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The Wrap Podcast | Episode 066 | Managing Unpredictability in the Real Estate Industry | Warren Averett

November 29, 2023 by angishields

The Wrap
The Wrap
The Wrap Podcast | Episode 066 | Managing Unpredictability in the Real Estate Industry | Warren Averett
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Real estate managers and developers have many concerns heading in to 2024, from rising interest rates and banking liquidity issues to uncertainties in federal legislation regarding tax cuts and allowances.

In this episode of The Wrap, Cristy Andrews, CPA, CGMA, leader of the firm’s Real Estate Practice Group, and David Borsos, Vice President of Capital Markets with the National Multifamily Housing Council (NMHC), join hosts Paul Perry, FHFMA, CISM, CITP, CPA, CDPSE and Derek Johnson to discuss the current state of the real estate industry and opportunities for property owners, managers and developers.

In this Episode, you’ll hear:

  • About the challenges in real estate capital markets due to rising interest rates, housing shortages and decreased banking liquidity
  • Information about the shifts coming in 2024 to the Tax Cut and Jobs Act regarding bonus depreciation allowances
  • How remote and hybrid work are leading to shifts in property management
  • Ways technology can provide solutions for the real estate industry to centralize data, combat labor shortages and avoid fraudulent resident screenings
  • Strategies to control real estate management budgets while property tax assessments and insurance costs rise at historic rates

Resources for additional information:

  • Blog: FAQs about 1031 (Like-Kind) Exchanges by Real Estate Investors
  • Blog: 6 Tax Planning Items Every Business Should Consider in Year-End Tax Planning
  • Blog: The Real Estate Professional Tax Status: Do You Qualify?
  • Blog: Inflation Reduction Act Upgrades the Section 179D Tax Deduction (11.2022)
  • Blog: The Principles of Proactive Tax Planning [Five Considerations for Business Owners]
TRANSCRIPT

Commentators (0:02): You’re listening to The Wrap, a Warren Averett podcast for businesses designed to help you access vital business information and trends when you need it. So, you can listen, learn and then get on with your day. Now, let’s get down to business.

Paul Perry (0:20): Hello, everybody, and welcome to another episode of The Wrap podcast. I look forward to having this discussion with you today. This is episode 66. We are talking to some of our experts, both internal and external, as it relates to the real estate industry. We’re happy to have them with us today, but also with me is one of my co-hosts: Derek Johnson. Derek, a pleasure to have you back, sir. Thanks for being with us.

Derek Johnson (0:41): Paul, the pleasure is all mine. I appreciate you having me back again. It’s immediate gratification when I get the invite to come back because it means I didn’t mess it up too bad the last time.

Paul Perry (0:52): You did a great job there. We’re glad to have you. So, who do we have with us today? We’re talking about real estate.

Derek Johnson (0:57): As excited as I am to be here, it’s because we have our own personal firm expert and fan favorite Cristy Andrews with us. We also have a very special guest in Dave Borsos. He is with the National Multifamily Housing Council. I’ll let them share a little bit more with you about their proficiencies and expertise.

Cristy Andrews (1:19): Well, thank you, Derek and Paul for having us. I’m Cristy Andrews. I lead Warren Averett’s Real Estate Industry Group. I have been hearing lots of concerns from clients, and I’ve had multiple conversations with Dave Borsos. So, we thought we would have him come on and talk to you a little bit more about the capital markets.

Dave Borsos (1:44): I appreciate the opportunity to spend some time with all of you. As Cristy has mentioned, she and I have spoken quite a bit over the last couple of months about what’s going on in the multifamily industry. So, I look forward to sharing a little bit of what’s going on at NMHC, or National Multifamily Housing Council. We are a federal-facing advocacy firm for the apartment industry. We typically represent more of the larger owners, operators, developers and managers, as well as people who finance the properties throughout the country, and any of the issues both from a legislative perspective or a regulatory perspective that may be impacting the industry.

My own specific responsibilities at NMHC are that I cover anything related to capital markets. So, whether it’s debt access or equity, and putting those together to finance a property. If there’s any regulatory or legislative issues that are impacting those issues, then I get involved. One other vertical I’m also responsible for—and those who have kids either going to college or in college—is purpose-built student housing. I get to spend some time advocating for that sector—as well with somebody who currently as a kid at Clemson University—understand what the ins and outs are of that with personal experience. So, look forward to the conversation with all of you.

Paul Perry (3:09): We’re happy to have both of you with us today. For our listeners, you’re going to get a little bit of both outside the industry and the accounting industry and the accounting aspect of the real estate industry. So, this is going to be a good discussion day, but let’s start it off with what Cristy mentioned. Give us that overall status, if you will, of the capital markets and everything that’s related to that as of today. We do need to say that we are recording this as of November 7, should anything be different once this gets released. I just want everybody to have a timeframe of when we’re talking about this.

Dave Borsos (3:41): The specific date is actually very interesting, given the challenges in the capital markets right now. Liquidity is certainly a challenge, right? Every one of us has seen the continued rising interest rates, which has had a dramatic impact on overall liquidity and has also actually ground to a halt some of the other typical activities you see in the capital markets. Be it transactional, right? If you look at a lot of the large brokerage firms are reporting—not just a little double-digit decrease—but dramatic double-digit decrease in their total sales volume for this year. A lot of that is dependent on where interest rates have gone.

You know, I went back and looked at the 10-year, and the reason I look at the 10-year is because oftentimes, the frequency of pricing debt for multifamily is from the 10-year treasury. There’s a lot of others, but that’s probably the most common one. Rolling back to sometime in August, we were at about 3.98 percent. So, we were under 4 percent. Then over the last 60 days, it went as high as 5 percent. It’s now back down to in the 4.60s, and it will be something different tomorrow as you talk about wanting to pick a particular date. That volatility is really a big hinderance for people looking to access debt, and it’s causing a lot of confusion in the marketplace. It’s causing a lot of people to step to the side and say, “I’m just going to wait this out. When is the Fed going to be done? What’s the impact on long term interest rates? How can I actually finance a property if I need to do that?”

It’s really causing a lot of concern. One of the other things is, you know, we need more housing. You look at increase in housing costs. It’s not just because of inflation, it’s from overall demand. One of the problems is when people stop building—which is what’s happening right now because of interest rate levels, volatility in the markets, etc.— it takes about two years, right? Getting something ready to go takes about two years. Well, two years from now, if construction is way down because of all the things we just talked about, a housing problem is just going to get exacerbated. So, we may have a lot of deliveries coming in 2024.

But we can have this conversation two years from now, and I think we’re going to be seeing a significant decrease in the number of apartments being developed, which certainly is going to be a negative impact to the housing costs and market.

Derek Johnson (6:04): Cristy, maybe you can help us out here. But how are these challenges and these opportunities going to be impacting things for our clients and for whom you know in the industry?

Cristy Andrews (6:16): Well, I know a lot of my clients are just really concerned with some of the banking issues, liquidity, and the fact that they are having a hard time with getting financing. Then, once they can, just with the interest rates being so high, they don’t want to get locked in on a high interest rate and not being able to really fund the deals and make them work from a financial standpoint. So, I think there’s just a lot of uncertainty and concern approaching this in 2024, and what’s going to happen from a tax standpoint, which is some of the expiring aspects of the Tax Cuts and Jobs Act along with the interest rates and liquidity. All of it is causing a lot of concern and nervousness, honestly.

Dave Borsos (7:11): Yeah. So, along the lines of bank liquidity, I think it’s a great question, Derek. Roll back to the beginning of this year where we had a couple of bank failures. You know, some of those were caused by nothing other than the rise in the interest rate, what the banks had on their balance sheet and how they managed that risk profile. The second part of that is: we all might be sitting in an office right now, but a lot of people are not. If you look at the vacancy rates in office buildings where banks have been a big provider of finance for that sector, there’s a lot of disruption going on. A lot of offices that are really struggling to try and maintain any level of occupancy in their buildings, and a lot of people are taking a hybrid approach back to work where they may be downsizing in the number of seats that they want to do, you know, take on an expiring lease.

So, there’s going to be a lot of disruption in that office sector, which is going to have a negative impact on banks as they pull back overall and say, “How much capital do I need? What are the losses that I may experience?” They’re looking at that aspect of it. Then secondly, as again I talked about, I focus on the regulatory side. I spend a lot of time with bank regulators, as well, and there’s been a couple of things that they’ve been working on that are going to put pressure on the total amount of capital that banks must hold—partially because of some of these bank failures that we saw in the beginning of the year. By the way, interest rates are high.

Where those banks got into trouble earlier this year, besides their commercial real estate portfolios, they weren’t paying us anything to put our money in a bank, right? And suddenly, interest rates started going up, and people said, “I can go make a return on going to buy treasury.” So, suddenly, banks have gotten more expensive in terms of how they fund their loans. This has also caused a pullback for them as well. So, there’s a whole bunch of things that are unfortunately coming to a head at the same time from the banking sector that are really constraining the availability.

You know, we have some nationally based very, very large owners who go to access debt when they’re going to go construct or finance something. And historically, because they’re great owners, they have a great portfolio and had historically performed very well—they used to say, “Oh, I’ve got 20 banks lined up or 25 banks lined up.” Now even those guys are saying, “Yeah, there’s maybe only four or five banks.” While it’s great that they’ve got a couple, it still is a very constrained market. Overall, that liquidity is a challenge.

The one group that’s providing liquidity happens to be Freddie Mac and Fannie Mae. I also cover their regulator. However, just talking about the overall size of the market. Each year, their regulator puts in place a cap. How many loans can they buy? Each one of them has $75 billion dollars’ worth of total capacity that they can purchase loans in the open marketplace. Given the decreasing amount of REFIS that are going and the decrease in the number of transactions that are going on—I will give you Fannie Mae’s end of third quarter was only at $42 billion out of $75 billion. Fourth quarter is not going to be all that big.

What you’re going to see is even Fannie Mae and Freddie Mac are providers of liquidity. They are going to see dramatic decreases and not even getting close to meeting their cap. So, just to give you a sense that it’s overall. The market is super nervous and very much constrained in terms of what their outlooks are right now.

Cristy Andrews (10:53): Dave, I guess the real estate industry—they’re not taking the opportunity from Freddie Mae and Freddie Mac. Just from the standpoint of interest rates, they don’t want to lock themselves in. So, they’re just waiting and they’re not at capacity, just from the standpoint that nobody’s willing to take the risk right now.

Dave Borsos (11:15): Yeah, so there’s a couple of different things that are going on. In terms of if I’m an owner and I have a long-term loan, and it’s not maturing anytime soon, I don’t really have a lot of incentive to do anything with that. I don’t want to REFI it, and I probably don’t want to sell it because interest rates are super high. It’s going to depress the price in which I could probably sell that out. You have a lot of people who are just operating their properties.

On the other hand, there are some people that have loans maturing. There are some floating rate loans that either have their caps or their floating rate loan is expiring. So, what are they doing if they’re forced to go to the debt markets? So, what’s happening? If you look at it, a lot of people are doing short-term loans.

Fannie Mae and Freddie Mac have been doing a lot of five-year loans. Even though I talked about earlier that we were going to oftentimes do 10-year loans, a lot of people are doing five-year loans. The reason they’re doing those is because it’s almost like getting a floating rate loan without having to buy a cap, which is exceedingly expensive right now.

So, when you take a floating rate and look at where the 10-year treasury or where SOFR is, and you add a spread. Then, you must add a cap. If you’re going to borrow on a floating rate basis with a cap on it, you’re probably paying somewhere at 9%, maybe even up as much as 10%. Whereas if you did that with a five-year, and you can refinance earlier out of that? You’re going to save some money. You’re seeing some people take advantage of the ability to do shorter term loans, because they are worried about what you said: I don’t want to lock up 10-year money at 8%. I don’t want to do that. What can I do to make it less costly to reposition myself, when I think interest rates may come down on the future?

Paul Perry (13:04): That’s a really good question, Cristy, and a great answer there. Dave, thank you very much for that. Dave, when you start talking about liquidity issues… Cristy, I want to go to you, because when he says liquidity issues, business owner clients are sitting there going: “Well, there’s going to be some more expense on my books this year, right?” That always fits, right? So, if we’re looking at the financial statements of a real estate industry client, what are some of those other expenses that they’re probably going to have this year that maybe they didn’t have last year or are higher this year? Can you speak to that a little bit?

Cristy Andrews (13:41): Yeah, so right now, our clients are dealing with increased property tax assessments. You know, with the increase in values, those assessments are just through the roof. Also, insurance costs—those have gone up exponentially. I don’t think I’ve talked to a client in the last several months who hasn’t complained about insurance and really are just trying to figure out a way that they can minimize that cost. They’re looking at reevaluating their coverage and really trying to price that out. They’re trying to do anything they can do to control those fixed costs that really have just gone through the roof. Dave, I know that you all have seen that as well. A couple of months ago with the annual meeting, I know a lot of your customers were complaining about that. That was one of the hot topics at the conference: insurance cost and property tax assessments.

Dave Borsos (14:47): Yeah, so with insurance, the heat has not turned down. It continues to be a major problem. In fact, there was a hearing here in Congress last week that we submitted a comment letter raising those concerns that you’d mentioned. Clearly, if you’re in areas such as Florida, Louisiana and California, that have experienced climate issues, your property insurance has gone through the roof. That has clearly been a big concern. Sometimes you can’t even get access to it. So, we did a study earlier this year, and we also made recommendations. I think that historically, you just called your broker up and said, “Hey, you know, I’d like to renew my insurance.” If people are owners out there that are seeing these big increases, take a look at your properties and take a look at if the insurer understands what you may have done to your own property to make it more resilient. That may be a way to drive down some of those increases that people are seeing. But it still is a concern. If you look at last year, Florida experienced some pretty bad weather events. There were several insurers that either withdrew from the state or they went bankrupt, so it continues to be a major issue and a big focus for us. We even are hearing from some of the regulatory agencies that they’re trying to figure out what they should be doing as well.

Commentators (16:25): Want to receive a monthly newsletter with Wrap topics, then head on over to https://warrenaverett.com/thewrap and subscribe to our email list to have it delivered right to your inbox. Now, back to the show.

Derek Johnson (16:38): So, if we’re talking about finances, let’s go to one of the favorite topics people want to talk about beyond that: taxes. It’s exciting. It’s fun. But we’ve got all of these things coming up, right? We have the Tax Act expiring in 2025. We’ve got the deal with the bonus depreciation happening. By no means am I a pundit, but you guys are. So, share with us your thoughts around some of these taxes that you’re seeing out there now. What’s going to be happening?

Cristy Andrews (17:10): Well, you know, one of the great things about the Tax Cuts and Jobs Act is that it really allowed for 100% bonus depreciation on a lot of lesser-live assets. In the real estate industry, there was a lot of assets that could take advantage of this. You know, for instance: land improvements, personal property, for multi-family appliances and those type things. Real estate owners and developers really have been able to benefit from that. Well, starting in 2024, that is going to start reducing 20% per year until it expires. Dave, back in September at the annual meeting, there were many members of the Ways and Means Committee from Congress there. They spoke about some upcoming extensions of this, one of which was the bonus depreciation which really made everybody excited. Everybody loves an extension of a tax break. But as time goes on and fighting continues in Congress, I’m not so sure that we can predict whether that will get extended in 2023 as we hoped. I don’t know if y’all have heard any different.

Dave Borsos (18:33): I think it’d be hard to ignore the fact that the House took a while to get a new speaker. The current extension for the budget expires in 10 days. So, there’s a lot on their plate to get through the appropriations process to say, “We’re going to fund the government.” It’s got to be the major focus, right? Then, you hit if they can get that done, they’ll do another continuing resolution to kick it down the road. Then, you start to run into Thanksgiving.

You’ve got other things where Congress gets diverted in terms of where they’re going. The question is: can they pass anything from a tax perspective before the end of the year? It’s probably going to be more of a challenge this year than in other years because of this disruption that’s going on. The question would be: are people willing to sign on to something that’s an extension? I’d love to give better news, but this one’s a little bit up in the air on whether it’s going to get done or not. Even though 2025 seems like a long way off, I sometimes think of Congress as a bad student who doesn’t study for the final until two days before the final. Then, they really kick in and that’s a little bit like that.

This major Tax Act is expiring at the end of 2025. They’re probably going to wait a long time. But the other thing that interferes with that is we have a presidential election next year. The Senate has a good chance of flipping in the Republican direction, and the House has a good chance of flipping Democratic. Then what happens, right? And who knows who is going to be in the White House?

There’s a lot of unknowns that cloud the forward direction of what’s going to happen, but it’s something that is going to be meaningful. There are a lot of things that happen in that Tax Cuts and Jobs Act that were beneficial, that we fought to get included in there or to get excluded that were beneficial to the real estate industry. So, it’s something we’re monitoring very closely. It’s something that if I were to tell you to look at and to have your clients watching, you need to be prepared. You know, if things don’t go our way, what are we going to do to anticipate the impact?

Cristy Andrews (20:58): That’s a good point. Back in September, both sides of the aisle were promising to work together and compromise. We’re very hopeful. I think we can continue to hold on for hope. But I think that our clients and real estate developers out there need to be prepared for the anticipation that they may lose a portion of that deduction this year.

Paul Perry (21:26): Interesting information, and helpful for the folks listening in. You know, one of the things all industries mention is technology and its impact on that industry. It’s different for everybody, right? Manufacturing, governmental… Some are lagging in adoption, and some are trying to be trailblazers. Where does the real estate industry fall as it relates to using technology to drive solutions to some of these problems we’ve talked about? Is there something to speak on there?

Dave Borsos (21:59): Well, I would actually hope that some of your clients took the opportunity to visit with us at our OPTECH conference last week in Las Vegas. We had over 3,000 people there, so by far our largest attendance ever. Exactly, Paul, what you just mentioned. There’s a lot of technology-driven solutions that are out there. Some of them resident-focused, some of them are owner-focused and management-focused. There’s a lot of activity going on.

One of the things that I would walk away from are centralizations. They’re a big deal for those who own multiple properties and bigger property owners. They’re looking at: how do I centralize all of my operations and not have overlaps? The ability to address labor shortages: it’s anything from do you have an onsite manager or is everything a virtual tour to how do I find maintenance people for my properties?

There are people that are providing solutions for those types of things. Then, the screening process for inbound residents is also something where—on one side—there’s a lot of issues that are getting created with fraud. I’m sure some of your clients are experiencing fraudulent applications. People can buy paychecks and W-2s off the internet. They all look very good, but they don’t have an intent of paying for any of their time in a unit that they then may be difficult to evict from.

I have two things where people commented there that 65% of their applications were fraudulent. There are people looking to provide those solutions as well. So, on the resident-centric side, there are people providing positive rent payment reporting. They are looking at splitting payments across a month if their clients are looking at that. There’s a lot that is going on.

There are technology-driven solutions for a lot of things that we do from A to Z, as it relates to everything that has to do with operating and managing a property.

Derek Johnson (24:18): There’s a lot of good information there, and definitely things to consider. As we look forward, what are some challenges or opportunities on the overall business strategy?

Dave Borsos (24:31): So, there’s a couple of things. I mentioned before about people having floating rate loans that mature. I think there are potential opportunities to the degree that some of the clients are good operators and they have access to capital. You may have some people who bought at the peak of the market in 2021 when the floating rate interest rates were basically zero and they bought them at a floating rate. They said, “Hey, this is great.” All of a sudden, they realize: I don’t really know how to manage a property and my interest costs are gone through the roof. They may be selling their properties in a stress situation.

Now, having said that, there’s a lot of other people chasing this kind as well, but it may create an opportunity if you know somebody off market or whatever else. I would encourage people to look at that and make sure that they are looking at those types of things. On the same note, from a purely strategy perspective, one of the mantras that came out in September is that there are people talking about surviving until 2025. The idea there is they think interest rates are going to be high. In 2024, you’re still going to see some stress and disruption in the market, but things will get better in 2025.

I can’t tell you whether they’re going to get better or not. They may. Look, we’re all going to be optimistic about it. I think people are still going to hunker down a little bit in 2024. We’ll see what happens. The one other aspect of it, which may help a little bit even though rates may be higher…last summer, when the Fed did their first pause, a lot of my finance members saw a significant increase in interest of people buying and selling properties. Part of the reason was because the 10-year was really flat and didn’t have a lot of volatility. We could take the volatility out of the 10-year. If the Fed finally says, “We’re done,” maybe that long end of the curve stays a little bit more consistent.

You may see some of the market movement with new pricing, new records. They’re going to recognize the fact that we’re not going back to a two percent 10-year loan. It’s going to be higher, and we’re just going to figure out how to make it work. Those are the things that if I were in the market and operating, I’d keep my eye on.

Cristy Andrews (27:02): I just would piggyback what Dave said: I think for many that do have access to equity, there’ll be some good opportunities. I think for others, they will hunker down and they will focus a little bit more on the cost they can control, on budgeting and those types of things. We’ll hang in there until interest rates come back down. You know, the market shifts, as it always does; it’s cyclical.

Paul Perry (27:30): Here on The Wrap, we’d like to wrap it up in 60 seconds or less: What is the one thing you want the listeners to know or to leave with? It may be something you’ve already said or it may be something we haven’t talked about yet. But what is that wrap up? Cristy, we’ll start with you.

Cristy Andrews (27:46): The wrap up would be to watch the market, stay in close contact with your advisors and hold on until 2025.

Dave Borsos (28:00): I’m going to put that plug in to survive until 2025. But the one other thing—again, I don’t know from your listeners who is a member of NMHC to the degree that you are—but we put out tremendous amount of research and information on advocacy. I’d mentioned earlier about insurance. We just put out papers on artificial intelligence, which certainly has the interest of Congress. They’re all scared about what does AI mean. I highly encourage you to stay informed.

You know, we put out a lot of great information to really keep people in touch with what’s going on in the marketplace. In addition, as soon as I hang up from this, you know, from a regulatory perspective, the Federal Home Loan Banks are getting some new guidance from the regulator that may be beneficial for finance. There’s a lot going on here in DC from a regulatory perspective that people should keep their ears and eyes open on.

Derek Johnson (29:04): That’s wonderful. Hey, listen, a heartfelt thank you to both of you, David and Cristy, for joining us. I certainly learned a lot and our listeners have a lot to take away and unpack. We very much appreciate your time. I know you’re both very busy with this. Thanks so much.

Dave Borsos (29:21): Appreciate it. Thank you.

Cristy Andrews (29:22): Thank you.

Commentators (29:24): And that’s a wrap. If you’re enjoying the podcast, please leave a review on your streaming platform. To check out more episodes, subscribe to the podcast series or make a suggestion of other topics you want to hear, visit us at https://warrenaverett.com/thewrap.

BRX Pro Tip: Interruption Marketing is Over

November 29, 2023 by angishields

Sara Branch with Network in Action

November 28, 2023 by angishields

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Cherokee Business Radio
Sara Branch with Network in Action
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Sponsored by Woodstock Neighbors Magazine and Business RadioX ® Main Street Warriors

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Today on Cherokee Business Radio, Stone Payton interviews Sara Branch, a successful entrepreneur and Community Builder with Network in Action. Sara shares her journey from the corporate world to entrepreneurship, emphasizing the importance of networking and building relationships rather than selling.

She discusses the unique approach of her networking group, which uses a technology platform to speed up referrals and provides training to its members. Sara also shares valuable advice on how to effectively network, including identifying target audiences, booking one-on-one meetings, and being a connector.

Sara-Branch-headshotSara Branch, Community Builder with Network in Action, is an Atlanta native having both sides of her family in Georgia for over 8 generations. She’s a UGA grad and went into sales straight out of college.

Sara soon discovered the value of maintaining relationships and connections. You can solve any problem with a great network.

After 25+ years in corporate America, she discovered Network in Action and has been a franchisee for almost two years.

Follow Network in Action on LinkedIn and Facebook.

What You’ll Learn in This Episode

  • The definition of networking
  • The expected outcome of networking
  • How Network in Action has changed networking

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Broadcasting live from the Business RadioX studios in Woodstock, Georgia. It’s time for Cherokee Business Radio. Now, here’s your host.

Stone Payton: [00:00:24] Welcome to another exciting and informative edition of Cherokee Business Radio. Stone Payton here with you this morning, and today’s episode is brought to you in part by Woodstock Neighbors magazine, bringing neighbors and business together. For more information, go to Facebook and Instagram at Woodstock Neighbors dot wbvm. And if you have a heart for community and you want to grow your small business, consider joining our movement, The Main Street Warriors. Go check us out at Main Street warriors.org. You guys are in for a real treat this morning. Please join me in welcoming to the broadcast with Network in Action. Ms Sara Branch, how are you?

Sara Branch: [00:01:10] I’m great. Stone, how about you?

Stone Payton: [00:01:12] I am doing so well and really been looking forward to this conversation. I got a thousand questions. I know we’re not going to get to them all, but I think maybe a great place to start would be if you could articulate for me and our listeners mission. Purpose. What are you and your team really out there trying to do for folks? Sure.

Sara Branch: [00:01:33] Well, Networking Action is a business lead referral group, and I’m sure people are familiar with business referral groups. They’re all over the place. However, our founder decided he wanted to do something different. And isn’t that what every entrepreneur wants to do is let’s do something different. But of course, I believe this time he came up with something really, really good. And what we’ve done is taken the typical activities that you would do in a business referral network where passing referrals, getting information from people, finding out about people’s elevator pitches that we talk about, we have put that all on a technology platform, so it speeds up the process and makes it very simple for people to get connected to each other and to pass referrals to each other. Now we do have meetings, but the purpose of the meetings are more for training, mentoring, coaching our members to be guess what better connectors so that they go to a meeting that is, let’s say a Chamber of Commerce meeting or any business association meeting. They can be better at connecting with the people that are in that meeting that will benefit them and their business. So we just approach business referral networking a little bit differently. Well, it sure.

Stone Payton: [00:02:54] Sounds like you do. And it sounds like fun, rewarding work. But I got to know the backstory. How in the world did you find yourself in this role?

Sara Branch: [00:03:04] Well that’s great, it’s all my husband’s fault. Isn’t that always the case? Always.

Stone Payton: [00:03:10] It’s always the spouse.

Sara Branch: [00:03:11] Always spouses fault. I was anticipating leaving the corporate world. I was so ready to get out of corporate work. I’ve been in corporate work for 25 plus years, and what I had done most of the time was training and development. My most recent job that I left, I was a director of training and development for a small software company, and my husband has had his own business. He is an action coach franchisee. He’s had that for over 20 years.

Stone Payton: [00:03:39] And they have a great reputation. I’ve heard of them.

Sara Branch: [00:03:43] Oh yeah. Oh, they have wonderful reputation worldwide. They’re the the world’s largest business coaching organization. And the the founder owner of Action Coaches constantly, constantly training people, bringing new information to the organization. It’s a it’s an excellent organization. And my husband is always looking for networking opportunities. And he’s also a vet. So he was approached by a network and action franchisee in the city of Atlanta to join a veterans group, and he’d never heard of Network in Action, didn’t know what it was like. And he said he would go just because it was a veterans group. After he’d been there about six months, he came home and he said, Sarah, I have found exactly what you need to be doing when you leave the corporate world. And so I attended several meetings of that group and I agreed with them. So we bought the franchise, worked it kind of part time for about a year until I was fully prepared to leave my job, leave my work. So in March of this year, March of 2023, walked out the door from my corporate job, woke up the next morning and I was a full time self employed entrepreneur. So it’s been great. I’ve loved it and it was exactly the right thing to pick. So it was it too is a franchise. So Network in Action is headquartered in Houston, started by a man who was very frustrated by lack of networking opportunities, and he took a couple of years, designed our platform and here we are.

Stone Payton: [00:05:17] So now that you’ve been at it a while, what are you enjoying the most? What’s the most rewarding? Part of the role for you?

Sara Branch: [00:05:24] Well, I’ve always been a people person and I’ve always been a connector. I didn’t figure that out until I was, oh, gosh, I guess in my 30s. But my first job, several jobs out of college were sales jobs, and I knew that not everybody was going to want my product or service. But I always paid attention to what my customers were talking about in their business. And I remember one time a customer saying to me or a potential customer saying to me, Sarah, you know, I really don’t have a need for your product right now, but do you know anybody who does X? And I said, sure, I know Joe down the street. He can help you out. And I did that several times, and I started realizing that I was a natural connector, that I just wanted to help people. So my motivation of connecting people and helping people is now manifested in this group where I bring people together and teach them how to be really top notch first class connectors to where they’re not only helping their own businesses, but they’re helping businesses all around them. So.

Stone Payton: [00:06:29] So what should the outcome be from our networking efforts? How do you know if it’s really working? Because it’s not always like just immediate revenue. I went to the thing and I talked to the guy and he wrote a check. And we’re doing that’s that’s not necessarily the outcome that we should be seeking every time. Right.

Sara Branch: [00:06:47] You’re absolutely right. When you go to a networking meeting. You should never have the goal of selling something at a networking meeting. A networking meeting is designed to start and continue and nurture relationships so people get turned off. If you go to a networking meeting and let’s say there’s somebody relatively new and they’re working the room trying to sell stuff, and that’s that’s really not the goal. So you go to a networking meeting and your goal is to get to know as many people as possible. But what I teach is, first of all, you’ve got to identify your target audience. And then within that target audience, define your ideal customer profile. Now after that, it’s to find out where they hang out. So you should pick the networking meetings where your ideal customer is most likely to hang out. Then we work on what questions you ask that potential ideal customer and what kind of conversation you’re going to have. And the folks in our group, we teach them that they should have a very condensed version of their elevator speech about two sentences that may have something a little provocative in it to see if the person they’re talking to goes, oh, that’s interesting, tell me more. That’s the whole point. And then once they get to the point of someone is interested, then we talk about questions. But the absolute goal of going to any networking meeting stone is to leave with a minimum of two 1 to 1 meetings booked. Whether you go to coffee, whether you go to lunch, drink after work, but you leave with a minimum of two 1 to 1 meetings. And that’s where you get to know people better. That’s where they get to understand you and what you’re trying to accomplish in your business. And then you become one step further into that trusted resource. So people like to buy from people they know, like, and trust. Well, it’s it’s relatively easy to do the know and like part. It always takes time for the trust part. So that’s why you need to meet with people regularly and especially 1 to 1. They find out who you really are. Yeah.

Stone Payton: [00:09:01] And you find out who they are and you find you. You discover how to genuinely serve them, even if it’s not going to be your products and services at this point. Right? I mean, there’s so much power, I’ve discovered, particularly since moving here to to Woodstock and becoming part of the local community. How productive, but also just how fun it is to be the guy that knows the guy, right? And to be able to. You used the word earlier connector, right?

Sara Branch: [00:09:30] Right. The guy that knows the guy we call the referral source and they are the most powerful, powerful person in a referral relationship. Well, think about it, right? You know, Stone, if you came up to me and said, oh, Sarah, I’ve got a problem, I’m trying to find this service that goes with my computer and I can’t find it anywhere. I’m so frustrated. Sarah, do you know anybody who has that? And this great likelihood I might know somebody? And then I would say, well, you know, Stone, I think Joe Jones over at X, Y, Z Software Company has exactly what you need. And then I connect the two of you. But for Joe Jones and for Stone Payton, I have become the referral source, which is really the most valuable part of that relationship, because you should nurture me as Joe Jones should nurture me, because I could probably give you more referrals. Yeah, so that’s the guy that knows the guy. And it’s an amazing thing. It’s an amazing thing when you have. And I like the fact that you get a little joy from being the guy that knows that I really do.

Stone Payton: [00:10:34] Yeah. Well, what you’re describing to me seems like the antithesis 180 degrees. Apart from my my preconceived notion of what I would characterize as traditional networking, which at least my conceived notion of it, I have no taste for at all. I just don’t like that. Hey ho, what do you do? What do I do? Here’s my business card. I just I really retreat from that. And I will share with you here in this local community. I have found that not to be the case, particularly like at young professionals of Woodstock, it’s very much more about building the relationship, getting to to to know people. But talk more about the the work. If someone becomes participates in this networking and action, it sounds like it’s pretty heavily laden with education. It sounds like you’re going to make a lot of immediate, genuine connections if you if you join this thing. But let’s just play it out a little bit. And I mean, we can use me as an example or somebody. But you know what happens from day one when we say, yeah, I want to be part of this thing. Sure.

Sara Branch: [00:11:41] So if you say you want to be part of my group, obviously you come to a meeting, but before you come to the meeting, we’d sit down and talk about all. The benefits of being in my group. There’s all sorts of things that people that you meet, the skills that we teach. But really the bottom line is that makes us completely different from any other group is we have a guaranteed return on investment. So, Stone, if you join my group, you and I sign a contract that says you will come to 11 out of 12 monthly meetings and that you will pass a referral in the group once a month. Pretty simple. Well, then I have a job to do because I am the professional manager of the group. Most business referral groups require everybody to have some volunteer position. There are some business networking groups that are entirely run by volunteers. And our concept in Network in Action, it’s run by paid professionals. Well, I am that paid professional. And the membership fees that you pay to the group go to pay me so that I will always be there, always be working for you and everybody else in the group. So I go out to as many networking meetings as my little mind can stand in a week, and I talk about our concept and talk about the benefits to it.

Sara Branch: [00:13:05] So you stone in my group would be the only person with your profession. So there’s one seat per profession, which makes it great because then it’s really good to pass leads back and forth to each other. At our monthly meetings we would do some training session, like I just mentioned a few minutes ago of what a real referral is. We constantly reinforce that we have people talk about it. Usually once a month we have a member spotlight, so if it was your turn stone, you’d stand up and give a presentation on a little bit about you, your background, but about your business so that we know exactly what it is that you do and understand your ideal referral. And we do all sorts of different exercises on talking to people. We even practice standing up in do public speaking. So those are the kinds of things that we do, but we also expect our members to have their own 1 to 1 meetings in the month in between our meetings, and then introduce the members to other people in their network. So we’re hoping that that ripple effect of my network gets to meet your network gets to meet Susie’s network. Is is that wonderful little relationship expansion that we’re doing within our network.

Stone Payton: [00:14:21] And that’s a very important distinction that’s beginning to come to light for me. Now, this is not do this. Instead of go to the chamber meeting and the Woodstock meeting and the young professionals, this is do this so that when you go to those meetings, you are very well prepared and you’re going to maximize your impact and you’re going to just be that much better at networking, that’s you’re not saying don’t go do that stuff. In fact, you go do that stuff, right? Absolutely. Yeah.

Sara Branch: [00:14:51] And that’s a big difference. There’s some business referral groups that are closed like ours, which means we have one profession per seat. But then there are some that are also exclusive. And what that means is they want every referral that you pass ever in your lifetime to be confined to that group. They don’t want you to be a member of another group. They don’t want you to go out and do anything else other than keep keep all the goodies inside your group. And we disagree with that. We think that my network and your network combine to form something even better than just the network in our in our referral group. And as I said a minute ago, it’s a nice ripple effect. You just keep going to meetings, keep meeting people, expanding people. Heck, I could go to the to the Woodstock Business Club where I met you and say, oh my gosh, Stone, you need to meet somebody that I met last week that was not in the Woodstock Business Club. And how wonderful is that? I get to spread the joy that way.

Stone Payton: [00:15:57] Absolutely. So for you, more so maybe, than anyone I’ve interviewed recently, you really have to eat your own cooking. Like everything you’re telling your clients to do, right? You’re you’re out there practicing these disciplines. You are a living example, are you? Certainly try to live into that, I’m sure of what you’re doing. So I’m curious, how does the whole sales and marketing thing work for you because you’re running this business and so people sign up. There’s a revenue model to it. I mean, do you you pretty much do what? That’s how you run your business. That’s that’s the sales and marketing for your business is what you’re teaching these other people.

Sara Branch: [00:16:39] Yes, exactly. I am out demonstrating those skills every day and every networking group. So if somebody has any question about how we handle. Business referrals. They see me doing it. They hear me talking to people. They understand that that I’m the the live demonstration of how the group ought to behave and the things that we should do outside of our group and connecting with other people. Yes. You’re absolutely right. Yeah.

Stone Payton: [00:17:08] So when you’re out there doing it and doing it right, I’m sure you’re watching, observing a lot of it and some of it, we won’t call it wrong. We’ll call it less than optimal. I suspect you see some patterns over and over. What are some common mistakes or some things that you know? You know, gang, if you’re listening to this, next time you go to one of these things, you know, start doing this and stop doing that. Are there a couple that you you just see over and over, and maybe you don’t actually let your eyes roll, but your eyes are rolling mentally. Yeah. Yeah. Exactly.

Sara Branch: [00:17:42] So oh my gosh. One of the things that I see that happens all too frequently is the same. People are talking to each other every week over and over again. My challenge to everybody, and especially in my group, is when you go to a networking meeting, go find somebody you’ve not talked to, and even if they’re not new, just go talk to them. And if you find that this is an interesting person, then hey, let’s go ahead and book a 1 to 1 and have some fun outside of the networking meeting. So it’s the biggest thing is go find somebody you don’t know, somebody you haven’t met. And then the next thing is make sure you introduce them to somebody else. So go find somebody you don’t know and then take them to someone that you know and say, hey, I’ve met somebody new. May I introduce you to whomever the new person is? And of course, the larger the group is, the more likely there’s going to be cliques where people who’ve been going to the same group over and over again, yeah, their comfort level is with those same people. And that’s that’s a challenge for a lot of people. But for an extrovert like me, it’s not a problem. I just I will go up to people and say, you know, I overheard a little bit of what you were saying and it sounded really interesting. Can I join the conversation? And I’m always leading the conversation, but that’s my favorite line. Yeah.

Stone Payton: [00:19:12] Well, and you mentioned something earlier too. When you’re initially meeting someone or maybe someone has has had the presence of mind to do something similar to what you’re describing and introduced you to someone and they go, well, tell me more about your work, Stone, which, you know, and then you’re like, oh, cool, I’m going to get to talk about my work. The tendency, I’m sure, in some cases, is to tell them at all, like give them the, you know, the whole thing. But I think you suggested maybe earlier in the conversation, just give them kind of the highlight and then have that deeper conversation later in a on a 1 to 1.

Sara Branch: [00:19:46] Yes, you’re exactly right. When you get introduced to somebody for the first time, you should have your little two, 2 or 3 sentence maximum statement about what you do that has something a little provocative in it, or maybe an idea that the person might not have thought about. Whichever suits you. Yeah, and then you don’t say anything else, especially until the person says, that’s interesting. Tell me more. And you’re right. People have a tendency to just dump everything they know, and.

Stone Payton: [00:20:17] It’s as they’re reaching for their business card. Right. Exactly. Or if I’m talking with them, and maybe part of it is maybe I’m telling them too much. And I’ve had this experience, and I guess it’s part of what, you know, kind of made me say, look, I don’t even want to be involved in that kind of is literally they are looking over my shoulder like for the next person to talk, like they’re not genuinely engaged. It’s like they’re in a business card collection contest. Exactly. You’ve seen that, right?

Sara Branch: [00:20:46] Oh, there are a lot of people who think a networking event is just an opportunity to not only collect business cards, but hand out business cards, right? I was talking to one of my fellow franchisees a couple of weeks ago, and she said, you know, when I first got started in this business, I thought that what I would do is just go to these networking sessions and hand out my cards, and then I’d go back to my office and wait for the phone to ring. And she said, I quickly found out that that’s not how it works. And so if you don’t have a plan when you go to a meeting, as I said earlier, leave with two, one, two, one’s booked on your calendar. I mean, get out your phone, look at the person in the face and say, let’s get together next week and get a calendar booking right there. And thankfully enough, the calendar on my phone is linked up with the calendar that’s on my computer. So if I make a date on my phone calendar, it shows up on my computer, which is great. And so get those booked immediately right there on the spot. I have to tomorrow that I’m going to meet people for coffee tomorrow, day before Thanksgiving. So yeah, I’ve gotten them. Get them booked as much as possible.

Stone Payton: [00:21:59] Well, if you’re up for it, I’d love to get a little insight into how to conduct a productive one. One on one, 1 to 1, whatever you call that. That would be less engaging if you just if you want to learn a lot from people who are very experienced and are experts in their domain, get your radio show. You get them in here, you talk about what they do and then you get all this free consulting. So I’m going to take a swing at this for the on on the on the 1 to 1 thing. Are there also some outcomes you should try to expect from that, or some do’s and don’ts or a couple of disciplines you should exercise? In my case, it’s probably going to be at my field office behind Reformation. So but you know, I got I got to confess, I think maybe I wing it way too much in the 1 to 1. Yeah.

Sara Branch: [00:22:49] As most people do, most people wing it. So it starts with the invitation to the 1 to 1, and the invitation to the 1 to 1 should go like this. Stone, I want to find out what you’re working on, and I want to see how I can help you. I had a 1 to 1 last week with a young man that I met at another networking event, and I said, wow, I’m really interested in what you’re doing. Can we have a 1 to 1 so I can see what you’re working on and see how I can help you? And he said, yes, of course. And he came to the meeting prepared with his company information. As it turns out, the skill that he has was a skill that my husband was looking for, for his, for his customers, for his clients. So I just sat there and listened to him talk and asked him questions about what he was doing so that, as I said, it goes back to the invitation to the 1 to 1 say, I really want to find out what you’re working on and see how I can help you. Then when you get to the 1 to 1, you say, tell me what you’re working on. Let me see if I can help you. So they’re reminded that that’s the real goal of the meeting. And if they’re worth their salt, once they’re through talking, they’ll turn around and ask you the same thing.

Sara Branch: [00:24:04] Right. But the goal is to find out what they’re working on and see how you can help them. So that’s the main thing. And then once you get to the 1 to 1 and they start talking about their business, hopefully questions about their business will pop into their into your head. I generally follow a question model that’s from my old sales training days, where I ask them about what’s going on in their business. Do they have any challenges? Tell me what the challenges are that that you find in your business. What’s the impact on your business? Is there something that is really significant or maybe just annoying? Let’s go to the things that are annoying first. Those are simple. And then the very last question I would ask them is, what’s going to be the benefit to you to fix this? Tell me what the the dollar value is. And the benefit is for getting this particular issue fixed. And it really makes people think. So it’s a it’s an invitation to talk about what’s going on in their world. And then it’s a series of questions to help refine what it is that they’re working on, so that you can see if you can actually help them or refer them to somebody who can help them. Right.

Stone Payton: [00:25:16] What a marvelous structure. And I think I’m discovering through this conversation or rediscovering it hasn’t been the first time I’ve tried to learn this lesson. I need to do less winging. I think for me, and more add more structure to it. Something that’s repeatable and even transferable for other people on my team or in my in my business radio world. Right? Yeah.

Sara Branch: [00:25:35] And these skills that I’m talking about can be used in any situation. It doesn’t just have to be a business networking situation. It go to a party, you know, we got Christmas parties coming up this time of year, right? Right. And you go to a party that maybe a business party, but as part social you can modify your questions ever so slightly, but find out what’s going on in somebody else’s world. Find out if there’s something that they’re really frustrated about that they’re trying to fix or change or make different and see if you can help them out.

Stone Payton: [00:26:07] Yeah. So in that 1 to 1, let’s say that they are worth their salt and they do want to reciprocate. And they are genuinely interested in what I’m working on and what I might, might need. What how much should you try to share with them? Do you, do you, do you then kind of lay it all out or do you need some plan around that? The reason I’m asking is in my business, there’s a version of what we do that is very prolific, that people don’t help a lot of people with and make a lot of money with. And that’s the traditional model for podcasting or digital radio. 96% of podcasts fail and they don’t help people make money. And there are some reasons for that. And and we’ve kind of cracked the code on that. But now that let’s say that we have this one and one and it’s my turn to describe what we do and why it’s so different than what most people would say is podcasting or are there some rules, discipline, structure? For now, it’s my turn to tell them.

Sara Branch: [00:27:09] Absolutely. Okay, so we of course never do an information dump, but you just provided a little structure right there for something that you may say to someone who asks you, oh, tell me what’s going on in your world. You may be able to say, well, we do podcasts and radio shows. Did you know that 96% of all podcasts fail? And I bet the other person will say, no, I didn’t know that. And then you can do a brief explanation of why podcasts fail, and then you can give a little information on how they can succeed. Don’t don’t over overload them with information. But those two, those two things that that little provocative question of, did you know that 96% of all podcasts fail? And that opens their mind up to say, oh gosh, no, I didn’t. Then you just give a little bit of piece about how they can succeed. And then that person may ask you another question, but that’s it. Sort of like pose a question. Answer the question, pose a question, answer the question. And that does two things. One, it makes sure that the person who’s listening is actually listening to you because if you ask them a question, they’ll have to stop. And oh yeah, I hadn’t thought about it like that or some answer like that. Right, right. But that’s what I try to do, is try to pose a question and then give a little bit of an answer to see if the person is gets what I’m talking about.

Stone Payton: [00:28:35] So yeah, I’m so glad I asked. Yes.

Speaker4: [00:28:38] Well, good.

Stone Payton: [00:28:38] I’m feeling really good about my upcoming one to ones and and I resemble many of your remarks going back to what you described about having a tendency to just kind of visit with the same people. I could tell you the minute you said that, because Young Professionals of Woodstock is a group that I really enjoy, I walk across, or when it’s not too cold, I hop in the in the Business RadioX golf cart and go over to. And I got to tell you, I do sort of gravitate to the court. I talk to my buddy Austin because we both like to hunt and fish and all that. And so I got to get out of that. I got to I got to go meet new people. And the other thing that I think I’m extroverted enough to do, and should probably make a conscious effort to do, is go find that person and connect them to someone that I do know and get them. That is I mean, it’s a it’s a discipline.

Sara Branch: [00:29:34] It is. It truly is a discipline. So if you if you talk to yourself in your head as you’re in the golf cart, going to the to the young professionals meeting, say to yourself, okay, I’m going to start by going to somebody I don’t know, and I’m going to ask them, hey, what’s going on? What’s happening in your world? Tell me what you’re working on and listen to them talk about their business. And then immediately while they’re talking, of course, don’t lose track of what they’re saying. Think of the other people in the group on the other side of your brain. Who can I connect them to? Who can I connect them to and listen and then plan the connection? And then once you’ve done that, go connect the two and then go back and repeat it. Find somebody you don’t know, find out what they’re working on. Figure out who you can connect them to. That’s in that in the room. Now, if you think there’s somebody really cool you could connect them to is not in the room, then obviously you do that in a different fashion. Maybe you could do a 1 to 1, talk to them about it, see if they’re okay. For example, I’ve got a young man who is interested in my group, but he’s not quite sure the benefit of my group. So I’m going to do a demonstration for him by connecting him to somebody who’s not in my group, and then he’ll see the value of having me as the leader, because everybody else in the room is learning the same skills and practicing those skills along with me. And then he’ll see that, okay, I’m not going to be expected to just give referrals inside the group, that the whole point is to understand what he’s trying to accomplish. And he’s got three businesses, and he just started a new one that is completely different from anything else he’s done before. So it’s going to be fun connecting him to help him get started.

Stone Payton: [00:31:25] All right. So so you have this group and you still have openings from certain professions or certain types of businesses. Is that correct? And then is this thing like what’s next as this continues to grow and you get that group established, will you maybe start another one. Oh yeah.

Sara Branch: [00:31:42] Oh yeah. Okay. So the way that it works with our franchise is when you when you buy a license, a franchise license, you get the rights to build three groups. Oh, wow. So I’m working on one group right now. And that group just happens to be in Roswell. And when I do my second group, it’s going to be north Cobb County, southern Cherokee County. So that’s a big reason why I’m talking to you, because this is where my second group is going to be so fantastic.

Stone Payton: [00:32:11] All right. What’s the best way for our listeners to connect with you have a more substantive conversation, maybe have that 1 to 1 or whatever you feel like is appropriate website, LinkedIn, email. But I just want to make sure that folks can begin to tap into your work and get to know you.

Sara Branch: [00:32:26] Sure. Well, I’m on LinkedIn, I’m on Facebook, Instagram, I’m at I am Sarah Branch on Instagram. My phone number is (470) 707-3598 and my email is my first name last name Sarah without an H branch. So that’s Sarah Branch at Network connection.com. So come find.

Speaker4: [00:32:54] Me.

Stone Payton: [00:32:54] Well Sarah, it has been an absolute delight having you in the studio this morning. Keep up the good work. What you’re doing is so important. And having such a. Genuine impact. And we sure appreciate you.

Sara Branch: [00:33:07] Oh thank you Stone. That’s wonderful.

Stone Payton: [00:33:10] My pleasure. All right, until next time. This is Stone Payton for our guest today, Sarah Branch with Networking in Action and everyone here at the Business RadioX family saying, we’ll see you again on Cherokee Business Radio.

 

 

Tagged With: Network in Action

BRX Pro Tip: How Will You Sieze the Day?

November 28, 2023 by angishields

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BRX Pro Tips
BRX Pro Tip: How Will You Sieze the Day?
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BRX Pro Tip: How Will You Sieze the Day?

Stone Payton : [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, I’ve always been a big fan of the phrase “carpe diem,” which it’s my understanding means seize the day. What insight, if any, do you have on making sure that you do seize the day?

Lee Kantor: [00:00:19] Yeah. I think it’s so important to really look at today as the most important day of your life. And, you know, maybe it’s because I’m getting older and the days, you know, there’s going to be more – there’s more days behind me than they are in front of me. But today is the only day that is truly real. Yesterday is gone, and tomorrow is not guaranteed for anybody.

Lee Kantor: [00:00:42] So are you going to do the most important things today, right now, or are you going to wait for someday down the road? And most people sleepwalk through life and then look back and say, “Oh, how did this happen?” So are you going to be that person who you hoped you’d become? You know, if you’re not, why not? And you have control of today. Today is, like I said, the only day that really exists. So do something. Be the change you want to be in the world today. Don’t put that off. You know, you can start living that life of meaning and impact today if you want to. And if not today, then when?

GWBC LACE Awards 2023: Vince “The Voice’ Bailey

November 27, 2023 by angishields

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Vince-The-Voice-BaileyVince “The Voice’ Bailey

Vince the Voice

TRANSCRIPT

Intro: [00:00:04] Broadcasting live from the Business RadioX studios in Atlanta, Georgia, it’s time for ABC Radio’s Open for business. Now here’s your host.

Lee Kantor: [00:00:18] Lee Kantor here, broadcasting live from the Georgia Aquarium Oceans Ballroom for the 2023 GWBC Lace Awards Gala, Ladies Achieving Continuous Excellence. Right now we have Vince the Voice Bailey, the emcee of tonight’s event. Welcome, man.

Vince “The Voice” Bailey: [00:00:35] Hey, thanks a lot, man. Great being here with you.

Lee Kantor: [00:00:37] That voice is just it’s instantly recognizable.

Vince “The Voice” Bailey: [00:00:42] Oh, thank you so much. Yes, yes. Great to be here. Great to be here with you.

Lee Kantor: [00:00:46] So when did you know you had the voice?

Vince “The Voice” Bailey: [00:00:48] You know what, man? I’ve been doing this kind of thing for quite a while, and I just love to read it as a kid, to the point where the nuns were like anybody but Vince. Come up and read, and I haven’t stopped talking yet.

Lee Kantor: [00:01:02] So is it just years of smoking? What is your secret?

Vince “The Voice” Bailey: [00:01:06] Well, that, to be honest with you, but I got into this world of media production at a young age and never, never let go.

Lee Kantor: [00:01:15] So what’s your favorite part of production?

Vince “The Voice” Bailey: [00:01:17] You know what? Actually, it’s things like this tonight. I mean, I do commercials and shoot and all that and editing. But like tonight you have the affair and it’s over and the check is good and it’s a wrap as opposed to, you know, having to do some post-production stuff.

Lee Kantor: [00:01:33] Now, any advice for folks out there that are looking to do production? Because so many people I’m sure you’ve seen think they can do this themselves?

Vince “The Voice” Bailey: [00:01:42] Well, I taught and I teach privately. Voiceover and I taught at Clayton State for 12 years. And so I’ll hit that because a lot of people, you know, how do you get into voiceover and what do you do. And so I’m going to drop some nuggets on you first of all, and that is that you begin 99 times out of 99in the world that you live in. So if you’re in education, if you’re in aviation, if you’re in medical, if you’re whatever you’re in, the first opportunities will present themselves in that arena before you go out there. Everyone wants to do the McDonald’s commercials, but who’s going to do Mike’s hamburgers down the street, if you know what I mean? And so I’ve had some success with that, more of a blue collar approach to this whole world of entertainment, and it keeps you working. So I think another thing along those lines, you mentioned productions here in Atlanta is such an entertaining environment, but it’s also a very, as you guys know, corporate environment and corporate entities need just as much production as as the singers and dancers and party people.

Lee Kantor: [00:02:42] So so that might not be as sexy, but there’s a lot of money being made in that space.

Vince “The Voice” Bailey: [00:02:47] Look at me right now. I got on this suit and tie. The ladies is taking pictures with me. I mean, you know, I’d rather do it like this.

Lee Kantor: [00:02:55] So now, what about when it comes to video production? A lot of folks think, you know, I’ve got a camera on my phone, so why do I need to hire somebody?

Vince “The Voice” Bailey: [00:03:03] Yeah, well, I hear that a lot. And people have gone to that. And then they come back to you because you as a professional, you know, I go into a situation. My first question to a client is what do you want people to do after they watch this. And that will dictate the flow? You know, the appeal. It’s got to be for a purpose. You know, I don’t we’re not just taking pretty pictures. We’re trying to get people to either buy this product or investigate this organization or donate or something. There needs to be a purpose. So that’s where the challenge comes in. And that’s why they need to hire somebody like me instead of your cousin with the cell phone.

Lee Kantor: [00:03:45] Now, what is kind of your ideal client? Who is it? Somebody corporate. You know what is what’s the ideal client for your production company? Well, I tell.

Vince “The Voice” Bailey: [00:03:54] You what, this I this is, I want to say, my 10th year, I started in the back of the room as the voice of God. With this, I had met Ross Lewis through the Atlanta Business League back when. And so his voice of God. And then for probably the past seven, eight years, I’ve been on the on the stage and it has been a great relationship and so much so because, you know, the audience is is is a tremendous audience. And as a result, opportunities, some major opportunities have presented from from being in this room. And so events like that, you know, these ties and the bling bling that I have on, I emcee, believe it or not, guys, as a licensed National Dance Council of America ballroom dance competitions professional, I’m talking Russians and all over the country and outside of the country. And it’s amazing that, first of all, I have to pinch myself that I’m even in that environment. But when it comes to that, I think that part of the success has been I. Said, you know that a lot of Russians. I’m a stickler about names. So if her name is Oksana Zolotarev Skya, you need to say Oksana Zolotarev Skya. And a lot of times people, oh, you know, no, that’s their name. And there’s many names like that. That’s just a little thing, a little something different. And it enamors them to you and say, hey, you know, you want to make people feel good. So even though Sally weighs 430 pounds, that purple is popping girl, you know. And that was a great shot shot.

Lee Kantor: [00:05:34] So if somebody wants to learn more about your production company or hire you to emcee their event, what is the website?

Vince “The Voice” Bailey: [00:05:40] Well, I appreciate that. They can look me up at Vince the voice.com. You can Google me. Vince the voice. I’ve been doing a lot of this. Like I say, the nuns are proud of me. I was a good speller and a good reader, and I appreciate the good enunciator and a good dancer.

Speaker5: [00:05:56] But I can break it down now for me too. It depends on what we’re selling.

Lee Kantor: [00:06:01] Well, thank you so much for spending some time with us this evening. You’re doing important work and we appreciate you.

Vince “The Voice” Bailey: [00:06:06] It’s truly an honor. Thank you guys at Business RadioX.

Lee Kantor: [00:06:09] All right. This is Lee Kantor back in a few at the 2023 GW Lace Awards Gala.


About GWBC

The Greater Women’s Business Council (GWBC®) is at the forefront of redefining women business enterprises (WBEs). An increasing focus on supplier diversity means major corporations are viewing our WBEs as innovative, flexible and competitive solutions. The number of women-owned businesses is rising to reflect an increasingly diverse consumer base of women making a majority of buying decision for herself, her family and her business. GWBC-Logo

GWBC® has partnered with dozens of major companies who are committed to providing a sustainable foundation through our guiding principles to bring education, training and the standardization of national certification to women businesses in Georgia, North Carolina and South Carolina.

Tagged With: GWBC LACE Awards 2023, vince "the voice" bailey

BRX Pro Tip: Can You Give Your Prospect a Sample?

November 24, 2023 by angishields

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BRX Pro Tip: Can You Give Your Prospect a Sample?

Stone Payton : [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I love it when I walk in downtown Woodstock here where I live, and one of the restaurants or the ice cream shop will be out front with a little sample. But when it comes to the professional services arena and kind of work that we’re engaged in, I mean, can you give your prospect a sample?

Lee Kantor: [00:00:23] Yeah. I mean, I think that with a little creativity and some thought, you can, and I think it’s a good exercise to at least consider to figure out a way to give your prospect a sample of the result they would get from using your service. Like, how can you give them that taste of what they would get if they hired you? If you can do this, this might eliminate some of the risk or fear they have of hiring you in the first place. And if you can show some kind of success, you might be able to sell them more because the goal is no longer to get a sale with every prospect, the goal is to just get them to try a sample.

Lee Kantor: [00:01:02] So, you know, really think about all the different offerings you have and figure out a way to give a sample in some form or fashion to your prospects. And that really does shift the way you would market from that point forward because now the marketing isn’t geared to trying to get a sale. It’s really geared to just giving somebody a sample to try it.

BRX Pro Tip: 6 Questions to Ask Yourself

November 23, 2023 by angishields

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BRX Pro Tip: 6 Questions to Ask Yourself
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BRX Pro Tip: 6 Questions to Ask Yourself

Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, when someone is considering the idea of pursuing the opportunity to become a Business RadioX studio partner, what are some of the key questions they ought to be asking themselves?

Lee Kantor: [00:00:20] Right. This opportunity is not for everybody. And so, I think it’s important to really look in the mirror and ask yourself these six questions – number one – but also I’m sure there are other ones, but these are six that come to mind for me, you know, before you decide to work with us or be a partner or join our community.

Lee Kantor: [00:00:39] Number one, I would ask yourself if you do this, how much time, money, and effort is really required to do it the right way? If you’re short of time, money, and effort, then this isn’t going to work. I mean, this requires time, it requires some money, and it requires some effort in order to really do this the right way and to get the impact that we all want you to get.

Lee Kantor: [00:01:02] The second thing you’d ask yourself is, does doing this leverage my superpowers? Is this really aligned with my values? Is it really aligned with my strengths? Because, you know, the person that does this in a community is somebody that really cares about the community. They believe in the power of small to mid-sized businesses and how important it is to really help them get the word out about the good work they’re doing but also to show them how leveraging the relationships with Business RadioX can help them grow their business and really have a bigger impact in their community. So if that isn’t aligned with your superpowers, you probably shouldn’t do this.

Lee Kantor: [00:01:47] Thirdly, does doing this help me get the outcome I desire? You know, there’s one thing – sure, you want to make money. You know, everybody gets into business to make money. But also, does doing this help you get the outcome you desire in terms of the impact you’re going to have in the community? Are you going to get the authority that you desire as a leader in the community?

Lee Kantor: [00:02:10] Those are all important things to consider because you’re going to get all of those things if you do this right. And if you’re not interested in doing this, if you think this is some passive thing that you can just throw money at, and then money comes in, it’s not that. This requires something of you in order to be successful. You have to really kind of be the boots on the ground to get it launched for a period of time until you can hand it off to somebody else.

Lee Kantor: [00:02:35] Number four, what’s the worst-case scenario? What if everything goes wrong? Can I handle that? You know, what if I invest the time, I try this and it doesn’t work? Can you absorb that? Is that something that is going to be too painful for you?

Lee Kantor: [00:02:50] And number five, what’s the best-case scenario? What if I just kill it? What if everything I do is working great? What if I get all this business? Can I really handle all of that? You know, that best-case scenario. A lot of people, you know, put together a big list of the worst-case scenario, but they never kind of understand all the unintended consequences that come with a best-case scenario. So think about that as well.

Lee Kantor: [00:03:15] And then lastly, can you live with that worst-case scenario? Is that worst-case scenario too painful that it’s not even worth taking the risk?

Lee Kantor: [00:03:25] So if you ask yourself those six things before you decide, I think you’re going to have the right mindset to make a wise decision.

BRX Pro Tip: 5 Measurable Results

November 22, 2023 by angishields

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BRX Pro Tip: 5 Measurable Results
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BRX Pro Tip: 5 Measurable Results

Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, talk a little bit about what kind of results professional service providers should be promising and delivering.

Lee Kantor: [00:00:14] Yeah. I think it’s really important for professional service providers to deliver tangible, measurable results to their clients in at least one of these five ways.

Lee Kantor: [00:00:26] They have to, number one, figure out a way to make their clients more money. That’s so important. There has to be kind of a direct line between the professional service provider’s efforts and their client making more money, or they have to save them some money. So they have to show them directly that if you hire me, I’m going to either make you money or save you money.

Lee Kantor: [00:00:53] Other things, other measurable results they can work around in addition to or in lieu of one of those two are they can make the lives of their clients easier. Is there a tangible way – you hire me and now your life is easier and I can show you why that is.

Lee Kantor: [00:01:09] Number four. Another measurable thing is I saved you time. Before you hired me, it took you this amount of time to do that thing, and now you hired me and now you don’t have to invest time in that area anymore.

Lee Kantor: [00:01:21] And lastly, the last measurable result that you can deliver or try to deliver is you can lessen their risk. Before you hired me, this was a risky situation for you. But now you don’t have that risk anymore. That’s gone away since you hired me.

Lee Kantor: [00:01:37] So the five tangible, measurable results that I think a professional service provider should be delivering one or more of them are make them more money, save them more money, make their lives easier, save them time, and lessen their risks. If you can do that for your clients, the more of those you can do, the longer you’re going to have clients and the easier it is to get new ones.

Zach Goodfellow with Captain Hook Media

November 21, 2023 by angishields

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Cherokee Business Radio
Zach Goodfellow with Captain Hook Media
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Zach-GoodfellowZach Goodfellow is a Video Game Music Composer, Sound designer, and Co-founder of Captain Hook Media, a music production company.

As a life-long lover of movies, video games, and storytelling, Zach loves using music and sound to bring out the emotional impact of the stories he gets to work on.

Follow Captain Hook Media on Facebook.

This transcript is machine transcribed by Sonix

TRANSCRIPT

Intro: [00:00:07] Coming to you live from the Business RadioX Studio in Woodstock, Georgia. This is fearless formula with Sharon Cline.

Sharon Cline: [00:00:17] Welcome to Fearless Formula on Business RadioX, where we talk about the ups and downs of the business world and offer words of wisdom for business success. I’m your host, Sharon Cline. And today in the studio we have the co founder of Captain Hook Media, which is the best name ever. It just sounds so fascinating to me. He’s a composer musician. I mean you’ve got you’ve got like you’re the jack of all trades kind of person. That is just so yeah, so excited to have in the studio because we have so much to talk about. Welcome to Zach Goodfellow.

Zach Goodfellow: [00:00:49] I am so excited to be here. Thank you for having me.

Sharon Cline: [00:00:51] Of course. Me too. And we have met previously because we were talking about voice over things and kind of getting into the industry, which I like to do, and anything I know is wonderful to share, but also cool, because I got to know a little bit about what you’re involved in. In your world, you have a home studio, you’re obviously you’re into music, but you I if I, I know I cyberstalked you a little bit, but there’s, there’s, there’s like actual music on iTunes and Apple and things that you’ve done. So which is similar to different things that I’ve done. I’ve had my hand in lots of different ways in media. But right now your main focus right now is, is being the co founder of Captain Hook Media. So can you explain to me a little bit about that.

Zach Goodfellow: [00:01:33] Yeah. So we Captain Hook Media is me and my dad and we write music for between the two of us, really anything that fits the sound that we’ve kind of developed, we have kind of a very cinematic, over-the-top, overdramatic kind of sound. We both grew up watching movies and Star Wars and video games and all that. So we’ve done some podcast intros. We’ve done some stuff for like YouTube channels, but mainly my dad works in TV and film and I work in video games. But we are, yeah, music composers.

Sharon Cline: [00:02:03] Scott Goodfellow.

Zach Goodfellow: [00:02:04] Yes.

Sharon Cline: [00:02:05] I like on your website it’s called The Sound of Your Story. Yes.

Zach Goodfellow: [00:02:09] We wanted to make sure that we emphasize that like. We love storytelling. We love being a part of of stories. We’ve done jobs where it’s just, you know, background music for for nothing. And that’s cool. That has its place and all that. But we’re both, again, grew up watching a lot of movies and loving following characters and following a good story. So I really wanted the the website to convey that, like, we’re here to help you tell the story with whatever it needs. We’re not here to try and grab the spotlight from you and write super flashy music like we want to help you. Get your message across.

Sharon Cline: [00:02:43] I think people underestimate how important that is. Or maybe don’t even realize how they’re being impacted by that.

Zach Goodfellow: [00:02:49] Absolutely, absolutely.

Sharon Cline: [00:02:51] So what’s cool about the music that you make is it says on your website that you are cleared and ready to be licensed, so no one has to worry about any kind of legal issues. This is all music for them. Right?

Zach Goodfellow: [00:03:02] Exactly right. We want to make everything as seamless as possible.

Sharon Cline: [00:03:05] So when someone approaches you and says, here’s my video game concept or this is what I’m working on, the themes of what they say to you is that what informs you on the way that you’re creating music?

Zach Goodfellow: [00:03:16] Yeah. So it’s person to person. A lot of times they’ll, you know, they’ll they’re hiring us to be the experts. They don’t really have much of an idea. So we’ll we’ll do a lot of kind of coaxing and just kind of getting to know, you know, tell me about why you’re making this project. So I’m just going to for the sake of not keeping everything unbearably vague.

Speaker3: [00:03:35] I’ll talk in the, in.

Zach Goodfellow: [00:03:37] The context of like a video game. So a developer comes to me and they’re like, hey, I’ve got this idea I need music. Can you help? More often than not, it’s a matter of like, okay, tell me about the game. What’s the story? What is the world like? Is it mid-evil? Is it kind of sci fi? What inspired you to make this game? What games did you grow up playing? And just as many questions as I can get to get a feel for where their brain is at. Um, that way I can at least have an educated guess on what things sound like. The majority of the process is, hey, I wrote this thing. Do you like this thing? No, I hate that. All right, cool. We’ll try something else. Hey, what about this one that’s closer. What about. It’s closer. It’s a very big throwing stuff at the wall and seeing what sticks.

Sharon Cline: [00:04:19] It reminds me of voiceover, the voiceover world. Because people who write copy and they’re looking, they have an idea of a voice in their head, but they don’t know it until they hear the voice oftentimes. Right. So that sounds like what you’re talking about, where someone has a concept. I want it to sound big and epic. Okay. What does that actually translate to? And you could give them something big and epic, but it has the wrong feel. But they didn’t even know that right until you explained it.

Zach Goodfellow: [00:04:43] And that’s what I that’s what made me at a young age, fall in love with music, is that it’s not it’s it’s not necessarily like a tangible thing you can describe. It’s a feeling. So to, to hit what you’re saying, they don’t they don’t know the voice until they hear it. It’s like, I don’t know how to describe to you what I want to hear, but I know what I want to feel when I hear it. And so once you hit that, it’s like, oh, I just felt the thing, okay, we’re on to something. And that’s what makes music so much fun to me.

Sharon Cline: [00:05:06] Oh that’s amazing. And you’re right, it is an emotional reaction and an impact that you’re having. So how did you get to where you are now? I saw that you went to Lassiter High School, obviously here in Georgia, right? Also fellow KSU owl. Hootie hoo. Hootie hoo hoo hoo hoo. You. And so Georgia native, is that where you’ve.

Zach Goodfellow: [00:05:27] Been born and raised? Yep. Wow. I mean, I was from a day old. I grew up right next to Lassiter High School. Oh, wow.

Sharon Cline: [00:05:34] That’s wild. Yeah. So the changes you’ve seen are probably so significant.

Zach Goodfellow: [00:05:37] Oh my God. Wild. Yeah.

Sharon Cline: [00:05:39] But how cool. You’ve got a network of people that are right here in town that you’ve grown up with, which is nice for sure. So how did you get to obviously, you said that you and your father were really into music and but how did you get to your business that you’re in now?

Zach Goodfellow: [00:05:54] Man, it’s been a just series of falling backwards into different things.

Sharon Cline: [00:06:00] I laugh because I’m like, yep, I know exactly what you’re talking about.

Zach Goodfellow: [00:06:04] I’m such a a shiny object person where I get an idea and that idea has to be pursued, I don’t know, whatever it is, I got to commit to it to see what’s there. I’m just now figuring out how to tame that a little bit. Gotcha. But yeah, my dad was a he’s been a musician all his life. So I was born into music. My dad was in a in a very Journey esque band when I was born at the time. And how cool is that? Yeah, they were called tandem. Their their stuff is still on the internet somewhere.

Sharon Cline: [00:06:31] Amazing.

Zach Goodfellow: [00:06:32] Yeah. They were they were really fun. They did. They sold some records in Brazil and never picked up too much in the States. But so I was born into music. I loved music very early on. I started playing guitar when I was like 8 or 9, started writing my first terrible stuff.

Speaker3: [00:06:51] When I was 14.

Zach Goodfellow: [00:06:53] 15. You mentioned that you found some of my stuff on iTunes and Spotify. I would that’s, that’s. I don’t take it down because I’m proud of it. But that is very, very old, very, very old stuff.

Speaker3: [00:07:06] The internet.

Sharon Cline: [00:07:06] Is forever. Oh yeah. But at the same time, that’s a stepping stone to where for sure.

Speaker3: [00:07:10] Like I said, it’s cool.

Zach Goodfellow: [00:07:11] I’m talking jokingly. I’m very proud of what we made, but it’s very, very I was 16 and angsty and.

Speaker3: [00:07:18] You know, it’s very.

Sharon Cline: [00:07:20] Wow, you get to revisit who you were then when you listen to it. Interesting.

Zach Goodfellow: [00:07:25] So that’s how I got into music, but I never really took music like I never. Really committed to it as a serious thing until later in my life. It was just something that I did for fun. So I went to all through high school, did that album in college, started a band with some of my friends from high school, and we did pretty well. We toured very, very locally. We did a couple of like, you know, we drove like an hour was the farthest we went, but we had some good shows. We opened up for a couple of bands that I grew up listening to. That’s amazing, which was a very, very cool experience. That experience ultimately taught me, though, that I didn’t enjoy that lifestyle. I really I’m a homebody, I love my family. I love being, you know, home at night. And that lifestyle doesn’t agree with that. You know, that’s you hop in a bus and go to the next town over if you’re really going to succeed at that. And I’ve always been someone who’s like, okay, I could work on this, but what does this lead to? I’ve always been like a long term thinker. So I hit a point where we were working really hard in that band, but I was like, okay, but if this succeeds, it creates a life that I’m not going to enjoy. So what’s what’s the point of all this hard work? Right? So I let that go and then I just kind of wandered. That’s when I was in college. I didn’t know what I wanted to study, so I took up a business degree, as most Los creatives do, and I got a degree in professional sales. My performing background really helped in sales, and I just kind of figured, all right, I guess. I mean, I’m decent at this. I guess this will work for a little bit. Hopped into an internship selling telemarketing, and two weeks in, I was like, okay, I’m ready to jump.

Speaker3: [00:09:12] I’m ready to jump out the window. This is unacceptable. Oh, wow.

Zach Goodfellow: [00:09:16] Um, and so this is a loaded story. Please let me. I’m a rambler, so stop me if I’m going too far in love. But after the internship, that was like, okay, I can’t I can’t do sales. Um, and luckily I have my best friend was from like 12 years old, an entrepreneur, he lawn mowing business and immediately knew he was going to build his own thing. So his influence had me start starting to look up other things. And I started getting into like Facebook advertising because it was the part of sales that I enjoyed. It was the the catchy lines and the performing stuff and that, and that was fun. And my wife and I started doing that for kind of local businesses for a little while, and that got me through the next couple of years, got me through college. But again, I reached the point of like, okay, so now it’s starting to demand a lot more of my time and I don’t really want to give it that time. What’s the point of this investment? So now I was lost again. Now I’m curious. I’m trying to figure out where I want to go. And I had the bright idea. Okay, I’m working for myself now, but what I could do is go get this other sales job for a company called HubSpot that did marketing software because, like, I know, marketing, I could just go get this full time job, and then in my free time, I’ll go build my music business again.

Zach Goodfellow: [00:10:35] I’m not sure why I thought that was going to pan out, but again, six months into the sales job, I’m miserable. This isn’t going to work. So at that point I’m this. This was three years ago, so I’m 25. And at that point I was like, I’m ready to just commit to the music, because what I ultimately learned was I had put all of this investment and all of this effort into these, these different skills. I learned Facebook ads and I was able to reach relative success there, I learned sales, I was able to reach relative success there. And I was like, what would where would I be if I had invested that six years into building this music career? And that’s a whole, you know, we can jump down that mental tangent of why I didn’t pursue that in a bit, but I decided, all right, it’s time to start being a musician and seeing what happens. So. I called up a friend of mine who had managed the wedding band for my wedding and I was like, hey, I am miserable at my job. I’m ready to leave. I know you’re recruiting people. I can sing like crazy. I’m a great performer. I would love to help out.

Zach Goodfellow: [00:11:41] Just tell me where you need me. And luckily he needed he needed front men. So I went and did weddings for wasn’t long. It was a couple of months and for about a year I did the weddings and I was playing like locally, playing at restaurants, just scrounging money. And that was that was a good experience. I made good money doing that and it really showed me that I can make I can feed my wife and I through music. So I’m most grateful for what that did for my confidence. But again reached a point where it’s like, okay, but the only way I can do this is by working every night, every weekend so I don’t get to spend time with my wife on the weekends. This sucks. Um, and around that time of the wedding band, my dad and I had finally come across the world of sync licensing, which we had never experienced before, we had never heard of. But essentially, that’s the whole industry where music for advertisements and TV shows and basically anything that has music, that’s the industry where that happens and learning how that works. So my dad and I were like, okay, well, we’re writing music anyway. Why don’t we try and pitch it to some people and I promise I’m going to get to Captain Hook Media in a second.

Speaker3: [00:12:53] No, we’re almost there, I love it.

Sharon Cline: [00:12:54] This is this is the way life turns out, though this is what’s interesting to me is, is the twists and turns and the things that you learn about yourself along the way. Right. So this is I’m fascinated. Keep going.

Speaker3: [00:13:05] Okay.

Zach Goodfellow: [00:13:06] Um, so we started doing that and it’s sync licensing is a difficult beast because of how subjective music is. You’re really just essentially the business model is I’m going to, as a musician, write this big old library of music. I’m going to write 20 songs of this certain style and then go and shop it to these libraries, hoping that they that it fits their sound and that they have a use for it. It just it it was it was inspiring to try. But for me again, having now a couple of years entrepreneurial background with the marketing thing and knowing, trying to figure out market and need and all that stuff, it’s like, okay, but like this seems so inefficient. Or we’re putting months and months of work into these songs with no direct customer in mind, right? Um, so then we started exploring other options and we started looking into what does custom work look like, where who’s buying custom music right now? And thus Captain Hook Media was born.

Sharon Cline: [00:14:10] Where did the name come from? I like the name.

Zach Goodfellow: [00:14:12] So it is from.

Speaker3: [00:14:14] Because it’s the.

Sharon Cline: [00:14:15] Hook of music. Yeah.

Speaker3: [00:14:16] Okay, so.

Zach Goodfellow: [00:14:17] My dad and I, ever since I was a kid, have always when we listen to music, we’ve always bonded over the musicians that make really catchy music. You know? Journey and Bon Jovi was what I grew up on, that kind of stuff. Daughtry more recently.

Speaker3: [00:14:31] That’s classic.

Sharon Cline: [00:14:32] Classic.

Speaker3: [00:14:32] Music.

Zach Goodfellow: [00:14:33] Exactly. It’ll live forever because it’s so catchy, even if you don’t like it. Everyone knows the chorus to Don’t Stop Believing.

Speaker3: [00:14:39] I know, and they all sing it.

Zach Goodfellow: [00:14:40] Absolutely, because it’s so that’s the hook of the song. So any time we see an artist who just constantly cranks out hooks. Oh, that’s a Captain Hook. And so we got to this company now. All right. We need to brand it so that people know what we are. He and I both love writing catchy stuff, so just it just worked out.

Sharon Cline: [00:14:58] That’s amazing.

Speaker3: [00:14:59] Thank you.

Sharon Cline: [00:15:00] You’re welcome. So along your journey being a wedding singer, what are some of the things that you saw that you were just like, I can’t be a wedding singer.

Zach Goodfellow: [00:15:07] Weddings are chaotic, man. It’s so. I’m not a high stress person. I’m a very laid back person. I like calm, chill vibes and it just doesn’t exist in the industry.

Speaker3: [00:15:19] Got you by.

Zach Goodfellow: [00:15:20] Nature. It’s such a now, now, now, now, now, now now.

Sharon Cline: [00:15:25] Industry and high emotions too, right?

Zach Goodfellow: [00:15:28] Very high emotions. And it’s very rewarding to to pull it off, you know, to get everything happen to make this happen for the couple. I really enjoyed the memories of seeing everybody dancing. And that’s what I’ve always loved about performing. It’s like, I don’t remember where I got this quote, but someone describes performance as a constant state of giving because when you’re doing a good job at performing, you can see people are changing from stagnant to excited and having fun. So being able to give that joy is amazing. But it’s the all the in-betweens of okay, this is late, okay, we said you had a stage, but now you’re playing on the back of this truck, okay, there’s no electricity anywhere. It’s just. Not for me. Not for me.

Sharon Cline: [00:16:10] When you were performing, when you were initially with your band in college, was it music that you wrote as well?

Speaker3: [00:16:18] Yes. Yeah.

Zach Goodfellow: [00:16:18] So we were we were a progressive metal band. So anybody out there that’s fans of like, Breaking Benjamin and those kind of bands? Yeah, that that I really look back on that fondly and I’m still very close friends with all four of those guys all still doing really cool stuff in music. But yeah, that was all original music. That was a really fun experience. That’s really where I learned how to write.

Sharon Cline: [00:16:43] I think one of the best things about making music, writing music is, is that creation energy is so amazing to me because afterwards you’re like, this song exists. That didn’t exist a day ago, and now it’s now it’s all put together and someone could be singing it. And the effect that it can have, the legacy that you’re leaving. And it’s this creation energy is just powerful.

Zach Goodfellow: [00:17:02] Absolutely. It’s so addictive. It’s so addictive. It’s the best that that creator’s high is just it’s the best cloud nine feeling.

Speaker3: [00:17:11] It’s true. It doesn’t.

Sharon Cline: [00:17:12] Even. It feels like, um, if more people knew what that felt like, they’d be inclined to do it.

Speaker3: [00:17:18] Absolutely, absolutely.

Sharon Cline: [00:17:21] All right, so you had your band then you obviously were able to continue to grow on your skills as you were being the wedding singer. And then as you started to understand the industry of being able to write music, it’s nice that you’ve got your dad, right, who’s.

Speaker3: [00:17:38] Very, very helpful.

Sharon Cline: [00:17:39] Right. That’s great. And he’s being the co-founder with you. So nice to work with people that you know in your family you trust. Absolutely. And are talented. And then now that you’ve got kind of an understanding more about how the industry works and that you did want to have a client specific in mind, how did that change what you were writing? So did you have like your library before? Was it more esoteric? Was it more just this is what I’m thinking we should write today, and that’s what you did, but it just never really landed.

Zach Goodfellow: [00:18:08] To be honest, that it was all so generic. Because you can’t you can’t make it. The thing with like what is called production music, which is the stuff that’s not soundtrack like, you know, movie music, the production music is the the music you hear in the background of a Taco Bell commercial. Right? The thing with that is that market needs it to be complete, almost nonexistent. Like it needs to be interesting, but it can’t ever take anybody’s attention. Which to a point I can get it, but it’s so two. To only write that music for me is very unfulfilling. It’s very like, okay, you learn your formula and even, you know, I’m a big like online course person. I did a lot of self-education on it, and even the educators in the space will tell you, like, look, it’s it’s kind of boring. You come up with your formula and you make seven tracks a week so you can have a better chance of getting getting caught up. And that makes perfect sense from a business perspective. But after having done the sales and the marketing things and realizing I don’t really care about mass wealth, I you know, it’s not the amount of money I make, it’s how I make it.

Zach Goodfellow: [00:19:18] Right. So I didn’t see that as a sustainable 9 to 5 job for me to just be writing this generic. Hopefully no one notices it. Music, you know what I mean? So for me it really changed into. I want to be part of bigger projects I don’t want. I never when I was performing, I never liked the spotlight either. It was always, you know, put on the show because that’s what you’re supposed to do, but I don’t. I’m not a big spotlight person. I like being a supporter. So. Now writing music becomes a even when I don’t have a customer. If I’m just practicing, I’ll go find like a game that inspires me. Okay, what would serve this scene? What would serve this world I like? I like the collaborative effort of this thing now exists because someone else made it. How can I make it more real? You know? How can I bring that emotional impact in a little harder for this particular setting?

Sharon Cline: [00:20:15] So you do it even just for fun?

Zach Goodfellow: [00:20:16] Oh, absolutely. It’s the most fun.

Sharon Cline: [00:20:19] Well, no one’s like expecting anything so you can make it however you would want it, right? Which is nice. Right? So what was it about sales that you felt like you could. Not really. I’m not a sales person either, and I’m not good at it at all. But what was it about it? I’m wondering if we have similar themes. We’ll see. That didn’t work.

Zach Goodfellow: [00:20:35] What I’ve learned about sales for me is I think everybody is good at it. You just have to care about what you’re selling. So you had no trouble getting me on to this podcast because you loved this podcast. You know what it does for people. You know, the benefit that it brings to people that are on it. You didn’t you didn’t have to try, right? That to me is proper sales. So what I was running into, I mean, I do all the sales for Captain Hook Media, I do all of the outreach and all that. It’s very different experience. What I was finding was that like for HubSpot example, they’re a CRM and marketing software, right? I didn’t care, you.

Speaker3: [00:21:08] Know, like they’re.

Zach Goodfellow: [00:21:09] They’re a great company, great product. I would recommend them to anybody. But like I would cold call and be like, hey, what’s up? I’m with HubSpot. We do CRM stuff and they’d be like, yeah, we’re really happy with Active Campaign. Oh, okay. Cool.

Speaker3: [00:21:24] Sorry.

Zach Goodfellow: [00:21:25] You know, like my managers would be like, can you try and lean back?

Speaker3: [00:21:29] But it’s like, no, they don’t want it.

Zach Goodfellow: [00:21:32] I don’t active campaign is awesome.

Speaker3: [00:21:34] Like I get it.

Zach Goodfellow: [00:21:35] I could see why they’d be happy. So I’m just I don’t have the like I could sell anything to anybody. Jean. Some people have that. Some people are just so unbelievably outgoing and they can just knock that. I just don’t have that.

Sharon Cline: [00:21:47] I don’t either. But it’s interesting to me to think that you’re right. We could make money in lots of different ways. I could be doing anything different and make more money, but the quality of my life would be impacted significantly if I didn’t really enjoy it. But then, now my lifestyle is dependent upon the money that I’m making for whatever job I had. I’m wondering if you find that as you are staying really true to what feels right to you, if the right people find you at the right time, or have you had to struggle because I’m. I’m curious how your journey has been impacted by your belief in. You are living your truth.

Zach Goodfellow: [00:22:28] Yeah. I mean, there’s definitely there’s definitely both things that you just said. There’s the struggle and there’s the like sparks of, wow, this is meant to happen, right? I’m a big faith person and I one thing sales did teach me is, you know, delayed gratification. You got to plant your seeds now so that you can reap the harvest six months from now. So for the first, I mean, honestly, still today, we’re still kind of the company is not making a crazy amount of money. I was able to quit my sales job, thankfully, but it’s not like, you know, it’s still very much a. Ebb and flow of when we’re busy, when we’re not busy. But you know, we officially started Captain Hook Media January of 2022.

Sharon Cline: [00:23:11] And still pandemic.

Speaker3: [00:23:13] A little bit.

Zach Goodfellow: [00:23:14] Yeah, still post-pandemic for sure. Um, we didn’t get our first real contract till October of that year, and we were just kind of floating around writing music and pitching until then. But to the second point of the right, people find you at the right time. Um, you know, luck to me is opportunity meets preparation, right? So I put out a listing on Fiverr. I’m sure as a voice actor, you’re familiar with Fiverr, right? Um, for video game music, I was like, it can’t hurt. It’s free, you know? Why not? I’ll put something up. And I put some of our tracks on there. And, you know, within a week of that first listing, I was contacted by a guy named Sharif, now a very close friend of mine. He is the CEO of a company, Valaria Games, there in Canada. And they’re doing this really awesome. I don’t know a lot about crypto and NFTs and all that, but there are a web three game, so it’s a mobile game tied in with cryptocurrencies and NFTs. So like the characters that you have, you have actual ownership of and you can interesting. It’s very fascinating way over my head. I just really like the game. But he contacted me. He’s like, hey, we’re starting up this thing, I need music. Can you send something over? And, um, you know, my dad and I both hopped on it, and thankfully I recognized the type of game he was making because I’ve played those kind of games. So we hit it off on the game very early on and we sent him something over. He liked it, and then from there it’s blossomed into I mean, that contract was the reason I was able to leave my sales job. So there is definitely a trust, the process element to any creative endeavor. I would imagine it’s very much a work now, play later type thing. And then there have been just little gems of right place, right time, preparation meets opportunity that they come and they make the the dry periods worth it, you know?

Sharon Cline: [00:25:08] Have you played the game and seen or listened to your music in the background?

Zach Goodfellow: [00:25:13] It’s not out yet, but he did send me a testable version and to see my music in a play. One of the coolest.

Speaker3: [00:25:19] Experiences I’ve ever.

Zach Goodfellow: [00:25:20] I’ve ever had.

Speaker3: [00:25:21] Yeah. So satisfying.

Zach Goodfellow: [00:25:22] Yeah, because we did all the sound effects too. So, like, everything you hear in that game is us.

Speaker3: [00:25:27] So it’s like.

Zach Goodfellow: [00:25:28] Whoa.

Speaker3: [00:25:29] How lucky to.

Sharon Cline: [00:25:30] Have found each other.

Speaker3: [00:25:31] Right?

Sharon Cline: [00:25:31] Yeah, right. Like you said, the right time. Timing is a huge part of it, I imagine.

Speaker3: [00:25:36] Absolutely.

Sharon Cline: [00:25:37] What do you think people don’t know about the industry that you’re in?

Zach Goodfellow: [00:25:42] Oh my gosh a lot. I still don’t know. You know I think honestly that it exists.

Speaker3: [00:25:49] I was going to say.

Sharon Cline: [00:25:50] How often do I, I was thinking, as you were speaking about the music in the background of shows or backgrounds of commercials, like everything on HGTV, like they’re walking into a house, you know, and there’s some kind of stylized music in the background, and every intro and outro has something. So I imagine that’s what your.

Speaker3: [00:26:09] Industry came from.

Zach Goodfellow: [00:26:10] Somebody. Right? So the industry essentially works as you have your, your writers and then you have what are called libraries, which are the shop keepers of the publishers, essentially. So the writers submit their music to the libraries, and the libraries have their industry contacts with HGTV or ABC Hollywood, whatever. And hey, you guys have that big blockbuster trailer coming out here. All the trailers that we had written this month, pick one and then we’ll get the paperwork signed. It’s a it’s a very like trickle down type of system, but it’s huge. It’s huge. I think as cap and BMI, which are the two you’re familiar with process. Yeah I mean they I think I read I could be horribly misquoting this. I’m not good with memorizing numbers. But in 2022 I think they, they dished out, you know, somewhere in the 100 millions worth of royalties to writers. So like, there’s a lot of people making making a living in that. And that was one of the most inspiring things to me, that if there’s any other musicians listening that I always make the huge mistake of, like, you see the huge names that make a living in music, but there’s this ocean of people beneath them that aren’t huge and wealthy, but pay their bills doing music, and it’s not this unattainable. Oh, I’ve got to be Taylor Swift in order to have a music career. There’s so many people that you would you don’t know.

Sharon Cline: [00:27:38] I follow these amazing songwriters on Instagram. Once I find one, and then I see who else they are involved in, and sometimes I feel like they’re the unsung heroes, you know? It’s like the drummers of a band. I always feel like, wow, they worked really hard and everyone saw the lead singer, right? Like a big drummer fan. But yeah, so thinking about that ocean of people who never get that credit unless it’s a Grammy that they happen to say for writing this song, but they’re never really known. Right?

Zach Goodfellow: [00:28:09] Right. And I mean, that’s to a lot of creatives, myself included, that’s that’s like that’s a plus side. You know, you get to have the career and still go to, you know, Kroger and.

Speaker3: [00:28:18] Not have to.

Zach Goodfellow: [00:28:18] Worry about getting bombarded. Right.

Speaker3: [00:28:20] Like it’s so true.

Zach Goodfellow: [00:28:20] It’s such a possible career path.

Sharon Cline: [00:28:24] So what is the dream like? What would you love to see happen as your career progresses? You and your father and your business?

Zach Goodfellow: [00:28:31] I can’t speak for my father. I think we’re both still in discovering it. Things I know he just wants to be able to enjoy. They’re probably the same man. He just wants be able to enjoy his life, write some music and retire. You know, because my parents are both pretty much retired. He’s he’s in the business as a means of of getting to write music, work with me, and, and we get to work together. I’m definitely more in the, like, blood thirsty, looking for, looking for a career spot than he is. But it works out. Um. I think. I think both of us just want to be able to like. Play, you know, enjoy the way we live our lives. And I know for me, I’ve been doing so much reading on on this, on the importance of play to the human mind, because I find I’m so fascinated by the creative mind and how it works. But like, it’s just it’s we’re taught. When we’re kids, it’s second nature to just put things together. You know, when you’re a kid singing a song that you love. You’re not worried about if you’re on key or if you sound good, you just it’s it’s a blast.

Zach Goodfellow: [00:29:37] And we’re taught later on that that’s not what you do. You don’t get you don’t do that. You go and get your work done and you go be responsible. And it’s like there’s a there’s an obvious place for hard work and discipline, but not, in my opinion, not to the cost of play. So if I, if I could write up where my life goes career wise, I just want to learn how to access and live in that place state and make it valuable to somebody else and inspire someone else to do the same. That’s that’s why I do the music, because even doing music for video games, for me, it’s a matter of like, how can I make this scene much more exciting for the person playing it, you know, how do I give them more, more play and joy out of this moment? So I really just want to get more to to what you said. If more people knew what that creative high feels like, more people would do it. And I really would love to be in some way part of spreading that knowledge.

Sharon Cline: [00:30:37] And it’s interesting when people are playing again, it’s background. They’re not thinking this crescendo or this epic. I don’t even know how to describe the music.

Speaker3: [00:30:45] You’re doing great. Oh, great.

Sharon Cline: [00:30:47] I don’t play video games, but I’m imagining, but just not even realizing how much that’s impacting what they’re experiencing. Yeah, but what’s cool is your journey has been, like you said, twists and turns. But along the way, you’ve learned very valuable lessons to put you in this space of appreciating where you are now. You wouldn’t have before if you hadn’t experienced those things.

Speaker3: [00:31:08] Absolutely.

Sharon Cline: [00:31:09] If you could talk to your younger self, what would lesson would you want your younger self to have known before you started your where you are now in your job?

Zach Goodfellow: [00:31:19] Well, there’s the easy cop out answer.

Speaker3: [00:31:21] Of like, what is that?

Zach Goodfellow: [00:31:22] I wouldn’t change anything because everything I’ve done brought me to where I am today.

Speaker3: [00:31:25] Like that’s is that the cop out? There’s truth to that for sure.

Zach Goodfellow: [00:31:28] But that’s a boring.

Speaker3: [00:31:29] Answer. All right, be creative here.

Sharon Cline: [00:31:31] I’m just kidding. No, I think the same thing.

Zach Goodfellow: [00:31:33] I would love to tell myself, like, you know, trust the process. I would love to have an answer on how to get rid of that whole imposter syndrome thing to myself, but I still haven’t found that answer, and I’m not sure we’re ever meant to. I think that’s a sign that you care about things. So maybe that’s the lesson. Like, hey, the imposter syndrome is a good thing. The fact that you don’t think, even though you put all this work in, that you’re good enough to do anything with it, it shows that you care about it, and that’s a sign that you’re going to be okay. Um.

Sharon Cline: [00:32:08] That’s very interesting twist on that. Given that if you didn’t really care, if you didn’t care if it succeeds or not, or if you’re good at it or not, you’re just you’re not invested enough.

Zach Goodfellow: [00:32:18] You’re not phoning in. I don’t think anyone with that mentality where I’m just trying to I’m just trying to get it out and do it, whatever. I don’t care about it. Like they’ll find quick success, sure, but I don’t think that’s sustainable. I don’t think anybody ever like, finds their. I’m good in that place.

Sharon Cline: [00:32:37] Right where they can feel as if they’ve. Succeeded as much as they possibly can. They’re just getting paid to to show up and say the words or do whatever. Yeah.

Zach Goodfellow: [00:32:48] It’s empty. You’re never going to be fulfilled with that. You know, that’s that’s one of the feelings that, you know, I always ended up coming back to music through the sales and the marketing and all that. It’s like it was always a this will work for now. Feeling this is cool for now. But why? You know, like why why not go do the thing right now? Why not? Why not put your effort into something that you can rather than say this will work for now. You can say this will work forever. That’s I mean that’s know that’s probably it might be a young overambitious thing to think but like that’s. I just I that’s how my brain works. I’ve never even like my wife. I asked her out in high school. She was my really only girlfriend. Like I’ve never been into. Like, if I’m going to take you out to dinner, there should be a plan here.

Speaker3: [00:33:41] I’m not.

Sharon Cline: [00:33:41] It’s not just for now.

Speaker3: [00:33:42] Yeah, I’m not interested. What are we.

Zach Goodfellow: [00:33:44] Wasting our time for? You know, and I see the same thing as far as my career goes. Like, if I’m doing this job and you have side jobs, like, I wait tables now to make the the creative thing a little bit. I don’t have to put as much pressure on it. That’s fine. But something that takes your 40 hours a week energy. Why would you give that to something that’s not inspiring you for tomorrow? You know, how.

Sharon Cline: [00:34:05] Many people do you think? Don’t think that way.

Speaker3: [00:34:07] Oh, so I think most most people.

Zach Goodfellow: [00:34:09] Absolutely most people. Because it’s really scary thing to think that way. There’s a lot of because the world’s going to tell you you’re crazy because no one else thinks that way, and you really have nothing but your own, like faith and self belief to lean on when the world’s telling you you’re crazy for thinking that way. So it’s very difficult and very scary to think that.

Speaker3: [00:34:29] Way, and lonely.

Sharon Cline: [00:34:30] In some.

Speaker3: [00:34:31] Ways, very much so.

Zach Goodfellow: [00:34:32] If you if I didn’t have my dad and my wife, who are both also very creative like that, my mom too, like if I didn’t have people to lean on, I’d probably still be at the sales job because it’s a scary it’s a scary leap to take, you know.

Sharon Cline: [00:34:46] And you don’t know anybody that’s doing that exact thing right in your world, right?

Speaker3: [00:34:50] Right.

Sharon Cline: [00:34:50] Yeah. So you learn the hard way. Yeah.

Speaker3: [00:34:53] For sure. Is there a.

Sharon Cline: [00:34:54] School that teaches you how to do this?

Zach Goodfellow: [00:34:57] I have. I mean, I haven’t come across I could ramble about my my opinions on college.

Sharon Cline: [00:35:02] Well, I’m thinking, is there a like like I went to a voiceover school.

Speaker3: [00:35:05] Yeah, there.

Sharon Cline: [00:35:06] Have to.

Speaker3: [00:35:07] There are courses. Absolutely. There are online courses.

Zach Goodfellow: [00:35:10] Oh, okay. Um, I mean, I could, I could list them. I know a couple off the top of my head.

Sharon Cline: [00:35:15] I mean, that’s okay. If there’s anyone that wants more information, I would like to at the end have them. Okay. Cool. Be able to contact you.

Zach Goodfellow: [00:35:21] There’s a there’s a couple that I would highly recommend, ones that actual like online university. You can get a postgrad degree.

Speaker3: [00:35:27] Oh no way. Who knew. Yeah.

Zach Goodfellow: [00:35:29] So they exist. They’re just obviously it’s not very commercial. So they fly under the radar a little more, but they’re out there.

Sharon Cline: [00:35:35] When do you think that this video game that you were able to be part of will be released? Do you know.

Zach Goodfellow: [00:35:42] Last I heard, it’s I believe it’s been delayed a couple of times. That’s why I’m a little confused on it, but I believe they’re doing like a closed private access, like testing.

Speaker3: [00:35:55] Like beta testing. Yeah.

Zach Goodfellow: [00:35:56] This month you can go on their website valaria, games.com and sign up for it. I believe the game is supposed to release early 2024 like first couple of months of.

Speaker3: [00:36:06] So it’s coming.

Zach Goodfellow: [00:36:06] Yeah, it’s almost here.

Sharon Cline: [00:36:08] Well, imagine what will happen when people play this game and then your name gets out. I’m just to I’m just.

Zach Goodfellow: [00:36:14] I, I’m just excited to be able to download it on the App Store.

Speaker3: [00:36:17] Yeah I was part of that. That’s going to be cool.

Sharon Cline: [00:36:22] I like that you focus on feeling because so many parts of business have absolutely nothing to do with feeling. It’s paying the bills and it’s what is that left brain, you know, cost benefit, those kinds of things. But people are the heart of business and people are inherently obviously feeling so building relationships with people, honoring what you’ve said, making someone feel safe, making someone feel like they can rely on you, making someone’s quality of life better, and all the various businesses that we’ve had on the show are all very important to business. And so many people do talk. They do talk about how they want to be relied upon, and they want to be considered competent and have pride in their work. But I like that you focus on how much music makes someone feel so different, because all of us have had those moments where we’ve heard a song from our childhood and we can remember there’s such a crazy tie and I don’t even understand it, but a crazy tie between our emotions and what we hear.

Zach Goodfellow: [00:37:20] Yeah, and it’s really hard to explain.

Sharon Cline: [00:37:23] It is, it is, but I’m sure people all can understand it. So I hadn’t really thought about that side of what you do, talking about how much you have the the feel behind your inspiration. So translating a feeling into something you hear is, I don’t know, a leap in my mind. It is. It’s like you’re trying to get my brain.

Speaker3: [00:37:43] When you hear.

Zach Goodfellow: [00:37:44] Musicians talk to each other, it makes no.

Speaker3: [00:37:45] Sense whatsoever. Like I.

Zach Goodfellow: [00:37:47] Want that. I just want it to sound chewier.

Speaker3: [00:37:49] Yeah. Like, you know, like there’s.

Zach Goodfellow: [00:37:51] Never any terms that make any sense.

Speaker3: [00:37:54] Yeah, like more.

Sharon Cline: [00:37:54] Staccato, because that’s going to make it feel this way or like, you know, choppy or whatever, because it’s going to make it feel chaotic or it’s hard to put those.

Speaker3: [00:38:00] Words together.

Zach Goodfellow: [00:38:01] My dad and I just finished a theme song for a game that’s coming out, and it’s like a it’s like a science fiction horror game. It’s like mutants and stuff like that. So we wanted it to sound scary, but we kept it was never we don’t speak in theory terms. It was always like, no, this sounds like this sounds like it’s haunted. I want to sound like we’re being hunted. It’s very different feelings.

Speaker3: [00:38:22] Like, you know, so that’s how.

Zach Goodfellow: [00:38:24] You discuss it, because it’s got to be. It’s got to be vibes. It’s got to be feelings. You know, I’m not a very I don’t know, a whole lot of music theory. I’m not a very technical person. It’s just it doesn’t feel right. I can’t I can’t tell you why that part sounds too happy.

Speaker3: [00:38:38] It’s just stuff like.

Sharon Cline: [00:38:38] Doesn’t sound scary enough or haunted enough. Yeah, or lonely enough or whatever.

Speaker3: [00:38:42] It is exactly.

Sharon Cline: [00:38:44] Fascinating to me.

Speaker3: [00:38:45] Yeah, it’s.

Zach Goodfellow: [00:38:45] A universal language, you know? It’s just everyone doesn’t matter if you speak English, Spanish, Japanese, whatever. Like, I can play you something that sounds scary and you’re all, everyone’s going to feel unsettled, like you put strings out of tune together. That doesn’t feel good. That’s just fun to play with that.

Sharon Cline: [00:39:01] I haven’t told this story since high school, but when I was 15, I was able to go to Japan for a month through an exchange program. It was a group of us from the United States went to Japan, and we had a host family, different host families, and we got to know these people. The next summer, they came over to the same families and people we knew. They came over to visit with us in the US. And something so cool and obviously challenging when you’re a teenager. We couldn’t speak Japanese. I mean, there are certain phrases I knew, but the translation issue was real and we had translators. But one of the moments that I always was stuck with me was we were in front of a piano in a school at one point, and one of the Japanese students sat down and started to play a classical piece. And then one of the United States or the American students knew that piece and sat down together. Amazing. And they played the same song like, you know, complimenting each other. And it was just a wonderful way to, like, have a, have a sharing moment that had absolutely nothing to do with that particular language, but but be able to share music. Yeah. And it was like a little intimate connection. Yeah. That they were able to have. And I always thought how important music was in seeing that, because it just was heartwarming in some way. And they were like smiling at each other. And it was a sweet.

Zach Goodfellow: [00:40:25] That’s a connection that. Yeah, you can’t you can’t compare that.

Sharon Cline: [00:40:28] No, I mean, no matter. And there were no words spoken. Yeah. It wasn’t about the words. So it was really.

Speaker3: [00:40:34] You go to a.

Zach Goodfellow: [00:40:35] You go to a concert and be arm in arm with two strangers that speak totally different language, but you’re singing the same song together and you’re joined together in.

Speaker3: [00:40:42] That doesn’t matter. The energy. Yeah.

Sharon Cline: [00:40:44] I went to a Bruce Springsteen concert.

Speaker3: [00:40:47] Yeah, you made a lot of friends. Then it was like with my.

Sharon Cline: [00:40:51] Cousin who travels the whole, he’s lucky enough to travel the world because he’s a huge Springsteen fan. He goes to almost all of his concerts. I mean, they’re Springsteen people that this is what they do and they all know each other. But I was not the biggest Springsteen fan at the time, and so I was happy to go to accompany him. He was here in Atlanta and we were watching, you know, we were very close up to the stage. And of course, he’s playing these, these classic songs and everyone’s just singing. And there was a moment where I was just not really listening to the song, but observing the crowd and seeing everyone on this same wavelength was so powerful to me, because I actually wasn’t on that same wavelength. I was able to kind of look, look around and observe what people are all experiencing in this moment. My emotions weren’t caught, but all of theirs were, and it was neat to see, and I was. I can still remember looking around was sold out. I don’t even know how many people were there. It was in is it Philips Arena? It’s not called a State Farm arena. I can’t remember one next to CNN. So watching all of these people really feel this bond and like you said, all of a sudden they’re all friends. Yeah. There’s just you can’t you can’t quantify it, qualify it. It’s just an energy just feeling.

Speaker3: [00:42:07] Yeah. It’s just a vibe.

Sharon Cline: [00:42:09] Well, I’m excited to see where you go.

Speaker3: [00:42:11] Oh, thank you so much. Thank you. Me too.

Sharon Cline: [00:42:15] It sounds to me in just a quick sum up, is that you’ve continued to go with your gut on what feels right.

Speaker3: [00:42:22] Trying to and what.

Sharon Cline: [00:42:23] Doesn’t is very valuable to right. But it’s led to you, led you to some really amazing experiences and tapping into an energy that brings you a lot of joy. And I think anything that has that joy to it means you’re on the right path 100%. So now that you know what that feels like, I guess, and you have known for so long, it’s nice to see as you go further in your career and you’re tapping into that more and more what the world has for you.

Zach Goodfellow: [00:42:48] Yeah, it’s just exploring. You know, I just read a book for any creative I highly recommend. It’s called The War of Art by Steven Pressfield. Very easy read. It’s like he breaks it up into like it’s like a page, a chapter, just it’s like a parable every day kind of thing. Um, I just completely lost why I brought that book up. What were we just talking about? Following joy. Oh, um. He compares decision making and how to how to actually I think I’m quoting the wrong book. I’m going to commit to it.

Sharon Cline: [00:43:21] It’s we’re going with that.

Speaker3: [00:43:22] Comparing like.

Zach Goodfellow: [00:43:23] Making essential decisions and knowing how to follow your gut more honestly is and I’ve been practicing it for a couple of weeks and it’s serving me pretty well. But it’s either a hell yes or a no. Never allow yourself to take something where it’s like, yeah, I guess, I guess that’ll work. Like that’s that’s a waste of your time. If it’s not absolutely, then it’s a no. Because if you if you accept opportunities that are kind of cool, it means you’re turning down a hell yes, that’s coming in the near future. And I can 100% attest to that in my past, where the I guess this works caused me to lose sight on all the hell yes as I could have had, and I’ve never once regretted taking something that was a hell yes for me in the moment. So I’m trying to practice that more, more often now. And it’s definitely it’s been a helpful exercise in trusting your trusting your gut.

Sharon Cline: [00:44:13] It’s well, it encourages you to always be in touch with your gut, right? Because oftentimes I can shut that off and just be like, well, I have to do this because. Right, right. I can tell you a thousand reasons why, right? But my gut is like, what? We’re not involved at all.

Speaker3: [00:44:28] Like, yeah.

Sharon Cline: [00:44:28] But well, that’s it’s intellectual. It’s I can justify. But if I’m in touch with my gut, that’s completely different. Right. And it’s actually I’m thinking about it now. It would be honoring myself so truly that imagining myself living that way, I like I have like an initial resistance. And it makes me wonder why why.

Zach Goodfellow: [00:44:51] The whole Art of War book is labeling that resistance. It’s such a fascinating read, and how that resistance is your your gut or your heart or whatever. I’m not sure exactly what term he uses, but it’s it’s you trying to protect yourself from the scary thought of pursuing that thing you want and not getting it. And that’s why all creatives deal with so much resistance is because we care about the outcome so much, we can’t handle the fact of we could fail at getting it, and.

Speaker3: [00:45:18] The disappointment will be too much.

Zach Goodfellow: [00:45:20] So we talk ourselves out of even trying, because if we never try for it, we can’t fail.

Sharon Cline: [00:45:24] Yeah, we’re not disappointed.

Speaker3: [00:45:25] Yeah.

Zach Goodfellow: [00:45:26] And that resistance becomes so convincing, right. You can easily just oh I couldn’t I couldn’t go write music for video games because that’s that market doesn’t even exist. I only have a sales degree. I’ve never done this before. They’re all valid reasons, which makes it even more difficult and scary to deal with. But it’s yet another like if you’re feeling that that’s the direction you lean into. You only feel that towards things that are really important to you. Wow, that’s such a good book.

Sharon Cline: [00:45:51] Because I just felt it right now. So I’m like, oh.

Speaker3: [00:45:53] So that’s that says a.

Zach Goodfellow: [00:45:54] Lot. That’s something for you to at least explore, you know, don’t dive head first into it, but read in a little bit more, you know?

Speaker3: [00:46:01] Well, I really.

Sharon Cline: [00:46:02] Appreciate you giving me some very valuable information on myself.

Speaker3: [00:46:06] I’ll be happy to share.

Zach Goodfellow: [00:46:07] I do a lot of reading and self exploration, so it’s nice to just talk to another human and not my own brain.

Speaker3: [00:46:12] Yeah.

Sharon Cline: [00:46:14] Yeah. I’m not always happy with my own brain is not always the happiest place, you know.

Speaker3: [00:46:18] Clearly creative minds.

Sharon Cline: [00:46:21] Well, how is there anything I can do that that helps you in this world?

Zach Goodfellow: [00:46:25] This has been an incredible experience in itself. Thank you so much for having me on. You know, I just keep doing what you’re doing. I think I think this show that you’ve built is really awesome to do exactly what we have both talked about wanting to do and inspiring other people who are afraid to take that leap to do so. So just keep doing what you’re doing.

Sharon Cline: [00:46:45] Thank you. And you too. I can’t wait to see where you go. I’d love to have you back on, like, maybe in six months when? Well, you’ll be too busy. You you’ll be moving to LA.

Speaker3: [00:46:55] I don’t know, I’m not going to LA. All right.

Sharon Cline: [00:46:57] Whatever, Canada, whatever happens.

Speaker3: [00:47:00] I’d be I’d be.

Zach Goodfellow: [00:47:00] Honored to be back on. This was a really, really cool experience for me.

Speaker3: [00:47:03] Well, how can.

Sharon Cline: [00:47:03] People thank you? How can people get in touch with you if they would like more information?

Zach Goodfellow: [00:47:07] So both my dad and Maya’s contact info is on W-w-w dot captain Hook Media.com I’m on pretty much all social medias. As for Captain Hook underscore Zac okay, I’m happy to, you know, happy to talk, reach out with whatever doesn’t matter me. But Captain Hook Media is probably going to be the easiest thing to find.

Sharon Cline: [00:47:29] Excellent. Well, thank you so much, Zach. It’s been such a pleasure to chat with you. Last time it was a very short one. We just talked about voiceover things, but getting to know what you’re involved in and also seeing how you use your creative side to bring so much joy to your life. And and like I said, being true to yourself is incredibly inspiring to me. And I think a lesson I needed to hear today. So I’m really grateful that you spent this time with me.

Speaker3: [00:47:53] Well, I’m grateful.

Zach Goodfellow: [00:47:54] That I said something useful.

Speaker3: [00:47:55] So thank you, thank you, thank you so much for.

Zach Goodfellow: [00:47:57] Having me on. This was really an honor. I really appreciate you inviting me.

Sharon Cline: [00:48:01] My pleasure. And thank you all again for listening to Fearless Formula on Business RadioX. And again, this is Sharon Cline reminding you that with knowledge and understanding, we can all have our own fearless formula. Have a great day!

 

Tagged With: Captain Hook Media

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