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On this episode of the Advanced Selling Podcast, we hear the live story of Bill s first look at his daughter at his wedding.
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That is must-see TV, by the way.
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Go to Bill s LinkedIn feed to check that one out.
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We debate the awkward spelling of last names, including the silent F. And our topic today is about omni-channel brand building.
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Where should you be and how often?
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A listener-inspired show to help you build your personal brand.
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast.
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We are happy you are with us and we re happy to be here.
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I m Bill Kasky.
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I m Brian Neal.
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Every week for 15 years, we have showed up
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Shown up.
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Shown up.
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Shown up at your digital doorstep, and we want to bring value to you every week.
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We release every Monday, and we re really glad you re here.
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If you re brand new, go to advancedsellingpodcast.com.
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There should be some goodies there for you to help you get acclimated to what we talk about, why we talk about it.
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If you re a return listener, we are grateful.
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We have an ask.
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This is an old ask.
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We ve done this in the past.
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And we ve stopped.
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We don t want to wear the audience out.
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Bill brought this up.
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I thought it was a great idea.
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We want you to send us.
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We love taking listener questions.
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And we want you to send us an audio listener question.
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And you can do that on your voice memo thing on your phone.
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Put your earbuds in, AirPods, whatever you want to call them.
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Record your little MP3.
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Is it MP3 at that point?
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Yes, it is.
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Or you can order up a $900 Rode microphone like you have, Brian.
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Is that all these are?
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$900?
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Holy cow.
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I think total.
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I think Joe Rogan gets his for free.
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He s sponsoring.
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You think?
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I think he does.
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OK.
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But send us an audio question.
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And all you got to do is say, hey, Bill.
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Hey, Brian.
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This is Tom from Arkansas.
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And I got a question.
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How should I handle it?
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Just give us that.
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We ll play that little snippet, and then we ll answer your question.
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OK?
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Audio questions.
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please email them to listener at advancedsellingpodcast.com.
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Email your audio question, listener at advancedsellingpodcast.com.
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Then you can tell all your friends, including your parents, that you re famous.
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And if you want to do something really funny, tell your mom you re going to be on a podcast.
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And watch her try to figure out what that actually means.
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I should speak about my own mom.
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Pod what?
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How do I get the podcast?
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Well, I m there, honey.
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Well, no, when I m pushing, I don t see play.
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I don t see play.
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Where do I push play?
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It s the big triangle facing to the right.
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I don t see it.
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I don t know what the numbers are now about how many people listen to podcasts.
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It s gone up a lot.
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Yeah.
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But still, I was at a wedding the other night, the other day, not my daughter s, but a couple of weeks prior.
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And we were sitting at a table with eight people who were all
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pretty, you know, well savvy business people.
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Not one of them listens to any podcasts.
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Now, I m not saying they didn t know how to, they just didn t.
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And so I feel like, yeah, a lot of people are listening, but there s still a lot of people that don t.
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So if you re going to be bragging about being on the advanced selling podcast, you get met with a blank stare of what?
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Don t, don t, don t,
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Don t get mad.
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Just get even.
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I always say that when I don t understand what my kids say.
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Your what hurts?
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Because one of my buddies in college used to say that.
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I have no idea where that came from.
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Speaking of.
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Probably SNL.
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Your daughter has a new last name, doesn t she?
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She does.
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Can you talk about that a little bit if you re comfortable, if you re not?
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Because you put a video up that made me cry.
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I m a very sappy human, and seeing your daughter for the first time in her wedding dress.
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My daughter got married at the end of July out in Telluride, Colorado, a beautiful, beautiful place.
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I ve heard all about it, but I ve never been there.
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She lives in Denver with her fiance, now husband, and they did a sunrise wedding in the San Juan Mountains outside of Telluride.
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And it was a beautiful day.
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It was just a wonderful experience.
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And I was asked to give the officiant remarks to officiate the wedding.
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I did okay a couple times, I just couldn t hold it together.
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But it was an awesome week.
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And one of the things that we did was we did a first look where the bride s father gets a chance to see his daughter in the wedding dress and we filmed that.
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And it got like 30, it s up to 32,000 views on LinkedIn now.
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And you and I are always trying to figure out how to get to 1,000 or 2,000.
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Exactly.
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We put something up there that has nothing to do with us or training or coaching, and it gets 30-some thousand.
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It ll probably be up to 40,000 soon.
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It was Bill s stunt daughter.
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You didn t know that.
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It was a stunt.
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It was a film.
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We did that to try to get listeners.
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That s right.
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Yeah.
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But we had, and to those of you who commented on that post, thank you very much.
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If you want to see it, go to Bill Kasky on LinkedIn.
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But had a lot of podcast listeners.
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I recognize some of their names.
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Very generous with your thoughts.
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So it was an awesome, awesome week.
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She s now Cody.
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She s not Cody.
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She s Kara Kempf.
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Her husband is Cody.
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K-E-M-P-F.
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Perfect.
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Kempf.
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Do you say the F?
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Are you sure?
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I don t think you do.
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Well, I m still trying to work that out.
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There s a lot of German people where I m from.
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And I think it s just Kempf.
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You know?
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I think they pronounce it a slight F. Do they?
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It s a slight F, yeah.
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It s good, of course they do.
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But I m still trying to work out, is it Kempf?
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Is it Kempf?
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Yeah, but where is it?
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I just call him Karen Cody.
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Karen Cody.
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He s a C Cody, I take it?
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He s a C Cody.
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She s a K Kara, and then Kempf is a K, so what s her middle name?
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Marie, she went from KC to KK, and he s CK.
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She s KC, he s CK.
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Oh, that s fun.
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It s always bad.
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I feel bad for, like, I hate my last name.
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It s so boring.
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It s nasally.
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There s no cool way to say it.
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And then my wife s maiden name is Summers.
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Much, much cooler name.
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Stephanie Summers.
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Isn t that nice?
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Stephanie Summers is so nice.
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Stephanie Neal.
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Oh, it s horrible.
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Neal?
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That s terrible.
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It s so bland, so boring.
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It s nasally.
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It s the nasally part I can t stand.
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And it s spelled wrong.
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There s an E on the end.
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If you haven t watched- Well, your first name s spelled wrong too.
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It is, so it s my middle name.
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You know what my middle name is?
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No.
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You don t?
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No one else in here knows.
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Roger?
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It s actually Scott with one T. Oh my.
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My mom was one of those people.
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Oh man.
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Yep, Scott with one T. Gotta try to be different, don t we?
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And there s like 11 Bryans in my class.
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Like, we re trying to be different, you know, and all there s- Bryans gonna be like Fred and Oscar for me.
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You know what I mean?
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Just a same old name.
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Names are interesting, aren t they?
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And probably when you spell your name out for somebody at an official certification, it takes 15 minutes.
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Because no, no, no, not two T s, one T. Well, no, it s not a Y. It s an I. It s not an I. It s a Y. I just go there.
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Oh, there is an E on Neil.
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Yeah.
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A kid I played football with in seventh grade, at the end of the season, asked me what my last name was.
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Because everybody calls me Neil.
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His name is Randy Edwards.
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He wasn t a very bright kid.
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Hey, Neil, what s your last name?
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I m like, Neil.
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He goes, I thought that was your first name.
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I m like, we ve been on the same damn football team for eight months, dude.
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Come on, Randy.
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Randy.
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Here s an Evansville name for you.
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Cousin Randy.
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Geez.
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Oh my gosh.
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He s probably a listener now.
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No, he s in Australia.
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Well, he might be a listener.
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I don t know.
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He lives in Australia.
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That s all I know.
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Randy Edwards.
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Oh my gosh.
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Anyway, we digress.
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We have a topic somewhere in here, don t we?
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We re going to talk about, kind of inspired from the LinkedIn group.
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By the way, if you re not in our podcast LinkedIn group, you got to go hop over there.
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We got some really cool stuff and we re going to keep adding more things there.
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So there s a benefit to being there for you.
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One of our long-term listeners, very good client of ours,
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part of the insider group.
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Her name is Karen.
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Leave her last name out.
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She didn t get permission.
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Karen B. Put something in there.
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Is that right, Rachel?
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I m looking at her producer.
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About the sort of omni-channel reach.
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Where should I be?
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What should we be doing as sales professionals?
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Should we be on the phone?
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Should we be on LinkedIn?
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Should we be on Instagram?
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Should we be doing videos?
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Should I be on Zoom?
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Where should I be?
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Because I can choose all these places as channels.
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Omni.
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as the sitting former Latin Club president on this podcast show.
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You weren t Latin Club president, were you?
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Omni we know means everywhere.
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You re the only one on the show.
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All.
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Means all.
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Nerd alert.
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Nerd alert.
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Omni means a lot, doesn t it?
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Yeah.
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Omnipresent.
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Omnipresent.
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Omniscient.
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Omnificent.
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All-knowing.
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All-encompassing.
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Ubiquitous.
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Ubiquitous.
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Oh, wait a minute.
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That s not omni.
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Omnibiquitous.
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Anyway, so the question is, what channel should I be?
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Where should I be?
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Well, I ve got LinkedIn.
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I ve got YouTube.
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I ve got all these places.
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Instagram, Snap.
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And you said something interesting when we started.
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You said, I think you and I will have a different take on this.
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I think we might.
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Yeah.
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I don t know.
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Maybe not.
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Maybe not.
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I don t know what my take is, because it s all changed so much since I had a take.
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Yeah.
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Oh, that s, yeah.
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And so now the question is, where should you be?
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Or should you be anywhere?
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Yeah.
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Should you be anymore?
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Should you go dark, silent?
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Here s my take.
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And this is a great episode for me, because I think I m going to learn in this episode.
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I have always taken my own advice and given the advice of, go to the channels where you are the most comfortable.
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Of all those channels, you probably have a certain comfort level on one or the other.
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So my two channels that
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I m the most comfortable at are podcasting and LinkedIn.
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I feel very comfortable podcasting, and I feel very comfortable on LinkedIn.
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YouTube, I don t watch YouTube.
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I don t go to YouTube.
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I don t necessarily understand YouTube.
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It s not my deal.
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Instagram, I just don t do anything on Instagram.
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Every time I do a story, the tediousness of it just makes me want to throw my phone.
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You don t enjoy it.
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Oh my gosh, I can t stand it.
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And I watch these influencer people, and I just think of all the effort it takes them to put all that.
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And it s never ending.
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You can t end.
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If you re an influencer, you have to keep doing it.
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So my take in the past has been, this is where the learning is for me.
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I m going to pick those two, and I m basically going to shut the rest of them out or off.
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I just don t pay.
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I don t go to YouTube.
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Maybe that s wrong.
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Maybe I should think of this a different way.
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Bill, I m looking for coaching help.
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Brian N. from Indianapolis.
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Thanks, Brian.
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It s N-E-A-L-E.
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Scott, S-C-O-T-T.
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Yes.
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OK.
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So you ve posited there that you have concluded that LinkedIn and podcasting are your two primary media channels.
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Correct.
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Podcasting and LinkedIn.
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You got it.
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OK.
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So what s so wrong with that?
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That s what I don t know.
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Am I missing something?
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Is my closed mindedness here, my stubbornness to like,
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put that stake in the ground and go, those are the only two I like.
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Instagram s too hard.
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YouTube is, you know.
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Maybe that s wrong.
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Maybe I need to be more open or find a better way to.
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That s probably it.
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You know?
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Yeah.
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That s probably it.
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That is for me.
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And I know Travis helps me on a lot of this.
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And like, podcasting is easy for us.
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And it s easy, creating audio of any kind is very easy for us.
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Creating simple videos where you have a selfie stick and you have a video and a microphone and you re doing two or three minutes on something is easy for us.
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When you start doing 10 minute videos that have to be enriched a little bit, they ve got to have lower thirds, they ve got to have production quality, you ve got to have music and front rolls and back rolls, that s when things get really complicated.
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And we have not done many of those.
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Now, I do think, though, there is something to what you said there about, well, are we just taking the easy way out, doing what s comfortable for us?
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Because what if all of our clients are on YouTube searching for sales podcasts?
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Well, they re not going to find us probably on YouTube searching for sales podcasts.
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And so I think we have to understand, and this is something that I m getting my arms around, too, we have to understand that
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Not everybody goes to LinkedIn or listens to podcasts.
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And you could say, well, I don t want the people that don t.
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OK, but is there a way we can be a little bit more omni-channel-esque in our approach and not feel like we have to create a whole new series for LinkedIn and then a whole new series for YouTube?
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The question is, can we promote the podcast on those other channels and use the podcast as kind of like the center point?
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Yes.
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And I think the answer is yes.
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But you ve got to have people.
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You ve got to have a team.
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You ve got to have a person.
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Because if you try to do it all yourself, you go batty.
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Yeah.
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And what s great about that these days, and now this is starting to make me feel better, thank you, is there are people all over the world that do this sort of work for a living that aren t that expensive to do, to use.
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You know what I mean?
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So you can find someone to follow you around, shoot video.
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A little expensive, but maybe not crazy.
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Or you can find someone that can take a piece of content, a video that you shot, for instance, and that can aggregate it to all the other mediums.
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They can actually do the physical posting.
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So they can make your Instagram story.
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They can put the LinkedIn post up.
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They can put it on YouTube.
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which to me makes me much more relaxed.
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If I can just go about my day and do my thing, record the podcast, but then trust that it s going to all these other places, I m not against those things, it s just personally I m not in it.
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And is that okay, though?
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I m still like, I m not gonna go to my YouTube and answer all the comments.
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But then I m like, is that lazy?
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No, but here s where I think a lot of our listeners are.
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I just suspect that they are at a place where they probably know they need to be doing more on certain platforms.
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Yes.
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Let s just use LinkedIn since I feel like we ve got, what, 12,000?
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tribe members, people who have joined our group on LinkedIn.
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So obviously most of our people listening are on LinkedIn.
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So the question I would have is rather than saying what should I be on TikTok and Facebook and all those other places, are you leveraging the you know what out of LinkedIn?
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Because Gary Vaynerchuk, who I really do like and listen to, he says there s two platforms that are underutilized right now, TikTok and LinkedIn.
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SPEAKER_01
And the reason he says TikTok is because there is a massive number of consumers and not a lot of creators.
1
SPEAKER_01
It s the same way on LinkedIn.
1
SPEAKER_01
Massive amount of consumers, only 3% of the people on LinkedIn actually create anything.
1
SPEAKER_01
So you ve got this big gap between consumers and creators.
1
SPEAKER_01
So if you can become a creator, and by creator I mean just posting good quality content on LinkedIn, you will get your content shown more likely than you will on Facebook where there s a lot of consumers and there s a lot of creators.
1
SPEAKER_00
That s really, really good, yes.
1
SPEAKER_00
And he s very into the small bits of consistent action.
1
SPEAKER_00
Gary Vee is.
1
SPEAKER_00
His little $1.98 strategy, which simply means you give your $0.02 to 90 posts a day.
1
SPEAKER_00
But most people don t have the energy to do that.
1
SPEAKER_00
The $1.80.
1
SPEAKER_00
Sorry, I misspoke.
1
SPEAKER_00
The dollar page search.
1
SPEAKER_00
Yeah, $1.80.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
Which works.
1
SPEAKER_00
And you just comment, and you talk to people.
1
SPEAKER_00
That s the part, too.
1
SPEAKER_00
I m like, OK, that sounds really good.
1
SPEAKER_00
And then putting that in a practical application.
1
SPEAKER_00
But that s what we do.
1
SPEAKER_00
You ve got to work for this stuff.
1
SPEAKER_00
Put some effort in.
1
SPEAKER_01
Yeah, and I think you also mentioned the five posts a day or three posts a day.
1
SPEAKER_01
I was listening to John Lee the other night.
1
SPEAKER_01
He s a social media guy from England, really, really bright guy, has five or six million followers on Instagram, has a 10, 15, $20 million consulting business.
1
SPEAKER_01
And he says, you need to be posting five times a day on your favorite platform, be it Instagram, Facebook, LinkedIn.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
five times a day, three to five times a day, so let s say three.
1
SPEAKER_01
And he s not talking about, though, creating a masterpiece Nobel Prize winning video three times a day.
1
SPEAKER_01
He s talking about a quote, a quick text, it could be a video, something that is constantly going out and letting the platform know this is someone who s to be reckoned with and the more you post, the more people are gonna see it.
1
SPEAKER_01
Once a month doesn t quite do it.
1
SPEAKER_00
No.
1
SPEAKER_00
No.
1
SPEAKER_00
And I think that s if you re listening to this and you re thinking, because some of you listening aren t even.
1
SPEAKER_00
You re scrolling everything.
1
SPEAKER_00
You re not participating in anything yet.
1
SPEAKER_00
And that s a free of judgment statement.
1
SPEAKER_00
That s where you are is where you are.
1
SPEAKER_00
The good thing about any of these, you can start tomorrow.
1
SPEAKER_00
You can start today.
1
SPEAKER_00
You can start as soon as you re done with this podcast.
1
SPEAKER_00
recording your own podcast or putting up an Instagram post.
1
SPEAKER_00
But you think of the consumption versus the production.
1
SPEAKER_00
Consumption.
1
SPEAKER_00
Most of us consume more of the stuff than we produce.
1
SPEAKER_00
And think about just amping that ratio up a little bit is all, consistently for a long, long period of time.
1
SPEAKER_01
That s a great way to look at it.
1
SPEAKER_01
For every hour you spend consuming something on media, you should be spending either replacing that hour or spending another hour creating.
1
SPEAKER_01
Think about where we would all be if we were one-to-one.
1
SPEAKER_01
We re not saying don t consume.
1
SPEAKER_00
We re just saying create for every minute you re consuming.
1
SPEAKER_00
I love that.
1
SPEAKER_00
Creation to consumption ratio.
1
SPEAKER_00
You want to do that?
1
SPEAKER_00
You got yourself a book there.
1
SPEAKER_00
We ll do it together.
1
SPEAKER_00
We re going to write a book.
1
SPEAKER_00
Bill and I are going to write a book called The Consumption to Creation Ratio.
1
SPEAKER_00
The one-to-one formula.
1
SPEAKER_00
The one-to-one formula for personal brand building.
1
SPEAKER_00
Check.
1
SPEAKER_00
See what we just did there?
1
SPEAKER_00
That s what we just do here.
1
SPEAKER_00
Hey, guy.
1
SPEAKER_00
This is how we do it.
1
SPEAKER_00
OK.
1
SPEAKER_00
What else we got?
1
SPEAKER_00
Oh, can I ask one more question?
1
SPEAKER_00
How do you balance the creation?
1
SPEAKER_00
Because I always feel when I m creating, oh, I m just answering my own question based on what we just talked about.
1
SPEAKER_00
I always feel like the creating part, I m like staring at my phone the whole time, right?
1
SPEAKER_00
So I m recording myself, blah, blah, blah, talking about the phone, phone, phone, talk, talk, talk, you know?
1
SPEAKER_00
And I m not present with the people around me when I m doing that.
1
SPEAKER_00
And I m in and around people most of the day, as you are too, right?
1
SPEAKER_00
So how do I balance that?
1
SPEAKER_00
But you know what?
1
SPEAKER_00
I ll watch TikTok for two hours straight.
1
SPEAKER_00
and love every minute of it.
1
SPEAKER_00
And I m not present when you re doing that.
1
SPEAKER_00
I mean, I m worse.
1
SPEAKER_00
That s right now.
1
SPEAKER_00
I am.
1
SPEAKER_00
I am sharing those with my kids and my wife.
1
SPEAKER_00
What are you laughing about?
1
SPEAKER_00
Nothing like liquids.
1
SPEAKER_00
Oh, that s funny.
1
SPEAKER_00
Yeah.
1
SPEAKER_01
All right, so I hope that helps.
1
SPEAKER_01
Omnichannel, we love the idea.
1
SPEAKER_01
Don t overwork it, but take what platform you feel like is really appropriate for you, let s say LinkedIn, and double, triple, quadruple down.
1
SPEAKER_01
Post something at least every day on LinkedIn, and watch what happens over 90 days.
1
SPEAKER_01
Watch what happens.
1
SPEAKER_01
Love it.
1
SPEAKER_01
See you next time.
1
SPEAKER_01
Bye.