Best Content & Sales Practices for 2023 with Jordan Harrison

On this episode of the Mission Control Podcast, Mike has on sales & commercial content expert, Jordan Harrison!

Jordan has many years in content creation specifically geared for contractors. He has learned the modern way on how to approach sales, opposed to the old style way which people tend to see right through. Jordan has taken these qualities and now runs his own content business that specializes in commercial businesses.

Jordan shares his three sales tip strategies, and the KEY to content creation in 2023!

Contact us! takeoff@ascenddigitalexperts.com

ep 17

[00:00:00] Jordan: Gotta talk about what's relatable to people. That's the only way they're gonna engage with what you're putting out there.

[00:00:05] Mike: Nobody wants to be pitched at every turn. If every time you see me, I'm trying to sell you something, you're gonna be like, fucking Mike is so annoying.

[00:00:14] Jordan: Only about 10% of your concert's gonna be seen.

We

[00:00:25] Mike: got Mike Stearns with Jordan Harrison of Pesto Media. It's the um, it's a post Thanksgiving episode of the Mission Control Podcast and it's sponsored by Roofer. And if you need end to end sales solution for your roof and company, things like quick, instant measurements and beautiful, clean and pristine presentations that force your prospect to buy from you.

Hit up roofer, Jordan. What's

[00:00:53] Jordan: up? Not my, not my height, that's for sure. , that's, I can relate it. That's the terrible joke I used to give kids when I teach there to be every time. What's up, Mr. Harrison? That's what I'd get, not my height, and I'd just go with the old

[00:01:07] Mike: dad joke. But here's the thing, right? Let, let's, let's pivot this into a conversation about marketing.

Like how great are things like dad jokes and ironic humor. I shot some content with Tim the other day and we were talking about it. Like, what does that do for your brand?

[00:01:22] Jordan: Well, it does everything. Like that's a, that's, you know, it's funny. Okay, I was just editing videos and I was talking about. You gotta talk about symptoms, you gotta talk about what's relatable to people.

Mm-hmm. , that's the only way they're gonna engage with what you're putting out there. Marketing, uh, your messaging is, has to be engaging to, um, what your audience has listened to. Right. If you talk about the, the big problems of what pe, what you're fixing, whatever, whatever you're doing in your business, yeah.

They're not gonna relate to it much as like, Hey, you have a, a big water stain in your roof or in your ceiling. You obviously know that's gonna be coming from a leak from somewhere. So you're talking about something that's relatable. So here, when you're talking about dad jokes and you're talking about, um, you know, crap that people deal on a daily basis, um, that's relatable, that's engaging and that's what they're gonna catch.

Um, and so that's why, that's why I, I tune into a lot of, I like a lot of the Tim stuff and the memes cuz he is so relatable to the roofers. He does a great job with it. And then, um, and, and it's, and I think that's what grabs, grabs their attention and brings them into the educational side. And, and to be honest with you, that's the things that I'm trying to get better at.

Although I just love a good dad joke, man. .

[00:02:30] Mike: I mean, dad jokes are great. My daughter hates me when I hit her with the dad jokes. Um, so she's less receptive, but she's not my target market. So what ifs? Um, yeah, and I try to, I also try to be relatable with, you know, what the kids say these days. Things like, you know, these sweet potatoes be bussing.

Um, and that is, uh, equally, um, not well received from, from the, the younger demographic when, uh, I try to be hip, so, you know, whatever, it's an uphill battle. But I try, I try my bus. How was your Thanksgiving man?

[00:03:13] Jordan: It was good. We did, um, we did in-law Thanksgiving first, uh, on Wednesday. So they came in to, I actually came to our house. Mm-hmm. . So we, our house was clean for the first time in a while. , uh, had a great time. Ate some Thanksgiving feast and then we did, Saturday is my, my side. So we'll go to my mom's house on Saturday.

Watch the, um, you know, we're in Alabama, so we're gonna be watching the Iron Bowl. Um, and that's what, that's what we'll do on, on Saturday. Watch our Iron Bowl and, um, I'll watch all of 'em get beat. But it was good, man. How about yourself?

[00:03:48] Mike: It was good, man. Eight. Uh, it was funny. We had. Three different stops to make.

So we went to my sister's house and got to see my nieces and nephews and, and my aunt and my uncle. It's fantastic. And then we went to my wife's, uh, mother's house. Uh, and then we went to my wife's father's house and, uh, you know, at my sister's and my wife's, uh, mother's house, I, you know, here's the thing, man, I, I eat, I, if I eat a morsel of food and sit down on a couch, it's fucking lights out, right?

I passed out for like an hour at my sister's house and then did the same thing at her mother's house. Uh, weirdly enough, I couldn't get to sleep last night. So, uh, but it was great. We got to see, you know, family, friends, and, and hung out and ate good food and it was really good. Yeah. Lot, lot of, lot of fun.

Do you drink

[00:04:35] Jordan: Starbucks? See Buffalo Bills when

[00:04:40] Mike: Okay.

[00:04:41] Jordan: We did get to see the bills. I'm a big coffee spot. It was great. Yeah. Uh, I'm a massive coffee snob like. , big coffees knob. So I order my coffee from a coffee shop in Mobile, Alabama called Carpe DM Coffee. And matter of fact, I just put my order in yesterday, seize the day, and I get their Italian roast.

Yes, it is. Uh, when I was in college down there, I spent a good chunk of my student loan money at that place. Um, and I now stink a lot of my adult money. at that place, uh, shipping coffee up there. So I ship it. I get Italian roast. Mm-hmm. and I grind it up myself. I have, do, we have two espresso makers, although they're on their last leg, about to upgrade those.

Um, and we make our own espresso. So I don't like Starbucks. Never really been a big fan. Um, so we make our own espresso. We do steam. Just a splash of steam milk. We've froth it up, froth goes in. I like to put agave in mind just enough to, to pull the bitterness away. And it's just, it's, it's based on like a Cuban style coffee that we, we learned how to make when we were in, um, in Key West when I used to live in South Florida.

So it is, uh, it is my, I love coffee. I notice, uh, what you can't see behind me, there's a big coffee bag there, and I literally, which is about to come up here in my studio. Uh, I got more coffee stuff coming up behind me soon that we just ordered. Gotta get it fixed. Um, but yeah, so I'm a big coffee snob dude.

Massive .

[00:06:15] Mike: Yeah, I drink, I drink a lot of coffee. I, I mean, I wish that I had the level of commitment that you have to your coffee. in my life, because, I mean, that sounds amazing. And like the Cuban coffee, I mean, that shit hits different, you know, when I was, I was down in Tampa, we went to this spot down in Ibor and got some Cuban coffee and I mean mm-hmm.

Yeah. That shit's wild. Yeah. I'm becoming, uh, more and more frustrated with Starbucks if, if I'm being honest. Um, you know, we had that snow storm that everyone nationwide saw, and I, you know, we used to, we're, we're pretty well equipped for snow here in Buffalo. And, you know, I, I used the app. I mean, having a mobile app to kind of circumnavigate the, the chaos in mayhem that can be a Starbucks store is fantastic, right?

So, like, typically I wake up, I order my coffee while I'm still in bed, knowing it's gonna take me half hour 45 to get there. and then I just kind of chuckled at all the people waiting around for their coffee. Cuz I walk in, I grab my coffee and I go and I'm happy. What happened was I ordered through the app the other day and I thought I was gonna get to go laugh at people waiting around and joke was on me because the store was closed.

So they got me for two Americanos. So Starbucks, if you're listening, Yomi like 9 75. Um, you know, but that was, that was a tough start to the day. It really was. It was frustrating. Yeah. For my wife, Apresso maker, dude, I just paid for the convenience, you know? It's true. I don't know, is it, it's probably not that hard to make the espresso, but you know, it's really nice that where it's like I've got my little routine and, uh mm-hmm.

I like, I like the routine. , I'll entertain it. So you send me a link for an espresso maker and I will perhaps purchase set espresso maker and start making my own shit. I'll make you a video and stop being so reliant on Starbucks. Fair

[00:08:35] Jordan: enough. I'll make you a video on how to do it. Yeah,

[00:08:41] Mike: problem aware content, folks. So, Mike's got a problem. He's got a lot of problems, but one of which is this, uh, this need to get off of Starbucks and Jordan's gonna create some problem aware content to help me get there. Let's talk about that through the vein of like a contractor though. How, how important is problem aware content?

What does it do for their target audience? How can it help them? How is, how do you make the juice worth the squeeze, Jordan?

[00:09:11] Jordan: Yeah. So let's squeeze some juices. So problem aware content is, That's the initial, how you gonna grab somebody's attention? And, but, and really you almost have need a step before that.

You need, I guess you can call it symptom aware, because that's what you're talking about is the symptom. So problem awar