0:00:00 Jemimah Ashleigh: I’ve been trying and you know, I’ve been tested.
0:00:06 B: Welcome to the Friends in Business podcast with your hosts, Ben Wright and Jemima Ashley. Ben, known as the sales strategist, and Jemima, our resident visibility expert, are here to share their wealth of knowledge and experience with a little fun along the way. Whether you’re a leader, entrepreneur, or aspiring business owner, this is the podcast where we share everything we know about business to help you succeed.
0:00:31 B: Let’s get started. Welcome to the Friends in Business podcast.
0:00:43 Jemimah Ashleigh: Ben, we’re back.
0:00:45 Ben Wright: Hello. Good morning.
0:00:46 Jemimah Ashleigh: How are you?
0:00:47 Ben Wright: Excellent. Very, very happy. Little bit weary today. I don’t know why, I think it’s just sometimes all that exercise gets the better of me, but intellectually, I’m firing and ready to go.
0:00:56 Jemimah Ashleigh: Gosh, that’s an ambitious way to start a podcast. I love that. Let’s talk about you being a bit tired though. Any reason? I reckon you had some big wins.
0:01:05 Ben Wright: Oh, well, right now I’m actually on the grindstone. I am relearning how to ride and cycle. I’m getting back into triathlons.
0:01:14 Jemimah Ashleigh: You just fell off your bike? Pretty.
0:01:16 Ben Wright: I did. I did have an accident and it has hurt and I have got some stitches and some whiplash and some bursitis. I think I’ve been told, yes, I’ve got a little short recovery ahead of me, but I’m getting back into triathlons. Yes.
0:01:28 Jemimah Ashleigh: Great. And you just actually want to like, don’t. Let’s not fly this down a little bit because you had a big win a few weeks ago.
0:01:35 Ben Wright: Well, it was a few months ago now. Yeah, look, I spent last year doing something a little bit life less ordinary if you like. I went and started to do lots of Aquathons, so they’re run, swim, run races and I guess I went as hard as I could and thought I’d see how far I could go with it and had a good year.
0:01:51 Jemimah Ashleigh: I feel like you won a pretty big championship medal for that. Was there not like a big trophy? I do remember getting some photos from your wife going, ben did something great.
0:01:59 Ben Wright: Well, look, everything I say, it’s amateur. Everything I do is amateur. But yeah, I did. I was lucky enough to go like you got to qualify through and those in the sport will know that, you know, you train just as hard regardless, but sometimes having something extra to go for, even be it at an amateur level is something cool. So, yeah, we went to the world champs for Aquathon, so they have age group world champs. So for 40 to 44 year olds, I ran Around. Yeah. Had a crack for 40 minutes.
0:02:22 Jemimah Ashleigh: Yeah, yeah. And that crack that you had, if I’ve remember correctly from the text messages I received, you came first in that you were actually the world champion in that situation. Would that be factually correct?
0:02:34 Ben Wright: Yeah. Yes. As I look for words to avoid this conversation.
0:02:37 Jemimah Ashleigh: Oh, I knew what I wanted to talk about today and I feel like I’ve nailed it.
0:02:41 Ben Wright: Yes, I did have a good day.
0:02:43 Jemimah Ashleigh: So you came first? If I was to say that in an appropriate way.
0:02:47 Ben Wright: Yeah, I did. And I had, I was lucky. I had some great help, a guy called Mitch Cunningham up here.
0:02:52 Jemimah Ashleigh: Which obviously he ran the race for you, so you didn’t have to run that. Is that right?
0:02:55 Ben Wright: Well, yeah, he’s 15 years younger than me. He’s blonde hair, so he looks a lot like me.
0:02:59 Jemimah Ashleigh: So he’s crossed the line.
0:03:00 Ben Wright: Yeah.
0:03:01 Jemimah Ashleigh: I actually saw the photos afterwards and I can guarantee it was you, but you.
0:03:04 Ben Wright: Yeah, yeah, yeah, yeah. And look, it felt really good because I had to work bloody hard at it. I wouldn’t describe myself as a naturally talented athlete, but I would say I’ve got a really bloody good work ethic. And in fact, I’d say I’m. I’m almost, you know, it’s almost my superpower, right, is being able to work hard. But yeah, it felt really good. You. He got, you know, got Australian uniform and I got a gold medal and there was a podium, actually, I got drug tested. You’ve spoken about drug testing. Yeah, it was three hours it took me to get the sample out. So, yeah, really, really pleased. Yeah, it’s strange, right, because it’s only a 32 minute race, but.32 minute race in Townsville, it happened to be in Australia this year in waters where they often see crocodiles and people don’t swim. Right. It’s funny how they don’t swim here, but we’ll go and throw, you know, a few hundred people into this bit of murky water and weight of numbers will scare them off.
0:03:54 Jemimah Ashleigh: Do you know what the official term for that is?
0:03:57 Ben Wright: I was going to say, what do you call when you throw bait out? Burley
Jemimah Ashleigh: Buffet. A buffet.
Ben Wright: Very good. I like that. Well, yes, I was out the front, so I was the first part of the buffet. When everyone’s most hungry, right? Yeah. You know, they take all the stuff in the very first part of the line, everyone gets the bread and you regret it once you get to the end. And it’s the meat and the good stuff at the end.
So. Yeah, thank you for asking. It was one of the prouder moments of my life because I had to work so unbelievably hard to get to that level. And you know, a lot of, not a lot of. I wouldn’t say sacrifice, but I was tired for months and months, training hard.
0:04:31 Jemimah Ashleigh: I was also watching this from, you know, when I was here for recording. Obviously we recorded your place in Noosa. When we would have telephone discussions, there’d be meeting times. You’re like, I just can’t do that time. I’ve got this scheduled swimming, I’ve got this on, I’ve got that. It’s a pretty absorbed a lot of your life for a period of time there.
0:04:50 Ben Wright: Yeah. And look, compared to people who do Ironman triathlons, compared to elite athletes who give their life up, it certainly wasn’t at that level. But yeah, I had to. I was watching what I ate, when I ate, how much I ate, how much I drank, what I did outside of training. But sometimes to get good at what you want to get good at, you’ve got to be able to sacrifice that stuff.
0:05:11 Jemimah Ashleigh: And I think really what we’re going to talk about today is about that expertise part and about the thing that you’re an expert in sometimes is earned more than given to you, but also how we can get really clear about what we’re an expert in and what we want to be known really for being an expert in.
0:05:31 Jemimah Ashleigh: Would you consider yourself an expert in aquathlons now?
0:05:35 Ben Wright: Yes. It’s such a relative question. So if you rephrase that. If you rephrase that and you said if you compared yourself to non professional athletes around your age, I’d have to say yes. If you said, am I an expert compared to all comers? I’d have to say no because the elite athletes and the younger athletes are a step ahead of me, so very much relative.
0:06:02 Jemimah Ashleigh: But you are in the 1% of the population, if not more. Minute that 1 has been there, 2 participated and 3 knows exactly the requirements, what you would need to do to get there, the training required. You would absolutely be, to a layperson, an expert in this.
0:06:20 Ben Wright: If you compare me to the entire global population, yeah. I’d be surprised if I wasn’t in the top 1%. Right.
0:06:26 Jemimah Ashleigh: 0.1%, probably.
0:06:28 Ben Wright: Right. Right. Well, either way, yeah. Yeah. Okay. Fair call.
0:06:32 Jemimah Ashleigh: And again, the Noosa population is a unique one as every single person here is running a triathlon at the moment.
0:06:39 Ben Wright: There’s a lot of fit units running around up here. Yeah, yeah. Male, female, young. Yeah, Some amazing athletes. In fact, I put a Post out the other week, I got really pissed off about some of the comparisons between male and female athletes. I just thought female athletes were getting a real rough time. And it was actually the highest viewed post I’ve ever put out there. And it was the first time I put Amali up on a post. It was probably the last time I put her up on a post. But I was just sick of people being classified as male or female athletes. Right. You’re an athlete, so, yeah. Anyway, we digress. So, okay, so 10 ways to know if you’re an expert.
0:07:13 Jemimah Ashleigh: I’m going to teach you how to actually come up with your 10 things today to get really specific on that. Because this is something I see all the time, Ben. And like, I know you see this as well. There’s so many companies, you probably work with more companies that talk about what their experts in on a daily basis Electricity, selling cars, the sales, the things they’re selling,
0:07:34 Ben Wright: Yeah, I do electricity, selling cars, the sales, the things they’re selling, their healthcare, finance, plumbing, electrical, any of those stuff.
0:07:37 Jemimah Ashleigh: Yeah, if we got a leap. And this is. And this is like an epidemic that I see all the time with business owners. They fail to recognize that they’re expert in their own industry and particularly what they’re doing. So recently I started working with an electrician and one of the things I got him to do was explain in depth to me how to install a light switch. Ben, I’ve got a question for you. Could you install a light switch?
0:08:04 Ben Wright: Oh, this is a tough one.
0:08:06 Jemimah Ashleigh: Could you? Could you?
0:08:07 Ben Wright: Oh, no. Could I? Yes. Because I’ve got a pretty strong background through renewables and electrical and so forth. Yeah.
0:08:14 Jemimah Ashleigh: Could you name every product that you would need for that? Great. No, I would start a small house fire. You might have a shot of it. We shouldn’t do that. Let me be very clear. This is a hypothetical situation, but the trained electrician who I’m now coaching at the moment to get more visibility and media in the business, they are the absolute person you should be chatting to. He had an impossible time trying to explain that the basic thing that he does to other people.
0:08:46 Jemimah Ashleigh: And this is something I am seeing again and again. So today I’m actually going to walk everyone through and potentially you an exercise to help you build out the expertise that’s in your business so you can start telling other people about it.
0:08:59 Ben Wright: Great. Ten things. Let’s do it.
0:09:01 Jemimah Ashleigh: All right, let’s go. Number one. I want you to get very, very clear about what problem that you solve.
0:09:10 Ben Wright: Okay. Problem you solve. And that could also include opportunity to take advantage of or you want to stick focus on just problem.
0:09:17 Jemimah Ashleigh: Just focusing on the problem right now.
0:09:18 Ben Wright: Alright. The problem that you solve. Are we going to have a running example of what the industry might be here?
0:09:22 Jemimah Ashleigh: Well, I’m actually going to get you to answer the question. Question. So for you, what problem do you solve?
0:09:26 Ben Wright: For me I could do lots here. Let’s get quite niche in terms of one area.
0:09:31 Jemimah Ashleigh: I want to get you really broad actually I want to take you up really high level.
0:09:34 Ben Wright: Okay.
0:09:35 Jemimah Ashleigh: Because you provide sales skills.
0:09:37 Ben Wright: Yeah, yeah. Okay. So sales growth.
0:09:39 Jemimah Ashleigh: Great. Amazing.
0:09:40 Ben Wright: How to get sales growth.
0:09:42 Jemimah Ashleigh: Yeah. Here’s my next question for you. Who do you solve that problem for?
0:09:48 Ben Wright: So absolutely, sales leaders is the prime group of people that I work with. But that would extend to business owners and to sales individuals.
0:09:58 Jemimah Ashleigh: Amazing. So we know that Ben, in this scenario you provide sales skills and sales growth and financial growth opportunities for businesses that your main person that you’re talking to are sales experts. Sales trainers.
0:10:14 Ben Wright: Sales or business leaders are my main people.
0:10:16 Jemimah Ashleigh: Business leaders inside businesses and companies.
0:10:18 Ben Wright: Yeah.
0:10:19 Jemimah Ashleigh: Great. And they work for historically what kind of industries do you work for?
0:10:23 Ben Wright: Oh, so I do a lot around healthcare.
0:10:25 Jemimah Ashleigh: Yes.
0:10:26 Ben Wright: I do a lot around renewables.
0:10:27 Jemimah Ashleigh: Yes.
0:10:28 Ben Wright: I do a lot around blue collar electrical, plumbing, painting.
0:10:32 Jemimah Ashleigh: You could put in the light switch. We’re not going to make you
0:10:33 Ben Wright: Right. Yeah. A lot around services. So mortgage broking, those type of things. And, and a lot of product FMCG style.
0:10:41 Jemimah Ashleigh: Those are the ones that you like working for?
0:10:42 Ben Wright: Yeah.
0:10:43 Jemimah Ashleigh: Great.
0:10:43 Ben Wright: Yeah.
0:10:44 Jemimah Ashleigh: So straight away, instead of anyone being our client or potentially anyone we could work with, we’re now niching this down a little bit. The only thing we’re really solving is sales. We’re not gonna get distracted by that. And we’ll talk about distractions in a minute. Cause this is a big issue that I have, particularly when you start doing media and awards. But if you get really clear about what problem you solve, who we solve those problem for and the next question I always love asking at that point is where are those people? How do we find these people? Where are those people spending time and money?
0:11:16 Ben Wright: Okay, so you want me to answer that one? So those people are spending time and money. Well, they spend time with their customers.
0:11:21 Jemimah Ashleigh: They do. But I want to go a little bit away from just the dated activity. I want to talk about this from the perspective and running everyone through this lens of what media outlets are they listening to, what conferences are they attending.
0:11:35 Ben Wright: Yeah, yeah.
0:11:36 Jemimah Ashleigh: Where is their attention? So social media. And I’m going to talk about attention economy.
0:11:40 Ben Wright: Okay. So if we’re looking in those lenses. My customers, my ideal customers would be spending their time on LinkedIn.
0:11:47 Jemimah Ashleigh: Great. So that’s our social media platform that we need to be prioritizing. Now, does that mean then that they’re not only. They’re not on Facebook or they’re not on Instagram or TikTok?
0:11:56 Ben Wright: No, I think they’re spending their time on LinkedIn and networking. They’d be the two areas.
0:11:59 Jemimah Ashleigh: They are on Facebook, they are on Instagram. You should have platforms on that for sure.
0:12:03 Ben Wright: Yeah, yeah.
0:12:04 Jemimah Ashleigh: But what’s really important here is that you understand what LinkedIn’s a priority.
0:12:08 Ben Wright: Yeah, got it.
0:12:09 Jemimah Ashleigh: It makes sense.
0:12:10 Ben Wright: Yeah.
0:12:10 Jemimah Ashleigh: So tell me about the media that they’re likely reading already. Okay, so tv, they’re watching podcast. Other than the Friends in Business podcast, they’re probably listening to.
0:12:22 Ben Wright: Yeah. So I think from a podcast point of view, they’re going to have their own personal preferences around crime and so forth, but at a business lens level, they are going to be listening to podcasts around sales and leadership growth. Yes, I think you’re going to be there two areas. So something like probably listening to leadership.
0:12:41 Jemimah Ashleigh: Podcasts, how to grow and expand a business. If they’re the CEO, like, remember, CEO is making the decisions. CFOs are making decisions here.
0:12:48 Ben Wright: Yeah, that’s who we’re also chatting. Yeah. What type of mainstream media? I think that for me, they’re definitely looking through online news outlets. So is it finance? You know, financial, AFR More senior leaders at a sales level. I’ve actually found that their media attention is generally pretty fragmented. There’s nothing in particular.
0:13:07 Jemimah Ashleigh: So what we then start to do, if we can’t really drill that down, one thing we might do is look at what their habits are. Are your people traveling? Are they likely traveling?
0:13:14 Ben Wright: Yeah, most of them travel.
0:13:15 Jemimah Ashleigh: Great. Qantas magazine is now your new best friend.
0:13:18 Ben Wright: Right.
0:13:18 Jemimah Ashleigh: Because there’s not much to do in those lounges and they always give you the Qantas magazine. And when you get onto a flight, it’s always there. This is not a bad place for you to be looking at what podcasts I would be going and looking at what Qantas is currently offering as their podcast on their apps. Because if you’ve got two hours and you haven’t downloaded anything, you’ve now got a podcast that you can listen to. not be the expert on that one? So what we want to start doing is first thing we want to do is get down. What problem do we solve? Who do we solve that problem for? And Getting really specific and then figuring out where they’re spending time and money. We know for yours LinkedIn. We know the types of magazines, we know the places that they’re going to be traveling to. We can know how to target them. My next question to you is this. Once we’ve established this, what we next need to do is figure out what we’re going to start communicating with that audience about.
0:14:10 Ben Wright: Right.
0:14:12 Jemimah Ashleigh: One of the things that you’re an expert in are Aquathons. My question to you is this. Do your CEOs and the sales leaders and team leaders here care about that?
0:14:24 Ben Wright: No.
0:14:24 Jemimah Ashleigh: Why not?
0:14:25 Ben Wright: Because it’s quite a unique sport.
0:14:27 Jemimah Ashleigh: Absolutely. Now, would one of them potentially care about it?
0:14:32 Ben Wright: Yeah, potentially, yeah.
0:14:34 Jemimah Ashleigh: But is your time and energy best spent speaking about that or could we find other things to put on LinkedIn into Entrepreneur AFR these podcasts?
0:14:44 Ben Wright: I think I would have a very slow growing business if my LinkedIn posts were around Aquathons, maybe a broader piece around health and fitness. There’s something else to talk about there, but certainly I need to be talking about different things than running and swimming.
0:14:56 Jemimah Ashleigh: And you would be shocked about the amount of companies particularly that we speak to, that have no clear, definitive goals and communication around the tools that they’re going to be speaking about.
0:15:08 Ben Wright: Right.
0:15:09 Jemimah Ashleigh: It is shocking to me. So I’m going to give you, literally, companies pay very good money for me to sit down and explain this to them. This is my advice for this one. Ben, would you like to do the 10 things now?
0:15:21 Ben Wright: Yeah, let’s go for it.
0:15:22 Jemimah Ashleigh: Let’s go for it.
0:15:22 Ben Wright: I think we’re halfway through, aren’t we?
0:15:23 Jemimah Ashleigh: We are basically halfway through our 10 things is what we do is we draw a big circle on a piece of paper and we put Ben right in the middle. And all of our work is obviously only centralized around you, so you do not replace it with your own name. Just kidding. Put yourself in there. We’re then to the side of that we’re going to put down our business name. So for me it’s Jemimah Ashley. And then we have the Visibility Lab. And off that I am going to draw 10 little lines on each of those. 10 off Jemimah Ashley, 10 off the visibility Lab. And I’m going to write down the only things that I am allowed to speak about. I’m going to put down. Jemimah will want to talk about awards, social media, pr. My business will want to talk about these too, so we can draw additional arms across. We absolutely will share some stuff, but Jemimah has some Pretty good history in law enforcement, as we know from last episode where I talked about true crime. This is something Jemimah Ashley is quite passionate about and is building a little side hustle about at the moment. Over here. Jemimah Ashley will talk about this. What we have to do is get very clear about what those are for achieve businesses, for yourself being a business and a personal brand and also your own company. Because what will inevitably happen as you grow and scale, you’re going to have additional opportunities turn up.
0:16:43 Ben Wright: Of course, too many opportunities that come my way than I can handle.
0:16:46 Jemimah Ashleigh: Yeah. This here, once you’ve done this activity, so going through what problem you solve, that’s really going to help get that down for you. It’s going to be sales. What else do you teach? Leadership skills. You teach about the gold coins, you.
0:16:58 Ben Wright: Teach about change management, sales process, measurement, metrics, celebrations.
0:17:02 Jemimah Ashleigh: Putting all your stuff out.
0:17:03 Ben Wright: Yeah.
0:17:04 Jemimah Ashleigh: Once we have on each of those about 10 things and there’ll be some real crossover. Do you know what we’ve also given you? That’s your social media plan, that’s your blog plan. You have about 20 things sitting on those circles.
0:17:19 Ben Wright: 20 or 10 or 10 to 20.
0:17:20 Jemimah Ashleigh: 0r 10 to 20 Depending on how many. So we’ll have some crossover. We call it the 10 things. Most people write about 15.
0:17:25 Ben Wright: Right.
0:17:25 Jemimah Ashleigh: We want to push you a bit.
0:17:27 Ben Wright: So the number isn’t critical. Right. But we just need to write down the key things that we’re going to talk about and stop somebody. Well, I look, for me, I’d say let’s put a hard stop at 10. Well, that would be my way of looking at this. And then if I go to 11 or 12, not the end of the world, but if I say 10 to 20, I might end up with 30.
0:17:45 Jemimah Ashleigh: Yeah. So if you have, you know, for one of ours, might be social media, I would talk about LinkedIn being one of my social media aspects and I could write a whole blog about how LinkedIn can help your visibility and your business and build your personal brand. And I’m always going to bring it back. So for you, your 10 things, we’ll just call it the 10 things. The 10 things that you’ve written that becomes your social media blueprint. If you deviate from that, you really have to start questioning why you’re deviating.
0:18:11 Ben Wright: Right.
0:18:11 Jemimah Ashleigh: So now we have the parameters about where we’re playing.
0:18:15 Ben Wright: Yeah. Focus.
0:18:16 Jemimah Ashleigh: Completely focus. Because while we care about the Aquathon and we love that you love that, we have to bring it back to these things. And you nailed it perfectly. Because I can guarantee that one of Ben Wright’s things is health and fitness, that that is really going to impact your mental health.
0:18:32 Ben Wright: I do talk around it. If you want to show up with a fit and healthy team, you’ve got to be able to show up fit and healthy yourself.
0:18:38 Jemimah Ashleigh: Absolutely. So you have this situation where you have to have that swing across. This makes a lot of sense how we can bring in the Aquathon to talk about this stuff. What we see and tend to see is people ad hoching their thought leadership here. Everything that you’re creating in this list of 10 things is all thought leadership pieces. It’s your blogs, it’s your social media, it’s what the media is going to come and eventually talk to you about. It’s when you get down the rabbit warren of starting to apply for source bottles, you’re not getting distracted. Do you have a favorite holiday destination?
0:19:10 Ben Wright: Well, it used to be Noosa.
0:19:12 Jemimah Ashleigh: Yeah. Great.
0:19:13 Ben Wright: So then we moved here. I would say probably the Italian coastline.
0:19:21 Jemimah Ashleigh: Perfect. Let’s say Amalfi coast might be your favourite place. Place in the world.
0:19:24 Ben Wright: Sure.
0:19:24 Jemimah Ashleigh: We love that.
0:19:25 Ben Wright: Yeah.
0:19:25 Jemimah Ashleigh: I don’t want to see you writing an article about that.
0:19:27 Ben Wright: Yeah.
0:19:28 Jemimah Ashleigh: I want to see you talking about if you want to write about a Melfi because you’re there and you’re feeling inspired about the holiday you just had that you can say this is about health and wellness and making sure that you can have a healthy business that could fund you going on this trip.
0:19:40 Ben Wright: Okay. So actually it’s not so much 10 steps here about how to work out what you’re an expert in. It’s actually about sitting down and writing down those 10 key pieces. Yeah. And then using them to build out your social media content, to build out your blogging, to build out your program structures, to build out how you promote yourself in general as a business. So this is very much at a service level business.
0:20:02 Jemimah Ashleigh: Yes.
0:20:03 Ben Wright: What about if you’re at a product level business? How do the 10 things apply?
0:20:06 Jemimah Ashleigh: What I would absolutely recommend is start to look at the products, the benefits of the products, speaking about the product at an expert level. Because that’s the only person that’s buying that anyway.
0:20:14 Ben Wright: Yeah.
0:20:15 Jemimah Ashleigh: If you’re trying to sell me a dredging tool, I’m not interested. But I tell you what, Steve over Total Tools probably might care more.
0:20:22 Ben Wright: Yeah.
0:20:23 Jemimah Ashleigh: Have a conversation with him. So what we need to do from it from a product based business, we’re talking about how we manufacture. We’re talking about if it’s a creation on site, if There’s a design element. We’re talking about what this is used for, how it’s used, why we recommend it. Testimonials would also go a really long way for that. We’re talking about in that, that leadership and why we should get it from you and not from your competitor.
0:20:47 Ben Wright: Okay, so in a product based business, we’re writing down 10 things. Look, I’m going to add to that. I know this is your show today, but I would really encourage when you’re writing those 10 things down to think about outcomes.
0:20:57 Jemimah Ashleigh: Yes.
0:20:57 Ben Wright: So it’s not necessarily that your product will help you, you know, what was the product you gave there as an example? Your piece?
0:21:05 Jemimah Ashleigh: A trencher.
0:21:05 Ben Wright: A trencher, right. So it’s not about that. You’re. In fact, I have just had to do some trenching at my house.
0:21:11 Jemimah Ashleigh: That’s what I was thinking. I looked out the side and I was like a hole. You should have had a trencher.
0:21:16 Ben Wright: Well, I didn’t. I actually had a trencher come in and the reason that I used the trencher, I wasn’t actually worried about the features and benefits. I was worried about the outcome that it would give me, which is saving myself time so I could then focus on my business. Right. So you’re selling a trencher and if your trencher works a little bit faster than other trenchers in the market, but it perhaps costs a little bit more, you talk about, well, you’re going to spend that extra $20,000 on this trencher. However, it’s going to save your operators out there are going to be able to do it in one hour less for an eight hour job. Right. You’re going to be able to charge the same, but they’re going to get to more jobs. So what, you know, you start to look at your return there rather than I’ve got the fastest trencher on the market.
0:21:54 Jemimah Ashleigh: It’s amazing. We should go that way. I think what’s important here is also that you’re really selling that in here. Is that expertise part. Why are you the expert to go to and just the competitor piece is always going to be huge here. Yep. You can go to us, but we’re also going to pick the phone up if you’ve got an issue.
0:22:12 Ben Wright: Yeah. Okay. So again, that’s an outcome that says, hey, if you have any after sales issues, you know we’re going to be the ones to call. We have a fully stocked customer service team. That’s great. That’s a nice feature and benefit. But the outcome here is when you have issues with your product, your downtime will be reduced. So you’re making more money. Right. So whilst you’re paying more for our product, for example, you’re actually, with the less downtime, you’re earning more.
0:22:32 Jemimah Ashleigh: Right, yeah. So let’s recap that off. So you’re amazing at Aquathons. We know that. We’ve Learned that today. 10 out of 10. Congratulations again. That’s actually really amazing.
0:22:42 Ben Wright: I’m doing my very best to get away from this Aquathon topic.
0:22:44 Jemimah Ashleigh: I know, and I’m really enjoying this moment that I’m making you sit in this for 20 minutes. But my favorite thing about today, Ben, just to recap today, was just getting very clear about what you’re an expert in, because I see businesses do a very poor job of this. And we know inherently the things we’re great at, what we fail to do is communicate it. So we’re going to communicate it through social media, through blog posts, we’re going to communicate it through the types of discussions we’re having, the types of interviews we’re having, the types of podcasts we want to go on.
0:23:14 Jemimah Ashleigh: So what we’re going to do is we’re going to ask, what problem do we solve?
0:23:17 Ben Wright: What problem do we solve?
0:23:18 Jemimah Ashleigh: Who do we solve that problem for?
0:23:20 Ben Wright: Who do we solve that problem for?
0:23:21 Jemimah Ashleigh: Where are those people spending time and money?
0:23:24 Ben Wright: Where are they hanging out?
0:23:25 Jemimah Ashleigh: Yep. So including the social media, magazines, podcasts.
0:23:28 Ben Wright: Yeah.
0:23:29 Jemimah Ashleigh: And we’re going to draw out that. That 10 things, that idea of exactly what we want to be known for as an expert for. And. And we’re going to look at the outcomes that we’re trying to get from that.
0:23:39 Ben Wright: Okay, great problem we solve, who do we solve it for? Where do they hang out? And what are the 10 key messages, outcomes that we can be presenting consistently to show our expertise. Right. So I’m sorry to repeat that again. We jumped around a little bit in that, and sometimes it’s nice to be able to bring that into a concise framework. Right. As we hear Cyclone Alfred in the background here, just starting to gear up in the wind piece. So thank you, Jemimah. That was fantastic. For me, a couple of things to think about, as there always is when you’re open and curious to learning. I hope that everyone listening, there’s some curiosity in there. At the very least, I would say if you’re only gonna act on one thing, it’s Write down the 10 things that you or your business really excels at, focus on the outcomes of those, and start to tailor your content and messaging around it. That is the absolute nugget for me. We’ve gone away from the nuggets. We should get back to those. But any questions, look into the transcript for this one. It’ll be easy to find through the podcast show notes. Otherwise, we’ve been your Friends in Business.
We are going to survive the looming cyclone and we will see you next week.
