July 13, 2021 • 61 mins
It has become easier over the past decade to leverage the various media production tools to help promote your home services company.
So, if you're an HVAC company, plumbing business owner, landscaper or some other residential focused home services business -- producing content is readily availalbe.
More importantly, when you use content such as video, blogs, podcasts, and more... on a variety of channels -- you are positioning your business to look and act like a media company... that happens to be in the home services industry.
What most business owners miss is how to position their company as a media company.
In this interview, Christian Harris (CEO) shares his experience of taking his company, Slip Safety Solutions, and positions it to be a leader in the flooring space for commercial based businesses.
He shares how he has used a 9 minute video he created on a Saturday, distributed the the video to a hyper targeted audience of 300 people, got 50 views from the video and booked 10 sales calls... in a matter of 2 or 3 days.
In addition, Christian reveals his social media secrets and how to properly use LinkedIn to find more business opportunities, and why he spends most of his time on that platform.
Finally, he shares some simple strategies you can quickly (and easily) apply to help get more leads by becoming an authority in your town or industry.
To learn more about The Trust Tipping Point Marketing Podcast, please visit us at;
www.TheTrustTippingPoint.com
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Intro (00:01):
Marketing in the home services industry has changed so
much over the past few decades.
Then even more rapid pace theselast few years almost to a point
it's impossible to keep up withwhat's trending. Ever felt like
marketing and today's economy islike flushing money down the
toilet. That's where we come inand help honest Home Services
companies just like yours, learnand understand some of the most
effective marketing strategiestoday, strategies used by some
(00:23):
of the top home servicecompanies around the world. My
name is Javier Lozano Jr. andwelcome to the trust tipping
point Marketing Podcast.
Javier Lozano, Jr. (00:36):
Hey, guys, this
is Javier with the trust tippingpoint Marketing Podcast. Welcome
to our next episode, I've got areally awesome guest here. His
name is Christian Harris. He'sthe founder of slip safety
services out of the UK. And soChristian comes to us from the
UK where he's got a lot ofexperience in the flooring
industry. And I'm not gonna takeany of his thunder. So I'm going
(00:57):
to let him kind of introducehimself and and let us let him
know like, let us know moreabout him. Are you doing
Christian?
Christian Harris (01:04):
I'm good.
Yeah, thanks for inviting me on.
But looking forward to havingthis catch up with you and
getting into into the weeds andsome of these some of these cool
topics. So yeah, be good, man.
Yeah, so a bit about me. So youknow that my name in the
business, but we're we work inthe safety and risk management
field. Basically, we help peopleto reduce the risk of one of two
(01:25):
things either slips and falls,which is the biggest cause of
accidents and injuries andclaims. In most sectors, or the
other thing that we do is aroundkind of surface hygiene, safety,
which is obviously reallyimportant right now with the
pandemic and stuff. And over thelast three years, to give you an
(01:45):
idea of the kinds of things wedo, we've prevented over 3000
hospital visits and saved over30 million pounds of claims,
which is probably about $50million. So yeah, if I took a
change, but still, you know, 10million of claims, for slips and
falls is only part of a percentof the total claims in the UK
(02:08):
every year. So, you know, it's,it is a big number, but
actually, in the context of thewhole market, it's, there's
still a way for us to go. And Imean, what some of the stuff
we're going to talk about todayis really driven by some of the
challenges I've had of kind ofselling in a not very sexy
industry, I suppose. So kind ofgo through some of the stuff
(02:30):
that I've done, to kind of tryand overcome
Javier Lozano, Jr. (02:35):
it. And that's that's what's
interesting, too, is becausewhen we first connected this was
right before the pandemic reallykind of like took off last year,
you reached out to me via email,you found my podcast, and I was
was with another company. Andwhen I first responded,
responded back, I was like, youknow, I'm in the US. And we're,
you know, I can't really helpyour business. But if you want
(02:57):
to be a guest, and you're allinto is like Yes, I'm all about
creating content. I'm like,Alright, you get the game. Yeah.
And so we just kind of beenchatting since then. And this
was the right time that theyconnected. But I love that
you're all about, you know,putting yourself out there,
especially as he said, in anindustry, that's just, it's not
really super attractive. I'm notknocking you. It's just it's a
(03:20):
weird conversation, you know?
Christian Harris (03:22):
Yeah, no, absolutely. I think, you know,
for me, you've got to putyourself out there nowadays,
because I think every companyshould kind of look at itself as
a media company in many ways. SoI think everybody should be
doing digital content, everybodyshould be doing articles,
everybody should be doing somevideos, you know, everybody
(03:42):
should be on social media, notnot, you know, not going
overboard. And like spendingevery second of every day on
every single channel, but like,I think he should have, you
know, one channel is your socialmedia platform. And then the
other ones you can kind of useto maybe signpost to your main
platform. Yeah, I think youknow, it's about and I know you
(04:04):
believe in this, but it's aboutyet putting yourself out there
and, and just being visible andvaluable. And, and that's how
you're gonna get business.
Javier Lozano, Jr. (04:12):
Ya know, I can't agree with you more about
that, especially when what youjust said about, you know,
becoming a media company.
That's, that's a new term and anew thought process that some
companies aren't used to,especially if it's an older
generation, where it's, youknow, the company's been handed
off or whatever, and they've haddone things, you know, certain
way. But I agree with you Like,that's something that we all
have to start thinking ourselvesa little differently. And most
(04:35):
important part is that it's soaccessible. It's so easy to
create all this media now, likewhat it was 10 years ago,
Christian Harris (04:42):
right? Well, I'll give you an example. a live
example. So I've been launchinga new product targeting the
insurance industry, around theworld as a digital product, but
not by the by, and I spent lastSaturday, the whole day,
basically creating Singer, pitchvideo, it's like a nine minute
45 second video. So scripted allout, recorded, recorded it did
(05:08):
some screenshots, you know, somegraphics, and all that stuff.
And put that out there, onMonday and Tuesday and already
this week, you know, we're nottalking huge numbers, but, you
know, I've sent it out to maybe300 people, it's had like, 50
views on YouTube. Nice, youknow, that's hyper targeted
(05:30):
going in the right people and 50people have viewed it. And I've
had many, I've had many salescalls, I had 10 sales calls, and
I've got more books in the nextweek. And that's, and that's,
you know, spending time on thisdigital asset, and crafting it
and stuff. But actually, thepoint is that, because it's a
video, you know, video is thebest form of content, it's like,
(05:54):
the alpha version of content,because you can, you can take us
all the sensors, and, and that,you know, that's a really
powerful way of getting thatmessage out there. But I know,
it took me a day to do it, butactually, that's generated a lot
of inquiries. And also, now it'sdone, that asset lives there
forever, and it can be leveragedand, you know, so it's a really
good investment.
Javier Lozano, Jr. (06:15):
Yeah, no, and that's awesome. That's, and
that's what I love about, youknow, companies that understand
that marketing is, is really,it's, it's changed a lot over
the years, and now is one of thebest times to to like what you
just said, become a mediacompany to deliver and create
assets that are valuable to yourcustomer base. And, and this is,
(06:37):
the whole point of the trusttipping point is, is that, like,
what you're doing is you'rebuilding trust for your for your
audience, so that they startseeing more about you, they
start learning more about andyou're taking them through this
journey, and you're guiding themand all sudden, they're like,
you know what I'm gonna callChristian, I'm gonna call slip
safety services. So I caninquire more about this, that
and the other. So I love yourapproach on that man. So what I
(07:00):
wanted to do is I want to behonest, now that what we'll be
covering, we got three topicsthat Christian are going to be
discussing a bit more. And sothese three topics are really
unique, because I see stuff allthe time on LinkedIn. So like I,
you know, I put it I see stuff,I either comment, or I like it.
But you do the same thing withme, like, we have that that kind
of same respect for each other.
But the thing is, is that I lovewhat you're doing in this
(07:22):
industry, which is somethingthat can easily be transformed
into like the Home Services. Soif you're in landscaping, if
you're in hva, see if you're aplumber, like you can do all
these things like this is notjust a slip safety only kind of
thing for Christian, it's foreverybody else, you know. So,
you know, the first topic thatyou mentioned, that you want to
(07:43):
cover is is essentially likeleveraging thought leadership,
personal branding. And andespecially in the industry, like
you just mentioned, not so sexy.
And so kind of explain moreabout that, like, tell me more
about this, this whole thing?
Well, I think, you know, you putyou hit the nail on the head
with the trust. So it's allabout trust, particularly when
(08:04):
you're you're dealing with akind of safety topic. But yet,
you know, everybody knows aboutthe issue, the problem that I
helped to solve, but it's notreally that high priority
sometimes. So I think you've gotto put yourself out there and
try and disrupt and giveinsights and just get people
thinking about things a littlebit differently. I mean, today,
(08:26):
for example, I was on a webinarfor a for the cleaning industry.
And I was making the points thatactually, you know, and this
will be relevant to theaudience, you know, if you think
it's about cleaning, you'vemissed the point. It's not about
cleaning, it's actually aboutcreating a high performance
(08:47):
environment. It's aboutdelivering a great customer
experience, which drives revenueand profit to the business. Yes,
about engaging with andretaining staff. So you get
lower cost of recruitment, andso on and so forth. And it's
(09:07):
about safety. So, you know, thecleaning the cleaning, the
typical kind of cleaningindustry, it's just cleaning,
it's driven by price, you know,that, that no longer that's not
the prison. That's not theparadigm we should be talking
about. We need to be talkingabout something bigger. So
that's kind of what I've triedto do is, is, you know, the kind
of expression of like, you don'tbuy a drill, you buy a hole in
(09:33):
the wall. Yes. And yeah, andthinking about outcomes. And
actually, I focused a lot onthat probably two years ago,
certainly much like outcomeoutcome. But then, more
recently, I've kind of decidedthat it's not about that first
outcome, or even maybe thesecond outcome is actually the
third or the fourth outcome. Westart to kind of amplify these
(09:54):
things up and they become biggerand bigger. And that's when you
start to get kind of resonancewith With the market. So, you
know, it's not about having, youknow, saving the time of mowing
your own lawn, it's actuallyabout having your in laws round
and they like it and that buildsyour relationship or whatever it
might be, you know, it's kind ofthinking about what's so what so
(10:15):
what so what so what I'm tryingto get to that real, either pain
or actually ideally, some kindof pleasure that people want to
get, or you're hitting all thesethings that is like it's
resonating with what we do withour, with our agency. And this
one of the things that I learnedthrough a book that I read
called expert secrets from a guynamed Russell Brunson. And one
(10:38):
of the things he teaches aboutthis new opportunity, and you
kind of are essentially talkingabout that, like about the whole
cleaning thing, it's not justabout cleaning, it's about the
experience, it's about whatmakes you different from
everybody else. It's not aboutyou know, having the lowest
prices and, and maybe yours, youknow, kills more germs, but like
so to somebody else's. And, andso you're you're almost taking
(10:58):
it to that next level, whereyou're almost like you have no
competition in the sense andthat you're trying to create
your own Lake, if you will, tofish out my right.
Christian Harris (11:10):
Yeah, exactly.
I mean, I've been inspired by aguy called Daniel Priestley, who
he's authored many books, but isprobably most well known. One is
called become a key person ofinfluence, okay. And I'd really
recommend that it's all aboutbeing visible and valued in your
in your industry. So the premiseis that, within any industry,
the top 5% is where all themoney is, all the opportunities
(11:34):
are all the fun is, and that'swhere you need to be. So what he
says, as you go, you know, ifyou're not a key person of
influence in your niche, youneed to your full time job
should be to become the keyperson of influence in your
niche. And then that's whenthings start to get really fun
and exciting and cool thingshappen. And you can start making
an impact and stuff. So I'vebeen really inspired by by that.
(11:55):
So you know, a lot of his kindof philosophies, I try and put
into places as best I can.
Javier Lozano, Jr. (12:04):
That's awesome. And that's a really
good way of putting it is thatif we get, you know, we don't
want to be like water foreverybody. We want to be, you
know, a specific type of water,maybe it's a Voss, maybe it's
Fuji, but like, you get narroweddown a little bit. And then you
really become like that. That's,you know, what you're saying
that influencer, what you'rewhat you're talking about and,
(12:25):
and so something I want to kindof ask you and maybe clarify for
our audience, too, is is that weall hear this term, like thought
leadership, we all hear thisterm, like personal branding
and, and pitching like, What isyour definition of that kind of
stuff? Like? Like, what do youthink of it when you hear
thought leadership? And then andthen how do you put it into
action or, and same thing withpersonal branding.
Christian Harris (12:44):
So what I, what I think of when I hear
thought leadership is reallyboring articles that people
think they really know. But whyI think that what I think what I
try to do with with, with myapproach is, is I guess to it's
all about just trying to disruptor inspire, or you just want,
(13:07):
okay, you kind of want people tohave an aha moment, or I haven't
thought of that before and, andactually, it's just about like,
sort of dropping a little, alittle nuggets, they're not
necessarily going to, you know,you're not, you're probably not
going to find somebody readingone of your articles or watching
a video and then picking up thephone and saying, Please, I want
(13:30):
to give you a million dollarsworth of business. But actually,
it's all like a little jet, it'sall just a little nugget here, a
little nugget pair and just justabout positioning yourself to be
the guy or the girl, you know,the go to person that actually
as and when they're ready,they're gonna come to you
because I think its own. I mean,I'm not a sales expert, but I'm
(13:51):
sure I read or been told thatlike only 3% or something like
that, for the marketer arelooking to buy right now. So
you've got 97% there, and that'smuch bigger market, but it's a
longer, slightly longer game.
But that's where this kind ofcontent and putting some stuff
out there really helps. And Ithink you've got to have some
personality, and you've got tohave an opinion. And that's how
(14:15):
you can stand out because, youknow, if you think about what I
do, you know, there are otherpeople who have, you know, maybe
even a greater technicalknowledge about how to make
floors less slippery, equalequal or greater than maybe. But
actually, you know, if theydon't have an opinion, if they
(14:35):
don't stand for something, ifthey're not putting themselves
out there, then actually I wouldexpect that I come across more
credible, more likeable moretrust, as you say, and therefore
I'm in pole position.
Javier Lozano, Jr. (14:49):
Yeah, and and that's and that's what I
love. What you're discussing is,is that, again, you're you're
becoming that guide for yourfuture buyer. You're You're just
helping them check off certainbooks. boxes of skepticism that
they may have about you. And Ireally believe that a lot of
companies, especially in the inthe trade industry, that deal
with residential, you got toalmost be a spokesperson, you
(15:12):
got to be that person that justis in front, you got to be a
person I like what you'retalking about. Because what that
that's gonna start bridging thegap between of like, Who is this
person to like, Oh, I see them alot to where, oh, you know, what
actually believe in this person,what they're saying, and then
all of a sudden, you carry alevel of authority. And, and
(15:34):
that's huge. I mean, that's,that's part of the whole
personal branding. I mean, andand how you do it on LinkedIn is
impressive, because you're nottouting about all the great
things that you do.
Christian Harris (15:46):
You're, you're just sharing not everybody
cares. Yeah, nobody cares aboutwhat I do. Exactly about, they
care about themselves, and wherethey want to get to, you know,
they, they, you know, and again,all this stuff, like I'm saying
this as if it's Plaza, you know,it's it's water off a duck's
back, but it's, you know, I'vebeen doing this for, for years,
and it's, you know, this is,this is all a big journey. So,
(16:09):
hopefully, this will help peopleto accelerate that journey for
themselves. But yeah, nobodycares about what I do. They
care, you know, they need tobelieve that I know what I'm
talking about. So having somesocial proof, and, and, you
know, stuff is good, and havingan opinion is good, you know,
having credibility, butactually, what they, what they
really care about is, can I helpthem to achieve their objective,
(16:31):
whatever their objective is intheir, in their life or their
business? Or ideally, both?
Javier Lozano, Jr. (16:36):
Yeah. And, and you know, that that kind of,
you know, adds something tolike, our next talking point
that I want to share, what Iwant to share that you you
brought up with me too, is isthat, you know, what you're
trying to do is, you know,creating that credibility, you
know, that you have an opinion,and, and essentially what you're
doing is like, when you'retrying to generate more, you
(16:56):
know, opportunities for yourbusiness. There's companies like
ourselves, we do this, we createlead magnets, we'll have some
sort of like, you know, freewidget, and you're like, Hey,
give me your email address, andI'll give you the the widget for
free, you know, and so yourapproach is different, which I
find that unique, and I want youto kind of, you know, you know,
share more about that is islike, you basically just kind of
(17:18):
keep it out for free. And that'sanother level of creating that
trust with what do you explain?
Yeah.
Christian Harris (17:24):
Well, I mean, I've tried, I've tried lead
magnets as well, I think, Ithink, you know, my approach
isn't going to work foreverybody, just as you know, not
ever, you know, you can't, youcan't take a sort of consistent
approach to every market, everysector, etc, you've got to be
thinking about what your marketneeds. But yeah, my my view is
that, you know, the market I'mlooking to serve is quite
(17:47):
specific, and quite niche inmany ways. Even though, you
know, every single buildingcould have a slip, and every
single building could have acleanliness and hygiene issue,
you know, the people that areactually most likely to bias not
a huge, huge market, you know,so I think, trying to get in
front of them. And also, becausewhat I'm talking about is
(18:11):
safety. And, you know, it's kindof a, it's not a, it's not a
topic, it can be too salesy, andso I kind of just feel that, you
know, trying to be a bit toopushy with give us give us your
email address and stuff is alittle, it's a bit too quick for
my market and my particularsector. So what I try to do is,
(18:34):
is just give out like, tons ofvalue for totally for free with
no expectation, like, likeyou're doing with your podcast,
you know, there's no, there'sno, give me your email address
to listen to the podcasts, justput it out there as a, as a free
gift to people. Yeah, andbasically just try and get the
widest possible distribution forthat. And that if you think
about, I don't really liketalking about funnels, but if
(18:56):
you think about the funnel, youknow, the classic sales funnel,
the more distribution, the morereaching get right at the top,
then, you know, the more chancethat you know, then you lose a
percentage here and a percentagethere. But eventually, there's
going to be more people at thebottom in very simple terms. So
I try to get stuff out freely,and basically, look for people
(19:18):
who express an interest and thenI'll try following them up and
try to move them to the kind ofnext step. And again, that's
something that I've learned isnot to, you know, not to try and
sell the the full solution, youknow, straightaway, but try and
just try and move people thatnext step or that next rung on
(19:39):
the ladder. So for example, youknow if we can talk about
LinkedIn later, but there's athing on LinkedIn where you can
click a premium version calledSales Navigator, and you can
have these things called Smartlinks. Basically, it's like a
landing page. But it gives youit'll tell you exactly who's
looked at the page. It'll tellyou how long they've looked at
(20:01):
each area. So if I have a 10page document, I can see that
Dave Jones has looked at it forfive minutes. And he spent three
minutes on page one and 30seconds on page two. And so
quite a lot of it could haveupdated or anything like that.
Anybody that expresses aninterest, and I can see has
consumed the content, then thenthat That, to me is like a
(20:24):
pretty good indicator ofinterest. And then I'll try and
follow them up and engage withthem, and not in a salesy way
that, you know, sort of lessconversations even help you
Yeah,
Javier Lozano, Jr. (20:33):
that's interesting, because, you know,
what you're doing is, I mean,you know, the podcast is, is our
version of what you just talkedabout as giving free content,
like, we want to help ourindustry expand and improve on
their marketing, because, like,let's be honest here, a lot of
people in the trades industry,whether it's, you know, flooring
(20:56):
or H-VAC, or, you know,plumbing, they probably do
really good work, but they haveno clue how to market correctly.
Not all of them, some of themare really, really strong, and
they do a great job, and othersare just, they focus on their
trade. And that's all they do.
And that's okay, there's nothingwrong with that. You know, but
what you've done is if you'vetaken it to like what you just
said to that next level, whereyou're, you know, writing
(21:18):
articles, you're creating avideo, like you did this past
Saturday, and then you'resharing it to, you know, X
amount of people. And so whatyou're trying to do is you're
trying to give, give, give,give, like you're depositing
money into the bank. Yeah. Andthen eventually you're like,
Okay, I'm going to ask forwithdrawal. You know, I mean,
it's kind of what you're doing.
(21:38):
Right?
Christian Harris (21:39):
Yeah, exactly.
But I think, I think also justtrying to be quite soft with it,
because, you know, I think it's,it's one of these things, my,
I'm in this for the long haul,you know, I'm playing the long
game. You know, if I, if I was,you know, if I was 58, and I
wanted to retire in two years,I'd be doing things differently,
(22:02):
I think, because I'm not, youknow, I wouldn't have that long
term horizon. Actually, allthis, all these deposits in the
bank today, you know, thepodcasts, the videos, the
articles, the whatever, youknow, I see those as I think I
used the word earlier, as assetsthat actually will sit there
forever, and, and people canconsume, and we'll build there,
the the valuation of thebusiness, and then the, the
(22:24):
value of leads and interest,and, you know, just grow the
kind of pipeline over time. So Ilook at it as a, as a bit of an
investment, I suppose, in, inthe long term. And, you know,
but again, it's it does dependon your industry, and some
things you can be perhaps alittle bit more as, but I think,
you know, if we look at it froma, I noticed about marketing,
(22:47):
but if we think about sales, youknow, I know that I've got a
weakness when it comes to salesabout following up, for example,
yeah, so, you know, the more andthat's because I don't really
want to be too salesy. So themore I can do to kind of get
people on as pre sold, becausethey've, they've gone through
(23:08):
the content, and they've kind oflearned about what we stand for,
and what we're up to, and allthis good stuff. Yep. And
actually, hopefully, I don'tneed to follow them up as much,
because I'm not very good atthat. So I'm just trying to hide
my weaknesses.
Javier Lozano, Jr. (23:22):
But so but here's the thing, though, like,
that's, I love that, becausethere's this thing about self
awareness. I mean, you and I arebig Gary Vee fans, right? And he
talks about this whole selfawareness thing, like you gotta
be aware of like, what you know,what you're good at doing, where
you know, what you probably needhelp in, where should you focus
on, and then you almost have to,like, you know, exploit your
(23:44):
strong, you know, make yourstrong points, sit out there and
leverage it. And so that's kindof what you're doing is, is that
you're selling but you're doingit in a way that makes you not
look like you're a salesperson,you're, you're just Hey, I'm
just going to give you some moreinformation. What else can I do
to help you with? You know, andso my question is, how long did
(24:06):
it take you to figure that out?
Like, where, instead of doinglead magnets, where you're like,
give me your email address, andI'll give you this, you know,
this piece of content to whereyou're like, screw it, I'm just
gonna give it out. And then, andthen just see kind of how this
happens.
Christian Harris (24:21):
I think it's a gradual process. And I think,
you know, for me, it's been ajourney over over a few years,
to be honest. So it's not like,all of a sudden you wake up one
day and think, oh, that's theway I'm going to do it. Because
you've got to experiment and youknow, what works for me might
not work for you, and viceversa. So I think you've got to
(24:43):
throw, throw enough stuff at thewall and see what sticks. But
this to me, I think this to me,this approach kind of it sets
innately within me that I feelcomfortable doing it this way.
So that's good, because then I'mauthentic and then that comes
across I think it sits nicelywith my industry. And, as I say,
(25:04):
it sits within playing the kindof longer game. And also, you
know, my, my, with what we do atservice base, like your
audience, but it's kind ofprobably higher ticket. So, you
know, we don't you know what onesale, you know, for us is what
it is, is worth quite a lot. Sotherefore we can invest, you
(25:26):
know, we can invest time andtrying to nurture and build a
relationship to get a sale.
Whereas if we were, if we wereselling, you know, a fountain
pen for $1, then, you know, wewouldn't, we'd be going broke,
you know? Yeah,
Javier Lozano, Jr. (25:40):
no, that makes complete sense. You know,
and that's, and that's, that's,that's huge to understand that,
you know, like, what's your timeworth, you know, on what you're
trying to do, as far asnurturing them and staying with
them. I mean, like, in myopinion, you know, you could
almost say, like, HVAC, or Ikeep referring back to HVAC. But
(26:01):
that's something like, if it'scold, you know, like, you want
someone that knows how to fixyour heater correctly, you know,
and, and so you got to kind ofbuild that trust and nurture
them and take them to thatprocess. And it's gonna take a
little time. And yeah, you'redoing that with what you're
doing?
Christian Harris (26:17):
Yeah. And I think the best way to do to
achieve that trust is, well, thevery best way, of course, is if
your best friend refers you tosomebody that they've used,
that's really good. Of course,you know, that's the best way.
But I think the second best way,is by putting yourself out there
and doing some content. And, youknow, it doesn't have to be, you
know, you don't have to sit athome on a Saturday, like I did,
(26:39):
and spend all day creating avideo, you know, you can do
something on your iPhone that'sauthentic, and just actually,
you know, think do things like,you know, the top three tips, or
like, actually, a good tip wouldbe, you know, I've just, I've
just gone and done a job insomeone's home. This is what I
found. These are the problems Ihad, here's the solution we came
(27:00):
up with, you know, that's just areal life, almost a case study,
you're documenting what you'redoing. Yes, bring it to life.
And I think things like that arereally powerful as a sort of
marketing tool.
Javier Lozano, Jr. (27:12):
And I love that you said that because I
have these conversations withpeople that say, Well, you know,
I'm not I don't know what to sayI'm like, just just say what you
just told me, like, you just
Unknown (27:22):
told me that there's these three things that they
could have done to fix this,make a quick video, and they're
like, well, doesn't lookprofessional, like but people
want that they want theauthentic feel they want the
john smith, just pulling outtheir iPhone and be like,
Alright,
Christian Harris (27:36):
and I just went over here did this,
particularly if you're in HomeServices, and you're you know,
you're not a multinational.
Yeah, for sale dancing company.
Because actually, if it's yourbusiness, and it's your brand,
and you know, they'reeffectively buying you and your
trust, and actually just givingthat authenticity is really,
really valuable because people,as I say, with a video comes
(27:57):
across, you know, you get youkind of, there's something in
the human brain. So think aboutthink about Princess Diana was a
good example. So, you know, howmany of us met Princess Diana in
our life? Very few of us. Yeah.
How many of us were really sadwhen she died? Like the whole
world? Why? Because we'd spenttime with her. We felt like we
(28:18):
knew her because we'd seen heron TV so many times in
interviews and stuff. Yeah.
There's something in the humanbrain that doesn't, doesn't
distinguish between, you know,like you and I, we've never met
in person, we've chatted quite alot. And I kind of feel like we
know each other a bit. Yeah,exactly. There's something in
the human brain that doesn'tdistinguish between a video and
(28:41):
a real life face to face thing.
So that's why videosparticularly powerful. The other
thing that's good is
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Christian Harris (29:45):
If you're a bit nervous about video, you can
get these tools like I use onecalled otter otter.ai, which is
like a transcription thing. Sookay, you don't necessarily have
to go and pull out your iPhoneand record a video but you could
go go back to Your van and justtalk about explain what happened
into otter. And it's transcribesthe whole thing for you really
(30:07):
like a Word document,
Javier Lozano, Jr. (30:08):
and then you can literally just spend 10
minutes editing it a little bit,and then you can post it on your
blog or whatever. That's genius.
And that's, and that's great andhappy, you're saying this kind
of stuff, because those arethings I first I didn't know
about that tool. But seconds,those are tools that people can
take advantage of, because theythey're not excited to be in
front of a camera.
Christian Harris (30:30):
That one is free you can do I think you can
do something like 10 hours a mumfor which is a lot. If you think
about transcription, it's a lot,you know, I think it might be
more than that. And it's andit's really, it's really good.
You know, it's a really goodquality of transcription as well
needs a bit of editing, andthey're gonna be wrong, but
(30:50):
it's, you know, 99% there. Solike, it's a really, pretty much
all my articles I have arrived,I, I use that for two reasons,
one speed. And two, I think youshould always try and write as
you talk. Because otherwise youend up kind of, it's very easy
to like end up writing kind offlouncy long sentences with lots
(31:12):
of prepositions and all thisstuff, and then it doesn't, it's
not readable. So it's better ifyou just, you know, jot down
your ideas, what I do is go fora walk, because that kind of
gets my brain going. And I justkind of talk it through. And
then it's by the time I get backto my desk is already in a Word
document, and then I just editedand then it's done. That's
awesome.
Javier Lozano, Jr. (31:32):
I love that.
I mean, that's, I might actuallyhave to try to do that myself.
Because I don't mind writingcontent, I enjoy it personally.
However, there are times, like,what you're saying is that,
like, I don't want to sit downand dump what's in my brain, I
just want to say it. And becauseit's in there, I just don't want
to sit there and type it. Andthe other part, you're
completely right is we get intothis whole like, you know,
jargon, where we're using theseindustry jargon terms, that no
(31:55):
one knows what the hell it is,if we just talk like normal
people, all of a sudden,everyone's gonna understand what
you're talking about. They'regonna relate with you. And
that's huge. When it comes tocommunication, you know, so,
yeah.
So do youwant to go over anything else on
that part? Are you good,
Christian Harris (32:15):
I was gonna say the only other thing I was
gonna say is, and again, thiscomes from from Daniel
Priestley, inspired by this isa, this is a big, this is a big
jump, it's just something worthputting out there. write a book
doesn't have to be a properbook, like, that's three inches
thick. But if you can do, youknow, even 1512 15,000 words in
(32:35):
like a mini book, and you canhave that book published. That
is like, the ultimatecredibility, you know, if you
think about the word orauthority, its author received,
says, you know, historically,being an authority about
something is because you'vewritten a book about it. And so
if you, you know, and if youthink about using auto, you
(32:57):
know, if you could be talkingfor 20 minutes a day, you can
get through like, 1000 words aday, within the course of a
month, you've got a book, in thefirst draft, you edited down and
stuff, but I think I'm, I'mputting a book out this year,
and my plan with the book evenis to be giving it almost giving
it away, I'm not finished, I'mnot writing a book, to sell
(33:19):
copies of a book, I'm writing abook to give myself more
credibility, to send somethingthrough the post, you know,
imagine if you're, you know, thehead of safety for whatever
company for Walmart orsomething, and you get this book
through, well, there's somethingabout books that you're going to
read it or you're going torelease, flick through it, and
(33:39):
you're not going to just throwit away, because it's a book and
actually, if somebody send you abook that they've written, you
know, that demonstrates a hugeamount of time and effort and
clarity and professionalism andall this good stuff that we want
people thinking about you. Eventhat, you know, think about
could you write a book about youknow, whatever your area is,
(34:02):
think of a think of an anglethink of some some some points
of view, like we said earlier,some opinions and just just do
something because actually, youknow, that will pay for itself
the time you spent doing that.
Yeah, it sounds over I'm surewith with leads.
Javier Lozano, Jr. (34:18):
Oh, man, that's huge. I mean, that right
there is that's worth the entirepodcast interview man just given
that that little piece ofinformation that's huge. I love
that and and it's something I'vealways actually wanted to do is
write a book. But now using thisapp, I might have to download it
myself and take start takingadvantage of it because I agree
(34:38):
with you Like when you do thatthat's that's a new level of
authority, a new level of beingon top, you know, so yeah. Which
which now kind of leads us tothis next thing we've got this
this thing where we met youknow, I know you sent me an
email but you did some searchesand whatever on on on podcasts.
But we're connected also on onLinkedIn. So you are extremely
(35:02):
active on LinkedIn. I mean, itmakes sense in your industry
because it is a businessnetwork. Some people kind of
still have the misconceptionthat LinkedIn is what it was
five years ago, I was one ofthose guilty people up until
about almost two years ago. Andnow I put most of my time and
effort into LinkedIn. And so youuse that as part of your
(35:24):
marketing strategies. Youexplain more?
Christian Harris (35:27):
Yeah. So going back to what I said earlier
about social, I think you wantto have one key platform that
you focus on. So for me,LinkedIn is that platform, so I
have an Instagram, I have aTwitter. I'm on clubhouse, I'm
doing some stuff on clubhouse,which is interesting. And new. I
(35:47):
have a YouTube. So to be fair, Ido host videos on YouTube, but
but really, I've got a Facebook,really, LinkedIn is where I
create most of the content andall these other platforms. They
exist and we do small amounts ofstuff on them. But they're
really just signposting to toLinkedIn. Okay. And for me,
(36:08):
that's because, you know, myideal customer is, is easily
identifiable on LinkedIn, muchmore so than on other on other
platforms now, are my customerson Facebook? Absolutely, they
are. But it's going to be harderfor me to find them on Facebook,
than on LinkedIn. So Facebook, Ithink, I'm not doing this yet.
(36:32):
But I think I know what I shouldbe doing. It's like some
retargeting and some, somevarious things like that on
Facebook, and I'm not reallythere yet, but I put my eggs in
the LinkedIn basket. Again, it'sall about giving value and
content. So I do a post,basically, every day or six days
a week, it's all Well, I'd sayit's 20 thought leadership slash
(37:00):
insight, posts, and then onesort of mini sales pitch. But
what I am trying to do is, likeI said earlier, trying to get
some signals and trying to getpeople to kind of click on
something or comment or like,and then that shows me that
there, they might, there mightbe something in it, and then I
can follow them up with a witha, you know, a message or
(37:21):
something like that and try andjust get a conversation going.
So it's a bit of a it's asystem, I suppose. And again,
it's like the the posting is atthe top of the of the funnel.
And then the next phase is ismoving them further forward in
the relationship.
Javier Lozano, Jr. (37:36):
Yeah. And so LinkedIn is is in, I want to
dive a little bit more and feelfree to not go through
everything that you're doing.
You cuz you'd have to go intothe detail, but like, yeah, as
far as like, you know, howpeople post like, there's their
strategies behind it. And I havea strategy that I use, and I pay
attention to my metrics and seewhat's working sometimes, like I
expect the post to do amazing.
(37:58):
And it just it does a bomb.
Yeah. There's one post I put outon like, How the hell did this
get 1000 views? And, and sothat's, that's, that's something
that I think you and I are stillprobably trying to figure out,
you do quite a bit of video fromwhat I'm seeing. Yeah. Is that
seem to be working for youbecause I get the opposite. I,
what I find LinkedIn,
Christian Harris (38:22):
I don't again, I don't really know about these
other platforms to compare. Butwhat I find with LinkedIn is
that you're right, sometimes youdo a post that you think is
going to be really successful.
It just doesn't. And then otherdays, you know, a post that you
think is kind of average doesreally well. I have found, I
think maybe like a year ago,video is definitely the way to
(38:42):
go. And what I've been findingmost recently, well, what I've
always tried to do is mix it up.
So you know, I'll try to mix itup from the perspective of doing
you know, a once a week, I'll doa post advertising my podcast,
for example, where I dointerviews with people in safety
(39:04):
and risk management. Once aweek, I'll do a post about
something that's nothing to dowith work but like more are
designed to get likes andcomments and engagement and just
get eyeballs onto my profile.
But also mix it up withdifferent types of posts. So
I'll do a video and then I'll doa document and the documents
(39:26):
actually seem to work quite wellat the moment. So doing a PDF,
and then I'll just do like aplain text post, which again,
sometimes do really well. Imight do a poll or I might do a
an image you know, so justtrying to keep keep sort of
mixing it up and experimenting.
(39:48):
I would say that video is isgetting less reach than it was
about a year ago. What one thingI find that really works well at
the moment is gifts or gifts?
Like I never know how topronounce them.
Javier Lozano, Jr. (40:02):
I don't know, either, but whatever we
Christian Harris (40:04):
know what you're talking about. So I did
one I did one, you know, forexample, that was, I found a
funny thing of like a mapshowing the say Funny, isn't it
funny actually think about it.
But it was a map showing thekind of growth of COVID in the
UK, like a heat map to show you.
Javier Lozano, Jr. (40:25):
I think I saw that.
Christian Harris (40:27):
So that was really that that did really
well, in terms of gettinggetting eyeballs, then I've done
stuff like a penguin slippingover, which is quite funny, you
know, and everything in between.
So those seem to work becauseyou get the benefits of you get
the benefits of being almostlike a video, and it's quite eye
catching. But you don't get thethe sort of suppression, which
(40:50):
I'm seeing a little bit recentlyof videos. Yeah. But I still
think, you know, video, I stillthink is the most powerful form
of content. But the other thingis I'll do articles as well,
every so often.
Javier Lozano, Jr. (41:02):
Yeah, that's awesome. So do you write the
articles in LinkedIn? So becauseI know you could do that? Or do
you write? Yeah,
Christian Harris (41:09):
I find with LinkedIn. And I think it's the
same on most of these socialplatforms that I know is the
case with LinkedIn. They, youknow, LinkedIn makes its money
by people being on LinkedIn. Soif you're doing any external
links away to whether it's newsarticles, or blogs, or your
website or whatever, within thepost itself, it seems to be
(41:30):
penalised. Yeah, so so thesecret of error is if you want
to link to somewhere else, doyour post, and then just at the
end of the post, say, and thelink to this in the first
comment, and then put the linkin the comment, and then that
doesn't seem to affect themetrics. Yeah,
Javier Lozano, Jr. (41:46):
I've seen that I've seen people space
things out, it'd be like, youknow, Google space, and they
write out dot space, they'recalm or something like that. So
people have done that as well,too. But no, I agree. The whole
posting the link in thecomments, I do the same thing.
In the past, what I've done too,is like, if I have something I
want to write, and it's reallylong, I'll write just to kind of
(42:09):
get the thing going and theinitial posts, and then in the
comments, I expand on each one,because you're limited in
characters as well, too. Yeah.
So there's, there's differentstrategies on that. But
Christian Harris (42:19):
yeah, I think, I think, you know, it's, like
with most things, I think Mrs.
COVID is coming through to theaudience. It's about trying to
be consistent and prolific andnot necessarily be perfect. Yep.
So you're better off, you know,I'm on an email marketing list
for this guy who does sort ofemail marketing and various
(42:40):
other things. I saw some of hisarticles before. So I signed up
to his email list. And he sentan email the other day, saying,
like, I send an email out to mylist every Wednesday and every
Sunday. And I'm sitting here at4pm on Wednesday, and I just
don't really know what to write.
So I'm just going to write aboutthat. And, and then on the
(43:02):
Sunday, he basically said, like,you won't believe this, but I've
had more responses to my emailon Wednesday, which, again, was
authentic. And actually, themessage was, you know, just do
it, and it's better to putsomething out there, that's the
three out of 10, then put theknot, then put a zero out of 10
because you're not doinganything. And he said, Actually,
(43:23):
I had more responses and emailsto, to that, which was a rubbish
message. And I've had for stuffthat I've crafted and spent
hours doing so I think, youknow, again, it's putting
yourself out there consistencyconsistently. Yeah. And, and
kind of authentically is, youknow, is the way to go.
Unknown (43:41):
Ya know,
Christian Harris (43:42):
the good news is LinkedIn, you know, is good
for that. And I think, and theother thing with the algorithm
on LinkedIn, is, as I understandit, you know, if you, if you do
a post on Monday, and Tuesday,then the people that viewed and
interacted with the post onMonday and Tuesday are going to
(44:04):
be most likely to see your poston the Wednesday. And that's a
really so. So then keeping upthat consistency of posting, you
kind of ride the wave and buildthe momentum with the people
that are viewing stuff.
Javier Lozano, Jr. (44:16):
Interesting.
I mean, I've gotten into thehabit. This year, I made a
commitment to post every day.
And I've been living up to thatlast year. I know that I just
posted randomly, but there willbe, you know, pockets where I
was like, I didn't do anythingfor a few days or something like
that. But I agree with you thatthe whole consistency thing does
(44:37):
work. And it
Christian Harris (44:39):
doesn't have to be every day. Like if it's
consistently twice a week, thenthat's fine. But what you want
to be even to the point I thinkis, you know time of day so for
me, I always post at like seven7:30am where I am and because I
think you know it's just good tohave that. That Rhythm and, you
(45:01):
know, you're then going to bevisible at the same time of day
and again, just helps to cementyou in someone's mind. And Yep.
So when they've got thatproblem, they they know who to
call, you know, that's what it'sall about.
Javier Lozano, Jr. (45:14):
Now, this is something that some people are
against it, some people are not,but do you use a posting
platform like Hootsuite orbuffer? Or do you just post
natively?
Christian Harris (45:25):
I have tried those things. And what I found
was that the posts didn't seemto perform as well as they would
if I did it natively. So, so Idon't do that. But I do I, you
know, there's a there's a lot ofdiscussion around kind of
automations and things inLinkedIn, I think, I think, you
(45:46):
know, strictly speaking, you'renot supposed to use any
automations on LinkedIn, butthere are a few things that you
can use, that will just help to,you know, to do certain things.
So you can, there are tools thatyou can find that will sort of,
like people's posts for you andthings like that, if you want to
(46:08):
go down that route. Yeah, no, Igot you. But I but I, you know,
I did I did for a while actuallyoutsource some of my LinkedIn.
So I had a company that was kindof trying to grow my network for
me. So they would identifypeople, relevant people and send
them a connection request andthen send them a message to
(46:30):
follow up. But I stopped doingthat I kind of felt like it
wasn't very authentic, andtherefore, guy just didn't
really sit comfortably.
Javier Lozano, Jr. (46:38):
No, I respect that, you know, everyone
has to has to do something alittle differently, that that
works for them. I mean, I guessthe best way I can look at this
is, you know, go back to GaryVaynerchuk. I mean, the guy does
all of his posts, and he repliesto every single thing that he
posts on whenever he has time,obviously. So I get that, like,
we should be the ones you know,engaging with that part part.
(47:01):
You know, something that you'dmentioned? Go ahead.
Christian Harris (47:03):
No, I was gonna say, for your audience,
because they might be herethinking, Oh, well, LinkedIn
isn't the place for me to go.
But actually, I would say it isbecause you can target people by
location, you can target them byseniority and stuff like that.
So if you want to be thinking,right, I want to be targeting,
you know, managers or, or Csuite people in a certain area,
you know, you can use LinkedInto target those people. And
(47:26):
actually, you've probably gotmore chance of getting through
to them on LinkedIn, and youhave on on Facebook,
Javier Lozano, Jr. (47:33):
I 100%.
Agree. And and you'd mentionedearlier that you're using Sales
Navigator to kind of help withthis kind of stuff. Am I
correct?
Christian Harris (47:42):
Yes, yeah.
Javier Lozano, Jr. (47:42):
So explain a little more about Sales
Navigator so that people canunderstand it.
Christian Harris (47:47):
So basically, Sales Navigator is like a
premium version of LinkedIn. Andyou can you pay? I think it's
it's maybe about $100 a month,so it's not cheap.
Javier Lozano, Jr. (47:59):
I think it's 80 bucks a month for us. Okay,
fine. Yeah.
Christian Harris (48:03):
So yes, it's not cheap. But if you think
well, I'm gonna do that for ayear, that's a fair bit of
money. But if you're runningyour own business, but but you
get a lot more functionality,particularly, it's particularly
powerful around searching, andso you can be massively more
targeted, in terms of who you'researching for. And you really
(48:25):
drill down into people you wantto contact. Yeah. And then
you've also got kind of whatthey call in males, which are,
you can send messages to peopleyou're not connected with. So
normally on LinkedIn, you haveto be able to be connected with
somebody send them a message,like a DM, whereas with these
emails, you can send, you cansend the dmws to anybody. And if
(48:47):
you want a good crash course ondmws, do a Google for john raso
Sandler Training, LinkedIn inmail. And he's done a good, he's
written a good book as wellcalled How to prospect the
Sandler way. But he's got a gooda really good template of how to
do a good email message in 100words, nice,
Javier Lozano, Jr. (49:08):
I like that.
Now, and I mean, I've been usingSales Navigator for quite some
time myself, I love it. It's agreat way to narrow down and
like what you said is like, youcan start connecting with people
that makes sense for yourbusiness. So if you are like
what you're saying, like your,your, you want to get more
targeted towards a certain typeof employee or, or a certain
(49:30):
type of executive, you can startconnecting with those types of
people. Even if they're like ina company like you want to do,
you know, a specific company youwant to go after and you want to
start connecting with thosefolks, like you can start you
know, narrowing it down andgetting very specific and what I
love about it too, is that onceyou start what we call like, you
create like safe searches, youcan start seeing their activity.
(49:53):
So if they're posting something,you can then go on there and you
know, post something like acomment or a like, or whatever
that is. And
Christian Harris (50:02):
yeah, and that's the key. That's a key
point, actually, which I hadn'tmentioned is, you know, it's
called social media because youshould be social. So actually,
one of the best ways of gettingnoticed by your potential
prospects is by going andengaging with that post, but not
in a salesy way. So don't don'tlike, hijack their post and put
(50:23):
a sales message on there. Butactually, you know, just put
something thoughtful and, andhave empathy. Yep. And then
actually, that will, you know,because everybody that posts on
LinkedIn, you know, reads everycomment that anyone does on
their posts, and they noticeevery like, so nice, even even
me, who's probably among the toplike, 1% of night in terms of
(50:44):
reach or anything, or quality oranything, but in terms of
outfits, I'm probably in the top1% on LinkedIn. Yeah. And I
still know everybody, you know,I see every comment I see every
like, you know, so thatresonates with me. So that will
definitely, most people don'tpost anywhere near as much as me
don't get as many comments andlikes as me, and therefore, it
(51:06):
will resonate even more withthem. So that's a really good
way of getting on their radar.
Javier Lozano, Jr. (51:10):
Ya know, and
Christian Harris (51:11):
that makes sense. And, and and then if you
back that, sorry, to no one thatneeds to be backed up by a good
profile. And going back to whatyou said earlier, some
leadership and some opinions andsome, some positioning and
stuff. And then, you know,that's when you're in a good
position, because who's this guyor girl? They just commented
there? So that's interesting.
Yeah, click the profile, checkthem out. Oh, wow, this is what
(51:33):
they do. They're really clear.
They've got a point of view,they look, you know, they, they
come across? Well, yeah, I'llnot either. Actually, I'm gonna
call them now because I needthat. Or I'll log that in my
mind. And as and when we needthat service. That's the whole
country.
Javier Lozano, Jr. (51:51):
Yeah, no, and I'm glad you're saying all
this, because that's the andthat's the thing about that
people miss is it's, it's likewhat you said, you have to be
social on social media. And theother part is, it's that it
should be you the brand, notyour company. So like you're not
commenting guys, slip safetyservices, you're commenting as
Christian, you know, like,
Christian Harris (52:11):
yeah, you know, yeah. So there, there are
three brands. Again, I'm, I'vegot, I've got to give him
credit, because if he everlistens to this, this is another
thing I learned from DanielPriestley, there are three
brands, you know, there's,there's a company brands, so
Apple, there's a product brands,iPhone, and there's a personal
(52:32):
brand. So Tim Cook, or SteveJobs. And if you look at every
single business leader, versustheir brand, and you look at
their social media following forexample, you know, the social
personal brand is like 10 2050times as big as the company
brand. Because we don't dobusiness with companies. I mean,
(52:53):
do but, you know, you want tobe, you know, like, and trust
people and other companies andresonate with people and you
want to do business with people.
Exactly. Not not a consultingcompany. So that's why you want
to be putting yourself out thereand getting your face out there.
And, you know, even if you'renot doing videos, if you're not
comfortable, you know, do a bitof stupid otter. Just put your
put a picture of you smiling ordoing an action short something
(53:18):
and then talk over it. Andthat's, that's better than just
doing an article or something.
But just get yourself out there.
Javier Lozano, Jr. (53:26):
Yeah, no, that's awesome. And this is
great advice. I mean, and I'mglad that we're diving into the
LinkedIn piece, because I don'tthink it gets its fair shake. A
lot of people still kind of lookat it as like, it's only a
business professional network.
And I think it's a it's, there'smore to it. And there's a lot of
tools that you cannot find onFacebook or on Twitter. And vice
(53:47):
versa. There's things onFacebook that are better for
like a home services companythat are like landscaping or
plumbing. I think they canleverage a lot on LinkedIn.
Like, will their audience morelikely be on Facebook? Yeah,
more than likely. But I thinkthere's a another way of you
connecting with these people ina different
Christian Harris (54:06):
area. Yeah.
And I think the other thing tobear in mind is, is it's all
about context, as well. So ifI'm Facebook, you know, unless
I'm visiting, like a group,which is obviously a big thing
on Facebook right now, but I'mpretty much going to like, check
out what my friends are doing. Idon't really, you know, really
want to be hassled with a salesmessage. You know, of course,
(54:27):
I'll click, I'm sure I must haveclicked on some ads and stuff.
But, you know, whereas LinkedInis because it is a professional
platform. You kind of you know,that people are there to do
business. Yeah, that makessense. So yeah, so the context
is always important as well.
Javier Lozano, Jr. (54:48):
Yeah, no, that's that makes sense. It's a
it's no different from likedifferent TV channels. You know,
you've got you know, a channelthat talks about this, that
talks about sports and thenanother channel talks about
politics or news. Whatever, youknow, and a lot of the times
those two channels don't really,you know, mesh with each other.
So you got to know what channelyou're on and speak that
(55:08):
language, if you will, you know,so now it makes complete sense.
Yeah, great stuff.
Christian Harris (55:12):
Yeah, definitely. And that's why don't
put too many posts about like,fluffy kittens on LinkedIn.
Javier Lozano, Jr. (55:21):
I totally agree. That's awesome. Was there
anything else you want to sharewith us man? Like, like you
covered? literally a lot ofgreat stuff? No, I
Christian Harris (55:29):
feel I feel a bit selfish have not shared
much. But I think I think we'vecovered a lot, a lot of ground,
actually. I mean, look,what I'd say to people is, you
know, come and connect onLinkedIn, if you're there and
engage with some of the poststhat I'm doing. And actually,
can, you know, quite a fewpeople who are in the kind of
health and safety world havesaid to me, Oh, can I can I sort
(55:53):
of copy this idea or whatever,which is fine by me. I don't
care. So you can come and beinspired and see what works?
And, you know, it's a bit of acrash course. Yeah. Obviously,
after following you for thecourse. But yeah, feel free to
come and come and have a look atit.
Javier Lozano, Jr. (56:12):
And they can connect with you on LinkedIn.
And so what's your handle there?
Christian Harris (56:16):
I think you have, what is it? If you? I
mean, to be honest, if yousearch for Christian Harris, I'd
be surprised if I don't come upfirst. Okay. But if you search
for Christian Harris, slip,definitely come up. That's
awesome.
Javier Lozano, Jr. (56:29):
So I mean, that you've clearly done
something, you know, right toget yourself up there.
Christian Harris (56:34):
Yeah, well, I think you know, it's, I was
quite pleased the other day,actually, because I am. I
bounced, probably about sixmonths ago, I did you know, when
you kind of do the privatesearch on Google, I just googled
my name. I didn't come anywhere.
Whereas if I googled forChristian Harris, slip or
Christian era safety, or Krishnahas risks than I was, I was at
(56:58):
the top. The other day, Igoogled myself, just my name.
And I had two of the top 10.
sounds quite cool. Nice. There'sa couple of there's like a
linebacker that plays collegefootball or something. So he's
quite hard to displace otherpeople with the same name.
(57:19):
Starting to starting to becomeweb famous. Nice,
Javier Lozano, Jr. (57:22):
that's awesome. Well, this was great
man, this was I'm glad thatyou're able to jump on, you
know, and if there's otherthings that you feel like you
didn't get a chance to share,then I say we schedule a follow
up interview on diving intomaybe even more of what you've
been doing with the LinkedInpiece, because there's so much
to it. I mean, what I wantpeople to get is that there's
(57:43):
that marketing is, there's notone thing that works for
everybody, but it's finding whatworks best for you. And then
leveraging your skill sets forthat. And you did exactly that.
You figured out what works bestfor
Christian Harris (57:53):
you. And I think it's what works best for
you. And I think these two,these two points are joined,
it's what works best for you andwhat you enjoy doing, which is
marketing. You know, it's it'sarguably the most I mean, if
you're a business owner, andyou're on the tools and you're
doing the work, you might say,well, the most important thing
is the quality of the work. Butactually, you know, there's a
(58:13):
very strong argument, themarketing is the most important
function of any business. Yep.
And so if it's not important,you need to try and find a way
to enjoy it, because I thinkmarketing isn't personally
something that you should be,you can't fully outsource your
marketing, I think you canoutsource elements of your
marketing, absolutely. But likewe said, your needs to be your
(58:34):
brand and your vision and yourauthenticity need to be, needs
to be there. So you've got to bediving in. And being a part of
it. Not necessarily like, youknow, doing every single last
thing depends where you are inyour business journey. But
you've got to be involved. Soyou've got to find a way that
works for you in terms ofresults, but it also works for
(58:58):
you in terms of, you know, youenjoy doing it, and you can you
want to do it and you want toinvest the time in it, because
you know, you enjoy doing it aswell.
Javier Lozano, Jr. (59:09):
Yeah, that's awesome. Love it, man. So this
is great stuff. I appreciateyour time. Again, this is
Christian Harris. He's with slipsafety services. And based out
of the UK, he went over somepretty amazing stuff. So if you
have any questions again, youshould reach out and connect
with him on LinkedIn. You canalso connect with me. And this
(59:30):
podcast will be distributed andother social media platform so
you can definitely get it on youknow, apple, but you'll also be
getting in other platforms aswell too. Thanks for your time.
Good again, Christian.
Outro (59:41):
Thanks for joining me on this episode of the trust
tipping point marketing podcast.
I'm your host Javier Lozano Jr.
A lot of home services companiescome to us at anchor way meaning
help with their overallmarketing strategy and their
digital presence. So what weended up doing is creating a
custom marketing playbook tohelp businesses just like yours.
The Home Services space have aimproved digital marketing
(01:00:03):
roadmap for 2021. One of thehighlights during this Home
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ineffective. After 17 years in1300 plus websites, we've
discovered the best approach toincrease customer activity and
(01:00:24):
to win more businesses by havinga marketing marketing hub will
help set your home servicesbusiness apart from your
competition in place you as theleader in your space. To learn
more about what a marketing hubis scheduling free Custom Home
Services playbooks by going toanchorwave.com/playbook. You're
going to answer seven simplequestions and we'll give you
(01:00:47):
free access to this playbook.
Again, go toanchorwave.com/playbook to get
free access to our Home Servicesdigital marketing playbook
Marketing in the home services industry has changed so
much over the past few decades.
Then even more rapid pace theselast few years almost to a point
it's impossible to keep up withwhat's trending. Ever felt like
marketing and today's economy islike flushing money down the
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companies just like yours, learnand understand some of the most
effective marketing strategiestoday, strategies used by some
(00:23):
of the top home servicecompanies around the world. My
name is Javier Lozano Jr. andwelcome to the trust tipping
point Marketing Podcast.
Javier Lozano, Jr. (00:36):
Hey, guys, this
is Javier with the trust tippingpoint Marketing Podcast. Welcome
to our next episode, I've got areally awesome guest here. His
name is Christian Harris. He'sthe founder of slip safety
services out of the UK. And soChristian comes to us from the
UK where he's got a lot ofexperience in the flooring
industry. And I'm not gonna takeany of his thunder. So I'm going
(00:57):
to let him kind of introducehimself and and let us let him
know like, let us know moreabout him. Are you doing
Christian?
Christian Harris (01:04):
I'm good.
Yeah, thanks for inviting me on.
But looking forward to havingthis catch up with you and
getting into into the weeds andsome of these some of these cool
topics. So yeah, be good, man.
Yeah, so a bit about me. So youknow that my name in the
business, but we're we work inthe safety and risk management
field. Basically, we help peopleto reduce the risk of one of two
(01:25):
things either slips and falls,which is the biggest cause of
accidents and injuries andclaims. In most sectors, or the
other thing that we do is aroundkind of surface hygiene, safety,
which is obviously reallyimportant right now with the
pandemic and stuff. And over thelast three years, to give you an
(01:45):
idea of the kinds of things wedo, we've prevented over 3000
hospital visits and saved over30 million pounds of claims,
which is probably about $50million. So yeah, if I took a
change, but still, you know, 10million of claims, for slips and
falls is only part of a percentof the total claims in the UK
(02:08):
every year. So, you know, it's,it is a big number, but
actually, in the context of thewhole market, it's, there's
still a way for us to go. And Imean, what some of the stuff
we're going to talk about todayis really driven by some of the
challenges I've had of kind ofselling in a not very sexy
industry, I suppose. So kind ofgo through some of the stuff
(02:30):
that I've done, to kind of tryand overcome
Javier Lozano, Jr. (02:35):
it. And that's that's what's
interesting, too, is becausewhen we first connected this was
right before the pandemic reallykind of like took off last year,
you reached out to me via email,you found my podcast, and I was
was with another company. Andwhen I first responded,
responded back, I was like, youknow, I'm in the US. And we're,
you know, I can't really helpyour business. But if you want
(02:57):
to be a guest, and you're allinto is like Yes, I'm all about
creating content. I'm like,Alright, you get the game. Yeah.
And so we just kind of beenchatting since then. And this
was the right time that theyconnected. But I love that
you're all about, you know,putting yourself out there,
especially as he said, in anindustry, that's just, it's not
really super attractive. I'm notknocking you. It's just it's a
(03:20):
weird conversation, you know?
Christian Harris (03:22):
Yeah, no, absolutely. I think, you know,
for me, you've got to putyourself out there nowadays,
because I think every companyshould kind of look at itself as
a media company in many ways. SoI think everybody should be
doing digital content, everybodyshould be doing articles,
everybody should be doing somevideos, you know, everybody
(03:42):
should be on social media, notnot, you know, not going
overboard. And like spendingevery second of every day on
every single channel, but like,I think he should have, you
know, one channel is your socialmedia platform. And then the
other ones you can kind of useto maybe signpost to your main
platform. Yeah, I think youknow, it's about and I know you
(04:04):
believe in this, but it's aboutyet putting yourself out there
and, and just being visible andvaluable. And, and that's how
you're gonna get business.
Javier Lozano, Jr. (04:12):
Ya know, I can't agree with you more about
that, especially when what youjust said about, you know,
becoming a media company.
That's, that's a new term and anew thought process that some
companies aren't used to,especially if it's an older
generation, where it's, youknow, the company's been handed
off or whatever, and they've haddone things, you know, certain
way. But I agree with you Like,that's something that we all
have to start thinking ourselvesa little differently. And most
(04:35):
important part is that it's soaccessible. It's so easy to
create all this media now, likewhat it was 10 years ago,
Christian Harris (04:42):
right? Well, I'll give you an example. a live
example. So I've been launchinga new product targeting the
insurance industry, around theworld as a digital product, but
not by the by, and I spent lastSaturday, the whole day,
basically creating Singer, pitchvideo, it's like a nine minute
45 second video. So scripted allout, recorded, recorded it did
(05:08):
some screenshots, you know, somegraphics, and all that stuff.
And put that out there, onMonday and Tuesday and already
this week, you know, we're nottalking huge numbers, but, you
know, I've sent it out to maybe300 people, it's had like, 50
views on YouTube. Nice, youknow, that's hyper targeted
(05:30):
going in the right people and 50people have viewed it. And I've
had many, I've had many salescalls, I had 10 sales calls, and
I've got more books in the nextweek. And that's, and that's,
you know, spending time on thisdigital asset, and crafting it
and stuff. But actually, thepoint is that, because it's a
video, you know, video is thebest form of content, it's like,
(05:54):
the alpha version of content,because you can, you can take us
all the sensors, and, and that,you know, that's a really
powerful way of getting thatmessage out there. But I know,
it took me a day to do it, butactually, that's generated a lot
of inquiries. And also, now it'sdone, that asset lives there
forever, and it can be leveragedand, you know, so it's a really
good investment.
Javier Lozano, Jr. (06:15):
Yeah, no, and that's awesome. That's, and
that's what I love about, youknow, companies that understand
that marketing is, is really,it's, it's changed a lot over
the years, and now is one of thebest times to to like what you
just said, become a mediacompany to deliver and create
assets that are valuable to yourcustomer base. And, and this is,
(06:37):
the whole point of the trusttipping point is, is that, like,
what you're doing is you'rebuilding trust for your for your
audience, so that they startseeing more about you, they
start learning more about andyou're taking them through this
journey, and you're guiding themand all sudden, they're like,
you know what I'm gonna callChristian, I'm gonna call slip
safety services. So I caninquire more about this, that
and the other. So I love yourapproach on that man. So what I
(07:00):
wanted to do is I want to behonest, now that what we'll be
covering, we got three topicsthat Christian are going to be
discussing a bit more. And sothese three topics are really
unique, because I see stuff allthe time on LinkedIn. So like I,
you know, I put it I see stuff,I either comment, or I like it.
But you do the same thing withme, like, we have that that kind
of same respect for each other.
But the thing is, is that I lovewhat you're doing in this
(07:22):
industry, which is somethingthat can easily be transformed
into like the Home Services. Soif you're in landscaping, if
you're in hva, see if you're aplumber, like you can do all
these things like this is notjust a slip safety only kind of
thing for Christian, it's foreverybody else, you know. So,
you know, the first topic thatyou mentioned, that you want to
(07:43):
cover is is essentially likeleveraging thought leadership,
personal branding. And andespecially in the industry, like
you just mentioned, not so sexy.
And so kind of explain moreabout that, like, tell me more
about this, this whole thing?
Well, I think, you know, you putyou hit the nail on the head
with the trust. So it's allabout trust, particularly when
(08:04):
you're you're dealing with akind of safety topic. But yet,
you know, everybody knows aboutthe issue, the problem that I
helped to solve, but it's notreally that high priority
sometimes. So I think you've gotto put yourself out there and
try and disrupt and giveinsights and just get people
thinking about things a littlebit differently. I mean, today,
(08:26):
for example, I was on a webinarfor a for the cleaning industry.
And I was making the points thatactually, you know, and this
will be relevant to theaudience, you know, if you think
it's about cleaning, you'vemissed the point. It's not about
cleaning, it's actually aboutcreating a high performance
(08:47):
environment. It's aboutdelivering a great customer
experience, which drives revenueand profit to the business. Yes,
about engaging with andretaining staff. So you get
lower cost of recruitment, andso on and so forth. And it's
(09:07):
about safety. So, you know, thecleaning the cleaning, the
typical kind of cleaningindustry, it's just cleaning,
it's driven by price, you know,that, that no longer that's not
the prison. That's not theparadigm we should be talking
about. We need to be talkingabout something bigger. So
that's kind of what I've triedto do is, is, you know, the kind
of expression of like, you don'tbuy a drill, you buy a hole in
(09:33):
the wall. Yes. And yeah, andthinking about outcomes. And
actually, I focused a lot onthat probably two years ago,
certainly much like outcomeoutcome. But then, more
recently, I've kind of decidedthat it's not about that first
outcome, or even maybe thesecond outcome is actually the
third or the fourth outcome. Westart to kind of amplify these
(09:54):
things up and they become biggerand bigger. And that's when you
start to get kind of resonancewith With the market. So, you
know, it's not about having, youknow, saving the time of mowing
your own lawn, it's actuallyabout having your in laws round
and they like it and that buildsyour relationship or whatever it
might be, you know, it's kind ofthinking about what's so what so
(10:15):
what so what so what I'm tryingto get to that real, either pain
or actually ideally, some kindof pleasure that people want to
get, or you're hitting all thesethings that is like it's
resonating with what we do withour, with our agency. And this
one of the things that I learnedthrough a book that I read
called expert secrets from a guynamed Russell Brunson. And one
(10:38):
of the things he teaches aboutthis new opportunity, and you
kind of are essentially talkingabout that, like about the whole
cleaning thing, it's not justabout cleaning, it's about the
experience, it's about whatmakes you different from
everybody else. It's not aboutyou know, having the lowest
prices and, and maybe yours, youknow, kills more germs, but like
so to somebody else's. And, andso you're you're almost taking
(10:58):
it to that next level, whereyou're almost like you have no
competition in the sense andthat you're trying to create
your own Lake, if you will, tofish out my right.
Christian Harris (11:10):
Yeah, exactly.
I mean, I've been inspired by aguy called Daniel Priestley, who
he's authored many books, but isprobably most well known. One is
called become a key person ofinfluence, okay. And I'd really
recommend that it's all aboutbeing visible and valued in your
in your industry. So the premiseis that, within any industry,
the top 5% is where all themoney is, all the opportunities
(11:34):
are all the fun is, and that'swhere you need to be. So what he
says, as you go, you know, ifyou're not a key person of
influence in your niche, youneed to your full time job
should be to become the keyperson of influence in your
niche. And then that's whenthings start to get really fun
and exciting and cool thingshappen. And you can start making
an impact and stuff. So I'vebeen really inspired by by that.
(11:55):
So you know, a lot of his kindof philosophies, I try and put
into places as best I can.
Javier Lozano, Jr. (12:04):
That's awesome. And that's a really
good way of putting it is thatif we get, you know, we don't
want to be like water foreverybody. We want to be, you
know, a specific type of water,maybe it's a Voss, maybe it's
Fuji, but like, you get narroweddown a little bit. And then you
really become like that. That's,you know, what you're saying
that influencer, what you'rewhat you're talking about and,
(12:25):
and so something I want to kindof ask you and maybe clarify for
our audience, too, is is that weall hear this term, like thought
leadership, we all hear thisterm, like personal branding
and, and pitching like, What isyour definition of that kind of
stuff? Like? Like, what do youthink of it when you hear
thought leadership? And then andthen how do you put it into
action or, and same thing withpersonal branding.
Christian Harris (12:44):
So what I, what I think of when I hear
thought leadership is reallyboring articles that people
think they really know. But whyI think that what I think what I
try to do with with, with myapproach is, is I guess to it's
all about just trying to disruptor inspire, or you just want,
(13:07):
okay, you kind of want people tohave an aha moment, or I haven't
thought of that before and, andactually, it's just about like,
sort of dropping a little, alittle nuggets, they're not
necessarily going to, you know,you're not, you're probably not
going to find somebody readingone of your articles or watching
a video and then picking up thephone and saying, Please, I want
(13:30):
to give you a million dollarsworth of business. But actually,
it's all like a little jet, it'sall just a little nugget here, a
little nugget pair and just justabout positioning yourself to be
the guy or the girl, you know,the go to person that actually
as and when they're ready,they're gonna come to you
because I think its own. I mean,I'm not a sales expert, but I'm
(13:51):
sure I read or been told thatlike only 3% or something like
that, for the marketer arelooking to buy right now. So
you've got 97% there, and that'smuch bigger market, but it's a
longer, slightly longer game.
But that's where this kind ofcontent and putting some stuff
out there really helps. And Ithink you've got to have some
personality, and you've got tohave an opinion. And that's how
(14:15):
you can stand out because, youknow, if you think about what I
do, you know, there are otherpeople who have, you know, maybe
even a greater technicalknowledge about how to make
floors less slippery, equalequal or greater than maybe. But
actually, you know, if theydon't have an opinion, if they
(14:35):
don't stand for something, ifthey're not putting themselves
out there, then actually I wouldexpect that I come across more
credible, more likeable moretrust, as you say, and therefore
I'm in pole position.
Javier Lozano, Jr. (14:49):
Yeah, and and that's and that's what I
love. What you're discussing is,is that, again, you're you're
becoming that guide for yourfuture buyer. You're You're just
helping them check off certainbooks. boxes of skepticism that
they may have about you. And Ireally believe that a lot of
companies, especially in the inthe trade industry, that deal
with residential, you got toalmost be a spokesperson, you
(15:12):
got to be that person that justis in front, you got to be a
person I like what you'retalking about. Because what that
that's gonna start bridging thegap between of like, Who is this
person to like, Oh, I see them alot to where, oh, you know, what
actually believe in this person,what they're saying, and then
all of a sudden, you carry alevel of authority. And, and
(15:34):
that's huge. I mean, that's,that's part of the whole
personal branding. I mean, andand how you do it on LinkedIn is
impressive, because you're nottouting about all the great
things that you do.
Christian Harris (15:46):
You're, you're just sharing not everybody
cares. Yeah, nobody cares aboutwhat I do. Exactly about, they
care about themselves, and wherethey want to get to, you know,
they, they, you know, and again,all this stuff, like I'm saying
this as if it's Plaza, you know,it's it's water off a duck's
back, but it's, you know, I'vebeen doing this for, for years,
and it's, you know, this is,this is all a big journey. So,
(16:09):
hopefully, this will help peopleto accelerate that journey for
themselves. But yeah, nobodycares about what I do. They
care, you know, they need tobelieve that I know what I'm
talking about. So having somesocial proof, and, and, you
know, stuff is good, and havingan opinion is good, you know,
having credibility, butactually, what they, what they
really care about is, can I helpthem to achieve their objective,
(16:31):
whatever their objective is intheir, in their life or their
business? Or ideally, both?
Javier Lozano, Jr. (16:36):
Yeah. And, and you know, that that kind of,
you know, adds something tolike, our next talking point
that I want to share, what Iwant to share that you you
brought up with me too, is isthat, you know, what you're
trying to do is, you know,creating that credibility, you
know, that you have an opinion,and, and essentially what you're
doing is like, when you'retrying to generate more, you
(16:56):
know, opportunities for yourbusiness. There's companies like
ourselves, we do this, we createlead magnets, we'll have some
sort of like, you know, freewidget, and you're like, Hey,
give me your email address, andI'll give you the the widget for
free, you know, and so yourapproach is different, which I
find that unique, and I want youto kind of, you know, you know,
share more about that is islike, you basically just kind of
(17:18):
keep it out for free. And that'sanother level of creating that
trust with what do you explain?
Yeah.
Christian Harris (17:24):
Well, I mean, I've tried, I've tried lead
magnets as well, I think, Ithink, you know, my approach
isn't going to work foreverybody, just as you know, not
ever, you know, you can't, youcan't take a sort of consistent
approach to every market, everysector, etc, you've got to be
thinking about what your marketneeds. But yeah, my my view is
that, you know, the market I'mlooking to serve is quite
(17:47):
specific, and quite niche inmany ways. Even though, you
know, every single buildingcould have a slip, and every
single building could have acleanliness and hygiene issue,
you know, the people that areactually most likely to bias not
a huge, huge market, you know,so I think, trying to get in
front of them. And also, becausewhat I'm talking about is
(18:11):
safety. And, you know, it's kindof a, it's not a, it's not a
topic, it can be too salesy, andso I kind of just feel that, you
know, trying to be a bit toopushy with give us give us your
email address and stuff is alittle, it's a bit too quick for
my market and my particularsector. So what I try to do is,
(18:34):
is just give out like, tons ofvalue for totally for free with
no expectation, like, likeyou're doing with your podcast,
you know, there's no, there'sno, give me your email address
to listen to the podcasts, justput it out there as a, as a free
gift to people. Yeah, andbasically just try and get the
widest possible distribution forthat. And that if you think
about, I don't really liketalking about funnels, but if
(18:56):
you think about the funnel, youknow, the classic sales funnel,
the more distribution, the morereaching get right at the top,
then, you know, the more chancethat you know, then you lose a
percentage here and a percentagethere. But eventually, there's
going to be more people at thebottom in very simple terms. So
I try to get stuff out freely,and basically, look for people
(19:18):
who express an interest and thenI'll try following them up and
try to move them to the kind ofnext step. And again, that's
something that I've learned isnot to, you know, not to try and
sell the the full solution, youknow, straightaway, but try and
just try and move people thatnext step or that next rung on
(19:39):
the ladder. So for example, youknow if we can talk about
LinkedIn later, but there's athing on LinkedIn where you can
click a premium version calledSales Navigator, and you can
have these things called Smartlinks. Basically, it's like a
landing page. But it gives youit'll tell you exactly who's
looked at the page. It'll tellyou how long they've looked at
(20:01):
each area. So if I have a 10page document, I can see that
Dave Jones has looked at it forfive minutes. And he spent three
minutes on page one and 30seconds on page two. And so
quite a lot of it could haveupdated or anything like that.
Anybody that expresses aninterest, and I can see has
consumed the content, then thenthat That, to me is like a
(20:24):
pretty good indicator ofinterest. And then I'll try and
follow them up and engage withthem, and not in a salesy way
that, you know, sort of lessconversations even help you
Yeah,
Javier Lozano, Jr. (20:33):
that's interesting, because, you know,
what you're doing is, I mean,you know, the podcast is, is our
version of what you just talkedabout as giving free content,
like, we want to help ourindustry expand and improve on
their marketing, because, like,let's be honest here, a lot of
people in the trades industry,whether it's, you know, flooring
(20:56):
or H-VAC, or, you know,plumbing, they probably do
really good work, but they haveno clue how to market correctly.
Not all of them, some of themare really, really strong, and
they do a great job, and othersare just, they focus on their
trade. And that's all they do.
And that's okay, there's nothingwrong with that. You know, but
what you've done is if you'vetaken it to like what you just
said to that next level, whereyou're, you know, writing
(21:18):
articles, you're creating avideo, like you did this past
Saturday, and then you'resharing it to, you know, X
amount of people. And so whatyou're trying to do is you're
trying to give, give, give,give, like you're depositing
money into the bank. Yeah. Andthen eventually you're like,
Okay, I'm going to ask forwithdrawal. You know, I mean,
it's kind of what you're doing.
(21:38):
Right?
Christian Harris (21:39):
Yeah, exactly.
But I think, I think also justtrying to be quite soft with it,
because, you know, I think it's,it's one of these things, my,
I'm in this for the long haul,you know, I'm playing the long
game. You know, if I, if I was,you know, if I was 58, and I
wanted to retire in two years,I'd be doing things differently,
(22:02):
I think, because I'm not, youknow, I wouldn't have that long
term horizon. Actually, allthis, all these deposits in the
bank today, you know, thepodcasts, the videos, the
articles, the whatever, youknow, I see those as I think I
used the word earlier, as assetsthat actually will sit there
forever, and, and people canconsume, and we'll build there,
the the valuation of thebusiness, and then the, the
(22:24):
value of leads and interest,and, you know, just grow the
kind of pipeline over time. So Ilook at it as a, as a bit of an
investment, I suppose, in, inthe long term. And, you know,
but again, it's it does dependon your industry, and some
things you can be perhaps alittle bit more as, but I think,
you know, if we look at it froma, I noticed about marketing,
(22:47):
but if we think about sales, youknow, I know that I've got a
weakness when it comes to salesabout following up, for example,
yeah, so, you know, the more andthat's because I don't really
want to be too salesy. So themore I can do to kind of get
people on as pre sold, becausethey've, they've gone through
(23:08):
the content, and they've kind oflearned about what we stand for,
and what we're up to, and allthis good stuff. Yep. And
actually, hopefully, I don'tneed to follow them up as much,
because I'm not very good atthat. So I'm just trying to hide
my weaknesses.
Javier Lozano, Jr. (23:22):
But so but here's the thing, though, like,
that's, I love that, becausethere's this thing about self
awareness. I mean, you and I arebig Gary Vee fans, right? And he
talks about this whole selfawareness thing, like you gotta
be aware of like, what you know,what you're good at doing, where
you know, what you probably needhelp in, where should you focus
on, and then you almost have to,like, you know, exploit your
(23:44):
strong, you know, make yourstrong points, sit out there and
leverage it. And so that's kindof what you're doing is, is that
you're selling but you're doingit in a way that makes you not
look like you're a salesperson,you're, you're just Hey, I'm
just going to give you some moreinformation. What else can I do
to help you with? You know, andso my question is, how long did
(24:06):
it take you to figure that out?
Like, where, instead of doinglead magnets, where you're like,
give me your email address, andI'll give you this, you know,
this piece of content to whereyou're like, screw it, I'm just
gonna give it out. And then, andthen just see kind of how this
happens.
Christian Harris (24:21):
I think it's a gradual process. And I think,
you know, for me, it's been ajourney over over a few years,
to be honest. So it's not like,all of a sudden you wake up one
day and think, oh, that's theway I'm going to do it. Because
you've got to experiment and youknow, what works for me might
not work for you, and viceversa. So I think you've got to
(24:43):
throw, throw enough stuff at thewall and see what sticks. But
this to me, I think this to me,this approach kind of it sets
innately within me that I feelcomfortable doing it this way.
So that's good, because then I'mauthentic and then that comes
across I think it sits nicelywith my industry. And, as I say,
(25:04):
it sits within playing the kindof longer game. And also, you
know, my, my, with what we do atservice base, like your
audience, but it's kind ofprobably higher ticket. So, you
know, we don't you know what onesale, you know, for us is what
it is, is worth quite a lot. Sotherefore we can invest, you
(25:26):
know, we can invest time andtrying to nurture and build a
relationship to get a sale.
Whereas if we were, if we wereselling, you know, a fountain
pen for $1, then, you know, wewouldn't, we'd be going broke,
you know? Yeah,
Javier Lozano, Jr. (25:40):
no, that makes complete sense. You know,
and that's, and that's, that's,that's huge to understand that,
you know, like, what's your timeworth, you know, on what you're
trying to do, as far asnurturing them and staying with
them. I mean, like, in myopinion, you know, you could
almost say, like, HVAC, or Ikeep referring back to HVAC. But
(26:01):
that's something like, if it'scold, you know, like, you want
someone that knows how to fixyour heater correctly, you know,
and, and so you got to kind ofbuild that trust and nurture
them and take them to thatprocess. And it's gonna take a
little time. And yeah, you'redoing that with what you're
doing?
Christian Harris (26:17):
Yeah. And I think the best way to do to
achieve that trust is, well, thevery best way, of course, is if
your best friend refers you tosomebody that they've used,
that's really good. Of course,you know, that's the best way.
But I think the second best way,is by putting yourself out there
and doing some content. And, youknow, it doesn't have to be, you
know, you don't have to sit athome on a Saturday, like I did,
(26:39):
and spend all day creating avideo, you know, you can do
something on your iPhone that'sauthentic, and just actually,
you know, think do things like,you know, the top three tips, or
like, actually, a good tip wouldbe, you know, I've just, I've
just gone and done a job insomeone's home. This is what I
found. These are the problems Ihad, here's the solution we came
(27:00):
up with, you know, that's just areal life, almost a case study,
you're documenting what you'redoing. Yes, bring it to life.
And I think things like that arereally powerful as a sort of
marketing tool.
Javier Lozano, Jr. (27:12):
And I love that you said that because I
have these conversations withpeople that say, Well, you know,
I'm not I don't know what to sayI'm like, just just say what you
just told me, like, you just
Unknown (27:22):
told me that there's these three things that they
could have done to fix this,make a quick video, and they're
like, well, doesn't lookprofessional, like but people
want that they want theauthentic feel they want the
john smith, just pulling outtheir iPhone and be like,
Alright,
Christian Harris (27:36):
and I just went over here did this,
particularly if you're in HomeServices, and you're you know,
you're not a multinational.
Yeah, for sale dancing company.
Because actually, if it's yourbusiness, and it's your brand,
and you know, they'reeffectively buying you and your
trust, and actually just givingthat authenticity is really,
really valuable because people,as I say, with a video comes
(27:57):
across, you know, you get youkind of, there's something in
the human brain. So think aboutthink about Princess Diana was a
good example. So, you know, howmany of us met Princess Diana in
our life? Very few of us. Yeah.
How many of us were really sadwhen she died? Like the whole
world? Why? Because we'd spenttime with her. We felt like we
(28:18):
knew her because we'd seen heron TV so many times in
interviews and stuff. Yeah.
There's something in the humanbrain that doesn't, doesn't
distinguish between, you know,like you and I, we've never met
in person, we've chatted quite alot. And I kind of feel like we
know each other a bit. Yeah,exactly. There's something in
the human brain that doesn'tdistinguish between a video and
(28:41):
a real life face to face thing.
So that's why videosparticularly powerful. The other
thing that's good is
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Christian Harris (29:45):
If you're a bit nervous about video, you can
get these tools like I use onecalled otter otter.ai, which is
like a transcription thing. Sookay, you don't necessarily have
to go and pull out your iPhoneand record a video but you could
go go back to Your van and justtalk about explain what happened
into otter. And it's transcribesthe whole thing for you really
(30:07):
like a Word document,
Javier Lozano, Jr. (30:08):
and then you can literally just spend 10
minutes editing it a little bit,and then you can post it on your
blog or whatever. That's genius.
And that's, and that's great andhappy, you're saying this kind
of stuff, because those arethings I first I didn't know
about that tool. But seconds,those are tools that people can
take advantage of, because theythey're not excited to be in
front of a camera.
Christian Harris (30:30):
That one is free you can do I think you can
do something like 10 hours a mumfor which is a lot. If you think
about transcription, it's a lot,you know, I think it might be
more than that. And it's andit's really, it's really good.
You know, it's a really goodquality of transcription as well
needs a bit of editing, andthey're gonna be wrong, but
(30:50):
it's, you know, 99% there. Solike, it's a really, pretty much
all my articles I have arrived,I, I use that for two reasons,
one speed. And two, I think youshould always try and write as
you talk. Because otherwise youend up kind of, it's very easy
to like end up writing kind offlouncy long sentences with lots
(31:12):
of prepositions and all thisstuff, and then it doesn't, it's
not readable. So it's better ifyou just, you know, jot down
your ideas, what I do is go fora walk, because that kind of
gets my brain going. And I justkind of talk it through. And
then it's by the time I get backto my desk is already in a Word
document, and then I just editedand then it's done. That's
awesome.
Javier Lozano, Jr. (31:32):
I love that.
I mean, that's, I might actuallyhave to try to do that myself.
Because I don't mind writingcontent, I enjoy it personally.
However, there are times, like,what you're saying is that,
like, I don't want to sit downand dump what's in my brain, I
just want to say it. And becauseit's in there, I just don't want
to sit there and type it. Andthe other part, you're
completely right is we get intothis whole like, you know,
jargon, where we're using theseindustry jargon terms, that no
(31:55):
one knows what the hell it is,if we just talk like normal
people, all of a sudden,everyone's gonna understand what
you're talking about. They'regonna relate with you. And
that's huge. When it comes tocommunication, you know, so,
yeah.
So do youwant to go over anything else on
that part? Are you good,
Christian Harris (32:15):
I was gonna say the only other thing I was
gonna say is, and again, thiscomes from from Daniel
Priestley, inspired by this isa, this is a big, this is a big
jump, it's just something worthputting out there. write a book
doesn't have to be a properbook, like, that's three inches
thick. But if you can do, youknow, even 1512 15,000 words in
(32:35):
like a mini book, and you canhave that book published. That
is like, the ultimatecredibility, you know, if you
think about the word orauthority, its author received,
says, you know, historically,being an authority about
something is because you'vewritten a book about it. And so
if you, you know, and if youthink about using auto, you
(32:57):
know, if you could be talkingfor 20 minutes a day, you can
get through like, 1000 words aday, within the course of a
month, you've got a book, in thefirst draft, you edited down and
stuff, but I think I'm, I'mputting a book out this year,
and my plan with the book evenis to be giving it almost giving
it away, I'm not finished, I'mnot writing a book, to sell
(33:19):
copies of a book, I'm writing abook to give myself more
credibility, to send somethingthrough the post, you know,
imagine if you're, you know, thehead of safety for whatever
company for Walmart orsomething, and you get this book
through, well, there's somethingabout books that you're going to
read it or you're going torelease, flick through it, and
(33:39):
you're not going to just throwit away, because it's a book and
actually, if somebody send you abook that they've written, you
know, that demonstrates a hugeamount of time and effort and
clarity and professionalism andall this good stuff that we want
people thinking about you. Eventhat, you know, think about
could you write a book about youknow, whatever your area is,
(34:02):
think of a think of an anglethink of some some some points
of view, like we said earlier,some opinions and just just do
something because actually, youknow, that will pay for itself
the time you spent doing that.
Yeah, it sounds over I'm surewith with leads.
Javier Lozano, Jr. (34:18):
Oh, man, that's huge. I mean, that right
there is that's worth the entirepodcast interview man just given
that that little piece ofinformation that's huge. I love
that and and it's something I'vealways actually wanted to do is
write a book. But now using thisapp, I might have to download it
myself and take start takingadvantage of it because I agree
(34:38):
with you Like when you do thatthat's that's a new level of
authority, a new level of beingon top, you know, so yeah. Which
which now kind of leads us tothis next thing we've got this
this thing where we met youknow, I know you sent me an
email but you did some searchesand whatever on on on podcasts.
But we're connected also on onLinkedIn. So you are extremely
(35:02):
active on LinkedIn. I mean, itmakes sense in your industry
because it is a businessnetwork. Some people kind of
still have the misconceptionthat LinkedIn is what it was
five years ago, I was one ofthose guilty people up until
about almost two years ago. Andnow I put most of my time and
effort into LinkedIn. And so youuse that as part of your
(35:24):
marketing strategies. Youexplain more?
Christian Harris (35:27):
Yeah. So going back to what I said earlier
about social, I think you wantto have one key platform that
you focus on. So for me,LinkedIn is that platform, so I
have an Instagram, I have aTwitter. I'm on clubhouse, I'm
doing some stuff on clubhouse,which is interesting. And new. I
(35:47):
have a YouTube. So to be fair, Ido host videos on YouTube, but
but really, I've got a Facebook,really, LinkedIn is where I
create most of the content andall these other platforms. They
exist and we do small amounts ofstuff on them. But they're
really just signposting to toLinkedIn. Okay. And for me,
(36:08):
that's because, you know, myideal customer is, is easily
identifiable on LinkedIn, muchmore so than on other on other
platforms now, are my customerson Facebook? Absolutely, they
are. But it's going to be harderfor me to find them on Facebook,
than on LinkedIn. So Facebook, Ithink, I'm not doing this yet.
(36:32):
But I think I know what I shouldbe doing. It's like some
retargeting and some, somevarious things like that on
Facebook, and I'm not reallythere yet, but I put my eggs in
the LinkedIn basket. Again, it'sall about giving value and
content. So I do a post,basically, every day or six days
a week, it's all Well, I'd sayit's 20 thought leadership slash
(37:00):
insight, posts, and then onesort of mini sales pitch. But
what I am trying to do is, likeI said earlier, trying to get
some signals and trying to getpeople to kind of click on
something or comment or like,and then that shows me that
there, they might, there mightbe something in it, and then I
can follow them up with a witha, you know, a message or
(37:21):
something like that and try andjust get a conversation going.
So it's a bit of a it's asystem, I suppose. And again,
it's like the the posting is atthe top of the of the funnel.
And then the next phase is ismoving them further forward in
the relationship.
Javier Lozano, Jr. (37:36):
Yeah. And so LinkedIn is is in, I want to
dive a little bit more and feelfree to not go through
everything that you're doing.
You cuz you'd have to go intothe detail, but like, yeah, as
far as like, you know, howpeople post like, there's their
strategies behind it. And I havea strategy that I use, and I pay
attention to my metrics and seewhat's working sometimes, like I
expect the post to do amazing.
(37:58):
And it just it does a bomb.
Yeah. There's one post I put outon like, How the hell did this
get 1000 views? And, and sothat's, that's, that's something
that I think you and I are stillprobably trying to figure out,
you do quite a bit of video fromwhat I'm seeing. Yeah. Is that
seem to be working for youbecause I get the opposite. I,
what I find LinkedIn,
Christian Harris (38:22):
I don't again, I don't really know about these
other platforms to compare. Butwhat I find with LinkedIn is
that you're right, sometimes youdo a post that you think is
going to be really successful.
It just doesn't. And then otherdays, you know, a post that you
think is kind of average doesreally well. I have found, I
think maybe like a year ago,video is definitely the way to
(38:42):
go. And what I've been findingmost recently, well, what I've
always tried to do is mix it up.
So you know, I'll try to mix itup from the perspective of doing
you know, a once a week, I'll doa post advertising my podcast,
for example, where I dointerviews with people in safety
(39:04):
and risk management. Once aweek, I'll do a post about
something that's nothing to dowith work but like more are
designed to get likes andcomments and engagement and just
get eyeballs onto my profile.
But also mix it up withdifferent types of posts. So
I'll do a video and then I'll doa document and the documents
(39:26):
actually seem to work quite wellat the moment. So doing a PDF,
and then I'll just do like aplain text post, which again,
sometimes do really well. Imight do a poll or I might do a
an image you know, so justtrying to keep keep sort of
mixing it up and experimenting.
(39:48):
I would say that video is isgetting less reach than it was
about a year ago. What one thingI find that really works well at
the moment is gifts or gifts?
Like I never know how topronounce them.
Javier Lozano, Jr. (40:02):
I don't know, either, but whatever we
Christian Harris (40:04):
know what you're talking about. So I did
one I did one, you know, forexample, that was, I found a
funny thing of like a mapshowing the say Funny, isn't it
funny actually think about it.
But it was a map showing thekind of growth of COVID in the
UK, like a heat map to show you.
Javier Lozano, Jr. (40:25):
I think I saw that.
Christian Harris (40:27):
So that was really that that did really
well, in terms of gettinggetting eyeballs, then I've done
stuff like a penguin slippingover, which is quite funny, you
know, and everything in between.
So those seem to work becauseyou get the benefits of you get
the benefits of being almostlike a video, and it's quite eye
catching. But you don't get thethe sort of suppression, which
(40:50):
I'm seeing a little bit recentlyof videos. Yeah. But I still
think, you know, video, I stillthink is the most powerful form
of content. But the other thingis I'll do articles as well,
every so often.
Javier Lozano, Jr. (41:02):
Yeah, that's awesome. So do you write the
articles in LinkedIn? So becauseI know you could do that? Or do
you write? Yeah,
Christian Harris (41:09):
I find with LinkedIn. And I think it's the
same on most of these socialplatforms that I know is the
case with LinkedIn. They, youknow, LinkedIn makes its money
by people being on LinkedIn. Soif you're doing any external
links away to whether it's newsarticles, or blogs, or your
website or whatever, within thepost itself, it seems to be
(41:30):
penalised. Yeah, so so thesecret of error is if you want
to link to somewhere else, doyour post, and then just at the
end of the post, say, and thelink to this in the first
comment, and then put the linkin the comment, and then that
doesn't seem to affect themetrics. Yeah,
Javier Lozano, Jr. (41:46):
I've seen that I've seen people space
things out, it'd be like, youknow, Google space, and they
write out dot space, they'recalm or something like that. So
people have done that as well,too. But no, I agree. The whole
posting the link in thecomments, I do the same thing.
In the past, what I've done too,is like, if I have something I
want to write, and it's reallylong, I'll write just to kind of
(42:09):
get the thing going and theinitial posts, and then in the
comments, I expand on each one,because you're limited in
characters as well, too. Yeah.
So there's, there's differentstrategies on that. But
Christian Harris (42:19):
yeah, I think, I think, you know, it's, like
with most things, I think Mrs.
COVID is coming through to theaudience. It's about trying to
be consistent and prolific andnot necessarily be perfect. Yep.
So you're better off, you know,I'm on an email marketing list
for this guy who does sort ofemail marketing and various
(42:40):
other things. I saw some of hisarticles before. So I signed up
to his email list. And he sentan email the other day, saying,
like, I send an email out to mylist every Wednesday and every
Sunday. And I'm sitting here at4pm on Wednesday, and I just
don't really know what to write.
So I'm just going to write aboutthat. And, and then on the
(43:02):
Sunday, he basically said, like,you won't believe this, but I've
had more responses to my emailon Wednesday, which, again, was
authentic. And actually, themessage was, you know, just do
it, and it's better to putsomething out there, that's the
three out of 10, then put theknot, then put a zero out of 10
because you're not doinganything. And he said, Actually,
(43:23):
I had more responses and emailsto, to that, which was a rubbish
message. And I've had for stuffthat I've crafted and spent
hours doing so I think, youknow, again, it's putting
yourself out there consistencyconsistently. Yeah. And, and
kind of authentically is, youknow, is the way to go.
Unknown (43:41):
Ya know,
Christian Harris (43:42):
the good news is LinkedIn, you know, is good
for that. And I think, and theother thing with the algorithm
on LinkedIn, is, as I understandit, you know, if you, if you do
a post on Monday, and Tuesday,then the people that viewed and
interacted with the post onMonday and Tuesday are going to
(44:04):
be most likely to see your poston the Wednesday. And that's a
really so. So then keeping upthat consistency of posting, you
kind of ride the wave and buildthe momentum with the people
that are viewing stuff.
Javier Lozano, Jr. (44:16):
Interesting.
I mean, I've gotten into thehabit. This year, I made a
commitment to post every day.
And I've been living up to thatlast year. I know that I just
posted randomly, but there willbe, you know, pockets where I
was like, I didn't do anythingfor a few days or something like
that. But I agree with you thatthe whole consistency thing does
(44:37):
work. And it
Christian Harris (44:39):
doesn't have to be every day. Like if it's
consistently twice a week, thenthat's fine. But what you want
to be even to the point I thinkis, you know time of day so for
me, I always post at like seven7:30am where I am and because I
think you know it's just good tohave that. That Rhythm and, you
(45:01):
know, you're then going to bevisible at the same time of day
and again, just helps to cementyou in someone's mind. And Yep.
So when they've got thatproblem, they they know who to
call, you know, that's what it'sall about.
Javier Lozano, Jr. (45:14):
Now, this is something that some people are
against it, some people are not,but do you use a posting
platform like Hootsuite orbuffer? Or do you just post
natively?
Christian Harris (45:25):
I have tried those things. And what I found
was that the posts didn't seemto perform as well as they would
if I did it natively. So, so Idon't do that. But I do I, you
know, there's a there's a lot ofdiscussion around kind of
automations and things inLinkedIn, I think, I think, you
(45:46):
know, strictly speaking, you'renot supposed to use any
automations on LinkedIn, butthere are a few things that you
can use, that will just help to,you know, to do certain things.
So you can, there are tools thatyou can find that will sort of,
like people's posts for you andthings like that, if you want to
(46:08):
go down that route. Yeah, no, Igot you. But I but I, you know,
I did I did for a while actuallyoutsource some of my LinkedIn.
So I had a company that was kindof trying to grow my network for
me. So they would identifypeople, relevant people and send
them a connection request andthen send them a message to
(46:30):
follow up. But I stopped doingthat I kind of felt like it
wasn't very authentic, andtherefore, guy just didn't
really sit comfortably.
Javier Lozano, Jr. (46:38):
No, I respect that, you know, everyone
has to has to do something alittle differently, that that
works for them. I mean, I guessthe best way I can look at this
is, you know, go back to GaryVaynerchuk. I mean, the guy does
all of his posts, and he repliesto every single thing that he
posts on whenever he has time,obviously. So I get that, like,
we should be the ones you know,engaging with that part part.
(47:01):
You know, something that you'dmentioned? Go ahead.
Christian Harris (47:03):
No, I was gonna say, for your audience,
because they might be herethinking, Oh, well, LinkedIn
isn't the place for me to go.
But actually, I would say it isbecause you can target people by
location, you can target them byseniority and stuff like that.
So if you want to be thinking,right, I want to be targeting,
you know, managers or, or Csuite people in a certain area,
you know, you can use LinkedInto target those people. And
(47:26):
actually, you've probably gotmore chance of getting through
to them on LinkedIn, and youhave on on Facebook,
Javier Lozano, Jr. (47:33):
I 100%.
Agree. And and you'd mentionedearlier that you're using Sales
Navigator to kind of help withthis kind of stuff. Am I
correct?
Christian Harris (47:42):
Yes, yeah.
Javier Lozano, Jr. (47:42):
So explain a little more about Sales
Navigator so that people canunderstand it.
Christian Harris (47:47):
So basically, Sales Navigator is like a
premium version of LinkedIn. Andyou can you pay? I think it's
it's maybe about $100 a month,so it's not cheap.
Javier Lozano, Jr. (47:59):
I think it's 80 bucks a month for us. Okay,
fine. Yeah.
Christian Harris (48:03):
So yes, it's not cheap. But if you think
well, I'm gonna do that for ayear, that's a fair bit of
money. But if you're runningyour own business, but but you
get a lot more functionality,particularly, it's particularly
powerful around searching, andso you can be massively more
targeted, in terms of who you'researching for. And you really
(48:25):
drill down into people you wantto contact. Yeah. And then
you've also got kind of whatthey call in males, which are,
you can send messages to peopleyou're not connected with. So
normally on LinkedIn, you haveto be able to be connected with
somebody send them a message,like a DM, whereas with these
emails, you can send, you cansend the dmws to anybody. And if
(48:47):
you want a good crash course ondmws, do a Google for john raso
Sandler Training, LinkedIn inmail. And he's done a good, he's
written a good book as wellcalled How to prospect the
Sandler way. But he's got a gooda really good template of how to
do a good email message in 100words, nice,
Javier Lozano, Jr. (49:08):
I like that.
Now, and I mean, I've been usingSales Navigator for quite some
time myself, I love it. It's agreat way to narrow down and
like what you said is like, youcan start connecting with people
that makes sense for yourbusiness. So if you are like
what you're saying, like your,your, you want to get more
targeted towards a certain typeof employee or, or a certain
(49:30):
type of executive, you can startconnecting with those types of
people. Even if they're like ina company like you want to do,
you know, a specific company youwant to go after and you want to
start connecting with thosefolks, like you can start you
know, narrowing it down andgetting very specific and what I
love about it too, is that onceyou start what we call like, you
create like safe searches, youcan start seeing their activity.
(49:53):
So if they're posting something,you can then go on there and you
know, post something like acomment or a like, or whatever
that is. And
Christian Harris (50:02):
yeah, and that's the key. That's a key
point, actually, which I hadn'tmentioned is, you know, it's
called social media because youshould be social. So actually,
one of the best ways of gettingnoticed by your potential
prospects is by going andengaging with that post, but not
in a salesy way. So don't don'tlike, hijack their post and put
(50:23):
a sales message on there. Butactually, you know, just put
something thoughtful and, andhave empathy. Yep. And then
actually, that will, you know,because everybody that posts on
LinkedIn, you know, reads everycomment that anyone does on
their posts, and they noticeevery like, so nice, even even
me, who's probably among the toplike, 1% of night in terms of
(50:44):
reach or anything, or quality oranything, but in terms of
outfits, I'm probably in the top1% on LinkedIn. Yeah. And I
still know everybody, you know,I see every comment I see every
like, you know, so thatresonates with me. So that will
definitely, most people don'tpost anywhere near as much as me
don't get as many comments andlikes as me, and therefore, it
(51:06):
will resonate even more withthem. So that's a really good
way of getting on their radar.
Javier Lozano, Jr. (51:10):
Ya know, and
Christian Harris (51:11):
that makes sense. And, and and then if you
back that, sorry, to no one thatneeds to be backed up by a good
profile. And going back to whatyou said earlier, some
leadership and some opinions andsome, some positioning and
stuff. And then, you know,that's when you're in a good
position, because who's this guyor girl? They just commented
there? So that's interesting.
Yeah, click the profile, checkthem out. Oh, wow, this is what
(51:33):
they do. They're really clear.
They've got a point of view,they look, you know, they, they
come across? Well, yeah, I'llnot either. Actually, I'm gonna
call them now because I needthat. Or I'll log that in my
mind. And as and when we needthat service. That's the whole
country.
Javier Lozano, Jr. (51:51):
Yeah, no, and I'm glad you're saying all
this, because that's the andthat's the thing about that
people miss is it's, it's likewhat you said, you have to be
social on social media. And theother part is, it's that it
should be you the brand, notyour company. So like you're not
commenting guys, slip safetyservices, you're commenting as
Christian, you know, like,
Christian Harris (52:11):
yeah, you know, yeah. So there, there are
three brands. Again, I'm, I'vegot, I've got to give him
credit, because if he everlistens to this, this is another
thing I learned from DanielPriestley, there are three
brands, you know, there's,there's a company brands, so
Apple, there's a product brands,iPhone, and there's a personal
(52:32):
brand. So Tim Cook, or SteveJobs. And if you look at every
single business leader, versustheir brand, and you look at
their social media following forexample, you know, the social
personal brand is like 10 2050times as big as the company
brand. Because we don't dobusiness with companies. I mean,
(52:53):
do but, you know, you want tobe, you know, like, and trust
people and other companies andresonate with people and you
want to do business with people.
Exactly. Not not a consultingcompany. So that's why you want
to be putting yourself out thereand getting your face out there.
And, you know, even if you'renot doing videos, if you're not
comfortable, you know, do a bitof stupid otter. Just put your
put a picture of you smiling ordoing an action short something
(53:18):
and then talk over it. Andthat's, that's better than just
doing an article or something.
But just get yourself out there.
Javier Lozano, Jr. (53:26):
Yeah, no, that's awesome. And this is
great advice. I mean, and I'mglad that we're diving into the
LinkedIn piece, because I don'tthink it gets its fair shake. A
lot of people still kind of lookat it as like, it's only a
business professional network.
And I think it's a it's, there'smore to it. And there's a lot of
tools that you cannot find onFacebook or on Twitter. And vice
(53:47):
versa. There's things onFacebook that are better for
like a home services companythat are like landscaping or
plumbing. I think they canleverage a lot on LinkedIn.
Like, will their audience morelikely be on Facebook? Yeah,
more than likely. But I thinkthere's a another way of you
connecting with these people ina different
Christian Harris (54:06):
area. Yeah.
And I think the other thing tobear in mind is, is it's all
about context, as well. So ifI'm Facebook, you know, unless
I'm visiting, like a group,which is obviously a big thing
on Facebook right now, but I'mpretty much going to like, check
out what my friends are doing. Idon't really, you know, really
want to be hassled with a salesmessage. You know, of course,
(54:27):
I'll click, I'm sure I must haveclicked on some ads and stuff.
But, you know, whereas LinkedInis because it is a professional
platform. You kind of you know,that people are there to do
business. Yeah, that makessense. So yeah, so the context
is always important as well.
Javier Lozano, Jr. (54:48):
Yeah, no, that's that makes sense. It's a
it's no different from likedifferent TV channels. You know,
you've got you know, a channelthat talks about this, that
talks about sports and thenanother channel talks about
politics or news. Whatever, youknow, and a lot of the times
those two channels don't really,you know, mesh with each other.
So you got to know what channelyou're on and speak that
(55:08):
language, if you will, you know,so now it makes complete sense.
Yeah, great stuff.
Christian Harris (55:12):
Yeah, definitely. And that's why don't
put too many posts about like,fluffy kittens on LinkedIn.
Javier Lozano, Jr. (55:21):
I totally agree. That's awesome. Was there
anything else you want to sharewith us man? Like, like you
covered? literally a lot ofgreat stuff? No, I
Christian Harris (55:29):
feel I feel a bit selfish have not shared
much. But I think I think we'vecovered a lot, a lot of ground,
actually. I mean, look,what I'd say to people is, you
know, come and connect onLinkedIn, if you're there and
engage with some of the poststhat I'm doing. And actually,
can, you know, quite a fewpeople who are in the kind of
health and safety world havesaid to me, Oh, can I can I sort
(55:53):
of copy this idea or whatever,which is fine by me. I don't
care. So you can come and beinspired and see what works?
And, you know, it's a bit of acrash course. Yeah. Obviously,
after following you for thecourse. But yeah, feel free to
come and come and have a look atit.
Javier Lozano, Jr. (56:12):
And they can connect with you on LinkedIn.
And so what's your handle there?
Christian Harris (56:16):
I think you have, what is it? If you? I
mean, to be honest, if yousearch for Christian Harris, I'd
be surprised if I don't come upfirst. Okay. But if you search
for Christian Harris, slip,definitely come up. That's
awesome.
Javier Lozano, Jr. (56:29):
So I mean, that you've clearly done
something, you know, right toget yourself up there.
Christian Harris (56:34):
Yeah, well, I think you know, it's, I was
quite pleased the other day,actually, because I am. I
bounced, probably about sixmonths ago, I did you know, when
you kind of do the privatesearch on Google, I just googled
my name. I didn't come anywhere.
Whereas if I googled forChristian Harris, slip or
Christian era safety, or Krishnahas risks than I was, I was at
(56:58):
the top. The other day, Igoogled myself, just my name.
And I had two of the top 10.
sounds quite cool. Nice. There'sa couple of there's like a
linebacker that plays collegefootball or something. So he's
quite hard to displace otherpeople with the same name.
(57:19):
Starting to starting to becomeweb famous. Nice,
Javier Lozano, Jr. (57:22):
that's awesome. Well, this was great
man, this was I'm glad thatyou're able to jump on, you
know, and if there's otherthings that you feel like you
didn't get a chance to share,then I say we schedule a follow
up interview on diving intomaybe even more of what you've
been doing with the LinkedInpiece, because there's so much
to it. I mean, what I wantpeople to get is that there's
(57:43):
that marketing is, there's notone thing that works for
everybody, but it's finding whatworks best for you. And then
leveraging your skill sets forthat. And you did exactly that.
You figured out what works bestfor
Christian Harris (57:53):
you. And I think it's what works best for
you. And I think these two,these two points are joined,
it's what works best for you andwhat you enjoy doing, which is
marketing. You know, it's it'sarguably the most I mean, if
you're a business owner, andyou're on the tools and you're
doing the work, you might say,well, the most important thing
is the quality of the work. Butactually, you know, there's a
(58:13):
very strong argument, themarketing is the most important
function of any business. Yep.
And so if it's not important,you need to try and find a way
to enjoy it, because I thinkmarketing isn't personally
something that you should be,you can't fully outsource your
marketing, I think you canoutsource elements of your
marketing, absolutely. But likewe said, your needs to be your
(58:34):
brand and your vision and yourauthenticity need to be, needs
to be there. So you've got to bediving in. And being a part of
it. Not necessarily like, youknow, doing every single last
thing depends where you are inyour business journey. But
you've got to be involved. Soyou've got to find a way that
works for you in terms ofresults, but it also works for
(58:58):
you in terms of, you know, youenjoy doing it, and you can you
want to do it and you want toinvest the time in it, because
you know, you enjoy doing it aswell.
Javier Lozano, Jr. (59:09):
Yeah, that's awesome. Love it, man. So this
is great stuff. I appreciateyour time. Again, this is
Christian Harris. He's with slipsafety services. And based out
of the UK, he went over somepretty amazing stuff. So if you
have any questions again, youshould reach out and connect
with him on LinkedIn. You canalso connect with me. And this
(59:30):
podcast will be distributed andother social media platform so
you can definitely get it on youknow, apple, but you'll also be
getting in other platforms aswell too. Thanks for your time.
Good again, Christian.
Outro (59:41):
Thanks for joining me on this episode of the trust
tipping point marketing podcast.
I'm your host Javier Lozano Jr.
A lot of home services companiescome to us at anchor way meaning
help with their overallmarketing strategy and their
digital presence. So what weended up doing is creating a
custom marketing playbook tohelp businesses just like yours.
The Home Services space have aimproved digital marketing
(01:00:03):
roadmap for 2021. One of thehighlights during this Home
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(01:00:24):
to win more businesses by havinga marketing marketing hub will
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Services playbooks by going toanchorwave.com/playbook. You're
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(01:00:47):
free access to this playbook.
Again, go toanchorwave.com/playbook to get
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