Data fetched from a research piece indicates that our attention span has exponentially decreased in the past fifteen years. Back in 2000, it was just 12 seconds. But – now, it’s around 8.25 seconds.
You have only a few seconds to catch your consumers’ attention.
And while there’s truth to these types of insights, attention, in Adam’s opinion, isn’t the most valuable resource. Most businesses out there are already spending thousands of dollars running strategic Facebook ad campaigns to attract people to their website or landing page.
And while anyone out there can do that, if you want to grow your business in an efficient manner – you need to build trust. The world is continuing to change quickly and that includes how people feel about businesses the experience they have with them. Over 88% of consumers have claimed that trust is the one major deciding factor when it comes to making a purchase.
As a father and entrepreneur with 20 years of professional business experience, Adam Force is an expert in branding, storytelling, and online sales. After working 10 years at WebMD as Director of Strategic Marketing Adam started his second business, Change Creator, supporting social entrepreneurs with premium branding & high-converting websites, the Change Creator Podcast with 230+ expert interviews, and 30+ editions of Change Creator Magazine reaching over 140+ countries including exclusive interviews from the most impactful entrepreneurs on the planet such as Seth Godin, Arianna Huffington, and Richard Branson.
Throughout This Episode, Adam Will Be Sharing His Thoughts On:
- Why is brand building a critical aspect of business growth?
- Why is catching people’s attention not as important as people claim it to be?
- If not attention, what’s the one big factor that lot of businesses are ignoring yet needs to be focused on the most?
- In today’s ever-competitive digital world, businesses have been so blinded by the need to run ads, attract traffic and catch people’s attention that they have forgot how important building trust really is.
- Why do I tune in to Edelman Trust Barometer’s annual report each year? What makes their yearly report so special?
- Brand trust for low-ticket items vs brand trust for high-ticket items – What’s the difference?
- Why is trust even more important than brand love?
- How can businesses earn trust?
- The three components of brand trust.
- The importance of HUMANIZING marketing and advertising
- What the top marketing and advertising gurus don’t want you to know to help them keep their business running?
- The three-step framework for building trust
- Step I – Have a good visual identity
- Step II – Deliver an outstanding experience
- Step III – Put the right message at the right time in front of the right people – the power of storytelling.
Once you earn trust and connect with your audience, you get more engagement. Brands cannot buy trust but they can buy attention. This means – trust, these days, is scarce and that’s the one thing you need to be focusing on the most.
We Also Recommend:
- Augie Johnston: How to Make Video an Easy & Effective Tool to Grow Your Business?
- Mickie Kennedy: Get More Visibility & Traffic Using Affordable Press Releases the Right Way
- Rita Sever: Creating a Winning Culture in Today’s Virtual World
- Adam Force: How Has Branding Helped Millions of Businesses Skyrocket Their Revenue?
- Adam G. Force: The One Most Powerful Reason Entrepreneurs Get Stuck
Episode Transcript (unedited, will likely have typos):
Adam G. Force 0:00
How do social entrepreneurs and small businesses create an authentic brand people love so they can get the edge they need to stand out, create Predictable Revenue, and compete against the big guys. That’s what we’re here to discuss. I’m Adam forest, the founder of change creator, and this is the authentic brand mastery podcast.
Hey, what’s going on everybody, welcome back to the authentic brand mastery podcast. This is your host, Adam force. I’m excited to be back here, we took a little time off for the holidays. So if you were celebrating, I hope you had some time with your family, enjoy some good food, maybe we were able to lay up the fireplace for the first time in a long time. I do live in Miami after all, so we don’t need it too much. But it’s still fun ambience, right. So something really important, I want to kind of level set on for your brand as you’re building your brand, right. So hopefully, you’re at a place and you’re listening to this show. And you are understanding now at at this point that building a brand is a really important part of the process. So if you’re not thinking about that, and taking those steps, and you’re just working the that’s that’s not a good long term strategy to create loyal customers, which help you thrive in the long run, right? So it depends what kind of business you want to run. But brands will always win in the end over great products, right, great brands will dominate the market. Now, a lot of experts out there who are in the marketing space running agencies, whatever it might be, especially people that run ads, they’re gonna say, the most valuable resource out in the market today for your business is attention. And at a glance of hearing that, you’re kind of like, oh, yeah, it is. Because we have the our attention spans are getting shorter and shorter, shorter. So it’s harder to get someone’s attention, right? It’s harder to get them to listen to a 15 minute video, whatever it might be. Or they land on my website, and I only get three seconds of attention before they bail on me. Right. And so while there is truth to those types of insights, I don’t believe that attention is the most valuable resource. It certainly isn’t a scarce resource, right? So why do I say that this is going to be important. So anybody, I was just putting together a presentation, for example. And I don’t know why this metaphor came up. But imagine a massive highway from like a, what do you call a drone view? Okay, you’re a pie in the sky. And it’s nighttime, right? Yeah, eight lanes, four on one side, four on the other. And they’re just full of cars, you could see the red lights in the white lights just full, like a river of lights just going think of like Facebook. Facebook has over 2.9 billion. That’s a be 4 billion active users. Right? That’s like 40% of the world population on planet Earth. Which is kind of mind blowing. Like, how is that even possible? Well, that’s the data point. Okay. And if you’re running a business, let’s say you sell a $5,000 product, we’ll start with high ticket. Well, I mean, what do you need 50 clicks a day, you can’t get 50 people, all you have to do is say, here’s this river of people constantly flowing through Facebook. And of course, there’s Pinterest, LinkedIn, or whatever you choose. But Facebook is always my choice because of a number of reasons. You just need to tap into it. So it’s not a matter of attention being the most valuable resource. Is it valuable? Yes. But there’s something more valuable. All right. And you can very easily like the the main thing about the attention factor because people stress traffic, because we are afraid to you know, run ads or, but you can go and chase people down in groups get active and spend your time doing that there’s a cost involved, right? The cost is your time. Right? Where you could pay for traffic, and then there’s a financial cost, right? You choose what kind of business you want to run, but one way or the other, you can get in front of people, right? So whether you’re paying for attention, or you are earning it is up to you. So but but getting attention, anybody can buy it. Anybody can buy attention, but you know what they can’t buy and is one of the more important and more valuable, valuable things in marketing today, trust. Adam, what are you talking about?
Listen, I’m a brand strategist, and a developer. So my job, you know, part of the services we run at change creator is not just about creating branding, like a visual identity. And, you know, sales funnels and websites, I don’t I, we talk about it that way. So people understand what the heck we’re talking about. But the way I see it, as a brand strategist, is I’m creating experiences like we are developing online real estate, right? I don’t care if it’s a website page, or a sales funnel page, or social media, whatever the page is, it’s just digital real estate. Right? And we are, we are setting that up and developing that real estate in order to share stories connect with customers, right? And earn their trust through relationship building. And this is how we get loyal customers, right? And so here’s some interesting information. So for the past, who knows how many years I’ve been following a lot of different data like I love comScore and all that stuff. But I also love Edelman. Alright, so if you’re not familiar, Edelman is a company that every year does a Trust Barometer special report. And I always have my eye on this, because it’s like, what is it when I work with clients? And even when I worked at WebMD? Right, I was Director of Strategic Marketing at WebMD. I had to understand what the real linchpins or, you know, key elements were in connecting with people and turning them into a customer. That was my job. Like, I had to figure that out, right? Like, what, what do we have? What stories are we telling? Where are we connecting with them? Where are they on the buyers journey in this process? And what do they need to know what’s the best way to distribute? Like, there’s this a lot that goes into it. And part of the understanding I needed was their feelings about things. And when we don’t if we don’t understand that trust, is the most important and valuable component. Right now, we’re not going to build it into our marketing. So the Edelman Trust Barometer has been going on for a while. And in just for an example, now, they have this really great little timeline, they share in this report for 2021. And in 2017, they had the rise of belief driven buying, all right, buying things I believe in, okay, great. 2018 Bran democracy, which means voting with the wallet, you ever hear someone say that oh, vote with your wallet, everything you buy, you’re voting for that company, which then also determines like, you know, are they destroying the planet? Are they helping the planet? You know, we, we’ve started change creator 566 years ago now, to support social entrepreneurs to use business as a resource tool, or force for good, whatever you want to call it. Because social entrepreneurship is important. Businesses have a major impact in the world. We need them to be ethical, we need them to be conscious of people and environment, right. So that’s where this voting for the wallet thing comes 2019 brand trust becomes a top buying criteria. Like we got to be aware of this stuff, right? And 2020 brands are expected to solve pandemic problems 2020. And then in 2021, trust becomes the new brand equity. Now, here’s what’s really interesting. So just to give you an example of the flow, in 2019, brand trust was at 81%, meaning 81% of people said they needed to trust the brand to buy from it. That’s 81% 2021, that same stat is up to 88%. I mean, we’re getting closer and closer to just 100%. But these numbers are staggering, like 88% of people say they have to trust a brand. Obviously, if it’s a $2 item brand trust is probably less significant, right? It’s transactional. But when we go high ticket, the higher the price point, the more trust has to be built in. But let me go back to that ecommerce transactional price point because when we are doing let’s just even say, a $5 item. Let me think of grocery store item, something I know I don’t buy, which is dairy milk. Okay. So maybe someone’s buying dairy milk, right? And it’s just $5 a week that they’re spending on milk maybe every two weeks. I don’t know what it is.
And then they find out that the company that is producing the milk is like this evil monster, right, the way they treat the animals or the employees, whatever it might be the environment, maybe they’re dumping waste, and all this bad stuff. All of a sudden, you don’t trust that brand, because they don’t behave ethically. So what happens is, they say one thing in their marketing and do another on the back end. And so all of a sudden, the the people us, right, the buyers are becoming smarter and smarter that these red flags have been going up for years, I did a whole lesson, a whole presentation on the evolution of marketing, all the way from disruption advertising, until, you know, ad blockers were born and all this other stuff. There’s a reason like, it’s just people, the red flags are up, folks. And now we’re in this, this evolutionary period where people are demanding things of brands, they can literally change the way brands behave, right, we have more transparency. It’s pretty powerful stuff. And so those transactional items even require trust, especially when you’re buying them on a regular basis, you’ll say, I no longer want to support this company, I’m gonna buy that product from someone else, you lose the trust, right? Trust is actually becoming more important than brand love. You can love a brand. But if they lose your trust, you’re going to lose that customer. That’s interesting. So attention, we can anybody can buy the attention, right? But we can’t buy the trust, we have to earn the trust. So we have to build that into the experience as we are running our businesses as founders, CEOs. And so you might think, Well, how do we do that? I’ll give you just a couple examples of trust. So you can kind of think about them today, right? Because I think this is so important. Like, this is Top trend right now. And the feelings of consumers and people are out there. And this report is pretty powerful. So you know, one of the things, there’s three components, I have a framework that I follow for my business. And that framework is about, you know, building trust. So for example, if you want to build trust into the business, a couple things have to actually happen. For starters, we want to be really clear that there are three ways that we actually communicate our brand to people we send these signals online, right? Verbal or contextual, right? written and verbal. Words, messages, right. And we also have visual, right? a picture’s worth 1000 words, kind of visual thing, right? And we also have actions and experience, right? What’s the experience someone has, what are the actions the company takes, right? Those are really important signals. Alright, so what happens is we we call this framework, the digital conversation, why? I remember we were we were really hung up on like marketing formulas for a while earlier on in, in the business about maybe five years ago. And, you know, different tactics, and they weren’t working for us, especially for change creator magazine. We were always able to connect with people, right, especially larger clients that we’re paying for services. We did, we did some other kinds of SEO services back years ago. And we were able to connect with people and build relationships that lead to sales when we were on the phone or in person. And, but when we were doing it digitally, without that personal touch, there was like disconnects and struggle, right? And it and we were kind of like jamming our it was different in how we approached it, right? You don’t think of marketing formulas, right? Copywriting formulas, headline formulas, or, you know, the flow of content as you’re in a natural conversation.
Right? It’s different if you don’t think that way. And so, one night, I remember literally, I was in Brickell, key in our Miami high rise, and I’m sitting on the couch and I’m like, why can’t we just do the same thing? Using our digital real estate? Right? And so we we I sent a text to someone on my team, I was like, we have to step back and humanize our marketing again. It got like too formulaic and tactical and just a lot of bullshit, right? And not that those things don’t have proven value they do headline formulas, whatever, there are things that like that they help, right. But sometimes we get so over obsessive about meeting the criteria of a formula, that we lose the natural feel and flow of our content, right. And what we’re really would say, like if I was, you know, like those live conversations. And so, you know, by thinking of these conversations and applying them to the digital space, we were able to skyrocket our engagement. We were, we were more in sync with people and sharing the right stories at the right time, to the right people, depending on where they were in their journey, right. And we call this the digital conversation. So that’s the framework to build, start building more trust into the company that has helped a lot through our processes. And so the framework is, is three steps. For starters, we have a lot of people, I’m going to get into the first step in just a second. But I want to just share a little point, that’s very important. You know, we do have this culture of immediacy, and it leads, entrepreneurs are always like, we’ve been there too. Like we look for shortcuts, right? We look for shortcuts, I want something quick, I want something fast. So the immediacy can leave lead you to overwhelm and stress because you’re doing things that just don’t really pan out. It’s all this this kind of BS stuff, when we know what needs to be done. But instead, we keep chasing, like shortcuts. And I know this for a fact bit one, because we’ve done it ourselves. But too, because people come to me all the time after they’ve been burned over and over by agencies lost 30,000 here, 20,000 there. I had somebody come to me saying they hired a Facebook ads team. They spent 30 grand and a couple months and they didn’t get one sale. No one and this was ecommerce, it was more transactional right fashion company. You know, you can get burned by these PPC agencies, and you know how else you get burned. There’s always someone with an agenda, right? And you could say, Adam, you have an agenda, maybe. So I have I come from good intentions. But what gurus will tell you like, for example, if I’m teaching people how to sell in Facebook groups, they’re gonna say, you don’t need a website. You don’t need a website, I’ll show you how to get clients. By chasing them all around the internet. And dem spamming, I get the spams all time. So I’m hating on it a little bit. So it drives me nuts. Just don’t think it’s a great way to do business. And everybody’s doing it now. So you’re just bombarded with garbage. Nobody’s genuine and authentically reaching out? You know, people go, I think you’re the founder and owner of change creator, right? Mike? Dude, can you take five seconds to to look like I would never work with somebody like that. Okay. And so these people will tell you that. And what happens is when they say you don’t need a website, you just do this, this and this. We hate working on websites, most entrepreneurs, right? Not people like me, but other people do. And so when they hear that they go, Oh, thank God, I will now justify that belief, right, or feeling to not do the work that I know needs to be done, right. And so what happens is you burn a ton of cash jumping from one fad to another, and you leave a ton of cash on the table by not doing the things that are on the critical path of success. And it depends how you want to run your company. All right. And you know, you don’t need anything I’ve said this before, where like, a great example is, you know, you don’t need a lawn mower to cut the grass, right? I can constantly spend all my waking hours using a pair of scissors, I’m sure you’ve seen some of those videos, where it’s like, Oh, your wife, you said you’ll help your wife, you know, do whatever, when you’re done cutting the lawn, and they show someone cutting it with the scissors, right?
So I can constantly spend a ton of my time cutting the grass with the scissors because I don’t want to spend the money up front in a lawn mower or anything like that. So I’m gonna, it’s too complicated, too expensive and scary. So I hide from it, I do what I know. But it’s going to cost me in different ways is going to cost me my time. And it’s going to cost me whatever else. It’s, it’s stopping me from working on that’s more important on the critical path of business. But hey, I would much rather use a lawn mower to get the job done in less time and make it a lot easier right now that might be like a push mower. But even better yet, they have mowers now where you don’t need to do it. It’s automatic, like a Roomba, right? So we can do these things and we can be smarter. So these are tools that create effective work to build a house with just a hammer and a manual screwdriver. But if you have all the electric tools and sure as hell gonna be a lot easier, a lot faster and more effective, which means better for your business. So, you know, the reality is that If you a website that says, Well, as soon as they’re all, it’s all the same stuff. So we got to build this experience online. And we build trust through this experience. All right? If you’re not taking advantage of all this incredible online real estate, these digital pages, website sales from all these things, you’re it’s a huge loss. They’re so valuable to bring in customers in connecting with people building relationships, you want to work effectively and smart, and not using this real estate to me is complete insanity. Right? So you know, just something to think about. Now, let’s get into the three step framework for building trust. Okay. So step one is the visual identity, right? Like, nobody’s gonna roll up to a restaurant and be like, Hey, look at all the cockroaches, rats and other disgusting things, looks like this place hasn’t, you know, done any cleaning or upkeep in a long time, or it looks like a two year old, you know, put it together, you probably not going to feel very confident in eating at that restaurant. But you go to the restaurant that actually looks like it’s cleaned, it’s polished and has a great presentation, the lawn care has kept up, they must be doing well. Right, that first impression is stronger, which means now you’ll at least go over there and check out the menu and see if you want the food. The other one, you’re just gonna walk by, like you’re gonna see it and say I’m out. Right? You don’t trust them based on the first impression. Now, if you haven’t read the book by Robert Cal Dini, about the psychology of influence, I think the title was, I haven’t read that now, in a few years. You know, he talks about how the difference between like how sales reps who are good looking automatically earn trust, and people believe that they’re smart, right. So these things are just embedded in the psychology of people for all kinds of, you know, reasons that developed through evolution. So that first impression is important as a first step, and, you know, that’s when your relationship starts, when they first visit your website or see your logo or hear your name, boom. And usability.gov found that having a credible website that was well designed was given a rating of four out of five in the relative importance scale. And what that meant was that people rated the design of the website as the most important trust factor because it enhanced the credibility of the company, and therefore made them more likely to become a customer. Now, I’ll be the first one to tell you that. That doesn’t mean it has to be the most ridiculously designed thing in the world, because you can over design, I hate seeing the over design that can hurt you more than it helps you when it comes to results. Right? Again, we’re trying to connect with people and earn their business and help them and serve them, right. So over designing just for bells and whistles is garbage. And we want it to just look clean, sharp, and it has to be structured in a way that creates the right experience. Right? Okay, so that’s really important. The other part of it is designing in a way that aligns authentically to the business brand strategy, right? Who’s the founder? What are the what is the moral compass and the feelings of this brand? Right? One of my current clients was, I was on the phone, and when you presented her site, and she almost she was like, oh my god, I’m almost in tears and like, wow, what’s going on? She’s like, I
just, you know, laying my eyes on this you like, you brought my vision to life, and it was just so aligned to what she was hoping for and what she had in her mind. You know, it made her emotional, which was just, I mean, that kind of stuff just makes our team so happy, right? Like, because that’s, that’s, that makes a big difference to people and their their livelihoods and what they’re trying to do. Now, the second step in framer, so that was visual identity. Step one, have a good visual identity. Step two, building trust. Remember, we’re talking about building trust here. Experience. Alright. So experience is the second step in the framework for the digital conversation. I love the quote from Steve Jobs. I’m looking at it right now on the screen. Most people make the mistake of thinking design is what it looks like. It’s not just what it looks like, and feels like. It’s how it works. Right? And, like I was just saying a visual, visually pretty design doesn’t mean shit. If you’re not getting results, right. So it’s ridiculous to see people who design websites that don’t have direct response or digital marketing experience or backgrounds. Right? Who cares if you can create a pretty design that doesn’t mean anything. Do you know how to sell You know the buyer psychology, right? This is very important to the experience. And when we talk about experience we are, we have to break down and cut out at each touch point through the digital experience this this conversation online, the friction, the confusion, the distractions, and we got to have a critical path identified, right? And offer people use value. This is key. Why? Because a confused person never buys. So how people are experience, how they experienced one, your web pages, your content, your emails, your sales process, your products, your services, that is all part of this experience that we’re shaping online, that builds trust, generates these leads, generates the sales and creates loyalty for the long term. And the more loyalty you have means you’re keeping customers. And when we keep customers, guess what, we have way more revenue, way more. We don’t always want to just chase new clients or new sales. We want to make sure we’re nurturing what we already have. Right? It that’s the low hanging fruit. All right. A study by lithium showed that 55% of adults admit they place more value on a positive experience with a brand than the product itself. That’s pretty awesome. i The third thing I have a Kyle is going to tell another story. But I don’t want to belabor the point. So the third part of this process. In the digital conversation framework is messaging. The big storyteller, we ran a course called Captivate and storytelling is just like the oldest and most powerful form of communication without stories, we wouldn’t have any progress. So all all progress or history was made possible because of storytelling. And so you know, here we say stories, we have ice use the terminology messaging, just makes a little more sense because people have a certain connotation, or a certain way of thinking when they hear the word story. And we have to know the customer journey. I mean, I literally, when I worked at WebMD, I’d map out the journey of that someone go through like a day in the life of this perfect customer. And I would explain to clients like where, where their head was at where they were as a buyer and the experience because different stories had to be shared, depending on where they were in that journey. Right? Somebody that is further along, like, Okay, actually, let’s go earlier in the process, if you’re not even kind of if you are having symptoms that are causing you problems, but you don’t know what the source of the problem is, and someone’s already talking to you about your solution and jamming that down your throat, it’s not gonna make any sense. And they’re certainly not ready to buy. It’s only like three to 5% of people who are actually ready to buy the rest are either just becoming aware of a problem, or they’re trying to figure out like what the best solution is to a problem. So there’s different sleep stages. And then they have experiences of how they find that information. Which means what am I saying? What stories am I sharing? And what medium? am I sharing them in? Right? These are the touch points we talked about. Right?
And when we’re sharing messaging, it goes into different forms. Remember I said you want to share use value? Well, we have different ways of doing that. There’s you’ve probably downloaded a free PDF or watched a webinar. And depending on where someone is, this is how we create an experience that’s valuable to people and how we earn what trust, right? We give people wins. And that’s how we start building up our brand equity and our brand trust. How do you think I got Arianna Huffington in like the first year of change creator when we had no real brand equity, I made a good first impression I set us up in a way that she didn’t think we were going to disappear in a year and she would look like you know a ding dong for being part of this little no name brand. You know, creating these impressions sharing value, like there’s different ways to communicate these things. So this those are the three major steps. And just to go just to share an example of like it, how it how this digital conversation process has helped us map things out where we get better retention and engagement. We had videos here that I pulled for our story mastery workshop. Like here’s one for example, I did a call to addictions entrepreneurs need while there was at 1000 views at 1.7 1000 views. And the video was a minute and 30 seconds. And guess what 79% 79% of 81,000.7 views, watch the whole thing in full. That’s that’s like really powerful. I had another one here 88.4 1000 views, and it’s called Live the right life. And it had a 56% Watching full So retention rate, you know you normally you people are dropping off at 15 seconds, like they’re scrolling through Facebook, they’re not interested, they’re just looking for the next dog and cat video, whatever. So to get 79% Watching full or 56% You have to have alignment. So the more you know your customer, the more you understand the messaging factor. One you earn trust, and you connect, right, and you get more engagement. Right. So those are the things I want to talk about today. So remember, you cannot buy trust, you have to earn it, but you can buy attention. So trust today is really important. I’m almost done with this new presentation I put together I’m going to dive into a lot more of this about how to create a trustworthy brand. And actually set it up to get leads and sales on autopilot, right? How do we we connect with people and shape the online experience in a way that you free yourself up. So you’re not cutting the grass with scissors. And you actually have these tools online that are working for you, right? So I’m going to you know, once that’s available, email the list. So if you guys are on the list, great. If not, you can always just email me guys, if you want to, if you want to get in on that, Adam at change, creator.com just hit me up. And we can talk. So I’ll send you that stuff, or I’ll add you to the email list, you just let me know. And if you want to work with us, we have just had one, so finger looking Dutch just went live. And we have that one spot open and I have a couple other clients going live. We had a full roster for a while. If you guys want to work, I would love I don’t work with everybody, right? You got to, I want to make sure I can get your results. I know you hear that before Oh yeah, we will guarantee certain things for sure. Like we’re gonna work with you and to you, you get certain results. But you need to be in a certain place like far enough along or, you know, actively selling at least and it depends on where you are in your business. So I like to have a strategy call where where you and I can connect, see how we’re vibing, right, and where you are in your business. And then not only will you get a ton of valuable insights from the call, whether we work together or not. But if it’s a good connection, we can do some really great work together. So you can always reach me through the application. That’s the best way on the website, change creator.com You can just apply. And this way I get some insights that kind of know where you’re at. And we can set up a formal call for that. And we’ll do a strategy session. I’ll talk to you directly. I hope this was helpful insights today. So I’d love for you guys to support us. And if you’d like to support the show, just leave us a five star review on iTunes. And if you have questions about these topics, don’t hesitate to let me know again just email me I make myself available as much as possible. Okay, because I want to connect with you guys. I want to know what kind of questions or challenges you’re facing. And I’m going to do more of these solo talks on key topics to help kind of expose you to some of these key insights that will help your brand and that’s it guys. Hope you have an amazing day and I will catch you next episode.
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