The Dealer Playbook
The Dealer Playbook

Episode · 6 years ago

Joe Pulizzi: Content Marketing Hacks For Automotive Sales

ABOUT THIS EPISODE

Team DPB is back with another scorching session for this scorching hot summer 2015! The topic of “content” and “content marketing” come up a lot here on DPB but thats because there is such an opportunity for dealers and car pro’s to snag some lowing hanging fruit! 

Not many of your competitors in the auto industry are tapping into the power of content marketing so team DPB wants to give you the upper hand! 

That being said lets dive into session 55 guest. 

When it comes to “Content Marketing” Joe Pulizzi is the Godfather! 

Joe Pulizzi is founder of “Content Marketing Institute”, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world,“Content Marketing World” Joe’s third book,”Epic Content Marketing”was named one of “Five Must Read Books of 2013“ by Fortune Magazine. 

Joe’s company and himself are leading authorities when it comes to content marketing and he has helped loads of companies large and small kill it with content marketing. 

Quick Preview Of Joe Pulizzi’s Session

- The importance of a Car Sales Pro building his/her own audience

- Finding your detailed niche that you will become the leading authority on

- The most important components of your content marketing strategy

That is just a small taste of the killer content and hacks Joe P is bring to you the DPB family. 

Get More From Joe Pulizzi 

Joe’s Pulizzi's Twitter

Joe Pulizzi’s Blog

Joe's Comapany Content Marketing Institute

Joe’s Book “Epic Content Marketing” 

Joe’s Podcast Content Inc.

You Know The Drill, Now It's Your Turn

The whole team at DPB can not thank you enough for all the support and love you have been giving us.

Whether you loved it, hated it, want more of it, or want something different , we want to hear your voice.

Sound off below with your thoughts, opinions, suggestions, questions, etc. and lets keep this conversation going.

See you next time ;)

Connect With Team DPB

Connect with The Dealer Playbook on Twitter here.

Check out Michael Cirillo's blog here.

Check out Robert Wiesman's blog here.

Connect with Michael Cirillo on Twitter here.

 

Connect with Robert Wiesman on Twitter here.

Hey, what's going on? It'syour boy Robert Wiseman. Hey, listen real quick before we jump in tothis episode of the dealer playbook podcast. I got something I want to hipyou on from my man Michael Cirillo and cohost. He has, as you'veprobably aware, of a book coming out. Don't wait, dominate. This thingis killer for anybody that's looking to really step it up when it comesto your digital marketing, and he which you can get two free chapters,advanced chapters, on this book. Just go to the dealer playbookcom forward,slash dominate and get your hands on those now. Now onto the show.This is Joe Pletzie with the Content Marketing Institute, and you are listening tothe dealer playbook podcast. You're dialed into the dealer playbook podcast, where it'sall about winning out ter dealer strategies that deliver proven results. And now yourhosts, Robert Weisman and Michael Cerrillo. Hey, thanks for checking out thedealer playbook podcast. I am Robert Wiseman, and here is where, every weekin and week out, we are having conversations with, you know,the best selling authors, elite coaches, experts, trainers, you know highlevel sales professionals, you know CEOS, you name it, where we're justhelping you are go. was just help you crush it in today's marketing ona motive sales again, this is Robert Wiseman. Probably wondering where Michael Sorillois. He's unable to be here for this session, so you got justme this time, so hope you can hang on. Anyway, shout outto Michael. He's up there at in Calgary at the driving sales event that'sgoing up there. He spoke there, I believe, or some time yesterday. I've been seeing keeping up with him and Brett Weiss and my man Glenposh up there running around. But again,...

...shout out to him. Sorry couldn'tbe here. He really was. He was, because we got agood one for you today. I hope everybody's you know, summer two thousandand fifteen is going super epic. It's definitely been scorching out here where Ilive. But here we go. Let's dive into who we have for youtoday. Today's guest is the founder of Content Marketing Institute. It's the numberone, the top dog for education and training for you know, all sizesof businesses, organization's enterprises for content marketing. He also has it includes the world'slargest content marketing event and that's called content marketing world. We'll see's theauthor of a great book I do recommend and that I've I owned the bookand then also the audiobook. Love the audio because it's the author reading itand that just add so much value to me. It's called epic content marketing. He also he has a new book coming out in September, two thousandand fifteen. He said it's going to be perfect for the sales professional,the sale you know, the automotive preneur. It's called content ink. Content INCis also the name of the podcast you need to go check out todayon Itunes, Stitcher, wherever you get your podcast download. It's also calledcontent ink and it is Joe Plitzi. Now, Joe Politzi is the manwhen it comes to content marketing. He's been doing it for a long time. I know this is something that, hey, we've had some episodes touchingon this, but this guy is the boss when it comes to this stuff. So I was really excited that he agreed to sit down. It's veryimportant. This is easy thing from from what he talks a lot from asalesperson standpoint in this session. So I think them. You know you listenand I know the majority of you are sales pros, this is really gonnareally hit yea, he gives you some...

...real actionable stuff. So if itain't, if it's, if it's all the same with you guys. We'regoing to dive right into this right now with Joe Politzi. Here we go, Mr Joe Pilitzie Man, thank you so much for taking time to sitdown today. Brother Robert, you know I always make time for you.It's all good. I love talking about this stuff, so I'm glad tohave me on. This is great, awesome and no problem. Okay.So, but pre show, I guess you could say Joe and I werewhere. I was bouncing some ideas off of him and vice versa for ourtopic, because he can go so many ways and since you know the majorityof you listening, or more so the frontline sales professional, which I candefinitely relate with, you know, joe has some great insights and information on, you know, just individual sales people, how they can really position themselves asan expert through you know yet the digital age, right Joe? Well, you know, I mean you might not even know my background, butI actually started in sales. So I mean I used to have sold.All guys used to sell glasses at lend, a Lens crafters type place called LensLab, and then I used to sell, you know, when Iwas working at the at my old university, I used to sell to the alumnidirectly, for for funding and donations, and then when I got into publishing, I was selling advertising and then I was selling all kinds of marketingpackages. So I've sold for a long, long time. I'm probably more ofa salesperson that a marketing person, but I hate cold calls, absolutelyhate them. I can't stand them. It feels it just doesn't feel rightto me. So that as I've been progressing with this whole thing and whatwe can talk about the idea of content marketing, but really that's it.I wanted the leads to come to me...

...and I wanted to position to myselfonline in such a way where I would never have to call out and actuallytry to get business, that that we would just be overflowing with leads andopportunities, and that's where that's why I'm such a believer in this whole ideaof content marketing, to find where you can really be the leading expert inthe world in something and to build an audience. And that's the whole idea. So I think for the people listening and we can go into some detailsabout how to do that. But if I'm a salesperson today, all I'mthinking about is how do I build an audience? Are on a particular nichethat ultimately I will have more and more leads and opportunities so that I canmake more money. I mean, if I as the salesperson, we wantto make more buddy, they were not just I don't just want to createcontent because I think I should or I should have a facebook or twitter pageor blog. I don't care about any of that. Ultimately we want tomake a living for our family, we want to make an impact in theworld and I think by doing that we really need to focus, build aplan, focus and then actually create an audience. Yet so, in oneof my favorite movies, gladiate or when or proximosas to Maximus, to winyour freedom, you must win the crowd out freedom being maybe financial freedom,success what. I love that analogous right. Yeah, I never thought of Ioutthe use that. Give you credit sometimes. I love that, becausehe does. You're right, he wins the audience and everything become in actually, what happens is then they can't touch him, right, because if then, then it'll be a revolt. So he actually gains a lot of powerbecause he does build the audience. Same scenario, I mean same, samepicture. All right, so here let's go. I'm going to throw thisone at you. So when you say like in that each detail, solet's think. Okay, I know that you haven't worked in a dealership,but I don't know. Guy Like you's probably bought multiple cars. So youlet's think of excuse me, let's think of that niche for a salesperson,like when you say that gives some examples...

...of something. You know that thatthat can get their juices flown on what their knees should be. Well,the first thing is when we say create content, by the way, youcan create content in multiple ways. It could be a podcast, like youare and ire on right now. It could be, you know, regularwriting on a blog, it could be an email newsletter, it could bevideos. I think the first thing you want to think of is two things. One, where is my passion as a salesperson? What am I reallypassionate about? Because if you're going to do this, you have to bepassionate about it because you have to do it consistently. You can't just doonce every other week and all maybe I'll get the newsletter out at this point, not this point, or do the podcast, whichever and whenever. Youknow, as a podcast producer you have to deliver on time consistently and that'show you build an audience. So the first thing is, what do youreally passionate about? That has to do with what you sell. So Imean I used to sell basically I sold blogging services to HVAC dealers, soit's a little bit similar. So they would be selling, you know,train equipment or carrier equipment and we were like, well, how you know? It's a onetime purchase for the most although they have ongoing service, andI know service is important, but if you're a if you're selling a car, if your salesperson of something, you're probably at the point where you mightbe selling, you know, one every three or four years to somebody andyou're really looking for that one off purchase, and the same thing as in anHVAC. So you're trying to think of all what kind of information canI distribute that is relevant to them? They don't care about the product itself. I mean we think about that. That's really important. They really don'tcare. They care about other things like comfort, the getting you know,getting around what you know my family. They have all their pain points andthat's what's important to think about because when we start with a lot of businessesand salespeople, they start content marketing strategies, they start talking about the product,but really, your customers don't care about the product. We have todig deeper. Yes, we have a passion Boich. We have to findout what the pain point is for the...

...customer and in this Hvac scenario,what we found out is they really did care about saving money on their energy. That was really important and that's so that's where we talked about. Hey, as a salesperson, how do you position yourself as an expert in energysavings so that they will actually open the email, they will actually listen tothe podcast? They wouldn't and the easy thing to do. What I love. This is a great strategy, especially for if you're like a solo salespersonyou have a group of salespeople, is just list all the questions that yourcustomers ask you on an ongoing basis and you, if you do this,if you're a good salesperson, you could probably list realistically fifty and a fairlyshort period of time that becomes that's a really good way for you to measurewhat your customers are caring about, what's really important to them, from notnecessarily a feature benefit standpoint, from but from here's my pain points, andthen that, then that will sort of figure if they're all around cost savingsor they're all around comfort, or it's around Lux experience, even the varyingexperience, because that's a good one. Like exactly explaining to people. That'ssomething that, you know, I mentioned a while ago that I really wishI would have done this that to me, it's a no brainer and so easy. It's just explain a little bit like a quick video on why I'mgoing up to my managers to ask why I have to go here, youknow, to get this numbers. What's going on when this really happens,you know, like that puts some ease and that's some content nobody else ismaking, you know, but people want to know that stuff. Well,that you know what you just said is the key because because what we seein a lot of scenarios and your industry and the industries that I cover,is that if you look at the content that you create, it could havebeen created by anybody else. It's not really a differentiated story. You couldfind it a hundred different places on the web. So who cares? Andthat's exactly right. It's almost the WHO care scenario. So we have tofind and I always ask this question. I think this is a good questionto ask, and let's say all the...

...content that you create as a salesperson, as a dealer, whatever the case is, what if it was immediatelyobliterated from the planet, so all the information that you're sending out your customerswas gone, was gone. Would your customers and prospects actually miss it?Would they throw a party that they're not getting bombarded by your God that anymore, or would they really say, Hey, I where's that e newsletter? Where'sthat podcast? That's the differ. That's what you have to think about, because if you're not on the other side where they're going to miss yourcontent, that you're really adding to the utility of their day, you're addingto their life in some way. That's what we have to figure out and, to your point, you have to figure out an area that nobody elseis covering. What's a we call that a content gap. What's a contentgap? And that if you talk to enough customers as a really good salesperson, you should know that. And that's why we want to do that exerciseand just start writing down those questions. So out of those questions you shouldbe able to, you know, at least get a good idea of whereyour Nie should be. So let's so dissect that. We get fifty questionand so let's just just give me a scenario. Then on it'd be thesalesperson that's in you know, like if it's the time save, if it'sfind out, it's the time of purchasing, or it's the just keeping up withwith all of the you know, the features in the vehicle. Youknow what would then? How what would be the next move for the salespersonfrom that point? Well, there's two things too that I would look at. That's one. Yes, one exercise is this. You could say,Oh, they're really this is a cost issue. So you could have awhole thing about saving money. That's some things that have to do with cars, some things that have nothing to do with cars. It could be aboutthat experience. But if you're going to that point, you might already thatmight be too close to the buying decisionmaking process. I'm almost going go backa little bit more and really figure out what are the some of the thingsare doing. Are Your customers mostly families? Do they have kids? Is thata so as they're asking you,...

Hey, do you have enough room? I'm looking for an SUV. You need to go a step further withthat and say, okay, well, who's your real customer? And that'sthat's a real key consideration because if you're a salesperson, you probably sell twosimilar people more than not. Are these? So if you're selling luxury cars,are you selling to, you know, business people that are traveling all thetime that really like comfort and luxury, or you selling to, you know, soccer moms? I don't know. Figure that out and then you cango the next step, because what I want you to figure out withyour content are getting strategy, is what's the kind of content you can sendout that has nothing to do with cars. Like what what can you do tobuild that relationship on going that they're just going to rely on you?And yes, there is some kind of a you can make the connection,but I'll tell you what I get from this is not a car dealer,but it's from a real estate person. Real Estate. The Real Estate PersonAlways Sends US information about local events, like so basically every week I'll getand here's local events in your area. I think that's really helpful. Imean, has nothing to do is sell on a house, but I thatkeeps top of mind every because every week I kind of look for that becauseI want to know what Kurn events are going on, and they curate allof them going on, knowing that, Hey, I'm in this area,I care about this area because I decided to buy a house. They havethat data and so that I'm more apt to think about that person next time, because I've opened their e newsletter for the last fifty two weeks and thinkhow long it took for them to put that together. It well, actuallynot, you know, not at all. Not Not long. Yeah, notlong, you know, once you get the processes. Okay, here'swhere I'm going to look for this kind of information. You curate together,you create the newsletter that that is a reliable, credible source for me forthat kind of information. And it's a real estate person. So could youbeat could you do the same thing as a car salesman? I think youabsolutely could. It could be events, it could be, you know,events coming to the city. It could...

...be here's different ways to save timearound the house, here's here's maybe ten things that you need to check onevery week with your car. I mean it could be car related, butI would almost think about that's why we go back to the questions, Robert, and we think about, well, what are they not getting now thatyou can fill a gap and give them and become that like leading local source. So I just don't want you to fight in your right. When youwent to the question you went to and you said, but I don't wantit. It doesn't have to necessarily be car focused or what you sell.It could be something about what's a really important need for the customers are targeting. Yeah, and then just through that relationship alone, it's it's likely thatyou know, even though you're not even communicating to them much about buying carsfrom them. They're most likely going to think about you when it's just mehelpful. Just just be just think about in Jay bear, as you know, you and I know Ja Jab and author of a great book called Utility. He's got some great stories in there, especially for sales people, says,saying you just be useful, just be useful to people ongoing. Therewas a great is a great story he's got in his book called about taxiMike and taxi Mike. What he does is he passes them out in allthe local establishments and it's basically a curated list with taxi mic's information of allthe best places to go to. Here's where you need to go to eat, here's where you need to go for live entertainment, here's what you needto go for Karaoke and all by the end you know who takes them everyone. So when they're bump going around bar hopping and you know what and whenthey need it, what they need a ride, who do they call?That's like absolutely you know it said it's a and that's so simple. Itis literally an eight to half by loved sheet of paper printed out. Theupdates that every other month. It's not that hard to do, but sometimeswe don't think of it this way. I get another one from this isanother real estate person that sends a monthly recipe. So you just think aboutit. I don't know if that's a...

...great example, but it's another.If that's relevant. If she's if she's like the divorce lady or the likeor, you know, some kind of women's representative, that's probably a greatI mean and men cook as well, but but you know, it's interestingtalk about what we talked about HBC before and when I first got into theHVAC eating and air conditioning industry, and I was in it for like fiveyears doing a multiple different things. But as you learn, the person thatmakes the ultimate buying decision in the household is the woman. So you youthink it's the guy. It's not the guy, it's the woman for themost part. So that's where you think if you really think about who isyour buyer, and as a great salesperson, you should really be thinking about theultimate buyer. Is it the guy that comes into the store? Isit the woman? Know, what are they thinking about? What's their needs? How do we how do I get their attention before they walk in,because as they walk in. They all already have ninety percent of their informationtheir arm. They know what kind of car they want. So you gotto get them earlier in the process, before they even contact you, andthat's where you like think about it this way. If you create a reallygood piece of content that shareable, that's how you're going to reach your newprospects. If it's inherently sharebles, like, let's say it's that event type ofthing, oh my gosh, they're going to share all their friends.Did you see this event? We should go to this. WHO's this from? You know, you start. So it's very hard to just focus onthe feature and benefit type stuff, because nobody's going to share that. Sofigure out what people are going to share. Yeah, now, and that's and, like you said, that's curated. So really that's just going out andgathering the information and putting it together. All Kay, yeah, it doesn'thave to be your right Robert, doesn't have to be original. There'sall kinds of different ways to do it, but I think the key is isfinding out. You know what, where can you be a little bitof an expert over something by doing something a little bit different as part ofyour processes that that they're not getting right now. So it being on alocal level to do. Think that makes it, I mean obviously makes iteven a little bit easier and maybe to obtain, you know, some eyeballsin your local market if you're doing the...

...right stuff well. To that point, I would say if you look at it, the more you can nichedown your audience, the easier it is to get attention. So I'll giveyou a quick example because it's think it'll make the case you're trying to make. Let's look at I was this is about six months ago. There wasa pet supply store that said, Hey, I want to start a blog aboutall pet supplies, that we're going to do all these kind of reviewsand it's going to be great, and I said, okay, that's great. You're going to do a pet supplies blog. Do you know that you'recompeting with pet co and pets smart that have multi billion dollar budgets? Areyou really going to go and you're going to create the same content as they'recreating and they're going to outdistribute you and I'll budget you. You can't doit. I said, you're already starting up, starting off in you've lostthe battle. You haven't even started yet. And then we started to think aboutokay, well, who's the real audience for a key portion, keytype of product that they want to sell? And what we found out is theyhad a lot of products for people that like to travel with their petsin cars or our V's, and that's that's really interesting because it's a differentaudience and that audience has very particular needs and they were higher margin products.So they said, oh well, maybe we should focus on doing the reviewjust for that particular audience. I said now you're talking. Now you've gotsomething to differentiate. So, to your point, not only are we talkingabout local, but not only talk about okay, who is the buyer?You know what. What are they? What are their pain points? Isa family, is it not? Were what keeps them up at night?And maybe it's a location or maybe it's the type of thing ultimately buy orthe type or how much budget they would have for a car. So themore you can get away from Hey, I'm just going to target people inmy local area, which you're not going to be very successful with, tohey, I'm going to target this person with this need. That's about thisage that likes to do these kinds of...

...things, that goes to these kindof stores, because you can get all this data pretty easily if you justthink about it. Talk to your customers and then you've got a real definedaudience and you could say, you know, here's the this is what this audiencewould really truly appreciate. And then add on top of the fact thatit's a local group. They have local, you know, local needs about wherethey live and their schools and and the other events going on and theirlocal environment, those types of things. So absolutely, the more you canget niche, the better you just I just don't see a lot of salespeople do that. They because you, because you focus on Oh, Iwant as many as possible, like yeah, well, you really don't. Withyour content, you don't want to do that. You want the rightones and you want the ones with the best opportunity for you to have profitablebusiness objectives. So focus on maybe it's your best possible customers or most likelycustomers, or maybe that's the lowhanging fruit that you can build a content marketingstrategy on the back of. Yeah, definitely, I think there's a lotof lowhanging fruit in this market, particularly when it comes to to content marketingdone. You know, really is nobody in doing it. That's I don'tdo you want a lot of do you see a lot of dealers that arereally doing this? Outside? I mean I see most of them are doingyou know, they're getting the leads from a lot of the online places thatcome through the stores. I don't see a lot of differentiation. I meanmaybe you're seeing some examples, but as I'm just talking as a consumer,as a consumer, I don't now. Is there some out there? Forsure, there's some people out there doing a really good job, but themajority are not, and it's it seems like that it's and it's been likethis forever. Is Is that the marketing budget is dedicated to just attracting likethe in market people. You know now then now you know it's not ifthere's no long game in it. Yeah, that that I would agree with themin the best the most that I see is if I get like aMasdore or Ford magazine, it'll be, you know, from the dealer andthey'll do the use the coopt dollars to...

...do that. But that's a youknow, that's a national, international program and then they get it down tothe individual local areas and then maybe they'll put the salesperson's name on there.That's the sign to you. Yeah, but other than that I don't seea lot of that going on. But what what I would love, Imean the some of this is really long tail, right, because if youthink about the fact that you if I just buy a car, what isit? Is it another three years? Three or four years? Maybe,depend on that's but but what if you played that? What if you startednow? And wouldn't it just think how much easier would be to say look, I want to create a relationship through some kind of content, through somekind of information for the next three years. I wonder what the different prince wouldbe. I bet you would be a significant difference about people that wouldbe returning back when when loyalty is a rarity in that well, and anotherthing too, is in this is what I saw with with my experiences.Not only are they going to come back and maybe there's more than one carin the house, driver in the household, for second the average household probably haslike over two drivers. I mean, I'm just throwing that out there,but I would assume then also like people. When people are at inthe market for a car, they're always at work or somewhere saying, man, I'm in the market for a new car. So if you their coworkers or they hear anybody that's in the market for a car, they're probablyeven going to recommend you at that you know. Well, I see andI see it. I don't know about you, but I see it onfacebook all the time. Hey, I'm going I want to get I'm thinkingabout this kind of car, thinking about a sedan. I'm looking for agood dealer. Any recommendations? See it all the time. So I meanyou got to if you can build an ongoing relationship where they know like andtrust you a little bit more than the average, because the you know,the reputations in that business aren't as good as what they probably should be.So let's you know it. I think it's easier to stand out if youhave a longer view. Do it and you're not going to say, Hey, I need to and I know how it is, Hey, I gothit my budget this quarter, got hit...

...my quota. Totally understand that,but we, if we have, we take a longer term view of it. That's where we can be really successful. Absolutely, and it just like it'sit's it's easy to do, but it's hard work to get the youknow to do it. Does that make sense? Like one is, onceyou do the work, it's going to be it'll start, it'll you'll seeresults, it'll stall flowing. If you say, Joe Wy to. Theseprograms not work for salespeople or small businesses. It's not usually about the quality ofcontent. Believe it or not, it's usually because it's inconsistent. Earthstops. That's the on with the number one reason every time. Because youhave to do the work. Just stick it out to consistency. That that'sthat's good point. Okay, so last thing before we get ready wrap thisup. Just quick tip for for that person in there, because I getthis. I hear this a lot from salespeople. was just like creating thecontent. They're not confident with like their writing skills. Maybe they're little weirdon video. If they do make a video, their concern that it justlooks like a you know, super low quality of that quality video. What? What? What can you give them to help them with that? Well, I think the first thing would be focus on telling a different story.That I mean that regardless, and I'll get to your question specifically, butI get so concerned that we're just creating content that nobody cares about. Socrazy creates some up plan on creating some stuff that people actually care about.Get Super Niche then, yes, focus on an area that you're pretty comfortable, and I mean if you it's no, it's not a random occurrence that,if you look at the greatest podcasters in the world, they had prettygood speaking voices. They were fairly comfortable speaking into a microphone. The thethe ones that are the best bloggers in the world are okay writers. Theones that are that are great at video like being on camera. So ifyou, let's say, find the one that you're the you're you feel themost comfortable at, and see if we can build a platform out of that. So that's the possibility. The second thing is, let's just say youhave a really good story to share.

It's the written word, but youare not comfortable at all in your writing. Just so you know, I meaneven the smallest, the small businesses, they hire editors, they work withlots of editors and people to help them. There are their so muchhelp out there. Go into any of your favorite magazines, go to themasthead and look at all the contributing writers and contributing editors that actually don't workfor that magazine, but they do different pieces parts. So let's say it'ssay if you're doing something on auto, go to go to the one ofyour local dealer magazines and look at some of the editors. Reach out tothem. They're more than willing to help you. They want work, they'relooking for work and they probably don't work full time for the magazine because mostmagazines can't afford to hire editors full time, so they health source, they contractout. So just start there. So get the raw content, andthat's what we talked about. When you're interviewing like a CEO, it's like, if you need content from the CEO, don't send them an email and say, oh, I need five hundred words and it has to be onthis topic and make sure you put in some keywords. They're never gonna doit. They don't. So what are you going to do? Go interviewthem, interview get the rock content and then have an editor take that rockcontent make a story out of it and maybe you do the same thing.Maybe you're going to write down all your questions and then you're going to talkto let's a low level video. Just get the raw content, do itover microphone, then your Iphone, whatever the case is. Get down therock content. Then just give it to an editor and say, I thinkI've got twenty stories here. Can you edit those down? Sure, done, they just need the rock content. HMM. So you have a knowledge, one exactly investment, one time investment. You have the knowledge is that youjust recorded three hours of stuff while you were traveling in your car betweenin between sales calls, and now you've got six months of content set.And yes, do you have to pay a little bit? Sure, butwhat's the value of your time long term? And it's long term to it's justas giving back exactly. That was good listen. Thank you so much, man, for taking the time. I new you got to get rollin. A guy like you probably keeps...

...it moving. Where can work inthose checking us out right now get more from you and where we're them togo? Yeah, I mean you can find stuff about me and Joe POLITZICOM. My last book was called Epic Content Marketing, but for this audience specifically, my new book is perfect. It's called Content Inc. It's out September, two thousand and fifteen. It's how an entrepreneur, small business salesperson withno resources can build a media empire. We go step by step through it. They'll love it and it's just I think it's already up on Amazon DotCommun can pre order, but it's called content ink. Well, definitely I'mon that. I will link to that in the show notes, plus yourpodcast, because I definitely want to get them. That's right. Yeah,forgot. I got the content podcast. I got this all market I.You know, there's all kinds of stuff all I'm loving Jil Palitzi, you'llfeel find something that I've do. I'm loving that. The five, sixminute bits to like that just just keeps moving. Man, that's great,but that's actually that's a good reminder to the people listening to this. Itliterally takes me about thirty minutes a week to do those two. Yeah,it does, it do. I have to think about it. So alittle bit. That what we're going to put together. Yeah, but it'snot. It's not. I doesn't Cost My Cup about twenty bucks a month. As you know, you get a liberated syndicate account and you're good togo. So, yeah, no, it's great. Okay, let last. This is a quick one and I'm going to I'm going to steal fromyou before you go. What Book Are you what are you reading? OrYour Bat jamming on audible? What do you got now? Well, you'rereading, man. You know, it's what I'm listening to. It audibleand it is this. Of this I've been listed at WTF from Mark Maron. Reasonably, this is the most recently, you know, for writing, fora really good writing book. Everybody writes by an Hanley's really good.So if you just if you're a terrible writer and you want to learn,like how can I be a better writer? Specifically for marketing, everybody writes,is a great book. So I highly recommend that. There's another onecalled buyer personas this to help you like figure out who your audiences as bya all Ravella, really really good book...

...specific for this audience. Both ofthose will help. Awesome, Bro Man. Thank you so much, Joe.You know, good luck with everything, man. I'll talk to you soon. Thanks, Robert. Appreciate your time. Yes, sir, thankyou bye, and I hope that you found some value in that. Again, that was Joe Plitzi all of his his contact the links to, youknow, the podcast, the bulk, the other book, everything. I'mgoing to make sure that those are in the show notes which will be attriple w, the dealer playbookcom fifty five. I believe that as wow fifty five, session fifty five couldn't get there without you. If you really wantto help us out, throw us a bone. If you haven't, headover to itunes and knock a quick review out. Takes only seconds and ithelps and you know they don't go unnoticed. Definitely would really appreciate that love.So again, get all the notes triple w dealer playbookcom fifty five andmake sure you're here next time. Thanks for being here.

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