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From Confused to Compelling: Storytelling That Sells · Business Roundtable

0:31
Speaker 1: Welcome back to the Business Roundtable Podcast. I'm David Carr,
0:35
Speaker 1: your hosts of Stewart Your Business, helping to bring teams
0:38
Speaker 1: together to accomplish great things. I have an amazing new
0:41
Speaker 1: guest this week, Susie Taylor, who I've gotten to meet
0:46
Speaker 1: and connect with another great networking group called Success Champions Network.
0:50
Speaker 1: Susie is going to bring a wealth of knowledge and
0:53
Speaker 1: experience in branding and getting your story out there, which
0:56
Speaker 1: we haven't talked about too much on the podcast, So
0:58
Speaker 1: I'm super excited to Susie here. Welcome to the Business
1:02
Speaker 1: Roundtable Podcast.
1:03
Speaker 2: Susie.
1:05
Speaker 3: Oh well, thank you so much. I'm so glad to
1:07
Speaker 3: be here.
1:08
Speaker 1: Yeah, Susie, when you you and I met, one of
1:12
Speaker 1: the things that drew me to you was, you know,
1:14
Speaker 1: we were in a group and you were talking about
1:17
Speaker 1: like how business owners struggle to get their story out there,
1:21
Speaker 1: and especially you know, just starting out businesses they kind
1:24
Speaker 1: of try to be everything to everybody and so kind
1:27
Speaker 1: of if you will back up a little bit to
1:29
Speaker 1: how where Susie Taylor marketing came, but like kind of
1:31
Speaker 1: a little tell us about your story, your journey, what
1:34
Speaker 1: brought you to the starting Susie Taylor Marketing, and then
1:37
Speaker 1: we're going to get into kind of solving the problems
1:40
Speaker 1: and the challenges that you solve.
1:43
Speaker 3: Okay, Well, I started out my professional life as a
1:46
Speaker 3: newspaper reporter, so I have been telling other people stories
1:50
Speaker 3: for about forty years now, and about four years ago
1:54
Speaker 3: I decided to open my own own business. So I
1:58
Speaker 3: created an LLC and started to try to tell business
2:03
Speaker 3: owners stories. And it wasn't until I came in contact
2:08
Speaker 3: with Donald Biller's Building a Story Brand, which is a
2:11
Speaker 3: book that was released in twenty seventeen that I kind
2:15
Speaker 3: of really figured out what it is that I want
2:19
Speaker 3: to do, and I really want to help business owners
2:24
Speaker 3: figure out what their story is and then how their
2:27
Speaker 3: story supports their customers, because your customers don't really care
2:34
Speaker 3: that you've been in business for forty years until they
2:37
Speaker 3: figure out why, why, why did you do this? Why
2:40
Speaker 3: did you start this business that you love so much?
2:44
Speaker 3: And then that's when it hits that, Wow, this person
2:48
Speaker 3: really gets me. This person really understands where I'm coming from,
2:52
Speaker 3: and I can trust this person. And I think stories
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Speaker 3: are just so important, so important, it's how we make
2:58
Speaker 3: sense of the world.
3:00
Speaker 1: Storys Right, Well, I think it's important people hear this, Susie,
3:05
Speaker 1: because you know, like you said, you have this experience
3:08
Speaker 1: writing stories working for newspapers, you know, And right before
3:13
Speaker 1: we started recording this, I was saying that there's some
3:16
Speaker 1: people that struggle. They're not the creative type, they're not
3:18
Speaker 1: the story writers.
3:19
Speaker 2: Right.
3:20
Speaker 1: We all have stories, but it's another thing to take
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Speaker 1: that and put it in a story, in a narrative
3:25
Speaker 1: that makes sense that somebody actually wants to consume. Because
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Speaker 1: sometimes I when I, you know, I get sucked into
3:31
Speaker 1: a movie or reading something, and I because it's well written,
3:35
Speaker 1: it's well crafted, right, Susie.
3:39
Speaker 3: Right, Well, why do you get sucked in? You sucked
3:41
Speaker 3: in because there is a hero there who needs some
3:45
Speaker 3: support from someone who happens to step in and doesn't
3:50
Speaker 3: save the day, but helps the hero save the day.
3:53
Speaker 3: And that's what our jobs are as business owners, is
3:56
Speaker 3: we don't step in to save the day for our customers.
4:00
Speaker 3: We show them how they save it themselves, so they
4:04
Speaker 3: become the hero of their own story. You think about
4:09
Speaker 3: think about your story, and you don't want someone else
4:11
Speaker 3: to jump in and be the savior. You want to
4:15
Speaker 3: be the two steps up out. But sometimes you need
4:18
Speaker 3: a little help, a little support. And that's what we
4:21
Speaker 3: do as business owners, is we guide our customers so
4:26
Speaker 3: that they can figure out the solution to a problem
4:30
Speaker 3: that they have a lot of times, a lot of
4:33
Speaker 3: times it's just figuring out the why. I remember talking
4:37
Speaker 3: to someone who's a liaison between families and a nursing home,
4:42
Speaker 3: and I kept asking her why, Well, families deserve to
4:46
Speaker 3: know what's happening with their and she just kept going
4:49
Speaker 3: around and around and around, and I finally was like,
4:52
Speaker 3: did you have experience with this?
4:54
Speaker 2: Oh?
4:55
Speaker 3: Yeah, my parents were in a nursing home and I
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Speaker 3: just hated not being able to know what was going on.
5:01
Speaker 3: That is what your customers need to know. That that
5:05
Speaker 3: they need to know that you've experienced this, that you've
5:08
Speaker 3: been where they are, that you can help them, you
5:10
Speaker 3: can support them. And you're not just speaking from you know,
5:16
Speaker 3: a technical aspect. You've actually lived through this and you
5:20
Speaker 3: know what this is like. And I can trust you
5:22
Speaker 3: because you do. You know that?
5:25
Speaker 1: Yeah, you you you. As you were saying that, Susie,
5:28
Speaker 1: what I think was what it came for me is
5:31
Speaker 1: we devalue our stories are our background because we maybe
5:35
Speaker 1: we know it so well, we you know, and what
5:38
Speaker 1: you just saw, what I just heard you do. This
5:40
Speaker 1: is beautiful thing. You just pull the story out of
5:42
Speaker 1: this woman. It was all there and you're and you've
5:45
Speaker 1: created this whole, uh you know, put it all to
5:48
Speaker 1: put it all together. And not everybody has that gift.
5:51
Speaker 1: Sometimes we're just unconscious. We're unaware of it, and and
5:56
Speaker 1: so you know, maybe you can. I just that was
6:00
Speaker 1: really powerful for those of you who are listening. I
6:02
Speaker 1: just want to hear Susie just did an amazing job
6:04
Speaker 1: of doing that, and not everybody can do that, and
6:07
Speaker 1: we are just unaware and it's difficult to kind of
6:11
Speaker 1: articulate it or put that together, right, Susie.
6:14
Speaker 3: Right right. I call it going seven years deep, and
6:18
Speaker 3: it's asking that why question over and over and over again.
6:23
Speaker 3: And the first few times when you try to answer why,
6:26
Speaker 3: it's a pad answer. It's the answer that you've always given.
6:31
Speaker 3: And then about the fifth or sixth time, it suddenly
6:35
Speaker 3: hits you that, oh, that's why, that's why I do this,
6:40
Speaker 3: That's why I do this. For me, I spent thirty
6:46
Speaker 3: years as the mom of a child with severe disabilities.
6:50
Speaker 3: He passed away about four years ago, and it's just
6:53
Speaker 3: been within the last few years that I figured out
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Speaker 3: that I want to take care of my clients the
7:02
Speaker 3: same way I took care of my son. I want
7:04
Speaker 3: to make sure that they're heard. I want to make
7:07
Speaker 3: sure that they are confident in their decisions, that they
7:12
Speaker 3: understand what's going on with their marketing. Sometimes it can
7:17
Speaker 3: be so overwhelming to think about I have to have
7:22
Speaker 3: a website, and I have to have a lead magnet,
7:24
Speaker 3: and I've got to do social media, and I've got
7:26
Speaker 3: to do email, and why why do I have to
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Speaker 3: do all those things? Well, I want to lead my
7:33
Speaker 3: clients and guide my clients so that we take one
7:37
Speaker 3: thing at a time and say, all right, let's look
7:40
Speaker 3: at your website. Let's figure out what your message is.
7:44
Speaker 3: What is it that you want your customers to know
7:48
Speaker 3: that's going to draw them in and have them look
7:52
Speaker 3: to you as their guide, their person who's going to
7:55
Speaker 3: help them solve the problems that they have, and we
7:58
Speaker 3: just take it one.
7:59
Speaker 2: Step at a time.
8:00
Speaker 3: Time. You know, that's that's the only thing you can do,
8:03
Speaker 3: is just one step at a time.
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Speaker 1: Well, I agree, and I love this approach that you're
8:08
Speaker 1: talking about, the seven layers, asking the whyse, Susie, because
8:11
Speaker 1: I hear I was just talking to a gentleman yesterday,
8:14
Speaker 1: and you know, I think people go through like well,
8:16
Speaker 1: I'm gonna go get my s corp or LLC or
8:18
Speaker 1: do these technical things like and it's not bad, but
8:22
Speaker 1: they're not clear on their story and like who they
8:25
Speaker 1: really want to serve. And I think investing in that
8:29
Speaker 1: first personally, Mayson, my experience, Susie is going to be
8:32
Speaker 1: more beneficial than you going doing a lot of technical things.
8:36
Speaker 1: I got my email, I got my domain, I got
8:38
Speaker 1: doing all these technical things, and they're not bad. But
8:42
Speaker 1: if you think about, like what is the story, what
8:44
Speaker 1: fuels you, what gets you up doing what you do
8:47
Speaker 1: every day? Right, And it's kind of counterintuitive, but I
8:52
Speaker 1: feel like if you invest at the time and energy
8:54
Speaker 1: what you said, Susie, then you're like, okay, well it
8:57
Speaker 1: makes sense for me then to do these other things.
9:01
Speaker 1: We kind of get things backwards, huh, right.
9:06
Speaker 3: I think a lot of times we forget who it
9:08
Speaker 3: is we're trying to reach. We have this widget or
9:11
Speaker 3: this service or this thing that we want to provide
9:14
Speaker 3: to the world, but we're not exactly sure who we're
9:17
Speaker 3: supplying it to. And a lot of people will say, well,
9:21
Speaker 3: you know, my product is for everyone. Well, no, it's not.
9:25
Speaker 3: If you're talking to everyone, you're basically talking to no one,
9:28
Speaker 3: And you've got to figure out who it is that
9:30
Speaker 3: you're talking to. I used to write a blog and
9:35
Speaker 3: I wrote it to my mom. I figured if my
9:38
Speaker 3: mom could could follow along and understand the feelings that
9:42
Speaker 3: I was trying to express, then pretty much any other
9:48
Speaker 3: woman of her age would probably follow along as well.
9:51
Speaker 3: And so what other people. But as long as my
9:54
Speaker 3: mom got it, that's the only thing that really mattered,
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Speaker 3: And it's you just got to figure out who it
10:01
Speaker 3: is you're talking to and what it is you want
10:04
Speaker 3: to You want them to hear, not necessarily what you say,
10:09
Speaker 3: but what you want them to hear from you. Because
10:13
Speaker 3: what we say isn't isn't what makes the difference. It's
10:17
Speaker 3: what people hear that makes the difference to them. And
10:21
Speaker 3: a lot of times we think we're saying one thing
10:23
Speaker 3: and our customers are hearing something totally different.
10:27
Speaker 1: It's totally different. I coach teams on this too, Susie.
10:30
Speaker 1: I'm like, in fact, I have a whole other book here.
10:34
Speaker 1: It's called the Communication Code, but it's an ideal idea
10:37
Speaker 1: of you know, what's what's communicated versus what's received and interpreted, right,
10:42
Speaker 1: And it happens in your business, it happens within your
10:46
Speaker 1: organization and your people. I was actually just talking to
10:49
Speaker 1: a client to Susie about this today, because there's a
10:51
Speaker 1: new employees that have come into the company and they
10:53
Speaker 1: don't know the history of the company and what got them,
10:55
Speaker 1: how they get there to just look at the company like, oh,
10:57
Speaker 1: you're successful, Like well no, there's a whole story there,
11:00
Speaker 1: and they're a level of appreciation. But it takes time
11:04
Speaker 1: and like you said, intentionality to craft that story, and
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Speaker 1: the words that might be meaningful to me may not
11:13
Speaker 1: be the same words. And I've learned having somebody like you,
11:17
Speaker 1: Susie come and looking at that and saying, does this
11:20
Speaker 1: really resonate with the person that they're trying to reach,
11:25
Speaker 1: because I agree, I fall into that trap of trying
11:28
Speaker 1: to say it to everybody and it doesn't. It doesn't
11:30
Speaker 1: ring to to anybody, and nobody is and you're what,
11:33
Speaker 1: you're frustrated, right, why is my messaging not getting the response?
11:38
Speaker 2: And if we use yeah, go ahead, yeah.
11:41
Speaker 3: We forget too that our audience isn't just our customers.
11:46
Speaker 3: If we have a business, our audience is also are employees.
11:51
Speaker 3: And if they don't understand what the business is there for,
11:56
Speaker 3: they can't they can't serve your custom commers the way
12:00
Speaker 3: that you would want them to. So a lot of
12:03
Speaker 3: times you just need to figure out how to talk
12:06
Speaker 3: to your employees too, so that they understand what the
12:09
Speaker 3: focus of the business is and what's important what's important
12:13
Speaker 3: to the not what's important to them as employees, but
12:16
Speaker 3: what's important to the business and to the community that
12:21
Speaker 3: is the business. So we just just have to think
12:26
Speaker 3: about all of our audiences, not just the ones that
12:30
Speaker 3: are paying us.
12:31
Speaker 2: Yeah.
12:31
Speaker 1: No, that's so true, because I mean I definitely having
12:36
Speaker 1: worked at a company and not have in seeing the
12:40
Speaker 1: disconnect when people aren't able to share the story clearly
12:44
Speaker 1: or understand and articulate it versus those that are very
12:47
Speaker 1: clear and understand, And I find that, you know, they're
12:51
Speaker 1: much more loyal and engaged when they understand the story,
12:53
Speaker 1: they understand the background, and they want to share they
12:56
Speaker 1: want to share that with others, right because it's in engaging,
13:00
Speaker 1: it's it's meaningful. I worked with a woman my previous
13:04
Speaker 1: company she's that was on my on the on the
13:06
Speaker 1: podcast just recorded episode with her company was called Barguess.
13:10
Speaker 1: But she built the company based on her relationship with
13:12
Speaker 1: her grandfather and shere's a whole background story there. And
13:16
Speaker 1: I took that. I wasn't my wasn't my story, wasn't
13:18
Speaker 1: my experience. But I appreciated what she brought and how
13:21
Speaker 1: she shared that with the team, and why she created
13:23
Speaker 1: the company and what she was trying to do, And
13:26
Speaker 1: it was something that I carried forward with me and
13:28
Speaker 1: in my thoughts that I would be able to share
13:30
Speaker 1: that story and and how what was the genesis of
13:34
Speaker 1: that company, especially when it's particularly when it's small, you know,
13:38
Speaker 1: making sure that everybody's aware of that, understands that.
13:40
Speaker 2: But yeah, I think.
13:44
Speaker 1: It's I wish it would say is maybe you know
13:46
Speaker 1: the asking of the why, Susie, what you're getting at
13:49
Speaker 1: is it seems easier than it, but it's take a
13:53
Speaker 1: fair bit of work to get at, like I said,
13:55
Speaker 1: because sometimes I go through and like getting through those layers, Susie,
13:59
Speaker 1: the talk of a little bit about like you know,
14:03
Speaker 1: just the mindset or understanding of getting there and helping
14:07
Speaker 1: articulate that how are you, you know what, walk through
14:11
Speaker 1: that step a little bit more process so people understand,
14:13
Speaker 1: like what should they be thinking of, Like when we
14:15
Speaker 1: work with you, Susie, Like, what's that? What's that process
14:18
Speaker 1: to start to peel the layers away, you know, to
14:22
Speaker 1: get at.
14:24
Speaker 3: A lot of times we think it's this is my business,
14:28
Speaker 3: you know, I've got to be professional, I have to
14:30
Speaker 3: be that my reason for this has got to be,
14:32
Speaker 3: you know, financial or whatever. And I think a lot
14:36
Speaker 3: of times we've got to remind ourselves that we're human beings.
14:40
Speaker 3: We do things because of specific feelings and because of
14:44
Speaker 3: of the way that we were brought up or whatever,
14:48
Speaker 3: and so the whole process of asking why. Sometimes you've
14:52
Speaker 3: just got to let yourself get vulnerable a little bit.
14:58
Speaker 3: I know, when I think about how I want to
15:03
Speaker 3: treat my clients, I remember that everyone has a purpose.
15:09
Speaker 3: Everyone there's a reason why they are here interacting with
15:16
Speaker 3: me at whatever moment it is that they're doing that.
15:19
Speaker 3: And learn that from my son, my kids, because all
15:26
Speaker 3: three of them are totally different, different young men, but
15:31
Speaker 3: they all came from the same gene pool, all totally
15:34
Speaker 3: different people, and they each have their own specific purpose
15:38
Speaker 3: here and our businesses are the same. I mean, it
15:43
Speaker 3: doesn't matter whether you're selling widgets or you're selling a
15:46
Speaker 3: service or it doesn't that doesn't matter the fact that
15:51
Speaker 3: you are here on this earth trying to support someone
15:56
Speaker 3: else as they go through their lives. That's that's a
16:01
Speaker 3: very valid purpose. And I think once we get vulnerable
16:07
Speaker 3: to for ourselves and accept that there's a little deeper
16:13
Speaker 3: reason here why I'm doing this. I you know, I well,
16:19
Speaker 3: I use the example of a landscape architect. A lot
16:22
Speaker 3: of times they think, oh, I'm just selling I'm selling
16:27
Speaker 3: bushes and shrubs. No, that's not what you're selling. You're
16:31
Speaker 3: selling the feeling that someone gets when they pull up
16:35
Speaker 3: to their house and they see how beautiful it is.
16:39
Speaker 3: You're selling beauty. You're selling something totally different than just
16:45
Speaker 3: shrubs and hardscapes. Yes, And once we realize that that's
16:52
Speaker 3: that what we're selling isn't really the product so much
16:56
Speaker 3: as it is the way that our clients and customers
17:00
Speaker 3: to use that product or service, that's when I think
17:03
Speaker 3: we can start to get really vulnerable and understand why
17:07
Speaker 3: we do what we do and why.
17:09
Speaker 2: It's important to us.
17:11
Speaker 1: You're you're yeah, you're you're becoming to you're bringing to mind.
17:14
Speaker 1: I think we might have talked about this outside of
17:15
Speaker 1: the podcast. The book called Start with Why by Simon Sinek,
17:19
Speaker 1: but he talks about that people don't buy, they buy
17:22
Speaker 1: why you do what you do right, So that's what
17:24
Speaker 1: you're getting out.
17:24
Speaker 2: That's what I'm hearing.
17:25
Speaker 1: So we're focused on, well, I'm doing this service, and
17:29
Speaker 1: I you know, as a as a I don't know
17:32
Speaker 1: any business owner that if you're just if they're quote
17:35
Speaker 1: unquote getting into business, chirp from make just money, that's
17:38
Speaker 1: not going to serve. That's not going to not going
17:40
Speaker 1: to survive. They're not going to maintain. If it's just
17:42
Speaker 1: to get money, it's not going to survive. You may
17:45
Speaker 1: make money, but I'm saying over the long haul, are
17:47
Speaker 1: you going to be sustainable? You know, I see this
17:50
Speaker 1: a lot like let's just say a real estate agent.
17:52
Speaker 1: I want to become a real estate agent because I
17:54
Speaker 1: want to make money. I want to sell houses. But
17:55
Speaker 1: what's like, to your point, that's not really what you're
17:58
Speaker 1: doing right. You're creating a space for people to make
18:00
Speaker 1: a home a space. It's a totally different mindset. I
18:04
Speaker 1: think what you're getting at. What I'm hearing you say
18:06
Speaker 1: is like have you developed that mindset? And for me,
18:11
Speaker 1: even the words selling has been a barrier to me
18:13
Speaker 1: of like I'm not selling. Yes, I'm technically selling, but
18:16
Speaker 1: I'm giving an opportunity for people to invest in themselves.
18:19
Speaker 1: I'm helping them, I almost say, replacing the words selling.
18:22
Speaker 1: I'm helping them in this way or providing or guiding
18:26
Speaker 1: or whatever the word is. But for your where your
18:28
Speaker 1: journey is. But I think these are storytelling words. These
18:30
Speaker 1: are words that describe and experience. Right, but this is
18:34
Speaker 1: not easy, Well, this is not at least for me.
18:37
Speaker 1: It hasn't been easy. Article.
18:40
Speaker 3: It goes back to caveman days. I mean, how did
18:43
Speaker 3: we make sense of the world around us? We made
18:47
Speaker 3: made up stories? Yes, and our brains are designed to
18:51
Speaker 3: do two things. Keep us safe and to help us thrive.
18:57
Speaker 2: That's it.
18:58
Speaker 3: And if your busy business doesn't keep them safe or
19:02
Speaker 3: help them thrive, it doesn't appeal to someone. And so
19:09
Speaker 3: selling isn't really You know the fact that the fact
19:13
Speaker 3: that you don't want to be a salesperson means you're
19:15
Speaker 3: a pretty good person. It means you want to you
19:18
Speaker 3: want to help people, You want to support people. You
19:20
Speaker 3: don't want to take advantage of them. And that's one
19:23
Speaker 3: of the things that that I have. I struggled with
19:27
Speaker 3: it at first, but I've come to realize that being
19:31
Speaker 3: a copywriter isn't trying to or a branding person isn't
19:36
Speaker 3: trying to talk someone into buying something that they don't need.
19:40
Speaker 3: I'm trying to let people know the service or the
19:45
Speaker 3: product that my clients offer that's going to make their
19:49
Speaker 3: lives better and help them be safe and help them thrive. Right,
19:53
Speaker 3: And that's what sales is all about. Sales is service.
19:59
Speaker 2: Sales is of it.
20:01
Speaker 1: Yeah, I love that that that's and being in the
20:06
Speaker 1: people remember stories. They don't remember all the technical jargon, right,
20:12
Speaker 1: they remember how did that make me feel?
20:15
Speaker 2: Did it?
20:15
Speaker 1: Did it resonate? If it resonates, that's probably pull you in.
20:18
Speaker 1: If it doesn't resonate, that's okay, too, right, because that
20:20
Speaker 1: means that's.
20:21
Speaker 3: Just not for me, right, right. And I think one
20:25
Speaker 3: of the things that as business owners, we get so
20:27
Speaker 3: caught up on the features of our products that we
20:30
Speaker 3: forget the benefits. And people don't buy our features, they
20:34
Speaker 3: buy the benefits. So someone someone isn't going to go
20:38
Speaker 3: buy a truck with a HEMI engine and a like.
20:42
Speaker 3: I don't know anything about engines, but a three hundred
20:44
Speaker 3: and fifty liters you know, the features isn't aren't What matters.
20:49
Speaker 3: What matters is is this truck going to be able
20:51
Speaker 3: to pull my hamper across the Rocky mountains? That's a benefit.
20:57
Speaker 3: I want to go from here to California. Is this
21:00
Speaker 3: truck going to be able to pull my camper as
21:02
Speaker 3: I go west across the country. Yes, that's what I
21:06
Speaker 3: need to know. That's what I need to know.
21:09
Speaker 2: Do a Susie, I would love to.
21:11
Speaker 1: You know, we like to think I think we like
21:14
Speaker 1: to think we're more logical than we actually are. And
21:18
Speaker 1: we and we really we are emotional first and then
21:22
Speaker 1: we bring logic behind to justify our emotional decisions.
21:25
Speaker 2: Right, we buy on emotions.
21:27
Speaker 1: I don't need whatever I have almost anything, Right, there's
21:31
Speaker 1: some emotion in there. So can you talk a little
21:34
Speaker 1: bit about how you infuse emotion and that energy into
21:39
Speaker 1: the story.
21:41
Speaker 3: Well, there's there are certain things that are going to
21:45
Speaker 3: catch people's attention and if they can relate to it,
21:49
Speaker 3: then it's going to it's going to resonate with them.
21:54
Speaker 3: So I mean, it's not a story that I like
21:57
Speaker 3: start off with, but I resonate with some people. I
22:03
Speaker 3: resonate with moms, particularly moms of kids with disabilities, because
22:09
Speaker 3: I raised a child with multiple disabilities, and to know
22:17
Speaker 3: to know how I viewed his life and how he
22:22
Speaker 3: was such a huge teacher for me. That was for
22:30
Speaker 3: me that that is my story. That is my story.
22:35
Speaker 3: That's what I think appeals to other people is that
22:39
Speaker 3: I've experienced this lifetime with a young man who passed
22:44
Speaker 3: away at twenty eight. I was the one who primarily
22:49
Speaker 3: took care of him. I was the one who changed
22:51
Speaker 3: his diapers, and I was the one who gave him
22:53
Speaker 3: two feedings, and I was the one who took him
22:55
Speaker 3: to the doctors. But once I was gone, really had
23:00
Speaker 3: to realize that my worth wasn't all caught up in
23:05
Speaker 3: what I was doing for him. In particular, my worth
23:10
Speaker 3: is caught up into the fact that I valued his life,
23:13
Speaker 3: and I value I value my clients. I value what
23:20
Speaker 3: they're out there trying to do and trying to tot
23:24
Speaker 3: to offer to their customers, their clients, and I think
23:31
Speaker 3: I think making sure that people are seen and heard
23:35
Speaker 3: are one of the two of the most important things
23:38
Speaker 3: that we can do for our clients is to make
23:41
Speaker 3: them feel seen and heard and understood. And I think
23:48
Speaker 3: that means we've got to get a little bit vulnerable.
23:52
Speaker 3: We've got to we've got to be a little bit
23:53
Speaker 3: more than just the my owner. We've got to be
23:58
Speaker 3: the person there who wants to build the relationship, because
24:02
Speaker 3: that's what this is all about, is building relationships and
24:06
Speaker 3: having connections with people. That to me, that's the connection
24:13
Speaker 3: that I have with you, David. I mean, yes, that
24:17
Speaker 3: is what matters to me, is the connection that we have.
24:21
Speaker 3: And uh and if something comes of that, wonderful. If not,
24:25
Speaker 3: I'm a better person, yes, for having met you, having
24:29
Speaker 3: getting to know you, And that's and that's important to me.
24:32
Speaker 3: That's important to.
24:33
Speaker 2: Me one hundred percent.
24:34
Speaker 1: Susie so beautifully said, I'm always of building the relationship.
24:41
Speaker 1: I agree with you one hundred percent. And we can
24:44
Speaker 1: build relationships just you're sharing your story and your journey
24:48
Speaker 1: builds that connection and appreciation. You know, I've never had
24:52
Speaker 1: that experience of having a disabled a child, and not
24:57
Speaker 1: only that, to have one pass away and in all
25:00
Speaker 1: that goes on, there's so much there, Susie, and it
25:02
Speaker 1: shows the richness and the dynamic of who you are
25:04
Speaker 1: as a person, and you're resolved to serve others and
25:08
Speaker 1: care and you're not defined by one of these things there.
25:11
Speaker 1: This is part of your story, this is part of
25:13
Speaker 1: your fabric. And I think it's so important for people
25:16
Speaker 1: to you know, get I do agree with you, it
25:19
Speaker 1: is in this world, I think more than ever, we
25:22
Speaker 1: do value authentic, authentic, being transparent because there's a lot
25:27
Speaker 1: of big stuff out there.
25:28
Speaker 2: There's a lot of stuff. It's like, how do I
25:29
Speaker 2: know you're the real deal? You know? Yeah? Yeah, right,
25:36
Speaker 2: And then.
25:36
Speaker 3: That's hard people Yeah, yeah, people don't know. People don't
25:40
Speaker 3: know that you're the real deal until you know you
25:43
Speaker 3: show them and demonstrate and and the way to do
25:47
Speaker 3: that is to build a relationship with them and have
25:49
Speaker 3: them learn to trust you and believe in you. You've
25:53
Speaker 3: got to get people curious about what it is that
25:56
Speaker 3: you offer. You have to enlighten them as to what
25:59
Speaker 3: it is that you do to help them, and then
26:01
Speaker 3: they can make a commitment to you after. But it's
26:05
Speaker 3: after they get to know who you are and learn
26:09
Speaker 3: about you and trust you, that's when they make commitment.
26:12
Speaker 1: And that takes time, right it doesn't happen like boom.
26:14
Speaker 1: I mean, we're in this transactional world where we want
26:17
Speaker 1: people just to boom take action, and it.
26:19
Speaker 2: Just doesn't happen.
26:20
Speaker 1: The reason why I even created the Business round Table
26:22
Speaker 1: podcast is because I wanted to create a space for
26:25
Speaker 1: others to experience folks like you, Susie, taking this in
26:29
Speaker 1: and like, oh is this a person for me? Oh way,
26:31
Speaker 1: the way that she's speaking, and it's an opportunity to
26:35
Speaker 1: you know, get to know each other and share. And
26:38
Speaker 1: I love this format of the podcast because it's what
26:44
Speaker 1: I call a give before you get model of looking
26:47
Speaker 1: and sharing and putting value out in the world and saying, look,
26:50
Speaker 1: here's somebody else that's come on the podcast. They Susie,
26:53
Speaker 1: we're so graad glad to have you here showing and caring,
26:56
Speaker 1: and you're like, this is a person I want to
26:58
Speaker 1: work with.
26:58
Speaker 2: This is a person I feel like I can.
27:00
Speaker 1: I know that she's bringing value, I know that she cares,
27:05
Speaker 1: and and what's what's that saying? You know, people are
27:08
Speaker 1: more concerned about what you're how you care, and how
27:11
Speaker 1: they feel, you know for them, versus kind of these
27:13
Speaker 1: other things people if you don't care, right they.
27:15
Speaker 3: Don't care how much they know until they know how
27:18
Speaker 3: much you care.
27:18
Speaker 1: Yeah, yeah, that's it, right, and and so getting that
27:22
Speaker 1: out there. But I think, but it's more to the point.
27:25
Speaker 1: I know that there's business owners that care, but they're not.
27:29
Speaker 1: Why where somebody like you come in, Susie is and
27:31
Speaker 1: why I wanted to have you on the podcast, is
27:33
Speaker 1: that you you may be stuck in this area of
27:37
Speaker 1: trying to craft a story, but you could try to
27:39
Speaker 1: it alone, but having somebody like yourself, Susie, they can
27:42
Speaker 1: help draw this out from you and provide a path
27:45
Speaker 1: people much more quickly than just trying it on your own,
27:49
Speaker 1: or just even watching a video or buying a book.
27:52
Speaker 2: Those are not bad things.
27:53
Speaker 1: But when you have somebody like yourself because he as
27:55
Speaker 1: a coach or a guide, is you can go so
27:56
Speaker 1: much faster, right.
27:59
Speaker 3: I I sure. I believe that one of my big
28:04
Speaker 3: big goals is to empower business owners so that they
28:11
Speaker 3: feel confident and making the decisions that they need to
28:15
Speaker 3: make to promote their businesses. And if that means using me,
28:19
Speaker 3: then fine. If it doesn't. If I can give someone
28:24
Speaker 3: the tips or the ideas on so that they can
28:28
Speaker 3: feel confident, that's what my role is. That's what my
28:31
Speaker 3: job is. And I so many people feel like that.
28:35
Speaker 3: I've heard so many stories of people who, you know,
28:38
Speaker 3: I paid so and so ten thousand dollars to build
28:40
Speaker 3: my website and it looks like crap and I don't
28:43
Speaker 3: understand it, and then they ran off with it. You know.
28:47
Speaker 3: I I just want business owners to know what they're
28:51
Speaker 3: hiring people to do, know what they can expect once
28:56
Speaker 3: they hire someone to do something, and then feel empowered
29:00
Speaker 3: and confident to move forward and make good decisions. And
29:07
Speaker 3: if that means using me, fine, If not, that's fine too.
29:12
Speaker 3: But my ultimate goal is just to help business owners
29:15
Speaker 3: feel empowered and confident in the decisions that they're making
29:19
Speaker 3: to market their business.
29:21
Speaker 1: Oh man, Susie, this is gold you're dropping and I
29:25
Speaker 1: think I so appreciate you. We're getting close to the
29:27
Speaker 1: end of the podcast here, but you know, I hope
29:30
Speaker 1: as you guys are listening to this or catching us
29:33
Speaker 1: on YouTube wherever the case, whatever the platform it might be,
29:35
Speaker 1: is you're realizing what the business round of people is about.
29:38
Speaker 1: It's creating a space for folks like Susie to come
29:41
Speaker 1: share and know that you've got an advocate here for
29:43
Speaker 1: you and your business. In the case of Susie, it
29:46
Speaker 1: is getting your branding, as your messaging, as your copy
29:48
Speaker 1: writing down. Yes, there's tools out there, but I think
29:51
Speaker 1: having a conversation and Susie, we'll make sure we share
29:54
Speaker 1: all of your information in our show notes, links and
29:57
Speaker 1: all that stuff. Any other resources you want to share,
29:59
Speaker 1: happy to put them in there. And Susan and Arro
30:01
Speaker 1: connected on LinkedIn and and and in our success Champions network.
30:05
Speaker 2: So there's lots of ways that you can get ahold
30:06
Speaker 2: of us.
30:07
Speaker 1: But Susie, if there's as we're wrapping it up here,
30:09
Speaker 1: if there's a kind of a key takeaway or part
30:12
Speaker 1: of our conversation that you just want to listener to
30:14
Speaker 1: take a story a moment of that to take away
30:16
Speaker 1: with them, what would that what would that be as
30:18
Speaker 1: we're as we're wrapping up here.
30:21
Speaker 3: I think I think a key takeaway is don't be
30:25
Speaker 3: afraid to be yourself. Don't be afraid to show yourself
30:30
Speaker 3: to the people you serve you You will have so
30:36
Speaker 3: much of an impact on them when they feel like
30:39
Speaker 3: they know you a little bit better and they know
30:42
Speaker 3: where you're coming from. Allow yourself to feel the feels,
30:47
Speaker 3: to be vulnerable and to allow allow yourself to support
30:53
Speaker 3: your people. Don't don't go out there and sell, go
30:58
Speaker 3: out there and serve, serve the people you serve.
31:03
Speaker 1: I love that, Susie. I love that, Susie. Thank you
31:06
Speaker 1: so much for being on the podcast. It's a real pleasure.
31:09
Speaker 1: I love the stories and the warmth that you bring.
31:12
Speaker 3: It's so much David, I've so enjoyed myself. Thank you,
31:17
Speaker 3: thank you.
31:18
Speaker 1: Yes, well, everybody come back. We're gonna again. I'll have
31:22
Speaker 1: all the show notes. We of course love you subscribing
31:25
Speaker 1: and leaving us a review, sharing this podcast with others
31:28
Speaker 1: on whatever platform you enjoy, and we're gonna have more guests.
31:32
Speaker 1: We'll probably have Susie back again because she's been so
31:34
Speaker 1: many great nuggets here. Thank you, Susie, and thank you
31:37
Speaker 1: all for listening on the Business Roundtable Podcast. Until next time,
31:40
Speaker 1: take good care everybody. Thank you,