Podcasts about castaways beach

A look at the re-opening of a Chicago lakefront favorite, local vacations with a European feel and there's a sudden closure of Dom's Kitchen & Market and Foxtrot Market locations in Chicago.

From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL's in these archive episodes are still relevant. Tom Poland is a multiple best-selling author who has spent 39 years as a sales and marketing professional. He is a specialist in generating the highest quality, inbound, new client inquiries. He lives in Castaways Beach, Australia and is voluntarily married. Top 3 Vlaue Bombs: 1. Marketing is where you generate the leads, and selling is where you convert the leads. 2. The biggest obstacle is having an audience that has already experienced the offer you have from someone else - and they had a bad experience. 3. The great thing about marketing is that it puts an offer in front of someone who is already looking for that offer, and selling tries to convince them that the offer is a good proposal. The Science of being in demand. Learn more by checking out Tom's website! - Leadsology Sponsors: HubSpot: HubSpot CRM's powerful tools will help marketers WOW prospects, sales teams lock in deals, and service teams improve response times and overall service. Get started for free at HubSpot.com! BELAY: Learn how to make the most of your time and maximize your results with BELAY's free offer! Download Your Personal Guide to a Productive Work Week, today! Just text FIRE to 55123!

From the archive: This episode was originally recorded and published in 2020. Our interviews on Entrepreneurs On Fire are meant to be evergreen, and we do our best to confirm that all offers and URL's in these archive episodes are still relevant. Tom Poland is a multiple best-selling author who has spent 39 years as a sales and marketing professional. He is a specialist in generating the highest quality, inbound, new client inquiries. He lives in Castaways Beach, Australia and is voluntarily married. Top 3 Vlaue Bombs: 1. Marketing is where you generate the leads, and selling is where you convert the leads. 2. The biggest obstacle is having an audience that has already experienced the offer you have from someone else - and they had a bad experience. 3. The great thing about marketing is that it puts an offer in front of someone who is already looking for that offer, and selling tries to convince them that the offer is a good proposal. The Science of being in demand. Learn more by checking out Tom's website! - Leadsology Sponsors: HubSpot: HubSpot CRM's powerful tools will help marketers WOW prospects, sales teams lock in deals, and service teams improve response times and overall service. Get started for free at HubSpot.com! BELAY: Learn how to make the most of your time and maximize your results with BELAY's free offer! Download Your Personal Guide to a Productive Work Week, today! Just text FIRE to 55123! HubSpot: HubSpot CRM's powerful tools will help marketers WOW prospects, sales teams lock in deals, and service teams improve response times and overall service. Get started for free at HubSpot.com!

Intentionally Attracting the Right People Through Inbound Lead Generation This week, I am so excited to introduce you to Tom Poland.   Tom is the multiple best-selling marketing author with over 37 years' experience in sales and marketing. He has also started, managed, and sold multiple businesses including teams of over 100 and revenue of more than twenty million dollars.    Tom is currently working with clients in 27 cities and 15 time zones around the world and describes himself as ‘voluntarily married', living in a house on the sand, next to the blue waves at little Castaways Beach in Queensland Australia.   In this episode, we'll explore: His systematic approach to creating free webinars that result in intentional, inbound lead generation  Why, as a visionary thought-leader, you need an operations person to help you track your numbers and data The difference between manipulation and motivation in marketing and in your talks Clearly communicating and using your influential voice Tom's current favorites: Book: 80/20 Principle and Speaker: Dan Kennedy More from Tom The FREE Kindle version of his book, Leadsology®: The Science of Being in Demand LinkedIn: https://www.linkedin.com/in/tompoland/?originalSubdomain=au   Instagram: https://www.instagram.com/polandtom/   More from Tricia  Order my book, The Influential Voice: Saying What You Mean for Lasting Legacy Explore my content and follow me on YouTube Follow me on Instagram  Connect with me on Facebook  Connect with me on LinkedIn  Visit my website at TriciaBrouk.com 

Tom Poland is the multiple best-selling marketing author with over 37 years' experience in sales and marketing. He has also started, managed and sold multiple businesses including teams of over 100 and revenue of more than twenty million dollars. At time of writing Tom is currently working with clients in 27 cities and 15 time zones around the world and describes himself as ‘voluntarily married', living in a house on the sand, next to the blue waves at little Castaways Beach in Queensland Australia. www.LeadGenDemo.Live tom@leadsology.guru https://www.leadsology.com (www.leadsology.com) Mentioned in this episode: Get my MP3 I have recorded my book in audio form. Get your copy for free at https://www.guywhoknowsaguy.com Network without talking to strangers Did you know that you can network without ever talking to a stranger? It's true. Networking is not about awkward conversations and elevator pitches. It is about making connections and creating value. I'll teach you how in a two minute video at https://www.guywhoknowsaguy.com/innercircle

 Discover how to get that awesome online marketing breakthrough through the power of observing and adapting Learn what platform suits you and your business that will keep your clients hooked and splurge on your products Find out how to effectively and organically increase your online sales by letting your clients feel cared for Resources/Links: Wanting to Find Out How to Up Your Online Marketing Game and Keep Your Products Booming and On the Trend? Learn how you can organically and effectively be everyone's go-to business online: www.strategicprofits.com/jay Summary Have you been struggling with the fast-pacing changes brought by the online world that it makes online marketing just so hard? Do you want to know the nits and grits of online marketing so that you can maximize your business and product's potential? Are you ready to breakthrough online growth with the right marketing strategy that will last you a lifetime and organically attract high-paying clients? Rich Schefren is widely recognized as an Internet marketing pioneer and one of the world's top experts on online business strategy. He has coached the world's top online business gurus, increased client revenues by BILLIONS of dollars, and grew 3 of his businesses to 7-figures a year. Agora publishing a billion-dollar testimonial. In this episode, Rich talks about the different online marketing tactics and strategies that you can apply to your business that can organically get you traction and clients. He also shares the importance of being aware of anything online— from trends to hashtags and whatnot, which you can adapt and help you market online. Check out these episode highlights: 02:21 – Rich's ideal client: “Anyone that uses online marketing to either make money, grow a business, etc., is ultimately a client of ours or a potential client of ours based on some of the products that we recently released, like in the last few years, really, it's so wide open.” 03:18 – Problem Rich helps solve: “Well, I would say that, you know, if they are not satisfied with the performance of their marketing, at the end of the day, like, that's the problem I would solve. So, that's the starting point, really.” 23:58 – Rich's Valuable Free Action (VFA): “I would say that they should pay more close attention to the people that they buy from, the places that they shop from, and notice anything that is new to them when they first noticed that. Like, you know, all of these things are hidden in plain sight, you know.” 29:05 – Rich's Valuable Free Resource (VFR): Check out Rich's Website: www.strategicprofits.com/jay 32:15 – Q: You wouldn't know to ask me this question, but since I'm asking myself the question and delivering the answer, let me tell you. A: I want to share what I did to watch my coaching. It's something I've taught to numerous people and the people who have done it have done very well and done the same. Tweetable Takeaways from this Episode: “The one competitive advantage that cannot be copied is timing.” -Rich SchefrenClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome everyone to another edition of Marketing The Invisible. My name is Tom Poland, beaming out to you there from little Castaways Beach from Queensland, Australia, joined today by Rich Schefren. Rich, good day, Sir. Very warm welcome. Where are you hanging out? Rich Schefren 0:23 I am in Delray Beach, Florida. Tom Poland 0:26 Sounds like a nice spot to be. For those of you who don't know Rich, you must have been living in a cave, because he is one of the founding fathers of online marketing. He's literally one of the world's top experts on online business strategy. He's coached a Rolodex of who's who in the world of internet marketing. Most of the internet, the people that I respect and I hold in high esteem based on their integrity in the results in the internet marketing world have been mentored by Rich. He's come out of retirement. He's got- If I read his whole bio, it's kind of, it would rival war and peaceful credentials and lengths, he said. For example, just plucking one thing out of the air, he's got a testimony from Agora about how he helped them get to $1 billion of extra revenue. I mean, you can't live on a billion dollars, right, Rich? But it's a good start, yeah? Rich Schefren 01:19 Yes, a good start. I wish I would have negotiated a piece of that, but unfortunately, not. Tom Poland 1:25 I want to add, as well, that Rich is just an extraordinarily generous person. I remember getting something from you for free and it was about strategic alliances. It was a giveaway, but it was something that had been previously sold for a lot of money, and rightly so because it was chock full of value. And everyone I speak to, the usually inestimable Bob Bly, who introduced us Rich, speaks so highly of not only your integrity but your generosity. So, delighted to have you on the show. I think without further ado, we will announce the title, which is “The #1 Key to Breakthrough Online Growth”, and we're going to kick off. Folks, today, I so wanted to have Rich on the show. I'm throwing away our seven-minute timer. We'll go through the same questions, but we might take a little deviation here and there with his act of smells and gold. So Rich, let's kick off with question number one, though. Who's your ideal client? Rich Schefren 2:15 Yeah, it's very wide open these days, which is always generally a bad answer for marketers, right? Tom Poland 2:20 Right. Rich Schefren 2:21 Anyone that uses online marketing to either make money, grow a business, etc., is ultimately a client of ours or a potential client of ours based on some of the products that we recently released, like in the last few years, really, it's so wide open. So, you know, the same product that became our flagship is great for agency owners, it's great for coaches and consultants, as well as people who are trying to scale a business online. So, which will make sense, I think, as we go on. Tom Poland 2:52 As we go on. So, common denominator – people wanting to get growth online. Would that be fair? Rich Schefren 2:57 Yeah. Tom Poland 2:58 So, question number two is what's the problem you solve? We were talking before the interview. It sounded very much like, if I could paraphrase it, the problem you solve is people feel like they're a voice in a crowd of screaming people. How would you define the problem you solve? We know it's about growth, but what is the problem or the potential people are looking for when they become a client to yours? Rich Schefren 3:18 Well, I would say that, you know, if they are not satisfied with the performance of their marketing, at the end of the day, like, that's the problem I would solve. So, that's the starting point, really. That if the marketing is not performing as well as it should or as they hoped or etc., not powering the growth that they want, then that's what we solve. And the- I don't know if I should go further with that. Tom Poland 3:44 Yeah, please. Let's do. Anything you think about, your own? Rich Schefren 3:48 Yeah. So, what most people don't realize is that there are strategies, tactics, channels, etc., that can, at one moment in time, be insanely powerful, but that over time, it degrade. Tom Poland 4:07 Right. Rich Schefren 4:08 And that's pretty much consistent with everything, as far as marketing online. And so, the only exception to that can be tremendously great creative, like an amazing copy or something like that, but that's outside the reach of most people. Tom Poland 4:23 Right. Rich Schefren 4:24 So, you know, I'll give you an example. So, when I brought the VSL to Agora, it was back in 2007. Tom Poland 4:33 Just let me explain to folks. VSL is the Video Sales Letter. Rich Schefren 4:37 Yeah, Video Sales Letter. It was invented by John Benson. He's the creator of it. He invented it at the end of 2005. He first did it for a client in 2006. I saw that and brought it to Agora, like soon thereafter, early 2007. When Agora used that, that's what the testimonial from them, from Bill Bonner and Mark Ford says, when I brought it over to them, immediately, conversion rates went up 400% in the US, 300% in France, 250% in Germany, and all they did was take the sales letters that they had and copy and paste it into a PowerPoint. You know, white background, black text. That's it. And just to give a full arc of that story, right? So, John Benson invented it at the end of 2005. The very first course on video sales letters didn't come out until 2010. And that was the 3X VSL method by John Benson. And the Agora got those benefits in 2007, 2008, 2009, 2010, right? By 2017, there was absolutely zero difference between a regular sales letter and a VSL the way that Agora had been doing it. So, zero, right? And so, what most people don't realize is that you're either there for the beginning or you don't get the benefit that, like, you could get. And you know, a year later, when I invented automated webinars, like, we had the same thing. Like, the show up rates were 80%. The registration rates were high, like you know, because there wasn't- it wasn't the way it is now, right? Tom Poland 6:18 Yep. Rich Schefren 6:18 And so, every marketing, or if you were early on in AdWords or early on in Facebook, like there was a time when it was very easy. Tom Poland 6:27 Yeah. Rich Schefren 6:28 The time is over now, right? Like, now, it's easier to make something work on YouTube than it is on Facebook, and if you don't know that, you could be pounding your head against the wall to try and make Facebook work. So, there are these levers, but what's more important than the lever itself is also the timing. And because not only this performance degrade on any channel, any tactic, any strategy, but the effort that's involved to get the result increases over time. So, you have one graph, which is results, they're going down, right? Like, if I can- Tom Poland 7:01 Yeah, I got it here. Rich Schefren 7:02 Like going down, right? But then, the effort to get the result is going up. So, you have this like, moment in time right over here where it's high results, low effort, right? And then it goes down and up, and so now all of a sudden, on this side, it's high effort, not great results, right? And if someone looks at their marketing arsenal, their marketing mix, you know, the assets that they're using, and none of them are anything that is new, like not anything that has been introduced in the last 12 months or 18 months, then probably, everything in their mix is stuff that everybody knows. And if you're using stuff that everybody knows, there's not really the advantage to propel you forward. And what I think most people miss these days, is that that's the primary way of growth online. And so, whether people realize that or not, they should take a step back and look at the businesses that they know that are successful online; I'm not talking about, you know, VC-funded, but entrepreneurial driven, and how they grew and what was their primary way of growth, and generally, it can be reduced down to a channel, a strategy, or a tactic that they got on before the rest of their industry did – the other people, right? And so, I got known because back in 2006, I wrote a free report. And back when I wrote that free report, you know, my problem was is that I got great results for clients like Ryan Deiss and Russell Brunson and those guys, but nobody wanted business coaching back in 2006 and nobody knew who I was. And so, I wrote a free report, like hoping to get a dozen clients. Just put it on my blog. It's called the “Internet Business Manifesto”. And then, that ended up going viral. And so, been downloaded millions of times, and totally took me from unknown to known, and built the West, built the business, etc. And for the next year and a half, from, you know, that first report, Internet Business Manifesto I wrote in June of 2006, till 2008, I wrote six more free reports. And that's how I built my whole business, just like writing free reports, putting them on my blog, and having affiliates mail for it. And that was a very effective strategy in 2006, 2007, 2008. In 2009, the book “Free”, written by Chris Anderson, the editor of Wired Magazine, was talking about this new concept about giving stuff away for free to sell your product, but by that time, that's when everybody knows. And there's no doubt, right? That if someone were to start today, like if they thought they could put a free report on their blog, and that somehow, they'd have millions of dollars, like a month or two later, that's not going to happen, because the window has already closed. So, that's what I'm talking about, as far as this idea that there are asymmetric kind of rewards for stuff that is new online because they grab attention and it's not clear yet as obvious that I'm trying to sell you something, right? It's like stealth, camouflage kind of selling. Tom Poland 10:23 Right. And so, what I'm hearing is that once the thing becomes common place, it becomes- it doesn't get the cut through that I need to get in order to get noticed. It doesn't get noticed. It doesn't get acted on. So, there's two things. There's the lever or the platform or the tactic or whatever it is, the VSL or the free report, but it's also the timing. Rich Schefren 10:42 Right. Tom Poland 10:43 I almost had to use the analogy, but it sounds a bit like multi-level marketing. If you don't get in at the top, it's going to be too late. And, you know, it's kind of like, when I got to the share market, everyone was in there, and so, yeah. You know, if the taxi driver is telling me about the best stock to buy, it's probably time to get out. Rich Schefren 10:58 Right. But the good news is that there's always something. Tom Poland 11:00 Right. Rich Schefren 11:01 So, it's just a question of like, figuring out what it is now? Or, what's next, right? It shouldn't be shocking, right? That there might be an opportunity right now on TikTok, right? Like, it should not be shocking to anyone. Tom Poland 11:16 No. Yeah. Rich Schefren 11:17 Now, finding out like what it is and what's working. Like, you either can come to a service like mine, or you can just, you know, keep your ears open and eyes open, rather, and pay attention to anything that gets you to pay. Anything that you notice that's different and new. And I can give you a ton of different examples of like what's working now, but yeah. I mean, that's the gist. Anytime someone sees something and stops and says, “what is that?” There's something to it. Tom Poland 11:45 And so, we need to pick up areas. So, we don't necessarily have to be the innovator, the one person that comes up with one idea at the right time. We might be able to kind of hang on to this shit tiles and go on for the ride, if I'm mixing my metaphors up. Maybe just three or four examples of what you think is hot right now. Rich Schefren 12:01 Sure. Yeah. So, something that, like, we talked to our group about recently, a couple months ago, was one that is called Interactive Sales Letters. It's like a video sales letter, but they're interactive. And this was shared with me by Daniel Levis. He's a copywriter. Tom Poland 12:19 Yeah. Rich Schefren 12:20 And he changed his application funnel for his coaching program from the standard model, which is, you know, ad, opt in, VSL, application, right? Like, that's the process. So, there are two different companies that you can do this with. One is VideoAsk. The other is Go Tolstoy, like the writer, Tolstoy, Leo Tolstoy. Both of them are platforms where you can do interactive video. And so, Daniel Levis has it where, you know, you get to this one. The difference is that instead of people going through multi pages, they stay on one page. It's a seamless experience. And the number of people that he was able to get into his coaching program grew from like about 200 to 300%, like the conversion rates were that much higher, the show up rate was higher, everything was higher, and it makes sense, when I explain why. Tom Poland 13:13 Right. Rich Schefren 13:14 So, it's an interactive video, and Daniel does three different questions throughout. And the first question is, are you B2B or B2C? And then, you know, they click a button on it, and then it keeps talking. Tom Poland 13:28 Yup. Rich Schefren 13:29 And the next question is, which niche are you most closely aligned with – health, wealth, or relationships? And they answer, and then it keeps talking. And then the last one is like, are you a small, medium, or large business? And he attaches numbers to those three different, you know, categories. Tom Poland 13:46 Right. Rich Schefren 13:47 And so, with those three questions, there's two answers to the first one, three answers to the second, three for the third, so it's two times three, it's six, times another three is 18. There's 18 buckets that someone could fall into. Tom Poland 14:01 Gotcha. Rich Schefren 14:02 And as soon as they finish that third question, Daniel then goes into a case study about someone very similar to them. Who's in B2B or B2C like them? Who's in the same niche as them? Who has a similar business than they had, and that's now at the next level, right? And then invites them to apply and set up a call, but like, while he's talking them through it, right on the video, because they never have to leave that video, it's all seen. Tom Poland 14:28 Right, it's clever. Rich Schefren 14:29 And that has a higher engagement rate right out of the gate, right? Because it's new and novel. Tom Poland 14:34 Right. Rich Schefren 14:35 And then, in addition, the message is more catered to them and they're being kind of pre-sold before they get on, even on the call, right? And so, that would be an example of something that's working really well now, but I'll give you another one that's in the same field, because this one is very much working like right now and it will be something that, in a year and a half from now, will be a problem. Tom Poland 14:59 Right. Rich Schefren 15:01 And it's funny because a friend of mine, Rudy Mawer, who runs a lot of the brands for Tai Lopez, like he sits on top of Pure1 and RadioShack and all the brands that they bought, and he called me because he has a coaching program. And he was like, “I heard that there's been a change in the way they're being sold, and I heard that, like, I should talk to you about those.” So, I was like, “Yeah, I'll send you the thing that we did on the segment.” And so, this one came from a gentleman by the name of Cole Gordon. Cole is the guy that has set up the phone rooms for a lot of gurus that want to have phone sales but want to keep it totally in house. Like, they don't trust, and there's a lot of good reasons not to trust other people because they can damage your reputation so fast, right? Tom Poland 15:45 Yeah. Rich Schefren 15:46 So anyway, he's done it with like Traffic and Funnels, and Aaron Fletcher, and a bunch of bigger companies, too, he's also worked with before. And so, I did a call. I did a, you know, a segment with him, and he started that by telling me that outbound is the new inbound. And so, that was the premise of the segment. And what he was talking about was that the standard process, the way I was explaining it, the way Daniel used to do it, right? Opt in page, video, right application. Instead, it's opt in, but it also has optional phone number, and then as soon as the person – this is just one of seven different funnels that you went over, right? But when they're watching the video, there's an outbound call to that person while they're engaged, right? That's an extra call that's being added to the sequence, right? And that extra call is taking a very, like, leadership concierge role. It's just like, what brought you to the site, seeing if they can give them something right now for free as a gift that like kind of fits where they're at, and setting up the future call, etc. so there's already that first touch point. And so, very interesting segment. And actually, I've done a segment with the guys from Traffic and Funnels and Chris Evans. And he was telling me that they had started sending out more content to their list and sending them to the blog, and then people could opt in for content expansion, you know, and that they were making an extra, you know, mid six figures a month, because they were doing that. I was like, “I don't understand how you're making an extra six figures just by that.” But it's because when they're on the site, getting their content expansion, that's when all sorts of phone calls are happening out, right? Tom Poland 17:38 Right. Rich Schefren 17:39 So, I asked the guys from Traffic and Funnels about it, and they said, “Oh, yeah. We switched to outbound and that's now responsible for about 90% of our sales.” Tom Poland 17:48 Wow! Rich Schefren 17:49 It starts like the first contact starts outbound. So, like, that's a strategy right now. It's very effective, right? You can bet, you know, dollars to donuts, right? That as more people start doing that, at some point in time, whether it's eight months from now, whether it's a year and a half from now, two years from now, people are not going to appreciate that call. Tom Poland 18:09 Right. Rich Schefren 18:10 Right now, they do. They feel like this business really cares. Tom Poland 18:12 It's novel. Rich Schefren 18:13 But when they start getting calls from every website they got into, it's going to be a different story. So, very effective now. Tom Poland 18:21 Interesting. Okay. Rich Schefren 18:23 The next one, this one was shared by also two different people kind of overlapping. It's about discovery ads for YouTube. So, Aleric Heck was talking about how, you know, it's a great opportunity right now to grow your channel if you have an organic YouTube channel by using discovery ad, and that they're very inexpensive. And discovery ads, just for people who don't know, when you're watching a YouTube video, some of the suggested videos on the right hand side are discovery ads. Tom Poland 18:57 Okay. Rich Schefren 18:58 And then also, if you search by keyword, sometimes, a few of the top ones will also be discovery ad. And generally, you're advertising your organic content, right? And so, our work just was talking about it as a, like right now, it's very useful to use, it's very inexpensive, and it can reduce your overall advertising rates for several reasons. I, then, also did one with Ian Stanley. And Ian Stanley teaches people. It's one of the best actual biz ops out there, because I'm generally not a fan of biz op at all because they don't work. But it needs to just, people have to be email copywriters. And there's a million businesses out there that don't manage them as well that you can actually have a career. I mean, you're not going to get rich but you can make, you know, six figures as an email copywriter relatively easily. Anyway, so he uses discovery ads as well. And if you have an organic channel on YouTube, you have to link it to your Google account. Until you link it to your Google account, you can't, you know, you don't get the benefit of having an organic account because you can retarget anyone that watches your organic videos once your organic YouTube account is linked to your advertising account. Tom Poland 20:18 Right. Rich Schefren 20:18 You can't go back. And you can only go to the point where your link those up. And so, what Ian is doing is he's spending five bucks a day on Discovery ads to get his videos, and then he- retargeting on YouTube is relatively cheap as well, very cheap, actually. So, once he retargets anyone who watches any of his videos, so the people that come to his videos through discovery ads are the same as people that can do it organically. And on just $5 a day, he is selling high-end coaching to clients through this whole process of moving people through the discovery ad to channel, prevent seeing other ads, and then ultimately being taken off site. And other ones are a little bit more complicated, but those are examples, I would say, of different strategies that are currently working right now. Tom Poland 21:14 It's interesting. Rich Schefren 21:15 And you know, another thing I can just quite share is that whereas I don't know of any marketer who has gotten any ads to work from YouTube, or Facebook, or Instagram on TikTok. I know lots of marketers who have ads that work on TikTok, that work on Instagram, Facebook, and YouTube. Like, that format works on all channels, right? Which is interesting. They don't know yet how to apply that, but it's something to think about. Tom Poland 21:47 Well, certainly test on TikTok, and if you don't get it working, go to the other channels, maybe. But yeah, this is interesting. So, the key point, I think, folks, is that there are innovations. You don't necessarily have to be the innovator, but you have to keep your eyes and ears open and notice what you are noticing, because there might be an opportunity to jump on that particular bandwagon before it rides off the cliff. One day it will. Rich Schefren 22:09 And what I would say is, is that you don't need- not every element of your business needs to be this, but you need one. Like, you know, like when I released my free reports, like I was using regular email, a regular blog, like what was the thing at that moment was free content that was valuable, that made a sale. Tom Poland 22:29 Yes. Rich Schefren 22:30 You know. When I did the webinars, like it was the same thing, like everything else was normal, like the standard stuff everyone else was using. So, my point is that you don't need 100 of these things, but there should be one element in part of your marketing arsenal that is relatively new, that your competitors are not using. And you should spend some time looking for that and recognize. And it could be in any other industry, but it's not yet been in your industry so your prospects are not like familiar with it. Your competitors aren't using it. Tom Poland 23:03 And the process of innovation, it's necessary that people are going to fail, people are going to trip over, that if you can hang off, if you can notice what is working somewhere, you know, perhaps, you could avoid a lot of those a lot of that downtime and wasted money. But it's either way. It's fascinating stuff. And essentially, what you're saying is that, really, the only competitive advantage of sustainable is innovation. You've got to have something that's timing Rich Schefren 23:25 The one competitive advantage that cannot be copied is timing. Tom Poland 23:31 Perfect. Alright. So, terrific stuff. Strategic, but also lots of examples to flesh out those concepts. Let me give you question five. I've skipped a couple because I think we've covered them adequately and lots of value has gone out, anyway. What would you say would be one valuable free action? Where could someone go from here to start the process of exploration or innovation or timing? What's one step in the right direction you'd recommend people take? Rich Schefren 23:58 I would say that they should pay more close attention to the people that they buy from, the places that they shop from, and notice anything that is new to them when they first noticed that. Like, you know, all of these things are hidden in plain sight, you know. They're out there. It's just a question of whether you can spot them or not. And you're not going to spot all of them, that's for sure, but you only need to spot one, you know, at any given point. So, I would say that, you know, recognize that some percentage of your time – and I'm not necessarily saying a lot of it; maybe 5%, maybe 10% – put some amount of your time recognizing that if you look at what your marketing arsenal is right now and you don't have anything that you would say is cutting edge or something that's relatively new, then you should spend 5-10% of your time to be on the lookout for those things. Go to different marketers sites. Opt into their stuff. See what they're doing. See if it's anything different than what you're doing, right? Most of the time, it's not going to be found in a course, because generally, it takes a few years or at least a year or two for something to get out in a course. So generally, you know, there might be a few in a course, but that's not the amount of time to invest it. Courses are great for what they are. They're just not great for the latest and greatest, usually. Tom Poland 25:19 Yep. Yeah. Rich Schefren 25:20 So, I would say that, and be willing to test, but recognize that, when I speak to most people, if they get honest about it, they've never spent any time looking for this. And so, the first thing is to recognize one that there is this kind of time element that is involved with marketing, and that, you know, looking at what the people that you look up to, that you know are doing well, what they're doing is a start, ideally not in your industry, so that you have the opportunity to be first in your industry, and experiment. You know, at the end of the day, putting your own spin on things. Like, the reason I wrote a free report was that I was listening to a Dan Kennedy program for coaches and consultants. And at that moment in time, I had my coaching program. Nobody knew me, right? And so, I'm listening, like very eagerly, and I will always remember the question and answer because, like, I can't believe that I thought this way once, but I did, so, you know. But I had this great coaching program getting people great results, but I felt like I needed new front-end products, new low-priced products to acquire new customers. And then I would need, you know, mid-tier products. Like, I needed this whole built-out business in order to do well. And I didn't know what to put in these front-end products, these low-priced products, because I had all this great stuff in my coaching program, but I was afraid to take anything from my coaching program because I was afraid I cannibalize my coaching program. Tom Poland 26:52 Right. Rich Schefren 26:52 So, I'm listening to this Q&A session that is at the end of what Dan presented, and this coach asked the exact question that I was thinking, which is, I have like this coaching program but I don't know what to put in these lower-priced products to acquire customers because I'm afraid I'll cannibalize. And Dan just laughed at him. Like literally started, like chuckling, and he said – these are his exact words. He's like, “Baba? Baba? You don't get it. You put your best ideas in those products because that's what's going to get people to want to join your coaching program.” Tom Poland 27:24 Right. Rich Schefren 27:25 And I was like, that was news to me, back in like, you know, 2005-ish, or whenever I was listening to it. I was like, that was news to me. And the more I thought about it, I was like, well, if that's true, then what if I just gave it all the way from like, put not all my good ideas, but what if I gave a bunch of good ideas away for absolutely free? Tom Poland 27:44 Yep. Rich Schefren 27:45 And what if I gave people, gave affiliates, you know, 25% of the coaching, like, just for giving away a free valuable report? And so that's what I tried, right? Like that. It was just an experiment, but it was based on Dan's saying, what he said, and based on like, what I know about online marketing, and maybe like, asking affiliates to just give away something highly valuable and we'll take care of all the selling and do everything from there. Maybe that's enough. And it was enough. And so, didn't have to build a lot of front-end products and I didn't have to do all these things. But it was because like, I was willing to experiment. Tom Poland 28:20 Yes. And we all want this thing that's going to stay true and sit and deliver results for ad infinitum, for eternity, but unfortunately, it just doesn't exist. So, someone's going to move the cheese, right? Rich Schefren 28:33 Yeah. I mean, people are always shocked. Like, I wrote a report on automated webinars in early 2008, weighing out how to work, like the whole model. That's still used today. And people were shocked, like, “why would you do that?” And I'm like, if I thought I could actually do it forever and no one would know about it, I would certainly- Tom Poland 28:52 Keep it to yourself. Rich Schefren 28:53 That's not on the table. Yet anyway, so I credit the guy that invented Tom Poland 29:00 Right. It's going to have a “use by” date, so he has to get it out before that expires. Rich Schefren 29:05 Yeah. Tom Poland 29:05 So Rich, let's go to your website. You're going to set up a special page – www.strategicprofits.com/jay. What are people going to find when they go there? Rich Schefren 29:17 Yeah. So, they're going to find, this was a book that Jay Abraham used at the most recent Anthony Robbins, like super high-end Mastermind. Jay called me because he was giving away one of his books, and none of his books have really the internet component in it and he felt that that was necessary. And so, we took seven of the segments that I'm talking about, like the examples I was giving you, and Jay titled it “Getting Everything You Can Out of All That's Hot Online” which is like a take-off of his book, getting everything you can from all that you've got. Tom Poland 29:55 Right. Rich Schefren 29:55 And this has strategies in here from Tim Burd, who has Ads Secrets, which is one of the best Facebook groups out there for media buyers people, like he's got several 1000 in there that pay him 97 bucks a month; Fernando Cruz, who's the Head Marketer for Legacy, which is one of the best divisions of grow wise until it was just sold for $3 billion; Jordan Menard, who is the top media buyer. I'll give you an example of another one just with Jordan. It's not the one that's in the book. The one in the book is about how to produce new angles. But Jordan shared a strategy with me. This was like about 18 months ago so its effectiveness is a little less than where it was, but it still works. And he showed me in split tests. He had three split tests. He had one for Bob Proctor who's a client of his, one for the Morrison Brothers who's also a client of his, and one, Agora property. And he did a split test with Facebook ads, and all he changed was two words – the first two words of the Facebook post. And the two words that he added were “It's true…” And “it's true…” boosted the click through rate by about 50-70%. Tom Poland 31:10 Wow! Rich Schefren 31:11 Kind of shocking. But anyway, so Jordan Russell Brunson has his favorite funnel, the funnel that actually has built more click funnels than any other funnel, and one that he spends over a million dollars a month on, that's cashflow positive. And then Aleric Heck talking about YouTube retargeting, and why it's so effective and how to do it, and Growth Secrets, Molly Mahoney. So, it's seven different strategies that people can have, and we are planning on selling it on Amazon, but for your listeners, they can get a free by just going to www.strategicprofits.com/jay. j-a-y. All lowercase. Tom Poland 31:49 Rich Schefren, it's been an absolute pleasure having you on the show. I'm so glad we throw away the seven-minute timer. Folks, hope you enjoyed that. Go get that book for free. www.strategicprofits.com/jay. Rich, your score on the gentlemen. Thanks very much. Rich Schefren 32:04 My pleasure. I do want to answer that last question. Tom Poland 32:08 Oh, I'm sorry. That's my bad. Question seven, kind of our trademark question – what's the one question I should have asked you but didn't? Rich Schefren 32:15 Yeah. You wouldn't know to ask me this question, but since I'm asking myself the question and delivering the answer, let me tell you. I want to share what I did to watch my coaching. It's something I've taught to numerous people and the people who have done it have done very well and done the same. So, you know, it's very first time I got a chance to speak where I was going to sell something, and I'm not a really- I'm a great marketer, because I'm a bad salesperson. Tom Poland 32:43 You've to be good at one or the other. Rich Schefren 32:45 Yeah. I was quite concerned about selling from stage, especially with other sharks speaking, right? Because that's not me. And so instead, I decided that to avoid the possibility of there not being anyone getting up and buying, better to like, kind of make sure that that's not even an option, so I'll make an application only. So, there's no reason to rush. You could just fill out the application, and you know, etc. And then well, what could I do to get people to want to fill out the application? And I could put a really strong guarantee. And so, my original guarantee when I started my coaching program, and it was the first group of people that I coached, and those were nice, those guys, you know, it was a year-long program, you will double the amount that you're currently making and you will be working half as much by the time we're done. Like 4x your return on your like, on your own. And there were several hundred people in the room. And that guarantee got, you know, especially when I reinforced it, got quite a few people to apply. Tom Poland 34:00 Right. Rich Schefren 34:01 So, you're basically guaranteeing that I'm going to be at 4x and a year from now, or all the money I pay you is going to, you know, be returned to me, and I'm doing private coaching at this point. It's not like a group program. Like, there's some group components, but I'm talking to everyone individually, too. Tom Poland 34:18 Yes. Rich Schefren 34:19 And so, I had about 40 some on, like 47, 48. I don't remember how many, but 40 some on apply. Tom Poland 34:26 Yeah. Rich Schefren 34:27 But I then spoke to every single person for 15 minutes, because I only accepted the people who I felt I could actually deliver that for, right? So, put a big guarantee out there if you have the opportunity to talk to a good, you know, some amount of your prospect. Put a strong guarantee out there. Make it by application only, but then, only accept that people into the program you actually could deliver on, right? You know, I never worked harder than that year, because like, I didn't have a program. I didn't know. But I knew that these people were winners I felt, and I felt like I could help them, right? Tom Poland 35:09 Yeah. Rich Schefren 35:09 But it was that, and then it was my delivering that result for those people, so that I didn't have to refund anyone's money, that their results went into the Internet Business Manifesto. So the Internet Business Manifesto, like, reek of proof, and it was the proof of those people who I had built the program on. And so, I was talking to them individually, like twice a month, I was doing group, like lessons for the group. Those group lessons were based on the individual calls that I had, so they were based on what I felt they needed. That's what I was teaching. So, my entire program was built out by delivering, so that one group. Then, that was what I ended up selling, automated for the next 10 years, right? Like, that exact program. I had A studies. I had everything from that initial group, and that initial group was gotten by an over-the-top guarantee application where I would only accept the people that I could help around. Tom Poland 36:17 A careful selection. So, there was actually a heck of a lot of integrity around that. And last question, bonus question, then we'll wrap up in another 30 seconds. You think that the marketplace responds a lot better when they sense you have skin in the game. You're offering all money back after you work for people for 12 months. People are going, “Wow, Rich must really believe in this.” Rich Schefren 36:36 I think there's a part of that. I also think that, you know, on the one hand, people think that that's a tremendous investment, and it certainly is, right? Like, I'm willing to risk a lot. But also, the likelihood of someone being this honest with you after you've been personally talking to them as a coach, where people have opened up to you like, you know, they're on your side. They want the outcome. But, you know, if you're a good coach, odds are that they've also grown to like trust and bond with you, right? And so, I think, partly that. And then the other thing I would say, which like, just as an added bonus tip, there is no excuse, like zero, for a coach not to be a great marketer. Because the questions that marketers, like we'd love to know the real answers to, are the questions that coaches get answered, like at the beginning of a conversation, right? Tom Poland 37:43 Yeah. Rich Schefren 37:43 So, a lot of times, in all the free reports I wrote, one of the most common feedback I got was, “It felt like you were just standing right over my shoulder, like you were describing quite me.” Tom Poland 37:53 Music. Music to my ears. Yeah. Rich Schefren 37:57 You know, if you coach a lot of people, you don't have to hear the stories that many times to see the commonalities that are in all of them, but people generally won't open up to anybody like that. They are opening up to you because you're here to help them, and that is the exact information that is like the gold when it comes to marketing. Tom Poland 38:18 Isn't it? Yeah. Rich, thanks so much for your time. Rich Schefren 38:20 My pleasure. Tom Poland 38:21 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how to get that awesome online marketing breakthrough through the power of observing and adapting Learn what platform suits you and your business that will keep your clients hooked and splurge on your products Find out how to effectively and organically increase your online sales by letting your clients feel cared for Resources/Links: Wanting to Find Out How to Up Your Online Marketing Game and Keep Your Products Booming and On the Trend? Learn how you can organically and effectively be everyone's go-to business online: www.strategicprofits.com/jay Summary Have you been struggling with the fast-pacing changes brought by the online world that it makes online marketing just so hard? Do you want to know the nits and grits of online marketing so that you can maximize your business and product's potential? Are you ready to breakthrough online growth with the right marketing strategy that will last you a lifetime and organically attract high-paying clients? Rich Schefren is widely recognized as an Internet marketing pioneer and one of the world's top experts on online business strategy. He has coached the world's top online business gurus, increased client revenues by BILLIONS of dollars, and grew 3 of his businesses to 7-figures a year. Agora publishing a billion-dollar testimonial. In this episode, Rich talks about the different online marketing tactics and strategies that you can apply to your business that can organically get you traction and clients. He also shares the importance of being aware of anything online— from trends to hashtags and whatnot, which you can adapt and help you market online. Check out these episode highlights: 02:21 - Rich's ideal client: “Anyone that uses online marketing to either make money, grow a business, etc., is ultimately a client of ours or a potential client of ours based on some of the products that we recently released, like in the last few years, really, it's so wide open.” 03:18 - Problem Rich helps solve: “Well, I would say that, you know, if they are not satisfied with the performance of their marketing, at the end of the day, like, that's the problem I would solve. So, that's the starting point, really.” 23:58 - Rich's Valuable Free Action (VFA): “I would say that they should pay more close attention to the people that they buy from, the places that they shop from, and notice anything that is new to them when they first noticed that. Like, you know, all of these things are hidden in plain sight, you know.” 29:05 - Rich's Valuable Free Resource (VFR): Check out Rich's Website: www.strategicprofits.com/jay 32:15 - Q: You wouldn't know to ask me this question, but since I'm asking myself the question and delivering the answer, let me tell you. A: I want to share what I did to watch my coaching. It's something I've taught to numerous people and the people who have done it have done very well and done the same. Tweetable Takeaways from this Episode: “The one competitive advantage that cannot be copied is timing.” -Rich SchefrenClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome everyone to another edition of Marketing The Invisible. My name is Tom Poland, beaming out to you there from little Castaways Beach from Queensland, Australia, joined today by Rich Schefren. Rich, good day, Sir. Very warm welcome. Where are you hanging out? Rich Schefren 0:23 I am in Delray Beach, Florida. Tom Poland 0:26 Sounds like a nice spot to be. For those of you who don't know Rich, you must have been living in a cave, because he is one of the founding fathers of online marketing. He's literally one of the world's top experts on online business strategy.

 Discover what your gift is and how you can use it to do good in the world while getting sales Learn how doing a beta test before releasing a product is crucial to your sales and business growth Find out why you need to be dropping those five-day challenges, summits, and webinars and start doing what you do love Resources/Links: Wanting to Find How to Move Your Business Forward While Being the Best that You Can Ever Be? Learn how you can monetize your gifts and build your business around you instead of the other way around: lookaheadmarketing.com/vipfreebie Summary Have you been wondering how you can turn your gift into an answer to people's problems worldwide? Do you want to find out which online platform will help you market more and get higher sales? Are you ready to jump-start your journey into building a heart-centered business around your gift? James Lam helps heart-centered entrepreneurs discover their superpowers and then use those gifts to shape their businesses into change-making enterprises. In this episode, James talks about how you can find your gift, build a message around it, and spread it worldwide while getting sales from it. He also shares his tips and insights on what you need to do to make the most out of your gift and finances. Check out these episode highlights: 01:40 - James' ideal client: “As I said, you said it for me, I work with five-figure heart-centered entrepreneurs who have an inspiring message, who need to get on the ladder, so they need to monetize. They need a product to stand for.” 02:34 - Problem James helps solve: “We've got who they are, what they sell, and how to do it. That's basically it. So I have a signature 12-week course. And basically, in there, we figure out what their gift is, how to wrap messaging around that gift, how to do marketing based on what they know, what their interests are, and it can always work.” 03:19 - Typical symptoms that clients do before reaching out to James: “We're talking a little bit nebulous here, but let me put it this way. They distract themselves with things that don't serve. One of the things I help them try to do is find courage.” 04:09 - Common mistakes that people make before they find James' solution: “They have a dream and they have no way to get there. And they are sustained by a slowly diminishing sense of optimism, and a very quickly diminishing bank account, right? It's one of the things that is absolutely true as well.” 05:14 - James' Valuable Free Action (VFA): “One of the biggest things I'm going to tell you right now is to build your business around you. And I'm going to give you three examples really quick, okay? One of them is to build the business around the best transformation that you can achieve-- what you can do, not what other certifications can do.” 06:06 - James' Valuable Free Resource (VFR): Check out James' Workshop: lookaheadmarketing.com/vipfreebie 07:09 - Q: What's the biggest takeaway for people who work with me? A: And yes, they have a monetized product. Yes, they have a group coach. And yes, they have a way to a mastermind. But honest to God truth is they're on the ladder. They have the confidence that they can actually sell. Tweetable Takeaways from this Episode: “Build your business around the best transformation that you can achieve- what you can do, not what other certifications can do.” -James LamClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, as per usual, joined today by the nest of the mobile, James Lam. James, good day, sir.

 Discover what your gift is and how you can use it to do good in the world while getting sales Learn how doing a beta test before releasing a product is crucial to your sales and business growth Find out why you need to be dropping those five-day challenges, summits, and webinars and start doing what you do love Resources/Links: Wanting to Find How to Move Your Business Forward While Being the Best that You Can Ever Be? Learn how you can monetize your gifts and build your business around you instead of the other way around: lookaheadmarketing.com/vipfreebie Summary Have you been wondering how you can turn your gift into an answer to people's problems worldwide? Do you want to find out which online platform will help you market more and get higher sales? Are you ready to jump-start your journey into building a heart-centered business around your gift? James Lam helps heart-centered entrepreneurs discover their superpowers and then use those gifts to shape their businesses into change-making enterprises. In this episode, James talks about how you can find your gift, build a message around it, and spread it worldwide while getting sales from it. He also shares his tips and insights on what you need to do to make the most out of your gift and finances. Check out these episode highlights: 01:40 – James' ideal client: “As I said, you said it for me, I work with five-figure heart-centered entrepreneurs who have an inspiring message, who need to get on the ladder, so they need to monetize. They need a product to stand for.” 02:34 – Problem James helps solve: “We've got who they are, what they sell, and how to do it. That's basically it. So I have a signature 12-week course. And basically, in there, we figure out what their gift is, how to wrap messaging around that gift, how to do marketing based on what they know, what their interests are, and it can always work.” 03:19 – Typical symptoms that clients do before reaching out to James: “We're talking a little bit nebulous here, but let me put it this way. They distract themselves with things that don't serve. One of the things I help them try to do is find courage.” 04:09 – Common mistakes that people make before they find James' solution: “They have a dream and they have no way to get there. And they are sustained by a slowly diminishing sense of optimism, and a very quickly diminishing bank account, right? It's one of the things that is absolutely true as well.” 05:14 – James' Valuable Free Action (VFA): “One of the biggest things I'm going to tell you right now is to build your business around you. And I'm going to give you three examples really quick, okay? One of them is to build the business around the best transformation that you can achieve– what you can do, not what other certifications can do.” 06:06 – James' Valuable Free Resource (VFR): Check out James' Workshop: lookaheadmarketing.com/vipfreebie 07:09 – Q: What's the biggest takeaway for people who work with me? A: And yes, they have a monetized product. Yes, they have a group coach. And yes, they have a way to a mastermind. But honest to God truth is they're on the ladder. They have the confidence that they can actually sell. Tweetable Takeaways from this Episode: “Build your business around the best transformation that you can achieve- what you can do, not what other certifications can do.” -James LamClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, as per usual, joined today by the nest of the mobile, James Lam. James, good day, sir. A very warm welcome. Where are you hanging out? James Lam 00:26 Hello. I can't believe you're on an island. We're not an island. I'm based in Calgary, so we're in Canada. And if you look at the map of Canada, it's on the left side by the mountains. So, we're not quite hitting the water. We're sort of three-quarters of the way left. Tom Poland 00:38 That's a beautiful part of the world, I have heard. Do you have snow right now? James Lam 00:41 Oh, it's for those of you who work in Celsius, it's about -15 Celsius, and it's snowing. And we're recording during the season. So, it's going to be a White Christmas here. Tom Poland 00:51 Right. Well, it's Christmas Eve here on the 24th of December 2021. Wherever you are, whoever you are listening to this, I think you're in for a great little episode here Because James helps heart-centered entrepreneurs discover their superpowers. And then use those gifts to shape their businesses into change-making enterprises. And this is a big thing, James. So many people start with a bank account balance. “What's going to get more money in the bank account balance?” But your superpower is showing people how to start not with the bank accounts, but to start with the authentic them. And their gifts and their inclinations and their passion. And that bank account becomes just a symptom of fulfilling that very well. This brings us nicely to the title, “How to Build a Heart-Centered Business Around Your Gifts”. James, our seven minutes start now. Sir, question number one is who is your ideal client? James Lam 01:40 As I said, you said it for me, I work with five-figure heart-centered entrepreneurs who have an inspiring message, who need to get on the ladder, so they need to monetize. They need a product to stand for. And to be honest, one of the things they're doing is using all the mechanisms without the heart. So, all the tricks without any of the heart and passion that goes in there. So, I work with a lot of solopreneurs, feelers, coaches, those people who want a digital group program that is my specialty, and we do a great job and get them locked there. Tom Poland 02:06 Bonus question, do you find this great sense of relief for your clients when you tell them they don't have to bend themselves out of shape in order to be successful? James Lam 02:13 Yes, absolutely! There's a whole story behind that, but I'll make it really quick. We have a company called, “Learn Photography Company”. It's got 10 locations internationally. We've had over 5000 students. We only achieved that when we stopped being somebody else. Tom Poland 02:24 Wow, powerful stuff! We only achieve that when we stop being someone else. Question two, tell us more about the problem you solve. Six minutes left. James Lam 02:34 We've got who they are, what they sell, and how to do it. That's basically it. So, I have a signature 12-week course. And basically, in there, we figure out what their gift is, how to wrap messaging around that gift, how to do marketing based on what they know, what their interests are, and it can always work. Right? One of the best things we do is- a key plank of what I do is do what's called a “pilot beta” or “founder club”, whatever you want to call it. Essentially, it's launching to some raving fans to test the product. What a lot of people don't do is test the product. They try to sell it full board and launch a full price and it doesn't work very well. Tom Poland 03:07 So that's a common mistake. And, let's go to question four, then I'm going to circle back. What other common mistakes do people make? Five and a half minutes left. Before they find your solution, what do you see that these people are making? James Lam 03:19 We're talking a little bit nebulous here, but let me put it this way. They distract themselves with things that don't serve. One of the things I help them try to do is find courage. And I know I'm taking time here; it takes courage to launch a product. It does. If this is your first product ever, it takes courage. A lot of people try to do all the “right thing”– five-day challenges, doing a summit, doing a lot of webinars and not getting anywhere because they are constantly distracted from what needs to happen, which is they need to stand for something and they need to put that out into the world. And it is much easier to do busywork than actually be productive. Tom Poland 03:51 Right and be accountable! So, the next question, we've got four and a half minutes left. What I'm after here is kind of a heads up. Someone listening to this going, “Oh my goodness, that's me!”. Some of the symptoms that your clients feel before they become clients: what's going on in their life or the business that gives them a heads up that they need to talk with you? James Lam 04:09 They have a dream and they have no way to get there. And they are sustained by a slowly diminishing sense of optimism, and a very quickly diminishing bank account, right? It's one of the things that is absolutely true as well. A lot of my clients and it's not- look, the paradigm these days is if you're not successful, what do you do, Tom? You hustle and grind. You work harder. You put in more hours. And entrepreneurs are the greatest thieves in the world. We steal from our health. We steal from our happiness. We steal from our family, right? We steal from our bank account. And the honest to goodness truth is if you are working too hard and making no money, and you're hoping things are going to happen, that is not a plan. Hope is not a plan. Let's get you doing the things that you need to do in the time that you have to get results. And there was a very clear delineation of what to do before doing a summit or doing that five-day challenge. Tom Poland 04:09 Perfect! Thank you for that. Three and a half minutes left, sir. Question five, let's flip it! We've talked about some of the people listening to this, the challenges they're facing. What's one valuable free action that's going to help them move forward like a top tip? James Lam 05:14 They're really- one of the biggest things I'm going to tell you right now is to build your business around you. And I'm going to give you three examples really quick, okay? One of them is to build the business around the best transformation that you can achieve– what you can do, not what other certifications can do. Okay? Number two, choose marketing channels that are going to work for you. Look people have been successful on YouTube. People have been successful on Facebook. People have been successful with email. Choose what's going to work for you. There is no one thing you're missing. And number three, as I said, look, launch a beta before anything else. Please, for the love of God, launch a beta, like a charge for it so that you know there's interest before spending all the time and effort to build something that no one's going to buy. Tom Poland 05:51 Perfect! Three top tips, over-delivering. Thank you, sir. Two and a half minutes left. Two questions left. A bucketload of information already in value, but plenty to come! One valuable free resource. This is question six. Where can people go to find out more about what you do and learn even more about your work? James Lam 06:06 Right. So, I think it's in the show notes but it's going to be lookaheadmarketing.com/vipfreebie, all lowercase. So, my last name is Lam, Look Ahead Marketing is an acronym for my name. Lookaheadmarketing.com/vipfreebie. You get- this isn't for everybody, let me say this out of freight. Okay, it is completely free. It's a workshop I actually charge $197 for, real people have paid that amount. And in there, we're going to iron out the best transformation you can make, your story arc for true abundance, how to compete in the market where you don't have any competition, and how you're going to launch your product for 1000s of dollars without having complicated funnels jayvees, Facebook ads or even with a teeny tiny email list. Tom Poland 06:44 This sounds great! I'm on that page right now, folks. There are lots of dates to choose from. It's really simple to get started. It's in the show notes, as you said, James, but if you're listening to this, and you don't have access to the video and the show notes, lookaheadmarketing.com/vipfreebie. All lowercase at the moment. So, thank you, sir. Question seven, last question. We've got 75 seconds left. What's the one question I should have asked you but didn't? James Lam 07:09 Alright. First of all, if you do join me, which I would love you to do in that workshop, please turn your camera on. It's one of the best things I can tell you. Tom Poland is going to tell you the same thing. If you're going to show up, show up well. Okay. Well, first of all. The biggest takeaway for people who work with me is- the question that you should have asked is, what's the biggest takeaway for people who work with me? And yes, they have a monetized product. Yes, they have a group coach. And yes, they have a way to a mastermind. But honest to God truth is they're on the ladder. They have the confidence that they can actually sell. They have the confidence that the product is actually wanted. More importantly, they believe in themselves that they can achieve the transformation. And now they are ready to scale and spread their inspiring message all over the world. That's what I do, my friends. And the very first thing before that is understanding you need to build the business around yourself. Tom Poland 07:57 Perfect! James Lam, thank you so much. And thank you for sharing so that people could swap their frustration for fulfillment and freedom! James Lam 08:03 You're welcome, Tom. Good to be here! Tom Poland 08:05 Cheers. Tom Poland 08:07 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover what business model works for you that can help you grow your business and get you sales while protecting your energy Learn how aligning your business to yourself and what makes you happy is crucial Understand how investing in retreats can make you gain more riches without the constant burnout Resources/Links: Wanting to Know How to Turn Your Business into a Lifestyle-Friendly, Impact-Driven, and Retreat-Driven Passion Project? Learn more about the powerful effects of incorporating retreats into your business: www.retreatstorichesroadmap.com Summary Have you often been feeling stressed and have constant burnout because of your business? Are you trying to find ways how you can make your job less stressful and more fulfilling? Do you want to know how you can align yourself to your business through the promising effects of retreats and seminars? Michelle Villalobos is the host of the Awaken Your Inner Superstar Podcast, creator of the Superstar Business Breakthrough Weekend & Retreats to Riches Course. In this episode, Michelle talks about how you can ditch the burnout and stress in exchange for more money and lesser business hours. She also shares the powerful impact of investing in retreats, seminars, and events on your business and how it can help you start your self-alignment journey as well. Check out these episode highlights: 01:25 - Michelle's ideal client: “I work with thought leaders and industry leaders. So, into specific industries, and each industry is people who are looking to evolve and lead the evolution of their industry. So, we're working with people who want to lead others, essentially.” 01:53 - Problem Michelle helps solve: “Really it comes down to an alignment. Essentially, the problem is that these people, these thought leaders, often get themselves into business models where they're exchanging time for money. And they're selling their expertise.” 02:54 - Typical symptoms that clients do before reaching out to Michelle: “Well when there's a lack of alignment, there's a lack of joy. And that's one of the biggest, sort of, common threads, it's like people thinking- and I went through this. This is how I came up with this.” 04:02 - Common mistakes that people make before they find Michelle's solution: “I would say the mistakes they're making are the same mistakes I made, which is the following- really optimizing for money, optimizing for significance versus optimizing for alignment. And what that means is it's like working from the outside in.” 06:10 - Michelle's Valuable Free Action (VFA): “Well, one of my favorite things, it's not exactly what we've been talking about, but it's "sell it, first figure it out later". I find that so many people get caught up with trying to have an idea. And then they go create the thing and they put it all together.” 06:52 - Michelle's Valuable Free Resource (VFR): Check out Michelle's Roadmap: www.retreatstorichesroadmap.com 07:25 - Q: How did you figure all this out? A: And essentially, I had a massive breakdown in my business, my life, my health about seven, eight years ago. And it was like the dark night of the soul, everything fell apart Tweetable Takeaways from this Episode: “Energy precedes outcome.” -Michelle VillalobosClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Michelle Villalobos. Michelle, good day. A very warm welcome! Where are you hanging out? Michelle Villalobos 00:25 Right now? Just about 30 minutes south of Austin, Texas. Tom Poland 00:28 Oh,

 Discover what business model works for you that can help you grow your business and get you sales while protecting your energy Learn how aligning your business to yourself and what makes you happy is crucial Understand how investing in retreats can make you gain more riches without the constant burnout Resources/Links: Wanting to Know How to Turn Your Business into a Lifestyle-Friendly, Impact-Driven, and Retreat-Driven Passion Project? Learn more about the powerful effects of incorporating retreats into your business: www.retreatstorichesroadmap.com Summary Have you often been feeling stressed and have constant burnout because of your business? Are you trying to find ways how you can make your job less stressful and more fulfilling? Do you want to know how you can align yourself to your business through the promising effects of retreats and seminars? Michelle Villalobos is the host of the Awaken Your Inner Superstar Podcast, creator of the Superstar Business Breakthrough Weekend & Retreats to Riches Course. In this episode, Michelle talks about how you can ditch the burnout and stress in exchange for more money and lesser business hours. She also shares the powerful impact of investing in retreats, seminars, and events on your business and how it can help you start your self-alignment journey as well. Check out these episode highlights: 01:25 – Michelle's ideal client: “I work with thought leaders and industry leaders. So, into specific industries, and each industry is people who are looking to evolve and lead the evolution of their industry. So, we're working with people who want to lead others, essentially.” 01:53 – Problem Michelle helps solve: “Really it comes down to an alignment. Essentially, the problem is that these people, these thought leaders, often get themselves into business models where they're exchanging time for money. And they're selling their expertise.” 02:54 – Typical symptoms that clients do before reaching out to Michelle: “Well when there's a lack of alignment, there's a lack of joy. And that's one of the biggest, sort of, common threads, it's like people thinking- and I went through this. This is how I came up with this.” 04:02 – Common mistakes that people make before they find Michelle's solution: “I would say the mistakes they're making are the same mistakes I made, which is the following- really optimizing for money, optimizing for significance versus optimizing for alignment. And what that means is it's like working from the outside in.” 06:10 – Michelle's Valuable Free Action (VFA): “Well, one of my favorite things, it's not exactly what we've been talking about, but it's “sell it, first figure it out later”. I find that so many people get caught up with trying to have an idea. And then they go create the thing and they put it all together.” 06:52 – Michelle's Valuable Free Resource (VFR): Check out Michelle's Roadmap: www.retreatstorichesroadmap.com 07:25 – Q: How did you figure all this out? A: And essentially, I had a massive breakdown in my business, my life, my health about seven, eight years ago. And it was like the dark night of the soul, everything fell apart Tweetable Takeaways from this Episode: “Energy precedes outcome.” -Michelle VillalobosClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Michelle Villalobos. Michelle, good day. A very warm welcome! Where are you hanging out? Michelle Villalobos 00:25 Right now? Just about 30 minutes south of Austin, Texas. Tom Poland 00:28 Oh, keep Austin weird, right? That's what we want to do. I remember the t-shirt in the lobby of a hotel, and the conference I went to there was “Keep Austin weird.” I quite like that. Michelle Villalobos 00:38 Thank you. Tom Poland 00:39 So, for those of you who don't know Michelle, she's the host of Awaken Your Inner Superstar Podcast, which I reckon the world needs because so many people are solopreneurs. We get beaten up. We beat ourselves up. And the reason you're a superstar, is we do have a gift that we can bring to the world. And Michelle's special gift is to awaken your special gift and help you to realize you're a superstar. She's the creator of the “Superstar Business Breakthrough Weekend & Retreats to Riches Course”, which brings us quite nicely to this beautiful alignment, Michelle, between what you teach and what you do. I love that! The title is- to demonstrate that alignment, “How to Grow Your Business with Retreats, Seminars, and Webinar Groups”- mastermind groups, I should say. Webinar is on my brain. So, Michelle, our seven minutes is going to start now. Please, let us know, who's your ideal client? Michelle Villalobos 01:25 I work with thought leaders and industry leaders. So, into specific industries, and each industry is people who are looking to evolve and lead the evolution of their industry. So, we're working with people who want to lead others, essentially. So, consultants, speakers, authors– people like that are my ideal clients and my favorite people to hang out with also. Tom Poland 01:47 Fantastic! Thank you for that. Question number two, tell us about the problem you solve. Six and a half minutes left. Michelle Villalobos 01:53 Really it comes down to an alignment. Essentially, the problem is that these people, these thought leaders, often get themselves into business models where they're exchanging time for money. And they're selling their expertise. So that's a very obvious easy way to get started and make money. And it kind of has an upper limit where you can't make more hours in the day, or you start to work yourself into the ground. So, the problem is usually that there's a lack of alignment between their business model and the vision for their life and for their health and for their happiness and for their, you know, to fulfill their purpose, even. Tom Poland 02:30 Right, so it's like that time constraint is the bottleneck or it's the break that stops them from going faster. Thank you for that. Question three, five and a half minutes left. One of the symptoms you've just described is people are running out of time, but they're nowhere near fulfilling their potential, and their gift to the world is constrained by the calendar. What would you say are some of the other typical symptoms that people are experiencing with this problem that you help them with? Michelle Villalobos 02:54 Well, when there's a lack of alignment, there's a lack of joy. And that's one of the biggest, sort of, common threads, it's like people thinking- and I went through this. This is how I came up with this. It was because I thought I'd be happy. You know, if I did all the things and I got all the degrees, and I made all the money. And I became known and wrote books, and this is supposed to make me happy. And what they find is that they're not happy. And so, there are deeper layers of alignment to bring the business into- not just the business model, but the purpose, the mission, the clients they're working with– all these different pieces bringing them into alignment, really to start from joy, so that joy gets infused into the thing they're creating and the things that they're saying and the speeches they're giving, and the books they're writing. And so, the joy gets infused into that and gets disseminated and spread out into the world rather than this kind of belief that, “Well, if I do these things, then I'll find joy.” Tom Poland 03:45 Right. So, approaching it from joy being the source of it. That's very interesting! Four and a half minutes left. I almost hate to move this along because it's so interesting, but we need to. Question four is what are some of the common mistakes that your clients are making before they find your solution? Michelle Villalobos 04:02 I would say the mistakes they're making are the same mistakes I made, which is the following- really optimizing for money, optimizing for significance versus optimizing for alignment. And what that means is it's like working from the outside in. For example, “I want to change my business” or “I want a new”, you know, “I want to start something new” and starting from “Oh, I wonder what the market wants? What's the market opportunity? What are my clients asking for?” Those are all really important questions, but beginning from the outside in is kind of a recipe for misalignment because you end up getting pulled in the direction of these forces that are not necessarily coming from your deepest innermost desires and destiny. Tom Poland 04:45 Right. So, would you say that you're looking, therefore, with your clients to find that sweet spot between what they're passionate about, what they're on Earth to give to the world, and what's going to work well in the marketplace, as opposed to starting from the marketplace and trying to put a square peg in a round hole? Michelle Villalobos 05:02 Exactly! And my belief, and what I've seen happen again and again is when you start with that alignment piece, what brings you joy? What are you great at? What do you love doing? Why are you here? Who do you want to serve? Who do you want to play with? When we do all that first, what ends up happening is that joy and that alignment creates the energy, for lack of a better word, that gets infused into all the things. In fact, this is my phrase, which is that energy precedes outcome. And when we start from the energy of joy, excitement, contribution, generosity, abundance, all of that, and we cultivate that energy, what we create, just works better. Like if people are attracted to it, people do want it. Even if they didn't know why they wanted it, or they didn't think they wanted it before, they're like, “I want some of that energy.” You know, they're drawn to it. Tom Poland 05:52 Would you say your work is quite intuitive? Michelle Villalobos 05:54 Yeah, I would. And I think that eight years ago, I probably wouldn't have said that. But yes. Tom Poland 05:59 But you have learned to trust yourself? And yeah, interesting! Thank you for that. Two minutes left. Question number five, what's one valuable free action, like a top tip, that you could leave folks with? Michelle Villalobos 06:10 Well, one of my favorite things, it's not exactly what we've been talking about, but it's “sell it, first figure it out later”. I find that so many people get caught up with trying to have an idea. And then they go create the thing and they put it all together. They spend all the money on it. And then they go out, once they're bored of it at this point and try to go sell it, I say, you know, get the idea, create it. Create all the marketing materials for it. And then go out and sell it with a date attached to it. And then put that deadline so that you, then you create it, and deliver to the people who already bought it. Tom Poland 06:39 I suspect people do that because it feels a lot safer to tinker away in the back room where they could take it to the market. So that's a great top tip. Thank you! 75 seconds left. One valuable free resource. We got a website we could direct people to so they can find out more about your work? Michelle Villalobos 06:52 Yeah, so one of the things that I do a lot with my clients is to help them with the business model. And that particular model that I found that works really well for me and for a lot of my clients is the retreats into a big end, into a like a monthly recurring mastermind model. So I lay out that whole model in “Retreats to Riches Roadmap” which you can get at retreattorichesroadmap.com. Tom Poland 07:12Www.retreatstorichesroadmap.com. Go get it, folks! It could be your pathway to your destiny, and also a very fulfilling and profitable future. 35 seconds left. What's the one question I should have asked you, Michelle? Michelle Villalobos 07:25 Well, the one that you should have asked me but it would have taken way too long to answer is how did you figure all this out? And essentially, I had a massive breakdown in my business, my life, my health about seven, eight years ago. And it was like the dark night of the soul, everything fell apart– my business, my health, my relationship. And it was a spiritual awakening that is what put me on this path. And I think that's probably a story I could tell another day. Tom Poland 07:52 Perfect! Michelle, thank you so much for your time and your wisdom and insights. Tom Poland 07:56 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how to break through that glass ceiling through the power of conversational commerce Learn more on why managing and tracking can help you get better results and help your business grow Understand how lifetime customer value is crucial to getting you that extra 6 or 7 figures Resources/Links: Wanting to Find Out How to Break Through that Glass Ceiling and Make an Extra 6 or 7 Figures? Learn more on how you can improve your lifetime customer value and give only the best to your clients: lp.amplifyccom.com Summary Have you been wanting to scale up your business but end up struggling with how to break that glass ceiling? Do you want to know how to track your most profitable path and make an extra 6 or 7 figures in your business? Are you ready to learn more about conversational commerce and how to level up your lifetime customer value? Paul Ace is the CEO of Amplify C-Com. They help 7-figure high ticket course creators break through their glass ceiling to generate an extra six or seven figures+ in new revenue using conversational commerce. In this episode, Paul talks about the importance of measuring and tracking every stage of your business and how it can help you better understand your customers and give them the best of what they want. He also shares his tips and insights on why you need to better understand lifetime customer value and its purpose. Check out these episode highlights: 01:15 - Paul's ideal client: “So our ideal client is 7-figure+ course creators who have a high ticket offer, who, right now, really want to scale up, but they don't want to go and train a massive team internally.” 01:48 - Problem Paul helps solve: “The big problem we solve a lot of the time is helping clients break through that glass ceiling, right? So the glass ceiling usually is like, "Hey, I got to a point. And then either my ads are starting to slow down in terms of the rowers, or in terms of actual scaling." 03:02 - Typical symptoms that clients do before reaching out to Paul: “So you know, we are very- we're quite niche-specific, right? And so we build on our "Small Giants" philosophy. So it means we have a small number of clients, but we go really, really deep with those clients.” 05:14 - Common mistakes that people make before they find Paul's solution: “So the first one is what you don't measure doesn't get managed. And so knowing every single stage of the journey-- what's going on, and what is the most profitable path? Secondly, when people split tests.” 05:57 - Paul's Valuable Free Action (VFA): “So one valuable free action is to go and map out your whole customer journey. I'm going to check another one quick and go and put a customer survey out and find out what your customers want and give it to them.” 06:15 - Paul's Valuable Free Resource (VFR): Check out Paul's Website: lp.amplifyccom.com 06:50 - Q: How do you get more people to buy? A: So using conversational commerce. So taking the customer's language patterns, and using them back in the market. Tweetable Takeaways from this Episode: “Lifetime customer value dictates everything in the business!” -Paul AceClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Paul Ace. Paul, good day, sir. Where are you hanging out? Paul Ace 00:22 Good day, Tom. I am across the pond as far as you can go in the sunny UK, yet to be like what seems to be the sunny UK. Tom Poland 00:31 Right. So you're actually pretty early in the morning by the sound of it. So- Paul Ace 00:34

 Find out how to break through that glass ceiling through the power of conversational commerce Learn more on why managing and tracking can help you get better results and help your business grow Understand how lifetime customer value is crucial to getting you that extra 6 or 7 figures Resources/Links: Wanting to Find Out How to Break Through that Glass Ceiling and Make an Extra 6 or 7 Figures? Learn more on how you can improve your lifetime customer value and give only the best to your clients: lp.amplifyccom.com Summary Have you been wanting to scale up your business but end up struggling with how to break that glass ceiling? Do you want to know how to track your most profitable path and make an extra 6 or 7 figures in your business? Are you ready to learn more about conversational commerce and how to level up your lifetime customer value? Paul Ace is the CEO of Amplify C-Com. They help 7-figure high ticket course creators break through their glass ceiling to generate an extra six or seven figures+ in new revenue using conversational commerce. In this episode, Paul talks about the importance of measuring and tracking every stage of your business and how it can help you better understand your customers and give them the best of what they want. He also shares his tips and insights on why you need to better understand lifetime customer value and its purpose. Check out these episode highlights: 01:15 – Paul's ideal client: “So our ideal client is 7-figure+ course creators who have a high ticket offer, who, right now, really want to scale up, but they don't want to go and train a massive team internally.” 01:48 – Problem Paul helps solve: “The big problem we solve a lot of the time is helping clients break through that glass ceiling, right? So the glass ceiling usually is like, “Hey, I got to a point. And then either my ads are starting to slow down in terms of the rowers, or in terms of actual scaling.” 03:02 – Typical symptoms that clients do before reaching out to Paul: “So you know, we are very- we're quite niche-specific, right? And so we build on our “Small Giants” philosophy. So it means we have a small number of clients, but we go really, really deep with those clients.” 05:14 – Common mistakes that people make before they find Paul's solution: “So the first one is what you don't measure doesn't get managed. And so knowing every single stage of the journey– what's going on, and what is the most profitable path? Secondly, when people split tests.” 05:57 – Paul's Valuable Free Action (VFA): “So one valuable free action is to go and map out your whole customer journey. I'm going to check another one quick and go and put a customer survey out and find out what your customers want and give it to them.” 06:15 – Paul's Valuable Free Resource (VFR): Check out Paul's Website: lp.amplifyccom.com 06:50 – Q: How do you get more people to buy? A: So using conversational commerce. So taking the customer's language patterns, and using them back in the market. Tweetable Takeaways from this Episode: “Lifetime customer value dictates everything in the business!” -Paul AceClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Paul Ace. Paul, good day, sir. Where are you hanging out? Paul Ace 00:22 Good day, Tom. I am across the pond as far as you can go in the sunny UK, yet to be like what seems to be the sunny UK. Tom Poland 00:31 Right. So you're actually pretty early in the morning by the sound of it. So- Paul Ace 00:34 I love it! Tom Poland 00:35 But you're probably an early bird, anyway. So for those of you who don't know Paul, he is the CEO of Amplify C-Com. He helps seven-figure high ticket course creators break through the glass ceiling to generate an extra six or seven figures+ in new revenue using conversational commerce. Very interesting concept! And that introduces us quite nicely to the title today, Paul, which is, “How to Make an Extra Six or Seven Figures Using Conversational Commerce ”. Paul's gonna share how to do that in the next seven minutes. Paul, our time starts now. Sir, question number one, who is your ideal client? Paul Ace 01:15 So our ideal client is 7-figure+ course creators who have a high ticket offer, who, right now, really want to scale up, but they don't want to go and train a massive team internally. Or they've gotten to a point of bandwidth where they're just like, “We've got nothing left.” And they want to go and take it to the next level. So we come in and help them, support them with that whole process to make an extra six or seven figures. Tom Poland 01:38 So they're doing pretty well already. but they want to get to the next level, but they run out of bandwidth. So is that- question number two is what's the problem you solve? Do you want to add anything more to that? Paul Ace 01:48 Yes, the big problem we solve a lot of the time is helping clients break through that glass ceiling, right? So the glass ceiling usually is like, “Hey, I get to a point. And then either my ads are starting to slow down in terms of the rowers, or in terms of actual scaling.” If they can't scale anymore because they've just run out of their own ideas to an extent because they don't have their report in place to accurately scale on a 30-, 60-, 90-day process. So one of the big things that we help them solve is lifetime customer value. And actually understanding what a lifetime customer value is, and how to track that and understand the most profitable path in their business, so they can go in and scale confidently and know the numbers inside out. Tom Poland 02:30 There's a heck of a lot of what you just said there. So folks, if you want to unpack that, you might want to sort of rewind and have a listen. Because knowing the most profitable part of your business– which part of your marketing is working? Which part of the client work is actually more profitable? And unpack all that. Question number three is some of the typical symptoms that people experienced with this problem. We've got five minutes left. It sounds like a part of it is there are people not too sure, actually, where the results are coming from. Anything you want to add to that? Or any other symptoms people are going to be noticing if the people- are they going to be needing what you've got? Paul Ace 03:02 Yes. So you know, we are very- we're quite niche-specific, right? And so we build on our “Small Giants” philosophy. So it means we have a small number of clients, but we go really, really deep with those clients. And one of the first things I asked someone on a client interview to see if we're going to be a good fit together is, “So, what is your LTV right now?” And then most of them can't even- bear in mind these are seven-figure, maybe mid-seven figure level for doing $4, 5, 6 million a year. And they don't know what the customer lifetime value is. Tom Poland 03:31 They probably don't even know what LTV stands for? Paul Ace 03:33 Well, that's the thing, lifetime customer value, right, dictates everything in the business! So one of the other things that they find, as well, is we ask them questions, for example, like, “Your customer journey right now, do you have that all mapped out?” Like, “So where is the map of your whole customer journey?”, “How do you know every touchpoint that a customer has on the way to becoming a customer?” And then another one of the key problems, right? A lot of the time as you're growing and scaling from that $1 million to $10 million range, you're in scaling mode, and you just kind of like firefighting. And then, at some point, you hit a block because you don't know, you're just kind of like, “Okay, well, everything was working, And now it's not. But we don't know why because we didn't have the report in or we didn't have the systems and processes in place to understand what was working and what wasn't.” So one of the other things that we asked was, “Hey, when was the last time you did a customer survey?” You know, “What do customers love about what you do? What do they hate? And what can they improve on? And what language patterns are they using that we can then use in the marketing?” Tom Poland 04:33 You're really giving people a heck of a lot of clarity on what's actually going on in their business by the sound of it. Paul Ace 04:37 Exactly! Imagine it like a doctor coming in, right? So we have like three stages, like we diagnose, find out what the problem is, not the symptom, the cause of the problem. And we go and add conversation into that of where we go and add conversational commerce and like everything from the language patterns that we use to build in systems and automation. And then we look at their growth stage where it's like, “Okay, how do we go and scale that and repeat that over and over again?” Tom Poland 05:04 Okay, thank you. So we got two and a half minutes left, four questions to go. What are some of the common mistakes? Just a couple that people are often making in trying to break through that glass ceiling you referred to? Paul Ace 05:14 Yeah. So the first one is what you don't measure doesn't get managed. And so knowing every single stage of the journey– what's going on, and what is the most profitable path? Secondly, when people split tests. They split tests based on that individual page. So for example, if you split testing one opt-in page versus the other opt-in page, great one might convert better than the other, but does it turn into Lifetime Customer Value back in sales? So we track it through the whole journey to actually see which is most profitable. Tom Poland 05:43 Critical. Yeah, a common mistake I've seen as well. Absolutely critical! So let's flip it and go to question five. Moving people forward, one valuable free action. Real quick, what's the top tip you got for folks? Paul Ace 05:57 So one valuable free action is to go and map out your whole customer journey. I'm going to check another one quick and go and put a customer survey out and find out what your customers want and give it to them. Tom Poland 06:06 And what they really want. Thank you. So 80 seconds left. Question six, one valuable free resource. Where can people go to find out more about what you do to get more help? Paul Ace 06:15 Yeah, so you can go get “The Seven Figure Audit” which basically runs through our whole process of what we look at, and you can mark yourself off and check it off. So you can go to go.amplifyccom, no hyphen or anything in that. Amplifyccom.com. So it's go.amplifyccom.com/mti. Tom Poland 06:36 And we'll have that underneath the video, but if you're listening to this on iTunes, it's go.amplifyccom.com/mti, which stands for Marketing the Invisible. 40 seconds left, sir. Plenty of time! What's the one question I should have asked you but didn't? Paul Ace 06:50 How do you get more people to buy? Tom Poland 06:52 How do you get more people to buy, Paul? Paul Ace 06:54 So using conversational commerce. So taking the customer's language patterns, and using them back in the market and say, for example, we just did a test with a customer where we took the survey results and then use those for new benefit statements on their page and it resulted in LTV, after the first day, going up 284%, I think, it was. Tom Poland 07:17 Perfect. Amazing. Paul Ace, thank you so much for your time. Paul Ace 07:21 Thank you very much. Tom Poland 07:22 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how to ditch that revenue rollercoaster and get your clients hooked up with your signature offer Learn why you don't need to change your business model and just give the right price Understand what the sales and decision acceleration is and how you can increase your price in just three promising ways Resources/Links: Wanting to Find Out How to Get Leads That Convert? Learn more about how you can attract more and get your clients hooked with your best signature offer: www.thevirtualedge.com Summary Have you been stuck on the revenue rollercoaster and don't know when you're going to reach that peak again? Are you struggling to get your clients hooked up on your services or products? Do you want to learn how you can create a signature offer that will guarantee you consistent lead flow? Matt Clark is the co-founder of the Rainmaker system where he helps coaches, consultants, speakers, and experts to create a signature offer that increases their prices, buys back time, and converts clients effortlessly. In this episode, Matt talks about how to get off that revenue rollercoaster and create a high-ticket offer that your clients just can't resist! He also shares his tips and insights on how you can increase your price and charge what you are worth in just three ways. Check out these episode highlights: 01:36 - Matt's ideal client: “So we work with coaches, consultants, course creators, anyone that's an expert in their field, and that has got something that they need to get out to the world. And the biggest, most important part about this is that they want to make an impact.” 02:05 - Problem Matt helps solve: “The biggest problem that we solve is that we help them to create a signature offer. The reason it's a problem for them is that most coaches, consultants, course creators are either charging too little or are charging hourly for their services.” 03:08 - Typical symptoms that clients do before reaching out to Matt: “So I mean, I look at someone that I was speaking to yesterday. And his big challenge is that he's a consultant. He's an expert at what he does.” 05:02 - Common mistakes that people make before they find Matt's solution: “The biggest thing is that they try and they look at other people, and then they kind of try and price themselves somewhere in between there. There's nothing that distinguishes them from anybody else, you know.” 06:08 - Matt's Valuable Free Action (VFA): “So one thing that can set you apart from everyone else, and I like to call this "sales acceleration" or "decision acceleration" is that when you take a look at your offer, you want to, number one - is three ways you can make more money.” 07:08 - Matt's Valuable Free Resource (VFR): Check out Matt's Website: www.thevirtualedge.com 07:39 - Q: Why don't more people focus on the offers the first thing they do? A: Because everyone out there is talking about leads, is talking about sales. And everyone thinks that you need more leads and you need more sales, but the truth is that most people have already got leads. Tweetable Takeaways from this Episode: “Instead of changing the entire business model and everything there, let's take a look at the offer. Let's simplify it.” -Matt ClarkClick To Tweet Transcript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Matt Clark. Matt, good day, sir. Where are you based? Where are you hanging out? Matt Clark 00:23 Hey, Tom. Good to see everyone listening. I am in Johannesburg, South Africa and it has been raining for the past ...

 Discover how to ditch that revenue rollercoaster and get your clients hooked up with your signature offer Learn why you don't need to change your business model and just give the right price Understand what the sales and decision acceleration is and how you can increase your price in just three promising ways Resources/Links: Wanting to Find Out How to Get Leads That Convert? Learn more about how you can attract more and get your clients hooked with your best signature offer: www.thevirtualedge.com Summary Have you been stuck on the revenue rollercoaster and don't know when you're going to reach that peak again? Are you struggling to get your clients hooked up on your services or products? Do you want to learn how you can create a signature offer that will guarantee you consistent lead flow? Matt Clark is the co-founder of the Rainmaker system where he helps coaches, consultants, speakers, and experts to create a signature offer that increases their prices, buys back time, and converts clients effortlessly. In this episode, Matt talks about how to get off that revenue rollercoaster and create a high-ticket offer that your clients just can't resist! He also shares his tips and insights on how you can increase your price and charge what you are worth in just three ways. Check out these episode highlights: 01:36 – Matt's ideal client: “So we work with coaches, consultants, course creators, anyone that's an expert in their field, and that has got something that they need to get out to the world. And the biggest, most important part about this is that they want to make an impact.” 02:05 – Problem Matt helps solve: “The biggest problem that we solve is that we help them to create a signature offer. The reason it's a problem for them is that most coaches, consultants, course creators are either charging too little or are charging hourly for their services.” 03:08 – Typical symptoms that clients do before reaching out to Matt: “So I mean, I look at someone that I was speaking to yesterday. And his big challenge is that he's a consultant. He's an expert at what he does.” 05:02 – Common mistakes that people make before they find Matt's solution: “The biggest thing is that they try and they look at other people, and then they kind of try and price themselves somewhere in between there. There's nothing that distinguishes them from anybody else, you know.” 06:08 – Matt's Valuable Free Action (VFA): “So one thing that can set you apart from everyone else, and I like to call this “sales acceleration” or “decision acceleration” is that when you take a look at your offer, you want to, number one – is three ways you can make more money.” 07:08 – Matt's Valuable Free Resource (VFR): Check out Matt's Website: www.thevirtualedge.com 07:39 – Q: Why don't more people focus on the offers the first thing they do? A: Because everyone out there is talking about leads, is talking about sales. And everyone thinks that you need more leads and you need more sales, but the truth is that most people have already got leads. Tweetable Takeaways from this Episode: “Instead of changing the entire business model and everything there, let's take a look at the offer. Let's simplify it.” -Matt ClarkClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Matt Clark. Matt, good day, sir. Where are you based? Where are you hanging out? Matt Clark 00:23 Hey, Tom. Good to see everyone listening. I am in Johannesburg, South Africa and it has been raining for the past two days, like pouring! Tom Poland 00:30 Must be the same cloud we've got here in Australia because we've been raining too! Matt Clark 00:34 It's like someone's standing throwing buckets on us. It's nuts! Tom Poland 00:37 Alright. Okay, but good for the garden or good for the farmers or something. Folks, moving off to geography and climate. Matt's the co-founder, funnily enough, ironically enough, of the Rainmaker system, where he helps coaches, consultants, speakers- exactly our audience- and experts create a signature offer. So there's a lot to crafting an offer. So he helps folks with that! A signature offer that increases their prices, buys back time, and converts clients effortlessly. Music to my ears! Matt and his business partner, Wes, have helped over 1500 clients in 26 countries and counting to grow their revenue and profit exponentially while enjoying less time working and more time living life. Sounds terrific, Matt! A pleasure to have you on the show. Our title today is, “How to Get Consistent Lead Flow Without Needing to Become a Marketing Expert”. You could share with us how to do that. Our seven minutes starts now, sir. Question number one is who is your ideal client? Matt Clark 01:36 Thanks, Tom. So we work with coaches, consultants, course creators, anyone that's an expert in their field, and that has got something that they need to get out to the world. And the biggest, most important part about this is that they want to make an impact. You know, they're not just starting a business to make money, they want to do something bigger and better than just making money. They want to change something in the world. Tom Poland 01:58 Purpose and profit! Fair enough. Matt Clark 02:00 Purpose and profit, yeah. Tom Poland 02:02 Well, question number two, let's talk about what's the problem you solve for these folks? Matt Clark 02:05 The biggest problem that we solve is that we help them to create a signature offer. The reason it's a problem for them is that most coaches, consultants, course creators are either charging too little or are charging hourly for their services. So what ends up happening is they're constantly on the hunt for new clients. They're on a revenue rollercoaster where they're either marketing and selling or delivering. And, you know, they can go from 5k to 30k, down to zero. And so we help them, really, to create an offer that increases their value, so they increase their prices, that buys back time. So they don't create themselves a glorified job and become a slave to their business and converts clients effortlessly, right? And building a monthly recurring revenue, so they don't constantly have to be on the hunt for new clients. Tom Poland 02:48 This is kind of the way it should be, right? I mean, the other way, it's not the way! This is the way it should be. So tell us about the typical symptoms, if you would, that one of the people who's not a client quite yet, what are they going to be experiencing? What are they going to be noticing in their life or their business that gives them kind of a heads up that they need to find out more about what you do? Five and a half minutes left. Matt Clark 03:08 Yeah. So I mean, I look at someone that I was speaking to yesterday. And his big challenge is that he's a consultant. He's an expert at what he does. He's gone from working in corporate to now starting his coaching or consulting business. He doesn't know how to price himself, so he kind of takes a look at everyone in the market and finds a swipe box somewhere, and then places himself. The problem is that he hasn't stood out from the crowd. He looks the same as everybody else. And his message is also very vanilla– doesn't have a name for his system. And now what's happening, as a result, is he's kind of grown his business to like 10-15k a month, and he's stuck. The only way he can grow is by putting more of his time in, right? And even when he does, it becomes a glorified job instead of a business that gives him the control, the security, the time, and location freedom, which is ultimately what he's looking for. So those are the kind of people under the 250 cap. The people who are above 300k a month to about a million a month, their biggest challenge is that they need to scale. And they've positioned their offer in a way where it hits a plateau. And they either need to bring more people in, or they've got to change the entire business model to be able to scale. So we look at it and we say, “Cool, well, let's just look at the offer. Instead of changing the entire business model and everything there, let's take a look at the offer. Let's simplify it. Let's increase your prices. And let's structure this in a way that actually gives you leverage so that you're not delivering 24/7.” I mean, I've got a client where we took it from $175 an hour. We turned it into a $60,000 for the year offer. We get paid regularly and he delivers in one hour a week. That's it. Tom Poland 04:45 Perfect. Beautiful. Wow! Creative. Profitable! So let's talk about- thank you, sir, for that. That's a good example. What are some of the common mistakes that people make when they're trying to scale and, you know, they've got another offer? What are they doing that you think might be wasting their time and money? We've got three and a half minutes left. Matt Clark 05:02 Perfect. The biggest thing is that they try and they look at other people, and then they kind of try and price themselves somewhere in between there. There's nothing that distinguishes them from anybody else, you know. There's no value in being the second cheapest or the second most expensive, right? You want to not compete against everyone else that's out there. You want to set yourself apart. So that even if there are big companies vying for the same business, you're solving such a different problem. So the biggest mistake I see is that people look vanilla. They don't charge their worth. They undercharged themselves. And then they also believe that they need to put more of themselves into the business to be able to get their clients the results, where that's not actually good. And then add one more thing to it is that they'd say, as I said, that they limit their own growth because they believe that they need to have achieved those results so that they can help their clients achieve the results. It's not what a coach doe., Tom Poland 05:57 Well said! Thank you for that, sir. Two and a half minutes left. Question five, let's talk about one step that someone can take– a valuable free action. It's not going to solve the whole problem, but it might start them in the right direction. Matt Clark 06:08 Perfect! So one thing that can set you apart from everyone else, and I like to call this “sales acceleration” or “decision acceleration” is that when you take a look at your offer, you want to, number one – is three ways you can make more money. The first way is just to increase your pricing, okay? Double your pricing, or even at 50% to it. Then put in scarcity, urgency, bonuses, and a guarantee that will make your ideal client super excited and remove the objections. Because creating an offer is very simple. It solves your ideal client's unique problem in a unique way that removes their objection. So I would say that is a simple thing that'll get people making decisions a lot faster. Tom Poland 06:51 Fantastic. A reason to move forward now, some sort of bonus or scarcity, something they might lose or something they're going to get if they make a decision now, and a price increase, we've got the second one. And question number six, Matt, is one valuable free resource. Where could we direct people to that's going to help them even more? Matt Clark 07:08 So Tom, you know, we send people to my website, which is www.thevirtualedge.com. At the moment, we've got a resource on there that will be the “20-minute Profile Makeover Using LinkedIn.” But I think I'm actually going to change that so by the time people get it, I'm going to have your “Offer Creation Checklist” that's going to be up there. So, www.thevirtualedge.com and go and grab that. It is power! Tom Poland 07:34 Thank you, sir. And 35 seconds left. Question number seven, what's the one question I should have asked you but didn't? Matt Clark 07:39 Why don't more people focus on the offers the first thing they do? Tom Poland 0 7:42 You know, why don't they? 25 seconds. Matt Clark 07:44 Because everyone out there is talking about leads, is talking about sales. And everyone thinks that you need more leads and you need more sales, but the truth is that most people have already got leads. They've got a network, but they're not converting the leads that come to them. Tom Poland 07:58 Perfect! Matt Clark, thank you so much for your time, your wisdom, and your insights. Matt Clark 08:03 Thanks, Tom. Tom Poland 08:04 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

Today's guest is multiple best-selling authors specializing in the generation of lead generation for coaches, consultants, and software developers in 27 cities around the world. He's started and sold numerous businesses over the last 39 years and has led teams of over 100 people generating more than 20 million in revenue. He says that he's voluntarily married and lives and works from his home which sits on the white sand next to the blue ocean at little Castaways Beach in Australia. Please welcome to the show today's guest, Tom Poland! Top 3 Amplifiers: How to manage all your clients in one hour a month. How to generate leads with webinars. 70 cents out the dollar is in the headline here's how to make scalable webinar titles. To listen, find other episodes, access the show notes, and find out more go to www.amplifyto7figures.com Connect with today's guest: Webinar: www.leadgendemo.live About Tom Poland: https://www.leadsology.guru/creator/ Twitter: https://twitter.com/tompoland Facebook: https://www.facebook.com/groups/leadsology

 Find out how to build an audience while creating the content that you want on your online platform Learn more about the “content tilt” and how it can help you become a content creator to a content entrepreneur Understand what is a content mission statement and why is it important when creating online content Resources/Links: Wanting to Find Out How to Create the Content that You Want While Building Businesses? Learn more on how you build an audience and a platform while gaining financial freedom online through media: Thetilt.com/research Summary Have you been struggling to build a loyal audience online that you can monetize quickly? Do you want to know how you can use and maximize media as a marketing tool? Are you ready to learn how to create content that will build your business and turn viewers into loyal high-paying clients? Joe Pulizzi is the founder of multiple startups including content creator education site, The Tilt, and is the bestselling author of seven books including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. His foundation, The Orange Effect, delivers speech therapy and technology services to over 200 children in 34 states. In this episode, Joe talks about how you can turn to creating content online as an opportunity to build and grow your business. He also shares what you should be doing when wanting to become a successful content entrepreneur. Check out these episode highlights: 01:33 – Joe's ideal client: “An ideal client is content creators who actually want to be content entrepreneurs that actually want to build a business model from all the content they're creating on whatever platforms they're doing it on.” 01:54 – Problem Joe helps solve: “Well if you're looking at just a content creation standpoint, they're trying to build a business. They might be creating a lot of content, not building an audience. And it's a problem, especially if you got to put food on the table.” 02:26 – Typical symptoms that clients do before reaching out to Joe: “I mean, you hit the nail on the head. They're not getting usually- it takes a long time to build a loyal audience that you can monetize.” 03:27 – Common mistakes that people make before they find Joe's solution: “Yeah, so there are a couple of things. One is they don't have what we call a “content tilt”. They don't have an area of differentiation that can break through all the clutter and differentiate themselves and actually stand apart from the competition.” 05:07 – Joe's Valuable Free Action (VFA): “I would recommend is if you're a content creator or marketer, what we call a “content mission statement”. If you're a media company, we call it the “editorial mission statement”. So, what we want to do is we want to list out on paper if you can, who is your target audience and make it as niche as possible?” 06:39 – Joe's Valuable Free Resource (VFR): Check out Joe's Website: Thetilt.com/research 07:15 – Q: Why am I doing this? A: This is my business. I sold Content Marketing Institute. Now I'm starting The Tilt and basically 2019, I became a novelist. I was going to write mystery and thriller novels and decided to get back into this business because I love the idea of being an entrepreneur, being a content creator. Tweetable Takeaways from this Episode: “Focus on building a base on one or two places where you can be remarkable.” -Joe PulizziClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined today by Joe Pulizzi. Joe, good day. Sir, a very warm welcome. Where are you hanging out? Joe Pulizzi 00:23 Thanks for having me, Tom. I'm in the lovely city of Cleveland, Ohio, right on Lake Erie. Tom Poland 00:27 And Joe and I were discussing before the national treasure, such as the Sydney Opera House, where he's been to Sydney a few times. And I was saying, “Yes, but you've got Drew Carey, so-” Joe Pulizzi 00:35 Drew Carey, yeah, I know. That's a tough one! Opera house to Drew Carey. Tom Poland 00:38 Yeah. How do you beat Drew Carey, right? Alright, for those who don't know Joe, he's quite extraordinary, not just because of his business achievements, but because of all the work, he's done with helping folks out, not for profit. He's the founder of multiple startups, including the content creator education site, The Tilt, which is definitely worth a visit, folks! He's the best-selling author of seven books, including Content Inc. and Epic Content Marketing, which was named a “Must-Read Business Book” by Fortune Magazine. His foundation, The Orange Effect, delivered speech therapy and technology services to over 200 Children in 34. States. Kudos to you, Joe! Making the world a better place both in business and outside. Joe Pulizzi 01:20 Great team! You got it. A lot of people helping out with that one. Tom Poland 01:23 Our title today is, “Media is the New Marketing”. Joe's going to share that over the next seven minutes. Joe, our seven minutes starts now. Question number one is who is your ideal client? Joe Pulizzi 01:33 An ideal client is content creators who actually want to be content entrepreneurs that actually want to build a business model from all the content they're creating on whatever platforms they're doing it on. Tom Poland 01:45 Yeah, people like you and me just can't help but create more content. It's kind of what we do, right? Joe Pulizzi 01:49 Exactly! Tom Poland 01:50 It just comes out, somehow. A lot of folks like that. So, tell us about the problem you solve? Joe Pulizzi 01:54 Well, if you're looking at just a content creation standpoint, they're trying to build a business. They might be creating a lot of content, not building an audience. And it's a problem, especially, if you got to put food on the table. So, there is a formula that we try to teach them. Tom Poland 02:08 So, we've got these people when they got to go to work, they enjoy creating content. They have their “ideas machines”, and probably hear crickets when they publish it at the moment. So, let's go to question three, we have six minutes left, what would you say are some of the typical symptoms of these folks that are putting content out there, apart from not getting any traction? Joe Pulizzi 02:26 Sure thing. Yeah, Tom, I mean, you hit the nail on the head. They're not getting usually- it takes a long time to build a loyal audience that you can monetize. And what we found is generally it takes between 15 and 18 months until you get to a minimum viable audience that you can actually create a sustainable living off of. So, they basically give up. You don't have to go the distance. So, they're not building that audience quickly enough to monetize. Or when they do build an audience, then they don't know all the revenue levers that they need to pull in order to create a business that will succeed in one to five years. Tom Poland 03:00 Right. But I mean, I love the concept of content creation and marketing, because to me, it's what I call “karma marketing”. You're giving stuff. You know, it's good karma. So, let's talk about, question four which is common mistakes. So, what I'm after here, five minutes left, we've got these people who are probably solopreneurs, or entrepreneurs, they're creating content. They're aware that it's not getting traction right now. Apart from giving up too soon, what are some of the other common mistakes that you see people make in this area? Joe Pulizzi 03:27 Yeah, so there are a couple of things. One is they don't have what we call a “content tilt”. They don't have an area of differentiation that can break through all the clutter and differentiate themselves and actually stand apart from the competition. Basically, a lot of content creators create content like a lot of other creators, so they're not building an audience. So that's probably the number one way. The second way is, most content creators, whether they're marketers or content entrepreneurs, diversify too quickly. They say, “Oh, okay, we need to do all the things. We need to be everywhere where our audiences are online. We need to be on Twitter, and LinkedIn, and Facebook, and on blogs and podcasts, and webinars and events and everything else.” And that's actually wrong. It rarely works that way! What you want to do is focus on building a base on one place, one or two places, where you can be remarkable. So that lack of differentiation, and then that diversification and, basically, being all over the place and not being great at one or two things really inhibits them from building a business. Tom Poland 04:22 Very interesting! So instead of kind of sticking to their core focus and delivering something as unique on a consistent basis, they think, “Well, let's get it on whole different platforms.” Joe Pulizzi 04:32 And look at it- and you know, Tom! Look at the average creator. They're just always got to be on 14, 16 different places. That strategy is about saying no! So, let's say no to some things and say yes to a couple of things and be amazing. Tom Poland 04:44 I have to tell you, that would be a mistake. I definitely fall into that trap because it's so easy now with all these platforms. You can click LinkedIn, click Twitter, click Facebook, click this, “Well, oh, cool!” We got to sprinkle around the internet like confetti when winning. Let's move on then to something else that's going to help folks. Question five is one valuable free action that someone listening to this could- it's like a step in the right direction. It's not going to solve the whole thing, but it might help them start in the right area. Joe Pulizzi 05:07 Yeah, guess what I would recommend is if you're a content creator or marketer, what we call a “content mission statement”. If you're a media company, we call it the “editorial mission statement”. So, what we want to do is we want to list out on paper, if you can, who is your target audience and make it as niche as possible? What are you going to deliver for that audience? What? Are you going to deliver podcasts? Are you going to deliver videos on YouTube? What are you going to do? And then number three, most important, what is the outcome for the audience? This is where everybody makes a mistake. Because we say, “Oh, we want to create content because we want to sell more widgets.” No, this is all about the audience. What are we going to deliver to that audience? And how are we going to help them live a better life or get a better job? And you put that into a document called your “content mission statement”. And every time you create a piece of content, you review that. You say, “Am I on target? Am I delivering to those pain points? Am I differentiating? Can I be the leading informational expert in that niche.” And it's our guiding light, it's our North Star. And if you do that, and then you carry that along with you, you'll be very, very successful. Tom Poland 06:06 This is in stark contrast to what I've done and many others, as I'm sure, which is, what you're talking about staying focused on. Stay true to your mission. Stay true to your differentiation. Stay true to your market, etc. Love that idea! Except for the thing you've talked about putting it on paper. What is this paper you speak of? Joe Pulizzi 06:22 What is the paper? Yeah, when I set goals, I write them down. I think it's more- I don't like to put it on the phone. Tom Poland 60:29 It's more physical, isn't it? Yeah. Joe Pulizzi 06:30 Exactly. Tom Poland 06:30 There's probably something more visceral about it. Thank you for that. Question six, one minute, 40 left, is a valuable free resource. Where can we direct people to that's going to find out more, that's going to help them even more? Joe Pulizzi 06:39 Great. So, here's a free ungated resource, you can go to thetilt.com/research. We researched 1400 content creators and what makes them successful, what they did, how they built their business. We put it into a 20-page, 25-page free report. Basically, if you want to be a successful content creator, we tell you exactly what the best content entrepreneurs are doing. Tom Poland 07:00 Fantastic! So that's Thetilt, T-I-L-T, .com/research. Go get it! Thetilt.com/research. Joe Pulizzi 07:07 Ungated! Share it around. Tom Poland 07:09 Thanks for that! Fantastic. A minute left. Last question, what's the one question I should have asked you, but didn't? Joe Pulizzi 07:15 Probably, why am I doing this? This is my business. I sold Content Marketing Institute. Now I'm starting The Tilt and basically 2019, I became a novelist. I was going to write mystery and thriller novels and decided to get back into this business because I love the idea of being an entrepreneur, being a content creator. And there's nothing out there telling them, “Here's a business model.” I've been through it. I have friends that do it. So, here's the answer I'm trying to teach! I'm a teacher now. What I'm trying to teach them is the business model, and there's a way that you be successful and live the life you've always wanted to live. Tom Poland 07:47 Yeah, and do the stuff you love to do. Joe, thank you so much for sharing your insights and your experience, and what's clearly a bucketload of wisdom! Cheers. Joe Pulizzi 07:56 Thank you, Tom. I appreciate it! Tom Poland 07:58 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out the secrets on how you can sell yourself better that can guarantee you more better-paying clients Learn how you can ditch those ads and replace them with better and more promising copywriting techniques Understand what are the three S's you need to know that can sort out your thoughts and help you take your next step Resources/Links: Wanting to Find Out How You Can Get More Traction and Hook Your Clients Without the Ads? Learn the power of copywriting, what you need to do and how to save time and yourself from writer's block: Prontowrite.com Summary Have you been investing tons of money in ads but ended up not gaining much traffic online? Do you want to learn how you can save yourself from all the stress and invest in the right marketing strategy? Are you ready to hone your copywriting skills, save yourself tons of money and gain more clients in a shorter time? Mike Giannulis helps leaders and entrepreneurs live better lives and build bigger businesses. He is a serial entrepreneur and master copywriter who helps business owners grow their companies and instructs copywriters on creating highly converting and compliant ads and sales material. In this episode, Mike talks about how you can overcome the struggle of selling yourself through the power of copywriting. He also shares the 3 S's you need to focus on and how they can also help you get yourself back in the game– gaining new clients at a lesser price in a shorter time! Check out these episode highlights: 01:37 – Mike's ideal client: “So my ideal client is actually an existing business owner who wants to grow their company and needs help with marketing and sales and even some operational stuff, but they want to grow.” 01:57 – Problem Mike helps solve: “The biggest problem that I solve for people, especially when you're the owner, is you really can't see what you truly have. I deal with this too! It's very hard for me to sell myself.” 03:06 – Typical symptoms that clients do before reaching out to Mike: “I think some of the biggest symptoms for people that need what I do is they're kind of at a place where they sort of feel stuck. They've kind of done what they know how to do.” 04:29 – Common mistakes that people make before they find Mike's solution: “Well going- this is going to sound kind of bad because this is part of what I do, but I do think a lot of people make the mistake of just like getting themselves in the course mindset, where they're going to buy the next course, buy the next crop, buy the next thing, trying to new hack, go to the Facebook ads event that they saw advertised.' 05:51 – Mike's Valuable Free Action (VFA): “I think two big things are focused, really homed in on, “What's the biggest problem that you solve?” and “What's the biggest promise that you can make?” And if you can really iron out those two things, those are the two ways you'll attract people in.” 06:20 – Mike's Valuable Free Resource (VFR): Check out Mike's Website: Prontowrite.com 07:15 – Q: What should someone do if they're sort of feeling stuck or if they're unsure of what the next step is for them? How do they know when they're ready for that next step? A: I kind of tell people when it comes to scaling things, you've got to be kind of cool, but the word “scale” itself is the answer. Tweetable Takeaways from this Episode: “You can't just scale marketing if you don't have operations and fulfillment in the sales team. So, you have to look at everything across the whole spectrum and bring them up at the same time.” -Mike GiannulisClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Mike Giannulis. Mike, a very good afternoon, I think, it is for you. Welcome to the show! Mike Giannulis 00:23 Yes, I'm very, very thrilled to be here. Thank you for the invite! Tom Poland 00:26 Where are you based, Mike? Mike Giannulis 00:27 So, I'm in Tampa Bay, Florida. Tom Poland 00:30 Tampa Bay! Mike Giannulis 00:31 In the States? Yeah. Tom Poland 00:32 Yeah! Mike Giannulis 00:32 Home of Tom Brady. Tom Poland 00:34 Yeah. And, Mike Levin, our business manager lives there as well. So, between Tom and Mike, you're in good company. Well, they are. So, for those of you who don't know Mike, he's quite an extraordinary individual who's achieved really incredible things personally, but also in business. He had his superpowers, taking words and turning them into clients. In broad terms, he helps leaders and entrepreneurs live better lives and build bigger businesses. Mike, I love the way those two things go together because, very often, people have a wall between them. And in fact, there can't be separation. He's a serial entrepreneur, a master copywriter who helps business owners grow the company's infrastructure- copywriters! He is the copywriters' copywriter on creating high converting and compliant ads, which is very important these days with regulations and sales content. So, the title that Mike has very generously agreed to share on by our invitation is, “How to Grow Your Business with Copywriting”. Mike, our seven minutes starts now. Question number one, who is your ideal client? Mike Giannulis 01:37 So, my ideal client is actually an existing business owner who wants to grow their company and needs help with marketing and sales and even some operational stuff, but they want to grow. Tom Poland 01:50 Oh, Interesting! Thank you. Question number two, six and a half minutes left. How would you describe the problem that you solve for them? Mike Giannulis 01:57 I think the biggest problem that I solve for people, especially when you're the owner, is you really can't see what you truly have. I deal with this too! It's very hard for me to sell myself. And I understand that for these people, it's hard for them to sell themselves and especially underpricing, not wanting to charge your true value. And then also being able to structure your offer or your program or whatever it is that you sell in a way that's compelling, that people will want to buy it without having to resort to like persuasive little hacks, you know. Tom Poland 02:30 Right. This is a legend hack! So, folks, just please listen up to this because this is the number one problem that I encounter with hundreds, if not thousands of clients over the last 40 something years, is how do you articulate your value proposition in such a way that's clear, that is also magnetically compelling, and that the value is obvious! Because, very often, price is an issue when value is in the street. So, listen up! This is the real oil coming from Mike here. My question number three, five and a half minutes left, what would you say would be the typical symptoms of someone who needs your services? What's going on in their life or their business right now? Mike Giannulis 03:06 I think some of the biggest symptoms for people that need what I do is they're kind of at a place where they sort of feel stuck. They've kind of done what they know how to do. And they've reached a point where they're sort of like, they're either going to decide- I break it down into three things. The three S's- you can stay where you're at, you can decide to sell, or you can decide to scale. So, which of those three is it? You know, are you going to stay and just kind of say, “Hey, this is it!”? And again, there's nothing wrong with that! If that's where you're at, well, great, you know. But if you want to sell it, that's fine, too. Or if you want to scale it. And many times, people have sort of- they're just unsure of how do they reach to either a new audience, or roll out new products, or create ads that better convert, especially on the front end, so they can afford to run more ads. That's probably the biggest thing- is like, they don't have a scalable marketing system. And that's the biggest struggle! Tom Poland 04:02 And if I can add a little PSA, folks, if you're looking to avoid stress, the other S, you can't! Like, you can manage it. And I tell you what, I prefer the stress of scaling over the stress of surviving any day. Mike Giannulis 04:14 Yeah, that's a great idea. Tom Poland 04:15 But, Mike, tell us about the common- this is question number four, we've got four minutes left, so we're right on track. What are some of the common mistakes that people make prior to finding your solution? So, what are they trying to get out of the sort of feeling of getting stuck right now that just isn't going to work? Mike Giannulis 04:29 Well going- this is going to sound kind of bad because this is part of what I do, but I do think a lot of people make the mistake of just like getting themselves in the course mindset, where they're going to buy the next course, buy the next crop, buy the next thing, trying to new hack, go to the Facebook ads event that they saw advertised. And so, they end up spreading very, very thin, trying to find whatever the next thing is, and that's truly a bigger problem of going outside of your area of expertise. I see this all the time we're I'll people and they're like a world-class, say, psychologist, right? And they're spending their nights and weekends learning Facebook ads– not worth it! Just get someone to do that, you know. And so, I find people that think they need to learn to write ads themselves and run their own Facebook ads, “Do this and do this!”. You know, it's very, very, very hard to do those things without help or experience. So, if you're already an expert, focus on that and find the help. Find the support. Don't try to do it all on your own. I get it, maybe you have to at first, but, as fast as you can, get some help! Tom Poland 05:32 One of the big secrets of success is you don't have to be that smart, you just have to be smart enough to know how dumb you are, and get help. So, folks, question number five, two and a half minutes left, Mike. What I'm after here is a top tip, a valuable free action someone could take. A step in the right direction, if you will. Not going to solve the whole problem but it might help them start moving. Mike Giannulis 05:51 I think two big things are focused, really homed in on, “What's the biggest problem that you solve?” and “What's the biggest promise that you can make?” And if you can really iron out those two things, those are the two ways you'll attract people in. Tom Poland 06:06 Yeah, I love those two questions– what's the biggest problem you solve, and the biggest promise you can make to a prospective client about solving their problem. Two minutes left, Mike. Question number six, a valuable free resource we could direct people to that's going to help them even more? Got a URL or landing page somewhere? Mike Giannulis 06:20 Yes. So, if people want some access to some like pre-written copy that I've already done for them– templates, structures with the ability of an AI to actually write those, I'm about to launch Prontowrite.com. And I'm allowing people to join it as beta testers. So, they just go to prontowrite.com. They can opt-in, and as soon as it comes live, they'll be the first to know, and they'll get early, kind of like, free tester access. Tom Poland 06:45 Folks, it's very clever. I've got it open on the screen now, the landing page. And essentially what it is, it's a template that guides us through the articulation of what it is you want to say so that it's clear and it's compelling. It's Mike-holds-your-hand-digitally through that process. So, it's Pronto, P as in very fast, P-R-O-N-T-O, write as in your scribbling something, W-R-I-T-E .com. Go get it! We've got 65 seconds left, Mike, so plenty of time for the last question. Question number seven is what's the one question I should have asked you, but didn't? Mike Giannulis 07:15 Yeah, always the toughest one! I've seen your show, so this is the one that I've been thinking about. I think probably it would be, you know, what should someone do if they're sort of feeling stuck or if they're unsure of what the next step is for them? How do they know when they're ready for that next step? And I kind of tell people when it comes to scaling things, you've got to its kind of cool, but the word “scale” itself is the answer. So, if you're going to scale- when you think about scale, you think about balancing, right? So, if you want to ramp up any particular area, you've got to make sure you're doing it at the same time. So, you can't just scale marketing if you don't have operations and fulfillment in the sales team. So, you have to look at everything across the whole spectrum and bring them up at the same time. Tom Poland 08:01 Perfect! Mike Giannulis 08:02 All right. We did it! Tom Poland 08:03 Michael, perfect timing. Thanks so much for your time and your insights. Mike Giannulis 08:07 Thank you. Tom Poland 08:09 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how to make a greater impact, become undeniable, and overcome the limit Learn the importance of your mental operating system and how to get unstuck from the feeling of being stuck Find out what that missing piece is to help you find purpose in your actions and get you to the next level Resources/Links: Wanting to Learn How You Can Be Undeniable and Make a Greater Impact? Find out how to be the brand everyone wants and achieve more than you've ever had: www.becomeundeniablenow.com Summary Have you been itching to go take that next step in achieving greater things but end up getting those “What if” moments? Are you always working hard, doing so many things all at once, and making progress but end up with more stress and faster burnout? Do you want to know how you can do more, be more, and make more with only the right mentality? Robby D'Angelo is a best-selling author, international speaker, and mental optimization coach. In this episode, Robby talks about the importance of our mental system and how you can change your mindset to stop it from holding you back from what you want to achieve. He also shares his insights on how to substitute the “work harder” mentality with a different one that will guarantee you better results in a shorter amount of time with no burnout. Check out these episode highlights: 01:08 – Robby's ideal client: “My ideal client is really anyone who knows they're meant for more, knows that there's something holding them back from achieving their next level of success.” 01:23 – Problem Robby helps solve: “The problem that I really address is upgrading the mental operating system, which is the limiting beliefs or what's really holding you back from achieving everything you've ever wanted.” 01:46 – Typical symptoms that clients do before reaching out to Robby: “You know, the common thing that I hear so much, even though I hate this language, is, “I just feel stuck”. You know, “I'm spinning my tires in the mud. I can't seem to get ahead. No matter how hard I work, no matter what I do, no matter what I try, I just never feel like I'm really getting to that next level of my life.” 03:19 – Common mistakes that people make before they find Robby's solution: “The “Work harder” mentality is probably the number one thing that I see with most people that I run into. They're burnout, and they have no energy left. I talk about your battery, as far as how much energy you have to put in the world.” 04:05 – Robby's Valuable Free Action (VFA): “One of the biggest things that I get people doing right off the bat is just taking action. I find that action breeds clarity. And a lot of times when you're feeling stuck, or you're missing that piece that you're looking for to achieve the next level.” 05:35 – Robby's Valuable Free Resource (VFR): Check out Robby's Website: www.becomeundeniablenow.com 06:24 – Q: Why can't people do this by themselves? A: I get that all the time! “Like why do I need a coach?”, “Why do I need a mentor?”, or “Why do I need some help in this?” And a lot of times what I see when I work with high achievers and successful people, it's what you don't see in the mirror that holds you back. Tweetable Takeaways from this Episode: “My challenge to people out there to really grab life by the horns and to accept the call that's in their soul to go do something great in this world.” -Robby D'AngeloClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach here in Queensland, Australia, joined today by Robby D'Angelo. Robby, good day. Sir, a very warm welcome! Where are you hanging out? Robby D'Angelo 00:23 I'm actually from Tampa, Florida! Tom Poland 00:25 Tampa, Florida! Right across the other side of the US. When we flew to LA and then get another big silver bird and head on your way. How's the weather right now? Coming out of spring, right? Robby D'Angelo 00:35 Well, the weather's beautiful. Tom Poland 00:36 Wonderful! Robby D'Angelo 00:36 We're actually transitioning from summer to fall. But here in Tampa, Florida, it seems like it's summer year-round. Tom Poland 00:41 Yeah, I know. It's similar to where we live. Why would you live anywhere else? Okay, so for those of you who don't know Robby, he's a best-selling author, international speaker, and he's a mental optimization coach. And we all know that nothing happens in the outer world that's sustainable and successful until something happens in the inner world. Rob is going to share with us how to become an undeniable brand. Very interesting! Robby, our seven minutes starts now. Sir, question number one, who is your ideal client? Robby D'Angelo 01:08 My ideal client is really anyone who knows they're meant for more, knows that there's something holding them back from achieving their next level of success. Tom Poland 01:15 Right. Perfect! Thank you. And so that's a little what we're already about. Question number two is what is the problem you solve? But do you want to share a bit more on that? Robby D'Angelo 01:23 Yeah, the problem that I really address is upgrading the mental operating system, which is the limiting beliefs or what's really holding you back from achieving everything you've ever wanted. Tom Poland 01:32 Perfect! So question three, and we've got six and a half minutes left. Charging through it! What are some of the typical symptoms that people are going to be experiencing who have this problem? What's going on in their life or their business where they think, “Yeah, I need to find out more about becoming undeniable”? Robby D'Angelo 01:46 Right. You know, the common thing that I hear so much, even though I hate this language, is, “I just feel stuck”. You know, “I'm spinning my tires in the mud. I can't seem to get ahead. No matter how hard I work, no matter what I do, no matter what I try, I just never feel like I'm really getting to that next level of my life.” That's really probably the number one thing that I see. But there's also that person that's working their butt off, and they're achieving success, but they're not having a fulfilment. You know, you and I both know, you can have all the monetary success, and you can build this incredible business. But unless you're truly fulfilled and happy at the end of the day, you know there's that missing piece. So that's really the other side of what I do in my business. Tom Poland 02:24 Very interesting! So you got the folks that don't seem to be getting ahead. And you've got the folks that are actually doing quite well from looking on from the outside but are lacking that sense of fulfillment and happiness, perhaps. Thanks for that, sir! A sub-question, do you find with the first category, they'll often say to you, “You know, I see people out there seem to be doing really well. And I don't think they're quite as good as I am. So like, how come?” Do you have that? Robby D'Angelo 02:47 Oh, you mean the comparison thing? Tom Poland 02:49 Yeah, the comparison thing! Yeah. Robby D'Angelo 02:51 Absolutely! I see that all the time. And a lot of times, like the entrepreneurs and executives I work with, they're missing a few mental tweaks. They're missing a few, maybe, systems and processes that we can put in place to help them work more effectively and efficiently. Tom Poland 03:05 I love the way you covered both of those things in that one sentence– the mental tweaks and the processes and systems. Two wings of the same bird! So let's go on then, question four, just under five minutes left. What are some of the common mistakes that your clients tell you they made before they found your solution? Robby D'Angelo 03:19 The “Work harder” mentality is probably the number one thing that I see with most people that I run into. They're burnout, and they have no energy left. I talk about your battery, as far as how much energy you have to put in the world. And a lot of times, they're just drained. They're working so hard. They're so intense that that battery is just gone! I see that a lot. But I also see a lot of people that are drowning in priorities. Where they have so much going on and have taken so much in their life. And they have all these priorities that they have to deal with daily, that they're just drowning in them and they can't ever get their head above water. Tom Poland 03:50 Wow! Okay, thank you, sir. Question five, and we've got four minutes left, one valuable free action. Can you wheel out your top tip to help these folks, not solve the whole issue, they might need to find out more about working with you for that, but it might take them a step in the right direction? Robby D'Angelo 04:05 One of the biggest things that I get people doing right off the bat is just taking action. I find that action breeds clarity. And a lot of times when you're feeling stuck, or you're missing that piece that you're looking for to achieve the next level. It's because you've tried all these different things and you feel stuck because you just literally stop trying things and you stop taking action. So one of the biggest things that I get people to do and this is a simple hack that anybody can use is, what's the smallest thing I can do right now that I'm 100% control over that'll create a win? And when you create that little small win, you're like, “Okay, I really do have the confidence to do this.” I start believing in myself again. And then you ask yourself that question again. And you keep asking yourself and let that momentum start compounding. And it's a beautiful thing to see happen. Tom Poland 04:48 Can you repeat the question, please? Because I think that's genius! Robby D'Angelo 04:51 What's the smallest thing that I can do right now that I have 100% control over that will create a win? Tom Poland 04:57 See, the smallest thing is not the biggest thing. Robby D'Angelo 05:00 Smallest! It may be a phone call. It may be an email. It may be sending a text! Like what's the smallest thing I can do right now to create a win? Tom Poland 05:07 So darn clever! Thank you for that. I really think that's absolute genius! It's so simple. I can feel the power of the question. So folks, sit down, figure out what is the smallest thing you can do right now that will take you a step forward and do the freaking thing and feel the energy that comes from that to get something maybe a slightly bigger? Okay, so let's- I'm loving this! Question six, where can people go to find out more? valuable free resource. What have you got that we can send people to so they're gonna find out more about this? Because people are gonna want to lap this up! Robby D'Angelo 05:35 So I put out a ton of free content on my social media. It's just Robby D'Angelo, and I'm sure you'll spell that out for them. But I just put out a ton of free content there. And also one of my web pages is becomeundeniablenow.com And it's just kind of, you know, my challenge to people out there to really grab life by the horns and to accept the call that's in their soul to go do something great in this world. Tom Poland 05:57 Perfect! So it's Robby, R-O-B-B-Y, D'Angelo, D, apostrophe, A-N-G-E-L-O, like the ones in heaven. Thank you, sir! And we've got one minute and 45 seconds left. So, by the way, folks, just repeating that URL for those who might be listening to this. That's www.becomeundeniablenow.com. Thanks for that, Robby! Lots of resources there and make sure you check out Robby on social media. Question number seven, sir, what's the one question I should have asked you but didn't? 90 seconds to answer. Robby D'Angelo 06:24 The one question you should have asked me is why can't people do this by themselves? I get that all the time! “Like why do I need a coach?”, “Why do I need a mentor?”, or “Why do I need some help in this?” And a lot of times what I see when I work with high achievers and successful people, it's what you don't see in the mirror that holds you back. It's those subconscious programs that you have that you're not aware of that are the reasons you keep repeating patterns. It's the reason you keep, you know, self-sabotaging, or have imposter syndrome and all these cliche words that people are throwing out nowadays, which really just limiting beliefs in disguise. It's all that is! But, honestly, it's what you don't see in the mirror that's holding people back. And that's why you need a coach. That's why you need an outside perspective. That's why you need someone in your life that can tell you not what you want to hear, but something that you need to hear. Tom Poland 07:12 Right! And it's the same reason why most vehicles have three mirrors and not just one. c Robby D'Angelo 07:17 Correct! Tom Poland 07:17 You need someone else to be able to shine the light on you. So for- and, you know, just think of top sports stars, the top performers or the world around, one thing- Robby D'Angelo 07:24 They all have them! Tom Poland 07:25 They all have a coach. And, wow! Doesn't success leave clues? Robby D'Angelo, thank you so much for your time! Robby D'Angelo 07:32 Absolutely man. It's been an absolute pleasure. Thank you so much. Tom Poland 07:35 Thanks for rocking up. Cheers! Tom Poland 07:37 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover what are the three key components you need to be focusing on to build a better platform for your business Learning why you should stop putting out more money and giving up easily isn't going to get you the recognition you deserve Find out how another degree, multiple certificates, and lots of training isn't going to get you clients Resources/Links: Wanting to Get Recognized for your Knowledge, Talent, and Excellence? Learn how you can build the career you want and become an expert through the power of recognition: Dorieclark.com/toolkit Summary Have you been trying to grow your brand or profile but just end up feeling frustrated with it? Do you want to know how you can play the long game and become a recognized expert? Are you ready to find out what are the three components you need to focus on to build the career you want? Dorie Clark is the author of the Long Game and teaches for Duke University Fuqua School of Business. In this episode, Dorie talks about how to become a recognized expert that everyone needs through the right platform, better content creation, and expanding your network. She also shares the mistakes you should be avoiding that can stop you from getting the recognition you want and deserve. Check out these episode highlights: 01:33 – Dorie's ideal client: “So leaving aside the corporate speaking work that I do, my ideal clients for coaching and for my online courses are professional service providers that are looking to grow their brand.” 02:07 – Problem Dorie helps solve: “This is a problem that I experienced myself when I started my own business 15 years ago. I became a marketing strategy consultant. And as soon as I stepped into the world of business, I suddenly realize to my heart, “Oh, my God, I think everyone in the world is a marketing strategy consultant.” 03:34 – Typical symptoms that clients do before reaching out to Dorie: “What I often see is that for a lot of really smart people who become professional service providers, so often because, you know, been inculcated in us, we tend to believe that another degree or one more training, or one more certification is somehow going to be the answer.” 04:45 – Common mistakes that people make before they find Dorie's solution: “The common mistakes that I see are, first of all, sometimes we get too easily defeated in the process. And that's something that is really upsetting to me because I want to live in a world where it's not the loudest voices that win, but it's the best ideas that win.” 06:03 – Dorie's Valuable Free Action (VFA): “So one of the components that I talked about in my recognized expert framework is content creation. And I feel like this is often the low-hanging fruit. It almost seems self-evident when you say it, but I think somehow, a lot of times, we don't realize it in our lives.” 07:09 – Dorie's Valuable Free Resource (VFR): Check out Dorie's Toolkit: Dorieclark.com/toolkit 07:46 – Q: I'm going to steal the mantle, Tom, and I'm going to flip it back on you. What is the number one thing that you have done that has helped you in your ascent to being a recognized expert in your fields? A: I've figured out a relentless way to generate leads virtually every single week of the year. Tweetable Takeaways from this Episode: “If people do not know what your ideas are, you will never be known for your ideas.” -Dorie ClarkClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone. Welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out at you from little Castaways Beach in Queensland, Australia, joined today by the best burnable, Dorie Clark! Dorie, good day. A very warm welcome again from Down Under. Where are you based? Dorie Clark 00:25 Hey, Tom, so glad to be here! I'm in New York City. Tom Poland 00:27 New York City, the Big Apple, the city that never sleeps. For those of you who don't know Dori, she is the possessor of the Guinness Book of Records for the world's shortest bio. The last person I interviewed had about 350 words, and I think Dory has listed about 18. But for what it's worth, in addition to that, I made that up, folks! But she is the author of the Long Game and teaches for Duke University Fuqua School of Business. She is- you've probably seen her around because she's been featured in, I don't know, Forbes, Harvard– you name it, she's been there! She doesn't have this in a bio, but she is a sought-after speaker and makes a contribution to business and personal diversity, which, I believe, is going to leave the world a better place. So, Dorie, it's a real privilege to have you back on the show again. Thanks for accepting our invitation the second time around. Sick, the last interview was five years ago, which leads us, actually, into the title, “How to Play the Long Game” because it has been a long game! Dorie Clark 01:22 The long game is making friends with Tom Poland and keeping him in your life. That's what I try to do! Tom Poland 01:27 You're welcome back anytime! Let's kick-off. Our seven minutes starts now. Question number one, who is your ideal client, Dorie? Dorie Clark 01:33 So, leaving aside the corporate speaking work that I do, my ideal clients for coaching and for my online courses are professional service providers that are looking to grow their brand and raise their profile so that they do not get treated like a commodity in the marketplace. Tom Poland 01:52 I love this because you walk the talk! You know, I see you around on the internet constantly doing exactly that. So why don't we carry on that thing? So, question number two, six and a half minutes left, tell us more about that problem that you solve? Dorie Clark 02:07 Well, this is a problem that I experienced myself when I started my own business 15 years ago. I became a marketing strategy consultant. And as soon as I stepped into the world of business, I suddenly realize to my heart, “Oh, my God, I think everyone in the world is a marketing strategy consultant.” And somehow, I had to differentiate myself. And so, the grueling process of figuring out how to do that, over the course of the past 15 years, led me to really study it carefully and to write books about it. And it inspired me to want to teach other people so that they could get their ideas heard. So, if you are frustrated because you're always having to do RFPs, and people aren't coming to you specifically. If you feel like you always have to beg and plead the case, and you see other people getting opportunities for speaking or for books or things like that. And you wonder, “Why am I not getting them?” That was the frustration that I felt, and I want to help people with that. Tom Poland 03:04 Right. One of the tricky things about that is that you've got to figure out what actually works, but also be true to yourself. Right? And- Dorie Clark 03:11 That's exactly right! Tom Poland 03:13 We might explore that a little bit more. We've talked a little bit about the problem. And you've touched on some of the symptoms, which is you see other people getting booked. And it seems like some of them may not even be quite as much of an expert as you are. What are some of the other typical symptoms that someone who needs your service is going to be experiencing in their life or business? Five minutes left. Dorie Clark 03:34 What I often see is that for a lot of really smart people who, you know, become professional service providers, so often because, you know, been inculcated in us, we tend to believe that another degree or one more training, or one more certification is somehow going to be the answer. And, unfortunately, more of that thing probably isn't! It's not a bad thing to do professional development, it's a good thing, but it's not going to get you, clients. It's not going to get you a claim. It's not going to build your platform. We have to do something else. And what I came to realize is that there are three key components, as part of my recognized expert framework, that I really believe are crucial. It's content creation. It's social proof, so you build your credibility, and it's building your network. If you can leverage that, that's how you can make a big difference! Tom Poland 04:23 Content creation, social proof, leveraging your network. Let's just touch on- four minutes left, question four. You've mentioned one of the common mistakes that people often make in trying to solve this problem of getting noticed and getting generating demand, which is another qualification or another course. What are some of the other common mistakes that people make when trying to get noticed and get booked? Dorie Clark 04:45 The common mistakes that I see are, first of all, sometimes we get too easily defeated in the process. And that's something that is really upsetting to me because I want to live in a world where it's not the loudest voices that win, but it's the best ideas that win. And so, it pains me when talented professionals, you know, they get turned away or they hit a roadblock or a gatekeeper. And they assume, “Oh, well, I guess I'm not good enough” or “Oh, I guess this isn't going to work out.” That is not necessarily true! And we have to keep pushing, so I think a common mistake is giving up too soon. I think another common mistake is sometimes rebelling against it and saying, “Well, you know, why should I have to do that? My work should speak for itself.” I mean, maybe on a different planet, not this planet. And another common mistake is assuming you can buy your way out of the situation. So, people say, “Oh, well, you know, I'll hire a PR firm.” Throwing money at the problem is not the solution, you need a holistic solution. One of them is Tom Poland's Leadsology. And one of them, hopefully, is the work that I do. Tom Poland 05:53 Thanks, Dorie! Question number five, two and a half minutes left, a valuable free action. What's something that someone could do that might start them down the road, not going to solve the whole problem, but it might get them started? Dorie Clark 06:03 So, one of the components that I talked about in my recognized expert framework is content creation. And I feel like this is often the low-hanging fruit. It almost seems self-evident when you say it, but I think somehow, a lot of times, we don't realize it in our lives. If people do not know what your ideas are, you will never be known for your ideas. And so, therefore, it becomes essential for you to create content that is shareable because otherwise, the only people that will be able to see what you're made of are people that you've already worked with. That's a small audience. Or the people they refer you to, that's a small audience too! When you create content, whether it's writing articles, giving speeches, or starting a podcast or something like that, it gives you a way for your ideas to travel further than you could. It gives them the potential to reach new people that wouldn't know about you otherwise, so that they can say, “Oh my gosh, that's exactly what I need!” Tom Poland 07:00 Perfect! Thank you for that. 75 seconds left, two questions to go. One valuable free resource. Where can we direct folks to find out more about your solutions? Dorie Clark 07:09 So, one thing that I hope will be helpful is I've created a recognized expert self-assessment. You can get it at Dorieclark.com/toolkit. It's completely free! And it's a scored self-assessment to actually help you rate and understand where you are in the process of becoming a recognized expert. And be able to see where you're strong, where you're weaker, and it gives you recommendations about where to focus your energy. Tom Poland 07:33 So, it's Dorieclark, D-O-R-I-E, Clark, .com/toolkit. Love it! Thank you very much. 30 seconds left, so heaps of time! What's the one question I should have asked you, but didn't? Dorie Clark 07:46 Well, I'm going to steal the mantle, Tom, and I'm going to flip it back on you. And I want to ask you, stealing the time here, what is the number one thing that you have done that has helped you in your ascent to being a recognized expert in your fields? Tom Poland 08:01 I've figured out a relentless way to generate leads virtually every single week of the year. That's my holy grail! Dorie Clark, is very clever. Thank you so much for your time. Tom Poland 08:11 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how to find the right audience for your work through the help of the ecosystem Learn why you should never follow the cookie-cutter advice before looking for the right solution Find out the importance of strategic analysis and its effects on building a network of people-turned-clients Resources/Links: Wanting to Make a Leap and Change the World with Your Bright Ideas? Learn more on how you can build a thriving business, target the right audience, cultivate your network, and gain more profit than ever: Pamelaslim.com/thewidestnet Summary Have you had, or even built, a really big and life-changing idea (IP) that you just want to share with the world? Do you find yourself having a difficult time looking for ways on how to deliver it to the right market? Are you ready to know how to systematically market your IP to the right customers while expanding your network and creating great profit? Pamela Slim is an award-winning author, speaker, and business coach who works with small business owners ready to scale their businesses and IP. In this episode, Pamela talks about the importance of building networks and targeting the right audience for your products through strategic analysis and systems. She also shares some things you should be avoiding in marketing and in business when looking for the right solution. Check out these episode highlights: 01:38 – Pamela's ideal client: “I work with really smart people who have built amazing intellectual property that makes a positive difference in the world.” 01:50 – Problem Pamela helps solve: “For many, they're at their limit. They have developed something really important, but more and more people want it and, in particular, want to have them deliver it.” 02:50 – Typical symptoms that clients do before reaching out to Pamela: “There are two things, one is an emotional symptom, and one is usually a physical and operational symptom. So, on the emotional side, they may feel really excited that so many people are actually paying attention or listening to their work or following them.” 03:50 – Common mistakes that people make before they find Pamela's solution: “I noticed there are a lot of cookie-cutter answers. So, somebody might say, “You are really an amazing author. And so, you should just create an online class.” And they say, “Okay”, and some of them invest lots and lots of money to create an online class.” 05:13 – Pamela's Valuable Free Action (VFA): “So when you're thinking about finding an audience for your work, the strategic analysis to me happens when you see your ideal customer who's really in the center of an ecosystem in which they are looking for answers to solve whatever core problem they have, or in the case where they have an aspiration, to help them reach their aspiration.” 06:45 – Pamela's Valuable Free Resource (VFR): Check out Pamela's Website: Pamelaslim.com/thewidestnet 07:34 – Q: Why is it important to really build an audience? And why is it a valuable thing to do? A: Sometimes it feels like it's just easier to focus on yourself and to not look sideways at other people. But I found not only strategically is it easier to open up more opportunities for yourself, but it also makes the journey less lonely. Tweetable Takeaways from this Episode: “I found not only strategically is it easier to open up more opportunities for yourself when you just look at connecting with people who have already put in the hard work of gathering a community of people together, but it also makes the…Click To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Pamela Slim. Pamela, good day from down under. A very warm welcome. Whereabouts are you based? Pamela Slim 00:23 Mesa, Arizona. Tom Poland 00:24 Mesa, Arizona! Is that where you take your sinuses? You know, those sort of- Pamela Slim 00:29 Exactly! It's where all the people up north come to thaw out in the wintertime. Tom Poland 00:35 Folks, Pamela is an award-winning author of multiple books. She's a speaker and a business coach. She works with small business owners ready to scale their businesses and their IP. Pamela, I can't help but ask, I'm intrigued by the environment there. It looks- it just looks flat out a fun place to be. This is a learning center you've developed, is that right? Pamela Slim 00:54 It is! It's a Small Business Learning Lab. And we actually open right on Main Street in downtown Mesa. So, all kinds of folks walk through the door. And we really do have a great time every day learning about what it takes to make small business owners stick. Tom Poland 01:08 I mean, I live on the white sand next to the blue ocean in little Castaways Beach. You probably couldn't find a more remote- Pamela Slim 01:14 Also, not bad. Tom Poland 01:15 It's not too shabby, but I do miss what you've got there. That is community. It's involvement. It's dropping. Yeah, a lot of- kudos! So, folks, the title today is, “The Widest Net: Discover New Customers Right in Front of You”. Pamela's going to share with us how you can do that in just seven minutes. Pamela, our seven minutes starts now. Question number one, who is your ideal client? Pamela Slim 01:38 I work with really smart people who have built amazing intellectual property that makes a positive difference in the world. Tom Poland 01:45 Nice! Alright, so I'm intrigued. Question number two, then, what's the problem you solve for them? Pamela Slim 01:50 For many, they're at their limit. They have developed something really important, but more and more people want it and, in particular, want to have them deliver it. So, it was like a past client, Susan Cain, who wrote the powerful book, “Quiet” where I helped her to build the quiet revolution that scaled the ideas in the book to make it accessible for many more people. Tom Poland 02:08 Do a lot of your clients feel like they've got something special, but they're the world's best-kept secret? Pamela Slim 02:13 Absolutely! I think folks I'm interested in working with really have been often sitting in their laboratory or in their offices creating really important stuff. And who doesn't want their ideas out there in the world? I know I do. Tom Poland 02:25 Yeah, absolutely! Yeah, make the world a better place. So, question number three, and we've got six minutes left. Tell us about the typical symptoms of one of your ideal clients- before they start working with you, what's going on? We've already established they feel like they've got something great, but they haven't gotten it out to the world, what else is going on either? Do they have time constraints? Are they frustrated? How does someone know that they should look at your services a bit closer? Pamela Slim 02:50 There are two things, one is an emotional symptom, and one is usually a physical and operational symptom. So, on the emotional side, they may feel really excited that so many people are actually paying attention or listening to their work or following them. They can get a big increase in crisper speaking or have more people who are interested in participating. But then they also feel guilty because they're so busy that the quality of life starts to go down. And they feel bad for feeling bad because they're doing well. And that's often the point where they realize they need to make a shift. What's happening in the business is there's not the capacity operationally or staff-wise in order to address the market need. Tom Poland 03:29 Well said! So, five minutes left, question four. These folks are going to be aware of those symptoms and they're growth orientated. You said they're smart people. So, they're going to try stuff, but they're probably going to be in the town of the donkey to start with, not knowing exactly what to do. So, what are some of the common mistakes that you've noticed people are making before they find your solution? Pamela Slim 03:50 I noticed there are a lot of cookie-cutter answers. So, somebody might say, “You are really an amazing author. And so, you should just create an online class.” And they say, “Okay”, and some of them invest lots and lots of money to create an online class. I love online classes. I'm an instructional designer by trade, so it can be a great solution. However, if you don't do an analysis and figure out is the right fit for my market? Do I have the marketing mechanisms in place to actually promote? Is this class being sold into the same market that I'm really successful within my service business? It can end up creating a lot of problems. So that's one thing that people often find. They just don't know what they should do, and they just follow cookie-cutter advice. Or they pay a lot of money for somebody who has the bulletproof solution. And I don't think anybody usually has the bulletproof solution. It takes discernment and conversation to figure it out. Tom Poland 04:41 Yeah. So, what I hear you saying there is that a lot of those strategic questions need to be answered before they jump into a solution. It's- Pamela Slim 04:48 You got it! Tom Poland 04:48 A very, very common mistake. I was cringing because I was just reflecting on a new client who'd spent $150,000 on a new website and got nothing to show for it other than a really nice website. Okay, so that's ubiquitous, those mistakes. Thank you for that. Three and a half minutes left. Question five, what I'm after here is a valuable free action. It's like a top tip. It's not going to solve the whole problem, but it might get someone started down the road towards the right solution. Pamela Slim 05:13 So, when you're thinking about finding an audience for your work, the strategic analysis to me happens when you see your ideal customer who's really in the center of an ecosystem in which they are looking for answers to solve whatever core problem they have, or in the case where they have an aspiration, to help them reach their aspiration. So, in my world, I work with business owners, like you do, sounds like a day in and day out. So, I'm always looking for who are some of these other partners who my clients actually love. Or their authors? Or their organizations? Or their favorite podcasts? And so, when you can begin to lean in and actually pay attention to highly complementary, but maybe not competitive kinds of resources, those are the best places to start. To be thinking about places where your intellectual property, in some cases, your services, can live. Doing that analysis about who's in the ecosystem is really at the heart of the work that I do. Tom Poland 06:06 I have to say that you are one of the smartest people that I've interviewed in years! This- Pamela Slim 06:11 That's very kind! Thank you. Tom Poland 06:13 Well, it's true. I was going to tell you that after we finish the interview, but I might let everyone else know that as well. Your grasp on the critically important points of bringing this person and getting the gift out to the world is quite remarkable! And which is all of which to say is that I agree with you, so, therefore, I'm also very smart. Pamela Slim 06:33 By default! Tom Poland 06:35 All right, so let's keep going. We've got just under two minutes left. One valuable free resource. Where can we direct people so they can find out more about your work and what you do and help them along their way a bit as well? Pamela Slim 06:45 The best place for current information is Pamelaslim.com/thewidestnet, which happens to be the place where I talk about a new book that I have. And my website, in general, is a place for years, since 2005, where I've been sharing all kinds of ideas and inspiration for small business owners. Tom Poland 07:05 Yeah, and there's a beautiful endorsement there from Guy Kawasaki who's, you know, an extraordinary marketer in his own right and Business Builder. Thank you for that. So, it's Pamelaslim, S-L-I-M, .com/thewidestnet. Go get the book! And folks, if you do nothing else, then go and have a look at that web page. It is a shining example of how to put together a book offer page. 50 seconds left, Pamela. Question number seven, what's the one question I should have asked you but didn't? Pamela Slim 07:34 Why is it important to really build an audience? And why is it a valuable thing to do? Sometimes it feels like it's just easier to focus on yourself and not look sideways at other people. But I found not only strategically is it easier to open up more opportunities for yourself when you just look at connecting with people who have already put in the hard work of gathering a community of people together, but it also makes the journey less lonely. And if there's anything I know here for five years at the Main Street Learning Lab, it feels really good when you walk out on Main Street and you know people and you care about each other. And you help each other out. Tom Poland 08:08 Perfect! Pamela Slim, thank you so much for your observations, your insights, and your sweetness. Cheers! Pamela Slim 08:14 Thanks for having me. Tom Poland 08:16 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn how to value your products or services so that you can offer clients the right value at the right price Understand why showcasing yourself and your ideas at your event rather than getting more speakers is crucial to your business' growth Find more about the 10x price space and how it will help you gain new clients and the profit you deserve Resources/Links: Wanting to Learn How You Can Plan, Produce and Profit from Your Own Digital Events? Find out more about the secret formulas and key elements you need to know about when doing your own digital event: JoinPride.com/MTI Summary Have you been trying to figure out how to drastically bump up your services? Are you struggling to price your services based on their value and just end up trying to swoon clients in with your underprices? Do you want to know how you can maximize your service and bump up your business up to 7 figures while gaining new clients? For over a third of a century, Ken Krell has inspired thousands of people from all over the world by sharing powerful ways to create wealth, prosperity, and happiness in their lives. In this episode, Ken talks about how you can make an offer that can guarantee your clients won't be able to say no to it. He also shares his tips and insights on how digital events are faster, easier to deploy and lesser risk to take when wanting to gain new clients and more profits. Check out these episode highlights: 01:23 – Ken's ideal client: “Obviously, speakers, authors, coaches, consultants. People with a message to share.” 01:33 – Problem Ken helps solve: “The biggest problem that most of these folks have is how do you market your programs? How do you market your products? How do you get the best price you can get?” 02:09 – Typical symptoms that clients do before reaching out to Ken: “A lot of them have imposter syndrome. They don't value themselves the way they need to be valued. They don't recognize the effect that they have on others where they could ultimately price significantly more.” 03:00 – Common mistakes that people make before they find Stephen's solution: “Probably among the biggest things I've seen is if they run an event, they bring in so many other speakers to add value that they don't get to showcase themselves. So to some degree, it's a feeling of security that they have all the other speakers, but they shoot themselves in the foot.” 05:04 – Stephen's Valuable Free Action (VFA): “I want to start with the money break. That's sort of the money piece, what value do you add to your clients? Let's get to that fundamental. So certainly, if you're in a hard type of thing, or tangible thing, so, you know, you're doing some with investments.” 07:02 – Stephen's Valuable Free Resource (VFR): Check out Stephen's Mini-Course: JoinPride.com/MTI 07:35 – Q: Why digital events? A: And the biggest reason real quickly is faster, easier, less risk, more fun, better to deploy, you win. Tweetable Takeaways from this Episode: “People really buy based on value, not based on price, and you don't need to compare with anyone else because you are unique.” -Ken KrellClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you as ever from little Castaways Beach in Queensland, Australia, joined today by Ken Krell. Ken, a very warm welcome from down under here. Whereabouts are you hanging out? Ken Krell 00:25 I'm in Sydney, so I'm just down the street, sort of. Tom Poland 00:27 Are you? Just down the road! Ken Krell 00:28 Geographic enough. Tom Poland 00:30 Just throw a pebble out the window. Ken Krell 00:33 And were at lockdown. Life is good, Tom Poland 00:34 Folks, Ken and I connected a while ago and just clicked! You know, the report was flowing, the conversation was flowing, so I wanted to have him on my show. For those of you who don't know him, however, for over a third of a century, which sounds like a very long time, and it is, Ken has inspired literally thousands of people from all over the world by sharing really very powerful ways to create wealth, prosperity and happiness in their lives. This brings us quite nicely to the title of this which is, “How to Give Your Coaching, Consulting or Speaking Business a Seven-Figure Bump in a Weekend. So that should get your attention because it certainly got mine. Ken, our seven minutes is going to start now. Sir, let's go to question number one. Who is your ideal client? Ken Krell 01:23 Obviously, speakers, authors, coaches, consultants. People with a message to share. Tom Poland 01:27 Perfect! A message to share. Question number two is what's the problem you solve for them? Ken Krell 01:33 The biggest problem that most of these folks have is, how do you market your programs? How do you market your products? How do you get the best price you can get? How do you change and transform most people? How do you scale better? Tom Poland 01:44 Right. So, it's all about scalability, serving more people, and there are consequences to that, bank account balance is going to grow quite nicely as well, I imagined. Question number three, six and a half minutes left. What I'm after here are the typical symptoms that your ideal clients are going to be experiencing before they start working with you. What's going on in their business or their life where they're thinking where that'll give them a bit of a heads up that they should find out more about what you do? Ken Krell 02:09 A lot of them have imposter syndrome. They don't value themselves the way they need to be valued. They don't recognize the effect that they have on others where they could ultimately price significantly more. Tom Poland 02:19 Right. Ken Krell 02:19 And that's just one of the biggest shifts I need to do with folks is that they recognize that. They also- a lot of them are intimidated by the thought of going into digital events, which is what we'll be talking about. And so, they think it's not for them or it's dying. Just out of misconceptions is the biggest mistake. They think too much. Tom Poland 02:35 Right. And you know, as Mark Twain said, “It's not the things we don't know that hurts us the most, it's the things we think we know that just isn't so.” So, let's go to question number four, we got five and a half minutes left. What I'm after here are the common mistakes. So, you're talking about coaches, trainers, these are people who want to help people. They're growth orientated. They're going to try stuff. So, what do you see as some of the common mistakes that people try before they find your solution? Ken Krell 03:00 Oh, gosh, that's a three-day conversation! Probably among the biggest things I've seen is if they run an event, they bring in so many other speakers to add value that they don't get to showcase themselves. So, to some degree, it's a feeling of security that they have all the other speakers, but they shoot themselves in the foot. Or they'll do events with the wrong structure that's not a winning structure. I mean, I've been doing this- it's really 40 years, sort of a sound tree sounds better, but it's been 40 years. So, we have a system that works. And they don't follow that system because they don't know that system. They don't plan. They don't strategize. They don't price properly, as well. I mean, massive mistakes in pricing, where people really buy based on value, not based on price, and you don't need to compare with anyone else because you are unique. And they forget that. That massive mistake is that. Tom Poland 03:49 Right. So true! Ken Krell 03:50 If you knew what value you are providing, you'd have no problem. And then you can make an offer with feeling good and feeling comfortable with it and not feel cheeky, or, or creepy or anything. Tom Poland 04:01 Right. And this goes back to the imposter syndrome you mentioned before. So, there's a lot of strategic things you mentioned there about, you know, promoting themselves at their own event, not too many other people, the pricing, and so on. And it sounds like one of the common mistakes, therefore, is rushing into the tactical, the execution before they've got the strategy ducks in a row, so to speak. Ken Krell 04:20 And the other ones are they over tech. I mean, I have a friend that just did his first event, first diplomat this weekend. I mean, the room of all the tech he put in place, he didn't need it. I mean, this is my set right here. We don't count and need massive dollars to palm trees, right? Sure. And a camera. Tom Poland 04:38 And a good mic. Ken Krell 04:38 With my dining room table. Tom Poland 04:39 Yeah. Yep. I've seen the same deal, over tech. Tech for the sake of tech and not required. So, let's go on to question five, which is where we start adding value to people. We've set the scene now. People are hopefully going to be there is a pricked up and go, “Oh, yeah, that could have been made.” One valuable free action, like a top tip. If you could tell our coaches, trainers, consultants, a step in the right direction they could take, what would that top tip be? Ken Krell 05:04 I want to start with the money break. That's sort of the money piece, what value do you add to your clients? Let's get to that fundamental. So certainly, if you're in a hard type of thing, or tangible thing, so, you know, you're doing some with investments. You know that you can add another $100,000, for example, to their bottom line if you work with them, or the average person you've helped has created that, then look at how you price. If you have a $5,000 program, but you're giving them $100,000 worth of value, you're way underpriced! I want to price space at like 10x what I want to give people. If you're in an intangible situation like you do marriage counseling, or self-esteem, or weight loss or whatever, what does that translate to in terms of value? What's it worth to them to wake up in the morning bouncing out of bed feeling great, as opposed to falling out of bed feeling lousy? There's a tangible number that you can associate with that. What's that? And, if you can dial that in, then you can price accordingly. Price. I'm saying price based on a 10x return to your client. Because if you know that if you can give someone a half-million dollars of value, if you work with them, you can have a 50,000 program with great integrity. So, it's a great ROI for the client. So, you may go out with 30, but if you do, now you can sell from your toes leaning forward, saying, “Guess what, there's huge value” and believe in yourself. Imposter Syndrome goes out the window because you're comfortable in knowing what you are worth. And no one can take that away from you. That's powerful! Tom Poland 6:26 And you also find that when people increase their prices significantly, it actually increases desire in the marketplace. Ken Krell 06:34 It does and your sales go up. And your sales go up! I want everyone listening to be able to talk to their client, make their offer, or I want to call an invitation. And if they say “no”, I want you to feel that they need to go into counseling, that if they say “no” something is clinically wrong with them because your offer is so good. That's where I want people to be. Tom Poland 06:54 Thank you, sir. 60 seconds left; I better move things along. Valuable free resource. Where can we direct people to go to find out more about what you do? Ken Krell 07:02 We're going to give you guys what I call The Digital Event Essentials Plan. It's called the DEEP and it dives in. I mean, it's the best of the best of what I do. It'll show you everything along the way. It's for everyone watching. There's a link that you're going to put in the show notes. Tom Poland 07:16 We will. Ken Krell 07:18JoinPride.com/MTI. So, it's all there for everybody. Tom Poland 07:20 Thank you. So JoinPride, P-R-I-D-E, .com/MTI, initially the acronym for this interview, Marketing the Invisible. Go there, folks, and go get it. We've got 27 seconds left. Question number seven, sir, what's the one question I should have asked you but didn't? Ken Krell 07:35 Why digital events? And the biggest reason real quickly is faster, easier, less risk, more fun, better to deploy, you win. Tom Poland 07:44 Not your first rodeo. Ken Krell, thank you so much for your insights and your time, and the wealth of experience you've shared with us. Ken Krell 07:51 Thanks, Tom. You're awesome. Tom Poland 07:52 Cheers. Tom Poland 07:54 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover what you need to avoid doing to not be a wanna-be coach nobody wants to hire Learn about the importance of creating powerful conversations and connections with the right people Find out how to turn your vulnerability and life experiences into a best-selling coaching business Resources/Links: Wanting to Help People, Build More Impact, and Gain Better Income Through Your Own Experiences and Insights? Learn how you can become a high performing coach and create an impact in the world one client at a time: highperforming.coach Summary Have you been struggling with making a business out of coaching? Are you investing on fancy websites, business cards, and creating programs that aren't even getting you any clients? Do you want to know the secrets to make your coaching business successful and guarantee a fully-booked schedule? Tina Brigley is a TEDx speaker and international coach to coaches. She believes that in order to grow a coaching business you must be willing to play the inner game so that you can win your outer game. In this episode, Tina talks about what makes a coaching business successful and what things you need to avoid and stop doing to not look like the wanna-be coach nobody wants. She also shares her tips and insights on what people actually look for in a coach. Check out these episode highlights: 01:02 – Tina's ideal client: “I work with high-performing people who want to be high-performing coaches.” 01:12 – Problem Tina helps solve: “The number one problem that they have, “Who's my niche?” I say forget your niche. Find your person. “And how do I create clients? Where are these people hanging out?” 01:46 – Typical symptoms that clients do before reaching out to Tina: “So they were feeling frustrated, overwhelmed, and they have the experience of there's so much online noise? “Who do I trust? Where I turn to?” They don't have a system to create clients.” 02:32 – Common mistakes that people make before they find Tina's solution: “Before they even create any clients, they go out and invest in a very fancy website. Meanwhile, they're not clear on their niche. They change five times. They have to change their website five times.” 03:36 – Tina's Valuable Free Action (VFA): “There are a lot of wanna-be coaches out there in the world. Don't be a wanna-be coach, be the real deal. And what I mean by that is people are looking for you– authentic you. Not the fluffy, not afraid version of you.” 05:19 – Tina's Valuable Free Resource (VFR): Check out Tina's Website: highperforming.coach 05:59 – Q: Why am I doing this? Why do I coach coaches? A: You know, when I did personal coaching, I said it was a lot easier to personal coach than coach coaches. But really, my mission in life is to serve the evolution of the human race by empowering coaches to transform the world. Tweetable Takeaways from this Episode: “You need to have a powerful conversation with the right person. The industry says you need to do, but really you need to just grow your network and build connections with people.” -Tina BrigleyClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out at you from little Castaways Beach in Queensland, Australia, joined today by Tina Brigley. Tina, a warm good day from down under. Where are you hanging out? Tina Brigley 00:22 I'm in Canada– Windsor, Ontario! Tom Poland 00:25 Oh, snows on the ground? Tina Brigley 00:27 Not yet. But coming! Tom Poland 00:28 Coming soon. All right. Brace for it! Folks, if you don't know Tina, she's a TEDx speaker. She's an international coach to coaches. She has a very large global following. She believes that in order to grow a coaching business, you must be willing to play- now, get this, folks- the inner game, because that is so true! The missing link for a lot of people. You have to play the inner game so that you can win your outer game. Title today is, “How to Grow Your Coaching Business with This Simple Strategy”. Tina, our seven minutes start now. Question number one, who is your ideal client? Tina Brigley 01:02 So, I work with high-performing people who want to be high-performing coaches. Tom Poland 01:07 Oh, nice! Succinct too. Question number two, what's the problem you solve for them? Tina Brigley 01:12 So, the number one problem that they have, “Who's my niche?” I say forget your niche. Find your person. “And how do I create clients? Where are these people hanging out?” And I say, “There's 9 billion people in the world. I'm sure you can find 10! And I can help you.” Tom Poland 01:28 So, tell us- question three, I love that! Six and a half minutes left. You are flying– laser focus! When you get these ideal clients, they come on board. They sign up with you. They're growing their business and everything's transformed. But what are they telling you about the symptoms? What was going on in their business or their life before they found your solution? Tina Brigley 01:46 So, they were feeling frustrated, overwhelmed, and they have the experience of there's so much online noise? “Who do I trust? Where I turn to?” They don't have a system to create clients. Sometimes they graduate from their coaching school, and then they say, “Now what? How do I grow a business?” So, they don't know how to be entrepreneurs. They know how to coach really well, but they don't know how to grow a business. Tom Poland 02:09 Perfect! Thank you very much. So, we are talking about growth-oriented individuals. They have been successful in whatever career they've had to date. So, what I'm saying is they're going to try stuff. So, some of it is not going to work too well. So, question number four, and we got five and a half minutes left, what are some of the common mistakes that your ideal clients tell you that they made before they started working with you? Tina Brigley 02:32 Before they even create any clients, they go out and invest in a very fancy website. Meanwhile, they're not clear on their niche. They change five times. They have to change their website five times. You go get business cards that nobody even uses anymore. They start by creating programs. So, they'll spend months, maybe even years, developing programs that they don't even know are going to solve the problem that their clients have, but they think they need a program. They also believe that the only way to grow a coaching business is to create a funnel. And I say you don't need a funnel! You need to have a powerful conversation with the right person. You need to know how to create those conversations. So, they make a lot of the same mistakes that I did. The industry says you need to do, but really you need to just grow your network and build connections with people. Tom Poland 03:21 Not about what, it's about who. Thank you for that! Very succinct. Covered a lot of ground there. Four and a half minutes left. What's the one valuable free action, like a top tip, not going to solve the whole problem for these folks, but it might take them a step in the right direction? Tina Brigley 03:36 Yeah, there are a lot of wanna-be coaches out there in the world. Don't be a wanna-be coach, be the real deal. And what I mean by that is people are looking for you– authentic you. Not the fluffy, not afraid version of you. They're looking for a leader to rise. And when you're willing to be that leader and show up as authentically you, people want that in the world right now. They want connection. They want to know, “Do I know you? Do I like you? Do I trust you? Are you the mentor that's going to guide me in the right direction?” And they don't want to have the experience of, “Wait a minute. This is how you showed up online, but this is who you are in real life?!” No, show them all of you. Be vulnerable. Be open. Share your highs and your lows and allow them the space to just be empowered by what you're giving them. Tom Poland 04:20 Beautifully said! Bonus question, do you think it takes a lot of courage for people to do that? Tina Brigley 04:25 It's all about courage, you know. I say, “I don't know if we can spare here but I always say ‘Scared shitless and do it anyways.'” See, that's just the elephant in the room– the fear, the thoughts, the feelings, emotions. We can act despite those. We're all scared. The ones, the high performers, that are willing to do it scared, they start building that muscle to win the inner game because it doesn't go away! At every level, there's a new set of fears, beliefs, doubts, and this is why we get to play that inner game. Master those and then the keys to the kingdom are already in your hand! Tom Poland 04:58 Keys to the kingdom. Yeah, what does it feel shit scared and do it anyway? Is that- Tina Brigley 05:03 Yeah, scared shitless and doing it anyway! I got to teaching and wrote the book. Tom Poland 05:08 Thank you for that! Question number six, two and a half minutes left, one valuable free resource. Where can we direct people so they can find out more about your thinking and how to win the inner game? Tina Brigley 05:19 Yeah, so if you go to our website, highperforming.coach, we have a coaching scorecard that actually gives you a score of what areas you need improvement on. We have a personality matrix that you can use to uncover your own personality and be able to see what other personalities show up to breakthrough calls. We have a podcast. We have a free two-hour workshop. We have a YouTube channel. All of the links are there on the website, so lots of free resources to help you! Tom Poland 05:48 So, it's highperforming.coach. Go get it, folks! Question number seven, we've got 75 seconds left, so lots of time. What's the one question I should have asked you but didn't? Tina Brigley 05:59 So, I think the question you should ask or you could have asked me but didn't is why? Why am I doing this? Why do I coach coaches? Tom Poland 06:05 Right. And why do you coach coaches, Tina Brigley? Tina Brigley 06:10 Yeah, you know, when I did personal coaching, I said it was a lot easier to personal coach than coach coaches. But really, my mission in life is to serve the evolution of the human race by empowering coaches to transform the world. Statistically speaking, 90% of coaches are not generating enough revenue to sustain themselves. I want to change that statistic. I want coaches to rise and I want to live in a better world. And I want my kids to live in a better world. And I believe that coaches are the ones that are going to help transform our reality, the world that we're living in. Tom Poland 06:40 Have the power, step into it. Tina Brigley, thank you so much for your insight, your wisdom, and the experience that you've shared. Tina Brigley 06:46 Thank you, Tom. Tom Poland 06:48 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how you can systematically and operationally scale your business through your employees Find out how to build your management team into a leadership team you can trust Learn more on why bringing in skilled employees to your business is better than the “jack of all trades” Resources/Links: Wanting to Find Out How to Make an Exceptionally Skilled and Good Leader Out of Your Managers? Learn more on how to scale your business through the right investment for growth: Investinyourleaders.com Summary Have you been feeling stressed and worked out with managing your business and your team? Do you wish you knew how to turn your managers into better leaders that you can trust? Are you ready to find out how to grow your people by growing their skills while growing your profits and business? Cameron is the mastermind behind hundreds of company's exponential growth and has earned his reputation as the business growth guru. He has built a dynamic consultancy with clients that include a monarchy and a Big 4 wireless company. The author of 5 books, Cameron is also a top-rated international speaker and the founder of the COO Alliance, the World's Leading Network for Seconds in Command. In this episode, Cameron talks about how to flip your business to get more clients, more profit, and more growth at the expense of zero stress and better employees. He also shares his tips and insights on the importance of investing in the right employees and making them better leaders you can trust. Check out these episode highlights: 02:11 – Cameron's ideal client: “The ideal client is a real company, typically, 50 to 500 employees, minimum $5 million in revenue, where they're looking to scale the organization, and the CEO has realized that they need to empower their second-in-command or their COOs.” 02:38 – Problem Cameron helps solve: “The biggest problem I solve is that most entrepreneurs are quite incapable of getting operational and growing the company. And at some point, they need to hire that second-in-command, and they don't tend to have the skills or the leadership chops to actually build the scale of the company and they get stuck.” 03:23 – Typical symptoms that clients do before reaching out to Cameron: “They've usually had their first management team in place. And they're trying to build that team into a leadership team. You know, they need to get more of the season the leaders.” 04:49 – Common mistakes that people make before they find Cameron's solution: “A lot is the lack of focus. A lot of it is because, more than ever, we're really being bombarded with information, right? Whether it's a podcast, or books, or eZines, or magazines, or seminars, or mastermind groups.” 05:31 – Cameron's Valuable Free Action (VFA): “The reality is that the core job of the entrepreneur is to grow people, and it's to grow their confidence and to grow their skills. So I like people to imagine, let's say that your leaders are climbing up two ladders.” 06:21 – Cameron's Valuable Free Resource (VFR): Check out Cameron's Website: Investinyourleaders.com 07:17 – A: I think I even want to flip it differently, which is none of this really matters. That at the end of the day, we're all just walking each other home. And at the end of the day, I think if we focus more on having fun and enjoying the journey and hanging out with good people and spending time with our employees and enjoying their lives and helping them if we can just enjoy the journey, we'll be successful. Tweetable Takeaways from this Episode: “You're really looking for the true counterpart, a second-in-command, who you can really trust and who's great at the stuff that you suck at, and who doesn't want to get into the stuff that you're really good at.” -Cameron HeroldClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach here in Queensland, Australia, joined today by another Aussie, Cameron Herold. Good day, sir. Welcome! Where are you hanging out? Cameron Herold 00:23 Hey, Tom! I'm in Scottsdale, Arizona right now, but I'm going to be over in Italy for the next six weeks starting Friday. Tom Poland 00:28 Oh, I'm jealous. Obviously far, I have to say, but full respect to those also in Scottsdale. Wonderful place. Cameron Herold 00:35 I think I've been to Castaways Beach. Is that the Airlie Beach area? Tom Poland 00:38 No, it's just south of Noosa. Cameron Herold 00:40 Noosa, okay. Okay, I've been to Noosa, as well. No, I stayed at a Castaways resort at Airlie Beat in 1990 December, when we got hit with some cyclone. Tom Poland 00:51 What perfect timing! Cameron Herold 00:53 It was a backpacker's resort called “Castaway”. Tom Poland 00:55 We are a little further south than that, but still sunny and lots of white sand and blue ocean. Folks, for those of you who don't know Cameron, he's one of the most giving people I know. We probably met five or eight years ago for another interview series that I keep stalking around the internet. And he's just always giving talks and giving free things away. I don't know if he knows how to say no. I'm sure you do, Cameron, but I've seen you say yes to a lot of opportunities. For those of you, however, who have not had the privilege of following Cameron in his footsteps, he's the mastermind behind hundreds of company's exponential growth. And before you think you have kind of heard that bio before, he actually is, unlike others who get their mothers to write their bio. This one's actually being written in the real world. He's earned his reputation as the business growth guru. He's built dynamic consultancy with clients that include monarchy, and a Big 4 wireless company. Author of five books, he's also a top-rated international speaker, founder of the COO Alliance, the World's Leading Network for Seconds in Command. The title, well qualified to contribute on this subject, is, “How to Invest in Your Leaders and Yourself for Growth”. Cameron, our seven minutes starts now. Sir, question number one is who is your ideal client? Cameron Herold 02:11 The ideal client is a real company, typically, 50 to 500 employees, minimum $5 million in revenue, where they're looking to scale the organization, and the CEO has realized that they need to empower their second-in-command or their COOs. So, the COO knows how to grow the company, while the CEO knows what needs to get done. Tom Poland 02:31 Perfect! Not your first rodeo. Question number two, what is the problem you solve? Six and a half minutes left. Cameron Herold 02:38 Yeah, the biggest problem I solve is that most entrepreneurs are quite incapable of getting operational and growing the company. And at some point, they need to hire that second-in-command, and they don't tend to have the skills or the leadership chops to actually build the scale of the company and they get stuck. And if we give them a path kind of over that hurdle, then they can really grow the company. Tom Poland 02:58 Strategically critical. Never leave an entrepreneur in charge of his or her own idea, right? Cameron Herold 03:04 Yeah, it's not an insult against them. I've been one my entire life where we play in a different sandbox. Tom Poland 03:09 We have a different brain. I agree, 100%. Question three, sir, six minutes left, what are some of the typical symptoms that someone needs what you've got? What thing's going to be going on in their business or their life, kind of give them a heads up and go, “Yeah, that's me”? Cameron Herold 03:23 Yeah, they've usually had their first management team in place. And they're trying to build that team into a leadership team. You know, they need to get more of the season the leaders. They need to bring on people that have really done it before– less of the “Jack of all Trade”, more of a real solid, skilled people. They don't know how to attract them. They don't know how to align them. They don't really understand that stage. And they're now turning a lot of the reins over in the business on areas, maybe in the areas that they suck at, or the areas that drain them of energy. They're turning that over to someone else, and they're not really sure how to build that relationship as well. Tom Poland 03:55 Do you find that they often express the sentiment that these people, you know, “Why don't they think like me?” Cameron Herold 04:02 They do until they realize that the better opportunity is to have almost the yin and yang. It's kind of like the “Men are from Mars, women are from marriage”, or “Women are from Venus and a traditional marriage”. You're really looking for the true counterpart, a second-in-command, who you can really trust and who's great at the stuff that you suck at, and who doesn't want to get into the stuff that you're really good at. So that's really what they're looking for. And then they realize that the person isn't supposed to think the same, but they're really supposed to get along well together. Tom Poland 04:28 Right. Perfect! Well-articulated. Thank you, sir. Four and a half minutes left, question number four. You work with a lot of high achievers. They're going to try stuff. They're not sitting on their day, going, “You know, I have a problem but I'm not going to do it”. So, what I'm interested in here is what are some of the common mistakes that some of your new clients tell you that they have made, and that might save some of our listeners some years of frustration? Cameron Herold 04:49 A lot is the lack of focus. A lot of it is because, more than ever, we're really being bombarded with information, right? Whether it's a podcast, or books, or eZines, or magazines, or seminars, or mastermind groups. There are all these amazing ideas coming at us, but they're not necessarily aligned with the vision of where we're going. And entrepreneurs tend to get attracted to big shiny objects. Instead of focusing on the critical few things, they end up focusing on the important many things. So, it's really if they can get themselves focused on what is truly going to steal the company, that's where they went. Tom Poland 05:18 Right. Thank you, sir. Question number five, three and a half minutes left, we're up to one top tip. This is like a valuable free action. It's not going to solve the whole problem, but it might very well take people a step in the right direction? Cameron Herold 05:31 Well, I think the reality is that the core job of the entrepreneur is to grow people, and it's to grow their confidence and to grow their skills. So, I like people to imagine, let's say that your leaders are climbing up two ladders. And in one ladder, they have their left foot and their left hand climbing up. That's “the skills ladder”. And right beside it, they have their right foot and their right hand climbing up “the confidence ladder”. Your job is to grow their confidence and grow their skills. It's not to tell them what to do. It's not to hold them accountable. Flip the org chart upside down, and your job is to support them as they climb up these two ladders, growing their confidence and growing their skills. Tom Poland 06:09 Terrific analogy! Thank you for that. Question number six, after one valuable free resource, where can we direct folks to so they can get some more value from your spectrum of goodies? Cameron Herold 06:21 Sure. Well, lots of it is available, for sure, on The Second in Command Podcast, but I think if we send them to the Invest in Your Leaders Course. If they go to Investinyourleaders.com, if they scroll down to just below the FAQs, there is a free module. One of the 12 modules is given away there. And it's all of the top systems on how to actually have inbox zero with your email every single day so that you're actually not losing customers. You're not frustrating your employees and you're staying on top of the business. But I would have them also not only watch that themselves but have their employees watch it, as well. Grow your people in that area too. Tom Poland 06:56 Terrific! Get rid of some of the clutter so you can focus on the big picture. Thank you, sir. Two minutes left. The last question, question number seven is, what's the one question I should have asked you, but didn't? Cameron Herold 07:07 One question you should have asked me but didn't. Tom Poland 07:10 That's going to be a head-scratcher. You can actually take a minute to think of the question and then take your time to answer it if you want. Cameron Herold 07:17 I think I even want to flip it differently, which is none of this really matters. That at the end of the day, we're all just walking each other home. And at the end of the day, I think if we focus more on having fun and enjoying the journey and hanging out with good people and spending time with our employees and enjoying their lives and helping them if we can just enjoy the journey, we'll be successful. Because at the end of the day, we're all going to die. You know, this is just what we do to make money. I think we often forget that in business where we're so hard-charging, and we're so driving towards our goals, we forget that we're all just walking each other home. Tom Poland 07:52 And that there really isn't a destination, so we might as well enjoy the journey. Cameron Herold 07:56 Yeah. Tom Poland 07:56 Wise words, indeed! Thank you, Cameron Herold. Thanks for those insights and your wisdom, especially putting a perspective on things. Cheers! Cameron Herold 08:04 Thanks, Tom. Appreciate it! Tom Poland 08:07 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover the importance and benefits of having a solid foundation for your business Find out why you need to select carefully, trust more, and better train your employees Understand deeply why you shouldn't be chasing around employees and instead let them come to you with their commitments Resources/Links: Wanting to Find Out How to Scale Up Your Business to the Max While Getting Much of the Free Time You Deserve? Learn more about the importance of hiring the right people and maximizing their potential for your time and your business: optimusperformance.ca Summary Have you been feeling like you've been spending too much time and doing most of the work in your business? Are you ready to find out how to build a promising solid foundation that can guarantee your business growth? Do you want to know how you can select, train and develop the best of the best of your employees? Stephen Goldberg has over 26 years of experience training, coaching, and guiding small business owners on leadership and employee performance. In this episode, Stephen talks about why employee performance is critical and important for managing your time and scaling your business. He also shares his tips and insights on why you should ditch the dictation and let your employees show you their commitment. Check out these episode highlights: 01:40 – Stephen's ideal client: “It's small business owners, small medium-sized business owners. Typically, with 10 to 100 employees would be the type of businesses I work mostly with.” 01:58 – Problem Stephen helps solve: “I help them to scale their business or free up their time to work on the opportunities that present themselves, whether it be to scale their business or simply to put their talents and abilities where it's going to benefit the business and them the most.” 03:22 – Typical symptoms that clients do before reaching out to Stephen: “Often they're running into time problems, trying to get everything done. So, it leads to a lot of stress, sometimes even heading towards burnout. It's affecting their relationships, and also money problems.” 04:28 – Common mistakes that people make before they find Stephen's solution: “Often they'll try and, you know- I say often that the business owner is stuck doing the work that some of his managers or key employees should be doing. For example, maybe they're selling. You know, they started the business selling and getting key clients.” 05:57 – Stephen's Valuable Free Action (VFA): “It's to really get clear with your managers on what the expectations are, and not dictate it to them. People don't want to be dictated to but have the managers come to you with their commitment that will free you, as a business owner.” 06:50 – Stephen's Valuable Free Resource (VFR): Check out Stephen's Website: optimusperformance.ca 07:39 – Q: What got you into this? A: Well, I was working as an entrepreneur in a family business. And this was in the early 90s. And I realized I didn't really know how to manage people and I was running into the same problems I just described. Tweetable Takeaways from this Episode: “Let people come to you with their commitments. They know their job. They know what they should be doing. Don't tell them what to do. Let them come to you. And then you negotiate that like you would anything else.” -Stephen GoldbergClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Stephen Goldberg. Stephen, good day. Sir, welcome from Down Under. Where are you based? Stephen Goldberg 00:24 I'm in Montreal, Quebec on the complete another side. Tom Poland 00:27 Right, up the top of the world. Stephen Goldberg 00:29 Far away out, and I flew to Australia. So, I know how far it is. Tom Poland 00:34 Yeah, it's a long flight, isn't it? From Montreal to Australia, or vice versa? For those of you who don't know Stephen, he's got over 26 years of experience in training, coaching, guiding small business owners on leadership and employee performance. And everyone who has got a business is a leader. And everyone who's got a business has a team, whether they're remote, whether they are suppliers, we all have a vested interest in both of those subjects is what I'm saying. So, our title today is, “How to Build a Solid Foundation to Scale Your Business”. And I don't know if people find the idea of a foundation sexy or not. But if you don't have it, then the whole thing falls down. And over 40 something years of being in business and leading businesses and starting businesses, I've seen countless businesses up with a flash, down with a crash because they didn't build a solid foundation. So important subject! Stephen, thank you for sharing this. We've got seven minutes, and that time starts now. Question number one is who's your ideal client? Stephen Goldberg 01:40 It's small business owners, small medium-sized business owners. Typically, with 10 to 100 employees would be the type of businesses I work mostly with. Tom Poland 01:52 Perfect. Thank you, sir. And question number two, six and a half minutes left, what's the problem you solve for them? Stephen Goldberg 01:58 Well, I help them to scale their business or free up their time to work on the opportunities that present themselves, whether it be to scale their business, or simply to put their talents and abilities where it's going to benefit the business and them the most. And sometimes that's doing things that they're really good at, and they enjoy doing and letting everybody else do what they're supposed to be doing. Tom Poland 02:26 Do you find the things that they do best, other things they tend to want to do as well? Stephen Goldberg 02:30 Yeah, typically. You know, I have clients that are often engineers, and they have an idea, or they've developed an expertise, and they've seen a niche in the market for a specific thing related to that expertise. And they develop that business to solve a problem that may be where they're working, who they're working for, is not addressing. And that's the- you know, a lot of startups just start that way, right? It's people that are working in a particular field and see an opportunity where it's not being addressed. Tom Poland 03:05 It's a fun and exciting place to be. So, talk to us a little bit, if you would, five and a half minutes left. Question three, some of the typical symptoms. So, when you get a new client that starts, just before that, what's going on in their business that they think, “I really need to talk to Steven”? Stephen Goldberg 03:22 Well, often they're running into time problems, trying to get everything done. So, it leads to a lot of stress, sometimes even heading towards burnout. It's affecting their relationships, and also to money problems. You know, when your business isn't being maximized, the productivity of people, you could start running into financial problems, too. And sometimes that's when they call me because they're heading down the rabbit hole towards you know, where they're not going to be able to come back from. So, I don't solve money problems, but I solve the cause of maybe what's led them down that. Tom Poland 04:02 It sounds like your ideal clients have something that could really take off, but they're just struggling with resources and how to organize it all. So out of time, out of money, feeling perhaps like they're not paying attention to details, and so on. We're talking about people that are generally growth-orientated and quite ambitious. So, question number four is- they're going to try stuff. We've got four minutes left. We're on track. What are some of the common mistakes that your ideal clients have made before they find your solution? Stephen Goldberg 04:28 Well, often they'll try and, you know- I say often that the business owner is stuck doing the work that some of his managers or key employees should be doing. For example, maybe they're selling. You know, they started the business selling and getting key clients. And they haven't given their salesmen or sales manager the reins enough so they could start working on other things, but still being on top of that. So, they try and do too many things themselves, and they don't empower their managers well enough so that they can take full responsibility to free up the business owner. Tom Poland 05:09 Right. Okay. Perfect! Thank you, sir. So, the delegation, the outsourcing, the systemization. Anything I've missed in big picture terms? Stephen Goldberg 05:20 Well, they don't use outside resources, you know, consultants enough. They try and fix everything themselves. I call it the “Superman Syndrome”. And they wait too long to ask for help because they think sometimes it's a sign of weakness- Tom Poland 05:37 The secret as they say- Stephen Goldberg 05:38 That they need to get help. Tom Poland 05:39 Right. The secret to success is, you don't have to be very smart, you just have to be smart enough to know how dumb you are and which areas you really should get help on. Thank you for that! Question five, two and a half minutes left, one top tip. A valuable free action, not going to solve the whole problem, they probably need you for that, but it might start them to step in the right direction. Stephen Goldberg 05:57 Well, I guess it's to really get clear with your managers on what the expectations are, and not dictate it to them. People don't want to be dictated to but have the managers come to you with their commitment that will free you, as a business owner. Do what you need to do to address your problems and grow the business. So let people come to you with their commitments. They know their job. They know what they should be doing. Don't tell them what to do. Let them come to you. And then you negotiate that like you would anything else. Tom Poland 06:36 A great top tip, folks! Empower your people. Get them to come to you with what they believe their commitments are and talk about that. 90 seconds left; I better move along. What's a valuable free resource? Where's the website? Someone can go there and find out more about what you do. Stephen Goldberg 06:50 Okay, well, on my website, optimusperformance.ca, which is my company, I have a place where you can go to the blog section, and I have tons of articles and videos. And also, on my YouTube channel. I publish a video tip every week. And I also make available forms, templates. Like one of them, we talk about empowering your managers. I have a Levels of Authority Worksheet where you could define for each key responsibility, what is that level of authority you're giving your manager? Tom Poland 07:26 Right, thank you for that Optimus, O-P-T-I-M-U-S, performance.ca. We've got a whole 30 seconds left. Stephen, what's the one question I should have asked you? And the answer, please? Stephen Goldberg 07:39 I don't know. I mean, we covered quite a bit. Tom Poland 07:42 A lot! Tell me, in less than 15 seconds, what got you into this? Stephen Goldberg 07:49 Well, I was working as an entrepreneur in a family business. And this was in the early 90s. And I realized I didn't really know how to manage people and I was running into the same problems I just described. Tom Poland 08:01 Perfect! Tom Poland 08:02 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn how to ditch other people's comments and prioritize what's good for YOU Understand why it is important to be confident and its relation to being competent Discover what are the four important things you need to think about and prioritize first Resources/Links: Wanting to Find Out How to Break the Boundaries and Become Limitless? Learn more about how you can live the life that YOU want instead of what others want: www.myfourquestions.com Summary Have you always been listening to what other people want for you instead of listening to your inner voice and heart? Are you constantly tired of trying to live up to other people's expectations of you? Do you want to know the four powerful things you need to think about and prioritize to unlock the door to living freely? Laura Gassner Otting speaks with change agents, entrepreneurs, investors, leaders, and donors to get them past the doubt and indecision that consign their great ideas to limbo. She delivers strategic thinking and well-honed wisdom informed by decades of navigating change across the star-up, nonprofit, political, and philanthropic landscapes. In this episode, Laura talks about the key to unlocking the life of your dreams without other people's comments, negativity, and dictation. She also shares her key tips on how you can carve your own path to build the life, self, and business you've always wanted. Check out these episode highlights: 01:22 – Laura's ideal client: “My ideal clients are people who are entrepreneurs. They're either working for themselves or intrapreneurs, inside of organizations helping other people claim their dreams.” 01:35 – Problem Laura helps solve: “The problem I solve is helping people get unstuck. So we are all pursuing this idea of success that has been written for us by somebody else. This whole long list was handed to us by a guidance counselor or a career counselor at some point, telling us what success.” 02:08 – Typical symptoms that clients do before reaching out to Laura: “The people who experience this problem are the ones that got a checklist when they were 16, 17, 18 years old that said, “A good job”. What makes a good job good?” 03:03 – Common mistakes that people make before they find Laura's solution: “I think some of the common mistakes they make is being all things to all people all the time. They say yes to everything. They try to solve all the problems, then all they end up doing is solving their own ego's need to help.” 05:11 – Laura's Valuable Free Action (VFA): “My top tip is to stop defining success, as it has been handed to us externally, but to start thinking about it in terms of four different things: calling, connection, contribution, and control.” 07:04 – Laura's Valuable Free Resource (VFR): Check out Laura's Website: www.myfourquestions.com 07:36 – Q: Does everybody need all four of these things? A: The answer is no. The answer is you only need as much of each of them as you need. And at different ages, in different life stages, it's going to be different. Tweetable Takeaways from this Episode: “Failure is not the finale. It's a fulcrum. It's where we learn and we grow. We innovate and we change.” -Laura Gassner OttingClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Laura Gassner Otting. Laura, a very good afternoon, I guess this few. Welcome! Where are you based? Laura Gassner Otting 00:24 I'm based in Boston, Massachusetts. Tom Poland 00:26 Boston, Massachusetts! There's a song about that somewhere, which I will not break into right now. For those of you who don't know Laura, she's got a terrific book out called, “Limitless”, which we're going to discuss in a moment. But she speaks with change agents, entrepreneurs, investors, leaders, donors to get them past the doubt and indecision that often, you know, consigns great ideas to inertia and limbo. She delivers strategic thinking, well-honed wisdom, informed by decades of navigating change across the startup, nonprofit, political, and philanthropic landscapes. It sounds like it's been a rich journey for you, Laura! The title today is, “Limitless:”, the same title as the book, “How to Ignore Everybody-“, subtitled, including your parents. Laura Gassner Otting 01:11 It does. Absolutely! Tom Poland 01:13 “Carve Your Own Path and Live Your Best Life.” Love it! Inspirational stuff. Laura, our seven minutes is going to start now. Question number one, who is your ideal client? Laura Gassner Otting 01:22 My ideal clients are people who are entrepreneurs. They're either working for themselves or intrapreneurs, inside of organizations helping other people claim their dreams. Tom Poland 01:30 Perfect! Thank you. Question number two, tell us about the problem you solve for them. Laura Gassner Otting 01:35 The problem I solve is helping people get unstuck. So we are all pursuing this idea of success that has been written for us by somebody else. This whole long list was handed to us by a guidance counselor or a career counselor at some point, telling us what success would look like. And then we fulfilled it. And we all felt empty anyway. So I help people figure out what's actually going to make them happy. It's not just success as written by the outside world, but how do we define it internally ourselves? Tom Poland 02:00 Perfect! Thank you for that. Six minutes left. Question three, what are some of the symptoms of the people who are going to be experiencing who've got that problem? Laura Gassner Otting 02:08 Yeah, the people who experience this problem are the ones that got a checklist when they were 16, 17, 18 years old that said, “A good job”. What makes a good job good? Is the money, is the leader, the mission, the skills you're going to learn, the prestige, etc. But they were never told to prioritize that list for YOU. What makes a good job good for YOU? So the 16-year-olds that are making decisions about the rest of their lives, before we literally have a frontal lobe to make good ones, are dictating who we are at 26, 36, 46, 56. And then we wonder, why am I having this crisis? Tom Poland 02:37 And they're programming the voices, “Keep going”. So tell us where- you know, you work with people that are pretty ambitious. You know, we got startups. We got not for profits. People who want to make a difference, as well. So they're going to be trying stuff. They want to get ahead. So tell us about some of the common mistakes that you see people making when they're trying to solve this problem of happiness and fulfillment and playing live on their own terms? What are some of the common mistakes they make before they find your solution? Laura Gassner Otting 03:03 Yeah, I think some of the common mistakes they make is being all things to all people all the time. They say yes to everything. They try to solve all the problems, then all they end up doing is solving their own ego's need to help. So they ask, “How can I help?” as opposed to what needs to happen, and they end up being in the center of all of the solutions, but they aren't actually the solutions that are getting calm that they want to solve. And so they exhaust themselves, costume changing, and code-switching all day long, so they can be all things to all people. And they don't actually stop and say, “Strategically, what is the best thing I can be doing right now?”, “Who was the best person that helped me get there?”, “What do I need to learn in order to be where I want to be three years from now, five years from now, 10 years from now?” They don't stop and think about what actually will matter to them. And so that's what I do is I help clarify that for them by taking up this idea of success and talking to them about this idea of continence, alignment, harmony, the flow of when what they do matches who they are. Tom Poland 03:56 Do people say that you help them to get very conscious about life? Because it sounds like a lot of those questions are stimulating that. Laura Gassner Otting 04:03 Yes, I help them to get conscious but also confident. I think a lot of people don't feel confident because they're told, “Follow your passion.” And then they follow their passion only to find that it's hard. And they're like, “Well, if I followed my passion, but now it's hard. Maybe it wasn't my passion after all. Maybe I should do something else.” And so I help them understand that confidence actually comes from competence. It comes from failing and falling and getting up and learning and figuring it out. Because failure is not the finale. It's a fulcrum. It's where we learn and we grow. We innovate and we change. And so I help people understand how to develop those muscles so that they can get gritty and get resilient and get competent about what they want to do so they can be confident about the changes they want to take and the risk that they want to take. Tom Poland 04:44 Perfect! Thank you. And that a wise person once said to me, “Tom, the word “no” can be a complete sentence.” Laura Gassner Otting 04:51 The word no is a complete sentence. Tom Poland 04:54 Use it sometimes, right? So thank you for that. Very well articulated! Three minutes left. Question number five, I want to give people an action item, a step they could take to fall in the right direction. It won't solve the whole problem. It's not the whole journey, but it's going to start them off. What's your top tip? Laura Gassner Otting 05:11 My top tip is to stop defining success, as it has been handed to us externally, but to start thinking about it in terms of four different things: calling, connection, contribution, and control. Number one, calling. What is the thing that gets you out of bed in the morning, that driving force, the business you want to build, the practice that you want to develop, the bottom line you want to grow, the cause you want to solve, the leader you want to serve, the family you want to nurture? What is that calling? Connection. Does your work matter? What's in your inbox, your to-do list, your calendar? And does it actually get you any closer to that calling at the end of the day than at the beginning of the day? Number three, contribution. Connections are all about the work, contributions are all about you. Does this job pay you the lifestyle that you want, give you the life flexibility you need? Does it allow you to manifest your values? Is it inspiring you? Is it giving you the career trajectory that you want? Does it contribute to the life you want? And then lastly, control. How much agency do you actually have over how your work impacts your life? Can you control how much your work connects to your calling, and how much it contributes to your life? And when you figure out those four C's, how much you have, how much you need, you're actually able to define success for you, and not all those other people that are telling you what it should look like. Tom Poland 06:21 Perfect, thank you. Can you give us the four C's again, please? Laura Gassner Otting 06:24 Calling, connection, contribution, and control. Tom Poland 06:27 And it would be terrific, folks, if you just start with the first one and figure out what your calling is. Get out your legal pad and a blue pen and start doodling, brainstorm- Laura Gassner Otting 06:36 And what do you actually care about? And you don't have to just have one. People aren't born with a calling. We have different callings throughout our lives. And by the way, you're calling only has to be your calling. If you want to cure cancer, that's awesome! If you want to buy a Maserati and a beach house, that's awesome, too. Nobody gets a vote. And we have to stop giving votes in our lives to people who shouldn't even have voices. Your calling, your purpose is only yours and yours alone. And it doesn't have to have a higher or a lock-in front of it, it just has to be the thing that gets you out of bed in the morning. Tom Poland 07:04 Thank you for that! And question number six, I'm going to answer it just for the sake of time. Folks, if you want more resources, go to www.myfourquestions.com. That's the word four, F-O-U-R. Myfourquestions.com. What are they going to find there, Laura? Very quickly. Laura Gassner Otting 07:20 They're going to find one question about each of the four C's. A question about calling, connection, contribution, and control. And it will tell you exactly what you need to get more of any of these things in your life. Tom Poland 07:29 Fan-dang-tastic! Question number seven, we've got a whopping 35 seconds left. What's the one question I should have asked you but didn't? Laura Gassner Otting 07:36 The question that you should have asked me is, does everybody need all four of these things? And the answer is no. The answer is you only need as much of each of them as you need. And at different ages in different life stages, it's going to be different. So don't stress out if you don't have one of them. You might not need it. And that's okay! You only have to be in alignment with yourself. Tom Poland 07:55 Laura Gassner Otting, thank you for your wisdom and insights and the rich experience you've just shared. Laura Gassner Otting 08:01 Thank you so much, Tom. Tom Poland 07:39 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover what makes joint ventures effortlessly better than anything else Learn more on how to build your list and create offers that convert Find out why you shouldn't be making retail offers especially when wanting to grow out your network Resources/Links: Wanting to Learn More About the Power of Joint Ventures and Create Offers that Convert? Find out why you should ditch the rest and invest in joint ventures: JVologylive.com/success-wheel Summary Have you been struggling with getting real and qualified leads for your business? Do you want to know how to deliver recurring passive income that will help upstream your profits and promote your business? Are you ready to find out why you should be creating connections and expanding your network through joint ventures? Jay Fiset is a best-selling author, student of human nature, avid outdoorsman at 5-star hotels, speaks fluent smart ass and can see and reflect your life mission in 5 minutes flat. In this episode, Jay talks about how joint ventures are the answer to your lead problem in your business. He also shares his tips and insights on how you can start expanding your network and foster better business connections while increasing your leads and profits through joint ventures. Check out these episode highlights: 01:03 – Jay's ideal client: “Entrepreneurs who are looking to grow and scale their business through partnerships and collaboration. Ideally, somewhere in the $100 to $500,000 range where we can just help them put their foot on the gas pedal.” 01:22 – Problem Jay helps solve: “We actually solve two problems. The first and most significant problem is most entrepreneurs have a terrible lack of leads. If they do have leads, those leads are actually too expensive, or unqualified.” 02:08 – Typical symptoms that clients do before reaching out to Jay: “So they're doing things like contributing to the Mark Zuckerberg college fund for his kids through a process they call “Facebook ads” that is supposed to deliver business and clients, which is, frankly, generally a piece of shit.” 03:12 – Common mistakes that people make before they find Jay's solution: “It takes about the same amount of time for an entrepreneur to sell a retail client their products, their services, and experience as it takes for them to nurture, develop and create a relationship with what we call ‘Instream JV partner'.” 05:21 – Jay's Valuable Free Action (VFA): “Join a joint venture community. Get into a space where the peer-to-peer JV conversation is not just accepted, it is the intention of the community.” 05:57 – Jay's Valuable Free Resource (VFR): Check out Jay's Success Wheel: JVologylive.com/success-wheel 07:08 – Q: What's my favorite psychedelic? A: I got a bunch I like, but I will- I'm actually a fan of legalizing mushrooms. I think that actually- it's a very important process that's going to change mental health care. Tweetable Takeaways from this Episode: “You need to be nurturing, building, and developing relationships with somebody who will send you more retail customers than you can frankly serve.” -Jay FisetClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland, as always, beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Jay Fiset. Jay, a very warm welcome, sir. A privilege and a pleasure to have you on the show! Where are you hanging out? Jay Fiset 00:27 I am in Calgary, Canada. We are waiting for the snow. It's going to be awesome! Thank you for having me. Tom Poland 00:32 Yeah, you're welcome. Thanks for the tip and the invite. For those of you who don't know Jay, you've probably been living in a cave somewhere because he's a best-selling author. He's a student of human nature. That's an interesting thing. An avid outdoorsman at five-star hotels. He's got a wicked sense of humor! And he speaks fluent smartass. The subject today is, “The Art and Science of Profitable Joint Ventures”. And Jay's gonna share with us how to crack that particular nut in less than seven minutes. Jay, sir, our time starts now. Question number one, who is your ideal client? Jay Fiset 01:03 Entrepreneurs who are looking to grow and scale their business through partnerships and collaboration. Ideally, somewhere in the $100 to $500,000 range where we can just help them put their foot on the gas pedal. Tom Poland 01:14 Perfect! Thank you, sir. And question number two, how would you define the problem you solve for those entrepreneurs who want to grow their business through partnerships? Jay Fiset 01:22 Perfect, we actually solve two problems. The first and most significant problem is most entrepreneurs have a terrible lack of leads. If they do have leads, those leads are actually too expensive, or unqualified. So the problem we solve is we get them a steady stream of perfectly qualified leads for free at the front end of their business. And if that's not enough, just because we'd like to deliver a little extra, on the back end of their business, we deliver something called “recurring passive income”. And we do that all through creating collaborative joint ventures with partners that we call upstream and downstream and solving more of our clients more effectively and profitably. Tom Poland 01:55 Sounds fantastic! Question number three, sir, what are some of the typical symptoms? You mentioned the lack of lead generation, but what are some of the typical symptoms that these entrepreneurs are going to be experiencing that kind of give them a clue that they need to find out more about what you do? Jay Fiset 02:08 So they're doing things like contributing to the Mark Zuckerberg college fund for his kids through a process they call “Facebook ads” that is supposed to deliver business and clients, which is, frankly, generally a piece of shit. That doesn't mean it can't work, but it's generally not great. So they're doing things like that. They are going to networking events where there's a whole bunch of people in a networking event, and they're trying to sell each other their retail products. Folks, that's silly! They're also in the process of trying to figure out how to get people to actually send traffic? And how do I actually get more eyeballs at the pages, the processes, the events, and the services that I have? And/or they think they've got something that's working pretty well, and at the end of the year, they look at the dollars and cents, and the top line and the bottom line aren't quite aligned. So they're selling a lot, but they aren't actually managing to keep a bunch. All of those be symptoms of people who should be in the JV space where they can control their lead costs and stabilize them. Tom Poland 03:00 And have nice fat margins indeed! So what would you say, you've mentioned a few of them already, probably. But question four, and we've got five minutes left, what are some of the other common mistakes that people make when they're trying to get the leads flowing and try to get recurring commissions? Jay Fiset 03:12 Well, so this one, I'm going to go a little mecha on, okay? Tom Poland 03:17 Cool. Jay Fiset 03:19 And if I go long, you show me the timer. So here's the deal. It takes about the same amount of time for an entrepreneur to sell a retail client their products, their services, and experience as it takes for them to nurture, develop and create a relationship with what we call “Instream JV partner”. And if it takes some time to sell, you know, X client or let's call it a $5,000 course, program, workshop, car, or whatever the hell it happens to be, and I get to do that one. But I could go and I could build a relationship with a JV partner who sends me a steady stream of those retail clients. Maybe one a week, maybe one a day, maybe two a month, and those generate $5,000. Then should I be trying to sell my retail product or should I be trying to build relationships with peers who are true JV partners? And I think the number one mistake that most people make is that they fall into this process of, “Hey, let me double my retail sale”. And by the way, it even happens in JV events. So at our process, and our public event is called “JVology LIVE” is that we actually make people make a pledge. “I will not make a retail offer. Retail offers burn and scare away real JV partners” and we actually just declared this. And you'd be suddenly amazed at how many people don't know how to talk to a partner so they fall to the thing they know is like, “Hey, buy my widget, My widget's fantastic!” I don't care about your widget. That's not why I'm here. So that's the number one mistake is falling into a retail conversation and trying to sell your retail stuff. You need to be nurturing, building, and developing relationships with somebody who will send you more retail customers than you can frankly serve. Tom Poland 04:52 So essentially two conversations, two different conversations with different people. Two different sales, essentially, but one of them gives you one sale, the other gives you many sales ongoing. Makes a lot of sense. So let's- Jay Fiset 05:01 This one I should do, ooh. Tom Poland 05:02 Let's go figure. But if they know how to do it, they may not know how to do the JV one, which is where you can help them with. Question number five, we got two and a half minutes left, one valuable free action. You want to start someone on this JV journey, what would be your top tip? What they could do- it's not going to fix the whole problem, but it might get them heading in the right direction? Jay Fiset 05:21 Yes, join a joint venture community. Get into a space where the peer-to-peer JV conversation is not just accepted, it is the intention of the community. And there's a whole bunch of that you and I are a member of those. There's mine. There's JV IT. There are the marketers- I don't give a rat's patoot which one it is, although, I think, mine is good! Just get in a community. Tom Poland 05:45 Alright, perfect. Thank you. And let's look at somewhere we could direct folks too. So question number six, two minutes left, where can people go to find out more about what you do? Jay Fiset 05:57 We have a mini-training. It's actually a segment directly from our JVology LIVE which is our three-day, three and a half-day, joint venture experience and is the spot where if people are like, “Ooh, what the hell is going on?” You should just come to JVology LIVE, but this is directly from that. And what we do is, we call it “The Joint Venture Success Wheel“. There are five components that you must get working in concert, so they got to work together, that will help you to, number one, set up your business, build the relationships, craft your offers– all of these pieces. And this wheel is perpetually rolling around. So it doesn't matter if you're starting from scratch, you still need the wheel. Doesn't matter if you're doing six figures, you still need the wheel. Doesn't matter if you're doing seven figures, you still need the wheel. So that process is an assessment, is training, and, frankly, everybody should do it. Tom Poland 06:39 Folks, you can get it from the link under the video or if you're listening to this on a podcast you can go to JVologylive.com/success-wheel, I believe. Thank you for that, Jay. Question number seven, last question. 50 seconds left. What's the one question I should have asked you but didn't? And I know why you're laughing. Because, folks, when we did this pre-interview, he said, “What's my favorite sex position?” I said, “Well, you can nominate that as a question but we don't want to hear the answer!” Jay Fiset 07:08 It's either that or what's my favorite psychedelic? No, I don't know. You pick! Tom Poland 07:13 30 seconds left. It's your call, brother. 25 seconds left. Jay Fiset 07:17 My favorite psychedelic. Tom Poland 07:19 And what is it? Jay Fiset 07:21 I got a bunch I like, but I will- I'm actually a fan of legalizing mushrooms. I think that actually- it's a very important process that's going to change mental health care. Tom Poland 07:31 I'll make sure I have some on toast tonight. Jay Fiset, thanks so much for your time, your insight, and also your humor. Cheers! Jay Fiset 07:37 Thank you. Tom Poland 07:39 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover the three important dimensions you need to manage to transform your business Learn more about how hiring a coach is not an embarrassment but rather an achievement that could save you and your business Understand why you should marry your intention to make an impact in you, your business, and in the world Resources/Links: Wanting to Know What to Say When Handling a Delicate or Difficult Conversation? Learn more on how to handle difficult conversations using the right words and conveying a better message: alisacohn.com/scripts Summary Do you often find yourself not being able to achieve the self goals and business goals that you have set? Have you been feeling like you're not making any progress in your business and just feel stuck at the startup phase? Are you ready to find out how you can transform your business from startup to grownup? Alisa Cohn has been named the #1 Global Guru for Startups in 2021. She has coached startup founders to grow into world-class CEOs for nearly 20 years. In this episode, Alisha talks about how you can scale your business by understanding three primary things and managing three important dimensions that are influential to you and your business's growth. She also shares her insights on the importance of embracing the inner CEO self that can help you build a life and business satisfaction. Check out these episode highlights: 01:03 – Alisa's ideal client: “Startup founders who want to scale their leadership in service of scaling their business.” 01:12 – Problem Alisa helps solve: “I help them understand where they are, where they are going, and how are they going to get there in three dimensions– managing you, managing them, the team, and managing the business.” 01:37 – Typical symptoms that clients do before reaching out to Alisa: “ As I talk about in my book, From Start-Up to Grown-Up, there's a lot of different ways that founders realize they need to find a coach. So one is that they're having, like, issues with the business itself. They're not achieving the results.” 02:30 – Common mistakes that people make before they find Alisa's solution: “They hire the wrong people. They neglect to onboard those people. They don't recognize that their role as a leader is to facilitate the environment around them.” 03:22 – Alisa's Valuable Free Action (VFA): “I'm going to give you two top tips. One is to step back, and journal or meditate or tune into your inner voice and your inner intuition every day as a practice. Because you really want to get a handle on all the jumble that's going on in your head.” 05:03 – Alisa's Valuable Free Resource (VFR): Check out Alisa's Scripts: alisacohn.com/scripts 06:17 – Q: How can I be the CEO in my own life? A: Because people don't realize that they're the author of their own lives every day. The first person you lead every day is the person who wakes up in your pajamas. Tweetable Takeaways from this Episode: “The key to leadership development, in part, is marrying your intention-- your thoughts, your feelings, what you want to get done with your impact, how that's landing with other people.” -Alisa CohnClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach here in Queensland, Australia, joined today by Alisa Cohn. Alisa, good day! A very warm welcome. Where are you hanging out? Alisa Cohn 00:24 Thank you so much for having me. I'm hanging out in New York City. Tom Poland 00:27 New York City, the Big Apple that never sleeps. Alisa Cohn 00:30 Yup, that's right! All those things. Tom Poland 00:32 All those things and more, I'm sure. For those of you who don't know Alisa, she was named the Number One- not number two or three- Number One Global Guru for Startups in 2021. She's coached startup founders to grow into world-class CEOs for nearly 20 years now. That brings us nicely listen to the title of this interview, which I want to grill and thrill you on, “How to Build Your Company from Start-Up to Grown-Up”. Question number one, our seven minutes starts now. Who is your ideal client? Alisa Cohn 01:03 Startup founders who want to scale their leadership in service of scaling their business. Tom Poland 01:08 Perfect! Thank you. Question number two, what's the problem you solve for them? Alisa Cohn 01:12 I help them understand where they are, where are they going, and how are they going to get there in three dimensions– managing you, managing them, the team, and managing the business. Tom Poland 01:21 Managing you, managing them, and managing the team. Thank you for that! Whistling through the questions. Six and a half minutes left. Can you tell the listeners, what are some of the symptoms that they are going to be experiencing? What's going on in their business or the life that gives them kind of a heads up that they should be finding out more about what you're doing? Alisa Cohn 01:37 Yeah, that's the money question! As I talk about in my book, From Start-Up to Grown-Up, there's a lot of different ways that founders realize they need to find a coach. So one is that they're having, like, issues with the business itself. They're not achieving the results. One is they're having personnel problems– issues around the team, people not following, you know, sort of the right direction. And they could also be issues with themselves, might be imposter syndrome, concerns about their own leadership, or inability to adapt. All of those kinds of things are good markers for, “It's time to hire a coach”. Tom Poland 02:10 Right. Thank you! And question number four, these are growth-oriented individuals, probably feeling very entrepreneurial, and also perhaps a little dissatisfied. So what I'm saying is they're going to try some stuff. Question number four is, five and a half minutes left, what are some of the common mistakes that some of your best clients tell you that they made before they found your solution? Alisa Cohn 02:30 Ah, so many things! They hire the wrong people. They neglect to onboard those people. They don't recognize that their role as a leader is to facilitate the environment around them. So other people get to the answers versus having the answers themselves. They don't communicate enough. They fall susceptible to feeling like they've expressed themselves because the music in their head is clear, but they haven't married the intention with their impact. And I would just say to everybody, the key to leadership development, in part, is marrying your intention– your thoughts, your feelings, what you want to get done with your impact, how that's landing with other people. Tom Poland 03:05 Beautifully expressed! Thank you for that. Just under five minutes left. Question number five is I'm looking for valuable free action. It's not going to take them to the end of the road, perhaps, but it might be a step in the right direction. What's one thing that someone could do, as a top tip, that's going to give them and just get them started going the right direction from going and growing? Alisa Cohn 03:22 I'm going to give you two top tips. One is to step back, and journal or meditate or tune into your inner voice and your inner intuition every day as a practice. Because you really want to get a handle on all the jumble that's going on in your head. The second tip is before you hire somebody, make sure that you are really being clear with the jobs you need to be done, you want this person to do and then you line up the jobs to be done with the evidence of the person that you want to hire has done them already. Two tips! Tom Poland 03:52 The evidence. Perfect! Can you give us- we've got lots of time left, so you can give us an example of a role and perhaps some of the evidence that we might have to look for. Alisa Cohn 04:02 Sure. When you're hiring a product manager, you're looking for evidence that they've done. They've managed a product before. They've been able to bring stakeholders along, do customer research, that kind of thing. If you're looking for a product leader, those skills that make a great product manager are not as relevant as a leader who needs to juggle multiple things, manage several product managers, and navigate with a set of peers who are more sophisticated and more season. So you want to think about, “Am I hiring a product manager or a product leader?” Tom Poland 04:34 “And what's the evidence that I'm looking for to demonstrate success in that specific role?” Alisa Cohn 04:39 I'm looking for the background of people- right. So I'm looking for the background of people who influenced effectively at a senior level who have managed a set of people together and navigated the sort of things that come inside of peers working together. Tom Poland 04:53 A clear list of evidence. Thank you for that! So let's have a look at one valuable free resource. Where can we send people to so they're gonna find out more about what you do? Alisa Cohn 05:03 So in my book, what I have is “11 Scripts for Delicate Situations”. So what that means is what you have to do when you deliver bad news, how you have to handle it when you have to tell somebody that they're not getting a promotion, but you still want to keep them, how you manage layoffs, how you handle firing someone. I have additional free scripts on my website. It's at alisacohn.com/scripts. That will give you a set of scripts that will help you in your professional life with difficult conversations or delicate conversations. Tom Poland 05:34 Perfect! Thank you very much. So that is Alisa, A-L-I-S-A, Cohn, C-O-H-N .com/scripts. 11 conversations that you're probably going to need to have with someone on your team and how to have those conversations. Two minutes left. Thank you so much. Alisa Cohn 05:53 They're different from the ones in my book, I just wanted to say that. Tom Poland 05:55 Okay, great. So get them both! Go there, get those and then get the book. And what's the book again, Alisa? Alisa Cohn 06:00 The book is called, From Start-Up to Grown-Up: Growing Your Leadership While Growing Your Business. Tom Poland 06:05 It looks solid. It looks like it's not a brochure. That's a real book. Alisa Cohn 06:10 A real book. Tom Poland 06:12 So thank you for that. We've got 95 seconds left. What's the one question I should have asked you but didn't? Alisa Cohn 06:17 You should have asked me, “Hey, Alisa. How can I be the CEO in my own life?” Because people don't realize that they're the author of their own lives every day. The first person you lead every day is the person who wakes up in your pajamas. Think about how do you want to manage yourself on a regular basis throughout life to achieve the business satisfaction, the life satisfaction, that is right for you. Tom Poland 06:39 Perfect. Alisa Cohn, thank you so much for your time and your insights. Alisa Cohn 06:43 Thank you. Tom Poland 06:45 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how can you step away from your business without letting your business fall without you Find out why you should first be reflecting on what you want and don't want to do before putting up a system Learn more about how you can take bigger opportunities every day through systematizing your business Resources/Links: Wanting to Learn How You Can Reduce Your Time In Your Business and Still Scale Your Profits? Find out how to systemize yourself out of your business and ditch being stuck in those day-to-day operations: systemology.com/academy Summary Have you been feeling like you're stuck doing your business' operations daily that you don't have any time for anything else? Do you feel bombarded with all the work from your business that you feel like it's time to have the right system in place? Are you ready to systemize your way out of your business and create more time, reduce errors and scale your profits? David Jenyns, in 2016, has successfully systemized himself out of his business, one of Australia's most trusted digital agencies, Melbourne SEO Services. Through this process, he became a systems devotee founding systemHUB and SYSTEMology. Today, his mission is to free all business owners worldwide from the daily operations of running their business. In this episode, David talks about how to get unstuck in your business's day-to-day operations and let your team do the work through the right and structured system. He also shares his tips and insights on how you can find the right system for you and your business. Check out these episode highlights: 01:22 – David's ideal client: “Business owners with 3 to 20 staff who find themselves very much stuck in the day-to-day operations. So they are the bottleneck, and they can be service-based businesses or product-based businesses.” 01:40 – Problem David helps solve: “The problem that we help them solve is how do they step out of the day-to-day operations? How can they step away from the business for more than a day or two, then, you know, without the business falling in a heap?” 02:30 – Typical symptoms that clients do before reaching out to David: “Usually the warning signs, limited time, that's obviously a big giveaway. And very much that they are the bottleneck, that errors are popping up inside their business.” 03:35 – Common mistakes that people make before they find David's solution: “Common things that business owners try to systemize the business themselves or they start off doing the documentation. And they don't really like documentation or writing systems and processes and they're usually not the best person on the team to be doing it, but for some reason, they feel a need to be.” 04:50 – David's Valuable Free Action (VFA): “The best thing that you can do is to think about where to start. That's always the first question that pops up into someone's mind which is, “Okay, well, I know systems are important and I want to do them, but what is the first system I should put in place?” 06:23 – David's Valuable Free Resource (VFR): Check out David's Website: systemology.com/academy 06:56 – Q: How did I get to know Michael E. Gerber, the author of The E Myth and how did he come to endorse SYSTEMology in the work that we do? A: It's a big story. It's covered at the start of the SYSTEMology book. And if you hear the audio version of that, Michael reads it himself and his wife makes the cameo as well. Tweetable Takeaways from this Episode: “Removing the business owner, simplifying the process, and getting the team a lot more involved – that really helps to overcome many of the common mistakes people had at the start.” -David JenynsClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:09 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Pollan beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined today by David Jenyns. David, good day. Sir, welcome. It's our Australia morning, this morning. Whereabouts are you hanging out? David Jenyns 00:25 I'm in Melbourne, Australia, right down the bottom. So pleased to be here! Tom Poland 00:28 Great! Coffee capital of the world– Melbourne. For those of you who don't know David, in 2016, he's very successful, and this is pertinent folks! He's systemized himself out of his own business. He had one of Australia's most trusted digital agencies, Melbourne SEO Services. And it was through that sort of systemizing himself out of his own business, he went on and thought, “Well, this actually worked pretty darn well. I could teach this stuff”. And, no doubt, you had people asking you how you manage that. So he founded systemHUB, and SYSTEMology. Today, David's mission is to free all business owners worldwide from the daily operations of running their business. Very nicely brings us to our title, David, which is, “How to Create Time, Reduce Errors, and Scale Your Profits with Proven Business Systems”. Can't wait! David, our seven minutes start now. Sir, question number one is who is your ideal client? David Jenyns 01:22 Business owners with 3 to 20 staff who find themselves very much stuck in the day-to-day operations. So they are the bottleneck, and they can be service-based businesses or product-based businesses. Tom Poland 01:34 Perfect! Thank you, sir. Question two, six and a half minutes left, what's the problem you solve for them? David Jenyns 01:40 The problem that we help them solve is how do they step out of the day-to-day operations? How can they step away from the business for more than a day or two, then, you know, without the business falling in a heap? A lot of business owners have built their businesses up around them. They're really intimately involved in all aspects of the business from the delivery of the product, or the service, to the selling, to the marketing, to the finance. They're looking after the staff, and nothing really works without them. So we help to remove them. Tom Poland 02:11 Perfect! Six minutes left. Question number three, tells us about the symptoms. You got this business owner. They've probably got a business which is doing okay, but they're feeling a bit, you know, like the hamster on the wheel sort of thing. What else is going on in their business, or in their life that would give them a heads up that they should find out a bit more about SYSTEMology? David Jenyns 02:30 Usually the warning signs, limited time, that's obviously a big giveaway. And very much that they are the bottleneck, that errors are popping up inside their business. Or they're feeling like they're managing a daycare, like an adult day care center, where they spend most of their time looking after the children which is the team. Tom Poland 02:52 Changing diapers? David Jenyns 02:53 That's right! Keeping them on track and making sure that everybody's doing what they should be doing. And oftentimes that means that they spend the bulk of their day looking after work, getting done, either, first thing, last thing, or on the weekends. Tom Poland 03:05 Wow. David Jenyns 03:06 And oftentimes, a lot of those things are symptoms that you've built this owner-dependent business that needs to change. Tom Poland 03:13 They need to get some of that IP out of their brain and have system leverage. Thank you, sir. Question number four, just under five minutes left. What are some of the common mistakes that people are making, trying to get out of this trap before they find your solution? So, tell me, if you had some new clients come along and say, “Gee, I wish I'd found your 20 years ago. Here's what I tried that didn't really work well.” What would some of those things be? David Jenyns 03:35 Common things that business owners try to systemize the business themselves or they start off doing the documentation. And they don't really like documentation or writing systems and processes and they're usually not the best person on the team to be doing it, but for some reason, they feel a need to be. That's definitely a common one. Another one is people trying to systemize like they're McDonald's. They have this idea that “Oh, we should systemize” and then the first business that comes to mind of a systemized business is McDonald's. And then they try to do what McDonald's has done. Yet their business is very different. McDonald's has been doing it for 60 years and trying to compare where they are today to where you might be right now getting started. It's worlds apart. So they overcomplicate it. It's definitely removing the business owner, simplifying the process, and getting the team a lot more involved. And by doing that, that really helps to overcome many of the common mistakes people had at the start. Tom Poland 04:35 Perfect! Well articulated. Some great insights there. Thank you, sir. Three and a half minutes left. What am I after with the next one, question five, is a valuable free action. It's like a top tip, not going to solve the whole problem, not going to systemize the whole business but might take them a step in the right direction? David Jenyns 04:50 The best thing that you can do is to think about where to start. That's always the first question that pops up into someone's mind which is, “Okay, well, I know systems are important and I want to do them, but what is the first system I should put in place?” And to do that, I find the best thing the business owner can do is to reflect on themselves and think about what is something that they might not enjoy doing, or they actively avoid doing it, yet, it's really critical to deliver their core product or service. Maybe they don't like writing proposals? Maybe they don't like the selling piece? Maybe they don't like setting up a new project? Maybe they don't like- there are probably elements that if the business owner shone a light on it, and said, “Ah, where am I gonna start?” That's a really great place to start. Think about what you don't like, that you're actively avoiding. If you could systemize and document and create a process, a way of doing things that it'd be easy to plug someone in, to then take over this really important part of your business. Tom Poland 05:55 There's an interesting saying that gardeners have. They say, “The best Earth is the Earth that has gone through the worm.” And you know, I very much get the sense from what you're saying is this is not taken out of a textbook or a workshop, this has come from the real-life experience of not only experience in your own business but helping a whole lot of people. So it's fresh and authentic based in the real world. So thank you for that! Two minutes left. One valuable free resource. Where can we direct folks to help them even more with this systemization? David Jenyns 06:23 Yeah, just head to systemology.com/academy. There's a range of different resources, videos, training, audios, templates. Great way to get started. And we've got a little free resource in there called “The Critical Client Flow” which, again, further helps to identify where do I get started? What are the first 10 to 15 systems that you should consider documenting first? Tom Poland 06:46 Fantastic. So systemology.com/academy. Thank you, sir! We've got a whopping 70 seconds left. Last question, what's the one question I should have asked you but didn't? David Jenyns 06:56 One question is that I always like to talk about is, how I got to know Michael E. Gerber, the author of The E Myth and how did he come to endorse SYSTEMology in the work that we do? It's a big story. It's covered at the start of the SYSTEMology book. And if you hear the audio version of that, Michael reads it himself and his wife makes the cameo as well. But yeah, one of the big things that kind of go through all of those details, but the short version is there are huge opportunities for business owners every single day, and you just need to create enough space to be able to take advantage of those opportunities when they land in your lap. And that for me was Michael Gerber but every business owner listening, there is a big opportunity waiting for you if you can just get out of the day-to-day operations. Tom Poland 07:47 Perfect! David Jenyns, thank you so much for your time! David Jenyns 07:53 Oh yeah. Tom Poland 07:53 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how our conscious awareness can affect how we productively operate in life and in our business Learn more on why you shouldn't be too attached to your plans not unless it is worthy of your life and time Understand why knowing “how” beforehand is an overrated statement and excuse that you should stop thinking Resources/Links: Wanting to Learn How to Live a Rich Life But Those Limiting Thoughts Keep on Stopping You? Find out how to turn your business into a massive empire with the power of your mindset: Paulmartinelli.net Summary Have you been feeling down in the dumps and just feel like you can't get to the top of your business dreams? Do you want to learn how to change those limiting beliefs and thoughts into powerful action and growth? Are you ready to live the rich life you have ever so deserved? Paul Martinelli is an internationally acclaimed speaker, trainer, mentor, and coach who truly believes that if you can dream it, you can do it. In this episode, Paul talks about why you should be ditching the idea of knowing “how” to do things and start thinking about the “why”. He also shares his insights on how you can activate your full potential through the right mindset and grow and live rich! Check out these episode highlights: 01:00 – Paul's ideal client: “Nice, happy, rich people. I want to work with people who are nice, people who are happy, and people who are not going to beat me up on price and who have a vision, who want to be, do and have more in their life.” 01:20 – Problem Paul helps solve: “I think what I do is I interrupt the story. You know, everybody wants to be, do, and have more. It's who we are as a spirit to beat. And there's a story that interrupts us seeking out, living our full potential.” 02:22 – Typical symptoms that clients do before reaching out to Paul: “Look, there are seven levels of conscious awareness, how we think, and make decisions in our lives. And when we operate from the lower levels of conscious awareness, we're bound to screw things up.” 03:47 – Common mistakes that people make before they find Paul's solution: “They think in reverse. They look at their results, and they allow their results to be the cause of their lives. “I can't have my dream…” because of these results: because they don't have the time, because they don't have the money.” 05:04 – Paul's Valuable Free Action (VFA): “'How' is overrated. The Wright brothers didn't have a pilot's license. They didn't know how to build it. They didn't know how to fly it. Once they got it in the air, they did not know how to land it.” 06:07 – Paul's Valuable Free Resource (VFR): Check out Paul's Website: Paulmartinelli.net 06:39 – Q: What's the biggest mistake people make when they set goals? A: I'll give you three or four of them. I think one of the things is that you know, we plan too much, and then we fall in love with the plan. You're a creative being and where your focus goes, your energy flows. Tweetable Takeaways from this Episode: “We were designed to be causative. Not to live on the side of effects of our lives, but to be the cause.” -Paul MartinelliClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Paul Martinelli. Paul, good day. A very warm welcome from down under. Sir, where are you based? Paul Martinelli 00:23 I'm in Jupiter, Florida, just about an hour and a half north of Miami. Tom Poland 00:27 Perfect, and I think you said two hours south of Mickey Mouse. Is that right? Paul Martinelli 00:31 You bet! Absolutely. Tom Poland 00:33 For those of you who don't know Paul, he's an internationally acclaimed speaker, trainer, mentor, and coach who truly believes that if you can dream it, you can do it. He's also known as the assassin of self-limiting beliefs which brings us, Paul, nicely to the title of this interview, which is, “How to Break the Invisible Boundary of Limiting Self Beliefs”. Paul is going to share with us how to do that in just seven minutes. Paul, thank you for rocking up. Our time starts now, sir. Question number one is who is your ideal client? Paul Martinelli 01:00 Nice, happy, rich people. I want to work with people who are nice, people who are happy, and people who are not going to beat me up on price and who have a vision, who want to be, do and have more in their life. Tom Poland 01:13 Perfect! So question number two, thank you for that. Very succinct. What's the problem you solve for the happy, nice, rich people? Paul Martinelli 01:20 I think what I do is I interrupt the story. You know, everybody wants to be, do, and have more. It's who we are as a spirit to beat. And there's a story that interrupts us seeking out, living our full potential. Now that story could be like mine. I'm a high school dropout. I'll never amount to anything. Now, I went on to generate, you know, three-quarters of a billion dollars worth of sales in five multimillion-dollar companies. So the story is not the truth. And so when I think I'm probably the very best in the world at doing is helping people think differently, challenging the boundary that they've set for themselves on income, on relationship, on health, on happiness, on whatever it is. We can be, do and have much more than the results of our life we indicate we can have. Tom Poland 02:07 Perfect, thank you for that. Paul, six minutes left. Question number three is what are the typical symptoms that these folks are going to be experiencing? What's going on in their life or their business or their relationships or in their head that they think, “Well, gee, I need to find out more about what Paul's up to”? Paul Martinelli 02:22 Look, there are seven levels of conscious awareness, how we think, and make decisions in our lives. And when we operate from the lower levels of conscious awareness, we're bound to screw things up. So the lowest level of awareness, symptoms of people are, you know, they're blaming other people. “See what you made me do”, “He made me mad”, “They upset me”, “It's the boss's fault, the economy's fault, government's faults.” Everybody else's fault, but you. So it's people who know in their heart, they know in their heart, that they haven't really stepped into the full responsibility of their life. And they're living at this fourth level of awareness, which is “aspiration”. This is where they aspire to be, do, and have things, but they never get around to it. “One of these days, I'm gonna..” “I'm going to spend time with my family”, “I'm going to go to church”, “I'm going to start the business”, “I'm going to go back to school”, “I'm going to learn a different language.” They speak the language of aspiration. And what's worse is they've built a network of people who make it safe for them to quit. Who says they're sorry, “Hey, you gave it a good shot”, “Hey, you give it a good shot.” So you know, the symptoms for me is, if everything's the same if people who know you and haven't seen you for a year come up to you and say, “Geez, you haven't changed a bit!” That's a problem. Tom Poland 03:34 Well said. Alright, thank you, sir! We've got- let's go to question number four, and we got four minutes left. What are some of the common mistakes that people make when they're trying to break out of the rut that they're in, these self-limiting beliefs? What would you say are some of the biggest mistakes they make? Paul Martinelli 03:47 They think in reverse. They look at their results, and they allow their results to be the cause of their lives. “I can't have my dream…” because of these results: because they don't have the time, because they don't have the money, because they don't have the support, because my wife doesn't believe in me. Because, because, because! Emerson said that the law of all laws is the law of cause and effect, and in a universe governed by creative force. And we are, as far as we know, we are the only intelligent species that can create beyond our conditions and circumstances. We were designed to be causative. Not to live on the side of effects of our lives, but to be the cause. And the mistake people make is they look at their results. And they think their results are an indication of their potential. It's a reflection of their awareness of their potential. And as they expand the awareness of their true, infinite, God-given potential, then they have the belief that drives the behavior to change the result. Stop thinking in reverse! Tom Poland 04:50 Inspirational stuff, and so true too! So thank you for that, sir. Three minutes left. And question number five. Let's talk about a top tip, kind of like a valuable free action, probably not going to solve the whole problem of folks, but it might take them a step in the right direction? Paul Martinelli 05:04 Look, “how” is overrated. The Wright brothers didn't have a pilot's license. They didn't know how to build it. They didn't know how to fly it. Once they got it in the air, they did not know how to land it. So if you think you're going to need to know how to do whatever it is that you want to do, perish the thought! You don't know how to do anything. You don't even know how to stand up out of the chair. If what you would do is you would start to move and you tell me what you did. You don't know how to do anything. The model is very simple– try and fail and learn. Try and fail and learn! And so if I could give one piece of advice is understand that “how” is over related. You don't need to know how, you need to know why. See, Saul didn't know how, he knew why. Jarvik didn't know how, he knew why. Edison didn't know how, he knew why. Tom Poland 05:53 And figured it out along the way. Paul Martinelli 05:55 You bet. Tom Poland 05:56 Thank you, sir. Question six, let's give people a valuable free resource. Where can folks go to find out more about your work and more inspiration, more ideas for moving forward? Paul Martinelli 06:07 Thanks so much. The easiest thing is to go to my website, Paulmartinelli.net. And sign up for my free daily thought that puts you on my mailing list. And I'm always releasing free stuff. Or go check out my YouTube channel, Paul Martinelli, there are all kinds of free content there! Tom Poland 06:23 And, folks, Martinelli is M-A-R-T-I-N, Martin, E, double L, I. So Paulmartinelli.net, or the YouTube channel. Thank you for that, sir. 70 seconds left, heaps of time. Question number seven, what's the one question I should have asked you but didn't? Paul Martinelli 06:39 I think what's the biggest mistake when people make when they set goals? I'll give you three or four of them. I think one of the things is that you know, we plan too much, and then we fall in love with the plan. You're a creative being and where your focus goes, your energy flows. And if all of your passion and energy is attached to a plan, the Buddhist religion tells us that the source of all suffering is attachment. If we become attached to the plan, and the plan starts to fail, we surrender the goal. We lower the goal to match the plan. Another mistake is we think that the goal is so worthy, that this is some high aspiration, and we fail to recognize that you're going to trade your life for it. It had better be a worthy goal. It's not whether you're worthy of the goal. Is the goal worthy of you? Because if it's not, you will pay the price. Last, you don't need to get the goal. You've already got it! Tom Poland 07:33 Paul Martinelli, thank you so much for your time. Paul Martinelli 07:36 You're welcome. Tom Poland 07:38 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how to overcome that tech overwhelm feeling and find the best and right digital marketing system for you Learn why you shouldn't be focusing on attracting everybody and instead focusing on your specific target audience Understand why knowing first who really is your ideal client and their pain points is important when finding the right marketing strategy Resources/Links: Wanting to Learn How to Launch Your New Digital System in the Fastest Possible Time? Find out more on how you can get more leads and sales by enhancing your digital marketing: www.sharonxhenderson.com/free-digital-marketing-system Summary Have you been struggling with getting more leads and sales that it just seems impossible to get the clients and profit you ever so wanted? Are you looking for the right marketing strategy that will help ease your tech pain and confusion? Do you want to learn how you can launch the new digital system that will promise you better clients, better profit in a shorter time? Sharon Henderson has an award-winning digital marketing agency that helps coaches generate more leads and sales through cohesive digital systems that include a website, sales funnels, automation, and more. In this episode, Sharon talks about the new and best digital system that could be the answer to your marketing and sales problems. She also shares her insights on what you should ask yourself and reflect on to further learn more about your target audience and use that information to enhance your marketing system. Check out these episode highlights: 01:14 – Sharon's ideal client: “My ideal client is a coach or consultant who's either just starting out and needs systems for whether you have the ROI entry-level method for them. And we have the ROI full methods for those that are established, coaches and consultants.” 01:39 – Problem Sharon helps solve: “Well, a lot of our clients have major tech overwhelm. They want to do what they love doing. They don't want to be having to fiddle with all the technology.” 02:14 – Typical symptoms that clients do before reaching out to Sharon: “So it's often coaches and consultants. Quite often, they've come through the institute, the Coaching Institute, and what is focused on there, in terms of marketing, is very, very limited.” 03:23 – Common mistakes that people make before they find Sharon's solution: “The biggest one is that they cast the net far too wide. They try to attract everybody. And if you do that, then you're going to end up not attracting anyone, and certainly not people that you want, the people that you want to serve who can afford you and value your services.” 05:02 – Sharon's Valuable Free Action (VFA): “The first thing that they need to do is have a look at their current presence and ask themselves, do they know with real certainty who it is that they want to serve? And are their existing marketing efforts really tailored for that?” 05:30 – Sharon's Valuable Free Resource (VFR): Check out Sharon's Digital Marketing System Offer: www.sharonxhenderson.com/free-digital-marketing-system 07:02 – Q: Why is my offer such a great investment? A: The system combined with a great design that we also infuse into everything that we create is going to promote their personal brand as a coach or consultant and they just work. The systems work. Tweetable Takeaways from this Episode: “If you apply the right kind of digital marketing strategies, then your clients will have high-quality customer journey that they need.” -Sharon HendersonClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Sharon Henderson. Sharon, a very warm welcome. Thank you for turning up and whereabouts are you hanging out? Sharon Henderson 00:25 I'm hanging out in Auckland in New Zealand right now. Tom Poland 00:28 The city of sails and the city of four seasons in one day, and my hometown, in fact. Beautiful part of the world when you're on a lockdown, which you will be soon, actually? Let's not go there. Alright. So for those who don't know Sharon, she's an award-winning digital marketing agency. She helps coaches generate more leads, and more sales through cohesive digital systems including websites, sales funnels, automation, and more All that stuff that we know works so well but gives us headaches to sort out. That's the stuff that Sharon is an expert in! The title today is, “How to Get More Leads and Sales for Your Coaching and Consulting Business”. Sharon's going to share with us how to do that in just seven minutes. Sharon, our seven minutes starts now. Question number one, who is your ideal client? Sharon Henderson 01:14 My ideal client is a coach or consultant who's either just starting out and needs systems for whether you have the ROI entry-level method for them. And we have the ROI full methods for those that are established, coaches and consultants. Tom Poland 01:31 Perfect! Segmented marketplace. Question number two, six and a half minutes left, what's the problem you solve for them? Sharon Henderson 01:39 Well, a lot of our clients have major tech overwhelm. They want to do what they love doing. They don't want to be having to fiddle with all the technology. So we take all that tech to overwhelm away from them. And in return, we hand over a digital marketing system that's generating leads for them and converting those leads into venturing, Tom. Tom Poland 02:00 Beautiful! Question number three, thank you for that. Six minutes left. Typical symptoms. So someone who needs your services, but hasn't gotten them yet, what's going to be going on their business? Kind of what's the heads up that they would go, “Yep, that's happening to us. I need to talk to Sharon”? Sharon Henderson 02:14 Okay. So it's often coaches and consultants. Quite often, they've come through the institute, the Coaching Institute, and what is focused on there, in terms of marketing, is very, very limited. So they come out into the world, and then they need to generate leads and convert leads, and they don't have the systems or the knowledge in place. So that's where we help them. We help them develop a strategy, a marketing strategy. And then we build the systems that enable them to go forth and attract their dream clients. So that's what we're essentially doing. And another is taking away the tech overwhelm for them in the process, Tom Poland 02:52 Right. Because they want to work with people not with bits and bots and- Sharon Henderson 02:55 Exactly. Absolutely! Tom Poland 02:56 So they probably have a 10 out of 10 services they're offering but it's trapped in 2 out of 10 marketing, by the sound of it. And so let's talk about, I mean, these are people that have gone out on their own. They're assertive. They're growth orientated. They want to help other people. They want to get more clients in. They're going to be trying stuff. So question number four, and we've got five minutes left, what are some of the common mistakes that you see, coaches themselves, making prior to finding your solution? Sharon Henderson 03:23 The biggest one is that they cast the net far too wide. They try to attract everybody. And if you do that, then you're going to end up not attracting anyone, and certainly not people that you want, the people that you want to serve who can afford you and value your services. So the first thing they have to do is develop a client avatar. They need to know who it is that they want to serve. What are their pain points? What are the solutions that they can offer them? These things are absolutely crucial. And the majority of the clients that come to us haven't figured that out, that's what we help them figure out. Because until they can do that, we can't get the messaging right to attract the people that they need to attract. So that's one of the biggest. And then another really big mistake that people make is that they go and pay someone to build a pretty site for them without having any personal brand that's been created. And so they do things the wrong way around. They pay for the site, and then they often get someone who just makes something that looks aesthetically pleasing but doesn't actually have in place the customer journey that is required to snag those times. And that's where we come in and we help people to become more- Tom Poland 04:38 So nice website, no traffic. Kind of like having a beautiful full-color 4k neon billboard sitting in the middle of the Sahara Desert. It Costs you a lot but ain't doing much. Sharon Henderson 04:48 Exactly! Tom Poland 04:49 Thank you for that. Question five, three minutes left. What I'm after here is valuable free action like a top tip. It's not going to solve the whole journey, they'll need you for that, but it might take them, might start them in the right direction? Sharon Henderson 05:02 Okay, so the first thing that they need to do is have a look at their current presence and ask themselves, do they know with real certainty who it is that they want to serve? And are their existing marketing efforts really tailored for that? Are they really the people that they want to reel in? Tom Poland 05:20 Great questions. Thank you for that. Question six, two and a half minutes left, what's a valuable free resource? Where can we direct people so that they can find out more about how to do all this? Sharon Henderson 05:30 Well, the URL, I think you're going to share with them. But what we are offering right now is something that retails for $497. And we're offering it to your audience for free and it is a digital marketing system, a complete one! It comes with a website and four sales funnels, and email sequences. It's a whole shebang! So what they essentially do is they just fill in the blanks with their information, upload their images, and away they go! They have an entire system ready to go and get the whole thing set up in less than a day that we pay our mind into. So that's what we're offering. Tom Poland 05:30 Super! Thank you. Sharon Henderson 05:33 And we also have a membership area that takes them through and explains everything that they need to do in order to customize the system. We're actually on hand, as well, and dedicated, and a support ticket support system if they get stuck. Tom Poland 06:32 Thanks, Sharon. So the URL, folks, is www.sharonxhenderson.com/free-digital-marketing-system, hyphens in between those words. Free-digital-marketing-system. The link will be below the video if you're viewing this through a video. If you're on our podcast, Sharonxhenderson.com/free-digital-marketing-system. One minute left. Thanks, Sharon, for that generosity! Last question, one minute, what's the one question I should have asked you but didn't? Sharon Henderson 07:02 Basically, why is my offer such a great investment? And I'm not just talking about the template here, because people often want custom solutions or they want it done for them. So the reason that this and what we create, the ROI method, that I have found and why that is such a great investment is very simple. The system combined with a great design that we also infuse into everything that we create is going to promote their personal brand as a coach or consultant and they just work. The systems work. If you apply the right kind of digital marketing strategies, then your clients will have the high-quality customer journey that they need. And often my clients make their initial investment back in one or two months and my systems are designed to handle six figures per month. Tom Poland 07:52 Perfect! Sharon Henderson, thank you so much for your time and your insights. Tom Poland 07:58 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how to generate more well-paying clients through the right marketing hacks for your business online Learn why you should stop selling your product to your clients and understand your clients more Understand why having motivation is an important thing in growing out your business Resources/Links: Wanting to Up Your Marketing Game On and Get the Clients and Profits You've Always So Deserved? Find out what marketing hacks should you be doing to awesomely grow your business: Suttidayang.com Summary Have you been feeling overwhelmed with marketing that it just seems impossible to get more new clients? Do you feel like your marketing strategies aren't just working anymore? Are you ready to find out the promising marketing hacks and secrets that will bring you more new clients and more profit? Suttida Yang is an entrepreneur and digital marketing enthusiast with a passion for helping businesses push for growth. In this episode, Suttida Yang talks about how you can sell fast and gain more by putting up the right content online for your target audience. She also shares why, in marketing, you shouldn't be selling your products to your clients and understand them instead. Check out these episode highlights: 01:31 – Suttida's ideal client: “It's exactly what's in the title, B2B SaaS companies. And typically, they, you know, I'll work with companies who just received seed funding through a VC, or angel investors well into, you know, companies that have now surpassed their Series C funding.” 02:38 – Problem Suttida helps solve: “The number one thing is, typically, around lead generation, demand generation. So the need to attract the right audience that's going to actually adopt the product.” 03:14 – Typical symptoms that clients experience before reaching out to Suttida: “I think the biggest thing is a lack of growth. And I would say the primary thing is wasted marketing dollars. That's without any sort of accountability to show this is what we spent, this is what we received in return.” 04:07 – Common mistakes that people make before they find Sittuda's solution: “I think this is a little bit you have to think about it as like America and more so than a sprint itself. And I understand in their world, time is money, and they have a limited amount of that as well, which then cuts back on the time.” 05:05 – Suttida's Valuable Free Action (VFA): “I would say, I eat my own dog food. Do what I did, which is write really, really valuable content that showcases your expertise and the problem that you solve in the marketplace. And, you know, learn how to distribute that properly.” 05:54 – Suttida's Valuable Free Resource (VFR): Check out Suttida's Website: Suttidayang.com 06:29 – Q: What motivates me to continue doing what I do? A: It's all about ensuring that you're doing something you love that you jump out of bed every morning, excited to do and that you're actually making an impact on not just your lifestyle, but your community and larger than that. Tweetable Takeaways from this Episode: “The most important thing is to bring value to your target audience. And the best way to do that is when, whether you're pushing out a piece of content or advertisement, it's to not try to sell them.” -Suttida YangClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you as ever from little Castaways Beach in Queensland, Australia, joined today by Suttida Yang. Suttida, good day from down under. A very warm welcome. Where are you hanging out? Suttida Yang 00:24 From Denver, Colorado. Tom Poland 00:26 Yeah, and as the same, before, two years, there's something in the water over there. We have so many clients in that part of the world. I guess it's a nice place to live. Suttida Yang 00:33 I think it's the mountains! Tom Poland 00:35 Yeah, the mountains! Yeah. Hard to beat particularly- Suttida Yang 00:38 And the dry weather! Tom Poland 00:40 Right. Because of the altitude. Suttida Yang 00:42 Sure. Tom Poland 00:43 Good combo! And also the culture there, is, I've heard amazing things about the culture, the open-mindedness and the care and concern that people have. Anyway, enough of Denver. Let's get on with the interview! So Suttida is an entrepreneur and a digital marketing enthusiast with a passion for helping businesses push for growth. Very interesting background because she works with this big tech corporate, sorry, work for corporate tech, got taken over by Google and decided to branch out on her own, and has never looked back. So her specialty, which is incorporated in the title, is, “How to Grow a B2B SaaS Company and Generate More Growth”. And so if you're a B2B SaaS company, this is gonna be right in your wheelhouse. But if you're not, you're still gonna get some ideas. So Suttida, our time starts now. Question number one, who is your ideal client? Suttida Yang 01:31 So it's exactly what's in the title, B2B SaaS companies. And typically, they, you know, I'll work with companies who just received seed funding through a VC, or angel investors well into, you know, companies that have now surpassed their Series C funding. Tom Poland 01:48 Perfect! Suttida Yang 01:49 Yes. So it's typically just in the B2B SaaS. We don't have a specific, like, company size, but those are the companies that tend to come to us because they're really looking for- Tom Poland 01:58 Right. And I'm interested and intrigued- B2B, business to consumer, as much. Is there a reason for that? Suttida Yang 02:04 You know, as a marketer, you should know your target persona before you launch your company, right? Or you should have an idea of who they are. But I think for me, it just happened that way. I was blogging for two years straight about digital marketing strategies. And funny enough, at that time, back in 2010, 2011, C-level executives started reading my blog posts, and they would reach out and they just happen to be B2B SaaS. Tom Poland 02:30 Alright. And they are very different markets and very different psychologies. Thank you for that. Six minutes left. Question number two is what's the problem you solve for them? Suttida Yang 02:38 The number one thing is, typically, around lead generation, demand generation. So the need to attract the right audience that's going to actually adopt the product. And then once that actually takes place, instituting the right processes, tools, and even expertise to track and measure everything so they can understand overall ROI. Tom Poland 02:57 Sounds like a pretty deep rabbit hole. Suttida Yang 02:59 Yeah. Tom Poland 02:59 You know, a lot of complexities, a lot of things to it, a lot of things you bring together in one place to make it all work. So let's go to question number three, and we've got five minutes left. What are some of the typical symptoms that your ideal clients are experiencing in their business before they reach out and start working with you? Suttida Yang 03:14 Right, I think the biggest thing is a lack of growth. And I would say the primary thing is wasted marketing dollars. That's without any sort of accountability to show this is what we spent, this is what we received in return. Tom Poland 03:32 Right. So it's like, “Yeah, 50% of our marketing is working, we just don't know which 50% it is.” Or maybe not even that, “Let's spend some more money at it” and after a while that, the money starts running out. So we're talking, our question number four, four and a half minutes left. We're talking about very assertive growth-oriented organizations that are really determined, really committed. So they're going to be trying a lot of stuff, probably before they find your more effective solution. What are some of the common mistakes, therefore, that you see these B2B SaaS marketers making? Let's save some people some time and some money by telling them what they should avoid. Suttida Yang 04:07 Yeah, I mean, I think this is a little bit you have to think about it as like America and more so than a sprint itself. And I understand in their world, time is money, and they have a limited amount of that as well, which then cuts back on the time. I think the most important thing is to bring value to your target audience. And the best way to do that is when, whether you're pushing out a piece of content or advertisement, it's to not try to sell them. I think people are pretty tired of being sold to, and authenticity plays a huge role in ensuring that you're attracting the right audience. Tom Poland 04:41 Isn't it amazing that you know, transparency, authenticity, honesty can be such a huge differentiator? Suttida Yang 04:47 Absolutely. Yeah! Tom Poland 04:48 It's just like- yeah. And it's great that it is. It's great that the opportunity is there. So question number five, and we've got three minutes left, one valuable free action. So this is kind of like a top tip. It's not going to solve the whole problem for people, but it might take them a step in the right direction? Suttida Yang 05:05 Yeah, I would say, I eat my own dog food. Do what I did, which is write really valuable content that showcases your expertise and the problem that you solve in the marketplace. And, you know, learn how to distribute that properly. Because when you do, or make sure that it's distributed in places where your target audience exists, and it's the presence and your ability to actually start conversations with them. And then engaging with them is going to be a lot higher. Tom Poland 05:35 I want to buy your book. I don't know if you've written one yet. But as soon as you do, I'm going to buy it! Suttida Yang 05:39 Okay. Sounds great! Tom Poland 05:41 I'm pretty sure it'll be- Suttida Yang 05:41 Give me a good publisher. Let's get this going, Tom! Tom Poland 05:44 I'm pretty sure it'll be a New York Times bestseller. Two minutes left. Thank you for that. Question number six, one valuable free resource. Where can people go to find out more about your work? Suttida Yang 05:54 Well, obviously I throw on my website, right? Suttidayang.com. I blog a ton. I have about 15,000 entrepreneurs and marketers who are subscribed to my email list. And I just love providing valuable free resources that other entrepreneurs and marketers alike can take advantage of. Tom Poland 06:12 So there's a wealth of information there, folks. So S-U, double T, I-D-A-Y-A-N-G.com. Go get it. Thank you for that, Suttida. question number seven, and we've got 90 seconds left. What's the one question I should have asked you but didn't? Suttida Yang 06:29 So I'm really focused on work, but, I think, one of the most important things is what motivates me to continue doing what I do. And I think this should apply to anybody that's, you know, listening in today. And it's all about ensuring that you're doing something you love that you jump out of bed every morning, excited to do and that you're actually making an impact on not just your lifestyle, but your community and larger than that. Tom Poland 06:55 Beautiful! Suttida Yang, thank you so much for your time, your insights, and your experience well beyond the years of your life here on earth. Suttida Yang 07:03 Thank you, Tom. Take care. Tom Poland 07:06 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how to work your way online and gain more exposure with the top search engines like Google, Yahoo, and Bing Learn why Search Engine Optimization is more than just looking for the right keywords Understand what you should be avoiding when wanting to gain more traction, more traffic, and more clients to your website Resources/Links: Wanting to Find Out How to Stay On The Top Online and Bring Traffic Into Your Website? Learn how to make the most out of Search Engine Optimization and rank up your site online: www.ThisIsMySouthBay.com Summary Have you been trying to get more traffic into your website but just end up struggling and putting in more money? Do you feel like your competitors are getting your clients while you're being the world's best-hidden gem? Are you ready to change your online exposure and rank up on the search engine rankings with the power of Search Engine Optimization? Eric Seropyan is the owner of This Is My South Bay, a digital marketing agency located in the South Bay region of Los Angeles. His agency specializes in helping small-to-midsize businesses gain exposure online with a variety of digital marketing strategies. They are an agency that focuses on driving traffic to their clients' websites utilizing the power of search engines and optimizing websites to be ranked organically. In this episode, Eric shares what Search Engine Optimization can do for you and your business online and how to change Google's way of seeing you. He also talks about what are the things you should stop doing when wanting to rank up in the search engine rankings. Check out these episode highlights: 01:18 – Eric's ideal client: “. Our ideal client is someone that has a product or service that they're looking to market on a local level through Google, Yahoo, Bing search engines.” 01:35 – Problem Eric helps solve: “The problem we solve is basically to create some kind of structure in order to get the search engine's attention. And that involves some creativity. It involves consistency and know-how.” 02:04 – Typical symptoms that clients do before reaching out to Eric: “So there are a lot of people that have tried this, to try to do SEO on their own. They've tried to farm it out overseas. They've tried to, you know, people that they know, their relatives, and so on.” 02:53 – Common mistakes that people make before they find Eric's solution: “The big one is that, especially with Search Engine Optimization, you don't pay for the traffic that Google sends over to you. So Google is not obligated to do anything for you. So you have to think of Search Engine Optimization almost like a long game.” 04:44 – Eric's Valuable Free Action (VFA): “You want to make sure that you do some sort of keyword research. So that you're not just targeting keywords that you don't know what you're targeting. And so there's a free tool called ‘Google Webmaster Tools'.” 05:44 – Eric's Valuable Free Resource (VFR): Check out Eric's Website: www.ThisIsMySouthBay.com 06:46 – Q: What do I need to do to get ranked? A: You want to avoid anything to do that is not organic. So for instance, if you're doing a link-building campaign, you need to make sure that it's not, you know, suddenly, you don't have 1000 links coming in when you didn't have anything with reputation management. Tweetable Takeaways from this Episode: “You have so many competitors out there that have already claimed that real estate online with Google, you have to consistently and proactively go after that.” -Eric SeropyanClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia. And just across the other side of the pond is Eric. Eric, good day, sir! A very warm welcome from down under. How you doin'? Eric Seropyan 00:24 Thank you, Tom. Thanks for having me. I'm doing well. Tom Poland 00:27 Hands across the water from across that little stretch, or that swimming pool, we call the Pacific Ocean. For those of you who don't know Eric Seropyan, he owns This Is My South Bay. It's a digital marketing agency located in the South Bay region of Los Angeles. His agency specializes in helping small-to-medium-sized businesses that, you, listener, gain exposure online with a variety of digital marketing strategies. They're an agency that focuses on driving traffic to their client's websites using the power of search engines and optimizing websites to be ranked organically. And this is the practice, of course, which we know as Search Engine Optimization or SEO. It's a very powerful lead generator. It could be the answer to your marketing prayers. And Eric is going to share with us, in less than seven minutes, “How to Start Your SEO Journey”. Eric, our seven minutes starts now. Sir, who's your ideal client? Eric Seropyan 01:18 Alright, so we'll do this in seven minutes. Our ideal client is someone that has a product or service that they're looking to market on a local level through Google, Yahoo, Bing search engines. Tom Poland 01:32 Perfect! Thank you, sir. And, question number two, what's the problem you solve for them? Eric Seropyan 01:35 The problem we solve is basically to create some kind of structure in order to get the search engine's attention. And that involves some creativity. It involves consistency and know-how. Tom Poland 01:50 Perfect! Thank you, sir. Question three and we've got six and a half minutes left still. Tell us some of the typical symptoms that folks who need your service are going to be experiencing in their business. Kind of their- that's kind of like, you know, a heads up on what's going on so they know they should be reaching out? Eric Seropyan 02:04 Sure. So there are a lot of people that have tried this, to try to do SEO on their own. They've tried to farm it out overseas. They've tried to, you know, people that they know, their relatives and so on. And they've just been frustrated with results. And so, you know, the symptom is that it's just not working. They've spent money. They've spent effort. And you know, their phone's not ringing, or the orders aren't coming in online. As opposed to their competitors, they're doing well. Tom Poland 02:32 That's a pretty easy symptom to notice, right? All this hard work, all this money, and just sort of hearing crickets still. So let's go on to this bridge then, to some of the mistakes that folks are making. We've got five and a half minutes left. Question number four, what are some of the common mistakes that folks make, in trying to get traffic to their website, that you've noticed that maybe we could save some people from frustration? Eric Seropyan 02:53 The big one is that, especially with Search Engine Optimization, you don't pay for the traffic that Google sends over to you. So Google is not obligated to do anything for you. So you have to think of Search Engine Optimization almost like a long game. You know, I have a lot of people that will reach out to me like the week before Mother's Day, and they want a Mother's Day campaign, and it's just not enough time to, you know, get Google's attention. Because you have so many competitors out there that have already claimed that real estate online with Google, you have to consistently and proactively go after that. And that takes, again, time and effort and creativity and consistency to do. Tom Poland 03:37 So often the things that take the longest bear the most fruit and are the ones that are repeatable. Okay, thank you for that. Eric Seropyan 03:43 And that's SEO is something that, over time, will be, probably, you know, our clients' biggest revenue generator, but it just takes time to do. Tom Poland 03:54 You got to get there. Is it also true that once you are there, it's actually harder to get knocked off that position? Eric Seropyan 03:59 Exactly. Once you have things set up, it's difficult for a competitor just to spin up a site, and go, and within weeks or months, just knock you off. It just doesn't work that way. Because Google is almost vouching for you when it ranks you on a search engine. So it's making sure that you know, the user is going to have a good user experience. And a lot of times in life, the great equalizer is time. Tom Poland 04:23 Right! As someone once said, “You don't have to be successful to start, but you have to start to be successful.” Eric Seropyan 04:29 Exactly. Tom Poland 04:30 So question number five, and we've got three and a half minutes left. What's one valuable free action, kind of like a top tip, that someone could- it's a step in the right direction towards effective SEO, not going to get them there to the end of the journey, but it might start the ball rolling? Eric Seropyan 04:44 You want to make sure that you do some sort of keyword research. So that you're not just targeting keywords that you don't know what you're targeting. And so there's a free tool called “Google Webmaster Tools”. You can go in there and you can see, you know, what's happening. The second one is “Google Analytics”. It's a free tool that every website should have. It's free. It's plugged into the backend of your website. So you can see where the traffic is coming in from, you know, what platforms, what part of the city, that country, the world, how long they're staying, how many pages they're staying. You know, all kinds of data that I could spend probably two hours explaining. Tom Poland 05:22 Right. So Google Webmaster Tools, and I imagine you can Google search that, folks, and find it! And Google Analytics for your website, all sorts of free information you can get there. Talking of free, question number six, and we've got two and a half minutes left, a valuable free resource. Where could people go, perhaps on your website, or blog or podcast, or somewhere to find out more about what you do and maybe even get some more top tips? Eric Seropyan 05:44 Sure, if anyone is interested, they could go to my website. It's ThisIsMySouthBay.com. I'm in the South Bay part of Los Angeles. I've grown up there. I live there. But we have clients from around the country and in different countries as well. There are two things they can do. They can put in their email address and their website address and we'll send them a free Search Engine Optimization Report on their website. If they have any questions on SEO strategies or anything like that, they can click on the “Book Now” button and book a 15 minutes appointment with me. And we'll go over I'll answer any questions that they might have. Tom Poland 06:21 Ideal! So folks, if you're interested in Google sending traffic to your website, so you can generate larger email lists and generate sales and new clients, www.ThisIsMySouthBay.com. Get the free website analytics report, book a 15-minute call. Go from there. Question number seven, sir. We've got 70 seconds left. Eric, what's the one question I should have asked you, but didn't? Eric Seropyan 06:46 I guess the question that, you know, I get asked, I sure get asked a lot is, you know, we're trying to get Google's attention in a nice way. Again, they're not obligated to rank us or our clients. But a question that often is not asked is, you know- we get asked, you know, “What do I need to do to get ranked?” The question in reverse would be, “What do I do that upsets Google that I don't get ranked?” Tom Poland 07:11 And can you share a couple of things in less than 35 seconds? Eric Seropyan 07:14 Absolutely! You want to avoid anything to do that is not organic. So for instance, if you're doing a link-building campaign, you need to make sure that it's not, you know, suddenly, you don't have 1000 links coming in when you didn't have anything with reputation management. I have clients that don't have any Yelp reviews or Google reviews, suddenly they have 500, and they don't have any after that. Tom Poland 07:37 God, that's so suspicious. Eric Seropyan 07:37 So you want to make sure that everything looks organic. Tom Poland 07:40 Perfect. Eric, thank you so much for your time and insights. Eric Seropyan 07:43 Thank you for having me. Tom Poland 07:43 Cheers. Tom Poland 07:42 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how you can create more impact on your business and team for only half the drama and less stress Understand why your company can't always depend on you Learn how you can ditch the poor entrepreneur with a decent and rich company and unlock your freedom and fulfill your potential Resources/Links: Wanting to Find Out How You Can Become the Best CEO Your Business and Team Deserves? Learn more about why it's essential for you to have a CEO system in place to create more impact for lesser drama: danielmarcos.co/impact-x-workbook Summary Have you been feeling overwhelmed, anxious, and constantly exhausted when it comes to handling your business? Are you struggling with trying to find the best system for your business that will need less of you? Do you want to know how to become the best CEO your business and team deserve without compromising your freedom? Daniel Marcos is the Co-Founder and CEO of Growth Institute, the leading online executive education company for C-level executives at fast-growing firms. In this episode, Daniel shares how to become the best leader for your business and team without the drama, the stress, and the hustle. He also talks about the importance of having time for yourself while sharing his morning ritual that may help you get your mind and body ready for the day. Check out these episode highlights: 01:07 – Daniel's ideal client: “It's usually an entrepreneur, CEO, that does, at least, have a million dollars in revenue or up. And our ideal client does between $1,000,000 and $50,000,000 in revenue.” 01:19 – Problem Daniel helps solve: “Usually, we think that the more we scale the company things are going to get easier, and they get harder. I've been an entrepreneur for 23 years. I've been scaling companies. And I know how much drama that creates.” 01:53 – Typical symptoms that clients experience before reaching out to Daniel: “They are overwhelmed, working 12 hours a day, six to seven days a week, not having enough cash. And they're having a decent rich company with a poor entrepreneur. We see that a lot.” 03:06 – Common mistakes that people make before they find Daniel's solution: “They build a company that depends on them. They build a company that it's used to for them to go and make rain or save the day. And usually, it feels great because you feel very proud of yourself because you get things done, but you don't have a life.” 03:50 – Daniel's Valuable Free Action (VFA): “The first thing is they have to start with a good morning ritual. I always wake up two hours before my kids or my wife wakes up. And I dedicate two hours for me. I do exercise. I learn something I need to learn every day.” 06:08 – Daniel's Valuable Free Resource (VFR): Check out Daniel's Workbook: danielmarcos.co/impact-x-workbook 06:58 – Q: Why is it important to scale? A: Human beings need to grow. And, by the way, it's not about scaling revenue all the time. It's sometimes about scaling profitability. Tweetable Takeaways from this Episode: “For you to build a great company, you first have to build a great team. And for you to build a great team, you have to become a great leader.” -Daniel MarcosClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Daniel Marcos. Daniel, good day from down under. A very warm welcome, sir. Where are you hanging out? Daniel Marcos 00:22 Thank you, Tom. I'm from Austin, Texas. Tom Poland 00:25 Austin, Texas. Keep Austin weird. I tell you that the number of interesting people that Austin produces is completely disproportionate to the rest of the US. It's a very interesting place. Daniel Marcos 00:36 And it's correct! It's a great town. It's great for entrepreneurs. Amazing entrepreneurs! Tom Poland 00:40 Terrific spot. For those of you who don't know Daniel, he's the co-founder and CEO of Growth Institute, the leading online executive education company for C-level executives at fast-growing firms. And that brings us down quite nicely to the title which is, “How the Best CEOs Make 10x the Impact but with Half the Drama”. Fascinating value proposition! Let's rock and roll. Daniel, our time starts now, sir. Question number one is who is your ideal client? Daniel Marcos 01:07 So it's usually an entrepreneur, CEO, that does, at least, have a million dollars in revenue or up. And our ideal client does between $1,000,000 and $50,000,000 in revenue. Tom Poland 01:16 Perfect. Thank you. So what's the problem you solve for them? Daniel Marcos 01:19 So usually, we think that the more we scale the company things are going to get easier, and they get harder. I've been an entrepreneur for 23 years. I've been scaling companies. And I know how much drama that creates. So I'm helping give freedom to entrepreneurs, so they could really enjoy the ride. Killing a company should be fun, and we help them be able to do that. Tom Poland 01:38 Perfect, well-articulated! Question number three, typical symptoms that your ideal client is going to be experiencing before they find your solution. What's going on in their business? What's going on in their life? It's kind of like, give us a heads up on what they're experiencing that would give them a clue that they need to talk with you. Daniel Marcos 01:53 So they are overwhelmed, working 12 hours a day, six to seven days a week, not having enough cash. And they're having a decent rich company with a poor entrepreneur. We see that a lot. A lot of family issues because they're so focused on a company that they don't have a balanced life. And, usually, they feel all the problems recited to them. Whenever there's drama in the company, they have to save the day. And we try to help them build a team, get the right resource strategy, for them not to save the day every day. They just build a company that operates without them. Tom Poland 02:32 That must feel like quite a transformation for them in terms of the load they're carrying. Daniel Marcos 02:36 Some years ago, I had an- example. A client came to me and said, “Hey, I do $7 million dollars. I have enough money. I just haven't been able to go on vacation for three years. So help me go on vacation.” Tom Poland 02:47 Yes. Okay. Big difference. So we're talking about growth-oriented individuals who already have significant success as evidenced by their revenue. So they're going to be trying stuff to solve these problems. Question four, and we've got five minutes left, what are some of the common mistakes that your ideal clients have made before they find your solution? Daniel Marcos 03:06 They build a company that depends on them. They build a company that it's used to for them to go and make rain or save the day. And usually, it feels great because you feel very proud of yourself because you get things done, but you don't have a life. You don't enjoy the ride! So the first thing we have to do is be able to liberate the entrepreneurs and help them build a company that operates without them. And that's freedom! That's when you really gain freedom. Tom Poland 03:34 Yes, indeed. Perfect! Well described. Thank you for that. Question number five, a valuable free action. So this one's like a top tip that someone could take, take a step forward on the journey towards freedom and more fulfillment and more fun, not going to solve the whole problem, but where could they start? Daniel Marcos 03:50 So the first thing is they have to start with a good morning ritual. I always wake up two hours before my kids or my wife wakes up. And I dedicate two hours for me. I do exercise. I learn something I need to learn every day. If I wake up, turn off the alarm, run, rush to take my kids to school, whatever, go to the office, I'm going to have a lot of drama in my day. I want to wake up and have an amazing two hours, gain a lot of energy, focus, meditate, learn something, get a good cup of coffee. And when my kids and my wife wake up and the day starts, I'm ready to give value to the world. Start with that. But then putting the right pieces together of the puzzle, to have a company that really scales without them. Tom Poland 04:33 Can you tell us a little bit more about those pieces because I'm intrigued when we have time? Daniel Marcos 04:37 So I really believe that for you to build a great company, you first have to build a great team. And for you to build a great team, you have to become a great leader. The best team members or companies want to follow amazing entrepreneurs. And the only way you're going to build a great company is if first, you build a great team. So you have to focus on yourself, then focus on building a team, and then focus on building a company. And then we have built that grid of 48 things of what you have to do in your company to be able to build a scalable company. And here, let me kind of break down this. I've done non-trivial for 23 years. I've scaled companies. But I've been a CEO for the last 30 years. And people always come to me and say, like, “What's the most important book I need to read?” And I were like, “That's like going to a doctor and say, ‘Give me the strongest medicine?'” No! They have to understand why are you here. Your age? All these kinds of things to give you the right prescription. The same thing happens with the business. I believe there are 48 fundamental things you have to do to scale a business. And it depends on a solution on what problem are you having. What stage is your company and the rest? Tom Poland 05:45 Right. Yep. Prescription without diagnosis is malpractice. So same deal. Thank you, sir. Daniel Marcos 05:49 So I help them, give them a map of the 48 things, and they understand when going through the process. They will understand exactly what they have to do at that point. Tom Poland 05:57 So let's talk there. Question number six is all about sharing a valuable free resource. Where can we direct people to so they can find out more, perhaps, about some of those 48 things? Is there a landing page? Daniel Marcos 06:08 There's a PDF workbook that I explained how companies grow in stages like human beings. We're kids, babies, adolescents, now whatever. The same happens with companies. So I explain first how companies go on stages, then how you have to evolve as a leader to be able to scale a company, and I give the breakdown of the 48 things. And that's a free PDF. The link is going to be down here. It's danielmarcos.co/impact-x-workbook. And that will also invite you to a two-hour and a half free video. It's a course that I explained exactly how to go through the process. Tom Poland 06:42 This is comprehensive stuff, folks. And it's well thought out and you can find a lot more about it at danielmarcos.co/impact-x-workbook. Thank you for that, sir. Last question, 50 seconds left, what's the one question I should have asked you but didn't? Daniel Marcos 06:58 Why it's important to scale? Tom Poland 07:00 Why is it important to scale? 40 seconds. Daniel Marcos 07:03 Human beings need to grow. And, by the way, it's not about scaling revenue all the time. It's sometimes about scaling profitability. It's about scaling freedom. It's about scaling your time. Like we have to, as human beings, if we stop growing, we die. We have to feel that we're, all the time, getting better and growing. And we've seen companies that, when we start working with them, a lot of the team members have left because they stopped growing. If the company stopped growing, the best leaders want to live. Tom Poland 07:35 Perfect! Daniel Marcos 07:35 So you have to grow. Tom Poland 07:37 Daniel Marcos, thank you so much for your time and your insights. Daniel Marcos 07:42 Thank you. Tom Poland 07:42 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover why search engine rankings should greatly matter to you and your business's visibility Learn how SEO is ever-changing and is not something to be done by a one-man team Find out how you can spend less to no money on SEO while making the most out of it Resources/Links: Wanting to Know More About Search Engine Optimization and Help Your Business Change Its Visibility Game Online? Learn what are the best digital marketing strategies that can guarantee an up in your search engine rank while spending lesser money and time: getvisible.com/buy-the-book/ Summary Do you often feel like your business isn't gaining much traction and visibility online? Have you been struggling to look for a digital marketing strategy that would best fit your business online? Are you ready to find out the power of search engine optimization for a lesser expense and lesser time? Jason Ciment was, formerly, an attorney and CPA. He runs a digital marketing agency out of Phoenix and Los Angeles that focuses on SEO, Social Media Marketing and Web Design for WordPress and eCommerce powered websites. In this episode, Jason talks about how SEO will guarantee you more clients, more views, and more profit for your business online at a low expense and lesser time. He also shares what are the common mistakes when it comes to starting and handling SEO that you should be avoiding. Check out these episode highlights: 01:03 – Jason's ideal client: “Someone who values their time at $300 or more per hour is my ideal client.” 01:15 – Problem Jason helps solve: “So it's to help them understand that no matter how much they try, they're not going to be as good as our team at getting them ranked on Google or Bing. So the first step in our traffic solution is to get them rankings on the search engines.” 01:50 – Typical symptoms that clients do before reaching out to Jason: “Well, first of all, if they go to Google and type in the search, and they see their competition beating them, that's the first sign they have a problem.” 02:26 – Common mistakes that people make before they find Jason's solution: “So the first thing is they tried to do it themselves, which almost, remember, if my ideal client is the $300 or more per hour earner, they shouldn't be spending time doing SEO. The arbitrage is just too amazing for them.” 03:30 – Jason's Valuable Free Action (VFA): “ So there's one idea, it's called an “expert roll-up”, or a “leaderboard” is another way of understanding it, which gives you the power of two for one action. So if, let's say you, find 10 people in your Rolodex that are good referral sources, or they add to the credibility because you're part of the conversation that they're having online.” 04:36 – Jason's Valuable Free Resource (VFR): Check out Jason's Book: getvisible.com/buy-the-book/ 05:45 – Q: What makes you different or better than people who do what you do? A: Well, first of all, I've lived on the other side of the table as the client for years running an eCommerce business. So I've been an entrepreneur. I've been the guy fighting budgets and figuring out how to do things. Tweetable Takeaways from this Episode: “The algorithm is moving fast. The whole idea of just having a staged set of deliverables to do SEO, that's very, as that song goes, 2008.” -Jason CimentClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Jason Ciment. Jason, good day! Sir, a very warm welcome. Where are you based? Jason Ciment 00:23 I am in Los Angeles, California. Good to meet you! Tom Poland 00:25 It's great to have you here. For those of you who don't know Jason, he's formerly an attorney and CPA, which is pretty amazing in and of itself, double degrees. He runs a digital marketing agency out of Phoenix and Los Angeles that focuses on SEO. For those of you that don't know, that's Search Engine Optimization, so how to get found easily on Google, organically. Also, social media marketing and web design for WordPress and eCommerce powered websites. The title today, folks, you're going to learn, “How to Get Search Engine Rankings Without Spending a Dime”. Jason's going to share with us how to do that in just seven minutes. Jason, sir, our seven minutes starts now. Question number one, who is your ideal client? Jason Ciment 01:03 Someone who values their time at $300 or more per hour is my ideal client. Tom Poland 01:09 Perfect! Thank you. Question number two is what is the problem you solve for that $300 an hour or more person? Jason Ciment 01:15 So it's to help them understand that no matter how much they try, they're not going to be as good as our team at getting them ranked on Google or Bing. So the first step in our traffic solution is to get them rankings on the search engines. Tom Poland 01:30 Perfect. Thank you. So they can get found, get visible and get traffic and get conversions. Jason Ciment 01:36 Exactly. Tom Poland 01:37 Question number three, we've got just under six and a half minutes left. What are some of the typical symptoms that people who need your service, before they get the service, they're going to be experiencing? What's going on in their business? What are their frustrations? How do they know they need you? Jason Ciment 01:50 Well, first of all, if they go to Google and type in the search, and they see their competition beating them, that's the first sign they have a problem. Tom Poland 01:57 Yeah. Jason Ciment 01:58 The second thing may be that just from a reputational standpoint, not necessarily just the lead if they want to own certain phrases, and they're walking in, and they're trying to compete in a conversation, having a top-ranking helps build their credibility as a leader in the industry. Tom Poland 02:15 Perfect. Thank you, sir. So question number four, what are some of the common mistakes that people make in trying to get found on the internet before they find your solution? Five and a half minutes left. Jason Ciment 02:26 Right. So the first thing is they tried to do it themselves, which almost, remember, if my ideal client is the $300 or more per hour earner, they shouldn't be spending time doing SEO. The arbitrage is just too amazing for them. But the most common mistake is thinking that they understand SEO because they're using tactics that they read about years ago. And they think, “Okay, I gotta get keywords. I got to get some rank, some backlinks to my site.” And they just don't understand that the algorithm has 3000 ranking factors. The algorithm is moving fast. The whole idea of just having a staged set of deliverables to do SEO, that's very, as that song goes, 2008. Tom Poland 03:09 Amen to that! I've learned that from experience. You got to have an expert looking at this stuff, folks. You can't expect to do SEO yourself. So let's talk about- let's flip on to question number four with four and a half minutes left. Plenty of time! One valuable free action. Well, it's like a top tip. They're gonna need you to solve this problem, but what might be a step that'll take them in the right direction? Jason Ciment 03:30 So there's one idea, it's called an “expert roll-up”, or a “leaderboard” is another way of understanding it, which gives you the power of two for one action. So if let's say, you find 10 people in your Rolodex that are good referral sources, or they add to the credibility because you're part of the conversation that they're having online. If you approach the 10 of them with a question, ask them to give you an answer, you can create an article. If they give you a video answer, you can create a video out of that. And you can put together an article that you're not only posting on your website, but you're distributing it to those 10 people who will redistribute it to their own audiences and their own social channels. So you're getting, potentially, a backlink, credibility, and exposure all from what takes, maybe, two hours. Tom Poland 04:22 Very, very clever! Scalable solution. So question number five, thank you for that, sir. Question six, I should say, where can people go to find out more about how to do all this and how to reach out to you as well. A valuable free resource, three and a half minutes left. Jason Ciment 04:36 So I wrote this book, “I Need More Clients” a couple of years back. So if they go to the website for our company called Get Visible, they go to getvisible.com/buy-the-book/, buy-the-book. They can, first of all, sign up for my newsletter which is very unique and peculiar. And in one sense it's about marketing, but really, it's about gaming the system. It's almost like you wrote in the 1970s about taking on the man. So we're taking on the dollar bill. How do we stretch that dollar and compete against the big gorillas? So there's always something in my newsletter that is- it's a- what do you call it? A life hack on business. So on top of it, if you email me through that, I can send you a copy of the book. You don't even have to buy it on Amazon, I'll send it to you personally. Tom Poland 05:24 So, folks, go to getvisible.com/buy-the-book/. Sign up for the newsletter. Get the book or email Jason, and you'll get a free copy. Thanks for that, sir. We've got two minutes left, so plenty of time for the last question, which is, what's the one question I should have asked you but didn't? Jason Ciment 05:45 I think the question we get asked the most in a service business, and maybe you get it as well, is “What makes you different or better than people who do what you do?” Because people try to commoditize service providers all the time, and they forget, like in the car business, you can get from here to there, but do you want to drive a Hugo? Or do you want to drive a Mercedes? Or do you want to drive a Tesla? So it's not just a means to an end. The means are very important. So in regard to what we do, why do we think we're different? Well, first of all, I've lived on the other side of the table as the client for years running an eCommerce business. So I've been an entrepreneur. I've been the guy fighting budgets and figuring out how to do things. So I say what we've tried to do is create transparency in the business. So instead of giving a black box and saying pay us five grand a month, we lay out the details about what's involved, how much for the content, how much for spending efforts to acquire backlinks, how much to do what we call correlation analysis. So I think the difference is more about attitude and relationship and about skills because a lot of people have the skills but do they really know how to apply those skills that your budget level is? That's another aspect of it. So hopefully that answers your question. Tom Poland 06:59 Does indeed. Jason, thank you so much for your time and your advice. Jason Ciment 07:03 Thank you. Tom Poland 07:05 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Understand why your individual brilliance isn't enough when it comes to scaling up your business Find out how you can achieve the “business owner joy” that can guarantee help in growing your business profitably and sustainably Learn what are the three components that you should watch out and work on to achieve business growth Resources/Links: Wanting to Find Out How to Put Joy Into Your Business, Smile on Your Clients' Faces, and More Profit on Your Pocket? Learn out how to scale your business using your own individual brilliance: www.abundance.global Summary Do you have all these life and business goals but feel like you've been stuck at a business plateau? Have you been wanting to know how to scale up our business fast and sustainably? Are you ready to know more about how you can generate more clients, more profit, and more joy in your business? Dr. David Dugan is a highly sought-after Business Coach, Mentor, and Co-author of “Bullet Proof Business”. He has personally guided over 2000 business owners towards a better lifestyle. In this episode, Dr. David talks about how you can grow out your business sustainably and profitably through achieving the “business owner joy”. He also shares what are the top three common mistakes that you should be stopping or avoiding that can affect your business and self-growth. Check out these episode highlights: 01:25 – David's ideal client: “Ideal clients are entrepreneurs or business owners who have well-established businesses. They've got a proven concept. So they're already good at what they do.” 01:48 – Problem David helps solve: “The biggest challenge that we see for the well-established business is the question they ask themselves, “How do I scale my business?” and not really scale it, because no one's going to grow or scale their business into the plain.” 02:38 – Typical symptoms that clients do before reaching out to David: “Well, I'd like to start with a little bit of a story. Because in the business world, when you do an amazing job at helping tell a different story that– you know, you've heard it even in the last 12 months, there are business owners who have really struggled over the last year.” 04:52 – Common mistakes that people make before they find David's solution: “Three things that really stand out to me. Number one is they don't know how to read the scoreboard of business.” 06:11 – David's Valuable Free Action (VFA): “I think the first thing is what we've talked about right now, Tom, is to be intentional. Be intentional around your business. And then there is, even though, initially, I can seem a little bit warm and fluffy, there's a real specific structure.” 07:06 – David's Valuable Free Resource (VFR): Check out David's Website: www.abundance.global 07:44 – Q: How do you choose the best coach, someone to support you? A: And that is making sure they've got results and they can help you in what you're doing. Results-based. Tweetable Takeaways from this Episode: “Be intentional around your business.” -David DuganClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach here in Queensland, Australia, joined today by David Dugan. David, good day, sir. Welcome. David Dugan 00:22 Good day, Tom! Tom Poland 00:22 Where are you hanging out? Where are you calling in from? David Dugan 00:24 I mean, Brisbane, so just down the road from your place. Tom Poland 00:27 Bris-Vegas, as we call it here. Voted on more than one occasion the world's most livable city, by the way, folks, so nice part of the world to be in. For those of you who don't know David, he's actually Dr. David Dugan. He is a highly sought-after Business Coach. He's got a global business. He's a mentor and co-author of “Bullet Proof Business”. And he's personally guided over 2000 business owners and entrepreneurs to create a better lifestyle and a better business. So brings us nicely, David, to the title of this interview which is, “How to Generate More Clients, More Profit and”- drum roll, “More Joy in Your Business”. And personally, I just love the fact that we've got someone out there like David who's injecting joy into business because so many people feel like their business is a grind. And it doesn't have to be that way. So in seven minutes, David is going to share with us how to transform your business into one that gets more clients, more profit, and more joy. David, our time starts now. Sir, question number one, seven minutes, who is your ideal client? David Dugan 01:25 Ideal clients are entrepreneurs or business owners who have well-established businesses. They've got a proven concept. So they're already good at what they do. That's the first part. The second part is they have a very high commitment to growth– growth in themselves, and especially growth in their business, Tom. Tom Poland 01:41 Beautiful! And why wouldn't you want to grow both yourself and your business? Question number two, six and a half minutes left, what's the problem you solve? David Dugan 01:48 For, I think, the biggest challenge that we see for the well-established business is the question they ask themselves, “How do I scale my business?” and not really scale it, because no one's going to grow or scale their business into the plain. And that's the biggest thing and people hit this plateau. So the problem we solve is we help people to scale their business to create a true asset that can work without them. And without having to jump on the flavor of the month, marketing thing, or being overstressed, or running out of cash, but how to do it sustainably and profitably. Tom Poland 02:19 And joyfully, by the sound of it! David Dugan 02:21 And joyfully, well it's a big deal, exactly. Tom Poland 02:23 So six minutes left, sir. Question number three, what I'm up to here are the typical symptoms that your ideal clients experience before they start working with you. What's going on in their life, or their business that might give listeners here a bit of a heads up that they should find out more about what you do? David Dugan 02:38 Well, I'd like to start with a little bit of a story. Because in the business world, when you do an amazing job at helping tell a different story that– you know, you've heard it even at the last 12 months, there are business owners who have really struggled over the last year– the uncertainty of business, how to get leads, there's a why what you do, what you do, how to lead their team and how to get more cash flow. Then there are other people that because of the industry they're in, they've really cranked it. They've done really, really well. What ends up happening, though, is they get to a place and go, “Oh, my hell! You know, what am I doing here? I've got a bit of an imposter syndrome.” And then they start struggling to lead their team. They start to feel overwhelmed with all the things that they need to do. I think it's time we tell a different story, a story of hope, a story of confidence, and a story of true sustainable success, and what we talked about, which is “business owner joy”. So, for example, one of our members runs a construction tight in the construction space, was a bit over the seven-figure business, in business for quite a few years, and he came to us stressed around what, you know, he reached a plateau of his individual brilliance. And it was about two and a half years that we've helped to shape that business so it doesn't need having worked in it. He's created a true asset that gives him money, gives him time, and gives him the place to make a bigger impact on the planet. And those three things together are what we call “joy”. And right now, as we're speaking, he's in negotiations, and again, this was just a relatively small seven-figure business. He's going to sell that business for $13.4 million, well technical all-around that. In the process of doing that, we unpacked his intellectual property. We always leave the genius in, pull that out as a second business, and then about three months' time that business is going to sell for over $40 million. He's only 35. So that gives you a bit of an idea. Once you are intentional around the business and go in and go, “What do I want to have out of it?” around those three categories– money, time, and impact. And you join those together, that's how you create true joy. And for him now, he never needs to work again. He's got what we call “intergenerational wealth”. Tom Poland 04:37 Great story! Question number four, we've got three and a half minutes left. Some of the common mistakes. So folks like this, obviously, sounds like he was struggling a bit- successful business but still feeling stressed, etc. What would you say are some of the common mistakes that folks like that have made before they find your solution? David Dugan 04:52 Yeah, three things that really stand out to me. Number one is they don't know how to read the scoreboard of business. There are five financial dials that everyone needs to know– what they are, and know what they are, and then they need to know how to read. And that's the first thing! If you can't read the scoreboard- there's a one by, “If you can't read the scoreboard, then how do you know if you're winning or losing.” And so that's a very big one, and also helps you to shape up your product offerings. So that's big. And the second thing is that people need to go to principles around their lead generation. This is what you help at, Tom, with what you're doing. All we see is people are jumping from one bright, shiny object to the next one. And they have “flavor of the month” marketing rather than things that are more sustainable. That's the second one. And then the third one is, most of the people we work with have either a tertiary qualification or they've gone through many years of the University of hard knocks, they're highly skilled at what they do. They think that their own individual brilliance is going to help them because it got them to be successful, but they think that “Well, I should know how to do it. And that I need to do a little bit more to get to the next one.” So those are the three things around are, the scoreboard, how to do effective, consistent lead generation, and, number one, thinking that their own individual brilliance will be the thing that will get them to the next level. Tom Poland 06:02 So true! Thank you for that. Two minutes left. Question number five, what's one valuable free action like a top tip, not going to solve the whole problem but might get people to head in the right direction? David Dugan 06:11 Yeah, totally! Well, I think the first thing is what we've talked about right now, Tom is to be intentional. Be intentional around your business. And then there is, even though that, initially, I can seem a little bit warm and fluffy, there's a real specific structure. I've done 18 years in the military, served in the Middle East, was in the tsunami when hits. So we have a structure that we have which is understanding how do you map the financial goals into the time goals and into the impact goals. And all three of them need to be matched. So that you start off with that whole Stephen Covey, begin with the end in mind. Really begin with the end in mind so that you can have the business- you tell the business what you want out of it. Tom Poland 06:48 And that's what you mean by being intentional, being clear about what you want the business to look like, what's going to come out of it, what you're going to put into it. Get very conscious, very clear. Thank you for that! We've got one minute left, two questions to go. One valuable free resource. Where can we direct people to so they can find out more about this? I believe you have a joy playbook. David Dugan 07:06 We do! We have a Joy Builder Roadmap Playbook. So what we're going to do, on our website, www.abundance.global. If you jump on the website there, there is an “Explore & Learn”. There'll be a heap of videos but, specifically, there's one that has the “Joy Build a Roadmap”. It's a PDF. It's very structured. It's going to take you from 3, 2, and 1 year. It's going to connect everything from your team, right through to your promotions. Really, anyone can do it. Tom Poland 07:32 So abundance.global. Look for the “Explore & Learn” tab and then have a look for the “Joy-” David Dugan 07:38 “Builder Roadmap.” Tom Poland 07:39 Well, thank you, sir. We've got 12 seconds left. What's the one question I should have asked you but didn't? David Dugan 07:44 How do you choose the best coach, someone to support you? And that is making sure they've got results and they can help you in what you're doing. Results-based. Tom Poland 07:53 Look for evidence. David, thanks so much for your time. Tom Poland 07:57 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn how expert positioning can help you build multiple income streams and help you grow the business of your dreams Find out how your voice is the best asset to grow your business, gain more profit, and welcome new clients Understand why you should believe that you're the expert and how that mentality can positively affect the way you present yourself Resources/Links: Wanting to Find Out How Expert Positioning Can Guarantee You Instant Business Growth, Better Paying Clients, and Multiple 6-7 Figure Income Streams? Learn more about the power and magic of expert positioning: expertpositioningsuccess.com Summary Do you feel like you've been struggling with focusing and staying in the right lane that it costs your business? Have you been feeling like you're the world's best-kept secret and that people should know more about you and what you do? Are you ready to find out more about expert positioning and how it can make you more profit, bring you more clients, and put your name in the game? Debbie Allen, a.k.a. The Expert of Experts is an international business speaker, mentor, and best-selling author of The Highly Paid Expert. She has built and sold numerous million-dollar companies since the age of 19. In this episode, Debbie talks all about the power of positioning yourself as an expert in the market through different tips and tricks. She also shares why the word “expert” isn't something to be feared and how anyone, regardless of their background, can be an expert in their field. Check out these episode highlights: 01:29 – Debbie's ideal client: “My ideal client is somebody that really wants to do what I've been doing, who wants to become a highly paid expert. And to work with someone that's been there, done that, and wants to create multiple income streams as I have.” 01:47 – Problem Debbie helps solve: “I help them position their marketing. So they stand out as the go-to expert in their industry. And they're starting out, position them at the top, so they can grow into that and make money faster.” 02:37 – Typical symptoms that clients experience before reaching out to Debbie: “Most of them are just going, “My marketing sucks”, “I don't know how to make money”, “I can't get the next client”. They're really frustrated because they're playing in a general game. They're way too general, and that's very competitive.” 04:04 – Common mistakes that people make before they find Debbie's solution: “Number one is staying focused. Pick a lane, stay in the lane, build their business, and do everything that gives them a return on investment. I call this the ‘squirrel syndrome'.” 05:08 – Debbie's Valuable Free Action (VFA): “It's not just saying, “Hey, I want to be an expert”, right off the bat, it's saying, “I'm going to step up my game”. And so to really get the best opportunity is to use your voice. Use your messaging.” 06:06 – Debbie's Valuable Free Resource (VFR): Check out Debbie's Website: expertpositioningsuccess.com 06:46 – Q: Where did you learn to be an expert? A: Over the period of time, I've reinvented myself. And so that's why I know people can become an expert in just about anything because, you know, I've reinvented myself in different types of businesses. Tweetable Takeaways from this Episode: “You got to be able to step up and say, ‘I'm the expert'. If you're not claiming it, then somebody else is going to claim it.” -Debbie AllenClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Hello, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Debbie Allen. Debbie, a warm good day from down under! Where are you hanging out? Debbie Allen 00:23 Good day. I'm hanging in Phoenix, Arizona, the other side of the world. Tom Poland 00:26 The other side of the world and not quite as close to the ocean, but lots of fresh air, I'm sure. Debbie Allen 00:32 I know. I miss Australia. I wish I was there, but that's okay. We're here now. Tom Poland 00:36 You've been here a lot, right? I mean, you've done all sorts of speaking gigs and so on. Good segue then to your bio. Debbie Allen, a.k.a. The Expert of Experts is a class X. Now that last part is not in her bio, but I happen to know it's true, so I put it in there. She's also an international business speaker, mentor, and best-selling author of The Highly Paid Expert. She has built and sold numerous million-dollar companies since the age of 19. She started, obviously, about six or seven years ago. Debbie Allen 01:11 You're right. Thank you, Tom. Tom Poland 01:13 You're welcome. Oh, shucks. So the title of this little interview is, “Expert Positioning for Growth”. Debbie's gonna share with us how to make that a reality for you in just seven minutes. Debbie, our time starts now. Question number one, who is your ideal client? Debbie Allen 01:29 My ideal client is somebody that really wants to do what I've been doing, who wants to become a highly paid expert. And to work with someone that's been there, done that, and wants to create multiple income streams as I have. Tom Poland 01:40 Oh, music to my ears! Question number two, what is the problem you solve for them? Six and a half minutes left. Debbie Allen 01:47 I help them position their marketing. So they stand out as the go-to expert in their industry. And they're starting out, position them at the top, so they can grow into that and make money faster. Tom Poland 01:59 You just used the word “faster”, took the words out of my mouth. So they get to where they want to go a whole lot quicker than if they had to, like, climb a ladder. You got to give them- Debbie Allen 02:07 Everything is positioning. So it's like, you know, people view you online and/or listen to a podcast and make a judgment about you very quickly. So why not look like you're the absolute best at what you do, the go-to? I mean, there are so many areas that you can be the go-to, depending on what your background is. Tom Poland 02:22 Right. Thank you for that. Six minutes left. Question three, typical symptoms that your ideal clients are going to be experiencing before they find your solution. What's going on in their business, what's going on in their life that kind of gives them a heads up that they need to find out more about becoming a highly valued expert? Debbie Allen 02:37 That's a great question! Most of them are just going, “My marketing sucks”, “I don't know how to make money”, “I can't get the next client”. They're really frustrated because they're playing in a general game. They're way too general, and that's very competitive. And we're also close to what we do. You know, we don't see the most obvious thing that people see within us and it takes someone on the outside that's been doing it to see where they can go. And also find that market that's going to be the top market, the top 20% of your industry that you can go to and get top paying clients. Tom Poland 03:11 So you're sort of bringing out that je ne sais quoi, that uniqueness, that gift, but you're also matching that with what the marketplace wants and that must be a tricky thing to get, both the authenticity out of your clients in a way that's attractive to the market. Okay. Debbie Allen 03:26 Definitely! It could be anyone. It could be a dentist, could be a doctor, could be any industry at all. I mean, you know, you've spent any time in an industry for a number of years and most people think, “I got to reinvent myself completely.” No, you have that wisdom and knowledge and experiences from those years of what you've been doing. Why not become an expert and teach other people what you already know? Tom Poland 03:27 Perfect! So let's look at mistakes, four and a half minutes left. The common mistakes that your ideal clients make- they come along, they find your solution, they become a highly paid expert and they go,” You know, Debbie, I want to share with you. I made these mistakes before I discovered your solution.” What are you hearing from them? What sort of mistakes are they typically making? Debbie Allen 04:04 Number one is staying focused. Pick a lane, stay in the lane, how building their business, and do everything that gives them a return on investment. I call this the “squirrel syndrome”. Tom Poland 04:18 Yeah. Debbie Allen 04:18 Yeah, or “bright shiny object”. Entrepreneurs go like that. And so I, actually, when I do have my live events, I actually throw out squirrels. Now, Tom, they are not real squirrels. They're stuffed with my logo, they have a little t-shirt on them. I have a little t-shirt here, like that, on the squirrel and they fight for that. Because throughout the whole event I'm keeping them focused like that is the main thing in really growing any business. Tom Poland 04:43 So true. So they're chasing the squirrels as you do, I remember once you telling me that, you know, so you're going to chase another squirrel, instead of staying focused staying in the lane. So let's look at- we've talked about the problem, symptoms, and mistakes. Let's start moving people forward. Question number five is, and three and a half minutes later, a valuable free action like a top tip, not gonna solve the whole issue, not gonna make them a highly paid expert tomorrow, but it might take them a step in the right direction? Debbie Allen 05:08 Well, you know, it's not just saying, “Hey, I want to be an expert”, right off the bat, it's saying, “I'm going to step up my game”. And so, to really get the best opportunity is to use your voice. Use your messaging. Being a speaker. So, Tom, you're right here with me, we're on a podcast. That's one way to share your voice. Webinars, you know a little bit about that. Another way to share your voice and your message, you have to be able to put yourself out there to get that client. And what a better time to position yourself as an expert now that we're, you know, all online. It's easier and cheaper and an easier entry point for everybody. So you got to be able to step up and say, “I'm the expert”. I think the number one problem is that people have an issue with the word “expert”. But if you're not claiming it, then somebody else is going to claim it. Tom Poland 05:53 Right. Debbie Allen 05:53 And they're gonna go ahead of you, right? Tom Poland 05:55 Absolutely, yeah, so put your stake in the ground. Question number six, two minutes left. What I'm after here is where can people go to find out more about what you've been sharing about? Debbie Allen 06:06 Right. So if you want to know what expert positioning really is, how to use it, and then how- when I mentioned multiple income streams, you know, what are those multiple income streams? And then show me in a business plan how to do it. So I put together a 30-minute video that you can watch at expertpositioningsuccess.com. Expertpositioningsuccess.com, and watch the 30-minute video. It explains everything of how, what it is, walks you through your business plan, everything. And if that seems like something you want to learn more about again, you can contact me and we'll have a chat. Tom Poland 06:36 Perfect! So expertpositioningsuccess.com. Go get it! 90 seconds left. What's the one question I should have asked you, but didn't? Debbie Allen 06:46 Where did you learn to be an expert? Tom Poland 06:48 So where did you learn to be an expert? Debbie Allen 06:50 Yeah, that would be a long one. I'd have to come back. No, it would be, you know, over a period of time, I've reinvented myself. And so that's why I know people can become an expert in just about anything because, you know, I've reinvented myself in different types of businesses. So, I guess that's the question you'd ask is, “Can anybody become an expert whether they have been to college, whether they have the background?” Yes, anybody can become an expert if you really want to learn something and share it with other people and you're passionate about it. Tom Poland 07:17 Perfect! Debbie Allen, thank you so much. Debbie Allen 07:20 My pleasure, Tom. Tom Poland 07:22 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out if the question “Now what?” is asked after having achieved a certain level of financial success or not Appreciate the power of reflecting and how it can affect your business and your answer to the question “Now what?” Understand why connecting with our inner selves, our head, heart, and higher purpose, is important in finding out what your next step is Resources/Links: Wanting to Know How to Answer Every Entrepreneur's Greatest Business Question, “Now What?”. Learn more on why you should be listening to your cosmic alarm clock and be the world's greatest gem: Evolvedenterprise.com Summary Have you been feeling buzzed with not knowing the answer to your question “Now what?” ? Do you feel like you haven't been fulfilling your potential in the world through your business? Are you ready to connect with yourself and pursue your best next step? Yanik Silver has called a Cosmic Catalyst, a Maverick Mischief-maker, and a Galactic Goofball. He redefines how business is played in the 21st century at the intersection of evolutionary growth, impact, and fun. Yanik is the creator of the Cosmic Journal, author of Evolved Enterprise, and the founder of Maverick1000, a global collective of visionary entrepreneurs making a serious difference in the world without taking themselves too seriously. In this episode, Yanik talks about why it is important to connect with ourselves in order to know your next step and make a greater impact in the world. He also shares his experiences and insights on how connecting with yourself can not only help you grow as a person but help you pursue what is truly yours to do. Check out these episode highlights: 02:00 – Yanik's ideal client: “The ideal client is someone that has had success, is successful. So typically a 7-, 8-, 9-figure, founder, CEO, entrepreneur, who is asking themselves, “Now what?” 02:34 – Problem Yanik helps solve: “There's a lot of things we can do, but what is truly ours to do? And so it's how do we connect our head, our heart, our higher purpose? So our head is our business side, the marketing side, whatever it is.” 03:50 – Typical symptoms that clients do before reaching out to Yanik: “I call it the “cosmic alarm clock”. It's this little whisper that gets louder and louder. You can either hit snooze, or you can answer it. And it's usually going to be, so for me, it was asking a very simple question, which is, “Am I happy? Would I be happy doing what I'm doing 10 years from now?” 05:23 – Common mistakes that people make before they find Yanik's solution: “A lot of times, it's simply saying, “Well, if I get to this next spot-“, whatever that is, a $5 million company, a $20 or a $100 million company or, you know, whatever reward you want to materially compensate yourself with, that usually is very short-lived.” 06:15 – Yanik's Valuable Free Action (VFA): “One of my favorites is, “Your questions dictate your answers”. So I love great questions. And so what I said before, right, what I'd be happy doing from 10 years from now? Another one is, “What would my 111-year-old self tell me?” 06:57 – Yanik's Valuable Free Resource (VFR): Check out Yanik's Website: Evolvedenterprise.com 07:31 – Q: What is another question that they could be asking themselves or another action they could be doing? A: That would be something called a “cosmic checkbox”. Something that just brings you joy, and fulfillment no matter what. Tweetable Takeaways from this Episode: “Your questions dictate your answers.” -Yanik SilverClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by the highly and globally esteemed Yanik Silver. Yanik, good day. A very warm welcome, sir! Where are you hanging out? Yanik Silver 00:24 So, yeah, I'm right outside of Washington DC today. Tom Poland 00:27 Perfect! Thanks for joining us. For those of you who don't know Yanik, Yanik's a really interesting blend of- if you like the earthly and the cosmic, he's got- Yanik doesn't know I know this, but, first of all, he produces quality products and services. And he cares deeply about his clients and he cares deeply about humanity and people. So that kind of sets him apart a little bit from your average marketer. He's been called a Cosmic Catalyst, a Maverick Mischief-maker, and a Galactic Goofball. Love the alliteration there! I don't know if you- do you still sell your copywriting course still yet? Yanik Silver 00:58 No, not really. No. If someone wants it, I'm sure we could dig it out. Tom Poland 01:02 Right. Yanik Silver 01:03 I mean, the principles remain the same. Tom Poland 01:05 Well, I went down to the- I ordered it and arrived here in Australia and the post office thought it was a washing machine or something because it was this massive box of manuals, and it was of great assistance to me. Thank you, sir. These days, Yanik redefines how business is played in the 21st century. And I think that's a rabbit hole, you're still exploring the bottom of, Yanik. But it's interesting, this sort of this intersection of evolutionary growth, impact, fun, and revolutionary growth as well. He's the creator of the Cosmic Journal, author of Evolved Enterprise, and founder of Maverick1000, a global collective of visionary entrepreneurs making a serious difference in the world, but at the same time, not taking themselves too seriously. The title today, Yanik, is, “How Do Successful Entrepreneurs Answer the Question, ‘Now What?'”. Our seven minutes starts now. Yanik, question number one, who is your ideal client? Yanik Silver 02:00 The ideal client is someone that has had success, is successful. So typically a 7-, 8-, 9-figure, founder, CEO, entrepreneur, who is asking themselves, “Now what?” And that is the- you know, because when you have that level of resources and success, whatever got you there is not going to get you to this next stage. Tom Poland 02:19 I guess that's a question that a lot of us are asking, regardless of the level we're at. is whether it's working, “Well, now what?” or whether it's not working, “Well, now what?” So, it's relevant. Question number two, and we've got six and a half minutes left. How would you define the problem that you solve? Yanik Silver 02:34 Yeah, the problem that I solve is that they are- there's a lot of things we can do, but what is truly ours to do? And so it's how do we connect our head, our heart, our higher purpose? So our head is our business side, the marketing side, whatever it is. The heart is the impact you want to make in the world. And then the higher purpose is like truly, “Why are you here? What did you sign up for when you showed up?” Tom Poland 02:56 Would you say that the latter, the “Why are you here?”, is a question that people ask themselves once they've established financially? Do you think that's a question that comes more often to people who've had a modicum of success? Yanik Silver 03:08 Yeah, That's great! That's a great question because me and my friends argue about this a lot. Because, you know, do you need that certain level of stability or foundational success in order to start asking those questions? But, you know, I think that the place that we're moving into now is more integrated, that had a higher purpose. It's not just like, “Oh, I'm going to make all my money and then spend the second half of my life giving it all away in some way.” It's like, how do we create that impact into our business? Tom Poland 03:32 Right. It doesn't have to be sequential. It can be simultaneous. We can do- Yanik Silver 03:37 Yeah. Tom Poland 03:37 Alright. Yanik Silver 03:38 And all integrated together. Yeah. Tom Poland 03:39 Interesting. So question number three, we've got five minutes left. What would you say are some of the typical symptoms that people are experiencing in their life or their business that would give them a heads up on the fact that they should be finding out more about what you're doing? Yanik Silver 03:50 Yeah, I call it the “cosmic alarm clock”. It's this little whisper that gets louder and louder. You can either hit snooze, or you can answer it. And it's usually going to be, so for me, it was asking a very simple question, which is, “Am I happy? Would I be happy doing what I'm doing 10 years from now?” And, you know, looking from the outside in, everything was great, very successful, making a lot of money, but when I answered that really truthfully in my journal, I'm a big journaler, the answer was no. And it wasn't because I wasn't helping people or helping their lives, but it didn't feel like that is the greatest expression of what I could be doing. So some symptoms are feeling frustrated, feeling depressed, even, maybe leaning on, drinking a little bit too much, or other drugs, or just other things where you're just feeling flat, and you're just feeling uninspired in some way, and you know there's something more. Tom Poland 04:35 And other addictions, it could be. I mean, I used to do ultramarathon running and stuff like that. So not that any of those things are bad, but perhaps sometimes our confrontation is missing something in- Yanik Silver 04:46 Yeah, it could be. Looking at it and reexamining, you know, from that- I don't know, like a higher vantage point. And that's why journaling is so powerful. Tom Poland 04:54 It's a very- it sounds like it requires a lot of self-honesty. Yanik Silver 04:58 Yeah, and as masters of our own domain as entrepreneurs, we don't always want to see that. So that's why you might need someone else that can reflect that. Tom Poland 05:06 As human beings, we don't always want to see it. So let's move on to question four, three and a half minutes left, what would you say are some of the common mistakes that your clients tell you they've made in trying to achieve more fulfillment, and it'd be more so? What would you say are some of the common mistakes they've made before they find your solution? Yanik Silver 05:23 A lot of times, it's simply saying, “Well, if I get to this next spot-“, whatever that is, a $5 million company, a $20 or a $100 million company or, you know, whatever reward you want to materially compensate yourself with, that usually is very short-lived. And it doesn't turn into the ultimate fulfillment that you want. And the other thing is trying to go at it alone. So just saying, “Well, I figured this out before, I'm going to figure out this next part alone.” Tom Poland 05:48 Right. Yeah, that doesn't make a lot of sense. But, I mean, to get to where we are, perhaps it does. But to get to the next level, maybe not. Interesting, all the, you know, the greatest sportspeople and actors and performances all have someone mentoring them, guiding them, coaching them, training them. Question number five then, two and a half minutes left. Let's talk about a top tip. You know, we're not going to solve the whole issue with this one tip, but it might take people a step in the right direction. What's one valuable free action that folks could take that's going to move them along? Yanik Silver 06:15 I mean, one of my favorites is, “Your questions dictate your answers”. So I love great questions. And so what I said before, right, what I'd be happy doing from 10 years from now? Another one is, “What would my 111-year-old self tell me?” Another one is, “What would I do even if I knew it would fail?” So now you're removing attachment from success from what you want to do. And I'd answer that not just one time, but I keep using the entire page to keep answering it. And I would answer it with my non-dominant hand, believe it or not. That's a great way of connecting your brain and getting new insight. Tom Poland 06:47 Right. That's fascinating. Some great stuff there! Question number six, let's talk about, where can people go to find out more? A valuable free resource, a landing page of some sort? Yanik Silver 06:57 Sure, I would check out evolvedenterprise.com. That's the book that I wrote that really put all the pieces together about how businesses can make a greater impact in the world. It has a lot of different business models for you to do that, for example. And then probably in the first three chapters, it has some of these great questions as well. And a little bit of my story on how I got there. Tom Poland 07:15 Fantastic! That's Evolved, as an evolved being, I suppose, E-V-O-L-D-E-D, enterprise.com. Go get it! Thank you, Yanik. We've got 70 seconds left. Question number seven is what's the one question I should have asked you, but didn't? Yanik Silver 07:31 It would be, “What is another question that they could be asking themselves or another action they could be doing?” And that would be something called a “cosmic checkbox”. Something that just brings you joy, and fulfillment no matter what. And if you set yourself up to have a- maybe it's a 21-day challenge, a 33-day challenge, it could be 108 days, whatever it is, but use that checkbox every single day. And then you'll see what the byproduct is without even knowing what it's going to be, just leaning into what is that joyful, fun expression of something that you've maybe left behind before? Tom Poland 08:03 Why would you not want that? Yanik Silver 08:06 Why not? Yeah. Tom Poland 08:07 Yanik Silver, thank you so much for your time and your wisdom, and your insights. Yanik Silver 08:11 Thanks, Tom. Tom Poland 08:13 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out why building your audience first is ideal than building content first Learn what should you be doing as a solopreneur that can make your webinars sell fast and your clients hooked Understand how webinars can turn students into potential, and possibly loyal, clients Resources/Links: Wanting to Find Out How to Turn Your Online Course Into Something Your Clients and Pockets Will Be Thankful For? Learn how to properly sell the course that can guarantee you a bigger audience, better clients, and greater profit: webinarninja.com/sellyourcourse Summary Have you been finding it difficult to share and sell your expertise to the world? Do you wonder what should come first– building your audience or producing content? Are you ready to find out how to gain more clients, share your expertise, and increase your profit with the power of webinars? Nicole Baldinu is the Co-Founder and COO of WebinarNinja and The $100 MBA. She is also the producer of iTunes Best of 2014 Podcast, The $100 MBA Show. She co-hosts a new conversation podcast, Nicole & Kate Can Relate. In this episode, Nicole shares how webinars are the best way to share your expertise with the world at a low cost as a solopreneur. She also talks about what are the mistakes you should be avoiding when it comes to trying to get into the webinar world. Check out these episode highlights: 01:21 – Nicole's ideal client: “We serve as an independent business owner. So they could be a solopreneur. They run their business on their own, or maybe they have a small team.” 01:48 – Problem Nicole helps solve: “These independent creators, these, you know, companies of one, they have an expertise to share. They've got something they can share with the world, and they want to share it at scale, and so they're trying to build their audience.” 02:44 – Typical symptoms that clients do before reaching out to Nicole: “I would say that they feel like- all that, in fact, they don't have enough leads. They need to, you know, grow their email list. They might be small. They might be starting out, or they might be early days in their business.” 03:43 – Common mistakes that people make before they find Nicole's solution: “ Immediately, I thought of the clubhouse. So I think what happens is that they try to do everything! You know, they spread really thin. They try to be everywhere.” 05:00 – Nicole's Valuable Free Action (VFA): “Well, if we're going to talk about webinars and signing up for free, and you know, we're talking to the entrepreneur or the business owner that has a lot of tools, and adding another tool to their toolkit can sometimes be overwhelming. But we're offering WebinarNinja.” 05:58 – Nicole's Valuable Free Resource (VFR): Check out Nicole's Online Course: webinarninja.com/sellyourcourse 06:54 – Q: So do I build my audience first before I start to produce content, whether it's a webinar or podcast, or whatever it is? Or do I start running those webinars rather than generating that content so that I can grow my audience? A: We recommend that it doesn't matter how many people you have at those first webinars, because going back to what I said before, it's putting in those reps. Tweetable Takeaways from this Episode: “It doesn't matter how many people you have at those first webinars, it's putting in those reps. The more you do it, the better it'll be, and the more audience members you will attract.” -Nicole BaldinuClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Nicole Baldinu. Nicole, good day! Where are you hanging out? Nicole Baldinu 00:23 Well, I'm not too far but I'm in Sydney. Sydney, New South Wales. Tom Poland 00:27 A stone's throw away! Only, let's see, folks, probably, 90-minute flight? Nicole Baldinu 00:33 But I say not too far because we're still in the same country. Tom Poland 00:35 Relatively speaking, that's quite right. And normally the people you and I are talking to are across that big ditch, that pond, we call the Pacific. For those of you who don't know Nicole, she's the Co-Founder and Chief Operating Officer of, the world-famous, WebinarNinja platform, as well as, the $100 MBA. She's also a producer of iTunes Best of 2014 Podcast, The $100 MBA Show. And she co-hosts a new conversation podcast, Nicole and Kate Can Relate. Sounds very interesting! So the title today, Nicole, that you've volunteered yourself to be put under the spotlight on, is, “How to Turn Cold Leads Into Warm Ones”, a very good idea, “With Webinars”. So our seven minutes start now. Question number one, Nicole, who's your ideal client? Nicole Baldinu 01:21 Okay, the ideal client, Tom, that we serve is an independent business owner. So they could be a solopreneur. They run their business on their own, or maybe they have a small team. They can be a course creator, a coach, a trainer, a consultant. And usually, yeah, they're a company of one. Tom Poland 01:38 Perfect! The solopreneur who's giving advice services. Question number two then, six and a half minutes left still. What's the problem you solve for them? Nicole Baldinu 01:48 So these independent creators, these, you know, companies of one, they have the expertise to share. They've got something they can share with the world, and they want to share it at scale, and so they're trying to build their audience. You know, they're trying to grow that email list. They're trying to get in front of more people. And so we help them do that with WebinarNinja. With a webinar, they can capture a lead, and they can, then, continue to build that relationship, that trust, with that audience member and who can turn into a potential customer. Tom Poland 02:17 What I love about this idea is you're actually- your clients have gotten group audiences. And they're educating the group, and they're motivating the group, and they're qualifying the group before they get to the one-on-one consult. That's scalability! So tell us, question number three, five and a half minutes left, what would you say are some of the typical symptoms of your ideal client before they find your solution? What's going on in their business that they think, “Yeah, I need to take action on this.”? Nicole Baldinu 02:44 Yeah, I would say that they feel like- all that, in fact, they don't have enough leads. They need to, you know, grow their email list. They might be small. They might be starting out, or they might be early days in their business. So they feel like they need a bigger audience in order to convert those leads and those potential customers into customers. You know, they're also, you know- when I talk to customers, I love doing customer interviews. They're stressed out. They're overwhelmed. I mean, you know, when you're starting a business, you're wearing many hats. They're often doing all the aspects of their business. And so, you know, trying to grow that audience at the same time, as well as, handling every other aspect of the business is overwhelming. Tom Poland 03:25 Thank you for that. Question four, and five minutes left. We're talking about solopreneurs who are generally growth-orientated so they're going to be trying stuff to solve the problem of not having leads coming in. What would you say are some of the common mistakes that folks make when they're trying to get into the webinar world? Nicole Baldinu 03:43 Yeah, you said it. Immediately, I thought of the clubhouse. So I think what happens is that they try to do everything! You know, they spread really thin. They try to be everywhere. And I, you know, giggled about luck clubhouse, because- oh, that's the next- that's the newest thing, right? So all of a sudden, I've got a ditch what I was doing before. Jump onto this new platform. Create my profile. Do all the things I'm supposed to be doing there. Start running clubhouse events, sessions, I don't even know what they're called. I'm not dissing clubhouse, but the mistake that I think, especially new or, you know, early-stage founders do is that they try and be everywhere. They don't put enough reps and consistency into, you know, something that is proven to work. We know that webinars work. We know that. We know that podcasting works. You know, it's just really giving up too soon and too early and not putting in those reps. So that's what I think- Tom Poland 04:41 The other mistake that I see folks make is just signing up for a free webinar platform that's probably rubbish. Or a super cheap lifetime deal thing were- and it's not well supported and so on. Anyway, that's probably my little hobbyhorse. Three minutes left, one valuable free action. What could people do that would- kind of like a step in the right direction? Nicole Baldinu 05:00 Well, if we're going to talk about webinars and signing up for free, and you know, we're talking to the entrepreneur or the business owner that has a lot of tools, and adding another tool to their toolkit can sometimes be overwhelming. But we're offering WebinarNinja. We do have a free plan. So there's no credit card required. So they're able to get started for free. They're able to run as many live webinars as they can, and they're able to demonstrate their expertise, their value to their audience. So we see a lot of our customers running “Ask Me Anything” sessions, live coaching sessions. You know, just getting that interaction, building that rapport and trust with that audience, so that they can then, you know, continue to nurture that relationship and potentially one day that those customers will buy from them. Tom Poland 05:46 So we might be answering two questions at once here, which is great because the next question was the valuable free resource. Where can people go to find out more? And the answer is? Nicole Baldinu 05:58 So they can go to webinarninja.com/sellyourcourse. Omar recently- Omar, who's my co-founder and the CEO of WebinarNinja, he's put together this brilliant 15-minute course. So anyone who wants to start an online course or has an online course already, and through this 15-minute course, and it's completely free. They can learn how to attract their ideal clients, convert them into customers, and turn them into raving fans. And he also, what's cool about this course as well, is that he'll also show you how to generate testimonials from these raving fan customers that will, in turn, allow you to attract more customers into your cohort, into your course, using live webinars. Tom Poland 06:37 Very clever. Very valuable and very clever! So webinarninja.com/sellyourcourse. Nicole Baldinu 06:44 Online Course Sales Machine. Yeah! Tom Poland 06:47 And so question number seven, last question, and we've got 70 seconds left so plenty of time. What's the one question I should have asked you but didn't? Nicole Baldinu 06:54 Well, when it comes to customers, and I think- the thing that I always find when I talk to our users and our members is they're concerned that they don't have a large enough audience. And so they're hesitant to start their webinars. So do I build my audience first before I start to produce content, whether it's a webinar or podcast, or whatever it is? Or do I start running those webinars than generating that content so that I can grow my audience? So it's kind of that chicken in the egg? What do I do first? Which one goes first? And we recommend that it doesn't matter how many people you have at those first webinars, because going back to what I said before, it's putting in those reps. It's refining the content. It's getting better and better. And the more you do it, the better it'll be and the more, you know, audience members you will attract. So of course, we recommend, get started. Tom Poland 07:44 Perfect. Nicole, thank you so much for your time, your wisdom, and your insights! Nicole Baldinu 07:48 You're welcome, Tom. Thank you. Tom Poland 07:50 Cheers. Tom Poland 07:52 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Understand what might be the reasons why you've been feeling frustrated over your business Find out how to make sure you are running your business instead of your business running you Learn why honesty and having one vision as a business is crucial in ensuring your business is at the right track towards growth Resources/Links: Wanting to Know How to Implement EOS Into Your Business and Avoid All the Unnecessary Frustrations? Find out if EOS is really for you and your business: aprendecoaching.com Summary Have you been feeling frustrated with your business and feel like it's just going nowhere/ Do you want to know more about EOS and how it can be the answer to all your business frustrations? Are you ready to find out the magic of EOS and bring less stress to your life and more clients and profits to your business? Greg Benson is an EOS (Entrepreneurial Operating System) implementer with over 25 years of experience helping entrepreneurial leaders to get what they want out of their business and out of life. In this episode, Greg shares how EOS can help you get the most out of your business and profits while working with less stress, less time, and more control. He also talks about what are the common problems that you might be experiencing and how it might be your calling to try EOS that can guarantee you the best! Check out these episode highlights: 01:37 – Greg's ideal client: “My ideal client is entrepreneurial leadership teams. They need to be open and honest, open with themselves and each other.” 01:57 – Problem Greg helps solve: “I help entrepreneurial leadership teams solve their vision, traction, and healthy problems. So let me describe that for you. When I say vision, what I mean is helping to get that leadership team and the entire organization crystal clear on where they're going, and how they're going to get there.” 03:37 – Typical symptoms that clients do before reaching out to Greg: “Some of the symptoms or biggest problems that they have is going to be a lack of control. We talked about lack of control, what I mean is lack of control of their time, of the market, or their company.” 05:11 – Common mistakes that people make before they find Greg's solution: “There's a bunch of them. But let me give you two of the biggest ones. Number one is thinking they can work harder and longer. The problem is that there's a bandwidth issue.” 06:32 – Greg's Valuable Free Action (VFA): “We call it ‘the journey'. So maybe their first step in this journey is simply to go to my website aprendecoaching.com. Schedule a chat with me.” 07:19 – Q: Why do you love implementing EOS? A: I've been in the business world for 40+ years, and I've seen a lot of things. But what I've found with EOS is a system, a complete system, that's simple and works. Tweetable Takeaways from this Episode: “As goes your leadership team, so goes the rest of the organization.” -Greg BensonClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Greg Benson. Greg, good day. Sir, a very warm welcome from down under. Where are you located? Greg Benson 00:23 I'm located in Arlington, Texas and it is a good warm welcome because it's about 99 degrees Fahrenheit here. Tom Poland 00:31 That's about 45 degrees Celsius, I think, which is extremely hot! So you haven't already hit full yet, by the sound of it? Greg Benson 00:39 No, we haven't. Tom Poland 00:39 Still making out the summer. Well, enjoy it, if you possibly can. I hope you got aircon. Folks, for those of you who haven't heard of Greg, he's an EOS specialist. That's Entrepreneurial Operating System specialist. He's implemented and he's got over 25 years of experience helping entrepreneurial leaders gain traction in their business, rather than spinning your wheels actually moving forward. I know the system well enough to validate its efficacy. It's a really thoroughly well-thought-out system. And I've seen the results in various clients, their businesses over many years, they actually do get traction and direction and focus. And it's a very- I love the timeframe of accountability and review based on implementing a clear plan. So that's what Greg is all about! The title today is called, “Are You Running Your Business or Is Your Business Running You?” And Greg's going to share with us in the next seven minutes all about that. So, Greg, our time starts now. Question number one, sir, is, who is your ideal client? Greg Benson 01:37 Yes, my ideal client is entrepreneurial leadership teams. They need to be open and honest, open with themselves and each other. They need to be growth-oriented, typically 10 to 250 employees and privately held. Tom Poland 01:53 Perfect! Thank you, sir. Question number two is what's the problem you solve for them? Greg Benson 01:57 Well, I help entrepreneurial leadership teams solve their vision, traction, and healthy problems. So let me describe that for you. When I say vision, what I mean is helping to get that leadership team and the entire organization crystal clear on where they're going, and how they're going to get there. And with attraction, what I mean by that, is I help get the entire organization, starting with the leadership team, more disciplined and accountable and executing towards that vision. And finally, healthy. Tom, you and I have plenty of gray hairs. We've seen this before. But many times leaders in an organization don't work well together. With EOS, what we do is help to get those leaders into a leadership team that's cohesive, functional, open, and honest with each other. Because what we found is that as goes your leadership team, so goes the rest of the organization. We get to a point where everyone in the organization is crystallized on that vision, laser focus on. Everywhere you look, the people are disciplined and accountable and executing towards that vision. It's like they're gaining more traction every day. And finally, it's just a much more open, honest, cohesive place, even a fun-loving place to work that makes more money. Tom Poland 03:14 The transformation of the culture. And what I love about it is you've got this team now heading in the same direction rather than pulling against each other. That's one of the big features that I've noticed. Greg, tell us- thank you for that. Question three, we've got five minutes left. What are some of the typical symptoms that a leader in an organization is going to be noticing it's going on, that's going to kind of give them the heads up that they need to be reaching out to you? Greg Benson 03:37 Yeah, some of the symptoms or biggest problems that they have is going to be a lack of control. We talked about lack of control, what I mean is lack of control of their time, of the market, or their company. Instead of them controlling their business, their businesses controlling them. Another one is what we call the “people problem”. And business would be wonderful if it weren't for people! Well, especially in entrepreneurial growth-oriented companies, what you find is that they're frustrated with their employees, with their customers, with their vendors, and even with their partners. You know, they don't seem to understand that they don't get it. They don't follow through. They're not on the same page. Another one is- we'll call it “lack of profit”. They're working way too hard for way too little. You see, another one would be they've hit the ceiling. No matter what they seem to try, they just can't seem to break through to the next level. And so they're stuck and they're confused and they don't know what to do. And the final one is, what I like to call, “nothing's working”. They've tried everything and they've read the latest book, okay. And it works for a while but doesn't stick. And as a result, their staff gets numb to new initiatives. And so they're really, now, just spinning their wheels. They need to be able to stop and get traction. Tom Poland 04:55 Got it! Thank you. Great description. Question four, we've got three and a half minutes left. We're looking at some good-sized organizations that are growth orientated. They're going to try stuff. You've mentioned buying the books, going to the latest seminar, maybe? What are some of the common mistakes that you've seen folks make before they find your solution? Greg Benson 05:11 Yeah, well, there's a bunch of them. But let me give you two of the biggest ones. Number one is thinking they can work harder and longer. The problem is that there's a bandwidth issue. There's a capacity issue in their business and in their personal life. You know, there's only so hard and long that you can work before you get, either, you overload or you have a failure. And, personally, I hope it's a failure in their business and not in their personal life. The other aspect of that is that if they work longer and harder, they're probably going to be doing more of the things they shouldn't be doing in the first place, and they should be delegating and working with their teams. So that's number one. The second one is what I like to call the “new great idea book”. Now, you know, Tom, I know you, you're a person that really seeks wisdom. And there are a lot of great books that have been written. And it seems like every month there's a new book that comes out. A great book! A very good book. We also know that there's nothing new under the sun. What we're going to need is things that have a complete system that's simple, that works? Tom Poland 06:20 Okay. Greg Benson 06:20 That's what I've come to do in EOS. Tom Poland 06:22 Thank you, sir. Just under two minutes left. Question five, one valuable free action. So it's like a top tip. Give an idea that's going to move people forward, won't solve the whole problem, but it might be a step in the right direction? Greg Benson 06:32 Well, in EOS, we call it “the journey”. So maybe their first step in this journey is simply to go to my website aprendecoaching.com. Aprende means learn. I help businesses learn a new way of doing business, okay? Schedule a chat with me. All we're going to do is talk and see if EOS and I might be right with them. If there's some kind of manager, you know, and while supplies last, I've got a number of books by Gino Wickman, the book, “Traction”. I'd love to send them to them for free. Tom Poland 07:00 Fantastic! Thank you, sir. So that's A-P-R-E-N-D-E, aprendecoaching.com. Go get it there, folks. You can book a consultation and grab yourself a free book while you do that. We've got 60 seconds left, Greg. Question number seven, what's the one question I should have asked you but didn't? Greg Benson 07:19 Tom, this may sound a little cheesy, and I hope the audience will forgive me. But you would ask, “Greg, why do you love implementing EOS?” And here's why. You know, I've been in the business world for 40+ years, and I've seen a lot of things. But what I've found with EOS is a system, a complete system, that's simple and works. And so what I love doing is working with entrepreneurial leadership teams to help them get with one of their businesses. Not everybody wants the same thing, but I can help them get what they want with EOS. It's complete, simple, and works. Tom Poland 07:53 I think the nice thing about EOS is that the structure and the framework and the knowledge that you apply actually make success more inevitable than anything else. Greg Benson, thank you so much for your time, your insights, and for sharing so generously. Tom Poland 08:07 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how you can connect your brand and business through sounds Find out how the human voice is the most influential form factor that can help bring you in new clients Understand why representation matters in your audio branding and how it can Resources/Links: Wanting to Bring the Voice Out of Your Brand? Find out how you can connect with your audience, market your products or services, and increase your profit through the power of the right voice: voices.com Summary Have you been wanting to know how to give a voice to your business but just don't know how to do it? Do you want to know how audio branding can help give your business a bit more authenticity and connection with your clients? Are you ready to find out the magic of defining your audio brand? David Ciccarelli is an entrepreneur at heart. For the last decade, David, with the help of his team, has grown Voices.com from the ground up to become the leader in the voice industry. In this episode, David talks about what an audio brand is and how you can define it to attract more clients, connect with your audience, expand your platforms and gain more profit. He also shares his insights and tips on how you can make the most out of your audio brand. Check out these episode highlights: 01:50 – David's ideal client: “Our ideal client would be a creative producer. They might work at a corporate brand marketing department or marketing department.” 02:08 – Problem David helps solve: “Brand marketers really have a story to tell. They want to educate, inform and entertain their audience. And they've discovered that the human voice is one of the most influential, you know, form factors that can take to tell that story.” 02:51 – Typical symptoms that clients experience before reaching out to David: “For them, it could be a matter of capacity. You know, a lot of us have, you know, creative talent, like graphic designers that we work with full time. Others, such as voiceover, or voice acting.” 04:18 – Common mistakes that people make before they find David's solution: “One of the most common mistakes is just lacking creative direction. And I would even go a little step further before that, lacking, you know, Sonic brand or audio brand guidelines.” 05:39 – David's Valuable Free Action (VFA): “It really just kind of picking up from the previous question is, you know, we run a lot of clients through this exercise of translating the visual identity into the audio identity. Now, their visual identity might imbue certain values.” 07:07 – David's Valuable Free Resource (VFR): Check out David's Website: voices.com 08:17 – Q: If they're looking to get a hold of me or anyone from our team? A: Simply visit voices.com Tweetable Takeaways from this Episode: “People buy from people who sound like them.” -David CiccarelliClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by David Ciccarelli. David, good day. Sir, a very warm welcome from down under. Where are you hanging out? David Ciccarelli 00:25 I'm hanging out just outside of Toronto, Canada. So pretty much the polar opposite from where you are, but great to be here together! Tom Poland 00:31 Talking about polar, you probably are sliding into fall. Are you? David Ciccarelli 00:36 Before you know it. Absolutely! And that's kind of synonymous with Canadians. People think it's all frigid here, but we have plenty of land. It's actually further south, believe it or not, than much of the United States. But happy to be here, nonetheless, despite what season it might be outside. Tom Poland 00:51 Thank you, sir. Thanks for being here, too. David, folks, if you don't know him, he's got this really, really interesting niche, his service niche that he provides, but we'll get to that in a moment. Background though, he's an entrepreneur at heart for the last decade with the help of his team, he has grown Voices.com from the ground up to become the leader in the voice industry. And that's the clue to the specialty I referenced. The title is, “How to Define Your Audio Brand and Where to be Heard Online”. A lot of us used protocols around our visual brand, but our audio brand, now online, with the videos and the live streaming of podcasts, etc. is right up there in terms of determining the quality of your reputation and brand consistency, which, hopefully, is going to be a reflection of the quality of your product and services and consistency. So, again, “How to Define Your Audio Brand and Where to be Heard Online”. David, our seven minutes starts now. Sir, question number one, who is your ideal client? David Ciccarelli 01:50 Well, our ideal client would be a creative producer. They might work at a corporate brand marketing department or marketing department. They might work at an advertising agency, but somebody who's creating content– could be on video, could be on audio, but that's our ideal client. Tom Poland 02:04 Perfect! Thank you, sir. Question two, six and a half minutes left, what's the problem you solve for them? David Ciccarelli 02:08 Well, brand marketers really have a story to tell. They want to educate, inform and entertain their audience. And they've discovered that the human voice is one of the most influential, you know, form factors that can take to tell that story. But the challenge becomes, “Where do I go to get that done?”, “What is the kind of the rules of engagement?” And so that's the problem that we're trying to solve both the finding of talent and helping them complete it in a fast, easy way. Tom Poland 02:37 So tell me- thank you for that. Question three, we've got six minutes left, doing well for the time. What are some of the symptoms? So if you've got this ideal client out there, somewhere, how do they know they need to dive more into your specialty? What's going on? David Ciccarelli 02:51 Well, for them, it could be a matter of capacity. You know, a lot of us have, you know, creative talent, like graphic designers that we work with full time. Others, such as voiceover, or voice acting. You're not necessarily going to have that type of work on all the time. So that's kind of capacity and being able to hire someone on a freelance basis, easily. That's certainly something that's going on. But even if you were to choose, you know, a project comes onto your plate, or you, as a marketing leader, decide to move into a new channel that is heavily reliant on voice. Now, one of the challenges is just lacking that lexicon. “How do I describe a voice?” We all have these references for describing the visual identity– space, color, shape? But how do you describe the voice? So we try to guide people through that type of creative direction when looking for that perfect voice for your project on the platform. Tom Poland 03:44 So, folks, we're talking about getting the voice that people are hearing and influencing them towards choosing your services or products or engaging with them, talking about having consistency in that and applying the same sort of protocols you might have visual appearances. So there is consistency and brand recognition and so on. David, what would you say- this is question number four. We've got four and a half minutes left. What would you say are some of the common mistakes that people make when, other than not even being aware of that as a significant problem or potential opportunity, what would you say are some of the mistakes you see people making before they find your service? David Ciccarelli 04:18 One of the most common mistakes is just lacking creative direction. And I would even go a little step further before that, lacking, you know, Sonic brand or audio brand guidelines. Now, the way you might overcome that is, you know, if you could picture your brand, walk into a room or speak. You know, if you had a mascot, it's a little bit easier. But if your brand was personified, what would they sound like? And what's often missing is we see the creative direction where someone says, “Oh, I want somebody professional.” Well, is that more indicative of the quality of the recording? Or are you actually looking for a career professional, a corporate executive, if you will? So I would challenge, you know, again, marketers, creative producers out there to actually describe the role, who it is that you want to be kind of narrating, and the style. How is that performed? Those two things will help you overcome the lack of creative direction and actually provide the voice talent out there with clear direction to deliver you that read that you go, “Yes! That's the person that represents or personifies my brand.” Tom Poland 05:26 Perfect! Thank you, sir. Question number five, we've got three minutes left, one valuable free action or item, a top tip, if you'd like, that someone listening to this could take. May not solve the whole problem, but it might take them a step in the right direction? David Ciccarelli 05:39 Well, you know, it really just kind of picking up from the previous question is, you know, we run a lot of clients through this exercise of translating the visual identity into the audio identity. Now, their visual identity might imbue certain values. Well, what are the equivalent audio terms that can do that? And an example was, “Oh, our brand is purple.” Okay, does that mean that it's passionate? And is that the kind of read that you're looking for? Or, you know, “Our brand, you know, we think of who we're selling to or people who are, you know, very smart and witty.” Okay, well, then that should be- you know, if that's kind of the target market, that should be the same attributes that you would provide a voice actor to perform. So people buy from people that sound like them, so that's a really key takeaway. So think about who your ideal customer persona would be. Tom Poland 06:36 That's so smart! David Ciccarelli 06:36 And then, how white they sound. And then that's kind of the artistic direction that you would provide. So if you sell predominantly to a particular gender, or age range, or demographic, that's probably the persona that you want to hire to become your audio ambassador, because people buy from people who sound like them. Tom Poland 06:54 Right. That's fascinating! A whole new world of marketing influence opens up. Question six, we've got 90 seconds left, one valuable free resource. Where can we direct people to go to get even more value? David Ciccarelli 07:07 Sure. Well, one of the tools that we've developed is what we call “sonic brand or audio brand guidelines”. Most organizations have, you know, visual identity guidelines. But I would encourage those who just want to see, “Well, what does a sonic logo look like and sound like?”, “What do the audio guidelines look like?” You can actually go to voices.com, our homepage, and if you scroll to the very bottom in the press section, you'll get a link to our media kit. And in there, there's actually a link where you can listen to our sonic logo. So again, it's just a three-second musical clip that we put at the beginning of our phone system, at the end of our YouTube videos. That is that constant reminder. It's just a sing-songy voice that's what it says, but then there are the audio guidelines of when and where you might use that. What's the kind of musical genre that we might be using as well too? Are there sound effects? Yes or no? So that's a great PDF resource that hopefully inspires people to use. Tom Poland 08:03 Thank you, sir. So go to voices.com. Scroll down, look for the company page, go to “press” and then media kit. Question number seven, sir, we've got 12 seconds left. The one question I should have asked you but didn't? And we've got 10 seconds for it. David Ciccarelli 08:17 Well, I hope people will find some value. If they're looking to get a hold of me or anyone from our team, just simply visit voices.com. Tom Poland 08:29 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how you can market intangibles and keep your Zoom meetings fun and engaging Find out why you need to invest in good entertainment for your Zoom meetings Learn more on what kinds of entertainment fits for your corporate Zoom meetings and translates well virtually Resources/Links: Wanting to Know How You Can Keep Your Zoom Meetings Fun and Engaging? Learn more on how magic can be one of the best virtual entertainment experiences you can give at your Zoom meetings: Danchanmagic.com Summary Have you been feeling like your Zoom meetings are boring and your audience is not engaging? Do you want to know how you can spice up your Zoom meetings and keep your audience hooked up on what you have to say? Are you ready to find out how magic is one of the best virtual entertainments you can invest in? Daniel Chan is an internationally renowned, award-winning magician and mind-reader. He presents world-class magic and mind-reading. Dan has performed 5000 plus shows worldwide. He provided the perfect entertainment solution for savvy corporate audiences. In this episode, Daniel talks about the difficulties brought by virtual meetings– from learning how to get your message through the screen to keep your audience engaged. He also shares his insights on how magic is the best online entertainment you can invest in for your Zoom meetings. Check out these episode highlights: 01:34 – Daniel's ideal client: “Corporations or anyone looking to make a zoom event more engaging.” 01:43 – Problem Daniel helps solve: “Boring zoom events. Often people are not engaged. They're thinking, “Oh, it's the same meeting. It's the same boring thing.” 02:28 – Typical symptoms that clients do before reaching out to Daniel: “Often you're going to do meetings, and you'll see people with their cameras off. Those are some symptoms. Often people are muted, or they're not sharing their screen. You can tell they're probably not engaged.” 03:14 – Common mistakes that people make before they find Daniel's solution: “Virtual cooking shows, and many other things that don't translate. For example, you can see videos of magicians engaging, and you can actually see full demos, but, imagine, how is a cooking show better virtually than in person?” 04:05 – Daniel's Valuable Free Action (VFA): “Call for a free demo that we could do over Zoom so that you can actually experience it. Watching a video of someone doing magic over Zoom isn't as engaging as me directly reading your mind.” 04:34 – Daniel's Valuable Free Resource (VFR): Check out Daniel's Website: Danchanmagic.com 05:10 – Q: How did you get to so many billionaires and corporations? A: Targeted ads that were done by zip code and many other marketing strategies. Tweetable Takeaways from this Episode: “Find out what your goal is and find steps to reverse engineer it.” -Daniel ChanClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. I'm Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Daniel Chan. Danchan.com. I say Danchanmagic.com is his website. A very warm welcome, Daniel. Daniel Chan 00:26 Thanks for having me, Tom. Tom Poland 00:27 You're welcome! Where are you actually calling in from? Daniel Chan 00:30 Fremont, California, where all the Teslas are made. Tom Poland 00:33 Where all the Teslas are made. Oh, that's handy! Okay, so for those of you who don't know Daniel, he's an internationally renowned award-winning magician and mind reader. Wow! He presents absolutely world-class magic and mind-reading acts. He's performed, get this, 5000 plus shows worldwide. That is simply extraordinary! Dan, I've done over 500 public speaking events, I cannot add a zero onto that. I'd be dead! He provides- Daniel Chan 01:04 Last year since March, I did 400 virtual events. Tom Poland 01:08 400 virtual events! So that's the other thing that I really liked and admired about what you've done with COVID and the pandemic. You've pivoted from stages to virtual events. And, people are very surprised how well magic can work on Zoom. He provides the perfect entertainment solution for savvy corporate audiences. And our subject today, provided by Dan, is, “How to Market Intangibles” and Daniel's going to share with us how to do that in just seven minutes. Dan, our time starts now. So who's your ideal client? Daniel Chan 01:34 Corporations or anyone looking to make a zoom event more engaging. Tom Poland 01:39 Thank you, sir. And what's the problem you solve, and that's question two. Daniel Chan 01:43 Boring zoom events. Often people are not engaged. They're thinking, “Oh, it's the same meeting. It's the same boring thing.” And often, you just need to spice things up and do something different and actually give them entertainment instead of telling people to work, work, work. People need to relax. And often you want to engage them by asking questions, but also throwing in that entertainment. Tom Poland 02:08 I can just imagine the razzle-dazzle that the energy and the laughter and just the whole level of attentiveness will go up! So let's talk about the symptoms. Question number three, and we've got six minutes left. Let's say there's a corporate leader, how would they know they need your services? What are the symptoms? What's going on? Boring meetings were one of them, right? Daniel Chan 02:28 Yeah, often you're going to do meetings, and you'll see people with their cameras off. Those are some symptoms. Often people are muted, or they're not sharing their screen. You can tell they're probably not engaged, perhaps they're washing dishes or doing something else. And you can force them to turn on the screens, but also change things up and show that you care. Tom Poland 02:52 Right. And probably also the person is actually looking at a completely different screen over somewhere else. So let's talk about some of the common mistakes. Question four, and five and a half minutes left. Going great for time! You've got this corporate leader who's holding these virtual events, and they're going, “You know, I don't think I've got the attention of my people.” They're going to try stuff. So what are some of the common mistakes that people try, and should they really avoid? Daniel Chan 03:14 Virtual cooking shows, and many other things that don't translate. For example, you can see videos of magicians engaging, and you can actually see full demos, but, imagine, how is a cooking show better virtually than in person? Certain things can't be replicated, at least in my opinion. I've seen Zoom cooking shows, and I've just kind of checked out because the production value is a lot lower. It's a new space. It's really not workable at this point on. Tom Poland 03:46 You have to have a full production set for that which most corporate board meetings or sales meetings, or whatever, don't have. So let's talk about one valuable free action. Question five, four and a half minutes left. What's one thing that a corporate leader could do with Zoom meetings, etc, that it's not gonna solve the whole problem, but it might just be a tip that helps them a little bit? Daniel Chan 04:05 Call for a free demo that we could do over Zoom so that you can actually experience it. Watching a video of someone doing magic over Zoom isn't as engaging as me directly reading your mind. And then you want to pass that experience that you just had, personally, to your team members. Tom Poland 04:23 I think that's a great idea! And you've mentioned that before the interview started, you have a five-minute Zoom call, which is kind of like a demo of how this could- it's completely free. So where can people go to book that? Daniel Chan 04:34 You can go to Danchanmagic or millionairesmentalist.com. Tom Poland 04:39 So Danchanmagic.com. Book, a five-minute Zoom call. Folks, this is not like a paid advertorial type thing. I'm interviewing Daniel because I think it would be a fantastic opportunity for those of you running meetings and you've got Zoom happening and people are fading out and they've got their webcam off. Big hand there. Thanks, Dan. So it's Dan, D-A-N, Chan, C-H-A-N, magic.com. The final question, Dan, is- and we've got three minutes left, so plenty of time to answer if you want. What's the one question I should have asked you, but didn't? Daniel Chan 05:10 How did you get to so many billionaires and corporations? Tom Poland 05:15 And how did you? Daniel Chan 05:16 Targeted ads that were done by zip code and many other marketing strategies. For example, if Mountain View has Google, you can actually target specifically the zip code of Google and target people who are searching for corporate events. So I actually have worked for Google 40 times, Airbnb over six times, Lift Salesforce, Netflix, Uber, all these companies were specifically targeted, and I had an end goal in mind. Find out what your goal is, which mine was to become the top corporate entertainer in the world, and find steps to reverse engineer it. Tom Poland 05:54 Perfect! Daniel Chan, thank you so much for your time and your insights. Folks, Danchanmagic.com. Book yourself a five-minute demo of how you can spice up your meetings using some Dan Chan magic! Thanks, Dan. Tom Poland 06:08 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn why that shiny thing syndrome hinders you from knowing more about yourself and finding the right strategy for your business Understand why knowing your priorities can bring you more time, more clients, and more profit Find out the connection and importance of time and happiness to the success of your business Resources/Links: Wanting to Know More on How You Can Transform Your Business and Get More Clients? Learn how you can book more clients in just two weeks or less: sherikayehoff.com Summary Have you always been in a constant fuzz about transforming your business and getting more clients but just end up struggling? Are you always finding yourself struggling to find the right strategy for your business? Do you want to know how the right mindset and time management is the key to all your business struggles? Sheri Kaye Hoff is a transformational business coach using intuition, vision, omnipresent marketing, and mindset mastery working with coaches, consultants, experts, professionals, and small business owners since 2007 so they can reach their optimal clients, scale their business and live the lifestyle they want. In this episode, Sheri shares the importance of priorities and time management and their effects on your business growth and client reach. She also talks about why instantly shifting strategies is a big no-no for your business. Check out these episode highlights: 01:22 – Sheri's ideal client: “My ideal clients are service-based business owners who struggle between that feeling of making a difference and making the profits that they want.” 01:45 – Problem Sheri helps solve: “One of the biggest problems that people have when they come to me is that they are in this place, working really hard for maybe not very much money. They're hard workers. They believe in what they do.” 02:39 – Typical symptoms that clients do before reaching out to Sheri: “One of the big things is fear. And a lot of times, it's that unnamed fear. You know, they don't even realize it's fear. But typically, it's been a program that has been running in their heads for a long time.” 04:10 – Common mistakes that people make before they find Sheri's solution: “Oftentimes, people don't give a strategy time to work. So they're always maybe trying a new strategy or a new coach or a new something or other.” 05:10 – Sheri's Valuable Free Action (VFA): “The biggest step that people can take is to take a look at what they're already doing and assess priorities to what they're already doing. So usually people will say, “I need to spend, you know, six to eight hours in my business”, but maybe what you're actually doing only needs an hour of time.” 06:26 – Sheri's Valuable Free Resource (VFR): Check out Sheri's FREE Guide: sherikayehoff.com 07:08 – Q: Why is it important to be happy and be a great business owner? A: The answer is that your happiness is your vibration. And the more you can be happy and fulfilled and full of joy, the more of the good stuff you bring in– better clients, better life, everything! Tweetable Takeaways from this Episode: “The time that you give something is what it expands to. So find the things that are working and that you know that you want to keep replicating.” -Sheri Kaye HoffClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Sheri Kaye Hoff. Sheri, good day from down under. A very warm welcome. Where are you hanging out? Sheri Kaye Hoff 00:23 I'm hanging out in Parker, Colorado, and it's a beautiful day! Tom Poland 00:26 Colorado, where the sun is shining and the birds are singing! For those of you who don't know Sheri, Sheri has this really interesting moniker, which kind of sparks me. It excites me! She's a transformational business coach using intuition, vision, omnipresent marketing, and mindset mastery. Fascinating combination! Working with coaches, consultants, experts, professionals, and small business owners since 2007. So pluck that 14 years. And she really just helps them to experience optimal clients, scale their business, and, ultimately, live the lifestyle that they really want. So excited that you're here, Sheri! Thank you for giving up your time. Our title is, “How to Book More Clients in Two Weeks or Less”. And Sheri's going to share with us how to do that in less than seven minutes. Sheri, our time starts now. Question number one, who is your ideal client? Sheri Kaye Hoff 01:22 My ideal clients are service-based business owners who struggle between that feeling of making a difference and making the profits that they want. So, you know, we need to have both as conscious business owners. Tom Poland 01:35 Right. Yes, the fulfillment and the bank account. So tell us more, if you would, question number two, six and a half minutes left. Tell us more, if you would, about the problem you solve for them. Sheri Kaye Hoff 01:45 Yeah, so one of the biggest problems that people have when they come to me is that they are in this place, working really hard for, maybe, not very much money. You know, I mean, they're hard workers. They believe in what they do. And they think, you know, “If I just work harder, I'm going to somehow make it or somehow hit that breakthrough.” And so they're really in a place of maybe frustration, burnout, questioning their decision making and being in business. But they really are an expert, and they bring a lot to the table and the world needs them. Tom Poland 02:19 Right. Perfect, well-articulated! I think a lot of people listening to this will be relating to that. Working harder, working longer, finding it's not ultimately the solution! So tell us, in addition to that, question number three, and we've got five and a half minutes left. What are some of the other symptoms that your ideal clients are going to be noticing coming up in their life before they start working with you? Sheri Kaye Hoff 02:39 Yeah, so one of the big things is fear. And a lot of times, it's that unnamed fear. You know, they don't even maybe realize it's fear. But typically, it's been a program that has been running in their heads for a long time. And so, you know, maybe fear that they can't make it, fear that no matter what they do, it might not work out the way that they want it to, fear of rejection, fear of just not being good enough. All of those things, and maybe just one per person, but sometimes people have all of it. And when it's swimming underneath, most people push it down, and they'll work through it, but they're really not eradicating that. That same fear tends to keep coming up and coming up. And it can be paralyzing and really steal your everyday joy in your business. And so, yeah, if people are feeling that fear and kind of that, you know, sometimes even a little bit of panic. And it doesn't matter if you're a six-figure business owner just starting out, that panic can set in at any time. You could be a seven-figure business owner and still have those moments of panic and question. Tom Poland 03:44 Anxiety. So we're talking about people that are determined to succeed. They understand that fulfillment is important, Helping clients is important, but they're pretty stressed by the sound of it. They're going to be trying stuff. So question four and we've got four minutes left. What are some of the common mistakes that you noticed that people are making trying to solve that problem that, other than working long and hard, what else are they doing that you can share with the audience to save them some frustration, maybe? Sheri Kaye Hoff 04:10 Well, one of the things is, I think, oftentimes, people don't give a strategy time to work. So they're always maybe trying a new strategy or a new coach or a new something or other. And they don't go within because it's a mix of learning techniques and strategies, but then really, going within yourself to feel out what feels like you and sounds like you and is you. And so I think when people have that, “Well, I better try.” It's kind of that shiny thing syndrome, really. Tom Poland 04:42 Just chase another squirrel. Sheri Kaye Hoff 04:43 Yeah. And you don't get the traction in your business when you do that. Tom Poland 04:47 Right. Yeah. And it's difficult for folks to continue and persist with something that probably, actually believing, is the right strategy, and they're getting results straight away. So let's flip it and let's start sharing a bit about what folks can do to solve the problem. We've got three minutes left. Question five, one valuable free action. One of your best tips you could give people that's not gonna solve the whole problem, but it might take them a step in the right direction? Sheri Kaye Hoff 05:10 Yeah. So I think the biggest step that people can take is to take a look at what they're already doing and assess priorities to what they're already doing. So usually people will say, “I need to spend, you know, six to eight hours in my business”, but maybe what you're actually doing only needs an hour of time. So I'm a fan of compartmentalizing things into- you know, the time that you give something is what it expands to. So find the things that are working and that you know that you want to keep replicating. See how much you can squeeze those into very short compacted impactful time periods. And then you're open to trying some new strategies. But if you're just working a gazillion hours, you know, adding something new, it's just gonna feel overwhelming. Tom Poland 06:02 Right, even more so. Make a list, prioritize it, then it sounds like schedule a block of time for each task. Sheri Kaye Hoff 06:08 Yes, yeah. And have very few priorities. Like I would suggest three, you know. Tom Poland 06:14 Not 24! Sheri Kaye Hoff 06:15 Right. Tom Poland 06:16 Okay, cool. So question six, and we've got one minute, 45 seconds left, one valuable free resource. Where can people go to find out more about your work, maybe get some more help for free? Sheri Kaye Hoff 06:26 Yeah, so I am a fan of deep thinking and big vision. But I also know when people are in that panic or anxiety, looking at, “What can I do in the next two weeks?” So I have a free guide called, “How to Book More Clients in Two Weeks or Less”. And that's on my website. You just go to sherikayehoff.com, and it's right there. And it's not a long thing to get through. And there will be something that jumps out at you that you can do today or tomorrow or within the next two weeks, to start bringing more clients in. Tom Poland 06:53 More clients in, super! So it's Sheri, S-H-E-R-I, Kaye, that's K-A-Y-E, H-O double F. Sherikayehoff.com. Go get it. We've got 55 seconds left. What's the one question I should have asked you, but didn't? Sheri Kaye Hoff 07:08 Okay, so I wish you would have asked me why it's important to be happy and be a great business owner? Tom Poland 07:13 Oh, yeah, that's a great question! So what's the answer to that one? Sheri Kaye Hoff 07:17 The answer is that your happiness is your vibration. And the more you can be happy and fulfilled and full of joy, the more of the good stuff you bring in– better clients, better life, everything! Tom Poland 07:30 Absolutely. It's almost magical! Sheri Kaye Hoff, thank you so much for your insight, your wisdom, and your time. Tom Poland 07:39 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out how the amount you invest in is more important than the return on your investment Learn why you should be contributing at least 30% of your income to your retirement plan Understand why properly investing in your retirement plans will help you save your money, avoid unwanted stress, and get a good night's sleep Resources/Links: Wanting to Know How You Can Financially Protect Your Family by Providing Them with a Six-Figure Retirement Income? Learn how you can get a successful retirement without the stress: chatwithhorace.com Summary Are you often feeling stressed out when it comes to thinking of your retirement? Have you been finding ways on how you can invest in a retirement plan but feel like it's a risk to take? Do you want to know more about how you can properly invest your money in the right retirement plan and guarantee financial protection for you and your family? Horace Bone is a US-based financial consultant with over 35 years of experience serving business owners and high-income professionals seeking six-figure retirement income. In this episode, Horace talks about the why's, the when's and the how's of investing in a retirement plan. He also shares his insights regarding government-sponsored retirement plans and how you can maximize your income by turning it into your retirement income! Check out these episode highlights: 01:09 – Horace's ideal client: “My ideal client is a 35-to-55-year-old, male or female, who is a high-income earner. We consider that somebody that makes $100,000 or more.” 01:53 – Problem Horace helps solve: “I find that our clients are unable or unwilling to contribute 30% to 33% of their income to a retirement plan. And they risk an uncomfortable retirement if they don't do that.” 03:29 – Typical symptoms that clients do before reaching out to Horace: “I found out they don't sleep well at night. There's always this little demon on their shoulder that keeps whispering in their ear, “Are you ready for retirement?” And most people- you can't get it out of your mind up until retirement.” 04:14 – Common mistakes that people make before they find Horace's solution: “They put money into a government-sponsored IRA, 401k, or a 403b plan without a company match. If you don't have a company match, you should never put a penny into a government plan.” 05:20 – Horace's Valuable Free Action (VFA): “If you have contributed to a tax-deferred plan, roll it into a Roth, or 401k Roth, if that's an option, pay the taxes now, then you will reap the return later.” 06:07 – Horace's Valuable Free Resource (VFR): Check out Horace's Interactive Website: chatwithhorace.com 06:47 – Q: Why am I still working at age 81? A: I have found that solving problems for people is what gives me retirement. Tweetable Takeaways from this Episode: “The amount people invest is more important than the return on their investment.” -Horace BoneClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Welcome, everyone, to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach here in Queensland, Australia, joined today by Horace Bone. Horace, good day from down under. A very warm welcome, sir! Whereabouts are you based? Horace Bone 00:25 I'm on the East Coast, North Carolina. Tom Poland 00:28 North Carolina. Heard lovely things about North Carolina! For those of you who haven't met Horace yet, he's a US-based financial consultant. He's got over 35 years of experience serving business owners and high-income professionals who are seeking six-figure tax-free- beautiful words, those ones- retirement income. And Horace, that brings us quite nicely to the title of this little interview which is, “How to Protect Your Family Financially and Sleep Better, Knowing that You've Taken Steps to Provide Them with a Six-Figure Retirement Income”. Beautiful! So our seven minutes is going to start now, sir. Question number one, who is your ideal client? Horace Bone 01:09 My ideal client is a 35-to-55-year-old, male or female, who is a high-income earner. We consider that, somebody that makes $100,000 or more. And they would like a retirement plan that is sufficient to guarantee his or her current standard of living, which may be $100,000, $200,000, $300,000, whatever they need. We figure they want the same thing when they retire. That's what we work toward. Tom Poland 01:39 Sounds like a good plan to me. Question number two, six and a half minutes left. How would you define the problem that you solve? I guess it's around the continuation of the lifestyle that they've been used to while they're working, anything else you want to add to that? Horace Bone 01:53 Yeah, that's correct. I find that our clients are unable or unwilling to contribute 30% to 33% of their income to a retirement plan. And they risk an uncomfortable retirement if they don't do that. Tom Poland 02:09 Right. Horace Bone 02:10 They just can't do that. We solve this problem by having our clients contribute to a simple five-pay plan. We leverage that contribution by supplementing it with a corporate rate loan. We invest that in an asset that, for the last 25 years, has returned an average of 6% annually. Tom Poland 02:32 Wow! Horace Bone 02:33 The loan is paid off in the 10th year, and the asset is distributed starting in the 15th year or later, as a tax-free distribution, which will likely be 60% to 100% greater than if a similar contribution had been made to a traditional IRA or 401k. We give our prospective clients access to an interactive website where they can pre-qualify themselves, study our strategy, and run their own illustrations. And at that point, they can contact us if they care and if they need additional information. Tom Poland 03:11 Very clever, and leading-edge and yet quite proven! So tell us, five minutes left, Horace, some of the typical symptoms. So if people are listening to this, what's going on in their head or in their life or in their business where they would quite rightly think, “I need to find out more about this solution”? Horace Bone 03:29 Well, I found out they don't sleep well at night. There's always this little demon on their shoulder that keeps whispering in their ear, “Are you ready for retirement?” And most people- you can't get it out of your mind up until retirement. If you wait too late, you'll start screaming the last few years. Tom Poland 03:45 Yes, right! Horace Bone 03:47 So another thing is if they don't know they are not contributing enough but they don't do the arithmetic, they hesitate to make major purchases such as a new home, a new car, a luxury vacation, and they fear they might have to retire or may not be able to retire at all. Tom Poland 04:05 Right. Thank you for that. Sure a lot of people would be able to relate to that. Question number four is the mistakes, the common mistakes that people make prior to finding your solution. Horace Bone 04:14 They put money into a government-sponsored IRA, 401k, or a 403b plan without a company match. If you don't have a company match, you should never put a penny into a government plan. It's like getting into bed with Uncle Sam. Apparently, they're not realizing that the amount they invest is more important than the return on their investment. Thirdly, they expose their retirement to market risks. If you save an asset, you build it and build it, it can go to zero or 20% less, or 30% less overnight, so that's something to avoid. And finally placing your emphasis on growing a “taxable asset” rather than creating a guaranteed tax-free income stream. And finally, just waiting too long to implement any plan. That's disastrous! Tom Poland 05:04 Big one. And lots of traps, so new players and people don't know really what they're doing in the marketplace. Let's get to question five then. And what I'm after here is a valuable free action, like a top tip, not going to solve the whole retirement issue for them, but it might be just one step in the right direction? Horace Bone 05:20 Okay, I mentioned getting out of beta level, as soon as possible. Tom Poland 05:24 Right. Horace Bone 05:24 If you have contributed to a tax-deferred plan, roll it into a Roth, or 401k Roth, if that's an option, pay the taxes now, then you will reap the return later. It's what a farmer does. He would rather pay tax on the seed than the tax on the harvest. And with rising taxes, you're gonna end up paying more taxes at the end than you save in the beginning by tax deferring the contribution. Tom Poland 05:53 Boy, it could be a massive saving! Thank you for that, sir. Question number six, we got two minutes left, one valuable free resource. Where can we direct folks to go where they can find out more about your services? Horace Bone 06:07 They can go to my site, chatwithhorace.com. That's an interactive site. They may input their own information- their age, their sex, their health, and the amount they want to invest, a minimal amount of $20,000 a year for five years. We can deal with people that can't do that, but that's our optimal client. They can, as I said, run personal illustrations, and they can contact us for a conference call through that site if they so choose. We're not going to call them. Tom Poland 06:37 Perfect! Chatwithhorace.com. Last question, Horace. Question number seven, one minute left, what's the one question I should have asked you but didn't? Horace Bone 06:47 Why am I still working at age 81? Tom Poland 06:49 Holy Dooley! You're 81? You look like you're 61. So why are you still working at age 81? Horace Bone 06:55 I have found that solving problems for people is what gives me retirement. Tom Poland 07:03 Right. Horace Bone 07:03 I've retired three times, each time I've come back, and I intend to continue doing this as long as my mind will continue to work. Tom Poland 07:10 Absolutely love it! More power to you. And thank you for being such a great service and for your insights and wisdom and advice. You've packed an awful lot into six and a half minutes. Horace Bone, thank you so much. Horace Bone 07:20 Thank you. Tom Poland 07:23 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover how you can build a money-making and client-bringing funnel in lesser time Understand more about what goes into making a funnel work rather than just expecting it to magically work Find out why choosing the funnel type that suits your business is crucial in making your funnel successful Resources/Links: Wanting to Know How You Can Build Your Very Own Gorgeous Designer-Looking Funnel? Learn more on how you can create your own money-making and client-bringing funnel in just two hours: www.yourfunnelcure.com/ Summary Do you often find yourself struggling with your funnels and their long and difficult instructions? Have you been picking those complicated funnels to deal with thinking it would give you the best results but just end up frustrated? Are you ready to build your very own gorgeous funnel that will bring more profit, more clients, and more success to your business? Going from $0 to $3 million in 6 months with five easy-to-create funnels, Tammy Lane loves playing hooky with her kids while her funnels bring in clients. In this episode, Tammy shares her insights on why building a funnel for your business shouldn't be as complicated and time lengthy as you think. She also talks about why funnels are crucial for your business and can help you a ton when it comes to your sales and clients! Check out these episode highlights: 01:44 – Tammy's ideal client: “We really do focus on people who are entrepreneurs, including coaches and consultants, who haven't had a funnel working before. They might have tried to set one up, but they're aware of how powerful funnel is and they're motivated to get one implemented.” 02:09 – Problem Tammy helps solve: “Even my new marketer clients know how complicated it is to get all the tech pieces connected to actually get a functioning funnel working. And so we really focus on solving, we call it “Techitis”, by delivering funnels to our clients with a quick build technology in 90% less time.” 02:49 – Typical symptoms that clients experience before reaching out to Tammy: “They're interested in bringing in more clients. They're looking for how to have a little bit of leverage so they're not having to do manual reach outs to people. And to take people through a process where they can get to know them online.” 03:31 – Common mistakes that people make before they find Tammy's solution: “We develop funnel curious for ourselves, and then rub it out to clients. And really, some of the common mistakes are thinking that they're going to buy a funnel template, and that it's just going to work and to be technically working in order to bring in clients.” 05:12 – Tammy's Valuable Free Action (VFA): “The biggest thing is getting started in the right direction. And that would be choosing the funnel type that is going to suit their business, or their ad and choosing something simple.” 06:08 – Tammy's Valuable Free Resource (VFR): Check out Tammy's Workshop: www.yourfunnelcure.com/ 06:46 – Q: What makes us different from the 7 million other funnel-building softwares? A: There's a couple of things. One is we're really focused on getting people set up with the first funnel. Tweetable Takeaways from this Episode: “If somebody introduces you to a funnel type that has 12 steps in it, run fast! You're looking for something that has a handful of pages in it to start, so there's less things to get right.” -Tammy LaneClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland, beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined today by Tammy Lane. Tammy, a very warm welcome. Good day from down under! Where are you hanging out? Tammy Lane 00:25 I'm on the west coast of Canada, coming near Vancouver. Tom Poland 00:29 Sounds good. So, we were just talking about wilderness before the interview, folks. And Tammy was saying, she drove for how long? Tammy Lane 00:35 10 hours and saw 3 less-than-100-person towns. Tom Poland 00:40 Amazing! Where else can you do that in the world? So as to such beauty. Let's introduce you to Tammy. Tammy is pretty frickin' extraordinary. I'm delighted you accepted our invitation to be on the show, Tammy! She went from $0 in sales- pausing for dramatic effect, it's worth the pause- to $3 million in six months with just five relatively simple and easy-to-create funnels. Because we are all- well, not all of us, but those of us who dabbled in funnels know how incredibly complicated they can be. So what Tammy loves to do is playing hooky with- if you're in Australia or the UK, that means not going to school, not going to work- with the kids, while her funnels bring in clients! Music to my marketing ears, Tammy. Let's get on the way. The title of the interview is, “How to Get Your First Funnel Bringing in Clients in 90% Less Time” than it would normally takes. And true to her word, Tammy is going to tell us how to do that in just seven minutes. Tammy, our time starts now. Question number one, who is your ideal client? Tammy Lane 01:44 We really do focus on people who are entrepreneurs, including coaches and consultants, who haven't had a funnel working before. They might have tried to set one up, but they're aware of how powerful funnel is and they're motivated to get one implemented. Tom Poland 01:59 Might have even dipped their toe in the water but not had great results. Thank you. So tell us, question two and six and a half minutes left, what's the problem you solve for them? How would you define that? Tammy Lane 02:09 Well, you know, and lots of- even my new marketer clients know how complicated it is to get all the tech pieces connected to actually get a functioning funnel working. And so we really focus on solving, we call it “Techitis”, by delivering funnels to our clients with a quick build technology in 90% less time, but we also have a system where they can build it themselves much quicker than they normally could. Tom Poland 02:35 Perfect! Thank you. Question three, six minutes left, what are the some of the typical symptoms that your new clients will have experienced? In other words, if someone's listening to this- kind of, what's going to be like a heads up for them that they need to find out more about what you do? Tammy Lane 02:49 So definitely, they're interested in bringing in more clients. They're looking for how to have a little bit of leverage so they're not having to do manual reach outs to people. And to take people through a process where they can get to know them online. So a new audience member can start to get to know them and either book a call with them or buy from them online. Tom Poland 03:10 Sounds like that's quite an integral part of the way you do funnels. It's this getting to know, first, so we avoid the premature proposition. That might bring us nicely into question number four which is, what are some of the mistakes that you find people are making with funnels before they find your proprietary solution? Tammy Lane 03:31 And I've certainly made all of these, but, really, we develop funnel curious for ourselves, and then rub it out to clients. And really, some of the common mistakes are thinking that they're going to buy a funnel template and that it's just going to work and to be technically working in order to bring in clients. And so the mistake is not understanding what goes into making a funnel work. There are multiple cases. I'd say they set up. They pick too complicated of funnels to get started with. And so we want to try and keep it as easy to set up as possible in the beginning. Tom Poland 04:10 Right. And did you- a side question. Did you find that a lot of things that you were told would work really well in the funnel, didn't actually work too good at all? Tammy Lane 04:20 I know like the first funnel I got introduced to was a quiz funnel. Who knew a quiz funnel takes like- now it takes me two months to set up. Like I can't even imagine somebody who's trying to set that up now. Tom Poland 04:34 Right. Tammy Lane 04:35 Yeah. Tom Poland 04:35 So any other common mistakes you want to touch on before we go to the next question? Tammy Lane 04:39 Yeah, and one last really important one is that a lot of people struggle through getting it set up, they finally get it working, and then when they have it, it looks kind of homemade. And that's like the death knell when it comes to positioning yourself as a leader. Tom Poland 04:54 Right. There's a professional offering because if the funnel looks kind of homemade, what's the service like? Tammy Lane 04:59 Right! Tom Poland 05:00 Okay, thank you. So question five, we've got three and a half minutes left. Going well for a time. One valuable free action, like a top tip you could give someone that's not going to set the whole funnel up, but it might start them off on the journey on the right foot. Tammy Lane 05:12 Yeah, so I think the biggest thing is getting started in the right direction. And that would be choosing the funnel type that is going to suit their business, or their ad and choosing something simple. So the easiest way I can say that is if somebody introduces you to a funnel type that has 12 steps in it, run fast! You're looking for something that has a handful of pages in it to start, so there's less things to get right. Tom Poland 05:39 Right. And I suppose the old 8020. You know, you do this thing with 20% of the time and the complexity and still get 80% of the result at least. So let's go to thank you for that. Let's go to question number six, and we've got two and a half minutes left. One valuable free resource. We are interested in someone listening to this can go, “Oh my god! I like the idea of simple funnels that can deliver clients, people getting to know me”, and then you know, converting into clients. Where can people go to find out more is what I'm asking? Tammy Lane 06:08 So we have an awesome workshop that's happening, and they can get access at yourfunnelcure.com/tom. And inside of there, we're going to show them how to get their funnel set up in two hours, gorgeous designer-looking funnel and we're going to be able to do that with them because we're going to give them the funnel templates on the call. Tom Poland 06:28 Very clever! So, www.yourfunnelcure.com/tom. Thank you for that. Nice touch! One minute and 45 seconds left, so a world of time. Question number seven, what's the one question I should have asked you but didn't? Tammy Lane 06:46 So I had to think long and hard about this but I think the biggest thing is what makes us different from the 7 million other funnel-building software. And there's a couple of things. One is we're really focused on getting people set up with the first funnel. I don't think there's any other funnel builder out there where they can deliver a fully working funnel to their clients when they come on board. So we really are reducing the amount of time that it takes to be operational. And I'm a Facebook advertiser by background like that's my whole business prior to this. And we have a built-in API with Facebook and Google so that we can report ad results to Facebook and to Google without relying on the device that people are on. Tom Poland 07:34 Right. Perfect! Very clever, proprietary. I just want to say, Tammy Lane, thank you so much. You're a breath of fresh air! The simplicity and the openness and the ideas have all been really valuable. Thank you so much! Tammy Lane 07:47 Thanks for having me, Tom. Tom Poland 07:49 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn what is the fatal flaw that you should be avoiding when running your own business Find out more about what do clients really want from you and your business and how you can use that secret to attract more promising clients Understand how having that “shareholder” mindset when it comes to handling your business will save you the sweat, attract more clients and make your business better Resources/Links: Wanting to Learn How You Can Grow Your Business and Turn Your Entrepreneurial Dream into Reality? Find out how to avoid burnout and be the best entrepreneur you can ever be: mikemotorbike.com Summary Have you ever yearned for growth in your business but just can't seem to know where to start? Do you feel so stressed with trying to do everything in and for your business but just see it going nowhere? Are you ready to become the best and authentic business leader you can become? Michael Michalowicz is an author, speaker, and an all-around advocate for small business owners and the entrepreneurial adventure. In this episode, Michael talks about why a successful business starts with a cooperative team and a focused mindset. He also shares how you can overcome that identity crisis and bring your authentic self into your workplace, products, and your clients. Check out these episode highlights: 01:06 – Michael's ideal client: “My ideal client is small business owners. I call them “micro-enterprises”. These are companies that do less than a million dollars, U.S., in revenue, and are in an underdog position.” 01:52 – Problem Michael helps solve: “The problem is that small business owners feel abandoned, and they're doing the work. It's a feeling of overwhelm. It's a feeling of struggle. And there's an identity crisis.” 02:39 – Typical symptoms that clients do before reaching out to Michael: “So if it's, you know, Groundhog Day, after that famous movie where every day is a repeat of the prior day. If you feel like I'm working harder and longer, yet nothing's working, you're an ideal candidate to read my books.” 03:31 – Common mistakes that people make before they find Michael's solution: “The common mistake is to think that, ‘Because I did it, I'm the best to do it.' ‘Because I had to do my accounting, I'm the best accountant for my business. Because I was doing the service, I'm the best to provide service.' That is a fatal flaw.” 04:31 – Michael's Valuable Free Action (VFA): “I'll give you something that I think can cause a radical shift and it's one word, call yourself a “shareholder”. That's the word. “Shareholder” of a small business.” 05:46 – Michael's Valuable Free Resource (VFR): Check out Michael's Website: mikemotorbike.com 07:09 – Q: What do clients want from us most? A: They want you to be profitable and wildly profitable. Now, here's the caveat. They will never say that. Tweetable Takeaways from this Episode: “Don't fall victim to believing that you're the best suited to do it. I would argue, the number one job of an entrepreneur is to provide jobs, not to do jobs.” -Michael MichalowiczClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. I'm Tom Poland, beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Mike Michalowicz. Mike, good day. A very warm welcome, sir. Where are you hanging out? Michael Michalowicz 00:23 Good day! It's a pleasure to be with you. I am in New Jersey, right outside New York City. Tom Poland 00:28 Okay, Eastern, so you've just gone 5 pm over there, just gotten 7 am here tomorrow. Last night was great by the way, Mike. You're gonna love it! For those of you who have been hiding in a cave and haven't heard of Mike, he's an author, speaker. He's an all-around advocate for small business owners and the entrepreneurial adventure. He has one of the most interesting websites you will ever go to, which is- because it's different, and we're going to get to that. But Mike's a guy who walks the talk. He's all about being different. And that is the title of our little interview today, “How to Get Different”. Mike can share with you how to do that in just seven minutes. Mike, our time starts now. Sir, question number one is who is your ideal client? Michael Michalowicz 01:06 So my ideal client is small business owners. I call them “micro-enterprises”. These are companies that do less than a million dollars, U.S., in revenue, and are in an underdog position, meaning they don't have the experience or the background or the network for their business. And they're in the fight to grow a business. That's my people. Tom Poland 01:25 Right. Perfect! Under a million, small, micro, U.S. You go outside of New York- Michael Michalowicz 01:32 Yeah, I have an office in Brisbane. So we have locations throughout the globe. We have four offices. We have one in Melbourne. We have one in the Netherlands. And another one in Germany we've opened up in Munich. Tom Poland 01:46 Wonderful! So working well, global reach. Tell us about the problem you solve, Mike. We've got six minutes left. Michael Michalowicz 01:52 Yeah, so the problem is that small business owners feel abandoned, and they're doing the work. It's a feeling of overwhelm. It's a feeling of struggle. And there's an identity crisis. They went into business to fulfill a dream of financial freedom or personal freedom, and that's the two things that aren't being fulfilled. They're stuck in a struggle, and it feels, for my readers, like there's no way out. Tom Poland 02:17 Right. And so it's kind of like on the hamster wheel, just running hard or running fast. Michael Michalowicz 02:21 Yeah, that the only way to grow is by working harder and longer. That is actually not the way to grow, but that's the compulsion they have. Tom Poland 02:27 Right. That's probably all they know. So tell us, then, about the symptoms. Question three, five and a half minutes left. So can you describe it more, what's going on in this person's life or their business that kind of gives them a heads up that they should find out more about how you do it? Michael Michalowicz 02:39 Yeah, so if it's, you know, Groundhog Day, after that famous movie where every day is a repeat of the prior day. If you feel like I'm working harder and longer, yet nothing's working, you're an ideal candidate to read my books. I find that the solutions are radically simple and often unexpected. But just working more to grow your business is not the solution. If you feel you're in that trap, I can definitely serve you. Tom Poland 03:03 Radically different but surprisingly simple. I love the combination of that! So tell us more- so working harder, working longer, there are probably cracks in their health and their relationships, even, because they're just pouring blood, sweat, and tears into their business. But they clearly feel that there has to be a better way. They're going to try stuff. They're entrepreneurial. They're growth-oriented. They're gonna try stuff. They're gonna make some mistakes. So question four is and four and a half minutes left, what are some of the common mistakes that you see people making out there before they find your solution? Michael Michalowicz 03:31 The common mistake is to think that, “Because I did it, I'm the best to do it.” “Because I had to do my accounting, I'm the best accountant for my business. Because I was doing the service, I'm the best to provide service.” That is a fatal flaw. It's the “Can do” syndrome. “Because I've done it, I can do it.” But, you shouldn't do it. So we need to change that identity. Sadly, the terms “entrepreneur” and “business owner” become bastardized to hustle and grind. Meaning, if you're gonna be successful, you got to work harder and longer. And we're absorbing that. So don't fall victim to believing that you're the best suited to do it. I would argue, the number one job of an entrepreneur is to provide jobs, not to do jobs. Tom Poland 04:12 Aw, beautiful! The number one function of an entrepreneur is to provide jobs, not do jobs. That would make the world a better place, including the life of the entrepreneur. Let's go to question five, Mike, and three and a half minutes left. One valuable free action. It's kind of like a top tip or a step in the right direction. It's not going to solve the whole problem, but it might get folks started. Michael Michalowicz 04:31 Yeah, I'll give you something that I think can cause a radical shift and it's one word, call yourself a “shareholder”. That's the word. “Shareholder” of a small business. We call ourselves entrepreneurs and business owners. As I said, there's a perception that means you have to do the work yourself. But a “shareholder” of a business doesn't do the work. They collect profit and they render opinions. I own stock in a large company. I'm a shareholder. I give strategic direction through votes, and I share in the profit. We are all shareholders in our own small business. Maybe we even own 100% of the shares. Therefore, our responsibility is to render opinions and collect profits. Our others do the work, that's the provider of jobs, but act as a shareholder. That term, that identity will be significant in a shift of your vantage point. Tom Poland 05:12 Well, it could be massive because I know that where we look is where we go. So if we- Michael Michalowicz 05:16 Look right! Tom Poland 05:17 Yeah, and funnily enough, the body and the mind seem to follow the vision. So- Michael Michalowicz 05:22 And it's awkward! I call myself a shareholder in a small business and people look at me like a deer in headlights, like, “What's going on?” But I have to explain it and re-justify it to myself and act consistently with it. Tom Poland 05:32 And that is further imprinted into your own mind, that this is your reality. Michael Michalowicz 05:36 That's correct! Tom Poland 05:37 Beautiful! Alright. Thank you, sir. Two minutes left. Question six, a valuable free resource. Where could we direct people to go to find out more about what you do and get more ideas from you? Michael Michalowicz 05:46 I think you'll find great resources there. It selflessly serves me too. I invite people to go to mikemotorbike.com. There's a lesson here too Tom Poland 05:54 Yes, please. Michael Michalowicz 05:54 Why not Mike Michalowicz? No one can spell that name. I actually found out that I was pronouncing it wrong from someone from Poland. But mikemotorbike is a pneumonic technique. It's simple and easy to remember. And on my website, of course, I have free resources. But I think what you'll find that's unique is all my books, The Impact Chapters, are available for free download. So not the fluffy stuff, but the stuff that will change your business. You can get any of that stuff for free and see if it serves you. Tom Poland 06:18 Very clever! At mikemotorbike.com. And this is a classic example of how to turn what some people might perceive to be negative, people don't know how to spell your surname, into a positive, like finger-looking good chicken. Right? Michael Michalowicz 06:32 Right. Tom Poland 06:32 All that fatty stuff on your fingers. All right. Yeah, pneumonic. Michael Michalowicz 06:35 A pneumonic technique– when there's a rhyme, but also it humanizes. You know, as an author, like yourself, as a podcaster, when you're seen as an expert, there's actually a little bit of resistance because it's an authoritative position. Tom Poland 06:46 So true. Michael Michalowicz 06:47 By demoting our name, by making it more acceptable, and also to make fun of ourselves, we humanize ourselves. I think that's absolutely critical. At the end of the day, we are just humans. Tom Poland 06:57 Exactly! Yes. Like going to the toilet in the morning, hopefully, and putting trousers on one leg at a time and so on. Thank you, sir, for that humanity. Touch of humanity. 40 seconds left. Question seven, what's the one question I should have asked you, but didn't? Michael Michalowicz 07:09 What do clients want from us most? Tom Poland 07:11 And what do they want from you most? Michael Michalowicz 07:13 This is shocking! They want you to be profitable and wildly profitable. Now, here's the caveat. They will never say that. You'll never hear a client say, “Hey, can you charge me more next time.” But what clients will say is, “I want the best of you. I want your undivided attention. I want you caring for me.” And the only way to serve them as the number one customer is if they are that. So don't spend your time focusing on someone else. Be profitable, so you can be fully attentive. Tom Poland 07:38 Mike Michalowicz, thank you so much for your time. Michael Michalowicz 07:39 Had enjoyed. Thanks for having me! Tom Poland 07:37 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Find out why you should start using videos to connect and communicate with your clients Learn why you should be talking to one person instead of everyone when it comes to filming a video for your clients Discover the power of videos and the promising effects it on buyer consumption Resources/Links: Wanting to Know How to Go From the “World's Best Kept Secret” to the “Go-To” Expert in Your Field? Learn more about the power of using videos to catapult your business and create success: inspiredliving.tv Summary Have you been looking for effective ways on how to get more life-long clients online but just can't seem to find one that just sticks? Do you want to know how you can become the “go-to” expert online and offline through the power of videos and authenticity? Are you ready to dive deeper into connecting and converting through videos with just the needed 3 T's? Keri Murphy is the CEO of Inspired Living. She uses her 30 years of on-camera experience and over 2 decades as an entrepreneur to help others be seen, be known, and be paid for their brilliance. In this episode, Keri shares why videos, especially now, in the midst of a pandemic, is the greatest superpower you and your business can have. She also talks about how you can turn one-time buyers into life-long fans through the power of authenticity and valuable communication through videos. Check out these episode highlights: 01:27 – Keri's ideal client: “Our ideal client is someone who knows that they're not made to be average. They have a big vision. They want to reach lots of people.” 01:43 – Problem Keri helps solve: “Most of these people have no idea what their ideal message is, who their ideal client is, how to show up in a way that is authentic and approachable and relatable.” 02:32 – Typical symptoms that clients do before reaching out to Keri: “The struggle isn't convincing them that they have something unique and special to bring to the marketplace. I think the overwhelm sets in with, “How do I share it? What platforms do I put my content on? Do I use live video or pre-recorded video?” 04:18 – Common mistakes that clients make before they find Keri's solution: “The number one mistake I see is that they're just trying to do everything. I try so hard to instill that my millionaire mindset, that your time is the greatest commodity that you own. It's the one thing that we need to value more of.” 05:19 – Keri's Valuable Free Action (VFA): “Speak to one person! One person. When you press record, when you're writing copy, everything that you do, you should know that one person intimately.” 06:38 – Keri's Valuable Free Resource (VFR): Check out Keri's Website: inspiredliving.tv 07:43 – Q: Why is video so important? A: They are stating that by 2023, online learning is going to be an over $350 billion business. And eight out of 10 views online or video, people are 79% more likely to buy a product or service after watching a video. Tweetable Takeaways from this Episode: “Speak to one person! One person. When you press record, when you're writing copy, everything that you do, you should know that one person intimately.” -Keri MurphyClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Keri Murphy. Keri, good day! A very warm welcome. Where are you hanging out? Keri Murphy 00:23 Good day, sir! I am in Hermosa Beach, California. Tom Poland 00:26 Hermosa Beach. So just a little bit of a drop of water between us, across the- Keri Murphy 00:31 Just a little, Tom. Just a little, yeah. Tom Poland 00:33 You really got to drag that country of yours a little bit closer to ours, but be that as it may. Folks, Keri is exceptional. That's all I can say! Take my breath away when I look at her website, look at her setup. She's a total professional. And one of the reasons for that is 30 years of being behind a camera, on-camera experience, behind camera experience. She's the CEO of Inspired Living, which in itself is an inspiring title. And she uses that 30 years of on-camera experience and over 20 years as an entrepreneur to help others be seen, be known, and be paid for their brilliance, to the buyers in person, as well. Alright, let's rock and roll! Enough of the compliments already! “How to Connect and Convert Using Video” is the title. Keri's gonna share with you her secrets on how to do that in just seven minutes. Keri, our seven minutes starts now. Question number one, who is your ideal client? Keri Murphy 01:27 Our ideal client is someone who knows that they're not made to be average. They have a big vision. They want to reach lots of people. And quite frankly, they want to make some really good money doing it. Tom Poland 01:38 That sounds like a good plan. Question two, and what is the problem you solve for these folks? Keri Murphy 01:43 Most of these people have no idea what their ideal message is, who their ideal client is, how to show up in a way that is authentic and approachable and relatable, and actually takes people through the journey, Tom, of not just liking and following, but becoming buyers and lifelong fans. Tom Poland 02:00 There's probably a lot of things that people see you do but they may not appreciate what goes on behind the scenes 'til the preparation for that. I'm sure. Keri Murphy 02:08 It looks easier than it is. Tom Poland 02:10 So you're kind of unpacking that and putting it together in a way that people can follow. Keri Murphy 02:15 Yeah, there's a lot of fear. You know, the fear of being seen, being heard, being judged. So we really work with our clients on overcoming that. Tom Poland 02:22 So a lot of the psychological stuff as well! Keri Murphy 02:24 A lot, yeah. Tom Poland 02:24 So, we'll let's dive into the problem that you solve for them. There are just over six minutes left. Tell us about the problem you solve for folks. Keri Murphy 02:32 Again, I think the struggle isn't convincing them that they have something unique and special to bring to the marketplace. I think the overwhelm sets in with, “How do I share it? What platforms do I put my content on? Do I use live video or pre-recorded video?” We actually teach, “There are five types of video that you work to integrate into your content and marketing plan.” And that's another thing, there's no plan, like they are throwing, you know, spaghetti on the wall every day with a hope and a prayer that someone sees it, and someone decides to work with them. So they're missing strategy. They're missing a clear message. And so many times they're trying to catch the ocean. They're trying to speak to everyone instead of the right one. Tom Poland 03:15 Okay, thank you. So there's some stuff in there we want to unpack a little bit in the time we've got. Five and a half minutes left. What are some of the typical symptoms? Please give us a few things that are going on in their life or their business that would give them a heads up that they need to find out more about what you do. Keri Murphy 03:28 They've gotten to a place where they're just maxed out. You know, they're trading time for dollars. A lot of our clients are exchanging time for money. And so they are at a place where they want to scale. They want to leverage what it is that they do. Again, they feel constrained. They know that they can help so many more people, and they don't know how and they don't know how to reach them. They don't know where to go. So those are all the things that we work with our clients on is really understanding, gosh, how to leverage your time, your talent, and your team. Tom Poland 03:57 Time, Talent, Team– the three T's! Keri Murphy 03:59 The three T's! Tom Poland 04:00 Thank you for that. Question four, four and a half minutes left. What are some of the common mistakes that you find your new clients tell you that they've made before finding a solution? They're trying to grow, they're trying to do stuff but you mentioned one, which is, you know, the market isn't like an ocean. What other mistakes are they making that we can help people avoid? Keri Murphy 04:18 Yeah, I think the number one mistake I see is that they're just trying to do everything. I try so hard to instill that my millionaire mindset, that your time is the greatest commodity that you own. It's the one thing that we need to value more of. And yet when you're starting out, you're trying to do everything– invoicing, bookkeeping, emails, contracts, showing up, serving. And so I think that one of the number one mistakes is that people really aren't in their zone of genius. They're trying so hard to do everything. They're trying to be everything. And they're trying to get everyone to work with them. So those small shifts were, like, “How do we move you from generalist in your industry to a specialty in the market?” So I'd reach out and seek you out. And I will pay, you know, for the expertise that I get when I work with you. Tom Poland 04:18 Right. Yeah. It's terrific! Thank you. So let's go to question five, three, and a half minutes left. Doing well for the time. One valuable free action. This is kind of like a top tip. It's not gonna solve the whole problem for our listeners, but it might take them a step in the right direction? Keri Murphy 05:19 Yes, this is it. Are you ready? This is my million-dollar tip. Speak to- Tom Poland 05:24 Drumroll! Speak to what, sorry? Keri Murphy 05:26 Speak to one person! One person. When you press record, when you're writing copy, everything that you do, you should know that one person intimately. And I talk so much about psychographic. You know, in the business world, we talk a lot about demographics, where they live, how much money they make, the 2.5 children, but I think, especially right now, with everything going online, the more you understand the emotional state of your ideal client and you speak into them. Camera– it's a dialogue, not a monologue. You have to understand that there's someone on the other side, listening, you know, feeling and reacting! Tom Poland 06:05 Right. So have that- it's almost like a conversation with one person, even if you- Keri Murphy 06:09 It is a conversation with one person. You reach one, you reach many. Tom Poland 06:14 Fascinating! You reach one, you reach many. So don't focus on the many, focus on the one because that's how you reach the many. Keri Murphy 06:20 Stop saying, “Hello, everyone.” It's not, “Hello, everyone.” It's, “Hello to the one.” Tom Poland 06:25 How beautiful, love it. Alright, thank you for that! Some real nuggets in there. So let's go to question number six, two minutes left. One valuable free resource we could direct people to. Where can people go to find out get some more nuggets, if you like? Keri Murphy 06:38 Yeah, so many people ask me, “Keri, I'm just starting out. How do I set up my studio? What equipment do I need? How do I put everything together?” And after many, many years of that question being asked, Tom, we put together a really beautiful resource called the Be Studio Ready Guide. It is front and center on my website, inspiredliving.tv. It's a beautiful PDF that talks about lighting, whether you're a beginner or you're more advanced, walks you through equipment and how to get started. Tom Poland 07:05 Perfect! So that's inspiredliving.tv. Go get it, folks. And I've been there. It really is. It's a reflection of brilliance in itself! And there's quite a lot of technical stuff in there as well. You know, in addition to the branding, you've got the- so well. That's really going to help people a lot to set up their studio right. And I'm guessing you can do that in a very simple way. You don't have to hire a whole TV crew, production crew to come in and get it done. Keri Murphy 07:30 You do not! You need a smartphone, a light and a microphone. Tom Poland 07:33 Wow! Keri Murphy 07:34 That's all you need. Tom Poland 07:34 Oh, that's nice and simple. Inspiredliving.tv. Last question, 55 seconds left. What's the one question I should have asked you but didn't? Keri Murphy 07:43 Why is video so important? Tom Poland 07:44 Why is video so important? Keri Murphy 07:46 Well, let me tell you. They are stating that by 2023, online learning is going to be an over $350 billion business. And eight out of 10 views online or video- and people, this is a statistic that's always staggering to me, that people are 79% more likely to buy a product or service after watching a video. Video is the only way to connect with people that are multi-sensory. Right? We see you. We hear you. Hopefully, we feel you. And we really build that- we hear it all the time, you know, like and trust factor, so much quicker when you put a video out consistently and that is the key. Tom Poland 08:28 So true. Keri Murphy, thank you so much for your time. Keri Murphy 08:31 Thank you for having me. Tom Poland 07:37 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Learn more on how transitioning to become a better you and have a better business is a who problem and not a how problem Understand why doing everything by yourself would just lead you into stepping some into a cow pie in your business Master the most effective way of turning prospects into loyal and big-ticket clients and customers Resources/Links: Wanting to Learn More on How You Can Help Grow Your Business and Turn Prospects into Big-Ticket Clients? Learn more about the “Ambassador Multiplier Framework” and help monetize value in your business: PaidForLife.com/Ambassador Summary Have you felt like you have outgrown your business and just feel the need to spice your business up a notch? Do you want to learn how to find the hidden value in your business that could monetize your business' value? Are you ready to know the proven and tested ways on how you multiply your clients and profits and help grow your business? Mike Koenigs is a dad and a husband of 20 years. He is a SuperConnector and relationship creator. He's a 30-year serial entrepreneur and is the founder of 5 businesses built from scratch, two public exits (IPG/Interpublic Group), and has authored 13 bestselling books. In this episode, Mike talks about what you should actually be doing when feeling stuck on a business plateau and how to overcome that feeling of business outgrowth. He also shared how progress can be made in your business if only you focused and identified the “who” problem rather than the “how” problem. Check out these episode highlights: 01:39 – Mike's ideal client: “The perfect client is business to business, B2B business owners. They have to be founders, partners. And ideally, generally, they're $3 million to $50 million business owners of 45 and above, typically successful, a higher net worth.” 02:25 – Problem Mike helps solve: “Usually, they are people who are frustrated business owners. They've reached a point where they know they've outgrown who they are, what they do, why they do it, who they do it for. And they also are struggling with the competition.” 03:02 – Typical symptoms that clients do before reaching out to Mike: “Very frequently what I find is there is a point of transition in their lives, meaning they've hit that dark night of the soul where they might not feel valued, and their sense of purpose has changed because they've hit a brass ring.” 04:01 – Common mistakes that people make before they find Mike's solution: “I call it “stepping in cow pies”. And if you grew up on a farm, and if you step in cow pies, that means you're walking around in a cow pasture. And that means they start thinking that I have to haul my way through this and do it myself.” 05:22 – Mike's Valuable Free Action (VFA): “I call this “the ambassador method”. But imagine this, if you think about who you want to be a hero to, that's your ideal, perfect customer. And those people most likely belong to affinity groups.” 06:18 – Mike's Valuable Free Resource (VFR): Check out Mike's Ambassador Multiplier Framework: PaidForLife.com/Ambassador 07:07 – Q: What is the most effective way to convert prospects into big-ticket clients and customers? A: Here's the key. I ask you a series of questions, and it really begins with, “If you and I were to meet three years from today, what would have happened personally and professionally for you to feel satisfied or happy with your progress?” Tweetable Takeaways from this Episode: “Think about you being a relationship away, not a complex funnel in a systematic way.” -Mike KoenigsClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined by the inestimable Mike Koenigs. Mike, good day. Sir, a very warm welcome. Good to see you again after all these years! Where are you hanging out? Mike Koenigs 00:28 Beautiful San Diego and soon I will be living part-time in Baja, Mexico Tom Poland 00:33 Wow! Mike Koenigs 00:33 On the Baja side of Mexico, my wife and I are going to be building a home and studio down there. Tom Poland 00:39 Fan-dang-tastic! Well, a very warm welcome, and good to connect with you again. It's been a few years, as I said. For those of you who don't know Mike, you must have been living in a cave because he's kind of uber-famous on the internet. I was one of his clients many, many years ago with Traffic Geyser. And that, I guess, started the interaction. We met again a few years ago at a conference in San Diego. He's a dad and a husband of 20 years. I know family's very important to you, Mike. He's also a SuperConnector. The people who you don't know are, you know, probably not worth knowing. He is also a relationship creator. And he's a 30-year serial entrepreneur, founder of five businesses built from scratch, two public exits, which is quite a feat in and of itself. And he's written, man, a couple of books– 13, actually, bestsellers. So we are in the presence of greatness! Mike, our title today- you're gonna share with us, “You: A Category of One”. You're going to share with us how folks can be a category one in just seven minutes. Our time starts now, sir. Question number one is who is your ideal client? Mike Koenigs 01:39 Right, the perfect client is business to business, B2B business owners. They have to be founders, partners. And ideally, generally, they're $3 million to $50 million business owners of 45 and above, typically successful, a higher net worth. The bottom line is they have to have a history of execution, coachability. And I love folks who are Kolbe quickstarts. If you're not familiar with the Kolbe test, they're eight through 10. Basically, they're fast decision-makers. They're not long Factor Finders. If you don't know something and feel it and know what you want, you're probably not my type of person. Tom Poland 02:16 Right. Perfect! Thanks. So this way things actually get done and implemented and they get results. Tell us about the problem you solve. Question two, six minutes left. Mike Koenigs 02:25 Okay, usually, they are people who are frustrated business owners. They've reached a point where they know they've outgrown who they are, what they do, why they do it, who they do it for. And they also are struggling with the competition. They know they can monetize better, and oftentimes, know they're underselling to their market. Tom Poland 02:47 Perfect! Thank you, sir. So that leads us nicely into question three. Five and a half minutes left. Some of the symptoms that these high achievers are going to be experiencing? When they look around their life or their business, what are they going to be noticing that would give them a bit of a heads up that they need to talk with you? Mike Koenigs 03:02 Yeah. Very frequently what I find is there is a point of transition in their lives, meaning they've hit that dark night of the soul where they might not feel valued, and their sense of purpose has changed because they've hit a brass ring. And they're like, they've outgrown almost everything in their lives. And they're like, “What am I doing here? I want more impact. I want more purpose. I want more elegance. I want simplicity. I want to maybe have deeper and more meaningful relationships than a wide and shallow one?” Tom Poland 03:31 Wow! I can think of a few people. Not looking at anyone, in particular, myself in the mirror! Yeah. So, tell us about- question four, and we've got five minutes left. These are ambitious people. They're growth orientated. They are, you know, in life, they seek fulfillment. They seek expansion. They want to fulfill their potential. They want to expand it again. So they're going to be trying a lot of stuff before they find your solution. So what are some of the common mistakes that you see these folks have made before they start working with you? Mike Koenigs 04:01 I call it “stepping in cow pies”. And if you grew up on a farm, and if you step in cow pies, that means you're walking around in a cow pasture. And that means they start thinking that I have to haul my way through this and do it myself. And the people who are most successful have a history of being coached. They're shortcut-oriented. They value good advice. And instead of wasting a bunch of time trying to figure it out themselves, they realize that you have a “who” problem, not a “how” problem. And so folks who are like- as I say, “If you drive 50 miles to save a gallon, a nickel on a gallon of gasoline, you're doing the wrong thing, you know?” And so you've got to be in a position where you're like, “This is a huge problem. I want to transform my life and spend the rest of my life doing what I'm meant to do and have impact and purpose,” and like I say, “Elegance and freedom, life on my terms, not complexity.” Tom Poland 04:58 Right. I love that you've got a “who” problem, not a “how” problem. And your ideal clients recognize that. It's not about chasing the next shiny thing, it's about finding the person. Mike Koenigs 05:07 Right on! Tom Poland 05:08 Let's go to question five, and we've got three minutes left. What I'm after here is, kind of like a top tip. A valuable free action folks can take. It's not going to solve the whole problem, but it might start them a step down the road in the right direction. Mike Koenigs 05:22 Okay, I call this “the ambassador method”. But imagine this, if you think about who you want to be a hero to, that's your ideal, perfect customer. And those people most likely belong to affinity groups. And understanding who your ideal person is, what groups they belong to, who influences the owners and founders of the groups, but on the outside circle is an ambassador. So what I would like to say is, instead of thinking about what kind of funnel can I create, what kind of gig on, what kind of automation, you might be one story and one fantastic relationship away from having all the clients, all the customers you can ever manage for the rest of your professional career. Tom Poland 06:02 Wow! Mike Koenigs 06:03 Think about you being a relationship away, not a complex funnel in a systematic way. Tom Poland 06:08 Right. Amen to that! Thank you, sir. Question six, two minutes left, we're after a valuable free resource. Where can people go to find out more about this “ambassador” sort of thing? I think that's the best- Mike Koenigs 06:18 Yes, that's what I prepared today and thinking about this interview. So it's at PaidForLife.com/Ambassador. That's A-M-B-A-S-S-A-D-O-R. Go there, and there is a system that I outline in less than 20 minutes, how to think about the ambassador process, how to tell that story, and how to upgrade your operating system, your mental operating system, to think about elevating your personal category. You want to be a category of one and be unique and this is the mechanism and a way to get there. Tom Poland 06:53 Www.PaidFor, F-O-R, PaidForLife.com/Ambassador. Thanks for that, Mike. Question seven, and we've got 75 seconds left. What's the one question I should have asked you but didn't? Mike Koenigs 07:07 Alright, this is, “What is the most effective way to convert prospects into big-ticket clients and customers?” Tom Poland 07:17 I would love to hear the answer to that. And we've got 60 seconds, so take your time! Mike Koenigs 07:21 Okay, great! So here's the key. I ask you a series of questions, and it really begins with, “If you and I were to meet three years from today, what would have happened personally and professionally for you to feel satisfied or happy with your progress?” That is also known as “the Dan Sullivan question”. But when you listen to the answer, and you find out what's preventing you from getting there, what opportunities are you leaving on the table? And what are your superpowers? Where are your unique abilities? What the secret is to enrollment is to present a story, a movie, starring your prospect in that movie with you, your products and services as the guide to getting there. Tom Poland 08:01 Right. Mike Koenigs 08:01 And the whole idea is personalizing that experience so it feels like they're going on the journey with you as their Yoda or their Gandalf. Tom Poland 08:09 Perfect! Mike Koenigs 08:10 And that's the secret. Tom Poland o8:11 Mike Koenigs, thank you so much for your insights, your experience, and your time. Mike Koenigs 08:15 It's my pleasure, my friend. Tom Poland 07:37 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover the power of communication that can effectively help your business develop and increase in sales and clients Learn why practicing your communication skills will always be the best bet especially when wanting to make steady progress Understand the internal and external symptoms and how you can address them to overcome your communication problems Resources/Links: Wanting to Know How You Can Use Your Communication Skills as a Superpower for Your Business? Learn more on how you can use communication to effectively and positively change your career: greatspeech.co/workshop Summary Have you been feeling anxious, scared, or nervous whenever you try to communicate about your business or products to your clients? Are you always finding different ways on how you can convince and effectively communicate to your clients? Do you want to know how you can effectively and efficiently develop your business through communication and overcome those knocking knees? Kolarele Sonaike is a Communication SuperSkills Coach. He is also a barrister helping executives and entrepreneurs supercharge their careers and businesses by developing outstanding communication skills. In this episode, Kolarele explains how communication is crucial in developing your business, getting more clients, and snatching those sales! He also shares that communication is so diverse that it is not only limited to PowerPoint sharing and how it can be the “all or nothing” part of your business growth and development. Check out these episode highlights: 01:21 – Kolarele's ideal client: “My ideal client is executives and entrepreneurs who know that they are good at what they do but struggle with communicating effectively.” 01:38 – Problem Kolarele helps solve: “A lot of people find that they know their stuff, whether it's their career or their business in particular, but being able to compellingly convince other people of their thoughts, their ideas they struggled with.” 03:07 – Typical symptoms that clients do before reaching out to Kolarele: “It's kind of this internal and external thing, right? So the internal is, “I can't get out the words that I want to say.” You know, I look at that classic situation where you look back at a conversation and go, “Oh, I should have said this. I should have said that.” 04:12 – Common mistakes that people make before they find Kolarele's solution: “The two biggest ones are digging your head in the sand. So just assuming it will either get better by itself or that it's not important enough. Or listening to friends who tell you, “No, you're fine.” As opposed to the inner voice that tells you, “I know I should be far better.” 05:40 – Kolarele's Valuable Free Action (VFA): “Practice. Einstein said, you know, “Doing the same thing over and over again and expecting different results is insanity”. He was entirely right, except for when it comes to practice.” 06:21 – Kolarele's Valuable Free Resource: Check our Kolarele's Webinar: greatspeech.co/workshop 06:57 – Q: They always think of presentations. They say, “Oh, my mind goes blank. And why does that happen?” A: That's really just about our physiological response to what and feels like a threat or feels like an alien environment. Your body says fight or flight mode which sends adrenaline through your body. Tweetable Takeaways from this Episode: “They copy other people. It takes you out of being authentic and connecting with people which you can only do when you are as much yourself as possible.” -Kolarele SonaikeClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a warm welcome to another edition of Marketing the Invisible. Tom Poland is my name. Beaming out to you, as always, from little Castaways Beach in Queensland, Australia, joined today by Kolarele Sonaike. Kolarele, a very warm welcome! Where are you hanging out? Kolarele Sonaike 00:27 So I'm now back in London. If you'd done this a couple of days ago, I would have been in Corfu, so I could have matched you for sunshine. Tom Poland 00:34 Corfu? Oh, beautiful! But I heard you had a beautiful summer in England this year anyway. Kolarele Sonaike 00:40 Yeah. Beautiful. Tom Poland 00:42 Relative, isn't it? Kolarele Sonaike 00:44 Yeah! Tom Poland 00:45 All right. For those of you who don't know Kolarele, he's a Communication SuperSkills Coach, and we're going to find out more about that, also a barrister by training, helping executives and entrepreneurs supercharge careers, and businesses by developing outstanding communication skills. Absolutely essential skill to have! Always has been, and always will be. Particularly some businesses. The title today is, “How to Unlock Your Business by Developing Your Communication SuperSkills”. Kolarele is going to show us how to do that in just seven minutes. Kolarele, our time starts now. Sir, question number one, who is your ideal client? Kolarele Sonaike 01:21 My ideal client is executives and entrepreneurs who know that they are good at what they do but struggle with communicating effectively. Tom Poland 01:30 Perfect! Thank you, sir. Lots of time left. Therefore, question number two is, tell us more about the problem you solve? Kolarele Sonaike 01:38 Yeah, so a lot of people find that they know their stuff, whether it's their career or their business in particular, but being able to compellingly convince other people of their thoughts, their ideas they struggled with. Often they'll say, “I know it's in my head, but when it comes out, it just doesn't sound the way it should be.” Or “I use great logic but somehow they're not persuaded.” Or “I'm in a leadership position, and I struggle to get people to follow me.” So I really deal in that space where it's beyond how good you are at the job, and it's about how you can bring people along. And that really is pretty much entirely about how you communicate. Tom Poland 02:18 Do people often tell you that it sounds good in their head before it comes out of their mouth, but somehow it just doesn't flow? Kolarele Sonaike 02:25 Yeah, so I actually have. I've cut and paste actually a lot because I always ask people, “What do you struggle with most in communication?” And I've cut and pasted the various things that they say. And that is literally one of those! Tom Poland 02:37 That's one of them, isn't it? Kolarele Sonaike 02:38 In my head, it sounds great, but when it comes, it's different. Tom Poland 02:42 Right, that must be frustrating for a lot of people. Tell us, question three, five and a half minutes left, some of the typical symptoms that- you mentioned the leader that struggles to articulate in such a way that the people we're following, and so on. How does someone know, let's say they're a business owner or a coach, consultant? I have audiences, they're in that sort of category. What are some of the clues that would say to them, “I need to find out more about what Kolarele actually does?” Kolarele Sonaike 03:07 Great question, actually, because it's kind of this internal and external thing, right? So the internal is, “I can't get out the words that I want to say.” You know, I look at that classic situation where you look back at a conversation and go, “Oh, I should have said this. I should have said that.” Or going beyond that, which is, “I have to give a presentation and I'm all over the place. I forget my words. I sweat. My hands shake. My voice goes dry.” Or some say, “My voice goes up to, like, a different pitch like I'm a little 13-year-old girl.” So those are kind of the internal impacts. The external is, as a result, your business doesn't convince as many people. You struggle to get clients, You struggle to, kind of, establish yourself as a leader in your field. That kind of thing. So it kind of flows into that, and then really creates a problem. Tom Poland 03:59 It's just got tentacles everywhere, isn't it? In business and in life, this communication thing? Thank you, sir. Question four and four minutes left, what are some of the common mistakes that people make trying to solve this communication challenge? Kolarele Sonaike 04:12 The two biggest ones are digging your head in the sand. So just assuming it will either get better by itself or that it's not important enough. Or listening to friends who tell you, “No, you're fine.” As opposed to the inner voice that tells you, “I know I should be far better.” And then the second is often when people do try to do something, they try to copy somebody else. So they'll go and stud-, you know, look at Barack Obama's speeches. I had a lady, in fact, yesterday who told me that she went to my websites, they have a great resource on the greatest speeches given by women. And she went there specifically to try and copy and memorize them. And so they copy other people, and that's actually- I wouldn't say it's worse than doing nothing at all, but it takes you out of being authentic and connecting with people which you can only do when you are as much yourself as possible. So that's probably the biggest mistake. Tom Poland 05:08 The biggest big mistake is authenticity, our personality, that's part of our gift to the world and the expression of that is clearly what you're helping to draw out in people. Kolarele Sonaike 05:17 Yes. Oscar Wilde said, you know, “Be yourself. Everyone else is taken.” Tom Poland 05:20 Everyone else's taken. Yeah. Well, someone said to me, “You got to get this book talk like TED.” And I said, “I don't wanna talk like TED. I wanna talk like Tom.” Thank you. Question five, two and a half minutes left, one valuable free action. What I'm after here is the top tip, not gonna solve the whole problem, but it might just take them a step on that journey? Kolarele Sonaike 05:40 Practice. Tom Poland 05:41 Practice? Kolarele Sonaike 05:43 Yeah. Einstein said, you know, “Doing the same thing over and over again and expecting different results is insanity”. He was entirely right, except for when it comes to practice. Because actually, you do that over and over again, but you do get a different result. Tom Poland 05:58 Very true! Kolarele Sonaike 05:58 So practice everything that you're struggling with communication. The vastest majority of it can actually be addressed by practice to improve. There are other techniques, but if you, at least, practice or prepare, you're gonna get much, much further. Tom Poland 06:12 Perfect! Thank you, sir. Question six, two minutes left, one valuable free resource. Where can people go to upskill even more? Kolarele Sonaike 06:21 Yes, I've got a great free workshop that's called, “The 5 Communication SuperSkills that will change your career if you use them and stall your career if you don't”. Big mouthful, right? But the URL is greatspeech.co/workshop. That's .co/workshop. Tom Poland 06:41 “5 Communication SuperSkills that will change your career or business when you use them.” So in the great speech, great as in terrific! Greatspeech.co/workshop. Thank you, sir! 75 seconds left. What's the one question I should have asked you but didn't? Kolarele Sonaike 06:57 So probably the most common problem that people say to me with communication, they always think of presentations. They say, “Oh, my mind goes blank. And why does that happen?” And that's really just about our physiological response to what and feels like a threat or feels like an alien environment. Your body says fight or flight mode which sends adrenaline through your body. The adrenaline has nowhere to go because you're not about to fight or flight or run away, and so it's just sitting in your body. And then it has to manifest itself in certain ways which are shaking hands, dry voice. I sweat. Tom Poland 07:31 Knocking knees. Kolarele Sonaike 07:33 Knocking knees, all of those things. So that's actually why it happens, which means it's entirely natural. So, again, practice will kind of help with that. Tom Poland 07:41 Perfect, Kolarele. Thank you so much for your time and your insights. Kolarele Sonaike 07:46 Thanks. Tom Poland 07:37 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.

 Discover why valuing your existing customers rather than getting new customers is better and more advantageous for your business Learn more on how you can increase the lifetime value of a customer and how it will do magic for your business Find out why increasing just even a bit in your customer's lifetime value is better than not increasing at all Resources/Links: Wanting to Seek Breakthrough and Level Up Your Business? Learn more about the proven formula that will help you save time, increase profits and maximize results: findmyprofits.com Summary Are you constantly struggling with keeping existing clients and finding yourself wanting new customers? Have you wondered what you can do to keep your clients happy and your business running? Do you want to know how you can effectively increase the lifetime value of a customer? Kenny Harper is the founder of The Growth Amplifiers Podcast & Magazine. Kenny highlights B2B business owners sharing proven systems and strategies for business growth, personal development, and more fulfillment. In this episode, Kenny talks about what you should be doing and what you should be ditching especially when wanting to keep existing clients and chase business growth. He also shares his insights on how the lifetime value of a customer is crucial to your business and profit growth. Check out these episode highlights: 01:20 – Kenny's ideal client: “The ideal client is a business advisor, a business owner that works with other businesses to help them succeed. And they are looking to improve their business, increase revenues and profits.” 01:48 – Problem Kenny helps solve: “A lot of business owners are struggling with time. They're being saturated with all these different things they have to do. And maybe they're chasing after the new customers they need to have.” 02:42 – Typical symptoms that clients do before reaching out to Kenny: “They don't know what they don't know. They have a blind spot that they're just not aware of, or they have a bottleneck. And they're struggling to try to get past a threshold.” 04:10 – Common mistakes that people make before they find Kenny's solution: “Number one, they're not tracking the profit drivers, looking at the leads that they're generating, how effective they are with the leads that they do get. You know, are they converting them into sales?” 05:45 – Kenny's Valuable Free Action (VFA): “So the first thing I would get someone to do is to start identifying where they're at now, and start creating some goals of “What if they increased the average lifetime value of a customer, even by 5%, 10%, 20%?” Run the numbers.” 07:00 – Kenny's Valuable Free Resource (VFR): Check out Kenny's Website: findmyprofits.com 07:27 – Q: Why growth amplifiers? A: Everyone has the opportunity to amplify their business. You have something that's amazing inside of you. And when you put attention to it, you turn up the levels, you get better results. Tweetable Takeaways from this Episode: “Take action, claim your stage, and amplify your business.” -Kenny HarperClick To TweetTranscript (Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast) Tom Poland 00:10 Greetings, everyone, and a very warm welcome to another edition of Marketing the Invisible. My name is Tom Poland, beaming out to you from little Castaways Beach in Queensland, Australia, joined today by Kenny Harper. Kenny, good day! A very warm welcome, sir. Where are you hanging out? Kenny Harper 00:23 I'm hanging out in Jacksonville, Florida. Tom Poland 00:25 Jacksonville? Kenny Harper 00:26 In the United States. Yeah. Tom Poland 00:27 Of the U.S. of the good old A. For those of you who don't know Kenny, he's the founder of the Growth Amplifiers Podcast & Magazine. He highlights business-to-business business owners sharing proven systems, strategies for business growth, personal development, and more fulfillment– which we just can't get enough often. Kenny, very easy for people to lose sight of that last one. So the title of our interview is actually gold in this title. It's, “How to Effectively Increase the Lifetime Value of a Customer”. And Kenny's going to share with us how to do that in just seven minutes. But folks, I'll let Kenny explain more, but so often we think of the value of a customer as being that one sale, that one transaction, but it can be so much more than that. So let's rock and roll, Kenny! Question number one, sir. Sorry, our time starts now. Question number one is who's your ideal client? Kenny Harper 01:20 The ideal client is a business advisor, a business owner that works with other businesses to help them succeed. And they are looking to improve their business, increase revenues and profits. They have the attitude, expertise, and drive to take new actions and achieve new results. Tom Poland 01:38 Thank you, sir. And so the problem you solve for them, and in particular– question number two. Six and a half minutes left. What's the problem you solve for them? And can you explain a little bit about this lifetime value thing while you're at it? Kenny Harper 01:48 Yes, so a lot of business owners are struggling with time. They're being saturated with all these different things they have to do. Tom Poland 01:55 Yep! Kenny Harper 01:55 And maybe they're chasing after the new customers they need to have. And they're so focused on that, getting the initial sale, they failed to look at businesses that are really successful or can be the most successful when they take it to the next level by increasing the lifetime value of a customer. By ascending that relationship, extending it right, done efficiently and effectively. Tom Poland 02:18 Because I think the American Marketing Research Association found that it was five times easier and, I think, 20% less the cost of having existing clients buy again, rather than finding a new one. So what are some of the typical symptoms? If someone needs to know more about this, what's going on in their business that would cause them to think I better find out more about what Kenny Harper does? Kenny Harper 02:42 Sometimes, they don't know what they don't know. They have a blind spot that they're just not aware of, or they have a bottleneck. And they're struggling to try to get past a threshold. And they're thinking, “Oh, I don't know if I could take on a bunch of new customers. I don't know if we have the bandwidth to do it.” Well, we explore other ways that they can take on new customers, increasing their lifetime value, and providing more value, creating raving fans, and more profitability. And it just takes some creative solutions in order to do that effectively. Tom Poland 03:13 So it's the feeling that they've got, perhaps, supply issues or their bottleneck. They're probably going to be they're going to be wondering if they could have got more out of a client. They're going to be wondering why clients aren't coming back, that sort of thing as well? Kenny Harper 03:28 Right. A lot of people sometimes think, “Oh, we don't want to continue selling to our clients.” Well, if you're providing more value to your clients, you're ultimately helping them get more of what they want. And it's a win-win to ascend a client in the value that you provide to them. You have to have a goal and then take new actions to achieve new results. Tom Poland 03:50 Thank you for that! Question four and there's just under four and a half minutes left. We're talking about some of the common mistakes that people make when they're trying to solve this problem. What do you see folks doing out there, the business to business owners, that- they understand they've got a bottleneck. They're trying to amplify their growth. What do you see as the common mistakes that they make rather than having a look at your solution? Kenny Harper 04:10 Right. So number one, they're not tracking the profit drivers, looking at the leads that they're generating, how effective they are with the leads that they do get. You know, are they converting them into sales? When they do get customers, do they have goals set for increasing the lifetime value of a customer? Do they have strategies put in place? Tom Poland 04:29 Right. Kenny Harper 04:30 When we get so tunnel vision on doing the same thing we've always done and just getting caught up in the whirlwind of the day-to-day business, that we're not exploring what's possible. And then really being focused on taking actions that would be the most impactful, take the least amount of time, and have the least cost. Tom Poland 04:47 It could be something as simple as having a schedule, you know, so many months or so many years. Nurturing clients after they have bought and not forgetting about them, but having an offer ready for them to go at a certain point in time. Kenny Harper 05:00 Having an offer ready, exploring different ways of positioning the offer, or exploring the ways to stack the value in an offer. All these different things can change what's possible for a business. And sometimes it's just little tweaks in just a few areas that can have a big impact on the bottom line. Tom Poland 05:19 Right. And I just love the whole idea of let's just sit down and actually work out a frickin' plan for how we can add more value and take more money from the client, ethically, etc, with full value on an ongoing basis, rather than just doing the one-off sale. Thank you for that! Two and a half minutes left. Question number five, valuable free action. Sort of like a top tip someone could sit down and go do this thing, probably not going to solve the whole problem, but it might take them a step in the right direction. Kenny Harper 05:45 So the first thing I would get someone to do is to start identifying where they're at now, and start creating some goals of “What if they increased the average lifetime value of a customer, even by 5%, 10%, 20%?” Run the numbers. You may be amazed to see how much of an impact just a small shift in increasing the customer lifetime value by a small percentage would have on the bottom line. Let alone when you start thinking creatively, it could be thinking, “What if you increase it by 50%, 100%, 200%?” Again, when you provide massive value and transformation, you can achieve that. It really can be a game-changer for any business. Tom Poland 06:27 In fact, people will be looking to pay you more money, looking for more opportunities to spend money with you because you've given them that transformation. There's that old formula I can't quite remember, but it's something like, you know, “If your client buys an average of twice a year, let's do the math and see what happens if they bought three times.” Let's do the math and see if we combine that with a 10% increase in prices. And instead of them buying, just say, three years, and if we've extended that to five years, that could make a powerful difference to someone's bank account. And a valuable free resource, Kenny. Where can people go to find out more about you, your work, and more ideas? Kenny Harper 07:00 I have these- the best ideas documented in my book, Amplified Business Breakthroughs. Go to findmyprofits.com. Tom Poland 07:07 Beautiful! Kenny Harper 07:07 I scored a free digital copy of this. And these are free to implement actionable ideas that are easy and effective. Tom Poland 07:15 Perfect! Kenny Harper 07:16 It's all about taking new actions and getting new results. Tom Poland 07:18Findmyprofits.com. Go get it, folks! And we've got 40 seconds left. Kenny, what's the one question I should have asked you but didn't? Kenny Harper 07:27 How do I have such cool hair? Tom Poland 07:30 No, I was- there's no hope for me, so I wasn't going toask it. But tell us how do you have such cool hair? Kenny Harper 07:35 I'm just joking! Yeah, maybe? Maybe an interesting would be, why growth amplifiers? Tom Poland 07:41 Yeah, why? At 15 seconds, why growth amplifiers? Kenny Harper 07:45 Everyone has the opportunity to amplify their business. You have something that's amazing inside of you. And when you put attention to it, you turn up the levels, you get better results. So take action, claim your stage and amplify your business. Tom Poland 07:57 Perfect! Kenny Harper, thanks so much for your time. Tom Poland 08:01 Thanks for checking out our Marketing The Invisible podcast. If you like what we're doing here please head over to iTunes to subscribe, rate us, and leave us a review. It's very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.