up what

00:30:13.990 --> 00:30:15.410
Visual PR attempts to do as

00:30:15.450 --> 00:30:16.410
well is the fact that we

00:30:16.450 --> 00:30:17.590
can transcribe the whole

00:30:17.651 --> 00:30:19.351
episodes and things like

00:30:19.371 --> 00:30:20.351
that is it does that,

00:30:20.431 --> 00:30:21.451
it converts it to text

00:30:21.730 --> 00:30:23.751
because I love how I do get

00:30:23.811 --> 00:30:25.592
the authentic person.

00:30:25.872 --> 00:30:26.673
Maybe not for the first

00:30:26.712 --> 00:30:27.512
couple of minutes where

00:30:27.532 --> 00:30:28.952
they might still be a little bit nervous,

00:30:29.012 --> 00:30:30.692
but eventually the amount

00:30:30.713 --> 00:30:31.334
of times people say,

00:30:31.374 --> 00:30:32.253
I forgot the camera was

00:30:32.334 --> 00:30:34.413
even on and it just flows

00:30:34.453 --> 00:30:35.054
and it's natural.

00:30:35.074 --> 00:30:36.954
And that's where I try to get people to.

00:30:37.796 --> 00:30:39.398
Thanks for reminding me, by the way.

00:30:39.439 --> 00:30:43.086
I know, I knew as I said it, yeah.

00:30:43.626 --> 00:30:46.692
But how do you deal with,

00:30:46.833 --> 00:30:48.695
and I touched on this already in my part,

00:30:48.855 --> 00:30:49.978
is that us...

00:30:51.416 --> 00:30:52.958
especially us business owners,

00:30:53.577 --> 00:30:55.157
proud business owners with

00:30:55.598 --> 00:30:57.960
our head full of ideas and

00:30:58.039 --> 00:31:00.180
possibilities and targets.

00:31:00.540 --> 00:31:01.681
And it never goes away.

00:31:01.701 --> 00:31:01.941
I mean,

00:31:01.980 --> 00:31:03.501
we heard from Rob Furman and I know

00:31:03.521 --> 00:31:04.662
with Bespoke Guardians is

00:31:04.701 --> 00:31:05.803
that he's helping so many

00:31:05.843 --> 00:31:07.042
people and they're looking

00:31:07.063 --> 00:31:08.943
to do more and branch out

00:31:08.983 --> 00:31:09.864
to the rest of the world

00:31:09.903 --> 00:31:11.184
and all sorts of things like this,

00:31:11.565 --> 00:31:12.565
growing their premises.

00:31:13.045 --> 00:31:14.986
And we're always full of ideas.

00:31:15.086 --> 00:31:16.267
My team's growing and I'm

00:31:16.287 --> 00:31:17.186
gonna offer additional

00:31:17.227 --> 00:31:18.948
services and et cetera, et cetera.

00:31:19.667 --> 00:31:21.048
You've got to take that

00:31:21.367 --> 00:31:23.108
massive information.

00:31:23.989 --> 00:31:24.909
And we've talked about it on

00:31:24.929 --> 00:31:26.229
my website because I know

00:31:26.288 --> 00:31:27.710
my content on my website is

00:31:27.769 --> 00:31:29.190
just like me vomiting all

00:31:29.269 --> 00:31:30.950
over it with my ideas, basically.

00:31:31.470 --> 00:31:31.911
It is.

00:31:32.471 --> 00:31:36.010
But that's usually, it is common,

00:31:36.050 --> 00:31:36.310
isn't it?

00:31:36.330 --> 00:31:37.332
And that's what we do.

00:31:37.971 --> 00:31:39.311
How do you, A,

00:31:39.372 --> 00:31:41.352
do you sort of pull that back?

00:31:41.432 --> 00:31:41.873
And B,

00:31:41.992 --> 00:31:44.893
how do you get people like me to

00:31:45.032 --> 00:31:45.873
start pulling back

00:31:45.913 --> 00:31:47.314
ourselves as well when

00:31:47.354 --> 00:31:48.493
we're putting it out there?

00:31:48.996 --> 00:31:49.356
Okay.

00:31:50.741 --> 00:31:51.443
First of all,

00:31:52.086 --> 00:31:55.115
remove the fear because quite often it's,

00:31:55.722 --> 00:31:58.344
It's through a need to be, you know,

00:31:58.403 --> 00:32:00.224
like me, like me, like me.

00:32:00.326 --> 00:32:02.105
This is who I am, you know, like me,

00:32:02.446 --> 00:32:03.747
like me and buy my stuff,

00:32:04.048 --> 00:32:05.367
like me and buy my stuff.

00:32:06.048 --> 00:32:06.469
You know,

00:32:06.588 --> 00:32:10.030
that's the common... Including

00:32:10.050 --> 00:32:11.030
trying to justify the

00:32:11.090 --> 00:32:12.632
existence of the products or services.

00:32:12.672 --> 00:32:13.152
Exactly.

00:32:13.311 --> 00:32:16.874
It is that neediness in a way.

00:32:17.074 --> 00:32:19.236
It's visual neediness.

00:32:19.715 --> 00:32:21.636
It's this is who I am and then...

00:32:22.263 --> 00:32:24.244
they usually list all their qualifications,

00:32:24.305 --> 00:32:26.125
and why, why I'm amazing, and,

00:32:26.625 --> 00:32:28.907
and actually people don't, yes, yes,

00:32:28.948 --> 00:32:30.048
they kind of want to know that,

00:32:30.448 --> 00:32:31.388
but when somebody,

00:32:31.429 --> 00:32:34.569
especially on a website, you know,

00:32:34.611 --> 00:32:35.990
you probably know this yourself,

00:32:36.030 --> 00:32:37.132
you go to a website,

00:32:37.451 --> 00:32:39.512
you've got an agenda on that website,

00:32:39.532 --> 00:32:40.713
you know, you,

00:32:41.193 --> 00:32:42.355
you want to know that the

00:32:42.394 --> 00:32:44.675
person is who they say they are,

00:32:45.435 --> 00:32:46.317
hopefully there's a lovely

00:32:46.356 --> 00:32:48.218
photograph of the person, so you can go,

00:32:48.238 --> 00:32:50.699
oh yeah, they look legitimate, they look

00:32:51.080 --> 00:32:53.281
warm, friendly, you know, professional,

00:32:53.342 --> 00:32:54.182
whatever it might be.

00:32:55.723 --> 00:32:58.085
They want the information that they want,

00:32:58.244 --> 00:33:01.287
and they want it in the, you know,

00:33:01.346 --> 00:33:01.988
they don't want to have to

00:33:02.087 --> 00:33:04.848
click very often to get that information.

00:33:05.390 --> 00:33:07.431
And they want it in bite sized pieces,

00:33:07.530 --> 00:33:08.932
because people have got

00:33:09.559 --> 00:33:11.400
the the attention span of a

00:33:11.500 --> 00:33:13.060
of a you know a squash

00:33:13.320 --> 00:33:15.861
carrot they they they want

00:33:15.941 --> 00:33:16.582
it they want the

00:33:16.622 --> 00:33:17.761
information and they want

00:33:17.842 --> 00:33:19.942
it immediately so you make

00:33:19.981 --> 00:33:21.542
it easy for them less is

00:33:21.583 --> 00:33:23.242
more less is definitely

00:33:23.282 --> 00:33:25.644
more um and also you you

00:33:26.124 --> 00:33:27.443
it's it needs to be less

00:33:27.523 --> 00:33:29.565
about you and more about

00:33:29.625 --> 00:33:31.224
them what are you doing for them

00:33:32.057 --> 00:33:33.278
They're not that bothered

00:33:33.337 --> 00:33:36.060
about where you grew up and

00:33:37.221 --> 00:33:38.923
what qualifications to a

00:33:39.222 --> 00:33:40.825
point that you have.

00:33:41.184 --> 00:33:42.986
They want to know what you

00:33:43.026 --> 00:33:43.807
can do for them.

00:33:44.488 --> 00:33:46.568
How is it going to positively affect them?

00:33:47.029 --> 00:33:48.391
How much is going to cost them?

00:33:49.571 --> 00:33:50.853
Yes, you can do your job.

00:33:51.894 --> 00:33:53.895
And how do I get in contact with you?

00:33:54.957 --> 00:33:56.458
That's it, basically.

00:33:57.125 --> 00:33:59.286
So this kind of vomiting

00:33:59.786 --> 00:34:01.906
information onto the screen

00:34:01.967 --> 00:34:03.027
is a little bit off-putting.

00:34:03.807 --> 00:34:05.548
So it's educating.

00:34:05.587 --> 00:34:06.968
It's educating my clients.

00:34:07.548 --> 00:34:09.088
And then in many cases,

00:34:09.168 --> 00:34:10.829
it's taking everything that

00:34:10.909 --> 00:34:13.251
they've written, scrubbing it,

00:34:13.771 --> 00:34:15.530
starting again in a format

00:34:15.931 --> 00:34:17.371
that will appeal to their

00:34:17.452 --> 00:34:19.213
audience and speak directly

00:34:19.233 --> 00:34:19.893
to their audience.

00:34:20.112 --> 00:34:20.672
Less is more.

00:34:20.873 --> 00:34:21.072
Yeah.

00:34:21.193 --> 00:34:21.434
Yeah.

00:34:21.873 --> 00:34:23.034
And I know that's a key one.

00:34:23.074 --> 00:34:24.675
And it is an irony because...

00:34:25.717 --> 00:34:27.018
And I know that it's a mistake.

00:34:27.297 --> 00:34:29.338
Even I've edited mine since

00:34:29.378 --> 00:34:30.099
I think we've spoken.

00:34:30.199 --> 00:34:31.221
So I don't know if you've seen it,

00:34:31.280 --> 00:34:33.021
but it's still going to be

00:34:33.061 --> 00:34:34.222
too much because you feel

00:34:34.282 --> 00:34:36.043
you've got to explain every bit,

00:34:36.123 --> 00:34:37.784
justify every bit, et cetera.

00:34:38.164 --> 00:34:39.385
And it's ironic because I

00:34:39.425 --> 00:34:40.286
have another business

00:34:40.306 --> 00:34:41.427
called Open Doors Training,

00:34:41.447 --> 00:34:42.768
where I do public speaking

00:34:42.847 --> 00:34:44.148
and media training and things.

00:34:44.668 --> 00:34:45.849
And one of the things that

00:34:45.949 --> 00:34:47.411
I've worked on with a

00:34:47.530 --> 00:34:49.172
number of individuals and

00:34:49.271 --> 00:34:50.693
organizations is where they

00:34:52.467 --> 00:34:54.628
they over-explain something

00:34:54.728 --> 00:34:55.969
and you can all think of this.

00:34:56.028 --> 00:34:57.090
If you've been in a meeting

00:34:57.150 --> 00:34:57.829
or if you've been in a

00:34:57.869 --> 00:34:59.570
presentation where they'll

00:34:59.610 --> 00:35:01.092
say the same thing four

00:35:01.132 --> 00:35:02.753
different ways and it's

00:35:02.813 --> 00:35:04.054
because they're trying to go,

00:35:04.753 --> 00:35:06.554
just in case they don't understand that,

00:35:06.655 --> 00:35:08.275
just in case they ask me this,

00:35:08.396 --> 00:35:11.057
just in case they don't get that part,

00:35:11.898 --> 00:35:13.480
we go and say it in all

00:35:13.500 --> 00:35:14.440
these different ways to try

00:35:14.480 --> 00:35:14.900
and stop them.

00:35:14.940 --> 00:35:15.661
It's like, actually,

00:35:16.280 --> 00:35:19.043
give enough to get the point over

00:35:19.769 --> 00:35:21.010
And let them come and ask

00:35:21.050 --> 00:35:22.811
the questions that they may have.

00:35:23.291 --> 00:35:24.590
Don't second guess what

00:35:24.630 --> 00:35:25.831
their question might be.

00:35:26.291 --> 00:35:27.391
Let them come to you with it.

00:35:27.711 --> 00:35:28.652
So that information is

00:35:28.711 --> 00:35:30.492
enough to make them want to

00:35:30.532 --> 00:35:31.813
come and ask you the questions.

00:35:32.233 --> 00:35:32.873
Yeah.

00:35:32.972 --> 00:35:34.012
And it is, again,

00:35:34.032 --> 00:35:35.753
it boils down to that lovely word,

00:35:35.833 --> 00:35:36.574
authenticity.

00:35:37.193 --> 00:35:38.833
It's being authentically you.

00:35:39.474 --> 00:35:41.355
It's giving them enough

00:35:41.434 --> 00:35:43.155
information so they

00:35:43.494 --> 00:35:44.494
understand that you are

00:35:44.554 --> 00:35:46.615
capable and you will make a

00:35:46.675 --> 00:35:47.596
difference to their life.

00:35:48.251 --> 00:35:50.192
you know, in whatever way that is,

00:35:50.291 --> 00:35:51.713
whether you're selling a service,

00:35:52.012 --> 00:35:53.733
whether you're selling a product,

00:35:54.713 --> 00:35:57.094
it's all about how you come

00:35:57.135 --> 00:35:59.735
across as a person, whether they like you,

00:35:59.755 --> 00:36:02.657
you know, because there is that whole,

00:36:02.677 --> 00:36:03.157
you know,

00:36:03.418 --> 00:36:05.938
no like trust element and people

00:36:06.039 --> 00:36:07.980
want to feel safe with you.

00:36:08.039 --> 00:36:09.099
They want to feel that you

00:36:09.139 --> 00:36:11.800
can do what you say you're going to do.

00:36:11.820 --> 00:36:14.202
You can solve their problems,

00:36:14.603 --> 00:36:15.382
ease their pain,

00:36:16.735 --> 00:36:17.876
and that you seem like a

00:36:17.936 --> 00:36:19.976
really decent person who is

00:36:20.076 --> 00:36:21.177
on their wavelength and

00:36:21.237 --> 00:36:22.297
shares their values.

00:36:23.056 --> 00:36:24.717
Or not and be okay with it.

00:36:25.557 --> 00:36:25.797
Yes.

00:36:26.338 --> 00:36:27.119
Oh, yeah.

00:36:27.139 --> 00:36:28.699
We're not able to sell to

00:36:28.778 --> 00:36:30.219
absolutely everybody, are we?

00:36:31.079 --> 00:36:31.320
No.

00:36:31.840 --> 00:36:35.740
And again, I will say I deliver workshops.

00:36:36.021 --> 00:36:37.581
I deliver brand voice workshops.

00:36:38.246 --> 00:36:41.208
and also a workshop with a

00:36:41.427 --> 00:36:43.969
fabulous business colleague of mine,

00:36:44.710 --> 00:36:45.610
Victoria Marshall,

00:36:45.690 --> 00:36:48.693
who she is an incredible

00:36:49.434 --> 00:36:50.313
digital marketer.

00:36:50.695 --> 00:36:52.056
And so we run a workshop

00:36:52.396 --> 00:36:53.737
that is specifically

00:36:53.777 --> 00:36:55.938
designed to help you find

00:36:55.958 --> 00:36:57.179
your brand voice and then

00:36:57.398 --> 00:36:59.041
know exactly where to place

00:36:59.181 --> 00:37:03.744
it to get the best impact.

00:37:05.452 --> 00:37:08.393
And one thing I will always say is,

00:37:08.873 --> 00:37:10.494
you know, stay in your lane.

00:37:11.436 --> 00:37:13.137
Why be influenced by anyone else?

00:37:13.217 --> 00:37:14.858
Why try and be someone you're not?

00:37:15.597 --> 00:37:16.418
Be yourself.

00:37:17.018 --> 00:37:19.041
You will not appeal to everyone.

00:37:19.581 --> 00:37:20.280
And you know what?

00:37:20.360 --> 00:37:21.121
That's okay.

00:37:21.722 --> 00:37:22.322
That's okay.

00:37:22.362 --> 00:37:25.304
Just let's go back to the pub.

00:37:25.525 --> 00:37:27.266
You know, you're walking to a pub.

00:37:28.347 --> 00:37:29.708
Not everyone in that pub is

00:37:29.748 --> 00:37:31.329
going to like you or be

00:37:31.349 --> 00:37:33.309
drawn to want to come to talk to you.

00:37:33.865 --> 00:37:35.889
So it's exactly the same in business.

00:37:36.510 --> 00:37:37.974
Attract the people you are

00:37:38.014 --> 00:37:38.876
meant to attract.

00:37:39.416 --> 00:37:40.679
Don't worry about the others.

00:37:41.019 --> 00:37:41.862
Don't worry about it.

00:37:42.574 --> 00:37:43.733
We couldn't survive if we

00:37:43.753 --> 00:37:45.934
were attracting everybody anyway to it.

00:37:45.954 --> 00:37:46.195
You know,

00:37:46.235 --> 00:37:47.936
you wouldn't be able to provide

00:37:47.956 --> 00:37:48.876
your product or service to them.

00:37:49.315 --> 00:37:50.976
I need to introduce you to

00:37:51.336 --> 00:37:53.297
Rob Furman from Bespoke Gardens,

00:37:53.356 --> 00:37:54.378
if you don't already know him,

00:37:54.418 --> 00:37:56.458
because they're at the

00:37:56.478 --> 00:37:57.478
forefront of working with

00:37:57.557 --> 00:37:58.659
children with adverse

00:37:58.739 --> 00:38:00.259
childhood experiences.

00:38:01.539 --> 00:38:02.900
And they build bespoke

00:38:02.940 --> 00:38:03.800
packages for local

00:38:03.840 --> 00:38:05.041
authorities consisting of a

00:38:05.081 --> 00:38:05.820
handpicked team.

00:38:06.221 --> 00:38:07.541
and train them specifically

00:38:07.601 --> 00:38:09.041
for that child's needs,

00:38:09.802 --> 00:38:11.001
just as a brief synopsis.

00:38:11.021 --> 00:38:11.822
And his question is,

00:38:11.942 --> 00:38:13.282
is it possible to create a

00:38:13.362 --> 00:38:15.603
brand voice in such a

00:38:15.762 --> 00:38:17.364
controversial industry or

00:38:17.463 --> 00:38:19.224
in any controversial industry?

00:38:19.684 --> 00:38:21.824
Yes, absolutely.

00:38:22.664 --> 00:38:25.724
I have a client who works, let's say,

00:38:25.744 --> 00:38:28.666
she works in pelvic health,

00:38:30.326 --> 00:38:32.606
both male and female pelvic health.

00:38:33.422 --> 00:38:36.143
she no one is prepared to

00:38:36.244 --> 00:38:37.545
give her a google review uh

00:38:38.505 --> 00:38:39.947
because it's all very very

00:38:40.027 --> 00:38:42.588
personal and the the things

00:38:42.628 --> 00:38:44.630
that she talks about are

00:38:44.690 --> 00:38:46.831
incredibly sensitive and

00:38:46.891 --> 00:38:49.213
very personal and I worked

00:38:49.253 --> 00:38:51.155
with her in order to to

00:38:51.255 --> 00:38:52.856
help her create a voice

00:38:53.458 --> 00:38:55.778
that um would connect with

00:38:55.798 --> 00:38:57.721
the right people so yes

00:38:58.081 --> 00:38:59.621
it's it's absolutely um

00:39:00.902 --> 00:39:03.344
Yeah, it's... Yes, no doubt about it.

00:39:03.384 --> 00:39:05.344
You can create a voice for anything.

00:39:05.945 --> 00:39:07.045
And I'm thinking, you know,

00:39:07.126 --> 00:39:08.206
even a couple of simple

00:39:08.226 --> 00:39:09.748
parts on that that stand

00:39:09.827 --> 00:39:11.668
out in my mind is the less

00:39:11.748 --> 00:39:12.730
is more is going to be very

00:39:12.809 --> 00:39:13.429
relevant there.

00:39:13.510 --> 00:39:14.871
It will only become

00:39:14.931 --> 00:39:16.431
controversial if you try

00:39:16.692 --> 00:39:17.932
dumping all that information.

00:39:17.952 --> 00:39:18.632
It means you're going to

00:39:18.652 --> 00:39:20.815
start sending yourself down a rabbit war.

00:39:21.355 --> 00:39:22.556
Yeah, exactly.

00:39:22.936 --> 00:39:24.077
I mean, Waze, for instance,

00:39:24.117 --> 00:39:25.777
we worked around it and

00:39:25.818 --> 00:39:27.298
then things that we talked about were,

00:39:27.778 --> 00:39:29.559
you know, do you have...

00:39:30.643 --> 00:39:32.985
Do you have a need to pee

00:39:33.204 --> 00:39:34.846
immediately when your key

00:39:35.286 --> 00:39:36.307
goes in the front door?

00:39:36.688 --> 00:39:38.369
You know, is your bladder suddenly going,

00:39:38.449 --> 00:39:40.130
I'm home, let me just, you know.

00:39:40.831 --> 00:39:44.233
So we have ways of working around things.

00:39:44.293 --> 00:39:45.655
We added a little bit of humour,

00:39:46.016 --> 00:39:49.619
not too much because then that, you know,

00:39:49.858 --> 00:39:51.440
people maybe are a little

00:39:51.460 --> 00:39:52.340
sensitive to that,

00:39:52.561 --> 00:39:53.782
but a little bit of humour.

00:39:54.463 --> 00:39:56.344
and a little bit of sensitivity.

00:39:56.704 --> 00:39:57.824
And there are ways of saying

00:39:57.905 --> 00:40:00.545
things without actually saying things.

00:40:01.786 --> 00:40:02.425
Absolutely.

00:40:02.445 --> 00:40:04.626
I've actually added a third to these,

00:40:05.487 --> 00:40:06.427
the things that stick out

00:40:06.467 --> 00:40:08.527
to me as well is the other one is,

00:40:09.007 --> 00:40:10.389
and I know you and I have touched on this,

00:40:10.429 --> 00:40:11.568
try thinking more about the

00:40:11.628 --> 00:40:12.730
benefits rather than the

00:40:12.829 --> 00:40:13.969
features because it's also

00:40:13.989 --> 00:40:15.469
easy to feature dump and

00:40:15.510 --> 00:40:16.471
that can again take you

00:40:16.530 --> 00:40:17.411
down the rabbit warren.

00:40:18.077 --> 00:40:19.318
And the final one is that I

00:40:19.358 --> 00:40:20.880
have a phrase in my public

00:40:20.920 --> 00:40:22.061
speaking training as well,

00:40:22.460 --> 00:40:23.681
dead cow or beefsteak,

00:40:24.061 --> 00:40:25.443
both exactly the same thing,

00:40:25.483 --> 00:40:26.864
but one sounds a damn sight

00:40:26.903 --> 00:40:27.764
nicer than the other.

00:40:28.144 --> 00:40:29.626
And I'm very mindful of

00:40:31.007 --> 00:40:33.347
thinking about how you're

00:40:33.367 --> 00:40:36.050
saying something can make a difference.

00:40:36.489 --> 00:40:38.692
Yeah, very, very, very much so.

00:40:38.972 --> 00:40:42.094
And it is thinking about your client,

00:40:42.494 --> 00:40:43.355
your audience,

00:40:44.335 --> 00:40:46.077
what are they getting out of it?

00:40:46.615 --> 00:40:48.376
What is the benefit for them?

00:40:49.717 --> 00:40:50.858
Always putting them first.

00:40:51.438 --> 00:40:52.780
And then you can't go far wrong.

00:40:52.940 --> 00:40:54.240
You can work it back from there.

00:40:54.701 --> 00:40:56.742
What do they need to feel at

00:40:56.762 --> 00:40:57.342
the end of it?

00:40:57.663 --> 00:40:58.722
What do they need to feel?

00:40:58.882 --> 00:41:00.704
What does your service provide?

00:41:01.085 --> 00:41:03.326
What does your product do for them?

00:41:03.445 --> 00:41:05.047
How does it enhance their life?

00:41:05.547 --> 00:41:06.728
How is their well-being

00:41:06.947 --> 00:41:09.269
after they've done business with you?

00:41:09.871 --> 00:41:11.052
Well, I keep trying to remember,

00:41:11.192 --> 00:41:12.612
because it was Mike Land

00:41:12.652 --> 00:41:13.733
from Nickel Design was the

00:41:13.873 --> 00:41:15.574
one that really said, speaking to you,

00:41:15.594 --> 00:41:16.474
because I know you and he

00:41:16.514 --> 00:41:17.974
have done bits and pieces together.

00:41:18.514 --> 00:41:20.875
And he said that from his perspective,

00:41:20.914 --> 00:41:21.894
but even he could make a

00:41:21.914 --> 00:41:24.755
mistake from the actual brand,

00:41:24.775 --> 00:41:26.576
the physical branding, et cetera,

00:41:26.996 --> 00:41:28.456
and you with that brand voice.

00:41:29.117 --> 00:41:30.398
is guided I'm trying to

00:41:30.418 --> 00:41:31.418
remember the exact example

00:41:31.458 --> 00:41:33.719
it was one of the um brands

00:41:33.998 --> 00:41:36.239
of tools and that they had

00:41:36.320 --> 00:41:38.500
this titanium titanium

00:41:38.639 --> 00:41:40.501
tipped drill bit or

00:41:40.521 --> 00:41:41.320
whatever it is and it's

00:41:41.360 --> 00:41:42.481
like don't be selling that

00:41:42.561 --> 00:41:43.802
it's a titanium tipped

00:41:43.902 --> 00:41:45.543
drill bit sell the fact

00:41:45.603 --> 00:41:46.762
that do you want to make

00:41:46.822 --> 00:41:47.824
sure you're able to get

00:41:47.923 --> 00:41:49.304
through whatever surface

00:41:49.324 --> 00:41:50.324
you are trying to make that

00:41:50.384 --> 00:41:51.864
hole in can you drill a hole

00:41:52.224 --> 00:41:53.625
first time yeah you know

00:41:53.864 --> 00:41:54.766
I've done that down but

00:41:54.826 --> 00:41:56.106
that's the essence is rip

00:41:56.146 --> 00:41:56.985
into that yeah it is

00:41:57.505 --> 00:41:59.806
nobody's worried about the

00:42:00.266 --> 00:42:02.246
the you know the titanium

00:42:02.646 --> 00:42:04.887
diamond encrusted tip of

00:42:04.927 --> 00:42:06.708
this amazing super duper

00:42:06.807 --> 00:42:09.088
whatever it is does it

00:42:09.128 --> 00:42:10.809
drill the hole I want it to

00:42:10.869 --> 00:42:13.530
drill yeah will it will it

00:42:13.630 --> 00:42:16.090
work yes exactly will it

00:42:16.130 --> 00:42:17.550
survive yeah will it

00:42:17.590 --> 00:42:19.210
survive will it work will

00:42:19.271 --> 00:42:20.050
it drill the hole

00:42:20.469 --> 00:42:22.090
If the answer to those things are yes,

00:42:22.411 --> 00:42:22.831
great.

00:42:23.010 --> 00:42:25.572
Then it's got added diamonds

00:42:25.632 --> 00:42:26.813
and I don't know what else.

00:42:27.414 --> 00:42:30.795
But can it do the job?

00:42:30.856 --> 00:42:32.436
That did definitely stick with me.

00:42:33.157 --> 00:42:35.277
Last couple of bits, picking your brains.

00:42:35.297 --> 00:42:37.679
The first one was you heard

00:42:37.719 --> 00:42:40.760
me talk about written, audio, video.

00:42:42.324 --> 00:42:44.865
I know your... I was going

00:42:44.885 --> 00:42:46.367
to say your focus is on the written,

00:42:46.387 --> 00:42:46.887
but it's not.

00:42:46.907 --> 00:42:48.307
It's on the word rather than

00:42:48.449 --> 00:42:49.389
just being written.

00:42:49.429 --> 00:42:50.630
I know you're a copywriter,

00:42:50.710 --> 00:42:52.351
but... It's on the voice.

00:42:52.972 --> 00:42:53.773
It's on the voice.

00:42:54.273 --> 00:42:54.753
Correct.

00:42:55.773 --> 00:42:57.355
But my key point being is

00:42:57.414 --> 00:42:58.835
that those three things

00:42:59.536 --> 00:43:02.739
complement each other, need to coexist,

00:43:02.878 --> 00:43:04.199
and you can't just rely on

00:43:04.721 --> 00:43:06.222
one over any of the other two.

00:43:07.422 --> 00:43:07.623
No.

00:43:07.983 --> 00:43:09.844
When you're communicating to

00:43:09.864 --> 00:43:10.545
your audience...

00:43:11.143 --> 00:43:12.423
You need to communicate,

00:43:12.784 --> 00:43:14.764
especially in 2024,

00:43:14.764 --> 00:43:15.644
you need to be able to

00:43:15.724 --> 00:43:17.945
communicate across all platforms.

00:43:18.666 --> 00:43:19.846
You don't necessarily need

00:43:19.865 --> 00:43:20.726
to be on them all,

00:43:21.867 --> 00:43:23.166
but you choose the ones

00:43:23.206 --> 00:43:24.268
where you are likely to

00:43:24.367 --> 00:43:25.407
find your audience.

00:43:25.987 --> 00:43:27.168
So that comes back to

00:43:27.228 --> 00:43:28.148
knowing your audience,

00:43:28.708 --> 00:43:29.528
knowing who they are.

00:43:29.648 --> 00:43:30.949
Really important in finding

00:43:30.969 --> 00:43:32.190
your voice is knowing who

00:43:32.210 --> 00:43:33.769
your audience are,

00:43:34.269 --> 00:43:35.371
knowing where they hang out.

00:43:36.070 --> 00:43:37.090
And so therefore,

00:43:37.210 --> 00:43:38.431
you don't need to be on

00:43:38.510 --> 00:43:39.472
every single platform.

00:43:41.117 --> 00:43:44.782
But if you choose to be, then why not?

00:43:45.103 --> 00:43:47.224
Why not do visual PR?

00:43:47.284 --> 00:43:49.887
Why not be on YouTube?

00:43:50.007 --> 00:43:51.809
Why not have a website?

00:43:51.869 --> 00:43:53.612
Why not be on social media?

00:43:54.557 --> 00:43:56.018
if you're getting your message out,

00:43:56.278 --> 00:43:57.438
the only thing I would say

00:43:57.539 --> 00:43:58.559
is make sure that you are

00:43:58.619 --> 00:44:00.460
consistent across everything.

00:44:00.481 --> 00:44:01.400
100%, yes.

00:44:01.581 --> 00:44:04.061
Because authenticity and

00:44:04.141 --> 00:44:06.702
consistency are key to

00:44:06.782 --> 00:44:07.804
getting the right message

00:44:07.844 --> 00:44:08.643
across and getting it

00:44:08.664 --> 00:44:09.824
across to the right people.

00:44:09.844 --> 00:44:11.684
If you don't have the consistency,

00:44:11.724 --> 00:44:12.286
you're stuffed.

00:44:12.465 --> 00:44:13.346
You're absolutely stuffed.

00:44:13.385 --> 00:44:15.246
If you don't have the authenticity,

00:44:15.746 --> 00:44:16.327
you're stuffed.

00:44:16.487 --> 00:44:17.947
Initially, you might be okay,

00:44:18.268 --> 00:44:20.188
but then people kind of get

00:44:20.248 --> 00:44:22.550
wind of who you are or who you're not.

00:44:23.143 --> 00:44:24.583
And then you'll lose that following.

00:44:25.144 --> 00:44:26.666
So authenticity,

00:44:26.925 --> 00:44:28.606
consistency are really key.

00:44:28.626 --> 00:44:29.728
I like that.

00:44:30.347 --> 00:44:32.090
I mean, that probably answers my next one,

00:44:32.150 --> 00:44:33.411
unless you've got one up your sleeve.

00:44:33.471 --> 00:44:34.030
I was going to say,

00:44:34.130 --> 00:44:35.811
have you got a big tip or

00:44:35.851 --> 00:44:37.032
two to leave our audience

00:44:37.092 --> 00:44:38.293
with from your perspective?

00:44:39.054 --> 00:44:41.255
Well, Chris, it just so happens I have.

00:44:41.275 --> 00:44:43.577
From my sleeve.

00:44:44.097 --> 00:44:46.139
Yeah, just up my, yeah, I've got five.

00:44:49.405 --> 00:44:50.206
Five tips for you.

00:44:50.266 --> 00:44:51.146
Five very short tips.

00:44:51.306 --> 00:44:55.869
So you need to get clear on the following.

00:44:56.349 --> 00:44:59.211
So number one is your ethos and values.

00:45:00.512 --> 00:45:01.673
You need to know yourself.

00:45:02.574 --> 00:45:04.074
First and foremost, know yourself.

00:45:04.235 --> 00:45:04.856
Who are you?

00:45:05.456 --> 00:45:06.356
What do you stand for?

00:45:06.416 --> 00:45:07.297
What are your values?

00:45:07.597 --> 00:45:08.398
What's your ethos?

00:45:09.298 --> 00:45:10.018
Really important,

00:45:10.039 --> 00:45:10.880
because how are you going

00:45:10.940 --> 00:45:12.521
to get your message across

00:45:12.541 --> 00:45:13.460
to the outside world if you

00:45:13.501 --> 00:45:14.521
don't even know who you are?

00:45:16.463 --> 00:45:17.585
And that falls into knowing

00:45:17.605 --> 00:45:18.525
your business as well.

00:45:18.846 --> 00:45:19.865
Why are you in business?

00:45:20.106 --> 00:45:20.867
What is your point?

00:45:21.166 --> 00:45:22.188
What is your why?

00:45:23.568 --> 00:45:25.351
Number two, know your clients.

00:45:26.331 --> 00:45:27.271
Really important.

00:45:27.873 --> 00:45:28.452
Who are they?

00:45:29.853 --> 00:45:31.516
They might fall into several

00:45:31.596 --> 00:45:33.536
niches and that's okay.

00:45:34.677 --> 00:45:36.278
Providing that you clearly

00:45:36.318 --> 00:45:37.960
define each niche or you

00:45:37.981 --> 00:45:38.880
might have one niche,

00:45:39.481 --> 00:45:41.362
but you really need to know your clients.

00:45:41.643 --> 00:45:43.025
You need to know their needs

00:45:43.385 --> 00:45:44.646
and you need to know their wants.

00:45:46.235 --> 00:45:49.137
Number three, get clear on your messaging.

00:45:49.637 --> 00:45:50.318
What do you want to say?

00:45:50.338 --> 00:45:51.358
You know,

00:45:51.418 --> 00:45:55.199
don't just go onto a page or

00:45:55.300 --> 00:45:56.960
social media and just go, oh, I know,

00:45:57.021 --> 00:45:58.782
I'm just going to give it a

00:45:58.822 --> 00:45:59.641
little bit of thought.

00:45:59.983 --> 00:46:02.103
You know, get clear on your messaging,

00:46:02.324 --> 00:46:04.065
what it is you want to say,

00:46:04.224 --> 00:46:05.864
what purpose does it serve?

00:46:06.865 --> 00:46:07.746
Really important.

00:46:08.025 --> 00:46:09.007
Why am I doing this?

00:46:09.126 --> 00:46:10.186
Why am I writing this?

00:46:10.467 --> 00:46:12.307
Why am I communicating this message?

00:46:12.648 --> 00:46:13.568
What is the point of it?

00:46:15.697 --> 00:46:17.677
Four, be authentically you.

00:46:17.998 --> 00:46:19.358
It's what we've been banging

00:46:19.418 --> 00:46:20.778
on about for the last however long.

00:46:21.798 --> 00:46:23.099
Be authentically you.

00:46:23.519 --> 00:46:24.699
Don't get sidetracked by

00:46:24.760 --> 00:46:25.960
what your competitors are doing,

00:46:26.001 --> 00:46:27.161
what anybody else is doing.

00:46:27.400 --> 00:46:29.621
Be you, and you will not go far wrong.

00:46:30.842 --> 00:46:32.362
And the last one, five, is

00:46:33.432 --> 00:46:35.074
All of the above, review,

00:46:35.614 --> 00:46:37.976
update and adjust regularly.

00:46:38.556 --> 00:46:39.976
So especially if things

00:46:40.077 --> 00:46:41.797
change in your business, you know,

00:46:41.958 --> 00:46:42.818
I know you're going through

00:46:42.838 --> 00:46:43.798
a period of growth at the

00:46:43.838 --> 00:46:44.918
moment and expansion.

00:46:45.579 --> 00:46:48.762
So don't just, you know, go, oh,

00:46:48.802 --> 00:46:49.322
that's great.

00:46:49.362 --> 00:46:50.583
I've got a nice brand voice

00:46:50.603 --> 00:46:51.523
and I know what I'm doing

00:46:51.543 --> 00:46:52.704
and I know what my mission is.

00:46:52.724 --> 00:46:55.385
And then just leave it for five years,

00:46:56.206 --> 00:46:58.447
you know, regularly evaluate it.

00:46:58.976 --> 00:47:00.217
Does it need adjusting?

00:47:00.556 --> 00:47:02.079
What's changed in my business?

00:47:02.599 --> 00:47:03.780
Maybe you've launched a new

00:47:03.860 --> 00:47:05.221
product or a new service

00:47:05.240 --> 00:47:07.663
that will appeal to a different audience.

00:47:08.103 --> 00:47:10.344
Do I need to adjust the way I'm speaking?

00:47:10.764 --> 00:47:12.867
Do I need to adjust the things I'm saying?

00:47:13.347 --> 00:47:15.409
Do I need to adjust my web content?

00:47:15.909 --> 00:47:16.090
Well,

00:47:16.190 --> 00:47:17.731
and I think it's not just even just

00:47:17.751 --> 00:47:18.931
new product, new service,

00:47:19.112 --> 00:47:20.112
is that I've been finding

00:47:20.152 --> 00:47:21.713
over this last 12 years is

00:47:21.793 --> 00:47:23.635
that you're... It sounds weird,

00:47:23.655 --> 00:47:25.336
but I've kind of learned this is the case,

00:47:25.376 --> 00:47:26.358
is that you learn...

00:47:27.844 --> 00:47:29.324
more about your own business

00:47:29.425 --> 00:47:30.606
over time because that

00:47:30.666 --> 00:47:32.005
messaging might need to change.

00:47:32.045 --> 00:47:32.945
Things have happened in the

00:47:32.985 --> 00:47:33.987
world that suddenly mean

00:47:34.387 --> 00:47:35.586
that's now more important

00:47:35.686 --> 00:47:37.067
or that's the way I should say it.

00:47:37.146 --> 00:47:37.987
That's what's going to get

00:47:38.047 --> 00:47:42.688
people's interest and whatever else.

00:47:42.969 --> 00:47:44.748
And it has evolved even over

00:47:44.809 --> 00:47:45.630
the first 12 months.

00:47:45.730 --> 00:47:46.650
And I can see that it's

00:47:46.670 --> 00:47:47.469
going to keep going.

00:47:47.849 --> 00:47:48.730
Yeah, very much so.

00:47:49.030 --> 00:47:50.170
And we evolve as people.

00:47:50.210 --> 00:47:51.371
We're evolving all the time.

00:47:51.851 --> 00:47:53.092
And we're growing up.

00:47:53.552 --> 00:47:54.771
Our businesses are growing up.

00:47:55.208 --> 00:47:56.608
I'll never grow up.

00:47:56.668 --> 00:47:57.590
No, I know, me neither.

00:47:59.271 --> 00:48:00.271
It's just something you have to say,

00:48:00.291 --> 00:48:00.632
isn't it?

00:48:00.672 --> 00:48:03.454
Yeah, yeah, yeah.

00:48:03.675 --> 00:48:04.976
Yeah, I can be an adult,

00:48:05.016 --> 00:48:06.637
but I don't ever have to grow up.

00:48:06.818 --> 00:48:07.597
No, exactly.

00:48:07.617 --> 00:48:09.159
Yeah, so your business might change.

00:48:09.199 --> 00:48:09.880
You might change.

00:48:13.463 --> 00:48:15.304
So re-evaluate.

00:48:15.324 --> 00:48:17.286
So always update, adjust,

00:48:17.585 --> 00:48:19.608
re-evaluate on a regular basis.

00:48:20.148 --> 00:48:21.009
So those are my tips.

00:48:21.489 --> 00:48:22.170
Amazing, Jo.

00:48:22.210 --> 00:48:23.010
Thank you so much.

00:48:23.070 --> 00:48:24.911
I wasn't expecting as many tips as that.

00:48:24.931 --> 00:48:26.373
So ladies and gentlemen watching,

00:48:26.413 --> 00:48:27.333
you've been absolutely

00:48:27.393 --> 00:48:28.853
spoilt there without

00:48:28.914 --> 00:48:29.914
question to pick that up.

00:48:30.215 --> 00:48:31.496
You saw that I put up as

00:48:31.536 --> 00:48:32.677
well the way that I think

00:48:32.737 --> 00:48:33.717
LinkedIn was the best way

00:48:33.757 --> 00:48:35.079
to get hold of you, isn't it, Jo?

00:48:35.099 --> 00:48:36.059
Yeah, absolutely.

00:48:36.079 --> 00:48:37.840
Do you know, I don't have a website yet.

00:48:38.583 --> 00:48:40.164
I've never needed one.

00:48:40.266 --> 00:48:41.608
So all of my business has

00:48:41.648 --> 00:48:43.070
been through word of mouth

00:48:43.130 --> 00:48:43.992
and recommendation.

00:48:44.112 --> 00:48:46.335
So maybe one of these days

00:48:46.376 --> 00:48:47.898
I'll have a website and be grown up.

00:48:48.400 --> 00:48:48.860
Yeah.

00:48:51.713 --> 00:48:52.713
that you see on the screen

00:48:52.753 --> 00:48:54.315
linkedin.com forward slash

00:48:54.635 --> 00:48:57.416
I n forward slash joe j o

00:48:57.637 --> 00:49:00.920
dash star s t a r r and you

00:49:00.940 --> 00:49:02.780
can get hold of joe thank

00:49:02.820 --> 00:49:03.902
you so much for that joe

00:49:04.001 --> 00:49:04.862
I'm going to now bring out

00:49:04.943 --> 00:49:06.443
our next guest who I have

00:49:06.483 --> 00:49:07.804
to thank for being so

00:49:07.864 --> 00:49:08.965
patient but I'm sure he

00:49:08.985 --> 00:49:09.746
understands that it was

00:49:10.027 --> 00:49:11.148
priceless information

00:49:11.588 --> 00:49:12.528
We're now going to move on

00:49:12.628 --> 00:49:15.072
to a part of this show that

00:49:15.172 --> 00:49:16.474
is very close to my heart.

00:49:16.994 --> 00:49:20.018
It is the, hang on, let me just quickly,

00:49:20.318 --> 00:49:21.420
just to put this, Jo,

00:49:21.619 --> 00:49:23.523
is that Rob Furman says, amazing, thanks,

00:49:23.563 --> 00:49:23.742
Jo.

00:49:23.762 --> 00:49:24.784
Oh, pleasure.

00:49:24.844 --> 00:49:25.244
Pleasure, Rob.

00:49:26.630 --> 00:49:27.871
I hope you recovered from

00:49:27.911 --> 00:49:29.291
the ice hockey on Saturday.

00:49:29.552 --> 00:49:30.952
I missed that game and it was amazing,

00:49:30.972 --> 00:49:31.393
apparently.

00:49:31.454 --> 00:49:32.934
But we're through to Coventry, get in.

00:49:34.175 --> 00:49:35.795
So thanks for getting involved, Rob.

00:49:35.815 --> 00:49:38.476
But yes, this charity spotlight is very,

00:49:38.516 --> 00:49:39.958
very close to my heart.

00:49:40.297 --> 00:49:41.418
And I'm absolutely delighted

00:49:41.478 --> 00:49:42.798
that I've managed to get someone that,

00:49:43.199 --> 00:49:45.161
not that he was aware he was doing this,

00:49:45.201 --> 00:49:46.340
but he helped me formulate

00:49:46.380 --> 00:49:47.561
what was going through my head.

00:49:48.307 --> 00:49:49.347
Quite some time ago now,

00:49:49.367 --> 00:49:50.989
I'm gonna bring out our

00:49:51.028 --> 00:49:51.889
charity spotlight.

00:49:52.168 --> 00:49:52.929
It's Swim Tiger.

00:49:53.150 --> 00:49:55.070
Alone, we can do so little,

00:49:55.329 --> 00:49:57.371
but together we can do so much.

00:49:57.731 --> 00:49:58.891
Visual PR's charity

00:49:58.931 --> 00:50:00.311
spotlight is about shining

00:50:00.351 --> 00:50:01.913
a light on the amazing work

00:50:01.952 --> 00:50:03.512
and objectives of charities,

00:50:03.773 --> 00:50:05.574
as they do not do it for publicity,

00:50:05.733 --> 00:50:07.054
but it is important that we

00:50:07.193 --> 00:50:09.014
know about them, what they do,

00:50:09.275 --> 00:50:10.375
and understand why.

00:50:10.635 --> 00:50:11.876
Charity is not just about

00:50:11.936 --> 00:50:12.956
making a donation,

00:50:13.155 --> 00:50:14.717
it is about making a difference.

00:50:26.534 --> 00:50:28.034
yeah I know I apologize it's

00:50:28.054 --> 00:50:29.036
still my voice but I'm a

00:50:29.076 --> 00:50:30.456
voiceover artist as well so

00:50:30.476 --> 00:50:31.458
why wouldn't I let me

00:50:31.518 --> 00:50:32.958
change it around brian

00:50:33.039 --> 00:50:34.539
avery welcome to the show

00:50:34.579 --> 00:50:35.800
my friend thank you so much

00:50:35.840 --> 00:50:37.302
for coming on and your patience there

00:50:38.373 --> 00:50:39.134
It's good to see you.

00:50:39.233 --> 00:50:40.233
It's been a while, hasn't it?

00:50:40.253 --> 00:50:41.494
It has indeed, Chris.

00:50:41.514 --> 00:50:41.635
Yeah.

00:50:41.675 --> 00:50:42.215
Nice to see you.

00:50:42.235 --> 00:50:45.418
And thanks very much for all the tips.

00:50:45.677 --> 00:50:46.559
That was really interesting.

00:50:47.298 --> 00:50:48.199
It's nice to see when you

00:50:48.219 --> 00:50:49.079
were talking about all the

00:50:49.099 --> 00:50:50.121
different items and the

00:50:50.181 --> 00:50:51.882
five things we've been

00:50:51.902 --> 00:50:52.702
running as a charity for

00:50:52.742 --> 00:50:54.264
seven years and we evolve

00:50:54.403 --> 00:50:55.985
all the time in regards to doing things.

00:50:56.425 --> 00:50:57.405
But the five key things

00:50:57.425 --> 00:50:58.447
you're pointing out and the

00:50:58.487 --> 00:50:59.668
things we try to do about

00:50:59.728 --> 00:51:01.429
every three to four months,

00:51:01.789 --> 00:51:02.969
just reevaluate going

00:51:03.010 --> 00:51:04.210
through because things do change.

00:51:05.233 --> 00:51:06.014
You're a good boy.

00:51:07.255 --> 00:51:09.336
I suppose also the fact that

00:51:09.577 --> 00:51:10.918
depending who your audience is,

00:51:11.679 --> 00:51:12.480
and that changes with

00:51:12.500 --> 00:51:14.202
regards to what you do and

00:51:14.242 --> 00:51:14.943
how you do things.

00:51:15.003 --> 00:51:16.063
And I'm sure Chris will go

00:51:16.103 --> 00:51:17.085
through with regards to who

00:51:17.125 --> 00:51:18.467
our audience is coming up.

00:51:18.927 --> 00:51:20.148
Well, and that's the key one.

00:51:20.168 --> 00:51:21.329
Let's start off with this.

00:51:22.871 --> 00:51:25.072
First off, give us a synopsis, Brian.

00:51:25.434 --> 00:51:26.414
You're obviously the founder

00:51:26.434 --> 00:51:27.094
of this charity.

00:51:27.235 --> 00:51:28.536
What is Swim Taika?

00:51:30.231 --> 00:51:31.771
So what Simtaika essentially does,

00:51:31.831 --> 00:51:32.952
it's all about drowning prevention,

00:51:33.452 --> 00:51:34.474
reducing down the number of

00:51:34.514 --> 00:51:35.534
drownings around the world.

00:51:36.496 --> 00:51:39.298
And what we do is we help

00:51:39.998 --> 00:51:41.740
organisation and we have

00:51:41.800 --> 00:51:44.402
partnerships in different locations.

00:51:45.364 --> 00:51:46.824
Imagine that you go on holiday somewhere,

00:51:46.844 --> 00:51:47.706
you go to the Bahamas,

00:51:47.726 --> 00:51:48.827
you go to the Indian Ocean,

00:51:48.847 --> 00:51:50.369
you go to beautiful

00:51:50.409 --> 00:51:51.889
locations and you go swimming.

00:51:53.391 --> 00:51:54.152
And you enjoy the swimming,

00:51:54.172 --> 00:51:55.172
you enjoy the snorkelling,

00:51:55.193 --> 00:51:56.213
you enjoy the scuba diving.

00:51:56.969 --> 00:51:58.489
If you ever ask the local

00:51:58.530 --> 00:51:59.291
people with regards to

00:51:59.311 --> 00:52:00.492
whether they can swim or not,

00:52:01.293 --> 00:52:02.353
I can almost guarantee to

00:52:02.393 --> 00:52:02.994
you they'll say no.

00:52:04.492 --> 00:52:06.293
and it's just something we

00:52:06.432 --> 00:52:07.353
as westerners we just don't

00:52:07.393 --> 00:52:08.815
think about we just use

00:52:08.855 --> 00:52:10.496
those services so what

00:52:10.536 --> 00:52:11.797
swimtiker does is what we

00:52:11.876 --> 00:52:12.838
partner up with local

00:52:12.878 --> 00:52:13.878
organizations that are

00:52:13.918 --> 00:52:14.518
already in those

00:52:14.599 --> 00:52:16.380
communities and we have

00:52:16.400 --> 00:52:17.079
drowning prevention

00:52:17.119 --> 00:52:18.161
educations and swimming

00:52:18.201 --> 00:52:20.061
lessons to encourage them

00:52:20.101 --> 00:52:22.103
to go swimming and learn

00:52:22.123 --> 00:52:24.125
the fact that swimming is a

00:52:24.144 --> 00:52:24.965
life skill at the end of

00:52:24.985 --> 00:52:26.827
the day they're living by

00:52:26.847 --> 00:52:27.927
the water why aren't they

00:52:27.947 --> 00:52:28.867
in it because they're

00:52:28.887 --> 00:52:30.228
scared of the water because they

00:52:30.588 --> 00:52:31.670
They're afraid to go in.

00:52:31.690 --> 00:52:33.251
And we try to give them the

00:52:33.291 --> 00:52:34.271
confidence to be able to

00:52:34.331 --> 00:52:35.112
get in the water.

00:52:35.132 --> 00:52:37.132
Because if they were to fall in the water,

00:52:37.152 --> 00:52:39.335
they would surely drown or

00:52:39.355 --> 00:52:39.974
get carried away by

00:52:40.034 --> 00:52:41.115
currents or they wouldn't

00:52:41.135 --> 00:52:41.695
know what to do.

00:52:42.496 --> 00:52:43.197
And invariably,

00:52:43.277 --> 00:52:44.958
these are countries that are,

00:52:44.978 --> 00:52:46.458
I was going to say landlocked.

00:52:46.498 --> 00:52:46.920
Is that the right?

00:52:46.940 --> 00:52:47.639
Because that doesn't sound

00:52:47.699 --> 00:52:48.601
right to me where it's got

00:52:48.701 --> 00:52:49.661
sea all the way around.

00:52:49.701 --> 00:52:49.922
You know,

00:52:50.161 --> 00:52:52.083
they are surrounded by oceans or

00:52:52.163 --> 00:52:54.103
rivers or both and everything else.

00:52:54.143 --> 00:52:54.945
So it becomes vital.

00:52:55.224 --> 00:52:56.425
A lot of them, even they're,

00:52:57.327 --> 00:53:00.710
Lives and livelihood are based on water.

00:53:01.971 --> 00:53:02.391
Yeah, 100%.

00:53:02.771 --> 00:53:04.032
Yeah, so we have a program in Peru,

00:53:04.072 --> 00:53:04.693
for example,

00:53:05.253 --> 00:53:06.253
where all the local fishermen

00:53:06.273 --> 00:53:08.835
go out on these tiny little canoes,

00:53:09.775 --> 00:53:10.996
and they can't swim.

00:53:11.016 --> 00:53:12.378
They just can't swim.

00:53:12.398 --> 00:53:13.599
So if they're falling and

00:53:13.978 --> 00:53:15.380
lose sight of their canoe, that's it.

00:53:15.400 --> 00:53:16.280
It'll be over for them.

00:53:17.461 --> 00:53:18.483
So we're trying to instill

00:53:18.523 --> 00:53:19.463
it into the youngsters.

00:53:20.164 --> 00:53:22.105
We start with young children

00:53:22.166 --> 00:53:23.286
from the age of seven upwards,

00:53:23.306 --> 00:53:25.228
all the way up to about 18, 19-year-olds.

00:53:28.023 --> 00:53:28.403
Okay.

00:53:28.804 --> 00:53:29.664
I mean,

00:53:29.684 --> 00:53:30.583
I've got so many different

00:53:30.603 --> 00:53:31.385
directions I want to take this.

00:53:31.425 --> 00:53:32.324
The first one is an easy

00:53:32.385 --> 00:53:33.284
question because I've heard

00:53:33.324 --> 00:53:34.164
you answer this one.

00:53:35.144 --> 00:53:37.206
What's the origin of the name Swim Taika?

00:53:38.166 --> 00:53:41.166
So we actually started in Peru many,

00:53:41.186 --> 00:53:41.706
many years ago,

00:53:41.726 --> 00:53:43.786
about seven or eight or nine years ago,

00:53:43.806 --> 00:53:44.806
we actually started forming

00:53:44.827 --> 00:53:45.726
the charity in Peru.

00:53:46.367 --> 00:53:47.347
I went there to just set

00:53:47.387 --> 00:53:48.867
things up to see what was happening,

00:53:49.807 --> 00:53:50.768
realized there was a need.

00:53:52.128 --> 00:53:53.489
And as I was traveling through Peru,

00:53:53.588 --> 00:53:54.889
you know, your mind's

00:53:56.164 --> 00:53:57.045
wondering in regards to how

00:53:57.085 --> 00:53:57.585
can we do this?

00:53:57.605 --> 00:53:58.686
What can happen?

00:53:58.706 --> 00:53:59.387
It wasn't until we got to

00:53:59.427 --> 00:54:01.467
Lake Titicaca until we

00:54:01.487 --> 00:54:02.789
eventually formed the charity.

00:54:03.869 --> 00:54:04.891
And in Lake Titicaca,

00:54:04.911 --> 00:54:06.891
there's an indigenous tribe

00:54:06.911 --> 00:54:08.454
there that live on the water.

00:54:09.534 --> 00:54:09.775
Wow.

00:54:10.335 --> 00:54:11.735
The Imerian people.

00:54:12.637 --> 00:54:14.418
And I'm trying to come up

00:54:14.438 --> 00:54:15.059
with a name again.

00:54:15.119 --> 00:54:15.878
It needs to be something

00:54:16.260 --> 00:54:17.280
which people ask questions.

00:54:17.501 --> 00:54:17.820
Why?

00:54:17.840 --> 00:54:20.322
Like you said, why swim taika?

00:54:20.842 --> 00:54:21.824
Well, swim's the obvious part.

00:54:22.324 --> 00:54:24.126
Taika means mother in Imerian.

00:54:24.784 --> 00:54:26.204
It's an old Peruvian language.

00:54:27.626 --> 00:54:28.588
So the idea being is the

00:54:28.628 --> 00:54:30.009
fact that we're mothering

00:54:30.028 --> 00:54:31.230
the children to be able to swim.

00:54:31.250 --> 00:54:33.192
Oh, wow.

00:54:33.572 --> 00:54:34.873
That is really nice.

00:54:35.114 --> 00:54:36.815
I knew you'd like that, Jo.

00:54:36.974 --> 00:54:37.695
Play on the word.

00:54:38.757 --> 00:54:41.039
Love that story, that story behind it.

00:54:41.139 --> 00:54:43.181
That really gives it heart

00:54:43.400 --> 00:54:44.922
and soul and I love that.

00:54:46.248 --> 00:54:47.909
I want to take that deeper for a second,

00:54:47.929 --> 00:54:48.230
Brian,

00:54:48.269 --> 00:54:50.331
because there was obviously a

00:54:50.371 --> 00:54:51.632
motivation before you even

00:54:51.672 --> 00:54:52.592
got to that stage.

00:54:52.652 --> 00:54:54.632
So what is that?

00:54:54.713 --> 00:54:56.153
What was that motivation?

00:54:56.853 --> 00:54:58.335
And so I've always been a swimmer.

00:54:58.355 --> 00:54:59.615
I used to be a competitive

00:54:59.635 --> 00:55:00.476
swimmer when I was younger.

00:55:00.496 --> 00:55:02.376
And I suppose for me,

00:55:05.998 --> 00:55:06.860
It's following your passion,

00:55:07.360 --> 00:55:08.681
regardless of whatever your passion is.

00:55:09.442 --> 00:55:09.922
When I was younger,

00:55:09.942 --> 00:55:11.023
I used to be a competitive swimmer.

00:55:11.043 --> 00:55:12.083
I used to do lots of swimming.

00:55:12.684 --> 00:55:13.864
Then I got married, had kids.

00:55:13.945 --> 00:55:14.724
That all stopped.

00:55:15.146 --> 00:55:16.365
But I always had an ambition

00:55:16.405 --> 00:55:18.168
to do something when I was a teenager.

00:55:19.208 --> 00:55:20.409
And that was when I went to Dover.

00:55:21.389 --> 00:55:22.690
And when I was down in Dover,

00:55:23.351 --> 00:55:24.251
I saw somebody training to

00:55:24.271 --> 00:55:25.092
swim the English Channel.

00:55:25.853 --> 00:55:27.134
And I said, I can do that.

00:55:27.434 --> 00:55:28.715
I can swim all the way across the France.

00:55:28.735 --> 00:55:29.375
I can swim that 21 miles.

00:55:31.360 --> 00:55:32.360
And it wasn't until I was in

00:55:32.380 --> 00:55:35.663
my 40s that I decided to do it in 2013.

00:55:35.663 --> 00:55:38.445
But what I realised,

00:55:39.445 --> 00:55:40.246
doing something like that

00:55:40.686 --> 00:55:41.646
is an immense feat.

00:55:42.588 --> 00:55:43.708
It's like climbing Everest.

00:55:44.168 --> 00:55:45.489
It's one of the hardest

00:55:45.530 --> 00:55:46.471
swims in the world to do.

00:55:46.490 --> 00:55:49.132
And it took 14 and a half

00:55:49.172 --> 00:55:49.952
hours to complete.

00:55:52.755 --> 00:55:54.476
But the biggest thing I

00:55:55.277 --> 00:55:57.199
found from it was my...

00:55:58.728 --> 00:56:00.769
excitement my enthusiasm for

00:56:00.809 --> 00:56:01.510
swimming was actually

00:56:01.570 --> 00:56:02.311
rubbing off with other

00:56:02.351 --> 00:56:03.552
people without me realizing

00:56:03.632 --> 00:56:04.952
it more people were getting

00:56:05.012 --> 00:56:06.733
involved was because I had

00:56:06.773 --> 00:56:07.793
such a passion for it

00:56:09.094 --> 00:56:09.914
people were coming to the

00:56:09.954 --> 00:56:10.856
lake people were going in

00:56:10.876 --> 00:56:11.715
the water for the very

00:56:11.755 --> 00:56:12.456
first time and just

00:56:12.476 --> 00:56:14.036
swimming with me just

00:56:14.097 --> 00:56:15.938
because I loved it um I

00:56:15.958 --> 00:56:16.878
suppose my dog's the same

00:56:16.978 --> 00:56:18.260
so I have a black labrador

00:56:19.179 --> 00:56:21.201
and she comes into the water

00:56:21.221 --> 00:56:22.822
whereas my most labs are

00:56:22.842 --> 00:56:23.722
going to the water so about

00:56:23.742 --> 00:56:24.742
pick a stick up come back

00:56:25.121 --> 00:56:26.603
no she'll swim with me

00:56:28.264 --> 00:56:29.324
three or four kilometers at

00:56:29.364 --> 00:56:32.065
a time because I have the

00:56:32.105 --> 00:56:33.226
confidence to take her with

00:56:33.266 --> 00:56:35.226
me and that's that's what

00:56:35.246 --> 00:56:36.527
happens with the swimming as well so

00:56:37.579 --> 00:56:39.521
wow I love that and I don't

00:56:39.541 --> 00:56:40.541
think I knew that full

00:56:40.561 --> 00:56:41.563
story so that's that's

00:56:41.643 --> 00:56:43.423
really quite incredible I

00:56:43.463 --> 00:56:45.105
want to take you through to

00:56:45.786 --> 00:56:47.085
a thought process that went

00:56:47.106 --> 00:56:48.146
through my mind because as

00:56:48.186 --> 00:56:49.827
I say you unintentionally

00:56:49.867 --> 00:56:51.068
were a motivation for me

00:56:51.128 --> 00:56:52.789
for this charity spotlight

00:56:52.849 --> 00:56:53.931
to sort of shine the light

00:56:54.050 --> 00:56:55.112
on the the whys and the

00:56:55.172 --> 00:56:57.472
hows and everything else uh

00:56:57.632 --> 00:56:59.474
in in a fog of information

00:56:59.514 --> 00:57:00.695
about a lot of charities

00:57:00.735 --> 00:57:02.456
that we can we can lose the

00:57:02.516 --> 00:57:03.637
reason and it was like I

00:57:03.677 --> 00:57:05.237
was there like you I used

00:57:05.278 --> 00:57:07.099
to be a swimmer as well and

00:57:08.521 --> 00:57:10.161
allegedly at least the way I

00:57:10.181 --> 00:57:11.443
learned to swim is that my

00:57:11.463 --> 00:57:12.402
dad threw me in the deep

00:57:12.463 --> 00:57:14.885
end of swimming pool and I

00:57:15.304 --> 00:57:16.686
with survival mode swam to

00:57:16.706 --> 00:57:18.708
the edge and I then got to

00:57:18.728 --> 00:57:19.708
a national level swimmer

00:57:19.748 --> 00:57:21.929
standard uh and so I'm

00:57:21.969 --> 00:57:23.271
there going well surely

00:57:23.751 --> 00:57:24.652
there isn't a need to go

00:57:24.672 --> 00:57:25.672
around the world teaching

00:57:25.713 --> 00:57:27.072
people this because I was

00:57:27.213 --> 00:57:28.835
thrown in and and did but

00:57:28.875 --> 00:57:30.356
that's oversimplifying the

00:57:30.396 --> 00:57:31.516
situation isn't it and

00:57:31.577 --> 00:57:33.858
sometimes it's too late so so

00:57:35.456 --> 00:57:36.376
one of the things we try to

00:57:36.416 --> 00:57:37.217
do is try to work out

00:57:37.277 --> 00:57:38.856
regards to what why

00:57:39.016 --> 00:57:40.518
children are or why parents

00:57:40.557 --> 00:57:42.398
aren't being taught to swim

00:57:42.418 --> 00:57:44.358
and the biggest reason is

00:57:44.418 --> 00:57:45.420
the parents put the fear

00:57:45.460 --> 00:57:46.579
into children to keep them

00:57:46.639 --> 00:57:48.820
away from water of course

00:57:50.001 --> 00:57:50.782
so by keeping them away

00:57:50.822 --> 00:57:51.822
from water means that

00:57:51.842 --> 00:57:52.702
they'll be protected from

00:57:52.722 --> 00:57:53.503
it that's like the barrier

00:57:53.543 --> 00:57:55.523
they put up yeah but of

00:57:55.543 --> 00:57:56.884
course if they fall in or

00:57:57.083 --> 00:57:58.103
they do something due to

00:57:58.184 --> 00:58:00.045
peer pressure what do they do then

00:58:01.931 --> 00:58:03.052
Yeah, no,

00:58:03.112 --> 00:58:04.934
and exactly that was what really

00:58:05.875 --> 00:58:06.574
struck with me going,

00:58:06.735 --> 00:58:08.257
I'd have never have thought of that,

00:58:08.476 --> 00:58:11.077
is that we do, we have these, you know,

00:58:11.278 --> 00:58:12.980
influenced fears, don't we,

00:58:13.019 --> 00:58:14.661
I guess is the easiest way to do it.

00:58:14.981 --> 00:58:16.342
And yet it's actually even

00:58:16.362 --> 00:58:17.362
the more vulnerable.

00:58:18.043 --> 00:58:19.123
So you therefore have

00:58:19.164 --> 00:58:20.945
decided that you want to go

00:58:20.985 --> 00:58:21.585
and try and help.

00:58:21.786 --> 00:58:22.907
And it's not by you suddenly

00:58:22.947 --> 00:58:24.507
this single man crusade is

00:58:24.568 --> 00:58:26.449
that you are setting up

00:58:26.489 --> 00:58:28.231
these centres around the world

00:58:29.090 --> 00:58:30.032
that, yes,

00:58:30.092 --> 00:58:31.793
you are the founder of the charity,

00:58:31.813 --> 00:58:32.635
but to try and make them

00:58:32.675 --> 00:58:33.896
self-sufficient around the world,

00:58:33.916 --> 00:58:34.496
presumably.

00:58:34.818 --> 00:58:35.818
Yeah, so what we do,

00:58:35.858 --> 00:58:37.420
we partner up with other organisations,

00:58:37.561 --> 00:58:38.342
other charities,

00:58:38.402 --> 00:58:39.603
other non-profits who are

00:58:39.623 --> 00:58:40.724
already in the location.

00:58:41.045 --> 00:58:42.405
They're already supporting

00:58:42.425 --> 00:58:43.306
the local community.

00:58:45.088 --> 00:58:46.771
The children who are in

00:58:46.831 --> 00:58:48.213
centres where they need the

00:58:48.253 --> 00:58:49.875
support because they don't

00:58:49.934 --> 00:58:50.815
have the financial support

00:58:50.835 --> 00:58:51.655
to be able to do things,

00:58:51.677 --> 00:58:52.998
the low resource environment,

00:58:53.297 --> 00:58:54.338
the shanty towns,

00:58:55.199 --> 00:58:56.302
all those type of areas.

00:58:56.382 --> 00:58:57.362
So there are already

00:58:57.402 --> 00:58:59.644
communities that have that.

00:58:59.804 --> 00:59:02.168
And what we do is we come to them and say,

00:59:02.188 --> 00:59:02.327
well,

00:59:04.590 --> 00:59:05.831
Your communities buy water.

00:59:05.992 --> 00:59:06.853
Do you have swimming lessons?

00:59:06.873 --> 00:59:07.293
No, they don't.

00:59:07.393 --> 00:59:07.934
Why don't you?

00:59:08.414 --> 00:59:09.114
Because they don't have the

00:59:09.175 --> 00:59:10.516
expertise to be able to do it.

00:59:11.197 --> 00:59:12.318
So what we do is we go

00:59:12.338 --> 00:59:12.818
through a lot of due

00:59:12.838 --> 00:59:14.780
diligence with these organizations,

00:59:15.802 --> 00:59:17.983
whether it be in Peru, Brazil, Uganda,

00:59:18.063 --> 00:59:19.646
Bali, wherever it might be.

00:59:20.405 --> 00:59:21.326
just to see with regards to

00:59:21.365 --> 00:59:22.786
whether what they're doing

00:59:22.927 --> 00:59:24.626
will work with us so we can

00:59:24.646 --> 00:59:25.387
then support them.

00:59:26.148 --> 00:59:27.047
And once we've got that

00:59:27.068 --> 00:59:27.847
connection with them,

00:59:28.528 --> 00:59:29.588
we then give them a

00:59:29.628 --> 00:59:30.668
commitment for five years.

00:59:31.909 --> 00:59:33.050
And the reason for the five

00:59:33.110 --> 00:59:34.010
years is the fact that

00:59:34.349 --> 00:59:36.030
we'll start off by sending

00:59:36.070 --> 00:59:36.951
swimming instructors to

00:59:37.010 --> 00:59:38.192
them to be able to help get

00:59:38.231 --> 00:59:38.992
the program going.

00:59:39.592 --> 00:59:40.672
to the point that local

00:59:40.733 --> 00:59:41.753
people will then start

00:59:41.932 --> 00:59:42.793
being taught how to be

00:59:42.813 --> 00:59:43.594
swimming instructors.

00:59:44.373 --> 00:59:45.713
So teach the teacher type thing.

00:59:45.733 --> 00:59:48.335
So then there's local people running it.

00:59:49.416 --> 00:59:50.876
Then we'll get local businesses involved,

00:59:50.916 --> 00:59:52.016
local government,

00:59:52.056 --> 00:59:54.177
local schools and expanding

00:59:54.237 --> 00:59:55.097
out going to more and more

00:59:55.137 --> 00:59:57.418
children and keep going to

00:59:57.438 --> 00:59:59.219
the point that it will be

00:59:59.298 --> 01:00:01.440
financially stable after five years.

01:00:01.699 --> 01:00:03.300
They'll be able to run it themselves,

01:00:03.340 --> 01:00:04.121
be able to promote it

01:00:04.141 --> 01:00:04.981
themselves and be able to

01:00:05.021 --> 01:00:05.760
grow themselves.

01:00:07.001 --> 01:00:07.382
Fantastic.

01:00:08.822 --> 01:00:09.483
I do love it.

01:00:09.583 --> 01:00:09.804
I mean,

01:00:09.824 --> 01:00:12.789
it comes back to the phrase and the

01:00:12.869 --> 01:00:14.471
lyrics in the song and all

01:00:14.490 --> 01:00:16.213
of that is that give a man a fish,

01:00:16.253 --> 01:00:17.376
he'll eat for a day,

01:00:17.456 --> 01:00:19.197
teach a man a fish and he'll eat forever.

01:00:21.340 --> 01:00:21.961
Very, very similar.

01:00:21.981 --> 01:00:22.802
Yeah, absolutely.

01:00:23.143 --> 01:00:24.346
And that's why we try to...

01:00:26.623 --> 01:00:28.425
aim at children because

01:00:28.505 --> 01:00:29.565
they're the next generation

01:00:29.585 --> 01:00:31.807
that will come up and then

01:00:32.268 --> 01:00:33.148
once once they get older

01:00:33.248 --> 01:00:33.969
adults have their own

01:00:34.010 --> 01:00:35.010
children then it will just

01:00:35.030 --> 01:00:36.132
be a natural progression to

01:00:36.192 --> 01:00:37.213
teach them to swim because

01:00:37.233 --> 01:00:38.072
they live by the water

01:00:38.092 --> 01:00:38.733
because they have a love

01:00:38.773 --> 01:00:42.056
for it and go on sorry go

01:00:42.195 --> 01:00:43.498
on Brian and funny enough

01:00:43.518 --> 01:00:45.159
so most of the children

01:00:45.699 --> 01:00:47.701
have a desire to go in the water

01:00:48.920 --> 01:00:49.940
that they all do at a young

01:00:50.081 --> 01:00:52.702
age and what we quite often

01:00:52.784 --> 01:00:54.565
find is the children will

01:00:54.605 --> 01:00:56.766
go in the water and they'll

01:00:56.786 --> 01:00:57.547
bob in the water they'll

01:00:57.568 --> 01:00:58.467
push from the bottom that

01:00:58.487 --> 01:00:59.708
they'll jump over the waves

01:00:59.789 --> 01:01:00.409
as they have a strong

01:01:00.449 --> 01:01:01.490
confidence in the water

01:01:02.050 --> 01:01:02.871
they've just never been

01:01:02.911 --> 01:01:04.653
taught to swim and the

01:01:04.693 --> 01:01:05.715
reason beings it's like it

01:01:05.795 --> 01:01:07.956
like in in in the western

01:01:07.976 --> 01:01:09.617
world to learn to swim

01:01:09.637 --> 01:01:11.039
you've got to pay for it uh

01:01:11.099 --> 01:01:12.019
most of these children

01:01:12.159 --> 01:01:13.360
can't afford to pay for the

01:01:13.400 --> 01:01:14.461
parents can't afford to pay

01:01:14.521 --> 01:01:15.722
for it so they've never been taught

01:01:17.590 --> 01:01:18.411
there are about three or

01:01:18.451 --> 01:01:19.371
four countries in the world

01:01:19.391 --> 01:01:21.052
that have it part of the curriculum.

01:01:21.713 --> 01:01:23.233
And the UK happened.

01:01:23.273 --> 01:01:24.152
We're very fortunate that we

01:01:24.193 --> 01:01:25.673
have that as part of the

01:01:25.693 --> 01:01:26.534
schooling that we do.

01:01:27.253 --> 01:01:28.494
But these children don't do it.

01:01:29.094 --> 01:01:31.255
So when we come along and

01:01:31.396 --> 01:01:32.795
the swimming instructor gets inside,

01:01:32.815 --> 01:01:33.456
sorts them all out,

01:01:33.496 --> 01:01:34.436
tells them what's happening,

01:01:34.856 --> 01:01:35.556
they get in the pool.

01:01:35.597 --> 01:01:37.197
Within a couple of days, they swim five,

01:01:37.197 --> 01:01:37.818
10 meters.

01:01:38.398 --> 01:01:38.617
Wow.

01:01:38.637 --> 01:01:40.239
They're just being taught how to float,

01:01:40.478 --> 01:01:41.458
how to do their stroke.

01:01:43.119 --> 01:01:44.000
Because they already have

01:01:44.019 --> 01:01:44.960
the confidence in doing it.

01:01:45.000 --> 01:01:46.380
And that gives them the ability

01:01:47.550 --> 01:01:48.451
that if they do fall in the

01:01:48.490 --> 01:01:49.512
water or it's too deep,

01:01:49.731 --> 01:01:50.452
they're not gonna panic.

01:01:51.152 --> 01:01:51.393
Yeah.

01:01:52.373 --> 01:01:53.532
Does that mean that you're

01:01:53.572 --> 01:01:55.514
also having to train the adults,

01:01:55.574 --> 01:01:56.474
not just to swim,

01:01:56.494 --> 01:01:59.275
so either parents I'm thinking here,

01:02:00.175 --> 01:02:02.896
to stop having that fear of

01:02:02.956 --> 01:02:04.418
their kids going in the water?

01:02:04.818 --> 01:02:06.398
So one of the biggest issues

01:02:06.438 --> 01:02:08.920
we have is in the Western world,

01:02:09.079 --> 01:02:10.659
we have to get the parents permission.

01:02:10.679 --> 01:02:13.081
We get them to sign a form to say, yes,

01:02:13.101 --> 01:02:13.661
we're gonna take them to

01:02:13.681 --> 01:02:14.141
swimming lessons.

01:02:14.202 --> 01:02:14.581
However,

01:02:14.681 --> 01:02:15.822
it's gonna be slightly dangerous

01:02:15.942 --> 01:02:17.023
because it's water.

01:02:17.802 --> 01:02:19.284
There's a danger involved in doing it.

01:02:19.704 --> 01:02:20.385
In the Western world we

01:02:20.425 --> 01:02:21.425
accept that because we

01:02:21.465 --> 01:02:22.567
understand that the teacher

01:02:22.646 --> 01:02:23.347
is responsible,

01:02:23.387 --> 01:02:24.268
they know what they're doing.

01:02:24.748 --> 01:02:25.648
Whereas across there they don't,

01:02:25.668 --> 01:02:26.630
they've still got that fear.

01:02:27.590 --> 01:02:29.913
And the issues we've had,

01:02:29.952 --> 01:02:31.114
just to get the parents to

01:02:31.153 --> 01:02:32.155
be able to trust us,

01:02:32.215 --> 01:02:33.456
to be able to take us, it's huge,

01:02:33.695 --> 01:02:34.235
enormous.

01:02:35.317 --> 01:02:37.079
And that's why we work with

01:02:37.099 --> 01:02:37.898
the local partners.

01:02:38.300 --> 01:02:39.681
So they have that trust,

01:02:40.240 --> 01:02:41.121
I'm pulling that trust.

01:02:43.001 --> 01:02:45.503
Got you, yeah, that already exists then.

01:02:45.742 --> 01:02:46.864
The trust is already there.

01:02:47.364 --> 01:02:48.625
But do you have to do

01:02:48.844 --> 01:02:52.807
non-practical education for any of them,

01:02:52.867 --> 01:02:54.750
or is it purely swimming lessons?

01:02:55.831 --> 01:02:55.971
No,

01:02:56.010 --> 01:02:57.952
so drowning prevention isn't just about

01:02:57.972 --> 01:02:58.592
swimming lessons.

01:02:59.233 --> 01:03:01.934
It's about building up barriers,

01:03:04.516 --> 01:03:07.278
resuscitation, first aid,

01:03:08.400 --> 01:03:09.101
all those elements.

01:03:09.121 --> 01:03:10.362
So we run those as well.

01:03:11.202 --> 01:03:12.103
Other things which people

01:03:12.123 --> 01:03:13.384
won't realise is the fact

01:03:13.423 --> 01:03:15.784
that in Bangladesh, for example,

01:03:15.864 --> 01:03:18.186
and Vietnam, there's deltas everywhere,

01:03:18.525 --> 01:03:20.166
so every corner there's water.

01:03:21.367 --> 01:03:22.248
But the parents have to go

01:03:22.289 --> 01:03:23.509
out to work to be able to survive,

01:03:23.568 --> 01:03:24.230
both of them do,

01:03:24.269 --> 01:03:25.070
and quite often they'll

01:03:25.090 --> 01:03:26.231
leave them with younger children.

01:03:27.856 --> 01:03:29.057
So the children will be with

01:03:29.077 --> 01:03:30.099
their siblings,

01:03:31.119 --> 01:03:32.181
looking after them at home.

01:03:32.221 --> 01:03:32.541
But of course,

01:03:32.561 --> 01:03:33.523
there's water nearby and

01:03:33.543 --> 01:03:34.503
quite often they'll drown

01:03:34.543 --> 01:03:35.505
as a result of that.

01:03:36.204 --> 01:03:40.048
So just having a kindergarten, for example,

01:03:40.550 --> 01:03:42.190
a nursery for the children

01:03:42.210 --> 01:03:43.813
to go to prevents drowning.

01:03:44.856 --> 01:03:45.615
And it's been able to get

01:03:45.655 --> 01:03:47.217
that across the local communities.

01:03:47.637 --> 01:03:49.257
If you do this and set this up,

01:03:49.777 --> 01:03:50.378
it will protect the

01:03:50.418 --> 01:03:51.697
children from drowning

01:03:52.157 --> 01:03:53.898
because the parents are off at work.

01:03:53.918 --> 01:03:54.838
They can't look after them

01:03:55.378 --> 01:03:56.780
and just have that sense of

01:03:56.840 --> 01:03:57.760
security as well.

01:03:59.141 --> 01:04:00.860
It must be incredibly rewarding for you,

01:04:00.900 --> 01:04:01.121
Brian,

01:04:01.141 --> 01:04:02.681
seeing this growing around the

01:04:02.722 --> 01:04:03.601
world and knowing

01:04:04.679 --> 01:04:06.081
it genuinely is helping and

01:04:06.141 --> 01:04:07.762
it's not just the physical

01:04:07.802 --> 01:04:08.583
what's happening now is

01:04:08.623 --> 01:04:10.103
that you're I love I've not

01:04:10.164 --> 01:04:11.184
heard the description where

01:04:11.224 --> 01:04:12.125
you're trying to then

01:04:12.264 --> 01:04:13.786
enable it to be not just

01:04:13.827 --> 01:04:14.867
self-sufficient but

01:04:15.007 --> 01:04:17.588
self-growing that you're

01:04:17.628 --> 01:04:19.050
leaving that legacy swim

01:04:19.070 --> 01:04:20.010
tiger are leaving that

01:04:20.090 --> 01:04:20.891
legacy that's going to

01:04:20.931 --> 01:04:22.192
become itself and bigger

01:04:22.251 --> 01:04:24.253
and and and off it goes

01:04:24.273 --> 01:04:25.074
because that's your

01:04:25.114 --> 01:04:27.476
ultimate goal it is yeah I

01:04:27.496 --> 01:04:28.456
think it's more to do with

01:04:29.875 --> 01:04:30.916
because I have a passion for it.

01:04:31.197 --> 01:04:31.898
I love doing it.

01:04:31.998 --> 01:04:33.521
I just then love other local

01:04:33.561 --> 01:04:35.425
people picking up on that passion.

01:04:35.746 --> 01:04:36.106
In fact,

01:04:36.146 --> 01:04:38.190
we have a number of what we call

01:04:38.210 --> 01:04:38.931
ambassadors now

01:04:40.184 --> 01:04:41.344
who go out to our program to

01:04:41.385 --> 01:04:42.666
help run the program and

01:04:42.726 --> 01:04:43.565
structure it in a way.

01:04:43.585 --> 01:04:46.407
And I remember Robert,

01:04:46.847 --> 01:04:47.487
one of our ambassadors,

01:04:47.527 --> 01:04:49.168
went out to Mozambique to

01:04:49.208 --> 01:04:49.969
one of our projects,

01:04:50.429 --> 01:04:52.740
and he's been a swimming teacher for 30,

01:04:52.740 --> 01:04:53.610
35 years.

01:04:54.172 --> 01:04:55.192
He knows everything about

01:04:55.231 --> 01:04:55.952
swimming teaching.

01:04:56.713 --> 01:04:58.233
And he went out to the Mozambique project,

01:04:58.853 --> 01:05:00.315
and he got out there, and after two weeks,

01:05:00.335 --> 01:05:00.994
he phoned me up and says,

01:05:02.255 --> 01:05:02.996
I love this.

01:05:03.016 --> 01:05:05.057
This is this is what makes

01:05:05.177 --> 01:05:08.119
me I can see why why you're doing this.

01:05:08.179 --> 01:05:10.360
I can see why what this is about.

01:05:10.940 --> 01:05:13.021
And it's that level of

01:05:13.262 --> 01:05:14.862
passion that we're trying to instill,

01:05:15.463 --> 01:05:16.882
not just in our volunteers,

01:05:16.943 --> 01:05:17.923
but the local people as

01:05:17.983 --> 01:05:19.644
well and make them realize

01:05:19.684 --> 01:05:21.766
the fact that water gives you life.

01:05:22.065 --> 01:05:23.226
We're all part of water.

01:05:23.246 --> 01:05:25.367
And if you can appreciate and love it,

01:05:25.867 --> 01:05:27.728
you can be part of it.

01:05:29.411 --> 01:05:30.032
It makes sense.

01:05:30.692 --> 01:05:31.972
Any questions that you

01:05:32.012 --> 01:05:33.032
wanted to ask or have I

01:05:33.052 --> 01:05:33.693
been covering them?

01:05:36.554 --> 01:05:37.394
One thing we do try to

01:05:37.434 --> 01:05:39.034
follow is the World Health

01:05:39.114 --> 01:05:41.155
Organization and their guidance.

01:05:41.396 --> 01:05:43.157
I think that's a very good

01:05:43.237 --> 01:05:45.177
point to point with regards

01:05:45.217 --> 01:05:46.358
to where to do things and

01:05:46.378 --> 01:05:47.197
how to do things.

01:05:47.858 --> 01:05:48.559
It's like, for example,

01:05:48.579 --> 01:05:50.659
why do we teach seven-year-olds upwards?

01:05:50.719 --> 01:05:51.559
Why not any younger?

01:05:52.481 --> 01:05:53.322
uh and as a world health

01:05:53.382 --> 01:05:55.324
organization did a study on

01:05:55.766 --> 01:05:56.646
children generally

01:05:56.686 --> 01:05:57.768
especially learning to swim

01:05:57.788 --> 01:05:58.929
that if you teach children

01:05:58.949 --> 01:06:00.170
below the age of seven

01:06:00.731 --> 01:06:02.693
today come back in a year's

01:06:02.733 --> 01:06:03.653
time you have to re-teach

01:06:03.693 --> 01:06:06.137
them to be able to do it so

01:06:06.197 --> 01:06:07.378
remember it so from seven

01:06:07.438 --> 01:06:09.139
upwards um once you've

01:06:09.159 --> 01:06:10.561
taught them once they will remember

01:06:11.784 --> 01:06:12.465
Is that right?

01:06:12.686 --> 01:06:13.706
They'll take that forwards

01:06:14.286 --> 01:06:15.208
to do swimming anyway.

01:06:15.628 --> 01:06:17.110
That's what the study was finding out.

01:06:17.590 --> 01:06:18.311
It's not to say we won't

01:06:18.650 --> 01:06:20.331
teach children under the age of seven.

01:06:20.793 --> 01:06:22.233
It's just we try to aim it

01:06:22.333 --> 01:06:24.335
at the age group from seven upwards.

01:06:26.137 --> 01:06:26.217
Yeah,

01:06:26.237 --> 01:06:28.000
which I think probably sticks with

01:06:28.059 --> 01:06:28.820
even over here.

01:06:28.840 --> 01:06:29.961
It was probably around that

01:06:30.041 --> 01:06:31.182
sort of age that they start

01:06:31.202 --> 01:06:32.483
taking them at the primary school,

01:06:32.764 --> 01:06:34.005
which my daughter was ahead

01:06:34.045 --> 01:06:35.005
of with my background.

01:06:35.045 --> 01:06:37.568
We had a proficient and competing by then,

01:06:37.608 --> 01:06:38.650
to be honest with you anyway.

01:06:38.710 --> 01:06:40.952
But the schools all went off.

01:06:40.992 --> 01:06:41.391
So, yeah,

01:06:41.932 --> 01:06:43.193
I didn't know that was the reasons.

01:06:43.253 --> 01:06:45.376
I just thought that was just when it was.

01:06:46.536 --> 01:06:47.697
So that makes more sense.

01:06:48.257 --> 01:06:49.699
But, Jo, anything from you, Jo?

01:06:51.643 --> 01:06:53.947
It's just a fantastic thing you're doing.

01:06:54.007 --> 01:06:55.268
It's an amazing initiative

01:06:55.588 --> 01:06:57.490
because swimming is a life skill.

01:06:57.952 --> 01:06:59.132
I think we take it for

01:06:59.152 --> 01:07:00.815
granted over here that we

01:07:01.416 --> 01:07:04.920
have access to that when we're at school.

01:07:06.221 --> 01:07:07.322
Our kids all trundle off to

01:07:07.342 --> 01:07:08.724
the swimming pool and learn how to swim.

01:07:10.159 --> 01:07:11.181
And much like Chris,

01:07:12.141 --> 01:07:13.762
I could swim before I could walk.

01:07:14.822 --> 01:07:16.603
And I'm a real water baby

01:07:16.684 --> 01:07:19.105
and scuba dived and all the rest of it.

01:07:19.144 --> 01:07:20.666
And I've been to some of the

01:07:20.706 --> 01:07:22.947
most incredible places on Earth.

01:07:23.288 --> 01:07:24.568
And you're absolutely right.

01:07:25.048 --> 01:07:26.429
You very rarely see

01:07:27.030 --> 01:07:28.530
somewhere like the Maldives

01:07:28.811 --> 01:07:29.791
or in the Caribbean,

01:07:29.831 --> 01:07:32.032
you very rarely see local

01:07:32.233 --> 01:07:33.914
children swimming in the sea.

01:07:34.992 --> 01:07:38.534
So it really resonated with

01:07:38.594 --> 01:07:41.215
me that you've spotted that

01:07:41.335 --> 01:07:42.876
and kind of gone, okay,

01:07:43.056 --> 01:07:44.498
let's do something about it.

01:07:44.597 --> 01:07:47.360
Let's make sure that this isn't the case.

01:07:47.420 --> 01:07:49.460
Let's make sure that also

01:07:49.481 --> 01:07:51.021
those children have access

01:07:51.081 --> 01:07:54.244
to an absolute joy, a joyous thing.

01:07:54.684 --> 01:07:55.405
Going and swimming,

01:07:55.425 --> 01:07:56.965
if you've got a beach as

01:07:57.025 --> 01:07:58.806
beautiful as some of those

01:07:58.867 --> 01:08:00.367
in some of the places you work in,

01:08:01.248 --> 01:08:01.768
it's just,

01:08:02.324 --> 01:08:04.009
it's such a shame that they

01:08:04.048 --> 01:08:05.452
don't then get to enjoy it.

01:08:06.956 --> 01:08:07.597
And I agree.

01:08:07.617 --> 01:08:08.701
I think it's awesome.

01:08:08.760 --> 01:08:09.804
I think it's absolutely

01:08:10.103 --> 01:08:10.907
awesome what you're doing.

01:08:11.652 --> 01:08:12.534
And I agree with that

01:08:12.554 --> 01:08:13.855
because we like going

01:08:13.954 --> 01:08:15.215
paddle boarding up at the,

01:08:15.295 --> 01:08:15.876
obviously we're very

01:08:15.916 --> 01:08:16.976
blessed with the lakes just

01:08:17.037 --> 01:08:18.078
outside Swindon here in the

01:08:18.097 --> 01:08:19.639
Cotswold Water Park and everything.

01:08:20.038 --> 01:08:21.159
And we go out there paddle boarding,

01:08:21.180 --> 01:08:22.621
which I find wonderful

01:08:22.881 --> 01:08:24.582
exercise and escape and everything.

01:08:24.603 --> 01:08:26.484
And my daughter will come

01:08:26.583 --> 01:08:28.605
and we'll be family friends

01:08:28.645 --> 01:08:29.166
and what have you.

01:08:29.207 --> 01:08:30.207
And so the kids will be playing.

01:08:30.528 --> 01:08:32.048
They spend more time in the water

01:08:32.708 --> 01:08:34.050
by choice than on the

01:08:34.090 --> 01:08:34.911
paddleboard and they're

01:08:34.930 --> 01:08:35.570
jumping off their

01:08:35.610 --> 01:08:36.591
paddleboard and in and

01:08:36.612 --> 01:08:37.332
they're messing about in

01:08:37.353 --> 01:08:38.533
this passage and I agree

01:08:38.552 --> 01:08:39.634
with you joe is that it's

01:08:39.713 --> 01:08:41.135
one of life's delights that

01:08:41.154 --> 01:08:43.136
would be missing yeah um by

01:08:43.157 --> 01:08:43.936
not being able to and

01:08:43.976 --> 01:08:44.957
they're in better water

01:08:44.997 --> 01:08:47.479
than we get so so it's so

01:08:47.520 --> 01:08:49.020
it's too far you're not

01:08:49.041 --> 01:08:49.881
only teaching them a

01:08:49.942 --> 01:08:51.703
valuable life skill and

01:08:51.722 --> 01:08:54.685
then educating also so so

01:08:54.725 --> 01:08:55.865
they then pass that on to

01:08:55.905 --> 01:08:56.907
their children and their

01:08:56.947 --> 01:08:59.269
children's children but also you you are

01:09:00.143 --> 01:09:02.671
you are injecting joy into their lives.

01:09:03.212 --> 01:09:05.238
You're giving them access to

01:09:05.297 --> 01:09:07.083
something that is truly wonderful.

01:09:08.193 --> 01:09:11.635
So I think it's amazing what you're doing.

01:09:11.675 --> 01:09:12.855
One thing we try to do also

01:09:12.935 --> 01:09:15.176
is not just our volunteers

01:09:15.237 --> 01:09:15.837
or regards to what they're

01:09:15.877 --> 01:09:17.198
doing and teaching the children,

01:09:17.238 --> 01:09:18.599
but everything we do with

01:09:18.618 --> 01:09:20.219
regards to fundraising and

01:09:20.520 --> 01:09:21.739
people raising money for us,

01:09:21.840 --> 01:09:22.881
because that's the primary,

01:09:23.501 --> 01:09:24.622
we've got to try and get

01:09:24.681 --> 01:09:25.601
money into the charity to

01:09:25.641 --> 01:09:26.682
be able to support these.

01:09:27.462 --> 01:09:29.283
All our fundraising is to do with water,

01:09:29.304 --> 01:09:31.185
whether it be an aquathon or swimming,

01:09:31.860 --> 01:09:33.021
in the thames or swimming in

01:09:33.042 --> 01:09:34.304
the lakes or or swimming

01:09:34.323 --> 01:09:35.163
the english channel and of

01:09:35.184 --> 01:09:36.525
course chris you're the

01:09:36.706 --> 01:09:37.686
ideal person if you've been

01:09:37.726 --> 01:09:38.587
a competitive swimmer

01:09:38.627 --> 01:09:40.069
before this is just the

01:09:40.149 --> 01:09:41.390
perfect place for you to be

01:09:41.409 --> 01:09:42.430
able to support the charity

01:09:42.652 --> 01:09:44.432
even more and come and join

01:09:44.472 --> 01:09:45.795
us as on a relay teams

01:09:45.854 --> 01:09:46.876
across the english channel

01:09:48.577 --> 01:09:49.698
You're on the spot here, Chris.

01:09:50.637 --> 01:09:53.180
I feel a stitch up taking place.

01:09:53.220 --> 01:09:55.461
There is a bit.

01:09:56.021 --> 01:09:56.282
I mean,

01:09:56.341 --> 01:09:58.363
speak to us about that in all seriousness,

01:09:58.403 --> 01:09:58.703
Brian.

01:09:58.743 --> 01:09:59.823
I mean, this is,

01:10:00.003 --> 01:10:01.465
so it's not that one person

01:10:01.505 --> 01:10:02.445
swimming the whole channel.

01:10:02.525 --> 01:10:03.546
You are putting together a

01:10:04.067 --> 01:10:06.427
relay to achieve it for the team.

01:10:06.787 --> 01:10:07.948
We do, yes, yes.

01:10:08.109 --> 01:10:09.109
So swimming the English Channel,

01:10:09.130 --> 01:10:10.350
you can do it solo, of course.

01:10:12.492 --> 01:10:13.552
But we basically put teams

01:10:13.573 --> 01:10:15.635
of six people and each

01:10:15.694 --> 01:10:17.155
person swims for one hour at a time.

01:10:17.176 --> 01:10:18.737
It takes anywhere from 12

01:10:18.737 --> 01:10:19.217
hours to 18 hours.

01:10:21.792 --> 01:10:23.393
two lots of two lots of one

01:10:23.432 --> 01:10:24.694
hours or three lots all

01:10:24.734 --> 01:10:26.136
together uh you basically

01:10:26.155 --> 01:10:27.237
take it in turns you work

01:10:27.296 --> 01:10:28.296
as a team to be able to do

01:10:28.356 --> 01:10:30.158
it it's not about speed

01:10:30.418 --> 01:10:31.300
definitely not about speed

01:10:31.319 --> 01:10:31.979
because you're not going to

01:10:32.000 --> 01:10:33.201
break any world records in

01:10:33.221 --> 01:10:34.682
the english channel because

01:10:34.703 --> 01:10:35.502
the only person you're

01:10:35.542 --> 01:10:36.543
fighting against is mother

01:10:36.604 --> 01:10:38.506
nature and mother nature

01:10:39.086 --> 01:10:42.229
ships get out of the way

01:10:45.751 --> 01:10:47.752
they do yes yes they do um

01:10:48.091 --> 01:10:49.953
but um yeah so we put teams

01:10:49.993 --> 01:10:51.673
together um swimming is

01:10:52.314 --> 01:10:53.534
only 10 20 of swimming the

01:10:53.555 --> 01:10:54.935
english channel uh the rest

01:10:54.994 --> 01:10:55.935
is dealing with your fears

01:10:56.176 --> 01:10:57.697
building your team up uh

01:10:57.716 --> 01:10:59.317
but being able to um it's

01:10:59.356 --> 01:11:00.217
the journey that people

01:11:00.257 --> 01:11:03.238
take to get there uh the um

01:11:03.719 --> 01:11:04.699
swimming you can train for

01:11:04.819 --> 01:11:05.819
you can go to the pool you

01:11:05.840 --> 01:11:06.820
can go to the lakes you can

01:11:06.860 --> 01:11:08.020
go to the sea and you can

01:11:08.060 --> 01:11:08.902
train for it the things

01:11:08.921 --> 01:11:09.622
which are harder is

01:11:09.902 --> 01:11:11.563
swimming at night swimming with jellyfish

01:11:12.182 --> 01:11:12.963
swimming out in the English

01:11:13.024 --> 01:11:14.324
Channel in the open so you

01:11:14.364 --> 01:11:15.765
can't see the lane on the

01:11:15.805 --> 01:11:16.686
bottom of the pool,

01:11:18.087 --> 01:11:19.189
the thought of just being

01:11:19.248 --> 01:11:20.248
out there by yourself,

01:11:21.029 --> 01:11:22.270
the fears that you have and

01:11:22.430 --> 01:11:23.412
the mammals you might come

01:11:23.471 --> 01:11:24.733
across and the seasickness.

01:11:24.872 --> 01:11:27.194
All these other things are

01:11:27.255 --> 01:11:28.756
far greater than the actual

01:11:28.796 --> 01:11:29.896
swimming part because, like I say,

01:11:29.917 --> 01:11:30.917
the swimming you can train for,

01:11:30.957 --> 01:11:31.957
the other bits and pieces

01:11:32.378 --> 01:11:32.958
are things you've got to

01:11:33.158 --> 01:11:35.100
overcome and they are your fears.

01:11:36.167 --> 01:11:37.807
um so we hate the feeling of

01:11:37.868 --> 01:11:39.587
achievement at the end huge

01:11:39.768 --> 01:11:41.109
absolutely huge yeah yeah

01:11:41.149 --> 01:11:43.029
just just the fact that um

01:11:43.208 --> 01:11:44.090
there's so many things

01:11:44.149 --> 01:11:45.069
going against you with

01:11:45.149 --> 01:11:46.449
regards to your team mother

01:11:46.489 --> 01:11:48.451
nature the boat uh the

01:11:48.570 --> 01:11:49.690
smell smell of diesel

01:11:49.730 --> 01:11:50.551
sometimes depending what

01:11:50.591 --> 01:11:52.412
the weather's like um and

01:11:52.431 --> 01:11:53.032
the boat going really

01:11:53.072 --> 01:11:54.953
really slowly uh the white

01:11:54.972 --> 01:11:55.932
cliffs of dover always

01:11:55.953 --> 01:11:57.274
looking huge no matter how

01:11:57.293 --> 01:11:58.293
many hours away you are

01:11:58.354 --> 01:12:00.114
from it six hours later

01:12:00.694 --> 01:12:01.914
they haven't got any smaller

01:12:06.056 --> 01:12:07.078
There's mind games and

01:12:07.118 --> 01:12:08.177
everything else that happens.

01:12:08.198 --> 01:12:09.859
So it's a huge, huge thing.

01:12:10.439 --> 01:12:12.501
And presumably swimtiker.org

01:12:12.541 --> 01:12:13.462
that I've put on screen there,

01:12:13.481 --> 01:12:14.322
that's how they can find

01:12:14.382 --> 01:12:15.323
out more about that?

01:12:15.523 --> 01:12:16.663
They can under events, yes.

01:12:16.904 --> 01:12:18.024
But whether they want to

01:12:18.064 --> 01:12:19.246
come and volunteer on our

01:12:19.405 --> 01:12:20.886
programs or whether they

01:12:20.907 --> 01:12:23.167
want to partake in swimming

01:12:23.188 --> 01:12:24.029
the English Channel or

01:12:24.069 --> 01:12:25.409
swimming Lake Geneva or the

01:12:25.470 --> 01:12:27.490
Thames Marathon or doing an aquathon,

01:12:27.530 --> 01:12:28.112
it's all on there.

01:12:28.752 --> 01:12:29.051
Brilliant.

01:12:29.091 --> 01:12:30.934
And that is the key way that

01:12:30.974 --> 01:12:31.774
people can help.

01:12:31.833 --> 01:12:32.994
Is there any other ways that

01:12:33.034 --> 01:12:34.536
people can help Swimtiker?

01:12:35.956 --> 01:12:36.957
So we're always looking for

01:12:36.997 --> 01:12:39.078
trustees in different areas.

01:12:39.099 --> 01:12:41.921
And that's the key that keeps it going.

01:12:41.961 --> 01:12:43.981
So at the minute we're a strong five,

01:12:44.021 --> 01:12:45.382
six stroke trustees,

01:12:46.024 --> 01:12:46.804
but we're looking to grow

01:12:46.844 --> 01:12:47.784
to about 12 altogether.

01:12:47.805 --> 01:12:48.685
That's the optimum that we

01:12:48.725 --> 01:12:49.645
want to be able to have.

01:12:50.546 --> 01:12:51.627
And we meet every,

01:12:52.667 --> 01:12:53.908
four months and it's all online.

01:12:54.408 --> 01:12:55.189
But we want people from

01:12:55.890 --> 01:12:57.930
different areas to be able

01:12:57.951 --> 01:12:59.211
to compliment with regards to what we do.

01:12:59.230 --> 01:12:59.890
We don't just want people

01:12:59.930 --> 01:13:01.612
that are fascinated about swimming.

01:13:02.351 --> 01:13:02.572
Yes,

01:13:02.773 --> 01:13:03.853
we will try and get them to swim the

01:13:03.893 --> 01:13:04.493
English Channel,

01:13:05.113 --> 01:13:06.434
but to be able to help form

01:13:06.474 --> 01:13:07.654
the charity and enable it

01:13:07.675 --> 01:13:08.354
to be able to grow.

01:13:09.271 --> 01:13:09.612
Okay.

01:13:09.832 --> 01:13:12.094
So what's the best way for

01:13:12.154 --> 01:13:14.114
people to find out more about that?

01:13:14.996 --> 01:13:15.877
Go onto our website.

01:13:15.896 --> 01:13:16.837
You'll see a little bot come up.

01:13:16.997 --> 01:13:19.418
That bot will take you to WhatsApp.

01:13:19.979 --> 01:13:20.539
Then you'll be talking

01:13:20.579 --> 01:13:21.579
directly to us and you'll

01:13:21.600 --> 01:13:22.201
get a human being

01:13:22.261 --> 01:13:23.020
practically straight away.

01:13:23.702 --> 01:13:24.061
Brilliant.

01:13:24.322 --> 01:13:24.681
Okay.

01:13:26.304 --> 01:13:27.583
Anything else that we

01:13:27.623 --> 01:13:29.426
haven't covered in this conversation,

01:13:29.445 --> 01:13:29.706
Brian?

01:13:30.322 --> 01:13:31.301
could talk all day can't we

01:13:31.322 --> 01:13:32.243
chris you know I know we

01:13:32.262 --> 01:13:33.983
could I know I know we

01:13:34.023 --> 01:13:35.083
could but I think you know

01:13:35.184 --> 01:13:36.043
I hope that it's got the

01:13:36.083 --> 01:13:38.024
message over of of like how

01:13:38.085 --> 01:13:39.125
you're doing it we've got

01:13:39.244 --> 01:13:40.886
the the feeling of why you

01:13:40.905 --> 01:13:41.985
did it in the first place

01:13:42.025 --> 01:13:43.186
and why it's growing how

01:13:43.226 --> 01:13:44.868
it's going to go how people

01:13:44.927 --> 01:13:46.268
can help and as I say I

01:13:46.287 --> 01:13:47.167
think it was just such a

01:13:47.207 --> 01:13:49.309
great example that that you

01:13:49.328 --> 01:13:50.289
know and I've been honest

01:13:50.310 --> 01:13:51.210
to you wasn't I that the

01:13:51.250 --> 01:13:52.069
first time we met and you

01:13:52.090 --> 01:13:53.190
said about it I was there going

01:13:54.051 --> 01:13:55.051
Why is that necessary?

01:13:55.091 --> 01:13:56.971
I don't get why that's even needed.

01:13:57.452 --> 01:13:58.452
And it made me realize

01:13:58.471 --> 01:13:59.712
there's a lot of charities

01:13:59.752 --> 01:14:01.012
that we miss the point

01:14:01.472 --> 01:14:02.793
because we might not read

01:14:03.213 --> 01:14:04.694
the whole of the leaflet or

01:14:04.795 --> 01:14:05.814
we might not go onto their

01:14:05.854 --> 01:14:07.015
website and read everything.

01:14:07.055 --> 01:14:08.536
But the conversation with

01:14:08.576 --> 01:14:09.555
you and I'm pretty sure I

01:14:09.636 --> 01:14:11.016
asked the question and you

01:14:11.037 --> 01:14:13.256
then explained most of what

01:14:13.277 --> 01:14:14.158
you've explained today.

01:14:14.177 --> 01:14:14.938
And I went.

01:14:15.756 --> 01:14:18.198
oh yeah, okay, I didn't understand that.

01:14:18.257 --> 01:14:19.717
I'd never thought of it that way.

01:14:20.337 --> 01:14:22.257
And you've given birth to

01:14:22.297 --> 01:14:24.639
this section of the Visual PR Live show.

01:14:24.698 --> 01:14:27.359
So I had to get you on to

01:14:27.420 --> 01:14:28.699
promote Swim Tiger because

01:14:28.760 --> 01:14:29.600
I wanted to anyway,

01:14:29.619 --> 01:14:30.739
because it's swimming

01:14:30.779 --> 01:14:31.900
obviously close to my heart,

01:14:31.940 --> 01:14:34.780
but also because you were the inspiration,

01:14:34.820 --> 01:14:35.480
Brian, for that.

01:14:35.501 --> 01:14:36.122
Thank you very much.

01:14:36.462 --> 01:14:36.902
Glad, glad.

01:14:38.668 --> 01:14:41.311
Well, thank you so much for coming on.

01:14:41.813 --> 01:14:44.815
Rob Furman from Bespoke Gardens says,

01:14:44.935 --> 01:14:45.837
great charity.

01:14:46.137 --> 01:14:46.557
Love it.

01:14:46.998 --> 01:14:47.720
Glad to hear it.

01:14:47.819 --> 01:14:49.881
If Rob's not with you, or you know anyone,

01:14:49.962 --> 01:14:52.444
Rob, link up with Brian, definitely,

01:14:53.445 --> 01:14:53.766
equally.

01:14:54.367 --> 01:14:55.828
now bespoke gardens isn't a

01:14:55.868 --> 01:14:56.829
charity it's run as an

01:14:56.890 --> 01:14:58.372
organization but it's it's

01:14:58.391 --> 01:14:59.372
an amazing cause and

01:14:59.432 --> 01:15:00.555
everything and helping lots

01:15:00.614 --> 01:15:01.855
of people so I know why it

01:15:01.895 --> 01:15:03.177
will resonate with with the

01:15:03.217 --> 01:15:04.538
likes of rob so thanks for

01:15:04.559 --> 01:15:05.860
your comments rob and I'll

01:15:05.881 --> 01:15:06.801
catch up with you soon I'm

01:15:06.862 --> 01:15:08.583
sure brian avery thank you

01:15:08.663 --> 01:15:09.765
so much for coming on and

01:15:09.805 --> 01:15:10.806
talking everything swim

01:15:10.846 --> 01:15:13.029
tiger keep up the great work my friend

01:15:13.630 --> 01:15:14.449
thank you very much chris

01:15:17.070 --> 01:15:17.970
thank you very much for

01:15:18.011 --> 01:15:18.851
coming on it's been a

01:15:18.891 --> 01:15:19.851
pleasure thank you for all

01:15:19.891 --> 01:15:20.971
the tips that we got from

01:15:21.011 --> 01:15:22.172
you as well it's been an

01:15:22.252 --> 01:15:25.373
absolute treat don't

01:15:25.434 --> 01:15:26.514
disappear when I put you to

01:15:26.533 --> 01:15:28.014
the back to the green room

01:15:28.354 --> 01:15:29.654
but from everyone watching

01:15:29.694 --> 01:15:31.435
thank you so much uh for

01:15:31.456 --> 01:15:32.536
joining on this show it's

01:15:32.555 --> 01:15:33.456
been a pleasure you can

01:15:33.496 --> 01:15:34.395
watch bits you've missed

01:15:34.456 --> 01:15:35.936
back and if you've got any questions

01:15:36.436 --> 01:15:37.537
either for Joe Starr from

01:15:37.556 --> 01:15:38.417
the Brand Invoice,

01:15:38.578 --> 01:15:40.637
from Brian Avery from the Swim Tiger,

01:15:41.019 --> 01:15:42.738
or with myself with Visual

01:15:42.779 --> 01:15:44.600
PR about how we may be able

01:15:45.000 --> 01:15:46.340
to assist with your efforts

01:15:46.840 --> 01:15:48.100
of connecting with people,

01:15:48.180 --> 01:15:50.060
giving yourself that authentic connection,

01:15:50.502 --> 01:15:51.362
then give us a call.

01:15:52.141 --> 01:15:53.603
For me, I've put everyone else's up.

01:15:53.662 --> 01:15:55.103
Let me just quickly, I haven't done that.

01:15:55.363 --> 01:15:57.524
Get hold of me there at

01:15:57.644 --> 01:16:00.005
chris.visual-pr.co.uk.

01:16:00.024 --> 01:16:01.145
But it's been a pleasure.

01:16:02.181 --> 01:16:03.264
Have a great rest of the

01:16:03.304 --> 01:16:04.686
week and we'll see you all

01:16:04.966 --> 01:16:06.149
next month for episode.

01:16:06.210 --> 01:16:07.152
What will it be next month?

01:16:07.252 --> 01:16:08.033
Episode four.

01:16:08.795 --> 01:16:09.136
Four.

01:16:09.176 --> 01:16:09.456
Yeah.

01:16:09.716 --> 01:16:10.177
Thanks all.

01:16:10.377 --> 01:16:10.597
Cheers.

01:16:58.314 --> 01:16:58.664
Bye.