2077 - Redefining Consumer Engagement through Personalization with iProelio’s Peter Lisoskie

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1:05With us right now, it's Peter Lissoski. Peter, you're the CEO of iProlio, and you are the founder of Relatable. Now, Relatable is found on the web at home.relatable.pro. And that link is listed in the podcast app right now to our friend that's listening. So just click around in your podcast app. You'll find the direct link so that you can follow along. Now, what I will also say right up at the top is relatable is actually a product that we've been demoing. You can see on our front page an instance of this. And so you can, if you're curious just to see like how we're using this platform that we're going to talk about, you can just go to my website, upmyinfluence.com.

1:50And you can see, you know me, you like me, so you can see how I've been using this platform. But Peter, it's great to have you. I really am quite bullish on the Relatable platform because I am a huge fan of personalization and ensuring that we're communicating the right message to the right people. And that's essentially what Relatable does in video form, which I think is fantastic. But, Peter, thank you so much for joining us. Oh, I appreciate it. I'm grateful to be here. So thanks, Josh. Josh. Yeah. Do you mind maybe sharing a bit about what Relatable is? Yeah. I'll start with Relatable. So Josh, I'm big on spotting socioeconomic megatrend behaviors.

2:35And I looked at about a couple of years ago when we started Relatable, this is where I got the idea. You know, tech megatrends like the internet, cell phones, things like that. You know, they're unstoppable forces. They're only going to grow. But there's these socioeconomic forces. And what I found out, and a lot of it's based on what's happened with the native digitals, who are now 51 % of the global population and growing, is that first, what's happened is people, no one wants to be sold anymore. Everyone wants to buy. I tell people all the time, look, if you want to find out how things are happening, go look in the mirror and ask yourself one question.

3:11How do I buy? If you go online and do research, so is everybody else. And so this is why lead generation, email marketing, cold calling, salespeople selling you is dying. Because they know when you own a sales phone, you're going to be sold. You go into email marketing, you're going to be sold. And so I define lead gen as I invite you into my sales process and I persuade you to buy. Yet no one wants that anymore. So that's the first thing. Second is like what you said, Josh. People want to build relationships with people, not relationships with companies or brands. and and so if you look at HubSpot did a study last year 70 percent of all consumers they don't care as much about companies or brands they want direct interaction through video with CEOs or founders and that's even fortune 500 corporate CEOs so this is where that's you know changed and I don't care who you are how big your company is you got to get in front of a camera it's just the way that's it's the way things are going to be going forward third Josh is like kind of what you did with You're relatable.

4:11One size fits all marketing just doesn't cut it anymore. You talk about choose your own adventure. I call it choose your own experience. But everybody has a different priority set. Like in my SaaS demo, when I do a relatable, when they come in, it's like, well, what do you want to learn about? Do you want to learn about this, this, this or this? Some people want to look at FAQ. Some people want to look at price. Some people want to look at a certain type of functionality in a product or service. but you got to let them choose and you can't shove a one size fits all a to b approach like in sales funnels or even in other interactive platforms down their throat because they don't want that and then the fourth is people are looking for a dialogue not a monologue and that's why i say while passive video is okay passive video doesn't cut it anymore because it's a talk at you and people don't want that they want interaction they want engagement they want conversation and dialogue.

5:03And so these are the four shifts in online behavior that has already happened. This is why we're moving away from the attention economy and lead gen over to the relationship economy and demand generation. And basically all relatable does, it matched those behaviors. That's what we did. Yeah. And again, the way I kind of describe it and the language I keep using is, again, it's kind of a choose your own adventure for those who are familiar with the The book series of the 80s and 90s, you know, were essentially, you know, unlike a linear book where you were forced to travel wherever the author wanted to send you.

5:43The idea is the author just says, hey, look, here's where we are in the story. Where do you want to go? And it's really interesting. And I think about, and I don't, you know, we don't have to go down this rabbit hole for too long. But I've heard a lot of futurists, you know, on the topic of entertainment saying, get ready, because there's going to be a whole lot more of that. You know, if you want a dystopian space opera, you know, with an industrial soundtrack and stars, you know, so and so, the future is, okay, bam, there's your movie. Now, that sounds frightening, I think, to some. But, you know, this idea of, you know, technology can really give us about anything that we want.

6:31And sure, that's entertainment, but that's also in these areas of content consumption. I think we're seeing some interesting things from Google around kind of these AI podcast hosts as well. It's still not humans. And I think everyone knows it's not humans. So we take it for what it is. But, you know, again, I think anyone who kind of listens to what we're talking about here and just kind of puts their head in the ground, I don't think is really paying attention to both consumer behavior and tech enablement of this. Yeah. No, I totally agree, Josh. And, you know, the thing is, look, we have I'm a tech guy.

7:11There's a lot of tech. You know, I've been to Paul Allen's Institute, AI Institute. I got invited three times. I've talked to the top. I'm not saying this to brag. I'm just saying, look, AI has its place. But there's a timeless phrase that we all live by. And as long as we have humans on this earth, people do business with people they like, know and trust. And I don't care what you what you do with tech. That is still always going to be true. And the other thing is people share businesses with people they like, know, and trust. So that's the other thing we can talk about dark social and word of mouth sharing.

7:42We built that into Relatable too, because up to 80 % of all product and service recommendations are now done through private messaging, not through outbound ads, not through even inbound. They're done between people, right? So you got to allow that to happen. It's another behavioral shift. Yeah. So, you know, one final thing I want to ask you about, and that is why video is just such an effective channel for communicating directly with could be a website visitor, could be a social media profile visitor, right? This is someone that is potentially in the buyer journey, your client journey. And why is video just a great tool or platform to use when you have a potential customer in that buyer journey?

8:34I'm bullish on it. And anyone who's ever been to my website will see, wow, there's a lot of short videos of Josh around this place. Well, no, you're right on, man. And I, you know, the thing is, first of all, just to start that, to answer that question is everybody's watching or listening these days. In fact, the native digitals, you know, the acronym TLDR, too long, didn't read. Yeah. You see all these people have LinkedIn doing all these newsletters. No one's reading that stuff. I'm sorry. It's just, that's the fact of life. And short content, because our attention spans have gotten shorter, short content's better.

9:06Now, you know, look, podcasts exist, listening exists because look, when I'm driving a car or I'm running or whatever, I can't be looking on my phone. I'm going to crash the car. That's why podcasts are great because it's anytime, anywhere. But video, just like you and I are talking here on this show, video is the best medium to, first of all, build familiarity, but secondly, to have the opportunity to build relationships, right? The thing that I wanted to solve was is with video, just straight short videos, you can ask polls, you can engage, you can have interaction. You can still start to build that nurture, build that trust beyond just familiarity.

9:46Because it's almost like AI in the uncanny valley, having passive video and stating, making the leap of, well, because I show up on video, now I have trust and they're going to automatically listen to me. No, they won't. Because I tell people all the time, Josh, it's like, look, you got a significant other and all you did was talk to that person through video. Do you have a real relationship through passive video? No, you have to have interaction. You have to have engagement. You have to, I say to people, relationships, I thought about this a lot. It starts with awareness, connection, engagement.

10:19That's where all social stops. But then you got to go to nurture, trust, respect. And then like you and I, business, it's affinity. And personal, it's intimacy. That's how we do relationships as humans. Yet we're not doing that in the digital online world. We're not creating these relationships. That's why I want it relatable to be interactive, choose your own experience. But one of the things that I know you'll try in the future with yours is based on their answers and actions, you can actually re-engage them with other content that you have that's personal and relevant to them based on their answers and actions, not what you want to sell them.

10:59And that is the relationships piece in our category of interactive video relationships. Yeah. Your website, home.relatable.pro. Do you want me to tell me a little bit about or to our listener right here, explain a little bit about how the platform works, how they can implement it? We went through it. It wasn't that very difficult. And Peter, if you don't mind me sharing just a little bit, just for as kind of a hack, you know, for someone else that might be. And I'm sure you have some best practices on this as well. But I literally started with my list of questions that I typically ask. For this particular video, I started with a list of questions that I normally use in a sales conversation.

11:42Where do your clients come from? What are your goals? Just stuff like that. Who are you? What types of clients are you looking for? I mean, I would ask those questions anyway. So all I did is I took those questions. I put them in a script. I worked with Chachi PT to kind of help me organize my thoughts. And then of course I make sure that it is entirely in my language. And then I sometimes use a teleprompter. I just loaded up that script in the teleprompter, recorded the whole thing in one linear video, put it in relatable, set up all the logic and the timing and stuff like that. Bam. Now I have a choose your adventure video on my front page.

12:21And again, if anyone just wants to hack and kind of take a look at what I did, you can see how I did it. And then, Peter, as you mentioned, there's a couple of areas, I think, that especially as new features are added to this platform that we'll be able to do, which are very, very exciting. But that's kind of my experience with it. Do you have any things that you wanted to add in terms of, like, you know, the tool itself? It's not a high-cost tool. It's accessible. Do you mind sharing a little bit about that? Yeah, sure, Josh. You know, going back to what I was talking about, a movement away from the lead gen to demand gen, you're talking about the buying adventure.

12:57We have switched from sales funnels now to buyer's funnels. And it's just the way things are. So when you do this demand generation, you got to go through awareness, consideration, and then readiness to buy. That's when you're invited into the buyer's journey and they want to talk to you because usually you're it or you're one of the two at the table. So what I say, you did one in consideration, which is I want to go through a diagnostic survey. I want to find out more about these people so that then I can best serve them based on what is good for them, right? But you can even back up. I use this.

13:32So in awareness, I tell people all the time, you get on. In fact, look, you guys all know your businesses. You know your business, Josh, founder, CEO. You can do what's called awareness, which is share your unique point of view and your change of perspective stories within a minute to no more than two minutes. And basically it's a, hey, if this resonated with you and you'd like to talk to me, tap on the button. I do that in LinkedIn with a couple of comments. I'm getting an 80 % set meeting rate. We have other people who are in our partner program like you that are getting 70 % using relatables to cold DMs, first connections.

14:08So that is really just expressing that in your change of perspective because your change of perspective, really, guys, if you think about it in sales terms, you got the bridge from their hell to your heaven. That's the change of perspective, right? What is that solution that hopefully, guys, you're not building a better mousetrap, you're building something different because the world doesn't need better mousetraps anymore. We got enough of those. But in consideration, then you do what you're doing, which is you could do product demo interactive service diagnostic interactions like you did. You could do live webinars or our LinkedIn lives or any kinds of things like that.

14:42When they're ready to buy, then you're using use case interactives, onboarding interactives. When you're in customer retention, Relatable can give, I mean, I can talk about podcasters, bricks and mortar businesses, reminders for live events. The point I'm making here is Relatable is not just one thing. It supports the entire customer journey. And while you're doing that, you're continually in front of them. You're continually engaging with them. You're continually building that trust and relationship. So I wanted to create a tool that not just got people in to turn them into customers. I wanted to create something that created customer loyalty and long-term value for the business.

15:26Yeah. All right. The website, home.relatable.pro. So, Peter, in terms of like clicking, getting started, is there a, you know, when I'm on the front page right here, it says start for free. Do you mind explaining a little bit about that? The pricing may change, but currently, if you get going now, it's$49 a month. And, I mean, again, when you think about, you know, allowing a thousand, up to a thousand people to go, I mean, it's actually quite generous. And there's a 15-day free trial as well. Sorry, I'm stealing your thunder. By the way, you said it all. They change over time. I'm just kind of based on what the offer is right now.

16:12That's what I'm reading. Yeah. No, that's very true. We want people, look, like with you, we have people that come in and try a free trial. It's easy to get started. You noticed when you came on there, you know the old Staples easy button? I wanted to create an interface where it was, you saw it, it was a blank screen with a green plus bubble. There's nothing to do, but tap that plus bubble and then it gets you started, right? So you can go through the process. You can knock out these quick, you know, if you're going to do awareness type ones, if you want to do something Josh did, you can do more extensive.

16:43You know, I tell people all the time, you know how the drill is, right? That's another behavior. There's no one out there that's going to look for what you do, Josh, Monday through Friday, nine to five, not happening. We're on two o 'clock in the morning on Saturday. So your digital footprint better be your best salesperson and it better be interactive and it better build trust and relationships because that's what people are looking for these days. Yeah. Well, listen, I'm a fan, obviously, as we've been talking, I think that's come across. I'm bullish on this. I think it's going to be a thing.

17:19I think it's going to be the norm. I think that more people are going to want to be able to create these virtual versions of themselves that are quite personalized. Peter Lissowski, Keith, thank you so much again. You're the founder of this, home.relatable.pro. Peter, thank you for joining us. Thank you, Josh. I really appreciate being on here. Thanks a lot.

17:43Thanks for listening to the Thoughtful Entrepreneur Show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit upmyinfluence.com and click on podcast. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together, we are empowering one another as thoughtful leaders. And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2 ,000 leaders, asking them where their best business comes from.

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