How to Become a Category of One with Brittany Hodak

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Welcome to She Sells Radio now I just have to  share one of the biggest Inspirations for me  

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when I created the She Sells brand several  years ago was that I disagreed so much with  

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how traditional sales strategy was taught and  everything from I mean you know the stuff that  

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feels gross right the hard clothes to impersonal  cold Outreach strategies to spray and pray it just  

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felt so wrong to me and I knew it felt wrong to  so many of the women who I was working with and  

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mentoring at the time too and one of the  most incredible people and women who I’ve  

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been privileged to get to know over the past few  years whose work I feel is so aligned with what we  

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believe in in the She Sells Community is Brittany Hodak my guest today if you’re not familiar with  

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Brittany which you’re gonna love her and want  to dive deep into her world after you hear the  

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conversation today she’s a keynote speaker she’s  an author she’s an award-winning entrepreneur  

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Entrepreneur magazine calls her the expert at  creating loyal fans for your brand and her new  

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best-selling book creating super fans is new  now out which I’m so excited about we actually  

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had Brittany on the podcast about a year ago  so you can go check it out on episode 136 and  

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you can go back and kind of dig deeper into  some of Britney’s backstory and her Super Fan  

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methodology but I’m so excited to to have her  back and to talk about what’s changed in the  

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world of selling and relationship building even  just over the past year and why creating super  

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fans is even more critical than ever today so  Brittany it is so good to have you back welcome  

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to She Sells Radio yay thank you Elise I am so  so excited to be back here with you oh my gosh  

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and please do I mean I say this with all like all  intention go back and listen to episode 136 for  

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background on Brittany and the most probably my  favorite we were just talking about it before  

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we recorded but like my favorite podcast um I  don’t know podcast bombing by podcast Crashers

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it’s the best like I just I just adore  this woman I adore your family okay so  

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let’s give if someone is not yet familiar with  you Brittany I want to give just a quick back  

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story so in your book you talk you tell the  story of how this first matchbook excuse me  

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Matchbox 20 concert inspired your career of  building and later selling this entertainment  

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company and your clients at that company  included Dolly Parton kiss Taylor Swift  

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Luke Bryan Katy Perry and more so you were  working with big big names and you talk about  

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how it was all inspired by this first Matchbox  20 concert so what was it about the magic of  

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that concert that kind of changed your life and  took you down the path that you’re now on today  

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so I grew up in a really small town in Oklahoma  and I was always fascinated with the entertainment  

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industry I was fascinated with music and the first  time I went to a live concert I was like I’ve  

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gotta work in the entertainment industry I have  to do this so when I was 16 years old I went to  

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job shadow at my local radio station and I begged  for any job and they said you look like you’re  

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about the right size for the mascot costume and I  said great I’ll do it and so I worked as Sting the  

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bee and I got to wear this giant bee costume to  every you know car dealership sale and Rodeo and  

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Furniture Store grand opening for like a 50 mile  radius and about six months after I started at  

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the station I had the good fortune that because  my maiden name was Jones and because the movie  

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Bridget Jones Diary was coming out the promotions  manager said you know we’ve got a Brittany Jones  

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we should do something what could we do and  call it your diary and I said well you’re  

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always talking about trying to drive more traffic  to the station website what if I just interviewed  

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all the bands that came to town and that could  be my diary and she said oh like that other movie  

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that almost famous movie yeah people are talking  about that that has a lot of Oscar buzz let’s do  

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that do you know HTML and I was like of course I  know HTML and I you know like tried to remember  

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all those letters so I could write it down on  my hand later and go home and figure out what  

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it was but this was in probably the year 2000 or  2001. I was 16 or 17 years old and all of a sudden  

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it became my job literally to hang out with rock  stars and brag about it on the internet so anytime  

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an artist was playing near bye I would go hang  out with them review the concert take pictures  

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with them and that sort of spoiled any chances  of me ever getting a real job but it also made  

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me fascinated with the idea of fandom and why  some artists you know would start out small and  

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and go on to become the biggest groups and the  biggest artists in the world and others who I  

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thought were just amazing would sort of Fade Into  Obscurity and so I started to really study fandom  

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and and what that means for identity and what that  means for marketing and over the years I worked  

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for several record labels and marketing companies  in New York I launched my own agency as you said  

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that went on to do a lot of really cool things  and you know became an eight-figure business  

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that I exited and I’ve just never stopped thinking  about this idea of creating super fans and how you  

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do it and what it means and how anyone regardless  of what it is that you’re selling regardless of  

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the industry that you’re in can use these same  tactics and principles to go for potential a  

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potential commodity provider in the minds of your  prospects or your customers to a category of one  

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to that person that they say I want to work with  her at the exclusion of everybody else because  

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she’s my person which it seems to me and you can  you know kind of give me your perspective on this  

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but it’s it’s like when you are that category of  one when you’ve become that all the other things  

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become they’re less necessary right like all the  things I kind of mentioned in the intro that we’re  

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taught we have to do to be successful in sales  and in business when you’re that category of one  

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you’re drawing people to you right like that’s  it’s a totally different Dynamic can you speak  

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to that a little bit oh absolutely you get leads  that are more qualified uh they’ll close more  

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quickly they’re ready to buy because they don’t  want to work with someone who does what you do  

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they want to work with you and we’re living in  an experience economy right now which means it’s  

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not really about the products or the services that  you sell it’s about the experience it’s about what  

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it feels like to do business with you how does it  feel how do people feel when they’re engaging with  

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you before during and after that sales cycle and  so really being intentional about creating that  

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Journey creating that customer experience from  before someone ever picks up the phone and talks  

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to you all the way through someone who’s been  a customer of yours for years and is hopefully  

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sending lots of qualified referrals your way I  love that and this is something you say in your  

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book as well that regardless of what business  you’re in everyone today is in the experience  

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variance business that that may be roughly  paraphrased but hopefully oh that was very  

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good that was a very that was very good paraphrase  if not word for word but it’s true because you  

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know I think one mistake that a lot of sales  people make is they think that the sales cycle  

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starts the first time they talk to a prospect  but we know that maybe as much as two-thirds  

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of the buyer’s journey is happening before they  ever talk to you you know people forget to sell  

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the way they buy and you know when we’re buying  something we don’t just cold call someone for the  

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for the first part of information what do we do  we we do our research we ask our friends we see  

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what people are saying socially we look for social  proof and things like reviews and recommendations  

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so by the time you’re talking to a prospect  they already know a whole lot about you but  

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what you don’t maybe think about is how many  people you’ve lost along the way because they saw  

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something at some point before they talked to you  that made them look for another provider so really  

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figuring out that like top of funnel figuring  out how to intentionally craft that experience  

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to take someone on that Journey before you even  know who they are so that again you’re not giving  

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them an excuse to say oh this person isn’t right  this community isn’t right this product isn’t  

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right the service isn’t right and going to look  for another solution oh my gosh yeah for sure I  

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want to ask this is a very selfish question but  my hope is that it also and my my thought is it’s  

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going to benefit a lot of our listeners as well  so I want to speak a little bit more to just this  

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process of optimizing and looking at experience  from start to finish for your clients and as we  

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record this this is just like a little bit of the  behind the scenes in the She Sells world this is  

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one of my biggest initiatives right now for us as  a company because we grew so fast and it was very  

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much a process of like okay what it was kind of  like putting out fires right like what needs to  

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happen here and how are we going to connect with  customers here and how are we going to onboard  

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people best but it happens so fast that I know  just intuitively and I also know sometimes when  

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I go through our own funnels and process I’m like  oh that’s not exactly the experience I want to  

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give or there’s just a lot that we’re working on  improving right now not to say there’s not I think  

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some things we’ve done really well and I feel  very good about that but I really want to elevate  

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it and so I think someone may be listening and  maybe they’re in the same space where it’s like  

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either they grew really fast and it wasn’t a super  intentional customer experience Journey from start  

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to finish because maybe they were a solopreneur  and they grew really fast and now they’re like  

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okay it’s time to tighten this up or maybe they  just haven’t thought about it in a while right  

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how can we Elevate this what are some things that  we can be doing and we should be looking at like  

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give I hope this question is making sense what are  some things we should be doing and looking at from  

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the start to help Elevate that customer experience  yeah well it’s a great question and you’re right  

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there are so many people who don’t think about  it for exactly the reasons that you articulated  

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um or that by the time they think about it they’re  like well I don’t know where to start because I’ve  

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got hundreds or maybe thousands of customers  at all of these different intervals and there  

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are some people who bought from me two years ago  that I haven’t followed up with because I’ve been  

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meaning to start an email list and just never  got around to it so I think really the place to  

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start is to ask yourself what is the experience  you want customers to have and a way to make  

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that less overwhelming is to say if someone were  going to tell a friend about you what would you  

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want them to say what is the experience of working  with you how do you make people feel what is your  

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superpower what is it that you’re doing better  than anybody else and once you begin to articulate  

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those things then you can ask yourself okay how  do I make this reality like how do I make this  

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become evident to people if I want people to say  that I am thoughtful how am I showing my customers  

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that I thought I’m thoughtful how am I doing that  again before during and after their first purchase  

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before during and after their next purchase  like how am I showing them that this is how  

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I’m different from potential competitors out there  so think about what you would want somebody to say  

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to a friend because that’s really your reputation  and it’s more than your reputation it’s your brand  

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like I talk about in the book we are far past the  days where your brand is what you say it is like  

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your brand is not your logo it’s not the copy on  your website your brand is what your customers  

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say about you to others that is your brand so in  crafting an intentional experience you really want  

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to think about every single touch point that you  have with somebody and you’re not going to be able  

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to make all of them magic but if you’re strategic  what you can do is figure out the ones that have  

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the potential to have an outsized impact and  design them in a way to where you know that when  

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somebody gets that interaction it’s going to be  a wow it’s going to be a moment that matters it’s  

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going to touch them when they get that handwritten  card and mail or when they get that gift that  

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you’ve picked out and curated just for them or  when they get that phone call on their birthday  

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for you calling to to tell them you hope they have  a great day figure out what those touch points are  

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that you can easily scale and replicate that’s  so interesting and I love how you put that the  

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outsized impact right because if if you’re like  me you start thinking about this and you’re like  

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oh we can do this and that and this and that and  then all of a sudden it becomes this kind of Beast  

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of we’ve got 10 000 ideas of things we want to  implement because it all sounds good and because  

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I know that if someone’s listening to this like  they love their customers they care about them  

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um they want to make that impact and we we want  to think about what’s I love how you put it the  

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most outsized impact how do we is that just  kind of intuitively we we think about that  

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or so what are some ways to think about what  will have the greatest impact for our clients  

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so the answer is going to be different for every  business um so in my book creating super fans I  

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talk about something called the supermodel and I  know I talked about this the last time we spoke so  

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they can go back and listen to that old episode  but just very quickly the supermodel is start  

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with your story understand your customer story  personalize exceed expectations repeat and I  

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always say that a Super Fan is created at the  intersection of your story and every customer  

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story where those Worlds Collide where you show  someone how your thing is so relevant to their  

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thing that they would never dream of working with  another service provider so the way that you start  

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is by figuring out what are those things that are  important what are the things that connect your  

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story to your customers story and again the answer  is going to be different for everyone because your  

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superpower is going to be different from all  of your competitors superpowers that’s what  

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makes you you so thinking about ways that you can  shine a light on that uniqueness in a way that’s  

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meaningful to your customers but also in a way  that’s really repeatable so for me in my brand  

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um I like to make people smile I like to  give them something that makes them smile  

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or laugh when they’re not expecting  it so uh Elise I know you texted me  

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um about the cards that I send out probably  like once every six weeks or so and I’ve got  

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a few hundred people on my mailing list it’s like  a physical mailing list that every now and then  

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they get a funny card in the mail and sometimes  it’s around a holiday like the ones I just uh  

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recently sent out and sometimes it’s for no reason  at all and then I also send out personal cards  

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um on people’s birthdays but the reason I’m  doing that is because I wanted a way to stay  

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in touch with people that wasn’t like me having  to physically write out a note to everyone so  

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even though it’s not a handwritten card it still  feels funny and personal at least I would imagine  

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that it does because that’s the feedback that I  get from all of my customers and it takes me not  

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that long Alex on my team who’s is amazing helps  me execute that but like we’ve got the list we  

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use a website called postable so everybody’s  there already we just pick a funny card like  

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write a cute saying personalize it to everyone’s  first name and send out every few weeks just to  

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let people know that we’re thinking about them  I love that I love that so it’s thinking about  

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like what’s in alignment with your brand right  so because you are all about humor like funny  

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that’s when I think about you I think about some  of those things like you always make me laugh you  

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always make me smile it’s different it stands  out so it’s that uniqueness and alignment with  

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your brand along with what’s going to be different  and stand out from everybody else in the space and  

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what’s going to be most impactful to my customers  yeah and so I’ve got a lot of realtor clients who  

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do things like making custom puzzles for every  one of their clients as a closing gift and  

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they’ll take the listing photo from the house and  turn it into a puzzle or they’ll take a picture  

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of the family standing in front of the house  and make it into a puzzle so for them it’s the  

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process is the same every single time they’re  using the app on their phone you can print a  

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puzzle for like twenty dollars at every Walgreens  in CVS in America they’re ready in an hour but to  

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the recipient it feels really special and personal  because it’s their photo so doing things like that  

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where you’re taking advantage of personalization  and customization but you’re still able to put a  

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system behind it to where for you it just takes  a few minutes but for your client it feels like  

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this really special gift because it’s something  they probably wouldn’t have done on their own  

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love that I love that and I’m glad you mentioned  that you go through the super framework in really  

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great detail on episode 136 because that’s  that’s kind of the Crux of all of this right  

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that’s really the foundation of your work so I  would say to someone go buy the book and listen to  

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that episode for more context I’m really curious  now so we’re as we record this we’re about a year  

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out from when we had that initial conversation and  I know you’ve been deep in the trenches of writing  

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your book and also doing a lot of work with really  major organizations helping them from a customer  

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experience standpoint from a sales standpoint so  what what is different now than a year ago when  

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we were talking I really want to talk about why  like kind of how you’ve seen the landscape shift  

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in business why this is probably more important  than ever I’d love to hear some of your updated  

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insights from when we were speaking a year  ago yeah well you know obviously the world has  

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changed so much in the past let’s say three years  since covet and continues to change and I think  

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one thing in the past year that’s become really  heightened in the sort of societal awareness is  

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the idea that employee happiness is so critical  to your brand because your customer experience  

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will never be better than your employee experience it can’t it’s impossible your employees are your  

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brand the interactions that they’re having with  your customers are your brand so it’s critically  

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important to hire people who are in alignment  with what you want your brand to be to train  

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them and give them the resources that they need  and most importantly to trust them to deliver  

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the kind of experiences that you have designed so  one thing that I think is really fascinating is  

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like it’s not a question of whether there will  be a customer experience or not there is in every  

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single interaction with every transaction that  happens everywhere in the world whether it’s B2B  

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b2c a few pennies a few trillion dollars there  is a customer experience the question is is it  

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one that’s intentional that has been designed that  has been planned that has been carefully curated  

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for Maximum Impact or is it one that’s accidental  that’s just sort of haphazard and a lot of times  

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what happens is companies grow and don’t pay attention to that is they have these accidental  

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experiences uh there’s a lot of variation based  on let’s say the employee that they’re working  

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with or the location that they go to or the  time of day or the channel that they’re using  

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and creating an intentional customer experience is  about controlling for those variables saying this  

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is the goal and maybe we’ll fall short sometimes  but this is what we’re going for and this is how  

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we’re training everyone to think about what it  is that we want to deliver because if you don’t  

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do that if you haven’t taken the time to actually like codify the things that matter and say Here’s  

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what we’re doing and here’s how they they matter  and here’s what your role in it looks like your  

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employees could out be out there like trying  their best they just haven’t really been given  

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the direction to like all Road the same way hmm  gosh that’s powerful yeah that’s super powerful  

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and it’s something that I think for me kind of  going back to the conversation we had earlier  

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about how do you design that experience I think in  my case I kind of share with you what we’re doing  

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behind the scenes and then also for a lot of our  listeners too it’s like you want people to have an  

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amazing experience right that’s of course you do  you care very deeply about your clients and it’s  

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how to prioritize that along with everything else  that you’re doing right and sometimes when you’re  

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in that rapid growth phase you got to stop and  pause and say okay we got to get that client  

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experience like this has to be number one Focus right now, before we scale and grow even more  

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um and I would imagine from where you’re sitting  it’s like from day one right we want to be looking  

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at things and analyzing through that lens yeah  it’s from day one and it’s also it’s something  

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that never ends the r of the supermodel is  repeat and that’s because client experience  

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or customer experience is not a set it and  forget it it’s not like a write a funnel and  

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call it a day you’re constantly iterating you’re constantly measuring and monitoring and redoing  

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and part of the reason why is because everything is experienced every touch point every interaction  

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um I lost an argument with my husband a few months  ago about this paint store to Sherwin-Williams  

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store that’s like a mile from our house and  we were painting the bathroom and I said oh  

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I’m gonna drive to Home Depot and like pick out paint and he said why would you drive all the way  

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to Home Depot which is like 20 minutes away when there’s a Sherwin-Williams store like half a mile  

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from our house and I said babe that store’s been closed for like a year they never reopened after  

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covid I was like Brit no I drive by it every day  they’re open and I was like uh no they’re out of  

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business and I got in the car and drove there  thinking that I was going to be able to come  

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home all Victorious like I was right but the  store was open but the reason I thought they  

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weren’t is because the outside of the building  looked terrible like there is not a building in  

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all of downtown Franklin where I lived that was in  more need of being repainted than this paint store  

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and this sign out in front of their store looked  like it was 30 years old and I was like you have  

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one job like you’re a store that sells paint and you can’t paint your own building you can’t update  

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your own sign like I’m not gonna buy paint here so  that’s obviously like a funny example but the same  

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is true of everything right like everything is  experience every interaction is saying something  

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to your customers I switched vets recently because  the voicemail at my vet was when you had to like  

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Call to um go through this phone tree before you  can make an appointment there’s not like online  

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appointment I literally said Hello thank you  for calling for hours and directions press one  

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for prescription refills press two for cremation  and euthanasia press three for everything else  

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including appointments press four and I was like  what yeah and so then of course there’s like all  

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these questions in my head right of like how many  pets are they having to euthanize and like who  

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approved that phone tree menu because it was read  in this like beautiful British accent by somebody  

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that I know doesn’t work at the clinic because I know everybody there and then I started thinking  

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well did the vet hear this and think it was a good idea because that’s like a serious concern for me  

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about her judgment or did she like not listen to  it and she doesn’t think it’s a big deal that the  

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message that every single person who calls to  make an appointment hears like that’s also a  

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bad option so again everything is experienced  every touch point is saying something to your  

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prospects and customers whether you know it or not  so you really need to try to walk a mile in their  

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shoes talk to them understand what the experience  is from the outside looking in so that you can  

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curate it from the inside out yeah brilliant  I want to I want to speak a little bit here  

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um before we direct everyone on where they can  go to uh to get your book about your own personal  

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journey and experience and this is something  that I was just having a conversation with a  

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client a couple hours ago before recording this  um about why she decided to join the She Sells  

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community and what kind of spoke to her and  she said you know it was that I had because  

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it’s still very much a personal brand at the time  in this recording although we’re also looking to  

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expand Beyond just the least brand she was like  I had seen you decide that you were done playing  

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small and I felt so much in my own life like I  needed to do that in my own way and I know that  

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that’s the case for a lot of the members of our  community that they they have a big Vision they  

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have a big dream whether it’s they want to  just you know crush it not just whether it’s  

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they want to crush it at their corporate job  they want to get a promotion they want to make  

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more money they want to either launch their own  business or scale their business to seven eight  

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figures you know so much of your personal story  has been about like really putting yourself out  

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there and betting on yourself I want to speak  to that for a moment because I think that is  

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that is such a critical decision we have to  make whether we’re in sales whether we’re an  

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entrepreneur is that belief in ourselves  to go out and Trust our instincts bet on  

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ourselves put our name in the Hat what has  your experience been like there and how have  

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you learned to consistently bet on your I mean  even with writing this book right and putting  

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out it’s like you’re betting on yourself over  and over again how have you learned to do that

well thank you for asking and I always say you  have to be willing to bet on yourself like if  

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you’re not gonna bet on you who is going to bet  on you and before you can create super fans you  

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really have to be a super fan of yourself and  what I’ve found is that you know if I’m gonna  

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go all in on something it helps for me to be  all in like from day one um and really betting  

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on myself to say no I’m gonna spend the money  on this I’m gonna spend the resources on this  

25:42

because it’s really not fair to ask other people  to be more serious about something than you are  

25:48

or more committed to something than you are and I  think this is something I see a lot of times where  

25:54

people are like oh I’m gonna just dip my toe in a  little bit and this is my side hustle and you’re  

25:59

asking somebody to give their energy or their  money or their time to this thing that you’re  

26:05

giving like five percent of your attention to so  why should they take it more seriously than than  

26:10

you are and so whether it’s with your resources  whether it’s with your time um whether it’s with  

26:16

just you know the intentionality of your of your  thought and your spirit I think going all in on  

26:22

the things that matter is at least for me like the  only way I know to be successful like I don’t know  

26:27

how to be successful doing something small wow wow  I think that’s kind of a great way to sum up what  

26:34

it is to create super fans right and to to embed  that in your culture so that’s super powerful  

26:42

um tell us Brittany so if someone obviously  people are going to want to go read your book  

26:45

connect with you further what’s the best way  to get your book creating super fans and then  

26:50

to connect with you beyond here uh well thank you  people can connect with me at Brittany hodak.com  

26:55

and they can get my book everywhere books are  sold so it is it’s available in stores it’s  

27:00

available online if you enjoyed listening to this  podcast and you want to check out the audiobook  

27:05

version you can certainly do that you can also  get it as a beautiful full color hardcover which  

27:11

I think is elise’s favorite version or you can  get it for your Kindle so however you want it  

27:16

it is there because I’m all about making it easy  for the customer yes oh my gosh and the book is  

27:21

beautiful so yeah I highly recommend I know we  actually just surveyed our audience recently to  

27:25

say are you an audiobook or a a um you know  a paper copy book and pretty much everyone  

27:30

was like I want the real thing I want the hard  copy of the book and your book is gorgeous and  

27:35

so beautifully designed and I think just even  kind of seeing the presentation and how you  

27:39

do things will inspire someone to think about  how can we just make that instant wow factor  

27:45

um with our like our first impression with our  clients so thank you that was the intention I was  

27:51

like I wanted the book to to showcase the fact  that you can turn anything into an experience  

27:55

even a business book so this is a business book  that everybody has said it doesn’t feel like I’m  

28:00

reading a business book like I can’t believe at  the end how much I’ve learned because I’ve just  

28:04

been like laughing the whole time and then I realized that I’ve changed the way that I think  

28:09

about my team or my sales process or my customers  and so that was really my intention so thank you  

28:14

for saying that absolutely absolutely and yeah  whether you whether you’re an entrepreneur whether  

28:20

you’re leading a sales team whether you’re an  individual contributor in sales you’re going to  

28:24

pick up so many things here that will really help  you become that category of one when which I just  

28:30

love the positioning there and I think for all of  us that really is our goals so go get Britney’s  

28:35

book creating super fans I’m so glad you have  a book out in the world it is so needed and  

28:40

um and just your heart and your wisdom and  your Brilliance shine through and I really  

28:45

really appreciate your time on the show today  uh well thank you my friend and thank you for  

28:49

having me back and hopefully I’ll get to  see you and give you a great big hug in  

28:53

person soon I would love that I would love  that all right to you my listener again you  

28:58

know where to connect with Brittany and get  her book go get her book thank you so much  

29:01

for being a listener of She Sells Radio and we  will see you on our next episode. Bye for now.