Deirdre Breakenridge is the CEO and owner of Pure Performance Communications. She also serves as the CEO of PRStudChat, which is a community on Twitter for PR students, PR pros, and educators. A PR and marketing veteran, she comes with a rich experience of over 30 years in the industry.
WEBSITE: Deirdre Breakenridge
- How to plan and write books
- Why is content important, even today?
- How to step out of your comfort zone
- Facts about millennials and the way communication works
- Challenges for content marketers
- Influencer marketing challenges for brands
- How to approach influencers and collaborate with them
- 2:13 : Deirdre’s Family
- 8:25 : Deirdre’s Career Path
- 12:18 : Deirdre Talks About Her Book
- 15:10 : How to Write Books
- 23:07 : Content as the Core of a Consulting Business
- 26:42 : Getting Out of Your Comfort Zone
- 33:48 : Deirdre’s Passion Project
- 40:52 : Where Marketers are Lagging Behind
- 49:42 : Content Marketing Software Used by Deirdre
- 51:51 : Deirdre’s Biggest Achievement
- 54:18 : Introducing Daisy
- 54:56 : Deirdre’s Typical Day
We’ve all heard the phrase “content is king.” However, with advancements in the marketing industry, it is only logical to question if this still stands true. Going by the market stats, about 91% of businesses use content marketing to promote their brands.
Image via Content Marketing Institute
This compelling statistic shows that a majority of businesses still believe in content marketing and use it. Deirdre Breakenridge, my guest for today’s podcast episode, is an expert marketer and PR veteran. She’s joined me to help you up your marketing game.
She emphasizes that all brands must have a solid PR and marketing strategy. Content forms the basis of both, and here’s why it is still king.
1. Builds Brand Awareness
People are hungry for content. In fact, American adults spend about 11 hours a day consuming different types of content. When you’re able to create high-quality content that they like, they will notice your brand. Good content serves many purposes such as driving traffic to your website even building brand awareness.
It can also improve brand trust among your target audience. When people go through the content created by you, they start forming an opinion about your brand. If your content is educational, engaging, and high-quality, they will begin connecting those thoughts with your brand.
The more value that you provide to your audience, the more trust they’ll have in your brand. Additionally, when you publish educational content on various platforms, your audience will start seeing you as an authority figure. This can further build your brand awareness and trust. It can also give you an edge over your competitors.
2. Improves Your SEO
Content, especially text, can help improve your website’s SEO. This can help drive your website higher up in the SERPs. You can look for relevant keywords with tools such as the Google Keyword Planner and use them in your content. Just make sure that you don’t overuse them; doing that can attract a penalty from Google.
It’s also important that you write for your readers. Your content should give value to them, and when it does, they will stay on your website and spend more time on it. Their chances of bouncing away from your website will be reduced as well. This, in turn, will improve your SEO and boost your search engine rankings.
3. Helps Improve Lead Generation
Content marketing can help you rank higher up in search results. That also means that your landing pages will start ranking well in the Search Engine Results Pages (SERPs). The higher rankings will lead to an increase in traffic on your landing pages. And more traffic means more leads. That’s why content marketing is one of the best lead generation tactics out there.
As many as 72% of marketers say that content marketing has increased their leads.
Image via Content Marketing Institute
When the header, page copy, and the call-to-action of the landing page are written well, you can expect to generate more leads. Even if the visitors don’t end up on your landing page, if they find your content useful, they may give their contact information to you.
4. Influences Conversions
About 71% of B2B buyers claimed that they had gone through blog posts before making a purchase in 2018. In 2017, this number was just 66%. This shows the importance of high-quality content in today’s fiercely competitive market.
Quality content on your blog should not be just promotional in nature. You should create content with the goal of providing valuable information to your readers. Doing this will build trust for your brand in their minds. Due to this reason, they may be more inclined to purchase from you.
While it isn’t necessary to be overly promotional, you must ensure that you include a clear call-to-action (CTA) in your posts. This is the element that tells readers what they should do next. Including CTAs can make it easier for your readers to make a purchase from you as well.
User-generated content is instrumental in getting sales too. On average, 45% of smartphone users read reviews before making any purchases. When people write good things about your brand or products online, it can influence the decisions of your prospects.
If someone writes a negative review, you can still respond to them and apologize for the inconvenience. When others see that your brand genuinely cares about your customers, they will be more inclined to purchase from you.
5. Helps Build Relationships
Content is king because it helps you build relationships with influencers and consumers. It does so by creating a solid brand reputation. While this does help generate leads and sales, it also helps you get repeat customers.
You need to make sure that you consistently deliver great content, even after a lead becomes a paying customer. Content that can offer value to the customers will help strengthen your relationships with them.
The increase in brand loyalty can not only make them repeat customers, but some may even become brand advocates. They may promote your brand to their own circles. This can increase your reach and even sales in the long run.
That’s why it is necessary to create high-quality videos, photos, blog posts, and infographics. These can help your customers get the most out of your products and services.
6. Supports all Other Strategies
Content is king simply because it supports every other marketing strategy. Whether you look at traditional marketing or digital marketing, you find content everywhere. Social media marketing requires engaging content, and so does influencer marketing.
Similarly, PPC marketing requires killer ad copy that can catch the attention of searchers. Affiliate marketing needs well-written copy with the right anchor text to ensure that you get quality leads. It is simply not possible to market your brand or products without content, and that’s why it is still the king in 2019.
I know that creating content takes a lot of patience and time. However, with a solid content marketing strategy, you can make a mark in the digital space. It helps you generate leads, influence conversions, retain customers, and even builds brand awareness.
Content even supports all other forms of marketing and is thus a building block of marketing. If you need any help with content marketing, you can reach out to me to discuss.
Shane: Welcome to the podcast. I am Shane Barker, your host of Shane Barker's Marketing Madness podcast. Today. We're going to discuss the importance of content. My guest Deidre Breakenridge is the CEO and owner of Pure Performance Communication. She also serves as the CEO of PR Stud Chat, which is a community on Twitter for PR students, PR pros and Educators. A PR and marketing veteran, she comes with a rich experience of over 30 years in the industry. Listen to her. She elaborated on the reasons why content is still king in the marketing industry today. Listen till the end to find out the value of great content. So, let's start this thing off. Just so I can get a little of what sets the foundation for the podcast, give us a little bit of where you grew up and your family. Were you always on the East Coast? Deidre: Yes, so I've always been in New Jersey. Born and raised. Although in the 80s, I had big hair like a Jersey girl, you can't tell now. Let's put it that way. Shane: Did you have stocks and Aquanet or anything like that or was that just…? Deidre: When we were in college, yes. I should have invested in Aquanet because that was the blue hair spray that got our hair about a foot off our head in a banana clip. I Shane: I knew you looked familiar. I was like,” wait a second. I think I remember her… “I was always a West Coast boy and I did go to the East Coast little bit, but I like the big hair. We had that a little bit on the West Coast too and it was I just know the prep…I know, one of my ex-girlfriends. This is, I don't know, 30 years ago now. I don't know years ago. It's just crazy the amount of prep that that would take because I do understand that the struggle is real. Deidre: We would go out at 11 o'clock for the sole reason that it took at least four hours to get your hair that high off your head. Shane: The prep is serious. I do get that. Now with mine, I know you're looking at mine and thinking it might take three or four hours. I know a lot of people go “God, it’s amazing what you do with your hair Shane” and I go “well, thank you so much because it's not a lot left and we're just trying to hold on to what we have left.” So that's kind of the goal there. So, you grew up in the Jersey area, right? How many did you have? Deidre: So, five in the family. I had two older brothers. I was the baby. So yes, they protected me. Shane: I was going to say, “well protected for sure.” Deidre: Well protected, but they also teased the hell out of me. And they wrestled with me and I just feel like I grew up being a little bit tougher. I had to have tough skin to be hanging out with two older brothers. Shane: Absolutely. It’s always nice because once again, the protection side of things is great. But then they also treat you like a guy probably when it comes to wrestling and stuff like that, which has its values down the road if you have to get in a wrestling match or you’re fighting... something. Deidre: Which I do frequently. Shane: I know you're a big wrestler. We’ll bring that up a little later because I know that was a side fact. But speaking of side facts, is there any interesting facts that the audience wouldn’t know about you growing up? Is there anything that you're like, “I haven't told anybody this...” or anything like that? Deidre: Growing up I lived in an interesting town. It was this little square one-mile town where Washington either slept there or went through there and a famous traitor was tarred and feathered in my brother's backyard. His house is a part of the National Historical Society and they give tours through that home. So that's like an interesting thing. Shane: So, it is. So, it's a historical monument or something where people would go through. Deidre: Oh, yeah. Shane: Oh, that's awesome. Tarred and feathered. Who knew that? Deidre: Tarred and feathered. Shane: That's exciting. Do they still do that? Does your brother still do that with any of the family members at Christmas or no? Deidre: No, thank goodness. We moved away from that. Shane: That’s good Deidre: Now we just bust chops. Shane: There we go. That's what Christmas is all about right? And wrestling, obviously. Deidre: Exactly Shane: That's exciting. So, what college did you go to? Did you stay in New Jersey to go to college or did you break outside of New Jersey? Deidre: I did. I stayed in New Jersey. I went to Glassboro State College and I'll never forget, years later after I graduated, the college wants to change its name to Rowan University. And Mr. Rowan had given, I think it was one hundred-million-dollar donation, to Glassboro State College and a lot of my alumni peers were upset that they were going to change the name. And I just thought to myself “listen, if Mr. Rowan wants to give that much money then by all means. Let his name be at that school.” Shane: I feel like a hundred million is a pretty good reason to get your name on a school. Deidre: I just know it was the largest donation at the time which is cool. And they've done a lot at Rowan as a result Shane: Obviously, I think it's awesome when people… obviously when you make that kind of money and then you'll be able to give back and it helps the community. And I think a lot of times, a lot of those donation things the kind of “hey thanks for doing this” is the fact that they will put a monument, I guess depends on how much you donate but... You’re probably going to get a college named after you. Deidre: Right, your name on the building or name on the entire school. Shane: You own everything. Yeah, that's all you got to do is. All it takes is a hundred million people folks. Deidre: That's right Shane: …to be able to rename a college. Do you know when this happened about the hundred million? This is probably a little while ago. Deidre: Gosh, this was years ago, but it was long after I graduated. It's been within the last 10 or 15 years I want to say. Shane: Gosh, that's crazy. A hundred million dollars. To my college, I'm going donate I think $1,000 and we're going to see what I can do with that. Maybe a rock or something like that. It’ll say not even Shane. It will probably say like SB or something in the front. It'll be by a tree or something. Just to have goals. Deidre: Hey, there you go. Shane: You guys start small folks. All right? We'll start the small rock. Deidre: A small rock and then build up from there Shane. It's something, definitely Shane: We’ve got to start somewhere, right? That's really what it comes down to. Small rocks folks. That's where we're at. Well cool. So, your college, you're a Jersey girl, right? So, you grew up in Jersey. Bruce Springsteen fan by chance? Deidre: Oh, yeah. You had to be. Shane: How do you not? I was a Bruce Springsteen fan. Deidre: Exactly. If you weren't a Springsteen fan, there might have been something wrong with you if you were hanging out with my friends anyway. Shane: Yeah, I was going to say, it’s almost dangerous. Weren't you part of his gang? Didn't have a gang there in Jersey? Or I think the whole city, right? I can only imagine Bruce was like “the man.” Deidre: He’s still the man. Shane: He was born in the USA. Deidre: We were just one big unspoken gang and Rule. Shane: Yeah, I would not want to go to Jersey and be like “You know what? I am not a Bruce Springsteen fan.” I think that would not end well for you, but not me, you. It would suck for me. And are you currently in Jersey as well right now? Deidre: Yeah, I'm still in New Jersey. So, I'm in Marlborough, which is Central Jersey. I always grew up in North Jersey, spent College in South Jersey. That's where Rowan is now. But Central Jersey is just perfect because you get more greenery. So, there's property, there’s still Farms down here, which is nice. North Jersey is a lot busier, smaller property and I kind of felt like I just wanted to be away from… it’s very close to New York City where I used to live just want to be away from the hustle and bustle. Shane: Yeah, I think for me, I'm the same way. In the beginning, it was like “I want to be in the city. I want to be in the mix of everything and every day I want to hear the honking and this” and then I think when you get older it's like “I just want somewhere a little quieter.” I don't necessarily need a farm. I need to be close to a farm Deidre: Just like to look at it ever so often. But I love the energy of the city, so when I'm there, it's amazing. But at the same time, I don't think I could maintain that energy 24/7. I’d never sleep. I'd be so jacked up on the energy that it's good for me to go to a little quiet time. I like that. Shane: Be able to disconnect a little bit. No, I get that. I get that. So after you graduated from college, what was your career path? Like honestly, I told you this earlier, there are 50 things that we can talk about; accolades, what you’ve done. So, I'm always interested in hearing that journey of “okay, after I graduated from college. This is what I did.” I'm interested because you've written books. You're a speaker. You were a teacher, a professor at the University.” So, give me like a little rundown of how that all played out. Deidre: Yes. So, I'm a writer. Writing is a part of everything that I do. I'm a Storyteller. I like to say I get executives and entrepreneurs and business professionals unstuck so they can be seen and heard and build relationships. But, my writing, you could go back to fourth grade where I have a fourth-grade teacher who would just swear I was going to be an author. But it started when I was in college. I entered an essay contest for WOR radio. And of course, I won that contest. And my guidance counselor, who was a mentor at the time said, “you know, you have a knack for writing. Why don't you select a career where you can always write? Now you have two choices; You can be a journalist, or you can go into public relations” and I said, “oh, okay. What is this public relations thing?” and when he explained to me, I thought “you know what? That's the way that I want to go.” And right out of college even before I was graduated, I did two internships at an agency in New York City. And from there, I was hired by that agency and I just fell in love with the writing part of my job, working with the media, getting communication out on behalf of a client and that led into always working for somebody else's agency for about 10 years. And then, when I was running somebody else's agency I said to myself “I could do this for myself. Shane: I'm already doing it. It's just in somebody else's name. Deidre: Exactly and simultaneously I was getting my MBA. And getting your MBA teaches you all the skills in business. So, my concentration was in marketing, but I was learning the business skills as well. And I thought “you know what? What the heck? I'm going to launch my own little company” and I did and my employer at the time became my client and I got a handful of other clients and then one of my clients, which was a larger agency in New Jersey acquired my little agency and I stayed with that agency as a partner for about 14 years. And then after you build something up, you're like, “okay now, where do we go?” And I turn to Paige and said: “oh, after writing books and speaking and doing all sorts of interesting projects think I want to be a consultant now.” And that's when I started Pure Performance Communications. Shane: Oh, I got you. So that's the transition. So today, you’re heavy on consulting. Deidre: Yes. So, I do a lot of consulting and training and speaking. And it's the difference between… I love the agency world. There's no doubt about it. But we always were working more product PR and marketing and now I get to work one-on-one with executives, with entrepreneurs, with business owners who want to turn a page to their story, who have to figure out “how do I reinvent myself because media is always changing?” and “how do I build my credibility and thought leadership?” and that's where PR comes in. So, I took the best of my world and just brought it over into the consulting and that allows me to write my books and to teach and to be a podcaster, women worldwide. So many things, it's great. I can design my day as an entrepreneur. Shane: And that is the fun part, right? I think when you get to a point where you have a foundation. You've done a lot of this cool stuff and it sounds like your journey has been pretty… you knew where you were going to go. All you did was talk to a guidance counselor and they probably said to take on PR, not to take over PR. And you heard “take over PR” and then you went ahead and did what you did. So, you also have a book; The Answers for the Modern Communicator. So, I'm assuming this probably ties in directly with your consulting business of “hey how we get the word out from a PR perspective, personal branding?” Stuff like that. Tell me a little bit about your book. Deidre: Absolutely. Thanks. I appreciate you asking. So, this book has been… I've been creating it for years. It started in 2003 because that's when I started researching social media. Believe it or not, there weren't a lot of PR people at the time who were focused on social media and I was. And everybody was asking questions and it was all around the pain points. So, I started curating and I got a little sidetracked with some other books that I wrote. And finally, I think it was in 2015, where the questions became fast and furious through Twitter, on my blog, through Skype, LinkedIn, email and I thought “you know what? Some of them are repetitive. Everybody wants to know questions in certain areas” So, I saw questions around relationships. I saw questions around reputation. I saw questions around mentoring. I saw questions around social media and socializing your brand. I took all those questions. There's over a hundred and fifty-six of them. I carved them into chapters, and I answered them all and I included in every chapter, other experts, other influencers who could share their answers or their guiding principles and that became my book. Shane: I think that's awesome. I was going to ask you because obviously, you've written a lot of books. I think I've talked about this and potentially talked about it and whined about it a little bit. I have a book that I'm working on and I've only been working on it for 40 years now, I feel like. And it’s going to come out in 2096, right around the corner. So, I'm super excited about that. But you're pumping out a book every three hours. For me, I'm just a little envious but it’s also because your main thing is a writer but I love the idea of you grabbing all the pressing questions that people ask you and then you answer them and then brought on other experts for me. I think that's something that I could put together. It's an awesome idea. Tell me about some of your other books. I'm sure each one of them has been a little different. How do you, mainly this is me not even caring about anybody that's listening. I did this so that instead of hiring you as a consultant. I could ask you these questions. When I was on the podcast, I was like, “what is the cheapest way that I can get to one of the best PR people in the world? I know, I'll have her on the podcast.” Deidre: I'm happy to share. Shane: This is it. So, anybody else, if you probably want to hire as a consultant, but if you don't, put her on the podcast and you can ask her all the questions, so that's my snippet of information for the day. So, how do you do that? How do you put together six different books? Because obviously, it looks like some of them you start then you have some other ones that take precedence e.g. This is more exciting. At least you have six, right? At least six that are under your belt. So, give me a little intel. Give me some insight on that Deidre: Straight up. All you have to do is listen to what everybody's complaining about, all the pain points and your peers or whoever you're writing for are extremely vocal. So, what I did early on was I started listening on Twitter. And when you listen, people openly share, so I told you about ‘Answers for Modern Communicators, which I got a lot of questions on Twitter. Yes, that became a part of my book. But the book before that is called “Social Media and Public Relations; Eight New Practices for the Professional.” That book was born from all my peers and all the communicators around me who didn't understand when social media came on like a lion or at least we felt that way and we were behind the eight ball. They didn't understand their role. Responsibilities were changing. It all seemed so crazy in the areas of crisis, in the areas of being, a content person or building relationships. How do you do it? So, what I did was I just went in and crystallized practices. I developed 8 practices to say to all my peers “this is what you've been asking for. There's been so much confusion around the area of reputation. Here's the practice. Here's everything that you need to do in the practice. All the steps. And by the way, here are five influencers who want to talk about it because they're doing the right thing” and that's how the chapters were formed. It's always kind of the same way that I go about it. I rarely ever say “I want to write a book on.” It's because something is going on that just comes at you and you say “Wow. I want to solve this problem.” And that's what I'm doing. Do you watch Shark Tank at all? Shane: Yeah. Deidre: I do too. And they always say that entrepreneurs who are solving a problem come up with the best companies, the best products and it's the same thing with your book. You're solving a problem and you're giving people the steps on how to move forward. Shane: Well, I think that's such a valuable point because it's so funny when you say it, it sounds so easy. I’m like, “yeah, all you have to do is listen a little more” right? I feel like my wife is right next to me saying “you just need to listen a little more” and I'm like, “what did you just say?” I feel like when you say it, that makes sense. Right? It's like there's a need, right? So, what happens with entrepreneurs is there's an issue. They see an issue, right? They say there's not a solution for this and I seem to have this problem and so maybe now I can start a business that will take care of that problem and for you, you had enough people that were asking these types of questions. And you said “you know what? Instead of me sending, you know responses to 50 people, why don't I write a book? Because there's a need there. And so, I'll go ahead and answer those questions” and I think this is another thing that we do regarding content, once again, what are the pain points right? What are the pain points of your potential clients? So, what we look at is kind of the same thing as if you can answer in blog posts the answers to these questions, then for you, you're answering this question, but you put it into a book. And so now people are buying it and you're a thought leader in the space because of that. I love that. As I said, the book thing is something I will come out with one day, but I love the fact of talking with people on how they come up with it and how they put their books together. Because everybody's process is a little different. Because the underlying message and literally, I'm saying this out loud just for myself is just to do it, right? It's just to get it. Deidre: Yeah it is. It's to do it and I've always worked with big publishers. And I think one thing that I've learned from the large publisher so Rutledge is my publisher now, but I've worked with Prentice Hall, Financial Times Press, Pearson and I always create once I know what this book is going to be, before I even start, I always do this annotated table of contents, which fleshes out ‘what's this baby going to look like? and how am I going to stay on track?’ Because otherwise, maybe my books wouldn't come out until 2096 either. Shane: Then we’d both be competing for that same year which would suck because I haven't come up with anything and you're pretty famous last time I checked so that would suck for me so you can do it the year before, for that would be awesome. Deidre: So yes, structure helps too. Shane: I think that's the thing. I think the structure is probably the key starting point, right? It’s like “hey, let me see what this is going to look like.” Of course, that will continue to evolve and change but it's interesting to me. I think I just need to probably talk to three more people on the podcast and I actually have Andy Cresta Dina who actually told me “the next time we talk, you better have pieces of this already put together” and he nicely threatened me, which is unfortunate because now I can never talk to Andy again because then he's going to call me on my stuff. I don’t want to be held accountable or anything like that. I got to make sure to avoid him. But yeah, that's awesome. So, I'm going to think about that. I think that's the way that you came up with it, which naturally makes sense of just listening... Deidre: And one more tip for you as you’re streamlining to your book so it's not 2096. You don't have to always just sit at your computer. And I'm sure you know; I wrote my book on my smartphone on Evernote. So, when I wanted to answer a question because Evernote is synced to all my devices, I just go in and I would talk into my phone and answer the question and then I could later go to my laptop. I get it in Evernote and then I dump it into my chapter. Oh, first I put it in, Grammarly because you always want to make sure, right? If you work with a big publisher, they're strict and they always check things. But for all the self-published authors out there Grammarly is great. But, that way it's not so much pressure on you Shane. You don't have to be like, “oh, I have to sit at my computer and produce a chapter.” No record it. Shane: I am actually. So, it's funny that you talk about Evernote. I love Evernote, just because once again you can do the audio, you can write stuff in there, you can write notes. And once again, it's connected to everything. So, I'm pretty in tune with the Evernote thing. Really for me, it's not like I don't have the content. It’s just one of those things I just need to start getting it going. I have ADHD, right? I would say a good amount, probably half my listeners do. Half my listeners are probably off the podcast right now because they're looking for a shiny penny or something like that. But all the people that have stayed on, the little older folks that aren't heavily medicated, they're still here. I think for me, it's just doing it. I have the sum of the outlines together and all that kind of stuff and I have the collateral, the curriculum because a lot of the stuff that I want to talk about is influencer marketing and hoe to be influential. I teach a class at UCLA on personal branding and how to be an influencer. So, it's not like I don't have the material. It's just one of those things of sitting down between my workshops and all the other fun stuff. For me, it's focusing on this one thing for however many hours I need to do it because I'm like, “oh look a shiny penny. Oh, look. I just got an email.” So, I have shut everything down which is difficult for me. Deidre: Well that's hard. Shane: It is. Deidre: It’s hard to shut everything down. Shane: Especially when you're so connected. But this I will tell you, over the years, I have been able to become more disconnected or at least being able to disconnect from work and stuff. We talked a little bit earlier about that and I say, I think that for me, I'm getting to the point where it's just really sitting down on a Sunday and saying “hey, let me spend two hours on this each week and I can do it. This is a thing. I'll do it here soon. So that way I can talk to Andy again and be able to look you in the eye and that that we've pushed that date back to 94 or something like that. And now we're hot on the trail to get this thing going. So obviously, your background is a writer, right? The premise of everything that you do has this common core of being a writer. So, how is content a major piece of that? How do you integrate? Because not everybody is a writer, but don’t have the expertise that you have. So how is it with content being kind of the core of that, how do you do that with your consulting business with your clients? Deidre: So, I think it's understanding your thought leadership. So, my clients start to learn their pillars of thought leadership, pillars of content. And once you understand your areas of expertise, it's easy to figure out what media you're going to explore to put your content out and it's all based on your audience. It's always what they want. And basically, what I'm finding is that we're hungry for content. My goodness. There’s the long tail of publishing now? So, there was just a study that came out by Enclusive. I don't know if you saw it. It was a media report. But basically, it says that there are so many more third-tier publishers that it's good in a way that everybody can produce content and it’s bad in a way because there's so much out there that you know attention spans, and everything is so saturated. But I think it's really important just to understand; First, you have to have a compelling story that you want to share but it becomes how does somebody want to experience what you have to offer and how are you going to meet their passion? I call it passion potential because basically whatever it is you have to share has to meet their needs and want you to share it. So, it's all different. It depends. Some of my clients are podcasters. Some are more the digital correspondent type; some are writers like me and it's always tapping into what you do best as well so that you're not so bogged down and it doesn't seem like such a chore as well. Shane: And think you hit the nail on the head with that. And that's what we look at it, it’s like, “what do you enjoy doing? And what are you good at?” And it's like really building something around that. Because you can always find if you're not the best writer, if you can speak and put something into a tape and tell people what the premise of it is, or we do videos, we use Loom to be able to do a video and explain things. You don't have to be the best writer in the world, right? You don't have to with videos. It's a little difficult to clone yourself and have somebody else do it. So, you probably have to do that work. But and if you hate being in front of a video, then maybe that's not for you. But I think it's important when people… one of the things is to figure out obviously what you're good at but then also knowing that you don't have to be everywhere. You have to be on every platform. You don't have to do every medium. Figure out what you enjoy doing and what kind of content you think your audience is going to like and as long as that resonates with what creating and finding that connection, right? I think that's always the hard part and we get this, and I think everybody does. There’s always a new platform. There's always a new this, there's always a new that, right? There's always something to distract you from it. But I think it's focusing, and for me to say focus is kind of ironic but to focus on exactly what your message is how you want to put that out and once again, what you enjoy doing. Because I think people want to “I got to do video but I kind of hate video” and I think there's a difference between hating video and then also getting it to a point where you just haven't done it a lot, so you're not good at it. Not where you're having anxiety and you have to take medicine or something to be able to go on. That's a whole different level. Deidre: That’s a point you don't want to get to Shane: Drugs are expensive from what I understand, from what I've heard, So, I think that's the key, what do you like to do? And what are you good at doing? And then you can build out the other pillars because other people enjoy whatever that is that you don't enjoy, like accounting or answering emails or something like that. So, we talked about that of figuring out what you're good at, how you spend your day. And once again, do you enjoy what you do? Deidre: But also, you hit on something important when you were saying, sometimes if you haven't done a video in a long time, you're a little reticent to do it and you're nervous. But you're still excited. Stepping out of your comfort zone versus “I'm going to have a full-blown panic attack because I don’t... this is not for me.” So, I think people have to embrace stepping out of their comfort zone when it's right to do for them. And I think that's one thing that I always tried to do for my brand. Where I started as, if you take my writing and my storytelling book author to blogger to LinkedIn learning video instructor. I was a lynda.com instructor and then LinkedIn acquired Lynda. An audio podcaster and we're launching the first video version coming out. But each time, I kind of felt like “I'm excited but oh this feels a little funny” That’s okay. You still have to get used to stepping out of your comfort zone. That's important too today. Shane: Absolutely and I think that's the thing. Your or my first speaking event, my first podcast, my first video thing. You don't jump into it sounding great. I give you an example and I brought this up in the past podcast. I have the first blog post that I wrote on my website and I show it to my students at UCLA and I was looking at it going “ God, that's terrible” and I go “that's my point of showing it to you is that it's terrible but I started .” So, the thing with you, it's important to go and do that and step out of your comfort zone and my writing skills aren't absolutely phenomenal. I'm not a writer by trade, but this is where I started and now, I have people on my team that helped me with writing, obviously working a writing content. This is the thing; you just have to get it started. The video thing and the speaking thing being a great example of that. It's like a death in speaking, right? That's like the thing, a lot of times speaking is scarier than death because speaking you have to think about what you did after, death, it just happens and it's like, “okay it's happening”. So, the crazy part about it for me is once again, I think you touched on it is “are we so uncomfortable that we just can't do it?” Because I get anxiety before I speak, and I haven't told a lot of people that. But then when I get up on stage other than talking Deidre: You work through it. Shane: You work through it. It's like I kind of forget about all that and now, this was in the beginning, now, it's just it's kind of second nature to get up and speak. But in the beginning, it was terrifying. I'm like “what am I doing?” But I knew that I have to conquer this. I have to go through this right, and I don't love it by any means but then you get to a point where I'll just jump up on stage. I grab the microphone and it's all second nature and that's where I'm at now. But it takes a while to get there and once you get there, you have to say, “am I willing to go through the hard times?” because it's not easy. It just won't be. Right? Deidre: Yeah. I have a perfect example. So, I had done Facebook lives for my clients where I would be instructing them how to do a Facebook live, but I will never forget, I was doing some content marketing for Nasdaq. NASDAQ had acquired Market Wired. It was when they acquired Market Wires newswire and digital media services. So, NASDAQ had this business unit that was also news wire and digital media services. I used to do videos for them. I was a very comfortable being on video going to trade shows, interviewing influencers there and speakers. And one day, we were in Toronto at the world PR form and I will never forget this. The call comes in from headquarters. And it goes into the Marketing Director who's at the show with me and they said, “would Deidre do a Facebook live video with the influencers?” And then at the time, the Marketing Director was all “yeah. I'm sure she would do that. That's a great idea.” And then they asked me "let's just test it on our Facebook feed, we want you to go and talk for 10 minutes, raw. Just go on the NASDAQ Facebook page do a live video and talk.” And I was nervous because it was NASDAQ, the NASDAQ, right? So, I thought to myself “I'm going to be kicking myself if I say no, I'm nervous, but I'm going to step out of my comfort zone” and I did. And just to the point of view showing your students that first video. I like to show this first video of me doing my Facebook live for NASDAQ with their step and repeat Banner behind me. It was so bad. It was like my leg was moving, the angle was wrong. I could just pick it apart. But guess what? I did it. I did more of it. If I had said no, I never would have ended up at MarketSite in Times Square doing a live show in the same Studio Squawk Box that was broadcast out where I got to be their digital correspondent and host of a show that just strictly interviewed influencers. Shane: You just never know where it's going to take you and I think that's what's exciting for me. That's what's exciting. The speaking side of things and workshops. For me, in the beginning, it was uncomfortable, but for me now, I knew that once I got through that there was going to be just great stuff that was going to happen. But it's like anything else. That part sucks right going from here to there because you're like this and that but so many good things can happen once you break outside of that. Assuming once again that you don’t have to heavily medicate yourself to do something. But even then, I would have, this is years ago. I was going on and I was just a little nervous though speaking event little a keynote that I was doing in Santa Barbara. And the funny part was the guy that was there, he goes “how are you doing? How are you?” “I'm doing good”. And that's always my answer, but I’m sweating and not really but deep down inside my palms are all sweaty. And he's like, “do you want a shot of tequila?” And he goes “do you want a shot of tequila?” And I'm like “I'm Irish. It doesn't mean I like to drink before my Keynotes”, but he goes “the reason I'm asking...” I don't think he had a bottle of tequila. His point was, he had other speakers that would, for a long time they would drink. I'm not recommending drinking tequila... Deidre: Wow Shane: It would take care of the anxiety for them. And I always thought that was interesting. Now, I never decided to drink before I go on stage because I don't think I need to drink before I go on stage. Now after I go on stage, I drink with the group. So, it was interesting, to get rid of the like anxiety of it, he's like “I recommend tequila” and I was like, “well, there we go. I don’t know.” I don’t know if you use Tequila before you do your keynote and how that turns out or if you even remember it. And if you do, then that's awesome. Let us know how that goes. Deidre: So funny. Shane: Tell me, what are you passionate about? If somebody put your name plus a hashtag, what would that hashtag be regarding? What are you passionate about content-wise? Right now, you're like, “Hey Shane, this to me is like really where I’m...” So, I know you have your podcast known worldwide, so I would say that's probably what you're passionate about. But tell us, what are you passionate about right now when it comes to content marketing? Deidre: So, right now, I am working on a project that is all about Millennials on social media. Shane: I heard about that. Deidre: So, I'm building it. It comes out of something sad, but it's meant to be empowering and to move forward to help. So, I think you know this Shane, we lost our daughter, my stepdaughter Noelle in September. And it was tragic, and she was a millennial. Absolutely beautiful, accomplished. And you know you look at people like Noelle on social media and it's a highlight reel. And it's interesting because I'm finding out that Millennials, especially are feeling that their performance is tied to their value. That depression, anxiety; the rates are spiking. Suicide, which is scary, is up 30% since the year 2000. It's the second leading cause of death of Americans between the ages of 10 and 34. So, after what happened with Noelle, I started to, I'm talking to Millennials, asking specific questions about how they're feeling about social media and how leaders are coming across to them in their content, in their communication. And what I'm finding is that the model I'm developing is the gap between what the millennials want and need and prefer in their content and communication and what's coming across from Business Leaders and professionals. And FEEL stands for; face your fears, engage with empathy, use ethics and good judgment and unleash the love. So that's where I am in the content space with my own content, with people I work with to always make sure you feel first before you communicate. That's what I'm super passionate about. Shane: I love that. That is so awesome. And I appreciate you bringing up the thing with Noelle. We talked a little bit on Twitter and through a direct message about that. I knew that was a hard thing for you guys and it's interesting how you're turning it into something that I think could have a big impact. And so, I think that's awesome. Deidre: I hope so. Shane: It will, It absolutely will. I've told you this before, but you let me know whatever you need from my side to help get the word out, not only through the podcast but through anything. I'm a big fan of like passion projects, especially if it can make an impact. I think social media… And I think it's a difficult time for millennials, right? Deidre: It really is. Shane: I think there's this need to perform, and this needs to be out there, and you're socially accepted by how many likes and comments and if I'm not getting this and I work with influencers a lot. My class UCLA is personal branding, how to be an influencer, right? And so, it is this need to feel accepted or to monetize and stuff like that. But I do think you know, the unfortunate part is that, if you want to be an influencer in theory, if you're not performing then they're going to go find somebody else. If you're not out there putting this forward... And some people are honest about what they put out and some people, it's just a facade of “my life's great. I have a pink dog and I eat caviar and I’m on a jet every day” Maybe not. But getting through that, I think it's the communication and there's just so many other avenues to communicate. And once again, it's difficult and I mean high school and even college and even after that, it's difficult times and it is hard. I don’t know. There's just a lot of moving pieces to it. I think it's awesome that you're looking into that. Trying to figure out, interviewing people and saying “hey, what are the potential issues here?” And especially when we're dealing with higher suicide rates and stuff like that. Social media has some upsides and some good things, and I think it's important to address both sides of it, especially if it's affecting our youth and the people that are coming up. It’s important. Deidre: What's coming up a lot in my research is that millennials are saying that the way people are communicating everything is “don't trust anything’ You just can't trust anything. It's disingenuous. It's all planned communication. Which in most cases when they talk about their business Leaders or brands that they like, the way they're being communicated to, it is planned. And that you always have to verify and then trust When I grew up a long time ago, it was you could trust first and then if you had to, verify. But now, there is no trust. And I think with millennials what I see is much more on the EQ side of things, this emotional intelligence, which is important. Because Shane, in the age of automation and artificial intelligence, the machine can't take away things like caring and kindness and intuition and the ability to build a genuine relationship. That's all EQ. And Millennials are very much EQ. And on the other side, sometimes the communication because I've analyzed it on social media. I've used a social media intelligence software platform to look at leaders’ emotions and communication, what's being valued and it's really interesting because the IQ words like ‘strength’ and ‘professional and powerful and experience. They're all big words when you do text analytics, but things like, feel and real and trust and compassion are all little words that are hardly ever talked about. It's kind of amazing. Shane: Yeah, that's crazy. Well, I can't wait to hear more about what you got going on there? Because I think you're touching on something that I don't think a lot of people realize is going on. I don't think it's talked about a lot, right? There is like I said, the other side of social media and how it can affect you, it can be great, but there's the other side. It doesn't affect everybody great. Right? And so, it can cause issues. And so, I think that's interesting. Once again, as I've told you before you let me know when you come out with that. I would love to support you in any way possible. Deidre: Thank you. Shane: Yeah. I just think it's important. I think it's important to look at both sides of that. And I'm excited to see your research. I know how you do research so I'm excited to see how that thing comes out. Deidre: Maybe another book. Shane: I can only imagine. Hey, I'll buy it. I'm ready. I'm ready for number 7. My goal is to come out with my book before you come out with your 15th book. Small goals. Deidre: You will. Put it out there in the Universe Shane. Shane: Don’t you worry folks. I'm going to get this thing going. She’s only going to do eight books in the time that I do one. That's not a problem. Nothing here to judge. So cool, we're going to switch gears for a little bit a little talk a little bit about the content marketing side of things. What do you think the biggest challenge is for like marketers? Where do you see marketers failing when it comes to content marketing? Is there anything when you see content that comes out and go “oh man, I wish that more content marketers or more businesses would do this.”? Is there anything that really, for you is something that's been glaring that you see it quite often? Deidre: Yeah, I think it's a lot around… The more I see it from the inside, the measurement, knowing that what you're doing is effective and if it is for lead gen. that you're moving the needle, you're getting leads and they're converted somewhere on your website. You can track this; you can see in the form of a download of something or maybe it is a sale whatever that is. I also think that brands need to take advantage of more of the great way that influencer marketing and content marketing come together. That when you involve influencers in your content, they have a reason to share and it's a win-win. And always knowing that it's not just about taking a bunch of influencers and putting them into one project but more so understanding the influencers, their level of influence, what they like to do, how they participate, are they getting paid? Is it something that they're so passionate about that they do it for free because they see some kind of value with the brand? That probably is something that needs to be developed a little bit more. I would also say after reading an article. Gosh. I don't remember if it was, I think it was Ink magazine or Entrepreneur where one of the journalists or one of the contributors did this whole experiment around influencers and decided to pretend to be an influencer to see if a brand would work with them. And I don't know if you saw this article, but brands have to screen their influencers a little bit better. This journalist went to the lengths of buying followers, putting up fake pictures, making it look like she was a candle expert literally. She set up this whole series of posts around this Italian vacation that she took and all the candles that she had. No, she wasn't anything, but she got brands interested in her and they wanted to work with her and some even sent her products and that's when she said “hey,] I'm a journalist. This was an experiment.” A couple of those brands were pissed at her and rightly, so. And one brand said, “you know what, you're right and we want to be a part of your article.” So, there's something about influencer marketing and the content that you're using. You’ve got to screen it. You have to know if your influencers are effective and just content marketing in general. How are you tracking your measurement? Shane: So, it's funny. I feel like and I have to tell the audience that I didn't set this up for you to say this, for me to say this, but it was interesting. So, my main thing or my main focus right now is the workshop I’m doing for brands to on how to work with influencers Deidre: Thank goodness. Shane: Because there's a huge disconnect between brands and influencers. Not to say all of them, but there’s just an overall from what I've seen the research that we've done is there's just a huge disconnect. I talked to brands. I talked to influencers. The problem is that brands are treating influencers as just “let’s send them a product. Let's see what happens” Not caring about the metrics, not saying, "Hey, in the brief. What are you going to include? What does this mean? “Asking those specific questions. And I think that's where I switch gears. That's the whole UCLA thing. The curriculum that I taught there is where we've developed a workshop, right? We’re saying” listen, if you want to go do influencer marketing, there's a right way to do it and not say that every influencer campaign is going to be successful, but there are certain things you need to do, there are certain questions you need to ask, certain briefs you need to put in place”. You need to understand that you're reaching out to this influencer and if you love their content, don't give them a brief that's going to strangle them so that is going to be the content you want right? You like their content. Let them work with when the measures of… they know what their audience likes. And it's got to resonate with your brand but let them be creative. Deidre: They know what they want to do. Shane: Exactly. They understand. And once again, make it more of like a relationship. Make it more of like, “oh you guys are working together” instead of ‘hey, we have a brand. We're paying you. This is what we want.” I see the brands that will come to me and say “this is Kim Kardashian's cousin. We want to work with her” And I go “okay. That's awesome. Why do you want to work with her?” “Well, it's Kim Kardashian's cousin” And I go “Okay, that doesn't mean anything to me. Give me a good reason. Is it because you've looked at her profile and you like the analytics? She's got great engagement. She's never worked with these types of brands and you think you would be a good fit?” “No, she's Kim Kardashian's cousin.” I feel like we've already gone over this. That doesn't matter to me. And a lot of the times a lot of these brands will look at followership. They go they got a lot of followers; it must be good. And it's just interesting to see that because for us, education being the key, and this is a terrible analogy. I’m going to say this analogy to you mainly for comical reasons, but the way that I explain brands and influencers; It's like two 15-year-old kids having a baby. And I'm not saying you 15 you can but I'm not recommending you should have a baby at 15. You should probably try to finish college and date a few people, learn a little bit about life and then you guys can go start a family. So, for me, it is two 15-year old’s. Not all of them are 15 year old’s, but it’s them getting together and doing some stuff when it's like “hey, I'm not saying you have to hire me to be a consultant or anybody else but what I am saying is, educate yourself a little bit. You might be at the early stages and better understand how you're going to work with influencers and understand that not all influencers are the same. Every influencer is different. Everybody has their business, the way that they do things, the way that they accept payment, whether it even has to be a payment. That’s one thing I think we look at also, the value trade of the time. You have influencers that you want to offer a free $10 t-shirt to them and yet they have a full production team, a video person. You want them to go spend eight hours to put a video together for you for your free $10 t-shirt. There's no value exchange their right? And so, now brands need to say “listen…” And look at the influencers. I think that's another thing. They use software and they pull this list and they send out a templated email and that's just not the way to do things. If I'm going to start a relationship with an influencer the idea is to go and look at that influencer. Look at their content. There has to be a… it's called the eyeball test. When we started doing this, there was no influencer marketing software. There was no software for me to go do it. My thing strictly was an eyeball test. I would look at stuff and look at this and look at the content. That shouldn't go away. You talked about the EQ thing and professional intelligence. That isn’t going to take away the jobs of what humans can do. Developing relationships and that kind of stuff. It's the same thing with influencer marketing. You have to go and look at the profiles and understand these are humans and talk this thing out and see if they're a good fit. So, I appreciate you bringing that up because I think that's such an important point. I don't bring up the workshop stuff a lot but I'm doing it now because I think it's important because of that relationship… Deidre: It is important. Shane: A lot of good things can happen from it. But you have to learn those steps on how to be able to work together and I think that's the disconnect right now. Deidre: Yeah and not a one-off. That's the other thing. Sometimes it's like “oh, this one didn't work out, move on to that”. No, you have the chance to develop a relationship. And that's meaningful, but what you put into the relationship is what comes out and that's where you have to do your homework. You have to have understanding. You have to build trust and rapport and that's the best way to work together Shane: It takes time. And I think that's what people miss out on. Everybody, not everybody, but people in the world are like “why would I do a 7-second ad if I can do a 2-second ad, right? And so, it comes down to, in anything you do. I don't care if it's PPC. I don't care if its content creation. I don't care if it’s influencer marketing. You can skip steps all day long, but the problem is, you're probably not going to have the outcome that you want. Right? And so, influencer marketing is no different. If you just want to send out a templated email to a ton of yoga instructors because you have a yoga product, you'll find somebody that's interested, but the problem is, is it the right person? And so, it's a lot more. You just have to put the time into it, and I think that's where people get confused. They assume “Hey, this is an influencer. They've got a big following. We're going to go post this picture. I'm going to give him a thousand bucks. I'm going to make ten thousand dollars and then I can go stand my island and drink my Corona and hang out for the rest of my life.” Probably not going to happen that way. So, the idea is, developing that relationship is the important part because if they do move the needle, now you guys work on new campaigns, you work on other ideas and how you can do this. It's going to be good for the influencer and great for the brand as well. Deidre: Absolutely. Shane: Cool. Alright, so we've got we've only got a few more minutes here because this is what happens when we have fun. There’s nothing else we can do right? There's no excuse here. This is just how it goes down sometimes. What do you think, for content, is there any software that you use? And I guess when I talk about content, I guess it would be creation you talked about Grammarly a little bit earlier. Is there any other software that you use for either let's say, punctuation, grammar or the distribution of content? What software do you use that you couldn't live without? Deidre: Yes. So, I like Canva because it's so easy to design anything in any format, anything you want. And even in the free version, you have a lot of good templates that you can use. You can always upgrade to the paid version. So Canva I think is a must. I'm still a fan of Hootsuite. We've been using Hootsuite to carve out conversations so we can monitor what's going on but also to schedule content. It’s super easy. Export your Twitter list, whoever you want to follow and what not. So, Hootsuite is a part of my world. I like Basecamp. And this is more for project management. There's a lot that goes into producing the audio side and the video side of women worldwide. And there's no way we could ever do this through email. First, you have all these files. It wouldn't work. So, Basecamp is just a great way to have my team and pro-podcast Solutions. That's who does all our audio and video and roll together. And we know what's going on and we’re the same page and all the content is in there to be used. I like that and I'm trying to think if there are any other ones. Definitely Grammarly. I think those are my top ones. Shane: Awesome. You know, it's funny. How did you people realize… what goes into doing a podcast, especially when you’re starting and now you guys are doing video as well. The amount of work that goes into a podcast. Which is funny because you think “oh you just record it and then you put it up and you do this.” There are so many moving pieces to it and it is one of those things. I don't know. It's just a lot of moving pieced. To do it the right way and there are always new things. And do this and do that and take clips here and put it here. It's just a lot of work. But once again, I think it bears its fruit over time for sure. Deidre: It's a lot of passion just to do one podcast. Shane: That is, it. So, what would you consider we haven't even gone into the 17,000 things you've done of your lifetime? But what would you consider to be your biggest achievement with the things that you've done? Obviously, you've got a lot of really great things. What would you say this is… and I guess it could be a current project you're working on or one that you've worked on in the past? What is that thing that you look at and you go “I'm extremely proud of this.” Deidre: So, this is just a cool thing. I've always been super proud of my books because I had a family member say to me when I got my first book contract ‘what? You can't be an author. You don't know the first thing about being an author” and I said, “Well, watch me because I know how to make this happen” just to show, “yeah, I could do this.” But it was after this last book ‘Answers for Modern Communicators. I did an interview on Bestseller TV, which is through the CTV Network, CCTV Network. And this interview was picked up by United Airlines in-flight television. So, you know when you're on United and they have like certain videos with people on different topics. There I was talking to Taryn Winter-Brill on bestseller TV about my book and reputation and some interesting things in the book. So, to have people from all over the world reach out to me and be like, “oh my gosh. I saw you on United Airlines” I guess that was coming. Shane: That's awesome exposure. You got to be kidding me. That is cool. Yeah, that's cool. Deidre: That did lead to a few things. Shane: I can imagine. I could imagine if you're sitting on a fight. You're like “wait. I know her. Oh, what a second. I should reach out to her.” Because you have nothing else to do other than stare at the screen and go. “Okay, maybe I’ll take a few notes and we’ll get a hold of her offline.” That's awesome. Deidre: The first time that I went on after it aired, we put it on our screen and one of the flight attendants came by and said, “oh my gosh. That woman. The likeness is unbelievable.” Shane: She's my evil twin. Deidre: She looks like you. She really does. Shane: It’s just too funny. So how long was that on United for? Deidre: I think it was on for a few months. I guess they get shuffled. I don't know. I haven't been on a United flight in a little while. But certainly, when I go, I'm going to look for it, but I haven't had anybody say recently “hey, you're on United Airlines.” So, I guess they put more on and you get shoved to the back. Shane: From a consulting perspective. You can't get in front of a better client that people that are flying between this and that. Deidre: That's a beautiful thing. Shane: Congratulations on that. Deidre: Thank you. Shane: So, we've only got another minute or two. So, first, I want to say tell me about Daisy. So, let me get a little bit of information about Daisy because I'm a fellow dog lover. So, I just want to talk about Daisy for a minute. And then I want to talk about what your typical day looks like. Deidre: So, Daisy is a ‘beeble’. She is part Beagle, part Bulldog, but honestly, she looks like a boxer. So, we think a boxer slipped in with her mom. She's adorable. She has to be on your lap all the time. Medium-sized dog. If she was a big German Shepherd size, I’d be in trouble, but she always has to be. She follows me everywhere. I have a home office and she's probably sitting right outside the door right now. She's the most lovable dog. Shane: You’ve got to love dogs. We have two rescues… anyways, I love dogs. So, I had to ask you about Daisy. Deidre: Thank You. Shane: Tell me about your day because I know you're good at structuring stuff. What does a typical day look like for you? Deidre: I don't it's hard to say what typical is, but I do carve my day so that my creativity is in the morning. And creativity also includes when I do my video and podcasting because I want to be high energy and feeling creative. But my favorite part of the day is my morning which is devoted, usually, an hour, to typically the miracle morning by Howard Elrond. Shane: Absolutely Deidre: Savers program, silence, affirmation. Visualization, exercise, reading, and scribing. I do that every morning. You could do it in six minutes. Each part of the saver program could be one minute, or you could do it an hour or however long it takes you. It takes me about an hour, and I love it. Shane: That is awesome. Yeah, it's good. I go back and forth with regimens or schedules and things that I do but I just recently started doing that. Early and where I walk because I can't run, long story short, I hurt my leg badly doing CrossFit stuff, so I was doing boxing. Anyway, so now, I’m going to these older sports and thing's called Pilates and yoga and stuff like that, which is difficult for somebody like me to slow down my brain. So, we’re trying to slow that. I'll let you know how this all works out. But I've been doing walking and stuff and running. I try to get a good little regimen in the morning just to get the mind going straight and falling. Deidre: It set’s your day. Shane: That’s it. Deidre: How you start your day is the way your day is going to play out. Shane: This is true. Deidre: So, if you start it walking and clearing your mind… or I do meditation to clear my mind. It's so much better for the rest of the day. Shane: Agreed. All right, so I've got the last question of the day here. So, if I was to give you a credit card. Let's say I was going to give you a credit card for $50,000. I don't know. Hopefully, that's going to be enough for a Jersey girl. I don't know. I know you like to shop, and I've seen… Deidre: From that hairspray Shane: And the hairspray that's not going to be enough. So, If I was to give you a card for $50,000, where would you go and what would you do with that? Would you go to buy clothes, or would you go on a trip? What would you do? Tell me what you would do with that. Deidre: It's all about the experience. I would grab my loved ones and I would go to a resort that has a spa and we would all take advantage of what that resort has to offer every day and just experience it together. So that would be my idea of just maxing out that card and having the best time. Shane: Man, that sounds awesome. Well, nothing wrong with that. Nothing wrong with little family time in a resort. Deidre: And pampering. Shane Why not. And adult beverages, and I don't know if there's anything better than that right there. You've been an absolute doll for the interview. Deidre: Thank You. Shane: I absolutely appreciate you taking the time today. Like I said, I’ll let the team know once this goes live or let you know, let your team know. And once again, if you need anything from me when you talk about these projects, you’re working on please reach out anytime. Deidre: Thank you. If you know any millennials who want to talk to me, let me know. Shane: Absolutely. That's another good point. So, if somebody wants to reach out to you regarding that or anything else, where can they find you? Deidre: So, you can find me always on Twitter. I'm @DBreckenridge. You can connect with me on LinkedIn. You can email me at Deidre@pureperformancecomm, with two M's.com. That's how you can find me. Or go to my website DeidreBreckenridge.com. Shane: That's awesome. Well, hopefully, we have some millennials that will reach out to you get some interviews going. Deidre: Cool Shane: Love it. Have an awesome rest of your day. Deidre: Thank you.