Episode 57 Transcript
Heather (00:01.348)
Okay, here we go. All right. Welcome to the show, Ayan. Really happy to have you here. I've been chasing you for a while to have this chat, so welcome.
Ian Garlic (00:14.154)
It's the time difference. Sorry about that. It's great to talk to you about.
Heather (00:19.884)
I know you guys, those of you listening for a while, I have the American accent, but I live in Australia and I am so first, somewhere middle of the states. Are you middle of the states? Remind me where you are.
Ian Garlic (00:28.886)
I'm in Orlando, Florida, so East Coast.
Heather (00:30.644)
Other side. East Coast. Nice. So I'm wanting Ian on the show because of a couple of reasons. So I'm part of a mastermind group and he gives phenomenal advice for not just agencies, which is what I am, but business in general, but also because of what he does in his business, which you guys are going to find out shortly what that is and how he works with clients and what he's been up to. But I always like to kick off the show with a couple of tips that people can
grab onto around you and your business and how specifically do you grow during the more hectic, crazy, hustly times to keep your head above water? So what are a couple of tips that you do to kind of stay away from the crazy hustle and grind?
Ian Garlic (01:16.23)
Stay away from the crazy hustling, right? That's a tough one for me because I am a bit of a workaholic, so I'd like to do get stuff done. You know, it's... I don't know. It's forcing...
Heather (01:18.296)
Ha ha ha! Isn't it?
Heather (01:27.818)
Yeah.
Ian Garlic (01:33.11)
It's deciding what's important. I mean, that's what you got to do, you know, and, and limit your goals. Make sure you have a set vision. I think the set vision is probably one of the easiest things and that, cause I can make you tell you what say no to. Um, one of the other things I try and do is, you know, my friend slash clients slash amazing book writer, uh, founder of EOS, uh, Gina Wickman, um, you know, he always says, you know, have your tenure vision.
And because we all feel this impatience, right? And I think that social media drives that and you've got to be really careful of that. So it's like if you we way underestimate what we can do in 10 years and way overestimate what we can do in one year. So I think having that patience is crucial and you know in gratitude, practicing gratitude and I mean those are some of the I mean they're not really hacks.
But then, you know, and then also walks, you know, quiet walks.
Heather (02:37.876)
Yeah. Yeah, no. Do you know how many people say that? Actually, so many people I've spoken to are like, get your ass out in nature. Like, seriously, get outside. It just shifts perspective and the vision thing as well. I'm glad you've mentioned that.
Ian Garlic (02:46.316)
Yeah.
Ian Garlic (02:52.318)
Yeah, it's crucial. It is crucial. And then, I mean, and then really know who you're serving. And, um, and, you know, one of these things I've been talking to a lot of people about that
We look, there's so many people that are selling this idea of scale and making a ton of money. And I think there's certain people that are driven by that. And I think there's certain people that substitute that for thinking that they're going to get freedom from scale. There, it's not going to get to that. So understanding really what motivates you and what makes you feel accomplished. Because the, the
Heather (03:10.682)
Yeah.
Ian Garlic (03:27.862)
power is always going to be moving further and further. So understanding, you know, if it's, you know, who you're serving and it's like, Hey, what do I want to accomplish for them and for myself? And be happy with that.
Heather (03:40.844)
Yeah, it's really a good point. I was just talking to a really interesting woman in my last interview and she was saying like, I got caught up in the whole comparison thing. I was looking at all the entrepreneurs online and going, I should have this, I should have this, I should have this. And she's like, you know what? I literally got rid of half of my product suite. I got rid of half of my team. I've never been more profitable. I've never been more happy.
Ian Garlic (04:00.966)
Exactly. I mean, if you know, if it's a lifestyle thing that you want, or if it's a mix or I like building things So it's like, you know, it's I like to build things but it's not Necessarily I have to make the most money in the world But I like to make stuff and I were and you know, and but it's easy to get away from that and go Oh, I need to be making this money or and so much of that's fake I know so many people, you know, it's like They're showing all their stuff on the Instagram because that's what sells and they don't really have that much I mean
Heather (04:05.629)
Yeah. Yeah, okay.
Heather (04:20.201)
Yeah.
Heather (04:29.826)
Yeah.
Ian Garlic (04:31.44)
and was showing all his expensive cars, which he no longer has, and he was living in a small apartment. And I'm like, yeah, so I mean, yeah, understanding that, and because you have to practice that awareness. If you don't practice it, you're gonna get caught up in it. And our job is being on the internet and seeing those things. It's just, yeah, you've gotta also unfriend those people.
Heather (04:37.884)
Yeah, a bit of a mismatch there, mate.
Heather (04:47.683)
You too.
Heather (04:59.168)
It's actually, you know what? That's a really good point. Like they call it the, um, what do they call it? Your timeline detox or something. You're like, what you just said. Yeah. Anyone that makes you feel like crap about yourself, like just think about, think twice about following them. Love it. All right. So I want to talk now a little bit more about your business and all the things you're building, cause you're a builder, as you say, um, why don't you, I guess let's start this conversation about what.
Ian Garlic (05:05.023)
Yeah.
Ian Garlic (05:12.09)
Exactly.
Ian Garlic (05:21.646)
Hahaha.
Heather (05:28.944)
you've been up to. Like what is your business doing? You just mentioned something about a book as well. So give me a little background on you.
Ian Garlic (05:33.835)
Yeah.
So I've been doing video marketing for about 15 years, um, worked with service-based businesses, started in legal, um, a background in economics. And I was a, worked for a hedge fund and all that craziness in New York city. Um, and then really loved marketing and got into marketing and then was a consultant, legal marketing consultant for a fortune 50 company, and then, um, started our, um, agency.
Heather (05:40.471)
Yeah.
Ian Garlic (06:05.804)
And we were doing YouTube marketing, you know, right at the onset, right when YouTube was purchased by Google. I was like, this is going to change everything. And since then we've evolved how we do store. You've had to evolve, right? Because it is, it has evolved. I mean, back then I could make, put any video on a website and they're like, Oh my God, a video on a website. Now it's kind of, it's obviously you've got to make really good videos to get people to pay attention. And we, I learned over the years of working through clients that.
Heather (06:06.412)
Yeah.
Ian Garlic (06:32.414)
Every time we didn't start with customer stories, we missed out on something. So we, um, it was the thing that really got the most benefit, but also through a process, not only improved marketing, but improved sales helped inspire people, uh, improved
every part of your business. So we now do what we call video case stories, which we say, you know, even my book is called video testimonials that land the big fish. The only reason it's called that is because of SEO purposes, but it's really, we talked really quickly about the idea that you should not be looking at testimonials. You should be capturing, you know, focused on your customer stories.
not just focus for them to be on a website, but focus on listening to them because they're gonna tell you the answers to all of your problems. They're gonna tell you your copy. They're gonna tell you your keywords. They're gonna tell you your positioning statement. They're gonna tell you your angles and hooks. And they're gonna make great content for you if you just take the time to do it. So we've developed a system of strategy and collection and how to make great videos and use these videos everywhere, especially on YouTube. And yeah, and then I wrote a book
exactly how to do that. Video testimonials that lay in the big fish.
Heather (07:41.208)
What's the name of the book? Again, you said it. Got it, I just wanted to have you shout that out one more time. Is it available now?
Ian Garlic (07:48.942)
It is available now. You can go to it was Amazon number one bestseller in most categories except for marketing because Alex Hermosian launches book two days before mine. So so that was a little that was a little disappointing. But I didn't spend a million dollars on my book launch. But
Heather (08:05.377)
Yeah.
Ian Garlic (08:11.05)
Yeah, and if you go to testimonybook.com slash Porter, there's a bunch of extra bonuses on there for all of your listeners. And you know, if we've got the tackle box tool, like tools that like we're like we charge thousands of dollars for will be on there as well. And the book is, you know, a few dollars right now. It's going to go up because I'm actually on launch a few more books coming out soon.
Heather (08:17.557)
Love it.
Heather (08:33.096)
Really Mr. Builder building away creating new things. I love it so much. All right, great. Now I have another book I have to read, I am because of you. Now I'm actually looking forward to it. Okay, so talk to me about how you work with somebody. Do they have to be near you? Like, do you do the video work for them? How do you work with somebody?
Ian Garlic (08:34.99)
Hehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehehe
Yeah.
Hehehehe
Ian Garlic (08:53.91)
Yeah, so I mean, the biggest part is the strategy. Um, and I really go into that in the book because everyone we've worked with, I mean, I really, most of my clients, I don't meet in person that much anymore. I used to fly around the world. Um, and we do a lot of remote video and we send videographers out, but it's really the strategy because when we start talking through customers and, and talking through clients and then we interviewed them remotely, uh, you, you get so much information and the pandemic really shifted things too, because
Heather (09:11.012)
Okay.
Ian Garlic (09:24.084)
used to zoom, which before it was kind of this weird thing and was really difficult. And we had started doing this well, we did remote before zoom and it was difficult. But then second zoom hits. Now people like it's almost like a confessional for your clients. If you ask the right questions and have the right person on their side, and you get so much information. And so we get that strategy, we interview the clients and then we go, Hey, these are the things that we've learned. And then from there, we can make additional videos.
Heather (09:25.655)
Yeah.
Heather (09:46.82)
Okay.
Ian Garlic (09:54.164)
or if someone flies to us to our studio here in Orlando. And we do have filmmakers in Australia too. But once you've had the strategy down, you want also a filmmaker that understands strategy. So we have specific filmmakers for that because someone can make a beautiful, beautiful movie, an Emmy award winning movie, that doesn't necessarily mean it's going to sell a lot of your services. So yeah, that's how we work.
Heather (10:02.048)
Okay.
Heather (10:20.996)
Yeah. So do you find it difficult to get somebody's customer or client to actually say, yeah, I'm cool to talk about the work they did with me?
Ian Garlic (10:31.254)
That's a great question. And it's a big question. So the first thing I tell people is don't ask for testimonials.
You need to ask them to about their story. And we've done some very, very sensitive subjects. We're like, oh, my God, I can't believe the person told me that, you know, where people were going to prison for the we're about to go to prison for the rest of life and accused of horrific crimes. And they still tell the story. It's it's how you ask. It's asking often. Some people will say no, but it's one of the things you just you need to have the habit of doing it because you never know who's going to say yes.
Heather (10:42.467)
Yeah.
Ian Garlic (11:07.952)
You think, and you never know who's gonna say no. And I just wrote a blog post about this and you never know when that person's gonna disappear. The person might be an amazing story, they love you, and then something happens. They found someone else or something happens to them. So you've gotta just be in the habit of constantly collecting those stories. It is your gold. It's the absolute engine of a great business.
Heather (11:21.983)
Yeah.
Heather (11:34.008)
So if you're a service business, when do you tend to ask for the customer's story halfway through the project, towards the end, when's the best time?
Ian Garlic (11:41.782)
Well, I like to have it throughout milestones, you know, and you decide on those milestones because we talk about, you know, there's always a first win.
Heather (11:44.733)
Okay.
Ian Garlic (11:52.194)
Because if you, especially if you're in a business like yours, where it takes a little while to get stuff done, right. And it takes a little while to get results. If you just sell the results that are a year from now, you're going to have a client that's like, Oh my God, is this going to ever happen? But if you get the stories along the way, the first win, like, Oh, the first time I saw the comp for my website or the first time, you know, I really got the strategy down or really the shift in how we talk to our clients, you know, with us, with the tackle box, we have, you know, client stories. I think you've had Michelle on, uh, Michelle Prince.
Heather (11:58.869)
Yeah.
Heather (12:13.164)
Yeah.
Ian Garlic (12:22.348)
who, before we even talked to our clients, we had found new angles and actually new lines of business for her within a few hours of working through this. And we've got that story down, but you've got to make a habit of collecting those. And not only...
Heather (12:32.535)
Interesting.
Ian Garlic (12:38.358)
is it gonna improve your marketing, but also it's gonna improve each of those stages, because you're gonna hear what's good about it. You don't know, we think we know what's in people's heads, which is the weirdest thing. We think we understand our customer completely, and they're people. You know, it's like, you don't know what's in people's heads. So, constantly be asking.
Heather (12:52.788)
You forget. Yeah, yeah.
Heather (12:58.02)
Okay, I like it. So if you think back to a couple of clients you've worked with recently, can you, do you know what's actually happened as a result of you guys jumping in and helping to create these customer stories? Like what sort of results can a business expect from these types of videos?
Ian Garlic (13:13.962)
Yeah, I mean, you know, like.
With, you know, Jason Swank, who you work with, you know, we, we use right away. We're able to use the case stories tackle box to train his new salespeople, um, and quickly get results, which he never had success in salespeople before, uh, dot and co, which is like a staffing company. They, they start to use the case stories before they have a sales call. And they said transforms the sales calls. Um, uh, we, you know, we had one dentist who got, uh, who recently got a five
Heather (13:19.041)
Yeah.
Heather (13:27.293)
Ah.
Heather (13:31.704)
Oh.
Ian Garlic (13:46.444)
case story we did six years ago. And you know, people walk through the door like that's me. That's my problem. They're just like me. I want that. And which I love too, because that's like these stories can last for a long time. One of my favorites too recently is Cosm who does traffic like top 1% Google ads agency. They got a case story that
Heather (13:56.184)
Wow.
Ian Garlic (14:11.374)
that they've used and they're running $200,000 in a month in YouTube traffic. And it was their most successful retargeting video that there is. And so, you know, I can go on and on. We've had so many successes all along the way. But one of my favorite things is when people say, you know, and I hear this all the time, you know, it's just weird. People just walk in and feel like they know me
Heather (14:18.133)
Oh my gosh.
Heather (14:22.659)
Wow.
Ian Garlic (14:40.748)
with me. And that's my favorite thing. Because it just trains, you know, because we there's just always this awkward moments like going on a first date. And imagine skipping to like the fourth date and they're like, oh, excited to work with you, or go on go on your fourth date. And that that's probably my favorite thing is when we hear that. And then you know, we have a lot of long term success stories, people we've grown, you know, eight and nine figure businesses with. So I
Heather (14:53.034)
Yeah.
Heather (15:07.033)
Wow.
Ian Garlic (15:08.586)
You know, it's like this house is, you know, because you helped us out. And I love all that stuff.
Heather (15:14.676)
That just makes your job worth so worth it when you see how you actually affect somebody's life in that way. That's so good So another thing that's coming to my mind is people are listening to this because like I'm like I want this now Even just based on this last five minutes of conversation. So there'll be people thinking the same thing
Ian Garlic (15:17.451)
Mm-hmm.
No, yeah. Yep, it's really cool.
Ian Garlic (15:30.636)
hahahaha
Heather (15:36.28)
Is there a way of going back in time and talking to previous customers? Or is this something where you're like, OK, now I now have the iron mindset and I just start cleaning the sand from here on out. I'm focused on the stories.
Ian Garlic (15:48.51)
No, definitely. You know, a lot of people are like, well, this is an old story. I'm like, you still transformed this person's life. And that's why I liked the idea of case stories versus case studies. Cause case studies, the numbers, like it might be like you worked with a small client before, but. And you know, now you make someone a hundred thousand dollars where you used to be made someone to $5,000. That $5,000 was transformative to them. So you can always do that. Don't be afraid to go back in time and get a story from them.
Heather (15:56.841)
Yeah.
Heather (16:07.767)
Yeah.
Heather (16:15.38)
Yeah.
Ian Garlic (16:16.758)
And you know, a story of how they're, the, you know, the stories are, what was their problem and who are they and what, what was the result? But also most important in stories after we get someone's attention is we want transformation. Like if you look at any great movie.
great film there's a point and each character is redeemed right and if you like pay attention then in every film and you're like that you love it's like the best characters are transformed we love stories of transformation and so you know if it's like if someone's in a family law attorney and a divorce three years later what's their life look like now because after a divorce it's like kind of shitty part of my French so but three years from now they're like oh my
loses a key employee and goes find someone else and you know two years from now they're like that's the best thing that person that helped me find that new person that was the best thing I ever happened but at that moment it was the scariest thing so yeah don't be afraid to get old case stories it doesn't have to be absolutely fresh
Heather (17:19.307)
Yeah.
Heather (17:26.826)
It's good.
Ian Garlic (17:27.966)
You know, I've seen so many, you know, to the point where there's people I know and like, I know them really well and I hear them say the same story over and over and over and over and over again. But it's because they work. You know, I mean, I, you know, I was, you know, brought up Jimmy Buffett and God rest his soul. But I mean, how many times that guy played Margaritaville and, you know, and he's, I know, but it's.
Heather (17:38.228)
Yeah, it's true, it's a good point.
Heather (17:50.7)
Oh my gosh. Oh, I'm having flashbacks right now. Yeah.
Ian Garlic (17:57.418)
You know, it's a winning story.
Don't be afraid to be an expert in telling in slightly different ways. And, you know, and different, you know, he always had a different way of taking it, become an expert at telling the stories. Now you shouldn't have just one story. You have to have multiple stories, but don't be afraid to reuse a story and think that everyone's heard it because even if you like, how many times have you heard that song and just a little bit different depending on where you are and how it is same thing, most people don't remember your stories, you know, and you have to.
Heather (18:00.374)
Yeah.
Heather (18:22.905)
Yeah. Good point.
Heather (18:28.068)
They don't even remember what they saw on Instagram four hours ago.
Ian Garlic (18:31.11)
Exactly, exactly. You know, that's, that's a very interesting thing. It's called the Google effect. I don't know if you've heard about this, but basically our brains are being trained now to forget things because we can just go out and Google them. So yeah, yeah. So it's a cognitive dissonance that's happening. It's a new one. Um, so don't be afraid to find old stories and, and get them out.
Heather (18:39.533)
What is it?
Heather (18:45.404)
Oh wow, no I've not heard about that before. That's crazy.
Heather (18:57.736)
Okay, good. So I want to change gears a little bit to some tips. So specifically around your sort of tackle box and some of the, the tips and things that you do with clients and the strategy. What are a few sort of, I guess, tips or strategy ideas for people that are like, right, this is so cool. I want it, but, uh, what do I do? Where do I start?
Ian Garlic (19:18.698)
Yeah, I mean, the number one place to start is what I call the green zone. And cause a lot of people will want to take a case story and run, you know, traffic to it and get brand new clients. I've never seen them before, but there's, you know, there's attacking the green zone is where there's a lot of money to be made and it's like people, what we call the fish in the barrel, there's fish swimming around you ready to close. And really think about, you know, and that's one of the things you'll find in the tackle box is like the.
list of those places but if you really follow people around with these stories email the stories out on a regular basis post the stories regularly put them in retargeting regularly put them throughout your website the worst place you can put your customer stories is on a success stories page because no one's clicking on the success stories page I mean we look at heat maps your about us is the second most used page on your website
Heather (19:50.349)
Yeah.
Heather (20:07.5)
I agree. I totally agree with that. Yep.
Heather (20:13.876)
Yes!
Ian Garlic (20:14.518)
That's where you need to have success stories. Also, you need to have a process page and have stories about your process and explaining that. So these are all places that you can not only close clients better, but they're, they're much more ready to work with you. So if you just focus on that area, you will transform your business because everyone wants to do like a thousand Instagram posts and get a hundred thousand followers. I have clients that literally have 70 YouTube subscribers that have made
made $4-5 million off of their YouTube channel.
Heather (20:48.056)
That is the interesting information I think needs to be told more. So talk to me about that, is that because just these beautiful stories that they have on there?
Ian Garlic (20:51.308)
Yeah.
Ian Garlic (20:55.722)
Well, it's because they speak to a certain crowd. And if you, especially if you're in a, what I call high value, I hate the idea of high ticket because then it becomes a transaction. If you're a service business, your client, you should be high value to your client and they should be, yes, pay you in return. And so I really want to people that's kind of have that idea of high value, but high value clients.
Heather (21:13.589)
Yeah.
Ian Garlic (21:19.09)
like Fortune 50 companies are looking at your YouTube channel. They're not going to subscribe to your YouTube channel. If you're talking to them though, you know, and, and I see that you're, let's, let's say you've targeted Fortune 50 companies. So there's 50 companies, right? They're, you know, they're more billions of dollars and
If you target all of those Fortune 50 companies executives, say there's a hundred executives, you're targeting 5,000 people and most of those people are not going to subscribe. So if you get 10% of those 5,000 people to watch your videos, you've got 500 possible viewers and that's spread across all the viewers, right? And if you got all those people to watch your videos, they're not going to like, they're not going to comment, they're going to call you up and go, hey, I want to work with you.
And so you that's where understanding your customer journey is so, so important. Like really understanding their story because, you know, like Gary Vaynerchuk.
All of his, you know, social media was for the masses. He was talking to a mom in like Alabama. I forgot her name, but he always knew the name of the person. And that's how he grew a big social media following for a long time, though. His big social media following did not equate into money for the game. His agency effort, the name of it.
Heather (22:23.4)
Mm.
Heather (22:28.033)
Yes.
Heather (22:39.704)
there you just see ya.
Ian Garlic (22:42.422)
But you know, we talked about this and he's like, yeah, it was just, it was like years before that equated. And I think it's becoming harder and harder. And I see so many people talking to the wrong person. So if you focus on that person, you're not going to get the subscribers. You're not going to get the views, but if you answer the million dollar question for the person that can give you a hundred thousand dollars, you need five views a year and you're making a decent amount of money.
Heather (23:09.828)
That's a good point. I love that you said that. Yeah, there's so many people that I come across and they're so frustrated because they're just focused on the vanity metrics that are like, Oh, look, 100 people joined my email list, but no one's buying. And it's part of that thing where you're focused on the wrong part of growth rather than just really honing in on the person like you're saying and speaking just to them. And like you said, what's better 500 views somebody that just is a tire kicker or two views from people that sign up.
Ian Garlic (23:39.298)
I had a client who had, I think this video, and I can't tell you what it is because it made him a lot of money. And I think it ended up having 20 views and he made a few hundred thousand dollars off of it because it was a very, very specific question that he answered and showed a story of helping someone that if you're asking this question, you have a big problem and you are willing to pay a lot of money to solve that problem.
Heather (24:04.196)
Can you do videos, so if you were to sort of do a content video like that, do you as the business owner step in and do like a sort of an intro or you're answering a question or are you just removed and you're just allowing the customer to answer the question and tell the story?
Ian Garlic (24:19.498)
At that time I would have probably I would have a mix.
And, you know, and like, here's someone that we helped and this is how we helped them and, and this is why it worked. And, and it just, it depends. It really depends on, you know, the intent, um, you know, it depends on where they are in the customer journey and what they're, what answer they're looking for. So, uh, yeah, but I mean, in general, yeah, you should be on video answer. If you're a service-based business and you work with clients personally.
Heather (24:23.64)
Okay.
Heather (24:42.616)
Right.
Ian Garlic (24:50.678)
You 100% should be on video because it's going to make them feel better about working with you. And if you're like, I don't like being on video, well, you've got to get used to it. I'm sorry. Um, you know, if, if there, you know, there's a lot of businesses where you don't have to be, but if you, if someone's going to meet you, they're buying you, you are the product. The result is the customer story is the result and that they want. And now they want to know, like, and trust you and they want to buy you the product.
Heather (25:17.06)
I will totally agree to that. So my amazing guy, sales guy, Adam, he said to me the other day, I spoke to somebody on the phone and she's just going on and on about how she feels like she knows you. And he's like, have you guys met? And she's like, no, we haven't, but I've seen all her content. So video content, you know?
Ian Garlic (25:35.294)
It happened. Yeah, it's it works. It's it's a thing called the mere exposure effect. And it's what I call the Oprah effect. And you know, I talk to people like, it was I was with a group of people like
Yeah, a bunch of business owners speaking. I'm like, how many of you know who Oprah is? And they're like, I'm like, yeah, everyone's like, yeah. And I'm like, how many of you know Oprah? And they're like, no. And I'm like, how many of you feel like if she walked through the door right now, you could give her a hug? And I'm like, yeah, I mean, like, I'm like, you'd be jumped by her bodyguard, but. But the fact, it's because humans.
Heather (25:57.874)
Yeah.
Heather (26:04.98)
Yeah
Ian Garlic (26:10.474)
It's another cognitive dissonance because humans survive for so long in separate colonies with just a few hundred that if they saw a face that they knew, they knew that was someone that was safe and they saw a face they didn't know they would often kill them. And, but like the more we saw the face, cause this is the thing, this is all the science I get into, but we forget that.
We just evolved language like 10,000 years ago, right? And there were humans for hundreds of thousands of years that didn't have language, didn't have calendars, all this other stuff. So there's all these things in the back of our brain and that's a big one. The more we see someone's face and the more we hear their voice, the more we think they're a friend and that's what you can trigger with video.
Heather (26:52.76)
Wow, okay. I feel like I could talk to you for another hour about science numbers, because I love that stuff, by the way. I just like totally tuned out, you guys. My brain just went on like multiple tangents from what he just said. That's so cool. So as we start to wrap up, how do people work with you if they want? What's the starting point?
Ian Garlic (26:57.89)
Hahaha
Ian Garlic (27:15.49)
I mean, grab the book. I mean, I think it's a great place to start because it really quickly shows you the process of what's gonna happen so you understand it. You know, it's a few dollars on Amazon. It's available globally on Amazon. When I launched it, for some reason, it wasn't available in Australia, and I had people from Australia yelling at me, but it is available in Australia now. And then you can go to videocastory.com. You know, if you wanna work with us directly, you can go there. We have strategists around the world.
Heather (27:35.416)
Good.
Ian Garlic (27:45.424)
But then also, you know, follow us on YouTube. We've got a lot of content on there and I do a lot of lives. And if you want to connect with me on LinkedIn, feel free.
Heather (27:53.768)
Yeah, Iain has some good content. I've watched his videos before and our little mastermind group. He's like, you know, watch this, watch this. I end up watching all his stuff and learning, learning really good things from it. So guys, you, you ha like, I tell you, there's a lot with the guests I have on my show. Like go follow them, go hang out with them, but seriously, you have to, you have to like.
Ian Garlic (28:01.924)
Hahaha
Heather (28:14.676)
I can totally agree with what you said about the about page being the second most hit page on the website, the process. That's why we do USPs and processes and graphics and all that stuff. It is the stuff that is the magic to business growth, especially if you have a service business, which most of you guys I know do. So you guys need what I am telling you. I'm not messing around. And now I'm extra keen. I'll be having a side chat with you for my goals next year for some.
Ian Garlic (28:35.332)
Hahaha
Heather (28:42.3)
stories with my customers. But seriously, God, thank you for being here. Are there any last comments or things that came up through our conversation you want to share?
Ian Garlic (28:44.459)
Nice.
Ian Garlic (28:52.906)
I mean, my biggest thing is like, and I talk about a lot in the book is committing to this because you know, customer stories is one of those things that's like easy to be like, Oh, I kind of need that. And like you're saying, I'm going to do that next year, this and this and this. They disappear. It is a fundamental business, but it's not a thing that you won't notice. It's not, it's missing until you've fallen by the wayside. So focus on it, focus on your customers and focus on their stories.
Heather (29:13.418)
Yeah.
Heather (29:22.304)
Okay, excellent way to end guys. All of it's in our show notes. So go over there and check it out. And also under the video on YouTube, if you're happening to watch us side by side, having a chat and thank you so much, I am for being here. Really, really appreciate it.
Ian Garlic (29:36.886)
My pleasure, Heather. Thank you so much for having me.
