You should never be apologizing for the efforts you make to get noticed. You should never apologize for “the hustle.”
I’m coming to you again from Tallinn, Estonia. This time in a hotel room overlooking old town, riding the high from an invigorating weekend at the Digital Elite Camp.
By the time you listen to this episode, I will be back in Minneapolis, getting ready for my MnSearch Summit presentation this Friday. After that I feel like slipping into a long dark period of rest and relaxation on the lakes and rivers in Minnesota.
But before I leave Estonia, I wanted to offer a quick recap of the fun times I had during the event meeting new friends, existing students, and gaining so much value over my week in Estonia.
Since this podcast episode evolves around providing value by wrapping it in great stories that’s exactly how I will deliver this podcast written intro – in the form of a movie script.
But don’t forget this is just a theatrical trailer for the real thing – I saved the best for the podcast!
The prologue
EXTERIOR. BOARDWALK BY THE BALTIC SEA. DAWN.
American marketer JEFF ALYTICS (36) is walking with what looks like a drink in his hand. A young couple coming his way notices that he talks to himself and crosses the street. When we close up on JEFF we see that he’s actually holding an iPhone, taking voice ‘notes’ for his upcoming podcast.
JEFF
We’re just south of the land of the midnight sun. Three days from the longest day of the year. Sun sets an hour before midnight, but it never actually goes down. There was a red hue at the horizon up until a moment ago when the sun started to rise again. For the record it’s 2:30 am. Don’t know if it’s the beer or the latitude but my head is spinning with ideas. So I’m just gonna record them randomly here and then I’ll turn them into a podcast tomorrow. I hope Uros makes something meaningful out of this.
1) The importance of storytelling
INTERIOR. HOTEL ROOM. NIGHT.
JEFF is standing by the table and gives an improvised presentation to his wife the LUDDITE who is sitting across the room acting as the audience. He is just wrapping up his speech as we enter the scene.
JEFF
..So I hope you liked my attribution presentation. Any questions?
LUDDITE (frowning)
I think the whole thing sucks.
JEFF
What?!?
LUDDITE
Don’t take it personally. When you started I have no idea what attribution was. To be honest, I still don’t.
JEFF (shaking his head)
You know what? I’m actually not even mad, because you’re RIGHT. When I look at it from your perspective, it makes perfect sense. I was only addressing myself in the presentation, not someone who is just learning.
LUDDITE
Here’s what you should do: forget about the crowd and the conference and give me an attribution example from our own, real life experience. Even better, think of the most interesting example from our two year, out-of-the-suitcase life which can be used to explain attribution. That way you’ll conquer their attention right at the beginning. Weave in a story right at start. Everyone can relate to stories!
JEFF (jaw dropped)
Who are you and what did you do with my wife?
Editors note: When asked whether she wanted to be called LUDDITE or NEOPHYTE, Jeff’s wife said “I think that LUDDITE is funnier.”
2) Know your audience
INTERIOR. CONFERENCE CALL. DAY.
Young JEFF is sitting at his desk while a mid-aged female TEACHER, is lecturing him via Skype. She wears reading glasses and dictates a text from a huge book. Jeff takes notes, word for word.
TEACHER
Every presentation is an opportunity to sell.
