Inman Connect San Francisco 2016
August 4, 2016, Emeryville, USA
Inman Connect San Francisco 2016
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The Digital Courtship Strategy, Creating Customers For Life
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About speaker

Seth Price
Vice President at Placester

Seth Price author, speaker, and evangelist is a branding expert dedicated to empowering personal brands to lead meaningful businesses and turning recognition into revenue.The author of the new book, The Road to Recognition, An A-to-Z Guide to Personal Branding (with Barry Feldman), a hands-on primer about how everyone can jumpstart their professional success by leveraging a smart personal brand.If you’re in business today, your most important job is to be head marketer for the brand called you. Whether you’re an entrepreneur, aspiring professional, seasoned executive or business-minded creative. You have a brand you can’t afford to ignore.Seth is the host of The Craft of Marketing and the Marketing Genius Podcasts in addition to being a regular contributor to the Huffington Post, Marketing Profs, Realtor Magazine and Inman News.He speaks regularly about “Personal Branding and Digital Marketing as a success accelerator.” to sales and marketing professionals all over the country.

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About the talk

Topic: Business

A master marketing guru, Seth reveals how consumers are emboldened, empowered but fickle, and how courting true fans is the best strategy.

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Hello, everyone. Yes. Awesome. So like so many of you I get up everyday and I figure out how I can move the boulder a little bit further how I can find the next strategy or implement whatever I'm doing, but my earliest passions were martial arts and cooking and when I was young I had heroes overall some version of Superman and I think I was maybe smart enough to understand that I couldn't fly in Kryptonite. Kryptonite really didn't work. So I chose James Bond Bruce, Lee and shaft. So you should have had to be there to get that combination

before me it really worked and when I was about five I live with my grandparents, so that included my uncle Richie. He was in we were inseparable. Like he was my best friend. He was also my father figure since my father wasn't around at the time and we would spend every moment together. I think he was trying to get rid of me sometimes but for the most part, he he put up with me. We had this boxing ring a makeshift boxing ring with Dusty couches and we moved all the mirrors got everything out of the way. So we wouldn't upset my grandparents and

our little ritual when something like this we would binge on Kung Fu movies. So, you know Fist of Fury Return of the Dragon you name it. We eat a ton of candy. Get jacked up on sugar and then going to the basement and put on what I remember as really massive boxing gloves because I was a little guy and these were 16 oz boxing gloves if you've ever put them on but this shouldn't uncomfortable. So we bounced around like we were prizefighters and I was imagining that I was the next champion of the world my

uncle. You know a great guy he would do his version of rokudo which meant that he hit me and I tried to block and then he would do a karate yell and then he would sidekick me across the room into the couch. I never won those fights, but I walked away from that with some amazing lessons. The first one is that losing sucks right losing suck butt. If you can have some caring and respect for the person you've lost to it's a little inspirational it makes you want to get back up again. And then the other one is he was really good and at that very last moment having an encouraging word. That

would get me back off the mat by my little tears and get me back on the ring and cycle again to go at another round and then lastly is at if you practice something a little bit everyday day-in-and-day-out you actually get really good at you get better than most people in the world if you don't stop so I have come to believe that there is a real correlation between the things that we do as young people in the experiences that we have. For me, I think there's a direct correlation between martial arts cooking

and what we do to build a business and if you think about it, we are in a day in and day out since his entrepreneurs. We're warriors, right? This is not for the faint of heart. When you look at your bank balance of your p&l and you are responsible for making sure that the lights stay on this is not a small this is not like punching a clock and you get to show up so I know I'm on the other side I'll walk you through that. So when I started studying martial arts, I was so bought into the Sensei the idea of the wax on wax off. It was all very spiritual super hard work and had

to be very diligent like you really you showed up you could not be late if you were late. You did push ups Lots of push-ups you would have to come say where the dunce cap but you sort of had to be in the corner and the dojo is this really contradictory space because you're striving for some sort of perfection and at the same time as since they would stop and say, you know the black belt you need to work hard for this but it's just a piece of cloth and not always rock my world because I held it up like this great thing that I was going to attain and then I was going to be

there now at the dojo it turns out is this really amazing space for you to like quotes right do or do not there is no try that kind of stuff and the thing that happens as you get further along in business and you try and scale. What team is you realize that those words are so powerful. It's your Manifesto. Like what's the line that you won't cross in your business? What's the line that you will Cross that you will hang the banner high and that's who you are. Like we saw some of the speakers and they are so authentically them. That's what I'm talking about. This code.

This is what actually attract other people to you. This is how you build culture. We talk about culture all the time. It's not a buzzword. It's not an Instagram quote. It's not a Pinterest infographic. It's a thing that you either buy into what your code of ethics are or you don't but you can't take it now. When I was going for my black belt and I studied very diligently. I trained in a lot of different martial arts. So I did go do and Shotokan and Brazilian jiu-jitsu. This was long before I had kids and when I had a lot more time to focus on things

that I wanted to do all the time the thing that I learned during that process is that you didn't everyone was your teacher great everyone around you whether there is good as you or they're better than you or they're just a beginner There's an opportunity to learn something from each one of those people and that learning will have you rocket ship because the tendency is to be very competitive, right? We have this tendency to not want to share our best stuff. I know some of you might be guilty of that. We have this tendency to look at others and have real in feel like we look at people

with their success and we have Envy but if you look at them as an opportunity to learn you can actually go faster because most times people actually do want to help you as long as they come to an understanding that we're all in this together. So I trained in a place like this with a man who didn't speak English very well. You know, I had to find you know could have an accent and one of the things that he would always say is 1 Seth. You're not trying hard enough and then at the end cuz we were little kids right. He taught the kids class each one of us would sit on his lap

and he would whisper in her ear nice work. You've tried really hard to it's this balance of push and pull now if you've ever been in a mom-and-pop Japanese restaurant, you've probably seen a DaRuMa doll somewhere on a shelf red doll that has a funny looking face and it embodies a Japanese proverb. It's very popular and all it means is fall down seven times and get up eight and when you trained in any discipline It's all about following through never giving up on the dream that you have to build your business. You've got into this

thing for a reason and it is definitely going to be hard at some point and the training. The discipline the crap is what allows you to move forward. So around the same time that I was training to be the next Jedi. I moved to live with my father and he had gotten about enough and very frustrated of me complaining about the food in our house. They have to understand up until that point. I live with my grandparents and that included my grandmother Ruth who was an amazing cook. She was old school southern women that had a grape vine

in the back yard. She had peach trees. She made her own preserves. Her own wine pies cakes and cookies on the weekends. She packed my lunch and then I went to live with my dad. God bless that man but his repertoire consisted of brown rice and stir-fried vegetables every single day. That's all he wanted to do because he was a hippie. That was the thing right when I eat really? Well. It's got to be clean and unflavored. It's true. He was really smart much smarter than I gave him credit for and he bought me to cook books.

The first one was Joy of Cooking. The second one was the art of French cooking and he offered to make me a deal and he said you can cook anything you want anything. I'll do the shopping. I'll do the cleaning. You just can't complain ever ever again. Now that's pretty heady stuff for a 7 year old but I think it took me I'm serious about this. I think it took me all of about 2 seconds to decide that I wanted to make donuts. And for those of you who baked, you know that hot oil yeast salt sugar and flour

is not like making a Toll House cookie. He was so patient while I totally destroyed our house. I think I burnt myself. I think he got burnt with the oil and how he tells the story. Is that somewhere around midnight. We had the saltiest Donuts than he had ever tasted and I was hooked. I was hooked on the discovery that I could create anything that I wanted that I could experiment and I could watch the face of someone. Joyfully experiencing the thing that I

created. That's what we do in business. And when I think back to that moment, it's exactly what we do in business and marketing like today we have access to every self-education opportunity that you can possibly imagine. We don't need someone at the gatekeeper to find the information to do what we want to do. We can experiment to our hearts content. We are also surrounded by expertise and each and every one of you who sits in one of these chairs that will actually tell you what they do. If you want to know about Facebook

raise your hand like going to the group go to the the dinner tonight grab someone and talk to them talk to the speakers. It is really easy to do that that access is just what it's like to cook. It's just what it's like to do martial arts where you literally can find anything that you want and you show up every day to make the donuts. It's not necessarily rocket science. Now, once you figure out your recipe, then you can scale it right then you can codify it. You can write it down. You can train someone and you can go to the next level now when I was about

23, I open a pie company in New York City. I love pies by the way if anyone fix. when I was 26 I open my first restaurant and we had a very simple mission in the mission was cook the food that we wanted to eat and make sure that ever guest was treated like a guest in our home. They weren't customers. They were treated like we wanted to be treated right? I didn't know that that was my ethos when I was 26 years old, but I found out later that the things that you say that are really important the mission that you write your essay going to do some part of that mission. It's

going to be a part of the core of who you are. Now that mission created a restaurant that serves 10,000 people per week to this day 25 years later and The things that we do when you cook and create for someone that you care for like when you have a customer that you actually want to help if you really feel it. I know that everyone in this room loves helping their customers. So where we are today is we have all this great technology. We have all this great marketing know-how and yet the digital

experience of what we do is somehow lost the baking part somehow lost the creativity somehow lost the desire to just connect with someone and make a difference in their lives because if we're going to do what Gary was talking about it we've got to be digital. We also have to be human. Cuz that's the thing that connects us to other people that gives us the caring part. Now martial arts gives you the discipline. It gives you the fortitude. It gives you the willpower to do the grind that you have to do every day to get the job done to make sure you go to the showing and

increase your production all of those things. That's the martial arts side. Now the other side the cooking that's where you get to play jazz. That's where you get to figure out how to articulate who you are and what you care about with your customers and how to create customers for life. That's the recipe. Thank you very much. I really appreciate your time.

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