605: Before You Ask for Something, Do This First w/ Adam Vazquez

ABOUT THIS EPISODE

In this episode we talk to Adam Vazquez, Co-Founder at Strafire Media.

LinkedIn: https://www.linkedin.com/in/adamvazquez/

A relationship with the right referralpartner could be a game changer for any B to be company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcastinvite potential referral partners to be guess on your show and grow yourreferral network faster than ever learn more at sweetfish media dtcom, you're listening to the Beta, be growth,show a potcast dedicated to help. I bee to be executives achieve explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carburry and I'mJonathan Green. Let's get into the show, welcome back to the beauty by growthshow. We are here today with Adam Vascez Heis, the cofounder at strapiremedia he's also, the host of the start up show Adam how you doing today, butsome guys thinks for having me excited to be her with you guys. Thank you Adam.So we're going to be talking about the power of ask today as K for those this listening,that that thought I just coss before we get into that Adam I'd leve for you totell us a little bit about Straffir, media and and your pod Casto start upshelf yeah. That K makes all the difference O thereyeah so strif our media. We area BB marketing company. We work primarily with B T B organizations increating digital content with th video websites, really whatever whatever it is. Forthat particular client. We don't do potcast I'll leave that to Eugene, butwe work with a number of companies across manufacturing distribution, tech,etcetera and just try to figure out how to get them further, get theircustomers further up the funnel and and create new business for them, and thenthe startup show is kind of a marketing device and a a tool. Borrowing fromfrom you guys s playbook that we've developed over the past six to eight months or so, and it's aweekly. You know odcast in which we sit...

...down with starters, enfreneurspoliticians, really anyone who has started and grown something to to somescale and just ask them questions about their journey in and doing so. I loveit. I love it so so Adam we're going to be focusing on the power of ask todaybut like you, you had mentioned offline sothat. It's it's a little bitmisleading, because the first thing that you wanted to talk about was theimportance of actually giving first before you ask for anything. This issomething I'm super passionate about, but can you expand on that idea? Forsyeah. I think I think when we initially talked the power of ass with somethingthat just popped Inon my head, but as I was thinking through, you know sometalking points for today. It just sort of dawned on me that every time I havemade an asker have have, you know, gone an and conquered the fear and made abig request. It's come subsequent to giving a a good amount. I'll just usethe example of how we got connected James, and it's had Gary Vanerchuck onthe startoff. Show and Um Gary is, I used to work for him, he's a good guy,good mentoor to me, but M, obviously very, very busy and h. You know noteasy to to nail down for a potgast eat out, as you know yet, and so when hecame tome to ask him hey, you know I'd love to have you on the show, ratherthan just sending him an email and saying I've got this show, and it wouldbe great if you could come on as a guest. You know that was right aroundwhen he was launching his shoe with with K Swiss, and so I had taken thetime you know six months prior to build an audience on. The startup show to Mget a lot of people who are nrprinarily minded and interested in that sort ofthing. Listening to the show- and so I was able to say, Hey, you now wouldlove to have you on the show specifically because I know you'reyou're trying to sell out your shoes in forty eight hours and I can help youmake a small dent in selling those shoes over that forty eight hour window.By give you access to my small but very...

...loyal, podcast audience Eah, and sojust giving that very specific value point. You know what I mean and Reating that, as opposed to just asking yeah, I think giving is s is a key partto the ask. I see it all the time an I I I think I've got two or threeconnection requests sitting an linkin right now, because I I wrote an articleearlier this year about twenty seven marketing conferences that you shouldbe attending and I published it in my n in postcolumn and you know multipletimes a week. I get people emailing me or asking me on Linden. Hey you know,would love for you to feature our conference in that article and it justto me it's so baffling to me that you would be so audacious to not know me atall. But ask me to like add your conference to this list and if you readthe post at all, you'd know that I didn't come up with those conferences.It was based on a Linkon Post that I note that, where I I curiated thoseanswers from my network to say, hey one of the best marketing compeces you'vebeen to I'm going to put this into an article, and so you coming to me andsaying: Hey: Can I put this in there? It doesn't even make sense for thecontexts of the article because it Woig't be true to it, because you,somebody else, didn't recommend the conference on your behalf in in thatpost, and so no I'm not going to put it in there. But to me it seems like aslam dunk for them to come to me at it would be much more effective if theysaid hey, Janes, we're trying to fill speakers for next year's event. We'dlove for you to speak and engage me in that way, because that's actuallybenificial to me and then, Oh, you know wewuld love for you to now. I have areason to want to put that conference in the article B'cause I'm going to bespeaking at it and so tha that to me just seems like such low hanging fruit,but I it also validates that it is a mindset that is just lost on a lot ofpeople. They they don't have. They have zero shame in asking without givinganything up front and it really just gets you ignored. I have yet had ihaveyet to add anyone to to that to that...

...list because of it, and- and so I D- II totally agree on you know- I think we're very like minded in that way.Yeah it's it's a symptom, sorto J, it it's just a symptom that you see evenin more broad marketing. Like I was talking yesterday, W with Jason Zoocame on the podcast and something that he pointed out was that you know fiveto seven years ago, the things they were doing in social media and andcontent and podcasting. The reason they were valuable was because they weredifferent, ind, transparent and and frankly, just valued, giving yeahweren't. There was no expectation and now a lot of the ways that companieslook at that type of thing, even outreach like 'cause. I I respect themove of of in boxing direct messaging someone and say hey. I have somethingthat I think you know you would find valuant like that person did to you onLington yeah th. The mistake is forgetting the human element, which islike the whole point anyway, so yeah totally totaly interesting where itcomes yeah. I respect the moving that you're trying to accomplish a goal inyou're in you're you're, reaching out an your askingbut. The only person thatgets value out of me. Putting you in that article is you, like IIT's, makingme do more work 'cause. I have to go back and edit the article and I getnothing out of it, so I was totally transactional it. Just it just makes nosense to come to the table with a pure ask that has no benefit to mewhatsoever. It just doesn't make any logical sense, and so hopefully,through this show and like the stuff that I'm putting out on Linkon, it willstart to recalibrate the way that people think about this and obviouslygary being a huge proponent, you being a proponent for this mindset, hopefullythe more people that are out there talking about v kind of a value. Firstmentality well UTART, to see the tides turning because it it it. It definitelyneeds to change y. u you mention something earlier Atam that wasinteresting to me. You talked about and of overcoming the fear, which isactually the next thing I wanted to talk to you about. You said you knowand beat a c. There seems to be no fear...

...in asking, but with B T B there. Thereis this fear of aside from the folks that we were justtalking about to have no shame n inboxing me asking me to put theirtheir conference in my list, but talk to us about overcoming that fear. Whydo you think that fear is there yeah? I think it's interesting. Even in thatexample, the time that that person didn't ha have fear was when they sawyou as a person that could offer them value and so they're like okay, I'mjust going to pounce on this and and yeah I mean there's, there's a billionthings wrong with that yd. I think on the the the question of overcoming fearand beed to be marketing. I just think sometimes we lose sight of the factthat we're just still dealing with people it can be to see it's so obvious.Okay, I'm selling this to a mother who is needs diapers, and so you know I Ican tell her hey our diapers are the best and give us a try and and try thiscoupon er, whatever yeah. I S might be and Abe to see a lot of times intalking with clients. Folks, are you know view the the S and B TC as likethis faceless conglomerate that is just looking to eat you and and destroy yourbusiness 'cause? They only care about numbers, and that's definitely true,but I think m more often times than not. It's still just people sitting at theircomputer or swiping through facebook who who are making these BTC decisionsa lot of Timesye and more so now than ever like the the old schoolmanufacturing businesses, a lot of which are my clients have found thattheir environment has completely changed and they can't roll on oldrelationships or whatever they have to deal with twenty nine year oldprocurement managers. And so I guess just keeping that in mind as yourcrating content as you're, going about essentially asking for the opportunitysto sell, is that the content that you make going back to value should offersome value of front, but don't be afraid that to do something, creativeor different, or to reach out in a DM or or whatever as a different tactic.Even though it's not a direct...

...transactional sale, because there'sstill somebody else at the other end of that message, a lot of t. What? What doyou think the balance is? You know I've heard Gary talk about how he wishesthat he would have added a few more jabs into the title of his Book Cab,Job Jafper, I o, because he just he just believes that giving more than youtake is yeah fundamental to to his own success. Is there acadence that youfound? Where do you think people can strict that balance of giving, but thenalso asking mm? I mean for me, and I probably err on the like the fact thatI even brought up fear as a talking point for this podcasses. I probablyerr on being too afraid to ask Delli ever and so I'll often do things. For instance, TeStart up show you know we. We created that as a value point and it somethingto give our community and to to build a community around without really totallyunderstanding how it was ever going to come back to us, and you know we hadsome ideas of who are audiences, and I know we'll talk about that in a second.But ultimately it was just like we felt like this was something we needed to doand to to create- and you know hopefully it will. There will be anopportunity for us to benefit as well over time, and I link some. You know I I totally get peoplewho work for big companies or for you can't just be altruistic and be likeyeah, I'm going to do this great thing and don't worry boss, it's going tocome back to us, but I do think that you know, even in the way that we hsell and in the way that we service our customers. Just just setting that number aside- and Idon't have a cadence for you per se, but just really focusing on that humanelement. I I've said the word human too many times as like its just a something that's lostand something that you know as marketers and as as leaders on thedigital forefront. We we are the ones to bring that back 'cause, he ae theones pushing digitals well got it. So this last thing we're going to talkabout Adam. Is this idea of reverse...

...engineering? What you want? I was justtalking to a young guy today, at lunch and Hewas like yeah, I've heard Garytalk about Reversian Engineering, but what does that actually mean from yourperspective? Adam? What does it look like to reverse engineer the resultsthat you want? Yeah? I think Y O veverse engineers like a fun way to sayit. I think it's really just thinking about the outcome or t the businessbenefit prior to doing things so y there's just such an emphasis today ongo, do go, execute, go, try, go fail and I agree a thousand percent with allof that. But I think in in our effort to grow social followings and to youknow, carve out a space of the internet or whatever for ourselves in order toto create a business. We forget the business now so you know for, for us,reverse engineering. The STARTU show, for our actual business looks like having conversations creating contentthat listen, startup show is kind of a misnomer because our content, althoughit's relevant for startups, it's not actually mostly consumed by people whoare who are executing in a startup environment. Most of them are workingfor businesses working as marketers working in in on growth teams and areinterested in the content or the culture or the ideas that come out ofstartups and so listening to arpod cast is is helpful for them because they getto hear from mentrepronours who have built businesses and things like that.But ultimately the audience is our customer. You know at the end of theday and so yeah, I guess not just creating for the sake of creating, Imean you can and that's that's art and that's a hobby for a lot of us. But ifit's, if it's in this idea of how can we grow, how can we use asking andgiving in order to grow our businesses just make sure you know what you'reactually asking for yeah righ or no, I I think, that's you know. I, I thinkthat's a mistake that so many people make no friend of mine and my businesspartner in another business, Stephen mackey. I was actually interviewing himthis morning and he said you don't have...

...to be popular to be profitable man. Hewas done. Six figures in revenue in the first six months of his business andwe'll be on is on track to do a quarter million in the first year, which iscrazy to me, but he was he reverse engineered exactly what he wanted tohappen. He knew that he was selling a video based character, developmentcurriculum to high school coaches and athletic directors, and so he reversedengineered and said. Okay, I'm going to start a poncast called coach, threesixty where I'm going to interview, coaches and athletic directors on myshow and built one ton one relationships and then I'm going to putout content on twitter every single day, that's relevant to coaches and athleticdirectors. Then 'me going to engage in twinter chaps that they're, wherethey're involved, and so he does, he doesn't need a hundred thousandfollowers he's built a six figure business on t on the back of being verytargeted and extremely focused on exactly who he knows, can pay him money,and so the same in your case, knowing hey we're we're we're doing things thatwe know are going to put us in front of the exact type of people that can buyour thing and and that's what matters like the followr accounts and stuff aregreat, but you I' just love that saying you don't need to be popular to beprofitable. It's been resonating with me ever ever since this morning and-and I think what you're saying is- is completely incongroence with that Adam.I I want to close the interview with with one last question, toallowourlisteners, to get to know you O on a little bit deeper level. What would yousay is the legacy that you want to leave yeah. I was really scared. When Isaw this one come through TSI'm not going to overthink it yeah, I mean if Ihave any legacy at all that people remember like that, is that's great andI'll be superonored by it. I think that what I'm going through right now, I'mvery new to this m. You know, like we talked about earlier nine months, anYand so M. I think legacy is something to look at down the road, but I justwould love to be somebody who can offer some guide post to the nextperson who who's looking to pursue th the dream. Whatever that is and Um youknow. I think the show is doing that n...

...a lot of cases and the business isdoing that for some for some older companies that are trying to expand inthe way that they think and it's pretty cool to see. People Becan do achievethings that they didn't think were were possible and that's that's a fun thingto be a part of. I love it Adam. If, if somebody listening to this ones to stayconnected with you, they want to learn more about straffoor media or thestartup show. What's the best way for them to go about doinat yeah, they canfallow me on twitter at ANABACASV, U Ez or I'm always happy to just email withpeople. I like to email, Adam at strafire, str a ir e Dot, Co Osm, AdamWLL! Thank you so much fer your time today Ma an this is been Awso. Nextcane really appreciate it. If you'RE ABE TO BE MARKETER, we wantto feature you on sits like Poffinton, post, social media Examar and chiefMarke. Every week we send down a question related to be to be marketing.We use the responses to those questions to fuel the content. We write forreally popular websites to en over Tho sweetfish media, dotcom, baxlastquestions and sign up today. Thank you so much for listening until next time.

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