Overview:

Dive into the world of innovative B2B strategies with Greg Smith! Using concise 50-60 word scripts and a touch of personalization with handwritten cards, Greg has pioneered the 'zigzag system' that's breaking barriers in the B2B space. Looking to land meetings with elite B2B clients? Greg shares real-world examples that are reshaping industries right now. Plus, get ready for a compelling narrative twist as Greg delves into the story of a non-conforming sparrow. Intrigued? Tune in now to uncover Greg's secrets and the tale of the sparrow, ensuring you leave with actionable insights and a story to remember.

Transcription:

Yes, the first speaker is going to be Greg Smith and he's using 50 to 60 word scripts and outside the box handwritten cards combined with his zigzag system to land appointments with high level B2B clients, including specific examples that are working right now in a range of different industries.

So without further ado, I will hand the reins over to to Mr. Smith and Greg, you should be able to share your screen, et cetera, et cetera, as well. Okay, great. Thanks, Scotty. And apologies to Johan. I presented with Johan the other day, so he's heard a version of this. So, my apologies.

Once upon a time, there was a non conforming sparrow. Turned out that this sparrow lived in the Northern Hemisphere, and he decided not to fly south for the winter. Soon, the little sparrow became so cold that he had to give in. and begin his flight south. Soon, ice formed on the little sparrow's wings. And eventually, with the weight of ice on his wings, he fell and hit the deck in a barnyard.

Just then, while the little sparrow is thinking it is the end, A cow came along and crapped on the little sparrow. Warmed by the manure, he started to sing. Just then, a cat came by, cleared away the manure, and promptly ate him. And the moral to the story is, Not everybody who craps on you is necessarily your enemy.

Not everybody that gets you out of the manure is necessarily your friend. And if you are warm and happy in a pile of shit, keep your mouth shut. And that, that little allegory is not a bad context in my mind for how it is to be in business in a modern context. We are getting crapped on and extricated from the manure and we are dealing with challenges all day, every day with government policies and diseases coming along and changes that just continue to roll through us and over us as entrepreneurs.

So given that that's the case. I'd like to present this morning, the case for doing things a little bit differently. The case for thinking alternatively. And yes, I get it that 50, 60 word scripts are powerful. I'm not sure that that's the value that I can really bring to this group of elite thinkers when it comes to marketing.

So I'm going to share my screen and give some context as to what. Send handwritten is actually up to do we send handwritten wax handwritten by real human beings wax seal mail out in the market into the marketplace. Absolutely. Does that get cut through? Absolutely. But what's the behind the scenes part of that?

What's the rationale? And why does that actually work? And why does it matter now? Scotty, you okay with that? Sounds good. Okay, so I'll share my screen and I will begin.

Imagine what it's like when you walk into a five star establishment. What does that feel like? What does it look like? What's the essence of that space when you walk into a five star establishment? Think hotel, because that's you know, hotels or restaurants are the most commonly categorized businesses that have, you know, a star rating like that.

Imagine then what it would take to go from being five star to being six star and I've done the work on this and there's the proof how to be a six star business was a book that we wrote and published with a bunch of us last year. It turns out that in order to go from 4 star to 5 star and to aspire to being 6 star, it turns out that it is actually the humanity, the essence, the people of that establishment that create the difference between, between something being 4, 5 or 6 star.

Whether we are choosing to build a business. grow a family, build a team, or whether we're aspiring to be six star, these five ingredients I assert need to go into that process. These, this is the business value proposition, if you like, the value system that underpins what Send Handwritten is up to. First step is that we actually need to give a rat.

In terms of the allegory, we've got to give a shit. Caring or being empathetic is about thinking from the outside in, not the inside out. And the story that best expresses my experience of this is that in, in 1992, I stood in a paddock in the Northern Rivers here in Australia. It was a three and a half thousand acre paddock that was partly farmed, partly reforested and partly natural forest.

And I dreamt up What became a leading Australian outdoor education center where 200 BBC boys, Brisbane boy college kids would turn up year 10 boys roughers all get out on a Monday morning and 10 years, 10 days over there after bushwalking and mountain biking and canoe touring and abseiling and high roping and all of that stuff over there was a big white carrot with a steering wheel at the finish point, very successful business.

When I sold that business 20 years later in 2012, I then worked for the international not for profit that purchased me. And I experienced over those five years, I experienced and watched them allow my baby to deteriorate. What they did was brilliant. In terms of unbelievable recruitment processes and training of young adults to work outdoors for extended amounts of time the latest gear, the latest technology for safety, the latest vehicles, pristine budgets, educational outcomes that were consistently brilliant.

But by 2020 they had shot my baby in the back of the head and it bled out in the gutter and the only thing that they got wrong was that they forgot to care. They did everything in their power to think inside out. And they left the decision makers that were spending tens and sometimes hundreds of thousands of dollars on a, on a program.

They forgot to look after them. And they did silly things like put prices up 10% and not tell the client until the invoice arrived. I'm slightly exaggerating that, but that's essentially what happened. So my lesson was that when we forget to care, when we forget to empathize and communicate clearly, bad things happen to businesses.

That's not SIGSTAR. The second part of this model is what I call Ubuntu. And if you've got any South African heritage, or you've heard this word before, here's my real time expression of Ubuntu. Ladies and gents, I appreciate the fact that you are in my world this morning. And I can't see you all, but I appreciate the fact that you are here.

I see you. I recognized you and I get to be who I am. I get to have the impact that I choose to make because you are here. That's umbuntu. How often in, in the doing the transaction in the modern marketplace, how often do you get the sense from people that your businesses that you're spending money with that they actually appreciate the fact that you are there?

Do they see you? Do they recognize you? Do they remember you? And if they do, how do they express that appreciation? I think if we workshopped two questions. I think I know what the answers would be. If we workshopped, can you remember a time in business, in transacting as a normal human being in the Australian marketplace, a time when you have been forgotten, ignored, disrespected, not shown up for, ghosted?

Not called back, not delivered to, can you think of a time when that has happened? And the reverse, the second question is, can you think of a time when you've gone, Oh, wow, that was great. These people really get it that I'm here and that I matter. When I workshop those two questions, the pile of forgotten and dismissed and not is much longer or larger than the pile of, Oh my God, that was wonderful.

The question then starts to develop for us as business people. How do we express care, thinking outside in from our client's point of view in, how do we have a mindset of appreciation and what does that look like inside your business? Because my assertion is that in the modern marketplace, that is the point of difference that we can leverage the hell out of and it doesn't cost much to do it.

Third component, Now, if JD was here, I would say the word Disney. How is it that you, in your business, create surprise, wow, delight, engagement that is fun? And when I ask my prospects, sometimes my clients, how they do that, the answer that I get is, Oh yeah, Greg, got that. We provide great customer service. Oh, wake me up when it's over.

Of course you provide great customer service. If you don't, you're out of business. So great customer service is a given. Oh, we do our job really, really, really well. Well, so does everybody else doing your thing. That's not the defining. That's not the differentiator that keeps you in business long term.

What is, what, what's the human touch point that creates that surprise and delight? Oh, we always say thanks to our clients on, on, we always say happy birthday to our clients on Facebook. Okay. That's a, that's a micro step in the right direction. Great. How about you do something for them, like send them a bottle of wine for Happy Propeller Day.

Like, make it up. Surprise them. Delight them. Engage in unexpected, authentic, meaningful ways to express your Ubuntu, your appreciation for who they are and what they are to you.

that beyond delight and wow and surprise or what, what drives that is creating experiences for our clients. Drop into the chat right now what it was that you got for your 8th, birthday. What was the stuff that you received? on your 8th, 9th, or 10th birthday, if you can remember. Now, if you're a unicorn, and maybe you got a unicorn, but if you're a unicorn, you might recall what that stuff, what that item, what that physical possession was.

I don't think anybody's added anything in there. If I then asked you, Scotty, anything in there? Yeah, we've got a slug gun from John McCarthy, petrol powered plane from Dan, Kool Aid gun, Johan, me, bicycle, and just, you seem can't remember. Yeah, alright. So generally the response to that is, Greg, I can't remember, that's so long ago.

Even if it's a teenager, we don't... As human beings, we're not hardwired generally to remember stuff. We are hardwired to recall experiences. And what we recall, the behavioral economists, what they have taught us is that we don't actually remember the experience. We remember our version. We recall our perception of that experience.

So the question for us as entrepreneurs is, what is it that we do for our clients? What is, what experience do we create for our clients that allows a positive memory, a positive residue of who you are to be indelibly left? with that prospect, with that client, with that partner, with that, you know, provider to your business, what is it that you're up to?

So you might from your eighth, ninth or 10th birthday, remember the stuff, but you're way more likely to remember the cousins and the energy and the love and the care and the beach and the, the pool and the energy of what it was to be a child. In the 1930s in Australia, sorry, in the whatever it was, might not be the 1930s, 40s, 50s, 60s, 70s as a child here in Australia.

And those memories stick with us. So let's talk about, and I think I missed this point earlier, let's talk about the airline industry here in Australia for a sec. If I walk, I can almost see the Gold Coast Airport out my window here. If I go to the Gold Coast Airwalk. airport, and I walk in and I turn left, I go to the Jetstar end of the terminal.

At the Jetstar end of the terminal, I will be efficiently transacted, efficiently processed, and I will get safely from point A to point B. Well, that's my hope anyway, and that's been my experience to this point in time. When I sit in my economy seat in a Jetstar flight and I look at my ticket, it says passenger.

Great. And I know that I'm going to be squished into cattle class. I have a particular experience of flying an A320 with Jetstar. That's the machinery. If I walk to the other end of the terminal, the other end of the tarmac, here on the Gold Coast Airport, and I get in another A320, but it's got a Singapore Airlines insignia on the tail, and I sit in my economy seat and look at my ticket, it says guest.

And I get a hot towel before takeoff. And I get offered a drink before takeoff or soon after takeoff on the house. For The question becomes when the machinery is the same, in this case, an A320, what is the emotional labor that needs to be done? What is the system that needs to be put in place to ensure a memorable experience?

Because I remember when I fly Singapore, and yes, it costs more. But I don't know how many Jetstar and Virgin flights I've taken, they've become ubiquitous. They're all the same. Here's the last part of this particular expression of this model, as being as, as how to turn up SIGSTAR. What we all crave as business people is maximized customer lifetime value, otherwise expressed as loyalty.

It turns out that loyalty begets loyalty. So, here's my bugbear. There is a term In business in 2022. That I'd not experienced until I came back into business in 2017 18. And the term is ghosting. Ghosting, of course, is when we get ignored. We get forgotten. When we send an email and we never hear. We send a proposal and we never hear back.

We, we, we, people agree to turn up and they don't show. We, we get told it's going to be shipped and it doesn't get shipped. We're going to be called back and we don't get called back. That's death for a brand, and yet the big end of town gets away with it. So my bugbear is that when all is said and done, all that we have left as human beings is our word.

That's it. All of the fancy systems and the stuff. Is irrelevant if we're not good to our word. So my encouragement of our team and of the people that we work with our tribe is if you're gonna do it, do it. If you say you're going to ship it, ship it, turn up when you say you're going to turn up. Because I tell you, if somebody now turns up five minutes late to a meeting three times in a row, they're no longer part of my world.

And here's the thing, Greg Smith is a carbon unit, mucks things up. All the time out of omission, laziness, distraction, simply being a human being. I muck things up, but when I get it that I muck things up, my job is to recognize that, take responsibility and reconcile that situation and be on the front foot to say, holy shit, Scott, I muck that up.

I said I was going to be there. I'm stuck in traffic. The kids are sick, whatever, whatever. I need to reconcile that situation and take ownership of it. And it is that reconciliation that taking responsibility that builds trust, lack of building a sorry, lack of being loyal, which is not being good to our words is the Humpty Dumpty story.

If Humpty Dumpty is an allegory for trust, once the trust is broken, it's almost impossible to put it back together together again. So it turns out. That six star is about human to human intention and what you're looking at on the screen as the is the intention. In amongst all of the stuff that each of us are good at, that's the intention that drives this business.

Scotty, I need to draw breath. Any feedback, thoughts? Greg, you're an idiot. This is something that I haven't thought about for any sort of thinking around that because this is not statistics and scripting and handwritten. Yeah, yeah, no, no, absolutely. I'd love to see the, the actual cards that you send out, like how you script them, how you word them, all of that sort of thing, because this stuff that you're going through is actually really useful.

And I chatted with Kim, who you introduced me to. Last week and I got inspired and then I went back and read Joe reread Joe Girard's book, took the notes, understood the rule of 250 and I'm like, I'm actually going to execute this in my business. So that's like high priority for me right now.

But what I would love to see is, yeah, the actual scripts that you send out to get the new clients as well. Like the. The sort of cards, the sort of scripts, like the real yeah, the real, the real specifics of that. Okay, great. I'll give you the formula. Yeah. And now I know that this has become a little bit par say for those that know me, but I'll share it anyway.

An accountant. Came to us and we found Arnold and there's Arnold on the front of a card. The client, anybody that wants to ring him, you can ring him. If you can get hold of him. Brendan Bassar is his name is in Brisbane. He's an account. And he came to me and he said, Greg, I'm spending two to an half grand a month on digital marketing and nothing is happening.

What are you going to do for me? And I said, Brendan, here's what we're going to do. We're going to get really clear on the avatar, the human being that you want the attention of. We're going to do the design work of a card and an envelope that's going to go out in the mail. And we're going to use the mail because in the mail, you can still whisper and be heard.

You haven't had any cut through with digital marketing. You're an accountant and you need to think cleverly about that if that's what you want to do. And then we're going to get our call team around you and essentially we're going to be your plug in business development team for the next 12 months.

And in the first two months, 100 cards month one, 100 cards month two, Arnold managed to secure for Brendan, the accountant, 1. 4 million bucks worth of work. Now there's a whole bunch of, you know, systems around that. But the formula for the scripting, Scott, which is the question you are asking is, first of all, say something clever about whatever image you choose.

There's four parts to this. In this case, it's, Hi Scott, hope you don't mind my old school approach. I'd love to have a yak with you. That dad joke, if you like, is worth 1. 4 million bucks in two months. And he's been a client for a couple of years now. Same month, everything happens. A hundred lines of data, a hundred, a hundred cards go into the market, and up to 500 calls get made on his behalf from our internal team.

Second part of the formula is to... You guys are all marketing experts. I feel like I'm talking ice to Eskimos here. The second part of this is to point to whatever the problem is that that prospect is likely to be experiencing. In this case, it says, so when was the last time you heard from your accountants?

Because if they're not contacting you to check in and say hi, then what are they doing to help grow your business? So is the only time that you hear from your accountant when they want money from you or at the end of the financial year? So point to whatever the problem is and then twist the knife.

I don't have the final version of Brendan's scripting here, but the third part of the formula is to present your genius. your solution, your panadol to that headache that the prospect is likely to be experiencing. And it might, in this case, if we were to redo this script at the moment, it would be like, Something like, how would you like to have your wealth creation financial genius on speed dial?

That's what we do. And then a call to action. Now the calls to action change depending on the campaign, but often they are something like our team or my team will be in touch to begin a conversation. When would you be free to chat? There will be something more. Please anticipate there being something in.

Via email, LinkedIn, whatever it happens to be. So the four parts are something of humor or good intent, that's part one, name the problem, exaggerate it, be the solution, express that, and then some form of call to action. Scott, does that answer your question? Okay, so we can, you're on mute there Scott. I got the nod.

Yeah, no, no, that's good. I mean, it'd be great to see one actually, I don't know if you've got one where you can show it actually written. That'd be really good. And also what the steps are around that. So they obviously get the letter. But do they get, do they get one letter? Do they get several letters? Do they get follow up phone calls?

What's the, what's around that letter? Okay, great. So, Discover Stradbroke, real estate agent and holiday letting agent on North Stradbroke Island. That's the image that went on the front. There's the envelope that went with it. Designed, for the client with their logo embossed into the appropriate color wax seal.

And in this case, the principal wanted his salesperson on the back. There's no sent handwritten branding on the back of that one. The copy. Hi Judith. The average holding time for a point lookout property is 19. 7 years. Seems like we all want to stay. If it's time though, we've got an eye, whoops, we've got an eye on giving you a hand.

A free confidential chat is stress free and you'll know where you stand today, you'll know where you stand in today's market. Let's chat. My direct number is below. So it's a version of that formula. Yep. 3, 000 investment turned into a 300, 000 return on investment in about 3 months. Yep. Yep. So, so, so essentially you've got, so the letter goes out and then what goes.

Around that. So good. Okay. So now that we've sort of dealt with the scripting question and one one design of gazillions that we've got here's here's how the process works. Let's imagine that send handwritten is running a six star hotel. Come on into my six star hotel through the revolving door on the ground floor past the Butler to the concierge desk.

Yes, the letter is actually handwritten by real human beings. So,

Come on into the concierge desk. Behind the concierge desk, Scott, there are five rooms. First room is the strategy room. I'm talking to a room here of marketing strategists. You know what goes on in that room. It's the who, what, why, when, and where, and the intention of whether it's lead gen, client retention, client referral, or what it is that's to be achieved with this marketing piece.

Second room on the ground floor is the design room. Every one of our clients who's running a campaign, not just buying one card off the website, but that is running a campaign, spends time with our creative director, getting really clear on who the human being is that is sending the mail and who the human being is that is the recipient.

That's the avatar. Then the data is built. That's going to support that intention. So strategy's clear creative is completed, that is iterative and collaborative, it goes backwards and forwards. Third room of five on the ground floor is the production room where we print, we handwrite with real human beings, we wax seal, and we ship.

Every Friday night we ship to Calgary, LA, Wellington, Brisbane, and Scotland. Our production facility is in the Philippines. And the quality of printing and handwriting is no, no better or worse than what we get here in Australia with a local printer. You'd never know that unless I told you. Fourth room of five on the ground floor is the data curation room.

And no, no surprises. You know, there's a project building with you know, Han to systematize some of our data curation process. But at the moment, it's all being done manually in real time. Here's what happens though. We curate a list of say a hundred leads. COVID has been part of our reality recently.

Are these people actually working in their corporate offices as advertised on their LinkedIn profile? I don't know. Is that actually a phone number and an email address that's going to get to them? Well, only if they've put that email address out or that address out in their publicly available data. So now coming to the fifth room of five on the ground floor out of the data curation room and into where the call team sit.

The call team have. Two jobs. And no, they, they are not Indians and Filipinos, although I have Indian and Filipino. team members that I value highly, that the call team job role is not for them. The two roles that these people play, first of all, we run what we call pre calls. A pre call is designed to do three things.

It's designed to verify the data, to start to build a relationship, usually with a gatekeeper or the prospect themselves, and it's to set the expectation that there will be a return call in two or three weeks time after the mail has gone into the marketplace. And the pre calls are Hi, Joe. I'm wondering if you could help me, please.

Joe's on the front desk. Yeah, sure. Who the hell are you? It's Gus here from, you know, Comet Suite. The help I'm looking for is I've got an address here for John North and my colleague Johan would love to send John something personalized, would love to send John a personalized invitation in the mail. Is this his correct address?

We get a yes, Or no, if that's a no, can you verify a safe postal address for John now gatekeepers are paid to help our experiences that genuine generally they will provide that safe postal address. Even if John hasn't been into the office for the last six months, there will be an alternative set the expectation that, you know, there's going to be a call back in a couple of weeks time call back.

And there's two questions get asked. Hi Joe, it's Gus here again from CometSuite. Did John get the mail and what did he think? It's a conversation starter. So that's the, the core of our work, but that's not the end of it. Our belief, our assertion is that we also need to show up in socials at the same time.

So once the design work is done, and let's say it's the yak, because I can say yak easy and it's a great dad joke, We want that image to show up in LinkedIn. Hi Scott, thanks for connecting. I'd love, when appropriate, to have a yak with you. I'm looking forward to being connected, or thanks for connecting and I'm looking forward to following your work.

Whatever the message is. The yak then shows up in the mail. When we've got clients who get it and they really want to lean in, the yak will show up a second time in the mail, maybe with a little piece of lumpy mail. I'd love to get a client who was using the yak and I provide a little bit of plastic yak shit or something to go with it, you know, like some, some play on, on that idea.

We then want the yak to show up in the scripting for the call team. Hi Scott, wondering if you could help me please? Sure, who are you? Ah, it's Gus here from CometSuite. Did you get a yak in the mail last week? When we add lumpy mail to that, it's like shooting fish in a barrel. We ran a campaign for a digital marketing agency in Brisbane.

We got them an 11% appointment rate. Wasn't a yak, it was a cookie cutter play. Cookie went card went out in the mail. A week later, same design card with a giant Byron Bay cookie. Call team rang and said, Hi Mark, wondering if you'd help me please. Sure, just wondering, did you get a giant Byron Bay cookie in the mail last week?

Conversation star. The final part is, or sorry, the second to final part is the YAC can then show up in what we call an audio digicard. So a handwritten digital asset with a voiceover to it, so that the YAC shows up in the, in the YAC's voice or in Brendan Bass's voice, the accountant. They are designed from scratch so that now we've got the yak showing up in LinkedIn showing up in the post showing up on the phone showing up via text.

And what I sent you the other day Scott was the next piece, which is how do we now get the yak to show up powerfully in an email sequence. If we've been ghosted after the LinkedIn connection initially. Yeah. Yeah. Does that help answer? How does the flow go? Yeah. Yeah. No, that's, that's, that's brilliant.

That's really, really, really good. And, and, and what we might do, let's give everyone give Greg a hand of applause, everyone. That was yeah, that was awesome. And thanks for going into like the. The real specifics. We might just open it up for questions for, for about probably five minutes and then we'll, we'll go into breakout rooms from, from there.

So yeah, but any, any questions for, for Greg? No questions. I'll, I'll add onto it. So the method that Greg talks about is just so it's brilliant because you can get through to the decision makers. We have, I was, I was telling Greg that, you know, I'm a, I love Dan Kennedy. I love his old direct mail methodologies.

And so I've got sitting over here, 4000 chess pieces. I've bought up every poker set that's available in the marketplace, and I've got dinosaurs from Kmart and magnifying glasses, etc. What is that? Why did I tell you all that? We're sending out a direct mail campaign to our target audience. They're going to get their little dinosaurs in the mail saying, hey, your systems you know, gone the way of the dinosaurs, they're extinct.

And you will be. If you don't change, then they get the dice in there saying, don't gamble with your business's future. They get the poker chip, the poker poker chips in there. I forgot what the tagline was. Beautiful. And then the, the chess piece is, it's your move now. And so that's our direct mail campaign.

And that's what we're talking about with Greg as well. So, It cuts through, it gets their attention when our sales people call up, Hey, did you get my chess piece? Hey, did you get my dinosaur? It's, it's the cheapest way of marketing. It's so easy. That's brilliant. I like the king. It's, it's your move now. You know, I think that's I think that's great.

Yeah, it's that's good. Any other questions? Janice? No, Justine. Sorry. That was Janice.

Awesome. So sorry. Distracted from staff yet again. . I thought that was a, a brilliant idea. Like with, with reference to like doing it. I've had other people do that for me for, for lumpy mail as well. The other thing I was gonna say, or just add to that as well, is that if you actually put confidential in private, the executive assistant doesn't open it.

So you know that they're going to get it? Because my EA opens my mail. Yeah, but more, more, more than, how do I say your name properly? I'm sorry. Jaycene. So Jaycene, yes, I get that. But how about if that return to send the piece or that you know, private and confidential said, if you're the, let's just call it, if you're the secretary, if you're the receptionist, I dare you not to open this.

Oh, okay. So, so the point is we want an attention disruptor with every single little piece of micro touch point that goes on when we get creative and we think about this from the outside in from the client's point of view. Yeah. And if there's a way of adding a dad joke, a humorous, a a a quip to the edge of it, we are so bored collectively with the way that we get communicated with from the corporate world.

Any of those little micro nuances have the potential to Velcro attention to you, at least. For long enough to get a response.

Awesome. Greg, there's an interesting thing I got the other day from Australia Post. They sent me an email. Let's say that they're not sending me invoices in the mail anymore. Interesting. This is an interesting admission by Australia Post. It's something to say they're not even going to send their own mail.

They don't cost them anything. So, even more so, you know, obviously people are getting very little mail out there in the marketplace, right? What do you get in your mailbox, John? Bills. That I've tried to go digital with. So basically, rarely, yeah, you rarely get anything. So I mean, it's, it's like an event now when comparison, it used to be like tons of it.

So it's almost like you get something in the mail, it's not a bill. We used to send emails when we used to send mail, we used to send them in window faced envelopes when we used to send letters because people would open straight away because they are

those window sphincter creating moments. Mm mm It's a bill. Yeah. Which is frightening. Yeah. Or it's so badly boring and beige that it can sit on the kitchen table for a month before you get round to opening it. That's right. Or it's, or it's an increase in interest rates or something like it's a letter.

That's about right. So the other thing that turns up in my mailbox, and I hope there's no real estate agents, people here, real estate agent people, and if there are my apologies, but they put landfill in my postbox. Because I don't even read it, I pick it out of the postbox and it goes from one hand to the other and into the recital.

Doesn't make it inside, yeah. Yeah, it doesn't even make it, yeah, inside the house. However, I had a phone call and it's, it's more than six months ago now, and this woman from Cayamma rang me and she said, Hi, are you Greg Smith? And I said, yes. She said, great. That's really interesting. I said, how so? And she said, I just went and got the mail from my postbox for the first time in two weeks.

Oh, okay. Well, I'll say her name was Mary. I don't remember. And she said, so, and I bought a pile of mail home and I threw it on the kitchen table. And what scooted to the end in amongst all of those window envelopes and rubbish was a wax sealed mail envelope. In fact, I've got one here and it simply said that on the front of the envelope.

And she said, it stood out in amongst all of the other rubbish. And she said, now I'm talking to you. She said, does your work actually cut through? And I didn't say a word. I've just answered her own question. And then she followed up with Greg. I'm not in the sort of business that is ever going to do work with you, but it works.

Keep doing it. How are you getting those leads in the first place? Are you, you basically sucking them in and trying to verify them? Is that how it's happening there in that space? We get really clear, first of all, on the avatar that we want the attention of, if you're selling hamburgers, we are not for you.

If you're selling, you know, three, four, 5, 000 a month, professional services, then, you know, the niche that you want the attention of. And, and, you know, I haven't even got warmed up yet in terms of the services that surround what it is that we do. Because here's the thing, if, put up your hand, if you like being somebody else's lead.

Negro depends. If you want to be somebody else's lead, most of us, when we go to an event and we say put up your hand if you've come here to buy, very few hands go up, put up your hand if you'd like to sell something today, lots of hands go up. So one of the ways to cut through all of this noise, and they reckon there'll be over a trillion dollars spent this year around the planet on digital marketing, one of the ways to cut through the noise is to show up in a channel where you can whisper and still be heard, which is the mailbox.

And the other, the other trick, if you like, is to show up with Gary Vaynerchuk type intent. Give, give, give, give, give, give, ask. And the way that you do that is that you show up and you add value and you do things that are in that model of mine, which is you connect, you engage, you build community, you appreciate, you thank.

You, you touch the human spirit. If you're not touching the human spirit in that process. You're invisible. Yeah, I think that's great. I think it's, I think it's all about, you know, what you're showing is Greg is, is zigging when everyone else is zagging. So most of the funds now, yeah, there was a time when digital marketing was the, was the, was the zig.

Now, now direct mail is a zig sort of thing. So, so I think that's, I think that's brilliant.