MicroFamous Conversations

Check out Alina Bonn's experience working as a team member, which set her up to start her own agency serving 7-8 figure consulting firms.

Like any other type of marketing, podcasting is constantly shifting and evolving, and that requires us to continue experimenting and trying new things. More than any other medium, podcasting lends itself to effectively building authority and creating massive reach, especially when the right pieces are in place.  How do we decide what to experiment on? What are some of the most important tactics that need to be on our podcast launch checklist? In today's episode, I'm joined by fellow video podcast producer, agency owner and host of The After Hours Entrepreneur, Mark Savant.  We have an in-depth conversation about where podcasting is headed, and how to continue delivering value, authority and curiosity as it evolves. 

The marketing world hasn't been able to categorize a service that isn't just strategy like consulting or just done-for-you like an agency. There isn't enough in the public consciousness around a service that combines strategy with implementation.   How we market ourselves affects how people perceive the value of this service.  How can we sell hybrid consulting-agency offerings to a marketplace that doesn't quite understand this new category, and who will own this new space?  In this episode author, thought leader and Business Growth Specialist, Dan Kuschell talks about positioning ourselves in an emerging marketing service category, and why a lot of marketing advice is outdated in today's world. 

Anyone who makes a living with the content in their heads and hearts has to overcome internal obstacles to unlock their full potential.  There's so much we have to deal with when we are the product, especially when it comes to leaning into our backstories. Thought leaders steer away from talking about the setbacks, challenges and failures they've experienced in the past, but when we go into our work without our whole selves, we impact our effectiveness.   We think we can't talk about the stuff that defines our identity, but those are often the things that make us more human, more relatable and more compelling.  How do we overcome the reluctance to own our backstories? Why is this so critical in thought leadership work?  In this episode, I'm joined by Executive Performance and Transition Coach, Leadership Consultant and author of Transition on Purpose, Dennis Volpe. He shares the power of leaning into our stories, and why it makes us more effective at what we do and how we market ourselves. 

People who launch podcasts are often so focused on the downloads their shows can generate they miss out on the real opportunity.   This mindset leads us away from our Clear and Compelling Idea, and the people who will actually take the action that hits our goal for the podcast.  A narrow focus on downloads also goes against the true purpose of podcasting. We should leverage the medium as a vehicle for converting people's beliefs over time, not a platform for quick monetization.   Whether we're looking to get in front of more of our ideal clients, or sell our coaching programs and services, the goal is always going to dictate the metrics that matter.  How do we make sure we're launching podcasts that support our business goals? How are podcasters using different formats and feeds to get more granular with their podcast goals?  In this episode, I'm joined by agency owner, podcast producer and podcast host, Jeff Large. We discuss how to break the downloads-focused mindset, and why it's critical to set the right expectations before launch. 

The trap many salespeople fall into is trying to grow by doing more of what's worked before, instead of letting an external force dictate their next phase of growth. Tapping into an area where demand is already flowing and lining it up with our skills can be an effective way to successfully break into a niche. Once we've identified this space, we can get more ROI by reaching our ideal clients through a psychographic profile, instead of a demographic or industry profile.  By creating content that speaks deeply to who we can get results for, we can position ourselves to cut through the noise and attract the right people.  How do we identify a space with a new demand that we can take advantage of? Where can we find ideas for the kind of content our ideal clients will respond to?  In this episode, CEO, speaker, author, and business coach Bruce Eckfeldt shares the strategy he used to break into the cannabis space, and the downsides of going to the market with a broad message. 

If you're an emerging thought leader with the ability to help entrepreneurs grow their businesses, a paycheck or retainer isn't the only way to monetize a highly valuable skillset.  There are multiple ways we can capitalize on our marketing, sales and operations skills so we get the most revenue and highest quality of life out of them. From joint venture deals to rev share agreements and consulting deals, it's worth looking for those opportunities and maximizing them when they come our way.   How can we structure these types of deals so that the incentives are lined up correctly and set up for long-term success?  In this episode, entrepreneur, digital agency owner and podcast host Darrell Evans shares how we can create long-term mutual value in our client engagements. 

In coaching and consulting, we quickly discover that the biggest hurdles to success are internal. We see the effect that limiting beliefs have on our clients' ability to implement the strategies, tactics and advice that will get them what they want.   Getting better results requires our clients to change what they do and what they believe about what they do. It's very hard to create any meaningful change if they are still clinging to the wrong set of beliefs. Our marketing and the system we use to help them get results need to address those beliefs.  What are the most common limiting beliefs our clients have? How do we get them to buy into the Point of View that will get them results?  In this episode, I'm joined by agency coach, speaker, trainer and founder of Anchor Advisors, Brad Farris. He shares how he deals with client limiting beliefs at different stages of the client relationship. We also discuss the methods Brad has used to become MicroFamous in his space, and the importance of data in our businesses. 

The basis of any strong community is a feeling of safety and belonging, and an environment that allows people to be transparent and authentic. As thought leaders we often overlook that this sense of safety comes from the values of the community, and who we leave out of it by intention.  When we are crystal clear on our values, we're able to organically attract people who buy into them, and also naturally repel the people who don't fit in with those values. It takes courage to own our leadership and the values of the community we want to create, but it's necessary. Without the foundation of a strong value system, a community and culture can't sustain itself long-term. How can we lead our communities more effectively by putting our values at the center of everything we do? How can we keep a sense of community afloat without live events?  In this episode, I'm joined by CEO of the Real Estate Investment Network Ltd and host of the Everyday Millionaire podcast, Patrick Francey. We talk about what it takes to build a community and a culture that is led by values, and why that's an important part of thought leadership. 

As more people enter the remote workforce, the people we're going to hire on our teams are going to be younger. Because they come from a different generation, determining whether they are a personality and cultural fit requires us to adapt how we interview them and what we need to be looking for.  When our teams are completely virtual, what works in-person doesn't always translate to a remote environment. What are things we need to put an emphasis on in our leadership and team culture? How can we gain insight on how our younger team members think and what they value? In this episode, founder and CEO of The DUDEAgency, Chris Martinez shares insights on running a remote agency and leading a younger workforce. 

The psychology of live events facilitated emotional and impulsive buying, but 2020 has made this impossible, forcing businesses and thought leaders to shift the way we sell. Even before the pandemic, businesses that were based on selling at live events were struggling.  Because it's now easier for people to buy products online, the peak emotional state that causes much of the selling at events is gone.  In a world where people are buying from their devices, how we sell and what we sell has to be packaged for the internet. This is the time to reinvent what we do, instead of waiting to resume what we did before. How we sell, and even how we measure success in our work and our marketing has to change.  What does it take to still be effective without the in-person aspect of events? How has 2020 shifted the meaning of a day's work? In this episode, CEO of Thought Leadership Leverage, Peter Winick returns to talk about how this year has impacted how we sell our products.

Speaking on a stage is one of the most important street cred indicators in thought leadership. Even though people aren't going to events physically, the speaking space hasn't slowed down. In fact, speaking has actually ramped up in the virtual space over the last 6 months. Thought leaders have the opportunity to play in global speaking space where people aren't limited by location, and even a chance to get out in front of the competition when live events do return.  Virtual and hybrid events have become the new way to get in front of people, and anyone who's able to capitalize on this time of experimentation has a real chance to overtake other thought leaders.  Where is money in events going right now and how can we get our content out to more people? What are the credibility indicators that companies are looking for when it comes to when it comes to who they choose as speakers?  In this episode, I'm joined by the founder of Markman Speaker Management, Steve Markman. He shares what we need to be doing right now to align with the new normal in speaking. 

For speakers, thought leaders and associations who give value and connect with people through events, 2020 has put them in a weird spot. Because people haven't been able to gather in the normal sense, the biggest concern is driving value to people, and creating a sense of community within new parameters.  Thought leaders have to rethink several things, particularly how to get in front of people and get their message out without conferences, networking events and on-stage speaking engagements.  What opportunities can we leverage in this new world? How can thought leaders maintain their effectiveness when the world of events has shifted? In this episode, CEO of Thought Leadership Leverage, Peter Winick returns. We discuss how 2020 has impacted live events and how the players in this world have responded.

Company culture is a strategic long-term solution, and an ongoing evolving process that we can't immediately see ROI from, but it's the hidden factor that drives or diminishes our results. Communication builds the culture that we lead people into. What keeps us from effectively building our culture is speaking to and leading different people on our teams in the same way.  If we want a company that lasts the test of time, and continues to evolve, we have to take a long-term vision and learn to talk to each individual in a language that resonates with them.   Why does culture precede profit? How can we help clients see the value of strategies that don't give them instant results? In this episode, I'm joined by executive coach, founder of Orange Dot Coaching and host of the podcast, Profiles of Leadership, Steve Anderson. He talks about how to build a culture that sticks. 

The essence of driving change as coaches is delving into how someone communicates with and leads themselves, because that impacts how they show up in every area of their lives.  Our limiting beliefs and behavioral patterns are not situational, they are always present. They stem from our own self-image and self-communication, and amplify or get in the way of our self-leadership. Having the awareness to notice how we talk to ourselves is an important part of transforming our self-perception.  Why does coaching fall short when it doesn't consider a person's inner communication patterns? How can we become more authentic by changing how we speak to and lead ourselves?  In this episode, communication expert and high-performance coach Jonathan Miller discusses mindful communication and how his own personal self-discovery led to his coaching practice. 

2020 has caused a massive upheaval in the world of events, but a lot of new opportunities are emerging as the industry explores new ways to deliver a great experience in a new world.  It's even more critical now for events to deliver a win-win for speakers, sponsors, sales teams, organizers and attendees. That means going beyond the event logistics and pinpointing what ROI looks like for everything involved. Now more than ever, events are a platform for accelerating shortening the sales cycles, driving partnerships and networking.  What are the event trends that have emerged because of covid-19? How can we make sure virtual events can still be a platform for networking and relationship-building? Why should we opt for taking part in a virtual event instead of creating our own? In this episode, I'm joined by B2B Event ROI & Account-based Marketing Strategist, Michelle Nicole McNabb. We talk about what the developments of 2020 mean for speakers, authors, coaches and consultants. 

The podcasting industry is going to see a lot of change, from new formats to the entry of multi-million dollar publishers. Now more than ever, we have to see and treat our podcasts like entire businesses in their own right.  Our podcasts need to have specific intentions and goals, and we need to make sure they go in a direction that's sustainable and gets us what we want.  How did our guest Tim Alison grow his successful podcast, Screw the Naysayers? What is the gap between old school business advice and entrepreneurship today, and why is this gap so dangerous?  On this episode, I'm joined by entrepreneur, business coach, author and host and executive producer of Screw the Naysayers, Tim Alison. He talks about his passion for helping small business owners, and why he believes the methods he used just 2 years ago to launch his show would bomb today.

As podcasts become more expansive, they've also become so crowded that it's difficult to get noticed and build a loyal listener base. In such a space, doing something unexpected and radically different is how we attract new listeners. The best practice copycat approach won't work in podcasting today.    We have to be able to deliver an experience that makes the audience create a new mental bucket to put us in, and we can only do this by not doing what podcasts are doing. What can we learn from the world of comedy podcasts? What can businesses learn from the narrative style of storytelling and adopt in their marketing? In this episode, I'm joined by podcast producer, co-founder of Podstarter and host of the Unexplainers and Canadian Politics is Boring, Rhys Waters. We talk about where podcasting is now, how it's changed and where the medium is going.

As platforms like Facebook continue to drive down the results of organic traffic, LinkedIn has remained more consistent with what it takes to launch a personal brand, go to market and grow our reach.  It's a platform that is well-suited to a strategy centered on valuable content and targeted outreach. Even as we scale our LinkedIn reach, this strategy can remain effective, and help us connect with people who want to pay for what we do.  What are the best practices for creating content on LinkedIn and outbound marketing efforts? Why is LinkedIn still so perfect for a purely content-driven strategy, not pay-to-play? What is the POSER Format for creating video content on LinkedIn? In this episode, high performance business mentor and coach Paul Higgings shares why he has doubled down on his LinkedIn marketing and getting 1 million views and 120 new clients in 8 months using his strategy.

When the world is in crisis, people and businesses are in crisis too. The ability to withstand adversity is one of the most important things we need to build into our operations. We do this by taking every path, strategic decision and approach in small steps, leaning into the purpose behind it and taking action.  Why do the small steps have such a high pay-off? What can both small businesses and enterprise level companies learn about marketing today? In this episode, growth strategist, author and speaker, Tony Guarnaccia talks about how businesses can build their resilience and the marketing lessons they can apply to achieve it.

When it comes to crafting emotionally resonant and authentic content, nothing is as efficient at delivering an impactful story as children's books are. Stories, even the ones behind businesses, are supposed to be delightful.  If we craft our content with this in mind, along with generosity and simplicity, it changes how it impacts people.  Simple and delightful stories are what make certain pieces of content popular and powerful enough to inspire and drive action.  Why do simple stories work so well? How do we capture the emotion behind a brand so that the voice connects with people? How do we stay on the pulse of the needs of our audience?  In this episode, author, brand coach and consultant, Leah Komaiko talks about how simple storytelling can be when it comes from the right place.

There are many coaches who until now, have operated in the realm of personal networking, referrals and live events to generate demand for their service. The government-imposed lockdowns have turned this aspect of the business world upside down and the thought leader community is no different.  It doesn't have to spell disaster. This is actually the greatest time in history to pivot to online business. There are all kinds of ways to get online, the real issue is creating demand that translates to people signing up for what we have to offer. What does it take to accomplish that? In this special crossover episode, Nicky Bilou returns to talk about why this is the perfect time to pivot to online business and why that doesn't mean starting an entirely new one.

A common misconception and limiting belief many coaches have is that selling a high ticket product requires us to have mass appeal and speak to everyone in the market.  But achieving Microfamous status gives the ability to become highly successful while only having to speak to a small slice of the population within our ideal client audience.  Saying the same message to the same market and staying consistent are the fundamentals of a Microfamous strategy, and it can give us more freedom and ease in our businesses even as we continue to grow.  How do we move away from running a commodity business? Why is the idea of traditional success so limiting?

For many experts, where they start out is not where their business eventually evolves to as they go from being known for that one marketing tactic or platform to something different. Breaking out of a specific niche is progression, not a full pivot, driven by wanting to focus on an overarching strategy, not just one tactic. What drives this switch, and how does it actually benefit the client? What are the online business trends emerging from the coronavirus?

In an influencer/thought-leadership business, the health of the operation is determined by us having a predictable, sustainable and sellable way to bring the right people into our email list. If our email list is flat, our whole business is flat. A system that allows us to reliably grow our email list is critical, and Facebook advertising is a vehicle for getting opt-ins, sales and building our list.   What are some of the tactics we can put in place quickly that can get us results? Why do we need to have a solid funnel before investing in ads?

Credibility and authority indicators like books and podcasts are more within reach than ever before. This means the bar of being seen as an expert in a market or niche is constantly being raised, and we need to be able to keep up. Every piece of content we put out, whether it's a Live format or a professional video has to be able to build to add to our positioning as experts. What credibility indicators are the audience using to decide who has authority? How do we utilize different video content to showcase our expertise and authenticity?

One of the biggest challenges coaches, speakers and consultants face today is how the speed of change in relevant tactics has impacted our shelf life in the business. Staying current and relevant has never been more critical to our professional longevity. The experts who have managed to stay relevant have figured out how to pivot, how to keep driving value and even the new niches they can step into. The key is positioning ourselves and our expertise in a narrative that has long-term appeal. What are some of the most common mistakes coaches and consultants are making? How did Belinda Ellsworth build a reputation for herself in direct sales that has lasted decades, and what drove the exploration of a new niche?

The coaching world is so flooded and saturated now that it's diluting the meaning and the value of the word coach. Using the word coach also forces into a box, individuals who can drive change at so many levels for clients. It's important for coaches to understand that there are two forces in coaching, the content in your head that makes you highly effective, and what's effective at marketing and creating demand.   What direction is coaching taking, and how can we respond to it?

Thought leaders with various intellectual interests find themselves in a space where they want to widen sales channels or head into another niche completely, but it can be challenging to go about this pivot the right way.  There is a sequence that needs to be followed – a storytelling staircase of credibility and path to expand our reach and results. What are the systems, sequences and elements behind jumping into our next niche? What is the leveraged opportunity our guest sees in creating more value for people?

For so many people what holds them back from success aren't the external circumstances. What gets in their way are the fundamental, deep-seated beliefs and patterns they've been clinging to that are hurting them. How did our guest today shift these beliefs rapidly, and then turn that into a system that helps other people? What is the biggest barrier to people believing in the rapid transformation? How does our lens of how we see the world affect the experiences we have?

Many thought leaders who become known for one thing and build authority around that get to a point where they want to pivot and relaunch in a new direction. The process of relaunching, of becoming MicroFamous for something different brings new challenges and opportunities.

Hybrid agencies are a path service providers can use to turn their expertise and knowledge into a scalable package that's delivered differently. How does this type of model marry the best of coaching, training and implementation? What is the next evolution of coaching and training? How do we build layers of implementation into our businesses?

Building a strong community comes down to our ability to engage with people and nurture them. How do we build a space and brand people would be proud to wear on t-shirts? Why is it so important to have a purpose behind what we do? Why is it so important to value old followers as much as new ones?

The biggest expense we have in this business is our customer acquisition costs, and one of the smartest things we can do is build funnels that pay for themselves; funnels that convert cold traffic into buyers without losing money. What kind of offers do we need to have in our funnel for them to be self-liquidating? How do we use the New Media Machine to generate attention, and then turn it into a sustainable business?

In the coaching realm, group programs have often been seen as a lesser choice, and that individual coaching is the best option. The truth is, group coaching is actually more powerful and effective when it comes to effecting behavioral change. What are the reasons that make group coaching more effective in this way? How can we expand our reach and grow bigger within coaching programs?

One of the things that make an impact on our ability to have freedom while we run a business is focusing on our highest leverage points. How do we identify the activities and processes that produce quick and valuable results? How do we narrow down to the one or two things in our businesses that actually move the needle? How do we limit ourselves to a one-page strategic plan?

The term growth hacking is one that's become synonymous with innovative marketing and social media. The problem is, it has also led to people thinking there's a shortcut or cheat code to going viral and becoming Microfamous. Why is it flawed to believe we can just hack our way to growth?

As thought leaders, our goal is always to become MicroFamous around that one problem we solve for people. It's even more powerful when we can become so focused that people associate us with one word or phrase. How does packaging ourselves this way make it easier for people to buy from us? How can we articulate the problem behind the one word or phrase we want to be associated with in a way that relates to the market? 

Strategic partnerships allow like-minded people to combine resources and produce far better results together than either can achieve alone; but very often people get them wrong. What mindset should we apply to approaching potential partners? What misconceptions sink strategic partnerships? How do we get into cooperation with our strategic partners?

The ability to be a business connector, make strategic introductions, facilitate connections and deepen relationships is a powerful tool we can have in entrepreneurship. How can we have the kinds of conversations that facilitate these conversations? How can we bring tangible ROI to the introduction? Why are podcasts such a powerful medium for strategic partnerships?

In today's media environment, having authority and respect improves our sales cycles, conversion rates, visibility and more. How does authority drive the decisions of the people we're trying to sell to? How do we quantify authority? Why is it so important for PR agencies to speak the language of sales and marketing nowadays? How do we invest in influencer relationships to grow our own authority?

For coaches, consultants and agency owners, LinkedIn remains the best way to connect with clients and move our businesses forward. What is the difference between the credibility we get from LinkedIn and all the other platforms? How do we proactively build a network of people who are valuable, and move those relationships further along on LinkedIn?

Building a category king business is about balancing innovation with a valuable, scalable use case. How can we go about finding the most valuable slice of the market to build our business around? How can we develop multiple uses for one piece of technology?

Many full service agency are stuck in that 10% to 15% profit margin, and a lot of it comes from not specializing. What are the operational, cultural and financial benefits of narrowing our focus? When it comes to optimization, why is it crucial to test less variables? How does focusing your service refine your messaging?

When two agencies merge, there are critical pieces that have to be intact in order for it to be a success, and for the agency to keep delivering results to clients. How can we make sure we're delivering the promise of what people should be hiring us for in the merger process? How do we balance the competitive advantage of a new agency with the X-factor of the original agency? How can we streamline operations, hiring, culture and marketing?

Millionaire Real Estate Agent and The ONE Thing are two of the most influential and successful business books of all time. What are the key beliefs, ideas and points-of-view that made them such stand-out successes in the category? How did a defined, organizational point-of-view become so wildly popular?

Most entrepreneurs are focused on how to get more clients, and not on finding people who will get the most value out of their knowledge and expertise. Why is mastering our process key to growing our business sustainably? What are the mechanics of how problems are solved in order to extract the most value?

When we're running a service business, scalability is huge and the thing that tells us if we can go the distance. What is the first milestone we can use to determine if the goal to scale is actually succeeding? What are the downsides of going heavy on implementation vs. just renting out our brains and selling strategy? What's the instinct we need to fight when we decide to start working on the business, not in it?

In the rapid movement of the internet machine, many clients and customers expect our services to be on-demand, which comes with a unique set of challenges. How do you build an on-demand staffing model that benefits the employees? What are the challenges of scaling an on-demand service model?

The context of how the world consumes content is changing rapidly, and as agency owners, we have to stay on the pulse of this. What do we learn when we regularly keep an eye on the top downloaded apps? How do we find the thing that we can do that's most valuable to the market, and why do we need to intensify our focus on that thing? What does it take to lock in on that thing without learning the hard way?

Agency growth and success is hindered when leaders fail to remove themselves as linchpins of the business. How does getting out of the way help the business and the staff grow? What skills transfer over from running an agency to a tech startups?