We’re gonna be talking about the Oilers, we’re gonna be talking about hockey, and we’re gonna be talking about the importance of No Business. We’re going to be talking about creating online training programs. We’re going to be talking about taking sales staff. That’s delivering a 22% close rate, and we want to make it 52. No, hold it. Actually, maybe we’re going to be talking about the next Call of Duty game and the importance of your gaming setup. No, no, wait, no, I know we’re gonna be talking about how to actually get your customers to look at the new product that you have, which is creating a new box for X, Y, or Z products. Do you understand that each of those is very different? Maybe, maybe you aren’t into the Oilers. Maybe you’re not into hockey. Maybe you’ve never been to a hockey game. And I’m stripping down for those of you who can’t see. I just had a great oil jersey on. Maybe you don’t know the smell of the ice. When you get into the arena, maybe you’ve never been in an arena.
That’s got like 17,000 screaming fans in an enclosed stadium when Wayne Gretsky scores the game-winning goal in overtime. Woo. That was a game, but maybe you’ve never been there. Maybe you are the HR person in a small-to-medium-sized business. And you’re looking at these incredibly poor conversion numbers for some of your best sales staff. And you’re like, “What do I do about this?” because it’s a completely different person. Or maybe, maybe you’re not that person either. And now I’m stripping off my favorite dress shirt for my workout shirt because maybe you’re a gym head. Maybe you’re just interested in, you know, uh, how to optimize or hack your body type. Maybe your main focus in life is freedom and creating financial security for yourself while you’re still getting in that optimal, uh, you know, workout every single day, optimizing your sleeping patterns, and making sure that, you know, you’re only consuming the best organic foods.
Do you see how, regardless of what information I’m presenting, I could present the same information differently if I was presenting it to an Oilers fan or an AHL fan, or if I was presenting it to a small-to-medium-sized business owner, or if I was presenting it to a hipster? Who’s worried about the call of duty, that information, holy macro, you know what people think you can take the same thing? I’ve got my content in a box here. It is consumed. That’s not how the real world works in this world. In the online world, you had better be able to take this content and adapt it. Take this content and find out how this content can be consumed by your audience. Now here’s the thing: And here’s what people don’t spend enough time doing. And if I’m going to give you one task today, that task is to figure out who your primary person is that you’re actually talking to.
Because once you understand that person is most commonly 40 or 35 to 45 years old, they have a significant amount of responsibility on their shoulders. They’re struggling, you know, fighting to hit, hitting a block. Every time they try to make a significant change inside the organization, they’ve got people that are stuck in a rut and they’re not motivated. They’re not inspired. They don’t know how to make the shift that everyone is claiming they want to make.
