The Salt Sessions

Transcript

 

0:14
Hi, I'm Bev Salt.

0:16
Welcome back to the Salt Sessions.

0:19
Today.

0:20
I'm with Rowena Wilding and we're going to be talking about lead generation.

0:25
Rowena, would you like to introduce yourself to our listeners?

0:28
Hi, thanks so much for having me on Bev.

0:30
I'm Rowena and I am the founder and CEO of Wilding Marketing.

0:35
We're an agency who focus on B2B lead generation marketing and we work with SMEs across across the least sexy sectors.

0:45
We love working with FM organisations, with utilities, with IT, with all the things that people think are incredibly boring and we bring spark and fire and excitement and sex too.

0:58
Well, we sex it up for those organisations.

1:02
Thank you, that sounds fantastic.

1:04
So lead generation as a business, if you want to achieve growth, then you need new leads.

1:11
So firstly, let's talk about inbound leads and outbound leads and distinguish between that.

1:17
Inbound leads are when people come to you, they might find you on your website or some of your social channels.

1:22
And outbound needs is when you approach potential new clients.

1:27
And I've been looking at stats and they say that for every 10 leads you get, at least five or six of those should be inbound leads.

1:34
So if you're not getting anywhere near that sort of figure, then perhaps your lead generation strategy isn't working as effectively as you might think it is.

1:45
So that's why we've got Rowena here today.

1:47
So you do a course as well, don't you?

1:49
A lead generation for people who want to learn more about it.

1:52
So, let's cut to the chase when it comes to the lead acquisition.

1:56
In your experience, what do you think actually works?

2:00
It's a great question.

2:01
It's a huge question, but it's a great question.

2:03
I want to caveat this just by going back over what you just said around outbound and inbound leads.

2:09
I think it's really important to say that one isn't better than the other.

2:13
There isn't a situation in which outbound leads are worse leads than inbound leads.

2:19
That's not the case.

2:20
And I think kind of the point of the of your 10 five should be inbound.

2:25
Kind of the point there is you shouldn't be putting your eggs all in one basket.

2:29
If all of your lead generation is outbound, you're at risk there.

2:33
That's a, that's a business risk.

2:35
If all of your lead generation is inbound, actually that presents just as much of a risk.

2:41
So when you're cultivating a lead generation strategy, you want to be thinking about both types of lead generation.

2:49
You absolutely want an app sales department or an active or proactive approach to going out there and getting great leads, but you also want to be putting together a strategy that is so attractive that it brings people in.

3:04
And by doing that, you're, you're spreading the risk when it comes to your lead generation.

3:08
You're you're ensuring that you've got more than one avenue to to bring new leads into your business.

3:13
So it's absolutely not a situation where one is right and one is wrong.

3:19
What we're saying is a really robust business plan thinks about both sorts.

3:24
Now in terms of what works, again, I cannot nail down 1 strategy that works for everybody.

3:31
It's not a cookie cutter, it's not one-size-fits-all.

3:34
But I think that ultimately, when we're putting together a lead generation strategy, we want to go back to the very foundations of marketing, which is a sales funnel.

3:44
You know, we all know what that looks like where we're going to fill up the top.

3:48
And we are gonna slowly, slowly, slowly or hopefully not too slowly whittle that down to the point that we get a bunch of lovely warm leads at the bottom who are ready to to Passover to your sales department or or ready to convert on the spot.

4:02
So we're gonna do that.

4:04
Let's give an example is an example what you want Bev does with that?

4:08
Yes, please share an example.

4:10
Let's say we're gonna, we've got all these different channels and all these different mediums open to us and you know, we can, we can market people in all these different ways.

4:19
We're going to fill up the top of our funnel by increasing our visibility as widely as we possibly can.

4:25
So let's say we are going to create a social media strategy that targets a particular audience.

4:32
We're going to post organically a specific topic that or a specific pain point that's really going to capture their imagination.

4:40
And we're going to run some some ads around that as well.

4:43
So we're going to fill up the top of our funnel, increase our visibility and gain a little bit of interest from a a nice wide group of people that's gonna be really widely targeted.

4:54
And then we're gonna try and move people down the funnel by igniting their interest and helping them to know us a little bit better, like us a little bit better and trust us a little bit more.

5:06
So we're going to do that by positioning ourselves as experts in the market.

5:10
So we might do that through a targeted lead magnet, which, you know, maybe focuses on a particular sector, a particular subset of your audience that, you know, we're going to be particularly ready for whatever your offer is at that moment, whatever The thing is that you're trying to sell.

5:30
So you're going to get a little bit more targeted in in the things that you're putting out there.

5:34
So that might be a checklist or a cheat sheet or you know, some kind of resource that people are going to be interested in downloading.

5:43
This is still very high level.

5:45
We're still very near the top of the funnel.

5:48
And actually I think a mistake that lots of business owners make is thinking that that lead magnet is towards the bottom of the funnel and it really, really isn't.

5:57
This is still very top of funnel stuff.

5:59
We're going to get a lot of people download this thing that is free or attend this webinar that is free because it's free because they can have it.

6:07
But what we are going to try and do with that is collect data.

6:12
And once we've collected data, we then have an opportunity to segment that data and talk to people in a more personal way.

6:19
We can start to nurture them.

6:21
And that's where, you know, we've done some social media marketing, we've done some adverts potentially.

6:26
Now we're going to get into a little bit of e-mail campaigning and we're going to start to build some e-mail journeys that take people from the OK, you downloaded this thing which, which was which was targeted to a specific pain point.

6:39
It's the best kind of lead magnets.

6:41
They hone in on a challenge that the audience has and they they give a little bit of an answer to that challenge.

6:49
And then we build this nice e-mail journey that just drip feeds.

6:53
This is the challenge you've got.

6:54
Don't forget that.

6:55
You've got this challenge.

6:56
Don't forget that.

6:57
We know how to solve this challenge.

6:59
Also, we're going to solve this challenge in a way that's different from our competitors and it's different because of X&Y&Z.

7:04
And that's going to be perfect for you because I know that you download downloaded this lead magnet because this is the challenge you've got.

7:11
Don't forget the challenge you've got.

7:12
Don't forget the fact that we can solve that challenge for you.

7:15
And you're going to nurture people through that e-mail journey.

7:19
And then once you've done that, as you're as you go, you're collecting more and more data.

7:24
You're seeing who is opening, you're seeing who is clicking.

7:27
You might have links through to other blog posts, you might have links to other downloadables that that people can grab.

7:34
And you're seeing as you go through that journey who is engaged.

7:37
So people are falling out of your out of your funnel here and your funnel is getting narrower and narrow.

7:43
So you've you've maybe now got a handful of customers or potential customers who you know are super engaged and you can reach out specifically to them with something far more personalised.

7:54
It might be a personal special offer.

7:56
It might be a webinar or an event that you're holding.

7:59
This is going to be you, you, you've, you've garnered your visibility, You've got loads and loads of visibility, but then you've moved them through that, you've taught them about you, you've built that trust with them.

8:11
Now you're going to create a relationship and you're going to do that by inviting them to something or or by having an open conversation with them because so far everything that you've done is you talking to them.

8:25
And again, this is another mistake that I see so many businesses making.

8:29
They think that marketing is one way.

8:31
And you see all the time, don't you?

8:33
Like when you're looking at icons around marketing, it's always megaphones.

8:37
But marketing, the very best marketing is two way.

8:41
It's a conversation.

8:42
It draws people into a wider conversation.

8:45
And you see it with, you know, campaigns that organisations like ALDI and John Lewis and McDonald's run that make people want to be a part of a wider conversation.

8:55
And that's what you're going to try and do.

8:57
You're going to try and draw people into conversation through an event or through a webinar or through a tutorial or whatever it is.

9:05
And by doing that, you can further understand and what the challenges are and continue to show them how that how you solve those challenges.

9:15
And then by the end of that, what you've got is a whole bunch of hot leads.

9:21
That's your lead generation funnel basically with your hot leads.

9:24
You can then either hand them over to your sales department if that's what you've got or you can draw them into one to one conversations and and sell to them directly.

9:33
That's how I would do it.

9:34
Obviously, I'm talking very much in a B2B kind of a scenario there because that's my expertise.

9:39
It would look, it would look considerably different for a B2C situation and depending on business size that might be a lot longer or it might be a lot shorter.

9:48
No, that's great because all my customers are B2B as well.

9:51
So if if a company had of various customer personas that they were targeting and these customers are all very, very different.

10:01
So in terms of age group and and demographics, would you recommend tailoring your marketing messages to different segments or we just just do one for everybody?

10:13
I feel like you set that question up beautifully Bev segment.

10:17
My advice is always segment from day dot when you are collecting data, segment from day one.

10:26
It's the most important thing to do with your data as you are collecting it.

10:31
You want to be able to cut it as many different ways as you possibly can.

10:34
So yes, segment by demographics, segment by age, segment by pathway into the database, segment by the lead magnet that they that they downloaded, segment by the event that you met them at.

10:47
Yes, segment, segment, segment and personalise your messaging as much as you possibly can.

10:53
And when I say personalised, I do do not mean put their first name somewhere in the e-mail.

10:58
That is not personalization.

11:00
That was personalization a decade ago, more than a decade ago, and we are far, far past that now.

11:06
When I talk about personalization, I mean gather as much data as you possibly can on your customers, create segments as small as you can get away with and and target your communications so that every time you speak to someone, they feel like you are speaking to them.

11:24
Not a hey guys, not a I'm chatting to everybody in my audience, not a throw it at the wall and hope something sticks.

11:32
I mean, if you've got a very, very low ticket offer, sure, you know that stuff can work if, if what you're selling is extremely cheap.

11:39
But the reality is if if what you're doing is, is trying to create that emotional trigger that makes someone buy.

11:47
And every time we buy something, it is attached to an emotional trigger.

11:52
Every single time.

11:53
I used to say every time we buy something, with the exception of toilet roll, there is an emotional trigger.

12:01
And then COVID happened and I have revised that statement because every time we buy something, there is an emotional trigger.

12:08
And that includes toilet roll, as we now know.

12:10
So if what we're trying to do is, is connect with people in a way that is going to trigger that emotion, it has to be targeted and it has to be personalised.

12:20
And you cannot do that with a, you know, round Robin throw it at the wall and hope something sticks kind of education.

12:26
Yeah, personalisation and tailoring, which sounds quite expensive.

12:32
So I know this is a really difficult question to answer, but how much budget should businesses be setting aside for lead generation as a percentage of turnover?

12:42
15%, 15 B2B?

12:46
Yeah, I would say 15%.

12:48
That being said, what I will also say is I am an organic first marketer and that means all of the lead generation strategies that I put in place are completely organic.

12:59
We do no paid work whatsoever.

13:01
Obviously, there's still spend there because you're spending on a marketing expert, but it is possible to do lead generation with far less than that.

13:11
It's just going to take a lot longer.

13:13
Organic lead generation, you're looking at a year's worth of, you know, time investment there and it will be time intensive.

13:20
Whereas if you're, if you're going to do paid lead generation or you're going to include paid in your lead generation strategy, you're going to get results faster.

13:29
And I'm not, I'm not saying it will be instant, but it will certainly be faster.

13:33
Great.

13:33
Thank you.

13:34
Once you get new leads, let's face it, not every one of those will convert.

13:38
Some won't be right for your business and some you won't want to work with.

13:42
What would you recommend and people do in terms of qualifying their leads?

13:46
Yeah, I love this question.

13:48
You know, Bev And again, I I don't think I have a one size fits every business answer.

13:55
Every business needs a lead qualification process and I've seems I've seen some really, really great ones.

14:04
And if I'm honest, most of those come from just really great conversations, actually sitting and having a great conversation.

14:12
We are in an age though, where we have AI tools that can do an awful lot of heavy lifting for us.

14:18
And I think that prude, it's prudent not to waste masses of time sifting through every lead in order to have a conversation to discover if they're great.

14:29
When it comes to qualifying leads, my hope would be that the vast majority have qualified themselves and again, through really great personalization and through really clear USPs, what you should have at the bottom of your funnel is a handful of leads that have mostly self qualified as being pretty much perfect for your business.

14:51
You can absolutely use AI to to gather information from them and understand actually if there's a good fit.

14:58
And then I think really it's, you know, it's down to those kind of values conversations to work out if if everything else fits.

15:07
Thank you.

15:08
In B2B, we typically typically have longer buying cycles compared to B2C because it might just be not be one person, it might be multiple people making that buying decision.

15:19
And for me, it probably takes me on average two months to convert a client, I would say.

15:25
So during those two months, can you share any tips on how businesses can nurture those leads to make sure they don't go elsewhere?

15:33
Yeah, absolutely.

15:34
And again, Bev, you're on fire with the questions.

15:37
The, the lead nurture process is more important than the lead generation process, right?

15:44
So I say this to every single client when I take them on.

15:48
It is cheaper to convert people who are already in your pipeline, who you have already worked with or already had conversations with than it is to go out and find new leads.

16:00
So if you have leads in your pipeline that are sat there that you've done nothing with, makes far more sense to reinvigorate those than to start again from scratch.

16:11
You do not need to reinvigorate them if you have a really great nurture process that means keeping in touch.

16:18
Now I'm a big fan of the account based marketing kind of style.

16:22
I really love going out there to specific businesses and This is why I'm saying outbound lead generation is just as important as as inbound lead generation.

16:31
But I like going out there with really personalised communication journeys for specific businesses that have already identified because by doing that, the nurture is built in.

16:42
So yes, e-mail communication, but we have to acknowledge that e-mail is the busiest it's ever been at.

16:49
e-mail inboxes are absolutely full to the brim.

16:53
So if you are adding to that noise with another newsletter that nobody's going to read, you're not nurturing, you're just again shouting at someone who isn't really doesn't really have the time to listen.

17:04
So let's think about ways that we can subvert the norm right now.

17:08
There was a time when direct mail, you know, it was piling up on our doorsteps, but when was the last time you actually got direct mail that you wanted?

17:16
Like we hardly get any anymore.

17:19
So a really well thought out direct mail campaign is a fantastic way of nurturing people in your pipeline.

17:26
We did.

17:27
There was a previous employer that I worked with and we did a great campaign.

17:31
They were a property maintenance organisation and we sent out mini Lego kits to them so that they could build their own properties.

17:39
And, and the whole thing was around.

17:41
Yeah, like you build it, we'll maintain it.

17:44
So, you know, anything that can surprise and delight, anything that can subvert the norm, these are really fantastic ways of nurturing.

17:53
The other thing that people really love is ego stroking.

17:57
People really love to be made to feel special.

18:00
So inviting people to something exclusive, you know, an exclusive webinar, an exclusive event, an exclusive dinner, an exclusive bit business breakfast, getting in the room with people face to face so that they know that you value them and their time.

18:16
That's another really fantastic way that subverts the norm.

18:19
I think I, I love e-mail marketing, right?

18:22
I've got a lot of respect for it, but I think it's really overused now.

18:26
It's a really crowded medium.

18:28
And there are, you know, some of us who are a little bit older, who were kind of in marketing before the boom of social media.

18:37
We have tactics up our sleeve that are from a, you know, almost a forgotten era now and pulling some of those out from history and going just up dust it off, just off the old playbook.

18:49
You know what, some of this stuff, no one's doing it anymore.

18:52
Let's have a go at it.

18:54
That's a really good way to to get in there, being a little bit innovative with it.

18:58
Maybe, you know, coming up with a new slant on it.

19:01
It's a great way to to kind of do something that's going to stand out from the crowd and, and keep you memorable.

19:06
And like I said, it's about surprise and delight, especially if they're in your like in your pipeline and far down within that funnel, you know, they're really, really convertible.

19:17
It's worth putting in the time and the effort to to ensure that when that moment comes, there's no one else to think of in terms of frequency.

19:27
I'm just thinking back to when I'm in the sales funnel where with SaaS companies, yeah, software-as-a service... daily calls.

19:33
So I'm thinking, is that too frequent?

19:35
Because I just find it too much and they're starting to annoy me now.

19:39
So how frequent is too frequent, would you say?

19:42
Yeah, another really great question that there isn't 1 answer to.

19:46
But what I will say is the decision makers have changed.

19:49
So there was a time when, and I hate using kind of these blanket stereotypes, but there was a time when the people in charge were boomers and those people liked frequent phone conversation.

20:01
That was the way they did business.

20:03
So that daily phone call thing has come from that way of doing business.

20:08
But we're 20 years on now and millennials, Gen X and millennials are the ones who are the decision makers in organisations and.

20:18
I don't, I mean, millennials don't even answer the phone, let alone take daily phone conversations.

20:24
Gen X do.

20:26
But again, this concept of having the time to stop and pick up the phone and have a conversation, it's not there anymore.

20:32
Teams are smaller, there is less resource.

20:35
We do not, we do not have the time or the energy or the headspace for it.

20:39
So yeah, daily contact is is too much.

20:43
That being said, if you've got an older decision maker who is used to doing business that way, that's probably the way you need to communicate with them.

20:53
If you're speaking to someone younger, it's not about frequency.

20:57
It's about the moment that you get them.

20:58
It's about really timing that moment.

21:01
Well, it doesn't matter if it's weekly or monthly or, you know, anywhere in between.

21:08
The frequency doesn't matter a job because they will ignore every single communication for the one that's well timed.

21:14
So the important thing is knowing your client well enough or knowing the prospect well enough and that journey well enough to know when those ideal moments are.

21:24
So look at their sales cycle.

21:27
Look at how long it takes them to convert their end clients.

21:31
Look at their needs right now.

21:34
Look at the OR ask the question about their procurement cycles.

21:38
Again, it's about gathering as much information as you possibly can and tailoring what you're doing to fit with what they need.

21:46
I know that nobody wants to do it this way.

21:50
I know that when people are doing the generation, what they want is a formula that they can follow over and over and over again.

21:57
The reality is we live in a world where that doesn't work anymore.

22:01
It just doesn't.

22:02
You can have kind of general rules and general patterns to follow, but the reality is there is so much personalization now and that needs are so different from client to client to client.

22:14
And expectations are so flipping high because of, you know, companies like Amazon who can deliver the thing that you need by 10:00 the same day.

22:24
Customer expectation is so high that we need to do more to stand out.

22:29
We need to deliver better and more in order to be chosen.

22:34
So gathering that data and tailoring things as much as you possibly can is how you're going to land that.

22:40
That's great advice.

22:42
I'm, I'm Gen X, by the way.

22:43
I just made it.

22:44
So yes, we do pick up the phone.

22:47
In terms of KPIs, what should companies be tracking to measure their success?

22:53
Yeah, OK, there are Yeah, there are more standard answers here than all of the other answers that I've given, which are I'm, I'm very aware of been.

23:01
Well, it depends which business.

23:03
What I'm going to start with is what what you shouldn't be tracking.

23:06
You know, your vanity metrics that every business thinks is important can be thrown out of the window.

23:12
The number of likes and comments on your social media posts are not important.

23:17
They're just not.

23:18
Stop asking your social media people to track this.

23:20
It's irrelevant.

23:21
The only thing, especially in a time, right?

23:25
Especially in a time where actual, actual attribution models are almost impossible to put together.

23:31
It is so, so hard now to say final attribution because so many things go into the mix and dark social is more important than ever.

23:41
I'm going to explain that because I realised there are going to be people listening who don't know what we're talking about when we talk about dark social.

23:47
What I mean when I say dark social is actually the the way that we consume social media now.

23:53
The way the vast majority of people consume social media now is quietly we, we don't like and comment.

24:00
We don't say, oh, that looks like a great thing.

24:02
I'm going to get in touch with you.

24:04
What we do is we are constantly being influenced by the things that we see.

24:09
We are the content that we consume.

24:12
Drip, drip, drip, drip, drip feeds.

24:15
The way that we think about things and our purchasing decisions.

24:19
There's not going to be 1 social media post that's going to be the catalyst of buying or very, very rarely, especially in B2B.

24:26
But the presence that we have there will drip, drip, drip feed.

24:32
That's a company whose values align with mine.

24:35
That's a company who really treats their employers right.

24:37
That is a company that, you know, I want to buy from when I have the opportunity to buy from.

24:43
That will stick in your mind and nine months later when you have a need that will have influenced.

24:48
But there's no way of knowing, there's no way of tracking that.

24:52
So there are certain, certain metrics that that we're tracking regularly that just don't matter.

24:59
And I would say that kind of like comment, you know, share metrics on social media that they're just not important.

25:06
I, I think impressions are still pretty important.

25:08
The number of people seeing your content is still pretty important.

25:12
But again, it's not necessarily going to equate to sales.

25:15
I think then in terms of the the metrics that matter, it's going to be more around your e-mail marketing open rates, your click through rates, your Click to open rates, definitely be tracking those.

25:29
And then you know on your website you really need to be setting up events on the back end.

25:37
You need to be triggering events so that, you know, actually when somebody takes this action that matters to us and that will be different from company to company to company.

25:48
You should be, you know, tracking UTM links.

25:52
You should be tracking the core pillar pages.

25:56
You should have a difference between your intent pages on your website and your informational pages.

26:02
And you should have trackable events on your intent pages so that you know if you're losing people or if they're converting.

26:10
Those are the kinds of metrics I would be wanting to put into a Data Studio report to, to look at.

26:18
And then obviously if you're, if you're running ads, your conversion rates on those are absolutely crucial to be tracking.

26:24
I'm not going to talk too much about that because again, I'm an organic marketer, not a PPC marketer.

26:29
So you'll have to get a more specialist guest on to talk specifically about that stuff.

26:34
But all of that paints a picture, right?

26:37
We don't live in a single attribution model world anymore.

26:41
What we're doing with metrics, I know people love data because it gives hard answers, but it doesn't anymore.

26:48
All of these metrics now help us to paint a picture for people that gives us an idea of what a funnel looks like.

26:57
It gives us an idea of what attribution looks like.

26:59
But we need to take them all holistically together to, to, to frowned.

27:05
It isn't as cut and dry as it used to be.

27:08
It isn't as black and white.

27:09
It's far more open to interpretation.

27:12
And actually a really excellent data analyst is able to or a really excellent data marketer is able to take all of these bits of data and create a narrative around them.

27:25
If you have somebody in marketing who is reporting back to you on metrics and all they're giving you is data, you need to look at that because that's, that's not actually very helpful.

27:35
That's cold numbers.

27:37
Those data sessions where you're, you're going back through the metrics should be a storytelling exercise.

27:43
You should be hearing narrative around it.

27:45
You they should be giving you what this picture means.

27:48
They should be interpreting that data for you.

27:51
And if you're not getting that, you're probably only getting, you know, the vanity metrics that don't really matter or don't really stack up.

27:59
Yeah, that data, as you say, is meaningless.

28:03
Yeah, unless you can interpret it, right.

28:05
So we need to do this because the data supports the answer.

28:08
So I think out of everything you've said so far, it all pinpoints down to, you really have to understand your customer.

28:16
So everything you do is is relevant.

28:19
Do I understand them, what their pain points are?

28:22
And when you do, you can then create the messaging to resonate with that customer.

28:27
Exactly.

28:28
And I think that it is the biggest mistake I see clients make over and over again.

28:34
They start marketing before they have done their customer research.

28:40
You would be amazed at how many people and you'll have listeners right now who have who have made this mistake.

28:46
They, they market their product without ever having had a conversation with their ideal client.

28:53
You know, and the reality is you just can't.

28:56
You can make assumptions, but you can't know until you've had those conversations, that customer research piece, really understanding your audience.

29:05
Really understanding.

29:06
Yes, they're demographics, but most importantly, they're points.

29:10
If you don't know that inside out, everything else falls down.

29:15
Absolutely everything you have to nail.

29:17
First of all, your goals.

29:19
Second of all, your audience, 3rd, their pain points and 4th, your solution, your specific solution and how that's different from everything else out there.

29:28
Until you have those things nailed down, your messaging is worth nothing.

29:33
It's just like, let's see if we can find something that fits, but it'll be a fluke if it does.

29:38
If you've got to have those fundamental core principles nailed down and then your messaging falls into place after that, I don't know why you would want to try and come up with messaging before you know that stuff, because the messaging writes itself once you know that stuff.

29:55
So yeah, if you haven't already done this, listeners, put a project in place to go back to your customers, go back to the people you lost, go back to the friendlies, the people you wowed who absolutely love your service, and ask them what were the challenges you had when you came to me?

30:14
What were the things that we did that absolutely transformed that?

30:18
What are the challenges that you still have now?

30:21
What, what are the areas that really, you know, keep you awake at night?

30:27
Because it's those things that you can speak into.

30:30
And if you're able to get in there, identify the problem for them and niggle at it, niggle at it and niggle at it and niggle at it and put into words the thing that has been sitting in the pit of their stomach, but they haven't even been able to articulate themselves.

30:46
If you're able to be that person, they will trust you with the solution.

30:50
That is absolutely sound advice.

30:52
Thank you, Ro, and I'm going to ask you a bonus question now because I asked all my guests in Season 2 and that question is what is a small daily habit that has had a big impact on your success?

31:03
So this is going to sound a little bit strange, but it's a reframing habit that I started in the middle of last year and it has absolutely transformed the way I do everything.

31:15
It's not just my success in my business, it's my success, you know, in family life, in, in everything that I do.

31:21
And it it's just this every time I say in my head or outlined the sentence, I have to, and then whatever it is, I have to do this or I have to go to that or I reframe that sentence and restate it as I get to I get to do this.

31:39
I get to go to this.

31:40
I get to get up at 6:00 in the morning and get the train to London to go and see a client, get to go and do the school run for my three children and take them to all of their different hobbies.

31:51
Because in every single thing that we do, everything a ******* privilege in comparison to where other people are, even the **** sorry, even the stuff that we don't want to do, it's privilege that we have the opportunity to do it.

32:06
And you know, now more than ever, I look at the things going on in in the world and the rights being stripped away from people and the fires in California and people losing everything and absolute genocide and, and displacement in, in Gaza.

32:20
I look at all of these things going on and now more than ever, I am so, so aware of my privilege and every single thing I complain about is *** **** wonderful.

32:32
And I'm so lucky to be able to do all of them.

32:34
So every single time I find myself saying that sentence, I, I have to have to do this thing.

32:42
And I don't do it as much as I used to because I've gotten so used to reframing it, but reframing it as no, I get to do this thing.

32:50
I get to do this thing.

32:51
Aren't I so lucky that I get to do this thing?

32:54
Oh, I love that.

32:54
That's got to be my favourite response ever.

32:57
Reframing things makes such a difference.

32:59
So just tell you my story.

33:01
So when the children come home from school, I've always used to say to them how was your day?

33:06
And their response will be good.

33:08
How was yours?

33:09
And they don't really share any information.

33:12
So but lately I've reframed it so giving them a new question.

33:17
So when they come home, I say to them, what was your favourite part of today?

33:21
Yes, so very, very specific.

33:23
Then they have to answer and think, what did they enjoy about today?

33:26
And then I also asked them, was there anything that bothered you today?

33:29
And then the problems start coming out and they start telling me, well so and so is leaving their favourite teacher.

33:37
So I actually get response from my teenage kids.

33:41
So yes, that's all simply down to reframing the questions.

33:45
Yeah, that's absolutely right.

33:46
We do exactly the same thing at dinner every evening.

33:49
We ask 4 questions and those questions are, tell me something great that happened today.

33:55
Tell me something that upset you today, tell me something kind that you did today.

34:00
And the last one is tell me something you're looking forward to tomorrow.

34:03
And again, it's about that last one is about cultivating gratitude.

34:07
It's about helping all of us to realise how lucky we are and how many fabulous things there are that we get to experience every single day.

34:14
Tiny little things.

34:15
And it forces them to think of something, even if it's tiny, even if it's just, oh, I've got a lunch box tomorrow instead of instead of a school dinner.

34:22
It's finding joy in those, in those really little things.

34:26
But you're absolutely right, it's a bad it's about reframing the way that we approach just everyday life because it's so easy to get ground down by things.

34:35
Especially I think when you're a business owner and the book stops with you and you're a parent and you've got so many stresses, so many plates spinning all the time.

34:45
Burnout is never more than about 3 1/2 minutes away.

34:49
It's never more than one horse back away.

34:52
But but just taking that minute to live in gratitude can just, yeah, stave it off for a little bit longer.

35:00
Thank you so much for your time room.

35:02
I really appreciate it.

35:04
And I'm sure our listeners will do as well.

35:06
And if our listeners wanted to contact you, what's the best way for them to get in touch?

35:10
Please come and find me on LinkedIn.

35:12
I am a LinkedIn queen.

35:14
I love it there.

35:16
You can there's only one row in a Wilding on LinkedIn.

35:19
Come and have a chat with me there anytime.

35:22
You are welcome to go to my website, weldingmarketingco.uk.

35:26
But it's, it's not nearly as interesting.

35:28
There's all the stuff going on on linkedinandyoucanemailmeanytimeiamjustrowena@weldingmarketing.com.

35:35
I am always up for a good chat any, any problems, any marketing issues or if you just, you know, fancy talking about politics, one of my favourite topics or nothing is off the table.

35:46
I'm, I'm one of those that will talk about politics or religion or any of it.

35:50
It's all good.

35:50
I'm just lonely.

35:52
Just come and talk to me.

35:55
All right?

35:56
Thank you.

35:56
So it's been great.

35:57
Thank you for having me.

35:59
Bye.