Why Every Business Must Think Like a Media Company [Endless Customers Podcast Ep. 95]

This transcript has been generated by AI and not checked for accuracy.

00:00:00:00 - 00:00:11:10

Brian Casey

Alex, we got to talk about becoming a media company. And there's this old idea of what it used to be, and there's this new idea of what it needs to be for you and your company.

00:00:19:02 - 00:00:45:04

Alex Winter

We have a really exciting announcement for all of our viewers and listeners out there. The new book, Endless Customers by Marcus Sheridan and the team here at impact comes out in April of 2025, which is really exciting. But, you know, it's more exciting. You can go right now, today to endless customers.com and preorder your copy. And if you do so, there's all sorts of great bonus content that you're going to get that you wouldn't normally get if you don't preorder.

00:00:45:04 - 00:00:53:16

Alex Winter

So again, go to Endless customers.com and preorder your copy today. So you can learn how to earn trust and win more business in the age of AI.

00:00:53:18 - 00:01:03:13

Alex Winter

Welcome back to Endless Customers. I'm your host, Alex Winter. And today we are joined by a coach and trainer here at impact, Brian Casey. Welcome back to the show.

00:01:03:15 - 00:01:04:14

Brian Casey

Hey, Alex.

00:01:04:16 - 00:01:05:22

Alex Winter

How are you? My friend?

00:01:06:09 - 00:01:12:19

Brian Casey

Good. Became a new dad. So trying to navigate what that looks like. But outside of that business as usual.

00:01:12:20 - 00:01:39:10

Alex Winter

That's awesome. Congratulations on becoming a dad. And, welcome back to the show. Has been a minute. We, you know, you've been you've been off on paternity leave, but we're really pumped to have you back. We have a great conversation today. Definitely a hot topic, especially with endless customers coming out very soon. We're talking about why it's so important for businesses to, to have this media company mentality and why they want to become a media company and what that means.

00:01:39:16 - 00:01:52:09

Alex Winter

So can we kick things off by just defining what that what that actually is and why? You know, we talked about it and they ask you answer. It's certainly prominent in the new book. Why is becoming a media company so important these days?

00:01:52:11 - 00:02:17:06

Brian Casey

Yeah, I mean, it comes back to some fundamental truths. Ultimately, people are doing more research than they ever have. People are less willing and less, likely to talk to a salesperson. And so these two things are fundamentally true in a business buying mentality. We need to find a way to show up when they're doing that type of research.

00:02:17:07 - 00:02:45:19

Brian Casey

And it's easy for anybody to say I'm a roofing company or, you know, we do IT services at the end of the day. The companies that are going to be found when people are doing research have taken a different mindset, and it's that media company mindset. We are a media company that produces written content and video, and we have a very educational website, and we're a media company that happens to install roofing or do IT services.

00:02:45:19 - 00:02:54:14

Brian Casey

But we are going to be the media conglomerate that trusted name and voice within our scope, within our domain.

00:02:54:16 - 00:03:14:09

Alex Winter

That makes sense. Now I miss and being the trusted voice is the ultimate goal. That's what we're trying to achieve is the best way to not only build trust, but also to disrupt your industry, as we've seen time and time again. And it doesn't really matter if it's B2B or B2C or what industry are. And but I also think sometimes too, there's a fear around when you say media company, that's a big yeah, that's a big word.

00:03:14:10 - 00:03:26:02

Alex Winter

It's like, oh my gosh, I have to I have to build a whole nother company within my company. Do you what do you get when like when you hear or you say this to clients or potential customers, what are they? What's their reaction when you first say that?

00:03:26:04 - 00:03:53:11

Brian Casey

Yeah, I think what you said is pretty spot on. And people think they have to change how they functionally operate as a business, right? Another two key players that you're going to add to your company. But ultimately, it's more of a mindset shift, right? Everybody has the opportunity to help contribute to being a media company. If I'm in sales, I'm going to have good conversations with prospects that people outside of my position might not have visibility to.

00:03:53:13 - 00:04:24:12

Brian Casey

Maybe my contribution to a media company is relaying those questions to our content producing team and allowing them to to prioritize content based on, but I do think people get scared when they hear media companies, right? Because you think a media company, you think like the classic like news station that has people that are dedicated being production assistants and like, right, it's not that the foundational structure of your business is not changing from a mindset standpoint.

00:04:24:14 - 00:04:33:01

Brian Casey

You have to own the fact that you need to be found when people are doing research before they buy a product or service that's like yours.

00:04:33:03 - 00:04:51:17

Alex Winter

100%. So 100%, I couldn't agree. I couldn't agree more. And it's funny because I, I think that was my first reaction. The first time I heard Marcus say it was like read and reading through. They ask, you answer. I was like, media company because that's the world I come out of. So I'm thinking exactly what you said, like pays and interns and studios and huge amounts of people to produce and create content.

00:04:51:17 - 00:05:10:16

Alex Winter

And that is true, that the traditional way of doing it, that's true. And there are still news outlets and certain companies that do it that way. But what we're talking about is much more focused around content. And so you said something earlier about how video is a big piece of that, and I love that. Like, maybe we can break down the different pieces and start with video because, you know, video first here.

00:05:10:18 - 00:05:21:09

Alex Winter

But why is video content so important? And why is having like an in-house videographer critical for, for building trust and for growing that groundswell that you need as a company?

00:05:21:11 - 00:05:46:14

Brian Casey

Yeah. So one piece that you just mentioned, the video is above and beyond any other tool with this creating trust. And there's a caveat to even that. But when we think about like AI, right, everybody has used AI at this point to generate some written voice, right? Whether it be website messaging, whether I had it right in a process the other day, it's great on that.

00:05:46:16 - 00:06:17:10

Brian Casey

But it's really, really easy to get AI to generate written components. And so when it's that easy, when it's not readily available, more people are going to do it. So it's going to be incredibly more difficult to stand out as a human, as a person with a written voice component exclusively. Video however, you and I can sit here and simulate a conversation and people can start to pick up on who we are.

00:06:17:10 - 00:06:37:01

Brian Casey

Some of the personality quirks that we have, some of the things that actually tie you to knowing, understanding, and beginning to trust someone that content in and of itself just can't do so. Video is this inherently important tool towards seeing someone getting to form some type of a relationship with them and beginning to trust them?

00:06:37:03 - 00:06:56:19

Alex Winter

Yeah. Wow. I've never really thought about it that way until you just said it, but it makes complete sense that the written piece is becoming more and more saturated because it's so easily accessible with these AI tools that anyone can write pretty decently now. And if you want to differentiate, that's not really the it used to be blogging, but that's not really the way that it's working anymore.

00:06:56:19 - 00:07:13:01

Alex Winter

And that's why the shift towards video I'd like it all makes sense. That's that's really cool. Yeah. And I, I know there are some video tools coming out. You know, we use video tools here at our AI centric. But I still think that it's not quite at a place where this, like this level of content is like, this is very genuine, this is real.

00:07:13:01 - 00:07:29:01

Alex Winter

You can tell we're talking I still feel like some of the avatars, even though they're incredible, you can still tell, like they blink weird. And there's certain little nuance things that you're like, oh, this is this is still a computer. This isn't a real human being yet, so we're not quite there yet. That and that is where the opportunity lies with video.

00:07:29:03 - 00:07:54:00

Alex Winter

So, so for, for, you know, a lot of our audience, we, we really specialize here at impact in the home services industry and arena, you know, ranging from pool companies to roofing companies to like everything in between B2B and B2C. But what does that mean for them? Like, what does that actually mean, becoming a media company? Because I feel like a lot of these companies creating media is not really what they do and what they specialize in.

00:07:54:00 - 00:07:58:20

Alex Winter

So how do they become specialist in something that maybe is a little foreign to them?

00:07:58:22 - 00:08:22:06

Brian Casey

Yeah. Let's say you use a roofing company as an example. And everybody that's that works for a roofing company that's in the field has either a phone, iPad or both on them. Let's say that you are on a roof and you have, you've identified some damage. And that's going to lead to you recommending them to replace their roof.

00:08:22:08 - 00:08:56:08

Brian Casey

Replacements. A lot more expensive than a repair. What better medium than having your phone or an iPad out that you can take a quick video and say, hey, this is the issue that I'm finding. Here's how you can validate it yourself. And this is why I'm making the recommendation that I have. That's a simple mechanism that doesn't have to ever live on YouTube or your website, but a simple way that you can communicate to a customer in like a company camp or something like that, where you can become this media company.

00:08:56:08 - 00:09:26:17

Brian Casey

I went up on the roof, made a video, video first, right? Or you come back and, maybe let's say that you're not, like, out in the field, but you know that people are seeking out problems with their roof. Media company mindset would say, hey, let's get some articles done. Let's create some videos that might have some production value attached to them, to make sure that when people are searching for this thing that they likely have to do once or twice in their life.

00:09:26:19 - 00:09:29:09

Brian Casey

So like, people are out here buying roofs for fun.

00:09:29:10 - 00:09:30:02

Alex Winter

No, definitely.

00:09:30:02 - 00:09:31:07

Brian Casey

Right.

00:09:31:09 - 00:09:35:22

Alex Winter

Yeah. It's a big purchase. Like it's usually a 30 year, 30 year commitment. Yeah.

00:09:36:00 - 00:09:58:00

Brian Casey

It's like this unique buying process people have, a lot of hesitation, in doubt, to be able to pull the trigger on something that's pretty expensive. And so you have to be able to find them when they're at this state of paralysis, when they don't know what to do. Oftentimes roofing issues are, pretty time sensitive to.

00:09:58:02 - 00:10:05:20

Brian Casey

Yeah. And so you need to be able to be found when people have the problem in your way of being found. Is this a company mindset? Yeah.

00:10:05:22 - 00:10:21:15

Alex Winter

No, it's it it's a really good point. I feel I feel like too if I had an issue with my roof, knock on wood that I don't. But if I did, if the, if the contractor that came to to inspect or to you survey and take a look at it came back down off the roof with photos on his phone, I was like, hey, look, you have you have this happening in this happened.

00:10:21:15 - 00:10:36:04

Alex Winter

And I could see it. It's it's gonna it's going to make me want to fix it. Rather than him just telling me. And if I don't know and I don't see it, I'm like, oh, is it really that bad? Maybe he's exaggerating. You know, it removes all those fears, worries, doubts, concerns that I think I would have as a buyer.

00:10:36:09 - 00:11:01:05

Alex Winter

It's funny that you mention it too, because I'm, I'm having one of my cars worked on right now, and the mechanics are starting to do this at the shop that I bring the car to, and they're underneath, said to me like, oh, hey, you got, you got rust on your oil pan, and you have this and it's like, it's so refreshing because I felt like mechanics in the past, they can tell you one thing and like, there's a little bit of, like a knowledge gap there that now it's like, I can see it and I can I can tell that they're being upfront with me and honest.

00:11:01:05 - 00:11:18:10

Alex Winter

And there's no there's no gaps. It's just it it's a really interesting way of building trust and showing, showing people exactly what you need to do. So how does this yes. How does this apply. Right. You got me thinking. How does this apply to people in certain industries that think that, like, our video isn't going to work for us, like, oh, we can't do that.

00:11:18:10 - 00:11:29:17

Alex Winter

Or maybe with there's like in a medical field and HIPAA, HIPAA laws or like this and that and like, oh, there's all these constraints as to why we cannot do video. What do you say in situations like that?

00:11:29:19 - 00:11:52:22

Brian Casey

Yeah, in 95% of situations, that is us just feeling uncomfortable with doing something. I have yet to run into a situation, even a HIPAA compliant situation. Like it's not like you're going to be putting someone's personal medical data in a video, which is where you would run into a compliance issue. Right. But ultimately it's it's just uncomfortable.

00:11:53:00 - 00:12:20:13

Brian Casey

Right? Like, I know, for me, starting at impact, I was super uncomfortable to be on camera and saying, a level of discomfort that we, that we have and that Marcus says this all the time. But like, we cannot let our personal opinions influence business decisions. Yeah. And the business decision is and there's plenty of stats that back up people want to consume video content.

00:12:20:15 - 00:12:39:23

Brian Casey

People convert more often than your website and there's a video and pages. Yeah. So if this is what the market is telling us, the question we have to ask ourselves is like, are we going to adapt or are we going to be left behind? And video I both of those two things are things that people have been resistant to.

00:12:40:01 - 00:12:43:04

Brian Casey

And it's you need to get on board or you're going to be left behind.

00:12:43:06 - 00:13:00:00

Alex Winter

Yeah, I totally agree. It it definitely feels like the, the.com like everyone needs to have a website and people are like, I'm still going to send stuff through the US Postal Service. And it's like, no, that's if you didn't get on board with that, you got left in the dust. It's like the blockbusters or a million other stories that we can.

00:13:00:00 - 00:13:21:13

Alex Winter

We could, relate to it. So what happens when you have someone trying to balance, like, let's say they're bought into video, but they also do written content. How do you find a balance of like video and written? And when do you choose to stay in like certain lanes or like what's the what's the correct makes? I'm sure it's different for every company, but like, how do you navigate some of those conversations to find the right, the right sweet spot?

00:13:21:15 - 00:13:45:06

Brian Casey

Yeah. So I'll give you like a broad answer and then I'll give you like kind of a geeky answer. Okay. Cool. Broad answer is most content is going to translate pretty well if it's something that someone is searching or asking or was curious about, that content could exist in written form and it could exist in video format, because YouTube and Google are the biggest two search engines.

00:13:45:08 - 00:14:15:14

Brian Casey

So ultimately, any question that people are asking, they might want to consume a video, they might want to read an article. Why not have both for those situations, there are certain types of videos that don't have a direct 1 to 1 counterpart with an oracle. For instance, if you're on a landing page or if I'm on your contact us or request a consultation page, we might have a video there that explains to you what happens after you fill out a form, or what we do with information that really just aligns expectations.

00:14:15:16 - 00:14:45:01

Brian Casey

We're not gonna a particle. Here's what happens after you felt that form. So I am actually have the mindset that almost every article could be a video and there's videos that don't have a direct article counterpart. Okay. Now that's a broad answer. The geeky answer is this concept of search intent. So if you take the thing that someone is asking or searching and you put it into Google, and the first thing that you see is a video, there's a video carousel at the top.

00:14:45:03 - 00:14:48:05

Brian Casey

You'd be really dumb not to create a video.

00:14:48:07 - 00:14:58:08

Alex Winter

Totally. And that is the first thing that pops up. But maybe Gemini now. But the second thing right underneath it is it's the related links that are videos off of YouTube 100%.

00:14:58:10 - 00:15:14:10

Brian Casey

Yeah. So if you're saying that, just know that that's probably a less crowded battlefield than written content. Yeah, there's less people that are willing to do the hard work to create a video. And so you could be playing in a reduced competitive landscape if you choose to.

00:15:14:12 - 00:15:32:04

Alex Winter

Yeah. I think you made some good points earlier, too, about the fact that you just because we said the word media company doesn't mean you need to have a studio. It doesn't mean you need to have high end cameras. You can use your phone. The power of what's in your pocket. Now, my my phone shoots an eight K at 60 frames a second like it's it shoots great footage.

00:15:32:04 - 00:15:51:16

Alex Winter

It really does. It shoots great footage. So there isn't really an excuse anymore. And I think the biggest piece to with what you said is getting over the fear of getting in front of the camera, because I, I shared that with you too. I didn't I didn't think I would ever be hosting a podcast. I probably said that a few times now, and the first couple podcasts, when you watch them, aren't so great, and that's okay, because I didn't.

00:15:51:16 - 00:16:09:14

Alex Winter

It was my first time in. Like anything, your first time is never going to be as good as your second. And you started like, it's like practice. You just gotta keep getting after it and you'll you'll fine tune and hone your skills as you move forward. Yeah. So with that, can we, can we share some stories because you coach a lot of companies and you train a lot of folks, a lot of experts and a lot of great people on this.

00:16:09:14 - 00:16:20:06

Alex Winter

Do you have any real good stories you can share with us of just people that are embracing this sort of mentality of becoming a media company and are embracing video and or just crushing it?

00:16:20:08 - 00:17:01:23

Brian Casey

Yeah. I just had a conversation with Jeffrey at, Winter roofing today, which is one of my favorite all time clients. But Jeffrey, as a person does not have a big, you know, goal in life to become this personality or to become a brand. But he was challenged to do so, and he has been creating Facebook and LinkedIn videos that are just literally off the cuff things that he is seeing in the industry or things that are popping up that he just wants to inform the public of.

00:17:02:01 - 00:17:03:06

Alex Winter

Okay.

00:17:03:08 - 00:17:28:05

Brian Casey

Jeffrey is not ever been a guy who's trying to build a platform or a following on any of these networks. He just started recording cell phone videos. And it's incredible to see the amount of feedback that he's getting on these on his personal Facebook network. You have people that he, he made a video the other day about one called Close the Sales Methodology.

00:17:28:07 - 00:17:50:04

Brian Casey

That's high pressure. You know, time sensitive, trying to close deals. And you just call it out. It's a bad industry practice. He called it out, and people are responding. This is so helpful. I've had this happen to me before. Then every time they do it, increase of your reach increases. And the coolest thing is he.

00:17:50:06 - 00:18:01:06

Brian Casey

He's gotten people reach out to him about a job. Hey, I want to work for you. Well, it seems like you're at a stand up company. That's. I love work for you.

00:18:01:08 - 00:18:02:22

Alex Winter

Yeah, look at the reactions.

00:18:02:23 - 00:18:30:10

Brian Casey

Wow. I know it's crazy. And there's other, like, business related, like, avenues that I can't talk about yet because they haven't come to fruition, but. Okay, big ROI with video that was shot on a cellphone and the the latest one is up on their YouTube, on on their shorts and all their, their videographer had to do was take it and an opus, do some captioning and take a cellphone video.

00:18:30:12 - 00:18:35:10

Brian Casey

And that's got as much engagement as the last short that was produced on site.

00:18:35:12 - 00:18:52:13

Alex Winter

Wow. Do you find I have to ask you this? It's fascinating what you're saying. I think that's awesome and good for them. Do you find that the more produce videos are getting less traction than they used to compared to these, like cell phone videos that are way more relatable and way more real?

00:18:52:15 - 00:19:18:14

Brian Casey

I think shorts. Definitely. Shorts. I think there's an authentic nature that the market just kind of strives for. Long form. I haven't seen it as much, I think produced for long form. When you're answering a question and you're attacking it from multiple angles, I think some production value is always appreciated there. But again, it depends on your industry.

00:19:18:16 - 00:19:35:10

Brian Casey

Yeah, right. Like if you're a roofing company, if you're a, foundation repair company, I don't think there's a ton of expectations that you're going to have this professional outfit that is world class, that could produce video content for CNN, right?

00:19:35:12 - 00:19:54:16

Alex Winter

Right. Yeah. That's true. I think, too, is for me, it's really funny how the psychology is shifting and it's happening in real time, but that used to be, you know, even even in something as simple as going on Amazon because I want to buy insert whatever product it is. Right. You look at the product stills and you flip through the photos and they always look great.

00:19:54:16 - 00:20:09:14

Alex Winter

They're lit nice. They're professional photos. But I've, I used to look at those and think that that was great. And I've stopped looking at those. And I scroll down and I go straight to the reviews and I look at the user submitted photos so that I can see them in someone's living room or on someone's desk or whatever the case is.

00:20:09:16 - 00:20:36:13

Alex Winter

And that has become my like deciding factor, which totally plays into the big five and what the Big five is all about. It's really just interesting. And I think, I think to your point, that's that's how you build trust. And I think to the overproduce stuff, you pick and choose, I totally agree. But when you're doing short content and to go back to your roofing client, when you when you don't overthink it and you just call out things that everyone's thinking or talking about or that like people aren't saying, but it's it's right in front of your face.

00:20:36:13 - 00:20:53:08

Alex Winter

It's usually the simplest things that if you just address them, it's amazing what what ends up happening. Yeah. Very cool. Any other examples? Any other, clients that are maybe doing a nice mix of written and video or that are really embracing the media company mentality?

00:20:53:09 - 00:21:22:05

Brian Casey

Yeah. I mean, I think everybody that we work with to some capacity is super leaning into this media company mindset. Shasta is another one of my like, favorite all time clients. It's it's incredible because they haven't really had someone that's been dedicated to video. They've had someone stacking a video, but they haven't had anybody dedicated to written content as their primary job title.

00:21:22:07 - 00:21:47:11

Brian Casey

We can even look at articles that have been AI assisted, that have been done in like a part time fashion that have $61,000 attached to it. Wow. In terms of attributed revenue, that's great. Yeah. So like and pool companies are such a boon for video, right? It's such a visual medium. They're such an emotional component to the purchase.

00:21:47:16 - 00:21:55:07

Brian Casey

Yeah. So it's doing some really good things with video and really starting to hit the stride with written content as well.

00:21:55:09 - 00:22:20:13

Alex Winter

Excellent. You just sparked another thing. I'm just going off the cuff here. What what's it like when you're working with, like, a star or you're working with a company and they're embracing this mentality, and they're starting to shoot videos with their phone and they're maybe doing it themselves. Where do they where do they get to a point where it's like, we should hire a dedicated person and like, where do you start to bridge that gap and making that decision to allocate a full time person to a role like that?

00:22:20:15 - 00:22:44:18

Brian Casey

Yeah, I think the the historical answer, if you were to go back like five years into a they ask you to answer like coaching and training environment would be you get all written content up and running. You start to get some return on that investment. The return on that helps give you confidence that a videographer as a as a good second, higher chance to hire the videographer first.

00:22:44:20 - 00:23:09:08

Brian Casey

And that was our recommendations that you hire the videographer first. And with them there are cool company. Like I mentioned, there's an emotional component to the purchase. They have a visually stunning product. If you were to try to explain the difference between filtration systems in written text versus showing it in the video, it's much more easily understood in the video.

00:23:09:10 - 00:23:11:02

Alex Winter

100%. Yeah.

00:23:11:04 - 00:23:36:06

Brian Casey

So for them, it's very easy to visualize how, videographer and leaning into video content first would be an easy way to go. The reality is, if you want to do it, most customers, they ask, you answer in the highest degree. At some point, you're probably going to have one person fully dedicated to writing content, one person fully dedicated to video content.

00:23:36:08 - 00:23:42:18

Brian Casey

Because there's so many answers that exist out there that you need to be answering and you need to be found in both channels.

00:23:42:20 - 00:24:04:17

Alex Winter

Yeah, that's so true. And the amount of content we recommend producing and putting out on a weekly basis is is a full time gig. It's a full time job, but it pays it pays dividends, which is really cool. This has been a great conversation. So what haven't we discussed about becoming a media company? Is there any gaps or anything that we haven't talked about that maybe we should address?

00:24:04:19 - 00:24:22:20

Brian Casey

Yeah, I mean, I think like the the fear is that if you're watching this or listening to this, that you're probably thinking about what the video is like. None of my people are trained in terms of how to be on video. So I wouldn't even let's say we didn't hire a videographer. I wouldn't even have people to be in front of the camera.

00:24:22:22 - 00:24:24:12

Alex Winter

Yeah, that's a good point.

00:24:24:14 - 00:24:43:22

Brian Casey

Yeah, it's a big fear that people have. And ultimately, the question that I would have is if you're a salesperson who are asking to be on video, if you're a leader of a company that we're asking on video, can you have a personal conversation with someone? Can you strip out all of the noise and you just have a personal conversation with someone?

00:24:44:00 - 00:24:47:19

Alex Winter

And the answer's obviously going to be yes, I would.

00:24:47:20 - 00:24:55:16

Brian Casey

Yeah. So and so the second question is, can you ignore the red button that prevents you from thinking that?

00:24:55:18 - 00:25:16:20

Alex Winter

Right. Totally not. That's a really fascinating point. We, we actually had Marcus up here recently, and he made a similar point where he was saying, you know, if you land on a web page for a company's website that you're interested in purchasing from our services that you need, and there's no video, you don't stop and go like, oh, maybe the CEO is just nervous about being on camera, and that's okay.

00:25:16:22 - 00:25:30:07

Alex Winter

Yeah, I'll just keep looking and see you. And if I if I know you're going to leave the website and you're going to find a CEO that is on video and that is friendly and wants to talk to you. So it's, it's almost a necessity at this point. It's like you got to figure out how to get over that fear.

00:25:30:09 - 00:26:05:09

Brian Casey

Yeah. And use the words got to get over the fear. I think everybody has seen AI videos that have been produced. AI avatars are going to be more prevalent in the future. And if we have to be good as a in this customer's community and being on video and having ums and hours and stumbles and having that totally be acceptable and approved because that's a part of the human experience.

00:26:05:11 - 00:26:06:11

Alex Winter

Yeah.

00:26:06:13 - 00:26:31:20

Brian Casey

So that's the other thing that I always like to tell people in video training, if you're making a video and a produce video, let's say you're doing a 1 to 1 video use and sales process. If you stumble to find your words or if you you mess up, just keep going. Oftentimes when you're sending personalized videos and sales process and you send the one that's got some ums or ODS or stutters, those are the ones that get watched the entire way.

00:26:31:20 - 00:26:40:12

Brian Casey

There's the people that actually take action versus the ones where you're scripting and, you know, overly scripted. Yeah. To the point where it's too robotic. Yeah.

00:26:40:13 - 00:27:00:02

Alex Winter

Overly polished. Right. It's the it's the don't stop roll. It's you just you just keep going and it's okay. And I think you made a really great point there too, with AI and the way that it's shaping content now, those human pieces are going to differentiate the real stuff from the, the, you know, generated stuff. So that's that's really fascinating.

00:27:00:03 - 00:27:14:01

Alex Winter

Very cool. All right. Favorite part of the show. What's the one thing people out there listening watching. What if you had one sentence, one thing you could say to them to get them excited or bought into this media company mentality? What would you tell them?

00:27:14:03 - 00:27:52:04

Brian Casey

Yeah, I mean, the reality is the market has shifted. It's not shifting. It has shifted to the point where people do not want to talk to you. People don't want to talk to salespeople facts. So yeah, the way that we need to react is not to try to continue to force feed our sales process. It is to try to be known and found when they're seeking information, when they're asking questions so that they have the confidence to reach out to a salesperson.

00:27:52:06 - 00:28:01:10

Alex Winter

Mic drop. That's it right there. Well said. Well, Brian, thank you for sharing some stories and for all your insights. We love having you on the show. You're welcome here anytime. My friend.

00:28:01:12 - 00:28:02:01

Brian Casey

Thanks.

00:28:02:03 - 00:28:11:18

Alex Winter

All right. If everybody there watching and listening better start your media company. Let's get going. What are you waiting for? We'll catch you on the next episode. I'm your host, Alex Winter. This is endless. Customers.