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Stop Thinking, Start Making | Christopher O’Donnell

From Audio: HubSpot CPO Christopher O’Donnell On Leadership & Making Music - The ROI Online Podcast Ep. 18

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The ROI Online Podcast
Duration: 05:00
Christopher talks about how changing your identity from someone who can’t do it, to the person who starts doing what you want.
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Christopher talks about how changing your identity from someone who can’t do it, to the person who starts doing what you want.
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one of the things I realized in our agency, getting someone to produce content about what they do is really hard. And so we started our agency. That's what was the main value that we start to offer is help them produce the content for them and then publish it then. And that's a struggle because they have to change their identity to Okay, I do have something unique. I do have something valuable, even though my I'm an attorney or maybe I'm a plastic surgeon or but there's a transformation that we're expecting of them that we have to lead them through. But let's talk about all the arguments you had in your head before you made that call. This is the same thing that a leader goes through changing their identity coming out of the what they know they're uglies are in the past to seeing what they could potentially do. They have to win this argument. Two help us help us experience what you were you were feeling and how did you get past it? I remember a story that somebody actually a musician that I was, I was Working with us making a record for her. Uh this was actually how Brad and I met this was about 20 years ago. And she offered her story of kind of that breakthrough. And I always stuck with me now. She was visiting some new friends and was in their apartment and there was a big framed photograph and this famous photographer who had made all this money, you know, and the photograph was worth all this money and all this kind of stuff. And my friend looked up at it and says to the owner of the apartment, I could have taken that. And he looked at her and he said, but you didn't, You know? And I always think about that. It's like, okay, so what were my excuses? Well, my songs aren't any good. Well, you know, who am I? I'm just this, you know, I'm this this yuppie in Cambridge massachusetts. You know, I'm white picket fence guy. What do I have to say? Or I'm too young where I'm too old. Like, you know, depending on the day I was either too young to be a songwriter or I was already over the hill, you know, Um, and he's just coming up with all of these walls and all of these barriers and all these kinds of excuses. And you know what, there aren't that many people writing songs, You know, there aren't that many people out there really trying to do this and whatever it is that you're trying to do whatever story you're trying to tell. And this is the sort of the brilliance of inbound marketing is that with, you know, this transition into the online, uh, whether you're a plastic surgeon or a lawyer or a pool. You know, I mean, the famous early hubspot store with Marcus Sheridan and you know, he had a pool business that he was running with his brother and he just started putting online, uh, the answers that he would give over the phone every day, you know, well, I can tell you when to use a vinyl liner and I can tell you when to do this and do that. And he started getting creamed with traffic. I mean, this guy, I mean, he's a famous sales coach now and all this kind of stuff that he made millions of dollars putting pools in because, you know, people needed to be told how to think about this. Um, and you know, there's always a human story, there's always a human story and real anxiety and pain no matter what product or service you have, there's always a human story, whether it's a song or you know, uh outdoor pool or something. I mean, there's always a human story and sort of tapping into that and just putting your best foot forward, getting it out there, and You know, you're you're already ahead of 99 of the other people who, like in my friend's example, they never took the picture, they never bought a camera, they never, you know, put a put a little dark room together in their basement. And so, you know, really just even showing up is already a huge advantage. But it's hard. I mean, to your point, it's it's hard, and with the technology that's my day job is trying to make that technology a little bit easier to get into, and, you know, okay, so it's more approachable to do marketing automation. But I'll tell you that even marketing automation, look we can make the software easier but you've got to tell the story. You know I mean the only marketer I know of who has increasing open rates over the course of an email drip campaign um uses The same the same serialized storytelling technique that lost in some of these you know, 20 for these really cliffhanger kind of shows. Um And uses that in email marketing to get people to sort of you know to keep going. But again, I mean so much of it is that people just never even click the shutter. You know, they never even take the picture, they never even try.
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