Out-Teach the Competition Jam Session

Curt Anderson  

Happy Tuesday. Thank you appreciate each and every one of you. I know how busy you are for taking your time to join us for this fun little jam session. And man, I just I brought a powerhouse team. Gary, thank you for dropping your note. Do me a favor, guys. Great opportunity. If we were out in person, we’d be high fiving shaking hands, hand out business cards, drop your LinkedIn profile in the chat. Drop your website in the chat. We would love to know where you’re coming from. And again, connect with you got a bunch of new besties on the program here. So speaking of besties I’m going to do a comfortable intros here. So man, Laurie has been way, way, way too long. So thank you for joining us today. We have Lori Highby Founder CEO, marketing extraordinaire from Keystone Click coming to us from Milwaukee. Lori Good morning. How are you?

Lori Highby  07:30

I’m well it’s low wet here today. And because of that sometimes our Wi Fi gets a little crazy. But other than that doing good. Awesome.

Curt Anderson  07:39

Awesome. Okay, I’m letting some more people in. Hey, let’s let’s jump over to the west coast. So hey, Julia, my friend. How are you? We’ve got Julia Phelan, Dr. Julia coming to us from UCLA. She’s, she’s living large in Malibu. So all of us in New York, you know, Gary, yeah, right. Like we’re kind of in Malibu. Almost right. But, Julia, good morning. How Tuesday.

Julia Phelan  08:02

happy for you. Thank you. I’m amazing. I’m amazing. Happy to be here.

Curt Anderson  08:05

So you know what? Let’s go there. Julia, you have a company named 211. The T O, and then the word love and spelled out? Give us the short version. Why were the 211 come from for your business name?

Julia Phelan  08:21

Well, if you’ve ever heard of the movie, This Is Spinal Tap. There’s a scene in the movie where and it’s a sort of a mock documentary about a band. And there’s a conversation where two guys are talking and one of them is saying well you know, like, how loud can this go? He’s like, Well, it can go up to this level is like but you know, these go to 11 I was like, Well, why don’t you just make 10 the loudest and he just kind of sits there is like one of these go to 11 and we chose that name for our company really? Because a it’s kind of fun and be it just is it kind of it’s above and beyond mentality.

Curt Anderson  08:58

I absolutely love it. So guys, if you haven’t seen it, I should you know, I should add a clip right here. It’s one of my favorite books. You guys are familiar with that movie Spinal Tap, just type a spinal tap to 11. And so Julie is here to take you just whirring right past 10 We’re gonna go to 11. So speaking of hate, speaking of Malibu and Southern Cal Kim, just join us Tim Mann’s from California. Kim. Good morning. Happy Tuesday. Thank you for joining us. I think Jean Jones is in the house from Purdue University. Jeanne, happy Tuesday. Thank you for joining us. Speaking of Southern California, we have a Southern California gal who’s coming to us live from DC. Nicole Donnelly. Happy Tuesday. How are you my friend?

Nicole Donnelly  09:37

Happy Tuesday, you can take the girl out of California but you can’t take the California out of the girls. So I love Malibu.

Curt Anderson  09:47

Nicole, thank you for joining us. Nicole is the founder and marketing extraordinaire from DMG Digital. And so thank you for joining us. So you know what, guys, you know, let’s take a moment of silence right now. Lynn from Alaska just joined us she’s a fierce man factor and she, she’s a bra manufacturer at checkout where swoope.com and she is just a relentless Jesus. She’s my hero. We have all five time zones of the united states represented today. So hey, I bought a round of applause for all of you guys for showing up. Thank you very much. So Lori, let’s dive in. I know we’ve got a ton to unpack. We are here to talk about how can we build trust through educating our customers, you know, like, you know, I grew up with like, anybody saw that movie or that play Glengarry? Glen Ross, it was Alec Baldwin, he’s like, always be closing, always be closing with like, say, hey, let’s always be educating. Okay. So what do you how do you how do you recommend our b2b Industrial friends and family here on the call? How can we be those educators and start that marketing journey from that aspect?

Lori Highby  10:46

Yeah, that’s a great question. And one of the things that I always recommend to our clients is look at the questions that you’re getting asked, and start by just writing them down. And not only you, but everyone on your team, what are the who questions, the what questions, the one question that yes or no questions? And are there any emails that you’ve sent maybe in the last week, where you actually answered someone’s questions? If there’s any sort of trend that you’re seeing, that’s a great starting point for content? And actually, I just wanted to share this, I’m going to share my screen. Hopefully, I can do that even ask you if I could do that. But I’m going to anyway. I’ve actually started doing this on a weekly basis. And I’m getting some really positive feedback of once a week I just published on my LinkedIn, these were the questions that were asked, because the chances are, someone else is asking the same question whether it’s specific for my organization, or if it’s a best practice, but every single Friday, I just share a small post, here’s a couple of questions that I was asked. And all I’m doing is adding value and educating our my audience. So just think, what are the questions that people ask you? And then answer them. And that can be in a video, a blog, and email, you know, social media posts, there’s lots of ways that you can publish the answer to that question.

Curt Anderson  12:05

Well, I absolutely love that. You know what, and I’d love for you to answer one more question I should have asked in the first round. Lori. Hi, be my friend. Can you Keystone click. So Laura, you guys are just coming in. Again, drop your LinkedIn in the chat. I’d love for you to connect with our esteemed panel, we have just rockstars on the pay on the panel here today. Laurie, where do Keystone Click on from

Lori Highby  12:25

Keystone Click the name itself. So the name, we’re strategic digital marketing agency, and I was looking for something related to the web. And Keystone is related to architecture. And the web is information architecture. So that was kind of the Keystone is like that foundation and an arch that like that, that component that holds the whole arch together. So I really positioned it as the foundation to your your web activities. And then click is the action that you want people to take. So architectural information, organization, and then action, which is what marketing is all about. You want people to take action.

Curt Anderson  13:02

Well, I love that guys, and again, connect with Lori on LinkedIn, because every week you’re gonna get answers to questions. And she has a wonderful powerhouse team. We love your we love Whitney on your team. She’s awesome. Whitney Houston, she’s lives in Houston. So we just call her Whitney Houston. But let’s turn it over to our friend in California in Malibu, Julia, you love. You’ve educated me on a term on those blind spots, right? We think that we’re experts, you know what we talk about, but you love pointing out those experts, those I’m sorry, those blind spots that we might have when we’re trying to connect and engage with our ideal customers. Can you go there talk a little bit about those blind spots that we suffer from?

Julia Phelan  13:40

Yeah, and I think it relates really nicely to what Laurie was just saying about, you know, asking questions to people and figuring out, you know, one of the patterns that you’re seeing, but you know, when you’re having any kind of conversations with a client or a customer, what you’re really trying to do is teach them something. And there are things that can get in the way of that of you getting your message across. And oftentimes what happens is when you have such deep knowledge and expertise yourself, it’s really easy to forget what it’s like to not have that information and to skip over things. And so yeah, I call this Yeah, the the expert blind spot, right? So it’s what happens when you’re in this area of unconscious competence. And you’re thinking, God, why is it so hard for this person to even get what I’m saying, you know, what is that about? And just showing off my new technology. But, you know, as experts, we really develop these these shortcuts, and it’s really helpful if you can, you know, take a step back, slow down, try and think about, you know, what are the what are the acronyms or the jargon or the things that I’m skipping over, that are going to impede the person I’m talking to, from really understanding what I’m saying, right? And so it’s, it’s, you know, we’ve all had the situation where you have someone that you You know, who is a real expert in a certain area? But does that make them the best teacher of that? Oftentimes not. Because all of the components skills and knowledge that go into being an expert at something, they become really automatic and unconscious to us, it’s like driving or something, you know, you get into a car, you do a million things without actually really thinking about it. And only when you start to think about how can I teach someone how to drive i How can I explain to somebody some complex process? Do you start to realize like, oh, yeah, there’s a whole bunch of things, that for novice, they are filling up their whole brain. And for me, I’m just automatically doing them. So it’s really about taking a step back slowing down and, and trying to figure out, you know, how can I even document the steps that I’m skipping over all the things that I might skip over? So then when I’m talking to somebody who doesn’t have the expertise and experience that I have, then you’ll be able to help them to develop that without leaving them thinking like, I’ve no idea what this person is talking about?

Curt Anderson  16:02

Well, all right. You just introduce a new term unconscious competence. Now, Julie, I have to I beg a question. Is it is it just is it does it slide into like ignorance? Is it sliding into arrogance? Does it slide into like, you know, I, it’s hard for me to describe how to make a peanut butter and jelly jelly sandwich is somebody that doesn’t know how to make a peanut butter and jelly sandwich, like, how to take it one step further. How do we how do we help conquer that? That that competence, unconscious competence?

Julia Phelan  16:32

Yeah. And I think really what it is, right is, we’ll go to next thing, right is thinking about unpacking the skills that comprise that area of expertise. And remembering that, you know, you might feel like this guy on this side, on the side where you’re like, Yeah, I get this, but remembering that a while back, you felt like this other person, it was like, Oh, my goodness, this insurmountable thing. And what it really what we’re really talking about is that you a you don’t remember on that unconscious part is, is that you’ve developed such a deep, deep expertise that you really don’t remember all of the things that led you to get there. And one of the things that you can do to overcome that is to talk to people, you know, talk to him, you know, you can have a novice interview you and figure out okay, what are the moments I was thinking about it? Like, you’ve got a little prod or something that you’re talking to somebody? Okay, explain to me how to make a peanut butter and jelly sandwich if we use that example. And every time you say something like, you know, I don’t know, smear the thing? I’m like, Well, I don’t know. I don’t know, hold on a second. I don’t know what that means. Right? And so I can poke you with my little product, lowdown. So we can, we can have these dialogues between experts and novices that we can record and document that can really help us to articulate all of those different steps. And then those can be used to craft our teaching and learning experiences, because we have identified them.

Curt Anderson  17:59

Well, thank you. I love that clarification and a bunch of our friends. We got Mike Henderson here and Gary and Lynn. I know like when I’ve done like when I started geeking out on SEO you know, like i Hey, Kurt, you got to bring it down a little bit. So I absolutely love what you’re saying, Julia? Nicole, let’s get you in the game here. My friend. I know you’re you’ve got a busy day. So Nicole’s at content world Marketing Conference in Washington, DC today took a little break from the conference to join us here. Nicole, let’s talk about what are some great things. What are some things that a great teacher and a great salesperson have in common?

Nicole Donnelly  18:30

Oh, yes. Love this question. And just to add on to what Julia was saying about, you know, really trying to, you know, consciously understand, you know, kind of where, where you might know too much and kind of back it up. I think it really, really goes to how well do you know your audience? How well do you know your customer? Do you understand what their motivations are? Do you understand the context of what it is where they’re at. And I think as marketers, as business leaders, we really need to really pay attention to knowing who our audiences and where they’re at. And that can really help us to Julian’s point, be able to step back and get to their level, we have some empathy for where they are, that starts with asking a lot of questions. But when I think about like teachers and salespeople, right, great marketing is great sales at scale. And I was as I was thinking about this, I was thinking about my sixth grade teacher, his name was Mr. Larsen. Okay. I loved Mr. Larsen, he was my favorite teacher, I might have had a little bit of a crush on him. He was awesome. He had an awesome beard. And I’ll never forget him. And when I think about Mr. Larsen, what made him a great teacher. It wasn’t that he stood up in front of the class and said, I know this. And this is why I’m such a great teacher. And these are all my certifications and awards. I’ve won and look at how amazing I am. Right? And I think a lot of times, especially manufacturing, that’s that’s like the go to is you want to talk all about your product, all about the benefits, all about how amazing you are as a company as a product, right? But what I loved about Mr. Larson was that he cared about me, he cared about me he understand exactly why motivated me, he knew that I was, you know, an ambitious girl. And I wanted to be challenged. And so he took the time to, you know, put me in this little skunk called it the skunk group, okay. And there was like a little small group of us, we were the skunk group, and we would get these like, special assignments. And he took the time to understand that about me and show that he cared about me and took the time to give that to me. And so I think that’s what really makes a great teacher, but also a great salesperson, if you’re not up there talking about why you’re so amazing, you are having the empathy and the care to see what can I give? What can I share? How can I help this person learn solve their problem? And how can I really understand what motivates them so that they can live? And you know, you know, get to that next level?

Curt Anderson  20:45

Well, I love that. And the big takeaway is what humility, right? And when you can put yourself like Julio was describing having that empathy or that humility to put yourself in the other person’s shoes. And I think as marketers as sales folks, you know, the more that we can engage in that way, it just builds that trust. You know, John Maxwell, New York Times best selling author, he said, you know, he’s like, we’ve studied gazillions of people. And he says, it comes down to three things, when you create a relationship comes down to 333 things. Do you care? Do you honestly sincerely care? Or are you just kind of like, you know, blowing smoke, right? Do you care? Can you help me? Do you honestly have the competence, right, the conscious calm confidence is using Julie’s term? And thirdly, can I trust you? So like, you know, if we can conquer those three? Lori, let’s get you back on stage here, my friend. Let’s talk about the education process. How does that change in alignment with that customer journey that Nikolas is just describing?

Lori Highby  21:39

Yeah, I think this is a great transition, to talk through things. And I’d say a lot of people look at the customer journey, there’s a lot of different ways to map that out. But at the end of the day, regardless of the words that are being used, it is the same thing. There’s, there’s high level, I have a challenge, I’m looking for a solution to this, I’m looking at what my options are, I’m going to make a decision. And we’re going to move forward. And then let’s let’s continue to be advocates of it. So one of the things that that we do, and again, I’m going to share my screen, because I think it’s going to help tell the story a little bit better. And just forgive me on the lack of the beauty of this right now. But anyways, so this is an example for a client, hopefully y’all can see it, okay. But we look at it as awareness kind of collecting that information that consideration, that’s really where there’s going to be a decision that’s made. And then the action, what action do we want them to take? And most importantly, I think a lot of people forget about this is the experience they’re having, having with you as they’re actually a customer. So when you’re educating your, your customer base, and through this customer journey, we want to be aware of and ask these types of questions, what is the customer thinking and feeling kind of like what you were talking about there at the different stages of the process? And then we kind of so this is an example from a client that we have more so in the insurance space, so not exactly manufacturing? And we’ve gone through this exercise. Another question is, what actions are the customers taking at this step? So then when you go through all of the different stages, and you want to understand what they’re thinking and feeling? And what type of research are they doing to continue to educate themselves on what is that next step? To take? How can you help them move to that next stage by answering the questions that they have? What is the customer’s touchpoint with the business? How are you engaging with them and adding value to them? And then what are the opportunities to add value at this step? And that’s, I think, the most important question to ask yourself, what type of information do you need to be pushing out there to help guide your prospective and current clients through the different stages of the customer journey?

Curt Anderson  23:41

Okay, man, that was fantastic. Laurie, every time I’m on stage with you, man. It’s just a masterclass. I just love learning. By the way, Laurie is a fierce hockey player. I know hockey seasons coming around the corner.

Lori Highby  23:52

Yeah, we’ve got a game tonight. I gotta go. You

Curt Anderson  23:55

gotta game tonight for the next few weeks, but I love what you’re saying. Because, you know, in the past, it was like, you know, sales like hey, what’s the pain? What’s the pain? And again, if we come in with the education point, because I’ll tell you as marketers or you know, hey, we’re all trying to make a living, what’s one of our biggest competitors inaction nothing and like, and you know, I love Julius you know, the big you know, when you see that big ball, like you’re just completely overwhelmed of like, I don’t know what to do. So therefore, over analysis causes paralysis. And we make no decision right? So you know, Julia, you and I met this year, we’re part of a little a little Business Mastermind group together and man, I’ve just I’ve learned so much from Julia and I just want to show everybody the first time I ever got into college Julia like these are all my notes. Dr. Julie, I was just like writing furiously. She’s like she Kurt, you really didn’t talk much this hour and I’m like, I was just I was just a sponge learning. You taught me a little bit about you know, you have three learning principles that you share you and by the way, guys, if you’re just coming if you missed it, we have Dr. Julia here she is the founder and CEO Are you CEO, co founder of 211, you are the chief learning engineer, but talk about your three learning principles that you love to apply to your clients when you’re helping them with this process.

Julia Phelan  25:11

Yeah, and I think that, when we think about learning, we can really step back and think, you know, we need to do everything that we can to create a good context, a good environment, so that there’s a nice alignment between what we want someone to learn and their ability to learn it. So in any situation, if you’re, if you’re distracted by something else, or if the materials that you’re engaging with and are just confusing, or any of those things, or if you’re talking to somebody who is talking way over your head, then it doesn’t matter how great any of those things are, you’re not going to be able to take it in and learn anything. So we’ve really need to always be thinking about what’s that context in which people are learning? And how can we make it the most productive and effective and efficient. So the first thing is really that we, we learn better. And this goes back to Nicole’s story about Mr. Lawson, I think it was that we learn when we trust and feel supported and connected and accepted by people around us, right. And so if part of that is doing things like normalizing mistakes, and helping people see that it’s okay to be in a state of you know, that maybe that unconscious incompetence, or conscious incompetence, that’s okay, because we’re all learning and growing. So it’s setting that stage where you feel welcome connected, a sense of belonging, and that you can trust the person that is teaching you that is giving you feedback. Because if you don’t have any of those things, then part of your brain that you need to be engaging in the learning is going to be thinking about something else that this teacher doesn’t like me, or I really am no good at math, I shouldn’t be here and all of these different things, just a distraction. So that’s one thing that’s really, really important to think about. Another thing is really making crystal clear, both for yourself as the educator and for this for the students, the learners, the clients, whomever it is, what is your goal? What are you trying to do? What is your expectation? Or whatever this environment that you’re in? And is what you’re doing? Your the activities you’re teaching? Do those? Do those things align and match up? Right? Are you? Are you goal driven? And is what you’re doing really achieving those goals? And people need to know, in a learning environment, you know, what should they be focusing on? You know, what, what is it? What is it that you’re talking about, or showing them, that is going to be the important stuff. And that really connects back to the expert blind spot issue? Because you might know Oh, yeah, on this whole diagram here, this is the thing that’s really important. But the person who’s the novice is looking like I don’t know, there’s a whole bunch of stuff here, I have no idea what I’m supposed to be looking at. So it’s really helping make that really clear that there are clear goals and expectations, and that people have opportunities to practice, get feedback, and all of that, because we can’t learn anything in two seconds, you know, we need opportunities to go back out there, apply, practice, rehearse, and all of that. And the third thing, again, connecting back to Expert blind spot is really, we have to model the world of the person that we’re trying to teach the learner, the client, the student, and new learning really depends on prior knowledge, what is it that you already have in your head? And how can I connect what I’m trying to teach you to that? So where are you on your learning trajectory? And how can I help move you forward by your sort of addressing where you are now? So it’s all about figuring out where and Nicole said exactly, this is figuring out, you know, where is the learner right now? Or the customer or the client? And what do I need to do to move them forward? And if I start way too high, then they’re lost. If I start way too low, they’re not motivated. I think this is a waste of time. I already know this. So it’s about you know, modeling that world and really trying to figure out how can I take what they have, take where they are, and move it forward, and making sure that you don’t overwhelm them that you give them the right level of scaffolding and all of those things. So it’s just really I mean, all of these principles really go back to making sure that there’s not other stuff that is interfering with what it is that you’re trying to teach somebody.

Curt Anderson  29:17

I love this Juliette and it’s twofold. So like we have friends here. So we’ve got Joe, we’ve got Kim gene from the manufacturing extension partnership. So thank you guys for joining us today. Joe’s with the University of Nebraska genes at Purdue Kim’s in California, and then other folks are manufacturers. So Julie, let’s go here and let’s because there’s twofold Okay, as we’re working with manufacturers, this would be completely applicable for new team members, new staff, you know, I’m a wire harness manufacturer, and here’s a drawing go make this wire harness assembly, right. And every person that comes down to team and you know, we’re everybody’s suffering from labor shortages. So for what you’re preaching totally applicable, and this also applies to the marketing side. Let’s go on to the new employee side first. Second, okay, like, what are some maybe some quick tips straight? So you just laid out like the three pronged approach? What are some other? Like? What’s another deep dive that you could share with folks today that a new employee just came on the team today? What’s another stuff that you could apply that help that new person?

Julia Phelan  30:16

I think I mean, in any situation, you could think of a new person in a company just in the same way, excuse me, as a new new student comes into your class, right? It’s the same situation, they’re in a new environment. And all everyone is thinking about is, Do I belong here? Am I welcome here? Is this the right place? For me? Can I even do this? Is this you know, have I been tricking everybody for this whole time? And now I just got this job. And I’ve no idea you know, what’s happening? And so if we think about making people feel welcomed, that you know, even just simple things, like, do they even have a do they have a desk? Do people know that they’re coming? Is that they just wander in? And everyone’s like, who are you? So people know that coming? Do they have places to sit? You know, have you given them the tools that at least get them started and what they’re, what they’re about to do, and all of those things can impact that feeling of belonging and connectedness. And then if we think about goals, you’re giving people small wins at the outset. So even if you have a longer term goal for an employee, at least giving, giving folks a something that is tangible and doable, that will allow them to see like, okay, I can do this. Yeah, this is this is, you know, this, this job is aligned with my strengths. And I can having conversations with people to like figuring out, you know, where are they? What are their hopes and dreams within the organization? And what are their strengths, potential areas that they need support in, but it’s really, I think, helping to, and I think when we think about the expert, blind spot issue, I mean, imagine that you’re a brand new person and a company. And all of a sudden, everyone is using all kinds of acronyms and jargon specific to the organization. And you’re like, I don’t know, and they’re like, let’s go to the PQ R room, and you’re like, I don’t know what that is. And so even just little things like that can really make a huge impact on how welcome somebody feels. I mean, how unwelcome Do you feel if everybody’s using terms that you have no idea what they are? So, again, it’s thinking about putting yourself in the shoes of that person and thinking of what would what would I need as a novice in this environment to set me up for success. And obviously, it doesn’t have to be every single thing, but at least to allow you to get off the ground.

Curt Anderson  32:36

Okay, we’ve had multiple drop the mic moments, I just, I have to I have never I know what everybody thought on this one I have never thought of when a new employee comes on a shop floor. It’s like a new student in class. I just I think when like that I just had a little Aha, I don’t know if everybody else did. But you know, maybe for our MEP folks, or for anybody working with manufacturers, you know, share that one, you know, because a lot of times it’s like, oh, we just need a body on the floor, throw them over there, and just from other use that machine. And I love, you know, you’re talking about being welcoming, building that trust goals, and modeling it to fit that person. So thank you. That was absolutely brilliant. And that’s why you’re here today. Thank you, Dr. Julia, my friend, Nicole, let’s get you back into the party. You are the marketing guru. So let’s try this. Let’s kind of package this together. How about some examples of common topics? I know that you’re fiercely about this. You know, that book they asked you answer talked about some of the common topics that manufacturers can teach their customers that have worked? Well, from your perspective?

Nicole Donnelly  33:37

Yes, we call them the top five. And so if you’re trying to just get started and figure out how do I get started with just creating content, where do I even go just because it can feel very overwhelming. I remember when I first started doing content marketing working in inside of a manufacturing company, I was completely overwhelmed. Where do I start? How do I begin? And so these topics have been proven time and time again, to be just really great at resonating with customers. And why? Because they answer the top five questions that customers are asking over and over and over again. And so this is really a great way for you to scale your sales team, right. As Laurie mentioned earlier in the program, really understanding and talking to your sales team to understand what are those questions at each part of the buyers journey, and then creating the content that will answer those, it’s it supports your sales team and allows you to scale. So those five those top five and I’m gonna give you some examples. I’m going to put Mike Henderson on the hot seat today because he’s one of our lovely clients. I’m going to show you his lovely Learning Center that he’s been building out and just show you a couple of examples of some of these top five. So here’s here’s Mike, this is empty solar. It’s an amazing hole mount solar manufacturer in the great state of Montana. And this Learning Center is just a really great example that we started building with Mike of some of those top five topics. So what’s the number one question that customers are always want to know, they always want to know what it’s going to cost. Price. Right? Price is what they want to know. So that is the number one question again, and again, we get from customers here on on Mike’s Mike’s Learning Center, we have a great article here on, you know, how much does this cost, right. And time and time again, we’ve seen with our customers, this type of content gets incredible engagement. And even if you’re a custom manufacturer, you can still talk about price, you can talk about what goes into the price of your products, you can talk about all the variables there, you can give ballpark price ranges, as much as possible to talk about price it what that does, is you’re being transparent, and transparency is what builds trust. So that’s number one. The second topic that’s really great to talk about is problems. What are the problems that customers are having related to your product or service? Right? So for example, in this case, we have an article on installation guide, what are the best practices? Because one of the problems that their, their their customers are having is how do I install these things? Help me with that. I’m not sure how to do that. So identifying what those problems are. And then talking about those. Some other examples of top five would be reviews, how does your company your product compare? What are the reviews that you’re getting from your customers and really putting that forward and sharing those reviews? Because those are questions everybody’s researching, when they’re looking up your competitors, when they’re researching your product, they want to know, what does everyone else think about you? So creating an article and just being very transparent talking about the reviews? The other the fourth example is to talk about your competitors. This is people are afraid to do this. They they’re like I don’t want to talk about my competitors. Why would I do that? Well, the fact is, your your customers are looking at your competitors. Fact, they know all about your competitors, there’s no reason for you to hide around it, why not just be really proactive and transparent and create a really nice article that in a very agnostic, very unbiased way just really lists out the pros and cons of you your brand compared to your competitors. So that’s just another really, really great topic that you can use to get started. And oh, my goodness, the fifth one, the fifth one, I there’s a fifth one, and it’s slide lost it come back to me, and I’ll get it for you. But. But those, those top four are really great place for a manufacturer to get started. And just adding to what Julia said too, about caring. You know, what we’re doing right here by having this webinar and having when you’re when you think about digital marketing, how can you create that relationship and build that relationship at scale? That’s the challenge. But creating a medium like this, where you’re doing a webinar, or you’re doing a live event, where people are seeing the faces of your brand on video on camera like this exactly in this way. That’s a great way for you to build a relationship that shows you care for people to see and to start building that relationship before someone’s even ready to pick up the phone. So

Curt Anderson  37:52

well, hey, I’ve got another job for Mike. Right, that was run on pause or call, I’ve got down price problems, challenges, reviews, testimonials are phenomenal. So even our custom manufacturers, or if you’re not an OEM original equipment, mark me I thought an acronym there, Julia. So if you’re not an original equipment manufacturer, you know, we’re like, boy, we got tons of reviews. But if you’re a custom manufacturer, man, get those testimonials. That’s a great way to go. And of course, you know, talking about your competitors, always a little bit uncomfortable. But you know, hey, in this marketing world, you know, a lot of us are really deep friends, we have great friendships and there’s some overlap amongst us. But man, we’re just all rooting each other on there’s this enormous amount of business. And we don’t want to be everything to everybody. Let’s stay in our lane, seen our niche and do the best that you can and have a nice deep bench of other subject matter experts or other folks in your field that you’re going to refer to because man that looks you makes you look like a rockstar, Nicole last one I’d like to throw in there. So anybody who’s gone through our training, we love talking about our Rick’s right, those ridiculously important keywords, and they help you provide that guide. Right? How can you get like that really deep rich, you know, the official solar panel installation resource guide, or you know, whatever your topic is, whatever you’re doing that’s making the world a better place. Turn that into a really robust guide. Alright, let’s come back to the hockey player. Laurie, Laurie, how you doing it? Lori, you’re going on a big trip this week. Where are you going? This week?

Lori Highby  39:14

I’m using for Croatia. Like yeah, I’m not packed yet either. But that’s I’m like, Man, why did you sell priority

Curt Anderson  39:26

for joining us. And so when I started doing cohorts a couple of years ago, so I don’t know Gary, Mike, you might remember Laurie from 2021. We hooked up. And so Laurie, I’m just so thrilled and honored to have you back. Let’s dig in here like alright, what does take an education combined with you know, what we did a thought leadership jam session a few months ago had a really robust crowd. We did it with our mutual friend Allison afford and Weslyne. But how about educational and thought leadership approach your marketing? How does that what does that ultimately do for your business? Go there if you could, please. Yeah.

Lori Highby  39:57

First, I just wanted to say Nicole’s great. Have questions that you position because that if you think and break those questions apart, it is in alignment with the customer journey, like how they’re asking their questions. So that’s fantastic. But that being said, with the customer journey, the ultimate end game we all have is sales, right? We want new customers. And that’s the number one priority. And not only have I seen our clients experiences, but I’ve personally experienced it. And what it does is it changes the sales game, it changes the sales process, I’ve, I’ll never forget this, and I love it the story, but I was on a prospective, you know, new business call. And I was going through my normal process. And this is where I had this big lightbulb moment where the client ultimately said, Laura, you don’t need to sell to me, I already want to buy from you. I already trust you, you know, the information, the quality of the information that was consistently shared through newsletters, social media webinars, as you were talking about your blogs, already created that level of trust that they knew that we were going to be able to deliver what it is that they were seeking. So what it does at the end of the day is it changes the sales conversation, and it helps you actually get to that close faster.

Curt Anderson  41:16

Yeah, I love that. And that’s a you’ve been doing this for a couple years now. Right? One or two, right?

Lori Highby  41:21

1515?

Curt Anderson  41:25

Yeah, that’s right. I, you know, and the teen years, right. And I think 2008 Wasn’t there was like something going on in 2008, maybe like a group session,

Lori Highby  41:34

or something like that.

Curt Anderson  41:37

How have you grown as a entrepreneur, business owner, like go back to your yourself 15 years ago? And like, how is your process that change? Talk about like your evolution over those 15 years? Yeah, I

Lori Highby  41:48

mean, I would say one of the things that I did some on my own personal self discovery, because that really influences the business. But a core principle mine is education. And I instill that into our organization. And that’s what we really preach to, to all of our clients is that we have to continue to educate and give to our community. And then the right people, the right fit clients are going to find us based on the quality of the information that we’re putting out there. And that’s the approach that I’ve we’ve really evolved to so we have webinars, we’ve got a huge blog, we our monthly newsletter is all about adding value. It’s not look at how cool we are. It’s here’s some amazing information for you to learn. So you can be better at doing marketing for your own business. Got podcasts, got podcasts on manufacturing, Kurt’s been a guest on it? Yeah, so it’s all about giving. And then I’d say our approaches, you know, people will come to us because they believe in the information we’re sharing. And that’s really changed the sales game at the end of the day.

Curt Anderson  42:53

Yeah, you know, let’s talk about that. So a couple of things, guys. So you know what, let’s take a quick pause. I encourage everybody welcome everybody. Drop your LinkedIn in the chat box. If you haven’t done already, this is a great opportunity to get it but you know, however many new best friends that you cannot connect with here. I’m going to drop mine. Laurie do me a favor. If you could drop Keystone click into the chat box. I encourage welcome everybody. Whenever Lori comes on the show live stream or anything I’ve done. She does not talk to that she she walks the walk. Lori walks a walk when you go to her website, there’s just a wealth of information, tons of guides resources. I’ve learned so much from Lori so again, if you’re trying to take a deep dive here and a marketing standpoint, check out Keystone click she does an amazing job. You have this little podcast and I call it the the wonderful women of Wisconsin. What is the name of your podcast?

Lori Highby  43:43

A broadcast for manufacturers so we’re the broads. And we talk broadly about manufacturing.

Curt Anderson  43:51

I love it. It’s my three my favorite peeps. So it’s Erin Courtenay. And it is Chris Harrington. So Nicole and I had the honour of meeting we met Chris Harrington in person. Laurie we’ve got to come up to Milwaukee Meet you next time. Yes, I love that we so we need to make that happen. But guys check out her podcast It is fun. Great. They tracked rate experts in manufacturing. And just I love what you’re doing Laurie. Julia let’s get let’s let’s get back out to Malibu how now are you decided I think the district end this week the district finally end

Julia Phelan  44:23

I think it’s I think it’s meant to I’m I’m cautiously optimistic and my eldest son just graduated from the American Film Institute and as an editor looking for work so I’m hopeful that the whole industry will come back and he’ll start to get some get some jobs so yes, I’m hopeful but I’m not 100% Sure it’s over over yet.

Curt Anderson  44:46

Okay, well, I saw that headline I was thinking of you so if guys if you need a good movie review, like if you’re like not sure if a movie really is the one to check she’s my go to like I don’t watch a movie unless like Julie gives like the blessing. So let’s get back. So why is it so important to know Consider client motivation for that. So for those sales conversations, like what are what, where are they at? Like, let’s go there.

Julia Phelan  45:08

Yeah, I mean, I think if we think about learning motivation to even engage is such a huge issue, because learning is hard. That’s my, that’s my mantra, again, letting us hot hot is learning. But when you’re expecting somebody to enter into any kind of learning situation, yes, it’s difficult. And you have to figure out, you know, how you can help ease that and help them yeah, if they’re not motivated to even like start and put in that effort, then whatever you have, you could have the best product, the best sales pitch, if they’re not ready to hear or ready to receive, or if you’re not speaking to them, then it’s not going to be useful. And Kurt, you know, you talk a lot about buyer personas and having these different, you know, sort of avatars and people, you know, you’ve got the, the salesperson, and you’ve got the person who’s the buyer, you’ve got the person who’s then going to use all the wrong terms of the manufacturer. But you know, we’re all different, our customers are all different. And all of these differences can also change, you know, over the course of the journey of the relationship that you have with people, but not learning or not receiving a message can be really due to a whole bunch of different factors that aren’t always obvious. So when we’re thinking about teaching and learning, we really have to think about what is it that might be getting in the way of somebody hearing what I’m saying? And how can I address that? So you know, you might need to think about, and oftentimes people will say to me, you know, what’s the what’s the best way to do something like, what’s the best way to teach somebody something? And the key is really, like, it depends, right? And what does it depend on? What depends on lots of things that we’ve talked about, but also, are they motivated to engage in it? And it really comes down to you know, do people have different things that they value? So if somebody isn’t valuing, you know what you’re talking about, then they’re not going to be able to receive that. Sometimes people have different levels of confidence or self efficacy. So it might be that, you know, I might not be able to hear hear something, because I think, Oh, this is, this is not me, this is way over my head, and this is not, you know, I’m not a I’m not a math person, I’m not the manufacturing person. Well, they may think that there are certain obstacles that are in their way. So you know, if you’re talking to a, you know, the buyer person in an organization, they may have a feeling that okay, well, we don’t really have the right budget for this right now, we don’t really have time to engage with with you on whatever you’re talking to me about. Or you may have your different emotional states that people are in that you need to figure out. Because if somebody is, if you’re in a classroom, right, if someone’s boyfriend just broke up with them the night before, that is not really going to be able to hear what you’re saying, because then again, distracted in their brain is focused on something else. So really, it’s thinking about what are the what are the things that somebody may feel is, are in their way of receiving a message from you? And how can you overcome them by you know, sort of moving the levers a little bit, if you think about like a soundboard or something? I think, you know, if, if somebody feels like, Yeah, this isn’t really relevant to my life, like, what is it, you can say? Or help them to understand that will make them see that actually, yeah, this is relevant to you. And sometimes it requires a little bit more conversation, because think about a teacher who’s looking at two students who are looking at the teacher, like, with a blank stare, they have no idea what that motivational obstacle is, but both of those two students, because they look exactly the same from the outside, one might be thinking, Oh, my goodness, this teacher hates me, you know, they’ve never thought I’m any good. And the other person might be thinking, why do I even care about this? You know, this is nothing that I’m ever going to be able to use in my life. So it’s as, as an educator, we really have to think about what are those motivational obstacles? And what can we do to help people overcome them and see that? Actually, yeah, they can they can do this, or this is valuable to them? Or, you know, there, there are things that are in their way, but they’re not insurmountable.

Curt Anderson  49:06

Yeah, that’s fantastic. And couple points I’d love to just recap is, you know, so in the manufacturing space, I think, you know, Laurie Nicole, you guys know very well, and a lot of our friends in a call here, you know, it’s a decision by committee. Right? And so it’s awesome to wait, what’s what Julie is describing is like understanding that motivation of you know, is it somebody in engineering? Well, like, you know, they’re more on the tech spec side, if it’s somebody in procurement, maybe they’re trying to come in on the bottom line, or they have a deadline or what have you, if it’s the business owner or entrepreneur themselves, they might have a totally different motivation than somebody working at a big corporation. So like really understanding that ideal buyer plays such a critical role. Nicole, let’s let’s add, Nicole, I told you this is going to be good tonight. Yes, so I can tie in exactly with what we were describing. So with what Julia and how we’re just wrapping this up, who The organization is best equipped to be the teacher? And how can you create a repeat a repeatable education system for a small manufacturer or for an entrepreneur?

Nicole Donnelly  50:09

Yes. So yes, so I would say, you know, try as much as possible to tap in manufacturers have so many subject matter experts, okay. They have people that have been working on their teams for sometimes decades, their whole career engineers who have such deep, deep knowledge about the problems that customers are facing. And that knowledge is like hidden, it’s like it’s not, it needs to be shared, they have so much knowledge. And so what what we recommend is really just to bring those amazing subject matter experts within your manufacturing company out from the dark behind the curtain, bring them forward, and to do that, bring someone to interview them. Okay. So rather than asking your subject matter expert to write a blog, which come on, they do not have time, they’re engineering these amazing products, when do they have time to write a blog? They don’t. So what you want to do is how can you use and maximize their time as much as humanly possible so that it’s not a big investment for them. But you can really start to get that great information from out of their brains. And so we really recommend that you do an interview with your subject matter experts, and have someone who doesn’t have that deep expertise, be the interviewer, because then to Julia’s point earlier, they’re coming to the conversation with questions the novice would have. So it’s forcing that subject matter expert who has all that deep information and knowledge, to bring it down to that level for someone who’s new to it, or trying to understand it. So we really recommend doing that. And it’s just a 30 minute interview, you can record it through zoom very simply, where it’s just asking them questions, they’re answering the questions, and then you can repurpose that interview and turn it into a really nice blog post, you can break it out into shorter social media posts. So from that one interview, you can just get a wealth of content, you can turn it into video clips, that you can just repurpose across all of your different social media platforms, your website, etc. And so being able to take that just that short, little interview, and create just, it’s just like a value ball, it’s just a huge value bomb. So that’s what we recommend. And that that would include, try it as much as possible to get, you know, a diverse group of people from the company. So it’s not the same person every time but so that people are seeing hearing from a lot of different people within the organization to get a sense for the whole brand and your whole, you know, brand voice, if you will. So yeah, that’s what we recommend. And it’s really like the easiest. Having done this working inside a manufacturing company, I will tell you, I’ve tried to do it the hard way where I would literally try to get these engineers to write down, you know what they know, and it failed miserably. So everything I’m sharing with you is like complete trial and error of how I figured it out the hard way. And what we found has really worked very well if all they have to do is come and talk. That’s much easier lift for them.

Curt Anderson  52:57

I’d say. So that is fantastic. We just did a gig. We did a fun little webinar last Thursday at Purdue University jeans here today. And so I’m going to I’m going to show an example. This was a client of ours, they just went through the training. And then what they did is then they applied it themselves like you know, we I won’t even take credit for it. And so I’m going to share my screen real quick. But this is a custom steel manufacturer. Can you guys see my screen? So this is a custom steel manufacturer they’re in located in northern Indiana. And this is my cousin Mike Anderson. We’re not really related. But I call him cousin Mike Anderson. So as we shared last name, but took take a look what they did, they had no content. They’ve been selling steel for decades. I mean, this is in Nicole and I went on site, we visited them over the summer. And so look at this quick resource guide for selecting steel plates. And here’s Mike. Here’s more blogs, contact the contractors guide to selecting you know, structural steel supplier. It’s all of these like questions that they’re you know, we call them our soulmates. Right Julie, you mentioned like I always talked about that buyer persona. In our little workshops. We call them those soulmates. But all these topics man and I just kudos to these guys. Now Laurie weren’t unite. We were just talking about Hey, what is hot road, a 36 steel channel like Weren’t you and I just talked about that the other day. And it’s totally want to know, here’s the answer right here. So again, like maybe not relevant for us. But if you’re an engineer, if you’re somebody in procurement, you’re an entrepreneur, and you’ve got a massive project you’re working on and you know nothing about steel. These guys are telling like, Hey, I have your back. And so we’re just so proud of these guys. They did such just such great work. And so okay, I want to be mindful of everybody’s time. First off, I want to welcome any questions, guys. We have like just brilliance on the stage here. I encourage welcome invite you guys if you want to drop a question in the chat, you’re going to raise your hand we can take you off mute. We have a nice intimate crowd today. But Laurie, I’m gonna come to you. Take us home. Any suggestions if there’s a solo marketer out there? That’s just kind of like we’ve got Linda bra manufacturer in Alaska. We’ve got Well, we’ve got solar panels in Montana. Any tips, advice that you would share for solo marketers that are just kind of kick starting this journey? Where would you? What advice do you have for them?

Lori Highby  55:11

Yeah, I like the idea of using video and then trying to create one big mega piece of content and then slicing and dicing it into smaller pieces. And what’s great about video, and one of the reasons I like podcasting is it’s just easy to just kind of free flow, and then you can edit down later. So I’m a fan of having started with too much and then scaling down. But there’s so many tools right now with like aI where you can transcribe it, and then slice it into little chunks, and then just drop these little nuggets out there. And I’m a huge fan of creating evergreen content. So it was relevant three years ago, it’s relevant today, it’s still gonna be relevant three years in the future, because there’s no rule that says you can only publish something once. And that’s it. I mean, you think about it like LinkedIn, Facebook, someone’s gonna maybe only 3% of your audience is actually going to see that specific post. So you can reuse that content multiple times.

Curt Anderson  56:04

Yeah, I love that. Hey, and eight. Elbows here today. So Elmo come suppose through the Illinois MVP. So Elmo, good morning to you. It’s my friend. She’s leaving the country next week. She maybe you guys will see each other. Laura, you guys. I think she’s heading over to Bosnia. So maybe you run to her islands here today. So again, guys, if you have any questions, feel free. We’ve got a great expert panel. You mentioned evergreen, if that is a new term you just mentioned, hey, if it was relevant three years ago might be relevant three years from now. Can you just touch on Laurie touch on Evergreen? And how about repurposing? So those are new concepts for our friends. Yeah.

Lori Highby  56:38

So when I look at any sort of content, there’s basically two types, there’s time sensitive content, that means Hey, we’re launching a new product today, or we’re at this trade show, it’s very small window of time that the content you’re creating as a relevant spot. Evergreen means just like the the trees itself, like they last a long time, they’re there, they’re flourishing forever. So the content, the value of the content you’re producing, isn’t going to just provide value for that day or week that you’re publishing it, but it’s gonna bring significant value for the long time. So if you’re hesitant to create any sort of content, thinking of those big questions, that people are asking that your process is the same, it’s not changing. And to that question, and it’s going to provide value for a long time. We have a blog post on our site that was written eight years ago, and it’s still one of the most visited blog posts on our website today.

Curt Anderson  57:29

Is it really do if you feel free to drop it in the chat if you’d like to, Laurie, I’m sure we would love to see it. Well, thank you. Alright, so I know we’re gonna be I’m gonna be going around, but Well, everybody’s still here. Let’s give a big round of applause for Laurie. Hi. Be from Keystone click has been so amazing. Thank you, Laurie. Thank you. Thank you. Back to you in a minute. Let’s go to my dear friend, we’re going back to Malibu. So Julia, should everybody go see that movie? Barbie? By the way? I have not seen the movie Barbie like do you Julia do you recommend? Jean you and I are gonna get together Gary wood. We’re the three of us. We’re gonna go see the movie Barbie. I haven’t seen it. Maybe Jean you maybe you’ve already seen it, but I haven’t seen it yet. So I can’t wait. I can’t wait. All right, Gary, you and I dude.

58:14

We gotta go together. Go together. I’m more of an equalizer three kind of guy. Okay, you’re an equal. Hi. All right. Well,

Julia Phelan  58:23

just so you know, you have to wear pink when you go. So

Curt Anderson  58:26

I’m gonna up? No, I have no qualms with this. I digress. I digress. I apologize. So Julio, let’s, let’s, let’s tie things up in a boat. Same question to you, for our friends, family, any of our pets, anybody that’s a solo marketer out there that needs a little help on this journey of like, Hey, how can I just really get into that mindset? Because like, we’re always thinking, selling marketing, that type of thing. How can we marry education? What are your parting thoughts of wisdom for today?

Julia Phelan  58:54

You know, I mean, there’s so many things, but I think the key thing, the key mistake that I think a lot of people make is not considering the context that you’re in Yeah, that that you might create a an amazing, you know, experience over here. But once you bring it into the into the real universe, there are all sorts of human variables that you have to think about. So I would say my, my big message is if you if you’re really trying to think about how is it that people learn and how can I leverage that to make the best possible experience and I love the example that Lorie was just talking about with questions because it really speaks to this intentionality of you know, if like, as a teacher, if every semester every year you get the same questions, it starts to tell you okay, this is a stumbling point. This is something that folks are having a hard time understanding. And I’m going to have to give a little bit more attention or a little bit more time to that and it creates an intentionality and again, that really can speak to me Maybe the teacher or the whoever’s the expert has forgotten about that has forgotten that they felt that way. So mining those questions in an intentional way, I think is a really awesome way to do that. But, but again, thinking, anytime you’re you’re talking to somebody, and you’re trying to essentially change their mind or hurt, you get them to think in a different way, you’re teaching them something, and you need to be thinking about all of the things that can support that and the things that can potentially get in the way of that.

Curt Anderson  1:00:29

Yep. Fantastic. And so let’s slide over to you know, what, what a big round of applause for Dr. Julia for joining us early and the West Coast today. So Julia, thank you so much coffee, unite, we’re gonna be bumping into each other in a couple of weeks. So I cannot wait to see you in person. So Nicole, let’s, let’s take us home. You know, there’s one question I’d like, you know, a lot of companies I don’t it’s not just manufacturing, but I know manufacturing notorious for this is how we’ve always done it. And I this could be a whole session in itself. And I know like, we just have a minute or two, can you just within like, within a minute or two? Can you describe like, how do we preserve that legacy? With like this education and digital transformation? How can you summarize that quickly for us?

Nicole Donnelly  1:01:16

Oh, well, I’ll do my best. Yeah, I think, you know, this process of creating content in this way can feel overwhelming to preserve that legacy. You just need to celebrate your people, celebrate the people in your company, and just break it down and just start small. So start with those top five questions, talk to your sales people talk to your customers first, that’s really critical. To be able to understand the context and the motivations, you got to know your customers very well. And that means you got to talk to them. And that doesn’t mean just talking to them on a sales call. It means actually having a conversation with them to understand what their pain points are, and their issues are. And if you start there and understand what their questions are, you know, then you can just start interviewing your subject matter experts and really celebrating them and bringing them forward. Because that’s what makes manufacturing company so amazing is these amazing engineers, and subject matter experts are making these amazing products. And so my advice is just start small, talk to customers get those questions gathered and just start interviewing your SMEs. And that’s when the magic will happen.

Curt Anderson  1:02:20

Love those SMEs, those subject matter experts. And I just we did our most of you are familiar with our little live show. We just did a live show yesterday and a woman we showed a video of the company to a great automation manufacturer in Western Michigan. And they did a video and what they did is they interviewed their team, and at the end of the video, and because a lot of them were newer to the company, but they had a long history of the industry. They asked each person How long have you been in this industry? And it was like 17 years, 30 years, 30 years, 10 years, six years one year, and you added up? I mean, I won’t say it was hundreds but it was like well into over 100 years showing that expertise and so our little favorite favorite tagline stop being the best kept secret. We were just on a call with our dear friend Alma Good morning Alma. She’s on the program here with us today. And she was sharing we have 10 engineers we have for you know like she was how many I think two to four chemists. And you just round it off like all this high power expertise at your company Alma apply tech in Chicago. And so again, let’s stop being the best kept secret let your customers know the brilliance that’s living underneath the hood of your company. So guys, we are coming into time. Are there any questions for our steam panel of get hate? Going to run a plus for Nicole join us from the conference that she’s at big, big. Taking a break here at your your Thank you Nicole Donnelly, appreciate it dmg digital, you want to connect with with Nicole on LinkedIn. Guys, any questions as we come into the bottom of the hour? Does anybody have any questions whatsoever? We would love to tack them. I want to thank Ellen Shaw. Alejandro, who else mic is here today. Joyce Teresa, Chris Powell Elma. Any questions guys, Lynn and Alaska Kelly Kelly Osborne is here. Any questions? Any questions? And Jean How about what do you think Jean? Did you have a good time today? Excellent time always enjoy your pull together jam sessions, whatever you call them. It’s it’s always, you know, always action packed and full of information. It’s man, I don’t know how lucky enough to get these wonderful people to hang out with me Jean, but somehow we somehow we pull it together. So it’s your magnetic personality. And yeah, it’s one of those. I’m not sure what it is so well. I do want to tell him Nicole that my fourth grade teacher was a man. His name was Mr. Larson. So I’m wondering if we had a teacher.

Nicole Donnelly  1:04:46

Did you grow up in Southern California? Levi Dickey Elementary, Barstow, California is where Mr. Larson was. Yeah, no kidding.

Curt Anderson  1:04:57

Maybe, maybe I couldn’t Hey everyone against that, Mr. You gotta find us Mr. Larson. So, okay, any Joe Roy, our friend in Nebraska, any takeaways, thoughts feedback? What did you learn today? My friend? He’s got his cubs Jersey flying today? I do. We’re still on the hunt with a week to go. So there’s hope. And any any thoughts from from an from our friends in Nebraska? I took away a few good thoughts. I’m hoping the call came up with our fifth question.

Nicole Donnelly  1:05:30

Oh, I did I have I haven’t. I’m so glad. Thank you, Joe. One is best of lists. So this would be best in class, you know, best practices. So in your industry here are the best in class options that you should consider. If you’re let’s see if you’re manufacturing, she dental dog bones, here are the best practices that you should be, you know, that kind of a thing. So

Curt Anderson  1:05:58

Perfect. Excellent. All right, Joe go cobs. yanks her out of it. I gotta find somebody to root for. So any questions on your end of hydro? Any? Any questions? Comments? questions? Thank you. This is awesome. Well, thank you all appreciate you taking your time, Alejandro. Thumbs up to you, my friend. Thank you for joining us, Elma Lin. Any other questions that you guys have? Chris, anything that you’d like to ask? And if not, I don’t want to put anybody on the spot. But I from the bottom, my heart, anybody comes to my programs, you know how much I appreciate you. We’d have a blast doing this. It’s just an honor to bring together just brilliance with Julia with Laurie when Nicole and just I appreciate you guys as an audience. I have the recording I’m going to be sending out we had a bunch of people that signed up that weren’t able to make it today. So I’m going to send this out. This will live on my website. So if there’s anything that you any questions that you do have, please reach out to Dr. Julia, please reach out to Lori please reach out to Nicole. I’d love to hear from you as well. So I’m gonna let you guys go. If you have any other questions. I’ll be here for a couple more minutes. But I wish everybody an amazing incredible rest of your week. Keep crushing it. And God bless everybody. Thank you guys.