Full Transcript
https://www.youtube.com/watch?v=GHp-XeObSLA
[00:00] In my work with founders and entrepreneurs, one of the things that's kind of a double-edged sword is they know they have to build their brand.
[00:06] They have to go out and be very vulnerable and promote their business on social media, through emails, you name it.
[00:12] And here's the thing, you're probably doing that, too.
[00:14] You're working hard, you're being uncomfortable, but chances are you're doing it wrong.
[00:20] Think about the last really bad date you went on.
[00:22] Might have been a long time ago or might have been last weekend where the date only talked about themselves.
[00:29] And that is the worst possible experience.
[00:31] Yet, that's the mistake most entrepreneurs make.
[00:33] They make themselves the hero of the story instead of their client.
[00:37] That's why we brought in Don Miller.
[00:39] He's a thought leader in the world of marketing and he has such a simple process for us to digest.
[00:43] His book StoryBrand is on my favorite shelf.
[00:45] I have read it multiple times.
[00:48] I teach it to my clients.
[00:50] It is a simple formula for identifying what it is that your clients need to hear from you and how you position them as the hero and you as
[01:00] You position them as the hero and you as their guide.
[01:02] So, please enjoy this episode with one of the people I look up to the most in this industry, Donald Miller, author of StoryBrand.
[01:17] I'm Jay Papasan and this is The ONE Thing, your weekly guide to the simple steps that lead to extraordinary results.
[01:29] Don, welcome to the show.
[01:30] Good to be here, Jay.
[01:32] Yeah, I'm excited.
[01:32] I've known you for a long time and admired you from afar and learned a lot from you.
[01:37] Today, so many of our listeners are business owners.
[01:41] And more than ever, when we think about brand, we also have to think about our personal brand.
[01:45] And first off, like, when you talk brand, how do we address personal brand of the founder or the the business owner with the brand?
[01:54] How do you think about that?
[01:56] You know, it's interesting.
[01:58] I I live in Nashville and Dave Ramsey's headquartered there.
[02:00] So occasionally I
[02:02] Headquartered there.
[02:04] So occasionally I get to bump bump into him and I asked him that question once, you know, do you regret tying Ramsey Solutions and all things Ramsey to your personality?
[02:12] I see, you know, he's transitioning, getting older, those sorts of things.
[02:15] Although he'll never quit.
[02:16] He loves he loves the job.
[02:17] And he said, "No, not at all."
[02:19] He said he said a brand without a personality is a brand without a soul and having somebody on camera, on stage is a massive asset and of course you're asking a guy who's been unbelievably successful, right?
[02:33] So the the the you know, evidence is there.
[02:38] So I think there's a giant giant upside to putting yourself out there as the face of the brand.
[02:42] You know, listen, if you're going to sell the company someday and it's got to outlive you, let's just figure out how to do that having 10x succeeded.
[02:51] Yeah, yeah.
[02:53] It'd be a good problem to have when you get there.
[02:54] And then I don't know if there's some studies that have come out recently that just say trust of brands and corporations is at an all-time low.
[02:59] Okay.
[03:02] And you know, you think about
[03:03] Okay.
[03:04] And you know, you think about misinformation and people being sold misinformation and people being sold thing and transactional relationships thing and transactional relationships with people.
[03:08] So to be able to have a personality that you can put out there as the owner of the brand or the founder or the CEO or or anything else in leadership, I think is a is a massive asset and if you have somebody who's willing to do that at the top of your brand, I think you should put them out there and they should have an interesting story and they should they should be a leader in uh in the market and be known for solving a specific problem.
[03:31] I think that's just a terrific asset if you're trying to grow a business.
[03:33] Okay.
[03:34] And I've done it myself, right?
[03:36] I mean StoryBrand uh is not the my name, but at the same time I'm the I'm the face of the organization and it's been incredible to be able to enjoy that benefit.
[03:47] Yeah, over lunch I asked you like are you the CEO and you said, "Yes, and the CMO."
[03:51] And I was like, "Of course, of course you are because you're the main character and I think that's why there's a Geico, you know, that's why there's a Colonel Sanders."
[04:01] Every business needs an interesting character and how that plays with the
[04:05] character and how that plays with the brand matters.
[04:08] What are some of maybe the don'ts of being if you're the founder, you built the company so it's got to be a reflection of you in a lot of ways.
[04:15] Yeah. I think there are two characteristics that you want to lead with.
[04:21] One, I I don't think, you know, as soon as I say that, as soon as we say somebody should be putting themselves out there on behalf of the brand.
[04:27] Right. The the the inclination is to say, okay, well, I've got to get out there if I'm the owner of my company, I need to get out there and tell my story.
[04:37] And I think that is that's an understandable intuition, but it's not going to be helpful and it's not what you should do.
[04:42] Is that where they're mistakenly becoming the hero of the story when they should be the guide in your language?
[04:49] That's exactly it. You know, there in stories there are multiple characters and two of the main characters are the hero and the guide.
[04:53] The hero is Luke Skywalker, the guide is Gandal or the guide is Yoda.
[04:55] I'm mixing my stories there.
[04:58] Or Obi-Wan, yeah.
[05:00] Gandalf and Frodo, you know, those are heroes and guides and you always want to
[05:06] Heroes and guides and you always want to make the customer the hero of the story.
[05:07] Make the customer the hero of the story.
[05:09] So really the story that you are telling, if you are telling your story at all, would be the back story of the guide.
[05:13] Right.
[05:15] You want to be the guide in your customer's story and the two most important things to talk about when you tell your story or the story of the brand.
[05:21] The two most important questions to answer are, why do you care about the customer and their problem?
[05:30] What happened that made you care so much about people who need a new roof or people who need a new fence?
[05:35] And I and I really mean that.
[05:37] I mean, you know, you can you know, there's a company in my town it's called the Cowboy Fence Company.
[05:42] Cowboy is spelled with a K and and apparently it's a bunch of cowboys who build fences.
[05:45] So it's a fun little brand.
[05:48] Yeah.
[05:50] You know, but if I were the founder of that and I've never heard their story, they just have a billboard right above my office that I'm always criticizing cuz it could be clearer than what it is.
[05:56] But um you know, you would want to say, you know, my my dad got me started in the fence building business and I saw how much it elevated somebody's yard and somebody's house and it just made me
[06:07] somebody's house and it just made me feel like I have a purpose going around.
[06:09] feel like I have a purpose going around and adding value to somebody's house.
[06:11] and adding value to somebody's house.
[06:11] But you notice I'm not talking about me,
[06:12] I'm talking about the value that I'm adding to a house.
[06:13] adding to a house.
[06:14] Exactly. Instead of my dad started a company and for years I fought it.
[06:16] company and for years I fought it.
[06:18] I didn't want to be like him and I wanted to do my own thing and then I started to respect him.
[06:19] to do my own thing and then I started to respect him.
[06:21] Now I'm telling my story.
[06:22] Mhm. And that story is the only elements of the story that you want to tell is a story that benefits the customer.
[06:25] of the story that you want to tell is a story that benefits the customer.
[06:26] How did you learn to care? And so even today on stage I told the story of not having a clear message and what that was costing me.
[06:29] having a clear message and what that was costing me.
[06:30] And then creating a framework to clarify that message, then benefiting from it, now going to you and helping you do the same thing.
[06:33] framework to clarify that message, then benefiting from it, now going to you and helping you do the same thing.
[06:35] So the story that I'm telling is how I care how I came to care about my customer's problem.
[06:37] story that I'm telling is how I care how I came to care about my customer's problem.
[06:38] That's aspect one of the story.
[06:40] Can I jump in? Will you hold it? We'll go back to two.
[06:42] One of the versions and sitting in this seat talking to entrepreneurs like you, I hear again and again the version of that story is a mix of the two in my mind.
[06:44] seat talking to entrepreneurs like you, I hear again and again the version of that story is a mix of the two in my mind.
[06:47] They had a problem. Right. They solved it for themselves and then discovered that the world had a problem.
[06:49] mind. They had a problem. Right. They solved it for themselves and then discovered that the world had a problem.
[06:50] Yes. Is that an acceptable through line?
[07:09] Yes.
[07:09] Is that an acceptable through line?
[07:09] I see it a lot.
[07:10] I see it a lot.
[07:12] and and if you didn't have that problem yourself
[07:15] I want to know how you who you met that you cared so much about
[07:18] to help to solve the problem.
[07:19] And even if you inherited the company
[07:21] and it was already solving the problem
[07:23] why did you come here?
[07:25] You know, what was it about that problem that made you
[07:28] want to solve it?
[07:30] If you go in if I say, look, I have Acme whatever is the name of my company and I joined this company
[07:32] cuz I saw a great opportunity to have an early retirement and maybe an exit.
[07:37] early retirement and maybe an exit.
[07:40] You can see how I always wanted a yacht.
[07:41] While that be my story, that is not the story that I want to lead with.
[07:44] And And we know that companies that tend to take off
[07:46] tend to have founders who are just on a mission to solve that problem for
[07:48] that for that customer.
[07:50] I mean, if you actually sit down with Dan Cathy here in Atlanta where we are,
[07:52] um and or Truett Cathy before him,
[07:54] you know, they're going to talk about the fact that
[07:56] they felt like people were mistreated when they walked into a quick server
[07:58] fast food restaurant, that they weren't treated with the sort of dignity you get
[08:11] treated with the sort of dignity you get at a fine dining restaurant, and they at a fine dining restaurant, and they wanted to they wanted to change that.
[08:15] wanted to they wanted to change that. They wanted people to walk into a Chick-fil-A and feel cared about and respected, seen, and served.
[08:17] Chick-fil-A and feel cared about and respected, seen, and served. And you know, their mission is not chicken.
[08:23] know, their mission is not chicken. Right.
[08:23] Right. >> And when you have a founder who has that backstory of that's the mission I'm on, I'm on a mission to care for my customer, uh I think those businesses tend to take off with greater percentage than those that you know, the story's all about them.
[08:35] all about them. If Here's another thing that we sense when somebody makes the story about you hurting people because they're hurting.
[08:43] hurting people because they're hurting. Uh you know, they have a wound or they have a toothache or whatever, they're thinking about themselves.
[08:48] have a toothache or whatever, they're thinking about themselves. >> Mhm. But strong people who are competent, capable, uh at home in their own skin, have this ability to not think about themselves.
[08:58] own skin, have this ability to not think about themselves. I'm thinking about you. And so if your brand has this personality, this this sort of vibe about it, where they're just always thinking about the customer, those brands become magnetic.
[09:09] brands become magnetic. Uh so you're saying that that is also just subliminally you're sending a signal of
[09:13] subliminally you're sending a signal of confidence and strength.
[09:14] confidence and strength.
[09:17] a couple days ago and I asked the women in the audience.
[09:18] I said, "Hey, back when you were dating, did you ever have to suffer through a date where a man talked endlessly about you know, every girl Every girl in the audience raised her hand.
[09:26] I [laughter] was And then I said, "Are you married to him?" And every hand went back down.
[09:33] And so I said, "See, it doesn't work."
[09:35] Right. Like sitting and talking about yourself just doesn't work.
[09:39] However, people will hear me say that and they'll say, "Oh, we can't talk about ourselves."
[09:41] That's not true. What you can talk about is why you care.
[09:45] Like why do you care so much about this problem?
[09:47] And by the way, if you don't know that, you if you don't know why you care.
[09:51] If it is about the money and the yacht, sit down and actually ask yourself, "Well, why should I care?"
[09:57] And what what happens when you actually say, "Why should I care?" and you start articulating that story is you actually do begin to care.
[10:01] Yes. And I have found in my line of work that everybody starts a company, you're just worried about making payroll, you're worried about paying the bills.
[10:10] You're self-obsessed and narcissistic almost by necessity
[10:15] and narcissistic almost by necessity because we got to keep this thing alive.
[10:17] because we got to keep this thing alive.
[10:18] Then you start making some money and then you realize, "Oh, wait a second, we have customers.
[10:21] And who are these people and why are they buying our product?
[10:23] And then you begin to to fall in love with them and that's really when exponential growth takes off.
[10:28] So, positioning yourself as the guide Right.
[10:30] positioning yourself as the guide Right. >> is very important and and the guide having a backstory is very important.
[10:36] So, empathy is huge.
[10:39] I empathize with my customer's problem.
[10:41] The second part of the story that you want to tell is how you became competent.
[10:46] Okay. Because you you you can't just be empathetic.
[10:48] You actually have to be authoritative and competent at solving that customer's problem.
[10:53] Mhm. And you have to be able to say, "Here's what we did.
[10:56] Here's the research that we did.
[10:58] Here are the scientists that we hired.
[11:00] Here's why we partnered with so-and-so to represent their product.
[11:02] Here's you know, here's how I became competent
[11:05] because every story is about a hero who falls into a hole
[11:10] and then a guide comes along at the top of the hole, shouts some empathy down, "I see you.
[11:13] Yeah. I understand you're in
[11:15] I see you. Yeah. I understand you're in a hole.
[11:17] Then throws a rope into the hole and pulls them out.
[11:18] The rope is your product and your competency of pulling them out.
[11:20] But you both have to care about the person in the hole and be able to get them out, otherwise you're kind of useless.
[11:25] Yeah, I have very special rope just for this kind of hole.
[11:28] Yeah, that's exactly right.
[11:30] me all the time.
[11:30] And it's worked a thousand times and it's going to work for you, friend.
[11:33] Let's get you out of that hole.
[11:35] And that that tends to be the part of the story that you want to you want to you know, put out there.
[11:41] And what you'll notice about really, really competent CEOs, leaders, politicians is that that you think they're telling their story all the time.
[11:48] You think that you know them.
[11:53] But ask yourself you know, just put put together your favorite politician in your mind, somebody who's maybe been elected president or prime minister or won a Nobel Prize or something like that.
[12:03] You know, Dr. Martin Luther King, we're here in Atlanta, something like that.
[12:07] And ask yourself, how much of their story did they actually ever tell?
[12:13] Now, the biographies have been written have been written about them.
[12:15] But how much of their story did they tell?
[12:17] Much of their story did they tell?
[12:17] And the answer is none.
[12:20] And the answer is none.
[12:20] It's none.
[12:21] They're always talking about you.
[12:21] And you feel like you know them.
[12:24] And it's not the case at all.
[12:24] Great leaders You feel seen and you feel understood because you know what you do know about them and what you like is that they're they come off as strong and competent, but also compassionate.
[12:25] Great leaders You feel seen and you feel understood because you know what you do know about them and what you like is that they're they come off as strong and competent, but also compassionate.
[12:28] understood because you know what you do know about them and what you like is that they're they come off as strong and competent, but also compassionate.
[12:30] know about them and what you like is that they're they come off as strong and competent, but also compassionate.
[12:31] that they're they come off as strong and competent, but also compassionate.
[12:33] competent, but also compassionate.
[12:36] Right.
[12:38] And I think those are the those are the characteristics that if you're going to get out there and tell your story, those are the characteristics you want to talk about.
[12:39] I think those are the those are the characteristics that if you're going to get out there and tell your story, those are the characteristics you want to talk about.
[12:40] characteristics that if you're going to get out there and tell your story, those are the characteristics you want to talk about.
[12:42] get out there and tell your story, those are the characteristics you want to talk about.
[12:44] are the characteristics you want to talk about.
[12:44] Why you care and why you are competent.
[12:45] competent.
[12:45] The amount of time that a founder today would be promoting themselves as the interesting character for their brand.
[12:48] founder today would be promoting themselves as the interesting character for their brand.
[12:51] themselves as the interesting character for their brand.
[12:53] for their brand.
[12:54] Now, it's not like we have to shoot a commercial or I've got to go give a speech on television.
[12:56] commercial or I've got to go give a speech on television.
[12:57] speech on television.
[12:57] Those scenarios that we're talking about people are posting daily.
[13:00] that we're talking about people are posting daily.
[13:02] posting daily.
[13:03] Right.
[13:03] And I know a lot of these figures like they're they're talking about the problem while they're making their smoothie.
[13:05] And I know a lot of these figures like they're they're talking about the problem while they're making their smoothie.
[13:06] like they're they're talking about the problem while they're making their smoothie.
[13:08] they're talking about the problem while they're making their smoothie.
[13:10] So, like is there a line where you reveal all of you?
[13:12] you? Like I feel like there's some of that that's good.
[13:14] Like I know the founder of Patagonia was a surfer and
[13:16] that that's good.
[13:17] founder of Patagonia was a surfer and that's actually a part of their lore.
[13:19] that's actually a part of their lore. Or was he a climber? He was a climber. Yes.
[13:21] was he a climber? He was a climber. Yes.
[13:23] Let My People Surf was his book. I'm getting them confused.
[13:24] getting them confused.
[13:24] Right. Right. Right.
[13:25] But there's parts of their personal story that also connect.
[13:28] So, is there a line where we're trying to be a well-rounded human being while we're telling the story that we shouldn't cross or we just always keep coming back to the hero, which is our customer?
[13:30] line where we're trying to be a well-rounded human being while we're telling the story that we shouldn't cross or we just always keep coming back to the hero, which is our customer?
[13:32] well-rounded human being while we're telling the story that we shouldn't cross or we just always keep coming back to the hero, which is our customer?
[13:33] telling the story that we shouldn't cross or we just always keep coming back to the hero, which is our customer?
[13:35] cross or we just always keep coming back to the hero, which is our customer?
[13:37] to the hero, which is our customer? Listen, I think to the degree that you get into sort of telling your own story, I think is the degree that you're kind of you're kind of losing the plot. Okay.
[13:39] Listen, I think to the degree that you get into sort of telling your own story, I think is the degree that you're kind of you're kind of losing the plot. Okay.
[13:42] get into sort of telling your own story, I think is the degree that you're kind of you're kind of losing the plot. Okay.
[13:44] I think is the degree that you're kind of you're kind of losing the plot. Okay.
[13:46] of you're kind of losing the plot. Okay. And and it's not always bad. I do think it is always bad if that's how you were introducing yourself. But listen, if I build a brand as big as Patagonia and I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[13:50] And and it's not always bad. I do think it is always bad if that's how you were introducing yourself. But listen, if I build a brand as big as Patagonia and I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[13:51] it is always bad if that's how you were introducing yourself. But listen, if I build a brand as big as Patagonia and I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[13:54] introducing yourself. But listen, if I build a brand as big as Patagonia and I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[13:57] build a brand as big as Patagonia and I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[13:59] I've made clothes and I've had Patagonia clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[14:01] clothes that are just as well-made as Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[14:03] Patagonia and and people find it at that point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[14:06] point you know, we are deep deep into a relationship with this brand and I might actually be curious about your backstory.
[14:08] relationship with this brand and I might actually be curious about your backstory.
[14:09] actually be curious about your backstory.
[14:11] backstory. The amateur leads with it. And that's where I think you you sort of make a mistake there. I think um
[14:13] The amateur leads with it. And that's where I think you you sort of make a mistake there. I think um
[14:15] And that's where I think you you sort of make a mistake there. I think um
[14:17] make a mistake there.
[14:19] I think um going back to the dating analogy and I think all business businesses are built on relationships and even if your brand has a relationship and ethos with your your customers, it needs to start by listening, understanding.
[14:30] And and it's amazing, you know, the those same shows of hands from those women who suffered those dates with guys who only talked about themselves,
[14:39] if they met a guy who had the strength and secureness to for the first several dates to kind of only ask you questions and drill down and say, "Well, tell me about that."
[14:49] And get to know you, she's actually learning quite a bit from that man.
[14:53] She's learning that he's strong, that he's competent, that he can that he can hold a conversation, that he's going to be interested in her.
[14:58] Why? There's a lot at risk for this young woman, a lot at risk and she needs to know somebody's going to be focused on her.
[15:04] But at some point that dynamic change changes and she becomes obsessively interested in his story.
[15:13] Yeah.
[15:15] And that and now all she wants to know is his story and she wants to talk talk about herself because she's
[15:18] to talk talk about herself because she's found somebody and I think that's kind of how it works with brands.
[15:22] Okay. That you know, once you know, there are brands that I'm a a an an enormous fan of.
[15:28] This is a We've been talking about this is a double RRL jacket.
[15:30] It's just a men's clothing brand.
[15:32] It's a brand that I'm sort of obsessed with.
[15:34] I I I, you know, love their stuff.
[15:36] And now I'm more interested in them as a brand than because they've served me so well and they've made such great clothes and all sorts of things.
[15:43] But I think people think that what you can do when you have brand evangelists is the same tactic when you're introducing yourself and they're not.
[15:50] Okay. It makes sense.
[15:52] Like I'm seeing the end product.
[15:54] I'm seeing someone who's already gone through, built the trust and affinity around their core brand.
[15:59] >> Yes. And now they're able to expand on it and I'm mistaking that for the path versus they're already at another place completely.
[16:07] That's right. How they got there was very different.
[16:09] >> That's right. There are three phases in building a brand relationship with a customer.
[16:14] The first phase is curiosity.
[16:15] Okay. You have to make people curious about you.
[16:19] Have to make people curious about you.
[16:22] Mhm.
[16:25] And the only way to make anybody curious about you is to to pique their curiosity.
[16:27] Curiosity.
[16:28] And the way you do that is you have sound bites that associate your customer survival with your product.
[16:33] You have to be able to say, "Look, we're going to help you save money.
[16:36] We're going to help you make money.
[16:37] We're going to help you look better.
[16:39] We're going to help you feel better.
[16:40] We're going to help you have better relationships.
[16:43] We're going to help you, you know, gain some sort of status.
[16:45] There's something that that in my intuition is smelling that you are a survival asset.
[16:50] That's the only reason I would turn my head and look at your website or walk into your store.
[16:58] And then once we're through curiosity and that all happens with a sound bite sort of strategy.
[17:03] >> I'm going to take time out only because we're right about the midst point.
[17:06] We're going to take a quick break and we're going to leave them in suspense.
[17:08] They want to know what's on the other It's called opening a story loop.
[17:11] We'll close it on the other side of the break.
[17:12] >> Yeah, you got to >> [laughter]
[17:14] >> catch us on the other side of the break, folks.
[17:15] >> [music]
[17:22] All right, we're back.
[17:24] So, we left this with we have this curiosity through sound bites.
[17:28] And I was processing all of that.
[17:29] You're like, I'm sitting here as a student and I need to be also an advocate for the listeners.
[17:33] I had to process everything you said in the beginning.
[17:37] We've got these two jobs as the interesting character, the the personal brand connected to the brand.
[17:41] Right.
[17:44] And my friend Justin Welsh once said, "You don't need a thousand things to say, Jay.
[17:47] You need a thousand ways to say the same thing."
[17:50] Ex- I I agree with that, yeah.
[17:52] have to just be disciplined Yeah.
[17:54] about being the guide and talking to the hero and talking to the problem that we solve uniquely better than anyone else.
[17:59] And just make our peace with that.
[18:01] Later, when we're successful, the world may expand.
[18:03] But if we're not doing it in that order, it's a mistake.
[18:07] That's exactly it.
[18:09] And so, now we're into the three phases.
[18:10] We're looking at the bigger picture.
[18:13] Gone through curiosity, where does that lead to?
[18:15] Curiosity leads to enlightenment.
[18:17] So, as soon as a customer as soon as you get their attention and you help them understand, "Hey, I've got something here that I think could help you survive."
[18:22] And there's a million ways
[18:23] You survive.
[18:23] And there's a million ways that you can help somebody survive.
[18:25] It's that you can help somebody survive.
[18:25] It's very complicated.
[18:26] But, you know, it's nuanced.
[18:26] It's not complicated.
[18:28] The analogy that I always use or the the example that I always use is is what's the last car that you bought?
[18:34] Whatever it was, let me tell you what happened.
[18:36] You saw it on the street.
[18:38] You thought it was attractive.
[18:38] Mhm.
[18:38] Uh that's a cool-looking car.
[18:41] That looks fun or fast or, you know, whatever or efficient or Honda has a new Accord out or whatever.
[18:47] Then you saw it everywhere.
[18:48] Yeah, you
[18:48] [laughter]
[18:48] saw it everywhere.
[18:50] And then you wanted it.
[18:52] And then you went to YouTube and you watched, depending on how expensive that car was, a hundred or a thousand hours worth of videos.
[18:58] And what you're doing when you're watching those videos is you're building a case in your mind for a court case on why you should justify spending that money if it's a nice car or something like that.
[19:12] Maybe it's a guy thing or a me thing.
[19:12] I'd love that phase.
[19:14] Oh, me too.
[19:14] I'm just like
[19:15] in that phase.
[19:17] Yeah, and my wife's like, "Why are you still researching the next computer?
[19:18] Why are you still researching that?"
[19:21] And it's like it's like there are very few like a lot of shopping I hate,
[19:25] Very few like a lot of shopping I hate, but there are some things that there is.
[19:27] But there are some things that there is pleasure for me in this phase.
[19:29] Right.
[19:29] I want to learn more cuz it'll make me appreciate it even more when I get there.
[19:33] Yes.
[19:35] Now, the problem that a lot of brands.
[19:37] So, two mistakes we can already say that people watching this podcast are going to make.
[19:38] Mhm.
[19:40] They don't have curiosity sound bites.
[19:42] Okay.
[19:44] So, they're actually not picking people's curiosity by explaining in short sound bites how they can help them survive.
[19:47] Example of that?
[19:49] Geico, our 15 minutes can save you 15% on car insurance.
[19:51] Okay.
[19:53] Clear promise, clear amount of time.
[19:54] That.
[19:57] Yeah, that's exactly it.
[19:57] A a very small investment from you can save you big is basically what that is.
[19:59] So, that's one of those.
[20:03] Uh best cheeseburger in town would be an example of a curiosity soundbite.
[20:06] You know, there's there's there's a million of them, but something that says uh you could help me survive, you could help me save money, make money, ease anxiety, get a better night's sleep, you know, whatever.
[20:18] So, people are what they're doing is they're they're using language that's too vague.
[20:22] I once helped a company double their revenue with three
[20:27] company double their revenue with three words, "Kids love aquariums."
[20:29] words, "Kids love aquariums." >> I love this story, and you shared it
[20:30] >> I love this story, and you shared it with our audience, but can you share it
[20:32] with our audience, but can you share it really quickly with us here?
[20:33] really quickly with us here? >> saw a 99% increase in in orders uh in a
[20:36] >> saw a 99% increase in in orders uh in a test market with those three words.
[20:38] test market with those three words. Well, if you think about it, if I'm
[20:39] Well, if you think about it, if I'm walking into a pet store and I'm a dad,
[20:41] walking into a pet store and I'm a dad, and I am a dad, and we're going in to
[20:43] and I am a dad, and we're going in to buy a bunny, and I really don't want a
[20:44] buy a bunny, and I really don't want a bunny because bunnies are going to poop
[20:46] bunny because bunnies are going to poop everywhere or cats are going to poop
[20:47] everywhere or cats are going to poop everywhere, whatever it is, and I see
[20:49] everywhere, whatever it is, and I see this "Kids love aquariums," you have
[20:51] this "Kids love aquariums," you have just planted in my mind a way that I can
[20:54] just planted in my mind a way that I can get something for my child, which by the
[20:55] get something for my child, which by the way is connected to survival, hers,
[20:58] way is connected to survival, hers, mine's, a family structure, learning
[21:00] mine's, a family structure, learning about pets that's connected a thousand
[21:01] about pets that's connected a thousand ways.
[21:02] ways. You've you've basically thought for me.
[21:05] You've you've basically thought for me. Mhm. But let's say that tagline wasn't
[21:07] Mhm. But let's say that tagline wasn't kids love aquariums. Let's let's just
[21:09] kids love aquariums. Let's let's just said um
[21:10] said um it was something like um
[21:13] it was something like um marine life is fascinating. So marine
[21:15] marine life is fascinating. So marine life is fascinating may be true, but
[21:17] life is fascinating may be true, but it's not connected to my survival.
[21:19] it's not connected to my survival. Therefore, it's a bad tagline. So they
[21:21] Therefore, it's a bad tagline. So they get the they get the taglines and those
[21:22] get the they get the taglines and those curiosity sound bites and there are five
[21:24] curiosity sound bites and there are five of them, by the way, that you need to
[21:25] of them, by the way, that you need to create.
[21:27] create. They get those wrong. Now, if you get
[21:29] They get those wrong. Now, if you get those wrong, nobody's going to pay
[21:30] those wrong, nobody's going to pay attention to you. But let's say you get
[21:31] attention to you. But let's say you get them right.
[21:32] them right. Now you need YouTube videos, social
[21:34] Now you need YouTube videos, social media, case studies, white papers, uh
[21:38] media, case studies, white papers, uh you know, LinkedIn articles, uh
[21:40] you know, LinkedIn articles, uh you need all sorts of stuff so that
[21:42] you need all sorts of stuff so that people can spend time with you Mhm.
[21:46] people can spend time with you Mhm. being enlightened about how this works.
[21:49] being enlightened about how this works. What kind of proof do you find most
[21:50] What kind of proof do you find most effective? Like I know people say social
[21:52] effective? Like I know people say social proof. I want testimonials. I want
[21:54] proof. I want testimonials. I want reviews.
[21:54] reviews. >> Yeah, if you can get other people other
[21:56] >> Yeah, if you can get other people other people talking about your product and
[21:58] people talking about your product and reviewing your product, there's nothing
[22:00] reviewing your product, there's nothing that beats it. Okay.
[22:01] that beats it. Okay. Jay, I just I just bought um
[22:04] Jay, I just I just bought um the Milwaukee Packout
[22:06] the Milwaukee Packout uh toolbox. Okay. They make a toolbox
[22:10] uh toolbox. Okay. They make a toolbox that literally
[22:11] that literally it's a toolbox that has a dolly and then
[22:13] it's a toolbox that has a dolly and then you can actually stack other toolboxes
[22:16] you can actually stack other toolboxes onto it and they lock into place like
[22:17] onto it and they lock into place like Legos. Okay. And they have drawers and
[22:20] Legos. Okay. And they have drawers and they have all sorts of stuff. I have
[22:21] they have all sorts of stuff. I have spent probably
[22:24] spent probably 9 hours on YouTube just watching about
[22:26] 9 hours on YouTube just watching about the different and I bought a whole set
[22:28] the different and I bought a whole set of screwdrivers that I already had to
[22:30] of screwdrivers that I already had to match my Packout screwdrivers
[22:33] match my Packout screwdrivers because there's this cult following out
[22:35] because there's this cult following out there making YouTube videos about what
[22:37] there making YouTube videos about what they're doing with these Packout, you
[22:39] they're doing with these Packout, you know, I use it to for my car detailing
[22:41] know, I use it to for my car detailing business, I use it for this, I use it
[22:43] business, I use it for this, I use it for that.
[22:44] for that. The more collateral and material you can
[22:46] The more collateral and material you can get your fans and your customers
[22:48] get your fans and your customers creating and putting out there, the bet
[22:51] creating and putting out there, the bet the more enlightenment collateral you're
[22:52] the more enlightenment collateral you're going to spend. But here's the bottom
[22:54] going to spend. But here's the bottom line is
[22:55] line is you know, in order but I remember going
[22:57] you know, in order but I remember going to my now wife
[22:59] to my now wife when I knew she was the woman I wanted
[23:00] when I knew she was the woman I wanted to marry and and uh I got married late.
[23:03] to marry and and uh I got married late. I got married at 42. Just was a was a
[23:06] I got married at 42. Just was a was a bohemian writer until then without a lot
[23:07] bohemian writer until then without a lot of money and didn't want to get married,
[23:09] of money and didn't want to get married, didn't want to settle down.
[23:11] didn't want to settle down. Finally, Betsy, I was just like this is
[23:13] Finally, Betsy, I was just like this is it. I'm never going to do better than
[23:14] it. I'm never going to do better than better than Betsy. And we we started
[23:15] better than Betsy. And we we started dating. Well, when I knew I wanted to
[23:16] dating. Well, when I knew I wanted to marry her, I sat her down about three or
[23:18] marry her, I sat her down about three or four months in and said, "Look, I think
[23:20] four months in and said, "Look, I think this is going to work." And she goes,
[23:21] this is going to work." And she goes, "Don, you're a quality time guy.
[23:23] "Don, you're a quality time guy. I'm a quantity time girl. This is going
[23:25] I'm a quantity time girl. This is going to take you a little bit longer than
[23:27] to take you a little bit longer than >> Okay.
[23:27] >> Okay. >> [laughter]
[23:28] >> [laughter] >> Not on your schedule.
[23:29] >> Not on your schedule. >> I discovered about my own business is
[23:31] >> I discovered about my own business is when I looked at the data, up to 85% of
[23:33] when I looked at the data, up to 85% of orders were coming over a year after
[23:35] orders were coming over a year after they'd actually met the brand. Right.
[23:37] they'd actually met the brand. Right. And so if I didn't have those YouTube
[23:38] And so if I didn't have those YouTube videos and those emails going out and
[23:40] videos and those emails going out and that social media presence, we wouldn't
[23:42] that social media presence, we wouldn't have dated.
[23:44] have dated. So the the more hours that you can put
[23:46] So the the more hours that you can put out there that that people can spend
[23:48] out there that that people can spend with your brand means the more the the
[23:51] with your brand means the more the the faster you're able to date them, the
[23:53] faster you're able to date them, the longer you're able to date them,
[23:55] longer you're able to date them, and the more enlightenment they are able
[23:57] and the more enlightenment they are able to do to become comfortable with you. I
[23:59] to do to become comfortable with you. I want to just pick on that cuz a lot of
[24:01] want to just pick on that cuz a lot of people [clears throat] struggle um
[24:03] people [clears throat] struggle um marketing in general. You've got all of
[24:05] marketing in general. You've got all of the principles. You're putting a message
[24:07] the principles. You're putting a message out. How frequently, consistently, all
[24:09] out. How frequently, consistently, all of the things that people talk about.
[24:11] of the things that people talk about. And over time, people start to build an
[24:13] And over time, people start to build an affinity for that message and that
[24:14] affinity for that message and that brand. Right. But like with social media
[24:17] brand. Right. But like with social media today, like you going and watching 100
[24:19] today, like you going and watching 100 hours of this Milwaukee Tool Box.
[24:21] hours of this Milwaukee Tool Box. >> Right. You can speed up time.
[24:23] >> Right. You can speed up time. >> but I could easily watch 100.
[24:25] >> but I could easily watch 100. >> [laughter]
[24:25] >> [laughter] >> But like now you can have a year of
[24:27] >> But like now you can have a year of dating happen in one weekend.
[24:30] dating happen in one weekend. >> That's exactly it.
[24:30] >> That's exactly it. >> can really just kind of very quickly go
[24:33] >> can really just kind of very quickly go through that phase even if it should be
[24:35] through that phase even if it should be longer. Right. Because you can binge it.
[24:37] longer. Right. Because you can binge it. Yes, you can binge it. Yeah.
[24:39] Yes, you can binge it. Yeah. >> And that is one of the reasons why video
[24:41] >> And that is one of the reasons why video and some of these tools like people are
[24:42] and some of these tools like people are hearing you, they're trusting you over
[24:45] hearing you, they're trusting you over time. I've always heard that video, you
[24:47] time. I've always heard that video, you talking on video is going to be the
[24:48] talking on video is going to be the highest trust
[24:50] highest trust >> There's no question.
[24:51] >> There's no question. >> Okay. Yeah. And other people talking
[24:53] >> Okay. Yeah. And other people talking about your products
[24:54] about your products without, you know, being sponsored, I
[24:56] without, you know, being sponsored, I think is even higher than that.
[24:58] think is even higher than that. >> And videos.
[24:59] >> And videos. >> But you need Yeah, you need to put stuff
[25:01] >> But you need Yeah, you need to put stuff out there you using your product. Just
[25:03] out there you using your product. Just just go out there and let people get to
[25:04] just go out there and let people get to know you. Have Have your watchers, your
[25:07] know you. Have Have your watchers, your viewers ever had the experience You
[25:08] viewers ever had the experience You know, I I There was an experience I had
[25:10] know, I I There was an experience I had recently. I bought this pair of like
[25:12] recently. I bought this pair of like house slippers. I was finding myself
[25:14] house slippers. I was finding myself running out to check the mail and get
[25:16] running out to check the mail and get the garbage. I just needed something to
[25:17] the garbage. I just needed something to slip on. Right. And
[25:20] slip on. Right. And so I just Instagram showed up showed up
[25:22] so I just Instagram showed up showed up whatever these were in my feed. I went
[25:25] whatever these were in my feed. I went That's exactly what I need. There it is,
[25:27] That's exactly what I need. There it is, you know, and I didn't buy it. And then
[25:29] you know, and I didn't buy it. And then it showed up again, and I didn't buy it,
[25:31] it showed up again, and I didn't buy it, and it showed up again, and I didn't buy
[25:32] and it showed up again, and I didn't buy it, and it showed up again, and I bought
[25:33] it, and it showed up again, and I bought it. Mhm. And then I asked myself, what's
[25:35] it. Mhm. And then I asked myself, what's the difference?
[25:36] the difference? It was the same pair of slippers, the
[25:38] It was the same pair of slippers, the same picture, the same offer, and I
[25:41] same picture, the same offer, and I bought the fourth time but not the
[25:42] bought the fourth time but not the first.
[25:43] first. And the only difference was familiarity.
[25:45] And the only difference was familiarity. Right. I just saw it four times. And so
[25:48] Right. I just saw it four times. And so all of a sudden, this is a brand I can
[25:49] all of a sudden, this is a brand I can trust?
[25:50] trust? How is this a brand I can trust more the
[25:52] How is this a brand I can trust more the fourth time than the first time? It's
[25:54] fourth time than the first time? It's not. By the way, they were great
[25:55] not. By the way, they were great slippers. But it's the It was the It's
[25:57] slippers. But it's the It was the It's just familiarity, and I think that a lot
[26:00] just familiarity, and I think that a lot of us are making the mistakes of not
[26:01] of us are making the mistakes of not putting out kind of that content that
[26:03] putting out kind of that content that gets to that familiarity. I always say
[26:06] gets to that familiarity. I always say this. You need to figure out, you know,
[26:09] this. You need to figure out, you know, your website and your lead generator.
[26:11] your website and your lead generator. >> Mhm. Then your follow-up emails and text
[26:13] >> Mhm. Then your follow-up emails and text messages in a sales campaign and a
[26:15] messages in a sales campaign and a nurture campaign. Right.
[26:17] nurture campaign. Right. >> You need both of those. So you need You
[26:19] >> You need both of those. So you need You need all of that. Let it sit. Don't
[26:22] need all of that. Let it sit. Don't touch it.
[26:23] touch it. And then go back and create YouTube
[26:25] And then go back and create YouTube videos and social medias and keynote
[26:27] videos and social medias and keynote addresses and podcast interviews that
[26:29] addresses and podcast interviews that point to the website. Got it.
[26:31] point to the website. Got it. >> That's it. So once you create it, you
[26:32] >> That's it. So once you create it, you don't have any more marketing There's no
[26:34] don't have any more marketing There's no more marketing doing on your checklist.
[26:35] more marketing doing on your checklist. Now you have to go back and bring
[26:36] Now you have to go back and bring attention to your marketing, and that's
[26:38] attention to your marketing, and that's where you're actually going to spend the
[26:39] where you're actually going to spend the majority of your time. I'm going to ask
[26:41] majority of your time. I'm going to ask you one more question before we kind of
[26:42] you one more question before we kind of wrap this up. A lot of people that go on
[26:45] wrap this up. A lot of people that go on this marketing journey
[26:46] this marketing journey and they're putting in the effort, and
[26:49] and they're putting in the effort, and because of the time lag, the familiarity
[26:51] because of the time lag, the familiarity that has to build up. Like Instagram's
[26:53] that has to build up. Like Instagram's really good at selling me clothes. Yeah.
[26:55] really good at selling me clothes. Yeah. I'm not sure how good it is at selling
[26:56] I'm not sure how good it is at selling real estate or law services or any other
[26:58] real estate or law services or any other business necessary. So, in some
[27:00] business necessary. So, in some categories it might happen faster.
[27:03] categories it might happen faster. How do you coach people through, I'm
[27:05] How do you coach people through, I'm putting in all the effort, but there's
[27:06] putting in all the effort, but there's no evidence that it's paying off?
[27:08] no evidence that it's paying off? Like, when is it faith that you need to
[27:10] Like, when is it faith that you need to have and when is it you need to pivot?
[27:13] have and when is it you need to pivot? Cuz I think people get antsy during that
[27:14] Cuz I think people get antsy during that period. I'm glad they get antsy. Okay.
[27:17] period. I'm glad they get antsy. Okay. My personal view on that is the cash
[27:19] My personal view on that is the cash register will tell you if it's working.
[27:21] register will tell you if it's working. Okay. And And do you think it happens
[27:24] Okay. And And do you think it happens fast for most people?
[27:24] fast for most people? >> happens I I I've seen it I've seen it
[27:26] >> happens I I I've seen it I've seen it happen. If it's not happening fast, we
[27:27] happen. If it's not happening fast, we need to adjust. Something needs to
[27:28] need to adjust. Something needs to happen. You know, if you're not getting
[27:30] happen. You know, if you're not getting people liking your videos, you know,
[27:32] people liking your videos, you know, yes, it takes time to build, but
[27:35] yes, it takes time to build, but you should know pretty quickly whether
[27:37] you should know pretty quickly whether or not something's working. Okay. And
[27:40] or not something's working. Okay. And you know,
[27:41] you know, otherwise just keep adjusting your
[27:42] otherwise just keep adjusting your strategy.
[27:44] strategy. I say that for a couple of reasons. One
[27:46] I say that for a couple of reasons. One is
[27:47] is um
[27:48] um to keep you paranoid Mhm.
[27:50] to keep you paranoid Mhm. [clears throat]
[27:50] [clears throat] and to make you continue to pursue
[27:53] and to make you continue to pursue something that works. Because if
[27:55] something that works. Because if something isn't working and you're sort
[27:56] something isn't working and you're sort of and you're sort of frustrated with
[27:58] of and you're sort of frustrated with it, is that a bad thing? No.
[28:00] it, is that a bad thing? No. >> No. No. No. So, I'd say, you know, keep
[28:02] >> No. No. No. So, I'd say, you know, keep adjusting
[28:02] adjusting >> Obsession can lead to excellence.
[28:03] >> Obsession can lead to excellence. >> That's exactly it. And I even like Ray
[28:06] >> That's exactly it. And I even like Ray Dalio, you know, one of his big
[28:07] Dalio, you know, one of his big principles of what's important as a
[28:09] principles of what's important as a leader is a mild amount of worry. Yeah.
[28:11] leader is a mild amount of worry. Yeah. He said the only thing you should ever
[28:12] He said the only thing you should ever worry about is if you stop worrying.
[28:15] worry about is if you stop worrying. Because if you're worried, you're
[28:16] Because if you're worried, you're worried and you're on edge and you're
[28:18] worried and you're on edge and you're thinking, you know, so you know, I I
[28:20] thinking, you know, so you know, I I think uh but in my opinion, if you're if
[28:22] think uh but in my opinion, if you're if if you're creating marketing and
[28:24] if you're creating marketing and messaging collateral, it should work.
[28:26] messaging collateral, it should work. Okay.
[28:26] Okay. >> turn into orders. Okay. That's good to
[28:28] >> turn into orders. Okay. That's good to hear because I think a lot of us are
[28:30] hear because I think a lot of us are thinking I need to wait longer. I don't
[28:32] thinking I need to wait longer. I don't need to keep You need to keep at it. You
[28:34] need to keep You need to keep at it. You need to keep at it, but you want to keep
[28:36] need to keep at it, but you want to keep iterating. Right. Trying new tactics to
[28:39] iterating. Right. Trying new tactics to try to find what works. Yeah. Keep
[28:41] try to find what works. Yeah. Keep iterating. All right. So, thank you so
[28:43] iterating. All right. So, thank you so much for sharing your wisdom. I mean,
[28:45] much for sharing your wisdom. I mean, >> My pleasure.
[28:45] >> My pleasure. >> you've built a lifetime around marketing
[28:48] >> you've built a lifetime around marketing and you were sharing it over dinner.
[28:50] and you were sharing it over dinner. You've been teaching this for so long
[28:52] You've been teaching this for so long and you're just as excited today as you
[28:54] and you're just as excited today as you >> excited. Yeah, it's very fun.
[28:55] >> excited. Yeah, it's very fun. >> It shows. It shows the passion for your
[28:57] >> It shows. It shows the passion for your Zappos.
[28:58] Zappos. Um you love solving this problem for
[28:59] Um you love solving this problem for people.
[29:00] people. >> solving this problem. This whole you
[29:01] >> solving this problem. This whole you know how to get people out of
[29:03] know how to get people out of um what's one challenge that our
[29:05] um what's one challenge that our listeners could put to use? Think of the
[29:06] listeners could put to use? Think of the business owners out there. I want to
[29:08] business owners out there. I want to take action on this podcast.
[29:10] take action on this podcast. I want them to own a problem. Okay. And
[29:13] I want them to own a problem. Okay. And I want you to figure out what problem
[29:14] I want you to figure out what problem you're going to own.
[29:16] you're going to own. No matter what company you represent, no
[29:19] No matter what company you represent, no matter what product you sell,
[29:21] matter what product you sell, my my assignment to you, if you will, is
[29:24] my my assignment to you, if you will, is go out there and own a problem. What I
[29:26] go out there and own a problem. What I mean by that is
[29:28] mean by that is whenever this negative thing happens,
[29:30] whenever this negative thing happens, people call you.
[29:32] people call you. So what is the negative thing that you
[29:33] So what is the negative thing that you want to own?
[29:35] want to own? And you know, I young college student as
[29:37] And you know, I young college student as a dog trainer said to me, "Don, I'm a
[29:39] a dog trainer said to me, "Don, I'm a dog trainer. Like what problem can I
[29:40] dog trainer. Like what problem can I own?" Well, I've had a couple dogs and
[29:42] own?" Well, I've had a couple dogs and when somebody knocks at the door, the
[29:43] when somebody knocks at the door, the dog barks.
[29:45] dog barks. It's a very loud bark. It's very
[29:47] It's a very loud bark. It's very unsettling. The person on the other side
[29:48] unsettling. The person on the other side of the door doesn't feel welcome.
[29:50] of the door doesn't feel welcome. I said, "I I want you to watch. I bet
[29:53] I said, "I I want you to watch. I bet you your dog training appointments
[29:55] you your dog training appointments triple
[29:57] triple when you say, 'You know how dogs bark
[29:58] when you say, 'You know how dogs bark when somebody knocks at the door? I'm
[30:00] when somebody knocks at the door? I'm the guy who stops that.'" Yeah. I bet
[30:02] the guy who stops that.'" Yeah. I bet you they triple. Even though that's like
[30:04] you they triple. Even though that's like 5% of what you do.
[30:06] 5% of what you do. Because you want to own a specific
[30:08] Because you want to own a specific problem and it has to be specific, it
[30:09] problem and it has to be specific, it has to be painful, it has to be
[30:11] has to be painful, it has to be annoying. People have to be motivated to
[30:13] annoying. People have to be motivated to solve it.
[30:15] solve it. It doesn't mean that's the only problem
[30:16] It doesn't mean that's the only problem you get to solve.
[30:17] you get to solve. >> No, it's the entry-level problem.
[30:18] >> No, it's the entry-level problem. >> Right. So once you come to my house, you
[30:20] >> Right. So once you come to my house, you say, "I can also stop your dog from
[30:21] say, "I can also stop your dog from tearing up the newspaper. I can stop the
[30:23] tearing up the newspaper. I can stop the dog from running away from you. I can
[30:25] dog from running away from you. I can stop the dog from pulling at your leash.
[30:28] stop the dog from pulling at your leash. You know, I'm a dog trainer."
[30:29] You know, I'm a dog trainer." But but if I just said I'm a dog
[30:30] But but if I just said I'm a dog trainer, it takes too much of a
[30:32] trainer, it takes too much of a cognitive load to figure out what
[30:33] cognitive load to figure out what problem you're going to solve.
[30:34] problem you're going to solve. >> I love it.
[30:35] >> I love it. >> So you know, that's a For instance, if
[30:36] >> So you know, that's a For instance, if you're if you're a marriage and family
[30:38] you're if you're a marriage and family therapist or whatever, you know, and
[30:42] therapist or whatever, you know, and you said, you know, I I
[30:44] you said, you know, I I the one problem I really saw is couples
[30:46] the one problem I really saw is couples that are mad at each other but won't
[30:47] that are mad at each other but won't resolve con- conflict quickly, you know,
[30:49] resolve con- conflict quickly, you know, whatever.
[30:50] whatever. Every-
[30:51] Every- Everybody. [laughter]
[30:52] Everybody. [laughter] Yeah. So, you kind of want to figure out
[30:53] Yeah. So, you kind of want to figure out that universal entry point, that entry
[30:56] that universal entry point, that entry pain point. And if you don't have that
[30:58] pain point. And if you don't have that they'll say like, "Well, you
[31:00] they'll say like, "Well, you Can you make my dog not pee in the
[31:01] Can you make my dog not pee in the house, too?" Yeah, yeah, that's exactly
[31:03] house, too?" Yeah, yeah, that's exactly it.
[31:03] it. >> Right. They'll take you to what they
[31:04] >> Right. They'll take you to what they need really quickly if you've hit the
[31:06] need really quickly if you've hit the universal problem.
[31:07] universal problem. >> Yes, especially the dog barking at the
[31:09] >> Yes, especially the dog barking at the door. By the way, my You can solve that
[31:10] door. By the way, my You can solve that problem, give me a call. I would love
[31:12] problem, give me a call. I would love >> [laughter]
[31:13] >> [laughter] >> We just adopted a new dog who's part
[31:15] >> We just adopted a new dog who's part hound and our first dog, Taco, didn't
[31:18] hound and our first dog, Taco, didn't bark. Did or did not?
[31:19] bark. Did or did not? >> Did not. Oh, well, and now you got one
[31:21] >> Did not. Oh, well, and now you got one that does.
[31:21] that does. >> my nervous system, so yes. [laughter]
[31:23] >> my nervous system, so yes. [laughter] Call both of those.
[31:24] Call both of those. >> talk to your friends. That's exactly it.
[31:26] >> talk to your friends. That's exactly it. Here, let me say this lastly,
[31:28] Here, let me say this lastly, the next thing that people will say is,
[31:31] the next thing that people will say is, "Well, everybody solves that problem.
[31:32] "Well, everybody solves that problem. All dog trainers solve that problem." I
[31:33] All dog trainers solve that problem." I want you to understand something,
[31:35] want you to understand something, if you say that you solve that problem
[31:38] if you say that you solve that problem and they also solve that problem but
[31:39] and they also solve that problem but don't say it, you're the only person who
[31:42] don't say it, you're the only person who solves that problem.
[31:43] solves that problem. >> You could It's In other words, pretty
[31:44] >> You could It's In other words, pretty much it's a blue ocean opportunity for
[31:46] much it's a blue ocean opportunity for you even though
[31:47] you even though everybody solves that problem,
[31:49] everybody solves that problem, nobody's reading your mind. Nobody
[31:51] nobody's reading your mind. Nobody Nobody Nobody knows that you solved the
[31:53] Nobody Nobody knows that you solved the problem. You will literally be the only
[31:55] problem. You will literally be the only person in the world who solves the
[31:57] person in the world who solves the problem of bark dog dog barking at the
[31:58] problem of bark dog dog barking at the door
[31:59] door and every other dog trainer does it and
[32:02] and every other dog trainer does it and nobody will know that. Everybody will
[32:03] nobody will know that. Everybody will think, "Well, You're a category of one
[32:05] think, "Well, You're a category of one and everybody who hurts you
[32:07] and everybody who hurts you >> So, that's the power of words. And so, I
[32:09] >> So, that's the power of words. And so, I would say the number one thing, just to
[32:10] would say the number one thing, just to repeat it, that you've got to do is own
[32:13] repeat it, that you've got to do is own a specific problem. You are the world's
[32:16] a specific problem. You are the world's leader
[32:17] leader in owning that problem. You know, this
[32:19] in owning that problem. You know, this stage has been There's been a lot of
[32:21] stage has been There's been a lot of people who help with marketing and
[32:22] people who help with marketing and messaging and things like that. That
[32:24] messaging and things like that. That idea of clarifying a muddled message,
[32:27] idea of clarifying a muddled message, I'm the guy.
[32:28] I'm the guy. That's you.
[32:29] That's you. >> anywhere in the world and I'm the guy.
[32:32] >> anywhere in the world and I'm the guy. And it's It's not because I'm the guy.
[32:34] And it's It's not because I'm the guy. It's because I told you I'm the guy.
[32:36] It's because I told you I'm the guy. Yes. [laughter]
[32:37] Yes. [laughter] That's it.
[32:37] That's it. >> And you're the only one who's saying it.
[32:39] >> And you're the only one who's saying it. I hopefully I'm boxing everybody out,
[32:41] I hopefully I'm boxing everybody out, right? But but it's you know, it's
[32:43] right? But but it's you know, it's probably I love to solve and I can own
[32:45] probably I love to solve and I can own that
[32:46] that category for the rest of my life and
[32:48] category for the rest of my life and I'll be the happiest man in the world.
[32:49] I'll be the happiest man in the world. Well, I love hearing that. Thank you so
[32:50] Well, I love hearing that. Thank you so much for sharing with us today.
[32:52] much for sharing with us today. >> My pleasure.
[32:56] >> [music]
[32:56] >> [music] >> This podcast is for general
[32:57] >> This podcast is for general informational purposes only. The views,
[32:59] informational purposes only. The views, thoughts, and opinions of the guest
[33:01] thoughts, and opinions of the guest represent those of the guest and not
[33:03] represent those of the guest and not productive or Keller Williams Realty LLC
[33:05] productive or Keller Williams Realty LLC and [music] their affiliates and should
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[33:09] not be construed as financial, economic, legal, tax, or other advice. This
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[33:14] podcast is provided without any warranty or guarantee [music] of its accuracy,
[33:15] or guarantee [music] of its accuracy, completeness, timeliness, or results
[33:17] completeness, timeliness, or results from using the information.
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