Transcript
0:00
(dramatic music)
0:15
– Let’s do another one. This is fun. This is good.
0:20
Yes.
0:23
– Hi Dan, hi everybody, my name is Lea
0:26
– Ali?
0:26
– Lea
0:27
– Lea. Yeah, we’ve spoken before.
0:29
– Hi Lea. (audience murmurs in agreement)
0:31
– And my partner for this exercise is Danny and we both,
0:34
I work in a, for a mortgage broker,
0:35
I work for an incredible mortgage broker
0:37
and Danny is a business and life coach,
0:39
and we are both professionals in a hugely saturated market.
0:43
You can’t go to any networking event and find 3 or 4
0:46
mortgage brokers, 3 or 4 business/life coaches.
0:50
I don’t know Danny well, but my business-
0:53
my mortgage broker partner’s phenomenal,
0:55
he’s been lending for over 10 years, he could get
0:57
a cat approved for a mortgage, I’m kidding.
1:00
(audience chuckles)
1:01
He’s just phenomenal, his contacts, his resources,
1:04
his abilities, people find him on LinkedIn, they seek him
1:06
on LinkedIn, people I met at networking events bounce me
1:10
and they connect with him months later on LinkedIn.
1:13
I was like “I know that person, I met them” and he’s like
1:15
“well they came after me.”
1:17
How do we market ourselves, brand ourselves in-
1:21
– [Dan] Very good question.
1:22
– A very very saturated market of similar professionals.
1:26
– So, life coaches, mortgage broker, real estate agent,
1:31
or consultant, or you know, all these things,
1:36
what’s your name sir?
1:37
– [Danny] Danny.
1:38
– Dan. Good name. (audience giggles)
1:41
So, Dan, not to put you down, but you know what I mean,
1:44
like when people tell people “oh I’m a life coach”
1:47
people say “fuck oh you’re one of those” right?
1:49
It’s like there’s so many, so many coaches out there.
1:53
The problem with those types of professions is that,
1:59
from most people’s point of view, that they can’t tell
2:03
the difference; maybe you do care about your clients more,
2:07
maybe you are smarter, maybe you have more experience,
2:10
but from the consumer’s point of view,
2:11
they can’t tell the difference,
2:13
they can’t tell the difference.
2:15
So to differentiate yourself, its–
2:17
let me share a couple of principles with you,
2:19
and that applies for everybody.
2:21
Number one is you wanna call yourself anything but that,
2:28
because the minute you say, I’m a life coach,
2:32
oh people have a preconceived idea what that is.
2:36
So to differentiate yourself, I would do a couple of things.
2:38
Number one, knowing that,
2:42
in any industry,
2:46
this is a framework that I teach,
2:48
I’m trying to see if I can remember, so bear with me okay?
2:51
Bear with me, I may not get it 100 percent right.
2:55
So you have what I call a generalist.
2:59
A generalist is someone, a doctor alright, a lawyer,
3:04
a mortgage broker, a coach, that’s a generalist, okay?
3:12
And then you have what I call a specialist.
3:14
A specialist may be like Andre,
3:17
a lawyer specifically for trademark right?
3:20
Or a merger and acquisition lawyer,
3:22
or a doctor, you have surgeons,
3:28
cosmetic surgeons maybe.
3:29
Now let me ask you a question. in our society,
3:31
who makes more money: generalist or specialist?
3:34
– [Audience] Specialist
3:35
– Specialist, okay? So then, so from there, you have
3:39
generalist, specialist, so the first step you gotta do is
3:42
how can you niche what you do.
3:44
So, instead of– Dan, what kind of coach– who do you coach?
3:48
– [Dan] I coach between 45s and 60 year olds.
3:53
– 45 to 60 year old? What type of people?
3:58
Like what problems do you solve for them?
4:00
– [Dan] People who are stuck or who–
4:02
I overcome people’s fears.
4:04
– Yeah. People’s fears? You see how fucking broad that is?
4:08
That is like broad. 45 to 60 years old.
4:12
How can you specialize it some more?
4:15
How can you narrow it down and say, you know what,
4:17
this is who I serve, who is your ideal client?
4:21
You might think, “wow but Dan, then am I
4:23
turning business away?” Yes, you are.
4:26
But then in the, from the marketplace point of view,
4:28
when you say I do this, people can’t– people like to
4:31
pitch and hole you, they wanna know that you are expert
4:34
at something. When you say you do such a broad thing,
4:37
it’s like, it’s like, imagine you go to your dentist
4:41
and your dentist checking your teeth and
4:43
you can’t talk right? Checking your teeth and you’re like
4:46
you know what, your teeth is pretty good, you wanna–
4:48
let me check your foot as well, while I’m at this right?
4:52
And by the way, why don’t I give you a little bit of massage
4:55
and also I can kinda crack your back and you know,
4:57
I can do a little bit of chiropractor work on you.
4:59
You’re like, what the fuck is this?
5:01
Right? Cos you’re trying to be everything to everybody.
5:03
So you wanna be a specialist, that’s the first step okay?
5:07
And then you wanna, what I call, become the expert.
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This is kind of the ladder of wealth,
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so experts in any industry makes more money
5:15
than a specialist and more money than a generalist.
5:18
An expert, people, is the go-to person.
5:21
It’s just like the partner you work with.
5:23
He’s an expert, like he says-
5:24
– [Lea] He totally is.
5:25
– Yeah, people talk about him,
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on LinkedIn people seek him out,
5:28
and does he have to chase business?
5:30
– [Lea] Never.
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– No. So, as an expert, business comes to you, okay?
5:35
So, as an expert, that’s good,
5:37
and then the highest ladder of wealth is what I call
5:43
celebrity authority.
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That’s the one that makes the most amount of money.
5:48
– [Audience Member] Is that where you’re going?
5:50
– I think, yeah. I think I’m somewhere between here.
5:55
Yeah, give it three or four years, I’ll be here, yeah.
6:02
So, celebrity authority, so give me some examples
6:05
of someone who’s a celebrity authority
6:06
that you can think of.
6:10
– [Audience Member] Tony Robbins.
6:11
– Tony Robbins, yes.
6:12
– [Audience Member] Dan Kennedy.
6:13
– Dan Kennedy, yes. Tony Robbins for sure, yes.
6:17
– [Audience Member] Oprah Winfrey.
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– Oprah Winfrey, yes. Gordon Ramsay? Absolutely right?
6:25
(muttering)
6:27
Any other names? So you know, in any category,
6:30
there’s usually only one or two of them
6:33
and they’re the ones who make a majority of the money.
6:38
You have, how many Tony Robbins wannabe copycat–
6:43
you think about motivational speakers,
6:45
you know how much Tony makes? Do you know by the way?
6:49
Take a guess. Do you know?
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– [Audience Member] A million an hour?
6:52
– Huh? No, a million a year.
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He charges one-on-one for coaching, a million a year.
6:56
No that’s not– but how much he makes, do you know?
6:59
– [Audience Member] Millions?
7:00
– Guess. Guess, just have fun.
7:02
I know the numbers, do you know? (audience mutters)
7:06
Okay, so let me compare other motivational speakers–
7:11
by the way, Tony comes from,
7:13
do you know where Tony comes from? The NLP industry.
7:17
Neural Linguistic Programming.
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All the NLP guys hate him, they hate him,
7:22
cos he thinks he’s not very–
7:24
he doesn’t follow the traditional NLP path,
7:26
he kinda comes up with his own thing, so these guys,
7:30
speaking of which, I had, actually, back ten or 11 years ago
7:33
in Toastmasters, there’s an NLP guy by the name David,
7:37
wannabe NLP guy and he hates Tony,
7:40
he’s like “aw Tony is a disgrace to NLP community,
7:44
he’s blah blah blah, blah blah blah.
7:46
I said “he’s fucking Tony Robbins.” (audience laughs)
7:49
Whatever you complain doesn’t matter,
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anyway, so Tony, Tony, from his seminar,
7:55
how do I know these things?
7:56
Because I’m a friend with his son, Jared Robbins.
7:59
So Tony, his empire, from Unleash The Power Within,
8:02
Date With Destiny, the seminar, coaching, all that,
8:04
it’s 100 million a year.
8:08
But that’s only part of what he does.
8:12
Tony own 20 something plus companies. Total,
8:15
his group of companies do about six billion dollars a year.
8:20
The seminar business is actually just a tiny percentage
8:22
of actual money that he makes,
8:26
but that’s what he does right?
8:28
He’s a celebrity authority. Gordon Ramsey, same thing.
8:31
So, then the question is “well Dan, how do you get to that?”
8:35
(chuckles) Yes?
8:36
– [Lea] Well, what we’re doing with mine is,
8:38
we take on the hard mortgages, we take on
8:40
construction mortgages and–
8:41
– Nice, so that’s being more a specialist right?
8:44
Construction mortgage and what type of mortgages?
8:45
– [Lea] And commercial mortgages.
8:47
– Commercial mortgages
8:47
– [Lea] Lot of brokers can’t, not able to, whatever,
8:50
– So other people who can’t approve the mortgages,
8:53
you’re like, you know what, other people can’t do it,
8:55
we can do it, the tough ones. Awesome.
8:58
So that’s being a specialist, that’s awesome.
9:00
So from here, for you, for yourself,
9:02
how can you go from here then to here,
9:04
so my question to you is how do you go from here to here?
9:07
– [Audience Member] A book?
9:09
– Write a book. Yes, that helps. A book would be good.
9:12
What else? Hmm?
9:13
– [Audience Member] Add value.
9:15
– Adding value– how?
9:21
Yes, speaking for free, speaking, that’s good, yes.
9:24
– [Audience Member] Workshops?
9:25
– Workshops. Yes, that’s good. Yes.
9:30
A blog. Yeah.
9:33
Publish content online, articles.
9:36
YouTube, yes.
9:40
Videos, yes. Videos.
9:43
Interviews. Interview other experts.
9:46
That’s actually very powerful.
9:48
Many years ago, when I was getting started as a copywriter
9:51
and I was trying to get clients, and I was,
9:55
I still remember, open up the yellowpage
9:58
and I would call the business owners.
10:01
“Hey, do you need an ad? I can write you an ad.
10:03
I charge 300 bucks, I charge 100 dollar.”
10:05
A lot of rejection, a lot of hangups, so I’m like,
10:09
okay this is no good.
10:11
So then I talked to these expert copywriters.
10:15
You guys know what copywriting is? Do you know?
10:19
Okay, copywriting meaning is it’s the people who write
10:22
your ads, marketing people, advertising people,
10:26
so they write the headline, they write the four-page ad,
10:28
yellowpage ad or your website, yeah that’s a copywriter.
10:32
So, and I would talk to other copywriters who have
10:36
been in business for many many years
10:38
and I would say “what can I do? I wanna do what you do,
10:40
I wanna be more successful.”
10:42
“Oh Dan, you gotta– you’re too young.”
10:44
How many have heard that before? You’re too young, right?
10:47
And you know how it is: you’re too young, you’re too young,
10:50
you’re too young and one day, you are–
10:53
– [Audience] Too old.
10:54
– Like somehow, just you’re too young, you’re too young like
10:57
you’re too old, its no middle ground, like when is,
11:01
what the hell is, when is the perfect age?
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Is it 35? Is it 36 and 10 months? Nobody can answer that.
11:09
Anyway, so you gotta hone your craft, you gotta
11:13
build up your portfolio and you gotta work with people,
11:16
and you know, in about 10 years, cos at the time,
11:18
the top copywriters in the world, they charged about $10,000
11:22
to create a marketing campaign, $10,000.
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I was charging $200.
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I’m like, okay, so $10,000, $200, how do I do what you do?
11:31
10 years. I said, I don’t have 10 years.
11:34
I gotta take care of my mum, I gotta pay the bills,
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so what could I do? There is no shortcut.
11:39
I said, there has to be a shortcut.
11:40
No, there’s no shortcut. Okay (sighs).
11:44
I said, what are the– who are the experts in the industry,
11:47
who are charging this kind of money, so here’s what I did.
11:51
It’s called branding by association, branding by what?
11:54
– [Audience] Association.
11:56
– So, at the time, I put together a product,
11:59
information product, cassette tapes, cassette tapes, okay?
12:04
I came up with a product– you can still search it online
12:05
called ‘Million Dollar Copywritings’
12:08
‘Million Dollar Marketing Secrets Of the Greatest
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Copywriters.’ That was a long title.
12:13
No, it wasn’t selling, but I put together that product
12:16
and I picked the top 15, 18 copywriters in the world
12:20
and I interviewed them, cassette tape.
12:23
I was doing it from my home, like that,
12:26
with a cassette tape recorder, there was no Skype back then.
12:30
It was just like that and I would record the conversations,
12:34
and because, I have the cassette tapes right?
12:39
So I had to record it this way,
12:40
cos I didn’t want it to be too loud, my voice.
12:42
So we’re doing like that for an hour, it was stupid.
12:46
Anyway I put together this product, didn’t sell any.
12:51
But what happens is all these guys are charging $10,000
12:55
to write a campaign, the best in the world.
12:57
I find a friend to interview me and I put myself in there,
13:02
as a package,
13:05
and I used this package
13:07
and I give it to potential clients and say “you know what,
13:10
I am featured in there.” It’s my product but
13:13
I’m featured in here, and I say, you know,
13:16
I write copy for people, but these guys charge $10,000,
13:20
I only charge $2,000.
13:24
“Oh, I’m not gonna pay $10,000. $2,000, you’re good.”
13:26
So that’s what I did, I used it as a lead generation,
13:30
as a trust-building thing, so I didn’t sell any of it,
13:33
but I’d just give it away and sometimes I give that cassette
13:36
to some people, they said “no no no I get it,
13:38
I see your name, I’ll hire you, what do you need?”
13:41
That’s how I got my foot in the door.
13:44
Let me tell you one more thing.
13:45
How many of you have heard of Jay Conrad Levinson?
13:48
Do you know Jay Conrad Levinson?
13:49
So Jay Conrad Levinson, he wrote,
13:51
maybe you’ve heard of the book, called ‘Guerrilla Marketing’
13:55
Guerrilla Marketing, so Jay Conrad Levinson is
13:59
the all-time best-selling author for business books.
14:02
Jay’s sold about 30 million books worldwide,
14:06
for small business, so “Guerrilla Marketing” series,
14:09
you can search online, so at a time, I know,
14:11
going back to the strategy I shared with you,
14:14
who could I get that if I get that person as a client
14:17
would give me everybody else?
14:19
So I approach Jay Conrad Levinson and I said: “Jay,
14:22
I saw your ad, can I rewrite your ad for you? No charge.
14:28
If it’s good, great. If not..
14:30
If it’s good, just give me a little testimony,
14:31
I would appreciate it.”
14:32
And Jay said “oh you’re a young guy, that’s awesome,
14:34
I’ll do it for you” and we did, so I rewrote his ad
14:37
and actually tripled his conversion, so tripled his sales.
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He was very happy, gave me a little testimonial,
14:44
more than that, he said “you know, Dan, you do good work,
14:46
you know, you’re a smart guy, why don’t I
14:49
endorse you to my list?”
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Now, when that happens, what do you say?
14:58
Hell yeah! Right? Thank you. And he did.
15:02
From there, the demand shot through the roof,
15:04
so from $2,000, within two years, maybe even year and a half
15:07
$200, $2,000, so from here, from here,
15:11
getting the endorsement from Jay
15:13
$5,000, $7,000 a campaign, very short period of time.
15:18
People talk about this, do not– we are conditioned
15:23
to what I call climbing the ladder of success, from school.
15:28
Grade 5, grade 6, grade 7, grade 8, grade 9,
15:31
and then what do you do? Grade 10, 11, 12, right?
15:33
And after that what do you do? What do you do?
15:37
(audience mumbles) No, but then you go to university right?
15:40
And then you go to university, how many years?
15:44
Yeah, 4 years and after you graduate university,
15:46
what do you do? You get a job and you work your way–
15:50
– [Audience] Up
15:51
– And then, until you–
15:53
– [Audience] Retire…die
15:54
– That’s what it is, we’re conditioned to
15:56
climb this ladder of success.
15:59
Instead what I do, I say: don’t look for the ladder to climb
16:06
Take the elevator instead (audience giggles)
16:09
and that’s how I think.
16:11
It takes 10 years? Fuck that.
16:15
How could I get there faster?
16:17
Well, I do some out-of-the-box stuff.
16:20
Associate myself with experts, successful people,
16:23
get endorsement from celebrities in their niche,
16:27
and I could increase my prices
16:29
and move up through this ladder.
16:31
This is not fair but it’s a fact.
16:35
The top– this triangle,
16:39
celebrity authority, expert,
16:41
they make more money,
16:42
this three, four percent makes 97% of the money.
16:46
Just that way. Most people, they try to fight,
16:48
they try to lower the price, trying to be cheap,
16:51
trying to low-ball, trying to do
16:52
what everybody else is doing and these guys are like
16:53
“ah whatever, let you do what you do”
16:56
They do something totally different, does that make sense?
16:58
Yeah. How about take two minutes, how long?
17:00
– [Audience] Two minutes.
17:01
– Discuss. Find your partner, what I’ve just said,
17:03
what I’ve shared with you so far, yeah? Two minutes, go.
17:06
– [Voiceover] 10 times your finances,
17:08
10 times your business,
17:09
10 times your marketing,
17:11
10 times your life.
17:14
Hit the subscribe button now.
