July 9, 2025 • 30 mins
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Most marketing is forgettable. Jimi Gibson knows why—and he’s here to fix it.
Jimi started his career as a professional magician, learning the art of capturing attention and leaving audiences amazed. Today, as VP of Brand Communication at Thrive Agency and the creator of The Magic Script™, he applies the same principles to marketing. He’s helped thousands of businesses craft messages that don’t just sound good but actually work—cutting through the noise and turning passive viewers into engaged customers.
In this episode, Jimi reveals why most brands struggle to connect with their audience, the biggest marketing myths you need to unlearn, and how a simple shift in messaging can transform your results. He shares the secrets behind The Magic Script™, explains why “going viral” is a distraction, and breaks down how consistency—not gimmicks—is the real key to success.
If you want your brand to be unforgettable, this conversation is a must-watch.
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Show Links
LinkedIn: Jimi Gibson on LinkedIn
Podcast: The Thumbody® Show
TED Talk: You Have Magic Power. Use It for Good
Forbes Contributor Page: Jimi Gibson - Forbes Agency Council
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Paul (00:00):
Hello, and welcome back to another episode of MarketPulse
(00:03):
Pros and Pioneers.
Today we are bringing you alittle bit of magic.
I'm gonna explain what I mean bythat in just a moment.
But today's guest is thefabulous Jimi Gibson.
Jimi, welcome along to the showThank you for joining us.
Jimi (00:15):
Great to be here.
Thanks for having me.
Looking forward to our chat.
Paul (00:18):
Amazing.
Jimi is the VP of BrandCommunication at Thrive Agency.
He's also a TEDx speaker and aForbes agency council member
with over 25 years of experiencein marketing and messaging.
But before mastering brandcommunication, Jimi was a
professional magician.
An experience that taught him tocaptivate audiences, create
(00:40):
intrigue, and deliverunforgettable messages.
He's since applied those skillsto the business world, helping
brands cut through the noisewith the magic script, a
brain-based framework forcrafting messaging that connects
emotionally and converts.
And his mission is to make surebusinesses stop relying on
marketing fluff, and insteadmaster the art of clear,
compelling messaging thatactually works.
(01:03):
I have to say, Jimi, I have somany questions.
But I love that your focus is onthat emotional connection with
messaging because I think that'ssuper important and hands on
heart, it's usually the bit thatall of the people who are
struggling with their businessare missing because there's just
(01:24):
no.
Connection between them andtheir audience.
So I'm gonna come back to thatin a moment.
But, first of all, I wannarewind because you've got 25
years of experience in marketingand messaging, and I'm assuming
that the magician stage of yourlife was before that, right?
Or was it kind of running inparallel?
Jimi (01:42):
Yeah, well I started when I was about four.
I found a little membership cardin a box a few years ago that I
was part of the mail orderMerlin's Magic Club, I couldn't
believe the date on that card.
And, you know, thingsprogressed.
very interested in marketing andadvertising, and we can dig into
that, but it's always been aparallel path.
(02:04):
I have been able to incorporateit in talks that I give clients
know this is what I do.
So yeah, it's just one of thosethings that I can't It just it's
sort of the lens that I see theworld through.
Paul (02:16):
It is fascinating.
So it's something that, that youkind of, I guess you found an
early interest in it for.
It's not often where I comeacross people who maintain an
interest from when they were4-year-old.
Through into later life.
So I think of that as a call inrather than something that you
kind of were interested in.
What would you say is the mostinteresting experience you had
(02:37):
in that kind of magician'sexperience?
Jimi (02:39):
Wow.
To nail that down to one wouldbe tough.
You know, got a magic kitformerly when I was six years
old, and I was sort of the onlykid.
In the neighborhood that had abusiness card and I was
advertising myself to performbirthday parties for kids my
Paul (02:55):
Wow.
Jimi (02:55):
age which was kind of cool.
I'll tell you what was aninteresting turning point for
me.
I.
My mom dad were very supportive.
They put up with this little kidwho was a little on the strange
side.
My younger brother is a lawyer.
My older brother is anelectrical engineer, so I'm sort
of this weird kid in the middle.
But my mom had taken me to openup a savings account at the
(03:16):
local bank and.
I said, sure.
Anything that involves money andhanging out with my mom sounds
pretty good to me.
So we went to the bank.
The teller asked us to sit downat this table and she said, I
need you to hold your thumb up.
And she wanted me to press mythumb into this ink pad.
Well, as I started to gather thescene, I saw these posters
(03:38):
around the bank.
It was a promotion called theThumb Body Campaign, and it was
to encourage kids to open up asavings account.
And as I pressed my thumb intothat ink pad, she opened up this
pass book and asked me to pressmy thumb into that pass book.
I.
And told me that was how I wasgonna be identified when I came
(04:00):
in to make a deposit.
so, you know, we had choresaround the house.
I was making money as doingthese magic shows.
And so my mom thought it wouldbe best to teach me good savings
practices.
And so after I pressed my thumbin there, she said, I need you
to draw a character.
Using the thumb as sort of thebody of this character.
pointed to a poster and therewere pictures of little cartoon
(04:24):
thumb people that was a doctor,a lawyer, a ballerina, a
fireman, you know, all thesedifferent types of characters.
And I looked and I was like, Idon't see the one that I think I
need to draw.
I took the pen and I went downto the little drawing and I
added a little top hat and drewa hand with a magic wand.
And I kind of caught myselfright in the middle and I
(04:44):
thought, should I be doing this?
I mean doctors and lawyers andall of that.
so the lady who was sitting withus, the teller, she said, wow,
that's amazing.
That's a great drawing.
And I was like, okay.
And so then I looked at my mom,and my mom was like.
Good job.
And I was like, it gave mevalidation that, hey, I could be
anything that I wanted to be.
(05:05):
And so that was sort of aturning point for me that it
gave me permission to be thismagician.
And through high school Istarted working at an ad agency.
That's what they were calledback then, not digital marketing
agency.
And I was doing promotionalshows for one of their clients.
And I was doing upwards of 50shows a year in high school.
I thought, wow, this is prettycool.
(05:26):
And that's what connected themagic to the marketing, that
it's behavior change.
It's getting people excited.
It's a sense of wonder.
And so these products that I waspromoting.
Gave a different dimension tothat campaign and that's what
I've always tried to maintain.
You know, we talked earlier youwere mentioning about the
emotional connection.
(05:47):
You know, when you think aboutsomebody seeing a magic trick,
there's this sense of wonder andawe and possibility and how
could this happen?
And if you can take.
Just a little bit of that andmove it over to a product or
service.
think that's what people arelooking for.
They're looking to be amazed bya company, you know, customer
service.
We all have had horribleexperiences with customer
service.
We've ordered a product thatdoesn't meet the expectations of
(06:09):
what we thought it should.
And if we just look at how arewe designing our product and
services to present that feelingof all wonder and connection,
that's the world I wanna livein.
So I don't know if that exactlyanswers your question, but
that's kind of how I see it.
Paul (06:24):
I love it.
There.
There is, I could probably we'veonly got half an hour for the
episode, otherwise I'd probablybe asking loads and loads more
detailed questions.
I guess what was.
In your mind, what was the thingthat most attracted you to being
a magician at that early stagebefore you kind of thought about
careers and money?
And was it the performance?
Was it the excitement?
Was it kind of being in front ofa crowd?
(06:46):
I dunno, what was it?
A mixture.
Jimi (06:49):
I would say it would be channeling classic clown
behavior into a useful thing.
I've always been sort ofoutgoing, you know, they say
public speaking is feared morethan death.
I don't have a problem standingup in front of a crowd.
My parents would have, I don'tknow what they call'em over
there, but they, we call'em yardsales or garage sales, where you
take a bunch of stuff and put itout and people come by and
(07:12):
purchase it.
When they had one of those, Iwould sell tickets for 25 cents
and then I would move the crowdover to a different part of the
backyard and perform the show.
And so I think it's everything,the routine maybe having a
secret that nobody else knowsabout.
I.
look on people's faces, I wouldsay it's all packaged up
together.
You know, I love knowing howthings work.
(07:32):
There's a lot of things thathappen to the audience that are
not seen by the spectators, sothey call that the backstage
view.
And then I love sort of the ideaof defying the natural laws of
science, right?
You know, I'm sorry to let youraudience in, but magic is not
real.
There is a trick behind it, butthere's a suspension of
(07:53):
disbelief that happens when theaudience says, Hey, I'm gonna go
to this magic show.
They want to be fooled.
They want to have that happen.
And so I think.
Outside of commerce and all ofthose things, and we can connect
the dots.
I just love having the abilityto walk into any room, any place
and just be able to give peoplefun.
(08:14):
You know, I volunteer at variouscharities around town whether
they're doing a fundraiser,whether it's I mean we have a
homeless, ministry downtown andI will go and do a magic trick
before the food is served andthe blessing is said, and I'm
just doing magic tricks for thehomeless.
And you think, why would youwant to do that?
Well, you know what?
Everybody needs to forget abouttheir day for a minute.
(08:37):
They need to have some sense ofwonder or joy.
yeah, I think that's probablythe attraction that has stuck
with me is just that feelingthat people get when they, I.
Can't figure it out, and they'rejust like, oh man, that was
awesome.
I can't believe it.
So, yeah.
Paul (08:50):
So then moving that forward at some point.
In your career, you decided tothen get into the kind of public
speaking side of things.
You mentioned that you didn'treally have a fear of it as
such, but what was the turningpoint where you decided you
would go and do a TEDx talk, forexample?
Jimi (09:05):
Yeah, I think you know, if you're familiar with Ted, it's
the idea, you know, what is theidea you have that's worth
spreading and so.
Again, wrapped in the prestigeof being on the TED stage, but
then there's a responsibilityfor it not to be about you.
It's about something thatsomebody needs to hear.
(09:26):
And so my wife and I had thechance to visit Rwanda.
We were sponsoring a young manover there, you know, just
anomal amount that took care ofsome medical needs and took care
of.
Schooling that kind of thing.
But every time we with his namewas Emmanuel.
The interpreter was beside himand he always wanted him to be
(09:49):
on his right side.
so we got back home and we werelike, that's kind of strange.
He's not doing very well inschool.
He wanted the interpreter on theright side.
So we got in touch with theorganization and they said,
we'll check it out.
It turns out that Emmanuel hadan ear infection for eight
years.
And if you're familiar with thehistory of Rwanda, there was a
genocide where lots of kids wereorphaned.
(10:11):
he had lost his father.
He knew that he wouldn't get anymedical treatment, so he just
kind of kept it quiet.
Well, they asked us, would youwant to, pay for this operation?
And, you know, us being in theWestern world, we're like, I
have no idea how much is thatgonna cost.
20, 30,$40,000.
So he said, why don't you findout and then we will let you
(10:32):
know.
So again, this magic has been adual path for me.
It has been.
In my professional life dothings nights and weekends, that
type of thing.
And so I was traveling toWashington, DC to do a show, and
it was later I would always callmy wife on the way back and say,
Hey, you know, I'm headed back.
I should be there in a couplehours.
(10:53):
And she said, well, theorganization called and they
have given us the price for theoperation.
I'm like, you know, trying notto swerve off of the road and
I'm holding my breath.
And I said, well, how much isit?
Well, she told me almost to theexact number, the amount of
money that I just made doingsomething that I would've done
for free, something that Iloved.
(11:14):
And so it was no question wewere gonna pay for the
operation.
We actually found out later,through some connections, that
his entire personality hadchanged.
He became more outgoing, he didbetter in school.
And so again, there was thistransition point where I'm like,
you know what?
is magic.
I love performing.
People have something thatthey're great at that they take
for granted, and they need toknow that's their personal
(11:37):
abracadabra and they need togive that to somebody else.
And whatever that means.
You know, you may have peoplelistening right now, thinking
back to that thumbprint on thepage, what character would they
have drawn?
Is that something that they'repassionate about?
It doesn't have to be yourprofession.
It could be something that youjust give to somebody else.
And so I.
I think that was the trigger forme to want to pursue that, is to
(12:01):
let people know that they'revalued and there's something
that they are awesome at andthey just need to embrace it and
go for it.
So again, a little bit longeranswer, but really is impetus
for me to move somebody fromwhere they are to where they
are, give them a different tolive their life by.
Paul (12:20):
That is such a powerful story, and I've written
something down there thatpersonal abracadabra, I think
that's a phenomenal phrase.
I love it.
And you know, when I think backto when I left the corporate
world, I'd lived most of my lifein a very siloed retail
environment.
It was B2C, you know, I didn'teven, I didn't even know what
B2C or B2B meant.
I served customers.
(12:40):
That's how I thought of it.
And I remember coming to donetworking events with people
and I'd been told, well, youneed to show value first and
people will give you value back.
And I was like, brilliant.
What's my value?
I have no idea.
I've worked in retail all mylife and I started off giving
kind of leadership advice, whichI've done 15 years of different
(13:02):
levels of leadership, and it waswith lots of different people.
I have something to see on allof that.
And the moment of realizationcame to me down the line was
that I love connecting people.
I love find, it's a jigsawpuzzle and I love finding
somebody who needs the servicesof somebody else and putting
them together not for me to makemoney, just to see the look on
their face when they go, oh yes,you are the person I was
(13:23):
supposed to meet.
And it became, if you like, mypersonal a cadabra at the
beginning was, how do I addvalue to people without having a
real B2B skillset?
Well.
It was this connecting thing.
So your story really, resonatesand I'm pleased you shared it.
to come back to where we startedoff at the beginning, a lot of
your mission is based aroundgetting rid of marketing fluff.
(13:46):
Now that's a very kind ofsubjective and quite a
polarizing opinion, and I, but Ilike it.
I like it.
But I'd love to hear from you,Jimi, like what's your what
would you class as market andfluff and why does it cause you
such a.
Oh, why is it frustrate you somuch?
That's what I'm trying to say.
Jimi (14:02):
Yeah.
And again, it is a subjectiveopinion as to what Marketing
Fluff is, and I think it haswith the advent of chat, GPT,
the various AI tools.
that content is king or queen orhowever you want to interpret
that.
There have been a number of withalgorithms, especially with
Google devaluing you know, wehave the EAT framework, which is
(14:27):
really focusing on expertise,authority.
I.
Trustworthiness and you justcan't push the easy button and
get something that's generic andput it on your site because it's
a reflection of you, right?
And so again, going back toputting the time in, providing
something of value.
(14:47):
If you're reading somethingabout a company and it just
doesn't say anything, it doesn'thave any personality, it doesn't
have a tone of voice, what am Iactually learning from you?
it frustrates me because.
Again, we're all unique.
We have skills, we haveperspectives, we have points of
view.
the more people know about thosethings that get you excited
(15:09):
because I believe enthusiasm istransferrable.
And if I'm enthusiastic aboutsomething and, you know, you
talk about mirroring people andbody language and raising your
voice and intonation, know it,when you talk to somebody who's
passionate about something, whathappens?
They talk faster, they smile,they get more energy involved,
and that's what content shouldbe.
Content should not be, I have todo this because somebody in
(15:32):
marketing says I have to dothis, so I'm just gonna go write
some generic article or put somesocial media posts out there and
it just adds to.
The trash pile of content thatis prevalent across the
internet, and it's reallyopportunity for businesses to be
proud of who they are and whatthey do.
(15:52):
And you'll be a diamond in therough if you actually talk real,
if you have some personality andyou have a point of view on
something
Paul (16:00):
If you dare, right?
If you dare.
I love it.
Jimi (16:02):
Yes.
And I know that's your business,so I'm sure you come across that
all the time.
Paul (16:07):
Well, interestingly, I was having a conversation with a
group of, in a networking groupthis morning, and one of them
copied and pasted a paragraphfrom an email that she'd
received from from somebody.
And to your point, not evenmarketing, it wasn't even
marketing fluff, it was aninternal comms, and, but it was
like one long paragraph and itsaid absolutely nothing.
(16:28):
My brain melted trying todecipher what it was that she'd
actually said in this email.
And I, so I don't think.
Market and fluff is specific tomarket, and I think there's a
lot of fluff out there.
Part of me wondered whethersomebody had put a prompt into
chat GPT to create the email inthe first place.
I don't think they had, I thinkthat's, you know, it was a
non-expert trying to relaytechnical information about
(16:49):
something they didn't reallyunderstand instead of just
putting their hand up.
And, I think there's an elementof that across marketing as
well, is as marketers sometimesI come across people that do far
more than they're expert at.
Know your lane, stay in it, bean expert at one thing or the
two things that you're really,good at.
And I'm sure you know, workingin paid media as well as
(17:10):
anything else, you come acrosspeople in the same sort of
industry that claim to be masterof everything, all encompassing,
paid media wise and pay perclick and SEO and organic and
website design.
And it's incredibly hard to bean expert of one of those
things, nevermind multipleunless you've got a bigger team
where you can have individualexperts.
(17:31):
Is that something that you'veexperienced?
Jimi (17:33):
Yeah, and that's why we have a team that pushes 200
employees because we.
Basically created, and we wentthrough a reorganization about a
year and a half ago where wedivided up the company into four
unique teams.
And then we have specialists,subject matter experts in each
of those areas.
We are full service and webelieve that, yeah.
(17:58):
you don't go and, you know, it'sa cliche thing.
You don't go to a generalpractitioner to have brain
surgery done.
Right?
You seek out the experts, and sowe've really tried to build the
agency with a team of expertsand not generalists,
Paul (18:12):
Perfect.
I like the idea.
I like it.
Getting back to the magic scriptthen, because that's obviously
your baby, that's your marketnow cadaver, right?
What is the mark?
What is the magic script andwhat can we learn from it?
Jimi (18:24):
Sure it's a messaging framework that can be used for
any type of communication.
You know, as I started to workwith a variety of clients and
understand what their challengeis, again, I see the world
through the lens of magic and Ithought about presenting.
Trick to an audience and what isthe structure of that trick?
(18:44):
Now, I was fortunate enough tobe included in a training
program with a Broadwaydirector.
He was in the original cast ofAnnie, he's a magician himself.
He's directed, gosh, 22 Broadwayproductions.
And so we went to Montreal forabout a week, about 10 of us,
and actually went about fivetimes to this event.
(19:05):
And at how.
You connect with an audience,where is the trigger of
intrigue?
And then how do you satisfy thatdesire for somebody to see the
conclusion of that trick?
And so as I thought about that,I went, well, that's the exact
same thing that needs to happenwith any sort of messaging.
And so we'll just talk aboutthat from a commerce
perspective.
Nothing happens until you make aconnection with somebody.
(19:26):
So we've all heard about, know,like, and trust.
And so that's the firstframework.
And the connection pointreleases oxytocin in the brain,
which are the neurotransmittersthat can, you know, communicate
with the rest of the body.
And that's that trust factor.
And so whether it is some typeof rapport, common ground,
you're identifying that you knowtheir problem.
(19:47):
That's the first thing.
And then the next thing you wantto do is you want to activate
curiosity.
And so when you activatecuriosity, that's a release of
dopamine.
I know that we're all familiarwith, you know, people are
supposedly addicted to socialmedia and they talk about
dopamine high.
it's not the.
Addiction to social media, it'sactually the expectation of a
(20:09):
reward.
And so when you post something,you're expecting that people are
gonna like it, love it.
And so there's this chemicalthat is an anticipatory chemical
and it needs to be closed.
And so we move from theconnection to the.
Curiosity, then we need to moveto the conversion, and that's
the solution.
the conversion is a release ofserotonin, which is that feel
(20:32):
good, everything's right withthe world.
And I started to look at thatfrom a magic perspective.
You know, if a magician walksout on stage, he's gonna greet
the audience, he's going to winthem over, right?
then he's gonna say.
He or she is gonna say, I'mgoing to float this woman in the
air.
And so your brain is like going,how is that possible?
then the actual magic happens,and then you see the person
(20:55):
floats up, floats down.
That's release of the serotonin.
And so if you can classify,magic trick can be grouped into
13 different.
Effects.
So you start with the effect.
And so it could be a productionmaking something appear.
It could be a vanish, it couldbe a restoration.
And so if you think about yourbusiness is, you know, if you
(21:17):
have a product launch, that's aproduction, right?
If you are in the roofingbusiness or in the restoration
business, then that's a naturalform of restoring back something
to its initial state.
If you are in leadership andsales weren't great.
are you restoring sales back tothe way they were before?
(21:38):
so you take one of thoseeffects.
That is the focus, that is thekey purpose of what you're
trying to communicate.
And then there is particularphrasing that takes you from
connection, curiosity, andconversion so that you are
taking advantage of our naturaltendencies to follow story
pattern to follow.
What we are wired to, absorbthrough a connection, whether it
(22:03):
be through an ad, through, youknow, a speech, through a Zoom
conversation that we're havingand.
I thought, wow, this is amazing.
I've not been able to break ityet.
And it's just a fascinatingthing that I'm able to translate
something that I'm very familiarwith from the magic world and
then apply that to commerce orany sort of connection or
(22:25):
messaging framework.
Paul (22:26):
There's one thing that I know that we both fundamentally
agree on based on everythingthat you've said.
And I'm interested to see yourside of things, and it's a
common question I get when Ispeak to new clients, which is,
but can't I just go viral?
And it's the most frustratingphrase in the world to me
because one, it's, if it waseasy to do, there would be no
such thing.
(22:46):
And two, is it really what youwant to do?
What's your opinion of goingviral versus more traditional
awareness building?
Jimi (22:55):
Yeah, so I think viral is that dopamine stage of the
process.
Everybody to be affirmed.
They want a vanity metric.
They want to, be able to say inconversation, that post went
viral.
I.
I would much rather have a smallgroup of rabid fans than a large
(23:18):
group that gave you a standingovation for 10 seconds and then
vanished and never came back.
Especially if you are interestedand you truly believe that your
brand can solve a problem orprovide a need for somebody, you
just want.
Applause for applause sake.
(23:38):
if something goes viral and italso connects with that
audience, that's a differentstory.
But typically what we see from agoing viral perspective, it's a
flash in the pan and there's nolongstanding connection to the
brand.
So to chase a viral post, islike chasing after the wind.
(24:00):
So I don't know if that's youropinion.
Sounds like it might be, but I
Paul (24:04):
There is no silver bullet.
Jimi (24:06):
Yep.
Paul (24:07):
There's no silver bullet.
If things were easy, everyonewould be rich.
'cause we'd all be hone in.
Jimi (24:12):
Oh
Paul (24:12):
would all hone in on that thing.
That makes us all go viral andgive, brings us money very,
easily quicker than everybodyelse would do anything.
It just doesn't, exist.
There might be tricks and hacksthat you can use to help
accelerate what it is thatyou're doing.
But they usually require hardwork and effort still.
(24:33):
That's the bit that we are all abit laws to give and that's why
I like talking to folks likeyourself, Jimi, because it, you
are proof that hard work paysoff, but it's gotta be the right
hard work and it's got to befocused and intentional.
And I think that's the thrust ofwhat you're seeing, right, is
it's all great and well havingyour messaging out there, but
you've got to have clear.
(24:54):
Goals that you are trying toachieve with your messaging, and
you've gotta know how it works.
And I think there's a lot ofneuroscience tied in with what
you are seeing as well.
Right?
You've got a, it's clear you'vegot an interest in neuroscience
too.
Jimi (25:04):
Yeah.
And you know, I'm curious as towhy people are fooled.
so that plays into why I lovemagic you know, it's called a
script because there is asequence to the way things
happen.
If you go see production onstage, it's not a haphazard
bunch of folks just saying whatthey wanna say.
Right?
There's a variety of.
(25:25):
Sequences in what they say, thelighting cues, the scenery, and
that makes it a wonderfulproduction, and you connect with
that production.
Nothing against improv, butthere's a reason why you don't
go to Broadway or the West Endof London to see an improv show
because it's not as scripted andnot as.
I hate to use the wordformulaic, but when things work,
(25:46):
they work right.
And
Paul (25:48):
Yep.
Jimi (25:48):
that show has been tested.
It's brought out things arechanged to make it where it is.
I, you know, performed in aproduction at a theme park and I
had to do 365 shows over thecourse of six months.
So that's five shows a day, fivedays a week.
And each show I focused on onething to make better.
(26:08):
And so by the end of that sixmonth run that was polished to
perfection with a cast of 22people, and you know, the show
was much different on day onethan it was on, six months
later.
so when you look at your contentand you look at your marketing.
have to be okay with being badto start with.
(26:29):
video is one thing that a lot ofbusinesses are trying to figure
out because 82% of traffic thisyear on the internet is gonna be
video related.
You just have to be okay withbeing really bad at video, but
you also have to have thediscipline and the intent to get
better.
And then you will start toconnect with the audience.
If you follow a framework thathas been proven connect with
(26:51):
your audience, you're gonna havea much better chance than just
winging it every time you get infront of the camera.
Paul (26:56):
Absolutely.
And that's the power that, thatconsistency is huge in that
it's, you've gotta, it's alwaysdarkest before the dawn, and I'm
living proof of that this year.
Absolutely.
Been there and done everythingthat you are worried about.
I've been there and made all themistakes as well, so, yeah, a
hundred percent.
Thank you for that, Jimi.
if people want to kind of reachout and hear more from you, or
they wanna find out more aboutThrive Agency, what's the best
(27:19):
place for them to kind of get intouch with you?
Jimi (27:22):
Yeah, I am putting a lot of effort into LinkedIn.
I'm producing a video every day,Monday through Friday, so
practice what I preach.
Right.
So I shouldn't have put that outthere because after I did the
math, it's 261 videos this year,so maybe about 250 I'll sound
Okay.
But yeah, LinkedIn people canconnect with me there.
DM me if you want to jump on acall and chat, I'd be happy to
(27:45):
talk through whatever thestruggles are with your
business.
And then Thrive Agency is justhow it sounds.
Thrive agency.com.
Yeah, tell'em Jimi sent you.
If you send us a message, we'llbe happy to help think through
how we can get you from whereyou are to where you wanna be.
Paul (27:59):
Amazing.
Thank you very much for yourtime today, Jimi, it's been a
pleasure.
Jimi (28:03):
Absolutely.
Thank you Paul.
Paul (28:05):
And thank you for watching along at home.
Don't forget to hit thesubscribe button to make sure
that you don't miss out for nextweek's episode.
And if you haven't checked itout.
There's one thing that Jimimentioned in the middle of the
show, which was around nor likeand trust, well, we had Bob Berg
on the show last week, so if youwant to go back and see that
episode, Bob was the guy thatpopularized that book with his
book, the Go Giver.
(28:25):
Absolutely go back and give thata watch.
If you've enjoyed this, you'lllove Bob's episode also.
Thank you very much.
Take care.
Bye-bye.
Hello, and welcome back to another episode of MarketPulse
(00:03):
Pros and Pioneers.
Today we are bringing you alittle bit of magic.
I'm gonna explain what I mean bythat in just a moment.
But today's guest is thefabulous Jimi Gibson.
Jimi, welcome along to the showThank you for joining us.
Jimi (00:15):
Great to be here.
Thanks for having me.
Looking forward to our chat.
Paul (00:18):
Amazing.
Jimi is the VP of BrandCommunication at Thrive Agency.
He's also a TEDx speaker and aForbes agency council member
with over 25 years of experiencein marketing and messaging.
But before mastering brandcommunication, Jimi was a
professional magician.
An experience that taught him tocaptivate audiences, create
(00:40):
intrigue, and deliverunforgettable messages.
He's since applied those skillsto the business world, helping
brands cut through the noisewith the magic script, a
brain-based framework forcrafting messaging that connects
emotionally and converts.
And his mission is to make surebusinesses stop relying on
marketing fluff, and insteadmaster the art of clear,
compelling messaging thatactually works.
(01:03):
I have to say, Jimi, I have somany questions.
But I love that your focus is onthat emotional connection with
messaging because I think that'ssuper important and hands on
heart, it's usually the bit thatall of the people who are
struggling with their businessare missing because there's just
(01:24):
no.
Connection between them andtheir audience.
So I'm gonna come back to thatin a moment.
But, first of all, I wannarewind because you've got 25
years of experience in marketingand messaging, and I'm assuming
that the magician stage of yourlife was before that, right?
Or was it kind of running inparallel?
Jimi (01:42):
Yeah, well I started when I was about four.
I found a little membership cardin a box a few years ago that I
was part of the mail orderMerlin's Magic Club, I couldn't
believe the date on that card.
And, you know, thingsprogressed.
very interested in marketing andadvertising, and we can dig into
that, but it's always been aparallel path.
(02:04):
I have been able to incorporateit in talks that I give clients
know this is what I do.
So yeah, it's just one of thosethings that I can't It just it's
sort of the lens that I see theworld through.
Paul (02:16):
It is fascinating.
So it's something that, that youkind of, I guess you found an
early interest in it for.
It's not often where I comeacross people who maintain an
interest from when they were4-year-old.
Through into later life.
So I think of that as a call inrather than something that you
kind of were interested in.
What would you say is the mostinteresting experience you had
(02:37):
in that kind of magician'sexperience?
Jimi (02:39):
Wow.
To nail that down to one wouldbe tough.
You know, got a magic kitformerly when I was six years
old, and I was sort of the onlykid.
In the neighborhood that had abusiness card and I was
advertising myself to performbirthday parties for kids my
Paul (02:55):
Wow.
Jimi (02:55):
age which was kind of cool.
I'll tell you what was aninteresting turning point for
me.
I.
My mom dad were very supportive.
They put up with this little kidwho was a little on the strange
side.
My younger brother is a lawyer.
My older brother is anelectrical engineer, so I'm sort
of this weird kid in the middle.
But my mom had taken me to openup a savings account at the
(03:16):
local bank and.
I said, sure.
Anything that involves money andhanging out with my mom sounds
pretty good to me.
So we went to the bank.
The teller asked us to sit downat this table and she said, I
need you to hold your thumb up.
And she wanted me to press mythumb into this ink pad.
Well, as I started to gather thescene, I saw these posters
(03:38):
around the bank.
It was a promotion called theThumb Body Campaign, and it was
to encourage kids to open up asavings account.
And as I pressed my thumb intothat ink pad, she opened up this
pass book and asked me to pressmy thumb into that pass book.
I.
And told me that was how I wasgonna be identified when I came
(04:00):
in to make a deposit.
so, you know, we had choresaround the house.
I was making money as doingthese magic shows.
And so my mom thought it wouldbe best to teach me good savings
practices.
And so after I pressed my thumbin there, she said, I need you
to draw a character.
Using the thumb as sort of thebody of this character.
pointed to a poster and therewere pictures of little cartoon
(04:24):
thumb people that was a doctor,a lawyer, a ballerina, a
fireman, you know, all thesedifferent types of characters.
And I looked and I was like, Idon't see the one that I think I
need to draw.
I took the pen and I went downto the little drawing and I
added a little top hat and drewa hand with a magic wand.
And I kind of caught myselfright in the middle and I
(04:44):
thought, should I be doing this?
I mean doctors and lawyers andall of that.
so the lady who was sitting withus, the teller, she said, wow,
that's amazing.
That's a great drawing.
And I was like, okay.
And so then I looked at my mom,and my mom was like.
Good job.
And I was like, it gave mevalidation that, hey, I could be
anything that I wanted to be.
(05:05):
And so that was sort of aturning point for me that it
gave me permission to be thismagician.
And through high school Istarted working at an ad agency.
That's what they were calledback then, not digital marketing
agency.
And I was doing promotionalshows for one of their clients.
And I was doing upwards of 50shows a year in high school.
I thought, wow, this is prettycool.
(05:26):
And that's what connected themagic to the marketing, that
it's behavior change.
It's getting people excited.
It's a sense of wonder.
And so these products that I waspromoting.
Gave a different dimension tothat campaign and that's what
I've always tried to maintain.
You know, we talked earlier youwere mentioning about the
emotional connection.
(05:47):
You know, when you think aboutsomebody seeing a magic trick,
there's this sense of wonder andawe and possibility and how
could this happen?
And if you can take.
Just a little bit of that andmove it over to a product or
service.
think that's what people arelooking for.
They're looking to be amazed bya company, you know, customer
service.
We all have had horribleexperiences with customer
service.
We've ordered a product thatdoesn't meet the expectations of
(06:09):
what we thought it should.
And if we just look at how arewe designing our product and
services to present that feelingof all wonder and connection,
that's the world I wanna livein.
So I don't know if that exactlyanswers your question, but
that's kind of how I see it.
Paul (06:24):
I love it.
There.
There is, I could probably we'veonly got half an hour for the
episode, otherwise I'd probablybe asking loads and loads more
detailed questions.
I guess what was.
In your mind, what was the thingthat most attracted you to being
a magician at that early stagebefore you kind of thought about
careers and money?
And was it the performance?
Was it the excitement?
Was it kind of being in front ofa crowd?
(06:46):
I dunno, what was it?
A mixture.
Jimi (06:49):
I would say it would be channeling classic clown
behavior into a useful thing.
I've always been sort ofoutgoing, you know, they say
public speaking is feared morethan death.
I don't have a problem standingup in front of a crowd.
My parents would have, I don'tknow what they call'em over
there, but they, we call'em yardsales or garage sales, where you
take a bunch of stuff and put itout and people come by and
(07:12):
purchase it.
When they had one of those, Iwould sell tickets for 25 cents
and then I would move the crowdover to a different part of the
backyard and perform the show.
And so I think it's everything,the routine maybe having a
secret that nobody else knowsabout.
I.
look on people's faces, I wouldsay it's all packaged up
together.
You know, I love knowing howthings work.
(07:32):
There's a lot of things thathappen to the audience that are
not seen by the spectators, sothey call that the backstage
view.
And then I love sort of the ideaof defying the natural laws of
science, right?
You know, I'm sorry to let youraudience in, but magic is not
real.
There is a trick behind it, butthere's a suspension of
(07:53):
disbelief that happens when theaudience says, Hey, I'm gonna go
to this magic show.
They want to be fooled.
They want to have that happen.
And so I think.
Outside of commerce and all ofthose things, and we can connect
the dots.
I just love having the abilityto walk into any room, any place
and just be able to give peoplefun.
(08:14):
You know, I volunteer at variouscharities around town whether
they're doing a fundraiser,whether it's I mean we have a
homeless, ministry downtown andI will go and do a magic trick
before the food is served andthe blessing is said, and I'm
just doing magic tricks for thehomeless.
And you think, why would youwant to do that?
Well, you know what?
Everybody needs to forget abouttheir day for a minute.
(08:37):
They need to have some sense ofwonder or joy.
yeah, I think that's probablythe attraction that has stuck
with me is just that feelingthat people get when they, I.
Can't figure it out, and they'rejust like, oh man, that was
awesome.
I can't believe it.
So, yeah.
Paul (08:50):
So then moving that forward at some point.
In your career, you decided tothen get into the kind of public
speaking side of things.
You mentioned that you didn'treally have a fear of it as
such, but what was the turningpoint where you decided you
would go and do a TEDx talk, forexample?
Jimi (09:05):
Yeah, I think you know, if you're familiar with Ted, it's
the idea, you know, what is theidea you have that's worth
spreading and so.
Again, wrapped in the prestigeof being on the TED stage, but
then there's a responsibilityfor it not to be about you.
It's about something thatsomebody needs to hear.
(09:26):
And so my wife and I had thechance to visit Rwanda.
We were sponsoring a young manover there, you know, just
anomal amount that took care ofsome medical needs and took care
of.
Schooling that kind of thing.
But every time we with his namewas Emmanuel.
The interpreter was beside himand he always wanted him to be
(09:49):
on his right side.
so we got back home and we werelike, that's kind of strange.
He's not doing very well inschool.
He wanted the interpreter on theright side.
So we got in touch with theorganization and they said,
we'll check it out.
It turns out that Emmanuel hadan ear infection for eight
years.
And if you're familiar with thehistory of Rwanda, there was a
genocide where lots of kids wereorphaned.
(10:11):
he had lost his father.
He knew that he wouldn't get anymedical treatment, so he just
kind of kept it quiet.
Well, they asked us, would youwant to, pay for this operation?
And, you know, us being in theWestern world, we're like, I
have no idea how much is thatgonna cost.
20, 30,$40,000.
So he said, why don't you findout and then we will let you
(10:32):
know.
So again, this magic has been adual path for me.
It has been.
In my professional life dothings nights and weekends, that
type of thing.
And so I was traveling toWashington, DC to do a show, and
it was later I would always callmy wife on the way back and say,
Hey, you know, I'm headed back.
I should be there in a couplehours.
(10:53):
And she said, well, theorganization called and they
have given us the price for theoperation.
I'm like, you know, trying notto swerve off of the road and
I'm holding my breath.
And I said, well, how much isit?
Well, she told me almost to theexact number, the amount of
money that I just made doingsomething that I would've done
for free, something that Iloved.
(11:14):
And so it was no question wewere gonna pay for the
operation.
We actually found out later,through some connections, that
his entire personality hadchanged.
He became more outgoing, he didbetter in school.
And so again, there was thistransition point where I'm like,
you know what?
is magic.
I love performing.
People have something thatthey're great at that they take
for granted, and they need toknow that's their personal
(11:37):
abracadabra and they need togive that to somebody else.
And whatever that means.
You know, you may have peoplelistening right now, thinking
back to that thumbprint on thepage, what character would they
have drawn?
Is that something that they'repassionate about?
It doesn't have to be yourprofession.
It could be something that youjust give to somebody else.
And so I.
I think that was the trigger forme to want to pursue that, is to
(12:01):
let people know that they'revalued and there's something
that they are awesome at andthey just need to embrace it and
go for it.
So again, a little bit longeranswer, but really is impetus
for me to move somebody fromwhere they are to where they
are, give them a different tolive their life by.
Paul (12:20):
That is such a powerful story, and I've written
something down there thatpersonal abracadabra, I think
that's a phenomenal phrase.
I love it.
And you know, when I think backto when I left the corporate
world, I'd lived most of my lifein a very siloed retail
environment.
It was B2C, you know, I didn'teven, I didn't even know what
B2C or B2B meant.
I served customers.
(12:40):
That's how I thought of it.
And I remember coming to donetworking events with people
and I'd been told, well, youneed to show value first and
people will give you value back.
And I was like, brilliant.
What's my value?
I have no idea.
I've worked in retail all mylife and I started off giving
kind of leadership advice, whichI've done 15 years of different
(13:02):
levels of leadership, and it waswith lots of different people.
I have something to see on allof that.
And the moment of realizationcame to me down the line was
that I love connecting people.
I love find, it's a jigsawpuzzle and I love finding
somebody who needs the servicesof somebody else and putting
them together not for me to makemoney, just to see the look on
their face when they go, oh yes,you are the person I was
(13:23):
supposed to meet.
And it became, if you like, mypersonal a cadabra at the
beginning was, how do I addvalue to people without having a
real B2B skillset?
Well.
It was this connecting thing.
So your story really, resonatesand I'm pleased you shared it.
to come back to where we startedoff at the beginning, a lot of
your mission is based aroundgetting rid of marketing fluff.
(13:46):
Now that's a very kind ofsubjective and quite a
polarizing opinion, and I, but Ilike it.
I like it.
But I'd love to hear from you,Jimi, like what's your what
would you class as market andfluff and why does it cause you
such a.
Oh, why is it frustrate you somuch?
That's what I'm trying to say.
Jimi (14:02):
Yeah.
And again, it is a subjectiveopinion as to what Marketing
Fluff is, and I think it haswith the advent of chat, GPT,
the various AI tools.
that content is king or queen orhowever you want to interpret
that.
There have been a number of withalgorithms, especially with
Google devaluing you know, wehave the EAT framework, which is
(14:27):
really focusing on expertise,authority.
I.
Trustworthiness and you justcan't push the easy button and
get something that's generic andput it on your site because it's
a reflection of you, right?
And so again, going back toputting the time in, providing
something of value.
(14:47):
If you're reading somethingabout a company and it just
doesn't say anything, it doesn'thave any personality, it doesn't
have a tone of voice, what am Iactually learning from you?
it frustrates me because.
Again, we're all unique.
We have skills, we haveperspectives, we have points of
view.
the more people know about thosethings that get you excited
(15:09):
because I believe enthusiasm istransferrable.
And if I'm enthusiastic aboutsomething and, you know, you
talk about mirroring people andbody language and raising your
voice and intonation, know it,when you talk to somebody who's
passionate about something, whathappens?
They talk faster, they smile,they get more energy involved,
and that's what content shouldbe.
Content should not be, I have todo this because somebody in
(15:32):
marketing says I have to dothis, so I'm just gonna go write
some generic article or put somesocial media posts out there and
it just adds to.
The trash pile of content thatis prevalent across the
internet, and it's reallyopportunity for businesses to be
proud of who they are and whatthey do.
(15:52):
And you'll be a diamond in therough if you actually talk real,
if you have some personality andyou have a point of view on
something
Paul (16:00):
If you dare, right?
If you dare.
I love it.
Jimi (16:02):
Yes.
And I know that's your business,so I'm sure you come across that
all the time.
Paul (16:07):
Well, interestingly, I was having a conversation with a
group of, in a networking groupthis morning, and one of them
copied and pasted a paragraphfrom an email that she'd
received from from somebody.
And to your point, not evenmarketing, it wasn't even
marketing fluff, it was aninternal comms, and, but it was
like one long paragraph and itsaid absolutely nothing.
(16:28):
My brain melted trying todecipher what it was that she'd
actually said in this email.
And I, so I don't think.
Market and fluff is specific tomarket, and I think there's a
lot of fluff out there.
Part of me wondered whethersomebody had put a prompt into
chat GPT to create the email inthe first place.
I don't think they had, I thinkthat's, you know, it was a
non-expert trying to relaytechnical information about
(16:49):
something they didn't reallyunderstand instead of just
putting their hand up.
And, I think there's an elementof that across marketing as
well, is as marketers sometimesI come across people that do far
more than they're expert at.
Know your lane, stay in it, bean expert at one thing or the
two things that you're really,good at.
And I'm sure you know, workingin paid media as well as
(17:10):
anything else, you come acrosspeople in the same sort of
industry that claim to be masterof everything, all encompassing,
paid media wise and pay perclick and SEO and organic and
website design.
And it's incredibly hard to bean expert of one of those
things, nevermind multipleunless you've got a bigger team
where you can have individualexperts.
(17:31):
Is that something that you'veexperienced?
Jimi (17:33):
Yeah, and that's why we have a team that pushes 200
employees because we.
Basically created, and we wentthrough a reorganization about a
year and a half ago where wedivided up the company into four
unique teams.
And then we have specialists,subject matter experts in each
of those areas.
We are full service and webelieve that, yeah.
(17:58):
you don't go and, you know, it'sa cliche thing.
You don't go to a generalpractitioner to have brain
surgery done.
Right?
You seek out the experts, and sowe've really tried to build the
agency with a team of expertsand not generalists,
Paul (18:12):
Perfect.
I like the idea.
I like it.
Getting back to the magic scriptthen, because that's obviously
your baby, that's your marketnow cadaver, right?
What is the mark?
What is the magic script andwhat can we learn from it?
Jimi (18:24):
Sure it's a messaging framework that can be used for
any type of communication.
You know, as I started to workwith a variety of clients and
understand what their challengeis, again, I see the world
through the lens of magic and Ithought about presenting.
Trick to an audience and what isthe structure of that trick?
(18:44):
Now, I was fortunate enough tobe included in a training
program with a Broadwaydirector.
He was in the original cast ofAnnie, he's a magician himself.
He's directed, gosh, 22 Broadwayproductions.
And so we went to Montreal forabout a week, about 10 of us,
and actually went about fivetimes to this event.
(19:05):
And at how.
You connect with an audience,where is the trigger of
intrigue?
And then how do you satisfy thatdesire for somebody to see the
conclusion of that trick?
And so as I thought about that,I went, well, that's the exact
same thing that needs to happenwith any sort of messaging.
And so we'll just talk aboutthat from a commerce
perspective.
Nothing happens until you make aconnection with somebody.
(19:26):
So we've all heard about, know,like, and trust.
And so that's the firstframework.
And the connection pointreleases oxytocin in the brain,
which are the neurotransmittersthat can, you know, communicate
with the rest of the body.
And that's that trust factor.
And so whether it is some typeof rapport, common ground,
you're identifying that you knowtheir problem.
(19:47):
That's the first thing.
And then the next thing you wantto do is you want to activate
curiosity.
And so when you activatecuriosity, that's a release of
dopamine.
I know that we're all familiarwith, you know, people are
supposedly addicted to socialmedia and they talk about
dopamine high.
it's not the.
Addiction to social media, it'sactually the expectation of a
(20:09):
reward.
And so when you post something,you're expecting that people are
gonna like it, love it.
And so there's this chemicalthat is an anticipatory chemical
and it needs to be closed.
And so we move from theconnection to the.
Curiosity, then we need to moveto the conversion, and that's
the solution.
the conversion is a release ofserotonin, which is that feel
(20:32):
good, everything's right withthe world.
And I started to look at thatfrom a magic perspective.
You know, if a magician walksout on stage, he's gonna greet
the audience, he's going to winthem over, right?
then he's gonna say.
He or she is gonna say, I'mgoing to float this woman in the
air.
And so your brain is like going,how is that possible?
then the actual magic happens,and then you see the person
(20:55):
floats up, floats down.
That's release of the serotonin.
And so if you can classify,magic trick can be grouped into
13 different.
Effects.
So you start with the effect.
And so it could be a productionmaking something appear.
It could be a vanish, it couldbe a restoration.
And so if you think about yourbusiness is, you know, if you
(21:17):
have a product launch, that's aproduction, right?
If you are in the roofingbusiness or in the restoration
business, then that's a naturalform of restoring back something
to its initial state.
If you are in leadership andsales weren't great.
are you restoring sales back tothe way they were before?
(21:38):
so you take one of thoseeffects.
That is the focus, that is thekey purpose of what you're
trying to communicate.
And then there is particularphrasing that takes you from
connection, curiosity, andconversion so that you are
taking advantage of our naturaltendencies to follow story
pattern to follow.
What we are wired to, absorbthrough a connection, whether it
(22:03):
be through an ad, through, youknow, a speech, through a Zoom
conversation that we're havingand.
I thought, wow, this is amazing.
I've not been able to break ityet.
And it's just a fascinatingthing that I'm able to translate
something that I'm very familiarwith from the magic world and
then apply that to commerce orany sort of connection or
(22:25):
messaging framework.
Paul (22:26):
There's one thing that I know that we both fundamentally
agree on based on everythingthat you've said.
And I'm interested to see yourside of things, and it's a
common question I get when Ispeak to new clients, which is,
but can't I just go viral?
And it's the most frustratingphrase in the world to me
because one, it's, if it waseasy to do, there would be no
such thing.
(22:46):
And two, is it really what youwant to do?
What's your opinion of goingviral versus more traditional
awareness building?
Jimi (22:55):
Yeah, so I think viral is that dopamine stage of the
process.
Everybody to be affirmed.
They want a vanity metric.
They want to, be able to say inconversation, that post went
viral.
I.
I would much rather have a smallgroup of rabid fans than a large
(23:18):
group that gave you a standingovation for 10 seconds and then
vanished and never came back.
Especially if you are interestedand you truly believe that your
brand can solve a problem orprovide a need for somebody, you
just want.
Applause for applause sake.
(23:38):
if something goes viral and italso connects with that
audience, that's a differentstory.
But typically what we see from agoing viral perspective, it's a
flash in the pan and there's nolongstanding connection to the
brand.
So to chase a viral post, islike chasing after the wind.
(24:00):
So I don't know if that's youropinion.
Sounds like it might be, but I
Paul (24:04):
There is no silver bullet.
Jimi (24:06):
Yep.
Paul (24:07):
There's no silver bullet.
If things were easy, everyonewould be rich.
'cause we'd all be hone in.
Jimi (24:12):
Oh
Paul (24:12):
would all hone in on that thing.
That makes us all go viral andgive, brings us money very,
easily quicker than everybodyelse would do anything.
It just doesn't, exist.
There might be tricks and hacksthat you can use to help
accelerate what it is thatyou're doing.
But they usually require hardwork and effort still.
(24:33):
That's the bit that we are all abit laws to give and that's why
I like talking to folks likeyourself, Jimi, because it, you
are proof that hard work paysoff, but it's gotta be the right
hard work and it's got to befocused and intentional.
And I think that's the thrust ofwhat you're seeing, right, is
it's all great and well havingyour messaging out there, but
you've got to have clear.
(24:54):
Goals that you are trying toachieve with your messaging, and
you've gotta know how it works.
And I think there's a lot ofneuroscience tied in with what
you are seeing as well.
Right?
You've got a, it's clear you'vegot an interest in neuroscience
too.
Jimi (25:04):
Yeah.
And you know, I'm curious as towhy people are fooled.
so that plays into why I lovemagic you know, it's called a
script because there is asequence to the way things
happen.
If you go see production onstage, it's not a haphazard
bunch of folks just saying whatthey wanna say.
Right?
There's a variety of.
(25:25):
Sequences in what they say, thelighting cues, the scenery, and
that makes it a wonderfulproduction, and you connect with
that production.
Nothing against improv, butthere's a reason why you don't
go to Broadway or the West Endof London to see an improv show
because it's not as scripted andnot as.
I hate to use the wordformulaic, but when things work,
(25:46):
they work right.
And
Paul (25:48):
Yep.
Jimi (25:48):
that show has been tested.
It's brought out things arechanged to make it where it is.
I, you know, performed in aproduction at a theme park and I
had to do 365 shows over thecourse of six months.
So that's five shows a day, fivedays a week.
And each show I focused on onething to make better.
(26:08):
And so by the end of that sixmonth run that was polished to
perfection with a cast of 22people, and you know, the show
was much different on day onethan it was on, six months
later.
so when you look at your contentand you look at your marketing.
have to be okay with being badto start with.
(26:29):
video is one thing that a lot ofbusinesses are trying to figure
out because 82% of traffic thisyear on the internet is gonna be
video related.
You just have to be okay withbeing really bad at video, but
you also have to have thediscipline and the intent to get
better.
And then you will start toconnect with the audience.
If you follow a framework thathas been proven connect with
(26:51):
your audience, you're gonna havea much better chance than just
winging it every time you get infront of the camera.
Paul (26:56):
Absolutely.
And that's the power that, thatconsistency is huge in that
it's, you've gotta, it's alwaysdarkest before the dawn, and I'm
living proof of that this year.
Absolutely.
Been there and done everythingthat you are worried about.
I've been there and made all themistakes as well, so, yeah, a
hundred percent.
Thank you for that, Jimi.
if people want to kind of reachout and hear more from you, or
they wanna find out more aboutThrive Agency, what's the best
(27:19):
place for them to kind of get intouch with you?
Jimi (27:22):
Yeah, I am putting a lot of effort into LinkedIn.
I'm producing a video every day,Monday through Friday, so
practice what I preach.
Right.
So I shouldn't have put that outthere because after I did the
math, it's 261 videos this year,so maybe about 250 I'll sound
Okay.
But yeah, LinkedIn people canconnect with me there.
DM me if you want to jump on acall and chat, I'd be happy to
(27:45):
talk through whatever thestruggles are with your
business.
And then Thrive Agency is justhow it sounds.
Thrive agency.com.
Yeah, tell'em Jimi sent you.
If you send us a message, we'llbe happy to help think through
how we can get you from whereyou are to where you wanna be.
Paul (27:59):
Amazing.
Thank you very much for yourtime today, Jimi, it's been a
pleasure.
Jimi (28:03):
Absolutely.
Thank you Paul.
Paul (28:05):
And thank you for watching along at home.
Don't forget to hit thesubscribe button to make sure
that you don't miss out for nextweek's episode.
And if you haven't checked itout.
There's one thing that Jimimentioned in the middle of the
show, which was around nor likeand trust, well, we had Bob Berg
on the show last week, so if youwant to go back and see that
episode, Bob was the guy thatpopularized that book with his
book, the Go Giver.
(28:25):
Absolutely go back and give thata watch.
If you've enjoyed this, you'lllove Bob's episode also.
Thank you very much.
Take care.
Bye-bye.
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