TRANSCRIPT (autogenerated)

Shane Hewitt (00:01.868)
what to say what not to say to your customers. Let’s start there. Tony Chapman is here marketing guru. He’s so guru II he floats at times. Top of the mountain this guy Hey, Tony.

Tony (00:02.734)
what not to say to your customer.

Tony (00:13.134)
Top of the mountain. like that. How are things with you?

Shane Hewitt (00:16.1)
things are great. You know, I’m tired, though, going into summertime, I don’t usually feel this worn out, which is really great evidence of a good run of hard work and success. And I feel like that’s that it’s okay to be exhausted. But my brain’s a little tired is the honest answer.

Tony (00:29.666)
Well, you know, was listening to your show last week and I mean, it’s a big show you’ve to put together every night. You know, I know. I mean, when you think of that, that’s a lot of content.

Shane Hewitt (00:36.707)
15 hours of new content a week for how much chatter that matters the podcast how long is the podcast every week so you do 32 minutes I do 15 hours how’s that you got a better deal that I have that’s the answer

Tony (00:43.982)
32 minutes every week. Yeah.

I I’m not trading. There’s no tradies. No, no trades.

Shane Hewitt (00:55.833)
No Tracy’s? Damn it. What’s going on with the podcast? got something you can tell us about?

Tony (01:01.006)
Yeah, Peter Samuelson is his partners, your guys like Steven Spielberg, Return of the Pink Panther is one of the movies produced, big Hollywood producer, but he he just pivoted and realized that there’s so his producer skills, which he says is one of the craziest jobs in the world. He just started applying to philanthropy. Now he has seven non for profit charities focused primarily at kids that are in the foster care system because they’re

opportunity to escape that circle is almost zero unless somebody steps in and says I can bring you stability, can bring you counseling, I can get you a job that you can start building your confidence. When he does that, it goes from almost non-existent to the vast majority of people are graduating and moving on and being instrumental in helping others.

Shane Hewitt (01:34.755)
Mm-hmm.

Tony (01:59.767)
So he said the model works, just the question is making sure they’ve got it. So it’s a fun story, including going into Steven Spielberg’s office and asking for an ask, which we all know how hard it is to ask for money nowadays. And the guy he’s staring him down is Steven Spielberg. So it’s a good show.

Shane Hewitt (02:17.468)
good stuff. Chatter that matters the podcast with Tony Chapman, you can get it online and all of your podcast apps to there’s your promo. here’s something that we have in common that I’m seeing a lot of and I think you might be too is a lot of businesses today are coming and asking for how do we create our thing. And I think from your perspective, it’s typically like a statement, it’s typically a marketing angle. And from my perspective, it’s usually an interaction. But I think it’s the same thing. Are you seeing businesses desperate to create

carve out their thing in this world?

Tony (02:48.034)
Yeah, I mean, I often call it as the hook. What’s the hook that grabs consumers? And I use the words head, heart and hands. I get that hook. I’m excited about it and I’m going to bite into it. I want it. And so you go from being a passive brand sitting on a shelf or something that you’re hoping that the salesperson is going to explain to something that comes alive. The consumer says, I can see that brand helping me get to where I want to go. So it hooks me in.

because it’s, can apply it to my life versus it’s out on the shelf and I might buy it on impulse because it comes with a contest or a really interesting price point. But then I’m kind of getting bribed versus buying in. So what I think we’re both saying is the difference between being bribed to buy that product versus I’m buying into how that product can help me.

Shane Hewitt (03:40.096)
Yeah. Well, you just said the phrase you said, how can I apply it to my life? Right. And I got asked a question about interacting customer service. I had done a consult on customer service. And I was asked a question about how do you make that work? And I said, Well, first of all, you stop saying how are you? I mean, that because what if they’re have whatever the dog just died, don’t say how are you? Tell them what you’re going through. Hi. Thanks for coming. I’m glad to see you. I would like to help you today. What can I do for you?

Tony (03:44.419)
Yeah.

Shane Hewitt (04:08.256)
And then because I mean, how are you is I could have just had a fight with my wife because she told me to go get this thing done. And now I’m here to get this thing done and I hate it. And how’s that for starting off your customer service experience? So you take that apply it to my life and say, okay, well, what is it in the exchange that is going to make your life better today? And so when they leave, you don’t say thanks for coming. You say, hey, by the way, well done, you got something else checked off your to do list today. And when they go home,

Tony (04:35.918)
Yeah, I think that’s.

Shane Hewitt (04:37.1)
They’re gonna say to their family, what’d you do today? I got a bunch of stuff checked off my toot toot list. really, what’d you get done? And now there’s you got this ambassador endorsement in business because you’ve put it in their life.

Tony (04:48.664)
You know that’s advice. Now if I was counseling you, I’d say you just gave away a lot of great advice for free, Shane. I mean, you know, somebody that would have paid you handsomely for that advice, listening in is going, thank you, Shane, because I love what you’re saying. They just get right to the point, head, heart and hands. I’m here to help. I want you to walk away feeling better about it. And at the end, if you could check something off your list, that was time well spent. I love that.

Shane Hewitt (04:56.51)
I did. Yeah, that’s okay though.

Shane Hewitt (05:17.479)
Absolutely. But that’s the point of business being an entrepreneur is exciting. You’re you’re there to be of service. The bonus is income, right? You’re there to be of service. And that’s the part that we seem to forget every day when people are trying to find their thing, put it into your your user, your customer, put it into everyday life, figure out what you’re giving them, and then live it in every aspect of the exchange front to back. And then when you follow up two months later with a coupon.

Tony (05:46.063)
So you just said something that I want to reinforce. We’re to play the course again because I don’t want people to lose it. Money is secondary. Entrepreneurs, if they go into saying, I want to be wealthier than Zuckerberg, invariably fail. If you go in there saying, have I found a place that’s intellectually stimulating? I’m learning, I’m excited, I’m trying to figure out that tightrope. Emotionally rewarding because you’re helping somebody get somewhere. If you pull those two off, if you’re

intellectually stimulating, you’re emotionally grounded, you’re superb executor, money will chase you. But if you chase money, I promise you, you’re going to just be so blinded by, and you’ll make mistakes. You’ll overcharge. You’ll take on work you shouldn’t have taken on. You’ll take on clients that aren’t right. You’ll try to bend your product because you just want to turn that turnstile versus really focusing on what unmet need

Can I solve with my product or my service or my shanisms, which is now going to call your words of wisdom, shanisms. How can I solve with those shanisms? when you, that to me is where you got to hire a purpose as an entrepreneur. And the trouble is everybody thinks they would, wow, look at that yacht Zuckerberg’s got, I want one. That’s not what you get into business for. You get into business because you’re solving problems, building a better mousetrap. You’ve identified an unmet need. The show I have, the show’s running that

right now. mean, this is a kid who took care of his dad’s when he was dying of pancreatic cancer and couldn’t get the local pharmacy to deliver. And he needed that medicine and he couldn’t leave his dad’s bedside. So he created basically the Amazon for small business, Trexedy, where you could deliver the product, small businesses could use it same day delivery. Now,

Shane Hewitt (07:16.81)
Mm-hmm.

Tony (07:30.018)
You’re going, well, is that wrong? And his dad stayed alive. He figures for another three or four months because he was so excited about this new business. And how many orders did you fill today, son? How many orders did you get? How many people got their medicine that didn’t have to drive to the store? That to me is entrepreneurship.

Shane Hewitt (07:46.708)
Well, see, that’s funny. But that’s the perspective, Tony, because some people will hear that and judge it and say, how could you create a business when your dad was dying? And you should focus on your dad. And the difference is, is think of the life that he gave his dad on the way out the door. This is where you flip it. And this is what’s most important. On the way out the door. He gave his dad’s purpose. His dad got to see that he gave his kid purpose that the problem that I had allowed my son to have

purpose and I got to celebrate that on the way out the door is much stronger than anything else anybody could say what a gift.

Tony (08:21.806)
That’s a shanism. That’s what you do is you bring up, but you bring the positivity to it and it’s not it’s spin. The trouble is people go, you’re spinning it. You’re not spinning it. You’re just looking at it from a different lens. And the lens is instead of saying, Oh my God, you’re neglecting your dad when he’s dying. You’re going, no, your dad’s alive because he’s so excited about this business his son’s creating. And he probably doesn’t feel guilty that his son quit his job at Shopify to be with them for a year.

Shane Hewitt (08:23.417)
Hahaha

Shane Hewitt (08:34.024)
perspective.

Tony (08:49.772)
And it all works out well. that’s, so again, another shanism, don’t get judged. Don’t let the critics judge good intent because they can turn good intent into bad intent. And more often nowadays, negativity seems to rule the, the narrative in the air with.

Shane Hewitt (09:05.408)
Wow, there’s no doubt about that. And a little bit of giving. Consider yourself a guardian of whatever you do and live that guardian role all day every day. I love the word guardian. It’s been strong for me. All right, Tony Chapman chatter that matters is the podcast Shane Hewitt in the night shift. Thanks for being here.

Tony (09:20.629)
Shane who had Shane-isms on the night shift. Okay.

Shane Hewitt (09:23.455)
Ha ha ha noted.