March 9, 2026

Bricks and Mortar Communication Strategy

Show Notes
Transcript

Bricks and Mortar Communication Strategy - I'm going to share a communication strategy that connects with audiences, whether you’re speaking to many or just one-on-one conversation.

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Hi, you have done to censure.

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Wow for you young. This is the pipe Man here

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on the Adventures pipe Man W four c Y Radio,

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and I'm here with our next segment on Positively pipe

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Man with our resident expert in business next step CFO

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Michael Barberita.

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How are you fantastic? How you doing? Dean?

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Doing great? Doing great? I want to hear all about

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bricks and mortar communications strategy. You know why because back

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in the nineties or in the two thousands, they said

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there was going to be no more brick and mortar,

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And uh, I don't know. I don't feel myself sitting

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outside right now.

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Ah, oh, you're right, You're absolutely right. So today I'm

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going to share a communication strategy. It's just a name

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called bricks and mortar, and it connects with audiences and

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whether you're speaking to many people or just in a

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one on one conversation, once you understand it, you'll never

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communicate the same way again. Now I want you to

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think about the last presentation or even the last email

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that truly captivated you. What made it different? Why did

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it hold your attention when others couldn't. And the answer

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actually lies in understanding the unspoken question that every single

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person asks whenever somebody begins communicating with them, and that

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question is is this for me or not for me?

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That's the question. So let that sink in for a moment, because,

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whether you're consciously aware of it or not, you're asking

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this question constantly throughout the day. When you're reading messaging

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or receiving messaging. You know, when you open an email,

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you're asking is this for me or not for me?

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When you scroll through social media posts, you're literally going

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through it and asking is this for me or not

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for me? When you're watching a YouTube video, you're asking

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is this for me or not for me? And so

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and as communicators, we must answer this question immediately with

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a resounding yes. But here's where most people go wrong.

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It's not enough to just answer it once. You have

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to answer it repeatedly throughout your entire message. So let

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me show you with this situation that I bet you've

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experienced as well. So imagine your colleague excitedly calls you

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saying you won't believe what just happened in the meeting

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with our biggest client, so that the first question is

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easily answered. This sounds like information that you definitely need

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or of course you want to listen to. But when

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your colleague launches into excruciating detail about who sat where,

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what everybody was wearing, and all sorts of ravan background

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before getting to the point, what usually happens is you

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start to get bored. You're checking your phone, you're glancing

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at your watch, you're mentally drafting your grocery list or whatever,

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whatever whatever it is that that you're distracted by. But

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but you know you're wondering, is that you're start to

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wonder if this is actually for you and why you're listening.

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But here's the breakthrough insight. You can you can have

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the most impressive features and benefits in the whole wide world.

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But without what I call mortar, you're just building a pile,

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not a structure. So in communication, the mortar everything everything

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that answers that critical question is is this for me?

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And here are some examples of that situation. You talk

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about something, and you talk about a benefit, and then

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you say, here's why it matters to you. That's mortar.

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And the other thing is you make another point, here's

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the key point of information. Okay, that's a brick, by

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the way, The key points of information or the benefits

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of features. That's those are the bricks, but the mortar

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is here's what this means for your situation, or you

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say another point, here's how this will help you specifically.

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And so if you keep putting the mortar with the bricks,

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that's how you get somebody's attention, because then they'll understand

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why it's for them and how it applies to them.

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So it's a fascinating strategy, and it's a fascinating communications strategy.

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And what I've done with it, I've been using it

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lately and I got to tell you it's it's worked

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extremely well, and I finally get attention. I think that's

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the key. I finally get attention when I when I

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use the mortar with the brick, and and so with it,

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I've been just getting just a more attention, simply more attention,

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whether it's going to a webinar, whether it's going whether

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it's UH in in the middle of a sales presentation

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or any type of communication where I'm trying to influence UH.

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I use the brick and mortar strategy and that and

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and always focusing on what is in it for them

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and but reinforcing it though Dean that's critical. You know,

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you can't just talk about the advantage and the benefit.

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You got to explain why it's important to them.

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It's the old saying, what's in it for me?

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Right?

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Right?

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So it's a it's a strategy, uh that that I've

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been using an awful lot lately. I just learned it,

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maybe I don't know, a couple of months ago, and uh,

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it's just been a strategy that I've been using and

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it's been working very well. And I thought i'd share

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it with your audience today because we're all trying to

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figure out ways that we can communicate better with prospects

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in a world that's very hard to get attention.

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Yeah, totally. The other thing I I was just gonna say,

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I love what you're saying because it is so hard

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to get people's attention nowadays.

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And the other thing I do with it, Dean, is

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I train AI with it so that and you know,

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I utilize a lot. I train AI on a lot

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of things. I have, you know, things like my book

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in there and and uh, in the project knowledge, so

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to speak.

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I have my book.

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I have a lot of communications strategies in there as well,

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including this one. And so when I ask AI to

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to write marketing content for me. I make sure I

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reference the brick and mortar strategy that's in project project

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Knowledge because that way, uh, the AI will be able

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to utilize that in making my marketing message. So it's

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really it can be it can be a in many ways. Uh.

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And so it's something that I wanted to share with

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your audience today.

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And how do people communicate with you so that they

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can get their brick and mortar communications strategy?

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They could? They could absolutely go to next step CFO

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dot net. And by the way, uh, they can download

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a copy of my book Powerful Business Strategies. It's free.

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They can also go to next step CFO dot net,

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forward slash contact UH, put there and fill out the

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contact form. And one thing that I do is I'm

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always adding additional content to my book, always updating it.

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And so I love to interview business owners and so uh,

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if a business owner is interested in a book interview,

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they just have to go to the contact form on

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my website, fill out the form and put book interview

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in the message, and that is it. I'll get back

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to them with a calendar like nice.

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Well, I'm looking forward to people communicating with you because

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you are definitely a help to all businesses. And I

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love that strategy that we just talked about because I

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don't think people think of that, and what's in for

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me is so important to them, you know, and they

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don't care what's in for you. They care what's in

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it for them, and.

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All they doing is talking about Without that strategy, all

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you're doing is talk about features, advantages and benefits, and

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the customer is getting, you know, a little bored, like

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in the example I gave you when a colleague was

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talking about a big client and talking about all the details.

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That don't matter exactly, you know, Like I think people

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don't realize that that people don't buy features and benefits,

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they buy what those features and benefits mean to them. Right,

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So great advice once again here on Positively pipemin the

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Powerful Business Strategies segment, and thanks once again Michael for

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being here with us. Next week you mentioned AI. Next

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week we're going to talk about using AI.

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There you go, Thank you, thank you, Thank you for

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listening to the Adventures of Patement on w for CUI Radio.

Bricks and Mortar Communication Strategy

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