{"id":3761,"date":"2024-04-25T14:10:42","date_gmt":"2024-04-25T14:10:42","guid":{"rendered":"https:\/\/www.cxformula.com\/?p=3761"},"modified":"2024-04-25T14:21:04","modified_gmt":"2024-04-25T14:21:04","slug":"lead-generation-with-jason-friedman","status":"publish","type":"post","link":"https:\/\/www.cxformula.com\/lead-generation-with-jason-friedman\/","title":{"rendered":"Lead Generation with Jason Friedman"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3761\" class=\"elementor elementor-3761\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section data-particle_enable=\"false\" data-particle-mobile-disabled=\"false\" class=\"elementor-section elementor-top-section elementor-element elementor-element-20778010 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"20778010\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5fa343e6\" data-id=\"5fa343e6\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-077986b elementor-widget elementor-widget-video\" data-id=\"077986b\" data-element_type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/watch?v=5Egs6UJoGec&quot;,&quot;modestbranding&quot;:&quot;yes&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-video .elementor-widget-container{overflow:hidden;transform:translateZ(0)}.elementor-widget-video .elementor-wrapper{aspect-ratio:var(--video-aspect-ratio)}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{height:100%;width:100%;display:flex;border:none;background-color:#000}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-wrapper{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-wrapper iframe,.elementor-widget-video .elementor-wrapper video{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .elementor-open-inline .elementor-custom-embed-image-overlay{position:absolute;top:0;right:0;bottom:0;left:0;background-size:cover;background-position:50%}.elementor-widget-video .elementor-custom-embed-image-overlay{cursor:pointer;text-align:center}.elementor-widget-video .elementor-custom-embed-image-overlay:hover .elementor-custom-embed-play i{opacity:1}.elementor-widget-video .elementor-custom-embed-image-overlay img{display:block;width:100%;aspect-ratio:var(--video-aspect-ratio);-o-object-fit:cover;object-fit:cover;-o-object-position:center center;object-position:center center}@supports not (aspect-ratio:1\/1){.elementor-widget-video .elementor-custom-embed-image-overlay{position:relative;overflow:hidden;height:0;padding-bottom:calc(100% \/ var(--video-aspect-ratio))}.elementor-widget-video .elementor-custom-embed-image-overlay img{position:absolute;top:0;right:0;bottom:0;left:0}}.elementor-widget-video .e-hosted-video .elementor-video{-o-object-fit:cover;object-fit:cover}.e-con-inner>.elementor-widget-video,.e-con>.elementor-widget-video{width:var(--container-widget-width);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4f04b7b elementor-widget elementor-widget-text-editor\" data-id=\"4f04b7b\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Hey everybody, Rob here again. And today I\u2019m here with my guest, Jason Friedman. How are you today, Jason?<\/p><p>I\u2019m great, rob. Thanks for having me.<\/p><p>On the show, yeah. It\u2019s great to have you, despite all the technical issues you and I have had together. How two tech guys can have this many issues trying to do a podcast like. Yeah.<\/p><p>We persevered, buddy. We fight, we fight through it, we. Fight through it.<\/p><p>Yeah, we sure do. So I thought we\u2019d jump in and tell us a little bit about your background and how you got into the spatial and then the whole thing about regeneration and customer.<\/p><p>Yeah, sure. You know my my story is a little little different than many. I started out in theater, so I was a behind the scenes guy. I was lighting designer lighting, you know, tech and scene builder. I built scenery and did the lights and stuff for shows. And over the years. Just kind of fell in love. With the whole idea of the theater. On the show and I went to school for that, I have a a degree in lighting design and technical direction. And then from there I went out on the road. I was a rock\u2019n\u2019roll roadie, so I toured with a bunch of groups like Peter Gabriel, Fleetwood Mac Rush, and then went on to some more legit.<\/p><p>Wow.<\/p><p>Like the Canadian Power Trio, you gotta love rush, right? You\u2019re you\u2019re from up there.<\/p><p>Yep.<\/p><p>I\u2019m a rush. I\u2019m a rush fan, Jason. I yeah.<\/p><p>And then. Who\u2019s not? Who\u2019s not right? They\u2019re amazing. And then I went out and I did some more legit theater and, you know, robbed the whole journey that I was on with theater. It\u2019s one of those Mr. Miyagi kind of experiences. You\u2019re learning the wax on wax off the whole ride and then all of a sudden you have some skills that you didn\u2019t realize you had and. My skills were about. Really engaging an audience like I understood, really how to tell a story in a really. Dimensional way that let our customers feel special and feel more engaged and be more bought in to what we were doing with them and as a result built the pretty big business doing that and helping others do. That.<\/p><p>That\u2019s really cool. I love this story and I have to tell you, you know, point aside. My mother actually worked with Getty Lee\u2019s mother for numerous years in real estate that says, and in the other room I I have a copy of power Windows signed by getting himself. So there you go. I am such a.<\/p><p>Get out.<\/p><p>That\u2019s awesome.<\/p><p>Amazing. Alright, well, I knew I liked you for even. More reasons, right? So.<\/p><p>So there you go.<\/p><p>Yeah. That\u2019s awesome. Yeah, very cool. Yeah. It\u2019s it\u2019s been a. It\u2019s been a journey, you know.<\/p><p>That\u2019s it. It has we it\u2019s an interesting journey now in terms of customers, it\u2019s really it\u2019s really funny. First of all, you guys have a great website. I have to tell you that number one, it\u2019s really good.<\/p><p>Thanks.<\/p><p>Isn\u2019t it all about hitting a motion with customers? And I think you talked about that on your website. What do you think about that?<\/p><p>Yeah, I mean, so my hallucination, if you will, my belief, yeah. And also my everything that I\u2019ve ever tried done, learned, experienced shows me that it\u2019s true that it is all about how customers. Feel right? So if you have customers that feel accomplished, they feel like they got value that they got results from working with you, that it was a positive experience. They will tell other people you will feel better, your employees will feel better, right? So creating like this positive experience that you know for customers. Is super powerful as a tool when you wield it with intention, and so my whole business career has been all about that. Helping small businesses, large businesses, universities, institutions, you name it, really being more intentional. Mount the journey that their customers go on with them. Whatever that journey happens to be, whether it\u2019s online, offline, both lines. Either way, yeah. But it is about how they. Feel.<\/p><p>Yeah, and and I think a lot of people don\u2019t realize that or don\u2019t understand that and certain businesses are more like for example. I\u2019ve got a really good friend who owns a jewelry store, an independent jewelry store. He does very well. And I can guarantee you 90% of his business is based on emotion. People walk in and say I like that piece. I don\u2019t like that piece that looks good. I don\u2019t like that. Good. What\u2019s the story? Why you remodeling this? And you know people. It\u2019s funny. People fix stuff.<\/p><p>100%.<\/p><p>Because of the emotional attachment to it, not that it\u2019s worth it or not worth it.<\/p><p>Of course.<\/p><p>Yeah. No, 100%. Yeah. And you know it\u2019s it\u2019s it\u2019s everything like you want to do business with people that you like, right? Like you don\u2019t, you know you you you prefer to buy from people that you like you know. And that\u2019s why, you know like look even the biggest brands out there like Amazon like everything they do is to try and be a better create a better experience for their customers because they know that. They want it to be easy, they want to remove every obstacle to something, getting in a customer\u2019s way of getting what they want, and so they we talk about this a lot in our business. We help people remove friction.<\/p><p>Yeah.<\/p><p>Right. It\u2019s it\u2019s my belief that we as business owners more often than not and mostly without realizing it, we make it hard for our customers to do business with us and we make it really hard for our customers to have a lot of success with us and we don\u2019t realize all these kind of friction points or obstacles that we put in the way. And so I think it\u2019s really important. Use your jewelry store as an example, right? If someone\u2019s coming in looking for an engagement ring, you know if if we make it hard for them to like, look around and learn, and and we\u2019re we\u2019re making it an uncomfortable, unpleasant experience, they\u2019re gonna go right to the next jewelry store. There\u2019s a million off. Is out there and our friend Google has made it super easy to find them. All right, well, one click away from the next option, so it\u2019s important.<\/p><p>No. What in your opinion is the number one friction point that potential customers have dealing with the company?<\/p><p>That. A loaded question, but I will tell you probably the most common friction point I see across all industries, right. Every industry might. Every business might have like a bigger one, but what I see in every business right is expectation. This match, and so more often than not, we we see that customers have an expectation whether the business has set one and managed it or not. And so if we\u2019re not careful about how we help to set and frame up expectations that our customers have, we\u2019re going to miss their expectations and we\u2019re going to have this mismatch where they\u2019re either you know.<\/p><p>Cool.<\/p><p>Super unhappy or frustrated or what have you. And so it\u2019s really important as we look at like the journey that customers have when they enter our world and when they\u2019re in our world, when they leave our world, making sure that we really kind of pave a path and let them know what\u2019s going to be happening and how it\u2019s going to work is really important.<\/p><p>No, I I would agree with you. I mean, I think a lot of times the business owner hasn\u2019t made their expectations clear or the customer. I know in my business, they don\u2019t always listen or want to listen and and and there\u2019s some and there\u2019s some of that and then you know I kind of I kind of described. Marketing agencies, which is the business I\u2019m in as being a menu of services, right, if you want AB and C off to restaurant menu, you pay for AB and C and customers forever are saying I\u2019d like. D and you say to the customer, well, you can have D but D comes at this cost or this price or this option and then the customer looks at you and says I\u2019m not paying that. So what do you do to make that customer happy?<\/p><p>Hmm.<\/p><p>Yeah, I mean, listen, I think there\u2019s always going to be that kind of a scenario, right? And so for me, it\u2019s about explaining to customers up front like in that scenario, it\u2019s like, look, we have a whole menu of services. We have ABC D all the way to Z, right, and and we\u2019d love to work with you on the most appropriate services at the right time. Right. It\u2019s not like D might be what you what you want, but really you need AB and C first. So let\u2019s explain what this journey looks like and let me paint a picture of how we can work together and how when we\u2019ll get to D and when that will make more financial sense for your business, right? And so you\u2019re setting this expectation, what you\u2019re doing is you\u2019re you\u2019re you\u2019re laying out a path that will be a success. Path for them so that they can go down this road and you\u2019re even opening up this aspirational thing of like, look, I wanna help you get to D where it makes it\u2019s a no brainer to invest that much would D it would. It doesn\u2019t make sense right now. Like I\u2019ll sell it to you. If you\u2019ve kind of forced me to, or if you\u2019re even a better partner, you\u2019d say look, I\u2019m not going to sell. You did right now because it\u2019s not right for you right now. I don\u2019t want to take your money and and create a scenario that\u2019s not gonna help you. Right. And I think customers, most customers are right fit customer for you will appreciate you supporting them in that way. When you do it with kindness. And and really, it requires you to though deeply understanding your customers and their business before you can get all you know go down that road and and and understand enough to guide them that way.<\/p><p>Yeah, I I agree with you wholeheartedly. One of the things that we see a lot is and I\u2019ll. I\u2019ll since we\u2019re playing on the jewelry store scenario, we\u2019ll go back to Hello, Phil. By the way, the.<\/p><p>Yeah.<\/p><p>So you\u2019ve got 3 drawers, first in a mall. And. One of the things people always do is they fight this price to the bottom. Ohh. I\u2019m gonna sell the engagement ring for 500 bucks. I\u2019m gonna drop it to 300 bucks. I personally think that race to the bottom is a race to be out of business. How do you and there\u2019s a really good book out there called the inside advantage? I don\u2019t know if written read it by Robert Boom. It was written in 2009 and he talks about why you should make your business different. And not fight the price to the bottom. What\u2019s your take on that?<\/p><p>Yeah. So I thank you for the recommendation. I have not read that book or even heard of it yet, so I\u2019m going to grab a copy of that. I I will tell you that I 100% agree. So there\u2019s another famous book on kind of differentiation is blue ocean strategy, right? And so where it really looks like in this red? See if competition you can\u2019t stand out and it is a race to the bottom, right. And there\u2019s a great example that they use in there of like the circuses out there and Cirque du Soleil. Right. And and if you look out there like Ringling brothers Barnum and Bailey Circus, that\u2019s been around forever, is gone. Right. Yeah. They actually were in that scenario and they didn\u2019t differentiate. It was more of a kind of like, you know, same as the Joneses with everybody else and they and and then Cirque du Soleil emerged. And they\u2019re doing great. They\u2019re going going strong and they\u2019re charging more per ticket than the circus ever charged because they created and carved out a niche and a a point of differentiation. And they created a different value. Right. And so there\u2019s another great book out there by person, by the name of Dan Arieli called predictably irrational. Yes. Right. And it\u2019s another great book, especially if you\u2019re looking at pricing your services and and looking at how to it\u2019s, you know, it\u2019s behavioral economics kind of book and looks at how people make decisions about pricing and things. And so if you\u2019re thinking about, like, going into a mall and you\u2019re having these.<\/p><p>No.<\/p><p>You know, 3 seemingly identical businesses, right? A jeweler is a jeweler is a. Ruler and they have the same things. They have diamond rings for engagements like what makes them different, right. And so in Dan\u2019l book he uses an example of the Economist, right, the the newspaper magazine. And they did this test and they had like, the digital version, which was like $59, I think. And they had the printed version, which was like 100. And $25. When they had those two options next to each other, that\u2019s what people were comparing. And what do you think most people bought the $59 option, so they went with the online only. Well, they tried another example and they did a 59 online only 125 print only and 125 print and online. Now that wasn\u2019t a mistake. I said that right. There\u2019s two that are the same price, but they have both pieces in it. And So what happened there, almost everybody bought the $125. Print and online. Now, why did they do that? They did that because they\u2019re comparing the value of the comparison set, which at that point was not 59 versus 125, it was 125 versus 125. So they didn\u2019t go to the lowest price option. Now this was at the within one business. But think about this in terms of three different retailers, right? What is the package? What is the offering that you\u2019re putting together that makes it more valuable? And it\u2019s not just the stuff, right? I believe it\u2019s also the experience, the environment, the relationship with the sales people. So when you start to think about this in your business, you it\u2019s creating contexts like Cirque du Soleil reinvented what circus? This means right? And they created a whole new value and context of value, and so the ticket was worth more to people and they were willing to pay for it. So in your business, I think it\u2019s really important and incumbent upon you to really look at what is that value equation. And if you\u2019re just trying to go like that race to the bottom is it\u2019s a race to your death. It really is. Right. It\u2019s it\u2019s, it\u2019s you. Wanna you, Dan Kennedy. You know, the famous copywriter, he\u2019s like, you know, there\u2019s there\u2019s no value in being the second lowest price, right? You like, just be the highest price. Right, but back it up with value and so I love working with brands that want to create a truly valuable experience for their customers, have top notch products and services. And when you\u2019re able to do that and understand that customers are happy to pay for it, it\u2019s it\u2019s they they perceive that value.<\/p><p>You know, and sometimes the price is it\u2019s the value. But if the customer really wants to work with you, the price doesn\u2019t become the objection. So I give you an example of that. I rolled in in January and I raised all my prices across the board by not 5%, not ten per. Said try 30% crossword. Just said that\u2019s it. I knew I was going to pull the switch. There was two reasons I did it. One, I knew 90% of my clients wouldn\u2019t bark at it because they have a value and I was gonna use it as a way to get rid of the 10% that I wanted to get rid of anyone.<\/p><p>Yeah.<\/p><p>So the minute they saw the price increase, they said we\u2019re not doing this. I said, great. Good luck. I wish you.<\/p><p>Yeah. And I think that\u2019s smart, right in a way. And it\u2019s not, it\u2019s not disingenuous either, right? Like if you want to provide a great experience for your customers and you want to provide top quality service, you need to have the the financial wherewithal to do that, right? It costs money these days to run a business. And so we need to be able to do that. I also think that the value. You has to be looked at so like as you look at your business and you look at like increasing your prices and bringing on new clients, I think you really do have to keep looking like what are we doing today that we should no longer be doing? That\u2019s not working for our clients that we\u2019ve just kind of been doing and it\u2019s not necessary and what do we need to be doing for our clients to. Take them to the next level. I have a a a very dear friend and client who has a like a. Of, like a spiritual healing practice, right. And so in her business, she\u2019s been charging the same amount for people, and she goes on what she calls Spirit time. Right. So everybody has, like, an hour long session. But sometimes it goes a little longer. Right. And she doesn\u2019t nickel and dime people. She doesn\u2019t charge them beyond that. And people start taking advantage of that. Right. And so she was in a situation where she needed to raise her prices cuz expenses are higher, rents higher electric, everything\u2019s higher, right. And she\u2019s running out of hours to, you know, she\u2019s trading time for money. And so as she looks at her business, she\u2019s like, you know, what do I do? And we had a long conversation about this. And I said, listen, the people that are that are used to getting a certain service level. Like you can maybe grandfather them and say, listen, my prices are raising and here\u2019s how it\u2019s working. And because you\u2019ve been with me for so long, you can buy a, you know, a six pack or whatever for one last time. For what this is, and that\u2019s what it is going forward, this is the new pricing. Right. And here\u2019s why. And, you know, and everyone was very grateful, you know, and most of them even said, you know what? I appreciate you doing that. I\u2019m happy to pay the new prices cuz you\u2019re amazing. Like the value you create is amazing. So a lot of times you probably agree with this already. I know we\u2019re very aligned in a lot of stuff like it\u2019s in our head that we can\u2019t do that also and the value like if we really think about what\u2019s happening with our clients.<\/p><p>Yes.<\/p><p>You know, they they are. They\u2019re actually I I know that I was feeling like with with there\u2019s a vendor that I work with. I\u2019m like you are you\u2019re not charging me enough. You need to charge me more. I feel like I\u2019m taking advantage of you because you\u2019re doing such a great job and you\u2019re not charge.<\/p><p>Yes.<\/p><p>You know, like maybe I\u2019m crazy, right? But I I want to pay them more because I want them to be around for a long time to be able to support our business and the. Others out there. So yeah, pricing is an issue. It\u2019s it\u2019s interesting. It\u2019s an interesting dilemma that a lot of us have.<\/p><p>It\u2019s always and and you shared the story about your friend, and that\u2019s exactly what I did. I said, OK, I\u2019m doing this for three weeks.<\/p><p>Yeah.<\/p><p>I will give you this year\u2019s pricing, but keep in mind and the route I went was I made it clear all Grandfather pricing went and went everything. Yep. So if you were on special deals, they\u2019re gone. If you got discount, they\u2019re gone. And here it is and surprisingly enough.<\/p><p>Yep. Yeah, she did the same thing. She did the same thing you had. You had six. You could have six more sessions at the old price if you wanna buy them. In advance otherwise. It\u2019s gone forever, so I love that.<\/p><p>And and it\u2019s and it\u2019s. Testing while we\u2019re on pricing just cause I like to go down this. Road, what do you?<\/p><p>Yeah.<\/p><p>Think about discounting and people offer specials for period. Do you think that\u2019s a good idea? Bad idea. Do you kind of say don\u2019t do it or if you can do it, be genuine about it. Like, how do you go?<\/p><p>Yeah, I mean, this is a, this is an interesting conversation and debate. So I\u2019m in a couple of different high level masterminds. And this is always like where people take the put the boxing gloves on and they start sparring over this. Right. So there\u2019s some very and and and everyone that I\u2019ve listened to make arguments has a good argument for this. So the the simple answer from me is I don\u2019t really know. I can tell you this like what I would do. Right. So I do believe that there\u2019s. A time and a place to offer some discounts or savings on things I don\u2019t know that I would offer it necessarily on your flagship products. It does tend to devalue those. In some cases it depends on your. Market, you know, if everybody in your market is discounting, you know, you gotta ask question like why is there a reason like and if I do I do. I want to stand out from that competition or not and it\u2019s a it\u2019s a decision that you need to make. I do like to create different. Products and different things that are less expensive. Right. So I might take like if I have a course or a training, I might take a piece of that out and sell it at a smaller price because I think it stands alone on its own and it can create a lot of value for people and it also and it\u2019ll help them and it also gives them a sampling, a taste of the full picture of other things that they might want to do so. So a lot of times I\u2019ll do something like that, I\u2019ll. Pull something out. Of a of a course or a program or training or something like that, where I\u2019ll do that. The other thing I do is I\u2019ll create a special product for a special scenario. So like instead of like for Black Friday, I see people like will discount all their products and sell them for a small amount of money. I might have a product that I only sell on Black Friday that you can\u2019t get other times of year and that\u2019s the special deal that I make. So it\u2019s not that I\u2019m discounting something else.<\/p><p>Yes.<\/p><p>So it\u2019s a personal thing, right? It\u2019s I my sense though is. I I like. I like to have established a value and kind of and keep that value there.<\/p><p>Yeah, I would agree with you. So moving on for pricing a little bit, let\u2019s let\u2019s talk storytelling cause that\u2019s a fun one. How do you how do you think storytelling impacts the customer journey? And I think it\u2019s an underused technique.<\/p><p>Well, so I think storytelling is everything. So, so this one\u2019s near and dear to my heart. So thank you for this question. Look, I think the reason in our business, we have a program called the kinetic customer formula and what we do is we help small business owners. Really understand the journey that their customers go on and and once we understand the journey we try and remove all the friction. Right, take all the objections, all the obstacles. As out of the way as we can or reduce the amount of friction as much. Then we look at the points where there\u2019s still some tension, still more difficult where people maybe like not have the right motivation and we look at how do we induce or boost momentum in those moments. So what we\u2019re really doing is we\u2019re building what I call like a water slide. So you imagine you\u2019re on this like wonderful water slide. There\u2019s plenty of water flowing and you\u2019re able to just kind of. Effortlessly go down it versus the water slide you\u2019re on and there\u2019s not quite enough water and you\u2019re like always getting stuck and you\u2019re like, frustrating like, oh, I gotta try and move again. Right. And so I like to think of our, our customer journey really is what we call a kinetic pathway. Something that, like, allows you to flow through that. And when you do. That right, there\u2019s stories that are being built by the customer, right? And those stories of their success are the stories that they\u2019re going to tell, probably along the way. If you give them enough reasons to tell the story along the way. But most importantly, they\u2019re going tell them at the end, and they\u2019re going to feel compelled to because it was. Exciting for them. They got their results and they felt really good. And so as we help people craft that kinetic pathway, it\u2019s always with the end in mind. So what we do is we start at the end, we say like what is the world\u2019s best customer testimonial that you could get. Right. And so we look at our different avatars, our different, you know, prototypical clients. And we say to them, if they were, they just finished our our an engagement with us, whatever that is an online course shopping in our store, a yoga session, whatever your business happens to be, they just finished it and they loved it and it was really. Good. What would they go and tell somebody about it? Like, what would the juicy words be? What would they talk about like at at the beginning? Maybe they had some, some trepidation about starting, or maybe they were like, all in whatever it was for the. What would that journey be? And so we have our customers write this out. We call this the ideal customer script. What would that ideal customer say that it was so wonderful? And then from there we reverse engineer it. So what we\u2019re doing, Rob, is we\u2019re creating like little mile markers or little little triggers all along the way so that they are capturing the story. That we want them to tell at the end, all through the journey. And so they actually live that journey. And it\u2019s not. It\u2019s not manipulative in that what we\u2019re doing is we\u2019re literally giving them this ideal experience because we\u2019ve designed it. It\u2019s like the perfect Disney experience, if you will, right. And of course, nothing\u2019s perfect. But but really trying to get it to that place. And as they go through that, the stories that come out of that, that becomes the best marketing. For your business. Right. Like I believe I see all these gurus, all these marketers out there teaching us how to fill our funnel, how to use Facebook ads, how to use Google, how to use TikTok, Pinterest, you know, YouTube, you name it, right and all that\u2019s important. But if once they get in, they buy it, let\u2019s say they actually buy it. All that stuff works, but they don\u2019t get the results from our product or our service or our programs. Hmm, it doesn\u2019t matter that we spent. They\u2019re gonna ask for a refund, or they\u2019re gonna leave a negative review where they\u2019re not gonna tell other people. And what if every time 1 customer came in, they told two other? All of a sudden your business has this compounding effect, and the reason that they will and that will end up happening, it is the stories. It comes back to your marketing that the front end, all the stuff that you\u2019re gonna start doing when you fix the back end when you do what we teach you to do and you make this kinetic side, this kinetic pathway of your business.<\/p><p>Yes.<\/p><p>Work the the marketing is your customer success. Your customers are your marketing and they become you know we this army of raving fans but they become your sales force. Like your customers, become your unpaid sales force because they feel this compulsion to do it and it\u2019s their story. So when they\u2019re telling it it\u2019s authentic, they\u2019re late. Like they live it like when they\u2019re telling you like the engagement, the energy, the excitement, it\u2019s real because they\u2019re reliving the wonderful experience they just had. And so every business that\u2019s not capitalizing on these stories. And this is true on the inside of your business. I\u2019m only talking about your customers, but your employee experience is. Too, like I talked to people all the time about like they have retention problems with their employees or they\u2019re having a problem like attracting great talent. They\u2019re not getting the the caliber of employees that they want. This fixes that too because it\u2019s exciting to work for a business that\u2019s creating such momentum and results for their customers, right. And and when we remove friction. For our customers or from our customers journey, we actually remove friction from our employees journey. We make it more fun and easier place to.<\/p><p>Yeah, that.<\/p><p>Work.<\/p><p>That is so true in that. Mentioned refunds and I like to go there because refunds are are a pain in the you know where we\u2019ve all had them customers not happy. You\u2019re past the 30 days customer still wants to refund. They don\u2019t care. I\u2019ve seen some interesting ways of handling refunds.<\/p><p>Yeah, we\u2019ll probably get.<\/p><p>Yep.<\/p><p>A couple of businesses in the Toronto area. Handle businesses if you\u2019re part of their loyalty program, they extend your days for refunds. So we were my partner and I were out shopping in a well known store and their policy is if you have a loyalty card, you get 30 days to do an exchange or refund, not ten. So that\u2019s how they handle it. How do you how do you handle refund objections like how would you handle?<\/p><p>Well, so I. I I like that idea of like if we have a long term relationship in place like you\u2019re part of my loyalty program, right. You have a special you, you get something special in advance to reward loyalty. Right. I like that idea. Right. I believe very much in reward and. Recognition. So I think that\u2019s great. So yeah, kudos to them and and online businesses, especially online businesses that have like some kind of subscription or membership program, this is a great way for them to think about it. If you\u2019re in our membership, then you can actually get extended refund terms on all of our other products and services.<\/p><p>Yeah.<\/p><p>Right. So that\u2019s that\u2019s a, it\u2019s an interesting way to kind of help with retention within your membership. But like I\u2019m I\u2019m I\u2019m a little bit weird this way, right? Like I don\u2019t want someone in my program if they don\u2019t like it.<\/p><p>I agree.<\/p><p>So. So I would rather refund somebody, even if it\u2019s beyond the time frame, then have them be unhappy. And it\u2019s because I don\u2019t want their money. I want their success. And if they aren\u2019t able to find success with us, then I want them to go find success elsewhere. So. So what I what I would do and what we do as a matter of you know, our operations here is we have a stated refund policy and if someone comes in and they we have conditional refunds also like if they if they try and do. The work like. If they haven\u2019t opened it up and they haven\u2019t made any effort, that\u2019s different than if they have made some effort and they\u2019re not enjoying it or they\u2019re not getting the value. Right for some. Reason what I would like to know though is why right? Because our whole mission is to help people get results and so I would rather kind of talk you out. I\u2019m not the person that\u2019s like, look, no matter what, come into our program, you can get your money back. Like it\u2019s like, look, if you feel like this is a good program for you, then come.<\/p><p>Yeah.<\/p><p>On let\u2019s do this. And if it\u2019s not working out then you can have your money back. But it\u2019s not like come in no matter what. Just do it. Just do it. Do it. Now. You have 5 minutes left and. Then you can. Get your money back. I don\u2019t wanna pull in all the the people that are sitting on the fence that aren\u2019t committed. Like I believe that when people purchase something, it\u2019s an intention, not a commitment. Right. And I want a commitment cause when I have committed people committed, people get results, right, people that are on the fence, they don\u2019t get results, right. And that\u2019s true in almost anything in life. And So what I try and do with customers that come into my world is I try and and and get a commitment to them to the result. And if this is not the result. Flop and this is not the time for us. Maybe there\u2019s a time for us later. And it\u2019s not that I don\u2019t want to help you. It\u2019s that I know that I can best help you when you\u2019re like. Heck yes. I\u2019m gonna make this happen. I will. I will show up. And do you know more than 100% of my side if I have a committed client. But if they\u2019re not committed, I can\u2019t force them over the finish line. I\u2019m not gonna be able to help them. Right. And so we try and be like we talked about expectations. Doing earlier I try and really set expectations like what is the right fit client for us look like and in my business it doesn\u2019t matter if you have a brick and mortar business or you have an online. Business what it matters is that you\u2019re a committed business owner, right? That you actually are looking to create an experience for your customers that helps them get results. That helps them increase their engagement. That helps them, you know, become whatever version of themselves that they want to become. Right, that\u2019s. That\u2019s what\u2019s important to me. And so when it comes to refunds. I do think having a risk reversal, kind of, which is really what a refund is a guarantee of some sort. I think that\u2019s an important piece and obviously it\u2019s required like like legally you know, depending on what country you\u2019re in, where you do business, whatever there\u2019s credit cards and whatever there\u2019s requirements for that, right. So we got to meet the obligations. Of the law. But I think philosophically speaking, like it should be there to help when there\u2019s a real problem, but I don\u2019t think people should get in unless they\u2019re really feeling like this is the right thing to do.<\/p><p>Yeah, love that answer. So you. Work with companies to help them foster their customers. Tell. Tell me a little bit about your formula and how it works.<\/p><p>Yeah. So in a nutshell, there\u2019s, we believe there\u2019s, there\u2019s this idea of the result, the ideal result that we want, right. And for all of us, we want our customers to rave. About. The process right like, Oh my gosh, I just worked with Rob and studied digital media. It was amazing. Like, I couldn\u2019t even believe that this was. Possible, right? So they\u2019re raving about it. We want them to renew. Like, if you have a monthly service or you have an annual service, we want them to renew that ongoing service. We want them to. To repeat and buy other products and services from us, maybe they buy a higher level product or service or maybe they buy a different product or service and ultimately we want them to recruit other businesses and customers into our ecosystem. That to me is success and we believe that that comes from a combination of four factors, right. Attitudes of customers behaviors. So what are they thinking and expecting? What do they do? Doing. The friction. What is stopping them from getting results and momentum? How can we increase the likelihood of them staying engaged and So what we have is a formula that we\u2019ve created that we\u2019ve been you know we\u2019ve battle tested over the last 30 years. I know I don\u2019t look that all. Thank you. But in all seriousness like we\u2019ve we\u2019ve got all tested this and it\u2019s what we\u2019ve used with everyone from you know the. Disneys of the world to the universities, to small entrepreneurs, small business. And and what we do is we go through and we analyze your journey and what we do it based on your actual customers. So we look at your customers and we create these prototypical customers avatars which you know everyone in the marketing world talks about. But we do it on a slightly deeper level, right. And so the way we think about it, again bringing in my theater. Background. As we think about it, as if you were going to play the character, the role of your customer on stage. If you had to do it believably, if you\u2019re like Matthew McConaughey, and you had to get into character and act them out realistically, what would they be saying? What would they they be thinking? What would they be driving? How would they be interacting? Would they be angry? Would they be frustrated? Would they are they get up early in the morning, like what brands are they like all the basic stuff that? Everyone thinks about. With Avatar, but then also that other bit. How do you authentically portray them and when you can step into their shoes? It\u2019s a different game, and then once you\u2019re in their shoes, we actually have you walk their journey. Me in their shoes, not from the perspective of the the company, which is what we mostly do, but really from the perspective of the customer. And it\u2019s an interesting experience, right? Most people that come in and kind of go through this experience with us, they have some kind of very emotional reaction and. A lot of. Times. It\u2019s crying and frustration at themselves. Because they have that that epiphany of like ohh gosh, we really are making it hard. Like I can\u2019t believe we\u2019re doing this. I never had. Any clue? Right. And so when we go through that, that\u2019s when we can then go in, we can really analyze it. We can pull away the friction, we can reduce that. We can find opportunities to add momentum. We can figure out where we need to set expectations like just because someone has a problem, let\u2019s say, in step five, that might mean that we had to set an expectation in step one. Right, not at Step 4. And so we really get to see it and and honestly, we map these big boards out, Rob. And it\u2019s it\u2019s so transformational for our class, it\u2019s like it\u2019s the most fun thing I\u2019ve ever done in my life because you see the epiphanies that people are having throughout it and they leave with an actionable game plan to, like, fix this stuff. And you know you, you, you pick, you prioritize what is the biggest obstacle that\u2019s stopping people. So I had a woman just totally.<\/p><p>Yeah.<\/p><p>Like, not even like a a business case. It was an author, right and so. She had a. Book and she was finding that she was having a hard time getting people to read past Chapter 2. And so we did the same map because it got too jargony and too technical. And so like, she was losing people and she was not. She was giving them all the information. It was from her perspective. She has the curse of knowledge. She knows too much, right? But her customer wasn\u2019t ready for all that yet. And so we rejiggered.<\/p><p>Why?<\/p><p>Some of this and she she put this out in a different way and all of a sudden people are getting the end. And she put motivational like little side authors note saying listen on the other side of this chapter is a massive breakthrough. It\u2019s hard. I get it. Hit the gas pedal and power through this because there\u2019s unbelievable amazingness on the other side right in her words, whatever she said. And they did. And that was just that little dose of momentum. That they need it to just get over the hill. It\u2019s like when you\u2019re driving the car and you kind of like coasting. As long as you\u2019re going straight or downhill, the car is gonna keep moving, but if it. Starts going uphill. You gotta hit the gas pedal, otherwise it\u2019s not. Keep going, right? Or the electric if you\u2019re a Tesla fan, right? So whatever it is, you gotta stay with them. And so in our program, we really go through that. And so the formula helps you look at all of those things, attitudes, behaviors, friction, momentum and how do we achieve that result. And we break it down by every moment that people have with you before they even find you. So we look at like their journey of discovery. Of your business. All the way through to again renewal and buying other products and services and it\u2019s a it\u2019s a powerful tool and you. You know, over the years as we refine this and and we\u2019ve just made it more and more actionable and we\u2019ve worked with businesses in every every possible industry. So it applies to you know it\u2019s like I know that when you\u2019re talking to everyone, you\u2019re talking to no one, but it really is a people, right, it\u2019s it\u2019s about people and how people work. So it applies to any business online, offline or whatever. And and it\u2019s just something that I think, especially nowadays with AI and and the way the world\u2019s working and and it\u2019s getting more and more. Additive the only true way to kind of have your fingerprint, your uniqueness. It is your experience. It\u2019s not the physical products, it\u2019s not the service. It\u2019s the way people feel after interacting with your business.<\/p><p>True. You know, so since you went there and mentioned in two most dreaded letters in marketing called AI and you had to go there and we. Yeah, I know you can. It\u2019s the buzzword these days. You can thank ChatGPT for that. A year ago we we know we know.<\/p><p>Yes, I had you. I couldn\u2019t help it.<\/p><p>Microsoft\u2019s a big player in open AI and copilot. We know Google\u2019s doing some. Amazing things with Bard right now. How to say I play into all this, doesn\u2019t it? Doesn\u2019t it? Is it just kind of a tool like where do you sit with that?<\/p><p>Well, so I think AI is awesome and I think AI is. I think. It\u2019s an opportunity to be a great tool. For us, for all of.<\/p><p>Yeah.<\/p><p>Us, right. So what I\u2019ve heard it called as a like a joke, but it\u2019s really powerful to me, is accelerated intelligence. Right. It helps you move faster. It gets you information in ways that you can process.<\/p><p>Yes.<\/p><p>Faster amplified intelligence, right? Like losing that artificial idea. And so for me, I find it to be a fun brainstorming tool. Like it\u2019s having like a ghoul kind of sparring partner with me when I\u2019m trying to brainstorm something. Or it\u2019s a great tool for me when I\u2019m trying to get insight into my avatar.<\/p><p>Yeah.<\/p><p>Like if I\u2019m trying to figure out how you know how to play this customer on stage, I use that that example just a little. There we go. This will help me think about those people. Right. So one of my one of my good friends Will Hamilton, he has a he\u2019s a an online tennis instructor. Right. He has like one of the largest online tennis instructing. Platforms out there.<\/p><p>Hold on.<\/p><p>Yeah, it\u2019s called fuzzy yellowballs.com definitely worth the check out. He\u2019s an awesome, awesome human. He also is studying. Out to be a stand up comedian and he\u2019s using the the art of like writing jokes in writing, copy to, you know, in marketing and it\u2019s really kind of interesting the parallels between. The two he uses AI to find out interesting things to help write better jokes or write better copy so he\u2019ll write. He\u2019ll put down there like if so, let\u2019s say I was going to market that, that jewelry store, right and and you know he\u2019s he\u2019s trying to find a way to get a a a 25 year old male to come by.<\/p><p>In.<\/p><p>From him, he would say, you know, as a 25 year old male who\u2019s afraid of picking the wrong ring. What are the top five things that he\u2019s worried about? And it might come up with five things and that helps him kind of understand what those fears were and might say. So if I was able to eliminate this fear, what might be true? And then I will come back and give them some other ideas. So it\u2019s just helping them think through, like what\u2019s going on in the heads of those people. And it\u2019s a. Powerful tool, that said. You know, there\u2019s also people that are coming up with products and services that aren\u2019t their own and like having AI generate it and go out there tomorrow and competing with other people that have products and services, right? So that\u2019s why I think the. France is the great equalizer, right? Like I\u2019ve been saying it for 30 years, right? Like it\u2019s more important today than ever before. I like sound like a broken record. If you go back and listen to me on stage 30 years ago, very awkward young kid. And today on stage I\u2019m saying the same thing, right. The most important thing is the experience that customers have with your business.<\/p><p>I do.<\/p><p>That is what\u2019s gonna be the great equalizer. And so AI is a tool. It\u2019s not gonna replace people. What\u2019s gonna be more important for everybody that\u2019s listening to this is you really do need to put on that lens of your customer. You need to walk a walk. The walk in their shoes. You need to see what they\u2019re experiencing, cuz that\u2019s going to be what decides. If you\u2019re here tomorrow or not.<\/p><p>Mm-hmm.<\/p><p>No, I agree with you. I think I think AI is just making my job and your job probably more easier. It\u2019s doing some of that background work for us and you know. I I think I saw a presentation last week by Canada Post and part of it was really interesting part was Gen. X sorry Gen. Z, which is the younger generation and part of it was AI and the gentleman who did the AI presentation said listen, you want the best way to learn a I throw $30.00 at chat. GPT 4 copilot for a month to go. Try it and go play. That\u2019s the best $30 you\u2019re gonna.<\/p><p>Yeah, I think it\u2019s interesting though. So and I\u2019m a mastermind that I run, we\u2019ve got everybody using it now. And what\u2019s interesting is their team like here\u2019s the thing more often than not, your team is already using it, but they think they\u2019re gonna get in trouble. So they\u2019re not letting you know. And so we, we\u2019ve actually made it be a requirement of our teams like we want.<\/p><p>Yeah.<\/p><p>Either use it and play with it. And and utilize it and see like what can we make easier? How can we be using our skills in a in our in our unique abilities and our zones of genius in an even better way because we\u2019re able to offload some of these other things into automated ways. And so I think it\u2019s a really powerful tool and I think we should all be embracing it. And I do think that those that kind of like. Snubbed their nose up at it and and don\u2019t. Don\u2019t figure out how to embrace it in some way. Are gonna be sorry that they hadn\u2019t spent a few minutes on it, you know?<\/p><p>Yeah, I would agree and I and the big thing about being in this business is we\u2019re always learning. So you know if you\u2019re anything to do with marketing and agency technical, you\u2019re always learning, I mean, and we all learn different ways. Podcast books, I\u2019m an avid reader. I\u2019m. I\u2019m still a book a week guy, so I. I read one book a week. Yeah, and I will. I love to read. And, you know, somebody said my mom was talking to me earlier today, and she said.<\/p><p>God bless you, man. Me too. Thank you.<\/p><p>How many books do you have on your night stand? And I said right now I got 7 of them and that doesn\u2019t count to three Kindle books on the go when I\u2019m on. The road so. You know, I I\u2019m. I\u2019m there. So you you find your your learning consumption network and just keep learning and it\u2019s just I think we\u2019re at a fascinating time right now. Yes.<\/p><p>Yeah, I agree. I agree. You know, AI\u2019s AI\u2019s here with us. I think it\u2019s going to be here for the duration. So if you\u2019re on the fence about it, play with it, learn a little bit more about it. Be curious.<\/p><p>Jump in, jump in now. Don\u2019t wait. Yeah, I would agree here.<\/p><p>Yeah, just be curious. I think being curious is is a great thing, you know, and learn a little bit.<\/p><p>Yeah, I I agree with you. If somebody wants to learn more about to set formula has the best way.<\/p><p>Yeah. So I\u2019ve got. Well, first you can go to our website cxformula.com. Thanks for the kind words about it earlier. And you can check us out. But I actually I have a special PDF just for you guys, your people. Rob, if that\u2019s cool. If they go to, yeah, if they go to gift.cxformula.com forward slash.<\/p><p>That sure is.<\/p><p>SDM for stunning digital media, I\u2019ve got a special PDF there. I\u2019m not gonna tell you what it is. I\u2019m gonna create a little curiosity. Right, so here\u2019s what I\u2019m gonna tease you with. It\u2019s. Freaking awesome. It\u2019s an amazing strategy that\u2019s also actionable, and it\u2019ll take you 10 minutes to go through it. And so it\u2019s gonna give you some ways to think about your business a little bit differently that you can actually do something with. I only asked two things. One, if you go there and you download it, actually open it up and take a look at it, please don\u2019t let it just sit on your hard drive. Collecting dust and digital dust and two my emails in there shoot me an e-mail. Let me know you think about it. I\u2019d love to hear from you. Hear your thoughts and and see if there\u2019s a way we can help you with your.<\/p><p>And what I would tell you is knowing Jason, this PDF is going to be awesome cause him and his team are awesome. So so they so real quickly. If somebody wants to reach out to you emails the best way or are you on any socials.<\/p><p>Thanks, man. Appreciate you. We\u2019re on a whole bunch of socials. I\u2019ll make sure you have all the links to put below this because I can\u2019t even remember them all right now, but if you hit us up at cxformula.com, there\u2019s a way to send us a note or all of our socials are on there as well.<\/p><p>Now, thanks, Jason, and you have yourself an awesome weekend, my friend.<br \/>Awesome buddy. Thank you, rob.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb5f615 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"fb5f615\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-lg\" href=\"https:\/\/stunningdigitalmarketing.com\/episode-403-lead-generation-with-jason-friedman\/\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Check out the Full Episode<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d634365 elementor-blockquote--skin-quotation elementor-blockquote--button-color-official elementor-widget 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.elementor-blockquote__tweet-button:before{right:auto;left:-.8em;border-right-color:#1da1f2;border-left-color:transparent}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-left .elementor-blockquote__tweet-button:hover:before{border-right-color:#0967a0}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-right .elementor-blockquote__tweet-button:before{left:auto;right:-.8em;border-right-color:transparent;border-left-color:#1da1f2}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-right .elementor-blockquote__tweet-button:hover:before{border-left-color:#0967a0}.elementor-blockquote--skin-boxed .elementor-blockquote{background-color:#f9fafa;padding:30px}.elementor-blockquote--skin-border .elementor-blockquote{border-color:#f9fafa;border-style:solid;border-inline-start-width:7px;padding-inline-start:20px}.elementor-blockquote--skin-quotation .elementor-blockquote:before{content:\"\u201c\";font-size:100px;color:#f9fafa;font-family:Times New Roman,Times,serif;font-weight:900;line-height:1;display:block;height:.6em}.elementor-blockquote--skin-quotation .elementor-blockquote__content{margin-top:15px}.elementor-blockquote--align-left .elementor-blockquote__content{text-align:left}.elementor-blockquote--align-left .elementor-blockquote .e-q-footer{flex-direction:row}.elementor-blockquote--align-right .elementor-blockquote__content{text-align:right}.elementor-blockquote--align-right .elementor-blockquote .e-q-footer{flex-direction:row-reverse}.elementor-blockquote--align-center .elementor-blockquote{text-align:center}.elementor-blockquote--align-center .elementor-blockquote .e-q-footer,.elementor-blockquote--align-center .elementor-blockquote__author{display:block}.elementor-blockquote--align-center .elementor-blockquote__tweet-button{margin-right:auto;margin-left:auto}<\/style>\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t\u201cWe wanna flip the funnel, so to speak, and have people spend a lot more resource and intention and time on obsessing over clients getting results because they become your best marketing.\u201d\t\t\t<\/p>\n\t\t\t\t\t\t\t<div class=\"e-q-footer\">\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">Jason Friedman<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Listen in as Rob Cairns and Jason Friedman talk about all things lead generation&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3764,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[24],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/posts\/3761"}],"collection":[{"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/comments?post=3761"}],"version-history":[{"count":9,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/posts\/3761\/revisions"}],"predecessor-version":[{"id":3788,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/posts\/3761\/revisions\/3788"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/media\/3764"}],"wp:attachment":[{"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/media?parent=3761"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/categories?post=3761"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cxformula.com\/wp-json\/wp\/v2\/tags?post=3761"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}