Sales and Cigars | Chaya Glatt | E-mail Marketing & Copyright Tips | Episode 173

[00:00:00] So welcome to Sales and Cigars. I'm your host, Walter Crosby with Helix Sales Development.

[00:00:04] Today's guest is a marketing conversation that we have, but Kaia Glatt is our, is my guest.

[00:00:12] She shares a story about how something she turned into a, that she thought was a big mistake,

[00:00:18] it turned out to be a huge opportunity for her because to be a little bit more bolder and

[00:00:24] realize that people truly appreciated the value she provided. And we talk about, you know,

[00:00:29] subject lines in emails. We talk about a structure for writing email campaigns. She's an expert

[00:00:35] copywriter, a marketing strategist. And in the show notes, there's a landing page that has a ton

[00:00:44] of value for you to think about marketing. And I really don't say that very often. There's a

[00:00:50] ton of value in here. So if you want some understanding to think a little differently

[00:00:56] around marketing, go look at Kaia's page. It's in the show notes. Go grab a cocktail,

[00:01:00] grab a cigar, strap in for another exciting episode of Sales and Cigars.

[00:01:27] So welcome to Sales and Cigars. I appreciate you taking some time. I know we had this

[00:01:32] scheduled once before and my internet crashed and you were gracious enough to

[00:01:38] reschedule with me. So I appreciate that. Well, thanks for having me. So, you know,

[00:01:45] I want to talk about what you do, but I kind of want to give our readers a little sense as to

[00:01:51] your journey, your entrepreneurial journey. So, you know, I'm kind of interested in if there's a

[00:02:01] story that you may have or situation where you thought there was something that was a failure

[00:02:07] or something that didn't work out and you learned from it and turned it around and had

[00:02:12] some sort of turned it into a positive. I'm just kind of curious if there's anything like that in

[00:02:18] your entrepreneurial journey. Sure. So it's funny because I have not shared this story before,

[00:02:29] but you put me on the spot and you asked me to share a story.

[00:02:34] I'm going to tell you this. Let's see what happens. I have an email list of about

[00:02:40] 700 subscribers at this point. And I have a project manager who's always the one to hit

[00:02:46] send on my emails or to schedule my emails. And at one point, I was the one to hit send.

[00:02:55] And I accidentally, because I'm really not the one who's supposed to do that,

[00:03:01] sent an email that was only supposed to go to 30 people,

[00:03:04] sent it to my entire list of 700 people. And as soon as I realized that that had happened,

[00:03:11] I thought like, oh my gosh, disaster, ultimate, ultimate disaster. Because what I had done was I

[00:03:17] had sent out an email inviting the recipient of the email to pitch me to speak at an

[00:03:24] event that I was planning. And I hadn't planned on inviting everyone on my list to pitch me.

[00:03:31] I had sent this to like 30 people who I had thought would want to pitch me to speak.

[00:03:38] And what turned out to be incredible was that I think that I personally underestimated

[00:03:47] the power of my own brand in that I thought that only a very limited number of people

[00:03:52] would want to speak at my event. But what ended up happening was because I sent that email

[00:03:58] to all of my subscribers, I got some incredible pitches from some very high level experts who

[00:04:07] I never would have assumed would be interested in speaking. And because they got that email,

[00:04:13] which I sent by accident and they didn't realize that they actually pitched me on

[00:04:17] speaking at my event. And I can't name any names right now because this hasn't gone public

[00:04:22] yet. But I was like, wow, I took a lesson from this about, I guess number one that, you know,

[00:04:32] I don't run the world and there's a higher power. And if I make mistakes, sometimes they're

[00:04:36] for my own benefit. That would be the number one lesson I learned. But I think the number

[00:04:40] two lesson is people like me and other people who have invested a lot in their brands and

[00:04:47] in building authority in a genuine way, often underestimate their own brands.

[00:04:56] And they underestimate the respect that they command with their audience. And that was a big

[00:05:02] takeaway for me. And it made me realize like I should really be aiming higher.

[00:05:06] I should be inviting even higher level speakers to come into my programs. Like why am I

[00:05:12] not doing that? And it kind of gave me the courage to then reach out to somebody who I

[00:05:18] never would have reached out to in the past and ask them to come and speak. So that was a big

[00:05:24] takeaway for me and really changed the way I think and helped me break out of some of those

[00:05:31] limiting beliefs that were all kind of tied down to. Yeah, we all have limiting beliefs.

[00:05:38] And it's a great story because you turn on, you know, as soon as that I've sent emails out

[00:05:46] or I push send and then realized, oh crap, I shouldn't have done that. And it doesn't always

[00:05:52] turn out the way it did for you, right? It opened you up to I mean, the other thing

[00:05:57] you were doing is assuming that these people wouldn't want to be part of your world and

[00:06:04] participate. And I think that's something that we all do in all of our roles, right?

[00:06:10] In life, we assume certain things that somebody else is thinking and if we just

[00:06:18] ask the question, you know, sometimes we have to be vulnerable. Sometimes it happens because

[00:06:24] we made a mistake and we get this big epiphany, which is awesome. But, you know, that's a

[00:06:32] great lesson and you can move that forward and hold on to that and realize that you,

[00:06:37] you know, you are building something that's bigger than you and that people really want

[00:06:43] to be part of. It's awesome. So that's a great cheer even though it was

[00:06:51] something you had never shared before. I appreciate you doing that. Is there a particular

[00:06:58] belief or habit that you've created in the last couple years that has helped you

[00:07:07] grow your business and expand or become more, however we define success. I don't know that

[00:07:15] we all define that differently, but is there something that you've tried and started and kept

[00:07:20] with it as a habit or particular discipline? So that's a really broad question. Feel free

[00:07:27] to narrow it in. Yeah, okay. I think I'll narrow it into a habit. I have learned that

[00:07:37] email is such a powerful tool and I just told the story just now about something that happened

[00:07:43] when I sent an email by accident, but I actually send emails intentionally all the time

[00:07:50] and I've just come to appreciate what a fantastic medium email is because it's a

[00:07:55] direct connection with my subscribers and other mediums like social media are so unpredictable

[00:08:06] where the algorithms change, right? And one day you get like an average of 100 reactions

[00:08:13] to a post and the next day somehow it's like 19 and you're like, what happens? You know,

[00:08:19] I'm still doing- That's not just me. That happens to everybody.

[00:08:23] It's not just you. It happens to everybody and it's frustrating because we invest a lot of time

[00:08:29] and effort into the content that we put out on social media and when they just like change

[00:08:35] things up and all of a sudden the people who used to engage with your content aren't seeing

[00:08:40] it or engaging with it the way they used to, you kind of feel like the rug was pulled out

[00:08:46] from under you and there's a little anger. I don't know about you, but for me, there's a

[00:08:52] little anger in the mix where like, excuse me LinkedIn, I've been coming here consistently,

[00:08:59] I've been sharing valuable content and now you're kind of like changing the rules on me.

[00:09:04] Resent that a little bit, but what I find with email is that it's a direct connection.

[00:09:12] Somebody subscribed to get my content, they will keep reading it. If I'm sending them content

[00:09:18] that they like, they will keep reading it. If they ever don't like it, they will do me the

[00:09:22] favor and unsubscribe, but I am not subject to the whims of any algorithm and I can just reach

[00:09:31] my subscribers directly and that's a medium that I'm really trying to lean into now.

[00:09:38] Well, that kind of it's a great habit and a great bridge to where I was thinking of going with

[00:09:45] the conversation is building a subscriber list where people actually opt in and because there's

[00:09:57] so much spam out there. I have a folder in my inbox where I slide emails into and my assistant

[00:10:06] goes and unsubscribes that I don't even know how I got on a list. There are things that have

[00:10:12] of no interest to me and I think that's something that we as marketers and salespeople,

[00:10:21] we need to be conscious of doing bad things, being bad behavior in terms of just spamming

[00:10:30] everybody and hoping something works. I think the world is changing to start to make

[00:10:35] that difficult, but do you have any sort of high level advice or general advice for

[00:10:41] the audience to the right way to build a list that is of the right mindset, the right ideal

[00:10:49] client profile? So as somebody who has done this and is in the process of growing my list,

[00:10:56] my approach is that I'm very determined not to take my subscribers for granted.

[00:11:05] I don't expect them to just come along for the ride if there's nothing in it for them

[00:11:10] and I work hard to make sure that there's something in it for them. So starting from

[00:11:17] the top of my funnel where I offer a set of very high value resources in exchange for their

[00:11:23] email address, they're then added to my list. They have the option to opt out of emails if they

[00:11:29] don't want them. I only want you to be here if you want to be here and then once I start

[00:11:35] sending emails, first of all, very fun, very entertaining. Every single email is fun to read.

[00:11:43] You're not going to get an email from me that you're like, why would I ever want to read this?

[00:11:47] You're going to get an email from me. You'll be like, what is she going to say today?

[00:11:52] It's supposed to be edutainment, where it's educational and also entertaining. In my emails,

[00:11:59] there's always going to be value before I ask you for anything in return. So absolutely,

[00:12:06] I have a list and I am going to monetize it. I'm not doing this for fun. I have stuff to

[00:12:11] sell and I'm going to try to sell it to my list. But even if you never buy anything from

[00:12:16] me, you'll get a tremendous amount from my emails. I think that's the way it should be.

[00:12:21] I think that's the only way you can do email marketing now because like you said,

[00:12:27] everybody gets plenty of spam. Nobody needs more spam.

[00:12:31] Well, you make a point that it should be fun. There should be some value and the content

[00:12:40] should have that like, what is she going to send? They're going to lean into it. They're

[00:12:44] excited and anticipating this. So for those of us who are not marketers or creative types,

[00:12:52] we know we, I think most of us understand who our ideal client is, what they represent,

[00:13:01] what they like. And if we haven't gotten that far with our marketing,

[00:13:05] then we probably should go back and start over. But how does somebody who's not

[00:13:10] terribly creative and has value, make it that using your word fun. How do we get there?

[00:13:18] Okay. So first of all, not every email strategy is going to include fun content.

[00:13:29] Sometimes that doesn't need to be a part of it. The key is not necessarily that it should

[00:13:34] be fun for the reader, but that it should be valuable for the reader. And if your reader

[00:13:40] values fun and you know how to do fun, then that could be a strategy for you.

[00:13:45] Not everybody is that fun type. Some people don't want to write fun emails,

[00:13:50] but they still want their emails to be read. So let's switch out fun and put in interesting.

[00:13:56] It should be interesting. It should be intriguing. And there's a lot of different

[00:14:02] ways to do that. The key is just to make it relevant to the reader. So for example,

[00:14:08] sending an email where you tell a story. Stories are intriguing. Human beings are wired

[00:14:16] to enjoy, appreciate and remember stories. We connect with you as a human being because

[00:14:23] we've heard a story from you. Just now you asked me about a story about a failure that I had

[00:14:29] and what I learned from it. That's probably the part that most people are going to remember

[00:14:33] from this entire interview because people like stories. So if you can tell a story in an email,

[00:14:38] great. If you can present a solution or an insight into a problem that your readers

[00:14:46] are likely to be experiencing. So if you're a mental health provider

[00:14:51] and you know that a lot of your subscribers are struggling with self-esteem, talk about

[00:14:57] somebody and what happens when they're struggling with self-esteem. Tell a story

[00:15:01] about how they will not take a risk because of it. Paint a picture of how, because Joe

[00:15:10] was struggling with self-esteem, he didn't try out for the basketball team. And because he

[00:15:15] didn't try out for the basketball team, he never had the opportunity to join the basketball

[00:15:20] team. And then tell a story of what would have happened if Joe had tried out for the

[00:15:24] basketball team and if he had made the team and all the things that would have happened

[00:15:28] and enriched his life and the new relationships he would have and the new skills he would have.

[00:15:32] And then circle back and say, well, none of that is going to happen because Joe

[00:15:37] didn't even try out for the team. And then talk about how you help people who are struggling

[00:15:42] with that situation. So you see how you kind of made a pitch, but you did it in a story.

[00:15:48] So that's another way to keep it interesting.

[00:15:51] Yeah, I mean, that's something that is a thread that we see if we read about marketing and

[00:15:59] understand it from professionals. Stories have always been, I mean, it's how we communicated

[00:16:04] before there was a written language. Even with pictures, you could tell a story. But

[00:16:11] it's and it does, it is memorable. And it doesn't need to be a long, drawn out story.

[00:16:21] But we need to be able to flip that story to come back to what it is that our offer is and

[00:16:28] give them some sort of direction or call to action or however we end that. But it's sort

[00:16:36] of tying that loop back together. Is that the right way to think about that?

[00:16:40] Exactly, exactly. Before you sit down to write an email to your subscribers,

[00:16:46] before you write a single word, you want to have like a rough plan of how this email will

[00:16:54] fit into your overall strategy. So I actually have a document that I use to plan my emails,

[00:17:01] but it goes something like this. It's a table, right? So the first column will say something

[00:17:07] like, what is the goal of this email? And that might be get somebody to click on a sales page

[00:17:14] or it might just be nurture my list so they find me more likable. It might be build

[00:17:19] authority with my list so they start seeing me as more of an expert. It can be anything,

[00:17:23] right? But you set a goal for the email. In the next column, you put a rough outline of

[00:17:31] what is your content that's going to achieve this goal. So if I said, I want to make myself

[00:17:37] more likable to my subscribers, my content column will then be, I'm going to tell a story about

[00:17:42] how I messed up grandly and what happened as a result. Okay? Third column will be your send

[00:17:48] date, right? Because you want to make a plan of when I'm sending this. And then you want

[00:17:52] to have a column where you're planning your call to action. So as a result of reading this

[00:17:58] email, what do I want my subscribers to do? And sometimes that can be click on a sales page.

[00:18:06] It can be schedule a meeting with me. It can be something as simple as reply to this email and

[00:18:13] tell me your own story because when your email subscribers reply to you, you're building

[00:18:20] a relationship with them. And that really is the goal of having an email list is having those

[00:18:25] actual real relationships with your subscribers. So when you're planning your emails,

[00:18:32] sometimes if we say something like tell a story, you kind of get down a rabbit hole where

[00:18:36] well now I'm telling a story and I don't even know why I'm telling it anymore. Right? So

[00:18:40] you want to plan that strategically. Okay, I'm going to tell the story. And then the goal is

[00:18:44] to get them to take this specific action. Those are great insights for anybody that's

[00:18:50] just trying to write an email that's not necessarily part of a campaign, but just

[00:18:55] a one off email, put some thought into it with those columns of that structure

[00:19:01] and thinking about what we're looking to do. The part that's I think a lot of the emails I

[00:19:12] see that come to me, it's all about them. The writer not about me the reader. And the ones

[00:19:21] that I engage with are the ones that you know sort of telling me a story that like oh yeah,

[00:19:29] that's relatable. That's similar to something I've gone through. And I think that really,

[00:19:37] is it fair to say that it's hard to do that as a marketer if you don't truly understand

[00:19:44] who your target is? Absolutely. Yeah, you need to know your reader. You need to know what

[00:19:52] they're thinking about and what they would get excited about like okay, here's a free resource

[00:19:59] on brand voice. I know my subscribers are excited about a free resource on brand voice

[00:20:05] because many of them are copywriters and marketers or they're doing it themselves with their own

[00:20:09] marketing and they're trying to figure out their brand voice. So that's something they'd be

[00:20:13] excited about. If I would tell them here's a free resource on what to say in a podcast

[00:20:19] interview, I'm not sure how many of them would be like oh yeah, let me grab that because I'm

[00:20:25] not sure how many of my subscribers are interested in getting on podcast interviews

[00:20:29] or knowing what to say. It would kind of be like I don't need that. I don't want that.

[00:20:35] So yeah, it's really important to know what your subscribers care about, what they want

[00:20:40] to hear about, what they would consider valuable and really important not to talk

[00:20:46] down to them or treat them with less respect than they deserve. Yeah, I do see that

[00:20:57] I do see that like sort of disrespectful tone and I know there's really no tone in an email other

[00:21:04] than what I bring to it but the words that they use sometimes just rub me the wrong way

[00:21:15] and that's immediate turn off to hitting the delete button and that's so easy to do

[00:21:22] anyway. So is there, do you have any tips for because the subject line is an important piece

[00:21:32] too right? If we're trying to get somebody's attention, is that something that is tied to

[00:21:38] the story or is that a question we ask? Is there any good rule of thumb there that would be

[00:21:44] helpful? Hey thanks for being part of Sales and Cigars. I wanted to share a new project

[00:21:50] that we just launched. I wrote a new book called Scale Your Sales. It's written for the CEO. It's

[00:21:56] a short powerful book that explains the seven critical mistakes that CEOs make with their

[00:22:01] sales organization. It provides actionable steps that you can take to fix those problems in your

[00:22:08] business today and it might even help you get out of the sales seat yourself. So appreciate

[00:22:13] you listening to Sales and Cigars. You can find this book on Amazon or wherever you buy books.

[00:22:18] Thanks. So I love writing subject lines. It's one of my favorite, you know,

[00:22:26] playfulness parts of an email and I often get responses to my emails with feedback on my subject

[00:22:32] lines. You know some people will reply to my email just saying I love the subject line.

[00:22:39] Like that's all they have to say. So you got to mix it up when it comes to subject lines.

[00:22:46] Don't become too predictable, right? So there are many different kinds of good subject line

[00:22:52] and then you want to mix them up and not use the same kind every time. So one good subject

[00:22:58] line would be to simply give a preview to what you're going to be talking about in this email.

[00:23:03] So if in this email I'm going to give you three tips for writing tighter then my subject

[00:23:10] line can just be three tips for writing tighter. That's it. That would be a good subject line.

[00:23:16] Another good subject line is opening a curiosity loop. So that means saying something that does

[00:23:22] not tell you what's exactly in this email but just makes you curious like okay what is she

[00:23:26] going to say, right? So a curiosity loop subject line would be something like I wrote

[00:23:33] much too wordy and then this happened, right? It's the same email with the three tips for

[00:23:38] writing tighter. But that's like a little story too, right? In and of itself. It is.

[00:23:43] It is but it doesn't tell you what happened so it's a curiosity loop, right? Yep. Okay

[00:23:50] that would be another good kind of subject line. What else would be a good subject line

[00:23:57] trying to think? Curiosity loop, the preview, personalization, right? So with most email service

[00:24:06] providers you can put the recipient's name into the subject line. So you can ask a question,

[00:24:15] right? If you were getting the email, Walter, it would say something like Walter would you

[00:24:19] like to learn how to write tighter? Okay so that is both personalization and also giving

[00:24:25] you a preview of what the email will be about and it's fun because you can do it all different

[00:24:31] ways. So I mean those are three simple to execute and you can be creative, you can

[00:24:42] be authentic with coming from your voice as the writer and I think a really good tip there is

[00:24:52] mixing it up so you don't become predictable and you're keeping people on their toes so to

[00:24:59] speak. That's some really good, some really solid tips and advice for our audience who are,

[00:25:09] you know many of them struggle with marketing concepts, the tactics, I mean the strategy is

[00:25:16] another piece of it so let's talk a little bit about what you do. So somebody heard you say

[00:25:24] something really smart about the outline and those were great tips on the subject line

[00:25:30] and it's like I want to get more. So who's that, to self-identify, who's typically your

[00:25:39] customer, the people that you add value to and you enjoy working with?

[00:25:44] Okay so in my work I mostly work with B2B brands. These are brands that are typically

[00:25:52] excellent at what they do and also typically get most of their leads to date by word of mouth

[00:26:00] and now they are ready to start marketing. The only problem is they don't know much about

[00:26:06] marketing. They're experts at what they do, they have an incredible team that they've put together

[00:26:12] and have years of experience and many many satisfied clients but they don't know how

[00:26:19] to market or what to do or what they should put on their website. They know they need a website,

[00:26:23] they don't know what to put on it, they don't know how to explain the complex services that

[00:26:29] they offer so they will reach out to me and that's typically the best fit client for me

[00:26:35] and I take them through the process of what it takes to market. That means getting to

[00:26:41] understand their target audience based on what they already know from all of their existing

[00:26:47] clients. I talk to their target audience, I interview some of their clients that they've

[00:26:53] worked with because that gives me the meaty detail and the voice of the customer that I

[00:26:58] need in order to market. The language. The language exactly and some incredible case studies

[00:27:05] so I'll get really compelling stats or anecdotal information that shows you know

[00:27:12] this client went from doing everything themselves to having a fully automated system, right?

[00:27:18] Telling a story of what happened instead of saying we do automation, right? So like again

[00:27:24] bringing in the power of storytelling in the form of case studies and then I write

[00:27:30] the client my clients web copy so I will give them the wireframes and all the copy which

[00:27:37] is the words that go on the page for a very, very compelling website that clearly

[00:27:43] communicates what they do, presents them as a very powerful authoritative brand and

[00:27:49] includes all those conversion strategies like using evidence to back up their claims,

[00:27:54] having strategic call to action buttons on the page so that they have everything that

[00:28:00] they need in order to start marketing. And then I'll work with them on the rest of

[00:28:03] the funnel as well so if having a lead magnet and an email sequence is part of their strategy,

[00:28:09] I'll work with them on that as well. So you're helping them from the strategic

[00:28:16] point of view, the strategy and understanding what they are. You help them with the words

[00:28:22] that are going to engage their likely customers, the prospects that they're trying to

[00:28:30] persuade, to look a little further at their operation, their company. And then you can

[00:28:38] help them with the tactics as well, the email campaigns and ads and things like that. Where

[00:28:44] do you like to stay within that? Email campaigns all the way to ads or?

[00:28:50] Yes, so I will typically work with the client on the full gamut. If they need a specialist

[00:28:55] in a specific area like they're doing Facebook ads, then we'll delegate that to somebody who's

[00:29:00] specialist in that area. But anything that's email, copy, any parts of the funnel that need

[00:29:07] to have their brand messaging on, I will typically be the writer for that.

[00:29:11] And you're giving them some guidance on those ads to make sure that they

[00:29:15] are holding true to the brand and to the strategy?

[00:29:18] Absolutely, yeah. When we start the project, we write a brand strategy brief,

[00:29:24] which is a Google slide stack that can be up to 100 pages sometimes, because it includes

[00:29:32] everything that you need to know to make decisions about how to market this brand

[00:29:37] from the audience segments to the problem solution stories, to the case studies,

[00:29:44] to the brand voice. Everything's in there. It's like the Bible for the brand.

[00:29:48] So you're making decisions.

[00:29:51] The colors, what the logo represents, what the brand represents, everything with detail.

[00:30:01] I've seen some of those and I've talked to other folks and they have a similar

[00:30:06] story, right? They're robust documents because they become a reference document.

[00:30:12] And I was talking to a writer for a television program and they have,

[00:30:21] I think there's a parallel here. They'll have a character on a show.

[00:30:25] And before they write for that character, there's three or four binders of backstory

[00:30:35] about that individual. Like their whole life is in these books and it becomes

[00:30:41] like if you don't know what's in the book, you can't write for the character.

[00:30:44] But it's their reference piece. And I think there's a parallel there to

[00:30:49] if you don't have a really strong reference point for your brand, you're going to go

[00:30:55] in a lot of different directions and you'll get lost.

[00:30:58] I love that analogy. That is so powerful and so true. That's exactly what this is.

[00:31:06] And some of the details in the screenwriting thing that they don't always,

[00:31:08] it doesn't always come out in the show, but it does to the writing team because they know

[00:31:16] that they have that point of view because of this thing that happened to them in the past.

[00:31:21] It's an interesting piece. It's a little off topic, but I thought it was interesting

[00:31:29] and it was parallel. So is there, we're going to have your website and your website

[00:31:38] and your LinkedIn and things in the show notes, but we had talked about there's a,

[00:31:45] we'll have a link in there. Can you share with the audience the link that we're sharing to help

[00:31:50] them, that value that you're offering? Can you kind of expand a little bit up on that page?

[00:31:56] Sure, absolutely. So I have a bunch of freebies that I offer. You can get them from

[00:32:03] this page, which you'll find in the description. One is an ebook. It's called 15 Brands to Love,

[00:32:09] Loathe and Learn From. And it's full of just cool examples that you can look at and get

[00:32:14] inspiration. And I explain exactly what these 15 brands are doing and why they're doing it.

[00:32:20] And then there's takeaways for you for things that you can do with your brand.

[00:32:26] There's another ebook. Well, I've just, I pulled it up as we're talking here because

[00:32:32] I want you to finish the story, but I just want to add that it's really robust. There's

[00:32:39] a ton of value here for people to educate themselves and really start to understand

[00:32:48] that what they're missing. So I interrupted. Your second ebook is in there.

[00:32:53] Sure. Thank you. And thanks for adding that. I appreciate it. The second ebook is about

[00:32:59] copywriting. So if you're brand new to writing copy and you're like, I don't even know where

[00:33:04] to start, this will tell you exactly where to start. And it includes a really helpful

[00:33:11] worksheet that you can just go through to plan your copy. I also have a free video series

[00:33:17] called Get Paid to Think. This is specifically for marketers who are more experienced and they

[00:33:25] find themselves giving a lot of advice for free and you want to start charging for your

[00:33:29] consultations. This video series will show you how to do that. And one more video masterclass,

[00:33:36] specifically for designers. So if you're a designer, you design logos, you design ads,

[00:33:41] you design websites, whatever it is that you do, and you want to start doing it more

[00:33:45] strategically, this is a masterclass that will show you how to do that.

[00:33:50] Wow. I mean, there's two more here. There's a video series on brand name Brilliance.

[00:34:03] Yep. So that one is not free. It's a paid video series. It's on how to develop a brand name.

[00:34:11] You can buy that for $27. And the other one is a course on brand archetypes,

[00:34:17] which is a crash course, also not free. And it's on how to use the psychology of archetypes

[00:34:24] in your marketing. And I think that's a huge part of when you do a brand document,

[00:34:31] that archetype is an essential way to describe and figure out how you stay on point with

[00:34:39] a brand going forward. And those are interesting. I've experienced that with my own brand,

[00:34:47] and I've experienced it with other companies and sitting in and watching somebody talk through it.

[00:34:53] And yeah, I think the example, I don't remember the particular archetypes, but

[00:34:58] it always sticks out of my mind that Starbucks and Dunkin Donuts both sell coffee.

[00:35:04] And but they have a completely different archetype. They have a completely different

[00:35:09] audience. They have a completely different way to market, but it's they're still selling a

[00:35:15] cup of coffee. But I think that really is a really good differentiator between good marketing

[00:35:25] and bad marketing is that they're selling the same thing. And one's selling it for five bucks

[00:35:30] a cup and the other one's selling it for two. And it's effectively the same coffee,

[00:35:35] no matter how you brew it, still coffee. Absolutely. You nailed it.

[00:35:42] So I think we'll have this resource page. I mean, it could take somebody weeks to go

[00:35:50] through this value here. And when you've got it packed in. So I love that. I appreciate

[00:35:56] appreciate sharing that. Well, that'll be in the show notes for people to look.

[00:35:59] Is there what's the best way? Like you said some things that really get people excited.

[00:36:04] What's the best way for them to reach out to you beyond this resource page?

[00:36:08] You can reach out to me on LinkedIn. You can reach out to me through my website.

[00:36:13] You can just email me. I read all my emails. My email is Chaya at Chayaglad.com.

[00:36:19] Chaya is C-H-A-Y-A. Just send me an email. I will read it.

[00:36:24] Awesome. Thank you so much for taking the time and rescheduling this podcast. I'm looking forward

[00:36:34] to getting some feedback from the listeners about how much value you delivered. So thank you.

[00:36:40] Thanks for having me.

[00:36:42] Thanks for being part of another fun episode of Sales and Cigars. Let me ask you a question.

[00:36:47] Are you tired of struggling to hire sales talent that's going to move the needle

[00:36:51] for your company? Well, maybe you should attend my sales hiring secrets program and discover

[00:36:57] the number one mistake that business owners are making with hiring sales talent in their

[00:37:03] organization. The details are in the show notes. Click on the page. It gives you all

[00:37:07] the details. It gives you everything you need to know to solve the problem of sales talent

[00:37:13] on your team. Thanks.