💪 your copy of The Baer Facts 21

Published: Wed, 04/20/22

Unless you're an astronaut, actor, or athlete what you love is more compelling and memorable than how you get paid.

This why it's not only permissible but in fact a near-imperative to let your personal life creep into your business-facing "personal brand."

I have worked with a lot of Realtors in my life, and wrote a whole book about how to market better in the category.

Like any industry, some Realtors are more adept at the job than others, but they all deliver approximately the same services.

How do you differentiate? If you're Denise Dakoulis, you do it with your passions.

Denise is the skydiving Realtor of Wilmington, North Carolina.

If you're looking to buy or sell in Wilmington, who are you going to remember? The one who puts a flyer in your mailbox, or the one that JUMPS OUT OF PLANES?

It's My Turn

For years, I've included in my bio and on-stage introduction that I'm a tequila collector and BBQ judge.

Starting this week, I'm taking my own advice and following Denise's lead, and leaning into my passion for tequila....

Tequila.Jay (on TikTok)

TequilaJayBaer (on IG)

I would LOVE your follow on these accounts please, and you'll see my first few posts when you visit.

It's not info for people like me who are already tequila nerds.

It's for people like you (presumably) who may be tequila-curious but don't know much about this most interesting of spirits.

The time is now.

The tequila/mezcal category is the second-fastest growing among all spirits in the USA, and is projected to surpass vodka for highest overall volume in the next two or three years.

I've already answered questions on these accounts that came from you, including a great one about worms from The Baer Facts reader Donna McDaniel.

My good friend Rory Vaden (who runs the exceptional personal-branding consultancy BrandBuilders Group) offers this sound advice, that I follow with my tequila teaching content:

Your ideal audience is the person you used to be.

I knew nothing about tequila. Now I know a lot. You don't come out of the womb knowing how to skydive, either.

What Do You Love?

Every one of you has your version of tequila, or skydiving.

Are you afraid that talking about that passion in your work will seem frivolous, or somehow diminish your professional reputation?

My pal Ann Handley is one of the best-known and most-trusted marketing experts in the world.

Like me, she owns a Cavalier King Charles Spaniel. I love my dog. Ann REALLY loves her dog. So much so, that her publicly exhibited passion is her dog, Little Augie.

Here's a pic of Augie that generated 1,100 likes.

Will you tell me YOUR passion? I'm fascinated to know what you love. Reply to this email (goes to me directly). I'll send 5 $JAY coin to my 9 favorite answers. Thanks!

The Perfect Combination

When you can combine your passion (the thing you'd do without getting paid) and ALSO get paid....ideal outcome!

It's happening tomorrow.

I'm delivering a virtual tequila lesson + tasting + marketing trends insights for a group of Amazon executives, alongside my friends at Uberflip.

All participants received a tasting kit that I selected, and we'll learn the basics and taste three tequilas while also talking about B2B go-to-market approaches.

I'll have highlights on the accounts above. (And if I can put together a tasting for you or your clients in-person or online, I'd love to work with you)

Jay's Faves

I realized recently that most people do not know the wonders of the Batanga.

It's a marvel.

The Batanga was created in 1961 by Don Javier Delgado Corona at La Capilla bar in Tequila (it's a city, in addition to the name of a spirit).

It's delicious and about the easiest cocktail you can concoct. You can almost make it with one hand.

pinch of salt (goes into glass first)
1/2 ounce fresh squeezed lime juice (stir into salt, to dissolve it)
ice
2 ounces blanco tequila
4-5 ounces cola (Mexican Coke with the real sugar is ideal, but I use Coca-Cola Zero)

Try it, and let me know if you do!

The Book Report

Almost every day I'm blown away by the genius of Tom Fishburne.

A former CMO and high level ad agency exec, Tom is a VERY keen observer of the inherent absurdities of the marketing/advertising biz.

He draws hilarious and sharp cartoons that should be required for every marketer (especially big-company types).

Visit his site for great laughs, and his book of greatest hits: Your Ad Ignored Here is astonishingly good.

Tell a Friend

That's it for this edition. Thank you so much for spending a bit of your precious time with me.

If you like The Baer Facts, please share it with your friends. Send them to TheBaerFacts.com.

And don't forget, all new subscribers receive 5 $JAY coin - my very own crypto-currency.

To get your own $JAY, just reply to this email and ask me.

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