Can’t Catch Two Balls

You Have a Content Marketing Strategy Whether You Realize It or Not

This growth nugget goes into crystal clear detail as to a potential customer’s acceptable pace of delivered content, whether verbal, textual, or video.  What was acceptable methods of absorbtion just a few years ago is now instantly shunned.

Although this data has been out for some time, shockingly, the majority of content today is still delivered in the “old-school way”.  Ever notice that all major information-based websites and television programming have positioned some form of “pattern interrupt” after every two or three paragraphs, or sixty to ninety seconds?

This growth nugget explains how and why companies, like major magazines and newspapers who make 100% of their revenue in proportion to how much of their content is consumed, only deliver bite-sized chunks of information at any one time.

This nugget is worth the price of admission and needs to be shared with everyone’s marketing and advertising departments.

(0:00 – 1:12)
Why exactly do people buy from other people? If I was to say, you know, does everybody listening to this consider themselves a salesperson? Usually when I do this from stage, I’ll get 10-20% of people raise their hand. And then I go on to a little monologue that says, no, everybody raise your hand right now because I think you have sold or are still selling on someone on dating you or marrying you. I think you’ve sold kids on behaving.

I think you’ve sold banks on loaning you money. I think you’ve sold and are still selling and are going to sell till you leave the planet with your boots on. So, we are all salespeople.

And again, Brian Tracy says the definition of sales is a transference of feelings. What are some things we can actually physically add into our narrative, into our messaging that can guarantee some explosive growth? The question again is what can we add to our narrative? I want you guys to look at your company and look at your messaging. Look at your narrative moving forward as throwing out tennis balls.

(1:12 – 1:35)
If you’re going into the market and instead of throwing messages at people or paragraphs of information, each chunk of info is a tennis ball. What I want to kind of set the stage is there is a thing that we do called snap. And snap is when five people get together in a circle.

(1:35 – 1:55)
They’re all facing each other, usually in a ballroom. One person kind of wears a funny hat and they run all over the room and they go to another circle. They leave one circle and they go into another circle, sit in an empty chair, and they deliver what’s called their snap to four complete strangers.

(1:56 – 2:26)
The snap is pretty much your elevator pitch. It’s your 30 to 60 seconds. Who are you? What do you do? You know, it’s your message.

It’s your message. What I want to do is I want to cover what I teach of something that could be interjected in a snap that I have found makes a tremendous amount of difference in people remembering that elevator pitch, remembering what you do for a living. And to me, this is mission critical.

(2:26 – 2:32)
Let’s start with this. I want everybody to pretend I’m sitting to your right. We’re at a conference or something.

(2:32 – 2:51)
With absolutely no notice, I grab four tennis balls and whip them at you as hard as I can. Then I say, are you going to catch any? The odds are strong that you’re going to go into a defensive position to block the four tennis balls coming at you at the exact same time with no notice. You’re probably not going to catch any.

(2:52 – 3:42)
But if I stop and say, can you do me a favor? Can you put your can you put your hands together right in front of your chest and make up, make it like a cup, like you’re going to grab some water out of a river stream to drink. And then I’m going to very slowly throw you one tennis ball at a time. I’m going to lob it to you.

Do you think you’ll probably catch it? The key is, if you hold your hands out and I alert you that I’m about to throw you a tennis ball, the odds are really good you’re going to catch it. But if I just shotgun rattle at you four tennis balls at the same time, the odds of you catching any is pretty close to zero. I want to I want to drill this down right now into this this snap scenario.

(3:42 – 3:49)
What I want you to do is I want you to picture yourself. You’re sitting in a circle. There’s there’s five chairs and all the chairs are facing each other in a circle.

(3:50 – 4:08)
There’s there’s four people in chairs, but there’s one chair open. Then all of a sudden somebody blows a whistle and a stranger wearing a funny hat, because the people that have to run around are signified by the funny hats.