Podcast appearances and mentions of harry beckwith

In a book by Harry Beckwith titled The Invisible Touch I was recently reminded of a likly misinterpretation by many sellers of travel. The accept the excuse of expense rather than dive deeper into what really might have occurred. Price is often the excuse for the client you lost, but rarely the reason. Mr. Beckwith suggests that "we look deeper."See omnystudio.com/listener for privacy information.

[00:00:00] John Ashmen: You need to be a board chair who understands the board role. So, intellect, respect, humility. Again, I think those are important. There are a lot of Board Chairs out there who really don't know the role of a Board Chair in a nonprofit. I've seen so many organizations that are in turmoil because the board chair has entered and sees himself or herself as the person who is in charge of the organization. And the Board Chair is only a spokesperson for the entire board. +++++++++++++++++ [00:00:37] Tommy Thomas: Today, we're continuing the conversation that we began last week with John Ashmen, Past President & CEO of Citygate Network. John was named President & CEO of Citygate Network in 2007 and served for 16-plus years. He stepped down as president on July 31st, 2023. When we recorded this conversation, John, the new Citygate CEO, and the board were in the final weeks of the transition to new leadership. From my perspective, the transition was well-planned and executed. John will share some of that with us. The Citygate Network has over 300 member organizations. So, you can imagine the number of leadership transitions John has observed. And the number of boards he's interacted with. Let's pick up on the conversation where we left off last week. If it's not too personal, what was going on in your heart? Obviously, you're going through a transition now. You told your board at some time. Can you give us a little bit of backdrop to how that happened and how it's gone? [00:01:48] John Ashmen: Yeah. So I've basically had three 15-year careers. I was 15 years as the CEO of Christian Camp and Conference Center in New Jersey. We've already talked about that. Then 15 years as the COO, Vice President, Director of Member Services at Christian Camp and Conference Association. Most of the time we called it Christian Camping International, and we were U.S. and did a lot of work and getting CCI Russia off the ground. And I was on the board of CCI Canada, Christian Camping International Canada. So that was my camping association career. And now 16 years as the President & CEO of Citygate Network, which used to be called the Association of Gospel Rescue Missions. And you just get to a point where you look at it, and think I'm turning the same pile over. We have conferences that are considered the best in the industry because we're creative and flexible. Our number of people coming to our events continues to increase. This past year we had the highest attendance we've ever had which is unusual in a world where most associations are seeing a membership decline. Ours is increasing and attendance is flat. Ours is increasing. And that's a good time to leave. You want to leave on a high note and be able to hand something positive to someone. And so I just looked at it and said, you have two questions. One of them is how much longer can I make this last?  I will be 71 on my last day on the job as president of Citygate Network, and I probably could make it last another five years. The board sure didn't want me to go. There was lamenting and concern because of all the progress we've made and where we are in so many areas. And I didn't want that question to be the one that drove me. How much longer can I make this last? The question you ask, is there somebody else who wants to take the wheel and chart a little bit different course or maintain the course we're on and can be fresh eyes, fresh perspectives, and a good foot for the pedal to keep us going? So, I let the board know two years prior that in the next year, we would want to start dusting off our succession plan. And it was basically 18 months early and I trusted it to the executive committee for the first six months and then one year prior just broke it out to the entire board and we had a plan already in place and I suggested people for the search committee. I gave my board a list of 12 organizations that we've worked with that were search firms and said, you can use a search firm, you don't have to use a search firm. And here's a variety of them that take different perspectives and I told him there are two things that I want to be involved in. One, I want to be involved in the approval of the job profile because I'm the only one who really knows what it takes to run this organization. The search firm they selected had a different idea and they started going that way until I pointed out the problems that already were being created and they said you were right. Let's go ahead and put you back into this process. So I gave the final approval and made some corrections and changes to the job profile and said the other thing I want to know is when you get down to your final candidate before you announce let me know who it is because the number of acquaintances I have and the places I've gone and spoken and the boards I'm on it's a good chance that I know this person and may know something about this person that you don't know. Like they're about to be indicted or something. And so they let me do that as well. And we've had a pretty good journey through this. We have a three-month overlap.  A transition is like a handoff in a relay race and it's done while both runners are running. So I am running force with the baton in my hand until that day of the handoff. And right now my successor is running and he's getting up to speed with where I am. And then I will slow my pace and be around as President Emeritus to help fill in some holes for the first month or two. The board wants me to remain as President Emeritus indefinitely, it sounds. I'm not sure how long that will be feasible. But that's the plan and it seems to be going well. [00:06:52] Tommy Thomas: Going back maybe a little bit earlier in your career. I'm always curious as to when people turn the corner and maybe they find their professional voice. They get comfortable in their leadership skin. Can you think back over your career to when you segued into that? [00:07:13] John Ashmen: I don't think there was a breakthrough, Tommy, at any point where it's okay, now I think I know what's going on. If you have people following you, you have probably found your leadership voice. I followed in my father's footsteps. He was certainly a leader and a hero well known in the Delaware Valley, which is South Jersey, Southeastern Pennsylvania, Delaware, Northeastern Maryland, that kind of area. And I just did what came natural and what I observed him doing. I think a lot of it comes with do you have people following you? And if that's the case, then I think you have found your voice. There was a camp teacher that I always thought was fun. It goes there they go. And I must catch them for, I am their leader. That's not what you want. And, because I had great responses to the things I started, and the ideas I had, and the initiatives I launched it just seemed to follow that what was happening was what was supposed to be happening.  I think at Christian Camping, I probably perfected those skills Christian Camping Conference Association, when I became the MC for all the conferences for about 15 years, and just realized that we were making progress, and the processes were all firing on all cylinders. And so there wasn't, like I said, one time, I think it just increased. And my confidence increased as the positive responses increased. [00:08:46] Tommy Thomas: If you were to invite me to a staff meeting next week of your senior leadership team and at some point, we excused you and I asked them these two questions. What's the most rewarding aspect of working for John? And what's the most difficult aspect of working for John? What kind of responses do you think I would get? [00:09:11] John Ashmen: We actually had some of those kinds of questions asked at one time. The one that they would say, probably what's the most enjoyable aspect is that we make work fun. There are no routines that are drudgery. We are always looking at something new and my director of meetings and events would say John is full of surprises. It's fun to do a conference because you have an idea of what's going to happen and all of a sudden, he springs something on you and you go, yeah, I think we can do that. And it so it just becomes fun to work and see where we're going. I think the other thing that was said when this question was asked to our staff was we are seeing results my vice president and director of member services said I've stayed here as long as I have because the things that we say we're going to do in our mission statement and our vision statement, we are actually doing, and we're seeing these things accomplished. My Vice President says you're the best boss I ever had. You're also the hardest boss I ever had because you expect everything to be done with excellence. So when you can have that kind of response, that's probably the most difficult thing is that we don't let up. We keep going and we keep moving forward. And I am, as I said, an expressive driver and my Vice President says you're the best boss I ever had. You're also the hardest boss I ever had because you expect everything to be done with excellence. And it comes back to the sign that my father had over his lathe in his machine shop. First Corinthians 14:40, let all things be done decently and in order. And so that is something that we look at. We send out every publication as if we're sending it to the EPA, Environmental Evangelical Press Association, not the Environmental EPA. Even though it's an association we've won awards for best in class for our publications. And the hardest thing again, just to reiterate, is the demand to have things done well and do them over until they're done right. ++++++++++++++++++ [00:11:20] Tommy Thomas: If you were a judge on a nonprofit version of the Shark Tank and they were asking for early-stage investments, what questions would you need solid answers to before you would open your purse strings? [00:11:30] John Ashmen: How much have you committed to this personally? There's a lot of charlatans who come around once you invest in something they think might work. Show me your success and how it's worked. And then show me the possibilities beyond what you are stating is the success rate in this. I just want to see that there's a door to an area that you have not even discovered or explored yet. And so that's important for me. [00:12:05] Tommy Thomas: What about if you were consulting and you were creating a dashboard to get at a nonprofit organization's overall health? What would some of your dials be? [00:12:16] John Ashmen: The temperature of the staff, you got to start with your personnel and is everybody there enjoying being there and is everybody there? Looking at the possibilities, do they believe in what's happening? When I was hired to take this position, it was the organization at its own admittance the board telling me was in bad shape. I didn't have a job description. I was handed something that was 25 mandates that came out of a survey that the consulting firm had done. The first was we need a new strategic mission and vision. The second one, we need a new business plan that's profitable. If you're going to start working for an organization and those are the number one and number two things you're basically building I would say, is there a vision for where this organization can go and do the people realize it? Do they embrace it? And can they tie everything that they're doing that particular day to that vision? We have KPAs and KRAs, Key Result Areas, KPIs, I should say, Key Result Areas, KP KKRAs, and these indicators that we look at and I can go around in my organization here and say what are you working on right now and where does this fit in our strategic map? And is this something that is in which line is this on? And I think once you're seeing the people understand their role in moving an organization forward, not just building widgets. I think that's critical. And then the finances are there. Are you financially viable? Is this something you'd go on to that? I just also look at, what is it we're doing? Are we selling the invisible or are we selling a product? It's much easier when you sell a product. There's a book, Harry Beckwith, I just mentioned, Selling the Invisible, at associations that I've been working at for the last 30 years, you really sell something that's invisible. If I were in tire manufacturing, you could come and you could run your fingers through the tread on the tires and you could see the wear and tear on used, and you know what you're buying. Here, you're buying a promise that we can assist you and be a resource to you. Programs, products and services. And so you have to agree that what you think you're going to get is what you will get before you sign up. And we've been able to deliver on those products. [00:15:09] Tommy Thomas: Let's go to board service for a minute. Obviously, you report to a board, and you serve on several boards. When you think of an ideal board chair what words and phrases come to your mind? [00:15:21] John Ashmen:  You need to be a board chair who understands the board role. So, intellect, respect, humility. Again, I think those are important. There are a lot of board chairs out there who really don't know the role of a board chair in a nonprofit. You may have a corporate model where they have a Board Chair and a CEO and a President and they all have different roles and a nonprofit, the Board Chair has to realize that they are not the boss. I've seen so many organizations that are in turmoil because the board chair has entered in and sees himself or herself as the person who is in charge of the organization. And I've seen so many organizations that are in turmoil because the board chair has entered in and sees himself or herself as the person who is in charge of the organization. And the board chair is only a spokesperson for the entire board. They also have to be a good collaborator and communicator. That's critical as well, because if they are going to move the organization forward, it has to be done in harmony and the board chair is again, not the person who's in charge. They're simply the spokesperson for the entire board. And once they understand that and can move on, they'll be successful. [00:16:41] Tommy Thomas:  What does your working relationship look like with you and your board chair? Since I've been here, I've probably had 10 different board chairs in 16 years. We change board chairs on a regular basis. And that has been very helpful. [00:16:48] John Ashmen: I've had let's see, since I've been here, probably I'm just going to ballpark it, 10 different board chairs in 16 years. We change board chairs on a regular basis. And that has been very helpful for the organization. There are some organizations that say, boy, we've been fortunate. We've had the same board chair for the last 20 years. And I see in those situations, you have great communication, and predictability, but also have a lot of great stagnation. And so the board chair has to be somebody who's communicative and understands where they're going. I've had some really good board chairs. The difficult ones are the ones who still took them a while to understand that they weren't in charge, but we got that settled pretty quickly, and then others who were just hard to get ahold of. I work in a national organization, actually international, we're the U.S., Canada, Caribbean. My Board Chair can be 2,000 miles away from me. And if I don't have somebody that will pick up the phone when I call, and realize that, hey, even though I've had a hard day's work in my own organization this is my opportunity, and I've signed up for this to be communicated here, so I think that's important as well somebody who's we're able to have good communications. [00:18:17] Tommy Thomas: So how often do you meet with your board chair, either formally or informally? [00:18:20] John Ashmen: I don't think this is a good sample right now because we're going through succession. And with the succession, there's a lot of stuff going on. But normally, before this time, I would probably talk to my board chair twice a month. And our board meetings for the longest time, were two times a year. And then we added and those two times were three-day meetings. So, we had two three-day meetings where everybody flew in from all over North America. And then we added, about four years ago, three years ago maybe, we added two more meetings via Zoom and that makes it four meetings per year. So, four meetings per year are when I talk to the board chair, and twice a month after that and they're usually not long conversations. They're maybe sometimes three or four minutes and then we're done. [00:19:20] Tommy Thomas: Who sets the agenda for your board meeting? [00:19:24] John Ashmen: I do. I set the agenda for the board meeting because I'm the one who knows what needs to be done and where we're going and what steps and processes have to be done. It's funny you asked that question because the last thing I did before I picked up the phone to call you here was send out the agenda for my July 25th board meeting to my executive committee and said, this is going to be the agenda. Let me know if you have any questions and if we want to talk about anything. Most of the items on the agenda will not be a surprise because there are things that were carryovers from previous meetings or things that they know have happened at this point. But yeah, I set the agenda. [00:20:04] Tommy Thomas: What about term limits for board members? What's been your experience or observations there on best practices? [00:20:13] John Ashmen: There are different kinds of boards where different kinds of situations work better. I don't run a local ministry. I don't run a local nonprofit where you want to have on your board, the local banker, the local head of the hospital, the local owner of the hardware store, or whatever it happens to be. I work at an international association, and it's a representative association. My board members are made up of practitioners in the industry. So, I have a board of 15, and all but three of them are rescue mission leaders. And so that's a little bit different. I don't have somebody who's coming in from the perspective of being an attorney, somebody who's coming in from the perspective of being in management, somebody else who's coming in who understands supply chain or whatever it is. And they're all bringing a different area of expertise. The lion's share of the people I work with all lead rescue missions, and they have one profession. And they're representative. They're not brought on for their expertise in an area. They're brought on to represent their peers. So, in my world, I've insisted that the board needed to be three years on and you're done. We don't even have the opportunity for a second three-year term, which most revolving boards have. You come on to our board and you're on for three years and then you're off. And we have others come in. When you have a representative board and there are 75 people in one particular district that are eligible for the board. Most of them would want to be on the board at some time, I would think, because they're leaders. And they get to know that, hey, there's another term coming up where maybe I could be on that board. If you are on for three years, and then you get to another three years you got six years, and if you had a couple of those, you only get two or three people from that whole district ever to be a representative. So that's how I work it. I like a revolving board with one term of three years and it works for me. ++++++++++++++++ [00:22:38] Tommy Thomas: Maybe this is a broader question or maybe a more high-level question. A lot of people talk about bringing younger people onto boards, people in their thirties and forties. When you think of boards, I guess in an American sense, it's usually a bunch of men and they're usually older. Maybe speak to that idea of diversification on a board in terms of wisdom and experience and what all that means. [00:23:05] John Ashmen:  If you're having a board that's overstaying a corporate fund or stock investments, you want the oldest, wisest people you can get. You don't want to bring a millennial in and say, hey, what kind of creative ideas do you have? We can play with this money. That's not what makes sense there. I think boards have to be a mosaic of their community and the people that they serve. And so that includes gender diversity, racial diversity, size of organization diversity, all of that kind of thing has to be included. Rescue mission Boards should be a mosaic of the community they serve.  That includes gender, racial, age – diversity of all kinds must be included. But I will also tell missions and my world rescue missions that your board needs to have on their people who have been through a program and understand what it's like to have been homeless or something like that. You don't want to make your whole board that way, but you want to have perspectives that represent that. And I also push for age diversity as well. You don't want to have people, all people who are baby boomers on a board. You're going to be shocked when all of a sudden you get your first millennial and find out that your positions don't line up anywhere near what the positions are that they would hold. And so, I think you need to gradually bring some of those folks on so you can adapt to perspectives that are changing every day in the world around us. That's certainly something that's important. I applaud those who bring somebody onto the board who is in their late twenties, early thirties, but not just somebody who has no idea what they want to do in life. Somebody who understands where they're going and has some goals of their own. And yeah, I push for that all the time. [00:24:58] Tommy Thomas: Somebody once said you need a director on the board who will be a pleasant irritant. Someone who will force people to think a little differently. That's what a good board does. Your thoughts on that philosophy? [00:25:11] John Ashmen: Yeah, I have been that person on my board but I'm the one who's asking the tough questions. I've got 15 board members and there certainly always is somebody like that. They learn to ask the question as long as they ask them in the right way looking for the right thing, not just to be disagreeable. I welcome it. And it challenges me to make sure I have the answers in place. Yeah, I will always take somebody like that. I'd rather have people like that than people who aren't really engaged and rarely talk at a meeting. Fortunately, I have a pretty good hand in helping to pick the board. I don't select them, but I make strong recommendations and so I get people who I know will be question-askers to begin with. [00:26:01] Tommy Thomas: This is maybe more on a local board than it would apply to your board, but any thoughts on the board and risk management? [00:26:07] John Ashmen: Risk management is certainly something we all have to keep in mind these days. There are risks at every corner. Going back to that idea of surrounding yourself with better people than you are, we have resource colleagues that we go to all the time when these risks come up. And as you can imagine, there are huge risks when it comes to running a rescue mission, or a street mission, or a city mission.  And we're always mindful of those things. [00:26:43] Tommy Thomas: You get a call next week from somebody who's been asked to join a nonprofit board. What questions are you telling them to make sure they have answered in their mind and heart? [00:26:57] John Ashmen: First thing is, why do they want you?  Have they told you why they want you? Have they been up front?  It used to be that people were asked for one of the three W's. Wealth, wisdom, or worth. Wealth, wisdom, or work. They want you because you have a construction team at your disposal, and you can work and build things or whatever it is. Or it's your wisdom, you're very wise on other boards and notice for that. Or it's you're going to support. Is there a reason why they're asking you? And then can you support the ministry long-term? Or the organization, whatever. If it's not a ministry of nonprofit, of sub-court, can you support this and would you support it after you're done, or is it just a temporary thing? And the other question I was asking would can you fire the CEO if things weren't going well? Do you have that ability, capacity? Or if, oh my, I don't know, he's a good friend, I'd hate to do that. If you can't fire the CEO, then you shouldn't be on the board. [00:28:08] Tommy Thomas: Wrap-up question.  Maybe two wrap-up questions. One, if you could tell a younger version of yourself something, what would that be? [00:28:18] John Ashmen: The first thing is listen to your son. Invest in Apple. Back when it was $7.92 a share. That's the first thing. My son works for Apple Corporate. They were paying him in stock, I think, initially. Listen as much as you speak.  Let others talk and hear them out.  Don't assume you know what their mindset is.  Make sure you give people the benefit of the doubt. Listen as much as you speak. That was probably one of the lessons that took a long while to learn but let others talk and hear them out, don't just assume you know what their mindset is, and always make sure that you're giving people the benefit of the doubt. [00:28:57] Tommy Thomas: If you had a do-over in life, what would it be? [00:29:03] John Ashmen: I really don't know. Maybe keep moving up in housing.  I've stayed in the same house for such a time and all of my peers have moved up three or four houses, for your long-term investment. I don't know, that's a personal thing, but as far as organizationally I don't think I have one. +++++++++++++++++++ [00:29:25] Tommy Thomas: You're in a good place. Thank you so much for your time today and for the insights you've shared with us. And I wish you the best as you make this transition. [00:29:36] John Ashmen: Thank you. I appreciate it. [00:29:38] Tommy Thomas: Thank you for joining us today. If you are a first-time listener, I hope you will subscribe and become a regular. You can find links to all the episodes on our website. www.JobfitMatters.com/podcast. If there are topics that you'd like for me to explore my email address is tthomas@jobfitmatters.com.   Word of mouth has been identified as the most valuable form of marketing. Surveys tell us that consumers believe recommendations from friends and family over all other forms of advertising. If you've heard something today that's worth passing on, please share it with others. You're already helping me make something special for the next generation of nonprofit leaders. I'll be back next week with a new episode. Until then, stay the course on our journey to help make the nonprofit sector more effective and sustainable.   Links & Resources JobfitMatters Website Next Gen Nonprofit Leadership with Tommy Thomas Citygate Network Website Invisible Neighbors – John Ashmen Selling the Invisible – Harry Beckwith   Connect tthomas@jobfitmatters.com Follow Tommy on LinkedIn Citygate Network Website Invisible Neighbors – John Ashmen Selling the Invisible – Harry Beckwith  

This week, Nick talks to Richard Mulholland, Founder of Missing Link. Richard founded Missing Link in 1997, after a career as a rock n' roll roadie, operating lights for legendary bands including Def Leppard and Iron Maiden. Richard is an expert in persuasive communication and is a global keynote speaker, talking across the world on subjects such as strategy, leadership and sales. Richard and Nick discuss the changing world of presentations, human connection and communication, tools to communicate persuasively and how to inspire action.  Richard has written three books: Legacide, Boredom Slayer, and Be Here Dragons. His other book choices were - Selling the Invisible by Harry Beckwith, Your Business Brickyard: Getting back to the basics by Howard Mann and Profit First by Mike Michalowicz.This content is issued by Zeus Capital Limited (“Zeus”) (Incorporated in England & Wales No. 4417845), which is authorised and regulated in the United Kingdom by the Financial Conduct Authority (“FCA”) for designated investment business, (Reg No. 224621) and is a member firm of the London Stock Exchange. This content is for information purposes only and neither the information contained, nor the opinions expressed within, constitute or are to be construed as an offer or a solicitation of an offer to buy or sell the securities or other instruments mentioned in it. Zeus shall not be liable for any direct or indirect damages, including lost profits arising in any way from the information contained in this material. This material is for the use of intended recipients only.

In this episode of Resourceful Designer, I delve into the world of modern marketing and share my insights from the influential book, Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith. Discover how the principles outlined in this book, originally written in 1997 but still applicable today, can revolutionize the way you run your graphic design business. From the importance of showcasing your work and emphasizing value over features, to building trust and creating memorable experiences for your clients, I break down the key points in Beckwith's book and applies them specifically to the design industry. Tune in to this episode to gain valuable insights to help you succeed in your graphic design business.  

In this episode, Steve Fretzin, Ashley Robinson, Conrad Saam, and Roy Sexton discuss:The difference between marketing and business development. Creating a detailed client avatar. Marketing in a way that is comfortable for you and is where your audience is. Utilizing AI in marketing appropriately.  Key Takeaways:Marketing shows you the door and business development helps you to talk through it. Understand what you are wanting to do with your marketing and why you want to do it. Without knowing what you want to accomplish with your marketing, it will be harder to maintain effectively. Customize your social media marketing with a marketing team so you know what is and is not working and what does work for you and your firm. More content is not going to be the sole answer to your SEO problems.  "Focus on what you do well, and do that well, and then build on that, and build on that. We know that from dieting, exercise, and life, you're not going to look like Arnold Schwarzenegger just by saying you want that. You have to do the work slowly, surely steadily. And marketing is exactly that. And business development is exactly that." —  Roy Sexton Thank you to our Sponsors!Moneypenny: https://www.moneypenny.com/us/Get Visible: https://www.getvisible.com/ Episode References: Book: Selling the Invisible by Harry Beckwith - https://www.amazon.com/Selling-Invisible-Field-Modern-Marketing/dp/0446672319 Connect with Ashley Robinson:  Website: https://greencardiganmarketing.com/LinkedIn: https://www.linkedin.com/in/ashleyrobinsongcm/Facebook: https://www.facebook.com/GreenCardiganMarketingInstagram: https://www.instagram.com/green_cardigan_marketing/ Connect with Roy Sexton:  Website: https://www.clarkhill.com/LMA: https://legalmarketing.org/  LinkedIn: https://www.linkedin.com/in/royesexton/Twitter: https://twitter.com/roysexton Connect with Conrad Saam:  Website: https://mockingbird.marketing/LinkedIn: https://www.linkedin.com/in/conradsaam/Twitter: https://twitter.com/ConradSaamFacebook: https://www.facebook.com/Mockingbird.Marketing/ Connect with Steve Fretzin:LinkedIn: Steve FretzinTwitter: @stevefretzinInstagram: @fretzinsteveFacebook: Fretzin, Inc.Website: Fretzin.comEmail: Steve@Fretzin.comBook: Legal Business Development Isn't Rocket Science and more!YouTube: Steve FretzinCall Steve directly at 847-602-6911  Show notes by Podcastologist Chelsea Taylor-Sturkie Audio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it. 

These are the must reads. Books that are foundational to Clark's life. If you want to Level up as a fundraiser, you're going to have to sweat a little. You're going to have to spend time reading one of these books on your next flight instead of watching a movie. You should be enrolled in one of our virtual training programs. You should enroll in Peak Performance Fundraising. Go to https://majorgiftsfundraiser.com/ to enroll in Peak Performance Fundraising and start your journey today. In this episode Clark recommends loads of books. He also mentions a few podcast interviews. We have linked to most of those here. Lead the Field: https://www.amazon.com/Lead-Field-Earl-Nightingale-audiobook/dp/B00OH7A278 Strangest Secret: https://youtu.be/y5x-KjBME_E Brian Tracy on Amazon: https://www.amazon.com/stores/Brian-Tracy/author/B001H6OMRI? Harry Beckwith on Amazon: https://www.amazon.com/stores/Harry-Beckwith/author/B000AP8Q0Q Jim Collins Good to Great on Amazon: https://www.amazon.com/Good-Great-Some-Companies-Others/dp/0066620996 Jay Abraham, Getting Everything You Can Out of All You've Got: https://www.amazon.com/Getting-Everything-You-Can-Youve/dp/0312284543 John Maxwell: https://www.maxwellleadership.com/ Listen Up! Book on Amazon: https://www.amazon.com/Listen-Up-Relationships-Productive-Listening/dp/0312242654 Forces for Good: https://www.amazon.com/Forces-Good-Practices-High-Impact-Nonprofits/dp/1118118804 --- Send in a voice message: https://anchor.fm/clark-at-major-gifts-fundraiser/message

Show Description: In today's episode, Slager recaps Jonah Hill's "Stutz" documentary on Netflix and Dr. Phil's appearance on the Rogan Podcast. Tim provides you guidance on how to reflect on the question "Where do you see yourself in 5 years?" For book talk, Slager analyzes "Man Uncivilized" by providing a different perspective in your training regimen, while offering actionable tips for golfers and athletes when it comes to postural work. Tim's book talk involves how to tell a compelling story, drawing concepts from "You Inc." by Harry Beckwith. Show Highlights: 2:45-27:15: Tim recaps his Florida vacation and golf course networking, we talk about how to be a better human being during the holidays, and Slager reflects on two special programs he watched: Jonah Hill's "Stutz" Netflix Documentary and Dr. Phil's appearance on the Joe Rogan Experience Podcast. 27:15-44:15: Tim provides his business update, lessons learned from writing credentials for a corporate company, and how to answer the question: "where do you see yourself in 5 years?" 44:15-55:45: Slager provides a business update on searching for video editing software, explains the concept of Chat GPT, and provides actionable exercises and tips on postural work for golfers and other athletes, resulting in more strength and power. 55:45-59:15: Tim dives into the book "You Inc." by Harry Beckwith and explains how you can tell compelling stories in presentations or interviews. 59:15-1:04:45: To end the show, Slager recaps "Man Uncivilized" by Traver Boehm by uncovering the importance of "why" we train, and using this motivation to maximize your gains. Free Resources: 5 Best Golf Warm-Up Exercises (https://www.optimalfitnessrx.com/shop-1/p/5-best-golf-warm-ups) Macro and Tracking Guide (https://www.optimalfitnessrx.com/shop-1/p/the-macro-and-tracking-guide) Quality Sleep Guide (https://www.optimalfitnessrx.com/shop-1/p/quality-sleep-guide) Hydration Guide (https://www.optimalfitnessrx.com/shop-1/p/hydration-guide) Interview Prep Worksheet (https://www.timahlersmeyer.com/products/p/interview-prep-worksheet) LinkedIn Profile Blueprint (https://www.timahlersmeyer.com/products/p/linkedin-profile-blueprint) Job Search Guide (https://www.timahlersmeyer.com/products/p/job-search-strategy-execution) Career Achievement Mapping Guide (https://www.timahlersmeyer.com/products/p/career-achievements)

El marketing lo es todo.Una simple camiseta blanca puede ser una prenda de ropa que todos necesitamos, o puede convertirse en algo que resalta tu forma corporal, te mantiene seco y a una temperatura cómoda, y además cuida el medioambiente... Todo con una maravillosa combinación de palabras, imágenes, e historias.En este episodio, grabado justo durante la semana del famoso Black Friday, vamos a hablar sobre por qué el marketing es tan importante y por qué tanta gente le tiene tan mala estima a la palabra y todo lo que le rodea.Links mencionados:Pepsi, ¿dónde está mi avión? https://www.netflix.com/title/81446626You, Inc, Harry Beckwith y Christine Clifford https://www.goodreads.com/book/show/447551.You_Inc_¡Todavía quedan algunas entradas para ese evento en directo de Madrid el día 17 de diciembre!¿Te vienes a grabar el episodio 100 en directo?Entra en: https://ti.to/ethospodcast/directo y elige tu entrada –o entradas, si vienes con amigos– y nos vemos allí.Este episodio está patrocinado por Programa DOCE.Es hora de conseguir resultados.Entra en https://www.programadoce.com y ponte manos a la obra hoy.

Pocas personas tienen la valentía de renunciar a un empleo seguro para emprender en una industria que no conocen. Pocas personas tienen la visión de usar la tecnología en el diseño de su servicio hoy día, pero imagínate hace 20 años atrás. Pocas personas cuentan cómo levantaron $1m en capital y hoy día facturan más de $1m al año. Y pocas personas conocen por experiencia propia los retos de exportar su servicio fuera de la isla a países vecinos en Latinoamérica. Ahora, este episodio tiene todas estas historias porque el CPA Antonio Sécola, fundador de @AlChavo.com pasó por todas estas experiencias. De ser gerente en una firma Big 8 a emprender en el sector de tecnología dónde da un servicio con “software” que ya lleva 22 años ayudando a comercios con su contabilidad y obligaciones contributivas, ahorrándole así tiempo a sus clientes para que se enfoquen en sus negocios. Pero no todo es color de rosas. En este episodio él también habla abiertamente de los errores que cometió y negocios que no le funcionaron. Historias que logran que su perspectiva tenga más peso, pues nace de sus vivencias, no de la teoría. Libros Referenciados: Selling the Invisible por Harry Beckwith: https://www.amazon.com/Selling-Invisible-Field-Modern-Marketing/dp/0446672319/ref=sr_1_1?crid=2Q20CORX2IGV6&keywords=selling+the+invisible&qid=1668366047&sprefix=selling+the+invi%2Caps%2C233&sr=8-1 The Four-Hour Workweek por Tim Ferris: https://www.amazon.com/4-Hour-Workweek-Escape-Live-Anywhere/dp/0307465357/ref=sr_1_1?crid=1LNCPKW6M7U2Q&keywords=four+hour+work+week&qid=1668366181&sprefix=four+hour+wo%2Caps%2C142&sr=8-1 Life by Design por Jack Daly: https://www.amazon.com/Life-Design-Your-Path-Exceptional-ebook/dp/B09S4V2KSZ/ref=sr_1_1?crid=1PC7SOPIJ4C5I&keywords=life+by+design&qid=1668366606&sprefix=life+by+design%2Caps%2C145&sr=8-1 Die Broke por Stephen Polland https://www.amazon.com/Die-Broke-Radical-Four-Part-Financial/dp/0887309429/ref=sr_1_1?crid=14V8YH1I0GQM3&keywords=die+broke+by+stephen+m.+pollan&qid=1668366486&sprefix=die+broke%2Caps%2C177&sr=8-1 Redes de Al Chavo https://www.facebook.com/alchavo https://www.instagram.com/alchavopuntocom/ https://www.linkedin.com/company/alchavo-com/ Redes Raúl Palacios https://www.instagram.com/raulpalaciospr https://www.facebook.com/RaulPalaciosPR https://www.linkedin.com/in/raulpalaciospr https://www.tiktok.com/@raulpalaciospr

It's August, which for this podcast means authors! There's a great lineup of interviews coming for the month, but we're kicking it off with a list of 5 recommendations and a few runners-up that will get you out on the beach. (2:43) Runners-up: Destiny of the Republic by Candice Millard, The Inevitable by Kevin Kelly, and Let's Talk About Death (Over Dinner) by Michael Hebb.  (7:51) It's Not What You Sell, It's What You Stand For by Roy Spence. Are you looking to find the purpose of your organization? There's no better place to start. (14:26) Selling The Invisible by Harry Beckwith. We are a service economy, and this precient work will guide you in the ways of modern marketing. (21:30) Sum: Forty Tales from the Afterlives by David Eagleman. A book of poetic prose that conjectures visions of the afterlife that make you think better of this life. (27:30) Three Men in a Boat (To Say Nothing of the Dog) by Jerome K. Jerome. Heading back to the 19th Century, and off on a comic adventure, this book is escapist in all the best ways. (37:14) The Why of Work by David & Wendy Ulrich. Finding purpose and passion in the workplace will lead to a culture of abundance. Wins all around!  Host: David Gardner Producer: Rick Engdahl

Harry Beckwith'in Görünmeyeni Satmak kitabından birkaç alıntı üzerine bir bölüm :)

Show Description: In today's episode, we provide some business and nutrition updates, including a new service that Tim is offering. Slager dives into why nasal breathing is important and some actionable tips for proper breathing. From there, Tim discusses how to write a solid thank you note after an interview, business meeting, or networking event. Lastly, Slager explains how you can create a solid foundation for yourself, reflecting on a devotion called "Safe to Build On." Show Highlights: 2:25-14:55: Tim gives an update on what he's working on with his golf game, Slager talks about what he's improving on nutritionally and physically, and Slager recaps the F1 series on Netflix. 14:55-27:40: Tim provides an update on a new service he is offering for his business, and Slager previews his potential field study for his business. 27:40-34:10: Tim explains how to write the perfect "thank you" note after an interview. 34:10-42:10: Slager discusses why nasal breathing is important, tips for optimal breathing throughout your daily activities, and how to properly breathe during meditation. 42:10-48:40: Tim analyzes a section of Harry Beckwith's "You Inc." and how you can establish a strong bond with clients, friends, family members, and co-workers. 48:40: Slager ends the show by discussing a daily devotion called "Safe to Build On," and what it means to create a solid foundation for yourself.

Show Description: In today's episode, we provide some key updates on our businesses and new projects we're taking on. Slager covers the importance of networking, critical reminders when starting a new workout plan, and how charitable events can be a key relationship building tool. Tim talks about how to transform your LinkedIn profile and what it means to "connect your dots." Show Highlights: 2:30-8:30: We open the show discussing how we came up with our show name, how to focus on the important things when building a business, and a recap of our previous episode with Karl Hibbert. 8:30-24:15: Tim provides updates on some new initiatives he is working on within his business. 24:15-34:55: Slager provides his business updates, including expanding into a new location and creating new fitness/nutrition packages. 34:55-43:30: Slager highlights an important health and fitness tip when starting a new workout plan. 43:30-53:00: Tim delivers 5 actionable tips on how to instantly transform your LinkedIn profile. 53:00-56:45: Slager dives into the definition of true networking and he is using it in his business ventures. 56:45-1:01:00: Slager analyzes Dan Fleyshman's "How to Set Up Your Business for Under $1,000" book by explaining the benefits of charitable events and how to connect with others at these events. 1:01:00: Tim ends the show by diving into a section of "You Inc." by Harry Beckwith and what it means to "connect your dots."

The construction industry is fast-paced and always evolving – but it has traditionally lacked the technology to streamline the complicated processes, from scheduling, to time tracking, to payroll. Brent Ramsey and Harry Beckwith saw the need for a tool that worked specifically for the challenges of construction, so they invented Diggsly, a cloud-based tool that is designed to be flexible to meet the needs of both field and office workers. They worked closely with Kraus-Anderson's Director of Lean and Process Improvement Karen Norman to troubleshoot and develop the tool to meet specific company needs. Employee input was an important part of the process, and KA General Superintendent Dan Braaten was an important voice in ensuring Diggsly worked to make field workers jobs easier. Brent, Harry, Karen, and Dan discuss the process of implementing new construction technology.

Show Description: In today's episode, we provide key business updates with the resume writing and lifestyle coaching. We discuss why we invested in Cardano and Safemoon cryptocurrencies. Lastly, we dive into how to answer the "Why Should I Hire You" question, how to distribute content in creative ways, and the importance of smart networking. Show Highlights: 4:00-26:00: We provide our key business updates with the resume writing and lifestyle coaching business. Tim talks about what types of positions he would hire for his business first, and Slager discusses how he would coach someone to lose weight. 26:00-37:30: Out stock talk turns to crypto talk, as we both discuss which cryptocurrencies we have invested in. Tim discusses why Cardano has been his move, and Slager discusses Safemoon. 37:00-42:00: Tim explains the best way to answer the "Why Should I Hire You?" interview question. 42:00-46:15: Slager talks about why networking with like-minded people will elevate you to your goals. 46:15-49:00: Slager highlights how he is distributing content in unique ways by discussing a section of Gary Vaynerchuk's "Crush It." 49:00-59:00: Tim provides tips on how to win someone over within the first 2 minutes of meeting them, analyzing a section of Harry Beckwith's "You Inc."

Mitch welcomes Chris Lamm, a mortgage advisor from the Redding, CA area. Chris' successes include $1 billion in funded loans, more than 600 five-star testimonials and 5,500 successful closings. He and Mitch talk about employees, mentors, health, control, and, of course, really good Mexican food. Mitch begins by introducing Chris and The Whole Enchilada spirit that drove him to become a loan officer and branch manager. Chris talks about how he started out solo and had to make a decision to grow his business or move on. Mitch asks what caused him to decide to grow. Chris cites a lot of resistance to growth, but began to see the advantages of it, including (and perhaps most importantly) the ability to help more people. Mitch brings up possibly the scariest part of scaling up a business: the more people you invite, the more people can ruin your good name. Chris talks about the importance of being careful of who you invite into your house and always being in touch with all departments of your business. He quotes the book Raving Fans and its principles of customer service. Mitch turns the conversation toward intrepreneurialism – a concept brought up by Elizabeth Dixon in Season 2, Episode 1 – and Chris responds with his dreams and goals and a surprising statistic about business owners who fail. The discussion moves on to mentors and Chris names a local investor as the guy who taught him to dream. He goes on to talk about the 2008-2009 housing crisis and subsequent recession and what he learned from it. Chris and Mitch get personal when Mitch asks Chris about the initial path that he was on. Celebrating 18 years of sobriety, Chris lends his own thoughts on how to overcome and survive and the two talk about the illusion of control and finding peace of mind. Mitch ends with the all-important question, “Where are we having Mexican food?” Chris immediately suggests Cabo san Lucas. He says it's no particular restaurant. It's more of the idea of eating where the locals eat…in a restaurant down an alley that has a sheet for a door. Those places always have the best carne asada, cooked right there in front of you. He wants a portion of lingua (the meat that tastes you back) and fresh tortillas. He wants his carne asada taco-style with lots of cilantro. When Mitch asks him how many, Chris says four or five and Mitch laughs, saying he'd like to have 10 or 12. Table Talk: Mitch opens Table Talk by revisiting Chris' little-by-little approach to success, remarking that it's a marathon, not a sprint. He even likens it to building a house: will it be your forever home or is this something you'll pass onto someone else? He quotes Richard Rohr about how familiarity and habits are falsely reassuring and that we should resist getting too comfortable. We should never stop going after the new. Gil talks about the first part of his career, when he worked in businesses with religious backgrounds, thinking it was the only real work. Years later, though, through a painful transition, he learned there is no first- or second-class work. Isaac says that his favorite part of the interview was Chris' insights about mentors. He quotes Season 2, Episode 4 guest, Rita Kirk, who said, “You're only as good as the best you've ever seen,” and cites a long list of people who have mentored him in a variety of ways. Erin rounds out Table Talk sharing the story of her 80-year-old whose all-American, button-up, corporate persona took a totally different path after his wife (Erin's mom) passed away. His journey from three-piece suit guy to spiritual guru reminded her of how Chris' path started one direction but took another. Links: Raving Fans: A Revolutionary Approach to Customer Service by Ken Blanchard & Sheldon Bowles https://www.amazon.com/Raving-Fans-Revolutionary-Approach-Customer/dp/0006530699/ref=sr_1_1?dchild=1&keywords=raving+fans&qid=1621867224&sr=8-1 Selling the Invisible by Harry Beckwith https://www.amazon.com/Selling-Invisible-Field-Modern-Marketing/dp/0446672319/ref=sr_1_1?dchild=1&keywords=selling+the+invisible&qid=1621867252&sr=8-1 Elizabeth Dixon, The Whole Enchilada Podcast, Season 2, Episode 1 https://www.thewholeenchiladapodcast.com/podcast/episode/3ddfdf46/s2-e1-risk-potential-and-a-classic-chicken-sandwich Richard Rohr https://cac.org/ Rita Kirk, The Whole Enchilada Podcast, Season 2, Episode 4 https://www.thewholeenchiladapodcast.com/podcast/episode/287932a8/s2-e4-seeing-well-and-leading-well About Our Sponsor: Executive Scheduling Associates employs 120 professional schedulers filling the sales calendars of 500 financial wholesalers across North America. And we now provide short-term services dispositioning event and cold contact lists. Ask us for details at: www.esasolutions.com Subscribe to our podcast on Apple, Spotify, Google, and Stitcher. Follow us: Website Facebook Instagram LinkedIn

In his customer service book, Selling the Invisible, Harry Beckwith offers a three stepapproach to marketing your product or service. Step One is where you are trying to get what Beckwith calls, "a basic, acceptably reliable product" Early there may be no competition, so how you do what you do may not be that important. Take the Department of Motor Vehicle in almost any state. No competition = lousy service.

Sounds like an oxymoron to be honest...but in an idea and service based country like the United States, Harry Beckwith shares the perspective that maybe the invisible is what you should be focusing on! Lots of fun examples and thoughts on this topic, so let's get reading! Follow us on Instagram and subscribe to our YouTube channel to watch the video version of the podcast! Email us with your own perspective and thoughts on this book! Instagram: @businessbythebooks YouTube: Business by the Books Website: businessbythebooks.com Email: businessbythebookspodcast@gmail.com

Handwriting analysis sounds like it might be scientific. After all some courts allow it during trials and it has helped to convict defendants. But how reliable is it really? When put to the test, do handwriting experts do better in spotting a forgery or confirming a signature than you or me? Listen and find out. http://www.quackwatch.org/01QuackeryRelatedTopics/Tests/grapho.html You like to think that when you buy something, you do it for sound smart and logical reasons. And maybe YOU do. But most people don’t. Marketing expert Harry Beckwith, author of the book, Unthinking: The Surprising Forces Behind What We Buy (http://amzn.to/2FoSOHk) explains why we usually buy for reasons that have little to do with logic – even though we think otherwise. All alcoholic drinks are not created equal. Some get you drunker, some are more likely to give you a hangover and one in particular is more likely to land you in a hospital emergency room although no one is really sure why. If you enjoy a cocktail, this is worth hearing. http://www.menshealth.com/health/4-secretly-dangerous-drinks Ever go in to a conversation with the intent of changing someone’s mind? As you probably discovered, it almost never works. So perhaps that should not be the goal according to Celeste Headlee of Georgia Public Radio and author of the book, We Need to Talk: How to Have Conversations That Matter (http://amzn.to/2oXH1Zk). She discusses a different way to approach difficult conversations so they don’t end in arguments and maybe actually accomplish something. Learn more about your ad choices. Visit megaphone.fm/adchoices

Today I'm breaking down 7 must-know principles for businesses looking to re-ignite their marketing strategy using innovative & time-honoured techniques. In this episode you will... Find out which area of your business 25% of your time (or more) must be devoted to for continual growth Understand how to become a walking-talking-lead-magnet through The Art of Fascination™ Learn how to make a strategic choice that compels your customers to share your products & services even when you're not around! & MORE I'll also walk you through the 7 principles with an associated challenge for each. The Relationships Recipe™ No matter what your product or service is, I can tell you with confidence that you are in the business of building relationships. Plain and simple, this should be your #1 priority every single day. At least 25% of your time should be spent connecting with past clients, nurturing current customers & warm leads, and showing up in new places where you'll be able to meet new people and introduce them to your brand. After this module you'll have a detailed recipe that you can follow with ease in order to become a Relationship-Building Master! The Art of Fascination™ Are people drawn to your work? Do they express interest in the vision that you're chasing? Is there a certain energy that follows you around everywhere you go, making it easy for you to open up about your business and gather new leads 24/7? Being "fascinating" isn't easy, but it's possible for all of us. You don't need to be interesting to be fascinating, you just need to be present, inquisitive & charismatic. In this module you're going to learn how to become a magnet for your business, using the Art of Fascination. The Shareability Scorecard™ Have you made any strategic operational choices that make your business shareable or talkable? Do you clients talk about you, even when you're not around? As one of my gurus Jay Bear once said, "the easiest way to grow your business is to have your customers do it for you". In this module, I will teach you how to implement more talkable / shareable moments so that your customers share your products & services on your behalf, and become an army or brand evangelists! The 10x Challenge™ Your business isn't average. Plain and simple. If it were average, you wouldn't be reading this. In order to become a marketing superstar, we need to uncover the unique brilliance of your business and then double down on showcasing that to the world. This is your 10x factor! In this module, we're going to go hard on your 10x factor and ensure that the whole word knows how different and unique your business is. Nobody pays attention to mediocre, and everyone pays attention to 10x beter. The Experiential Expo™ Experiential marketing is a strategy that captures the attention of your clients using immersive, engaging & branded experiences. Rather than try to sell your products and services, you’re focused on delivering a remarkable experience, which will naturally lead towards a sale. If you ever encountered the Pepsi Taste Challenge in the early 2000's you know exactly what I am talking about. We all have the ability to add an experiential element in order to allow our clients to "test drive" how awesome we are, so what are you waiting for? The Productization Principle™ One of my marketing mentors Harry Beckwith once said "we trust what we can see and we’re suspicious of what we hear". Since most businesses have trouble showcasing exactly what type of service they truly provide, it's essential to work on "productizing" your service or making a tangible model to showcase what someone is actually buying. In this module I am going to teach you how to easily showcase the transformation that clients receive when they work with you. We'll talk about Naming Your Brand, Creating a Visual Model of your Services & Creating a Scorecard to assess new clients. The Self-Expressed Marketer™ Your business grows as your self-expression is unleashed. Crazy as that may sound, you'll find that as you tap into the quirky qualities and crazy life experiences that only you posses, you'll be able to amplify your existing marketing efforts with the most unique twists that others can't ignore. You'll also become a shining example of what is possible in terms of growing a business in a manner that feels good. Despite what Marketing Guru #43 says or Facebook Ads Specialist #597 tells you - this is NO 1 right formula for your to grow your business. Nobody can give you the exact blueprint! In this module, you'll learn how to dust off the real-you so that you can share 110% of it with your community.   Learn more https://kelseyreidl.lpages.co/marketing/ Is marketing coaching the answer you've been searching for? At one point, I was exactly where you are today... The foundation of the business was built, but I was wondering what information I was lacking in order to scale up without fancy Facebook Ads or complicated Email Automations. I know what it's like to watch other businesses thrive with their Marketing Strategy, while you sit back and wonder where they learned all of their secrets I know what it's like to need help, support and guidance from a coach or mentor - yet you're not sure who to turn to (hint: I can be that person!) I know what it's like to lack strategy & predictability in the "marketing department" (AKA you!) I also know what it's like to have a burning desire to do whatever it takes to make sure you grow this business to its full potential. It is 100% possible. In order to surpass your current level, you need coaching! Apply today to see if you're a candidate for The Marketing Mastery Intensive™ and Kelsey will be in touch within 24 hours! https://kelseyreidl.lpages.co/marketing/

Show Description: In today's episode, Tim shares a personal goal he has with social media and black history knowledge, and Slager highlights an important step that he took in his health and nutrition coaching business. We also get into how you can persuade others through storytelling ("You Inc." by Harry Beckwith) and connecting your interests and passions with your social media ("Crush It" by Gary Vaynerchuk) Show Highlights: 3:00:-16:15: We provide our weekend recap, Slager talks about his first run of the year, and we discuss one of the most critical areas of your body to foam roll. 16:15-27:00: Tim shares a personal goal he has set out for himself with social media, black history knowledge, and conversations with close friends. 27:00-33:30: Slager talks about a massive step for his personal training and real estate business, and he provides insights on his first investment into Robinhood. 33:30-39:15: Tim discusses how you can improve your influence through storytelling, reflecting on a section from Harry Beckwith's "You Inc.". 39:15-42:00: Slager talks about meshing your interests and motivations with your personal brand on social media, analyzing a section from Gary Vaynerchuk's "Crush It."

Jon Kovach Jr. continues the discussions on Mindset of a Successful Seller found in the book Selling the Invisible. Download your free copy of the sales manual: www.amplifiedminds.com/mindset Music Cred: Scouting, by Eveningland --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app Support this podcast: https://anchor.fm/circle-of-knowledge/support

In today's briefing of the Amplified Mind's eBook, Mindset of a Successful Seller, I cover the first chapter and important principle of treating humans like humans and how to communicate with them. Download our free eBook: www.amplifiedminds.com/mindset Music Cred: Scouting, by Eveningland --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app Support this podcast: https://anchor.fm/circle-of-knowledge/support

You're always selling. wherever you are and whomever you're speaking to, you're selling. Represent your produces, the mission, or at least the culture everywhere you go. As we review quality principles from credible books and authors, we hope that our listeners take action on the wealth of knowledge and information that they receive from this podcast. Jon Kovach Jr. (Host) dives into a discussion about the Circle of Knowledge and how you can take massive action in your life. Challenge: Write down what you think you are selling, then observe yourself and your behaviors throughout the day. Then, re-evaluate what you are selling. Make changes as needed. Download a free copy of the ebook, "Mindset of a successful seller," by the Amplified Minds team: www.amplifiedminds.com/mindset Music Cred: Scouting, by Eveningland --- This episode is sponsored by · Anchor: The easiest way to make a podcast. https://anchor.fm/app Support this podcast: https://anchor.fm/circle-of-knowledge/support

Si eres coach, consultor o quieres dedicarte a ser speaker o dar cursos por internet, seguramente te has preguntado. ¿Cómo le hago para que alguien haga el marketing por mi? Me gustaría dedicarme al 100 a hacer lo que amo, ser el talento, pero que otro venda por mi. Aquí te dejo dos falsas creencias expuestas por Brendon Burchard y Harry Beckwith que te impiden tener un negocio con lo que te apasiona.

As it seems that the Daily RICHual is leaning itself towards weekly topics, I figured I would go with that trend and spend this week on the topic of customer service. It was Harry Beckwith in his book Selling the Invisible who said, “A customer's satisfaction is the gap between what the customer expects and what the get.” Some would believe that Beckwith's quotes tells us to under promise, I think differently.

In his landmark customer service book, Selling the Invisible, Harry Beckwith offers a three stepm approach to marketing your product or service(s). Step One is where you are trying to get what Beckwith calls, "a basic, acceptably reliable product" (or service). Step Two is where competition has entered the scene. Competition creates a need to listen to the customer, listening creates refinements and improvements. Beckwith says answering customers needs is the driving force in this second step. Unfortunately, this step represents the top rung on most companies service ladder. Most will tread water here forever. Disney, Lexus, the Ritz Carlton and Nordstroms are some of the few that have ventured into Step Three. Here is where the company has created products and services that have gone beyond meeting customers expressed needs.

Show Notes: Speaker 1: (00:00) Hey doc, welcome to the simplified integration podcast. This is episode number 11 how to get more high-quality patients through effective online funnels. Speaker 2: (00:12) Leonardo da Vinci once said that simplicity is the ultimate sophistication and I agree. You see the problem with the way that most consulting groups approach medical integration is anything but simple. In fact, it's the exact opposite. It's expensive, it's complicated and quite frankly it's exhausting. Enough is enough. There are far too many amazing integrated clinics that are struggling. Well, I'm on a mission to change that. What I've come to find from over five years working with integrative practices is that simplicity really is the secret. The old saying of less is more is true. Through a streamlined approach, I was able to create multiple successful seven figure integrated clinics and now I'm going to show you how you can do the same. Join me as I share with you the secrets to successful medical integration and practice growth. Join me on a journey to greater sophistication through innovation. I'm Dr. Andrew Wells and welcome to the simplified integration podcast. Speaker 1: (01:09) Alright, innovators, welcome back. I'm so excited today to have my first celebrity guest, Dr Chad Woolner of Cairo funnel secrets. Dr Woolner, welcome. Great to have you on. Thanks man. I'm excited to be here. So I want to give you a background on how I met dr Woolner. Um, and this actually started, um, the story starts when we first started our chiropractic office. Uh, my wife and I opened a practice from scratch and, um, we knew how to get patients in three ways. This was a little bit like just before Facebook became a thing. And so we spent most of our weekends, at least every Saturday doing spinal screenings. Uh, we did a screening almost every weekend for the first year that we were open. And we did well with that. Like we got new patients, we grew our office pretty quickly. It was effective, but the problem was it was absolutely exhausting. Speaker 1: (01:59) And I remember talking to my wife, I'm like, if we need to do, if we have to do one more, um, uh, screening, like there's no way I can, I can I keep this up, I'm not screening for the rest of my career. And we also did tons of like lunch and learns, tons of live events. We did, um, like patient appreciation days where we would have patients bring their friends and family and we got patients that way. But it was to be honest, like a really, really exhausting way to get new patients. And um, and then once Facebook started to like was a thing, we started throwing money at doing digital ads. Like we gave uh, some marketing companies, some money to advertise on Google search engine optimization. We gave some people some money to do Facebook ads and nothing really worked. I remember we did our first Facebook campaign, we tried to do it ourselves, we spent some money on ads, we got zero patients from that. Speaker 1: (02:46) So we failed miserably. And then we hired a, a an outside company and they brought us like they got us like 50 some leads. And I remember I was so excited when we get all these leads, but two of those people showed up and we had zero patients signups from that. So my first experience in doing like online type work and, and like crude funnels was a complete failure. So I remember going to, uh, going to an event, um, I heard of this guy named Russell Brunson and Russell Brunson's claim was he could help get more new clients or new patients through effective online funnels. And I'm like, Oh, this sounds great. I need to learn this skill. So I went to one of their live events. It completely made sense to me. I'm like, I need to learn this skill. So I signed up in his program, I got click funnels, which is this online platform. Speaker 1: (03:31) And I remember going home and I, I got on the computer, open my click funnels account and I stared at the screen for like two hours cause I had no idea what the heck I was doing. I just didn't know how to create a funnel. And so I remember Russell Brunson talking about this chiropractor that he worked with and this he, you know, he helped show this chiropractor how to get a bunch of new patients into his office. And I heard it in his books. I heard it as live event. I'm like, I wonder if he's talking about the same chiropractor. Like I got to find out who this guy is. So I did a bunch of research and I finally figured out that the guy Russell Brunson was talking about was actually a friend of his. And that's dr Chad Woolner. And I'm like, all right, I gotta, I gotta reach out to this dr Wallner guy. Speaker 1: (04:10) He, he knows what I need to know. And so long story short, that's how I met dr Woolner. And over the last, almost the last year that we've been working together, I've learned an amazing amount of information about funnels, about marketing, about messaging to your patients. And I, so dr Wilner, welcome. It's great to have you on here. Um, so first of all, if you can just kind of explain, I know some of the people listening may know what a funnel is already, but also I know chiropractors have sometimes a, a wrong view of funnels or maybe a distorted view of what a funnel actually is. But could you start off by just explaining what is a funnel and what a chiropractors need? One? Speaker 3: (04:51) Yeah, absolutely. Um, first off, thanks for having me on the podcast, man. I'm excited. Uh, I am likewise honored to be the inaugural, uh, celebrity guest, if that's what you want to call me. Um, but, uh, excited to be on. Um, so yeah, as far as funnels go, um, I think funnel can oftentimes be, uh, over complicated, uh, can sometimes get, uh, misconstrued as to what they are or what they're intended for. And I think the most common mistake that I see is that, um, funnels are often viewed in a very myopic mindset or mentality. You know, because so much of the funnel that are being used along with the Facebook ads and things like that are very templated copy and paste, one size fits all approach. And most docs who have even looked into funnels have seen these types of funnels before. It's the, you know, they're, they're a deal based fall. Speaker 3: (05:52) You know, you could either call them the crazy deal funnels or the voucher funnel or the special $21 offer, a $27 offer, whatever you want to call it. But ultimately it's the same formula and it's been done to death. And so that's one of the reasons why a lot of docs have, uh, such a similar experience to you in your experience there is because, uh, those, that type of funnel, while I will argue there, there is a time and a place for using that type of approach. It's been done to death. And it's not the only way to use funnels. There are so many different ways that can be used. Uh, funnels can be used, but that that way in particular, most docs have seen, there's usually some type of a Facebook ad saying, Hey, uh, you know, insert your community. Hey boy. Hey Los Angeles. Hey Cincinnati, uh, my name's dr Woolner and I'm a chiropractor and we're running a special, crazy offer this voucher for $21. You can get this, this, this, click here. You only have seven available or whatever. They click the ad to the landing page says the same thing in a really simple way and maybe shows a map of where your clinic is located. Click the button to claim your voucher name, email, phone number, they put it in, and then from there, thanks. Somebody from our team is going to be getting a hold of you, right? Speaker 1: (07:16) Yeah. I love, I love in the auto industry, it's the example of that is we have the greatest inventory at the lowest prices. Everybody says the exact same thing. I'm like, how can you, Hey, he's got the same thing you have. You have the best prices and also the greatest inventory. It's the same thing in chiropractic. I see that I'll all over the place. Speaker 3: (07:35) Oh, all the time. All the time. And the thing that's funny about these, a lot of times these marketing agencies, they don't care if they're running the same ads for chiropractors that are literally right down the street from each other. And you might find some agencies that do their due diligence and are and have the ethics to be able to say, okay, yeah, we're going to separate these guys or whenever we're work to run a different deal or whatever. But you see that a lot. And so unfortunately what that does is it's a very similar effect for when, uh, someone in your community, let's say, has a poor example for experience with a chiropractor. And yet they want to paint all chiropractic under that same, you know, brush. And that's not necessarily fair either. And so understand that if you've had a bad experience, you can funnel. Speaker 3: (08:25) Uh, it's not that funnels don't work, can't work or won't work. It's that you've probably had a bad experience for reasons that funnel or that strategy of that approach was effective. And there are so many different ways you can use funnels. And so to explain what a funnel is, the most simple way that I can put it is a funnel is a systemized way to communicate with your audience in a meaningful way to help them take the next logical step closer towards doing business with you. And see, that's one of the, one of the things that I think, uh, doxing understand is that there is a buyer spectrum, right? We'll call it a to Z or whatever. A representing a cold audience that has no clue about your solution, no clue at all, no clue who you are. No clue even about the solution, right? Speaker 3: (09:15) It's as cold as cold seem get. And then C is not only do they know about our practice, uh, and or that they believe that chiropractic may just be the solution for them, but they're also familiar with your clinic, where you're located. They, they read your online reviews. Uh, they're on the verge of, you know, doing business with you. They just need a little bit of a nudge there, right? That would be like X, Y, or Z in terms of that spectrum. And so the thing you have to understand in terms of funnels is a good funnel should be able to help walk people through that spectrum, right? That's what a funnel's job is, is to help and we do that through communication through an effective means or method of communication. And the funny thing is you talked about spinal screenings and we're in person kind of events that you do. Speaker 3: (10:06) These are, believe it or not, these are examples of kind of in person offline funnel. It's a funnel, it's a process of communicating, right? And there's a, there's a very simple framework but yet very effective framework that if docs understood would allow them to get far greater results with their funnels. And I call it ACDC and we'll unpack that in just a minute, but we're not talking about the rock band ACDC. ACDC is a, an acronym stands for attention, context, desire and call to action. And we'll break down each one of those before that. Any questions so far about anything that we've talked about or discussed so far? How are we doing? Speaker 1: (10:47) No. Doing perfect. And I, I think what you're about to describe is, is the fundamental of every good sales process. So I took a, I took a sales and marketing class in undergrad and it was like sales one Oh one and they, they didn't call it ACDC, but they also had a four step process of taking, taking a customer or a client or in this case a patient through a sales process. And that's exactly what I think you about to describe. Speaker 3: (11:12) Yeah. And that's the thing. You might have heard other similar things like this. This is just kinda my own version of it. And it's not the only like right way to do it, but you'll see fairly universal principles. It starts with a tension because if you don't have people's attention, you can't take things anywhere, you really can't. Um, and then so, so once we have attention, context is the vehicle or the means with which we are able to help people establish value. The value is subjective. It's entirely subjective. It is based on perception. And so my dad said years ago it was a kid growing up and this is something that's always stuck with me. For whatever reason, he said something is only worth as much as someone is willing to pay for it. Right? So I could say this water bottle here is worth $5 million. Right? And is it really worth that much if somebody gave me $5 million for this water bottle, that sure is right. But, but the thing is, this is right here. This water bottle alone has no context to you other than it being a water bottle. And so the context you have with this water bottle, a water bottle here, what's the value of this water bottle? Just tell me based off of the context that you know, Speaker 1: (12:34) Oh, it's worth five five bucks. Speaker 3: (12:37) Right? And, and, and how do you know that? Because right now we could hop on to amazon.com Speaker 1: (12:41) I had that exact same one in my, in my house I paid five. But I know I actually had, that goes for free. I think I got a free one of those. Yeah. But I, I pay five bucks for it if I needed one. Speaker 3: (12:54) Yeah. So I mean, and that's the thing, but all of a sudden contextually, let's just say, I don't know, I'm going to use something ridiculous here. Let's say that this water bottle used to belong to and it was the, the water bottle he used right before his last mega concert that he gave blah, blah, blah, blah blah, whatever. You know, I mean I'm being ridiculous, but you get the point. All of a sudden the context has changed completely. It's no longer on ordinary water bottle that you can get off of amazon.com or let's just say that, you know, there's some special magical thing that this water bottle does Speaker 1: (13:32) like at pure pure purifies water automatically and removes 99.9% of all chemicals, toxins, whatever. All you have to do is put water in it. Yeah, Speaker 3: (13:43) yup. Yeah, exactly. So you get the idea of the context. Next is changed. Therefore the value associated with said water bottle or whatever has changed as well. Right? The perception has changed and so we can influence value by context. But the problem is again, is that most docs don't bother to figure out a way to create sufficient context. And it's not that creating context requires some hour long video that you have to do. Not at all. There's simple ways that you can influence context very quickly. One of the fastest, easiest ways that you can establish value through context. It's by telling a quick story. Stories are the way we are biologically designed to not only absorb information but remember it and retain it. We're, we're, it's like hardwired into us. People are fascinated by story. And so if you can tell stories about, uh, you know, whatever it is you're offering to create that context, all of a sudden now perceived value will very likely go higher as a result of the story. Speaker 3: (14:48) And the problem is that what lot of docs will do to tell the story is they will inundate their listeners with features. Let's say that they've got some new fancy pants, piece of equipment, um, that they're promoting. And let's, let's back up real quick for just a second in terms of creating attention. One of the simplest ways that you can create attention is to speak specifically to a niche audience. And I'm not just talking about neck or back pain. Well those are pretty poor examples because most everybody has some type of neck or back pain out there. Let's just face it, right? So, uh, we can talk to people struggling with neuropathy. We can talk to people struggling with thyroid problems. We can talk to people struggling with type two diabetes. We talked to people with digestive problems. We can talk to people with adrenal problems. Speaker 3: (15:35) We can talk to people with plantar fasciitis, exhausted people with knee problems, right? So these are highly specific niches. And so in terms of creating attention, one of the simplest ways to do it is to just niche down and call that audience out. You know, and again, there are, uh, I'm not going to get into the rules in terms of advertising on Facebook. Uh, you can't call out people directly and say, Hey, do you struggle with neuropathy? Um, you know, there are ways to go about doing it, but that's not the way to do it. So I'm not like a Facebook ad compliance expert, um, to talk to whoever you're going to talk to in terms of that. But if even just in terms of using the term, uh, people that have that w will hear it, right? It'll stand out as opposed to the typical way that most of these Facebook ads are done is, Hey, everyone in my community, right? Speaker 3: (16:28) And there's this thing in marketing, uh, when you market to everyone, you market to no one, right? And so we capture the attention, we create context by telling a story which is going to allow them to create a higher level of perceived value. See, there's a saying from a great book by Harry Beckwith called selling the invisible, and I've said this countless times, but he said in the absence of value, cost is the only consideration. So the problem is what most docs think in terms of creating an offer, they don't really create an offer. What they do is they just provide some sort of a, a deal or a discount is really what they're doing. And the problem is, is that it's that classic example and the absence of value costs is the only consideration. Whereas what I'm trying to do to help docs is help them understand the kind of art and science of crafting offers the right way. Speaker 3: (17:20) And it all hinges on your ability to establish sufficient context, right? That was that value. So, uh, in terms of let's say this water bottle again, we'll just stick to this as our hypothetical example. If this is what we were selling, you know, uh, and I'm just going to be ridiculous here. I'm just off the top of my head. Uh, in my funnel I would say, Hey, uh, are people struggling your attention? People who struggle with neuropathy, there's a breakthrough solution and it's something as simple as this water bottle in my hand. Now all of a sudden they have, okay, you got my attention. I've gotten her off at Athey. There's a breakthrough solution to it and it's, it's this simple little thing here. Okay, I'm listening. So years ago I was hiking in uh, Germany, you know, and while we were hiking, uh, I had a friend of mine and he had this water bottle and he said, I don't go anywhere without this water bottle. Speaker 3: (18:20) And I'm like, why just looks like a normal water bottle to me. Well, yeah. Well a year ago I had neuropathy and a friend of mine gave me this water bottle. It's built out of this nanotechnology stuff, these fibers that filter water in such a way that it charges it and it helps boost circulation in the body. And that's what fixed mine off. I know that's like totally crazy, but just can suspend reality for a minute. We're just talking, I'm just making this up off the top of my head and I know it sounds ludicrous, but the point is is now all of a sudden we've got a story that creates context about this and what happened now is that the perceived value of this thing has gone up. If for no other reason that it is created Cheerios city and entry. Like that's interesting. Wow. I've gotten her off of me and something as simple as a water bottle. Speaker 3: (19:07) And so then now we've, we've established context and the idea is to elevate desire such that now there's a simple call to action. Call to action would be, Hey, if you're dealing with neuropathy, we'd like to give you one of these for free. Um, just come into our clinic, let's do an initial evaluation. You cover that. It turns out that we can help you. We have an incredible program that'll help you, but as our free gift to you, we're going to give you, get our special nano tech neuropathy, wet water bottles, whatever. You know what I mean? Um, but the idea is that we go through those steps because what that does again is it gives a much better way for people to establish the value of what you're providing them so that you don't have to resort to the discounts. You don't have your expertise, but rather you can maintain the integrity of your positioning and your expertise by, uh, creating sufficient context with, with what you're [inaudible]. Speaker 1: (20:14) Yeah, and I think a really good example of this, if you guys want to see this in action, it doesn't always have to be a Facebook funnel. It doesn't have to be necessarily like external advertising. So if you go to dr Wallner's website, you'll actually see what a funnel looks like on a passive website, right? So if you go on his website, what is your website? Align, Speaker 3: (20:34) align Meridian, Speaker 1: (20:35) align meridian.com and go on dr Wilmer's website. And what you'll see is a bunch of really well made videos where the patient is going through their story and at the end of the story, Hey Dave, you know that dr can help you to click this button. So it's actually a funnel on his website that's super effective. Um, the message is really clear. You're hearing it from the patient, um, so provides context and you hear their story and you hear all their objections and why they came in, but also you hear the outcome. And so a patient can then put themselves in that shoe like, Oh wow, I'm just like that person. Um, maybe he could help me to, okay, click the button to find out. And then that's the, that's the funnel. So your funnel could be on a, on a website. Um, so there's all kinds of different ways that you can plug these strategies in and all your different messaging. Speaker 1: (21:20) Um, the same thing is true by the way, if you're doing a live talk. So even if you're doing a talk in front of 20 people, that talk is essentially a funnel. You're taking them through a story, you're taking them through a sales process with this exact same messaging, the same ACDC principles apply in every way you communicate to your patients. So yeah, dr Woolner, I think that makes a ton of sense. So what if you, so if you're a doctor listening and you know that you want to learn how to create effective funnels, are you want to create more funnels for your office? Um, like if you want to make a neuropathy, uh, a funnel or a chiropractic funnel, a regenerative medicine funnel, what is the easiest way to get started? Because when I first started, all this made sense to me and I knew it intellectually, but I just didn't know how to do it when I actually put pen to paper. So, um, obviously you're the expert in this area. I don't know anyone in our profession who does it better than you do. So what resources do you have to help doctors if they really want to get, um, uh, create amazing funnels? Speaker 3: (22:20) Yeah. Um, you know, I understand, uh, how that can sometimes be a little daunting, you know, when you're looking at a blank canvas and, and the thing that I would simply say is, uh, you know, Tony Robbins said one of the fastest ways if you're looking to accelerate or, or speed up the implementation of things, one of the fastest ways to get things done is through modeling. Right? And, uh, and so I always, you know, I'll shamelessly plug my program ChiroThin will secrets university because that's precisely what we provide docs with is a simple and very effective way to model a, a series of proven funnels that we've done over the years that we've learned, that we've perfected, that we've proven, um, and, and whether you use them accurately as is or you take that and use that as a springboard to create spinoffs or other types of funnels, uh, it's totally up to you, but at least what that does that gives you a really solid foundation. Um, and we go pretty deep in the course in terms of teaching docs, uh, the essentials of what they need to know to be good at building funnels, whether that's you or somebody on your team or somebody that you're going to outsource to. Um, it gives you at least, again, that kind of solid primer, um, to, to, to learn what you need to learn for, for being good with funnels. Speaker 1: (23:40) Yeah, I remember, you know, my own experience sitting down in front of my click funnels account, not knowing where, start. And then I got dr Wallner's program and within like two hours, I had my first funnel, I had the framework, I had the content, it wasn't polished, but I had my first funnel. Um, and that took me like, I was like pulling my hair out, trying to figure it out. So the nice thing about dr Wallner's, uh, program is he gives you the tactical stuff. Like click this button, click that button, next, go here. But also, uh, it gives you a lot of inspiration on how to come up with creative funnels of your own that are unique to you and your office and what you offer to your patients. So now dr Woolner does not pay me for this. Um, but how can they get your, your program? Speaker 3: (24:21) All right, go to www.cairofunnelsecrets.com forward slash go and that'll give you a replay of one of our webinars so you can see exactly how the program works, what's all entailed in it, what's included in it. And that'll give you everything you need to know. Speaker 1: (24:37) Yeah, that's a no brainer and it's like ridiculously priced. So it's super affordable. If it gets you one patient, it pays for itself like several times over. So if you're looking for an awesome marketing resource that will boost your, your quality patients this year, that is like one of the top things that you can do. So, uh, dr Wallner, thank you so much for being on. Thank you for your expertise. Every time I talked to you I learned something, uh, something new and something great. So I really appreciate you being on. Um, check out Cairo funnel secrets.com and uh, doc, thanks for being on. Hope you have a great day, dr Wilner. Thank you again for being on Speaker 3: (25:09) my friend. Great grid being here. Speaker 1: (25:10) Take care. Bye bye. Speaker 2: (25:12) Hey innovators. Thanks for listening to the simplified integration podcast. Fact that you're listening tells me that you're like me, someone who loves simplicity and the truth is those who embrace simplicity are some of the greatest innovators. So hope you got a ton of value from what we covered on today's episode. Be sure to subscribe and share with other docs that you feel could benefit from greater sophistication through simplification and innovation. If you've got specific questions that you'd like answered on this podcast or you've got specific topics that you'd like me to discuss, just shoot me an email at info@integrationsecrets.com Speaker 1: (25:48) that's info@integrationsecrets.com.

★DOWNLOAD THIS FREE PDF SUMMARY BY CLICKING BELOW https://go.bestbookbits.com/freepdf

You, Inc - The Art of Selling Yourself - by Harry Beckwith --- Support this podcast: https://anchor.fm/bestbookbits/support

This week podcast discusses a wonderful book titled "selling the invisible" by Harry Beckwith which explains processes in a systematic way to sell services. Listen and let us know your thoughts

In this episode, we discussed Selling The Invisible: A Field Guide to Modern Marketing by Harry Beckwith Click HERE to get the book! For a complete list of all book club calls, visit: https://www.bethazor.com/book-club/

I love me some research. Why? Because when I'm reading a book, written by a person I've never met, I take what they say with a grain of salt. But when they add research and anecdotes to support their advice? Lordy that makes me happy. This is my second foray in to one of Harry Beckwith's books. The first was You, Inc. which I reviewed last year. I liked that one and this one didn't disappoint either. Written in 2000, some of references are dated (remember the colored clam shell Apple laptops???) but honestly, the advice still holds true. Understand the role of imagination. Underestimate the impact of data. Overestimate the amount of time and effort it takes to build trust with clients. It was 200 pages of a good read. Take a listen and see if it's worth turning a page or two ;)

Handwriting analysis sounds like it might be scientific. After all some courts allow it during trials and it has helped to convict defendants. But how reliable is it really? When put to the test, do handwriting experts do better in spotting a forgery or confirming a signature than you or me? We’ll discuss that. (http://www.quackwatch.org/01QuackeryRelatedTopics/Tests/grapho.html) You like to think that when you buy something, you do it for sound smart and logical reasons. And maybe YOU do. But most people don’t. Marketing expert Harry Beckwith, author of the book, Unthinking: The Surprising Forces Behind What We Buy (http://amzn.to/2FoSOHk) explains why we usually buy for reasons that have little to do with logic – even though we think otherwise. All alcoholic drinks are not created equal. Some get you drunker, some are more likely to give you a hangover and one in particular is more likely to land you in a hospital emergency room although no one is really sure why. If you enjoy a cocktail, this is worth hearing. (http://www.menshealth.com/health/4-secretly-dangerous-drinks) Ever go in to a conversation with the intent of changing someone’s mind? As you probably discovered, it almost never works. So perhaps that should not be the goal according to Celeste Headlee of Georgia Public Radio and author of the book We Need to Talk: How to Have Conversations That Matter (http://amzn.to/2oXH1Zk). She discusses a different way to approach difficult conversations so they don’t end in arguments and maybe actually accomplish something.

This one is for you entrepreneurs running service businesses. I share 'The Service Business Ad Writing Acid Test' from Harry Beckwith's excellent book 'Selling the Invisible'. It's a critical lesson!

In this episode, Jim and Tyson will interview Michael Downey and go through his journey as an attorney from big firms to his own practice in legal ethics, and the importance of marketing in this process.   Nitch down! “If you go to a food court and you’re thinking I want some food, odds are if you are hungry of Pizza you are going to go to the pizza place Meanwhile, if there is a place that sells Hamburgers, Pizza, Mexican, etc., you probably gonna pass that place up cause you are gonna go the the focused practitioner.”   https://www.linkedin.com/in/michaelpdowney   https://www.downeylawgroup.com/   Hacking’s hack: A book from a Lawyer who also went out on his own. Never Eat Alone: And Other Secrets to Success, One Relationship at a Time Hardcover, by Keith Ferrazzi.   A great book on how to network and connect with people.   Michael’s tip: Selling the Invisible: A Field Guide to Modern Marketing Hardcover, by Harry Beckwith.   “What’s going on on the mind of someone who is looking to buy my services and then helping me understand better how to market to them and get them to hire me.”   Tyson’s tip: Think about this. If Bill Gates and Mark Zuckerberg tooked over you law firm, how would they run things differently?   Thanks so much for listening to the show! If you want to know more about this and keep on maximizing your firm, please join our Facebook group: https://www.facebook.com/groups/403473303374386/ or like us on Facebook: https://www.facebook.com/MaximumLawyerPodcast/ and comment! You can also go to http://www.maximumlawyer.com/ or, if you’d prefer, email us at: info@maximumlawyer.com   Do you want to get on the show? Shoot us an email or message us!   The Maximum Lawyer Podcast. Partner up, and maximize your firm.

Paul Brunson is a Mentor, Entrepreneur and Television Host. His goal in life is to help you live your best life in love and professionally. He’s the world’s most influential matchmaker, founded and exited three businesses, hosted two television shows and spent nearly a decade working directly for a billionaire. He’s now here to share many of his experiences by mentoring and coaching thousands of people.   Questions   Tell us a little bit about yourself and your journey What are some things you would recommend to a business owner to build stronger relationships to really come over as being authentic and true in what they are selling? As a small business owner, how do you find your mentor? How do you know that this person is someone you can connect with? What are some of the books that have had the biggest impact on you? What is the one online resource, website, tool or app that you absolutely cannot live without in your business? What is one thing in your life right now that you are really excited about – something that you are working on to develop yourself or people? Where can our listeners find your information online? What is one quote or saying that you live by or that inspires you in times of adversity?   Highlights   Paul Brunson shared that the last 7 years of his career where he left financing and became a Match Maker. It was really interesting as people would ask him “Are you really a match maker, is there such a thing as a Match Maker?” It was a career that he was passionate about and it allowed him to do so many things, so the biography, in terms of hosting television shows and launching other businesses, he was able to do that as a result of becoming a Match Maker. Most recently he has hosted a few television shows, “Love Town: with Oprah Winfrey” and “Preachers of the L.A” where he did the after show. He stated that he is preparing to launch a new show on ABC Primetime which is his own show where he is Executive Producing, he also launched a Match Making Agency and he also launched several other projects that he is proud of and so he stays really busy. He stated that for his entire life, he joked about doing many things and often times we all say that we hustle and have 3 or 4 jobs but what he most recently discovered over the last year and a half is a book called “The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results” by Gary Keller that really changed his life. If we want to be good at things in life, we can do multiple things and be good but if you want to be great, it requires a singleness of purpose and that is what he is trying, get focused and divest out of all of his projects and just really focus on one. Yanique stated that it is important that whatever you are doing, you put 100% of yourself in it. She was reading a book that says, “You can’t effectively do things 100% at the same time,” in other words, if you are watching the television and reading a book, you are following the gist of the movie and you’re reading the book but you’re not doing both activities at 100% because it is just not humanly possible. Paul agreed with the phrase and stated that on top of that there’s a switching cost that not a lot of us realize, so you’re watching the television and at the same time you think you are working and responding to an email, technically you can’t do both at the same time so you’re only doing one but what you’re really doing is you’re going from the television to the email and when you go to the email there’s a switching cost, your mind now has to re calibrate to the email and because it is re calibrating that’s a cost and energy involved and so it re calibrates to the email then you go back to the television and has to re calibrate back to the television so there’s a cost and time allocated to that. It just goes to show that there is really no such thing as multitasking. Paul stated that for business owners to build stronger relationships they have to start with themselves, they have to start with a true examination of who they are. You can’t begin to outline what your mission is, your brand position mission statement is, you can’t come up with your marketing concepts, you can’t do any of that until you are first not only deciding of who you are but also be comfortable with who you are. There are a lot of small business owners attempt to replicate what they see other people in their industry doing and you can’t do that; you have to grasp your uniqueness. Paul Brunson says he always says your uniqueness is where your power is, that’s what differentiates you and you want to embrace that. First, know who you are and the second is to understand that effective marketing is about content marketing and a key component to content marketing is relevant, value added, consistent information so you want to always be making sure that the content you are distributing is not just relevant to you but it ties you with your customers and the experiences that your customers are going through. You want it to be value added and essentially moving them forward towards whatever they’re goal is, so if you’re helping someone get close to their goal, you are a value add to them. Consistence is tricky because if you’re leveraging Social Media, you have to be extraordinarily active and consistent in your content and not just daily content. We’re at a point now where you need multiple pieces of content to be distributed on a daily basis. So to really engage the customers for them to really know authentically who you are, doing some soul searching, you have to know who you are and you have to embrace that and you have to articulate that or convey that through consistent value added content. Yanique made reference to a video Paul Brunson posted on his Facebook Page with his mentee about “How do you know who you really are?” Paul stated that the importance of knowing who you are is critical because ultimately if you’re a small business owner or micro business owner, people are not necessarily buying you, they are buying your brand and your brand is never what you say it is, it is what everyone else says it is and so the trick is you have to figure out how do you break through the noise. He stated that he has a memorable brand and the trick to that memorable brand is being unique and a lot of people said, “Paul how can I be unique?” There are a lot of people that look like me or maybe from Jamaica but the bottom line is that every single person on this planet, everyone listening to this show, there is no one that has ever walked this earth that has had the same set of experiences like you’ve had and if you really think about that, it’s powerful because what it shows is that you have a unique perspective on life and so the key is how do you translate that unique perspective to your brand. Part of identifying and being comfortable with all of your uniqueness is in identifying that you truly do love yourself and connecting with yourself. People define self love in many different ways but he always looks at it as if you think about your optimal life in all the different facets of your life, think about your career….what’s the best career you can imagine, how much money are you making? What kind of flexibility do you have? What’s your title? Think about the best romantic relationship you could ever have, think about best spiritual relationship you could ever have, think about all those aspects of life and after you have identified the best of the best, then you ask yourself one simple question. That is simply, “Do I feel like I can reach that? Do I feel like I can get there?” Not to say there won’t be hurdles or challenges along the way or maybe you feel like you can get there but you are 20 years from it, that’s fine but the big question is “Do you feel like you can get there?” If you don’t feel like you can’t get there, if you don’t feel like it’s possible, that means you don’t feel like you can ever become your optimal self and that means you have a problem with self love. Self love is really each aspect of your life, all those categories, business, social, health, romantic and then collectively saying in all of these categories “I feel like I can become my best self” that is self love. High self esteem is just simply saying in each one of those categories “I can get there” so there’s a big difference in self esteem and self love but ultimately that’s what self love is. Paul agreed that in connecting with your mentor, it’s hard to put something on paper and match 2 people together. “Lean In: Women, Work, and the Will to Lead” by Sheryl Sandberg COO of Facebook wrote this book and in it she wrote something that really moved him was that, “If you have to ask someone to be your mentor, it’s too late” in other words, you can’t someone to be a real mentor to you, it jus t happens. We know that nothing just happens, so you have to put the work in, so what is the work. He stated that he wrote a blog post specifically about this, about how he was able to acquire certain mentors and that he believes that what Sheryl said was absolutely right. He never had to outright ask, the first thing is you have to make yourself mentor material. “Are you mentor material?” That’s the first question, whenever there is a problem; the first place you want to point the finger is inward and ask, “What can I do to change the situation?” Are you mentor material? Are you someone that someone else would want to give advice to? Are you someone that someone else would want to surround themselves with? Are you someone that exhibiting that you are ambitious? Are you mentor material? That is the first step. The second step is to then identify the people that you would love to be mentored by and that in itself takes time because a lot of people will select possible mentors based on awards or accolades that they’ve acquired but that’s not how you select a mentor, you select someone that shares your values and you select someone that you personally witness walks their talk, that’s really what you want to do. It’s not a long distant relationship, this isn’t someone that you’ve just observed on social media but this is someone that’s in your life somehow, somehow connected that you know that they actually walk their talk. The third part is then you add value to that person continuously over a long period of time. Paul then gave us a scenario, as he was mentor material, super ambitious, wanted to learn, the second part was that his mentor was his boss so he had a personal experience with him and was able to see how he was delivering on what he was talking about, he was walking his talk. The third part is that after he stopped working for him in about 2004, he then continued to add value to him even though he stopped working for him. He lives in Turkey and he would visit the United States of America, he would continue to help him, helped to arrange meetings, when he launched a new business in the United States and ask him to sit on the Board and help launch those programs, he wasn’t being compensated, he continued to add value to him over the years and how he found out that he was his mentor, Paul posted on Instagram about 3 years ago a story “2o Habits I Learned Working for Two Billionaires” and the second part of the article he said “And he continues to be a mentor to me to this today.” And he read that post and reposted, he was really proud of it and even had it translated into Turkish, at the end he said that he didn’t realize that Paul Brunson looked at him in that way and thanked him. In other words, at no point did he ask him, when you have a true mentoring relationship, you will just realize at a certain point that that’s your mentor and not only will you realize as your mentee but your mentor will realize that and that’s the most effective mentor relationship. Paul shared that he is a reader and he is traveling now and the books that he has with him is a oldy but a goody, “Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith which is one of the modern marketing books, “The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results” by Gary Keller, a book he read in the last few years that changed his life, he just finished a book call “Contagious: Why Things Catch On” by Jonah Berger which is great for people focusing on their personal brand because it’s about how words spread and ideas spread especially in the day and age of social media. Another book is “Crush It!: Why NOW Is the Time to Cash In on Your Passion” by Gary Vaynerchuk that had a big impact on him. Some of the classics too that have been very helpful is “The Art of War” by Sun Tzu and his favorite is Sun Tzu and Sun Pin who was his grandson. It’s really fascinating because Paul has witnessed how over the years even in business school his teachers would reference Art of War all the time and in actuality, that book is probably one of the most influential books not just on war strategy but business strategy that was ever written. A wild card book that influence business is a book that was written about Abraham Lincoln but what’s fascinating about the study of Abraham Lincoln is that it is a very refreshing read, any of his biographies because what it does is that it illustrates how if you feel like you are too old, his story will help to sway you differently, if you don’t think you’re smart enough, his story will sway you differently, if you don’t feel like you’re connected enough, if you don’t feel like you’re in the right social class, or you came from the right family, his story will help to sway you differently, here is someone who came from meager beginnings with no connections and was one of the oldest elected president at the time he was elected and he rose to greatness and stands as one of the most influential presidents in US history and there is a lot of inspiration that can be pulled from his story. Paul stated that the app that he cannot live without in his business is Instagram as it is allowing him to connect to a degree that he was not able to connect with people before. He stated that over that last 10 days, he has received 2 speaking offers specifically from Instagram. He was able to build a rapport with certain people via Instagram and it’s one of those platforms that when it first came out he didn’t think it was going to be effective for him but it has really turned into something that’s special. He shares the he can’t live without it right now, it is one of the first apps he opens in the morning and one of the last one he closes at night. Paul stated that he is that there is so much that he is excited for but he just started a daily video blog, it doesn’t have a title, it’s a daily video blog that allows him every day to speak to his community about a subject that he believe is important to him and typically he talking about business or relationships and it’s something that he’s really excited about because he has a Primetime television show and so many people come and say “Paul, I want to be on TV, I can’t believe it, this is wonderful.” But when he pushes them and he asks why do you want to be on TV, typically he would get the response that they want to help people, he would say “if you want to help people, do it now, don’t wait/” He stated that he has fallen victim to that as he is hosting a show in the US called “Our World” and it’s a weekly show that covers news impacting African Americans so in particular around business, entertainment and Arts but it’s not on the major networks and he remembers saying, “I love doing this show, I hope it’s picked up on a larger network” and he said to himself, why doesn’t he continue doing it himself because ultimately it’s not about popularity, it’s about the influence. He reiterated that he is most excited about the daily video blog and can’t stop thinking about the different things he’s wants to do with it. Paul stated that he has committed to 100 episodes, so every day from Monday to Friday he is committed to that. He wants to show that given all the things that he is doing in his life that he can still drop a quality video blog every day and he can do it, many people should be able to do it and he also want to be able to point back and show what has resulted because of the deployment of it and even on metrics alone and not that number of followers is critical, since he has started doing frequent videos, not only has his audience increased, but more important to him is that it has become more homogenise and with it becoming more homogenise, the fastest growing demographic of his audience is Jamaican, it is the number Jamaica followers has dramatically increased and also Nigeria, they are out pacing the United States and he is planning on sharing all of that at the end of the 100 video to show what has been the result. Paul says listeners can find him on: Paul Brunson Website Paul Brunson Facebook Paul Brunson Twitter Paul Brunson Instagram Paul Brunson YouTube Paul Brunson LinkedIn   Paul stated that he has a lot but one that is very simple when you see a Nike sign you think of “Just do it” he thinks of that quote whenever he has an idea and he is thinking if he should or shouldn’t, he always says “Just do it”   Links “The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results” by Gary Keller “Lean In: Women, Work, and the Will to Lead” by Sheryl Sandberg “2o Habits I Learned Working For Two Billionaires” by Paul C. Brunson “Selling the Invisible: A Field Guide to Modern Marketing” by Harry Beckwith “Contagious: Why Things Catch On” by Jonah Berger “Crush It!: Why NOW Is the Time to Cash In on Your Passion” by Gary Vaynerchuk “The Art of War” by Sun Tzu “Abraham Lincoln Autobiography” by Abraham Lincoln Instagram

Neil chats with Mark Merenda, who he met at the Mac Track Legal conference in Florida. Mark runs Smart Marketing, a marketing company helping lawyers promote their practices, of which Neil was a client for some time.   Resources: http://amzn.to/2cpZUxA (Influence – The Psychology Of Persuasion) by Robert B. Cialdini, PhD http://amzn.to/2cq0afU (Selling the Invisible – A Field Guide To Modern Marketing) by Harry Beckwith http://www.smartmarketingnow.com (Smart Marketing Now) – Helping lawyers get clients   Thank to our sponsors! https://www.marketcircle.com/daylite/ (Daylite by Market Circle) – business productivity apps specifically for Apple products, with cloud syncing between your Macs, iPhones, & iPads http://spotlightbranding.com (Spotlight Branding) – Web presence and branding for law firms   If you've enjoyed the podcast, please head to iTunes and leave a rating & review for the show! It only takes a moment, and really helps me to reach new listeners. You can also head to the website at TheLawEntrepreneur.com for more information on the podcast and my legal services.

A little about our guests. Craig was born in Indianapolis, IN and grew up in Orlando, FL in the middle of seven other brothers and sisters. Craig has twin brother. Belsis came to the US when she was 4 years as part of the Mariel Boat Lift in 1980. Belsis grew up in Chicago and Hialeah, FL. The opposite of Craig as an only child. Belsis and Craig are married and have been in business together for 10 years. They have 2 boys, ages 17 and 14. Their younger son looks like he will be following in his parents’ entrepreneurial footsteps. Belsis is looking forward (in about 10 years or so) to having granddaughters to dress up! A little about their business. Craig is an Enrolled Agent and has written 12 books on taxation as well as numerous articles in national publications on business and taxes. He has been practicing accounting for 22 years and can practice before the Internal Revenue Service as well as being admitted to the United States Tax Court. Belsis is a Certified Public Bookkeeper and a QuickBooks Professional Advisor. But her real passion and main focus at CWSEAPA is as the tech guru. She created the websites for the company (filled with great tax and business information) and is the communications and public relations for the firm. One piece of advice (the nutshell version) Play to your strengths and be very patient. Watch baseball – watching baseball makes you more patient. Reading Material How to Win Friends and Influence People by Dale Carnegie - http://amzn.to/1UaDuCb Selling the Invisible by Harry Beckwith - http://amzn.to/1V5n7q5 Many, Many Tax books by Craig Smalley – http://amzn.to/1XoYgw6 Get in Touch with Our Guests http://www.CWSEAPA.comCraig@CWSEAPA.comBelsis@CWSEAPA.comTwitter - @CWSEAPAhttps://Facebook.com/CWSEAPA and https://Facebook.com/TaxCrisisCenter

Noted business author Harry Beckwith comes on the show to discuss his new book Unthinking. We also discuss Jeffrey Immelt’s influence on the Obama administration, the latest Discover Small Business Survey, and some ways to enact Breakthrough Innovation in your business.

Hablamos del libro Selling the invisible por Harry Beckwith

When firms are equally competent in the services they provide, two things compel a buyer to choose one firm over another: comfort and passion. When someone feels comfortable with you and sees you are passionate about what you do, they will want to work with you. Listen as Harry Beckwith, author of Selling the Invisible and Unthinking: The Surprising Forces Behind What We Buy, discusses how firms can use those forces to increase sales.

We prepare for the station's 3rd anniversary. Sam tells about the origins of the station and how it has evolved. We continue discussing the developments in Egypt and the growing violence there. We discuss how we make choices in life with bestselling author Harry Beckwith, and talk about his new book "Unthinking." We discuss different climates and wonder how people can live in such cold weather. More about living in LA, and Kara starts making generalizations. Arguments ensue.

We prepare for the station's 3rd anniversary. Sam tells about the origins of the station and how it has evolved. We continue discussing the developments in Egypt and the growing violence there. We discuss how we make choices in life with bestselling author Harry Beckwith, and talk about his new book "Unthinking." We discuss different climates and wonder how people can live in such cold weather. More about living in LA, and Kara starts making generalizations. Arguments ensue.

Harry Beckwith joins Canadian Business Radio to share his insights on "Selling the Invisible". Named one of the ten best business and management books of all time, Selling the Invisible: A Field Guide to Modern Marketing explores how markets work and how prospects for services--as distinguished from products--think. A treasury of strategies, Selling the Invisible will open your eyes to new ideas in this crucial branch of marketing.