Explain This Book To Me Podcast

Explain This Book To Me

Josh Lipstone
In the Explain This Book To Me podcast, host, Joshua Lipstone sits down with authors, thought leaders, and visionaries to explain the book to the Loyal Readers and ask the guest the questions that we all have. The genesis of the podcast came from Josh's desire to improve himself and better his insurance agency. As he began to read books on leadership and sales he was left with almost as many questions as he had when he first opened the book. Thus the idea of creating the podcast came to be and he has the privilege to learn directly from those he aspires to be like.
Book 4, Episode 3: The Buyer's Journey Part 2
In the third episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They continue their discussion of the buyer's journey and how to use video in the Consideration, Decision, and Post-Sale stage. We also learn about a mutual hatred for cooking blogs. Episode Highlights: Tyler gives a piece of advice to those who are considering writing a book. (1:13) Tyler shares a story about Uberflip and how to best utilize explainer videos. (5:48) What are some examples of calls to action that have higher conversion rates? (9:12) Tyler shares his thoughts about pricing transparency. (15:43) Tyler discusses why someone may decide not to move forward with a call to action. (19:04) Tyler gives an example of a great subject line and a generic subject line. (22:10) What are Tyler’s thoughts on using emojis in subject lines? (23:31) Why can't we embed videos into the email, and what’s preventing it from happening? (25:15) Tyler shares the video and business benchmark report that VDR does annually. (32:43) Tyler shares a story about a small tech company called Buck. (34:58) Tyler explains why filming and production are the most important stages. (41:04) Tyler outlines helpful tools that Vidyard offers. (55:01) Key Quotes: “First and foremost, if you're worried about your competitors learning about what you really do... Rest assured; they already know. To think that your competitors aren't doing research on you, they don't have somebody who signed up for an account and gave it a try...That's just not reality.” - Tyler Lessard “The opportunity to have a video as your call to action...is that opportunity to be different, to be unique, to stand out and to offer them a type of action that feels more natural to them, as opposed to something that is going to require effort or action.” - Tyler Lessard “I do find that in today's marketplace, it is simply an expectation of audiences, and there is very little tolerance for not having closed captions. So, I do think it's something that we need to consider not just for the convenience, but also for true accessibility for different audience members.” - Tyler Lessard Resources Mentioned: Joshua Lipstone LinkedIn Lipstone Insurance Group Tyler Lessard LinkedIn The Visual Sale
Mar 24, 2021
1 hr
Book 4, Episode 2: The Visual Age & The Buyer's Journey Part 1
In the second episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They discuss Tyler's journey into the world of video, how the evolution of buyer behavior has changed and how to use video during the awareness stage of the buyer's journey. We also hear about a conversation that Tyler had with his son when he began writing the book. Episode Highlights: What does Tyler attribute to his success; nature or nurture? (2:41) Tyler mentions his definition of connection. (3:52) After his first discussion with Marcus, Tyler discusses the goals they set for the book. (5:53) Tyler shares a story about his son, Alec. (8:21) What are Tyler’s Four E’s of video? (11:53) Tyler shares why he included home insurance as part of the video. (15:14) What are some best practices for recording a video? (17:25) Tyler shares what business owners must do before they start creating a video. (27:35) Tyler mentions the five styles of educational videos. (33:16) What advice would Tyler give to the listeners to overcome their hurdles? (43:08) Tyler mentions the best strategy for video on social media. (53:08) Key Quotes: “We need to be mindful about how we enable people on the other ends of these connections. To connect with us, get to know us, to feel invested in our personality, in our success and to make them feel like we're invested in them as well.” - Tyler Lessard “If all else fails, start with your website. Look at what you're trying to accomplish there. Could video help me tell a bigger, better story here? That's going to create a more emotional connection with those buyers.” - Tyler Lessard “The best strategy for video on social, is to create video content that is meant for the social networks. But that being said, many of us have a lot of great content that we can repurpose and reuse on these different channels. And, that's absolutely an area that you can start and get value from quickly.” - Tyler Lessard Resources Mentioned: Joshua Lipstone LinkedIn Lipstone Insurance Group Tyler Lessard LinkedIn The Visual Sale
Mar 17, 2021
1 hr 6 min
Book 4, Episode 1: The Art Of Video For Sales & Creating A Culture Of Video In-House
In the first episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone, begins his discussion with co-author of The Visual Sale, Marcus Sheridan. They discuss the six types of videos that you need to produce for your business, how to find & hire a videographer, and how to get buy-in from your team on embracing video. And you'll find out what Marcus' favorite book of all time is. Episode Highlights: What does Marcus attribute to his success, nature or nurture? (2:21) Marcus mentions the Visual Sale website. (4:05) Why does Marcus believe that an organization is a media company over a sales organization? (8:17) Marcus shares why you need a videographer more than a salesperson. (9:21) What is the difference between videos that are used for sales and videos that are used for marketing? (12:57) How does the sales team integrate video into the sales process? (19:46) Marcus mentions where the 80% video comes from. (19:52) Marcus shares his opinion on the “About Us” video. (28:28) What are the biggest mistakes that companies make with fit videos? (31:42) Marcus shares the main key in the process of researching. (40:18) Marcus mentions the aspects of a great videographer. (54:22) Marcus shares a story about creating a video with Jenny. (1:05:44) Key Quotes: “The idea is that we've got to take part in the digital world and embrace the digital buyer, and therefore align with what the digital buyer wants. That's why you have to see yourself as a media company.” - Marcus Sheridan “If we can help the sales team shorten the sales cycle and close more deals today, it was worth it. Regardless of what happens on the marketing side, regardless of if it ever produces a single lead, it was worth it. This is essential to remember.” - Marcus Sheridan “I don't want to write about the best equipment that I should be using to get started, that could change so much over the next year. It would be silly to do that. So, that's the type of content that we would need to have on visualsale.com so that we can evolve it. I wanted this book to be more evergreen that you read in five years, it could be just as relevant.” - Marcus Sheridan Resources Mentioned: Joshua Lipstone LinkedIn Lipstone Insurance Group Marcus Sheridan LinkedIn IMPACT The Visual Sale
Mar 10, 2021
1 hr 11 min
Book 3, Episode 6: Influence In Social Media - But Wait, There's More
In the sixth and final episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how to use the principles of influence in social media and some of the stories that didn't quite fit into other parts of the book. And Brian teaches us his secret to happiness. Key Quotes: “I came up with a personal brand at the time, and my slogan was ‘when it needs to be done well’. That tied back to my personal mission statement, which starts with the overarching aim that when I die, God will say, ``Well done, good and faithful servant.” - Brian Ahearn CPCU, CTM, CPT, CMCT (5:11) “I think if you do it well, you can support people. And they may end up leaving, that's okay. They'll probably also help you recruit somebody that could fill that position, and then you go back to what you've always done.”- Brian Ahearn CPCU, CTM, CPT, CMCT (11:42) “We gain authority status with people quite often when we're willing to admit weakness...you know, you're seen as a little more humble.” - Brian Ahearn CPCU, CTM, CPT, CMCT (17:15) “I always think it's good to start with, relationship. If you have that connection, because of perhaps friends you have in common, connections you have in common, it's amazing how that will make a difference.” - Brian Ahearn CPCU, CTM, CPT, CMCT (23:08) “It's called social media. I mean, we should be social. This is not just about you, me, or anybody else, broadcasting our message all the time. Basically, using it as an advertising platform in building relationships so that we can hopefully help each other connect with other people, maybe do business, but it's not just this big advertising platform.” - Brian Ahearn CPCU, CTM, CPT, CMCT (24:56) “If you stop and think about your main business, insurance, you don't know the political affiliation of the people that you ensure, you don't know their views on lots of things. But you do know that these people need insurance, and that's what you do. So you don't want to alienate people, simply because they see that you hold an entirely different view on a controversial subject.” - Brian Ahearn CPCU, CTM, CPT, CMCT (30:08) “You’ve got to move away from telling people what to do to ask them, it's the act of asking, and when somebody comes back and affirms that, yes, they will do something. That's the commitment that they've made.”- Brian Ahearn CPCU, CTM, CPT, CMCT (38:27) “The more effort you put into something, the more likely you are to want to see it through. So all of that psychology that I could use to maybe persuade you I can use to persuade myself to accomplish the things that I want to accomplish.” - Brian Ahearn CPCU, CTM, CPT, CMCT (47:00) “I plan on being a lot better in 2022, 26, etc. Because I'm always going to be looking for ways to grow and that will benefit any of my clients.” - Brian Ahearn CPCU, CTM, CPT, CMCT (59:19) Resources Mentioned: Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn Influence People, LLC Joshua Lipstone LinkedIn Lipstone Insurance Group Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical Advertisers: Agency VA ePayPolicy
Oct 26, 2020
1 hr 5 min
Book 3, Episode 5: Business Case Studies In Influence
In the fifth episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how the principles of influence impacted others in very well known and public situations and what the company or person should have done. And you'll find out if Brian was able to put his daughter on a plane after watching the movie Taken. Key Quotes: “I think being so rooted in, we're the biggest in the world, we don't need to change, people need to change in relation to us, was a big part of the downfall.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (5:14) “Their inability to persuade the right people, I think is a big reason that they missed the mark so badly and ultimately lost their dominance, and filed for bankruptcy.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (7:14) “I always say, great ideas don't become projects until somebody above you says yes. So to me, that shows that everybody in an organization has to at some level, have good persuasive skills. Otherwise, those really smart minds, who could propel you forward may not be listened to.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (8:14) “If you're not giving me something out of a genuine thought of giving, if you're really giving it as a tactic, just to get me to do something, then what I'm saying no to is the tactic.” - Brian Ahearn, CPCU, CTM, CPT, CMCT(31:26) “If we don't act here, it could be the downside, that starts to make a very persuasive case to listen closely to what those people have to say, rather than just thinking, you don't know what you're talking about, we're doing fine.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (10:25) “I might say, you know Josh, everything you've said makes complete sense to me, and there's a part of me that's drawn to that. Another part of me deep inside that said, something's not right here, and I'm going to have to trust my gut for now on this and just remove myself from the situation.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (32:10) “Even when we are not focused on something, we are still taking in that stimulus. That's a big reason that people could become alert to the danger that helped us survive, and I think that's the mechanism that's at work. You can't put your finger on it, but your senses are taking in enough for you're saying something's not right here and therefore, I need to proceed with caution.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (32:46) “If you and I now had to negotiate something, we would have a much better opportunity to come up with some kind of deal. Because I get a sense that you like me, I like you, there is respect and trust, there are all these variables that will have us hang in there longer and work harder to come up with a deal.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (56:05) Resources Mentioned: Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn Influence People, LLC Joshua Lipstone LinkedIn Lipstone Insurance Group Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical Advertisers: ePayPolicy Agency Performance Partners
Oct 19, 2020
59 min
Book 3, Episode 4: Business Tips To Impact The Bottom Line
In the fourth episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how Brian has used the principles of influence that was discussed in episode 2 in real life situations. And at the end, you'll want to buy as many yellow sticky notes as possible. Key Quotes:  “Book two differs a little bit from the book we're talking about in it is a very hardcore sales book and it's specific to insurance agents. So it looks at the sales process and when these principles are most applicable at different points.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (1:44) “Handwritten is always best. That's what indicates that you have done a little bit more .” - Brian Ahearn CPCU, CTM, CPT, CMCT (7:08) “The more somebody knows that you personalize something to them...they are to respond in kind.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (13:45) “Sometimes I will put a sticky note sticking out of the book on page 43. Just so they'll flip it open. And I say, I think you'll really like this story. And if they start with that story, and they're activated, like, wow, now they want to read the book.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (15:03) “It's critical to get your expertise out early. So people will then pay attention.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (20:26) “Leverage what you are good at. So maybe if you come into the insurance industry, and you're not really strong yet on coverages and certain other aspects. But you might be really, really good with technology, and your ability to bring that to insurance agents and help them get better. That becomes part of your expertise.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (22:52) “It's not what it costs me or how hard it was, for me, it's what it means to them. And if it means a lot, and they're praising me, I should graciously accept that.”- Brian Ahearn, CPCU, CTM, CPT, CMCT (36:35) “The difference between the person who would constantly be the ‘I need the sales numbers with profit by Friday’ and the person who's thought about it, and always asks instead of tells. They always have fallback positions. They give reasons because that's the person who by far will get what he or she needs much, much more than the person who is in that trap, because that's what they've always done is just tell people what to do.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (44:37) “I work to live, I don't live to work, I will never sacrifice my faith, my family or my personal well being for my career.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (51:20)  Resources Mentioned: Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn Influence People, LLC Joshua Lipstone LinkedIn Lipstone Insurance Group Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical  Advertisers: Podium ePayPolicy
Oct 12, 2020
54 min
Book 3, Episode 3: Other Persuasion Tools For Your Tool Belt
In the third episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss the other tools that the Loyal Readers will need in their tool belt to get someone to say Yes to them. And you'll learn why you should always use your four-digit birth year and not your two-digit birth year. Key Quotes:  “Unlike the principles of influence, those that can be very situational contrasts are always, always available, because human beings are always making comparisons from one thing to another.” - Brian Ahearn “It is a natural tendency for us to look for things that confirm what we already hold dear, what we believe, and what we value. That is a much easier cognitive process than looking for all the reasons to disconfirm what we believe, or what we value.” - Brian Ahearn “People don't make decisions based solely on logic, right? Feelings come into play, and that feeling of what we consider to be fair, at least here in America is very traditionally a 50/50 type split.” - Brian Ahearn Resources Mentioned:  Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn Influence People, LLC Joshua Lipstone LinkedIn Lipstone Insurance Group Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical Advertisers: Agency VA ePayPolicy
Oct 5, 2020
51 min
Book 3, Episode 2: The Principles Of Ethical Influence
In the second episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author, Brian Ahearn. They discuss the seven principles of influence, how to use them, the power that they have, and how to get someone to say Yes. And you'll hear how one of the principles caused Josh to buy a backpack leaf blower, but you'll have to listen to find out why.   Episode Highlights: How did Brian spend his Labor Day? (0:40) Brian talks about the two-day workshop he’s doing. (1:26) Does Brian do any keynote or speaking engagements for associations? (1:52) Brian shares that they use a basic model called core motives developed by DR Gregory Neider. (3:55) What are some of the decisions that people are making in business that are autopilot decisions that Brian has observed in his years of coaching? (7:39) Brian says that people are more motivated by what they may lose versus what they may gain. (8:48) Brian explains how the principle of reciprocity would apply to sales or business. (12:40) Brian mentions that a small act can start to change how somebody thinks and feels about you and your agency. (13:02) Brian gives examples of principles that can make a big difference. (14:55) Josh says that when you think of reciprocity, think of the word giving. (18:43) Josh says that he challenges the loyal readers to think about the people in their life who have had an impact, which at the time, maybe you didn't appreciate or understand. (25:04) Brian shares his experience working with the Claims Department. (26:23) Brian talks about the game changer when it comes to manipulation. (27:42) What type of advice can Brian give to loyal readers who do work in a family business and struggle with listening to one another? (30:11) Brian says that virtually everything has good and bad, positive and negative. ( 34:16) Brian encourages loyal readers to get something that's going to come to the surface as a rejection or a weakness in what they’re offering. (35:55) Brian thinks that certain things are based on trends. (38:34) Does Brian have any advice on how someone can go about changing their opinion and not be called out by others? (47:14) Brian says that he’s not going to change anybody’s opinion on Facebook, but he’s going to change your opinion when he has a one on one conversation. (49:19) Brian explains how the scarcity principle works. (57:30) Brian shares the story of his father who serve
Sep 28, 2020
1 hr 9 min
Book 3, Episode 1: Foreword. Professional Success And Personal Happiness. Why Influence Is All About PEOPLE.
In the first episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone begins his discussion with the author of the book Influence People: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical, Brian Ahearn. They discuss why Brian wrote the book, what the Loyal Readers will learn by the end of the series, and what the word PEOPLE actually means. And there's a chance a popular Marvel character will make a surprise appearance at some point.   Episode Highlights: Does Brian prefer to read a physical book or an Ebook? (1:40) What is Brian’s favorite book? (2:43) Brian mentions that he wrote a blog post called “Five books that impacted my life.” (2:54) Would Brian say it’s nature or nurture that made him the person that he is today? (4:42) Josh talks about Kobe Bryant’s quote that he has read which is “I was blessed with talent, but worked as if I had none.” (6:06) Josh and Brian discuss a story from a book written by Dave Lakhani. (6:40) Brian talks about the fear of rejection. (9:11) Brian explains why there are no chapters in his book. (11:59) Brian says that if you find yourself in a situation where the technique doesn't work, you're dead in the water, But if you understand the philosophy and the psychology behind it, then you can pivot. (14:30) Brian defines what social psychology and behavioral economics are. (15:40) Brian says that people will learn throughout the book that small changes can make a big difference in people’s willingness to say yes and do what you want them to do. (17:22) Brian mentions that his goal is to take what people are learning through research and help individuals and organizations put it into practice. (18:49) What advice can Brian give to Josh to get over the hump and be able to promote himself? (20:59) Brian talks about the bio on his website. (21:53) Brians talks about the acronym he came up for the word PEOPLE (Powerful, Everyday Opportunities to Persuade that are Lasting and Ethical). (24:37) How much could Brian deadlift, bench, or squat back when he was doing competitive bodybuilding? (26:03) Should the loyal readers try to emulate their heroes that may have certain gifts that they are not blessed with? And if not who should they try to emulate? (27:56) Brian mentions that he encourages people to understand what research says about how humans think and behave. (30:02) Brian gives an example of what non-sales selling is. (32:45)
Sep 21, 2020
1 hr 10 min
Book 2, Episode 6: The Meeting & The Client Experience. Chapters 12 & 13. We Arrive At The Final Meeting To Close The Prospect And Learn The Foundation To Providing A Client Experience Unlike Any Other
In this episode of the Explain This Book To Me podcast, host Josh Lipstone concludes his discussion with David Carothers, the author of the book, The Extra 2 Minutes. They discuss how everything leading up to this moment has prepared us to close the deal and how to provide the client experience that no one has seen before. And David lets us in on a secret about his upcoming book.   Episode Highlights: How is David feeling with this being the last episode? (00:44) David mentions that he will write another book. (1:08) David shares that he’s had several people reach out to him from just hearing the podcast great (1:28) What has writing this book meant to David? (2:15) David thinks that he underestimated the reach that we have on people and our ability to influence people in changing the way they run their business, or they approach sales. (2:23) In David’s opinion, if the book has made enough impact on people, they'll take the time to go do that. (3:39) Josh shares the reason why he’s doing this podcast. (4:29) David mentions that he’s generous with his time, he likes helping people, and he likes knowing that the advice that he gave helps them win. (5:10) David tells Josh that he has never felt more vulnerable than writing a book and just putting it out to the public. (5:41) Josh mentions that this is making him contemplate writing a book. (6:18) David shares that writing a book is a good exercise and therapeutic. (6:25) David mentions that he’s one of those people where he can't just put something on the schedule that requires some level of creativity and thought into it. (7:20) If David could go back to when he was writing it, what would he have done differently, and what would he keep the same for writing the book? (8:01) Does David have any advice for the loyal readers who would be contemplating writing a book? (9:43) Josh mentions the next section of the book, which is closing the deal and it starts with Chapter 12, The Meeting. (10:03) Could David give us an example of how or what he would say to the prospect in discussing the journey, how he prospects, why he’s a good fit, and why they're a good fit? (11:47) David shares that it’s essential to know the prospects that you're going to be able to make the biggest impact on, and have the best opportunity to drive, and change in their organizations. (12:26) David shares one of the best success stories he ever had. (13:42) Does David ever get to the point and realize that the prospect is not a good fit for him and the agency, and how does he pivot the conversation to not move forward? (17:10) David shares that he doesn’t want to ask people about the insurance-related question because they're automatically associat
Sep 14, 2020
46 min
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