To succeed in today’s competitive marketplace, it’s not enough to be good at what you do. You need to be remarkable.

In this week’s Social Media News Live, Rich Brooks breaks down The Remarkabity Formula. We’ll discuss the concept of remarkability – what does it mean? – and how to use this simple, yet powerful method of standing out online and off.

SHOW TRANSCRIPT

This transcript is automatically generated by Descript.  Any errors or omissions are unintentional

[00:00:01] Jeff Sieh: Hello folks. Welcome to another fun. Fabulous edition of Social Media News Live so excited. You’re here. We’ve got the amazing, fabulous, incredible rich Brooks in the house with us today. So make sure I saw him in Lima guys and he blew. He was just amazing. And so he just, he. He, he just blew people’s minds with what he’s talking about today.

[00:00:23] So make sure that you ask your questions down below, make sure that you actually, um, you know, call in your friends who are like, Hey, I need to build my brand. I don’t know this, you know, how can I stand out in the marketplace? Whatever, if you have friends like that, make sure you like call them in down below, just at mention to them.

[00:00:41] Even if they can’t watch live, they can. They can actually come back and watch the replay. So, um, I’m gonna go live on Amazon because one of the cool things Mr. Brooks has is a book. And I wanna make sure that people, they, if you’re interested in what he has to say today, you can actually go down below in the carousel at Amazon and check it out, um, because, um, you’re gonna, you’re gonna love what he has to say there.

[00:01:02] And I’m gonna go pull up really quick. We’ve got our good friend, Gary Stockton watching over. Uh, on YouTube, he says welcome, and good morning from sunny Huntington beach. So, so Grace is nice to see some friendly faces. I’m assuming you mean rich and, uh, Grace, cuz I don’t look very friendly sometimes, but um, really I,

[00:01:24] Grace Duffy: I like that new, I like that new mic,

[00:01:25] Jeff Sieh: Jeff.

[00:01:26] So yes, I have to talk about that. This is provided by my friends at, he sound so you guys, this is the different mic. Usually I’m on my high PR 40. But tell me what you think I’m testing it out. I kind of like to look it glows. I got it hanging this time. So, yeah. Um, and how I’m wanna know how it sounds.

[00:01:43] Gary’s a big sound guy, so he can help out with that. Um, Grace, how are you doing today?

[00:01:47] Grace Duffy: It’s good. Your mic picks up everything. I can hear you touching your desk.

[00:01:51] Jeff Sieh: oh, does it? Well, my in my head. Yeah. Yes. Thank goodness. It’s his desk. Yeah. Gary says it’s super retro looking. So I, it is very cool. It looks cool.

[00:02:02] I, but I think it sounds good too. So we’ll, we’ll test it out for the podcast. Speaking of that, Grace, were you gonna say something? I. Oh, go ahead. Rich.

[00:02:09] Rich Brooks: Oh, no, I, I, I, I think I was just making some inappropriate comment but your mic also picked up by

[00:02:15] Jeff Sieh: the way. Probably it probably would. So we’re gonna hope go ahead and go live, uh, with the podcast machine and get started.

[00:02:22] Um, are you all ready? Here we go. Yes. All right, here we go. Hello folks. Welcome to Social Media News Live I’m Jeff Sieh and you.

[00:02:33] Grace Duffy: And I’m Grace Duffy. And this is the show that keeps you up to date on what’s happening in the world of social media. And on today’s show, we have our good friend, rich Brooks with us, and we’re talking all about the remarkability formula.

[00:02:46] What is the remarkability formula? What makes a brand remarkable? And how do you know if yours has what it takes? Well, here’s a hint. It’s not your marketing, it’s you. So we’re gonna ask rich all about that today.

[00:02:58] Jeff Sieh: Rich. How are you doing today? My friend, so excited to see you after AMA. I’m assuming that you, I guess you did make it back.

[00:03:03] Okay. So, uh,

[00:03:04] Rich Brooks: I did make it back. Okay. We, as I was saying, we, we went by way of Cleveland so we could check out the rock and roll hall of fame, uh, something that was on our bucket list, for lack of a better phrase. But I’d been wanting to check that out for years. It did. It did not disappoint.

[00:03:17] Jeff Sieh: So Gary, my friend, Gary Stockton is saying, you need to bust out the harp and give us some blues.

[00:03:24] Uh, I am not in the rock and roll hall of fame, so I will not do that, Gary, but Gary is more of a musician than I am. Um, but if you guys don’t know who rich is, let me introduce you because he is the founder and president of flight, new media, a digital agency in Portland, Maine. That’s been in business for nearly 25 years.

[00:03:42] He’s a nationally recognized speaker and expert on entrepreneurship, digital marketing, and social media. He’s founded the agents of change in annual conference and weekly podcasts. I have had the pleasure of being on focusing on search social and mobile marketing. He’s the author of the lead machine, the small business guide to digital marketing, which helps entrepreneurs and marketers reach more of their ideal customers online.

[00:04:06] And once again, you guys can check that out over on Amazon. Uh, it’s right down, down there in, uh, the, uh, The carousel. So make sure you get his book because it’s really, really good. But I also wanna do a quick shout out to our friends over at Ecamm and you can find out more about them at socialmedianewslive.com/ecamm Ecamm, um, socialmedianewslive.com/ecamm slash Ecamm.

[00:04:26] They have an amazing sale going on right now and you can actually. If you are a new user, you can actually go and, uh, get 30% off. Ecamm, uh, pro it’s. The promo code is July 30. So you have a few more weeks to get that. Thanks to them for sponsoring the show. Get this special they have on this is a great deal.

[00:04:43] 30% off by with the promo code, July 30. So Grace, what about our first section? What we got going?

[00:04:50] Grace Duffy: Well, the first question obviously is what is the remarkability formula? So we on the show talk a lot about standing out online. It’s a big top of mind, you know, big topic. That’s top of mind nowadays, you know, in our industry, we’re always fretting about platforms and hopping on the next big trend.

[00:05:08] You know, the diminishing diminishing attention spans that we keep hearing about which of course happening, right. And there’s just so much to consume and to watch. And we’re always competing for likes and subscribers and followers. And, you know, at the end of the day, we all wanna stand out online and offline.

[00:05:24] And so. What we are talking about today though goes way beyond marketing. And we invited rich Brooks here to talk to us about the central tenants of the remarkability formula. So tell us what is it and, and what, what, what do we need to know

[00:05:40] about it?

[00:05:42] Rich Brooks: Yeah. Well, thank you, Grace. Uh, that’s a great lead in, so.

[00:05:45] You know, I’ve been doing this for, I gotta update my bio cuz actually we flight did turn 25 this year. So I’ve been doing this for over 25 years. And there was a time when just having a website or just doing SEO or just being on Facebook was enough to separate. you, from your competition to stand out, to reach people.

[00:06:02] But these days, every business is doing that. And so it’s no longer enough. And this is something I hear from my clients all the time that what was working a few years ago, isn’t working now. Really it’s about getting back to the basics of marketing and of being a company and how do you stand out? And so these are the remarkability formula came about because these were the questions that I was asking my clients to really understand how we could best position them, how we could best market them.

[00:06:31] And in the past two years, it codified into what I now call the remarkability formula. This is the idea of remarkability is nothing new. We’ve heard about unique selling propositions. We’ve heard about blue ocean strategies. We’ve heard about the purple. cow The purpose of the formula is just the idea that this is a step by step, very actionable process that you can do at home, and basically really uncover what makes your brand remarkable.

[00:07:01] And I truly believe that almost every brand is either remarkable or could find something remarkable in their business or create something remarkable that is going to be very difficult for anybody else to compete with and is going to attract your more of your ideal customers.

[00:07:17] Jeff Sieh: So, can you talk a, a little bit rich, you mentioned the purple cow and some people may not know what that is.

[00:07:24] Can you just kind of give a little, cuz you know, that sounds a little scary.

[00:07:29] Rich Brooks: That was a Seth. Yeah. That was a Seth golden book. And just talking about, I believe he was his family and he were traveling through, through uh, countryside in France and they’re like, oh cow, oh cow. And it to the point where it wasn’t really interesting anymore.

[00:07:41] And he says, you know, Suddenly there was a purple cow that would’ve caught people’s attention. So the idea of the purple cow is okay. It was interesting that you have a website. It was interesting that you’re on the first page of Google. You know, it’s interesting that you’re sharing these stories on Facebook, but now everybody’s doing that.

[00:07:58] So now you need to become a purple cow just to attract any attention. And that’s what we’re seeking, right. We’re seeking attention so that we can grow our businesses or our nonprofits or whatever it is that we’re looking to do, but it usually takes, you know, building that audience, standing out from the crowd to be able to

[00:08:16] Jeff Sieh: do it.

[00:08:17] Awesome. So I wanted to ask you because, um, The remarkability of formula is a really great marketing term. So how long did it take for you to think of when you were thinking about this? You mentioned some years, you know, you were talking to your clients about this. How long did it actually take you to put it together?

[00:08:32] When you said, Hey, this is a formula that I can talk about.

[00:08:36] Rich Brooks: Right. Exactly. Marketers loved those kind of things, right. Something that’s bite sized and memorable. Um, I had been thinking about this idea, uh, for a while, and then you and I were talking about the fact that I took the heroic public speaking course, mm-hmm from Michael and Amy port.

[00:08:52] And having to co I had this idea about the fact that there’s too much sameness out there and you really need to figure out what makes you stand out. And then once I said the word remarkability. Everything just fell into place. And it’s funny because once I started using that word, people like it resonated with people like, yes, I want to be remarkable, but it can be a big, scary word as well.

[00:09:15] So once I realized that’s what I wanted to build around, I started. Pulling in stories about companies that had done something remarkable or were remarkable in some way. And as I started to pull together all these stories, I started to find that they fell neatly into four different categories.

[00:09:33] And those are the four lenses that I talk about in the remarkability formula, which are FIND focus forge. And frame and certainly happy to do a, dive into each one of those, depending on how you wanna run this. Yeah,

[00:09:47] Jeff Sieh: yeah, yeah. I would love to. So let’s, um, let’s go ahead and start with it. Like what, what, when you say, find.

[00:09:54] You know, does that mean just Google it? What are you talking about? What is, you know, what

[00:09:58] Rich Brooks: does it mean? So when I, when I go through the process with clients and when I’ve done it with myself, it, it find is where I like to start, because it’s the easiest thing. If you can find something that already exists, that’s remarkable.

[00:10:11] Uh, about your company, the reason why people choose you over your competitors, uh, all you really need to do is then just identify it and, and give it a name. So that’s really easy. And just, you know, one quick example of, of how this might work for you is, uh, I. Tell a story about when I had my, when I bought my first house and I needed to get the house painted a lot of, you know, people might think, well, house painting, isn’t really remarkable.

[00:10:35] Like you can’t be remarkable if you’re a house painter, but what this guy did is he brought 20 people to. Our house and got the entire house painted in one day and then came back another day for the second coat, you know, 20 guys, like just swarming on our house, like, like, uh, like a NASCAR crew and turning it from before to after just, you know, two days, uh, you know, singing Sieh shanties the whole time, you know, that was remarkable.

[00:11:00] I don’t think they really sang Sieh shanties, but that’s how I like to remember it. Right. Um, my neighbors took notice and that’s remarkable. And it’s also got one of the tenants of remarkability that it’s not easy to re. Especially in this job market. I mean, keeping 20 guys, especially a seasonal business like that on staff is very difficult.

[00:11:19] Mm-hmm and most other painting companies are not gonna go try and go head to head on that particular element of remarkability. So find it could be about your product. It could be about your people. It could be about your pricing. Uh, you know, I, I talk about the fact it doesn’t have to be cheap pricing, you know, gray goose vodka, right.

[00:11:38] Um, when they came to market, they could. Price themselves, along with other premium brands of the day, they just call themselves super premium, which didn’t exist before then. And suddenly they’re charging twice as much per bottle and they can’t even keep it on the shelves. So. Find the thing that’s remarkable, the reason why people choose you already interview your current customers.

[00:11:59] Um, that’s usually the first lens we look at and, and you don’t wanna stop there, even if you do find something like my whole premise is find, use all four lenses, because the more you can find that’s remarkable about your business and then kind of tie those things in together. That’s where you really start to stand.

[00:12:16] Jeff Sieh: One of the things with, uh, I just listened to a podcast business wars, which I love, and they talk there was about hound dos and it was the same thing. They weren’t really that much better. They, you know, whipped it up a little bit different, but they went with that premium pricing, just like Greg vodka. So it was a fascinating story.

[00:12:32] So Grace, you got the next one and old

[00:12:34] Rich Brooks: box. What’d you say? They

[00:12:35] Grace Duffy: sound and, oh, go ahead, Dr.

[00:12:37] Rich Brooks: I was just gonna say in the, um, lots, nobody was doing, um, lots back then except for maybe death metal band from Sweden. So, I mean, really, they. Yes. Yes. I,

[00:12:46] Grace Duffy: I wanna say that as a kid, I, I remember liking hoing dos because it sounded exotic and unique.

[00:12:51] Right, right. Like it was, it was up, it sounded upscale. Like, I don’t know. I I’m in Texas. So

[00:12:56] Rich Brooks: Bluebell was our state more than like six bris,

[00:12:58] Jeff Sieh: right? Yeah. Yeah. You don’t even mention any other ice cream than Bluebell in Texas.

[00:13:01] Grace Duffy: Come on. No, no, you will be hauled out of the state. That’s right. And given Hogan dos let’s hope.

[00:13:06] Right. Right. Um, so let’s walk through the process of really thinking about the remarkability for ourselves, for our. You know, for our own personal brands and this doesn’t seem like something that you can probably be dashed off in one afternoon or even done in one company retreat. So how much time should we as either so entrepreneurs or as a brand devote to this process to really, to really get

[00:13:32] Rich Brooks: it.

[00:13:34] That’s a great question, because usually when I lead somebody through it, I usually spend about an hour with them and I go through each of the four lenses, but you can’t always. answer every question. First of all, you may not find something remarkable about your business in every single category and the forge, uh, lens is actually about creating something extrinsic to your business, but is in keeping with your mission and values.

[00:13:58] So it may be that you’ve never done this, and there is nothing extrinsic to your business right now that you can point to and say, that’s remarkable. So it may be at that point about like, okay, we need to create something. We. Forge something remarkable about the company. And that could take something. I mean, that could be a few hours or it could take weeks or months.

[00:14:18] And we were talking about putting on an event and putting on an event can take months of planning. So it really just depends on what you need to accomplish. Some people might sit down and might get it done an hour, might say, oh, you know what, actually, so we bring 20 people to the job site. We get it done in a 10th of the time of anybody else.

[00:14:36] And. That’s what makes us remarkable. And so then you can lean into that and make that part of your marketing. But I would say it starts with an hour, but it’s probably an iterative process for most companies. I always look to find the things that aren’t easily replicable mm-hmm so the competition’s not gonna say, oh, we can do that too.

[00:14:54] Like Facebook ad campaign. Anybody can replicate a Facebook ad campaign. So finding something or uncovering, or nitching down to a point where people can’t easily compete with you, that’s really critical. But over time, sometimes some, some elements of remarkability are about the novelty. So it might be that something is really remarkable.

[00:15:16] For a year or six months or a week, depending on what it is, you can take advantage of that, but then you’re gonna have to move on and find some things that are a little bit more evergreen, or just keep on finding new elements of remarkability that rely on novelty.

[00:15:30] Grace Duffy: So, so as I was going through your process, like the thing that I really had a hard time wrapping my head around or thinking about.

[00:15:37] Thinking about it was a forge and I’ve heard you call it fashion before, but forge,

[00:15:41] Rich Brooks: I just changed the name because everybody got confused.

[00:15:44] Grace Duffy: Yeah. So what would you like me to call it? Fashion or forge, which is better? Oh, forge

[00:15:48] Rich Brooks: forge is the right one fashion. Everybody started thinking, gotta get dressed up.

[00:15:52] Grace Duffy: That’s good. Okay. So talk to me about wrapping my head around for, because this idea of offering something extrinsic, but aligns with our goals. Like that was the one thing that I was like, as I was thinking about this for myself, I was just like, okay, what.

[00:16:08] Rich Brooks: Right. I’ll give you two examples. one is one of my favorite marketing examples ever, and it’s from Barilla, the pasta company, and, we’ve all made the mistake of overcooking our pasta. we forget to set the timer. Somebody calls us and suddenly dinner is ruined. So Barilla had this very unique approach to this.

[00:16:29] And what they did is they created a series of Spotify playlists that were perfectly timed. For al dente pasta, whatever it was. So there’s, Boom Bap Fusilli there is mix tape spaghetti and they’re all the right amount of time for your pasta to cook. Exactly. And on top of that, if you go to these playlists on Spotify, you’ll see that there’s beautiful cover art that’s been done by Italian artists that at least some of the music is from Italian musicians.

[00:16:58] And this is all in keeping with Barilla’s idea that cooking is art. Obviously you could just ask Alexa, sorry, I shouldn’t say her name out loud, but, to set a timer for you or set a timer yourself, right? You don’t need to use this timer, but it’s clever. It’s interesting. It gets people talking and this really gets, it’s gotten all this press.

[00:17:22] It’s driven people to the website. the, spaghetti playlist has over 18,000 followers on Spotify. So it’s even another platform that they can market on. This whole story becomes remarkable. So that’s one example. So it’s, not needed, but it’s keeping in alignment with their mission and values.

[00:17:39] And then if I can, self-serve right now, the agents of change conference, which we put on every year, uh, when there’s not a global pandemic, that is a conference that is very much in keeping in, in. Alignment with flights values. We believe that digital marketing can really, even the playing field and give any business or nonprofit the opportunity to succeed.

[00:18:01] And so at flight, we’re an agency, we do this kind of for you, agents of change is about teaching people, the tools of digital marketing, the strategies, so they can succeed. Obviously you don’t need to go to the conference to. Higher flight and vice versa. So it’s extrinsic to what our main offering it is, but it isn’t keeping an alignment, but it works for us because once I get up on stage in front of the agents of change crowd, they also see that I work for flight new media and they, you know, a lot of the stuff like the bags are co-branded flight, new media and agents of change.

[00:18:34] So we’ve. Into a lot of boardrooms, uh, that we’re not even in around Maine new England and across the country for people who have come. And they’re like, we should at least be talking to flight new media because this is really what they do. And I know from talking to clients like, Hey, how did you find us?

[00:18:50] Well, you know, I’ve been going to the agents of change for three years. I’m finally ready for new website or I’m finally ready for some SEL. And so that’s been a great thing. And again, Putting on a conference is a ton of work. None of my local competitors are going to say, Hey, look, I’m gonna put on my own three to 400 person event here in Maine.

[00:19:11] That’s so depopulated that we still have only one area code and they certainly won’t have famous people like Grace and Jeff who could come out to speak at this conference because they don’t know the people I do cuz they haven’t gone to these conferences. So these are the things. Help make flight remarkable.

[00:19:28] And they’re difficult for my now those other competitors, great agencies in town. They may do something else. One of them focuses just on eCommerce. Uh, another one really focused on getting their B Corp certification. So you just have to lean into what. Makes you remarkable and not try and copy someone else.

[00:19:45] So

[00:19:46] Jeff Sieh: really quickly, I wanna, I wanna pull up some comments cause I wanna go through. So we’ve talked about fine. We’ve talked about focus. We’ve talked about forge and this last one I want some questions about, but um, let’s see, Sabrina says she’s listening to rich Brooks, take flight. Thanks Sabrina for, uh, coming, uh, and listening again.

[00:20:02] Cause she’s a faithful viewer and listener and I wanted to spell out. Uh, flight. Cuz if you guys are listening to this podcast, it’s, it’s take and it’s F L YT e.com. So if you’re typing it in, like, it sounds you you’ll you’ll I don’t know where it’ll go, but uh, don’t do that. go to F L yt.com. If you’re listening.

[00:20:21] Uh, we also have, uh, Martin, uh, is on LinkedIn and he goes, brand management is a paramount to my business. I spend a lot, a large amount of time on my branding, frustrating my web manager and graphic designer. But competition is good. I call. Uh, cooperation. I think that’s how I say it. I don’t know. Um, but anyway, great point there, Martin, he’s also a faithful viewer.

[00:20:42] He goes, uh, also so many don’t care about their brand, then wonder why they aren’t, uh, securing any business. So very true. And on that note, absolutely. Oh, rich. I wanted to ask.

[00:20:54] Rich Brooks: Absolutely. I was just agreeing

[00:20:55] Jeff Sieh: with Martin there. Yeah. So on, on that note, As we go through these, do you have to go through them in order?

[00:21:01] Because I think a lot of times that focus, we kind of glossed over a little bit. You talked about how to stand out and you talked about, you know, Facebook ads, everybody can do Facebook ads, but if you do, if your agency that does Facebook ads for nonprofits, Then you start going into that scaling of being more remarkable and like Mitch Jackson, who’s a lawyer.

[00:21:20] He is the metaverse lawyer. Aren’t many metaverse lawyers right now. So that kind of stuff. So do you have to go through ’em and order, you know, how long do you spend on each one before we get to this last one is kind of, what are your thoughts on that? .

[00:21:33] Rich Brooks: Yeah, no, you don’t have to go in order. I tend to have my own order, but it doesn’t mean that it’s the right order for me.

[00:21:40] I usually go find, then I go focus, which we didn’t really talk about, but is a lot of nicheing down. Nicheing down until it hurts where you’re the only person serving a specific audience with a specific pain point. That’s another great way of really becoming remarkable. Um, and then. And then I usually go into forge and then I go into frame and frame can be the most difficult one to understand for a lot of people.

[00:22:05] Um, it is, and it doesn’t always work when it works. It’s genius, but it doesn’t always work for everybody. And the idea of frame is just, is there a new way to position what you’re offer? So that you stand out. And one example where it really did work well is a story that I stole from Matthew Pollard, who wrote the book, the introvert’s edge.

[00:22:27] And he was working with a woman who was teaching Mandarin and business was great. Um, this was out in California and then all of a sudden, a bunch of upstart competitors came into the marketplace, drove down the cost, took away a lot of her business and she was really. And when she started working with Matthew, uh, he looked at her client base and saw that two of the people were actually business people who had just been assigned to China, to the, you know, the China department.

[00:22:55] And so they needed to learn Mandarin and they were taking it from her. She was doing more than teaching them though. She was also teaching them about business etiquette in China. And she was also working with the spouse and children of these people so that they would feel more comfortable because it’s very expensive to relocate somebody to China and you don’t want it to fail.

[00:23:13] So he said, oh, so you’re kind of like helping people succeed in China. And from that moment on, she rebranded as the China success coach, suddenly she’s not competing with other people teaching Mandarin because there’s very, there’s no one else doing what she’s doing. She added nothing to what she’s doing.

[00:23:30] She just kind of refocused for the Mo for the most value to attract her ideal customer. Who’s happy to pay any fee. And so they then went after that specific narrow target. They actually went after recruiters at this point, um, who, so it was kind of a combination. Frame, but then also working in some focus.

[00:23:51] So you can see that when you start putting these lenses together, that’s when you really start to build this unas sailable position in the marketplace, it would be very difficult for somebody to come in and compete with her directly. It would, there’d be a lot fewer people who could compete with her directly

[00:24:06] Jeff Sieh: on that.

[00:24:07] So on, on that note, how can you offer multiple? I mean, we’ve kind of given like really specific and you talked about nicheing down until it hurts. Can you be, uh, have more than one remarkable thing about you? Like, you know, talked about she’s the, you know, the, the China kind of angle. Does she have other things that remarkable or do you just like, I’m gonna focus on this.

[00:24:30] This is what I’m gonna be known for. Like you’re known for agents of change podcast and conference. I mean, that’s one of the things that makes you stand out and near do this. Now you have this remarkability formula. That’s another thing. So you kind of almost have multiple pieces. It’s.

[00:24:45] Rich Brooks: It’s always good.

[00:24:46] If there are multiple things that make you remarkable, and my guess is most businesses, once they go through this process are gonna find more than one thing that makes them remarkable, or they can make a change fairly easily. That will make them remarkable. So I don’t think you stop at it, but what I would try and do is.

[00:25:02] Is there a way to take those two things together to combine different elements of remarkability. So it’s really something where it’s like, wow, no one else can be doing this. And I think that’s really where people are gonna find success. But if there’s a few things that make you remarkable, but maybe one’s over and find, and another one’s in forge and you can’t really figure out a coherent way to put them together, then.

[00:25:23] Talk about both of those things. You know, maybe you have the lowest prices and you have immediate delivery. You know, those are both positive things and you could try different ad campaigns to see which one resonates with your audience the most. So there’s no limit to what you can do, um, combine them if you can.

[00:25:39] But if you can’t, there’s still great things that will keep the competitors at bay.

[00:25:44] Jeff Sieh: Gotcha. So here’s the, on that same note. Which one do you focus on first? If you have multiple one, multiple ones, do you go on the one that you think has the biggest audience or, you know, you know, how do you kinda leverage that in your market?

[00:25:59] Rich Brooks: I don’t know that there’s one correct answer for this, but some things that I might immediately try is just, you know, this is the beauty of Facebook and Google ads is that you can really just put it out there and see which one gets the most engagement gets the most clicks, turns into the most business.

[00:26:13] So that’s one great way of doing it. And the other thing is if you’ve been in business for any length of time, go to your customers and say, Hey, look, here’s two or three things that we think help us stand out in the marketplace, which one resonated with you. And very often with the find process. And this is why it is an iterative process.

[00:26:30] I’ll tell people if they don’t know what makes them, what’s already remarkable about their business is go survey your current customers. Why did they choose you? Those sort of things. You’ll start to hear some words that come up on why, um, they chose you over the competition. And that may be the most important thing.

[00:26:47] Cuz another important thing to keep in mind is remarkability is a lot like. It’s in the eye of the beholder. If your customers, if your audience don’t find something remarkable about your business, then it’s not. And no amount of convincing will change their minds. So it’s really up to them about what makes you remarkable.

[00:27:05] So that’s also why I like that kind of testing these messages out in the marketplace, using something like Facebook or Google ads to see, or LinkedIn ads for that matter to see which one resonates with your audience. Mm,

[00:27:17] Jeff Sieh: great, great points.

[00:27:19] Grace Duffy: so you lead a conference called the agents of change. And so I don’t have to tell you that change in creating pathways to change is really, really hard especially when you are at an established organization that has done things the way that they’ve done things and da, da, and I’ve seen people get flustered and want to give up, do what they’ve always done and just, just get the results they always have just to be done with the conversation.

[00:27:44] They don’t, they don’t. To be different. They don’t wanna change. Right. So as you’re walking through clients or, or with anyone really, uh, through this, the, the lenses of the, the remarkability formula, what have been the most common pitfalls or challenges that people typically encounter and how do you help them get past

[00:28:03] Rich Brooks: it?

[00:28:05] That’s a good one. Um, so I think sometimes it’s understanding how to forge something. That could be one, um, and the framing one doesn’t work for everybody. So that can be a challenge. Another challenge that a lot of people have is the idea of. Nicheing down, nicheing down until it hurts the whole idea of focus it’s like, but I wanna be all things to everybody.

[00:28:26] I don’t wanna give up that part of my business. You know, I, I once got a job doing that thing. I don’t wanna miss out another opportunity. And that is just a terrible way of destroying a business. And so that is something. Focus can be one of the most painful lenses because to tell somebody that they need to stop working with a certain segment of the population or that they need to shrink their delivery area, um, or whatever it may be.

[00:28:50] They need to close their shop on Mondays through Thursdays to drive, you know, people to the store on, on the rest of the week. Those things are very scary. Um, but my experience over time has been that the more we niche down, the more successful we become and also people reward, uh, specialists over generalists in a lot of categories.

[00:29:13] So that’s something else you can often charge more. Once you start to own a niche. Hmm, but those are some of the challenges, Grace, that I’ve seen people like just struggle with during this whole process. And like you said, change can be difficult. And of course the name of my conference is agents of change.

[00:29:29] So for me, I’ve always looked at that as a strength. Like if you can continue to adapt in, in this world, then you’re going to be successful and, you know, Charles Darwin often gets misquoted by saying it’s survival of the fittest. What he actually said was it’s survival of those who can adapt the fastest.

[00:29:48] I may be paraphrasing, but it was about adaptability, not about strength.

[00:29:52] Jeff Sieh: Hmm. Right. So we have a great question from, uh, one, our friend over on LinkedIn or Robert W. Lee says good points, uh, made on being remarkable. What are the signs you would look for, uh, uh, people or business to look for if, uh, they need to be nimble to update what makes them remarkable?

[00:30:12] I imagine it’s harder. If it’s a change in service or a product, then that’s something that’s intangible. So, what would you say to Robert

[00:30:20] Rich Brooks: there? Keep that question up there for a second. Oh yeah, yeah. Um, so generally I would say that what are the signs you would look for, uh, to be nimble and update? So, if you’re asking about how do you know if it’s time to start doing this type of work or to redo this work, if you’ve done it in the past, I mean, I would say, are you starting to not get the returns on your marketing and advertising then you used to?

[00:30:46] And sometimes it’s just about looking around. If I see another agency who suddenly I’m competing with on projects and they’re getting a bunch of them, I need to figure out what makes me stand out. So. I can attract the kind of jobs that flight new media would be best suited for, um, attract those kind of people.

[00:31:02] And really, you know, that would be an element of focus. That’s usually a sign that it’s time to make another change that is time to niche down further or to forge something new hope. I understood your question correctly, but that would be my

[00:31:17] Jeff Sieh: response. Yeah. Robert, if you have some, follow-ups just drop ’em in there and we’ll pull them up on screen as we go along.

[00:31:22] But. Uh, Grace, did you have another question on

[00:31:25] Grace Duffy: that same topic? I was trying to digest that question, right? That’s

[00:31:28] Jeff Sieh: Robert asked great questions. He always asked. He

[00:31:30] does.

[00:31:30] Grace Duffy: He has very deep, intense questions. Yeah. so you talked, there were a lot

[00:31:34] Rich Brooks: flashes in there had to work my way through. So that’s

[00:31:36] Grace Duffy: yeah. Yes.

[00:31:37] I had to work my way through. Well, so he says, I imagine it’s harder to change a service than a product. If that’s int I don’t know. Is it harder to change a service than a product? What, what do you think is someone who offers

[00:31:48] Rich Brooks: a service? I know we, we do services. I would think that it’d be more difficult to change a product unless you do agile manufacturing or something like that.

[00:31:59] Um, mm-hmm but again, it may be that the product can stay the same, but it offers another, uh, another service. Another way of using that, or maybe the benefit you get from using. Sieh that product can be repositioned can be reframed and that’s, what’s going to make it remarkable. Um, I think the remarkability formula really comes in handy when you feel just stuck and you’re not seeing.

[00:32:24] The ROI that you used to get, that your messages aren’t resonating the way they used to. And, and of course we all know that, you know, we used to post something to Facebook. We get so much more engagement as a business than we do today. That’s an algorithm thing that’s beyond our control, but if you’re out there in the marketplace in other places, and you’re just not seeing that anybody’s paying attention to you because they’re so overwhelmed with data and news feeds and everything else, that’s when you have to really sit there and say, This is a pain point for me, my company will not survive.

[00:32:53] If we keep going on doing the same old thing, let’s figure out what makes us remarkable. And quite honestly, what makes you remarkable may mean that you take a smaller slice of the pie or go after a smaller slice of the pie, but just try and own that slice of the pie. Hmm. So

[00:33:09] Grace Duffy: you talk about attracting clients.

[00:33:10] We’ve talked a lot about attracting clients and customers, but you also made a. At an interview that I was listening to in preparation of this, about talking about, you talked about how this is creating an unassailable barrier to competition. So talk to us more about that, about creating this barrier to competition, because I know a lot of companies that focus a lot on their competition and not enough on their customers, so help us Aleve their worries.

[00:33:36] Rich Brooks: So when I say, I think that is the unassailable position in the marketplace. That’s an outcome of doing this work. And so like I said before, the example with the agents of change conference, if somebody, there’s obviously a lot of business in, Portland, Maine in, in, in the area, there’s a lot of other agencies who are looking to get that business.

[00:33:56] There are, it is a lot of work to put on that conference. we put in over 500 hours cuz we track these sort of things. That’s a big deal. And like I said, I have access to certain speakers that they would have to pay a lot of money for, where I’m just gonna give them tequila and everybody goes.

[00:34:11] home happy these are things that it’s difficult for them to compete with. So they’ll have to go and, do something else. So that’s what I’m talking about in creating a really unassailable position in the marketplace. Or, when I talk about focus, often John Lee Dumas’s podcast is an example I bring up.

[00:34:29] John had probably the first. Seven day a week, business podcast out there. It was not meant for everybody because at the time most people didn’t want that much audio content, but he knew there was a sub audience of, podcast listeners who wanted inspirational content on a daily basis. And that’s what he created.

[00:34:49] That was pretty unassailable at the time. And he was the first one who did it. no one else could be the first one. So there’s a lot of different ways that you do this, but by doing the work and by looking for differentiators, that aren’t easy to replicate the 20 guys on the painting crew.

[00:35:07] Putting on your own event, that takes a lot of time. Those are the kind of things that start to create that unassailable position. Now I’m not saying that another agency couldn’t say, oh yeah, rich. we’re gonna put on our own 400 person conference and we’re gonna bring in some of the biggest names, even bigger than you can get.

[00:35:22] Cuz we’ve got a bottomless budget. Yeah, they could, but it’s unlikely that’s gonna happen. So that’s a fairly safe, competitive edge that I have. And even if they tried to do it, I still had a, conference that’s been going on for 10 years now and that’s remarkable.

[00:35:39] Jeff Sieh: that’s a great point.

[00:35:40] So somebody else who’s remarkable is our friend Jim fuse over watching on YouTube saying great to see you, everyone. Yeah. So he, uh, give me a remarkable, he is, and he was at the conference with us too, and he got to hear, uh, uh, rich talk as well. But somebody else look at how great I segue. Um, who’s remarkable is our sponsor Ecamm and you can find out more about them at socialmedianewslive.com/ecamm.

[00:36:03] For slash Ecamm. They do have a sale going on right now. If you’re a new user, you can get 30% off their pro uh, that’s a promo code if you use July 30 and that’s all, uh, smashed together. Um, July 30 is the code to get that 30% off and it ends at the end of this month. So you wanna grab this now, but, uh, thanks to our sponsor.

[00:36:19] Ecamm socialmedianewslive.com/ecamm forge slash Ecamm. All right. So, um, really quick, I wanna, um, get this off the. There we go. Um, I wanna talk about, you know, we wanna talk about how to do this in like real life. This has kind of been theoretical. We’ve got some great, you know, had some great examples and now I want Hogan do don’t tell Lubell that’s right down the road for me.

[00:36:43] Oh. But I just, um, we’ve got, and, and the, you know, great goose of course. I don’t know that would go together or not. There’s probably a cocktail that would, but, um, let’s get, let’s get really practical and Grace, I know you had some great questions about this, so just dive right into to that. We do

[00:36:57] Grace Duffy: this show so close to lunchtime, and there’s always a point show rich where, where Jeff starts, like talking about food nonstop.

[00:37:04] I hope this mine

[00:37:04] Jeff Sieh: didn pick up my stomach. Yeah. It’s not a thunderstorm. It’s Jeff’s stomach so

[00:37:09] Grace Duffy: it’s just as da. You guys kidding. So I saw this quote attributed to you rich it’s. I think it was from, uh, Lima, the Lima conference. It says marketing is really a differentiator. It is an amplifier and a multiplier.

[00:37:24] If you have nothing of value to share, your results will be zero. That is very impactful. So I’m going to talk about my day job. I work mid-level within. Brands marketing team. And my job is to think about one tiny piece of our entire larger marketing strategy all day long. What, meanwhile, our leadership is the one who determines our value proposition and our remark, our remarkability right.

[00:37:50] And I ask this for myself, but also hypothetically, because I know that a lot of our listeners and viewers are in the same position as me they’re they work within a marketing department of a larger organization. So how do I encourage. My company or my leadership to think about our value proposition in this way, because let’s say you we’re people listening to the show they’re sold.

[00:38:09] Got it. What, whatever, but how do I get my boss, essentially, Tim Grace? Remarkability for. Formula, how do I start inserting it into my day job?

[00:38:19] Rich Brooks: first I’d make them listen to your excellent, uh, internet show. So that would certainly help, but , um, it, and I’m not one to give, uh, advice for managing up as I’ve run my business for 25 years.

[00:38:33] I can’t even remember the last time I had to, uh, to work for somebody else. But I would say, you know, couple different options. I don’t know if any of these will necessarily work for you, but maybe for some of the people in the audience. One is if you are just. Control or have some say on one specific element of what’s going on, maybe try and use a remarkability formula to uncover what, make that small segment remarkable and try and work that into some of the marketing and advertising and communication that you do around that piece of it.

[00:39:02] Um, the other thing is if there’s not a big enough pain point, it’s very difficult to get anybody above you to take action. But if you can show some numbers, you know, I, I am, I love looking at Google analytics. I love looking at those kind of, uh, analytics and just understanding what what’s moving the business.

[00:39:18] If we can show, if you can show that there’s been a downward decline in social media engagement or traffic to the website or conversions on the website. Then you can agitate that pain point and say, look, you know, I actually think that there’s some things that we could be trying right now that might work, you know, could I have a little bit of the budget or could I have a little bit, or could we have one meeting that we kind of walk through this process to really understand what can help our product stand out?

[00:39:42] Because our product, our service, our offering is. Is in a Sieh of sameness. And if we don’t stand out soon, we’re gonna lose all the traction we built up. So it’s a little bit of a sales job to the people above you. But the other option is like, is there something, you know, it sounded like you had control over, over a segment of what the overall brand is doing.

[00:40:02] Maybe just try and focus that remarkability formula on that segment.

[00:40:06] Jeff Sieh: Mm, that’s good advice. Advice. I love that. I wanna flip that a little bit. so, uh, kind of have the opposite perspective here. So I collaborate with other creators and we talked about how great it is to have a podcast and a live show because you get like free consulting, which is what we’re doing now with rich.

[00:40:21] Um, and I have a weekly mastermind as well, but I’m. Would be considered like a, so entrepreneur or a personal or a business brand. So sometimes it’s hard to get out of your own head. And that’s why I love masterminds. That’s why I love doing what I do. Do you have any resources or consultants to help, you know, guide me through this remarkability formula?

[00:40:40] Do I just need to buy your book? You know, Where can I find

[00:40:43] Rich Brooks: out more? So the book is unwritten. It is a plan. So the book three, the, uh, the, the, what is it called? The lead machine? What is my book called? Um, that is more about straight up digital marketing. How to develop a digital marketing strategy for your company and to put it out in the world.

[00:40:59] The remarkability formula is a book that’s up here. So it is not available on Amazon at this time. Um, I do have a, my agents of change is also a podcast and episode 400 was about the remarkability formula. I mean, obviously you could watch this again and go through it. I am working on a worksheet or a workbook, but it is not available.

[00:41:19] So, um, I love talking to people about the remarkability formula. So let me just throw it out to your audience. If people wanna book. Free time with me. They can, I’ll take a limited number of people who are watching this, whether it’s live or on demand. Just reach out to me through my website, which is right there.

[00:41:35] Take flight.com. Find the contact form, reach out to me, uh, or find me on social media. I am the reach Brooks everywhere. Um, and I’d be happy to take on a few people and just do a free consulting as I’m continuing to capture more stories of remarkability anyways. Um, but no, the book is not available. The movie is not yet available on

[00:41:53] Jeff Sieh: that.

[00:41:53] Netflix, the rights. Yeah, you gotta fill the rights, get the rights out.

[00:41:55] Rich Brooks: So I would, it was goal for 2023 at this point, Hudson. Gotcha. Gotcha. Just

[00:42:00] Grace Duffy: upload your brain to the cloud. That’s right. Amazon, AWS, just rich to Amazon directly.

[00:42:06] Jeff Sieh: Okay. Instead of Google, just be Brooks, we’ll just say, Hey, did you Brooks it today?

[00:42:09] And I’m like, yeah, we did. So. Yeah, we did. We do have some que now, Robert, once again, he asked some great questions and Robert, no problem asking questions, ask as many as you want. And I’m gonna read the first one and then we’ll put up the second one, cuz it kind of broke a little bit. He goes, uh, thanks.

[00:42:24] Rich, Jeff and Grace. Uh, rich is correct in his interpretation of my question. I understand his answer. The struggle is identifying in competitive industry where the barrier of entry is solo. It is, uh, and I’ll pull up this as, um, As if identifying what’s remarkable is enough when competitors are offering similar response to stand out.

[00:42:45] So you’re in that crowded marketplace, you have those remarkability things, but how do you get that visible? I think is what Robert is kind of asking. Well, I think

[00:42:54] Rich Brooks: there’s two things that Robert might be asking. One is how do you make it visible? Or how do you communicate it? And the other piece would be is, you know, what, if your competitors are basically saying the same thing.

[00:43:03] So if your competitors are saying the same thing or. Then you’re not remarkable, no offense. Uh, if your competitors can replicate what you’re doing very quickly, then again, that’s not very remarkable as far as the formula goes, because if anybody can do it with very little effort, then it’s not gonna stand up.

[00:43:21] That whole idea of like creating that unas, saleable position in the marketplace in a very competitive market. It is very difficult. Like this is something that helps some companies more than others. Like almost anything out there. Um, I would see what I could do. To, um, Really find something that they can’t compete with, and this might end up being a job for forge.

[00:43:43] So for me, it was putting on a conference, um, maybe for somebody else it might be, and I don’t know your industry, but, um, is there something where you could have a scholarship to bring people up into this industry? Not that another company couldn’t do it.

[00:44:00] But if you do it first, you’ll be known as the company that did that. So there are things that you could get creative about and be known for. Oh yeah. There’s a million people that sell that widget, but did you know, they’ve got a widget scholarship and they bring, um, they take 20 underage, uh, underprivileged kids and put ’em through college for this particular, uh, course load.

[00:44:19] I’m just obviously riffing here, but those are the kind of things that would help you stand out that it’s not that your competitors couldn’t do the same thing, but they would look like copycats. So they’re probably not gonna do the same thing. Just like Barilla pasta. Any other pasta company could also create Spotify playlists, but none of them would get the recognition.

[00:44:36] Rightly so at this point, because B did it first.

[00:44:40] Jeff Sieh: That’s awesome. I would love for you guys, uh, down in the comments, uh, tell us why you are remarkable. What is it about your business? If you’ve been listening to this and going, like, you know, I’ve kind of done this already, maybe kind of the focus. I would love to know what that is.

[00:44:52] Uh, and I’d like Sabrina. I have a good idea of what yours is because you show up every week. Um, so, um, I would love it though, to put that in the comment. So wherever, wherever you’re watching. Drop in why your company or your brand is remarkable down below, cuz I I’m sure rich would love to see that as well.

[00:45:08] So absolutely. Sorry, Grace. I jumped, I jumped the gun on you. Oh

[00:45:11] Grace Duffy: no, that was perfect. Absolutely. Well, because I mean, we you’ve given us some really great examples already, but I wanna give us some other examples of, of brands or clients that are employing the remarkability formula and doing it remarkably.

[00:45:26] Rich Brooks: Uh, clients of mine. So one, I was actually on the phone with yesterday. Uh, this is an exam prep company for a specific industry, and they were the default, uh, exam prep company for this particular industry for years. You know, if you wanted to get your certification, everybody went through this company. Um, it was a tough exam prep and a lot of people complained that it was too difficult.

[00:45:49] Well, when they came to us, they had started to lose market share. And it was because there was a number of upstarts that we’re talking about, that the other one was too hard. It took too long and they had created a, you know, basically a minimal competency exam prep. So you would. You would pass the test, which is all you really wanted to do anyways, with these hacks on how to pass the test.

[00:46:11] And they were like thinking of changing their business model to, to basically make their test easier. And my recommendation, which they thankfully went with was actually, you should lean into it. You’re not really difficult. You’re the most rigorous. And we even gave them a tagline to use when you’re prepping for a career, not just an exam.

[00:46:30] The bottom line is those competitors are going to take some business away from them because they are, but we are gonna go after the best possible clients. We’re gonna go after the industry leaders who are going to be doing the recommendations down the road, and they agree that they want to be.

[00:46:48] providing exam prep for the people who are really gonna be the best of the best. So, no, they can’t be everything to all people, but they can kind of what makes ’em remarkable is already there. And then honing that message and communicating that message. That’s the other key thing too. So that’s one example of a company that’s been doing it that almost did the wrong thing and tried to be all things to all people, but instead came back to the roots and just did a better job of identifying what made them remark.

[00:47:16] and then naming it. And the other thing is they have like one of the highest pass rates. They have the highest pass rates. It’s almost a hundred percent, uh, they’re actually part of university curriculum. So if they had given up what made them remarkable, they would’ve lost a lot of that. So, and they have a money back guarantee if you don’t pass the test.

[00:47:32] So I’m like, there’s no reason why people shouldn’t be using you.

[00:47:36] Jeff Sieh: That’s great. So I wanna bring up, I was thinking about, I think COVID, um, really. It like people went through the fire, they actually a forage, almost like you were talking about it, caused them to change their model or rethink it and how to do it.

[00:47:51] Like some of my friends who are artists, like they were teaching classes in like a municipal building. I mean, they would come in, they’d have painting classes, whatever sure that ended. And it, it wiped out a lot of them, but the smart ones were going and making. Uh, they were doing the live trainings online.

[00:48:07] They were taking supplies and dropping them off at certain locations. And they had a subscription service that they went to. And so, and that made ’em more remarkable and that gave them a huge customer appreciation that during this time, these people could still be creative, even if they’re stuck at home.

[00:48:22] And so I think that pivoting is also a big part of that too, is like, okay, how can I be remarkable in a crisis?

[00:48:29] Rich Brooks: So, right. Well, and that comes down to your ability to adapt and change. And just being able to roll with the punches pivot is a word that some people almost are get triggered by, but yeah, pivot.

[00:48:39] Absolutely. Um, and it brings up really an interesting story and another one of our clients actually. So, uh, I don’t know how much time we have left. I’d love to. Yeah, good. So, um, we had this brand new client, um, and she came to us. She wanted, they, they were launching their website. Uh, they were launching a business.

[00:48:55] They wanted us to launch a website. They wanted us to do a logo for them. Um, and so we did it, it was this plumbing company outta Pennsylvania. And literally as they’re opening their doors C hits, there’s no events to sponsor. There’s, you know, nobody wants service people in their homes. They’re like floundering and she thought digital marketing was gonna be this like.

[00:49:13] The, so that would fix everything. And, you know, I had to explain to him like, yeah, SEO and local SEO will help, but Google doesn’t know you, it doesn’t trust you yet. It’s gonna take six months or longer for you really start getting some good traffic from the search engines. And she had spent all her money on this, um, Jetter truck, this really powerful piece of equipment.

[00:49:33] So she didn’t have a lot of money spent on Google ads or Facebook ads. And, and she was like really getting frustrated and I felt bad. There was not a whole lot. I could do. Mm-hmm . About this time. Uh, we had a pipe burst in our house and no, she did not come up from Pennsylvania to Maine to fix. but, uh, my girlfriend’s daughter was living with us at the time and she, before COVID closed down, the schools was taking a plumbing class just by chance.

[00:49:56] And she felt, she knew how to fix this pipe. We had, uh, but she didn’t have the right tools. So she calls up her professor. And again, COVID. He drops this specialized piece of equipment on our front steps. She goes out and gets, it gets to work. And I said, oh, you know, I kind of wish we could FaceTime with your professor so that or teacher so that he could walk us through this.

[00:50:18] Now, as it turned out, she didn’t need any help. She, she totally nailed it. Fix the, and fix the, uh, leak right away. But it was an aha moment for me. I ran upstairs, I got on the computer. I reached out to this woman and I said, I think you should. Offering virtual service calls for free, and you’ll walk people through any repairs they can do themselves.

[00:50:37] And you only come out to the house if you absolutely need to. She loved this idea. We promoted on the website. We promoted through social media and literally as if the. The planets aligned the very next day, somebody took her up on this. She was savvy enough to videotape the zoom call that her husband was doing with the homeowner.

[00:50:56] We edited it down. We put that on the website, we put it up to social media. We sent it out to the local press and they picked it up as a story of a, you know, feel good story of a local company, small business that had pivoted. And now they were, this was what they were offering. And. It really took off. I’m very pleased to announce it.

[00:51:14] Now, couple years later, they have 10 X, the number of reviews of anybody else in the area. And they have so much business they’re looking to hire like everybody else is. So I’m not saying it was because of my aha moment, but it was finding that element of remarkability and offering it and communicating it clearly to their audience that really started the ball rolling in the right direction.

[00:51:38] Jeff Sieh: That’s awesome. I love those. I love that story. I love those stories. And by the way, we have stories from our amazing audience that I wanna make sure to talk about before we wrap up the show, uh, Sabrina goes, uh, 12 years in business and I know, I mean, 13 years in business that she’s done, that makes her remarkable, but because she is.

[00:51:54] Uh, easy to reach each day, turn on a dime, move clients to newer, uh, social media solutions when they, uh, debut, uh, give them more than promise minority and women own business in love with social media and what it does for her clients. And she is that and more, uh, I see her a lot. Thanks for watching over on LinkedIn Sabrina.

[00:52:12] I. We really appreciate all your support. We’ve got our friend, Jim Fu, he goes, I am remarkable because of my Marine Corps’s training and, uh, experience in leadership. So I love his tagline. It’s marketing the Marine Corps way. I think that’s just great. That’s great. Yeah, it is great. Thank Jim for your service too, by the way.

[00:52:30] Um, And then, um, Gary stocks then says in quarter one, we moved to 25,000 unbanked credit, invisible people into the credit system with Experian go that’s societal change. And that is remarkable. And absolutely, and Gary is just remarkable anyway. So, uh, and we have, um, let’s see, RS is,

[00:52:48] Grace Duffy: I think Robbie says. He says I’m remarkable because we focus on self-care and making natural skincare products.

[00:52:55] We stood out by making natural soaps that look like food. For example, donuts. Syon watermelon, watermelon icy. Oh my gosh. Do they smell like food? Oh, they look like food or do they smell like food

[00:53:06] Jeff Sieh: too? Yeah. That’s the last thing we need on this show cuz I, yeah, I can’t and then I can’t eat it. That’s the thing.

[00:53:11] So that is really cool. That is really cool. So rich before we wrap up everything. Thank you for getting us to think about this. I guess you kind of almost need to do an audit with the remarkability formula. Do you do it like every six months, every quarter? How do you kind of think about that?

[00:53:27] Rich Brooks: I would recommend that it, the answer is, it depends.

[00:53:30] So I would say that. If you start feeling like you’re not getting the same results that you were getting, or you see other competitors move into the marketplace, those are times where you really need to reflect inwards and, and really determine what makes you remarkable. And again, it’s, once you’ve done this work, it’s about communicating it to your ideal customers.

[00:53:50] That’s the critical thing. So that’s where the social media and the digital marketing piece comes in. Um, It’s anytime you feel that pain point, or maybe you just get in the habit of setting a timer for every six months, it’s just taking a look and maybe getting ahead of it a little bit and saying like, are we still standing out the way that we want to?

[00:54:06] Awesome.

[00:54:07] Jeff Sieh: Well, rich, thank you so much for being here and letting us pick your brain. about being remarkable. Uh, tell before people we sign off, let people know where they can find all things, rich Brooks and where to connect with.

[00:54:20] Rich Brooks: sure. So I’m on every social media channel as the rich Brooks, but LinkedIn is kind of my jam.

[00:54:26] So I’m most likely to respond there. Uh, if you do reach out, just let me know where you heard me. So mention the show. Um, and if you wanna check out my agency website, uh, it’s at take flight.com, which they’re showing right now. And if you like podcast check out the agents of change podcast, the agents of change.com.

[00:54:44] Jeff Sieh: That’s an awesome, awesome podcast. And, uh, she does say they, they smell like the. Like it too

[00:54:49] Grace Duffy: food too. Yes. They smell like the donuts and the cinnamon and the water. Okay. Could not hand. All right. We gotta wrap up the show. Jeff is gonna start eating his

[00:54:57] Jeff Sieh: microphone. I’ll start eating soap. Yep. That’s what’s gonna happen.

[00:54:59] Um, so where can people find out about you? Grace? Where’s the best

[00:55:03] Grace Duffy: place can find me here next week. We are, we will be going live again Friday, July 22nd, 11:00 AM. Eastern 10:00 AM central. And I’m working a. Yeah, we will. We, we’re gonna come back to Eli. I love this show. I love half the time. I forget that I’m hosting.

[00:55:19] I’m just sitting here listening. I know I’m taking notes. Jeff takes me off camera cuz I’m just like what?

[00:55:25] Jeff Sieh: Yeah. So, and don’t forget that you can get Rich’s book down below. If you’re watching on Amazon, if you wanna go over to Amazon and get it, go to Jeff c.live that’s S as in Sam, I E H I before E especially in C, that way you can go over there and.

[00:55:39] Get that book. And also don’t forget, we are a podcast and we would love for you guys to give us a rating and review, uh, just search for Social Media News, Live on all the, uh, podcast apps and we should be there, uh, and appreciate all you guys. Thank you. Uh, Martin. Thank you, Gary. Uh, Sabrina, all the folks in the comments for your great questions.

[00:55:57] Uh, we appreciate you and we’ll see you next week. Bye everybody. Hi everyone. Ecamm

[00:56:02] Rich Brooks: live first, you can connect your pro camera and then bring that into zoom via Ecamm Live’s virtual camera feature. So you can add your logo to the corner and you can even add a QR code or swap it out with your social media handle.

[00:56:14] In fact, you can drag and drop any image or video, even gifts, and you can add a PDF PowerPoint or keynote presentation here. So you don’t need a videographer producer or an editor to level up your zoom meetings. You just need Ecamm live.

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