The Marketing Futurist Podcast

Mind-blowing inspiration to create and innovate

This is your futurist advantage!

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60

With your hosts:

Mary Kathryn Johnson & Kelly Garrett

Ep014: How to Personalize Your Marketing Stories Using Futurist Technologies

Show Transcript:

00:00 – Today I get to chat with someone and Kelly and I get to chat with someone that, that I know quite well that Kelly just met, but I know quite well and I cannot wait to introduce you to this person. So without further ado, Mary Lou Kayser is joining us today and she’s the founder of the kingfisher experience and she builds exceptional leaders with writing. And we all have to do a lot of that. So. Hey there, Mary Lou. How are you doing?

00:26 – I’m doing great. How are you two today?

00:29 – Doing well, thanks for being here. Thanks for having me. I’m doing great. I cannot believe I get the amazing good fortune to speak to people like yourself. We’ve had some incredible conversations and I know this one will be, will be just the same. We’ll definitely not disappoint. So. Alright. So let’s start out with just giving us a little bit introduction because I know you have a very, very interesting story, but I’m kind of tell us a little bit about you, what you do and tell us what brought you to storytelling and what, you know, how, how did you get into this whole Gig?

01:05 – You know, storytelling has been a part of my life since I was born. My parents are both incredibly intelligent reading type folks. I grew up being read to and just developed a love of language at a very young age. I remember one of my earliest memories is when I could actually write, I think it was with a crayon and a piece of paper and I was just, it was like magic to watch my hand move across a piece of paper and something comes out and you know, fast forward to today, like I think everybody who’s in this space. I’ve gone through so many iterations of what my business is, but at the foundation has always been writing and storytelling. And today what I have the good fortune of doing is, is helping thought leaders bring forth their message through words, whether it’s in a book or it’s an Ebook or we’re helping them script a video series and now with this futurist marketing that we’re getting into figuring out how do you say what you need to say in a very condensed way so that it has meaning, it has impact and it still gets done what you needed to get done.

02:19 – Definitely. I know that’s the number one thing that is the bottleneck in my business because very few people know how to do that. Right. And what about you, Kelly? How are you doing with. Absolutely, absolutely. Yeah. It’s making, making the message shorter because people getting people’s attention is harder and harder. Same thing. We run into it all the time. Yep. So I’ve got to ask you to. We’re going to definitely talk about futurist stuff, but I, I need to give people a perspective here. So if you can, can give us in a, in an encapsulated form your story as to what you, how you really got your head around being able to tell stories, uh, from an impact and create an impact in people’s lives. So give us your story. I just cannot wait. I love hearing this story. I just cannot even believe how, how powerful it is.

03:19 – Well, I have a story. It’s a life and death story. And, when I was in college, I worked in Alaska as a river rafting guide on the Kenai river and some viewers today may be familiar with that region of the world. And part of my job description was taking the gear boat down ahead of the exclusive small wilderness adventures that were coming in the next day. And I had to set up base camp basically. And so this raft I had was loaded with everything you could possibly imagine for glamping in the Alaska wilderness. And I’d made this journey several times. This Day in my mind was no different than any other.

03:59 – So God in the raft down, I probably was daydreaming or looking at an eagle or something going by and I came around the bend in the river and where I had easily had my raft go with the current over the section. A gravel bar was now exposed just enough. There was still water going across it, but it was just enough that by the time I realized what was happening, it was too late. So the current sucked me onto this gravel bar. I was beached. And as a rafting guide in Alaska, there were two main rules. I was told you never break. The first one is you never give up control of your ors because that’s. Those are your, your instruments of navigation. Right? And then the second thing is you don’t get out of the raft unless you’re getting out onto land. And a gravel bar doesn’t count in the middle of a river. The gravel bar is not considered a piece of land. So I sat there realizing this was a major predicament and no, I was 20 years old. I was thinking to myself, this is not where I would like my life to end a Alaska revert. The Kenai river is fed by glacier, so it’s extraordinarily cold even in the summer and you’re in there not that long and it’s over. So my first instinct was, okay, I’ll try shoving the, or like a gondolier might push.

05:24 – That was, there was no way. There’s just too much a gear. It was too heavy. So I realized I had to get out of the raft and, I was petrified because not only did I have to get out, but I had to walk upstream behind it, knew I had about a 32nd if that window to push and jump back on in rain gear, rubber boots. I was not nimble. So I had a brief conversation with God and I said, you got me or you don’t. And I’m here to live. Obviously I survived, never told anybody, did not tell my boss. I got down to the, the camping spot, set everything up the next day was like, nothing happened. So fast forward to today, what I, I use that story and I’ve used it throughout my life, some of the biggest lessons is first of all, conditions change on us and it’s up to us to figure out what those conditions are.

06:22 – My biggest mistake that day was I didn’t check with people who had been down the river recently since, because it had been two weeks since I’ve made that trip. So I’m, Hello Mary Lou. You go and talk to people and say, is there anything I need to know? Has the river level level dropped? It had been a hot summer. So of course it had, and you know, in today’s world, conditions are changing constantly. So as marketers, as business people, it really is our responsibility to stay on top of what is happening out there so that we don’t find ourselves metaphorically speaking, stuck on a gravel bar and perhaps to our detriment, you know, our, our businesses going under. And then the second thing is that, you know, going back to the storytelling and the messaging being different today than it was even a couple of years ago. You know, long form storytelling in these giant sales letters that I think everybody watching has seen.

07:25 – It’s like they go on for page after page after page. I’m not knocking those. I think they have a place, but I think to your point, Kelly, our attention spans are so short a in today’s world, you. I’m going to mix my metaphors here. I’m gonna go away from the rafting, but I just die. I just moved from one house to another and I had to make some decisions about what was coming with me and what wasn’t. And essential ism is a growing trend in not just our personalized but in business as well. We got to cut the fat. We got to get rid of that excess and as much as I love language and I love stories, we’ve got to learn to hone it down so that you can’t go from a 3000 square foot home into a 1000 square foot home and expect to fit everything you had. Stuff has got to go and it’s the same way with our messages is what is the essence of what we’re trying to say? What really matters most to our audience and then we work from there. So how is that Mary Kay?

08:31 – Yeah, I just that visual of being on a set, on a gravel bar in the middle of the Kenai River by yourself at 20 years old with all the gear that people are depending on you to set up is just one of those moments where you have to make decisions and, and I think we’re in one of those moments at least in the Internet and in our businesses to really look forward and that’s why Kelly and I are doing this is really to look to the future and what do we need to change about what we’re doing now to prepare ourselves and not even just just prepare ourselves but embrace what’s coming and be there hopefully before it gets here. So I’m a wow.

09:12 – One thing you touched on also, you know, checking I had with people that are going before us, that’s absolutely critical, but at the same time we don’t want to follow them blindly either because now it’s so easy to listen to what people are saying and follow a formula. You got to do this, this, this, this, and this, but we have to have the knowledge and foresight to know that while what works for somebody is unique to their individual business and their audience, we need to take the best stuff and create our own journey and use the knowledge that they have and that they’re willing to share with us, but be willing to do what we need to do to make it work for our business.

09:55 – Right. And then in that case, I think back, you know, depending on who I had talked to about the river, I can think of a couple of people. One guy particularly would be like, oh yeah, it’s just, you know, it’s great. And, and okay. So I had done my work, right, I checked in and it’s great and I would just trust then it’s the same and the same thing would’ve happened to me. It would have come around that bend because I would have been just assuming it was the same. Whereas another person would say, oh yeah, you know, the couple of places along the river, you’re going to definitely notice more exposed either shoreline or there was a, they call them sweepers when a tree falls and starts, it’s like it’s sweeping the water. It hasn’t quite fallen in yet, but if you, the current takes you under their. So and also depends on who you talk to. That’s a great point, Kelly really is that we can’t just automatically assume that who we talk to is going to give us the information we need, but at some point you do have to make a decision and pull the trigger and hope it works out.

10:56 – Also what we ask, I mean, if you would’ve just said, so how does the river look? And the guy went, oh, it’s fine. Well, in his mind he’s thinking of his perspective of how does it look if you had gotten more, more specific. Okay. Are there any specific obstacles I need to watch out for? Because some people do need those specific questions because we have no idea where their head is. Right? So it’s who you talked to, what you ask and going deeper, I’m obviously you don’t want to Belabor the issue, but at least getting those key points. That’s exactly right. Wow. All right. So in storytelling, and obviously you’ve been able to, and I know because I’ve heard that story in several different situations in several different interviews you’ve done and in different things that you’ve done, how so how can people use their story if they have a signature story like that where it’s something that, for their business or for their personal brand or whatever they’re doing that really shows who they are.

11:54 – How can they look to adapt that story for the future? For, as a futurist, that is a great question because my philosophy is I don’t care how high tech we become. We are still human beings and our brains are still wired to respond to stories and that developing that story to the point where I just shared it with, with you and and today’s audience took me several years, quite frankly, of first of all, figuring out where mining my life or a story and then figuring out what were the connections that I could make between that and who, who I am showing up to be each day. So I would encourage people not to be afraid of your life and not to be a thinking that everything has to be so step one, step two, step three, that, that very analytical kind of how twoish but rather do go back in and think about the films that you love to watch in the books you either loved to read when you were growing up or the books.

13:07 – She turned two. Now the Netflix shows you tune into I and I know there’s probably some game of thrones folks I personally have never seen game of thrones. I know I’m one of the strange people. I also don’t drink coffee, but I love. I love good, good drama, right? We and and dramas. I mean we’re in the golden age of television right now, so everybody has stories. Everybody has stories and the world is starving for stories because we’ve gone. The pendulum has swung so far into this highly fragmented analytical place and the future of, of marketing, of business is with the storyteller. There’s a wonderful book called the dream society that talks all about that and in the future is the storyteller. So for people who are looking to make that bridge between the technology, the platforms that are being developed and how to engage an audience, how to bring people into your world story is got to be at the center of it and there are ways to make them, depending again on the context you can.

14:16 – There may be times when you can tell a longer story and embellish out that that beautiful narrative or drama and there’s times where you have to really encapsulate it and hit the high notes. And, and, and that’s what we’re talking about today is those different contexts and, and what really matters. And again, it’s always audience centric. Can you imagine if a game of thrones fans showed up and it was 140 characters and like, okay, we’re done the furious because they want all that stuff, but people who are working in more of the twitter, the twitter sphere, the facebook arena, just way too distracted and busy, they just want the punch Gimme the Gimme the punchline, tell me what I need to do next. I don’t have time.

15:09 – Yeah. And I always tell people it’s about choosing the right vehicle for the message. So just because you are on facebook or twitter and you have a limited number of characters that you want to get to the point, you can still expand that story later. You can take them somewhere else, you either to a video or to another longer form website, but worrying more about the vehicle and where you’re at right now. You don’t have to go into so much depth in that one particular area.

15:40 – That’s right.

15:41 – Yeah. So I guess that’s the key. So I know Kelly and I and have been immersed in this whole Bot, um, to this Bot world and this world is basically requiring much shorter, messages, much shorter stories. So, um, I have one client who in the first day sequence that we did have messages. It was great, very high engagement. Second day I was just too long in that sequence and there’s too many, too many times they had to keep going through to get to the end of what we were trying to say. And the engagement went down quite a bit. The third day came in, it popped up for people who opened the message and the engagement was high again. So it was very obvious that it was way too much in that second day that people didn’t want. So how can you adapt like your story you just said, if you were a brand and you were using that story to actually engage with someone to get some type of conversion at the end, whether it was to get them to go to your video, to spy something, whatever it might be, what do you think for the future of storytelling?

16:45 – How, how do we adapt it?

16:48 – Again, it has to do with breaking down a story into its basic elements and if you think about it, I mean I’m a former English teacher. I’ve worked with hundreds and hundreds of students reading the greatest literature of all time according to you know the cannon, if you will, most, if not all great stories have three acts beginning, middle and end. So that’s a great place to start. If you’ve got a longer story and you’re wondering how on earth am I going to really chop this thing down so I don’t lose its impact, I don’t lose the drama that’s inherent to it. I think you’ll get out a piece of paper and draw three columns, act one, act two, act three, and then make notes to yourself. Extract out from there. I mean, I’m giving you a process here to just really see your story in a different way.

17:39 – And then either obviously it’d be best if you’re collaborating with others to figure out what can we, what’s the chap and what’s the wheat, what do we toss out that’s extraneous, that really isn’t going to add to it, and then find that thread that takes you from point a to point b to point c. if I can think about, okay, the Great Gatsby, for example, one of the, one of my favorite books to teach by f Scott Fitzgerald, a great movie, right? So you look at, you have act one is gatsby returning from the Midwest to New York because we don’t know this yet. He’s, he, he’s wants daisy act to that middle part is the mess of all of them. Trying to figure out who, who is this Jay Gatsby and why does he fit into this world and what’s really going on here? And then act three is when we learned the Buchanans are always going to get what they want and Gatsby ends up losing and myrtle dies, right?

18:40 – So you know, you, your story has the same thing. There’s going to be that beginning that sets up the premise, the middle, which is the messy part, into people trying to figure it out. What, what am I, you know? And that’s the problem. That’s the problem that your audience is trying to solve, whether it’s to lose weight is to make more money, it’s to get somebody to fall in love with you, it’s to be a better parent. It’s too whatever. And then the end is your call to action, which is what are you going to do now? Are, you know, what do you, how does this resolve? And in business, the resolution is your answer, your service, your product, right? So, all stories are the same. Act One, act two, act three, great way to break it down. Yep.

19:29 – Great. That’s great. That answered the question I was going to ask, which is about relevancy, you know, everybody wants to know. So, so what about me? How does this affect me? How does this matter to me? And I think it’s that kind of sounds like, and I love your take on it, but act two is kind of where you pull that in.

19:47 – That’s right. And that’s what a great writer does with the book is all your reader isn’t going to stay with you in your narrative if there isn’t something that connects to them, whether it’s through the way the characters develop. That’s the recognition. So your story, you really want to have your story have characters that your audience can resonate with and you know, we live in a highlight real world where people put the best of themselves on the screen because, you know, fairness, you know, we’re all vain. We want, we don’t want. I didn’t show up today and either did you having just rolled out of bed. We got up, we did our morning routines, we put on Nice clothes, we showered, you know, we got our faces on and we thought about what’s going to happen today. It’s the same way with our messages and yet at this there’s gotta be something that brings it down.

20:40 – So if you’re too far away from your target audience, they’re not going to buy into you. And that’s why some of these, um, and I’m not knocking them, I’m just saying that I think some people have missed the boat when they just continually promote the seven figure business to seven figure business. Most people cannot relate to that, that that’s not their world view. So you’ve got to bring it down to where they are and that next level of where they want to go. And, and so they can see themselves in that journey. That’s what a good story does. It takes you on a journey where people buy into what you’re selling. And in this day and age, and Mary Kathryn, you and I were laughing about this the other day. We just want to know what are you selling and how much is it? What, what’s my investment to get what you say, you’re going to give me a because we’re time crunched and obviously if I’m watching or I’m reading what you have, I have some kind of interest. So just give it to me. What, what are the, what’s the breakdown? And that’s the art of the new story is enough to get me hooked enough to get me to that next level and then enough for me to go, yeah, I want to sit through your webinar or yeah, I want to go to that longer video series.

21:58 – Yes. And I think that’s what’s happening to you. I agree 100 percent. I think what’s happening is we’re coming to a world where our attention spans are so short that it’s going to take us longer or more touches, shorter intervals. So I’ll see your stuff that gets my attention of the seven figure business and go, oh yeah, I’d like that someday. And then the next touch I get will be a little closer to me. And then the next time she’ll be a little closer to me until I finally opened my eyes and go, oh wow. Yeah, I, you just laid out for me the path that will get me there someday. Now. And so each of those little touches. So how can we. So it sounds like, and I don’t know, correct me if I’m wrong, that we’re having to break our story up into each of those little pieces and be able to deliver it in the places people are so that we get them into our world.

22:52 – Yes.

22:54 – Wow.

22:54 – Okay. So as a storyteller, we’ve talked about a lot of the lessons that you learned from that one particular story out on the middle of the river by yourself, which I would never be in to begin with, but anyway, sorry, I just, that would be freaking, it would be beautiful but freaky. What, especially in storytelling and especially in marketing and storytelling and thinking of the future, what drives you nuts about this industry, about, about people you see trying to tell stories and getting us ready for the future. What, what drives you nuts.

23:31 – Oh my God. Well, I’ve already mentioned a couple of them. This is hanging onto the stuff that is just, it’s, it’s outdated people who aren’t moving at the speed that, that we’re moving. I’m just, it, I, I call it the battleship jet ski scenario. Too many people become a battleship, a battleship. It takes forever to turn, but a Jetski can turn on a dime. So you want to think about yourself as a jet ski, not a battleship. And it’s natural. I mean, we like to, we, we build something and it’s working or it’s worked before. Again, it’s human nature to want to say, oh no, you know, we’re, this has always worked and we’re just going to continue on this. In fact, I heard an interview or a quote the other day, the CEO of jp Morgan Chase is really bashing cryptocurrency. Well, think about it.

24:20 – His whole world was built on money, not cryptocurrency. So cryptocurrency is the next big disruption. It’s the next big bubble. And when the bubble forms around things, it’s, it’s, if you look back in history, it’s always at a time of significant, massive change. We had the bubble@theturnofthecenturywiththefirst.com. We had the housing bubble which changed everything we’re seeing now. Cryptocurrency is the next big bubble. So is what we’re talking about today, which is this, this, this fundamental change in how do we get our messages out and so it drives me nuts are people that are just holding on like whipping side of the cliff and climbing and saying, no, no, no, this isn’t happening. So that denial but, but also at the same, it drives me crazy when people fall back into what I called it, the old school internet marketing speak. Some of this just, you don’t have to be underhanded or sneaky or, you know, what drives me crazy. This one weird trick. If I have to see another headline that’s as one weird trick, I’m just be normal, you know, just talk like a regular person. It, it’s amazing what can happen. The whole click baity type of stuff is, is I feel we’re past that now. People are burned out. They just, they don’t even want to see it.

25:56 – I certainly don’t. So then how do we get people’s attention? I know you and I have used you turned me on to a great tool that, advanced marketing institute I think, or something where you can put in a headline and it can get judged as too, it’s, you know, how, how high on the marketing scale it is. That’s great tool to start with. So how do we. So let’s start at the beginning, since that’s the thing that is going to get people’s attention. How do we get their attention with our story in a way that’s authentic and futuristic, that it’s not using all those things that everybody, the clickbaits that everybody uses in the past.

26:34 – Well, again, it comes down to I think first of all, recognizing that you’re not going to get everybody and so your message is going to, if it’s natural and, and you’ve studied who you’re wanting to attract into your world, it’s like you’re entering the conversation that’s already going on in their head and that takes time obviously this to figure out, okay, these are the people I want to work with or bring into my world. Oftentimes they look a lot like we once did, you know, we were usually two or three steps ahead of the people that we want to be working with and so we have to go back in our minds and think, okay, what was I like when I was at this point? What were some of the things that I woke up and I was thinking about that. I’m a big believer in conversational language, you know, again, I’m not running around in my mind going, boy, I hope somebody shows me one.

27:31 – We’re triggered. I know I’ve said that twice, but it just it. It’s to me that’s carnivalesque versus natural and so for people who are looking for a way, a hack, if you will start listening to conversations going on around you when you’re out and about in the world. Now, I was just down at a autzen stadium on Saturday night for Ducane and boy, you want to hear natural language, go to a sporting event. Seriously, if, and let’s face it, people who are exporting events represent a huge bandwidth of audiences. I mean, yes, they’re going to be the heavy duty sports fans, but there are people like me and other women in the audience. We love football, but we also, our moms were also a shoppers were also people with aspirations and so it’s finding that currency of comp, you know, that the currency of a conversation that you can enter into them with and then bring them along, you know, get them into the journey. So that would be my big tip is just stop talking, go out in the world and listen what, how are people talking about things and you’d be amazed and you even get out your smartphone and start taking notes or have a little notepad and write down questions you hear them saying or, or statements that they make because that’s what’s going to get people’s attention. They’re going to go, you know, that I could have said that somebody was listening to me.

29:03 – Exactly. Somebody heard me say that yesterday. I say that. Oh my gosh, that’s their big brothers there again. Yeah, right. They’re following me. That’s how I feel half the time on the Internet. You’re following me. Stop following me, I mean like the brands who were following me because I looked at something online and they’ve pixelate pick you put a pixel on me and they’re following me everywhere. It’s really funny to see that. Really. I’m amazed by it. So what’s coming in the future? I mean if we want to look forward, we’ve been talking about what’s been in the past and the dinosaurs and the battleships and we talking about wanting to be a jet ski and use our story in the places people are and communicating with the way they. The way they talk and of course we’re all in messenger so we know that’s here and that’s developing even more. What, what’s coming in the future of storytelling in your opinion?

30:02 – Again, I don’t think storytelling is ever going away, so how is it going to look moving forward? I think there’ll be some things that are similar and there’ll be some. The biggest differentiator I really believe his is shorter is, is a micro stories. Just these, these little episodes if you will think about your business, like a drama, a seasonal drama. Okay. Well, one of my favorites, new favorites from last season is, oh, the name is escaping me, but it’s about a Queen Elizabeth, a fantastic. Well, they make us wait a year to, you know, get the next season and I think by thinking about your business seasonally and what stories are relevant to those seasons is part of the future rather than being on 24 slash seven and thinking, oh my gosh, we’ve got to have another campaign that’s running now, now, now, unless you’re an enormous brand and you have the bandwidth and the funds to do that.

31:09 – And certainly brands like Coca Cola and HBO and the NFL can do that. But my guess is most of you watching today are small and are just looking to have a, a good quality of life that, that your business is integral with. And so think of your stories is as almost not even chapters, but sections within chapters that, that you build and, and literally storyboard out and leave people hanging and wanting more, you know, rather than feeling like, okay, I’m done with that now. I never satisfied like a feature film. Right. But even look at the, look at the films that make the most money. They’re the franchise films there, the um, what’s that one that’s so popular? The fast and the furious brand. Even Hollywood is figured out. We got to keep people in our world. We got to keep coming back. People coming back and they’ve adjusted. The first one doesn’t look like the last one is the same with us as, as business owners and marketers is we really need to think about these tiny stories that we can tell within the giant arc of our narrative. So that would be. I think I really see that as a huge part of the future of business that’s for or small business owners.

32:37 – That’s such a relief to hear say, you know what, I don’t have to be out there making campaign after campaign after campaign, if right now is a season for me of taking pause and stepping back. That can be my story and that’s what I can share with everybody and I don’t have to worry about keeping up with the Joneses of marketing. And that’s, that’s such a huge relief.

33:01 – Yeah. I, and I see this, what you’re saying is I’m kind of like a basic funnel, so we get them in our world with whatever we talk about and be true to our language and all that. And then as they trickle down, we can take pauses along that way and as they consume different parts of what we have to offer, we can let them consume it and hang on and relax. And then when they’re ready, when they come back and they finished consuming that, whatever that is, whether they bought something from us or they’ve consumed a piece of content or whatever it is, then we come back and deliver more. And it doesn’t have to be constant. We don’t have to have a sequence where everyday we’re giving them something because, oh my gosh, we’re in marketing and we have to get people. You know?

33:43 – Isn’t that what it feels like that half the time when you’re out into the world and you turn on your computer, that’s why we love breaks from our computer. At least I do to go sit down into some other world of a book or outside, God forbid, outside, you know, that is our pause and it’s okay. Like Kelly said, what a refreshing relief to be able to relax a bit. Right? Absolutely. So, all right, so you talked a little bit about a tool or a tip that you would give and let’s reiterate that a little bit because we are looking for, since we’re trying to give people the futurist advantage. So in your opinion and from your expertise in storytelling, what tool or tip can you offer to the audience that actually gives them that futurists advantage?

34:33 – Well, it starts with understanding the basics of storytelling. So I put together a, it’s a, it is a tool and introduced us to people. It introduces people to how, how do you use writing and storytelling to build your business, to build your brand and ultimately build your bank account. Because let’s be honest, that’s what the, that’s what we all aspire to have is more cash flow or cash flow means we can do more things in our business. That means we can finally get the car we’ve been dreaming about or help our kids with a project that they have at school or you know, send them abroad for a semester. I mean there’s all kinds of things attached to why we want our businesses to grow outside of seeing a dream come true. Right? So if people go to my website, they. It’s right there. They can just get grab it.

35:26 – It, I think it’s one of the best tools I’ve ever created because it asks a lot of questions. It gets people thinking about, Oh, what is my story? And Oh, I really seen the connection between how simple writing and my business really is because we have moved so far away from those fundamentals because of all the platforms and the apps and the social media that we spend our time on that versus even 20 years ago, people before the Internet really became what it is today. It was just emerging and people spent more time reading books and, and hand writing. Okay. And that’s a big thing for me is for people watching today, do not underestimate the power of putting pen or pencil to paper. The physicality. It’s been shown time and time again. The physicality of writing changes the way our brains think about things, the way our brain see things that helps anchor what’s important.

36:30 – It really expresses a and reinforces our values. And you know, Mary Kathryn, you were just talking about to me that, that, that sense of urgency that a lot of small business owners have is like, I’ve just got to keep marketing and marketing. Actually you don’t. You’ve got to realize that it, your business is going to go through the net. If you have done the groundwork, if you’ve laid out your values, you created a mission and vision statement. If you’re being adaptable, like recognizing, oh, conditions change and being able to let go, that know that APP let go. If you’re able to let go that metaphorical bowling ball, it’s just taking up space in your closet. You get all those things, your business will grow and everybody’s different. Some people want to accelerate and scale really quickly and if you watch shark tank, you’ll discover that sometimes that backfires.

37:25 – If you grow too fast, you end up losing, but if you grow too slowly, you might miss out. So it’s finding that sweet spot and I wish I had a crystal ball and I could say that this is the sweet spot. I just know as an aquarian, as a futurist myself, that human nature is human nature and we want to be respected. We want to be. We want to feel like we belong and we want to engage with somebody that we feel truly has our best interest in mind. If you can tap those three with your messaging, your golden golden. There we go. Right?

38:05 – There we go. All of our conversations, Mary Lou so far have really centered around human nature and how all these technologies are fantastic and they’re helping us do things, but it really comes down to who we are and I think when you talk about this tool that you developed, probably the reason you had to go through so many questions is because everyone is unique. So you can’t just give us a blanket statement that has, here’s your story, here’s what, here’s how you do it. It, you have to do the work of putting in your, in your specific situation into developing that story. It’s not a, it’s not an APP that you can just go turn on and it gives you all the answers. Right. Wow. Well, Kelly, any, any final thoughts?

38:49 – Awful. I know, I mean, I love it. I love this. I think that yeah, the, the future of marketing is yes, it’s technology and it’s advancements and it’s all of these things that you know, that we just want to like grasp on and hold onto. But really at the bottom of it, it’s people and storytelling is, is the way to connect with people. And I, I couldn’t agree with that more.

39:14 – I love plastic. Thank you so much, Mary Lou. I so appreciate your time. Obviously I’ll be talking to you soon, but, uh, really thanks for lending your expertise to this summit because it is one of the critical parts to marketing in the future is how we adapt our story, but we have to know that story and all those parts, like you mentioned first before we can adapt it to the future. So thank you. Well, thanks for having me. This was fantastic. Thank you.